M.Sc. Mass Communication

Master of Science in Mass Communication

M.Sc. Mass Communication

List of Academic Staff

Name	Status and Qualification	Research Interests
Kehinde K. Kadiri	Reader & Ag. Head of Department. B.Sc. (Unilag, Lagos); M.A. (Uni. of Legon, Legon, Ghana); Ph.D. (UUM, Utara, Malaysia)	Health Communication, Public Relations and Advertising
A.L. Azeez	Professor, B.Sc., M.Sc., M.A. (Unilag, Lagos); Ph.D. (Leeds, UK)	Communication Theory, Research, Social Communication and Advertising
Saudat S. Abdulbaqi	Reader, B.A. (BUK, Kano); M.Sc. (Unilag, Lagos); Ph.D. (IUM, Utara, Malaysia)	Development Communication, Public Relations and Advertising, Research
L.K. Mustapha	Reader, B.Sc., M.Sc., (Unilag, Lagos); Ph.D. (IIU, Kuala Lumpur, Malaysia)	Political Communication, Corporate Communication, Media Effects, and New Media Studies
R.M. Adisa	Reader, B.A. (BUK, Kano); M.Sc. (Unilag, Lagos); Ph.D. (UIM, Utara, Malaysia)	Journalism, Media Conflict and Media Framing Studies
P. Udende	Reader, B.A., M.Sc., Ph.D. (BSU, Makurdi)	Political Communication, New Media Studies, and Public Relations and Advertising
O.A. La‘aro	Senior Lecturer, B.Sc., M.Sc., (Unilag, Lagos); Ph.D. (UIM, Utara, Malaysia)	Broadcasting, Media Literacy, and Development Communication
Aishat Abdulrauf- Salau	Senior Lecturer, B.Sc., M.Sc., (ABU, Zaria); Ph.D. (UUM, Utara, Malaysia)	New Media and Development Communication, Social Media and Political Participation
Aisha I. Omoloso	Senior Lecturer, B.A. (BUK, Kano); M.Sc. (Unilag, Lagos); Ph.D. (UUM, Utara, Malaysia)	Health Communication, Audience Research, and Media Studies
I.Y. Abubakar	Senior Lecturer, B.A. (King Saudi University, Riyadh, Saudi Arabia); M.A. (BUK, Kano); Ph.D. (IIU, Kuala Lumpur, Malaysia)	Broadcasting, Global Communication, and Media Effect Research
Fatima Abubakre	Lecturer II, B.Sc., M.Sc. (Unilorin, Ilorin); Ph.D. (Kent, UK)	Contemporary Political Communication, and Journalism, Religion and the Media
*A.O. Issa	Professor BLS, MLS (ABU, Zaria); PGDE (UDUS, Sokoto); Ph.D.(UI, Ibadan)	Research Methods
*Omenogo V. Mejabi	Professor B.Sc. (UI, Ibadan); PGD, M.Sc. (Aston, UK); Ph.D. (Unilorin, Ilorin)	Multimedia and Information Science

*A. Tella	Professor B.Ed., M.Ed., MLIS (UI, Ibadan); Ph.D. (Gabrone, Botswana)	Information Processing and Data Analysis
*H. Ijaya	Professor LLB. (Unijos, Jos); LLM., Ph.D. (OAU, Ile-Ife,)	Communication Law

*Lecturers from other Departments

B. Introduction

The Master‘s programme in Mass Communication responds to the ceaseless demands from media professionals who desired a thorough re-training in their practice as well as from graduates of Mass Communication who required advanced theoretical and critical knowledge of the key paradigm shifts in the study of media and ever-emerging issues in the fields of mass communication and media studies. Thus, the programme reinvigorates the mission of extending the frontiers of knowledge in Mass Communication, and also contributing to improving the skills of media professionals in Nigeria and beyond

C. Philosophy

The philosophy of this programme is providing unique opportunities for learning and obtaining up- to-date skills for media practices in contemporary times that require media professionals to have an understanding of the dynamics of modern media practices, as well as a deep theoretical understanding of the processes, structures and effects of media outputs

D. Aim and Objectives

The aim of the programme is to provide students advantages of advanced and critical knowledge of media process and key paradigm shifts in the study of media studies; and as well as providing them advanced training in the various practices of Mass Communication. The specific objectives of the programme are to:

prepare students, who might wish to pursue the study of Mass Communication to the highest level of Ph.D. in communication research, methodology and theory;
revive, strengthen and bolster in students, particularly those that might have been practising, the contemporary skills and techniques for media practices, which keep changing as the environment and technologies of media are evolved and transformed; and
provide students with a rare chance of advancing them professionally and personally through a unique blend of practical skills in the various practices and professions of the mass media with critical, sociological or theoretical understanding of mass communication processes.

E. Admission Requirements

Candidates that will be eligible for admission into the programme should satisfy the following requirements or obtain any of the following qualifications:

at least 5 Ordinary Level credit passes in Arts, Social Sciences or Sciences including English Language and Mathematics;
a first degree in Mass Communication, Journalism/Communication Studies/Arts from any recognized university with at least Second Class Lower Division (2:2);
a Postgraduate Diploma in Mass Communication/Journalism/ Communication Studies/Arts or the International Institute of Journalism/NUJ Diploma, in addition to any other first degree in any Arts, Social Sciences or even Science fields from any recognized university with, at least, Second Class Lower Division (2:2);
a Postgraduate Diploma in Mass Communication/Journalism/ Communication Studies/Arts or the International Institute of Journalism/NUJ Diploma, in addition to Higher National Diploma (Upper Credit) in Mass Communication/Marketing; and
an Ordinary Diploma in Mass Communication from a recognized Polytechnic in addition to any other first degree in any Arts, Social Sciences or even Science fields from any recognized university with, at least, Second Class Lower Division (2:2) and not less than 55% in the qualifying/screening examinations that all candidates, irrespective of degree or class of degree, must write for gaining admission into the programme. Graduates from the University of Ilorin with First Class or Second Class Upper degree in Mass Communication will be exempted from th e examination in line with Senate‘s decision.

F. Duration of Programme

The programme will run only on full-time. Therefore, the duration of the programme will be a minimum of 18 calendar months, entailing the normal run of two semesters per session. However, an extension of another 6 months will be permitted for any student that fails to obtain all the requirements for the award of M.Sc. at the expiration of the minimum duration of the programme, making the maximum duration of the programme a period of 24 months.

G. Detailed Course Description

MAC 801 Communication Theory 3 Credits

Human communication theory: Mass Communication theories, evaluation of the various theories in terms of their crucial concepts, assumptions, propositions and their practical application to social realities and research. 45h (T); C

MAC 802 Communication for Development 2 Credits

Role of communication in classic and current theories of political and economic development.Media for socioeconomic development, good governance, and democratic development. Major theories about how states develop economically and politically: role of media, information, and communication as causes and consequences of development. Current communication and development issues. 30h (T); C

MAC 803 Advanced Communication Research Methods 3 Credits

Advanced study of conceptual and theoretical/philosophical considerations, paradigms, process and compositional approaches for designing and conducting qualitative, quantitative and triangulatory studies on the various elements and aspects of communication. Range of methods appropriate to communication research. Workshop on procedures/operational steps for methods applicable to investigating the source, message, medium, audience and effects of communication. Deep and practical knowledge of statistical and qualitative analysis of data in communication research. 30h (T); 45h (P); C

MAC 804 Contemporary Issues in Mass Communication and Cultural Studies 2 Credits

In-depth and critical analysis of current issues in Mass Communication and cultural studies in Nigerian society. Importance of becoming cultural critics versed in alternative ways of naming cultural problems, issues, and texts. Perspectives on the organisation of the mass media. Frameworks for the analysis of how organisations operate in national and international contexts. 30h (T); C

MAC 805 Sociology of the Media 2 Credits

Relationship and interaction between the media and society. Representations and distortions of social realities by the media. Social actors and the media. Socialization and the media. Social stereotypes and the media. Newsroom culture: gender, class and inequality. Political economy of the media: ownership and its influence on contents. Conceptualizations of media production. Measuring media logics (framing). Globalization and the new media. Relationship between social theory and the study of Mass Communications. History and structure of the mass media. Impact of new media and communication technologies. Research into media production. Problem of creativity and control. Sociology of media occupations and journalism. 30h (T); C

MAC 806 Bibliography of Mass Communication 1 Credit

Scholars on development and understanding of mass communication processes and effects. Seminars on their various contributions and landmarks in the development of research. Theories of Mass Communication. 15h (T); C

MAC 807 Multimedia Training for Media Practice 2 Credits

Workshops for the training on use of multimedia for media practices in contemporary digital world. Practical and theoretical discussion of how the use of multimedia can improve/deteriorate media practices standards. 15h (T); 45h (P); C

MAC 808 Issues in Newspaper/Magazine Production 2 Credits

Training in Newspaper and Magazine production. Critical analysis of issues and challenges in the process of producing a magazine or newspaper. 30h (T); R

MAC 809 Advanced Writing and Public Affairs Reporting 3 Credits

Skills in news writing and reporting: identify and do advanced journalistic writing, doing public affairs reporting in a democratic society. Identifying and developing reporting beats tied to public affairs and public officials. Workshop style training. Input from professional reporters and editors. 30h (T); 45h (P); R

MAC 810 Issues and Techniques of Editorial Writing 3 Credits

Skills in editorial writing: technicalities of writing editorials relating to identifying public issues to write editorials on research process on identified issues, logical arguments involved. Technique of taking a standpoint in editorials. 45h (T); R

MAC 811 Critical Perspectives in Journalism 2 Credits

Critical understanding of journalism. Theoretical perspectives on making news with primary source material produced by and about journalists. Theoretical materials on journalism about how news is made, shaped, and performed alongside articles and broadcasts appearing in the media. Interviews with journalists in the trade press, and professional reviews. Models of journalistic practice. Journalistic values and norms.Gate-keeping and sourcing practices. Storytelling formats in news. Ethical problems: misrepresentation, plagiarism, and celebrity. 15h (T); R

MAC 812 Topical Issues in Broadcasting 3 Credits

Seminar course on in-depth analysis of various critical and current issues in broadcasting in Nigeria and in developed countries: phone-in programmes, deregulation, regulation and digitization of broadcasting. 45h (T); R

MAC 813 Issues in Station Operation and Management 3 Credits

Issues and challenges associated with broadcast station operation and management. Advanced hand-on knowledge and practical experience of operating and managing broadcast stations of the 21^stcentury. Technological advancement revolutionizing procedures of managing broadcast stations. Interviews with veteran contemporary radio or television managers. Tours of big public and private broadcast stations. 30h (T); 45h (P); R

MAC 814 Broadcast and Cable Production and Programming 3 Credits

Industrial and societal factors in producing programmes for broadcast media as independent producers. Understanding theories of programming and production strategy in the electronic media industries. Providing practical knowledge for the use of the theories in making useful, interesting and widely acceptable programmes. 30h (T); 45 (P); R

MAC 833 Television Criticism 1 Credit

Functions and dysfunctions of television in society. Television culture: how people receive and perceive television messages and texts. Context and pattern of television viewing among people. Effects of television messages on the audience. 15h (T); R

MAC 815 Creative Workshop in Advertising 3 Credits

Learning and acquiring skills in creative elements of advertising campaign: awakening creative talents in the students for designing creative messages for advertising. 30h (T); 45h (P); R

MAC 816 Advertising and Society 2 Credits

Advertising as a social institution: social and economic impact of advertising on society and how society influences the creative content and strategy of advertising. 9h (T); R

MAC 817 Marketing Theory 2 Credits

Introductory theoretical assumptions and debates on marketing. Development and growth of marketing into a discipline. Relative value of theory compared with practical experience: marketing concept and orientation. Value of generic models in marketing: marketing mix framework. Scope and domain of marketing: application in the public and not-for-profit sectors. Possible future directions in markets and consumer society.Potential impact on future marketing practice. 30h (T); R

MAC 818 New Development in Advertisement Strategy, Planning and Implementation 3 Credits

Designing and implementing advertising campaigns: learning the elements of advertising campaigns with a re-training on marketing research and consumer behaviours. Introducing new developments in implementing advertising campaigns: online advertising and integrated marketing communication. 30h (T); 45h (P); R

MAC 819 Corporate Public Relations 3 Credits

Public relations for organization/corporate image and reputation. Connection of product advertising with corporate public relations and strategies for planning and executing corporate public relations. Theories of PR relating to the environment in which PR is used for focal human entity or corporate organization. Various publics/targets of PR and strategies of reaching them. 30h (T); 45h (P); R

MAC 821 Public Relations and Democracy 2 Credits

Use of PR in modern democracy: how the use has enhanced/deteriorated the principles and process of liberal democracy. Strategies for adopting PR for setting political agenda and image management. 30h (T); R

MAC 823 Issues in Globalization and Global Communication 2 Credits

Advanced variant of international communication. Seminar on how new media enhance globalization, transnational transactions and communications. Formation of media audiences in developing nations of the South. 30h (T); E

MAC 824 Comparative Media Policy 2 Credits

Contextualized knowledge of media operations in many countries: their different purposes and how governments of different countries regulate media operations. 30h (T); E

MAC 825 Comparative Political Communication 2 Credits

Relationship between the mass media and political process: how the media in different countries enhance/weaken political structure and process. Key theories in comparative political communication research. Crisis in public service broadcasting and civic communication. 30h (T); E

MAC 826 Managing Advertising and Public Relations Organizations 2 Credits

Management of advertising and public relations agencies. Management theories and their application to the management of advertising and public relations agencies. Advertising rate, commission, media planning and placements. Ethical issues in advertising and public relations. Advertising and public relations‘ management in Nigeria. 30h (T); E

MAC 828 Professional Responsibility in Mass Communication 2 Credits

Advanced level of Law and Ethics of Mass Communication. Legal and ethical understanding of the professions and practices of Mass Communication. Specific incidents and cases involving professional responsibility. 30h (T); E

MAC 831 Interpreting Popular Culture 2 Credits

Fundamental methods for understanding the construction of meaning in film, television, popular music, and advertising. Tracing the study of popular culture through film theory. Mass media analysis to cultural studies.Recent theoretical analyses of popular culture examining the notion of the popular, spectatorship methods of reading audiences. Global popular culture and the concept of cultural practices. Methods of analysis: structuralism, semiotics, analysis, psychoanalysis, socio-historical, ideological, discourse, political economy, reception theory, feminist method, and ethnography. Screening of excerpts of film and television in class. 30h (T); E

MAC 832 Seminar in Persuasion 2 Credits

Research and theories on attitudes, persuasion and behaviour change. Selected readings. Basic concepts of the psychology of attitudes: attitude structure and measurement at conscious and unconscious levels. Persuasion and propaganda approaches. Role of affect and fear in communication. Models explaining behavioural change allowing researchers and practitioners to design ways of modifying recipients’ actions. 30h (T); E

MAC 833 Politics of News 2 Credits

News as a political institution. Culture of newsroom: sociological, economical and political factors. Understanding news as a re-presentation of social realities. Politics that shape the re-presentations the news media make about society. 30h (T); E

MAC 898 Research Project 6 Credits

Self-motivated but well supervised research on any researchable topic on the elements of Mass Communication. Dissertation of between 12000-15000 words and is expected to demonstrate students‘ understanding of research procedures and quantitative or qualitative data analysis. 225h (P); C

Graduation Requirements

The programme comprises eight general courses (21 credits), 10 credits of two sequences courses (Print/Journalism and Broadcast), and 13 credits of the third sequence (Public Relations and Advertising), all of which are Core, and 4 or 8 of Elective courses. Successful completion of all elements, including a dissertation, qualifies a student for the award of Master degree in Mass Communication.

Specifically, graduation requirements entail a student to have a minimum of 35 credits (applicable to Print/Journalism and Broadcast) or 38 credits (applicable to Public Relations and Advertising), including all Core courses consisting of the general (including project) and sequence courses and minimum Optional/Elective courses. So, students (in Print/Journalism and Broadcast) are to take and pass 21 credits of Core courses, another 10 credits of Core courses while those in Public Relations and Advertising sequence are to pass the 21 units of Core courses and another 13 credits in their respective sequences/concentrations of specializations, and 4 or 8 credits of elective courses.

I. Summary

Core Courses:

MAC 801(3), 803(3), 805(2), 807(2), 802(2), 804(2), 806(1), 898(6) = 21 Credits

Core Sequences Courses (JOURNALISM):

MAC 809(3), 811(2) 808(2), 810(3), =10 Credits

Core Sequences Courses (BROADCASTING):

MAC 813(3), 833(1), 812(3), 814(3), =10 Credits

Core Sequences Courses (PUBLIC RELATIONS AND ADVERTISING): MAC 819(3), 821(2), 815(3), 816(2), 818(3) =13 Credits

Elective Courses:

Candidates are to take, in line with their areas of specializations, a minimum of 4 credits and a maximum of 8 credits from the following:

MAC 817(2), 823(2), 825(2), 827(2), 829(2), 824(2), 826(2), 828(2), 831(2), 832(2), 834(2)

Compulsory Courses = 21credits

Required (JOURNALISM) =10 credits

Required (BROADCASTING) =10 credits

Required (PUBLIC RELATIONS & ADVERTISING) =13 credits

Optional/Elective Courses: Candidates are expected to take a minimum of 4 credits and a maximum of 8 credits.Total = 21 Credits (General Core), 10 Credits (Sequence Core except PRAD sequence which has 13 Credits), and 4 Credits (Optional/Elective) = 35 Credits and 38 Credits for PRAD.

M.Sc. Mass Communication

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