School of Arts and Humanities

Emerging Media and Communication (B.A.)

The undergraduate major in Emerging Media and Communication (EMAC) is designed to educate "communicators of the twenty-first century" who can contribute to evolving fields such as journalism, advertising, public relations, corporate and civic communications, and the entertainment industry. The changing nature of communication in a technologically sophisticated, message-saturated and global economy has created a major and fast-growing need for graduates with the ability to communicate effectively in a wide range and mix of media. These new communicators will combine technological expertise with effective communication skills across multiple media platforms, developing "new media literacy" in response to the digital revolution that has radically changed all aspects of human communication.

Students will receive substantive educational training in the rhetorical, cultural, and cognitive aspects of communication, with an emphasis on new and emerging media. The EMAC program reflects a commitment to the concept of "applied humanities," as the curriculum balances theoretical understanding with opportunities for practical application. Some courses are predominantly academic, focusing on matters such as theory and history. Others blend academic analysis with practical application.

Today's technologically sophisticated and media rich environment requires a comprehensive approach to communication that includes but is not restricted to traditional notions of writing and rhetoric. Students who complete the prescribed curriculum will be able to identify appropriate media and effective rhetorical approaches for a wide range of purposes, audiences and situations. The curriculum integrates courses from three areas: communication/psychology, humanities, and media studies. Courses in Communication and Psychology focus both on the cognitive and social processes of communication to help students understand how people create, use and interpret messages. The humanities courses provide students with aesthetic, cultural and philosophic contexts for studying and employing emerging forms of technologically mediated communication. The media studies courses allow students to gain the expertise to communicate effectively using advanced forms of digital technology while honing collaborative skills. The curriculum culminates with a collaborative capstone project that requires students to integrate the three components with the creation, dissemination and contextual analysis of a multi-media text.

Educational Objectives

Students who complete a B.A. in EMAC will become effective producers and consumers of technologically mediated communication who can combine technological expertise with strategic communication skills. Graduates will be able to demonstrate this integrated expertise as they:

• Analyze communication opportunities to emply the most appropriate complex of media and rhetorical strategies to create and disseminate informative, entertaining and persuasive messages
• Create and/or apply digital content for existing and/or emerging forms of media
• Adapt their messages to audiences and technological constraints while retaining (and amplifying) the benefits provided by existing and emerging media
• Anticipate the ethical implications of emerging media and their power to shape public opinion.

Facilities

EMAC students have access to sophisticated facilities that include computer laboratories, a sound design laboratory, a Motion Capture laboratory and other facilities designed to encourage collaborative learning experiences.

The University of Texas at Dallas 2008-2010 Undergraduate Catalog - 2009 Supplement
Volume 32, Number 2
Copyright © The University of Texas at Dallas

This catalog is a general information publication only. It is not intended to nor does it contain all regulations that relate to students. The provisions of this catalog do not constitute a contract, express or implied, between any applicant, student or faculty member and The University of Texas at Dallas or The University of Texas System. The University of Texas at Dallas reserves the right to withdraw courses at any time, to change fees or tuition, calendar, curriculum, degree requirements, graduation procedures, and any other requirements affecting students. Changes will become effective whenever the proper authorities so determine and will apply to both prospective students and those already enrolled.