Academic Calendar Winter/Summer 2019

Social, Cultural, and Media Studies

Media Literacy associate certificate

Note: Students who were in the process of completing this program prior to September 2018 may elect to complete it as a certificate instead of an associate certificate until August 2019.

This three-course, nine-credit associate certificate is designed for those who wish to understand the basic structure and impact of the mass media in Canadian society. The program focuses on the essentials of how the media select and shape content, and the effects of these decisions on individuals and society. It will be useful to those who teach media literacy in elementary, secondary, or adult-education schools, and to those who must work with the media in their employment.

Career opportunities

The Media Literacy associate certificate acknowledges to current and potential employers of UFV students that they have learned about how the mass media function, how messages are selected and distributed, and what is known about the effects of these messages.

This program offers a focused course of study in the media, easily obtainable, and useful to a variety of community members for the purposes of upgrading their teaching skills or knowledge for other employment, such as public relations or advertising. It is also potentially useful for those who wish to obtain a quick credential for job-seeking or other purposes as they pursue a minor or associate of arts degree in Media and Communications Studies. Employers in the community may wish to use the associate certificate as a way to develop the knowledge of employees in media relations.

Entrance requirements

Students currently enrolled in UFV post-secondary programs are only required to meet the course prerequisites.

Students who are new to UFV should follow the normal procedure for admission to the university.

Applicants must meet the Entry-level English language proficiency requirement. For details on how this requirement may be met, see the English language proficiency requirement section of the calendar.

How to apply

Apply online at

Program duration

Normally between one and three semesters.

Fees and additional costs

See the Fees and Other Costs section.

Program requirements

Nine credits from the list below, including MACS 110 or MACS 130 or both.

Course Title Credits
MACS 110 Introduction to Communication Theory 3
MACS 130 Mass Communications in Canada 3
MACS 201/ MUSC 201 Popular Music and Society 3
MACS 215 Advertising as Social Communication 3
MACS 221 Media and Popular Cultures 3
MACS 230 Cultural Industries in Canada 3
MACS 235 Introduction to Journalism in Canada 3
MACS 240 Media, Money, and Power 3

Graduation requirements

Students will be required to achieve a minimum GPA of 2.33 overall to obtain the associate certificate.

Students may use the associate certificate courses to satisfy requirements for any Arts, Bachelor of Fine Arts, Business Administration, Social Work, or other UFV degree, and thus may achieve the associate certificate in conjunction with a variety of other credentials, particularly at the post-graduate level, if they are involved in teaching or working in an area that requires some knowledge of the media.

Students can apply for and receive the associate certificate retroactively.


Students are required to take at least two of the three courses through UFV.

Course listings

For complete details on courses see the course descriptions section.

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