Our Mission

Who We Are: Our Mission

The mission of The School of Mass Communication is to combine the strengths of the Media Production and Design, Strategic Communication, Film, and Journalism programs to expose our students to a broad spectrum of media studies and prepare them to be leaders in their fields after graduation.

The School of Mass Communication at the University of Arkansas at Little Rock prepares academically sound and technically proficient students.  The School provides students with the theoretical and practical knowledge to become perceptive media consumers and effective media practitioners in broadcasting, film, journalism, and public relations, as well as in areas created by new and emerging technologies.  The School actively participates in community outreach, and it instills in its students high degrees of social responsibility and career-related professionalism, coupled with a life-long desire to learn through post-graduate education and experience.

The School has two primary student learning goals.  They are:

Goal 1 – To develop in students the ability to think critically about and address media related issues.

Goal 2 – To prepare students to perform capably in professional settings.

The program learning objectives are aimed at providing a learning environment where students will be able:

  1. To develop competencies in content creation and design skills as demonstrated in student work in the form of writing samples, multimedia projects, brochures, pamphlets, newsletters, campaign plans, internship projects and evaluation, graphics and other visual presentations.
  2. To develop critical thinking as illustrated with examples of work that show their ability to evaluate sources and processes of media content in line with the principles of research.
  3. Demonstrate their knowledge and understanding of the general rules (Ethics) and principles (theories) in the field of mass communication as documented in the form exams, quizzes, research papers, power point presentations and reflective essays.
  4. Demonstrate their writing and storytelling skills in the form of writing samples, scripts, screen plays, media releases, essays, video productions, web page copy and research papers.

The School is comprised of undergraduate and graduate programs designed to serve the working media professional. It is home to University TV, a cable access channel, and The Forum, the student newspaper.

The School has three computer labs, a professionally-equipped television studio, field production equipment, and editing and video performance labs. Two audio production labs and a computerized newsroom with computer-based production facilities are also available for student use. Students also have the opportunity to work at one of two NPR-affiliated radio stations, KLRE or KUAR, as well as University TV.

The School’s students and faculty are active participants in national co-curricular organizations: the Society of Professional Journalists, the Public Relations Student Society of America, Kappa Tau Alpha, and the National Journalism Honor Society.