URDANETA CITY UNIVERSITY

COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE and SOCIETY

VISION DEPARTMENT VMGO

A dynamic University that envisions to be a Center of VISION

Development and Excellence in producing SMART
The Department of Communication envisions itself as a center of development in communication and media
professionals.
education that is transformative, socially relevant, and accessible.

MISSION MISSION
Committed to establish a SMART University where
stakeholders are: The Department of Communication shall pursue excellence in communication and media education through
instruction, research, and extension activities that promote academic excellence and professionalism in
S ervice-driven - Taking the initiative to provide for the communication and media practice among its faculty, staff, and students.
needs of the stakeholders
M otivated - Having the enthusiasm to give one’s best GOAL
To equip students with knowledge and skills in the theory and practice of communication and media in various
A chievement oriented - Committing one’s self
fields.
to excellence
R esponsive - Highly conscious of needs of the society and
OBJECTIVES
Mother Earth
To realize this mission, the Department of Communication shall:
T ransformed Team Player – A dynamic member of the
1. Develop and upgrade curricular offerings responsive to the social needs and market demands;
global society
2. Cultivate a culture of research in communication issues that emphasize the developmental role of media;
GOAL
3. Nurture an environment for creative production and innovation in various media platforms;
4. Implement a program for faculty, student, and staff that equips them with knowledge and skills in
Actualizing One Vision... One Mission... communication and media practice geared towards community development, nation-building, and global
and One Identity... as One UCU. perspectives;
5. Establish linkages with various sectors through outreach programs that answer the communication and
OBJECTIVE media needs of the community; and
To Aim High and be Amazing! 6. Initiate communication and media-related activities which foster media practice that is ethical, responsible,
contextual, and respectful of diversity of background and beliefs.

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE and SOCIETY

Program Educational Objectives

MISSIO
BACHELOR OF ARTS IN COMMUNICATION
N
The degree Bachelor of Arts in Communication program aims to produce graduates who are able to:
1. Engage in lifelong learning and manifest understanding of the need to keep abreast of the developments in the field of
√
communication and media.
2. Communicate effectively orally and in writing using both English and Filipino. √
3. Work effectively and independently in multidisciplinary and multicultural teams. √
4. Articulate one’s professional, social, and ethical responsibility in the field of communication. √
5. Demonstrate an appreciation of the Filipino historical and cultural heritage. √
6. Understand and apply communication concepts and theories to the analysis of social issues. √
7. Design and execute communication research using appropriate approaches and methods. √
8. Practice professional and ethical standards in the fields of communication and media. √

Program Outcomes and Relationship to Educational Objectives

Program Outcomes Program Educational Objectives

Graduates of the Bachelor of Arts in Communication program are able to:
1 2 3 4 5 6 7 8
KNOWLEDGE
1. Define and access information needs; assess and organize information and √ √ √ √ √ √ √ √
knowledge; produce, share and utilize information and knowledge.
SKILLS
2. Communicate in different formats and platforms (print, broadcast, and online). √ √ √ √ √ √ √ √

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE and SOCIETY

3. Prepare communication/media plan. √ √ √ √ √ √ √ √

4. Conduct communication and media research and evaluation. √ √ √ √ √ √ √ √
5. Develop and produce communication materials in different formats and
√ √ √ √ √ √ √ √
platforms.
6. Demonstrate communication management and leadership skills. √ √ √ √ √ √ √ √
7. Develop entrepreneurial capabilities. √ √ √ √ √ √ √ √
8. Know and practice rights and responsibilities and accountabilities in the
√ √ √ √ √ √ √ √
communication profession.
9. Demonstrate a development orientation in communication work. √ √ √ √ √ √ √ √
10.Apply communication theories, models, principles, practices, and tools in
√ √ √ √ √ √ √ √
development work.
ATTITUDE
11.Adhere to ethical standards and practices. √ √ √ √ √ √ √ √

MARYNELLE L. ROSALES, MC
Name of Faculty
Class Schedule
Code Time Days Room
A. Course Title: Communication, Culture and Society AB05 8:00 – 9:00 MTW U-91

B. Credit Units: 3 Units

C. No. of Hours: 54 hours

D. Pre-Requisite: N/A

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE and SOCIETY

E. Course Description:

This course focuses on how communication influences culture and society. It pays special attention to the social practices that are
currently challenging the historical identity of media systems. It will address the changing roles and challenges of several media industries, the
relations between media and power in cultural and economic globalization.

Course Objectives Program Outcomes

At the end of the course, the students should be able to: 1 2 3 4 5 6 7 8 9 10 11
1. Display a better understanding and articulation of issues related to media,
culture, its societal processes, and its overall importance in daily life. √ √ √ √ √ √ √ √ √ √ √

2. Gain knowledge and become familiar with case study research focusing on
relevant issues surrounding communication, culture, and society. √ √ √ √ √ √ √ √ √ √ √

3. Reflect on various theoretical perspectives in order to understand and analyze the

emergent uses of media (economic, political, symbolic) in the information society. √ √ √ √ √ √ √ √ √ √ √

4. Critically think relationships and factors surrounding a social system to further

evaluate communication and media content and practices. √ √ √ √ √ √ √ √ √ √ √

F. Course Objectives and relationship to Program Outcomes:

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY

G. Intended Learning Outcomes and Relationship to Course Objectives/Program Outcomes.

Intended Learning Outcomes

Course
Program Outcomes
At the end of the experience, the students completing this course will be able to: Objectives
5 6 7 8 9 10 1
1
2 3 4 1 2 3 4 1
COGNITIVE
 Describe how communication and media industries operate as businesses, and
summarize the historical, technological, legal, and economic forces affecting √ √ √ √ L L L L L L L L L L L
them.


Differentiate among various media platforms and describe how the various
media are interconnected and how this affects the society and the cultural texts √ √ √ √ L L L L L O L L L L L
they create.
AFFECTIVE
 Value human differences and cultural identities in a diverse society to be more
√ √ √ √ P P O P P P P P P P P
competent communicators.
 Integrate intercultural communication competence in various communication
contexts and media platforms. √ √ √ √ P P O P O P P O P P P

PSYCHOMOTOR
 Produce a communication and media content that is socially-relevant applying
√ √ √ √ D D D D D D D D D D D
communication and media ethics, principles, and practices.
 Participate in a healthy public discourse in socially-relevant issues in various
√ √ √ √ P P D P P O P P O P P
communicative contexts and media platforms.
Legend: L- Learned O- Observed P- Practiced D- Demonstrated

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY

COURSE OUTLINE AND TIMEFRAME

Weeks PRELIM PERIOD MIDTERM PERIOD FINAL PERIOD

1-18 I. Orientation
- University vision, mission, goals, objectives
- Course Orientation and Grading System
- Code of Discipline
II. Communication, Culture, and Society: A
Critical Approach
- Culture and the evolution of Mass Communication
- The development of media and their role in our
society
III. Digital Media and Convergence
- The development of the Internet and the Web
- Convergence and the Mobile Media
- The economics and issues of the Internet
V. Sounds and Images
- Sound recording and popular music
- Popular radio and the origins of broadcasting
- Television and Cable: The power of visual
culture
- Movies and the impact of images
VI. Words and Pictures
- Newspapers: The rise and decline of modern
journalism
- Magazines in the age of specialization
- Books and the power of print
VII. The Business of Mass Media
- Advertising and commercial culture
- Public Relations and framing the message
- Media economics and the global marketplace
VIII. Democratic Expression and the Media
- The culture of journalism: values, ethics, and
democracy
- Media effects and cultural approaches to
research
- Legal controls and freedom of expression

IV. Digital Gaming and the Media Playground

- The development of digital gaming
- Trends and issues in digital gaming
- The business of digital gaming

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G. Course Content:
No.
SPECIFIC LEARNING
of
OBJECTIVES/OUTCOMES
Hrs.
1 Articulate the vision, mission,
goals and objectives of the
university and imbibe the
UCU’s S.M.A.R.T.
Trace the relationships of
5
communication, culture, and
society including the evolution
and roles of media in our
society.
Explore the development of
6
internet and the web; trace
the relationships of media
convergence to culture and
society, and vice versa.
6 Investigate issues trends and
issues in digital gaming.
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URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY
LEARNING ASSESSMENT
LEARNING CONTENT COURSE RESOURCES
ACTIVITIES TASKS
Orientation
1. Visio-Mission, Goals and Objectives Explain the VMGO, Syllabus / OBTL Recitation
2. UCU’s S.M.A.R.T. UCU’s S.M.A.R.T.,
3. Grading System grading system and Student Handbook
4. Code of Discipline code of discipline.
5. Basic Information
1. Communication, Culture, and ENGAGE: Croteau, D. & Hoynes, W.
Society: A Critical Approach Socialized (2003). Media society: Small-group
- Culture and the evolution of Mass discussion industries, images, and activities
Communication audiences (3rd ed). California:
- The development of media and their role in Reflection on Pine Forge Press.
our society learning
2. Digital Media and Convergence EXPLORE: Campbell, R. et.al. (2014).
- The development of the Internet and the Collaborative Media and culture: Mass Assignment
Web Communication in a digital age
- Convergence and the Mobile Media Assigned reading (9th ed). USA: Bedford/St.
- The economics and issues of the Internet text Martin’s.
Think-Pair-Share
3. Digital Gaming and the Media ENGAGE: Campbell, R. et.al. (2014).
Playground Participatory Media and culture: Mass Focus Group
- The development of digital gaming learning Communication in a digital age Discussion
- Trends and issues in digital gaming Critique paper (9th ed). USA: Bedford/St.

Explore the dominant ideology
and cultural contradictions as
seen in media representations;
and engage hegemony as a
9 tool of ideology.
Scrutinize the debate over the
powerful effects of media
messages particularly words
and pictures in
9 Group Reporting
communication, culture, and
society.
Examine advertising content
and PR messages; and
9 critically analyze how these
affects society.
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URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY
- The business of digital gaming Martin’s.
Seatwork
PRELIM EXAM
1. Sounds and Images ENGAGE: Croteau, D. & Hoynes, W.
- Sound recording and popular music Referencing (2003). Media society:
- Popular radio and the origins of industries, images, and Quiz
broadcasting Participatory audiences (3rd ed). California:
Assignment
- Television and Cable: The power of learning Pine Forge Press.
visual culture
- Movies and the impact of images
2. Words and Pictures ENGAGE: Weimann, G. (2000).
- Newspapers: The rise and decline of Socialized Communicating unreality:
modern journalism discussion modern media and the Small group
- Magazines in the age of specialization reconstruction of reality. activities
California: Sage Publications,
- Books and the power of print
Inc. Seatwork
MIDTERM EXAM
1. The Business of Mass Media EXPLORE: McQuail, D. (2010). McQuail's
- Advertising and commercial culture Critique paper mass communication theory. Group case
- Public Relations and framing the message London: Sage Publications. Study
Reflection on
- Media economics and the global
learning Campbell, R. et.al. (2014). Critique Paper
marketplace Media and culture: Mass
Collaborative Communication in a digital age
(9th ed). USA: Bedford/St.
Martin’s.
 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY

Discuss problems and impact 2. Democratic Expression and the ENGAGE: Tolentino, R., et.al. (2014). Small group
of issues surrounding Media Socialized Media at Lipunan. Dilamn, activities
9 inequality, illiteracy, conflicts, - The culture of journalism: values, ethics, discussion Quezon City: UP Press.
terrorism, corruption, poverty,
and democracy
climate change, and many Collaborative Campbell, R. et.al. (2014).
- Media effects and cultural approaches to Position paper
others relevant today. Media and culture: Mass
research Communication in a digital age
- Legal controls and freedom of expression (9th ed). USA: Bedford/St.
Martin’s.
FINAL EXAM

I. Course Requirements Periodic Exam/Requirement.…..……………50%

Quizzes ……………………………………………..10%
Recitation ……………………………………….. 10%
Assignment / Case Study……………………. 10%
Immersion Training / Media Tour ……….. 20%
Total: 100%
J. Grading System PRELIM MIDTERM FINAL TERM
PG = (CS x 50%) + (PE x 50%) MG = (CS x 50%) + (ME x 50%) FG = (CS x 50%) + (FE x 50%)
FR = PG + MG + FG / 3
where: where:
PG = Prelim Grade MG = Midterm Grade where: FG = Final Grade
CS = Class Standing CS = Class Standing CS = Class Standing
PE = Prelim Exam ME = Midterm Exam FE = Final Exam
FR = Final Rating

Passing grade: 75%

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY

K. Course Policies 1. Academic dishonesty. Written assignments and required paper output will be checked for plagiarism.
2. Class Participation. Students are expected to participate actively in class discussion and group activities.
3. Student Conduct. Unacceptable or disruptive behavior will not be tolerated.

Aside from academic deficiency, other grounds for a failing grade are:
1. Cheating during quiz/exam.
2. Grave misconduct other than cheating as defined in the Student Manual.
3. Exceeding 20% Allowable absences.
4. Other rules and regulations in the UCU Student Manual and College Orientation.

L. Consultation Hours
TIME: 1:00-2:00pm DAYS: ThF ROOM: Faculty room

Prepared by: Noted: Approved:

1ST Semester
A.Y. 2019-2020 MARYNELLE L. ROSALES, MC FRAMELIA V. ANONAS, MDC NOEL L. GUEVARA, PhD
Instructor Program Head, Communication Vice-President for Academic Affairs
Department

PRESCILA I. MARCELO, Ed.D.

Dean, College of Teacher Education
and Human Sciences

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 URDANETA CITY UNIVERSITY
COMMUNICATION DEPARTMENT
OUTCOMES–BASED TEACHING LEARNING PLAN
COMMUNICATION, CULTURE, and SOCIETY

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