MaLLhew !.

kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 1

CCMM 333: WrlLlng Across ÞlaLforms
Sprlng 2014 | 3 CredlL Pours

Lecture: 01: LocaLlon: L10C 1lme: 1/8 1:30-3:03pm

1ext: ! cooteot koles. now to cteote klllet bloqs, poJcosts, vlJeos,
ebooks, webloots ooJ mote tbot eoqoqe costomets ooJ
lqolte yoot bosloess by Aoo nooJley & cc cbopmoo (l58N.
1he Shepherd booksLore onllne Lool for flndlng besL prlce on new, used, renLals: hLLp://

SLrongly recommended: AÞ SLylebook (recenL verslon ls flne).
*?ou can also purchase onllne access (Lemporary) or geL ebook verslons.
CpLlonal: Þubllc 8elaLlons WrlLlng: lorm & SLyle (10
edlLlon) by newsom & Paynes

Course uocumenLs & AsslgnmenLs accesslble on Sakal:

Course Cverv|ew
SLudenLs learn Lo wrlLe effecLlvely across varlous plaLforms ln Loday's compuLer-medlaLed world. Lmphasls ls glven Lo clear and effecLlve
communlcaLlon and professlonal sLandards as well as Lhe need Lo Lallor Lhe message Lo Lhe audlence and Lhe plaLform Lhrough whlch lL ls
LLAÞ Goa|s & ISCs:
#1: knowledge of Puman CulLures and Lhe Þhyslcal & naLural World
! Acqulre knowledge ln humanlLles and arLs Lhrough progresslvely more
challenglng problems, pro[ecLs, and sLandards of performance.

#2: lnLellecLual & ÞracLlcal Skllls LhroughouL Lhe Currlculum
! lnqulry & analysls
! CreaLlve and creaLlve Lhlnklng
! LffecLlvely communlcaLe, ln boLh oral & wrlLLen Lngllsh
lnqulry & Analysls · CrlLlcal 1hlnklng · Cral & WrlLLen CommunlcaLlon · lnformaLlon LlLeracy · CollaboraLlve Work · Llfelong Learnlng

1bls cootse
! 1eaches wrlLLen persuaslon across prlnL and compuLer-medlaLed communlcaLlon.
! Lmphaslzes research, plannlng, and audlence analysls ln Lhe wrlLlng process.
! Lncourages volce, creaLlvlLy, and experlmenLaLlon ln wrlLlng.
! Lxplores search englne opLlmlzaLlon (SLC) sLraLegles for reachlng LargeL audlences.
! Lxamlnes key dlfferences and conslderaLlons when wrlLlng for dlfferenL plaLforms.
! Lmphaslzes wrlLLen forms of conLenL markeLlng as parL of an organlzaLlon's soclal medla sLraLegy.
Assessment based on ab|||ty to:
Meetloq ctltetlo of wtltteo commoolcotloo fot closs osslqomeots os JesctlbeJ below
WrlLLen communlcaLlon ls Lhe developmenL and expresslon of ldeas ln wrlLlng. WrlLLen communlcaLlon lnvolves learnlng Lo work ln many
genres and sLyles. lL can lnvolve worklng wlLh many dlfferenL wrlLlng Lechnologles and mlxlng LexLs, daLa and lmages. WrlLLen communlcaLlon
ablllLles develop Lhrough lLeraLlve experlences across Lhe currlculum.
ConLexL of and Þurpose for WrlLlng:
! uemonsLraLes a Lhorough undersLandlng of conLexL, audlence and purpose LhaL ls responslve Lo Lhe asslgned Lask(s) and focuses all
elemenLs of Lhe work.
ConLenL uevelopmenL:
! uses approprlaLe, relevanL and compelllng conLenL Lo lllusLraLe masLery of Lhe sub[ecL, conveylng Lhe wrlLer's undersLandlng and shaplng
Lhe whole work.
Cenre and ulsclpllnary ConvenLlons:
! uemonsLraLes deLalled aLLenLlon Lo and successful execuLlon of a wlde range of convenLlons parLlcular Lo a speclflc dlsclpllne and/or
wrlLlng Lask(s) lncludlng organlzaLlon, conLenL, presenLaLlons, formaLLlng and sLyllsLlc cholces.
Sources and Lvldence:
! uemonsLraLes sklllful use of hlgh-quallLy, credlble, relevanL sources Lo develop ldeas LhaL are approprlaLe for Lhe dlsclpllne and genre of
Lhe wrlLlng.
ConLrol of SynLax and Mechanlcs:
uses graceful language and sklllfully communlcaLes meanlng Lo readers wlLh clarlLy and fluency and ls vlrLually error-free.

1entat|ve Schedu|e
Note: 8eadlngs are Lo be compleLed by Lhe daLe llsLed. Schedule ls sub[ecL Lo change.

Þrofessor: MaLLhew !. kushln, Þhu
emall: mkushln[
Þhone: 304-876-3361
Cfflce hours: L10k
MW:11-1/18:10-11, or by apL.

MaLLhew !. kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 2

I|na| Lxam Date & 1|me: See CaLalog

Week of
Day 1op|c
!"# %&&'()*#)+& ') '+%,'-&
kead|ng Due
[1] 1]13 1ues lnLro Lo Class
1hurs SlLuaLlng WrlLlng ln a ConvergenL World
5et op wtltloq cbolleoqe 8loq by oext closs
newsome & Paynes - ChapLer 1 & 2
[2] 1]20 1ues Legal ConslderaLlons, Audlence Analysls
loyotet´s Al oolloe lessoo
newsome & Paynes - ChapLer 6
1hurs AÞ, Larned, Cwned, & Þald Medla
Þoynter's AÞ on||ne |esson
newsome & Paynes - ChapLer 3
CompleLe and brlng a prlnL ouL of your
compleLed qulz:
[3] 1]27 1ues LlemenLs of 1he news 8elease
AÞ Çu|z 1: Numbers, 1|t|es, Addresses, and Cap|ta||zat|ons Çu|z (|n c|ass)
Wr|t|ng Cha||enge #1: Inverted Þyram|d (|n c|ass)
newsome & Paynes - ChapLer 7,
ChapLer 10 (188-201)
1hurs Leads
Wr|t|ng Cha||enge #2: Leads (|n c|ass)
Noo-ptoflt News keleose
loyotet´s leoJ lob


newsome & Paynes - ChapLer 10 flnlsh
[4] 2]3 1ues More ÞracLlce wlLh news 8eleases, news 8elease Lab 1lme
uurlng Lab Llme - abouL 30 mlns - we wlll work on your news release ln class)

1hurs Search Lnglne CpLlmlzaLlon & keywords
AÞ Çu|z 2: Þossess|ve, Apostrophe and Commas (|n c|ass)
Þoynter's Lead Lab


8ead Lhrough. Cllck ºyou be Lhe
reporLer" and compleLe Lhe wrlLlng a
lead Lask. ÞrlnL & brlng Loday Lo class
[S] 2]10 1ues lormal CrlLlque uay: 8rlng 1) 2 hard coples, 1 Lurned ln/ 1 shared
and 2) a sofL copy drafL of your news release
Draft, Iorma| Cr|t|que of Þartner (sLrucLured)

1hurs keyword 8esearch: Coogle 1rends and Coogle keyword LsLlmaLor
Due: Non-prof|t News ke|ease
AÞ Çu|z 3: Çuotes


[6] 2]17 1ues WrlLlng LffecLlve Peadllnes
Wr|t|ng Cha||enge #3: nead||nes (|n c|ass)
1hurs Search Lnglne 8esulL 1lLles, uescrlpLlons, ConLenL 8ody
5oclol MeJlo keleose. lott 1 5íO
Wr|t|ng Cha||enge #4: SLC 1|t|e, Descr|pt|on, and a |ead paragraph


[7] 2]24 1ues Soclal Medla 8elease, ÞlLch Lnglne, Lab 1lme Lo work on papers ln
5oclol MeJlo keleose. lott 2


1hurs ÞlLch Lnglne Lab uay

[8] 3]3 1ues Cwned ConLenL: ConLenL MarkeLlng & Lhe Web ConLenL 8ules - ChapLer 1-2
MaLLhew !. kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 3

lottlclpotloo. wtltet´s volce
Soc|a| Med|a ke|ease (parts 1 and 2)
(ÞodcasL - llsLen)
1hurs volce & SLyle: ?ours & ?our 8rand's
Þart|c|pat|on: Wr|ter's Vo|ce
lottlclpotloo. 8tooJ´s volce
Wr|t|ng Cha||enge: I||m Iest|va| (|n c|ass)
ConLenL 8ules - ChapLers 3-4
(l sLrongly encourage you Lo llsLen Lo
Lhls lnLervlew wlLh ConLenL MarkeLlng
lnsLlLuLe founder)

[9] 3]10 1ues Sprlng 8reak - no class
1hurs Sprlng 8reak - no class
[10] 3]17 1ues Þlannlng Soclal ÞosLs: LdlLorlal Calendar
Þart|c|pat|on: 8rand's Vo|ce
Wr|t|ng Cha||enge: Vo|ce (|n c|ass)
8tooJ´s Notewottby eveot/octlvlty.
ConLenL 8ules - ChapLer 3-7

1hurs WrlLlng for Soclal Medla: 1wlLLer
íJltotlol coleoJot ooJ 5oclol MeJlo
8rand's Noteworthy event]act|v|ty
(l sLrongly encourage you Lo llsLen Lo
Lhls gr8 lnLervlew w/ 1ao of 1wlLLer
auLhor Mark Schaefer)
[11] 3]24 1ues WrlLlng for Soclal Medla: lacebook ConLenL 8ules - ChapLer 18
1hurs lormal CrlLlque uay: Calendar
1wo lmporLanL Lhlngs Loday: 1) ?ou wlll recelve credlL for
compleLlng Lhe crlLlque, 2) your asslgnmenL wlll be assessed by a
Ld|tor|a| Ca|endar (1 copy up|oaded to Ska|, 1 hard copy c|ass
MusL be presenL. lf can'L be presenL,
musL arrange a parLner beforehand Lo
geL credlL for crlLlque porLlon of

[12] 3]31 1ues ConLenL Pub: 8logglng
8tooJ 8loqqloq Asslqomeot

ConLenL 8ules - ChapLer 11, 19-22

1hurs Call Lo AcLlon, 8log ÞosL #1 Lab 1lme
(uurlng Lab Llme - abouL 30 mlns - we wlll work on your flrsL blog posL uslng blog
LemplaLe sLrucLure)
Wr|t|ng Cha||enge: C1As (|n c|ass)

ConLenL 8ules - ChapLers 23-28

[13] 4]7 1ues 8rand 8logglng Lab uay (Cpen)
*ur. k wlll be presenL Lo help anyone work on Lhelr blogs, provlde feedback. Þeer
revlewlng and feedback also recommended.

1hurs WhlLe Þapers: ÞoslLlon papers & backgrounders, Plgh 3 Awards
wblte lopet Asslqomeot
8rand 8|ogg|ng Ass|gnment
ConLenL 8ules - Ch 13
newsome & Paynes - Ch 4
[14] 4]14 1ues WhlLe Þaper Lab uay, 1-on-1 meeLlngs
Wh|te Þaper 1op|c S|gn up (comp|eted |n c|ass)

1hurs Sprlng 8ecess - no class
[1S] 4]21 1ues WhlLe Þaper Lab uay, 1-on-1 meeLlngs
S sources, Stance on |ssue (hard copy |n c|ass or v|a ema||)

1hurs WhlLe Þaper Lab uay, 1-on-1 meeLlngs
8ackground Sect|on due (hard copy |n c|ass or v|a ema||)

MaLLhew !. kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 4

AÞ sLyles 9° (3° each)
Culzzes (3)
news u Cnllne LecLures 6° (3° each)

Lead Lab
WrlLlng noLebook & Challenges (WC's), ÞarLlclpaLlon Challenges 13°
lormal CrlLlques of ClassmaLe 6° (3° each)
Þrofesslonal WrlLlng AsslgnmenLs 66°
non-proflL news release 10°
Soclal Medla 8elease (ÞarLs 1 & 2) 16°
8rand 8log ÞosLs 13°
8log and Soclal Medla LdlLorlal Calendar 4°
WhlLe Þaper / 8ackgrounder 21°

I|na| Grades: llnal grades wlll be deLermlned wlLh Lhe followlng scale. 1here ls no roundlng:
A = 100-90° 8 = 89.9-80° C= 79.9-70° u= 69.9-60° l =0-39.9°
!"" $%%&'()*(+% ,-* ./ +0* %+$1+ 23 4"$%% 2( +0* ,-* ,$+* -("*%% %5*4&3&*, 2+0*16&%*7

lf you are lnLenL on sLudylng sLraLeglc comm, you need Lo 1) read, and 2) be professlonally acLlve on soclal medla. l posL and share conLenL
relaLed Lo school, soclal medla, and Þ8.
lollow me on 1wlLLer: [m[kushln
o lollow Lhese llsLs l culLlvaLe:
! hLLps://[kushln/soclal-medla - Ceneral Soclal Medla news
! hLLps://[kushln/shep - Shepherd and local - play your cards rlghL and you mlghL end up on Lhls llsL!
! hLLps://[kushln/sLraLeglc - Þ8, markeLlng, eLc., w/ a bend Loward new medla.
Accounts Needed
lf you do noL have an accounL wlLh Lhe below servlces, seL one up lmmedlaLely.
lree: ÞoynLer news unlverslLy [
wbot wlll we be wtltloq fot?
ÞrlnL, Web (Soclal medla plLch), 8logs, Soclal Medla (e.g., 1wlLLer, lacebook), WhlLe Þaper (Mac Þages - as deskLop

Course Þo||c|es
C|assroom Lnv|ronment: Þlay (mp3 players, games on handheld devlces, eLc), readlng non-course relaLed
maLerlals, or worklng on asslgnmenLs for oLher classes ls dlsLracLlng. We're all here Lo learn and people pay a loL of
money for Lhelr educaLlon. use of lnLerneL devlces Lo Lake noLes & gaLher lnformaLlon Lo lnform classroom
dlscusslon ls sLrongly encouraged. 8uL browslng & soclal lnLeracLlon are noL so please mlnlmlze use durlng class. lf
your use of any devlce becomes dlsrupLlve, lL wlll negaLlvely lmpacL your parLlclpaLlon grade. AlLhough l may speak
wlLh you abouL Lhls, do noL expecL a warnlng prlor Lo reducLlon nor for Lhe lnsLrucLor Lo lnform you LhaL your grade
has been reduced. lf your rlnger goes off durlng class, please Lurn lL off. lf you feel Lhe call may be an emergency,
please sLep ouL of class.

Þart|c|pat|on Grade: A porLlon of your grade comes from parLlclpaLlon. 1hese are noL ºfree" polnLs dlsLrlbuLed Lo
sLudenLs [usL for showlng up. 1hey musL be earned. 1hls grade ls calculaLed based on varlous ºparLlclpaLlon
challenge" asslgnmenLs l wlll asslgn LhroughouL Lhe semesLer, general parLlclpaLlon ln classroom dlscusslon and
evldence of preparaLlon (e.g., aLLendlng class havlng compleLed Lhe readlngs), and Lhe sLudenL's conLrlbuLlon Lo a
producLlve, lncluslve and respecLful educaLlonal envlronmenL for Lhe professor and fellow sLudenLs.

MaLLhew !. kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 3

Attendance, 8e|ng Cn 1|me, & Leav|ng Lar|y:
ueparLmenL ALLendance pollcy: 1 week of classes worLh of unexcused absences permlLLed, full grade deducLlon for
each absence LhereafLer, and 3 or more ls auLomaLlc l. ALLendance wlll be Laken every class.

?ou MuS1 aLLend your classes regularly and engage ln Lhe requlremenLs for each class, oLherwlse, your flnanclal
ald may be revoked elLher parLlally or ln full. 1hls would resulL ln an amounL due by you Lo Lhe unlverslLy
lmmedlaLely. Þlease refer Lo for more deLalls. lf you know you wlll be mlsslng classes - work
wlLh me ahead of Llme. Plgh-flves wlll be glven Lo sLudenLs who mlss no more Lhan 2 classes aL Lhe end of Lhe
semesLer, Lwo-handed hlgh flves for sLudenLs who mlss no classes.

Class parLlclpaLlon ls lmporLanL for Lhe success of Lhe class and Lo your success. ?ou are expecLed Lo aLLend class
regularly and on Llme and Lo sLay for Lhe duraLlon of class. SLudenLs who arrlve more Lhan 3 mlnuLes laLe or leave
lecLure before lL ls compleLe wlLhouL noLlfylng Lhe lnsLrucLor prlor Lo Lhe sLarL of class wlll recelve a reducLlon ln
Lhelr overall aLLendance & parLlclpaLlon grade. uo noL expecL a warnlng or noLlflcaLlon of grade reducLlon.

Late ass|gnments: LaLe means Lurned ln An?1lML Al1L8 Lhe end of scheduled class Llme on Lhe due daLe. 2
mlnuLes laLe and 2 hours laLe are LreaLed equally. LaLe asslgnmenLs wlll be accepLed for a 20° reducLlon ln grade.
(excepL parLlclpaLlon challenges - whlch can only recelve 30° credlL lf Lhe sLudenL ls noL presenL when due, and
presenLaLlon asslgnmenLs whlch cannoL be made up). LaLe asslgnmenLs wlll noL be accepLed beyond 1 class perlod
laLe. SLudenLs are responslble for rememberlng Lo Lurn ln asslgnmenLs (wheLher onllne or ln person) prlor Lo end
of class on Lhe due daLe. ln Lhe rare case LhaL a sLudenL ls noL able Lo aLLend class on Lhe daLe an asslgnmenL ls
due, Lhe sLudenL may submlL Lhe asslgnmenL elecLronlcally 8LlC8L Lhe end of class on Lhe asslgned day for full
credlL. lf you are havlng emall/lnLerneL lssues, you can fax lL Lo Lhe communlcaLlon deparLmenL or sllde lL under ur.
k's offlce door. 1here wlll be no excepLlons Lo Lhe laLe asslgnmenL pollcy.

Lma|| & L|ectron|c Commun|cat|on Þo||cy: l wlll prlorlLlze & make every efforL Lo respond Lo communlcaLlons senL
durlng vlrLual offlce hours ASAÞ. Powever, for elecLronlc communlcaLlon occurrlng ouLslde of esLabllshed Cfflce
" SLudenLs can expecL Lo geL a response Lo an emall from me wlLhln 48 hours of sendlng lL, ofLen much
sooner. lf you don'L hear from me wlLhln 48 hours, send a pollLe remlnder.
" lf you send me an emall or any oLher elecLronlc communlcaLlon and l do noL respond Lo lL, Lhen l dld noL
recelve lL. ?ou wlll always geL a response from me lf l recelved someLhlng.
" SLudenLs should noL expecL responses on weekends or afLer 6pm.
" Lmall sub[ecL llnes should lnclude: Class 1lLle & ?our name. e.g., ºComm 203 - !ane uoe"
" ln case of real emergency needlng response ASAÞ, add º[emergency]" Lo sub[ecL llne. uon'L abuse Lhls!

Academ|c D|shonesty. Lach sLudenL ln Lhls course ls expecLed Lo ablde by Lhe Shepherd unlverslLy Academlc
lnLegrlLy Þrocedures found ln Lhe Shepherd unlverslLy SLudenL Pandbook
8y submlLLlng academlc work, sLudenLs warranL LhaL Lhe work ls Lhelr own and LhaL unauLhorlzed maLerlals or
resources were noL used. Þlaglarlsm, fraud, unauLhorlzed use of resources-cheaLlng ln all lLs forms ls noL
LoleraLed. All members of Lhe Shepherd communlLy are responslble for malnLalnlng Lhelr own academlc lnLegrlLy
and for reporLlng suspecLed academlc dlshonesLy.
Þlaglarlsm ls Lhe acL of sLeallng and uslng, as one's own, Lhe ldeas of anoLher or Lhe wrlLLen expresslon of Lhe ldeas
of anoLher. SLudenLs gullLy of academlc dlshonesLy ln any course wlll recelve sancLlon from Lhe course lnsLrucLor
and may face sancLlons by Lhe unlverslLy, parLlcularly lf Lhere ls a second reporLed offense. SancLlons may lnclude
dlsmlssal from Lhe unlverslLy. ln Lhls course you wlll fall any asslgnmenL you plaglarlze on. AddlLlonal sancLlons
may be Laken aL Lhe dlscreLlon of Lhe lnsLrucLor lncludlng buL noL llmlLed Lo reporLlng Lhe lncldenL Lo Lhe proper
unlverslLy auLhorlLles.
MaLLhew !. kushln, Þhu
Shepherd unlverslLy Course Syllabus .:. 6

D|sab|||ty Support Serv|ces: ulsablllLy SupporL Servlces (uSS) aL Shepherd unlverslLy faclllLaLes equlLable access for
every sLudenL who self-ldenLlfles as havlng one or more dlsablllLles. SLudenLs requesLlng any dlsablllLy relaLed
accommodaLlon should conLacL Lhe ulrecLor of ulsablllLy SupporL Servlces ln SLudenL CenLer room 124 or aL 304-
876-3689. 1hls lncludes sLudenLs wlLh dlsablllLles who requlre academlc accommodaLlons, sLudenLs requesLlng
speclflc houslng accommodaLlons for healLh-relaLed reasons, and all oLher dlsablllLy accommodaLlons.
AccommodaLlons musL be documenLed, and accommodaLlon leLLers from Lhe uSS offlce musL be provlded Lo
lnsLrucLors. lor addlLlonal lnformaLlon please see hLLp:// .

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