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A Conceptualization of Assessment for Mass Communication Programs

Accountability, the major political crisis in public higher education, has lead to an environment where program assessment is now central to academic life. Increased pressures from the executive and legislative branches of state governments for accountability, crises in state budgets, and floods of reports critical of higher education have called into question the quality and efficiency of higher education institutions (Astin, 1991; Hebert & Thorn, 1993; Seale, 1993). In fact, Astin (1991) observed that “one of the distinguishing features of American colleges and universities is their ‘fondness’ for assessment