Introduction

Universiti Sains Malaysia has offered communication studies since 1970 with emphasis on a philosophy of education which is geared towards meeting the needs of the communication industry in the country.

In the beginning, communication studies was offered at the School of Humanities and its graduates were conferred with the Bachelor of Arts degree.

The University’s Senate approved the establishment of a Board of Studies on 20 October 1982 to review the communication curriculum for its integration into Universiti Sains Malaysia’s Master Plan. This review was based on the ability of the university to offer sound communication studies and to meet the needs to increase opportunities and training in communication skills.

In 1983, the Board of Studies recommended, among others, the establishment of a Bachelor of Communication Programme. This recommendation was approved by the Ministry of Education in June 1984. The curriculum structure under the Bachelor of Communication was implemented in the 1984/85 academic year . After 10 years of implementation, it was felt that the structure needed to be amended to include new developments in the communication studies and industry as well as to take cognizance of comments from several External Examiners.

In line with the new development, the curriculum of Bachelor of Communication was reviewed and redesigned. The new curriculum was implemented in 1994/95 Academic Session.

In consonant with the ruling from the Ministry of Education that local universities provide a three year programme at the first degree level, the present curriculum was redesigned to incorporate this change. The new curriculum was implemented in the 1996/97 session.

Philosophy
The Bachelor of Communication Programme offers students a study scheme that exposes them to the diverse traditions available in the field. This will be done by examining and applying the knowledge critically and analytically. The ultimate purpose is to provide an open and integrated approach to communication studies through:

Multi-discipline approach
To expose students to the diverse intellectual traditions in communication studies to reflect the multi-disciplinary nature of the field.

Liberal education approach
Through the major and minor sequences, students will be able to specialise in various disciplines and take courses offered by other schools.

Integration of theory and practice
Requires students to apply theoretical knowledge to practical-oriented courses.

Objectives

The main objectives of the School of Communication in offering the Bachelor of Communication Programme are to:

  • Understand the process and operation of the media and related areas.
  • Enhance students’ employment prospects in communication - related organisations.
  • Equip students with the various media related skills.
  • Contribute through research, consultation and teaching, to the development of the national communication system.