Media and Society Studies

Chairperson : Professor Nhamo Anthony Mhiripiri
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Categories

Social Sciences

About the Department

OBJECTIVES

The general aims of the programme are to provide students with: Training in theories of communication and the media, the production, distribution and reception of media products in concrete communities, national/social and international contexts with respect to basic appropriate research methodologies. Appropriate social, cultural, political and economic theories that take cognisance of the concepts of democracy, development and social change and the role of new information technologies in enabling the creation of democratic and equitable societies.A critical and informed understanding of communication and media systems at national, regional and international levels.The ability to conduct research informed by clearly articulated communication and media theories that promote people-centered development at community, national and international levels while respecting the cultural integrity of peoples as well as their basic inalienable human rights.The ability to learn communication and media skills within existing media organisations and to judge and assess their theoretical and research skills in concrete industrial environments.That enable them to realize that communication and media are multidisciplinary fields whose operations are empowered by a diversity of social realities.

 

CAREER PROSPECTS 

MSS graduates have career opportunities in a wide array of industries which include the following:

Mainstream and alternative [community] print and broadcasting media organisations e.g. Zimbabwe Newspapers, Associated Newspapers of Zimbabwe, Zimbabwe Broadcasting Corporation, New Ziana, Joy TV, Moto, Parade, The Club – Edgars,

Social research organisations

Advertising agencies

Media department in the Presidents Office Parliament of Zimbabwe

Non-Governmental Organisations

Public relations/customer care departments in both private and public organisations

Cyber publishing organisations

Starting own media-related enterprises

Media consultancy

CONTACT DETAILS 

Department of Media & Society Studies

Midlands State University 

P.Bag 9055

Gweru

Zimbabwe

Tel +263 54 260409 / +263 54 260450/ +263 54 260667

Regulations

1. INTRODUCTION

1.1 These regulations shall be read in conjunction with the Faculty and General Regulations

1.2 The BSc Honours in Media and Society Studies (MSS) is a fouryear full-time degree programme structured to meet media and communication needs of Zimbabwe, the SADC region and beyond. It intends to equip students with both academic and practical skills that enable them to enter the media industry as well as carry out research.

2. GENERAL AIMS

The general aims of the programme are to provide students with objectives:

2.1 Training in theories of communication and the media, the production, distribution and reception of media products in concrete communities, nation/social and international contexts with respect to basic appropriate research methodologies.

2.2 Appropriate social, cultural, political and economic theories that take cognizance of the concepts of democracy, development and social change and the role of new information technologies in enabling the creation of democratic and equitable societies.

2.3 A critical and informed understanding of communication and media systems at national, regional and international levels.

2.4 The ability to conduct research informed by clearly articulated communication and media theories that promote people-centred development of community, national and international levels while respecting the cultural integrity of peoples as well as their basic inalienable human rights.

2.5 The ability to learn communication and media skills within existing media organization and to judge and assess their theoretical and research skills in concrete industrial environments.

2.6 Skills that enable them to realize that communication and media are multidisciplinary fields whose operations are empowered by a diversity of social realities.

3. CAREER PROSPECTS

3.1 HMSS graduates have career opportunities in a wide range of industries which include the following:

· Mainstream and alternative (communication) print and broadcasting media organizations.

· Social research organizations.

· Advertising agencies

· Public Relations/Customer Care and Information and Publicity department in different public and private sector organizations,

· Non-Governmental Organizations,

· Teaching and lecturing

· Media Consultancy and entrepreneurship.

4. ENTRY REQUIREMENTS

4.1 Normal Entry

For normal entry a candidate should:-

4.1.1 have satisfied the General Regulations,

4.1.2 have a pass in English Language and at least an “E”grade in Mathematics at “O” Level, and

4.1.3 have a good pass in Literature in English at “A” level. A pass in History at “A” Level is an added advantage.

4.2 SPECIAL ENTRY

4.2.1 Holders of a Diploma in Mass Communication, Public Relations or any other media discipline and have at least five years of hands-on experience may apply for admission.

4.2.2 A person who has successfully done part of communication, Media Studies, Public Relations or any other appropriate degree programme and subsequently passed some modules acceptable to the department and Senate, may also apply for special entry.

4.3 MATURE ENTRY

Refer to Section 3.3 of the General Regulations.

5. GENERAL PROVISIONS

5.1 The number of modules taken by any student from outside the department may be restricted.

5.2 The offering of elective modules depends on the availability of staff and/or teaching loads of available staff.

5.3 During Work Related Learning, the department may transfer a student from one organization to the other.

5.4 The department may use its discretion to deploy students to specific organizations for Work Related Learning thereby over-riding students’ preference and personal arrangements.

6. ASSESSMENT

6.1 Examinations, which shall normally be written at the end of each s emester, comprise three-hour papers for theoretical modules.

6.2 Continuous assessment that includes, among other things, tests, essays, fieldwork, laboratory work, writing stories and projects is compulsory.

6.3 All practical modules shall be assessed by practical coursework and products produced during the semester. Such practical modules may demand 100% attendance and submission of assigned work.

6.4 Failure to meet dead lines shall be taken to mean failure to carry out assigned work. Permission to extend the deadline must be sought at least seventy two (72) hours before the originally given date.

6.5 A student is normally required to attend all tutorials and lectures.

6.6 The assessment of Work Related Learning shall be in accordance with the General Regulations.

6.7 Examinations contribute 75% towards the final mark of a module.

6.8 Continuous assessment contributes 25% towards the final mark of a module.

6.9 For a dissertation’s assessment, a viva contributes 25% while the marking of the submitted copy contributes 75% to the final mark of the module.

6.10 All practical modules have no written examination and shall be assessed by practical course work and products produced.

6.11 DISSERTATION

6.11.1 After a dissertation has been submitted and marked, a student shall be required to defend it before the Departmental Board of examiners.

6.11.2 The highest mark that may be awarded for a dissertation submitted after due date is 50%.

6.11.3 A dissertation that attains a failure mark within supplementable range may be resubmitted within three months after the publication of results and the highest mark attainable shall be 50%.

6.11.4 A Dissertation shall be presented following strict rules and regulations of scholarly presentation and must approximate the highest possible academic standards.

6.11.5 A student shall submit two copies of the dissertation bound according to departmental specifications.

7. FAILURE TO SATISFY EXAMINERS

Refer to Section 9 of the General Regulations.

8. WORK RELATED LEARNING GENERAL GUIDELINES

Refer to Section 10 of the General Regulations.

9. PROVISION FOR PROGRESSION

Refer to Section 6 of the Faculty Regulations.

10. GRADING AND DEGREE CLASSIFICATION

Refer to Section 10 of the Faculty Regulations

11. DEGREE WEIGHTING

Refer to Section 11 of the Faculty Regulations.

12. PROGRAMME STRUCTURE

Level 1 Semester 1

Code Module Description Prerequisites Credits
MSS101 Theories of Communication and the Media 4
MSS102 Media in Zimbabwe 4
MSS103 Media Law and Ethics 4
MSS108 Media Sociology 4
MSS 110 Principles of Economics and the Media 4
HCS 115 Introduction to Information Technology 4
CS 101 Communication Skills 4

Level 1 Semester 2

Code Module Description Prerequisites Credits
MSS105 Comparative Media in Africa 4
MSS109 Global Media Structures 4
MSS107 Journalism and Desktop Publishing 4
MSS 111 Principles of Marketing and the Media 4

Level 2 Semester 1

Code Module Description Prerequisites Credits
MSS201 Media Research Methods (MSS 101) 4
MSS203 Texts, Audiences and Reception (MSS101) 4
MSS204 Introduction to Critical Media Theory(MSS101 4
GS201 Introduction to Gender Studies 4

Elective Modules

Prerequisites Credits

Code Module Description Prerequisites Credits
MSS202 Communication, Culture and the Media (MSS101) 4
MSS205 Understanding the Press (MSS102) 4
MSS206 Understanding Radio (MSS102) 4
MSS207 Television Studies (MSS101) 4
MSS208 Film and Video Studies (MSS101) 4

Level 2 Semester 2

Prerequisites Credits

Code Module Description Prerequisites Credits
MSS211 Media Economics (MSS110 & MSS 111) 4
MSS218 Principles of Public Relations 4
MSS219 Principles of Advertising 4

Elective Modules

Prerequisites Credits

Code Module Description Prerequisites Credits
MSS209 Media Analysis 4
MSS213 Introduction to Print Journalism (MSS103 & MSS107) 4
MSS214 Introduction to Radio Journalism (MSS103 & MSS107) 4
MSS215 Introduction to Television Journalism (MSS103 & MSS107) 4
MSS216 Introduction to Film and Video Production (MSS103 & MSS107) 4

Level 3 Semester 1 and 2: Work Related Learning

Code Module Description Prerequisites Credits
MSS301 Work Related Learning Report 15
MSS302 Academic Supervisor’s Report 15
MSS303 Employer’s Assessment Report 10

Level 4 Semester 1

Code Module Description Prerequisites Credits
MSS401 Theories of Development and Democracy (MSS204) 4
MSS402 The Media and Specific Communities (MSS204) 4
MSS403 Communication Policies and Media Management (MSS211) 4
MSS417 Principles and Practice of Social Marketing 4

Elective Modules

Code Module Description Prerequisites Credits
MSS405 Advanced Print Journalism (MSS213) 4
MSS406 Advanced Radio Journalism (MSS214) 4
MSS407 Advanced Television Journalism (MSS215) 4
MSS408 Advanced Film and Video Production (MSS216) 4
MSS409 Advanced Photo-Journalism (MSS217) 4

Level 4 Semester 2

Code Module Description Prerequisites Credits
MSS410 Political Communication (MSS212) 4
MSS411 Political Economy and the Media (MSS211) 4
MSS412 Dissertation (MSS201) 8

Electives

Code Module Description Prerequisites Credits
MSS413 Violence and the Media (MSS402) 4
MSS414 Media, Entertainment and Social Control 4
MSS415 Popular Culture and Alternative Forms of Communication 4
MSS416 The Internet and Practice of Cyber Publishing (MSS107) 4

13. MODULE SYNOPSES

MSS101 THEORIES OF COMMUNICATION AND THE MEDIA

Defining Communication and its parameters, models of communication, normative theories of the media, signs and codes, categories of communication, theories and models of communication and mass communication and their critique, media and mediation, concepts of the “mass and “community”, mass communication and Society-power, integration and change, media culture.

MSS102 MEDIA IN ZIMBABWE

The history of print media and broadcasting in Zimbabwe, The Ministry of Information and the Mass Media Trust. Zimbabwe Community Newspaper, Zimpapers and the Private Press. Zimbabwe Broadcasting Corporation, Radio and Television, Film in Zimbabwe, Music in Zimbabwe, Public Service broadcasting and the Media in Zimbabwe. Traditional and emerging ownership patterns and implications on the institutional role of the Media. Media training institutions. The legal, political, technological, economic and cultural context of the media in Zimbabwe. Zimbabwe images on the Internet.

MSS103 MEDIA LAW AND ETHICS

Media laws in Zimbabwe, Legal requirements versus moral and ethical considerations media practices in Zimbabwe. Ethics regarding the use of sources, objectivity and fairness in reporting. Law and ethics in relation to economic and political interests in the Media. Comparative analysis of laws pertaining to the freedom of speech, privacy, confidentiality, libel, copyright and obscenity. Freedom of expression and the role and practice of censorship seen in an historical and comparative perspective in Zimbabwe. The operations of MISA, the Press Council and the Zimbabwe Union of Journalists.

MSS105 COMPARATIVE MEDIA IN AFRICA

This module offers comparative study of the media in Africa focusing on selected regions. The study comprises the history, patterns of development, and levels of performance of the media in the regions including print, broadcasting, film and the Internet. The role played by different media in the colonial and post colonial period, emerging ownership patterns and implications on the institutional role of the Media. Media Training institutions in the regions. It will interrogate the application of the various theories of the media especially as they relate to the African context.

MSS107 JOURNALISM AND DESKTOP PUBLISHING

This is a practical and introductory course aimed at equipping students with basic skills required in the production of news for print media, radio and television. As a grounding course there will be emphasis on the practical skills that include: Basic news reporting, basic, editing, news gathering and processing, managing sources and creating source bank, newsroom politics, freelancing, commissioned work and personal interest products. Producing media products for public relations and to meet the institutional role of the media. The DTP component equips students with basic skills in creating of a camera-ready copy.

MSS108 MEDIA SOCIOLOGY

Sociological terms and concepts; stratification and class structure; social interaction and everyday life; conformity and deviance agencies of socialization; the nature and processes of social change; reasons for socializing; ideology of community; communication in society and various relationships between the media and society.

MSS109 GLOBAL MEDIA STRUCTURES

Conceptualising imperialism, international relations and international media structures; nature of international flow of information in a uni-polar world, the electro-magnetic spectrum and the politics of space allocation. Public, private, and corporate ownership of media organization and distribution networks, International news and news agencies, international advertising, International music, industry. Television, film and vide world flow and implications; international film industry and the Hollywood paradigm, African, Indian and South American video and film paradigms.

GS201 INTRODUCTION TO GENDER STUDIES

The module empowers the students with knowledge and skills that enable them to be gender sensitive in the University, workplace and in all their social interactions. Topics covered include, understanding Gender, Theories of Gender Inequalities, Historical Development of Gender, Gender Analysis, Gender Issues in Zimbabwe, Redressing Gender Imbalances, Empowerment and Strategies for creating a gender responsive environment. Every student has to pass the module in order to graduate.

MSS201 MEDIA RESEARCH METHODS

History of communication research methods, research process, research methods, research language and the ethics of communication research. The relationship between theory and methodology. From methodology, results conclusion to new theory. Case studies of major communication researches.

MSS202 COMMUNICATION, CULTURE AND THE MEDIA

This module places communication in the realm of culture and the following themes will be explored:- Communication as culture, possible communication patterns in pre-colonial Zimbabwe, orality versus literacy, defining culture, cultural policies and the practice of communication; media, culture and communication phenomenon in Zimbabwe; media products as cultural products ; the ideology of cultural production and products. Media products as expressions of lived experiences and/or national consciousness. Local cultures versus cultural imperialism. New information technologies and culture.

MSS203 TEXTS, AUDIENCES AND RECEPTION

The ritual of encoding and decoding texts, the history of reception and audience studies, theories of reception and the uses and influences of media texts text perception in different traditions, ethnography of audiences, case studies on reception and audience research: Morley’s “Nationwide” project.

MSS204 INTRODUCTION TO CRITICAL MEDIA THEORY

Critical administration and Communication Research; The critical project and the enlightenment; Dialectic of the enlightenment an the Culture Industry; Cultural Studies in Britain: Williams and Hoggart; Critical Theory in a Global context; The African Perspective.

MSS205 UNDERSTANDING THE PRESS

The history of the press with reference to technological and social developments in the developed world, Africa and Zimbabwe. The course includes: types of publications dailies, weeklies, monthlies, tabloids, broadsheets, newspapers, magazines, journals and types of articles carried by the press including readership segmentation and patterns. The normative role of the press and role actually played by the press in specific settings in relationship to ownership patterns. Print media organizations, products and readership patterns. Print media and Internet technology.

MSS206 UNDERSTANDING RADIO

The history of radio with reference to technological and social developments in the developed world, Africa and Zimbabwe, genres of radio products, developments in radio in radio industry, different types of radio stations-community, national, regional and international radio stations, practice and prospects of radio use (in liberation struggles, other conflicts, and nation-building, with specific reference to the Voice of Zimbabwe and others in-Africa.

MSS207 TELEVISION STUDIES

The history of television with reference to technological and social developments in the developed world, Africa and Zimbabwe, genres of television products developments in television industry, different types stations including community, national, regional and international television stations, practice and prospects of television use in national and international conflicts, nation-building, development and democracy, with specific reference to Zimbabwe, Africa and developed countries. The nature and implications of television programming in Zimbabwe, Africa and developed countries.

MSS208 FILM AND VIDEO STUDIES

The history of film and video with video with reference to technological and social developments in the developed world, Africa and Zimbabwe, film and video genres, film and video industry, its products, distribution and consumption patterns; practice and prospects of film and video analysis with particular emphasis on and Africa. Theories of film and video analysis with particular emphasis on context and texts. Analysis of film and video texts from different traditions; the film and video industry in Zimbabwe and Africa and the politics of funding.

MSS209 MEDIA ANALYSIS

The module entails approaches to media and textual analysis. Media products to be analyzed include different types of newspapers, radio and television output. Film and the Internet. For film, special emphasis will be put on African film as constituting another paradigm different from that of the Hollywood. Media products will be discussed in relationship to institutional and organizational structures, marketing strategies and intended consumers.

MSS211 MEDIA ECONOMICS

Introduction to Media economics, media organizations as business organizations; the concept and role of the market and the market place. Consumer choices and market responses. The Media goods/services market (i) media content as an informational and entertainment product for sell- (ii) the advertisement market and the audience as a commodity. Geographic market for media products; intermedia and intermedia competition; strengths and limitations of different media for advertisement competition, market structures and market power; media ownership, their funding patterns implications on performance. Monopoly and competition in the market. Media labour and the market.

MSS213 INTRODUCTION TO PRINT JOURNALISM

This is a practical module meant to equip students with intermediate skills required in the production of news for print media. The practical skills include news reporting, editing, news gathering and processing, managing sources and creating source bank, newsroom politics, freelancing, daily reporting versus weekly, monthly and periodical, commissioned writing and personal interest writing, photography, politics of pictures and picture selection.

MSS214 INTRODUCTION TO RADIO JOURNALISM

This is a practical module emphasizing on basic writing, production, presenting different television genres and performing basic technical operations of the medium.

MSS215 INTRODUCTION TO TELEVISION JOURNALISM

This is a practical module emphasizing on basic writing, production, presenting different television genres and performing basic technical operations of the medium.

MSS216 INTRODUCTION TO FILM AND VIDEO PRODUCTION

This is a practical module emphasizing on basic scriptwriting, shooting, directing and editing of videos and films of different genres.

MSS217 INTRODUCTION TO PHOTO-JOURNALISM

This is a practical module emphasizing on basic dimensions and tactics of photos as an integral part of journalism. Also, the module impacts skills related to different types of photography for different types of journalism.

MSS218 PRINCIPLES OF PUBLIC RELATIONS

Definition of terms; the history and evolution of public relations. (PR); PR and related disciplines (marketing, advertising; journalism and propaganda); PR as planned communication; Principles; Principles of effective communication; Public opinion; PR ethics; Research in PR; Publicity techniques; the place of PR in management; PR and the mass media, Theory and practice of political PR; advocacy and PR, PR campaign criteria and approaches and crisis management.

MSS219 PRINCIPLES OF ADVERTISING

Definition of terms; Different types of advertising, advertising and the mass media; origins of consumer culture; advertising and the development of agencies; goods as satisfiers and goods as communicators and criticisms of advertising.

MSS401 THEORIES OF DEVELOPMENT AND DEMOCRACY

The module equips students with a broad application of major theories of development and their debates from the modernization paradigm to “Another” or the Alternative paradigm. For democracy, the module covers from its Athenian in Zimbabwe, Africa and beyond will be studied.

MSS402 THE MEDIA AND SPECIFIC COMMUNITIES

Definition of terms; the role of the media in maintaining and/or fracturing the stability of modern societies through the examination of the coverage of specific social issues gender, race, class and ethnicity. Other categories will also be studied i.e. the media and children, “victims” opposition parties etc. Lessons from the legitimating role of the media through the presentation of stereotypes. Specific case studies will be drawn from Zimbabwe, Africa and the world.

MSS403 COMMUNICATION POLICIES AND MEDIA MANAGEMENT

Definitions of policy of public policy, the link between organizational mission statements, rational legislature and regulatory bodies and the articulation of media policy and management, the relationship between publicy policy formulation and communication and media policy formulation; media policy and media management practices; influence of different types of media ownership organizations and institutions.

MSS405 ADVANCED PRINT JOURNALISM

This is a practical module meant to equip students with advanced skills required in the production of news for print media. While further development practical skills imparted in Print Journalism (1) this course includes training students in specialized reporting i.e. political, economic, environmental, rural, court and health reporting.

MSS406 ADVANCED RADIO JOURNALISM

This is a practical module meant to equip students with advanced skills required in writing, production and presenting different radio genres and performing technical operations of the medium. While further developing practical skills imparted in Radio Journalism (1) this course included training students in specialized reporting i.e. political, economic, environmental, rural, court, and health.

MSS 407 ADVANCED TELEVISION JOURNALISM

This is a practical course meant to equip students with advanced skills required in writing, production and presenting different television genres and performing technical operations of the medium. While further developing skills imparted in Television Journalism (1) this course includes training students in specialized reporting i.e. political, economic, environmental, rural, court, and health.

MSS408 ADVANCED FILM AND VIDEO PRODUCTION

This is a practical course emphasizing an advanced scriptwriting, shooting, directing and editing of video and films of different genres.

MSS409 ADVANCED PHOTO-JOURNALISM

This is a practical course emphasizing on advanced photography as a genre of journalism and photography for different types of media that are accompanied by pictures.

MSS410 POLITICAL COMMUNICATION

The following aspects will be studied: Dimensions of political communication, the nature and uses of political communication. Origins of political marketing, an American case study. Politics in the age of mediation, the media as political actors, the media and rigging of public opinion, the political media, party political communication, political public relations, pressure group politics and publicity, politics, democracy and the media, international political communication.

MSS411 POLITICAL ECONOMY AND THE MEDIA

At a broader level the module shall provide students with a deep understanding of the relationship and inter-relationship between politics and the economy; an examination of the effect of political economy of the media utilizing an Historical and serial approach with the aim of providing of demonstrate link between the media and its political and economic environment. Major areas shall include: Defining political economy its aims; brief history of the field up to current status; political economy and the media; survey of selected media organizations since 1891 to present.

MSS413 VIOLENCE AND THE MEDIA

Defining violence, media and imagination, and imagining violence in the media; violence and representation of violence in the media; violence and children; violence in cartoons; violence and gender, race and stereotyping, the power of the media in fueling violence, criticism of media violence.

MSS414 MEDIA, ENTERTAINMENT AND SOCIAL CONTROL

Media products, recorded music and the recording industry. The promotion of art/culture: recorded music and performing artists and sculpture. Art and mass production. Politics of selecting of media products for mass consumption. The operations of recording companies, music promotion, culture and influence; local versus foreign music; the law and Art. Music and the broadcasting industry.

MSS415 POPULAR CULTURE AND ALTERNATIVE FORMS OF COMMUNICATION

Forms of communication in everyday life outside the mainstream. Patterns of communication and between cultures and sub-cultures with particular emphasis on Africa music, slogans, epigrams (public transport vehicles, public rallies, community gathering, ceremonial rituals and so on (youth patterns, female and male social entertainment patterns) and the interface with mainstream national and international communication.

MSS416 THE INTERNET AND PRACTICE OF CYBER PUBLISHING

This is a practical module. Students are expected to grasp principles that explain the Internet and be able to navigate cyber space extracting research material and also publishing their own information. This includes partaking in the different discourses on the Internet and authoring own web sites. Other practical skills include design and layout of products for cyber publishing, and writing and editing for the Internet.

MSS417 PRINCIPLES AND PRACTICE OF SOCIAL MARKETING

The course focuses on principles and practice of social marketing as a distinct form of planned communication; definition of terms; elements and products of social marketing; principles of persuasion and communication by objectives; the concept and principles of opinion building; Social Marketing Research processes; Andresen’s new paradigm of social marketing; Ethics issue; impact assessment; Evaluation of case studies in different media and critics of social marketing.

REGULATIONS FOR THE POST-GRADUATE DIPLOMA IN MEDIA AND SOCIETY STUDIES (DMSS)

1. INTRODUCTION

The Post-Graduate Diploma in Media and Society Studies (PMSS) is a one- year full-time degree programme structured to media and communication needs in Zimbabwe the region and beyond. It intends to equip students with both academic and practical skills to enable them to enter the media industry as well as to do research and academic studies.

2. GENERAL AIMS

The general aims of the programme are to provide students with:

2.1 training theories of communication and the media, the production, distribution and reception of media products in concrete communities; national/social and international contexts with respect to basic appropriate methodologies.

2.2 appropriate social, cultural, political and economic theories that take cognizance of the concepts of democracy, development and social change and the role of new information technologies in enabling the creation of democratic and equitable societies.

2.3 A critical and informed understanding of communication and media system at national, regional and international levels.

2.4 The ability to conduct research informed by clearly articulated communication and media theories that promote people-centred development at community, national and international levels while respecting the cultural integrity of peoples as well as their basic inalienable human rights.

2.5 the ability to learn communication and media skills within existing media organizations and to judge and assess their theoretical and research skills in concrete industrial environments.

2.6 Skills that enable them to realize that communication and media are multidisciplinary fields whose operations are empowered by a diversity of social realities.

3. CAREER PROSPECTS FOR DMSS GRADUATES

3.1 MSS graduates have career opportunities in a wide array of industries which include the following:

· Mainstream and alternative (community) print and broadcasting media organizations.

· Social research organizations

· Advertising agencies

· Public Relations/Customer Care and Information and Publicity departments in different public and private sector organizations.

· Parliament of Zimbabwe.

· Non-Governmental Organizations

· Teaching and Lecturing.

· Media consultancy and entrepreneurship

4. ENTRY REQUIREMENTS

4.1 NORMAL ENTRY

For normal entry a candidate should:-

(i) have satisfied the University’s General Academic

Regulations and,

(ii) have a pass in English Language and at least an “E” grade in Mathematics at “O” level, and

(iii) have a good first degree in any discipline preferably with a 2.1 classification.

5. GENERAL PROVISIONS

5.1 The number of modules taken by any student from outside the department may be restricted.

5.2 Not all modules offered by the department are open for shopping by students registered in other departments.

5.3 The offering of elective modules depends on the availability of staff and/or teaching loads of available staff.

6. CREDITS

6.1 Students shall earn at least 32 credits to be allowed to graduate.

6.2 Marks for the two semesters of the programming have equal contribution to the overall and final diploma classification.

6.3 To successfully complete the programme a student must at least pass all the core modules.

7. ASSESSMENT

7.1 Examinations, which shall normally be written at the end of each semester, comprise three-hour papers for theoretical modules.

7.2 Continuous assessment that includes, among other things tests, essays, fieldwork, laboratory work, writing stories and projects is compulsory.

7.3 All practical modules shall be assessed by practical coursework and products produced during the semester. Such practical modules may demand 100% attendance and submission of assigned work.

7.4 Failure to meet dead lines shall be taken to mean failure to carry out assigned work. Permission to extend the deadline must be sought at least seventy two (72) hours before the originally given one.

7.5 A student is normally required to attain at least 100% attendance of tutorials and lectures.

8. WEIGHTING

8.1 Examinations contribute 75% towards the final mark of a module.

8.2 Continuous assessment contributes 25% towards the final mark of a module.

8.3 All practical modules have no written examination and shall be assessed by practical course work and products produced.

9. MARKING SCHEME AND DIPLOMA CLASSIFICATION

9.1 The following marking scheme shall apply for all modules:

80% – 100% Distinction

70% – 79% Merit

50% – 69% Pass

Below 50% Fail

10. PROGRAMME STRUCTURE

Level 1 Semester 1

Code Module Description Credits
DMSS 601 Theories of Communication and the Media 4
DMSS 602 Media in Zimbabwe 4
DMSS 603 Media Law and Ethics 4
DMSS 604 Journalism and Desktop Publishing 4
DMSS 605 Introduction to Critical Media Theory 4
DMSS 606 Media Research Methods 4

Electives

Code Module Description Credits
DMSS 607 Understanding the Press 4
DMSS 608 Understanding Radio 4
DMSS 609 Television Studies 4
DMSS 610 Film and Video Studies 4

Level 1 Semester 2

Code Module Description Credits
DMSS 611 Global Media Structures 4
DMSS 612 Texts, Audiences and Reception 4
DMSS 613 Media Economics & Political Economy of the Media 4
DMSS 614 Principles of Public Relations and Advertising 4
DMSS 615 Introduction to Print Journalism 4
DMSS 616 Theories of Development and Democracy 4

Electives

Code Module Description Credits
DMSS 617 Introduction to Radio Journalism 4
DMSS 618 Introduction to Television Journalism 4
DMSS 619 Introduction to Film and Video Production 4
DMSS 620 Introduction to Photo-Journalism 4

11. MODULE SYNOPSES

DMSS 601 THEORIES OF COMMUNICATION AND THE MEDIA

Defining communication and its parameters, models of communication, normative theories of the media, signs and codes, categories of communication, theories and models of communication and mass communication and their critique, media and mediation, concepts of the “mass and “community”, mass communication and Society; power, integration and change, media culture.

DMSS 602 MEDIA IN ZIMBABWE AND AFRICA

The history of print media and broadcasting in Zimbabwe. The Ministry of Information and the Mass Media Trust, Zimbabwe community newspapers, Zimbabwe and the Private Press. Zimbabwe Broadcasting Corporation, Radio and Television, Film in Zimbabwe, Music in Zimbabwe, Public Services broadcasting and the Media in Zimbabwe. Traditional and emerging ownership patterns and implications on the Institutional role of the Media. Media Training Institutions. The legal, political, technological, economic and cultural context of the Media in Zimbabwe. Zimbabweans images on the Internet. This course offers comparative study of the media in Africa focusing on selected regions. The study comprises the history, patterns of development, and levels of performance of the media in the region including print, broadcasting, film and the Internet. The role played by different media in the colonial and post colonial period, emerging ownership patterns and implications on the institutional role of the media. Media training institutions in the regions. It will interrogate the application of the various theories of the media especially as they relate to the African context.

DMSS 603 MEDIA LAW AND ETHICS

Media laws in Zimbabwe, Legal requirements versus moral and ethical considerations media practices in Zimbabwe. Ethics regarding the use of sources, objectivity and fairness in reporting. Law and ethics in relation to economic and political interests in the media. Comparative analysis of laws pertaining to the freedom of speech, privacy, confidentiality, libel, copyright and obscenity. Freedom of expression and the role and practice of censorship seen in an historical and comparative perspective in Zimbabwe. Operations, of MISA, the Press Council and the Zimbabwe Unions of Journalism.

DMSS 604 JOURNALISM AND DESKTOP PUBLISHING

This is a practical and introductory course aimed at equipping students with basic skills required in the production of news for print media, radio and television. As a grounding course there will be emphasis on the practical skills that include: Basic news reporting, basic editing, news gathering and processing, managing sources and creating source bank, newsroom politics, freelancing, commissioned work and personal interest products. Producing media products for public relations and to meet the institutional role of the media. The DTP component equip students with basic skills in creating of a camera-ready copy.

DMSS 605 INTRODUCTION TO CRITICAL MEDIA THEORY

Critical administrative and Communication Research; The critical project and the enlightenment; Dialectic of the enlightenment and the Culture Industry; Cultural Studies in Britain: William and Hoggart; Critical Theory on a Global context; The African Perspective.

DMSS 606 MEDIA RESEARCH METHODS

History of communication research methods, research process, research methods, research language and the ethics of communication research. The relationship between theory and methodology. From methodology results, conclusion to new theory. Case studies of major communication researches.

DMSS 607 UNDERSTANDING THE PRESS

The history of the press with reference to technological and social developments in the developed world, Africa and Zimbabwe. The module includes: types of publications dailies, weeklies, monthlies, tabloids, broadsheets, newspaper, magazines, journals and types of articles carried by the press including readership segmentation and patterns. The normative role of the press and role actually played by the press in specific settings in relationship to ownership patterns. Print media organizations, products and readership patterns. Print media and Internet Technology.

DMSS 608 UNDERSTANDING RADIO

The history of radio with reference to technological and social developments in the developed world, Africa and Zimbabwe, genres of radio products, developments in radio industry, different types of radio stations-community, national, regional and international radio stations, practice and prospects of radio use (in liberation struggles, other conflicts, and nation-building) with specific reference to the Voice of Zimbabwe and other in Africa.

DMSS 609 TELEVISION STUDIES

The history of television with reference to technological and social developments in the developed world, Africa and Zimbabwe, genres of television products, developments in television industry, different types of television stations, including community, national, regional and international conflicts, nation-building, development and democracy with specific reference to Zimbabwe, Africa and developed countries. The nature and implications of television programming in Zimbabwe, Africa and in developed countries.

DMSS 610 FILM AND VIDEO STUDIES

The history of film and video with reference to technological and social developments in the developed world, Africa and Zimbabwe; film and video genres; film and video industry, its products, distribution and consumption patterns; practice and prospects of film and video production in Zimbabwe and Africa. Theories of film and video analysis with particular emphasis on context and texts. Analysis of film and video texts from different traditions. The film and video industry in Zimbabwe and Africa and the politics of funding.

DMSS 611 GLOBAL MEDIA STRUCTURES

Conceptualising imperialism, international relations and international media structures, nature of international flow of information in a uni-polar world, the electro-magnetic spectrum and politics of space allocation. Public, private and corporate ownership of media organizations and distribution networks. International news and news agencies, international advertising, international music industry. Television, film and video world flow and implications, international film industry and the Hollywood paradigm, Africa, Indian and South American Video and film paradigms.

DMSS 612 TEXTS, AUDIENCES AND RECEPTION

The ritual of encoding and decoding texts, the history of reception and audience studies, theories of reception and the uses and influences of media texts, text perception in different traditions, ethnography of audiences, case studies on reception and audience research: Morley’s “Nationwide” project.

DMSS 613 MEDIA ECONOMICS AND POLITICAL ECONOMY OF THE MEDIA

Introduction to Media economics, media organizations as business organizations; the concept and role of the market and the market place. Consumer choices and market responses. The Media goods/services market (1) media content as an informational and entertainment product for sale- (i) the advertisement market and the audience as a commodity. Geographic market for media products; intermedia and intramedia competition; strengths; and limitations of different media for advertisement competition; market structures and market power; media ownership, their funding patterns and implications on performance. Monopoly and competition in the market. Media labour and the market. At a broader level the course shall provide students with a deep understanding of the relationship and inter-relationship between politics and the economy; an examination of the effect of political economy of the media utilizing an historical and serial approach with the aim of providing a demonstrate link between the media and its political and economic environment. Major areas shall include: Defining political economy its aims; brief history of the field up to current status; political economy and the media, survey of selected media organizations since 1891 to present.

DMSS 614 PRINCIPLES OF PUBLIC RELATIONS AND ADVERTISING

Definition of terms; the history and evolution of public relations (PR); PR and related disciplines (marketing, advertising, journalism and propaganda); PR as planned communication; Principles of effective communication, Public opinion; PR ethics, Research in PR; Publicity Techniques; the place of PR in Management; PR and the mass Media. Theory and practice of political PR; advocacy and PR, PR campaign criteria and approaches and crisis management. Definition of terms; Different types of advertising, advertising and the mass media, origins of consumer culture, advertising and the development of agencies; goods as satisfiers and goods as communications and criticisms of advertising.

DMSS 615 INTRODUCTION TO PRINT JOURNALISM

This is a practical module meant to equip students with intermediate skills required in the production of news for print media. This practical skill include: news reporting, editing, news gathering and processing, managing sources and creating source bank, newsroom politics, freelance, daily reporting versus weekly, monthly and periodical, commissioned writing and personal interest writing; photography, politics of pictures and picture selection.

DMSS 616 THEORIES OF DEVELOPMENT AND DEMOCRACY

The module equips students with a broad appreciation of major theories of development and their debates from the modernization paradigm to “Another” or the Alternative paradigm. For democracy, the module covers from its Athenian to the “modern” conceptions. Processes of development and democratization in Zimbabwe, Africa and beyond will be studied.

DMSS 617 INTRODUCTION TO RADIO JOURNALISM

This is practical module emphasizing on basic writing, production, presenting different radio genres and performing basic technical operations of the medium.

DMSS 618 INTRODUCTION TO TELEVISION JOURNALISM

This is a practical module emphasizing on basic writing, production, presenting different television genres and performing basic technical operations of the medium.

DMSS 619 INTRODUCTION TO FILM AND VIDEO PRODUCTION

This is a practical module emphasizing on basic scriptwriting, shooting, directing and editing of videos and films of different genres.

DMSS 620 INTRODUCTION TO PHOTO-JOURNALISM

This is a practical module emphasizing on basic dimensions and tactics of photos as an integral part of journalism. Also the module imparts skills related to different types of photography for different types of journalism.

REGULATIONS FOR THE MASTER OF SCIENCE DEGREE IN MEDIA AND SOCIETY STUDIES (MMSS)

1. PREAMBLE

1.1 These Regulations shall be read in conjunction with the Faculty Regulations and the General Academic Regulations for Postgraduate Degrees hereinafter referred to as the General Regulations.

1.2 The MSc Degree in Media and Society Studies (MMSS) is one and half year degree programme offered on Block Release and structured to meet media and communication needs of Zimbabwe, the region and beyond. It intends to equip students with both academic and practical skills that enable them to enter the media industry as well as to do research and academic studies.

2. OBJECTIVES

2.1. The Master of Science Degree in Media and Society Studies is for students with an undergraduate background in Media and Society Studies, Media and Communication Studies, Journalism or any related disciplines. The programme is for students interested in careers in any of the many facets of media and communications.

2.2. The programme aims to develop the sound conceptual, technical, analytical and critical skills that are required to succeed in the field of Media and Communication.

3. ENTRY REQUIREMENTS

To be enrolled into the programme, prospective students should be having a good Honours Degree in Media and Society Studies, Post Graduate Diploma in Media and Society Studies or a good Honours Degree in any related discipline such as Media Studies, Communication, Public Relations.

4. GENERAL PROVISIONS

4.1 The number of modules taken by any student from outside the department may be restricted.

4.2 The offering of elective modules depends on the availability of staff and/or teaching loads of available staff.

5. PROGRESSION

To progress to the next semester, a student is required to have passed at least all the core modules.

6. CREDITS

6.1 Students shall earn at least 48 credits to be allowed to graduate.

6.2 Marks for the three semesters of the programme have equal contribution to the overall and final degree classification.

6.3 To successfully complete the programme a student must at least pass all the core modules.

7. ASSESSMENT

7.1 Examinations, which shall normally be written at the end of each semester, comprise three-hour papers for theoretical modules.

7.2 Continuous assessment that includes, among other things, tests, essays, fieldwork, laboratory work, writing stories and projects is compulsory.

7.3 All practical modules shall be assessed by practical coursework and products produced during the semester. Such practical modules may demand 100% attendance and submission of assigned work.

7.5 A student is normally required to attain at least of 100% attendance of tutorials and lectures.

8. DISSERTATION

8.1 A dissertation is a module with the weight of 8 credits.

8.2 Topics for the dissertation module shall be approved by thethird week of the second semester.

8.3 Research and supervision of the dissertation starts soon after the approved of the topic.

8.4 A dissertation on a topic approved by the department must be supervised and submitted three weeks before the start of written examinations for the third semester.

8.5 After a dissertation has been submitted and marked, a student shall be required to defend it before the departmental Board of Examiners.

8.6 The highest mark that may be awarded for a late dissertation is 50%.

8.7 A dissertation that attains a failure mark within supplementable range be submitted three months after the publication of results.

8.8 A dissertation shall be presented following strict rules and regulations of scholarly presentation and must approximate the highest possible academic standards.

8.9 A student shall submit two copies of the dissertation bound according to departmental specifications.

9. WEIGHTING

9.1 Examinations contribute 60% towards the final mark of a module.

9.2 Continuous assessment contributes 40% towards the final mark of a module.

9.3 For a dissertation’s assessment, a viva contributes 25% while the marking of the submitted copy contributes 75% to the final mark of the module.

9.4 All practical modules have no written examination and shall be assessed by practical course work and products produced.

9.5 Marks for every semester have equal contribution to overall degree classification.

10. NOTIFICATION OF RESULTS

As provided in the general regulations.

11. MARKING SCHEME AND DEGREE CLASSIFICATION

Refer to Section 21 of the General Regulations.

Level 1 Semester 1

Code Module Description Credits
MMSS 701 Theory & Methodology in Communication &Media Research 4
MMSS 702 Mass Media Audiences 4
MMSS 703 The Media, Governance and Development 4

Elective Modules

Code Module Description Credits
MMSS704 Political Communication and Political Marketing 4
MMSS705 Principles and Practices of Health Communication 4
MMSS706 Visual Anthropology 4
MMSS707 Media, Human Rights and Crisis and Management 4
MMSS708 Graphic Design and Electronic Publishing 4

Level 1 Semester 2

Code Module Description Credits
MMSS 710 Corporate Communications Management 4
MMSS 711 Media and Communications Regulation 4
MMSS 712 Critical Media Theory 4

Elective Modules

Code Module Description Credits
MMSS 713 Print Journalism and Newspaper Production 4
MMSS 714 TV Journalism and Production 4
MMSS 715 Radio Journalism and Production 4
MMSS 716 Documentary Studies and Production 4
MMSS 717 Film Studies and Production 4

Level 2 Semester 2

Code Module Description Credits
MMSS 801 Dissertation 8
MMSS 802 Critical Political Economy of the Media 4

 

Elective Modules

Code Module Description Credits
MMSS 803 Media Economics and Management 4
MMSS804 Sport, Recreation and the Media 4
MMSS 805 Integrated Marketing Communications Strategies 4

 

13. MODULE SYNOPSES

MMSS 701THEORY AND METHODOLOGY IN COMMUNICATION AND MEDIA RESEARCH

Critical history of media and communication research methods. Research processes, language and ethics of media and communication research. Critical understanding of the relationship between theory and methodology. Case studies of communications researchers and leading schools/centres of communications and media research. Specific research approaches i.e. ethnography. From methodology results, conclusion to new theory.

MMSS 702 MASS MEDIA AUDIENCE

Theories on the power and nature of the media and processes of mass communication are studied together with theoretical approaches to the understanding of the nature of media audiences and their media consumption processes and habits. The module covers from the Mass Society theory and its magic bullet theory to the current cultural studies theory making references to theories and case studies from which the theories were developed. The nature different texts, different conceptualization of audience and processes of reception in different cultural and other contexts will be studied. David Morley’s “Nationwide” project will be studied in detail and small research projects carried out to tests its path-breaking findings on different areas of encoding and decoding of texts.

MMSS703 THE MEDIA, GOVERNANCE AND DEVELOPMENT

The module broadly explores major debates and theories of the media, governance and development paying particular attention to the dialectics of their relationships. Theories of democracy from the “Agora” to modern representative democracy, their publics and public spheres; other notions of good and bad governance; from the modernization paradigm to “Another” or the Alternative of development and democratization in Zimbabwe, Africa and beyond will be studied.

MMSS704 POLITICAL COMMUNICATION AND POLITICAL MARKETING

Some critical reflections on different dimensions of political communication and political marketing with emphasis on: Origins and growth; nature and uses in different parts of the world; different forms of practices in the age of mediation; relationship with the media as political actors; the media and rigging of public opinion; different characteristics of political media; dimensions of party political communication, political public relations, pressure group politics, political publicity techniques, democracy and the media, international political communication; political branding; techniques of attaining and retaining political loyalty. Practices in the mounting of political communication campaigns together with political jingles will also be studies.

MMSS705 PRINCIPLES AND PRACTICES OF HEALTH COMMUNICATION

The module focuses on principles and practice of health communication as a form of planned communication and as practiced within the paradigm of social marketing. This includes thorough and critical exploration of: principles of persuasion and communication by objectives in different cultural contexts; concepts and principles of opinion building; Social Marketing/Health Communication Research Processes: Andreasen’s new paradigm of social marketing; Ethics issue; Social Marketing/Health Communication Assessment procedures, case studies.

MMSS706 VISUAL ANTHROPOLOGY

A critical address of the paradigm shift toward reflexivity in classical anthropology and media studies, that departs from imperial/colonial media and anthropological representations of concepts of `Sameness’ and `Otherness’. Questions about the media representation, imagination/imaging/emerging of individual and group (indigenous/ethnic/tribal/sub-cultural/national) identities are critiqued using reflexive explanations. Ethnographic media products are used as socio-politico-economic and cultural construction that document patterns of culture, usually within discourses of `Sameness’ and `Othering’. The concepts of `sameness’, `Othering’ and `Becomimg’ are situated in the process of naming and identity formation. The epistemological foundamentals of anthropology, media, media studies and cultural studies are critically examined. Ethnographic visual representations and constructions of the `Same’, the `Other’ and `Becoming’ are assessed using the raw material of visual genres such as photography, sculpture, pottery, art and craft etc, that are implicated in the construction of `real’ or `imagined’ individual/group/community or national identities. Identity concepts of being and (be)coming and reflexivity are paramount especially within the contemporary environment of self-definition where essentialistic `roots’ are constantly `roots’ are conceptually challenged by `routes’.

MMSS 707 MEDIA, HUMAN RIGHTS AND CRISIS MANAGEMENT

The module locates the role of the media in communication human rights issues, as well as critiques the role the media play in the communication of socio-politico, cultural and humanitarian crises, especially within the African context. The media have been implicated in the creation/construction and /or fueling of crises. They have also been accused of setting the agenda for specific crises, and ignoring other affected areas for both business and political expediency, hence this module attempts to critique such speculations or realities using case studies. Principles and practices of crisis communication will also be taught making reference to how the media have /are aught to operate. Human rights theories from the West and originating from Africa will also be studied.

MMSS 708 GRAPHIC DESIGN AND ELECTRONIC PUBLISHING

This module is both practical and theoretical. Students are expected to grasp principles that explain the Internet and be able to navigate cyber space extracting research material and also publishing their own information. This includes partaking in the different discourses on the Internet and authoring own web sites among other forms of graphic designing and electronic publishing. Other practical skills include design and layout of products for cyber publishing, and writing and editing for the Internet.

MMSS 710 CORPORATE COMMUNICATION MANAGEMENT

Origins and growth of corporate communications/public relations (CCPR) from being and occupation to becoming a profession, Relationships between CC/PR and marketing, advertising, journalism and propaganda, Planning and execution of programmes as forms of planned communication; Principles and practice of effective communication, CC/PR and public opinion, CC/PR ethics, Research in CC/PR, Publicity techniques, the unique place of CC/PR in management in different organizations, CC/PR and the mass media. Theory and practice of political CC/PR, advocacy and CC/PR, CC/PR and crisis management, CC/PR and corporate reputation. Place of CC/PR in Corporate Strategy, measurement of CC/PR programmes success.

MMSS711 MEDIA AND COMMUNICATIONS REGULATION

The module explores the nature of media and different forms of communication in the digital age with the following emphasis: why the need for media regulations, different models of media regulations existent in the world, the relationship between different models of media regulation and the ideal role of the media in a democracy, what informs the formulation and implementation of different media regulation models, advantages and disadvantages of different media regulation models; processes formulating media policies.

MMSS 712 CRITICAL MEDIA THEORY

The module is a systematic study of a wide array of Critical Media Theory aspects which include the following: Specificities and dimensions of Critical and Administrative Research in communication, the critical project and the enlightenment, Dialectic of the enlightenment and the Culture Industry, Cultural Studies in Britain: Williams and Hoggart, Critical Theory in a Global context, The African Perspective.

MMSS 713 PRINT JOURNALISM AND NEWSPAPER PRODUCTION

This is a practical module aimed at producing multi-skilled graduate versatile in the field of print journalism and newspaper production. Emphasis is on practical skills that include: basic news reporting, basic editing, news gathering and processing, managing sources and creating source bank, newsroom politics, freelancing commissioned work and personal interest products. Producing media products for public relations and to meet the institutional role of the media.

MMSS716 DOCUMENTARY STUDIES AND PRODUCTION

The module centers of the following theoretical and practical components of documentary; its birth and growth with reference to technological and social developments in the developed world, Africa and Zimbabwe; genres, local and international documentary industry, distribution and consumption patterns; challenges and prospects of documentary production in Zimbabwe and Africa; theories of documentary analysis with particular emphasis on context and texts, analysis of documentaries from different traditions, documentary production processes from documentary idea conception, scriptwriting, directing and shooting, and editing. Economics of documentary production industry is also studied.

MMSS 717 FILM STUDIES AND PRODUCTION

The module centres of the following theoretical and practical components of film, birth and growth of film and video with reference to technological and social developments in the developed world, Africa and Zimbabwe, film genres local and international film industry, its products, distribution and consumption patterns, challenges and prospects of film production in Zimbabwe and Africa; theories of film analysis with particular emphasis on context and texts; analysis of film texts from different traditions, film idea conception, scriptwriting, directing and shooting, and editing of different genres. Economics of film production industry is also studied.

MMSS801 DISSERTATION

MMSS 802 CRITICAL POLITICAL ECONOMY OF THE MEDIA

The module critically explores key aspects of political economy of the media as an introduction to critical political economy of the media. The following will be taught: the relationship and inter-relationship between politics and the economy; relationship between media ownership and media performance and range of discourses and the audiences’ access to them, case studies to illustrate key tenets of critical political economy of the media as a living theory.

MMSS803 MEDIA ECONOMICS AND MANAGEMENT

The module conceptualizes most media as economic enterprises and their management as business organization. Among other issues the following concepts are taught: concept and role of the market and the market place; consumer choices and market responses, media goods/services with market value and sold on the market, media operations and role of advertising, different dimensions of media markets; intermedia competition, market structures and market power, media ownership, their funding patterns and implications on performances, monopoly and competition in the market; media labour and the market. Different management practices with regard to the above media involvements especially internally in the form of promulgating editorial policies and coordinating daily journalistic practices to meet declared public-good missions within macro-policy requirements and sustaining economic viability. Different roles of key managerial personnel will be studied with regard to gate-keeping, human resource management and practices that have implications on editorial and economic performance of the organization. References will be made to case studies.

MMSS 804 SPORT, RECREATION AND THE MEDIA

The module critically situates sports and recreation (leisure) as integral parts of the post-modern culture industries. Their institutional structures are historically located, and their economic, social, political and cultural significance in the contemporary global set-up is accentuated.

The media coverage/reportage of sport, recreation and leisure is critically explained in the context of discourses of self- actualization of sportsmen, `media star personalities’, sports supporters, leisure genre enthusiasts, group identity, nation-building and globalization. The social-political, economic, religion-spiritual and ritualistic elements of sports and recreation are investigation within the context of media as a mediator and marketer of popular attitudes.

MMSS 805 INTEGRATED MARKETING COMMUNICATIONS STRATEGIES

Rooted in the theories and practices of marketing, the following aspects will be studies: what is integrated marketing communications [MC]; evolution of IMC: why IMC’s importance is growing; role of IMC in branching; dimensions and uses of different tools if IMC that include Advertising, direct marketing, e-marketing, sales promotion, publicity/public relations, sponsorship and personal selling. The thrust is studying the IMC’s planning, implementation, strategies and evaluation in line with corporate and objectives.

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