Overview

The module introduces basic media and communication theory, including models of communication; signs and meanings, information, data, and pattern; systems of meaning. The concepts are introduced within the context of digital media and the role that technology plays in creation and sharing of meaning. Students actively engage with online information technologies for the collection, management, analysis and dissemination of information, and reflect critically on the impact of the technologies on the message. Students will finish the module with knowledge and understanding of media and communication terms and concepts, experience of applying those concepts to current issues in the media, and practical knowledge of digital tools for use in future study and inquiry.

Within this module, students will develop an understanding of the following: - Study skills sessions. - Introduction to digital communications. - Theoretical elements of digital communications. - Web research and resorces. - Online messaging. - Social Media Marketing.

Assessment Strategy

-threshold -D- to D+* Has developed a basic level of factual and conceptual understanding of the subject; Reading/research is limited to that gained through class contact; * There is some evidence of analysis and evaluation but work is mainly descriptive with an uncritical acceptance of information, and unsubstantiated opinions may be evident; Lack of logical development of an argument; * Structure is weak and/or inconsistent and lacking in sequential development; Mistakes in grammar or syntax; Immature style; Citations and bibliography poorly or inconsistently presented; Demonstrates few qualities and transferable skills required for employment; * Can communicate in a range of formats, including orally, appropriate to the discipline(s), but with evident weaknesses; * Can work effectively with others as a member of a group, and meet most obligations to others (e; g; tutors and peers); * Able to recognise own strengths and weaknesses in relation to professional and practical skills identified by others, but lacking insight in some areas;

-good -B- to B+* Has developed a sound understanding of the subject appropriate to this level; There is evidence of wider reading which goes beyond that gained from tutor contact; * Intelligent attempt at analysing and evaluating information; Well argued with appropriate amount of evidence, substantiated opinions are given; * Structure is coherent and logical showing progression to the argument; There are few mistakes in presentation or citation; Demonstrates qualities and transferable skills required for employment; * Can communicate effectively in a range of formats, including orally, appropriate to the discipline(s); * Can work effectively with others as a member of a group, and meet obligations to others (eg tutors and peers); * Able to evaluate own strengths and weaknesses in relation to professional and practical skills identified by others;

-excellent -A- to A* * Has developed a broad factual and conceptual understanding of the subject relative to the level through extensive reading; * Has analysed and evaluated information using defined techniques & principles; Can collate and categorise ideas and information and can select what is relevant to support analysis and evaluation and develop a coherent argument, appropriate to the level of development; Has developed an early critical approach to information; * Well-organised presentation which develops flow and progression in a well-structured argument; Syntax/grammar indicates an appropriate level of maturity; Demonstrates a broad range of qualities and transferable skills required for employment; * Can communicate very effectively in a range of formats, including orally, appropriate to the discipline(s); * Can work very effectively with others as a member of a group, showing leadership skills where appropriate, and meet all obligations to others (eg tutors and peers); * Able to show insight and autonomy in evaluating own strengths and weaknesses in relation to professional and practical skills

-another level-Submitted work is competent throughout and occasionally distinguished by superior style, approach and choice of supporting materials. It demonstrates:Good structure and logically developed arguments.At least in parts draws on material that has been sourced and assessed as a result of independent study, or in a way unique to the student.Assertions are, in the main, backed by evidence and sound reasoning.Accuracy and presentation in an appropriate academic style.

Learning Outcomes

• Awareness of ways the media portray events, issues, individuals and social groups

• Practical knowledge of the potential of digital tools for information collection, analysis and re-production

• Understanding of how the media through their forms, codes, conventions and techniques communicate meanings

• Understanding of the digital media processes of production, distribution and circulation impact on communication of meaning