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MASS COMMUNICATION-CAREER INFORMATION SUMMARY
WHAT IS MASS COMMUNICATION AND WHO IS A MASS COMMUNICATOR?
Mass communication is a multi-disciplinary field of study, incorporating elements of related fields such as strategic communication, integrated marketing communications, journalism, public relations and advertising. It’s the process of creating, sending, receiving, and analysing messages to large audiences via verbal and written media
A Mass Communicator is someone who has studied and graduated with a bachelor’s or master’s degree in Mass Communication from a university which may include fields of study like public relations, journalism, advertising etc.
WHERE DO MASS COMMUNICATORS WORK?
They can work as Database Administrator and Applications Developer at companies like ZAMNET Communications Limited, Advisors on Social & Behavioural Change Communication at organization like John Snow In Zambia, Zambia Health Education and Communication Trust and USAID, Donor and Media Relations Officer at organizations like Habitat for Humanity Zambia and Alliance for Communication Action, Communications and Marketing Officer in government departments and agencies like The Patents and Companies Registration Agency (PACRA), News Media Director, Journalist, Web Content Specialist and Web Producer, Marketing Specialist at ZNBC and other media houses.
WHAT TASKS ARE INVOLVED IN THE WORK?
For the mass communicators who go on to specialize in marketing they become Marketing Specialists. The day to day tasks of marketing specialists involve, work under the supervision of marketing directors to implement marketing and advertising campaigns. While marketing directors may design the concept for a new marketing plan, specialists execute on these plans by writing relevant and engaging content, creating videos and graphic designs to engage readers, and conducting regular consumer research to ensure that their marketing strategies remain relevant and up-to-date with the latest technologies and consumer preferences.
For the mass communications graduates who go on to specialize in Public Relations they are called public relations officers/Director, and their day to day tasks include manage the development and execution of strategic communication initiatives that help enhance a company or organization’s public reputation and manage a positive relationship with consumers, competitors, investors, and the press. They generally supervise a team of public relations staff and oversee development of media practices that align with the organization’s mission and values.
Web Content Specialist and Web Producer: Web content specialists, including social media specialists, search engine optimization (SEO) specialists and directors, and web producers, are experts in crafting engaging and informative content for online audiences. They typically manage one or more websites or online properties (such as social media accounts), and conceive of and implement content plans that address their target readerships’ interests. These professionals use search engine and web traffic analytics software to assess the performance of their website in terms of web traffic and reader engagement, and continually update their site’s content to ensure it stays relevant to their target audiences.
Journalist: Working under the supervision of news media directors, journalists find, investigate, and write about or report on important events or issues that are relevant to their readers. They employ not only the written word, but also multimedia and even interactive technology to develop stories that engage readers while educating them. Journalists often specialize within a given area of news media, such as politics, health, economics, or social issues.
News Media Director: News media directors manage teams of journalists and the production of news stories. They possess an understanding of their readership and audience, create editorial calendars to address stories of interest, and oversee production of informative content around social, political, cultural, and economic issues.
WHAT IS THE WORK SCHEDULE OF A MASS COMMUNICATION GRADUATE?
The work schedule of a mass communicator depends on where someone is working. For those that work for media houses their work schedule depends on the production deadlines of the news organisation. Long and unpredictable hours are common, especially when responding to major incidents.
If one is working for a government departments or any other business company apart from media houses they typically follow the normal 08hrs to 17hrs work schedule Monday to Friday. And they are entitled to public holidays.
WHAT DOES THE JOB MARKET LOOK LIKE?
The job market for Mass communicators is readily available and promising and the chances of finding a job is explained as follows. A mass communicator who specializes in journalism can find a job in the same institution of learning before or after graduation. There is media set up at every learning institution that offers mass communication. E.g. at UNZA there is UNZA Radio and UNZA TV, at Evelyn Hone there is Hone FM and they are also into media and film production. And outside the institution a journalist will find a job at any media house like ZNBC, MUVI TV, The Mast newspaper etc.
For graduates of public relations they can find jobs in any company, all business companies employ public relation officers at least one or two because they are the face cariers of the company, they are in charge of marketing and keeping the company profile well known to their stake holders.
Business companies continue to look for more communication and marketing officers. Therefore, a business firm can have mass communicator working as marketing and sales or advertising officer. The government is another employer in its various departments and agencies such as local government, RTSA, RDA, and PACRA etc. Non-governmental organisations are another employer, there is a very good number of NGOs operating in Zambia looking for mass communicators.
The job market in the Media industry increases as more media houses and business companies increase.
WHAT SORT OF CAREER-PERSONALITY MATCH IS REQUIRED?
To enjoy being a mass communicator, you need to be a person who loves Commitment, dedication and sincerity towards work and assignments, good written communication skills in English, ability to open your mouth and speak out words with clear content. Apart from that, good sense of design comes in handy. In a case where you have casual attitude, ignorance and laziness, Mass Communication can’t not be a good match for you.
Scroll to the bottom for a list of institutions that offer Mass Communication
WHAT SUBJECTS WILL THE PROGRAM COVER?
When you enrol to study mass communication at the university or college you are expected to do the following courses: Media Ethics and Media law, introduction to public relations, marketing and advertising, basic communication (writing and presentation), introduction to media studies and introduction to journalism. Initially if you major in any mass communication course like journalism or public relations it was advisable to take up a minor program in any of the social sciences courses such as development studies but now it has changed, when you major in public relations for example you will take up all courses that only relate to public relations from second year until final year.
WHAT ARE THE ENTRY REQUIREMENTS?
To qualify for this program you need to have (6) Ordinary levels including Mathematics and English. When enrolling for a degree, a Diploma in Mass Communication is an added advantage and you can be exempted for one year and study for three years only.
WHAT OTHER PROGRAMS OF STUDY CAN MAKE SOMEONE A MASS COMMUNICATOR?
To work as a Mass Communicator, there is no alternative qualification apart from journalism and other business based qualification such as Marketing or public relations and advertising.
WHAT ARE THE FUTURE ADVANCED QUALIFICATIONS AVAILABLE AND WHY?
Once you study Mass Communication, you may decide to pursue a master’s degree in Mass communication, marketing, public relations or Business Administration or any social science program such as public administration, political science etc. A master’s degree gives you an upper hand when it comes to finding new jobs in competitive environments especially abroad. It’s a sign that apart from general skills, you have taken keen interest to master one area of your job more than other people. With a master’s degree one would become a university lecturer as well.
INSTITUTIONS THAT OFFER MASS COMMUNICATION
UNIVERSITY OF ZAMBIA
Duration: 4 years (Bachelor of Media and Communication Studies)
Mode: Full time only
Admitting school: School of Humanities and Social Sciences
Intakes: January
Location: Lusaka
Contacts:
Tel: +26 021 129 3348
Email: dean-hss@unza.zm
Website: www.unza.zm/academics/undergraduate/bachelor-of-media-and-mass-communication-bmcs
CAVENDISH UNIVERSITY
Duration: 4 year (Bachelor of Mass Communication and Public Relations)
Mode: Full time
Admitting school: School of Arts Education and Social Sciences
Intakes: January and June
Location: Lusaka
Contacts:
Email: jchikonde@cavendish.co.zm
Website: www.cavendishza.org/admissions/fee-structure
MULUNGUSHI UNIVERSITY
Duration: 4 years (Bachelor of Communication in Public Relations)
Mode: Full time
Admitting school: School of Business Studies
Intakes: January and July
Location: Kabwe
Contacts:
Tel: +260 215 228 004
Email: academic@mu.ac.zm
Website: www.mu.ac.zm
ZAMBIA CATHOLIC UNIVERSITY
Duration: 4 years (Bachelor of Science in Mass Communication)
Mode: Full time and Part time
Admitting school: School of Social Science
Intakes: January and July
Location: Kalulushi
Contacts:
Tel: + 260 974 305033 or +260 212 730209
Email: registrar@zcuniversity.edu.zm or regoffice@zcuniversity.edu.zm
Website: www.zcuniversity.edu.zm/financeandfees.html
ZAMBIA INSTITUTE OF MASS COMMUNICATION
Duration: 4 years (Bachelor of Communication in Public Relations) and 3 years (Diploma in Journalism and Public Relations)
Mode: Full time
Intakes: January
Location: Lusaka
Contacts:
Tel: +260 211 251 811
Email: info@zamcom.ac.zm
Website: www.zamcom.co.zm
DMI SAINT EUGENE UNIVERSITY
Duration: 4 years (Bachelor of Science in Journalism and Mass Communication)
Mode: Full time
Admitting school: School of Science and Humanities
Intakes: January
Location: Lusaka
Contacts:
Tel: +260 977 613 644
Email: info@dmiseu.edu.zm
Website: www.dmiseu.edu.zm
RUSANGU UNIVERSITY
Duration: 4 years (Bachelor of Arts in Communication and Journalism)
Mode: Full time
Admitting school: School of Humanities and Social Sciences
Intakes: January
Location: Monze
Contacts:
Tel: +260 976 271138 or 972 546193
Email: info@ru.edu.zm
Website: www.ru.edu.zm
LIVINGSTONE INTERNATION UNIVERSITY OF TOURISM, EXCELLENCE AND BUSINESS MANAGEMENT
Duration: 4 years (Bachelor of Science in Mass Communication)
Mode: Full time
Admitting school: January, June and September
Intakes: January, June and September
Location: Livingstone
Contacts:
Tel: (+260) 977 766 866
Email: support@liutebmuniversity.org
Website: www.liutebmuniversity.org
GIDEON ROBERT UNIVERSITY
Duration: 4 years (Bachelor of Science in Mass Communication)
Mode: Full time
Admitting school: School of Humanities and Social Studies
Intakes: January
Location: Lusaka
Contacts:
Tel: +260 969 899875
Email: vc@gideonrobertuniversity.com
KENNETH KAUNDA METROPOLITAN UNIVERSITY
Duration: 4 years (Bachelor of Arts in Journalism and Mass Communication)
Mode: Full time
Admitting school: School of Humanities and Social Sciences
Intakes: January
Location: Lusaka
Contacts:
Tel: +260 965 943695
Email: admissions@kkmu.edu.zm
Website: www.kkmu.edu.zm