Dedication of the Ed Bradley Broadcast Center

February 10, 2010



The Communication Arts program at Cheyney University features the Ed Bradley Broadcast Center (a state-of-the-art television production studio with Final Cut Pro non-linear editing), as well as, WCUB-Radio, Cheyney University's cable radio station. 

The current state of most mass media industries and associated employment prospects dictate a need for a diverse set of skills within the various sub-disciplines of the communication field. As a result of completing the program of studies for the Bachelor of Arts in Communication Arts at Cheyney University of Pennsylvania, students master the learning outcomes in the required course sequences described in the first four sections below, for a total of 11 courses (33 credits) in Communication Arts core courses. In addition to completing the core courses, students are required to select one of 3 tracks in either Radio, Television, or Public Relations and complete two track elective courses (6 credits). The learning outcomes for track electives are described in the fifth section below.
Required Core Courses and Learning Outcomes:
I. The mass communication required core courses (9 credits) teach students a basic awareness and scope of the field of mass communication, including an introductory mass communication survey course (HCA 111); theoretical and applied concepts to solve ethical problems and legal issues related to cases pertaining to mass communication (HCA 212); and an opportunity to develop, research, write an extensive thesis and present in-depth findings related to advanced mass communication research (HCA 413).   In each of these courses, students develop areas of expertise, explore networking and interview assignments, and gain overall knowledge and skills related to the appropriate areas of the discipline.
II. The professional media writing required core courses (12 credits) teach students to use the tools and strategies associated with advanced professional writing for all basic disciplines within the Communication Arts professions, including journalism and news writing for print, online and new media publication (HCA 113); writing mastery required for effective public relations and advertising strategies and client projects (HCA 340); news-related production writing for broadcast (HCA 222); and intensive news research and the development of capstone-quality journalistic materials (HCA 450). Throughout the sequence of media writing courses, students are asked to develop specialized areas of expertise and research interest that they will bring to later professional internships or employment opportunities.
III. The production basics required core courses (6 credits) teach students to master the basics of media pre-production, production and post-production strategies with digital audio equipment for radio production (HCA 124) and digital video equipment for television field and studio production (HCA 134). As a result of taking these courses in the required core, all students are exposed to the basic skills needed to plan, collect and edit electronic media productions, which are in high demand for many communication professionals in a variety of broadcast and non-broadcast media.
IV. The communication skills required core courses (6 credits) offer opportunities for students to master advanced public speaking and presentation skills (HEN 326) and advanced professional writing skills more generally applicable to the workplace beyond specific media writing (HEN 319). By taking these courses through the English Department, Communication Arts students are given an opportunity to experience the challenges and accomplishments of advanced communication side-by-side with their peers from other disciplines who are also upper-level undergraduates. 
In addition to completing the 11 core courses, students select two track elective courses (6 credits) in one of three tracks to complete the major course requirements:
V.a. Public Relations: Students who select a concentration in public relations begin with a course that covers basic grounding in this mass communication area, appropriate concepts to design, develop and understand the workings of a public relations strategic campaign, and the techniques of developing a theoretical strategy for selected clients in a specified business arena (HCA 216). The students then continue the track with a course that reviews basic public relations concepts, allows for the creation of a mock advertising campaign, and then applies theoretical concepts in a practical, portfolio-based approach to developing, implementing and evaluating an actual public relations campaign for an actual client or business entity (HCA 423). The learning outcomes of this sequence demonstrate the student’s ability to master and apply theoretical learning to practical strategies.
V.b. Radio (Production): Students who opt for a concentration in radio are able to review the basic concepts mastered in the earlier required basic radio production course, and then apply these concepts for technical mastery of digital radio equipment necessary to produce an actual radio programming that is broadcast throughout Cheyney University (HCA 335). Students are also offered an advanced scriptwriting course that allows students to develop creative proposals, treatments and scripts for actual radio programming with funding pitch presentations. An additional multi-track radio production course (HCA 434) is occasionally offered, when sufficient student interest and faculty availability make this possible.
V.c. Television (Production): Students who decide on a concentration in television are able to choose from several course offerings for their two track electives. One course reviews the basic concepts mastered in the earlier required basic television production course with a focus on field or “small format” video production (HCA 324). Students may also choose a course that focuses on the process of nonlinear digital video editing (HCA 331) or select a course that will allow for the creative development of television programming proposals, treatments and scripts in several formats (HCA 440). All three courses apply various concepts for technical mastery of digital television equipment and production design necessary to produce an actual television programming that is used to publicize events and topics of interest throughout the campus.


  If you would like to schedule a tour of our studios, please contact our Admissions Office at 610-399-2275!