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Bachelor of Arts in Mass Communication | American University of Sharjah

Bachelor of Arts in Mass Communication

School Department: 

Communication is highly integral to our living experience. It is through communication that we share ideas and meanings that help us define our identity and sense of community. At the professional level, communication is a full-fledged industry that harnesses both talent and technology to enhance engagement with our world in social, economic, cultural and political domains. From analog press and broadcast outlets to digital web-based media, communication has experienced dramatic transitions that continue to shape our physical and virtual world.   

Our Bachelor of Arts in Mass Communication (BAMC) aims to prepare a new generation of communicators who combine talent and technical digital knowledge to create and manage content relevant to corporate and non-profit sectors. The Department of Mass Communication’s two concentrations in Journalism and Integrated Marketing Communications (IMC) seek to engage students with the latest media industry trends through both on-campus and field learning and training. Our program’s focal areas in digital storytelling, multiplatform communications, multimedia journalism, social media, infographics and social analytics are meant to create full alignment with fast-changing markets.


Our Bachelor of Arts in Mass Communication degree program seeks to provide students with a balanced foundation of professional competencies involving digital storytelling, social media, integrated communications and academic knowledge of the discipline of mass communication in general and the department’s specific professional concentrations: Journalism and Integrated Marketing Communications (IMC) in particular.


The Bachelor of Arts in Mass Communication program strives to:

  • Provide students with a grounding in the various perspectives found in the academic discipline of mass communication in its traditional and new digital format, fostering students’ critical and analytical faculties in mass communication
  • Furnish students with theoretical and strategic knowledge required of media professionals in the digital age
  • Equip graduates for competencies required for entry-level positions in the media industries


Upon graduation from the Bachelor of Arts in Mass Communication program, students should be able to:

  • Articulate the dominant quantitative and qualitative research methods and paradigms found in the discipline of mass communication and to employ these research methods in their professional careers
  • Demonstrate an understanding of the role that mass media (including new digital/social media) play in the production of everyday life, culture and belief
  • Employ digital story-telling, multi-platform, social and integrated communications techniques in the production of content
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