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COMMUNICATION CHALLENGE IN ASIA A PLAN To Help Meet It G 000 350
COMMUNICATION CHALLENGE IN ASIA by Timothy Yu,Maurice J.Anderson and Lam Chi Fung College Archives Not to be taken from the library. 不得携 館外
Dr. Lam Chi Fung President of Hong Kong Baptist College. An active church leader and devoted Christian Dr. Maurice J. Anderson Vice-President & Dean of Studies of Hong Kong Baptist College Mr. Timothy Yu Chief Editor of The Rock House, Publishers, Hong Kong. A Stanford-trained communication researcher; author and lay preacher. A delegate to the World Con- gress on Evangelism,1966.
TABLE OF CONTENTS Introduction 4 9 The Baptist College where the Program Will Operate Objectives of the Department of Communication 8 Program of Study for the Department of Communication 9 Admissions 9 Criterion of Selection 10 Personnel 10 The Curriculum 12 Budget 16
Introduction Mass media communication is the window to the world for the Asia of tomorrow. The proliferation of transistor radios carries the spoken word to practically every home from Siberia to Indonesia, from the Middle East to the Fiji Islands. With satellites being positioned for direct television reception in five years the transmission of visual impact will be added. Today the thirst for information,for knowledge, for facts, far exceeds the ability of the present man-power pool and technological system to supply them. Who will be the “gate-keeper” for this ever increasing flow of information reaching fully two-thirds of the earth's population? Who will edit the nnewspapers, produce the radio and television news broadcasts and programmes which will mould the thinking of this generation? Secular Hong Kong has been meeting some of the need since 1965 through the Chinese University, with a 2-year journalism major, financied by the Asia Foundation. Then, in Taiwan, the World Council of Churches is sponsoring a 4-year mass communication major at the Tainan Theological Seminary. Other attempts in other Asian countries to train professionals in mass communications can be added to this list. In the last two years there have been more journalism training programs in Asia than there were in the previous two decades. We must not fail to meet the challenge of this hour. “The harvest truly is plenteous, but the laborers are few.” The time has come to go out quickly to gather in souls to the Kingdom of God. We have 4
been given greater and sharper instruments to gather in a greater harvest than any previous generation. The concept contained in this proposal is a regional 2-year upper- division undergraduate communication training program integrating communication education with the Christian faith for students who have already completed at least two years of College. The program will be an integral part of the Hong Kong Baptist College and sponsor- ed in its initiation by a group of donors. Cooperation will be invited from leading institutions in U.S.A. and other countries. The program will be open to all Asian students. It is expected that out of a three years' initial program a full-fledged Department of Communication will emerge with a permanent fund set up for its continued operation and more adequate facilities provided for its development. 5
The Baptist College-Where the Program Will Operate The Baptist College was founded in 1956 by the Hong Kong Baptist Churches Association to provide Christian higher education for Asian students. The site overlooking the Kowloon Peninsula was a grant from the Government of Hong Kong to the local Association of Baptists to operate a post-secondary school. Over 1,200,000 U.S. dollars have already been spent in site formation and buildings. Funds were obtained from church bodies, foundations, and individuals chiefly in the United States and in Asia. Although the College has no formal connection at the present time either with the University of Hong Kong or the Chinese University of Hong Kong, the present Governor, Sir David Trench, was in- terested enough to participate in the formal opening of its new campus building. Also, no other private post-secondary college has received a land grant. Because of adherence to the principle of separation of Church and State and a desire to operate without Government subsidy, the College has not sought membership in the federated-type Chinese University. A diploma equivalent to a degree is offered with Government approval. A goal of 3.5 million U.S. dollars for permanent endowment, as a first step toward supplementing its operating budget, has been propos- ed so as to provide financial backing which may make possible the additional annual income needed for a growing, academically strong Christian college. The college anticipates and is exploring the possibility of making an arrangement whereby members of its graduating class may sit for the degree examinations of the Chinese University and receive external 6
degrees, a common practice in the commonwealth system. A cordial relationship exists between the Baptist College and both Hong Kong University and the Chinese University with occasional sharing of teaching personnel. The students participate in the Federation of College Students and in the Post-secondary Athletic Association for competition in sports. Other cultural and scholarship bodies of a private nature, which receive no Government aid, include the College in their programmes for Hong Kong colleges and universities. Al- though the College diploma is not a qualification for Government positions, as such, and students may not now enrol in either of the Universities for advanced or graduate studies, those students who expect to be teachers may upon graduation apply for entrance into a special one-year course in the Government Teachers Training College along with graduates of the colleges in the Chinese University. Unofficially,the Hong Kong Government has welcomed the addi- tion of the College to the educational system. The more than 700 graduates are either gainfully employed locally or in Asia, or have gone to the United States and Canada where their diploma and qualifications are accepted for graduate study, often with scholarships and assistantships also provided. The proximity of the College to the city and its easy accessibility by bus and taxi is a factor which enhances it as a location for possible classes for part time or evening students, which shall likely be opened, since many are desirous of such courses. The College has an enrollment of over 1,500 students this year in Faculties of Arts, Science, and Business, housed in an attractive newly-built campus with enough land for further development. Every student takes courses in Religion each year he is in the College, in which he is introduced to Comparative Religion,Christian Philosophy and Ethics, and the literature of the Bible. Every student attends one compulsory Chapel a week. Christian life on the campus is under the general supervision of a Director of Religious Activities. The College has dormitories for men and women with accomoda- tions for 130 residents. 7
THE DEPARTMENT OF COMMUNICATION OBJECTIVES The Department has four major purposes, namely, (1) to train dedicated men and women in the manifold techniques of modern mass media communication; (2) to help them to become more effective in presenting the Christian message through mass media; (3)to present current problems in Christian communications in the light of their origin and development; (4) and to provide a background in research which will eventually bring about an increased understanding of these problems and a better communication of the Christian message among the peoples of the world,especially Asia. It is the goal of the Department to send to both religious and secular fields of communication, including teaching, men and women possessing maturity of Christian experience and a thorough educa- tion in the instruments of mass communication, to the end that their work will be of substantive value in the promotion of Christian truth, as well as a credit to the profession. To fulfil these aims a broad background in history, psychology, sociology, political science, and philosophy is required, in addition to mastery of English and Chinese, or other languages of Asia, because these are essential supplementaries to the professional courses in Journalism, Radio, and/or TV, or leadership in the field of com- munications. 8
PROGRAM OF STUDY The Department of Communication offers an upper-division under- graduate program leading to a diploma equivalent to the degree of Bachelor of Arts or Bachelor of Science. The course of study would generally begin at the junior year and for the two ensuing years the concentration would be in communication courses. The programs offered: (1) one leading to a major in communication in which a student will get more than 36 credits in communication courses. Such study will be limited to 25 select students in each of the two upper classes, junior and senior; (2) the other comprising a minor of at least eighteen credits, open to not more than 10 students per academic year in each of the two classes. Special arrangements will be made to channel into this program those students who have completed their studies at theological or Bible seminaries, who have made a high record in their entire pro- gram,and who have attained proficiency in English and Chinese,or in English and the student's own national language. ADMISSIONS Students of any major who have completed theirsecond year in college, or university, or have graduated with acceptable accademic standards from Bible seminary, may apply. Preference will be given to those who have demonstrated aptitude for communication training and who have the moral and spiritual qualities needed to make an impact in the communication media of Hong Kong and Asia.While the Department does not specify the exact distribution of the admis- sion units, a recommended first two years' program in college would include the following subjects in addition to English: three units in Psychology, three units in Statistics. Typing is highly recommended. In fairness to all candidates those presenting the strongest quali- fications will be accepted. An English achievement test is required, as well as demonstrated proficiency in Chinese or another Asian lan- guage, prior to final acceptance or admission. 9
CRITERIA OF SELECTION 1. Scholarship : Scholastic achievement in middle school and college is one of the most im- portant criteria of admission. Em- phasis is laid on the candidate's mastery of both English and his native Asian lan- guage as well as a broad educational and cultural background. 2. Aptitude : Although no formal course work or ex- perience in journalism, radio or televi- sion is necessary, demonstrated talent and strong motivation are considered important. 3. Recommedations: Admission decision is greatly influenced by recommendations of former profes- sors and deans, as well as pastors and church leaders in respect to industry, character, integrity and personality. PERSONNEL For the first academic year: (one class) 1 full-time senior lecturer, being concurrently the head of the Department 1 visiting professor 1 part-time lecturer 1 tutor For the second year and following years: (two classes) 1f full-time senior lecturer or 1 full-time senior lecturer 1 full-time lecturer 1 visiting professor 2 part-time lecturers 2 part-time lecturers 2 visiting professors 1 tutor 1 tutor 10
ORGANIZATION The Department of Communication shall be in the Faculty of Arts which now includes Departments of Foreign Languages,Chi- nese,History and Geography, and Sociology and Social Work. The College Finance committee, with representatives of both the administration and Board of Trustees in its membership honors dona- tions designated for particular Departments and projects, and through the years has adhered to the policy of carefully administering such gifts. Since the Department of Communication will be financed by special donations during its years of inception, and through funds which will be built up to assure its academic excellence and quality, the Board is in a position to provide guarantees and all safe-guards required by contributing bodies to give ample assurance of complete integrity in the use of all designated funds. Furthermore, an Advisory Committee, comprising directors or edi- tors of leading mass media institutions, leading Christian journalists, leading Christian scholars, editors of leading Christian newspapers and magazines regardless of nationality, who are supporters of the project, is anticipated. This is in line with the general policy of the college to secure ad- visers, both local and overseas, for departments which will benefit from such participation. Furthermore, affiliation and cooperation with departments in interested American colleges and universities is invited and encouraged so as to keep abreast of developments outside of Asia. 11
THE CURRICULUM 1. General Introduction to Mass Media（大眾傳播概論） 4 units A substantive overview of the mass media, emphasizing problems and criticisms of the mass media in modern society, with a focus on news- papers, magazines, radio, and television. Designed to acquaint students with leading Chinese and foreign newspapers, magazines and other media, both secular and religious; to discuss techniques of information gathering,writ- ing,and editing; and to survey the varied fields of mass communications and to present the career opportunities offered so that students may choose intelligently the area in which they wish to specialize. Introduction to Communication（傳理學概論） 4 units A description of modern communication theories that will be useful as a foundation both for further study and for the practice of communication in any field-journalism, radio and television, public relations and publishing. The course will touch broadly the process of communication, the uses of communication, the nature of audiences, how communication has an effect upon audiences, how to understand, some basic principles of persuasion,how change is brought about in a society, how ideas are introduced, howcam- paigns are planned and organized, communication research as tool of com- munity improvement and development. Media Management（傳播事業管理） 2 units Principles of business operation of the mass media. Porblems of ad- vertising, circulation and production, printing processes and costs. 2. Writing Magazine Article Writing（雜誌寫作） 2 units Writing and marketing articles; article types; manuscript preparation; illus- trations and photos required on some articles; how to use reference books. Production of some full length articles required. 12
Religious Writing（佈道文寫作） 2 units An advanced writing course in the specialized field of religion. Coverage of religious news; writing features in the field of Christian truth; interpreta- tion of religion in the secular press; writing religious publicity; religious writ- ing for TV-radio; church public relations problems and writing, study and research in the copy needs of newspaper and magazine church pages and of Christian magazines. News Translation（聞新繙譯） 2 units Instruction and practice in techniques of translating wireless copies into Chinese, preparation of translations for magazines. In laboratory, class tran- slates daily teleprinter report of various news agencies. Writing for Television-Radio（廣播寫作） 2 units An introductory course in the preparation of various forms of writing used by Christian and secular broadcasting stations. With class assignment. 3. News Gathering & Reporting News Gathering ＆ News Writing（新聞採訪） 3 units Study of elements of news, the lead; style and structure of news stories; news sources; type of news; news gathering methods; reporting ethics; use of printed sources in newspaper libraries; telephone interviewing; study of background material essential to reporting news. Practice in gathering and writing all types of news, with emphasis on religious news. 4. Editing Editorial Techniques（編輯學） 4 units Theory and techniques of news communication for newspapers and radio- TV;analysis of journalist's interviews; copy editing, headline writing, news display, illustration, evaluation of news; condensation of news stories. In laboratory, class edits daily teleprinter report of Reuter,Associated Press, United Press International,PANA and Central News Agency. Magazine Editing（雜誌編輯） 3 units Theory and techniques of magazine editing. In laboratory, class edits school publications and publishes an actual “magazine” being the end pro- duct of the course. Taken concurrently with MAGAZINE ARTICLE WRIT- ING. 13
5. Graphic Arts Introduction to the Graphic Arts（印刷術） 1 unit How words and pictures are put into print. Structure and characteristics of Chinese characters and Roman letters; type faces and families; principles of composition; typesetting, proof-reading, various printing methods. Principles of Photography（新聞攝影） 1 unit Introduction to photography and photographic process. Fundamentals of lighting exposure,processing, printing, and composition, Introduction to color. 6. History of communication & Press Law History of Communications in Asia（亞洲傳播史） 3 units History of communication in Asia, with emphasis on the history of journal- ism in China. The role of the mass media in society. Problems of Asian journalism today. Legal Aspects of Communications（傳播與法律） 3 units Libel,contempt, constitutional guaranties, privacy, copy-right, inspection of public records. 7. Advertising Advertising（廣告學） 3 units Fundamentals of marketing, consumer research, media, copy, layout, an- alysis of advertising campaigns in marketing, public relations, practice in copywriting, media selection,legal aspect of advertising. 8. Advanced Courses International Communication（國際傳播） 3 units Chief patterns of mass communications throughout the world, philosophies behind them,economic, social, political reasons why a given kind of pattern develops where it does, channels by which nations, cultures communicate with each other, kinds of barriers which intervene in those channels, mani- pulative communication between nations. 14
Public Opinion and Communications（民意與傳播） 3 units The nature and function of public opinion, its social and political context, its identification and measurement. Advanced Reporting（高級探訪學） 3 units Instruction and practice in reporting and writing news in various fields with emphasis on stories of background and interpretation. Communications Research Methods（傳播研究方法）3 units Study of communication research techniques and their application to problems of mass media. Writing for New Literates 2 units Techniques in preparation, production, and distribution of booklets, magazines, and newspapers for use in literacy programs; study of various Asian literacy programs. 9. Advanced Practice Advanced Practice（校外實習） 3 units Majors are required in the summer of the third year to work by arrange- ment with Hong Kong newspapers, radio or TV stations or magazines, under supervision of specially appointed Hong Kong mass media men and faculty of the Department. 15
BUDGET: 1. Expenditures Items 1st year(1 class) 2nd year (2 classes) 1. Teaching staff US$14,000.00 US$20,000.00 2,Library books 2,000.00 2,000.00 3, Periodicals 250.00 250.00 4, Equipment 3,000.00 1,000.00 5, Miscellaneous 1,250.00 1,250.00 US$20,500.00 US$24,500.00 Itemized list of Teaching staff: Senior lecturer & Department head (1) US$ 6,000.00 Visiting professor (1) (on sabbatical) 5,000.00 Tutor (1) 1,500.00 Part-time lecturer (1) 1,500.00 For two classes an additional visiting professor or a full-time lecturer, will be needed plus one more part-time lecturer. The third year's expenditures will be the same as the second year. The estimated 3-year total expenditures are US$69,500. 2. Income 1st year 2nd year 3rd year Items (1 class) (2 classes) (2 classes) 1, Tuition fees US$ 3,000-4,000 US$ 6,000-8,000 US$ 6,000-8,000 2, Donations required US$16,500-17,500 US$16,500-18,000 US$16,500-18,500 A development fund is to be raised during the three years' period to secure the department as a full-fledged high-quality School of Communication. It is estimated that US$1,000,000 will be required for this. 16
Correspondence to: The Secretary, The Working Committee of the Department of CCommunication,Baptist College P.O. Box 6138 (Kowloon), Hong Kong
Asian leaders of tomorrow Bird's-eye view of the Hong Kong Baptist College