Program Overview

Master of Arts in Mass Communication (M.A.M.C.)

The Master of Arts in Mass Communication includes both thesis and non-thesis options on campus and several non-thesis concentrations offered fully online.

On-Campus Options

• Customizable Research and Theory (thesis): The customizable on-campus thesis option focuses on research and theory in mass communication, including courses in the areas of advertising; journalism; international and intercultural communication; and media production, management and technology. Students are required to take courses that focus on research, theory, ethics, and writing, leading to a master’s thesis as the capstone. This option is appropriate for students wishing to pursue careers in research or a Ph.D.
• Public Relations Concentration (thesis): The Public Relations Concentration is an on-campus research-based program designed to prepare students for careers and advancement in the industry or for entering doctoral studies. Students learn the conceptual foundations of public relations and develop professional and research competency within the duration of the program. Courses in the public relations specialization focus on conceptual foundations of public relations, including mass communication and society; professional and managerial skills mastery; and research expertise.
• Science and Health Communication Concentration (thesis): The Science and Health Communication Concentration is an on-campus program designed to teach scientists and health specialists to communicate effectively via media, and to teach mass media specialists the background science to translate the language of science and health into meaningful and understandable stories for their audiences. These goals are achieved through theoretical writing and applied courses. At least two aspects of the program make it unique among science communication programs nationwide. First, other existing science communication programs in the U.S. focus on training journalists. UF’s program is open to journalists who want to specialize in covering science and health, offers training for people planning to work as public affairs or public information officers for science and health organizations, for other communication specialists, and for scientists who need to be able to communicate with the public about their work. Second, the program focuses on training students to understand and communicate effectively about science and health policy.

Professional Master’s (non-thesis)

The Professional Communication Concentration (or “Professional Master’s”) is an on-campus professional program designed specifically for those who want to develop additional skills to become more competitive in the job market. The program’s “mix and match” coursework structure allows students to develop their own customizable degree plans, with only six required core courses and a wide range of electives available across the college’s four departments. Degree plans culminate with a capstone project, completed over at least two semesters and supervised by a graduate faculty committee. Student projects range from documentary films and long-form journalistic narrative pieces to public relations and advertising campaigns, and many others in between. These projects allow students to explore various interests within the college and showcase a variety of skills learned during their course of studies. The Professional Master’s can be completed at your own pace, in as little as one year for those who want an accelerated program, or two years for a more traditional path.

Online Concentrations (non-thesis)

UF CJC Online offers eight comprehensive, current, and digitally focused online master's concentrations:

• Audience Analytics: The Audience Analytics Concentration is an online program offered through the University of Florida College of Journalism and Communications designed to prepare students with the theoretical foundations, industry knowledge, and analytical tools to understand the nature, value, and behaviors of audiences across multiple media platforms and disciplines.
• Digital Journalism and Multimedia Storytelling: The Digital Journalism and Multimedia Storytelling Concentration is an online program offered through the University of Florida College of Journalism and Communications designed for students who want to master the latest reporting, writing, and technical skills for traditional journalism, digital media, and various genres of storytelling across a variety of multimedia platforms.
• Digital Strategy: The Digital Strategy Concentration is an online program offered through the University of Florida College of Journalism and Communications designed for students who want to become better digital marketers. This concentration is designed to challenge students to develop effective messaging to drive increased conversions and create loyal customers.
• Global Strategic Communication: The Global Strategic Communication Concentration is an online program offered through the University of Florida College of Journalism and Communications and is designed for students who are passionate about solving global issues. This specialization embodies three core pillars: Messaging, Communication, and Culture.
• Political Communication: The Political Communication Concentration is an online program offered through the University of Florida College of Journalism and Communications that prepares students to become digital political professionals with an understanding of cutting-edge digital advertising, engagement, and analysis techniques.
• Public Interest Communication: The Public Interest Communication Concentration is an online program offered through the University of Florida College of Journalism and Communications that embraces the vision of creating science-based, strategic communications designed to advance the human condition.
• Public Relations and Communication Management: The Public Relations and Communication Management Concentration is an online program offered through the University of Florida College of Journalism and Communications that focuses not only on strategic communication, but also incorporates elements of copywriting, graphic design, and business.
• Social Media: The Social Media Concentration is an online program offered through the University of Florida College of Journalism and Communications that focuses on making meaningful online connections and ensuring students have the tools and training to be effective at reaching their audience.
• Web Design and Online Communication: The Web Design and Online Communication Concentration is an online program offered through the University of Florida College of Journalism and Communications that takes a three-pronged approach with courses on design skills, communication theory and code.

Combination Degrees

The College of Journalism and Communications offers a robust Combination Degree program that is open to undergraduate students from any major who meet the program’s admission criteria.

Degrees Offered with a Major in Mass Communication

• Doctor of Philosophy
• Master of Arts in Mass Communication

Requirements for Degrees

Requirements for these degrees are given in the Graduate Degrees section of this catalog.

College of Journalism and Communications Courses

Course List by Depts:

• ADV 5005: Advertising Planning
• ADV 5407: Content Marketing
• ADV 5409: Principles of Political Advertising
• ADV 5815: Inbound Marketing Strategy
• ADV 5825: Search and Display Advertising
• ADV 6006: Theories of Advertising
• ADV 6325: Advertising and Social Media
• ADV 6405: International Advertising
• ADV 6503: Advertising Creative Strategy and Research
• ADV 6505: Advertising Research Methods
• COM 5256: Translational Com Science
• COM 6255: Science and Health Policy
• COM 6338: Advanced Web Topics I: Advanced Design
• COM 6565: Social Media Community Management
• COM 6715: Grant Writing
• COM 6815: Risk Communication
• COM 6940: Supervised Teaching
• JOU 5007: History of Journalism
• JOU 6391: Seminar in Journalism as Literature
• MMC 5006: Introduction to Multimedia Communication
• MMC 5007: Introduction to Audiences
• MMC 5046: Presentation Power
• MMC 5155: Copywriting Digital Messaging
• MMC 5165: Influence and Selling
• MMC 5206: Advanced Law of Mass Communication
• MMC 5215: Technology Policy
• MMC 5259: Customer Management and the Nurturing of Enduring Relationships
• MMC 5277: Web Design Principles
• MMC 5279: UX Design Theory
• MMC 5306: International Communication
• MMC 5308: Communicating for Success
• MMC 5406: Selling Today
• MMC 5422: Customer Research and the Fundamentals of Online Testing
• MMC 5435: Messaging Strategy and the Centrality of the Value Proposition
• MMC 5436: Messaging Methodologies and the Practice of Conversion Optimization
• MMC 5449: Consumer and Audience Analytics
• MMC 5458: Statistics for Analysts in Communication
• MMC 5465: Communication Leadership
• MMC 5468: Understanding Audiences
• MMC 5495: Introduction to Public Interest Communication
• MMC 5616: Introduction to Political Organizing
• MMC 5625: Political Engagement Strategy
• MMC 5626: Introduction to Political Campaigning
• MMC 5636: Introduction to Social Media
• MMC 5648: Public Affairs Communication
• MMC 5708: Foundations of Intercultural Communication
• MMC 5717: Cross Platform Media Selling
• MMC 5731: Digital Sales and Engagement
• MMC 5737: Lead Generation and Management
• MMC 5739: Social Media Advertising for Conversions
• MMC 6035: Personal Branding and Digital Reputation Management
• MMC 6047: Academic Writing For Mass Communication
• MMC 6135: Data Visualization
• MMC 6137: Audio-Visual Storytelling
• MMC 6145: Web Interactivity and Engagement
• MMC 6205: Social Media Ethics
• MMC 6213: Strategic Communication Ethics and Concepts
• MMC 6269: Computer-Mediated Communication
• MMC 6278: Advanced Web Topics II
• MMC 6400: Mass Communication Theory
• MMC 6402: Seminar in Mass Communication Theory
• MMC 6406: Innovation and Entrepreneurship in Mass Communication
• MMC 6408: Applied Theories in Mass Communication
• MMC 6409: Science/Health Communication
• MMC 6414: Strategic Public Interest Communication
• MMC 6417: New Media, Health Behavior and the Health Environment
• MMC 6421: Research Methods in Mass Communication
• MMC 6423: Content-Analysis Methods
• MMC 6426: Qualitative Research
• MMC 6428: Collaborative Communication Research
• MMC 6455: Mass Communication Statistics
• MMC 6456: Data Storytelling and Visualization
• MMC 6457: Mass Communication Statistics 2
• MMC 6466: Digital Persuasive Communication
• MMC 6475: Audience Research Methods
• MMC 6476: Understanding Audiences
• MMC 6477: Measuring Social Change: Research and Evaluation
• MMC 6485: Advanced Qualitative Methods: Narrative Health Methods and Analyses
• MMC 6486: Family Communication and Health Across the Lifespan
• MMC 6487: Interpersonal Health Communication Theory
• MMC 6496: Public Interest Communication Theory
• MMC 6497: Media Psychology
• MMC 6506: Critical and Cultural Theories in Media Studies
• MMC 6566: Communicating Privacy
• MMC 6568: Communication in Healthcare
• MMC 6612: New Media and a Democratic Society
• MMC 6615: Race, Class, Gender, and Media
• MMC 6618: Survey of Political Communication
• MMC 6638: Global Activism and Social Change Communication
• MMC 6639: Non-Profit and Government Communication
• MMC 6647: Financial Business Essentials for Communication Professionals
• MMC 6660: Communication, Technology and Society
• MMC 6665: Seminar in First Amendment Theory
• MMC 6666: Seminar in Research in Mass Communication Law
• MMC 6709: The Art and Science of Storytelling
• MMC 6725: Social Media and News
• MMC 6726: Social Media and Emerging Technology
• MMC 6727: Social Media Metrics
• MMC 6728: Branding Using Social and Mobile Media
• MMC 6730: Social Media Management
• MMC 6738: Digital Promotions/Campaigns
• MMC 6746: Developing Intercultural Competence
• MMC 6905: Individual Work
• MMC 6910: Supervised Research
• MMC 6929: Communication Colloquium
• MMC 6930: Seminar in Mass Communication Teaching
• MMC 6936: Special Topics in Mass Communication
• MMC 6945: Professional Master's Practicum
• MMC 6949: Professional Internship
• MMC 6950: Mass Communication Capstone
• MMC 6951: Masters Project Seminar
• MMC 6960: Professional Master's Seminar
• MMC 6971: Research for Master's Thesis
• MMC 6973: Project in Lieu of Thesis
• MMC 7979: Advanced Research
• MMC 7980: Research for Doctoral Dissertation
• PUR 5107: Strategic Writing for Public Relations
• PUR 5507: Persuasion Theory and Research
• PUR 6005: Theories of Public Relations
• PUR 6006: Public Relations Foundations
• PUR 6206: Public Relations Ethics and Professional Responsibility
• PUR 6403: Crisis and Risk Management
• PUR 6409: International Issues and Crisis Communication
• PUR 6475: Digital Social Advocacy
• PUR 6506: Public Relations Research
• PUR 6509: Public Relations Measurement and Evaluation
• PUR 6603: Public Relations Strategy and Messaging
• PUR 6607: Public Relations Management
• PUR 6608: International Public Relations
• PUR 6616: Corporate Reputation and Communication
• PUR 6934: Problems in Public Relations
• RTV 6508: Audience Analysis
• RTV 6801: Media Management and Theory
• RTV 6973: Project in Lieu of Thesis
• VIC 5006: Foundations of Design for Communicators
• VIC 5315: Corporate and Brand Identity on the Web
• VIC 5325: Digital Imagery in Web Design
• VIC 5326: Digital Media Layout and Design
• VIC 6008: Video Storytelling
• VIC 6316: Brand Management

Student Learning Outcomes (SLOs)

Mass Communications (Ph.D.)

• SLO 1: Knowledge - Develop a thorough identification and review of mass communication theory and proficiency in research methods surrounding a specific area of expertise in the mass communication field.
• SLO 2: Knowledge - Discuss and translate mass communication theory and proficiency in research methods surrounding a specific area of expertise in the mass communication field.
• SLO 3: Skills - Explain and report communication subject matter and methodology, successfully complete research studies through conceptualization, methodological expertise, analysis and submission to professional conferences and publication in peer-reviewed journals.
• SLO 4: Professional Behavior - Display of ethical behaviors, cultural sensitivity and appreciation for diverse viewpoints, leadership, independent and creative thinking.
• SLO 5: Professional Behavior - Participate in professional and academic service activities that develop leadership skills.

Mass Communications (M.A.M.C.)

• SLO 1: Knowledge - Identify, describe, explain, and apply communication theory research methods, aiding in a synthesized perspective for evaluating and addressing professional or theoretical problems.
• SLO 2: Skills - Address communication subject matter and issues through application, analysis, or synthesis of subjects, theories and methodologies.
• SLO 3: Professional Behavior - Display ethical behaviors, teamwork, cultural sensitivity/appreciation for diverse viewpoints, and meet professional standards for effective and ethical decision making.