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World of Professional Mass Communication
1. New mass media and new forms
of older media will always arise.
World of Professional Mass Communication
2. History shows us that as new media arise,
the old media are NOT destroyed.
World of Professional Mass Communication
3. Evidence of this specialization, which is
often introduced with new technologies,
is everywhere.
World of Professional Mass Communication
4. Another basic principal today is
GLOBAL COMMUNICATION.
What about education
for the people who work
in mass communication?
U.S. journalism schools have become
more popular
Enrollment Trends
182,180
11,000
1960
2003
The bedrock of a profession or field
aspiring to become a profession is a body of
knowledge that can be transmitted to
people who enter the field.
Evidence of journalism education’s success
85% of the new hires on daily newspapers
are now journalism graduates.
Journalism-mass communication enrollments
are growing in U. S. universities.
National Enrollment in JOMC Programs
182,180
147,000
71,600
1978
1988
2003
Fields with the Largest Enrollments at
UNC-CH
Field
Number of Majors
1. Business Administration
2,230
2. Journalism and Mass Communication
1,616
3. Biology
1,538
4. Psychology
1,231
Figures are for Spring 2002 from the Registrar’s Office. They include freshman and
sophomore pre-majors through graduate students.
Enrollment Trends at UNC-CH:
Undergraduate Units
1971
1994
2002
179
447
838
659
368%
0
176
104
104
N/A
159
278
304
145
91%
Arts & Sciences
3,848
5,942
5,529
1,681
44%
General College
5,761
6,836
6,883
1,122
19%
69
90
59
-10
-14%
Business Admin.
858
517
608
-250
-29%
Continuing Studies
727
725
403
-324
-45%
Dentistry
125
59
64
-61
-49%
Education
883
340
168
-715
-81%
12,609
15,410
14,960
2,351
19%
Jour. & Mass Comm.
Public Health
Nursing
Medicine
Total
Change % Chg.
Figures are from the Registrar’s Office. Change is from 1971 to Spring 2002.
Enrollment Trends at UNC-CH:
Graduate Units
1971
1994
2002
Change
% Chg.
Medicine
134
534
634
500
373%
Jour. & Mass Comm.
24
88
107
83
346%
Nursing
51
164
197
146
286%
263
561
689
416
162%
28
67
63
35
125%
468
885
907
439
94%
45
45
80
35
78%
Info. & Lib. Science
162
214
254
92
57%
Social Work
153
213
232
79
52%
Continuing Studies
446
1,313
631
185
41%
2,250
2,464
2,065
-185
-8%
549
273
337
-212
-39%
Business Admin.
Pharmacy
Public Health
Dentistry
Arts & Sciences
Education
Total
4,573
6,821
6,196
1,613
35%
Figures are from the Registrar’s Office. Change is from 1971 to Spring 2002.
Enrollment of majors in the School
has increased 67% since 1990.
JOMC Enrollment Growth
945
565
1990
2002
These figures are juniors, seniors and graduate students.
Carroll Hall
School of Journalism
and Mass Communication
The School moved to Carroll Hall
in July 1999.
• Tripled our usable space.
• Enabled us to add new activities and
facilities:
–
–
–
–
–
Television studios.
“Carolina Week,” a 30-minute news magazine.
Executive Education program.
Charles Kuralt Learning Center.
Park Library.
Technology Infrastructure
• 11 computer labs
– 5 computer classrooms
• 3 Macintosh classrooms for photojournalism, multimedia production,
graphic design, layout and editing.
• 2 PC classrooms for news writing, editing and multimedia production.
– Mac and PC Multimedia lab
• State of the art hardware and software for multimedia production.
– Research lab with quantitative and qualitative analytic software.
– Open PC lab with software used in all School classes.
– Library PC labs.
• Audio and video editing suites for electronic journalists.
• TV studio.
Background
• First journalism course taught in 1909-10
(English).
• Department of Journalism formed in 1924.
• School of Journalism formed in 1950.
• Became the School of Journalism and Mass
Communication in 1990.
The School’s Reputation
• “Exceptionally well-balanced professionalacademic approach that makes it arguably
the best all-around program in the country.”
(1997 re-accreditation report.)
• Twenty-three former students and faculty
members have won or been a major part of
26 Pulitzer Prizes.
The School’s Reputation
• Nine faculty members and three graduate
students have won all-campus teaching
awards.
• Ten of the 22 UNC-CH Favorite Faculty
Awards for 2000 for the whole campus went
to School faculty members.
Our Bywords
• Fair
• Full
• Accurate
News-Editorial Journalism Sequence
•
Oldest and core sequence in the School.
•
Enrollment constant although percentage of students is less than
20 years ago.
•
Prepares students for careers in newspapers or magazines.
•
Core courses: Newswriting, reporting, editing, electronic
information sources, law and ethics.
•
Courses emphasize full, fair and accurate reporting and
writing.
•
News-ed students' success in Hearst competition.
•
Graduates working at The New York Times, Wall Street
Journal, USAToday,Chicago Tribune--all over the U.S. and
around the world.
Advertising Sequence
• Second-largest sequence.
• Graduates work in creative, production, sales, research,
media and management. Campaigns developed by alumni
include Nike, Saturn, M&Ms, Pizza Hut, ESPN,
McDonalds, Audi and Microsoft.
• Faculty include practitioners with experience in more than
40 national brands, as well as academics with significant
experience in research and national leadership in academic
organization.
• Direction of curriculum includes teaching new disciplines
of sponsorship, promotion, direct and interactive as well as
traditional advertising techniques.
Public Relations Sequence
•
Became full-fledged sequence in 1990.
•
Now largest sequence in School.
•
Course of study combines practical and theoretical
aspects of public relations.
•
All public relations courses contain servicelearning components.
•
Graduates find jobs in a number of sectors,
including government, nonprofit, corporate and
agency work.
Visual Communication Sequence
• Sequence Options
– Graphic Design
– Multimedia
– Photojournalism
Electronic Journalism
Graduates at CBS, CNN, ABC, NBC and
others.
Career Services
• The School’s full-time career services director works
closely with students in finding internship opportunities
and quality entry-level jobs. The career services director
works closely with friends and alumni seeking new jobs.
• Students are encouraged to meet regularly with the career
services director to fine-tune career plans. Students receive
critiques of résumés and cover letters and get coaching on
how to network with professionals in their career fields.
Career Services
• This school year 29 media outlets have conducted on-campus
recruiting visits. Among the companies: The Washington Post, St.
Petersburg Times, Fairchild Publishing, ICF Consulting and ESPN.
• Students have already been offered internships at The Washington
Post, The Dallas Morning News, St. Petersburg Times, The Wall Street
Journal online edition, the National Hockey League and Young &
Rubicam advertising, among others.
• Last year students accepted jobs at a range of media companies such as
Foote Cone & Belding Advertising in New York; CNN; First Union
Bank; The Outer Banks Sentinel; The Times-Picayune in New Orleans;
Conde Nast Publications; Fleishman-Hillard and Schwartz Public
Relations. Most graduates seek jobs along the East Coast and
Southeast.
Graduate Program
Reputation
“One of the country’s very best programs.”
-1997 ACEJMC accreditation report
“Unquestionably, one of the finest in the country.”
“The School’s Ph.D. program is regarded as one of the best in the country.”
-1997 UNC-CH Graduate School review
Facts and Figures
Spring 2001 enrollment:
2000 graduates:
2001 applications:
48 Ph.D. students; 50 M.A. students
14 Ph.D., 22 M.A.
55 Ph.D., 163 M.A.
Graduate Program
• M.A. Program
– Two tracks:
• Professional – emphasis on development of
professional skills, prepares students for an array of
mass communication jobs.
• Mass Communication – emphasis on research,
prepares students for doctoral studies or positions in
teaching, commercial research or specialized
reporting.
Graduate Program
• Ph.D. Program
• Individualized, interdisciplinary programs of study
based on student interests and needs.
• Prepares graduates for academic careers or research
positions in mass communication industries,
advertising agencies, market- and opinion-research
firms, business or government.
Graduate Program
Park Fellows
– Established in 1997
– 14 Park M.A. Fellows selected each year, two years of
funding
• Annual stipend of $10,000
• Full tuition, fees and health insurance
• $2,000 per year for travel and research
– Ten Park Ph.D. Fellows selected each year, three years of
funding
• Annual stipend of $18,500
• Full tuition, fees and health insurance
• $2,000 per year for travel and research
Graduate Program
• Important international programs:
–
–
–
–
–
Monterrey Tech in Mexico City.
Eritrea.
Russia
Brazil
Chile
Graduate Program
• Sampling of student achievements
– 30 research papers presented at the 2001 Southeast
Regional Colloquium of the Association for Education
in Journalism and Mass Communication.
– 7 of the 11 top awards at the Regional.
– 25 papers presented at the 2000 AEJMC Convention in
Phoenix.
– Tanner T.A. Awards in 2000 and 2001.
– Two “debut” awards at the 2000 Broadcast Education
Association conference.
– A National Mark of Excellence Award from the Society
of Professional Journalists.
Development and Alumni Affairs
• We have more than 7,100 graduates from our
School.
• There are 3,657 alumni living in North Carolina.
• Our alumni live in all 50 states, the District of
Columbia, two U.S. territories and 29 countries.
Development and Alumni Affairs
• The Development and Alumni Affairs Office in
the School serves to enhance relations and
promote communication with alumni and friends.
• Generous alumni and friends have helped us raise
more than $5 million in private funds to pay for
renovating and equipping Carroll Hall.
• As of Feb. 5, the School reached 40% of its
overall “Carolina First” campaign goal of $25
million.
Development and Alumni Affairs
• JAFA (Journalism Alumni and Friends
Association) enables alumni and friends to
participate actively in School affairs, fosters
camaraderie and provides the opportunity for them
to contribute to the School’s well-being.
• Regional chapters of JAFA are active in
Washington, D.C., Atlanta, Charlotte, Chicago,
Research Triangle Park, Philadelphia and New
York City.
Other School Activities
• Extensive outreach to N.C. high schools.
• Important international programs (including
Mexico, Russia, Chile and Cuba).
• Mid-career educational programs for
professionals.
Executive Education Program
Launched in 1998 with a grant from the
School of Journalism and Mass
Communication Foundation.
The program offers day-long to week-long
continuing education workshops to
journalism, public relations, marketing and
design professionals.
Seminar topics have included:
Covering the North Carolina Latino Community (for print and broadcast journalists)
Redefining Marketing (a course in integrated marketing communication strategy)
Public Relations on a Shoestring (for small business and nonprofit organizations)
Healthcare Advocacy Through Media Relations (for healthcare professionals)
The Business of Sport (for sports marketing and media professionals).
Summary
The best journalism-mass communication
program in the country.
Journalism and Mass Communication
More emphasis will be placed on research and
on ways to use new technologies to increase
excellence in reporting, editing,
photojournalism, advertising, broadcast
journalism, graphics, public relations and all
parts of what we broadly define as mass
communication.
Journalism and Mass Communication
Graduate education will draw an even larger
portion of our attention and resources.
Journalism and Mass Communication
Continuing education will become even more
important through an array of workshops
and seminars.
Journalism and Mass Communication
Each journalism school should educate students
in processing information concerning
specialties of the geographic region.
Journalism and Mass Communication
Journalism should not attempt to be all things
to all people.
Journalism and Mass Communication
Fortunately for those of us working
in journalism and mass communication,
the future looks bright, indeed.