CDAE 195 SL: Public Communication MediaSpring 2008105 Marsh Life ScienceThomas F. Patterson, Jr., Senior LecturerJennifer Green, Adjunct LecturerChris Evans, Adjunct LecturerOverviewThe field of Public Communication is the practice of understanding, designing, implementing, and evaluating successful communication campaigns within a framework of public service.It is used to inform & persuade, to build relationships, and to encourage open dialog in the public interest. This is accomplished by crafting successful messages through the application of research, theory, technical knowledge, and sound design principles.Public Communication Media gives students an up-to date insight into mass media, the public as its audience, and the messages and issues that dominate the media today. In addition, the concept of social marketing and its relationship to the media will be explored through readings, discussions and service learning. This course introduces students to oral, visual and written forms of communication involving media, public relations, issue management, and social marketing. It will provide you with a unique blend of theory and practice that will help build your base-level skills and expertise in public communication. ObjectivesStudents will:1. be able to define, analyze and contrast mass media, to include: books, magazines, newspapers, recordings, movies, advertising, TV, radio, world wide web.2. be able to define, analyze and contrast mass media messages, to include: news, publicrelations, advertising, entertainment, media research.3. be able to define, analyze and contrast mass media issues, to include: mass media effects, mass media and society, global mass media, mass media and governance, mass media law, ethics and mass media.4. be exposed to values of the CALS Core Curriculum (Citizenship and Social Responsibility, Environmental Stewardship and Personal Growth) and how they apply to public communication.5. become familiar with the term and utilize the concept of social marketing 6. understand and be able to conduct social polling7. increase their writing skills 8. increase their oral communication skills and, specifically, be able to give an advanced oral presentation9. develop a foundation of public communication knowledge, skills and values that will serve as a basis for advanced courses in public communicationRequired BooksVivian, John, The Media of Mass Communication. Seventh or eight editions. (Allyn and Bacon: Boston) 2006/8.Religious HolidaysStudents have the right to practice the religion of their choice. Each semester students should submit in writing to their instructors by the end of the second full week of classes their documented religious holiday schedule for the semesterActivitiesIn this class you will learn about media, practice and improve personal communication skills and become involved in the Burlington community through a Service Learning project. We will learn about public communications through an exhaustive study of the Vivian textbook, and completing chapter quizzes, both individually before class and collectively in class. You will have the opportunity to practice and improve your writing skills by composing short, two-page essays, assigned for each Vivian chapter. You will have the opportunity to improve your oral communication skills by helping to conduct the Vermonter poll and facilitating and participating in class discussions. And you will get involved in being part of a team that assesses the social marketing and develops a special project for a local not-for-profit organization.1. Vivian Text Quizzes, Essays/Student Participation, Facilitation (50%) Students will bring completed Vivian textbook chapter quizzes and two-page essays to class, the date the chapter is due (as indicated on the course WebCT calendar). Students will comeprepared to conduct group quizzes and facilitate and participate in class discussions of thechapter topics.2. Polling (10%). Students will help conduct the Vermonter Poll through the Center for Rural Studies. You are expected to attend training in class and then spend a minimum of four hours at the Center for Rural Studies polling Vermonters. You need to complete fours hours of polling for this class alone, regardless of other classes. To receive full credit for this project, you are to submit a 2 to 3 page paper, reflecting on your experiencein polling Vermonters and detailing what you learned. Note: learning often takes place inthe most uncomfortable of situations. Do not use this as a “complaint” session. 3. Service Learning (40%). Students will be part of a team that conducts a service-learning critique of a local non-profit social marketing plan and then develops a social marketing project as an outcome of the critique. The WebCT course site has plenty of information on social marketing.GradesDoing your work on time and not procrastinating is a major key to success in this class. Coming to class with your quizzes completed, and your essays written, revised and finalized; actively participating in class; conducting four hours of the Vermonter poll andreflecting on it; and being an active and positive member of your Service Learning group – all will earn you a top grade in this class. Failure to do so, will result in a poor or failing grade. Vivian quizzes, essays/ Student participation/facilitation50%Polling 10%Service Learning Team Project