UCM202 Assessment Requirement August 2022

UCM202 INTRODUCTION TO MASS

COMMUNICATION
ASSIGNMENT REQUIREMENT
1. Group Assignment:
Critical Essay Writing
Weightage: (20%)
CLO: 1,2,3
Due Date: (27 September 2022, Tuesday before 5pm)

Students will work in pairs (or group up to 3 people) and write a critical essay not more than
2000 words essay on any ONE (1) of the following topics. This is a mass communication course
so it is important that your discussion of the topic is written from a mass communication
perspective:

1. Evaluate the stages in the development of communication landscapes and the impact on
modern day society. (CLO1)

2. Mass media play imperative roles to educate, inform and create an awareness among the
society. Discuss with appropriate examples the functions of mass media in creating
awareness of Malaysian mindset on certain issues (COVID- 19 vaccination, influenza,
environment or social campaign) (CLO1)

3. How does new media development such as mobile phone has changed the ways people
communicate and give impact to the life style of the society? (CLO2)

4. Discuss the structure, ownership and control of the broadcast television industry in
Malaysia with appropriate examples. (CLO3)

Format essay as followed:

 Font 12 Times News Roman
 1.5/2.0 spacing, number of pages and cover page with students’ details.
 Essays must have at least 3 references (journals, books, review articles). Anonymous
sources, Wikipedia, and websites without any identification will not be accepted as
references. Citation must follow Harvard or APA citation style.

Marking Rubric for Essay Assignment

Criteria Superior (54-60 Sufficient (48-53 Minimal (1-47 Unacceptable (0

points) points) points) points)
Depth of Demonstrates an in- Demonstrates a general Demonstrates a Demonstrates a lack

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UCM202 Assessment Requirement August 2022

Reflection depth reflection of the reflection of the theories minimal reflection of reflection of the
/Discussion theories, concepts, in and concepts presented of the theories, theories, concepts
the course materials to in the course materials to concepts in the presented in the
(25%) date. Viewpoints and date. Viewpoints and course materials to course materials to
interpretations are interpretations are date. Viewpoints date. Viewpoints and
insightful and well supported. Appropriate and interpretations interpretations are
supported. Clear, examples are provided, are unsupported or missing,
detailed examples are as applicable. supported with inappropriate, and/or
provided, as applicable. flawed arguments. unsupported.
Examples, when Examples, when
applicable, are not applicable, are not
provided or are provided.
irrelevant to the
assignment.
Topic focus The topic is focused The topic is focused but The topic is too The topic is not
(10%) narrowly enough for lacks direction. The broad for the scope clearly defined.
the scope of this paper is about a specific of this assignment.
assignment. A thesis topic but the writer has
statement provides not established a
direction for the paper, position.
either by statement of a
position or hypothesis.
Structure Writing is clear, Writing is mostly clear, Writing is unclear Writing is unclear
concise, and well concise, and well and/or disorganized. and disorganized.
(25%) organized with organized with good Thoughts are not Thoughts ramble and
excellent sentence/paragraph expressed in a make little sense.
sentence/paragraph construction. Thoughts logical manner. There are numerous
construction. Thoughts are expressed in a There are more than spelling, grammar, or
are expressed in a coherent and logical five spelling, syntax errors
coherent and logical manner. There are no grammar, or syntax throughout the
manner. There are no more than five spelling, errors per page of response.
more than three grammar, or syntax writing.
spelling, grammar, or errors per page of
syntax errors per page writing.
of writing.
Evidence and Response shows strong Response shows Response shows Response shows no
Application evidence of synthesis evidence of synthesis of little evidence of evidence of synthesis
of synthesis of ideas presented and ideas presented and synthesis of ideas of ideas presented
of theories insights gained insights gained presented and and insights gained
throughout the entire throughout the entire insights gained throughout the entire
(25%) course. The course. The implications throughout the course. No
implications of these of these insights for the entire course. Few implications for the
insights for the respondent's overall implications of respondent's overall
respondent's overall teaching practice are these insights for teaching practice are
teaching practice are presented, as applicable. the respondent's presented, as
thoroughly detailed, as overall teaching applicable.
applicable. practice are
presented, as
applicable.
References More than 5 current 4 current sources, of Fewer than 5 Fewer than 5 current
(15%) sources, of which at which at least 2 are peer- current sources, or sources, or fewer
least 3 are peer-review review journal articles or fewer than 2 of 5 than 2 of 5 are peer-
journal articles or scholarly books.  All are peer-reviewed reviewed journal
scholarly books. All web sites utilized are journal articles or articles or scholarly
web sites utilized are authoritative. scholarly books. All books. Not all web

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UCM202 Assessment Requirement August 2022

authoritative. web sites utilized sites utilized are

are credible. credible, and/or
sources are not
current.

2. Group Presentation: Media and Communication Webinar

Weightage: 30% (all tasks)

Due Date: Week 10 – Week 15

For this assignment, you are required to do the following:

Assignment Brief and guideline:

Your team must consist of maximum 8 students are required to plan and organize “Media and
Communication Webinar Series”. The webinar series must be implemented starting week 10. Your
webinar should have targeted to students and working adults around Malaysia. There are several task
that your team need to fulfill as below:

Task 1: Proposal of Media and Communication Webinar:

Weightage: 5%

Due date: 11 October 2022 (Week 9)

You are to prepare a written proposal for the webinar and thereafter you are invited to present your
proposal during tutorial in Week 9 (11/10/22). In your proposal you may include below details:

a. Webinar title
b. Objective and purpose of webinar
c. Target audiences
d. Panels or speakers
e. Mode of delivery
f. Agenda/programmes
g. Date/duration of webinar
h. Publicity/Promotion
i. Other relevant information

Topics/issue to be considered for the webinars:

1. Discuss the effects of social media in journalism and how does it changes the nature of
journalism in the 21st Century journalism. (CLO3)
2. Nowadays the internet has become a democratization tool to promote democracy. Do you
agree with the statement? Provide answers with relevant examples and solid arguments
(CLO3)
3. Discuss the impact of advertising targeted at children and what special consideration the
advertisers should apply to be ethical. (CLO2)

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UCM202 Assessment Requirement August 2022

4. Discuss the challenges of PR practitioners manage communication during crisis during

digitalization era. (CLO3)
5. Critically explain how the digital revolution may change the underlying structure of the
printing industry (magazines, books, newspapers). Recommend how these industries should
do to survive in the market. (CLO2)
6. The impact of social media on young generation can leads to many social crimes such as
cyberbullying, depression and social comparison. Analyze this statement with relevant
examples and solid arguments. (CLO3)
7. Other relevant topic proposed and approved by the lecturer.

Format proposal as below:

 Font 12 Times News Roman
 1.5/2.0 spacing, number of pages and cover page with students’ details.
 Not exceed 1500 words
 MUST attached with peer evaluation form and marking rubric at the end of the proposal

Task 2: Execution of webinar (15%)

1. Each group (not more than 8 in a group) is expected and responsible to plan and organize
a webinar on the above selection of topics. All team members must accountability to
contribute in the webinar.
2. The duration of webinar MUST not exceed than 2 hours.
3. Engaging external parties (political bodies, NGOs, government or corporate personnel,
academician, media player, advertiser, etc) are highly encouraged.
4. Webinar dates can be changed in advance, provided you have agreed with another peer
group to swap your webinar dates.
5. Select a few moderators during the webinar. The moderator is vital to ensure the
transition of webinar goes well and follow the schedule.
6. I will NOT accept late work. I will not accept excuses. Expect computers and software to
fail. Plan accordingly. Begin when the assignment is given. Plan for disasters. Scheduling
problems are something all of us in the digital media world deal with on a daily basis. You
will be no exception.
7. You need to ensure that your planned webinar is successful, smooth and achieved your
objectives.
8. Mode of delivery can be varying platforms depending on the team (Teams, Zoom, Skype).
The team need to share the link to all the audiences prior to the webinar series.
9. Teams MUST record the webinar and submit the video to the lecturer after the webinar
completed. Please share the recorded video using Google drive and send to
nadiajefri@disted.edu.my.
10. Team MUST submit the peer evaluation form for the webinar series project.

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UCM202 Assessment Requirement August 2022

Marking Rubric for the execution of webinar

Component Sophisticated Competent Not Yet Complete

Teamwork The team worked well
( 20 Points) together to achieve
objectives. Each member
contributed in a valuable way
to the project. All data
sources indicated a high level
of mutual respect and
collaboration.
Contribution The demonstration offered
( 30 Points) new information or approach
about the application. The
demonstration also showed
strong effort was made in
breaking new ground and
building excitement about the
application.
Content and The demonstration was
Creativity imaginative and effective
in conveying ideas to the
(30 Points)
audience.
The team worked well together most
of the time, with only a few
occurrences of communication
breakdown or failure to
collaborate when necessary.
Members
were mostly respectful of each other.
The demonstration offered some new
information or approach about the
application. The demonstration also
showed initial effort was made in
building excitement about the
application.
The demonstration techniques used
were effective in conveying main
ideas, but a bit unimaginative.
The team did not collaborate or
communication well. Some
members would work
independently, without regard to
objectives or priorities. A lack of
respect and regard was
frequently noted.
The demonstration was not
complete and offered no new
information or approach about
the application. The
demonstration also showed that
little effort was made in building
excitement about the
application.
The demonstration failed to
capture the interest of the
audience and/or is confusing in
what was communicated.

Successful Indicator of successful  Achieved 50 audiences  Below 40 audiences

and quality and quality: attended in the webinar attended in the webinar
of webinar  Up to 70 audiences  Involve external or internal  Involve internal speaker
attended in the speaker  less participation and
(20 points)
webinar  Moderate participation and Interaction in Q&A
 Involve external Interaction in Q&A session session
speaker  Smooth delivery and  Not really smooth
 High participation in organized delivery and organized
Interaction and Q&A  average moderator and  Incompetent moderator
session management and management
 Smooth delivery
and organized
 Good moderator
and management

Task 3: Presentation on the outcomes of the webinar

Weightage: (10%)
Due date: 15 November 2022 (Tuesday)

a. Team must present the outcomes of the webinar. Discuss the challenges and limitation
of webinar for future consideration
b. Each team members must take part in any of the task, as such teams MUST fairly
distribute and segregate the task accordingly to all team members.

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UCM202 Assessment Requirement
c. Presentation of the outcomes can cover issue as follow:
d. Challenges
e. Limitation
f. Feedback from the audiences (survey)
g. Outcomes of the executions
h. Teams member contribution
i. Lesson learnt through the organizing the webinar
Marking rubric for the final presentation
Component Sophisticated
Content and The presentation contained an
Creativity abundance of material which
(40 Points) clearly related to the main
topic/theme. External
research was used to justify
arguments or solutions. The
presentation of the material
was original and presented in
a creative way that held
audience attention.
Knowledge and values that
clearly presented and learnt
from the webinar.
Coherence The thesis, argument and
and solution were clearly stated
Organization and examples were
appropriate. The transitions
(30 Points)
and flow were easy to follow.
Slides were error- free and
logically presented.
Speaking Team members were
Skills and poised
and had clear articulation.
Participation
Every team member spoke
(30 Points)
and participated at a very
high and balanced level.
Speakers demonstrated
good volume, and eye
contact. Enthusiasm and
confidence was exuded.
The presentation fit into the
time allotment of 10
minutes.
3. Midterm Test
Weightage: 10%
CLO: 1,2
Competent
The presentation contained material
to support the main topic/theme, but:
1) not all material clearly related to
the main arguments; 2) limited
external
research was used to justify
arguments or solutions;
and/or 3) the presentation of
the material was appropriate, but
only somewhat held audience
attention. Knowledge and values
partially presented from the
webinar.
The thesis, argument and solution
were clearly stated, but: 1) not all
examples were supportive
illustrations; 2) the transitions
and /or flow were some what
difficult to follow; and/or 3) slides were contained errors and a lack of
error-free and logically presented.
Team members were mostly audible
and/or fluent on the topic, but:1) not
all team members spoke and/or
participated in a high and balanced
level; 2) speakers demonstrated fair
volume and/or eye contact was
broken with audience; 3) light
discomfort with public speaking was
exuded; and/or 4) the presentation
slightly went over the10
minute allotment.
August 2022
Not Yet Complete
The audience had to make
considerable effort to
understand the underlying
logical and flow of ideas. Major
aspects of the analysis or
recommendations were absent.
No external research was used
to justify arguments or
solutions. The presentation
lacked
creativity and did not hold
audience attention.
Knowledge and values
were not/less presented
from the webinar.
The thesis, argument, solution
and examples were not clearly
stated. The conclusion was
unclear. The transitions and flow
were not logical. Slides
logical progression.
Team members were often
inaudible and/or hesitant
and relied heavily on notes.
Speakers made distracting
gestures with little or no
audience eye contact.
A high level of discomfort
with public speaking was
exuded. The presentation went
over the 10 minute allotment.
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UCM202 Assessment Requirement August 2022

Due date: 4 October 2022 (Tuesday)

Students will be having a midterm test through Google form. The link of the test will be shared
to the students during class time (WhatsApp). There will be approximately 50 MCQ to answer
within 1 hour. Topic covered will be informed by the lecturer.