A few weeks ago, a former student touched base to inform me that he had gone to law school but he had a rude awakening. In law school, one has to read a lot, like his reading would begin at breakfast time until the start of his classes and resume it during his off-class hours. It’s read, read and read. His regret was not having developed a reading habit in his undergrad years. I was stunned because in my classes there was always a reading list.

This feedback from my student gave me a sneaky suspicion that many college students do not read their textbooks or the reading list in their course.  I know because when I ask my students some basic questions in communication science, I get a blank stare, like from what planet did that idea come from?  The questions had to do with:  information exchange as a zero-sum phenomenon, economies of scale, information as a necessary but not sufficient condition for change, bullet theory or hypodermic needle model, ceiling effects and two-step flow hypothesis.

Like other university professors, I update my reading list in the development communication courses that I teach every semester.  I argue that a true-blue communication student should not graduate without having read the titles below:

Emile McAnany – Communications in the rural third world
Severin and Tankard – Communication theories
Adhikarya, Ronny and Posamentier, H.  – Motivating farmers into action:  how strategic multi- media campaigns can help
Everett Rogers – Diffusion of Innovations
Schramm and Roberts – Process and effects of mass communication
Schramm, Wilbur – Mass media and national development
Daniel Lerner – The passing of traditional society
Manoff. R. K. – Social marketing
National Cancer Institute – Pink book-Making health communication programs work

In this computer age, do college students ever read their textbooks? If they don’t,  what books do they read?

How can students be motivated or coerced to read the required reading list? Any ideas? Post your comments.