Academic Programs

Academic Units: School of Media Arts and Design

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Mission Statement
The mission of the School of Media Arts and Design consists of five interrelated areas:
  • To encourage a learning and teaching environment that emphasizes the creative process and is distinctly innovative, cooperative, collegial and challenging.
  • To be recognized as a regional and national leader in providing a multidisciplinary program that embraces and integrates new and evolving technologies with the teaching of the traditional concepts, values and skills of our disciplines.
  • To build programs that help students acquire the ability to learn independently as well as to motivate and facilitate learning in a team environment.
  • To stress the development of a broad understanding of the foundations of our related disciplines while acquiring a depth of knowledge in at least one area of concentration.
  • To support a strong program of co-curricular, extracurricular and internship activities which enrich an understanding of the role of our disciplines in society.
  Goals
To help fulfill the above mission, the school requires students:
  • To write clearly, concisely, accurately and effectively for a mass media situation: (a) journalistic, (b) cinematic or (c) electronic.
  • To demonstrate computer literacy.
  • To demonstrate competency in information gathering for a variety of media situations.
  • To recall the process involved in producing a publication (newspaper, magazine, radio, television or multimedia presentation).
  • To understand how mass media businesses operate.
  • To demonstrate competency in conducting pertinent media research.
  • To recognize the history, theories, functions and effects of mass media in society.
  • To recall the history of legal and regulatory constraints on the mass media and new information technologies.
  • To recognize ethical constraints on the mass media.
  • To apply knowledge of the media in professional environments under academic supervision.
Back to top of page Career Opportunities
The school incorporates the fields and study of mass communication, journalism, telecommunication, digital video production, interactive media and mediated visual and aural expression. It offers a program of study that prepares students for careers in the media and/or a corporate environment; careers that rely on mass media and related areas of expertise or graduate study in mass communication and related areas, such as advanced visual communication or digital production. A student who has an interest in working in print journalism, broadcast journalism, television production, corporate communication or interactive multimedia would find one of the five concentrations to fit his or her interests.
Back to top of page Co-curricular Activities and Organizations
Majors and interested non-majors are encouraged to participate in the co-curricular activities and organizations associated with the school. Co-curricular activities entail practical media arts and design experiences for which credit is available through practicums or other applied courses. Co-curricular organizations are student clubs and honorary societies associated with the school’s programs of study.
  Co-curricular Activities
  • The Breeze is the student newspaper.
  • Curio is a feature magazine covering life in the Shenandoah Valley.
  • WMRA-FM is the campus public radio station.
  Co-curricular Organizations
  • SIGGRAPH is the JMU chapter of a national special interest group in graphics and focuses on technical and software application for digital media production.
  • Society of Professional Journalists is the JMU chapter of a national organization for students and professionals working in the various fields of journalism.
  • The Association for Women in Communication is the JMU chapter of a national professional organization for students and professionals working in the various communication fields.
Back to top of page Special Admission and Retention Requirements
  Admission Policy
The School of Media Arts and Design reviews applications for admission to the major each academic year in the spring semester. All students interested in majoring in the programs offered by the school must apply for a limited number of spaces in the major. An Admission Committee in the school reviews applications and offers admission based on availability to the most qualified students. Students interested in declaring a major in the School of Media Arts and Design must declare SMAD-preparation as a major prior to being eligible to enroll in SMAD 101. Any student may declare a SMAD-preparation major. Declaring SMAD-preparation does not guarantee that the student will be accepted into the SMAD major. SMAD-preparation students may take SMAD 101 but are restricted from other SMAD courses until accepted into the major.

A complete application to the major includes the following:

  • Completion of SMAD 101 or enrollment in SMAD 101.
  • Completion of SMAD Admission Test with sections on English grammar and usage, timed writing sample and basic computer knowledge. (Instructions for SMAD Admission Test available in SMAD 101.)
  • An essay.
  • A completed change of major form (available in the SMAD office).
  • A completed SMAD major card (available in the SMAD office).
  • A completed SMAD Questionnaire (available in the SMAD office).
  • Other relative supporting documents.
The student will present the required information in a manila folder to the main SMAD office with the student’s last name, first name and student identification number on the tab of the folder. The student must supply the folder.

Following the review by the SMAD Admission Committee, students will be notified about their acceptance into the major. If accepted, students will be eligible to register for SMAD courses. Students not accepted into the major will be notified and may reapply in the following year.

  Change of Concentration
Students accepted into the major must pick a concentration. Students who wish to change concentrations after being accepted into the major may do so only during the annual application time period in the spring semester. A student will be permitted to change concentrations with the approval of the Admission Committee.
  Minimum Grades
To graduate with a degree in media arts and design, a student must have a grade point average of 2.0 (“C”) or better in the major.
  Limitations in Applied Courses
Of the 120 hours of course work required for graduation, a student may count no more than six hours of combined credit in SMAD 295 and SMAD 395, Practicums; SMAD 390, Directed Projects, and SMAD 495, Internship, toward a major in media arts and design.
Back to top of page Degree and Major Requirements
A student must take a minimum of 33 hours in school courses. In addition to courses from the School of Media Arts and Design, students must take at least 78 hours of course work outside the school.
  Bachelor of Arts in Media Arts and Design
Degree Requirements
Required Courses
Credit Hours
General Education1
41
Foreign Language classes (intermediate level required)2
0-14
Philosophy course (in addition to General Education courses)
3
University electives
29-43
Major requirements (listed below)
33
120
1 The General Education program contains a set of requirements each student must fulfill. The number of credit hours necessary to fulfill these requirements may vary.
2 The foreign language requirement may be satisfied by successful completion of the second semester of the intermediate level of the student’s chosen language (typically 232) or by placing out of that language through the Department of Foreign Language’s placement test.
Major Requirements
Core Requirements
Credit Hours
SMAD 101. Introduction to Media Arts and Design
3
SMAD 201. Fundamental Skills in Media Arts and Design I
3
SMAD 202. Fundamental Skills in Media Arts and Design II
3
SMAD 301. The Media Arts: Culture by Design
3
SMAD 400. Senior Assessment in Media Arts and Design
0
Choose one of the following concentrations:
21
Cinema Studies
Corporate Communication
Digital Video
Interactive Media
Print Journalism
Students accepted into the major must pick a concentration. Refer to the “Concentrations” section for details.
Back to top of page Bachelor of Science in Media Arts and Design
Degree Requirements
Required Courses
Credit Hours
General Education1
41
Quantitative requirement2
3
Scientific Literacy requirement2
3-4
University electives
39-40
Major requirements (listed below)
33
120
1 The General Education program contains a set of requirements each student must fulfill. The number of credit hours necessary to fulfill these requirements may vary.
2 In addition to course work taken to fulfill General Education requirement.
Major Requirements
Core Requirements
Credit Hours
SMAD 101. Introduction to Media Arts and Design
3
SMAD 201. Fundamental Skills in Media Arts and Design I
3
SMAD 202. Fundamental Skills in Media Arts and Design II
3
SMAD 301. The Media Arts: Culture by Design
3
SMAD 400. Senior Assessment in Media Arts and Design
0
Choose one of the following concentrations:
21
Cinema Studies
Corporate Communication
Digital Video
Interactive Media
Print Journalism
Students accepted into the major must pick a concentration. Refer to the “Concentrations” section for details.
Back to top of page Concentrations
  Cinema Studies
The concentration in cinema studies is designed for students who wish to develop a critical understanding of how movies tell stories, convey information and affect audiences. Concentrators will examine the narrative conventions of film and television and investigate how story materials are created for today’s convergent media. The concentration is intended to complement the college’s interdisciplinary minors in film studies and creative writing.
Credit Hours
Core Requirements
12
SMAD 251. Screenwriting1
3
SMAD 370. Mass Communication Law
3
Choose two of the following:
6
SMAD 340. Screenplay Writing
SMAD 371. Narrative Media Theories
SMAD 461. Film as Art
SMAD 463. Film Adaptations
Choose three additional from:
9
SMAD 340. Screenplay Writing
SMAD 371. Narrative Media Theories
SMAD 373. Media Analysis and Criticism
SMAD 460. Movies and Society
SMAD 461. Movies as Art
SMAD 462. Documentary in Film and TV
SMAD 463. Film Adaptations
SMAD 498. Senior Seminar
33
1 This course fulfills the College of Arts and Letters writing-intensive requirement for the major.
  Recommended Schedule
First Year
Credit Hours
SMAD 101
3
Cluster One
9
General Education courses
18
30
 
Second Year
Credit Hours
SMAD 201/202
6
SMAD 251. Screenwriting
3
General Education courses
10-13
University electives
8-11
30
 
Third Year
Credit Hours
SMAD 301
3
SMAD 370
3
SMAD required elective
3
University electives
21
30
 
Fourth Year
Credit Hours
SMAD required electives
12
University electives
18
30
Back to top of page Corporate Communication
This professionally oriented concentration provides students with the principles and skills needed to practice media-based communication within organizations. Class work, internships, and practical experience will help teach students the principles used by corporations when communicating with organizational members and provide them the media design and production skills necessary for implementing strategic communication plans. Students planning careers in corporate communication should also obtain a broad liberal arts education to better understand the social, economic and symbolic factors that influence modern corporate communications.
Credit Hours
Core Requirements
12
SMAD 241. Corporate Media Writing1
3
SMAD 341. Web Communication
3
SMAD 370. Mass Communication Law
3
Choose two of the following:
6
SMAD 220. News Editing
SMAD 225. Photojournalism
SMAD 256. Principles of Advertising
SMAD 311. Feature Writing1
SMAD 321. Feature Magazine Production
SMAD 322. Newspaper Production
SMAD 432. Print Communication Design
Choose one of the following:
3
SMAD 372 Media History
SMAD 471. Media Ethics
SMAD 472. Media and Politics
SMAD 498. Senior Seminar
SMAD 441. Corporate Communication Management
3
33
1 This course fulfills the College of Arts and Letters writing-intensive requirement for the major.
  Recommended Schedule
First Year
Credit Hours
SMAD 101
3
Cluster One
9
General Education courses
18
30
 
Second Year
Credit Hours
SMAD 201/202
6
SMAD 241
3
General Education courses
10-13
University electives
8-11
30
 
Third Year
Credit Hours
SMAD 301
3
SMAD 370
3
SMAD required electives
6
University electives
18
30
 
Fourth Year
Credit Hours
SMAD 441
3
SMAD required electives
6
University electives
21
30
Back to top of page Digital Video
This professionally oriented program helps students develop practical skills in digital video production through class work, internships and practical experience. At the same time, the program encourages students to obtain a broad liberal arts education so they will understand the theories, design, legalities and applications of new technologies in society.
Credit Hours
Core Requirements
12
SMAD 250. Scriptwriting1
3
Choose one of the following:
3
SMAD 330. Multimedia Law
SMAD 370. Mass Communication Law
SMAD 302. Videography
3
SMAD 303. Digital Post-Production
3
Choose one of the following:
3
SMAD 340. Screenplay Writing
SMAD 402. Advanced Post-Production
SMAD 405. Video Producing and Directing
SMAD 406. Electronic New Gathering and Producing
SMAD 407. Business and Management of Digital Media
3
Choose one of the following:
3
SMAD 371. Narrative Media Theories
SMAD 373. Media Analysis and Criticism
SMAD 460. Movies and Society
SMAD 461. Movies as Art  
SMAD 462. Documentary in Film and TV  
SMAD 463. Film Adaptations  
SMAD 471. Media Ethics  
SMAD 472. Media and Politics  
SMAD 498. Senior Seminar  
33
1 This course fulfills the College of Arts and Letters writing-intensive requirement for the major.
  Recommended Schedule
First Year
Credit Hours
SMAD 101
3
Cluster One
9
General Education courses
18
30
 
Second Year
Credit Hours
SMAD 201/202
6
SMAD 250
3
General Education courses
10-13
University electives
8-11
30
 
Third Year
Credit Hours
SMAD 301
3
SMAD Law Course
3
SMAD 302/303
6
University electives
18
30
 
Fourth Year
Credit Hours
SMAD 407
3
SMAD required electives
6
University electives
21
30
Back to top of page Interactive Media
This professionally oriented program helps students develop practical skills in interactive media through class work, internships and practical experience. At the same time, the program encourages students to obtain a broad liberal arts education so they will understand the theories, design, legalities and applications of new technologies in society.
Credit Hours
Core Requirements
12
SMAD 231. Interactive Media Writing1
3
SMAD 330. Multimedia Law
3
SMAD 307. Multimedia for the Web
3
SMAD 308. Interactive Multimedia Authoring
3
SMAD 404. Advanced Multimedia
3
SMAD 407. Business and Management of Digital Media
3
Choose one from the following:
3
SMAD 371. Narrative Media Theories
SMAD 373. Media Analysis and Criticism
SMAD 460. Movies and Society
SMAD 461. Movies as Art
SMAD 471. Media Ethics  
SMAD 498. Senior Seminar
33
1 This course fulfills the College of Arts and Letters writing-intensive requirement for the major.
  Recommended Schedule
First Year
Credit Hours
SMAD 101
3
Cluster One
9
General Education courses
18
30
 
Second Year
Credit Hours
SMAD 201/202
6
SMAD 231
3
General Education courses
10-13
University electives
8-11
30
 
Third Year
Credit Hours
SMAD 301
3
SMAD 330
3
SMAD 307/308
6
University electives
18
30
 
Fourth Year
Credit Hours
SMAD 404/407
6
SMAD required electives
3
University electives
21
30
Back to top of page Print Journalism
This professionally oriented concentration enables students to develop writing, editing and information-gathering skills needed to work in newspapers, magazines and related fields through course work, internships and other practical experiences. At the same time the program encourages students to obtain a broad liberal arts education so they will understand many of the issues facing contemporary society.
Credit Hours
Core Requirements
12
SMAD 210. Newswriting1
3
SMAD 220. News Editing
3
SMAD 370. Mass Communication Law
3
Choose one of the following:
3
SMAD 310. Advanced News Writing
SMAD 311. Feature Writing1
Choose two of the following:
6
SMAD 225. Photojournalism
SMAD 321. Feature Magazine Production
SMAD 322. Newspaper Production
SMAD 341. Web Communication
SMAD 432. Print Communication Design
Choose one of the following:
3
SMAD 372. Media History
SMAD 471. Media Ethics
SMAD 472. Media and Politics
SMAD 498. Senior Seminar
33
1 This course fulfills the College of Arts and Letters writing-intensive requirement for the major.
  Recommended Schedule
First Year
Credit Hours
SMAD 101
3
Cluster One
9
General Education courses
18
30
 
Second Year
Credit Hours
SMAD 201/202
6
SMAD 210
3
SMAD 220
3
General Education courses
10-13
University electives
5-8
30
 
Third Year
Credit Hours
SMAD 301
3
SMAD 370
3
Either SMAD 310 or 311
3
University electives
21
30
 
Fourth Year
Credit Hours
SMAD required electives
9
University electives
21
30
Back to top of page Teaching Licensure
In addition to completing the appropriate journalism requirements, students desiring to add an endorsement in journalism to a secondary teaching license in another content area must complete the minor in secondary education and the Master of Arts in Teaching degree. For a full description of the minor in secondary education, refer to the College of Education.
Back to top of page Minor Requirements
Creative Writing Minor
The interdisciplinary minor in creative writing is designed to give students an opportunity to develop their writing talents across a number of literary forms and communication contexts. For more detailed information on the minor in creative writing, refer to the section on “Interdisciplinary Programs.”
Film Studies Minor
The interdisciplinary minor in film studies is designed for students who wish to extend their critical understanding of visual communication and narrative form by studying how movies tell stories, convey information and influence audiences. For more detailed information on the minor in film studies, refer to the section on “Interdisciplinary Programs.”