Agricultural Communication and Leadership Degree Program

Credits: 3

Description: An overview of the historical development, technological evolution, current status, and future direction of mass communication. Differences between mass communication systems will be explored, as well as mass communication effects on its audiences.

Credits: 3

Description: An introduction to journalism and journalistic writing. Students in this course work as beginning reporters for the college newspaper.

Credits: 3

Description: An in-depth investigation of the ethical foundations underlying conduct of media professionals.

Credits: 3

Description: In-depth critical perspective of mass communication theoretical development and audience effects, including short- and long-term media socialization, political propaganda, advertising, social control, and characteristics shared by all media.

Prerequisite: CNA 263 Introduction to Mass Communication

Credits: 3

Description: An overview of the laws, regulations, and court cases affecting personal and organizational communication. Topics addressed include freedom of speech, libel and slander, privacy, regulation of advertising, copyright and trademark, and internet and media law. Case studies emphasize how the courts interpret and apply the law.

Credits: 3

Description: Students enrolled in this seminar will develop a cumulative portfolio of work that demonstrates the growth of their abilities in various areas of mass communication while developing tools for career readiness. The portfolio may include any of the following types of student work: writing, photography, audio, video, or electronic media projects. In conjunction with faculty, students research regional and national media employment trends, and develop a portfolio that best reflects their chosen mass communication career. Faculty will review the portfolio and conduct a qualitative exit interview for the purpose of program review and assessment. The review of the portfolio and the exit interview must be completed to graduate.

Prerequisite: 90 hours

Students pursuing the 36-credit-hour program will choose 18 credit hours from the following courses in addition to the mass communication core:

• CNA 150 Agricultural Communication (3 credits) – A course designed to introduce the student to the many forms of agricultural communication including written, spoken, and electronic.
• CNA 162 Audio Production (3 credits) – Audio production techniques including digital recording, broadcast writing, announcing, remote recording, and digital editing software. This course will also introduce students to broadcast vocabulary and radio station management structures. Course fee of $10 per credit hour required.
• CNA 274 Video and Film Production I (3 credits) – An introduction to studio and remote production including live broadcasts of news, sports, talk, narrative film, and special events. Students will learn current concepts and theories of pre-production, production, and post-production procedures and will apply them utilizing video and audio equipment for digital storytelling. Lab hours required. Course fee of $10 per credit hour required.
• CNA 374 Public Relations (3 credits) – A study of the principles and practices of effective public relations with exercises and projects emphasizing application of media skills for business, educational, and political communication.
• CNA 426 Public Relations through Social Media (3 credits) – An introduction to current systems and practices used in public relations to create and maintain internet-based interactive communications with customers and constituents. Students will create content hands-on and will be able to apply a conceptual framework including branding programs, integrated marketing communications, and other professional, legal, and ethical standards and practices. This course draws from the fields of public relations writing, photography, video production, and/or other types of multimedia content creation.
• CNA 459 Organizational Leadership (3 credits) – An introduction to the study and practice of leadership from a communication perspective. Particular focus on the relationship between communicating and leading. Examination of leadership concepts and theories in organizational group and public contexts. Students will analyze leadership styles and develop leadership skills through team projects and classroom activities. Prerequisite: Sophomore standing.
• CNA 497 Agriculture Communication Internship (3 credits) - The internship program provides undergraduate students with the opportunity to integrate career-related work experience with classroom learning. Work experiences occur in positions relevant to agricultural communication. Internships generally require 40-50 work hours for each 1 hour of credit. Contact WSC Career Services, your academic advisor, or department chair for specific details.

Students pursuing the 48-credit-hour program will take the above courses from the 36-hour option plus an additional 12 credit hours from the following:

• CNA 252 Public Address (3 credits) - This course sets the foundation of communication theory by setting the stage of the first roots of the western heritage in rhetoric. Students will learn how the art and skills of rhetoric evolved beginning with the Greeks of Plato and Aristotle, through the Romans of Cicero and Quintilian, through the Christianization of rhetoric in St. Augustine, and ending with the Ramian and Cartesian turns leading into modern thought and practice of communication theory. Prerequisite: CNA 100 Principles of Human Communication.
• CNA 301 Advertising Copywriting (3 credits) - An introduction to the strategies of writing and presenting promotional and advertising copy, including brand promises, calls to action, and the stylistic content requirements of traditional print and broadcast media, social media, and other content sources, in written, audio, and video formats, Includes an introduction to the purposes of advertising, sales, and marketing.
• CNA 302 Language and Human Behavior (3 credits) - Examines in-depth the relationship among language, thought, and behavior, emphasizing the role linguistic communication plays in culture and society.
• CNA 352 Organizational Presentations (3 credits) - Develop expertise, poise, and confidence in presenting professional informative, persuasive, deliberative, and epideictic speeches for public, private, or business organizations. Emphasis is placed on theory and application of public speaking, speech criticism, and listening skills in culturally diverse business and professional settings. Students employ presentation software when delivering a variety of business presentations such as informative, after-dinner, persuasive, sales advertising, and team speeches.
• CNA 377 Public Relations Writing (3 credits) - This course emphasizes writing skills needed in public relations work, awareness of public relations as a management strategy, the role of public relations in generating social awareness and responsibility, and the study of ethics in public relations.
• CNA 379 Media Management (3 credits) - This course focuses on new media in converged environments and management practices, including radio, television, and print. Includes topics such as budgeting, staff, audience research, content development, promotion, sales, labor relations, governmental regulations, community responsibility, and other related subjects.
• CNA 389 Photojournalism (3 credits)An introduction to planning, shooting, and processing still photographs for newspapers, magazines, and other print media. Designed for the student with little or no background in news photography. Laboratory experience on the college newspaper. Course fee of $10 per credit hour required.
• CNA 390 Multiplatform Journalism (3 credits)An overview of multiplatform journalism from brainstorming story ideas to interviewing, writing for the web and broadcast, and multimedia journalism skills. Students will learn how to organize electronic newscasts and create online news stories using current applications. Prerequisite: CNA 280 News Writing.
• CNA 450 Media Design Applications (3 credits)Survey of contemporary media software and design elements, which includes the creative use of current print (newspaper, yearbook, and newsletters), video (editing, motion graphics, and animation), and audio software packages in professional content creation.
• CNA 452 Public Relations Case Studies (3 credits) - The study of the role of communication theory in public relations as it applies in business, politics, and non-profit organizations through the case study method. The management role in public relations will be studied, as well as the ethical responsibility of PR professionals. This course presumes prior knowledge of public relations principles and presumes effectiveness in public speaking. Prerequisite: CNA 374 Public Relations.
• CNA 453 Integrated Brand Promotion (3 credits) - An exploration of strategic communication combining advertising, public relations, sales promotions, direct marketing, and other marketing communication functions to build relationships with constituents for business, organizations, and other groups. Includes case studies and hands-on projects. Prerequisite: Junior standing or by approval.
• CNA 458 Advanced News Writing (3 credits) - Course deals with major political, social, and economic developments that have local news interest. Complex, off-campus reporting on judicial system and court reporting, environmental, criminal justice, budgets, labor and employment, housing, poverty, etc. Will examine how bias and ideological framing arise from news routines. Prerequisite: CNA 280 News Writing and one course in social sciences.
• CNA 461 Case Studies in Organizational Leadership (3 credits) - Historical and current case study and analysis of leadership from a communication perspective. Students will research and critically analyze specific cases dealing with leadership styles and attitudes with emphasis on leadership character, credibility, ethical and compliance gaining examples/strategies from private, public, and corporate organizations. Prerequisite: Sophomore standing.
• CNA 462 Communication Research Methods (3 credits) - Focuses on methodologies and designs used in communication studies, mass communication, and public relations communication campaigns. Students will evaluate the research of others as well as design their own studies. Prerequisite: Junior standing.
• CNA 467 Intercultural Communication (3 credits) - A course aimed at developing a thorough understanding of communication and culture, in both global and community settings, and the way members of diverse cultures and subcultures utilize unique systems, symbols, and media representation to communicate among themselves and other groups. Emphasis on media representation of minority groups and U.S.-sponsored health/public welfare campaigns in developing nations will enable students to critically assess the communication process in a cultural context.
• CNA 470 Family Communication (3 credits) - An in-depth study of family communication concepts including family systems, roles, networks, power, intimacy, and decision-making. Special attention will be given to research affecting family communication in such areas as gender, culture, race, and age.
• POS 430 Public Policy (3 credits) - The study of domestic policymaking processes and institutions at all levels, taught from an intergovernmental relations perspective.