Republic of the Philippines

Bicol University
COLLEGE OF ARTS AND LETTERS
Print and Broadcast Media Department
Legazpi City
Tel No. 481-5280 & 820-3770
Email Add.: CALBicoluniv@yahoo.com"

Course Title : Communication Theory

Course No. : Comm. 2
Course Pre-requisite : None
Number of Credits : 3 units
Course Replacement : BA Communication year
Semester/Term : Second Semester/A.Y. 2019-2020
Time/Room : TTh 9: 00-10:30 MP Building 301
Course Description : This course deals with the theories, principles, concepts in communication; issues and perspectives in the study of communication, including journalism, factoring in new
observations as offshoot of ASEAN and global integrations.

INSTITUTIONAL LEARNING OUTCOMES:

Every BU graduate should:
a. Demonstrate critical thinking and integrative skills to solve problems and support lifelong learning;
b. Communicate effectively and appropriately orally and in writing various purposes with the responsible use of ICT tools;
c. Collaborate with diverse people ethically and with mastery of knowledge and skills in given disciplines; and
d. Create knowledge and innovation to promote inclusive development as well as globalization.
COURSE LEARNING OUTCOMES:
Graduates of the College of Arts and Letters are individuals who:
a. Demonstrate a wide range of skills in communication are imbued with in-depth knowledge on language, literature and the arts.
b. Possess competencies that enable them to become globally competitive and adaptive to the ever-changing society brought about by the technological advancement;
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 c. Exhibit appreciation of self and others in its quest for knowledge, love for truth and justice and respect for law;
d. Uphold human dignity and practice professional ethics at all time; and
e. Adopt innovative strategies for personal and professional growth.
PROGRAM LEARNING OUTCOMES:
Graduates of the AB Journalism program are expected to:
a. Identify newsworthy stories in a complex field of facts and opinions, focusing on those of particular importance to the community they serve; community is interpreted broadly as
geographic, virtual, of shared interest or philosophy;
b. Conduct journalistic research;
c. Write, illustrate, edit, produce and disseminate for various formats and platforms;
d. Uphold journalism ethics and professional standards in keeping with the role of journalism in a democracy; and
e. Produce scholarly work that would add to the body of knowledge on journalism
COURSE OUTLINE:

COURSE LEARNING SPECIFIC LEARNING CONTENT PERFORMANCE INSTRUCTIONAL INSTRUCTIONAL ASSESSMENT TIME
OUTCOMES LEARNING STANDARD DELIVERY RESOURCES TASKS ALLOTMENT
OUTCOMES
At the end of the course, the Orientation/Re-orientation At the end of the topic
students are expected to: Recite and explain *Vision, Mission, Goals discussion, 95% of the Discussion Copy of VMGO Recitation 2 Hours
the VMGO of the and Objectives of the students are able to
Acquire a broad knowledge on university and the University, college and enumerate the specific
the VMGO of the university in college, and its department VGMO statements.
relation to their course; relation to the *Discussion of classroom
course rules and policies
*Presentation of the course
syllabus
Trace the historical development Define what Adequately define the Lecture/Class Hand-outs Paper Test/Short 6 Hours
and context of communication communication and  Mass Media as a meaning, concepts, and discussion Quiz
and media theories media theory is, and Product of history of communication
trace its historical Modernity and media as an
underpinnings as a  The Development academic discipline
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 discipline of Communication
and Media as an
Academic
Discipline
 Defining Theory
and Media Theory
 Organizing
Communication
Theory
Discuss the importance of media Explain the  Media and Articulate clearly the Lecture/Class Laptop/Projector Paper Test/Short 6 Hours
and communication theory in importance of Communication importance of discussion Quiz
analyzing societal phenomena understanding Theory in the communication and PowerPoint
communication and Face of ASEAN media theory on society Group Presentation Critical Essay
media theories in integration and Presentation
the face of ASEAN globalization Unpublished Theses
integration and
globalization Journals and Research

Recognize the traditions in field Identify seven Seven Traditions in the Clearly identify the Lecture/Class Laptop/Projector Play (Concepts of 3 Hours
of communication theory traditions in field of Field of Communication different traditions of Discussion PowerPoint every tradition
communication Theory communication theory. Presentation applied in every
theory 1. The Socio-Psychological situation)
Tradition
2. Cybernetic Tradition
3. Rhetorical Tradition
4. Semiotic Tradition
5. Socio Cultural Tradition
6. Critical Tradition
7. Phenomenological
Tradition

Apply communication and media Identify different Positivist Theories Demonstrate Lecture/Class PowerPoint Paper Test/Short 6 Hours
theories to situations, issues, communication I.A Theories of Individual competence in Discussion Presentation Quiz
forms, and practices of theories that belong Outcomes determining the Actual Published theses
communication and media to the Positivist 1. Magic Bullet, assumptions and basic Research/Board Critical Essay
paradigm hypodermic principles of the different work Journals
needle theories theories that belong to
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 2. Two-step Flow of the positivist paradigm
Media
3. Reinforcement
Theory
4. Expectancy-Value
Theory
5. Dependency
Theory
6. Uses and
Gratifications
Theory
Identify basic principles, Identify different I.B. Theories of Cultural Articulate clearly the Lecture/Class Laptop/Projector 6 Hours
strengths, and weaknesses of communication Outcomes assumptions and basic Discussion Paper Test/Short
various communication and theories that belong 1. Functions of mass principles of the different PowerPoint Quiz
media theories to the theories of media theories that belong to Board work Presentation
cultural outcomes 2. The Diffusion of theories of cultural Group Critical Essay
Innovation outcomes Presentation
3. Spiral of Silence
4. Cultivation
Analysis
5. Agenda-Setting
Apply communication and media Identify different Cultural/Critical Theories Articulate clearly the Lecture/Class Laptop/Projector Paper Test/Short 6 Hours
theories to situations, issues, communication I.A. Cultural Analysis assumptions and basic Discussion Quiz
forms, and practices of theories that belong 1. Ritual rather than principles of the different PowerPoint
communication and media to the theories of transmission theories that belong to Television with Presentation
cultural outcomes perspectives the cultural/critical Cable Analysis of News
2. Macroscopic vs. theories connection/signal and Public Affairs
microscopic Programs
theories Group
3. Framing and Presentation
Frame Analysis
1.B. Linguistics-Based
Theories
1. Semiotics and
semiology
2. Structuralist
Theory
3. Poststructuralist
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 theory
4. Narrative theory
5. Postmodern
theory

Midterm Exam 1 hour

Apply communication and media Identify different Critical Cultural Analysis Articulate clearly the Lecture/Class Movie (Philippine 11 Hours
theories to situations, issues, communication 1. Marxism and assumptions and basic Discussion Movie, Indie Film, Paper Test/Short
forms, and practices of theories that belong related theories principles of the different Hollywood) Quiz
communication and media to the theories of (Frankfurt, British- theories that belong to Movie/Docu
critical cultural colonial, political- the cultural/critical Review Film Analysis using
analysis economy, and theories Documentary Film the Critical cultural
hegemony an theoretical
power theories framework
2. Psycho-analytical
theories
3. Critical Theory of
Technology
4. Postcolonial
Theory
5. Reader-oriented
Theories
6. Gender theories
(feminist, gay,
lesbian, and
queer theories)
Apply communication and media Identify different Other Schools At the end of the topic Lecture/Class Movie (Philippine Paper Test/Short 4 Hours
theories to situations, issues, communication 1. Toronto School discussion the students Discussion Movie, Indie Film, Quiz
forms, and practices of theories that belong 2. Social are able to identify Hollywood)
communication and media to the other schools Construction of different theories in mass Movie/Docu Case Study
of communication Reality communication. Review
and media theory 3. Interactionism: Documentary Film
Chicago and Iowa
School
4. Message
Reception and
Production
Developing a Framework
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 for Philippine Media
1. Sikolohiyang
Pilipino
2. Pantayong
Pananaw
3. Pagkataong
Filipino
4. Others
FINAL EXAMINATION/ Analysis of Media 3 hours
FINAL PROJECT Theory applied to
be uploaded in a
blog
54 Hours

COURSE REQUIREMENTS:
1. Regular Attendance
2. Actual Radio Productions
3. Practical Exams/Simulations
4. Topical Exams
5. Classroom Participation/Recitation
6. Midterm and Final Exams/Final Project
FINAL REQUIREMENT: Analysis of Media Theory applied in a Documentary Films
SYSTEM OF COMPUTING GRADES:
MIDTERM GRADE
Attendance 10%
Class Standing 50% (Individual/Group Projects/Reports/Class Participation/Quiz/Recitation/Research Assignments)
Mid-Term Examination 40%
100%
TENTATIVE FINAL GRADE
Attendance 10%
Class Standing 50% (Individual/Group Projects/Reports/Class Participation/Quiz/Recitation/Research Assignments)
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 Final Examination/Final Project 40%
100%
FINAL GRADE
Mid-Term Grade .33%
Tentative Final Grade .67%
100%
REFERENCES:
Carague, Ofelia M., et. al., Module on Research Seminar 1. (2009)
Treadwell Donald. Introducing Communication Research. SAGE Publications. (2011)
Littlejohn, Stephen., et. al. Theories of Human Communication. (2011)
Henson, Ronald M., Communicating Research: A Course Guide in Communicating Research. (1999)
Bauer, Thomas A., Research Methods in Social Communication and Media Studies. Hanoi University (2012)
Ray, Anamika. Fundamental of Communication Research. Common Links.
Biocca, Frank. Communication Research in the Design of Communication Interfaces and Systems. University of North Carolina
Lecheler, Sophie., et. al., Communication Research. SAGE Publications. (2009)
Jensen, Klaus Bruhn. A Handbook of Media and Communication Research. Routledge. (2002)
Goncalves, Gisela., et. al. Organizational and Strategic Communication Research. Labcom. (2013)
Babbie, Earl. The Practice of Social Research. 12th Edition. Wadsworth. (2010)
Littlejohn, Stephen., et. al. Encyclopedia of Communication Theory. SAGE Publications. (2009)
Griffin, Em. A First Look at Communication. 8th Edition. McGraw Hill. (2012)
Pearson, Judy., et. al. Human Communication. 3rd Edition. McGraw Hill. (2008)
McQuial, Denis. McQuial’s Mass Communication Theory. 6th Edition. SAGE Publications. (2010)
Lindlof, Thomas R., Qualitative Communication Research Methods. 3rd Edition. SAGE Publications. (2011)

Prepared by: Recommending Approval:

GLADYS G. SERAFICA, MA Media Studies (Journ) ANACITO E. DEMATERA, MC
Course Professor Department Chair

Approved:
LETICIA M. LOPEZ, PhD
Dean

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