Report advocates change
By Julie Shippen
Of Ihe Emerald
The nation’s journalism
schools must begin teaching
students about the social impact
of modern communication
technology and must place
more emphasis on continuing
education, especially for mid
career professionals, a new
University report concludes.
The report, which recom
mends seven major areas of
change, is the result of the
University journalism school’s
two-year study on the future of
journalism and mass com
munication education.
The study was funded by a
$70,000 grant from the Gannett
Foundation of Rochester, N Y.
and by a $10,000 grant from the
Northwest Area Foundation of
St. Paul, Minn.
“The study was initiated for
the explicit purpose of cur
riculum revision at the Univer
sity of Oregon.” journalism
Dean Everette Dennis said.
“What we did, we did for
ourselves. However, even
before the report was issued, it
was widely discussed in profes
sional and trade publications,”
Dennis said.
The University journalism
faculty already has adopted
some of the study’s recommen
dations and is considering
others, Dennis said.
And according to the May
issue of Presstime magazine,
several universities already are
reshaping their courses of study
along lines developed in the
University project.
“This was the first systematic
study that involved virtually all
the nation’s journalism
schools,” Dennis said. “We
surveyed deans and selected
faculty members at the schools,
plus media critics and industry
leaders.”
Dennis said the leadership of
every major media organization
responded to a survey used in
the study. These included the
American Newspaper
Publishers Association, the
Public Relations Society of
America and the Society of Pro
fessional Journalists.
As part of the study, a summit
meeting of education and in
dustry leaders was held in
Eugene in January to discuss
future directions. The report is
seen as a comprehensive
analysis of mass communica
tion education.
“The general state of jour
nalism and mass communica
tion is dismal. It is a field gross
ly underfunded, even when
compared with other university
departments,” the report states.
It adds, however, that American
journalism schools are the “the
best of their kind in the world
and the envy of other countries
and press systems.”
“Although most people agree
that understanding mass com
munication is essential to
understanding modern society,
few American universities act
as though this is the case,” Den
nis said.
The report urges university
administrators to make the
study of mass communication
Minors
Continued from Page 3
‘‘major commitment” to
Oregon’s economic
development.
The University’s efforts to
fulfill this commitment would
be enhanced by the second
priority item on the list of re
quests, which is the initiation of
a graduate-level teaching and
research program in interna
tional business.
According to a May 23
memorandum by Richard
Steers, College of Business Ad
ministration associate dean,
this proposal represents a “ma
jor plank’’ in the college’s
strategic plan.
Steers stated that the proposal
has received strong campus
wide support and has elicited a
“significant cooperative ar
rangement” between the col
leges of Business Administra
tion and Arts and Sciences. He
also stated that the college has
begun contacts with
international-business staff at
Portland State University, with
both schools agreeing to work
together on academic and
outreach programs.
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In addition, Steers said the
college has enlisted the aid of
Northwest business leaders in
developing the proposal. The
college also has been in contact
with leading universities in
Asia, Europe and the Middle
East and has discussed ex
changes of students and faculty
with those institutions.
The program request asks for
nearly $882,000 in state funds
through 1987. Steers said the
college also has applied for a
$31,000 grant from the U.S.
Department of Education to
support international-export
development. The college also
plans to begin a $5 million en
dowment campaign once the
program is^underway.
Olum also requested state
funding for a new instructional
program leading to a major and
a minor in American Studies.
He also made requests for im
provements in the Labor Educa
tion and Research outreach pro
gram, the Honors College, and
the Humanities Center, among
others.
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more central to university
education and urges journalism
schools to provide more mass
communication courses to non
majors.
Finally, the report concludes
that the field needs a national
strategic plan “if it is to escape
its present state and begin to
take its rightful place in
American higher education.
Knowing and understanding
the mass media in American
society are critical needs for all
citizens and especially for those
who will staff and direct the
communication professions.”
The report includes a model
curriculum, an in-depth look at
teaching communication
technology, a section on the
economics of journalism educa
tion and a self-study of the
Oregon program.
“The nation’s journalism
schools are uniquely suited to
guide the education of the new
information worker, and our
report indicates how this is be
ing done across the country,”
* Dennis said.
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