MCOM 104: Media, Ethics, and Society

Mass Communication 104, Media, Ethics, and Society, is an excellent course choice for all UNC Asheville students. It serves as a gateway to the Mass Communication Major, it fulfills a Cluster Requirement for three of the Integrative Liberal Studies clusters, and, most importantly, it provides a foundation in media literacy, which is essential to anyone pursuing a liberal arts education. There are several sections of MCOM 104 offered each semester to fit the scheduling needs of our students. Contact Don Diefenbach, coordinator of the MCOM 104 course, if you have questions or for more information: 828.251.6731.

Course Description and Objectives

Media, Ethics, and Society explores the evolution and function of various media systems and their impact on individuals and culture. The course surveys specific media channels including newspapers, television, film, and the Internet as well as supporting industries such as public relations and advertising. A core focus of the course is the study of ethics in mass communication practice from the perspectives of both producers and consumers. The course is designed to be an introductory experience. Students can take MCOM 104 without prior mass communication experience or study. It is designed to be of service to students seeking to be mass communication practitioners as well as students seeking to be informed and critical media consumers.

Student Learning Outcomes

The Mass Communication Department’s Student Learning Outcomes for this course are

• Students develop skills in critical thinking, clear and thoughtful communication and open inquiry through research and creative activity through analyses of media ethics case studies with emphases on applicable ethical origins, professional ethical standards, ethical dilemmas and applying ethical guidelines.
• Students learn to clarify and articulate their own values through the expression of opinion and an understanding of the difference between opinion and fact through the explication of various contemporary media case studies.

ILS Clusters

MCOM 104 serves as a component of three topical clusters, including (CL3) Technology, Society, and Culture; (CL7) Belief Systems in Our Universe; and (CL12) Applied Ethics. As such, the course is designed to serve as a component to meet the learning outcomes of each of these clusters and the ILS program.

First Annual Fall Panel Discussion

On Oct. 5, 2010 The Media Ethics and Society faculty hosted a joint session featuring a panel discussion of industry experts and contemporary ethical challenges. The panelists included Marilyn Ball of 12Twelve Collaborative Marketing Solutions, Paul Bonesteel of Bonesteel Films, Jess McCuan of VERVE Magazine, Sherri McLendon who is president of the Public Relations Association of Western North Carolina and Jason Sandford of the Asheville Citizen-Times.