Communication: Audiences & Persuasion, BA

General Comm Degree Description:  

Communication is an interdisciplinary field that draws from the humanities, social sciences, and sciences. The undergraduate Communication program focuses on the theoretical, critical, and empirical examination of fundamental communication systems, institutions, processes, and effects. Comm majors gain deep insight into how communication shapes our individual and collective social, political, economic, and cultural lives; both historical and contemporary, local and global. Our majors learn and employ a range of theories and research methods, including quantitative approaches such as survey research, experiments, content analysis, and computational science; and qualitative approaches such as historical, textual and discourse analysis, focus groups, and ethnographic fieldwork. In doing so, they produce scholarship that is rigorous, relevant, and multi-modal. 

The major in Communication is granted by the College of Arts and Sciences, but the major curriculum is designed, administered, and taught by the Annenberg School for Communication. 

Majors may complete an optional concentration. Effective Fall 2020, Communication concentrations are as follows: Advocacy & Activism; Audiences & Persuasion; Culture & Society; Data & Network Science; and Politics & Policy. Alternatively, students may also choose to enroll in the Communication and Public Service (ComPS) program. Students interested in pursuing one of these concentrations or ComPS should make an appointment to meet with a member of the COMM Undergraduate Advising Team.

See separate details on requirements for a Communication major concentration or the ComPS program.

COMM students with a concentration complete 14 courses for the major, including a total of 5 courses are required to complete a concentration (three of which are COMM courses, two of which are non-COMM elective courses). A list of approved COMM concentration courses can be found here.  Non-COMM elective courses require pre-approval from a member of the  COMM Undergraduate Advising Team. Students may only complete one concentration

In addition to concentrations, the Comm curriculum also offers opportunities for thesis researchindependent studyinternshipsstudy abroad, and public service (through the Communication and Public Service Program).

Audiences & Persuasion 

Courses in this Concentration focus on both the social construction of audiences and the influence of interpersonal and mass mediated communication. Through this concentration students will gain an understanding of how individual and collective attitudes, opinions, information-processing, and behaviors develop, and how audiences and messages interact to create effects. Sample courses include: Social Media and Social Life; Children and Media; Advertising and Society; Communication and Persuasion; and Communication and Social Influence Laboratory. 

The minimum total course units for graduation in this major is 34. Double majors may entail more course units.

Students must meet the following minimum requirements prior to acceptance into the major.

  1. Completion of at least two of the following introductory courses:
    COMM 123Critical Approaches to Popular Culture1
    COMM 125Introduction to Communication Behavior1
    COMM 130Media Industries and Society1
  2. Completion of a third Communication course. Students may submit the application for the major after enrollment in the third course.
  3. Cumulative GPA of 2.0 or higher in all University of Pennsylvania courses.

For information about the General Education requirements, please visit the College of Arts & Sciences Curriculum page.

College General Education Requirements and Free Electives
Foundational Approaches + Sectors1 + Free Electives20
Major Requirements
Core Survey Courses
Select two of the following:2
Critical Approaches to Popular Culture
Introduction to Communication Behavior
Media Industries and Society
Research Methods Course
Select one:1
Quantitative Research Methods in Communication
Or, Research Methods course from the approved list. 2
Elective Courses
Select five COMM specific courses. 3,4,55
Select one elective course from a department outside of COMM. The course must be related to the COMM major. 61
Concentration - Audiences & Persuasion
Select three COMM specific courses from the approved concentration list. 7, 83
Select two elective courses from a department(s) outside of COMM related to the concentration. 92
Total Course Units34

The degree and major requirements displayed are intended as a guide for students entering in the Fall of 2020 and later. Students should consult with their academic program regarding final certifications and requirements for graduation.