Media Science

Media Science Concentration

Media Science courses develop skills and competencies necessary for creating and distributing more effective media messages.  This makes the concentration (and the specialization in Media Research in particular) useful for those interested in careers including message production, developing and distributing persuasive media (e.g., advertising and public relations), message testing and audience research, media management, marketing, consulting, sales and others.  The concentration is also well-suited to those students interested in pursuing graduate work in media research.  Students completing the Media Science concentration will be well-positioned to work in a number of media and non-media related fields.

Students will:

  • develop empirically based skills and competencies necessary for creating and distributing more effective media messages.
  • demonstrate skillsets useful for those interested in careers including message production, developing and distributing persuasive media (e.g. advertising and public relations), message testing and audience research, media management, marketing, consulting, sales and others.

Media Science Concentration Requirements

Many concentration courses have prerequisites. Be sure to take those into consideration when selecting a concentration and planning the degree.

1. Complete at least 15 credit hours, including at least 9 credit hours at the 300–400 level, selected from the following:

MSCH-A 337 Electronic Media Advertising

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Principles of Internet, network, national spot, and local radio and television advertising; roles of advertising agency, station representative, time buyer. Credit given for only one of MSCH-A 337 or TEL-T 340.

MSCH-A 347 Media Promotion and Marketing

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Theory and practice of designing, implementing, and evaluating promotional materials and marketing campaigns for television programs, radio formats, cable services, the Web, and new media. Credit given for only one of A347 or TEL-T 347.

MSCH-D 337 New Media

(3 cr.)

Develops frameworks for understanding new media technologies in social contexts. Compares computing, networked digital media, and social media to prior eras of technological change, focusing on interactions among technological, industrial, regulatory, social, and cultural forces. May be repeated with a different topic for a maximum of 6 credit hours in MSCH-D 337 and CMCL-C 337.

MSCH-L 322 Telecommunications Policymaking

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Overview of basic U.S. law and government. Specific analysis of who makes U.S. telecommunications policy, how it is done, and its effects. Course includes a case study of recent policymaking that varies each semester. Credit given for only one of MSCH-L 322 or TEL-T 321.

MSCH-S 312 Politics and Media

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Examines the relationship between media and modern politics. Topics will vary. Credit given for only one of MSCH-S 312 or TEL-T 312.

MSCH-S 315 Media Processes and Effects

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C– or higher, or consent of instructor. Examination of the effects of the mass media on human cognitions, attitudes, and behaviors, relying on empirical social science research; emphasis on the effects on individuals, although study will include groups, organizations, and social norms. Credit given for only one of MSCH-S 315 or TEL-T 314.

MSCH-S 317 Children and Media

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C– or higher, or consent of instructor. Acquaints students with the popular and research literatures on children and media, including television and computers. Students will be expected to identify recurring themes and topics related to children and media and to evaluate their significance in understanding the role of media in children’s lives. Credit given for only one of MSCH-S 317 or TEL-T 317.

MSCH-S 348 Audience Analysis

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C– or higher, or consent of instructor. The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry. Credit given for only one of MSCH-S 348 or TEL-T 348.

MSCH-S 410 Sex in the Media

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Explores the role and portrayal of sex and sexuality in media and examines in detail the potential social and psychological effects of exposure to sexual content in the media. Credit given for only one of MSCH-S 410 or TEL-T 410.

MSCH-S 451 Topical Seminar in Media and Society

(1-3 cr.)

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Exploration of social problems and issues. Topics vary. May be repeated with different topics for a maximum of 6 credit hours in MSCH-S 451 and TEL-T 451.

MSCH-S 471 Applying Theory to Media Design

(3 cr.)

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Basic media theories as well as cognitive, emotional, and social psychology, with a focus on how these theories can be applied to the design of media messages. Special attention given to interactive and immersive mediated environments. Credit given for only one of MSCH-S 471 or TEL-T 471.

MSCH-V 490 Capstone Seminar in Media

(3 cr.)

P: MSCH-C 101 or CMCL-C 190. Students synthesize previous course work in media, culminating in a substantive project that directs their learning to some particular problem of mediation, publics, or cultures. Final project may include research essays, short films, Web sites, or public presentations or performances. Specific topics vary. With the permission of the Director of Undergraduate Studies, may be repeated with a different topic for a maximum of 6 credit hours in MSCH-V 490 and CMCL-C 490.

2. Specialization restrictions:

See The Media School Bulletin for complete details.