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CMST 4Q03 Broadcasting Transformations

Academic Year: Fall 2017

Term: Fall

Day/Evening: D

Instructor: Dr. Philip Savage


Office: Togo Salmon Hall 325

Phone: 905-525-9140 x 23466

Office Hours: Thursday 10-11 am

Course Objectives:

Pervice broadcasting (PSB) and public service media (PSM) have been at the heart of mass communication systems for almost a century. They symbolize media potential to provide universal and democratic access to information and culture that reflects a range of communities’ highest aspirations for connecting with others expressively and productively. These are high ideals that are not always met.

The goal of this course is to imagine, to think, to research and to make better media policy and democratic input for the 21st century. Participants will be asked to:

  1. Imagine: envision a truly transformed media environment serving a range of audience needs and desires;
  2. Think: critically reflect upon key concepts associated with PSM – public, community, democracy, access, identity, diversity, reflection, quality, value – and how they can be provided or supported in different communication environments;
  3. Research: find out the current laws, regulation and policy governing PSM in Canada and compare it with policy in a European country or other situation around the world, assessing how each works to achieve key goals, especially in a multimedia environment;
  4. Make: create a policy proposal for how current PSM policy practice in another country might be applicable to “solving” a problem in Canadian broadcasting.

You should gain from the course:

  • Analytical skills to read complex academic and policy texts from a range of perspectives, including cross-cultural and international;
  • Ability to integrate policy research into written work and presentations;
  • A critical perspective to read the press and current events and discuss contemporary legal and policy issues embedded within them; and,
  • An elevated ability to apply specific professional writing tools in contemporary Communication policy debates, e.g. Briefing Notes.


Textbooks, Materials & Fees:

- Iosifidis, Petros, ed. Reinventing Public Service Communication (London: Palgrave-Macmillan, 2010). [Note: Used texts may be available].

- Other material on A2L.

- Other than the main text (price set by bookstore; used versions are widely available at a lower cost); there are no material or other fees.

Method of Assessment:

Method of Assessment & Evaluation





In-Class Quizzes

(Top 4 out of 5 Results)


As scheduled in class


Reading #1

-Report (7.5%)

-Presentation (7.5%)

-Response (5%)



As scheduled in class (Sept.-Oct.)

Reading #2

-Report (7.5%)

-Presentation (7.5%)



As scheduled in class


Group Seminar Presentation

-Slides (5%)

-Summary (5%)

-Presentation (15%)



As scheduled in class


Briefing Notes

-Outline (10%)

-Final Report (25%)



Nov. 30


Policy on Missed Work, Extensions, and Late Penalties:

Submission of Assignments: All assignments must be personally submitted at the beginning of class on the date it is due. Do not drop off assignments in the CMST office (it will be considered late unless handed in to me in class). If you submit an assignment late you may only do so in the next scheduled class.

Late Assignment Policy: Late assignments will be penalized 10% per late class. Extensions will be given only for documented medical reasons, and must be discussed before due date.

  1. Copies/Back-ups: All assigned work must be submitted on paper, not mailed electronically (with exception of the on-line forum). Always maintain electronic or other back-up copies of whatever you submit.

Style Guides (Referencing): Please use APA or MLA styles; see library guides at:

Contingencies: The instructor and university reserve the right to modify elements of the course during the term. The university may change the dates and deadlines for any or all courses in extreme circumstances. If either type of modification becomes necessary, reasonable notice and communication with the students will be given with explanation and the opportunity to comment on changes. It is the responsibility of the student to check their McMaster email and course websites weekly during the term and to note any changes.

Please Note the Following Policies and Statements:

Academic Dishonesty

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity.

Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: "Grade of F assigned for academic dishonesty"), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in group work.
  3. Copying or using unauthorized aids in tests and examinations.

Email correspondence policy

It is the policy of the Faculty of Humanities that all email communication sent from students to instructors (including TAs), and from students to staff, must originate from each student’s own McMaster University email account. This policy protects confidentiality and confirms the identity of the student.  Instructors will delete emails that do not originate from a McMaster email account.

Modification of course outlines

The University reserves the right to change dates and/or deadlines etc. for any or all courses in the case of an emergency situation or labour disruption or civil unrest/disobedience, etc. If a modification becomes necessary, reasonable notice and communication with the students will be given with an explanation and the opportunity to comment on changes. Any significant changes should be made in consultation with the Department Chair.

McMaster Student Absence Form (MSAF)

In the event of an absence for medical or other reasons, students should review and follow the Academic Regulation in the Undergraduate Calendar Requests for Relief for Missed Academic Term Work. Please note these regulations have changed beginning Fall 2015. You can find information at If you have any questions about the MSAF, please contact your Associate Dean's office.

Academic Accommodation of Students with Disabilities

Students who require academic accommodation must contact Student Accessibility Services (SAS) to make arrangements with a Program Coordinator. Academic accommodations must be arranged for each term of study. Student Accessibility Services can be contacted by phone 905-525-9140 ext. 28652 or e-mail For further information, consult McMaster University's Policy for Academic Accommodation of Students with Disabilities.

Academic Accommodation for Religious, Indigenous and Spiritual Observances

Students requiring academic accommodation based on religion and spiritual observances should follow the procedures set out in the Course Calendar or by their respective Faculty. In most cases, the student should contact his or her professor or academic advisor as soon as possible to arrange accommodations for classes, assignments, tests and examinations that might be affected by a religious holiday or spiritual observance.

Topics and Readings:








Sept 7



Communication & How to Read



Sept 14



“Thinking” about:

a. Theories of Regulation

b. Broadcasting Policy Tools


  • Reading presentations
  • Student respondents
  • Lecture (catch-up)


1. Gillian Doyle. “Introduction” [pp.1-18) in Understanding Media Economics (London: Sage, 2013).


2. Gillian Doyle. “Convergence and Multi-platform” [pp.19-33) in Understanding Media Economics (London: Sage, 2013).


3. Steven Globerman. “Summary” [pp.xvii-xxiii] and “Chapter 3: An Exploration and Evaluation of the Arguments for Cultural Intervention” [pp.37-66.] in Cultural Regulation in Canada (Montreal: The Institute for Research on Public Policy, 1983).


4. Paul Audley. “Cultural Industries Policy: Objectives, Formulation and Evaluation” [no pages given] Canadian Journal of Communication. Vol.19 (1994).


5. Peter Grant and Chris Woods. “The Tool Kit at Work” [pp.315-326] in Blockbusters and Trade Wars (Vancouver: Douglas & Macintyre, 2014).



Sept 21





“Thinking” about:

c. CBC as PSM


  • Reading presentations
  • Student respondents
  • Lecture (catch-up)



6. John D. Jackson. “Broadcasting and Public Spaces, A Normative Essay” [pp. 1-17 of an unpublished manuscript] (Montreal: Concordia University, 2009).


7. Philip Savage “Chapter 21: Identity Housekeeping in Canadian Public Service Media” in Iosifidis, Petros, ed. Reinventing Public Service Communication (London: Palgrave- Macmillan, 2010).


8. Canada . “Chapter 6: The National Public Broadcaster” in Our Cultural Sovereignty. (Ottawa: House of Commons, 2003)


9. Canada. “Chapter 2: Effects of Emerging Technology” [pp. 43-96] in CBC/Radio-Canada: Defining distinctiveness in the changing media landscape. (Ottawa: House of Commons, 2008)


10. Peter Humphreys. “Redefining Public Service Media: A Comparative Study of France, Germany and the UK”. Paper presented at the RIPE@2008 Conference (Mainz, Germany, 2008). [see RIPE Library access, below and on Avenue]




Sept 28




“Thinking” about:

d. Western Media:



11. PSM 3.0, Chapter 1

12. Pluralism and Funding, Chapter 2

13. EU Broadcasting Governance, Chapter 3

14. EU’s Competition Directorate, Chapter 4

15. European Public Sphere, Chapter 5

16. Civic engagement, Chapter 6

17. For Culture and Democracy, Chapter 7

18. Transnational Television, Chapter 8


All available in:

Iosifidis, Petros, ed. Reinventing Public Service Communication (London: Palgrave- Macmillan, 2010).



Oct 5




“Thinking” about RIPE


Catch-up on Concepts


Preparing for Research

RIPE Conference 2014:

19. Savage on Hamilton

20. Lin on Taiwan

21. Brown on BBC

22. Kostic on NHK

23. Goodwin on UK

24. Schweizer on Europe on Line

25. Yamada on Hong Kong/Taiwan

26. Rozukalne on the Baltic States

27. Ratts/Donders on Public Service Publisher


RIPE Conference 2016:

28. Flood on BBC ‘Value Test’

29. Zaid on “Broadcasting in the Arab World”

30. Muntsant on “UK and Spanish Local PSM”

31. Murdock on UK PSM & Public Interest”

32. Gramnel et al. on “German Funding for PSM”

33. Milton & Mans “PSB in South Africa”

34. Maijanen and Lowe on “PSM in a Networked Society”

35. Dhoest and Walvaart on “Flemish Children’s TV”


Oct 12 – Fall Break


Oct 19



“Researching” about:

PSM Countries 1-6










Oct 26




PSM Countries 7-12





New Zealand





Nov 2



PSM Countries 13-18




[Others from Eastern Europe; China; Southeast Asia, Africa, Latin America, etc. – See Moodle]



Nov 9




“Making Policy” --

Draft Workshop #1




Nov 16



Seminar Presentation (1-3)




Nov 23




Seminar Presentations (4-6)

“Making Policy” --

Briefing Note Workshop #2





Nov 30