Assessing Media Education: A Resource Handbook for Educators and Administrators (Lea's Communication)

601 Pages·2006·3.15 MB·English

by  William G. Christ

Edited by
William G. Christ
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ASSESSING MEDIA EDUCATION
AResourceHandbook
forEducatorsandAdministrators
LEA’S COMMUNICATION SERIES
Jennings Bryant / Dolf Zillmann, General Editors
Selected titles in media administration (William G. Christ, advisor) include:
Blanchard/Christ •Media Education and the Liberal Arts: A Blueprint for the
Profession
Christ • AssessingMedia Education: A Resource Handbook for Educators and
Administrators
Christ •Assessing Communication Education: A Handbook for Media, Speech,
and Theatre Educators
Christ •Leadership in Times of Change: A Handbook for Communication and
Media Administrators
Dickson •Mass Media Education in Transition: Preparing for the 21st Century
For a complete list of titles in LEA’s Communication Series, please contact
Lawrence Erlbaum Associates, Publishers at www.erlbaum.com
ASSESSING MEDIA EDUCATION
A Resource Handbook
for Educators and Administrators
Edited by
William G. Christ
Trinity University
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2006 Mahwah, New Jersey London
Copyright © 2006 by Lawrence Erlbaum Associates, Inc.
Allrightsreserved.Nopartofthisbookmaybereproducedinany
form,byphotostat,microform,retrievalsystem,oranyothermeans,
without prior written permission of the publisher.
Lawrence Erlbaum Associates, Inc., Publishers
10 Industrial Avenue
Mahwah, New Jersey 07430
www.erlbaum.com
Cover design byTomaiMaridou
Library of Congress Cataloging-in-Publication Data
Assessingmediaeducation:aresourcehandbookforeducatorsand
administrators / edited by William G. Christ.
p. cm.
Includes bibliographical references and index.
ISBN 0-8058-5225-5 (cloth : alk. paper)
ISBN 0-8058-5226-3 (pbk. : alk. paper)
1. Mass media—Study and teaching (Higher)—Evaluation—Hand-
books, manuals, etc. I. Christ, William G.
P91.3.A853 2005
302.23’071’1—dc22 2005051015
CIP
BookspublishedbyLawrenceErlbaumAssociatesareprintedonacid-
free paper, and their bindings are chosen for strength and durability.
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
This book is dedicated to the memory
of R. Ferrell Ervin

Contents
Preface xi
I: DEVELOPING THE ASSESSMENT PLAN
1 Introduction—Why Assessment Matters 3
William G. Christ
2 Developing the Assessment Plan 17
Michael L. James and R. Ferrell Ervin
3 Mission Statements 31
William G. Christ and Terry Hynes
II: DEVELOPING STUDENT LEARNING OUTCOMES
4 Law and Policy 53
Jennifer Henderson
5 History 83
Penelope B. Summers
vii
viii CONTENTS
6 Diversity 107
Barbara Bealor Hines
7 Production and Graphics 127
Aaron Delwiche, Beate Gersch,
and Suzanne Williams-Rautiola
8 Ethics 145
Margaret J. Haefner
9 Critical Thinking 167
Henry Ruminski
10 Research and Information Gathering 191
Rebecca B. Rubin and Alan M. Rubin
11 Media Writing 215
Seth Finn and David Majka
12 Reporting and Editing 237
Thomas Dickson
13 Numbers and Statistics 261
Paul Voakes
14 Public Relations 281
Dean Kruckeberg
15 Advertising 309
Beth E. Barnes
III: MEASURING STUDENT LEARNING OUTCOMES
16 Indirect Measures: Institutional Data, Surveys,
Interviews, and Advisory Boards 329
Paul Parsons
17 Indirect Measures: Internships, Careers,
and Competitions 349
Don A. Grady
CONTENTS ix
18 Direct Measures: Examinations 373
David E. Tucker
19 Direct Measures: Embedded “Authentic” Assessment 397
Stacey O. Irwin
20 Direct Measures: Portfolios 421
Ralph Donald
21 Direct Measures: The Capstone Course 439
Robert C. Moore
IV: USING ASSESSMENT: CASE STUDIES
22 University of Minnesota 463
Kathleen A. Hansen
23 Arizona State University 481
Joe Foote
24 Virginia Commonwealth University 497
Paula Otto, Jean M. Yerian, and Judy VanSlyke Turk
25 Zayed University 523
Janet Hill Keefer
POSTSCRIPT
26 Reflections on the Impact of Assessment 549
on Accreditation: Foxes and Henhouses
Lana F. Rakow
Author Index 567
Subject Index 577