What Message Are We Sending? An Examination of Mastery- and Performance-Based Motivations in Advertising and Public Relations Syllabi

• In Event: Instructional and Developmental Lessons in Intended and Unintended Messages

Abstract

As advertising and public relations courses continue to grow, it is important to examine how instructors are approaching the course. Through a content analysis, this study evaluated syllabi (N=87) from introductory advertising and PR courses from across the country for motivational orientations. Mastery motivations emphasize intrinsic rewards, while performance motivations emphasize extrinsic rewards (Ames, 1992). Results showed that most courses employed a mastery motivational orientation, which promotes learning and retention. Performance orientations were not completely absent, but were welcome because of the entry-level nature of the course. However, many syllabi did not convey student autonomy or failure as part of the learning process – two important forms of mastery. Implications are discussed.

Authors

• Elise M. Stevens, University of North Carolina Chapel Hill

• Rhonda Gibson, U of North Carolina - Chapel Hill