Greenlee School of Journalism and Communication

This is an archived copy of the 2015-2016 catalog. To access the most recent version of the catalog, please visit http://catalog.iastate.edu.

http://www.greenlee.iastate.edu /

The Greenlee School of Journalism and Communication prepares students for the field of communication. The school offers three majors:

Advertising Bachelor of Arts (ADVRT)
Journalism and Mass Communication Bachelor of Science (JL MC)
Public Relations Bachelor of Science (P R)

Professional skills are taught and practiced alongside academic requirements using the latest technology and leading-edge communication trends and methods.

Founded in 1905, the unit has been continuously accredited since 1948. Accreditation is based on the principle that students need a broad-based, liberal arts education and solid core courses within the discipline. Students taking one major at the school may not seek a second major or minor in the school. All students are required to take a second major or minor outside the school as an area of expertise. A Designated Area of Concentration (DAC) outside the school may be used in place of a minor or second major with faculty approval.

Undergraduate Study

Students who complete degrees in advertising, journalism and mass communication, or public relations are expected to develop competencies in 12 key areas:

understand and apply the principles and laws of freedom of speech and press for the country in which the institution that invites ACEJMC is located, as well as receive instruction in and understand the range of systems of freedom of expression around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances;
demonstrate an understanding of the history and role of professionals and institutions in shaping communications;
demonstrate an understanding of gender, race ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications;
demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society;
understand concepts and apply theories in the use and presentation of images and information;
demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;
think critically, creatively and independently;
conduct research and evaluate information by methods appropriate to the communications professions in which they work;
write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
apply basic numerical and statistical concepts;
apply current tools and technologies appropriate for the communications professions in which they work, and to understand the digital world.

Communication Proficiency Requirement

All majors in the School must earn a grade of C or better in ENGL 150 Critical Thinking and Communication (or be exempt) and ENGL 250 Written, Oral, Visual, and Electronic Composition (or ENGL 250H). These additional requirements apply:

Advertising majors must earn a C+ or better in:

JL MC 201

Reporting and Writing for the Mass Media

and one of

ADVRT 334	Advertising Creativity	3
ADVRT 336	Advertising Account Management	3

Journalism and mass communication majors must earn a C+ or better in:

JL MC 201

Reporting and Writing for the Mass Media

and one of

JL MC 202	Intermediate Reporting and Writing for the Mass Media	3
JL MC 206	Reporting and Writing for the Electronic Media	3

Public relations majors must earn a C+ or better in:

JL MC 201	Reporting and Writing for the Mass Media	3
P R 321	Public Relations Writing	3

Advertising Courses

Courses primarily for undergraduates:

ADVRT 230. Advertising Principles.

(3-0) Cr. 3. F.S.
Historical, social, economic and legal aspects of advertising. Evaluations of advertising research, media, strategy and appeals. Study of the creation of advertising.

ADVRT 301. Research and Strategic Planning for Advertising and Public Relations.

(Cross-listed with P R). (3-0) Cr. 3. F.S. Prereq: ADVRT 230 or P R 220; Sophomore classification
The use of primary and secondary research for situations, organizations and the public. Formation and development of strategic plans for public relations and advertising students.

ADVRT 334. Advertising Creativity.

(2-2) Cr. 3. Prereq: Minimum of C+ in JL MC 201; ADVRT 301/P R 301
Development and execution of creative advertising materials. Copywriting, art direction and computer applications. Creative strategy development, execution and evaluation.

ADVRT 335. Advertising Media Planning.

(3-0) Cr. 3. F.S. Prereq: ADVRT/P R 301
Concepts of media planning and selection in the development, execution and evaluation of advertising campaigns. Characteristics and capabilities of the advertising media. Utilization of market segmentation, consumer buying and media audience databases.

ADVRT 336. Advertising Account Management.

(3-0) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201; ADVRT/P R 301
Fundamentals of account management with emphasis on leadership, sales techniques, relationship building, presentation skills, and strategic thinking. Includes aspects of agency communications, team building, client management, evaluating creative concepts and media plans, and developing strategic proposals and campaign recommendations.

ADVRT 390. Professional Skills Development.

(Cross-listed with JL MC, P R). Cr. 1-3. Repeatable, maximum of 6 credits. F.S. Prereq: Minimum of C+ in JL MC 201; other vary by topic. Instructor permission for non-majors.
Check with Greenlee School for course availability.

ADVRT 434. Advertising Campaigns.

(3-0) Cr. 3. F.S. Prereq: Minimum of C+ in ADVRT 334 or ADVRT 336, and major status
Development of advertising campaigns for business and social institutions. Projects involve budgeting, media selection, market analysis, campaign strategy and creative execution.

ADVRT 435. Advertising Competition.

Cr. 1-3. Repeatable, maximum of 3 credits. Alt. S., offered irregularly. Prereq: Permission of instructor, Junior/senior standing strongly recommended
Preparation of materials for regional and national competitions.

ADVRT 436. Advertising Portfolio Practicum.

(2-2) Cr. 3. S. Prereq: Minimum of C+ in ADVRT 334, non-majors with instructor permission
Advanced advertising writing and design. Emphasis on creative strategy, problem solving and execution of creative materials in print, broadcast and online media for a variety of clients.

ADVRT 497. Special Topics in Communication.

(Cross-listed with JL MC, P R). Cr. 1-3. Repeatable, maximum of 6 credits. F.S.
Seminars or one-time classes on topics of relevance to students in communication.

ADVRT 499. Professional Media Internship.

Cr. 1-3. Repeatable, maximum of 6 credits. F.S.SS. Prereq: JL MC majors: minimum of C+ in JL MC 202 or JL MC 206 or P R 321; ADVRT majors: minimum of C+ in JL MC 201 and ADVRT 301; P R majors: minimum of C+ in P R 321. All students, junior classification, formal faculty adviser approval.
Required of all Greenlee School majors. A 400-hour (for 3 credits) internship in the student's journalism and mass communication or advertising or public relations specialization. Assessment based on employer evaluations, student reports and faculty reviews. Available only to Greenlee School majors. Offered on a satisfactory-fail basis only.

Journalism and Mass Communication Courses

Courses primarily for undergraduates:

JL MC 101. Mass Media and Society.

(3-0) Cr. 3. F.S.SS.
Communication theory models and their application to the mass media; the mass communication process; organization, characteristics and responsibilities of the mass media; media literacy process.

JL MC 110. Orientation to Journalism and Communication.

(1-0) Cr. 1. F.S.Alt. SS., offered irregularly.
Orientation to professional and pre-professional opportunities, writing for the mass media and curriculum requirements in the Greenlee School. Basic media writing preparation. Offered on a satisfactory-fail basis only.

JL MC 201. Reporting and Writing for the Mass Media.

(1-4) Cr. 3. F.S.SS. Prereq: ENGL 250 (or testout) and JL MC 110.
Generating story ideas, exercising news judgment and gathering information via interviews, observation and documentary sources to produce news and informational material for the mass media. Emphasis on analyzing and organizing information, as well as accuracy and principles of good writing. Use of AP Style.

JL MC 202. Intermediate Reporting and Writing for the Mass Media.

(2-2) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201
Writing for newspapers, magazines and online media. Enhancing and refining skills in developing sources and generating story ideas. Information-gathering techniques, reporting and writing.

JL MC 206. Reporting and Writing for the Electronic Media.

(2-2) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201
Researching, organizing, and writing for radio, television and online media. Basic principles of news programming and storytelling across electronic media platforms. An emphasis on development, content and structure.

JL MC 242. Visual Principles for Mass Communicators.

(3-0) Cr. 3. F.S.
Understanding and analysis of the visual message. Visual perception, visual communication theory, design syntax, design elements and how they are applied in journalism and mass communication.

JL MC 306. Electronic Media Production.

(2-2) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201
Introduction to studio production using professional equipment. Course focus on visual concepts, maintenance and practical operation of studio equipment.

JL MC 308. Electronic News Gathering and Production.

(2-3) Cr. 3. Prereq: Minimum of C+ in JL MC 201.
Field techniques in single-camera video production used to shoot and edit visual stories. Introduction to electronic news gathering.

JL MC 310. Fundamentals of Photojournalism.

(2-2) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201
Basic photojournalism techniques. Includes camera operation, lighting, composition and photo reproduction techniques for print or computer-mediated applications. Emphasis on using the camera as a reporting tool. Basic use of digital imaging and editing software. Ethical issues involving photojournalism. A digital SLR camera is required.

JL MC 312. Advanced Techniques in Photojournalism.

(2-2) Cr. 3. Alt. F., offered irregularly.Alt. S., offered irregularly. Prereq: JL MC 310 or permission of instructor
Advanced techniques and problem solving, both ethical and technical, for photographers who seek to be members of newsgathering teams. Photographic storytelling using a combination of audio and still photography techniques to report stories for print and web publications. Hands on experience with latest digital imaging technology. A digital SLR camera is required.

JL MC 315. Multimedia Production.

(2-2) Cr. 3. F.S. Prereq: JL MC 308 or JL MC 310 or JL MC 316 or equivalent computer design proficiency
Visual storytelling concepts and principles for evaluating, constructing and designing information for the Web and other electronic publication systems. Issues of ethics and ownership of work pertinent to the new media.

JL MC 316. Introduction to Digital Publishing.

(2-2) Cr. 3. F.S. Prereq: Credit or enrollment in JL MC 242 and C+ or better in JL MC 201
Digital publishing and beginning techniques in layout, photo editing and vector artwork. Application of visual principles to design simple print projects.

JL MC 317. Publishing for Mobile Devices.

(2-2) Cr. 3. S. Prereq: JL MC 316 or equivalent computer design proficiency and JL MC 310 or 315.
Creating, designing and publishing content for mobile devices (e.g., cell phones and tablets). Use of digital publishing tools (e.g., In Design). Exposure to animation and video editing software.

JL MC 341. Contemporary Magazine Publishing.

(Dual-listed with JL MC 541). (3-0) Cr. 3. F.S. Prereq: Junior classification
Analysis of magazine industry and specific audiences served by print and online magazines. Editorial procedures and policies, advertising, circulation, and history of the industry. Individual study of magazines.

JL MC 344. Feature Writing.

(2-2) Cr. 3. F. Prereq: Minimum of C+ in JL MC 202 or JL MC 206 or P R 321
Reporting and writing short- and long- form stories for magazines, newspapers, corporate communication and the Web. Focus on departmental stories, personal essays, trend or conflict articles and personality profiles. Emphasis on immersion reporting. Majors may not apply both 344 and Engl 303 toward graduation.

JL MC 346. Public Affairs Reporting.

(2-2) Cr. 3. S. Prereq: Minimum of C+ in JL MC 202 or JL MC 206 or P R 321
Reporting and writing about government, business, and other institutions; identification of and access to public records; investigative reporting techniques; developing major stories about government and nonprofit organizations; and ethical issues.

JL MC 347. Science Communication.

(Dual-listed with JL MC 547). (2-2) Cr. 3. S. Prereq: ADVRT, JL MC, and P R majors: minimum of C+ in JL MC 201. Nonmajors and minors by permission of instructor.
Reporting and writing about science and technology topics for general audiences. Outlets for stories include print, broadcast and online media. Story topics include reporting about basic, applied sciences and social sciences, as well as ethical, political and policy issues related to science and technology.

JL MC 349. News and Feature Editing.

(1-5) Cr. 3. S. Prereq: Minimum of C+ in JL MC 202 or JL MC 206 or P R 321
Editing content for multiple platforms, including websites, magazines, newspapers, and newsletters. Adapting material for audiences, including selection and organization of text and visuals, grammar, punctuation, usage, logic and accuracy. Designing print and online layouts. Using search engine optimization and social media to promote content.

JL MC 354. Advanced Electronic Media Production.

(2-3) Cr. 3. Prereq: JL MC 206.
Application of advanced television techniques: writing, producing, and managing live and recorded information programs.

JL MC 390. Professional Skills Development.

(Cross-listed with ADVRT, P R). Cr. 1-3. Repeatable, maximum of 6 credits. F.S. Prereq: Minimum of C+ in JL MC 201; other vary by topic. Instructor permission for non-majors.
Check with Greenlee School for course availability.

JL MC 401. Mass Communication Theory.

(3-0) Cr. 3. Prereq: Junior classification
Theory and research in mass communication processes and effects; the scientific process; methods of measuring, evaluating and reporting mass communication research.

JL MC 406. Media Management.

(Dual-listed with JL MC 506). (3-0) Cr. 3. Prereq: Junior classification
Decision-making functions of media. Basic media market analysis, media organization and management, circulation and audience development, technological developments affecting management decisions, and relationships with labor and regulatory agencies that affect media operations.

JL MC 449. Editorial Strategies.

(3-0) Cr. 3. S. Prereq: JL MC 242, JL MC 316, JL MC 349 or concurrent enrollment; junior classification
Skills and strategies for editorial decision-making and management, including short and long range issue planning. Developing proposals, business plans and prototypes for content, design and layouts of publications for multiple platforms and diverse audiences, including new and existing online and print magazines, newspapers, newsletters and websites. Editing complex manuscripts, with continued emphasis on grammar, punctuation, usage, syntax and logic.

JL MC 453. Electronic Media Technology and Public Policy.

(3-0) Cr. 3. Prereq: Junior classification
Issues and policies affecting historical, contemporary and future developments of electronic media and their technologies.

JL MC 454. Critical Analysis and History of the Moving Image.

(3-0) Cr. 3. Prereq: Junior classification
Evolution of motion picture and television content and other visual technologies. Theories and techniques for evaluating and critiquing film and video.

JL MC 460. Law of Mass Communication.

(3-0) Cr. 3. F.S. Prereq: Minimum of C+ in JL MC 201; junior classification. Nonmajors by permission of instructor.
First Amendment law, libel, privacy, obscenity, contempt, copyright, trademark, the Federal Communications Act; laws affecting advertising, legal publication, and other business activities of the media.

JL MC 461. History of American Journalism.

(3-0) Cr. 3. Prereq: Junior classification
Role of the mass media, including advertising and public relations, in shaping the social, economic and political history of America; impact of change in these areas on the development, traditions and philosophies of the media.

JL MC 462. Media Ethics, Freedom, Responsibility.

(3-0) Cr. 3. F. Prereq: Junior classification
Ethics and professionalism in the practice of journalism, public relations and advertising.

JL MC 464. Journalism and Literature.

(3-0) Cr. 3. Prereq: Junior classification
A study of journalism's impact on literary writing and literature's impact on journalism, as seen through the works of esteemed American author-journalists.

JL MC 474. Communication Technology and Social Change.

(Cross-listed with T SC). (3-0) Cr. 3. Prereq: Junior classification
Examination of historical and current communication technologies, including how they shape and are shaped by the cultural and social practices into which they are introduced.
Meets International Perspectives Requirement.

JL MC 476. World Communication Systems.

(Dual-listed with JL MC 576). (3-0) Cr. 3. Prereq: Junior classification
World communication systems and social, political, and economic factors determining flow, character, and volume of news. Impact of media information and entertainment content on nations and societies. Comparative analysis of role and impact of traditional modes of communication, the mass media, and computer-mediated systems.
Meets International Perspectives Requirement.

JL MC 477. Ethnicity, Gender, Class and the Media.

(3-0) Cr. 3. F.S.SS. Prereq: Junior classification
Portrayals of ethnic groups, gender, and social class in the media in news, advertising, information and entertainment; the effects of mass media on social issues and population groups.
Meets U.S. Diversity Requirement

JL MC 490. Independent Study in Communication.

Cr. arr. Prereq: Junior classification and contract with supervising professor to register
Independent studies are research-based. Students may study problems associated with a medium, a professional specialization, a philosophical or practical concern, a reportorial method or writing technique, or a special topic in their field. Credit is not given for working on student or professional media without an accompanying research component. No more than 3 credits of Jl MC 490 may be used toward a degree in journalism and mass communication or advertising.

JL MC 497. Special Topics in Communication.

(Cross-listed with ADVRT, P R). Cr. 1-3. Repeatable, maximum of 6 credits. F.S.
Seminars or one-time classes on topics of relevance to students in communication.

JL MC 499. Professional Media Internship.

Cr. 1-3. Repeatable, maximum of 6 credits. F.S.SS. Prereq: JL MC majors: minimum of C+ in JL MC 202 or JL MC 206 or P R 321; ADVRT majors: minimum of C+ in JL MC 201 and ADVRT 301; P R majors: minimum of C+ in P R 321. All students, formal faculty adviser approval.
Required of all Greenlee School majors. A 400-hour (for 3 credits) internship in the student's journalism and mass communication or advertising or public relations specialization. Assessment based on employer evaluations, student reports and faculty reviews. Available only to Greenlee School majors. Offered on a satisfactory-fail basis only.

Courses primarily for graduate students, open to qualified undergraduates:

JL MC 501. Theories of Mass Communication.

(3-0) Cr. 3. F. Prereq: 6 credits in social science or admission to the graduate program
Historical overview of mass communication theories. Examination of major areas of research activity and theoretical development related to organization, functions, and effects of mass communication.

JL MC 502. Communication Research Methods.

(3-2) Cr. 4. S. Prereq: JL MC 501 or equivalent communication theory course
Research methods in journalism and mass communication, including problem selection, sampling, hypothesis formulation, research design, data collection and analysis. Designing a research strategy appropriate for a variety of communication-related questions and assessing the appropriateness, validity, and generalizability of research results.

JL MC 506. Media Management.

(Dual-listed with JL MC 406). (3-0) Cr. 3. S. Prereq: 6 credits in social science (economics highly recommended) or admission to the graduate program
Decision-making functions of media. Basic media market analysis, media organization and management, circulation and audience development, technological developments affecting management decisions, and relationships with labor and regulatory agencies that affect media operations.

JL MC 510. Strategies of Communication.

(3-0) Cr. 3. Prereq: JL MC 501
The process of developing professional communication and persuasion strategies, with emphasis on problem definition, behavioral objectives, situation analysis, strategy formulation, and justification through application of communication theories and research.

JL MC 520. Public Relations Theory and Methods.

(3-0) Cr. 3. Prereq: 6 credits in social science.
Theories and research methods applied to the study and practice of public relations.

JL MC 521. Theories of Visual Communication.

(3-0) Cr. 3. F.Alt. S., offered irregularly. Prereq: 6 credits in social science
Explores the theoretical frameworks in visual communication, including concepts of perception, visual language, visual persuasion, and the social, political and cultural implications of the use of images. Understanding of the function of images in changing knowledge, attitudes and behavior.

JL MC 541. Contemporary Magazine Publishing.

(Dual-listed with JL MC 341). (3-0) Cr. 3. F.S. Prereq: Junior classification
Analysis of magazine industry and specific audiences served by print and online magazines. Editorial procedures and policies, advertising, circulation, and history of the industry. Individual study of magazines.

JL MC 547. Science Communication.

(Dual-listed with JL MC 347). (2-2) Cr. 3. S. Prereq: ADVRT, JL MC, and P R majors: minimum of C+ in JL MC 201. Nonmajors and minors by permission of instructor.
Reporting and writing about science and technology topics for general audiences. Outlets for stories include print, broadcast and online media. Story topics include reporting about basic, applied sciences and social sciences, as well as ethical, political and policy issues related to science and technology.

JL MC 560. Risk Perception and Communication.

(3-0) Cr. 3. F. Prereq: Graduate standing, 6 graduate social science credits.
Study of risk communication principles, models and theories applicable to any risk communication situation. Emphasis on science, technology and risk issues encountered in e.g., food, agriculture and veterinary medicine. Examines roles of scientists and communicators in cultivating a public informed about scientific and technological issues.

JL MC 561. Media and Society: Interrelationships.

(3-0) Cr. 3. Alt. F., offered irregularly.S. Prereq: 6 credits in social science
Media roles and functions in society: Interplay and interrelationships between the media and a variety of social actors and forces: the mutual influence between social factors and mass media.

JL MC 574. Communication Technologies and Social Change.

(Cross-listed with T SC). (3-0) Cr. 3. Prereq: 6 credits in social science
Personal, organizational, and social implications of the use of communication technologies. Includes theories and empirical research across the continuum of perspectives, from techno-utopianism through an anti-technology stance.
Meets International Perspectives Requirement.

JL MC 576. World Communication Systems.

(Dual-listed with JL MC 476). (3-0) Cr. 3.
World communication systems and social, political, and economic factors determining flow, character, and volume of news. Impact of media information and entertainment content on nations and societies. Comparative analysis of role and impact of traditional modes of communication, the mass media and computer-mediated systems.
Meets International Perspectives Requirement.

JL MC 590. Special Topics.