《大眾傳媒理論與實(shí)務(wù)》教學(xué)大綱

TheoryandPracticeofMass

課程英文名課程代碼S0503Z25

Communication

學(xué)分2總學(xué)時(shí)32理論學(xué)時(shí)32實(shí)驗(yàn)/實(shí)踐學(xué)時(shí)0

課程類別專業(yè)課課程性質(zhì)任選先修課程傳播學(xué)概論

適用專業(yè)廣告學(xué)開課學(xué)院藝術(shù)與傳播學(xué)院

執(zhí)筆人審定人制定時(shí)間2022年04月22日

一、課程地位與課程目標(biāo)

（一）課程地位

《大眾傳媒理論與實(shí)務(wù)》是面向廣告學(xué)專業(yè)學(xué)生開設(shè)的一門專業(yè)選修課。課程內(nèi)容包含對(duì)于

大眾媒體發(fā)展歷史的梳理、產(chǎn)業(yè)構(gòu)架以及數(shù)字時(shí)代大眾傳媒的變化等等。學(xué)生通過本課程的學(xué)習(xí)，

能夠在鞏固傳播學(xué)課程理論知識(shí)的基礎(chǔ)上進(jìn)一步增強(qiáng)對(duì)大眾傳媒產(chǎn)業(yè)的了解，并能通過實(shí)例感受

到數(shù)字時(shí)代背景下媒介組織產(chǎn)生的一系列變化。本課程對(duì)開闊學(xué)生的學(xué)術(shù)視野具有重要意義。

（-）課程目標(biāo)

1.使學(xué)生了解大眾傳媒的發(fā)展歷史，掌握媒介產(chǎn)業(yè)的基本構(gòu)架，理解數(shù)字時(shí)代媒介組織生產(chǎn)

與經(jīng)營(yíng)方式的變化。

2.使學(xué)生掌握大眾傳媒專業(yè)術(shù)語(yǔ)的英語(yǔ)表達(dá)方法，增強(qiáng)學(xué)生閱讀新聞傳播學(xué)外文文獻(xiàn)的能

力，開拓學(xué)術(shù)視野。

二、課程目標(biāo)達(dá)成的途徑與方法

知識(shí)目標(biāo)的達(dá)成以課堂教學(xué)為主，案例講義與外文參考文獻(xiàn)部分組織學(xué)生利用課前課后時(shí)間

進(jìn)行自學(xué)，結(jié)合課程內(nèi)容適當(dāng)安排課堂討論與課外作業(yè)，引導(dǎo)學(xué)生將所學(xué)知識(shí)應(yīng)用到對(duì)于媒介產(chǎn)

業(yè)的觀察與分析中。

三、課程目標(biāo)與相關(guān)畢業(yè)要求的對(duì)應(yīng)關(guān)系

課程目標(biāo)對(duì)畢業(yè)要求的支撐程度（H、ML）

課程目標(biāo)

畢業(yè)要求1畢業(yè)要求2畢業(yè)要求3畢業(yè)要求4畢業(yè)要求5畢業(yè)要求6畢業(yè)要求7畢業(yè)要求8

課程目標(biāo)1MLMLHLLL

課程目標(biāo)2MLMLHLLL

四、課程主要內(nèi)容與基本要求

Chapter1Introduction

Knowthatsource,encoding,message,channel,decoding,receiver,feedbackandnoisearethemain

elementsofcommunicationprocess.

Graspthedifferencesbetweentraditionalmasscommunicationmodelandinternetmass

communicationmodel.

Graspthefunctionsofmasscommunicationmediaforsociety.

Chapter2Books

Understandthatwelearnthelessonsofpastgenerationsmostlyfrombooks.

Knowthatbooksfallintotwobroadcategories:tradebooksandtextbooks.

Graspthatafewlarge,growingcompaniesdominatethebookindustryworldwide.

Graspthatauthorscomeupwithmostbookconcepts.

Understand(hatbooksellinghasmovedawayfroinbeingacustomer-drivenenterprise.

Graspthatbookscanbejudgedbypopulistandelitistmeasures.

KnowthatE-booksmayupendbookretailing.

Chapter3Newspapers

KnowthatnewspapersarethemajorsourceofnewsformostAmericans.

KnowthatmostU.S.newspapersareownedbychains,forbelterorworse.

KnowthattheUnitedStatesislargelyanationoflocalandregionalnewspapers,withonlythree

nationaldailies.

KnowthatmostoftheleadingU.S.newspapersaremetropolitandailies,whichhavedwindledin

numberwithpopulationandlifestyleshifts.

Grasp(hattelevisionandretailingchangeshavecutintonewspaperdisplayadvertising,and

newspapersmaylosetheirdominanceasanadvertisingmedium.

Chapter4Magazines

KnowthatmagazineshavecontributedimportantlytoU.S.culture.

Knowthatmagazineshave5eenjournalistic,visualinnovators.

Knowthatmostnewsrackmagazinesaimatnarrowaudiencesegments.

Knowthatsponsoredmagazinesandtradejournalsoutnumbernewsrackmagazines.

Understandthatmagazinesmaybelosingtheirinfluenceinshapingthefuture.

Understandthatfewmagazinesmeetelitiststandardsforexcellence.

Chapter5Radio

Graspthatradioreachespeopleeverywherewithopinions,news,entertainmentandadvertising.

Knowthatradiosignalsmovethroughtheairbypiggybackingonalreadyexistingelectromagnetic

waves.

KnowthatmostU.S.radiooperatesintheprivatesectoroftheeconomyandreliesonadvertising.

KnowthatradiointheUnitedStateshasanentertainmentratherthananeducationalthrust.

KnowthatnewsisbecominglessimportantintheprogrammingmixofU.S.radio.

Knowthatnewtechnologymaytriggerprogramminginnovations.

Chapter6Movies

Understandthatmovieshavepowerfulimpact.

Knowthatproductionandexhibitionarethemaincomponentsofthemovieindustiy

Knowthatsixstudiosdominatethemovieindustry.

Knowthatmoviesareshiftingfromchemicaltodigitaltechnology.

Graspthatthemovieandtelevisionindustrieshavelargelysubsumedeachother.

KnowthatHollywoodoptsforself-policingtoquellcensorshipthreats.

Chapter7Television

Understandthattelevisioninfluencespeople,cultureandothermedia.

Knowthattelevisiontechnologyiselectronic.

KnowthatU.S.televisionhasatierednational-localstructure.

Knowthattelevisionhasexpandedbeyondover-airdelivery.

Knowthatcabletodayrivalsover-airnetworksandaffiliates.

Knowthatradiowasthemodelforearlytelevisionprograms.

Graspthattelevisionisanefficientpurveyorofnews.

Chapter8Web

KnowthattheWorldWideWebisemergingasamajormassmedium.

KnowthattheweboperatesonaglobalInternetthatlinksmanyfar-flungcomputernetworks.

Graspthatadvertisingisbecomingtheprimaryrevenuesourceforwebservices.

Knowthattransistorsandfiber-opticcablehaveincreasedthecapacityforexchangingdata.

Knowthatthewebisbasedonanonlinearcommunicationformcalledhypertext.

Graspthathypertextisrevolutionizingnews-telling,butiiseffectonotherstory-tellingformsis

uncertain.

Understand(hatevaluatingwebcontentrequiresitsownmeasures.

Graspthatdigitizationispropellingthetransitionofsometraditionalmediatotheweb.

五、課程學(xué)時(shí)安排

學(xué)生任務(wù)

章節(jié)號(hào)教學(xué)內(nèi)容學(xué)時(shí)數(shù)

作業(yè)要求自學(xué)要求討論

明確傳播的類型兩人一組，從

及基木要素、網(wǎng)絡(luò)宏觀及微觀

第1章Introduction4傳播模式和傳統(tǒng)層面討論大

信息傳播模式的眾傳媒對(duì)受

區(qū)別眾的影響

課后自學(xué)：思

第2章Books3考圖書出版

的模式變化

四人一組，根

課前自學(xué)：收據(jù)自學(xué)內(nèi)容

完成報(bào)業(yè)案例分

第3章Newspapers4集報(bào)業(yè)發(fā)展評(píng)述報(bào)紙的

析

的資料“出路”是否

合理

第4章Magazines3

第5章Radio2

課后自學(xué)；復(fù)

第6章Movies4習(xí)電影產(chǎn)業(yè)

的發(fā)展歷程

四人一組，針

完成電視行業(yè)相對(duì)某類節(jié)目

第7章Television6

關(guān)調(diào)查練習(xí)進(jìn)行內(nèi)容分

析討論

完成網(wǎng)絡(luò)媒體案

第8章Web6

例分析

六、實(shí)踐環(huán)節(jié)及基本要求

序?qū)嶒?yàn)實(shí)驗(yàn)

實(shí)驗(yàn)項(xiàng)目名稱學(xué)時(shí)基本要求學(xué)生任務(wù)

號(hào)性質(zhì)類別

1

???

注：1.實(shí)驗(yàn)性質(zhì)指演示性、驗(yàn)證性、設(shè)計(jì)性、綜合性等；2.實(shí)驗(yàn)類別指必做、選做等。

七、考核方式及成績(jī)?cè)u(píng)定

考核內(nèi)容考核方式評(píng)定標(biāo)準(zhǔn)（依據(jù)）占總成績(jī)比例

到課率、課堂討論發(fā)言、平時(shí)作