MCA - Media and Communications Arts Course Descriptions

This survey course will introduce students to technological, historical, economic and social perspectives on the communications field. Particular emphasis will be placed on research, critical analysis, effective writing and dynamic presentation skills essential for success in the highly competitive communication industries. Open to all students in good academic standing. (Required for all Advertising/PR and Film/Video majors; open to other students as an elective. This class replaces MCA 20200 as a pre-requisite for applying to the BFA program in Film/Video.)

This course introduces the fundamental elements of video production and is the "gateway" into the B.F.A. program. Projects produced in this course are used to evaluate a student's candidacy into the program. Using digital video cameras, students learn basic organizational, writing, camera, and editing skills through short group and individual exercises and projects. Visual storytelling and narrative structure in fictional and non-fictional forms are emphasized.

Prerequisites

This course examines the artistic and social power of film as a medium of audiovisual communication. The course emphasizes the analysis of narrative feature films, but also examines non-fiction and experimental forms. The course offers a systematic view of how cinema tells stories, organizes information, patterns, light and sound, and creates unique aesthetic and social experiences. Aspects treated by the course include sound, editing, cinematography, film style, narrative and non-narrative forms, the organization of film production, and the relations of film to broader artistic, social, and historical contexts. Attention is given to the ways film is now related to television, video, and new computer technologies.

Prerequisites

This course introduces the student to the fundamentals of film production and builds on previously learned production skills in MCA 10500. Students learn how to use a 16mm film camera, the light meter and gain practical experience with B&W film stock and exposure control.

Corequisites

This course examines the theoretical aspects and the practical techniques of editing picture and sound. Narrative structure, storytelling strategies, and problem solving are explored. Using "Final Cut Pro" software, students will learn basic computer editing, media management, and organizational skills needed in post-production.

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This course introduces students to the fundamental concepts and theories behind persuasive communications and the application to public relations. Public opinion, audience research, media relations and tools for effective communications using the Internet and traditional methods are also explored. Students develop and present a public relations proposal, incorporating research, objectives, strategy and tactics and evaluation techniques as a culmination to the course.

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This class provides an introduction to the advertising industry. Students analyze campaigns from a marketing viewpoint and evaluate placement and effectiveness of visual and written advertisements. Advertising strategies and campaign development are introduced.

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In this course, students learn the art and science of preparing typography, graphic design, illustration and photography for printed documents used in the advertising and public relations professions. This is an essential skill for entry-level positions in this communications specialization. Students work on personal computers to learn the basic applications of electronic layout and design as a means of creating a cohesive visual message for an organization or business through documents and advertisements.

Corequisites

This course introduces the technology, equipment and skills necessary for the acquisition of sound in film and video productions. In addition, the course will explore the theory and role of sound design in both fiction and non-fiction productions. Particular attention will be given to sound production and design as it relates to the films and videos that the student will make in the program.

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A chronological survey of the history and theory of cinema from its origins to World War II. Topics include the work of major directors, aesthetic theories, movements, technical innovations, methods of production and distribution, the influences on cinema from the other arts and contemporary ideologies.

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A chronological survey of the history and theory of cinema from World War II to present. Topics include the work of major directors, aesthetic theories, movements, technical innovations, methods of production and distribution, the influences on cinema from the other arts and contemporary ideologies.

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This course is an introduction to documentary filmmaking and covers the various stages of non-fiction storytelling including research, script development/treatment, pre-production planning, production and post-production editing. The course will also examine work that falls outside of the traditional documentary form, including work that incorporates significant non-fictional components. Students develop, shoot and edit short documentary exercises and learn basic interview techniques, lighting, and sound recording techniques.

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This course introduces students to the basics of reporting and writing for the print and web-based media. A hands-on course, students learn the rigors of journalism through covering stories. Guest speakers from newsrooms across the city regularly address the class.

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Introductory supervised experience. Assignment in entry-level position of employment.

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This course covers the history theory and practice of the independent documentary, particularly as it has evolved since the digital revolution. The course investigates how the work of documentary media makers are contributing to a redefinition of a world culture that incorporates a broader spectrum of voices and experiences. Focus is also given to documentary pioneers and the antecedents of filmed documentary including the paintings of Brueghel, the observational writing of Mayhew and the editorial photography of Riis.

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Open to advanced students only, with permission of the Department.

In this small-group study at WHCR Harlem Community Radio, students use reporting, recording, and editing skills to come up with ideas and produce broadcast quality stories. The hands-on course accepts a limited number of students (1-5) who work closely with the general manager of WHCR and other trained staff..

Prerequisites

Advanced study in selected topics in the areas of film and video, advertising and public relations and journalism with emphasis upon aspects not treated in regular courses.

Building on the student's basic knowledge of film, exposure, cameras, and cinematic language, this production course emphasizes visual storytelling and control of the motion picture frame. Visual strategies, technical, and aesthetic application of lighting in support of the narrative are emphasized. In addition, basic organizational elements needed in pre-production for students to produce, direct, and shoot their films are developed.

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This course examines the fundamental principles and forms of narrative storytelling and their expression through the screenplay format. Emphasis is placed on the elements that create drama and conflict, and particular attention will be given to visual storytelling. The course will also examine the similarities and differences between the short and long narrative forms and compare various storytelling models and strategies. Extensive outside writing assignments and rewrites are required for this course.

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This course explores the aesthetics, basic principles and skills needed to direct film and video productions. Through various exercises and analysis, students learn how to work with actors and the use of different techniques and strategies to elicit performances. Pre-production responsibilities, scene analysis, blocking, and shot breakdowns are also covered.

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Instruction and practice in the basic techniques of reporting, including, interviewing and public affairs research, and writing news for mass audiences. It includes discussions on libel, freedom of information, fairness, and balance. Assignments involve real people and events.

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This is a basic course in radio reporting and production. Students learn to write for the ear and incorporate the creative uses of sound in telling a news story. Production techniques are an integral part of the course. Students receive actual on-air experience in the news department of WHCR, the college's community radio station.

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Instruction in reporting, writing, and production for television news and features. Students receive a survey of the history and current state of TV news and learn to adapt their reporting and writing skills to the medium of television. They practice using visuals to convey a news story to the viewer, learn electronic news gathering through field work and are introduced to the basics of newscast and editing.

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This class familiarizes students with planning and implementing communications strategies for corporations and institutions. Through case studies, students examine communications issues for internal and external audiences, and learn how to conduct research, set objectives and effectively communicate through a variety of tactics. Topics include creating brand value through public relations, integrated marketing communications, media relations, and crisis communications.

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This course examines how to identify the necessary information to satisfy customers' needs and interests and make the marketing plan work. Students examine the role of marketing research in the advertising or public relations firm, different research designs, data collection procedures, sampling issues, data analysis techniques and how to write a research report.

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Covers the basics of Internet Marketing through applications of search engine optimization, search engine marketing, and online advertising. Focuses on analytics for assessing marketing performance and measuring return on investment. Students employ various internet marketing tactics, and are able to assess which ones a business or organization needs to achieve their marketing and/or business objectives. Students learn to increase website traffic, generate leads, and/or acquire new customers for almost any type of business.

Students learn how to create persuasive messages and effectively communicate them to audiences through a variety of written and spoken tactics. Communicating with the media through press releases, media kits, press conferences, features, backgrounders, photo captions, video news releases and PSA's are explored. In addition, students learn the fundamentals of good business writing for memos, letters, direct mail, brochures, proposals and oral presentations. Internet and web public relations are covered.

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In this course, students learn how to generate ideas that help solve marketing problems and to execute those ideas through copywriting. The class will write, edit and evaluate advertising copy, including print, radio, television, direct mail and promotional materials. Students work individually and in teams on assignments that involve both word and image.

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A continuation of MCA 21100. Students learn advanced skills and uses of graphic software programs to create business and promotional presentations. The focus of this course is to provide students with the skills necessary to create an entry-level portfolio according to industry standards. Students produce graphic presentations of graphs charts, brochures, ad campaigns, proposals and other forms of printed communications.

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This class explores the role of social media and related applications to the shifting public relations landscape to digital communications. Topics include social media trends, emerging digital technologies, online PR tools, case studies, and social media applications.

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This course familiarizes students with media-related entrepreneurship using time-tested business and brand building techniques and communications technologies that expand market share and global awareness of products or expertise. Using case studies, the course helps students develop a personal and professional global positioning system (GPS) to become an independent business owner in a media related field. Field trips to the NYC Department of Small Business Services (NYC Solutions) and New York Public Library's Science, Industry and Business Library (SIBL), help students refine their research and business development expertise.

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This course provides a detailed introduction to media planning and buying. Students examine media placements from a theoretical perspective and through applied connections to social sciences, such as sociology, anthropology and economics. Students learn how to research, analyze and determine appropriate media outlets for designated target audiences, and how to create a media plan from start to finish for final presentation. 

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This course prepares students to plan effective meetings and events requiring detailed preparation and coordination. Appropriate communication and organizational skills will be utilized. From establishing goals to putting together budgets and scheduling media coverage, students learn the techniques and skills necessary for successful special event execution. Veteran event planners share their real-world knowledge and expertise. As a final project, students create and plan a hypothetical event from start to finish.

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An introduction to the basic management principles of the advertising business. Readings and discussions on the economic, social and legal aspects of the industry with an emphasis on advertising's role in a marketing plan, consumer behavior, market segmentation, and position strategy.

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Application of advertising management principles to specific problems and case studies. Focus is on developing advertising strategies, budgets and media plans. Attention will be given to national and international marketing environments.

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A cooperative project, assigned to more than one student. Open to advanced students only, with permission of the instructor.

A more advanced supervised assignment.

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A senior seminar in the moral issues of communications, professional ethics. Materials are presented through films, literature, and readings in philosophy and social commentary, directed discussions.

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Studies of major filmmakers from American & world cinema such as Griffith, Eisenstein, Ford, Kurosawa, Buñuel, Fellini, Altman, Sembene, and Varda. Emphasis is given to detailed analysis of films within their cultural, historical, and industrial contexts.

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An investigation of the theory and practice of documentary in its diverse forms as film, television, video, and digital media. Screenings of historically important works are analyzed in light of different theories about documentary practice.

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Studies of specialized topics in film history and aesthetics. Topics change from year to year. Previous topics have included Film Noir, Women & Film, New Asian Cinemas, and Cinemas of the African Diaspora.

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This course is one of the two production courses that students may choose to shoot their thesis project in. Building on all previous production courses in the program, it is a course for students who wish to further their mastery of filmmaking in 16mm film or digital video. Students will refine and apply their knowledge of visual storytelling, pre-production, lighting, and sync-sound production through class exercises and group projects. Projects produced in this course are edited in MCA 32600.

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Corequisites

Building on the knowledge and skills learned in Screenwriting I and Documentary Workshop I, students refine their writing skills in fiction and documentary. This course offers the opportunity for students to write a screenplay or a documentary proposal that will qualify as a thesis writing project. Extensive outside writing assignments and rewrites are required for this course.

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This course covers advanced topics in digital editing, motion graphics, filters and sound design using Final Cut Pro editing software. In addition to class exercises, students edit material produced in their MCA 42200 or MCA 43200 courses.

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This course is one of the two production courses that students may choose to shoot their thesis project in. Building on all previous production courses in the program, it is a course for students who wish to further their mastery of documentary filmmaking and the non-fiction form. Students develop, shoot, and edit documentaries that are more in-depth and complex, and explore alternative aesthetic approaches to non-fiction storytelling. Projects produced in this course are edited in MCA 42600.

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Corequisites

This senior course is the capstone for the advertising/public relations pro-gram. Students work individually and in teams to complete a campaign for a client from research through execution. Professional presentation skills are emphasized throughout. The course culminates in a project portfolio. Students must receive approval of the instructor.

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Advanced supervised assignment.

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