Aligning Language Pedagogy With Media Industry Needs: A Case Study of Newsman’s English at the University of Sindh, Jamshoro

Abstract

This study investigates the alignment and relevance of the "Newsman's English" course with the academic and professional language needs of BS Media Communication students at the University of Sindh, Jamshoro. The course, intended as an English for Specific Purposes (ESP) offering, was examined through a quantitative needs analysis framework to determine its effectiveness in meeting the specific linguistic and communicative demands of media students. A structured questionnaire containing four major components—importance, purpose, self-assessment, and course evaluation—was administered to 27 third-year students who had previously undertaken the course. The research reveals a significant disconnect between the course contents and the specialized language requirements of media communication. Although students acknowledged the value of certain existing elements, they overwhelmingly favored the inclusion of prospective, media-specific content such as journalistic writing, news headlines, media terminology, interviews, presentations, and debates. The purpose-related responses indicated a strong inclination towards academic and career-oriented use of English, with less emphasis on social or familial contexts. Self-assessment responses showed that while students considered themselves proficient in English, they did not attribute their proficiency to the Newsman's English course. The course evaluation results were particularly revealing: students expressed dissatisfaction with the course structure, materials, and teaching strategies, reporting that the course resembled general English instruction rather than a specialized ESP curriculum. The official course outline and recommended texts were also found to be misaligned with the field of media studies. These findings underscore the need to revise the Newsman's English curriculum, incorporating field-relevant content and pedagogical strategies that cater directly to the communicative needs of future media professionals. The study concludes by recommending a redesign of the course with targeted language skills, relevant textbooks like Cambridge English for the Media, and contextually appropriate teaching methodologies. This shift would not only improve students’ academic outcomes but also better prepare them for professional roles in the media industry.

Keywords: Newsman's English, ESP, needs analysis, media communication, curriculum alignment, course evaluation, University of Sindh.