Media Communications builds on the foundation knowledge gained by students in Essentials of Communications in year 1, and provides a socio-cultural perspective on mass communications to compliment Marketing Communications (also in year 2).
This module focuses on aspects of research and theory in media communications. Mass communications theory is examined via the changing communications environment where mass media is fast losing out to the consumption of multiple one-to-one media.
Mass Mediated Communication
Mass Media Environment: A review of the mass media environment is presented with a particular focus on Ireland. Mass media theory on representation, genre and narrative is reviewed. Students are introduced to media literacy practices about approaching various texts via critical analysis of genre and documentary and news production practices. The main media institutions, relationships between publishers, consumers and advertisers and issues in media consumption are explored, as is the regulatory environment.
Changing Media Environment: The explosion in new media channels in recent years has led many commentators to predict a fundamental shift in the relationships and sites of power in the media world. This section will review new media consumption, the growth in power of the media consumer, and the challenge facing traditional advertising media.
Communication Skills
Business Writing: Students will be required to produce a business report to a professional standard.
Presentation Skills: Presentation skills developed at a foundation level in the module “Essentials of Communications” are built upon in this module. Advanced skills are explored via the introduction of audio-visual aids and students are required to present group-work material, thus integrating theoretical learning about groups with the skills to work in such a setting.
Theoretical material will be delivered in a lecture setting. Experiential learning regarding teamwork will be provided via group assessment. Video material will be extensively used, to stimulate class discussion and to facilitate self-directed learning.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |