Professional Documents
Culture Documents
2008-09 – 2010-11
School of Communication
School of Communication
University of Puerto Rico
Río Piedras Campus
This mission allows for a theoretical orientation and in-depth study of communication, related
directly to the mass communication media and to their social, political, economic, and cultural
implications.
We have the mission to provide students with the tools they need to develop valued creative,
research, communication, and critical analysis skills, and to develop the ethical values and the
sense of social responsibility that our mission promotes.
Goals
1. To prepare professionals in design, planning, and research in Communication, whose
intellectual and ethical assets will contribute to the enrichment and dissemination of
culture.
2. To promote excellence and social responsibility in the communication media by means of
respectful and creative dialogue with media corporations and the community in general.
3. To be a forum for the discussion of communication-related topics in Puerto Rico and in
an international context.
4. To promote research, publications, and dissemination of the studies and creative works of
students and professors of the School.
5. To continue to develop opportunities for practical experience for students within media
corporations according to their particular area of study.
6. To make available to the organizational, institutional, and corporate spheres the School’s
communications proposals resulting from study and research.
7. To advise, design, and help other public and private institutions to establish strategies to
solve specific problems in the field of communication.
Academic Programs
Mission and Goals
Mission
The Program in Information and Journalism provides students with a full understanding of the
importance of the role of journalism in society, and of the need to exercise that profession
responsibly and ethically.
Goals
The Bachelor of Arts in Communication with a major in Information and Journalism is designed
for students to:
Acquire skills in print, television, radio, and Internet journalism while developing their
critical and investigative capacities vis-à-vis the media, mediations, and new
communication and information technologies.
Receive a broad general education in diverse disciplines, providing them with a solid
academic and cultural foundation.
Develop, from an ethical point of view, a sense of social responsibility that should
characterize every communications professional.
Objectives
Students of the Journalism program will be able to:
Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Have an awareness of the new theoretical 4 COPU 4086,
trends and practices in communication, X
INFP 4059,
particularly in the areas of information and
journalism. INFP 4809,
INFP 4205
2. Acquire a broad and comprehensive 2 COPU 4017,
understanding of the historical, economic, X
COPU 4355,
technical, artistic, and professional
development of communication media in INFP 4205,
general and of the press in particular, in
INFP 4809
Puerto Rico and abroad.
3. Examine the social and cultural implications 3, 6 COPU 4017,
of journalistic texts and discourses. X
COPU 4355,
ESIN 4008,
COPU 4365,
INFP 4809
4. Value ethical and social responsibility as 1, 5, 6 COPU 4365,
fundamental aspects of all communication X
COPU 4045
processes.
5. Apply, from a critical perspective, the basic 1, 6 COPU 4148,
legal and ethical concepts related to freedom X X
INFP 4001,
of information and the press in the production
of news information. INFP 4002,
COPU 4086,
INFP 4059,
COPU 4036,
COPU 4045
COPU 4365
6. Generate knowledge and analyze information 5, 6, 10 ESIN 4077
through various basic research methods. X X
Curricular Map
2008-2010
Information and Journalism
4036,
COPU 4045
COPU 4365
6. Generate knowledge and analyze information through various basic research ESIN 4077 ESIN ESIN ESIN
methods. 4077 4077 4077
7. Master the basic principles of writing for different formats and styles, taking COPU INFP INFP COPU INFP
into consideration the particularities of media used and the different tasks of 4148, 4001 4001 4148 4001
the journalism profession. INFP 4001, INFP INFP
INFP 4002, 4002 4002
COPU COPU
4086, 4148
INFP 4059 INFP INFP
4059 4002
8. Be informed about, and apply, diverse graphic elements and new information INFP 4036 INFP
technologies as they apply to the practice of journalism. 4036
Assessment Plan, School of Communication, UPR-RP 8
Academic Programs
Mission and Goals
Mission
The concentration in Public Relations and Advertising promotes the creative and theoretical
activity, from an ethical and social responsibility standpoint, that will allow students to research,
develop, generate, and assess strategies for effective communication production in the public
relations and advertising professions.
Goals
The Bachelor of Arts in Communication with a major in Advertising and Public Relations is
designed for students to:
Objectives:
Students of the Advertising and Public Relations program will be able to:
10. Conduct research and analysis of information by means of both traditional research
methods and new information technologies.
Assessment Plan, School of Communication, UPR-RP 10
Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Understand the theoretical, research, and practical 2, 3, 4 COPU 4355; ESIN
considerations related to human communication 4008; COPU 4017 X
and media which influence the practice of his or
her profession.
2. Acquire a comprehensive vision of media 3, 4, 5 COPU 4355;
communication that takes into consideration COPU 4017; X
historical, economic, technical, artistic, and REPU 4018
industrial aspects.
3. Comprehend the development, creation, and 4, 11 COPU 4215;
production processes of advertisements for various REPU 4076; X
traditional and nontraditional media. REPU 4155;
REPU 4087;
REPU 4157;
REPU 4069
4. Understand the managerial function of public 5, 7, 9, 10 REPU 4018;
relations and advertising professionals as well as REPU 4165; X
the ethical responsibility and social impact related REPU 4166;
to the exercise of their profession. REPU 4087;
REPU 4157
5. Recognize the communication processes that are 1, 3, 5, 11 COPU 4355; ESIN
directed to, and generate from, audiences as well 4008; REPU 4165; X
as their organization and socio-cultural REPU 4166;
implications COPU 4148;
COPU 4045
6. Value and understand the ethical, legal, and social 1, 5, 6, 7, COPU 4365; ESIN
responsibility considerations related to the 10 4008; X
freedom of and right to information of the public COPU 4355
or audience he or she serves.
7. Demonstrate competence in the ethical and legal 1, 5, 7, 10, COPU 4365;
use of information and communication 11 COPU 4045 X
technologies.
8. Have competency in basic language and writing 4, 7, 8, 11 COPU 4148; ESIN
skills and the formats and styles of various media. 4008; COPU 4215; X
REPU 4147;
REPU 4025
9. Master the processes leading to the development 5, 6, 7, 9, REPU 4075;
and formal presentation of advertising and public 10, 11 REPU 4165; X
relations programs and campaigns, as well as the REPU 4166;
creation and design of advertisements and REPU 4087;
messages in relation to the media and information REPU 4157
technologies employed.
10. Conduct research and analysis of information by 6, 7, 9, 10, REPU 4165;
means of both traditional research methods and 11 REPU 4166; X
new information technologies. REPU 4087;
REPU 4157;
COPU 4045; ESIN
4077
Assessment Plan, School of Communication, UPR-RP 11
Curricular Map
2008-2010
Advertising and Public Relations
1. Understand the theoretical, research, and practical considerations related to human COPU 4355; ESIN
communication and media which influence the practice of his or her profession. ESIN 4008; 4008
COPU 4017 COPU
4355
COPU
4017
2. Acquire a comprehensive vision of media communication that takes into consideration COPU 4355; COPU
historical, economic, technical, artistic, and industrial aspects. COPU 4017; 4355
COPU
4017
3. Comprehend the development, creation, and production processes of advertisements for COPU 4215; REPU REPU REPU
various traditional and nontraditional media. REPU 4076; 4069 4155 4155
REPU 4155; REPU
REPU 4087; 4155
REPU 4157;
REPU 4069 REPU
4157
4. Understand the managerial function of public relations and advertising professionals as REPU 4018; REPU REPU REPU
well as the ethical responsibility and social impact related to the exercise of their REPU 4165; 4018 4018 4018
profession. REPU 4166; REPU
REPU 4087; 4157
REPU 4157
5. Recognize the communication processes that are directed to, and generate from, audiences COPU 4355; REPU COPU
as well as their organization and socio-cultural implications ESIN 4008; 4165 4045
REPU 4165; REPU
REPU 4166; 4166
COPU 4148;
COPU 4045
Assessment Plan, School of Communication, UPR-RP 12
6. Value and understand the ethical, legal, and social responsibility considerations related to COPU 4365; COPU COPU
the freedom of and right to information of the public or audience he or she serves. ESIN 4008; 4365 4045
COPU 4355
7. Demonstrate competence in the ethical and legal use of information and communication COPU 4365; COPU COPU
technologies. COPU 4045 4365 4365
8. Have competency in basic language and writing skills and the formats and styles of COPU 4148; REPU REPU COPU
various media. ESIN 4008; 4147 4025 4148
COPU 4215;
REPU 4147;
REPU 4025
9. Master the processes leading to the development and formal presentation of advertising REPU 4075; REPU REPU
and public relations programs and campaigns, as well as the creation and design of REPU 4165; 4157 4165
advertisements and messages in relation to the media and information technologies REPU 4166;
employed. REPU 4087;
REPU 4157 REPU
4166
10. Conduct research and analysis of information by means of both traditional research REPU 4165; REPU REPU
methods and new information technologies. REPU 4166; 4157 4165
REPU 4087;
REPU 4157; REPU
COPU 4045; 4166
ESIN 4077
Assessment Plan, School of Communication, UPR-RP 13
Academic Programs
Mission and Goals
Audiovisual Communication
Mission
The concentration in Audiovisual Communication promotes the creative and theoretical activity,
from an ethical and social responsibility standpoint, that will allow students to develop, direct,
produce, or assess the diverse expressions in audiovisual communication: cinema, photography,
and multimedia, among others.
Goals
The Bachelor of Arts in Communication with a major in Audiovisual Communication is
designed for students to:
Acquire theoretical and practical knowledge and skills in radio, cinema, and television, as
well as in emergent audiovisual technologies.
Develop their creative and critical abilities, according to the potentials offered by the
various media audiovisual technologies, based on the concepts of mediation and social
transformation.
Receive a comprehensive trans disciplinary, general education which provides a solid
academic and cultural grounding;
Integrate a sense of responsibility, principles of social transformation, and an ethical
perspective to their professional roles in the audiovisual communication field.
Objectives
Students of the Audiovisual Communication program will be able to:
Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Have a comprehensive view of media in 1, 2, 8, 10, 11 COPU 4017;
general, including historical, economic, COPU 4045; X
technical, artistic, and professional COMA 4315;
considerations. COPU 4148.
2. Understand new trends and theories in the study 3, 4, 5, 7, 11 COMA 4810;
and practice of radio, television, film, and COMA 4815; X
graphic communication and emerging COMA 4817
technologies.
Curricular Map
2008-2010
Audiovisual Communication
2. Understand new trends and theories in the study and practice COMA 4810 COMA 4815 COMA
of radio, television, film, and graphic communication and COMA 4815 4815
emerging technologies. COMA 4817
3. Understand the ethical, esthetic, and economic dimensions COPU 4355 COMA 4352 COMA COPU
related to radio, film, television, and graphic production and COPU 4008 COMA 4342 4341 4355
emergent technologies. COPU 4215
COMA 4341
COMA 4351 COMA
COMA 4361 4361
COMA 4342
COMA 4352
COMA 4362
4. Operate the necessary technical equipment for the COMA 4341 COMA 4325 COMA COMA
management, production, and post production of radio, COMA 4351 4351 4351
television, and film projects, including the use of digital and COMA 4361 COMA 4011
new information equipment and technologies. COMA 4325 COMA COMA
COMA 4011 COMA 4022 4362 4361
COMA 4022 COMA 4317
COMA 4317
5. Ponder the social and cultural implications of audiovisual text ESIN 4008 COPU
and discourses. COPU 4215 4045
Assessment Plan, School of Communication, UPR-RP 16
6. Value ethical and social responsibility as fundamental aspects COPU 4355 COPU COPU
of all communication processes. COPU 4077 4365 4045
COPU 4365
COPU 4045
7. Apply basic communication research methods from an ethical ESIN 4077 COMA COMA ESIN
and critical perspective. COMA 4315 4315 4315 4077