No. 5 February 1959
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VOL. 5, NO. 5 FEBRUARY 1959 Provost Rhoacis Discusses Development of Annenberg School At the Senate meeting of January 19, 1959, Provost magnitude and details within . the academic principles Jonathan E. Rhoads delivered a prepared statement appropriate to a University undertaking." regarding the development of the A nnenberg School of Communications. The full text of his statement follows: The following accepted appointment on the ad hoc Committee: James C. Charlesworth, W. Rex Crawford, Preamble: Loren C. Eiseley, Charles Lee, Thomas E. McMullin, Roy On December 15, 1958, Mr. Walter H. Annenberg and F. Nichols, Joseph H. Willits, and E. Sculley Bradley, President Gaylord P. Harnwell signed agreements under Chairman. The Chairman called upon consultants outside which the University of Pennsylvania participates in the op- the Committee, as follows: Dr. Frank C. Baxter of the eration of the Annenberg School of Communications, and University of Southern California, Dean William E. Arnold on January 16, 1959, the Trustees of the University ap- of the School of Education, and Mr. Paul Blanshard, Jr., proved an addition of an Annenberg School of Communica- Director of Television activities in the Public Relations tions of the University of Pennsylvania, which would be the Office of the University. The Committee organized itself counterpart of the separate corporation which Mr. Annen- in study committees, collected evidence concerning berg and his associates have brought into being. A number communications and telecommunications programs in of questions have arisen at various meetings of University other institutions, met eight times as a committee of the faculty members regarding this project, and at the sugges- whole, and unanimously approved a Report on April tion of the Chairman of the Senate, Dr. Glenn R. Morrow, 3, 1958. it was decided to prepare a rather detailed statement of the background of this important development and to Among the recommendations of the Committee were present it at the meeting of the University Senate, January the following: 19. Some of the inquiries were addressed particularly at the nature and extent of faculty consultation which went 1. Assuming that the proposed communications into planning this school, and the following remarks are program will be supported by new funds of such magnitude addressed in part to this particular point. that this program can be financed independently of those resources of the University which now support educational FACULTY PARTICIPATION: PLANNING THE programs previously established, the Committee recom- ANNENBERG SCHOOL OF COMMUNICATIONS mends that the University approve the establishment of an educational program in Telecommunications (radio and I. An Initial ad hoc Committee. television); and that the University also explore, simul- On February 25, 1958, the President of the University taneously or soon thereafter, the possibility of establishing asked certain faculty members to serve as "an ad hoc a larger program in the Arts of Communications, of which Committee for the purpose of formulating a statement of certain factors already appear in various stages and the University's interest" arising from a proposal "for programs in the University. In such a larger concentration very substantial support in the inauguration and conduct of fields, Telecommunications would appear as a central of a program in the area of mass communication associated component, in association with such other components as with the technique of television." The Committee was Journalism, Speech, Dramatics, Fine Arts, the Film Arts, further charged to provide "a tentative indication of the and the Social Sciences of Communications. The Commit- degree of participation of the various faculty groups tee believes that the inevitable consequence of an academic and an indication of the educational program... conceived program in the broadcasting media is the development of of in the broadest possible way" in order "to leave what a larger "College of Communications" and that the Uni- opportunities would seem appropriate for inviting the versity must face the financial implications of this donor to contribute to the thinking in regard to both probability. THE ALMANAC 2 2. That the program be organized with a faculty and McMullin, Chairman) to report on the "Educational Policy staff accorded the same tenure privileges and status enjoyed on Broadcast Programs." On April 17, 1958, the Com- of established schools of the Univer- mittee on Educational Policy discussed, amended, and by faculty presently forwarded to the sity, thus through their status in the University encouraging approved this report, directing that it be their teaching and research and putting the program in a Educational Council with a recommendation for approval. to in the recruitment of This Report contained three specific recommendations: position compete successfully a faculty and students. It is further recommended that the a. That the University, situated within great programs and degrees in communications be brought into metropolitan area, has the responsibility for extending the usual channels which have been provided to coordinate its educational influence through broadcasting media. the educational efforts of the University, and to give any b. That the University has the responsibility to educational program the benefit of the advice and opinion explore the use of closed circuit television for the of faculty in other programs. improvement of [its own] instruction; that it should extend its resources in the effort to educa- 3. That the University should not set up, in this improve connection, a four school, tional broadcasting in the service of its larger year undergraduate professional and find it to enroll but confine its undergraduate offerings to mixed graduate community, may advantageous courses suitable for a or to be available students formally for television instruction. major joint major c. The should serious consideration for the junior-senior level of undergraduates in majors University give and elective work. to the development of a department or division within the for the of students the Telecommunications be University purpose preparing 4. That Program qualified in the art and science of broadcasting within the to provide a well-balanced program of graduate studies; to context of the communications arts. was recommend for the Master's such students as have (This degree Clause 7 of the Report.) completed their program under the supervision of the Communications Faculty; to engage in masters' programs III. The Educational Council: combining broadcasting media with graduate courses in The Educational Council, at its meeting of May 15, another department, such as Journalism; Literature and 1958, considered the report, which had been circulated Drama; Social Sciences, especially Sociology, Economics, before the meeting as recommended for approval by the Marketing, Regional Science, International Affairs, Be- Educational Policy Committee. The discussion from the havioral Science, and Social Psychology; and the Fine Arts. floor of the Council meeting was extensive, and attention The Program should be qualified to engage jointly with was focused especially on Clause 7, recommending "that such departments as are named above in preparing candi- the University give serious consideration to the develop- dates for the Doctorate. ment of a department or division" (as quoted in full above) for instruction in and the 5. That the educational programs in Communications giving broadcasting be administered a Director (or Dean) and a communications arts. As a result of the discussion, this by profession- clause was amendment to include al faculty, functioning together with representatives from strengthened by "faculty" the fields of Literature as well as students among those who might be instructed (especially English), Journalism, the of such an academic on the Education, Psychology, Fine Arts, Electrical Engineering, by presence program and the Social Sciences of Communications (Economics, campus. The entire report as amended in Clause 7 was then vote of the Educational Council. Sociology, and Political Science). This program should approved by be distinguished among Communications programs for its IV: The Trustees of the University: emphasis upon the social responsibility which inheres in 1. On May 27, 1958, subsequent to the approval by the field of communications as a principal instrument of the Council, a resumé of the initial report of the ad hoc modern life. It should be able to attract such students at Committee was presented to the Educational Policy every level as may be expected to provide responsible, Committee of the Board of Trustees, and after favorable informed, socially conscious, and ethical leadership; it discussion, the Chairman, Dr. Katharine E. McBride, should generate new and creative research programs. reported on it favorably at the Stated Meeting of the 6. The field of Communications has been given in- Board on the same afternoon. creasing University recognition as a worthy field of liberal 2. Approval by the Executive Board: education. Among the disciplines of learning, Communica- At the meeting of the Executive Board on September tions combines those arts of man's invention by which he 11, 1958, President I-larnwell and University Counsel transmits, to the present and to the future, the tested presented to the Board the documents which had been wisdom of his past experience and the significant revela-