ABSTRACT
This chapter looks at a unit’s major; the importance of articulating mission statements and philosophical orientations; the need to develop a small, carefully thought-out core of courses; the rejection of rigid, industry-oriented sequences in favor of flexible, functional approaches; the acceptance of innovative, capstone experiences as ways of integrating a variety of media functions and perspectives; and the affirmation that a unit’s culture or ethos, as understood by students, is a strong indicator of a unit’s success. Mission statements are “political” documents that can be used to clarify or obfuscate a unit’s reality. In mass communication education, what has been called the liberal arts versus professional debate goes back many years. The “trade school” program locates the professional unit within a professional or trade school environment. English or speech departments sometimes have mandates to provide the liberal arts “component” within the trade school environment.
