Bachelor of Arts with a Major in Mass Communications (Audio/Visual)























 

Assessment Report, 2013-2014

CLASS, Mass Communications (Audio/Visual)

Assessment Identifiers


College / School
College of Liberal Arts & Social Sciences

Department
Department of Journalism & Mass Communications

Program / Major / Certificate
Degree: BA in Mass Communication

Concentration: Audio/Visual

Assessment Coordinator(s)
Program Outcomes: Prof. Reginald Franklin
Online Journalism: Prof. Jessica Sparks
Public Relations & Advertising: Dr. Juliana Trammel
Audio & Video: Prof. Walker

Has there been a change to the Assessment Coordinator(s) since the last assessment plan? No

Person(s) responsible for writing and/or submitting this report:
Program Outcomes: Prof. Reginald Franklin
Online Journalism: Prof. Jessica Sparks
Public Relations & Advertising: Dr. Juliana Trammel
Audio & Video: Prof. Walker

Program Mission Statement

The program's mission is to develop productive students in a global society, prepared for careers in mass communications, and to increase cultural diversity in professional media. The department fosters engaged learning and professional growth through high quality instruction, scholarship, research, service, and prepares students to perform at high levels of excellence in mass media professions and post graduate studies in the 21st century.

Has this mission statement been revised since the last plan? No

PSLOs

AUDIO & VIDEO

1. Students must understand and apply the freedoms outlined in the First Amendment, specifically those of the freedom of the press and the freedom of speech, to the generation, reporting and dissemination of news and information.  Students should also demonstrate ability to differentiate the freedoms of the press in a global society.  

2. Students must demonstrate an understanding of the history of audio and video news industry and their role of shaping society and its perception of the media.  

3. Students must demonstrate an understanding of how the diversity in the community can affect the way news and information are reported using audio and video, perceived, in the communities of the country.  

4. Students must demonstrate an understanding of how global diversity and society affects the way news and information is reported and disseminated in the United States and abroad using audio and video mediums.  

5. Students must demonstrate an understanding of use and presentation of images and information for the purposes of disseminating accurate news and current information through audio and video new media formats.  

6. Students must demonstrate an understanding of the ethical principles set by the industry and the current debates and discussion surrounding those principles. 

7. Students must demonstrate ability to think critically in use of sources and information for the purposes of audio and video production for a mass audience. Students must demonstrate the ability to think creatively in the conception and synthesis of unique products including means of disseminating news and information to a mass audience. Students must demonstrate ability to think and act in service to the public while producing audio and video media. 

8. Students must demonstrate ability to discern credible sources for news stories and ability to use those sources appropriately for the purposes of reporting news and information to a mass audience. Students must demonstrate ability to conduct primary research through interviews and other appropriate methods for audio and video production. 

9. Students must demonstrate ability to write in styles appropriate to specific formats, cues, coding, proper punctuation, spelling, syntax, and appropriate tone for the story, media and audience intended. Students must demonstrate an understanding of several forms of audio and video production including, but not limited to, news packages, interviews, public service announcements, commercials, narratives, and documentaries.  

10. Students must demonstrate ability to evaluate the professional work of their own and others for accuracy, fairness and clarity when producing audio and video for new media channels.  

11. Students must demonstrate ability to analyze and use data as the basis of producing audio and video for new media channels.  

12. Students must demonstrate ability to use tools and technology for pre-production, principle production, post production and exhibition to present audio and video in efficient ways for dissemination to a mass audience. 

Since its first ACEJMC accreditation, the Department of Journalism & Mass Communications maintained 12 general core competencies and PSLOs. In September of 2016, the three concentrations created concentration-specific PSLOs based on the general 12. The list above represents the PSLOs for the Audio and Video concentration.

LINK TO: Assessment Report, 2013-2014 – Supporting Documents


 

Assessment Results (PSLOs)

 

SSU Strategic Plan Goal

PSLO

Semester

Professor

Courses

Assessment Artifacts and Instruments

Target Levels

Results and Analysis of Results

Actions in Response to Results

Academic Engagement and Achievement

1. Students must understand and apply the freedoms outlined in the First Amendment, specifically those of the freedom of the press and the freedom of speech, to the generation, reporting and dissemination of news and information.  Students should also demonstrate ability to differentiate the freedoms of the press in a global society. 

Fall 2013

Wilson

COMM 4705 Media Ethics & the Law

Case-Study Paper - JMC_C1_PSLO1_ First Amendment Rubric

70% of students will score at Level 3 & 10% of students will score at Level 4

TARGET PARTIALLY MET

73% Level 3 (Milestone) 9% Level 4 (Capstone) 17% Level 2 (Milestone)

 

The expected targets were almost met. The results showed that the milestone (level 3) exceeded the desired threshold of 70%. The threshold for capstone (level 4) was just under what was desired. 17% of the students assessed demonstrated skills at the milestone (level 2).

 

OVERALL: TARGET PARTIALLY MET
Description of any changes for improvements which were made during the course of the 2013-2014 academic year:
The program added more group discussions and group-based case studies.
Description of the expected use of results that will be addressed in the 2014-2015 academic year:
The program will continue to add more group discussions and group-based work to enforce proper law theory and debate.

Academic Engagement and Achievement

2. Students must demonstrate an understanding of the history of audio and video news industry and their role of shaping society and its perception of the media.  

Spring 2014

Hawkins

COMM 2105 Mass Media and Society

Paper The Race Beat - JMC_C2 _PSLO2_Understanding History Rubric

70% of students will score at Level 2 & 10% of students will score at Level 3

TARGET MET

31% Level 2 (Milestone) 62% Level 3 (Milestone) 2% Level 4 (Capstone) 5% Level 1 (Benchmark)

 

Overall, 93% of the students achieved at least level 2, milestone. Although only 31% achieved level 2, the planned threshold, the vast majority, 62% of students, performed at the level 3. 20% of students were not expected to meet these thresholds; however, only 5% demonstrated attainment at the benchmark level. Areas to Improve: Mass Media Events Chronology: 72% of students demonstrated level 2 milestone in the area of mass media events chronology. The desired threshold was 80%.

 

OVERALL: TAREGT MET
Description of any changes for improvements which were made during the course of the 2013-2014 academic year: Classroom discussion and news quizzes were refocused to timely and current events and topics. The program added more news to curriculum.
Description of the expected use of results that will be addressed in the 2014-2015 academic year:
The program will continue to add more timely news and topics to classroom discussion and news quizzes.

Academic Engagement and Achievement

3. Students must demonstrate an understanding of how the diversity in the community can affect the way news and information are reported using audio and video, perceived, in the communities of the country.  

Spring 2014

Hawkins

COMM 2105 Mass Media and Society

Paper The Race Beat - JMC_C3_PSLO3_ Domestic Diversity Rubric

80% of students will score at Level 2 & 10% of students will score at Level 3

TARGET NOT MET

55% Level 2 (Milestone) 22% Level 3 (Milestone) 1% Level 4 (Capstone)

 

Overall, 78% of students attained the minimum Level 2 threshold. Only 55% demonstrated attainment at the milestone level (level 2). Although 22% achieved level 3 (milestone) and 1% level 4 (capstone), 15% of students attained below the threshold mark. The assessment plan projected only 10% to attain at the benchmark level. Areas to Improve: Knowledge of cultural worldview frameworks – only 76%; Empathy skills – Only 79%.

 

OVERALL: TARGET NOT MET
Description of any changes for improvements which were made during the course of the 2013-2014 academic year: Classroom discussion and news quizzes were refocused to timely and current events and topics. The program added more news to curriculum.
Description of the expected use of results that will be addressed in the 2014-2015 academic year:
The program will continue to add more timely news and topics to classroom discussion and news quizzes.

Academic Engagement and Achievement

4. Students must demonstrate an understanding of how global diversity and society affects the way news and information is reported and disseminated in the United States and abroad using audio and video mediums.  

Spring 2014

Hawkins

COMM 2105 Mass Media and Society

Midterm Exam - JMC_C4_PSLO4_Global Diversity Rubric

80% of students will score at Level 2 & 10% of students will score at Level 3

TARGET PARTIALLY MET

53% Level 2 (Milestone) 11% Level 3 (Milestone) 36% Level 1 (Benchmark)

 

Overall, only 64% of students attained the expected levels of 2 and 3. Only 10% was projected to demonstrate attainment at level 1; however, 36% of students assessed achieved at the level 1 benchmark level. Areas to improve: Global Self Awareness: Only 76% of students attainted at level 2 or higher) (desired was 80%); Perspective Taking: Only 64% attainted at level 2 (desired was 80%); Cultural Diversity: Only 67% attainted at least level 2 milestone (desired was 80%); Personal and Social Responsibility: Only 52% attained at least at level 2 (milestone) level. Desired was 80%; Understanding Global Systems: Only 55% attained at level 2 and higher. Desired was 80%; Applying knowledge to Contemporary Global contexts: Only 73% attained at milestone (level 2) and higher. Desired was 80%.

OVERALL: TARGET PARTIALLY MET
Description of any changes for improvements which were made during the course of the 2013-2014 academic year: Classroom discussion and news quizzes were refocused to timely and current events and topics. The program added more news to curriculum.
Description of the expected use of results that will be addressed in the 2014-2015 academic year:
The program will continue to add more timely news and topics to classroom discussion and news quizzes.

Academic Engagement and Achievement

5. Students must demonstrate an understanding of use and presentation of images and information for the purposes of disseminating accurate news and current information through audio and video new media formats. 

Fall 2013

Prof. Wilson

COMM 3120

Theory Analysis JMC_C5_PSLO4_Theories & Presentation

40% of students will score at Level 2 & 40% of students will score at Level 3

TARGET PARTIALLY MET

70% Level 2 (Milestone) 20% Level 3 (Milestone) 5% Level 4 (Capstone) 5% Level 1 (Benchmark)

 

Overall, 95% of students attained at least at level 2, milestone. However, only 25% of students achieved level 3 and above. The projected number was 40%. The assessment plan projected 20% at the benchmark level, and only 5% demonstrated attainment at this level. Areas to Improve: The desired threshold for the following areas was 40% for level 3. They were all below this threshold and can be improved.

OVERALL: TARGET PARTIALLY MET
Description of the expected use of results that will be addressed in the 2014-2015 academic year: The program´┐Żs courses will include more opportunities to test and practice knowledge of theories and principles.


 

Assessment Results (POs)

 

SSU Strategic Plan Goal

PO Goal

Enabling Strategies

Measures

Targets

Results and Analysis of Results

Actions in Response to Results

Academic Achievement and Engagement

Increase the enrollment of JMC majors.

a. The program will have JMC faculty, staff and students who will attend the Open campus recruitment days scheduled by the University.

b. The program has also expanded access to state of the art production facilities to be established in Whiting Hall.

Blackboard Analytic data

The department wants to increase enrollment of JMC majors by 10%

TARGET MET                                The program did reach the target. There was a 30% increase in JMC majors for the Fall of 2013 from the Fall of 2012.

OVERALL: TARGET MET

Description of the expected use of results that will be addressed in the 2014-2015 academic year: The faculty, staff and administration of the department will continue to participate in various recruitment efforts including Open Campus day. The JMC staff will routinely conduct tours of the facilities for potential students and their parents.

Academic Achievement and Engagement

Increase participation in the annual Southern Regional Press Institute (SRPI)

a. The program will survey participation and workshop satisfaction among attendees.

b. The program will make contact with Savannah area schools and talk to administrators.

The department will compile data from the responses from the SRPI surveys of the participants

The target is to maintain a total attendance for SRPI of at least 250

 

TARGET MET                              There were 275 total participants at the 63rd SRPI in February of 2014.

Target exceeded by 10%

OVERALL: TARGET MET

Description of the expected use of results that will be addressed in the 2014-2015 academic year: The SRPI will continue to survey the participants at each conference to aid in planning the conference for the next year and increases in attendance.

Academic Achievement and Engagement

Increase the number of graduates

Add instructors and additional course offering and more opportunity for faculty advising.

Blackboard Analytics data

Increase graduates by 5%

TARGET MET                                  36 graduates

Target exceeded by 19%

 

 

OVERALL: TARGET MET

Description of the expected use of results that will be addressed in the 2014-2015 academic year: The program will continue the strategy of adding extra faculty to teach additional sections of existing courses and introduce new course offerings.