SCCA1023 Communication Theory Semester July / JJ202

Session 2019/2020

COURSE PLANNING
SEMESTER JULAI2020/2021 SESSION

SCCA1023
COMMUNICATIONTHEORY

Lecturer:

JAMILAH JAMAL, PhD

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jamilah@uum.edu.my
Communication Department,
 04-9285921
Room 4040, Level 3,
School of Multimedia Tech. & Consultation Hours:
Communication, Will be advised soon.
Universiti Utara Malaysia *By appointment beyond stated hour
SCCA1023 Communication Theory Semester July / JJ202
Session 2019/2020

PUSAT PENGAJIAN TEKNOLOGI MULTIMEDIA & KOMUNIKASI

School of Multimedia Technology and Communication
UNIVERSITI UTARA MALAYSIA
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COURSE CODE : SCCA1023

COURSE NAME : COMMUNICATION THEORY
CREDIT HOURS :3
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SYNOPSIS

This course aims to provide students with an understanding of the communication

theories. Focus is given to the relevant concepts as well as the foundation and
development of theories in communication. Apart from discussing the various types of
the basic theories of communication, the course also covers the multi-disciplinary
nature of contemporary communication studies.

LEARNING OUTCOMES

Upon completion of the course, students are able to:

i. Explain communication phenomena using theoretical approach (C2, A3, P2)
ii. Demonstrate knowledge by applying communication theory in everyday life (C3,
A3, P5)
iii. Identify appropriate communication theory according to various groups and
contexts (C4, A4, P1)
iv. Interpret communication phenomena based on specific theoretical knowledge
(C5, A5)

TEACHING & LEARNING FORMAT

This course is conducted in blended mode for 42 hours. Course delivery is based on
traditional lecture (face to face meeting), student-centred learning activities and UUM
On-line Learning System (UUMOL). To gain an effective understanding, students are
advised to read the references/materials prior to lectures. Students are also advised to
make brief notes for each lesson and try to answer the previous year's exam questions.
This way will help students to better understand the topic and can enhance students'
skills in applying relevant theories.

Consequently, students are advised to make some preparations as stated below

before every academic session:

i. Do an early preparation of the topic that has been set for each session.
ii. Gather additional references related to the topic through books or other
scientific papers/sources.
iii. Cooperate and ready to engage actively in discussions that will be conducted.
iv. The class schedule is provided in the following section. However, any changes
are subject to the announcement by the lecture according to UUM's Academic
Affairs Department (HEA) policy.
v. Strictly abide by related UUM rules and regulations during the class.

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SYLLABUS

Meeting Topic Notes

1. Introduction
1.1 Philosophy in understanding a theory  Group assignment
1.2 History of communication theory registration.
development.  Explanation on the
1.3 Communication theory and social sciences tasks assigned.
1.4 Understanding communication context and
domain
2. Theory
WEEK 1
2.1 What is a theory?
2.2 Functions of a theory
2.3 Criteria of a good theory
2.4 Values in understanding communication
theory
3. Theory, concept and model
3.1 Concept
3.2 Model
3.3 Relationship between theory, concept and
model
4. Approaches in Communication Theory
4.1. Rhetorical
4.2. Semiotic
4.3. Phenomenological
4.4. Cybernetic
4.5. Socio-Psychological
WEEK 2 4.6. Socio-Cultural
4.7. Critical
5. Interpersonal Communication Theory
5.1 Social Penetration Theory
5.2 Uncertainty Reduction Theory
6. Group Communication Theory
6.1 Group Think Theory
6.2 Adaptive Structuration Theory
7. Organisational Communication Theory  Due of Pair
7.1 Organisational Information Theory Assignment I
8. Theory on Media
WEEK 3
8.1 Agenda Setting Theory
8.2 Cultivation Theory
9. Communication Theory for Social Change
9.1 Diffusion of Innovation Theory

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10. Communication Technology Theory  Due of Group

10.1 Media Richness Theory Assignment
10.2 Uses Gratification Theory  Class
10.3Technology Acceptance Model presentation
11. Communication and Culture
WEEK 4
11.1 Face Negotiation Theory
11.2 Communication Accommodation Theory
12. Discussion & Conclusion
12.1 Focus of communication theories.
12.2 Analyse prospect of communication
theories.

ASSESSMENT

Assessment will be based on pair assignments, group assignments and a final

examination. Percentages of assessment are as follows:

i. Assignment I (Pair) 25%

ii. Assignment II (Group) 35%
iii. Final Examination 40%
TOTAL 100%

i. ASSIGNMENT I (PAIR) (25%)

Working in a pair, you are required to produce an academic essay with factual
features, appropriate examples and critical discourse on the following topic:

Explain the relevant of the functions of communication theory in accomplishing

your task in your organization.

i. This essay should be typed and not exceed six (6) pages with 1.5 line spacing.
ii. Please use either Times New Roman / Arial /or Calibri font type with the size is
12.
iii. This essay should be supported by academic references (journal
articles/books) and comply with APA writing style. Check your UUM online
learning portal on how to write references according to APA writing style.
iv. Deadline for submission is on Week 2.Please UPLOAD THE SOFT COPY to
the class online learning portal.
v. Essays will be evaluated base on the 'Assignment I Rubric', please check it out
via the class online learning portal.

ii. ASSIGNMENT II (GROUP) (35%)

Working in a pair, you are required to produce an academic essay with factual
features, appropriate examples and critical discourse on the following topic:

Based on your observation OR experience in communicating in

group/organization/community, discuss the basic assumptions of a specific
theory in communication.

i. This essay should be typed and not exceed six (15) pages with 1.5 line
spacing.

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ii. Please use either Times New Roman or Arial or Calibri font type with the size is
12.
iii. This essay should be supported by academic references (journal
articles/books) and comply with APA writing style. Check your UUM online
learning portal on how to write references according to APA writing style.
iv. Deadline for submission is on Week 4. Please UPLOAD THE SOFT COPY to
the class online learning portal.
v. Essays will be evaluated base on the 'Assignment II Rubric', please check it out
via the class online learning portal.

Here are the suggested format/structure/components of the assignment:

a. Introduction
b. Overview/Background/History of the communication theory
c. Theory's concepts/components/variables
d. Assumption/Ideas of the theory
e. How the theory can be used to handle/manage current issues/problem
f. Evaluation / Critique of the theory
g. Conclusion / Summary
h. References

FINAL EXAMINATION (40%)

Final exam will be held between16/11 – 23/11/2020. Students will be notified for the
date, time and place of the examination by the HEA. Generally, final examination
questions will cover all chapters. The exam is allocated for 2 hours 30 minutes.
Students are required to answer all questions. Usually the format of final examination
questions will be structured questions and simple essay.

HOWEVER, FINAL ARRANGEMENT OF THE EXAMINATION WILL BE

CONFIRMED DURING THE 2ND MEETING OR AS ADVISED BY PACE.

REFERENCES

Cragan, J.F. & Shields, D.C. (1998). Understanding communication theory: The
communicative forces for human action. Boston: Allyn and Bacon.

Dainton, M. &Zelley, E.D. (2015). Applying communication theory for professional life:
A practical introduction (3rd ed.). Los Angeles, USA: Sage.

Griffin, E. (2015). A first look at communication theory (9th ed.). Toronto: McGraw Hill.

Littlejohn, S.W. (2006). Theories of human communication (9th ed.). New York: Harper
& Row.

West, R. & Turner, L.H. (2010). Introducing communication theory (4th.ed). Singapore:
McGraw-Hill.

Wood, J.T. (2004). Communication theories in action (3 rd. ed.). Belmont: Wadsworth.

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