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

Assessment Report, 2014-2015

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. 

LINK TO: Assessment Report, 2014-2015 – 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	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.	Fall 2014	Prof. Walker	COMM 2106 African-Americans in the Media	Analysis Paper - JMC_C3_PSLO3_ Domestic Diversity Rubric	30% Level 2 (Milestone) 20% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET MET                                                 Level 2: 37% (Milestone) Level 3: 30% (Milestone) Level 4: 20% (Capstone) Level 1: 13% (Benchmark) Overall, students met the desired threshold of 30% at level 2 (37%), exceeded the desired target for level 4 (20%). Students showed the most deficiency in the criterion, �Attitudes - Curiosity,� with 20% being rated in Level 2. Students were most proficient in �Cultural Awareness� and �Cultural worldview frameworks,� with 20% of both criteria being rated Level 3.	OVERALL: TARGET MET Description of projected use of results from the 2013-2014 academic year that is being addressed in the 2014 – 2015 academic year: More emphasis was placed on the assignment tying in-class discussion to content within the text and lectures. Description of any changes for improvements which were made during the course of the 2014-2015 academic year: Provide students with an assignment description that specifies the function of �compare and contrast.� Description of the expected use of results that will be addressed in the 2015-2016 academic year: The results show improvement, so the program will continue use of more practical assignments. In addition we will provide greater emphasis on Bloom's Taxonomy.
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 2014	Prof. Wilson	COMM 3120 Intro to Communications Theory	Theory Analysis Paper - JMC_C5_PSLO5_Concepts and Theories Rubric	70% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET PARTIALLY MET                           35% Level 3 (Milestone) 11% Level 4 (Capstone) 41% Level 2 (Milestone) 11% Level 1 (Milestone) The majority of students assessed, 52%, performed below the desired milestone level 3 threshold. While the desired level 3 milestone was also not achieved, level 4 capstone was above the 10% desired threshold. Areas to Improve: Knowledge of theories: Only 35% at milestone and 11% at capstone levels; Presentations for an audience: Only 35% at milestone and 11% at capstone levels; Presentation of information: Only 35% at milestone and 11% at capstone levels; Technique: Only 35% at milestone and 11% at capstone levels.	OVERALL: TARGET PARTIALLY MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The program increased group dynamic coursework. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will increase text resources and will continue the implementation of group dynamic coursework.
Academic Engagement and Achievement	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.	Spring 2015	Prof. Franklin	COMM 4815 The Documentary	Final Documentary Project - JMC_C7_PSLO7_ Critical Creative and Independent Thinking Rubric	70% Level 2 (Milestone) 10% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET PARTIALLY MET                      Level 2: 57% (Milestone) Level 3: 17% (Milestone) Level 4:15% (Capstone) Level 1: 11% (Benchmark) While 32% of students attainted levels 3 and 4 combined, exceeding expectations for those levels, 11% of students attained at level 1. The expected at level 1 was only 10%.	OVERALL: TARGET PARTIALLY MET Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will increase text resources and will continue the implementation of group dynamic coursework.
Academic Engagement and Achievement	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.	Fall 2014	Prof. Haynes	COMM 3303 Scriptwriting for Multimedia	Scriptwriting VO - JMC_C9_PSLO9_QEP Written Communication Rubric	70% Satisfactory 10% Excellent	TARGET MET Satisfactory: 58% Excellent: 28% Unsatisfactory: 14% Overall 86% of students attained at the satisfactory level. Excellent level exceeded desired threshold of 10% (28%).	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2015-2016 academic year: Students proved unfamiliar with typical newsroom style. Students showed moderate ability to adapt to style, but it was clear more time should be spent to familiarize them with specifics. Going forward, students will be given intense exposure to writing style instruction and to ethics instruction.
Academic Engagement and Achievement	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.	Spring 2015	Prof. Haynes	COMM 3306 Introduction Audio Production	Final Exam (Written) - JMC_C10_PSLO10_ Critical Evaluation Rubric	70% Level 2 (Milestone) 10% Level 3 (Milestone)	TARGET PARTIALLY MET                         Level 2: 10% (Benchmark) Level 3: 53% (Milestone) Level 4: 32% (Capstone) Level 1: 5% Overall, 85% of students attained at levels 3 and 4, exceeding the desired threshold of 70% at level 2 and 10% at level 2.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2013-2014 academic year that is being addressed in the 2014 – 2015 academic year: Previously students lacked a clear technical understanding of some types of audio hardware. The final exam pushed them to familiarize themselves with these details. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The most recent iteration of the final exam has so far proved effective and will be continued.
Academic Engagement and Achievement	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.	Fall 2014	Prof. Walker	COMM 3306 Introduction Audio Production	Field Interview: Subject Portfolio - JMC_C12_PSLO12_Tools & Technology Rubric	30% Level 2 (Milestone) 20% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET MET                                            Level 2: 26% (Milestone) Level 3: 19% (Milestone) Level 4: 38% (Capstone) Level 1: 17% (Benchmark) Overall, 57% of students attained at level 3 and 4; the desired threshold was 50% at levels 3 and 4.	OVERALL: TARGET MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The program posted detailed assignment description in D2L for student access and used of detailed grading rubric for specification of and adherence to technical standards. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The results show improvement, so we will continue to use more practical assignments and quiz over material to expose students to 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 There was a 20% increase in JMC majors for the Fall of 2014 from the Fall of 2013. Target exceeded by 10%	OVERALL: TARGET MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The department created the JMC Awards to reward students for academic and creative achievements. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The faculty, staff and administration of the program 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. The awards will also continue.
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 300 total participants at the 64^th SRPI in February of 2015. Target exceeded by 20%	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2015-2016 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 57 graduates Target exceeded by 53%	OVERALL: TARGET MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The department instituted waving the minor requirement for majors to facilitate scheduling and produce a more progressive path to graduation. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will continue the strategy of adding extra faculty to teach additional sections of existing courses and introduce new course offerings.