UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)

COURSE TITLE : COMMUNICATION and SOCIO-CULTURAL CHANGE

COURSE NUMBER : CA 8

CREDIT UNITS : 3

CONTACT HOURS : 3 hours/ week lecture

COURSE PLACEMENT :

PRE-REQUISITES : CA 1, CA 3 and CA 7

COURSE FACILITATOR : ASST. PROF. II GWENETHA Y. PUSTA, Ph.D.

CONSULTATION PLACE/TIME : T 1:00-2:00 p.m./ Consultation Room

EMAIL : gwenetha@gmail.com
COURSE DESCRIPTION
ENDORSED BY
APPROVED BY
DATE OF APPROVAL
Faculty of Arts & Letters
Graduate Attributes
: The changing media landscape poses both a challenge and opportunity for social change.
This course offers theoretical and pragmatic involvment in communication processes that
shapes collective identities in the cultural public sphere. It examines the interrelationship
between communication, society and culture and tackles the role of mass media as an agent
of change and as catalyst to development, in the light of critical and cultural theories in con-
temporary communication.
ASST. PROF. JOSE ARSENIO SALANDANAN
Chair
: PROF. MICHAEL ANTHONY C. VASCO, Ph.D.
Dean
:
Program Intended
Department of Communication & Media Course Intended
Learning Outcomes
Studies’ Intended Learning Outcomes Learning Outcomes
 UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

1. Body of knowledge, re-
search and creative skills.
Acquire adequate knowledge
in the Humanities, Social
Sciences and Communica-
tion, and apply it in various
academic researches and cre-
ative endeavors.
OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)
Body of Knowledge, Research and Cre-
ative Skills
1.1 To acquire foundational theories and
concepts in the study and practice of com-
munication and journalism.
1.2 To develop sound methods, frame-
works and newer knowledge in communi-
cation research and journalism studies.
1.3 To produce highly creative and quality
communication and media outputs, and
erudite journalistic writings.
It is expected that an Artlet Communica-
Acquire knowledge and critical per- tion student will be able to demonstrate
spectives on concepts, theories and mod- the following:
els in communication and their applica-
tions in research and practice in the vari- 1.1. Demonstrate understanding on key
ous fields of communication (Advertis- concepts about the interrelationship of
ing, Public Relations, Marketing, Broad- communication, culture, the public
cast Communications, Film and Theater sphere and society.
Arts) 1.2 Analyze the historical underpinnings
of new cultural studies approach, critical
tradition and the political economy of
mass communications.
1.3 Synthesize theory and scholarship on
how various groups past and present
have used creative forms of media to ad-
vance interest and/or effect social
change.
1.4 Examine and critique creative ac-
tivism on local, national and global scale.
1.5 Formulate comparative analysis asso-
ciated with specific models and how they
relate to democratic theory and political
strategy.
2. Creative Skills and Effec-
tive Problem Solving. To
progressively engage in the-
ories and facts, in the light of
reason, towards solving the-
oretical and practical prob-
lems.
3. Leadership Skills to Work
Alone and in Teams. To ex-
hibit a work ethic anchored
on honest, responsibility and
accountability among stu-
dents, and hone their leader-
ship skills to both lead and
work in cooperation with
others.
Critical Skills and Effective Problem Solv-
ing Demonstrate knowledge understanding 2.1 Evaluate creative activism, pulling
and exhibit professional skills, attitudes from emerging research and deep-rooted
2.1 To examine actual case scenarios in and behaviors necessary to compete not theory on humanities and art as practice,
communication and journalism practice in only locally but in the global market- art as a spectacle, and art as a means for
order to provide solutions to problems and place. social change.
issues confronting media education & 2.2 Demonstrate ability to investigate a
practice. particular location and/or community in
terms of social, cultural and contextual
conditions for potential communication
interventions.
2.3 Demonstrate ability to formulate in-
tervention strategies for social change
that stimulate new forms of social mean-
ing making.
2.4 Demonstrate ability to select, orga-
nize and consider information and
sources for usefullness.
Leadership Skills to Work alone and in Posses the ability to work independently 3.1 Demonstrate a set of skills important
Teams. and collaboratively with others in the de- to successful performance in manage-
sign of creative executions and cam- ment positions
3.1 To demonstrate a work ethic and civic paigns. 3.3 Display managerial abilities in sound
mindedness in undertaking projects and decision-making in designing campaigns
advocacies related to communication and on communications for change.
journalism.

4.Communicate Effectively
to articulate ideas and ex-
press positions as steeped on
the Thomasian value of
truth, guided by faith and
reason.
5. Social Awareness and
Global Perspective. To
demonstrate awareness and
understanding of relevant so-
cial issues and respond to the
needs of the global commu-
nity through concrete social
action.
UNIVERSITY OF SANTO TOMAS
DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES
OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)
Communicate Effectively
4.1 Demonstrate ability to investigate a
4.1 To articulate in oral and written dis- Develop communicative competence in particular location and/or community in
course ideas and expressed positions in articulating ideas in the design of a mar- terms of social, cultural and contextual
truth guided by faith and reason. keting plan with creative executions. conditions for potential communication
4.2 To excel in producing an insightful, interventions.
scholarly research in oral, written and elec- 4.2 Demonstrate ability to formulate in-
tronic platforms. tervention strategies for social change
that stimulate new forms of social mean-
ing making.
4.3 Demonstarre ability to communicate
information, ideas and issues using ap-
propriate written , oral and graphic
forms.
Social Awareness and Global Perspective
Assess the contribution of communica- 5.1 Display ability to discern social ef-
5.1 To apprise upon student’s contempo- tion campaigns to the social, cultural, po- fects of actions.
rary media related problems and issues that litical and educational development and
affect society in general. advancement of Philippine society. 5.2 Recognize cultural and social vari-
5.2 To become proficient users of the dif- ants in using various media platforms for
ferent media platforms, traditional and communications for change.
emergent, disseminating information re-
sponsibly and ethically to national and 5.3 Compare and contrast the Social and
global audiences Cultural World within the context of per-
sonal and social identities.
6. Ethical Action and Moral
Character. To exhibit highest
standards of integrity in both
personal behavior and pro-
fessional decorum.
Intended Learning Outcomes
Ethical Action and Moral Character
Instill the highest standards of integrity 6.1 Identify and explain key issues sur-
6.1 To exhibit the highest standards of in- in both personal behavior and profes- rounding social marketing ethics and so-
tellectual honesty in generating and dis- sional decorum. cial responsibility.
seminating media outputs.
6.2 To exhibit professionalism and unques- 6.2 . Imbibe work ethic and professional
tionable integrity in the practice of the standards in the field of communication.
communication and journalism profession.
Content Teaching- Learning Activities Assessment Tasks
 UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)

1. Students can learn about
the nature, functions and con-
text of communication and
mass media systems
2. Students can learn to ex-
plain in their own words infor-
mation they have learned.
Module I: Communication Perspectives Watch Video clip: Social Change
A. An Introduction to MediaMorphosis Required Readings:
B. Nature, functions and context of communication Pusta, Gwenetha, Mediamorphosis
and mass media systems in different societies. An Introduction, p. ix-xxiv Pop Quiz
C. An Interdiscipllinary Analysis of Philippine Me- An Interdisciplinary Analysis of
dia Democracy. Philippine Media in Democracy,pp.2- Creative Assessment Port-
D. Re-examining Mass Communications: Towards 24 folio # 1
an Understanding of the Challenges of the New Media Re-examining Mass Communication.
of Communication pp. 24-34.
Concept Mapping

1. Students can learn about Module II: Social Interaction and New Platforms
the interaction between persons,
societies, cultures and environ-
ments over time. A.
2. Students can learn to B.
identify and describe relation-
ships within and between social C.
and cultural groups.
3. Students can learn to de-
scribe cultural diversity and
commonality within societies
and cultures.
4. Students can do explaina-
tory essays on continuity and
change, and their implications
for societies and cultures.
of Communication Assigned Readings:
The Challenge of Cultural Relativism The Challenge of Cultural Relativism
Mediated Diasporas: Material Translations of the (pp. 14-31) Rachels, J. & Rachels, R.
Philippines in a Globalized World. (2010) The Elements of Moral Philos-
Art and Social Change: A Critical Reader ophy (6th ed). Singapore:McGraw
Hill.
MediaMorphosis, pp. 47-63.
Class Presentations/Oxford Debate
Pop up Quiz
Select and use four reports
from the media that will
enable you to provide an
informed written response
to the following question:
Discuss the role media
plays in promoting inter-
cultural understanding/
misunderstanding between
the Philippines and any
Asian country.
1. Students can apply the
ideas they have learned to a
new example/s beyond those
they have learned.
2. Students can use their
knowledge to break complex
problems into their component
parts for some purpose.
1. Students can use their
knowledge to make value judg-
ments in social and professional
industry relevant siuations.
2. Students can bring multi- B.
ple ideas together to do some-
thing with them.
1. Students can recall the in- Module V: Media and The Public Sphere
formation they had been ex-
posed to.
1. Students can apply the
ideas they have learned to a
new example/s beyond those
they have learned.
Module III: Reading Adorno in Contemporary Required Readings:
Life: Critical Essays on Media
Hans Magnus Enzenberger, “The In- Pop Quiz
A. Theorizing Media, Theorizing Art dustrialization of the Mind” and Con-
B. The Media of Culture & Delight stituents of a Theory of the Mind”
C. The Politics of Representation: Engaging Prob- pp.11-30.
lematics in Sensitive Child Reporting Pusta, Gwenetha, “MediaMorphosis” Case Study Posts in Bb
D. Asian Centricity: Towards A Refined Sense of pp. 69-108 Learning System
Humanity, Diversity and Communication Class Presentations
Module IV: The Critical Theory of Media and
Technology Required Readings: Pop Quiz
A. Tactical Media and Digital Interventions Pusta, Gwenetha, “MediaMorphosis”
Web Based Learning Designs: Appropriating the pp. 111-143
Use of Leo Vygotsky’x Social Development Theory Case Study Posts in Bb
C. Emerging Social Structures of the Web: Implica- Class Presentations Learning System
tions of Social Network Sites to Web Communication
Required Readings:
Pop Quiz
A. Rethinking the Public Sphere: A Simplification Pusta, Gwenetha, “MediaMorphosis”
to the Dahlgren’s Habermasian Critique pp. 145-179 Case Study Posts in Bb
Learning System
Class Presentations
Module VI: Cross-Disciplinary Collaborations in Required Readings: Pop Quiz
Media Hegemony Pusta, Gwenetha, “MediaMorphosis” Case Study Posts in Bb
A. The mediatization of Music: Changing Modes of Learning System
Reception and Constructions of Identity. Class Presentations
B. Bringing the Medium and Agency Back into Prac-
tice: A Deconstruction of the Mediated Author and
Alternative Narrative Platforms
 UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)
1. Students can apply the Module VII: Dissecting the Dialectics of Popular Culture Required Readings:
ideas they have learned to a in Television: Issues and Controversies on the Aristocracy Pop Quiz
new example/s beyond those of Culture Pusta, Gwenetha, “MediaMorphosis”
they have learned. Case Study Posts in Bb
2. Students can use their A. Demystifying the Paradox of Panopticon in the Class Presentations Learning System
knowledge to break complex ‘Big Brother’Syndrome
problems into their component B. The Spectator and the Spectacle in ABS-CBN’s
parts for some purpose. ‘The Legal Wife’

1. Students can apply the
ideas they have learned to a
new example/s beyond those
they have learned.
Module VIII: Walt Disney and the Political Economy of Required Readings:
Managing Universal Studios Pop Quiz
Pusta, Gwenetha, “MediaMorphosis”
A. Value, Personality and The Political Economy of Case Study Posts in Bb
Universal Studios Class Presentations Learning System
B. Translations of Karl Marx’s ‘The Value of Com-
modities and Fetishim’: The Case of Zalora and teh
Political Economy of Fashion

1. Students can apply the
ideas they have learned to a
new example/s beyond those
they have learned.
2. Students can apply the
ideas they have learned to a
new example/s beyond those
they have learned.
Module IX: Politics, Persuasion and Social Required Readings:
Change Pop Quiz
Pusta, Gwenetha, “MediaMorphosis”
A. Revsisitng Social Change Myths and Meaning Case Study Posts in Bb
B. Democracy’s Demigods: A Closer Look at Con- Class Presentations Learning System
temporary Politics and Media in the Philippines
1. Students can apply the Module X: A Cultured Center Approach to Social Rquired Readings: Pop Quiz
ideas they have learned to a Change
new example/s beyond those Pusta, Gwenetha, “MediaMorphosis” Case Study Posts in Bb
they have learned. Learning System
2. Students can apply the Class Presentations
ideas they have learned to a
new example/s beyond those
they have learned.

REFERENCES

1. Art and Social Change: A Critical Reader (pp.1-59) Bradley, and Esche. (eds) (2007) Tate Enterprises, Ltd. London.

2. The Challenge of Cultural Relativism (pp. 14-31) Rachels, J. & Rachels, R. (2010) The Elements of Moral Philosophy (6th ed). Singapore:McGraw
Hill.

3. Hans Magnus Enzenberger, “The Industrialization of the Mind” and Constituents of a Theory of the Mind” pp. 11-30.

4. Pusta, Maria Gwenetha, “MediaMorphosis: the Dynamics of Communication and Socio-cultural Change” Vol.I,pp.1-76
Electronic References:

1. Communication for Social Change and Anthology: Historical. www.academia.edu/.../Communication_for_Social_Change_Anthol-

ogy_Historical_an...
2. Communication for Social Change. www.communicationforsocialchange.org/pdfs/anthology%20bnet%20review%20mar...
3. Communication for Development and Social Change.https://www.researchgate.net/.../272482459_Communication_for_Develop-
ment_and_So.

Grading System:
 UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)
Prelims (50%) Semi Finals (50%)
Quizzes 20% Quizzes 20%

Class Participation 20% Class Participation 20%

Paper 20% Quill Worksheet 20%

Preliminary Examination 40% Final Examination (Campaign) 40%

Total 100% Total 100%

COURSE POLICIES:

1. REGULAR ATTENDANCE IS EXPECTED. IN CASE OF FAILURE TO ATTEND THE CLASS SESSION DUE TO UNAVOIDABLE CIRCUMSTANCES, STUDENTS

ARE HELD RESPONSIBLE TO CATCH UP WITH MISSED WORK. HOWEVER, STRICTLY NO EXTENSIONS ON SET DEADLINES FOR COURSE WORK.

2. REPORT TO CLASS ON TIME AND STAY FOR THE ENTIRE CLASS SESSION.

3. ACTIVE PARTICIPATION IS EXPECTED IN EVERY CLASS SESSION.

4. INTELLECTUAL AND ACADEMIC HONESTY IS EXPECTED OF EACH STUDENT.ACKNOWLEDGE ALL SOURCES OF INFORMATION IN YOUR PAPERS.
5. OBSERVE CLASSROOM DECORUM.

OFFICIAL FORMAT FOR PAPERS: MINIMUM CONTENT OF 15-20 PAGES, TNR 12 FONT, DOUBLE-SPACED

Tentative Course Calendar:

WEEK/ DATES CONTENT

1 WEEK 1 Course Introduction
MediaMorphosis: An Introduction
2 WEEK 2 Communication Perspectives
3 WEEK 3 (continued) Communication Perspectives
4 WEEK 3 Social Interaction and New Platforms of Communications
5 WEEK 4 Reading Adorno in Contemporary Life: Critical Essays in Media
6 WEEK 5-6 (continued) Reading Adorno in Contemporary Life: Critical Essays in Media
7 WEEK 7-8 The Critical Theory of Media & Technology
8 WEEK 9 Preliminary Examination
9 WEEK 10 Media and The Public Sphere
10 WEEK 11 Cross-Disciplinary Collaborations in Media Hegemony
11 WEEK 12 (continued) Cross Disciplinary Collaborations in Media Hegemony
12 WEEK 13 Dissecting the Dialectics of Popular Culture in Television: Issues and Controversies on the
Aristocracy of Culture
13 WEEK 14 (continued) Dialectics of Popular Culture
14 WEEK 14 Walt Disney and the Political Economy of Managing Universal Studios
15 WEEK 15 Walt Disney and the Political Economy of Managing Universal Studios (continued)
16 WEEK 15 Politics, Persuasion and Social Change
17 WEEK 16 A Cultured Center Approach to Social Change
18 WEEK 17 Final Examinations
 UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF COMMUNICATIONS & MEDIA STUDIES

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR COMMUNICATION and SOCIO-CULTURAL CHANGE (CA 8)