Self-funded Undergraduate Programmes

Bachelor of Social Sciences (Honours) in Media and Social Communication
媒體及社會傳播社會科學學士 (榮譽) 學位課程

Major Core Courses (54 units)

Cases and Issues in Social Communication [MSCN3005] (3 units)
This course is designed to help students integrate what they have learnt to analyze current issues and affairs, in relation to the role media have played in social practices and transformation. It also looks at the impact on society of various means of communication. Social communication includes the cultural, political and sociological aspects of communication. Students will critically analyse various cases and issues in social communication in order to better understand the depth of community organizing and breadth of human rights activism via popular media and community action. Relevant ethical dimension and responsibilities are also considered.

Digital Graphic Production [MSCN3015] (3 units)
The course aims at developing students’ knowledge and skills of graphic design in digital environment. With understanding of design elements and principles, students will develop execution skills in manipulation of graphics, imageries and typefaces in order to present messages in digital media. This visual presentation serves as a process of problem solving in media communication.

Globalization and Social Change [MSCN3025] (3 units)
This course is designed to enhance students’ understanding of the causes, processes and consequences of globalization. Globalization has reshaped contemporary social lives around the world. This course explores relationships between globalization, power and inequality; issues of development and poverty, conflicts and violence, social justice, and cultural diversity. Students will also reflect on ethical responses to globalization and the possibilities of alternatives.

Health Communication [MSCN3035] (3 units)
This course aims at introducing students the theories, models and approaches on communication in health and illness contexts. Focus will be put on how health beliefs and behaviours are influenced by messages delivered from interpersonal, organizational, cultural and media sources. Communication in health care delivery, health care organizations, as well as health promotion and disease prevention will be explored. This course will look into how health communication is practised and examined at an individual, family, professional, organizational and societal level through a variety of perspectives.

Media and Integrated Marketing Communication [MSCN3045] (3 units)
This course aims at providing an overview of integrated marketing communication principles and strategies. Students will be introduced to the steps in planning and implementing public relations and advertising campaigns and programmes. They will also be able to examine the roles of various traditional and emerging media in the process of marketing communication. Special emphasis will be given to current media trends.

Audio and Video Production for New Media [MSCN3055] (3 units)
Through this course, students will acquire basic techniques necessary for audio and video production. Students will learn to develop various genres of media projects through the preproduction, production and postproduction stages. The course will build the visual literacy skills that help them communicate ideas through producing these projects. Students’ sense of accustoming their creative works to new media environment will also be developed.

Media Professional Practices [MSCN3075] (3 units)
Many media and communication students start their career as journalists. Therefore knowledge and production skills of journalistic basics are necessary for the graduates of this school. This course is intended to provide students with a critical awareness of the current trends of journalism and a systematic understanding of news production processes, laying a foundation for their professional working practices in media after graduation.

Writing for Media and Community Resources [MSCN3085] (3 units)
The students will be equipped with writing abilities needed in non-governmental, commercial/business, Public Relations and media organizations. Students will learn various types of writings in handling different media situations, acquiring funding and publicizing their missions.

Data Literacy in Media and Communication [MSCN3095] (3 units)
In contemporary data rich society, it is becoming increasingly important for a media professional to have the skill to interpret and criticize representations of data, and also utilize data in the decision-making process. The course is designed to enhance students' ability to collect, manage and evaluate data in a critical way and to apply data in support of evidence based decision making. The training will be integrated with visual literacy in term of data visualization and statistical literacy in terms of data manage and analysis.

Communication Campaign Planning and Practices [MSCN4005] (3 units)
This purpose of this course is to examine in depth the steps in researching, planning, implementing, and evaluating communication campaigns and programmes, to analyse case histories, and to design appropriate social marketing, PR and advertising campaigns and programmes for selected client and sponsoring organizations. Emphasis is on practical application and integration of social marketing, public relations and advertising techniques in developing a strategic communication programme. Towards the end of the module, students are to show ability to customize information and communication, formulate a strategic communication plan for a NGO or a client organization, and produce communication material.

Media and Social Communication Honours Project I & II [MSCN4008-9] (6 units)
Completion of MSC Year 3
The honours project is designed to offer a summation of students’ ability to achieve the aims and objectives of the programme. It is the culmination of students’ academic and practical training in media and social communication. Under the guidance of an adviser, students will develop their project independently or in a small group of no more than three members and they are allowed to choose one of following four tracks: (1) digital production (non-fictional video/film), (2) journalistic production (written documentary or data-driven journalistic project), (3) campaign proposal for an actual client and (4) a scholarly research. Project guidelines with clear specifications on project schedule, requirements and structure will be introduced to students at the beginning of the course.

Communication Research Methods [MSCN4015] (3 units)
The students will learn basic concepts of research and research methodologies as applied in communication. This course provides an overview of the concepts, methods, and tools by which communication research is designed, conducted, interpreted, and critically evaluated. The primary goals of this course are to help students become a knowledgeable consumer and a limited producer of communication research as they develop skills in gathering, organizing, interpreting and presenting research information using competent and ethically defensible methods.

Media Consumption [MSCN4025] (3 units)
This course explores theories and research on why and how audience consumes media. Students will adopt various approaches to examine media consumption activities in relation to audience needs, desire and identity. Issues and topics will span across traditional to new, local to global media. Key topics will include gender, brand and fashion, popular culture, fandom, political parody and sufferings. Students will reflect on their own media consumption practices and their relation to values, attitudes and identity, as well as engaging with case studies of media uses in Hong Kong/Asia. Upon the completion of the course, the students will be able to reflect on their own everyday media consumption activities and make informed consumption choices desirable to them.

Public Opinion and Social Communication [MSCN4035] (3 units)
This course explores the dynamics of public opinion and its forces that shape people’s social attitudes. The course will give an overview about the definitions of public opinion and theories of opinion formation, how public opinion is influenced and how it in turn influences governmental policy, and public opinion in specific issue areas of the changing society. Emphasis will be particularly placed on examining the strategies used by social interest groups to shape audience belief through influencing media and public agenda.

Communication Theory [MSCN4045] (3 units)
This course aims at giving students a broad overview of theoretical development encompassing different levels of communication including interpersonal, group, organization, mass and public communication. Students will also learn to apply and evaluate theories in various communication contexts. Students are encouraged to make ideas relevant to the context of Chinese society and Hong Kong experience in order to build a solid ground to meet changes arising from the increasing social complexity in the discipline of communication.

Media Law [MSCN4055] (3 units)
The course is designed to acquaint students with the fundamental principles, theories and practices of media laws in Hong Kong, raising their awareness of current legal issues in journalism, broadcasting, advertising, public relations and new media. Students will also learn from this course the essentials to pursuing their professions within the boundary of communication laws of the region where they operate.

New Media Communication [MSCN4065] (3 units)
Through this course, students will acquire a basic understanding of the process and characteristics of, and application in new media communication. The students will be able to analyse the emergence of using new media in response to the dynamic changes in audience activity and technology. The course will then also focus on how various media industry, including journalism, public relations and advertising, transform their media content and delivery on digital media platform. The course will end with providing hands-on experience to students to produce their own content in digital communication, and with discussing the social and cultural issues encompassing the rise of digital media.

Major Elective Courses (12 units)

Studies in Film and Television Classics [CRWG4055] (3 units)
Classics involve innovations and canons. They not only demonstrate the creative intensity but also the force of shaping the development of subsequent works. This module will survey a number of film and television classics from America, Europe, and Asia created by various auteurs and of various genres. By exploring the definitive and enduring qualities of these “classics,” the course will analyze the cultural and industrial significance of these texts.

Special Topics in Hollywood Cinema [CRWG4155] (3 units)
The course aims to give a comprehensive introduction to Hollywood cinema and examines its cultural and aesthetic significance. By spotlighting some movies within the economic and historical context of their production, circulation, and consumption, it explores and interprets Hollywood cinema in history and in the present, in theory and in practice.

Special Topics in Hong Kong Cinema [CRWG4165] (3 units)
This course aims to address different topics of the Hong Kong Cinema, mainly focusing on the 1970s to the post 97 period. Genres, gender issues, transnational movies will be analysed.

Studies in Non-Fiction Films [CRWG4175] (3 units)
This course will introduce the basic concept and comprehensive historical development of non-fiction films (in this course, we focus on documentary only although non-fiction films include avant-garde film, educational film and industrial films, etc.). It introduces students to the fascinating world of documentaries and the intriguing but inspiring relationship between reality and its representation. The aesthetics of realism and documentary as political propaganda will also be discussed and explored.

Media Business Environment [ICMT3125] (3 units)
This course intends to address basic issues of the contemporary media business environment from the economic, political, and organizational perspectives. Cases and strategies related to the performance of the media industry in global and local environments will be discussed.

Television and Hong Kong Society [ICMT3185] (3 units)
This course focuses on the study of Hong Kong television and social change, the role of TV in the formation and maintenance of Hong Kong cultural identities, and its impact on other media and on the Asian Community. The course explores the Hong Kong TV industry in its socio-historical context, televisual discourses and audience reception, as well as in relation with society from late 50s to the present.

Financial Literacy [ICMT3245] (3 units)
This course introduces some fundamental principles in financial management. The instructor will guide students to become familiar with the financial statements, corporate finance, investor communication practices, stock market dynamics and behavioural finance with reference to the Hong Kong investment market. The course shall enhance marketing communication students’ decision-making qualities that ultimately contribute to corporation’s financial values.

Strategic Public Relations [ICMT4125] (3 units)
This course goes beyond the traditional perspective on public relations executions by emphasizing strategic elements of public relations. It focuses on relationship of public relations management to organizational structure, communication functions and organizational effectiveness.

Media Ethics [MSCN3065] (3 units)
The course helps media students to develop an awareness and analytical understanding of ethical issues in the media industry. It combines a comprehensive introduction to the theoretical principles and the philosophies of media ethics, with studies of the current ethical issues in journalism, broadcasting, advertising, public relations and new media.

Children, Adolescents and Media [MSCN3105] (3 units)
This course aims at discussing issues with students regarding media consumption among children and adolescents in relation to their biological, psychological and social development. Approaches that position children and adolescents with various roles in media will be adopted. The issues discussed will include the use of media, media influence, and the role of media in the daily lives of children and adolescents.

Communication and Active Ageing [MSCN3115] (3 units)
This course aims at giving an overview about communication activities of older adults in the global trend of changing population structure. The course will start with the discussion of the changing physical, mental and social conditions among older adults, and the relations of these changes with their communication acts. Students will learn to develop communication programmes suitable to these individuals to enhance their quality of life. The Students will also acquire a more macro vision through discussing the policies regarding communication and active ageing.

Communication and Sustainable Development [MSCN3125] (3 units)
The purpose of this course is to examine one of the most prominent development paradigms in the last twenty years—sustainable development leveraging on the communication perspective. Sustainable development implies a participatory, multi-stakeholder approach to policy making and implementation, mobilizing public and private resources for development and making use of the knowledge, skills and energy of all social groups concerned with the future of the planet and its people. Within this framework, communication plays a strategic and fundamental role contributing to the interplay of the different development factors, improving the sharing of knowledge and information as well as the active participation of all concerned.

Computer Animation [MSCN3135] (3 units)
The course aims at developing students’ knowledge and skills of computer animation production. The process of animation production will be introduced from storyboarding, modeling, texturing, animation, lighting, rendering and compositing. Hands-on practices are emphasized for the production of animation sequences or short films.

Digital Journalism and Data Presentation [MSCN3145] (3 units)
Students will acquire from this course essential skills of writing and delivering journalistic works on contemporary digital platforms such as the Internet and mobile communication devices. They will also learn how to make their works on traditional news media more impressive with the help of effective data presentation. The course focuses on hands-on skills of multimedia delivery as well as news gathering, writing and producing on digital channels.

Digital Photography [MSCN3155] (3 units)
This course covers the principles and techniques of photography, focusing on digital photography as creative communication. Students will be introduced to the visual language of photography in application of digital camera equipment, formats and editing software. Course content includes both conceptual introduction to the nature and culture of photography and hands-on techniques of photo-taking. After taking this course, students should be able to have in-depth understanding to digital photography and know how to produce good photographs digitally.

Gender and Communication [MSCN3165] (3 units)
This course is designed to enhance students’ understanding of gender issues in communication. It starts with an overview of various theoretical approaches to gender, and then investigate how gender concepts are created and contested through communication. With a heightened awareness to gender issues, students will increase their understanding of the self and others as well as their effectiveness as a communicator.

Negotiation and Lobbying [MSCN3175] (3 units)
This course is designed to provide the theoretical and practical training to negotiation and conflict management. Emphasis is put on the negotiation workshop approach which will be adopted to provide various simulated exercises to help students apply concepts into practice. The subject will also cover aspects the background and current applications of lobbying as a global industry which thrives wherever democracy is established.

Communication for Professional Purposes [MSCN3185] (3 units)
To be confirmed.

Media Practicum [MSCN3195] (3 units)
To be confirmed.

Analytical and Opinion Writing for Chinese Media [MSCN3205] (3 units)
This course introduces students to various forms of analytical, commentary and opinion writing on different media platforms, such as newspapers, magazines, blogs or news websites. Students will learn the principles and techniques of making opinion writing persuasive through building arguments and structuring facts and comments. Through an examination of political, social, public relations or environmental issues, the course helps students to develop both their analytical skills and writing skills for print or online media. As a lot of cases in the local context will be examined and discussed, the medium of instruction is Chinese.

MSC Internship [MSCN3905] (0 units)
MSC students are encouraged to undertake a non-graded and zero-credit intership. The inernship is normally of at least two months full-time employment or professional practice during the summer between the third and fourth years but it can be a minimum of 320 hours of work. Students are required to conform to all reasonable requirements of their internship employer. Both the employer and the student file reports with the Course Director after the internship.

Social Media Marketing [MSCN4105] (3 units)
This course examines the use of social media in today’s society and guides students to understand what make successful social media marketing. By the end of the course students should be able to understand why social media matters to social and economic development, to gain the basic skills to appropriate and integrate social media communication strategies, and learn how to measure social media success.

Audio and Video Production for Commercial Purposes [MSCN4115] (3 units)
This course will help students to develop more sophisticated video productions in commercial scenarios, including TVCs, viral advertising, corporate videos and micro-films. Students will learn to create audio and visual contents from conception to completion. Through discussion, in-class exercises and group projects, students will be equipped with knowledge on every aspect of a commercial production.