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

Assessment Report, 2015-2016

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, 2015-2016 – 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 2015	Prof. Wilson	COMM 4705 Media Ethics & the Law	Case-Study Paper - JMC_C1_PSLO1_First Amendment and Freedom of Expression	70% Level 3 Milestone 10% Level 4 Capstone	TARGET MET 28% Level 3 Milestone 57% Level 4 Capstone Overall, 85% of the students attained the minimum desired threshold, with 58% at the Capstone level.	OVERALL: TARGET MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program added more group work and discussions to enforce healthy debate and consideration of laws.  Description of any changes for improvements that were made during the course of the 2015-2016 academic year: The program changed textbook to provide a better balance and more current information about laws and ethics. The program also added more group discussion in class and more group-based case studies.  Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to use textbook and use group discussions.
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.	Fall 2015	Prof. Hawkins	COMM 2105 Mass Media and Society	Reflective paper: on Race beat - JMC_C2 _PSLO2_Understanding History Rubric	70% Level 2 Milestone 10% Level 3 Milestone	TARGET MET 30% Level 2 Milestone 55% Level 3 Milestone 11% Level 4 Capstone 4% Level 1 Benchmark	OVERALL: TARGET MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015 – 2016 academic year: The program added more emphasis on timely events and topics and incorporated their place in history. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to incorporate history as part of the current events discussion and quizzes in course.
Academic Engagement and Achievement	3. Student will demonstrate an understanding of the implications of demographics and psychographics to the creation and presentation of images, and information, as well as the selection of appropriate target audiences.	Fall 2015	Prof. Hawkins	COMM 2105 Mass Media and Society	Reflective paper: on Race beat JMC_C3 _PSLO3_Domestic Diversity	80% Level 2 Milestone 10% Level 3 Milestone	TARGET PARTIALLY MET 53% Level 2 Milestone 23% Level 3 (Milestone) 6% Level 4 (Capstone) Overall, only 82% achieved the desired threshold. While 23% were measured at Level 3 Milestone, and 6% at Level 4 Capstone, only 53% were measured at Level 2 Milestone. Areas to Improve: Knowledge of cultural worldview frameworks: Only 78% attained at level 2, at least; Desired is 80%. Skills-Empathy: Only 66% attainted at level 2. Desired was 80%.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015 – 2016 academic year: The program added more timely news and topics to classroom discussion and news quizzes. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue adding more classroom discussion about diversity and cultural sensitivity.
Academic Engagement and Achievement	4. Student will demonstrate an understanding of the impact of cultural differences to the presentation of messages and information, as well as the selection of appropriate target audiences globally. Students will demonstrate global cultural awareness when developing messages and strategies.	Fall 2015	Prof. Hawkins	COMM 2105 Mass Media and Society	Race Beat Paper - JMC_C4_PSLO4_Diversity in a Global Society	40% Level 1 Benchmark 40% Level 2 Milestone	TARGET MET 39% Level 1 Benchmark 41% Level 2 Milestone 16% Level 3 Milestone 3% Level 4 Capstone Overall, only 57% of students’ demonstrated attainment at the minimum threshold set. While 10% exceeded Level 3 milestone, only 41% were measured at Level 2. 42% of students demonstrated attainment at Level 1 benchmark. Areas to Improve: Perspective Taking: 54% attained at Level 2 Milestone, at least. Desired was 80%. Cultural Diversity: 54% attained at Level 2 Milestone, at least. Desired was 80%. Personal and Social Responsibility: 57% attained at Level 2 Milestone, at least. Desired was 80%. Understanding Global Systems: 48% attained at Level 2 Milestone, at least. Desired was 80%. Applying Knowledge to Contemporary Global Contexts: 65% attained at Level 2 Milestone, at least. Desired was 80%.	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue use of global diversity in discussion of current topics and events and continue use of news quizzes.
Academic Engagement and Achievement	6. Students must demonstrate an understanding of the ethical principles set by the industry and the current debates and discussion surrounding those principles.	Fall 2015	Prof. Wilson	COMM 4705 Media Ethics & the Law	Case Study Paper - JMC_C6_PSLO6_AAC&U VALUE_ Ethics Rubric	70% Level 3 Milestone 10% Level 4 Capstone	TARGET PARTIALLY MET 28% Level 3 Milestone 57% Level 4 Capstone 4% Level 2 Milestone 9% Level 1 Benchmark	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program added more group work and discussions to enforce healthy debate and consideration of ethics. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program changed textbook to provide a better balance and more current information about laws and ethics. The program also added more group discussion in class and more group-based case studies. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to use new textbook and group discussions.
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 2016	Prof. Early	COMM 2107 Women in the Media	Final Research Paper - JMC_C7_PSLO7_ Critical Creative and Independent Thinking Rubric	30% Level 3 Milestone 40% Level 4 Capstone	TARGET PARTIALLY MET 45% Level 3 Milestone 36% Level 4 Capstone 8% Level 2 Milestone 10% Level 1 Benchmark For criteria, “Innovative Thinking,” 10% of students attained Level 4 Capstone, 65% attained Level 3 Milestone, 15% attained Level 2 Milestone and 10% attained Level 1 Benchmark.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015 – 2016 academic year: The program added more group discussions and group-based case studies. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program created more detailed instructions and rubric for doing research project. The program also added a reading specifically focused on independent research methods and identifying research topics. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue using more detailed instructions and add more guided discussion for identifying unique and innovative topics for exploration.
Academic Engagement and Achievement	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.	Spring 2016	Dr. Trammel	COMM 4106 Comm Practicum AV	Senior project proposal - JMC_C8_PSLO8_AAC&U VALUE_ Information Literacy Rubric	70% Level 2 Milestone 10% Level 3 Milestone	TARGET PARTIALLY MET 22% Level 2 (Milestone) 29% Level 3 (Milestone), 17% Level 4 (Capstone) 32% Level 1 (Benchmark)	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program continued to emphasize the use of research to formulate goals and objectives. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will have students work independently in COMM 4406 to see if they do better when working individually in COMM 4106.
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 2015	Prof. Haynes	COMM 3303 Scriptwriting for Multimedia	News Script - JMC_C9_PSLO9_QEP Written Communication Rubric	70% Level 2 Satisfactory 10% Level 3 Excellent	TARGET PARTIALLY MET 53% Level 2 Satisfactory 40% Level 3 Excellent 17% Level 1 Unsatisfactory	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015 – 2016 academic year: The news packages script assignment was administered during in-class discussion and demonstrated during in-class instruction. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program created and disseminated improved written instructions and assignment for students. Description of the expected use of results that will be addressed in the 2016-2017 academic year: In the future, assignments will be posted and disseminated through the eLearning management software. Also, use of the news studio facility will be incorporated to insure practical learning.
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 2016	Prof. Haynes	COMM 3303 Scriptwriting for Multimedia	Voiceover Assignment - JMC_C10_PSLO10_ Critical Evaluation Rubric	70% Level 3 Milestone 10% Level 4 Capstone	TARGET PARTIALLY MET 65% Level 3 Milestone 26% Level 4 Capstone For "Influence of Context and Assumptions" 31% met the capstone and 62% met the 2nd milestone. For "Identification of accuracy" 25% met capstone and 68% met 2nd milestone. For "Fairness, Bias and Objectivism" 18% met capstone and 75% met 2nd milestone. For "Clarity and Style" 31% met capstone and 56% met 2nd milestone.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015 – 2016 academic year: The Voiceover assignment was administered during in-class discussion and demonstrated during class instruction. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The assignment was disseminated to students in a written, tangible method. Description of the expected use of results that will be addressed in the 2016-2017 academic year: Assignments will be posted and disseminated through the eLearning management system. In addition, use of the news broadcast studio will be incorporated into the course to ensure practical learning.
Academic Engagement and Achievement	11. Students must demonstrate ability to analyze and use data as the basis of producing audio and video for new media channels.	Spring 2016	Dr. Trammel	COMM 4106 Comm Practicum AV	Senior project proposal - JMC_C11_PSLO11_AAC&U VALUE_ Quantitative Literacy Rubric	70% Level 3 Milestone 10% Level 4 Capstone	TARGET PARTIALLY MET 26% Level 3 (Milestone) 16% Level 4 (Capstone)	OVERALL: TARGET PARTIALLY MET Description of any changes for improvements which were made during the course of the 2015-2016 academic year: Extra class time and readings were added to the curriculum. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The curriculum changes, though they helped the first year, did not seem to improve the deficiencies in 2015-2016. We will continue to test.
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	Spring 2016	Prof. Franklin	COMM 4815 The Documentary	Final Documentary Project - JMC_C12_PSLO12_Tools & Technology Rubric	70% Level 3 Milestone 10% Level 4 Capstone	TARGET PARTIALLY MET 35% Level 2 Milestone 50% Level 3 Milestone 3% Level 4 Capstone 11% Level 1 Benchmark	OVERALL: TARGET PARTIALLY MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: We will continue to build upon the foundational instruction students acquire in the capstone courses and petition the department and the institution to increase the number of tools available to the students.

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 NOT MET There was a 14% decrease in JMC majors for the Fall of 2015 from the Fall of 2014. The cause for the drop in majors can be attributed, in part, to a fire that caused the displacement of the program offices and some facilities.	OVERALL: TARGET NOT MET Description of the expected use of results that will be addressed in the 2016-2017 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. The awards and achievement spotlights 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 275 total participants at the 65th SRPI in February of 2016. Target exceeded by 10%	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2016-2017 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 60 graduates (up 5% from the previous academic year)	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue the policy of waving the minor requirement for majors to facilitate scheduling and produce a more progressive path to graduation.