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I had the idea to create a course that would reflect on some of the very pressing needs in the communication industry for clear and creative writing skills. Here is an outline for a little course I like to call Writing for Electronic Media. It’s not the first time this has been taught, nor is it the most polished outline I’ve ever seen, but it gets the job done. I also had a fun time writing it. We’ll see what happens with it.

I. Catalog Description of Course
This course will provide students with an opportunity to write and create content for publication on web sites and distribution through electronic media. Students will explore communication theories, trends and technologies and apply them to written work.

II. Goals
a. This course introduces students to current terminology, topics and technologies in electronic communications.
b. This course explores communication theories related to mass media, technology and convergence.
c. This course provides intensive writing experience with close attention to grammar, spelling, form, content and delivery.
d. This course permits and encourages students to develop professional-quality portfolio content.
e. This course will expose students to careers in electronic communication.
III. Objectives
The student will be able to
a. Describe, explain, and analyze current communication terminology, theories, topics and technologies.
b. Define and understand web site audiences and web site use.
c. Describe and explain web site architecture and search engine operation.
d. Write, edit and critique web site content, electronic newsletters, and related content.
e. Use current technology tools and software.
f. Choose and implement online marketing tools.
g. Publish written content.
IV. Outline of Course Content
a. Defining communication and media
i. Print vs. Web – how is web writing different than other types of writing)
ii. Geek Speak: technology terms
b. Theory
i. Describe, explain and analyze theories of media, technology and convergence
ii. Discuss Rhetoric, theory and practice
c. The 24-hour news cycle
i. Define current trends in media, communication and technology
d. Web site content and architecture
i. Define text content, graphic content, navigation, meta content
ii. Search engine operation
iii. Google bombing
e. Writing and Editing Techniques
i. Brainstorming
ii. Freewriting
iii. Organizing, outlining and chunking
iv. Scanability
v. Editing 101
f. Web site critiques
i. The elements of Bad
ii. The elements of Good
g. News and Reporting
i. Parts of a blog – content and comments
ii. Social media releases
h. E-newsletters
i. What makes for a good (or bad) newsletter?
i. Online Marketing and Promotion
i. Software
ii. Web sites
j. Careers in Electronic Media
i. Guest speaker(s) TBD
ii. Marketing Yourself Online
k. The future of Electronic Media
i. Content
1. Personalized Contextual
2. Customized
3. Immediate
ii. Delivery
1. RSS
2. Kindle
3. Cell Phones
4. Semantic Web

V. Suggested Texts
a. Don’t Make Me Think: A Common Sense Approach to Usability, Steve Krug, 2005
b. Killer Web Content: Make the Sale, Deliver the Service, Build the Brand, Gerry McGovern, 2007

VI. Suggested Modes, Media and Techniques of Instruction
a. Lecture, in-class writing, blog writing, student discussion, multimedia presentation, individual presentations
VII. Instructor References

Benkler, Yochai. (2007). The wealth of networks: How social production transforms markets and freedom. New Haven: Yale University Press.

Berners-Lee, Tim, Hendler, James & Lassila, Ora. (2001). The semantic web. Retrieved March 1, 2008 from http://www.sciam.com/article.cfm?articleID=00048144-10D2-1C70-84A9809EC588EF21

Bernstein, Mark. (2002). Ten tips on writing the living web. Retrieved March 1, 2008 from http://alistapart.com/stories/writeliving/

Blood, Rebecca. (2000). Weblogs: a history and perspective. Retrieved March 1, 2008 from http://www.rebeccablood.net/essays/weblog_history.html

Griffin, Em. (2008). A first look at communication theory. New York: McGraw Hill.

Fisher, Claude. (1994). America calling: A social history of the telephone to 1940. Berkeley: University of California Press.

Hourihan, Meg. (2002). What we’re doing when we blog. Retrieved March 1, 2008 from http://www.oreillynet.com/pub/a/javascript/2002/06/13/megnut.html

Kilian, Crawford. (1999). Writing for the web. Bellingham, WA: Self-Counsel Press.

Krug, Steve. (2005). Don’t make me think: A common sense approach to web usability. XX: New Riders Press.

Lasica, J.D. (2001). Blogging as a form of journalism. Retrieved March 1, 2008 from http://www.ojr.org/ojr/workplace/1017958873.php

McGovern, Gerry. (2007). Killer web content: Make the sale, deliver the service, build the brand. London: A&C Black.

Miller, Daniel and Slater, Don. (2001). The Internet: An ethnographic approach. Oxford: Berg Publishers.

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