Degree Name

Master of Arts (MA)

Semester of Degree Completion

1990

Thesis Director

Frank E. Parcells

Abstract

Parcells (1985; Parcells & Hadwiger, 1984) data from a census survey of every commercial radio station manager in five states (Illinois, Wisconsin, Indiana, Missouri, and Iowa) to ascertain entry-level skills, long-term success characteristics, and advice for success in radio careers indicated that a reorientation of broadcast education was in order. Essentially, it challenged higher educators to respond by revising curriculum, instruction, textbooks, advisement, and overall subject matter to reflect the "new reality" of the communication industry. This study moves beyond the area of curriculum and instruction to discover whether broadcast graduates are being properly prepared for careers in the communication industry. The purpose of this research is to ascertain the current status of the reorientation of broadcast education in reparesentative colleges and universities throughout the five state area of Illinois, Iowa, Wisconsin, Missouri, and Indiana. The study responds to the question ''has broadcast education moved toward a performance expectation orientation in curriculum, instruction, textbooks, advisement, and overall subject matter?" The study employed a survey approach and used a descriptive statistical and phenomenological method of analysis. Broadcast department heads were surveyed to determine the direction of curriculum, instruction, and student advisement in select universities and colleges throughout the five state area. The survey was mailed to 102 universities and colleges described as housing a broadcast department. Following three mailings the overall response rate for this survey was 72.5% with 74 replies. The data were then tabulated and organized as public university results, private university results, and total university results. Results showed that broadcast education has moved toward a performance expectation orientation in curriculm, instruction, and advisement.

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