DRAFT: UFV Academic Calendar Fall 2014

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Social, Cultural, and Media Studies

Media Literacy certificate

This three-course, nine-credit certificate is designed for those who wish to understand the basic structure and impact of the mass media in Canadian society. The certificate focuses on the essentials of how the media select and shape content, and the effects of these decisions on individuals and society. It will be useful to those who teach media literacy in elementary, secondary, or adult-education schools, and to those who must work with the media in their employment.

Career opportunities

The Media Literacy certificate acknowledges to current and potential employers of UFV students that they have learned about how the mass media function, how messages are selected and distributed, and what is known about the effects of these messages.

The certificate offers a focused course of study in the media, easily obtainable, and useful to a variety of community members for the purposes of upgrading their teaching skills or knowledge for other employment, such as public relations or advertising. It is also potentially useful for those who wish to obtain a quick credential for job-seeking or other purposes as they pursue a minor or associate of arts degree in Media and Communications Studies. Employers in the community may wish to use the certificate as a way to develop the knowledge of employees in media relations.

Entrance requirements

B.C. secondary school graduation or equivalent or minimum of 19 years of age before the first day of classes.

This certificate is intended for students who wish to complete it at the same time as they pursue another program, but students may be admitted directly if they choose. Students must ensure that they meet course prerequisites.

How to apply

Submit the application fee, along with your UFV application for admission form, to the Office of the Registrar (OReg). You can apply online or download an application form at ufv.ca/admissions/admissions/apply. Application forms are also available from any OReg or Student Services office.

Program duration

Normally between one and three semesters.

Fees and additional costs

See the Fees and Other Costs section.

Program outline

Certificate requirements: 9 credits

Course Title Credits
MACS 110 Introduction to Communication Theory 3
MACS 130 Mass Communications in Canada 3
One of: 3
MACS 215 Advertising as Social Communication  
MACS 221 Media and Popular Cultures  
MACS 230 Cultural Industries in Canada  
MACS 240 Media, Money, and Power  

Graduation requirements

Students will be required to achieve a minimum GPA of 2.33 overall to obtain the certificate.

Students may use the certificate courses to satisfy requirements for any Arts, Bachelor of Fine Arts, Business Administration, Social Work, or other UFV degree, and thus may achieve the certificate in conjunction with a variety of other credentials, particularly at the post-graduate level, if they are involved in teaching or working in an area that requires some knowledge of the media.

Students can apply for and receive the certificate retroactively.


Students are required to take at least two of the three courses through UFV.

Course listings

For complete details on courses see the course descriptions section.

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