College of Arts and Humanities BA Media & Communication Module Information 2013-2014 www.swansea.ac.uk/artsandhumanities
BA MEDIA & COMMUNICATION The BA Media & Communication incorporates media history and theory, film and television studies, journalism, public relations and a wide range of practical media modules. The academic disciplines of media, film and television, journalism and public relations, as currently taught and supervised at Swansea, cover a wide range of topics of contemporary interest to wider society across Wales, the UK, Europe and the World. For students on the integrated BA Media & Communication degree at Swansea, which is based in the Department of Political and Cultural Studies, analysis of key works goes hand in hand with cultural theory, critical thinking, practical projects and a range of practical experience in journalism, filmmaking, radio production, and public relations. The teaching staff includes experts on digital media, global journalism, public relations and European and World cinema and television, with particular emphasis on Hispanic, Eastern European and independent American cinema. There is also significant expertise on the policy and regulation of television in Europe, and experts on new media and convergence who work closely with a range of UK and European institutions on new technological developments and related socio-cultural and policy changes affecting the ever-changing, media-saturated world in which we live. The current configuration of staff specialisms at Swansea, built up over the last decade, represents a unique mix of practice and theory, historical and futuristic perspectives, and critical and technological scholarship, which is a distinctive strength of the institution. Academics at Swansea are engaged in a wide range of research projects that invite the contributions of students and there are several thriving series of public lectures and student societies. Students are advised on the most appropriate pathways through the two years of their degree scheme in order to ensure the maximum academic and practical experience necessary for their chosen careers. Whether students choose to focus on film studies, media studies, journalism, public relations or other media-related careers, they can be sure of finding the skills, understanding and knowledge they require on the BA Media & Communication at Swansea. In addition, the degree scheme includes the possibility of work placements and a developing network of student exchanges with other European universities. Graduates from the BA Media Communication degree have gone on to work in television, public relations, filmmaking and all kinds of journalism, as well as further academic study, teaching and a wide variety of careers. 2
LEVEL TWO MS-200 MSP200R ML-227 MS-228 MS-219 MLF226A MS-221 MSP201R MSS217 MSS202 HUA203 PO-234 EN-236 HIH267 MS-231 Theorising Media Public Relations Theory War and Conflict in European Film Introduction to Video Production Studying Digital Media French Cinema Since World War II Creative Media Practice Digital Public Relations Practice Reading the Screen: ideas and ideologies on screen The History of Screen Animation Digital War Elections and Voting Introduction to Writing Drama The History of Mass Media in the UK Introduction to Journalism Please note that modules may be subject to change.
LEVEL THREE MS-306 Digital Media in Context MS-309 Online Journalism MS-311 Dissertation MS-302 Media, Gender and Sexuality MS-323 Video Production MSP300R Strategy, Marketing and Branding MSS302 Signing the Screen MS-327 Radio Production ML-322 From Page to Screen: Adapting the European Clssics PO-3122 Latin American Politics Through Film EN-306 Further Dramatic Writing EN-309 Further Creative Non-Fiction Writing PO-3118 Placement Module: MS-M10 Dissertation Preparation HIH3215 Media & Society in the 1930 s MS-332 Drama and Documentary on Screen MS-307 Practical Web Technologies dfgfgfg Please note that modules may be subject to change.
Level 2 - Module Information MS-200 - Theorising the Media The principle aim of the course is to enable examination of a diverse range of modern media theories to probe their relevance to our everyday lives: how far do they further our understanding of the role and influence of media and communication? Each lecture will assist in developing a critical perspective on a major theorist or major theme which binds together a school of thought. Every effort will be made to trace the evolution of theoretical perspectives as they emerge over time and to encompass the various foci which gain prominence as attention shifts from effects to reception, from indoctrination to active resistance and empowerment and the new postmodern information age holds sway. Assessment: 2,000 word essay and 2-hour exam MSP200R - Public Relations Theory http://www.swan.ac.uk/artsandhumanities/artsandhumanitiesadmissions/developmentstudies/ There are a number of scholars who are exploring public relations and developing a body of literature that documents PR as an influential force in society. Much of the theory considers the impact this kind of organisational communication has on our world views. This module, through a series of practical and professional case studies, considers some of the social, cultural and political consequences of PR, using a variety of perspectives as an evaluative framework. Assessment: An essay of 2,500 words and a theory informed critical review based on a professional/practical case study/scenario. ML-227 - War and Conflict in European Film (Modern Languages route) Module synopsis to be printed in the catalogue : War and Conflict in European Film provides a detailed overview of the history of war and conflict in Europe from the early twentieth century to the present day as it is represented and expressed on film. Beginning with the origins of film-art fused with political expression, the module proceeds through the analysis of film movements and representative films to engage with and analyse the development of war and conflict in Europe as it is represented and expressed in relation to film narrative, aesthetics and genre. Encompassing both World Wars, the rise and fall of Communism, the often violent end of European colonialism, and the oil wars of recent decades, this module is of vital interest to all those with an interest in the history of Europe, the nature of war and conflict, and the response of film, the art form of the twentieth century, to these events and themes. Assessment: 2,000 word essay; 1,000 word clip analysis mini-essay; 2-hour exam 5
Level 2 - Module Information continued MS-228 - Introduction to Video Production This is a second year module that aims to present the principles, theories and techniques surrounding video production and provide instruction in the skills required for successfully developing a detailed working knowledge of the production process in the making of video projects within a specified deadline. Assessment: video project, encompassing a variety of elements taught on the module and a reflective essay. MS-219 - Studying Digital Media This module critically considers the development and impact of new media forms, the ongoing transformation of old media, the development of new media industries, their social and political impact, the key issues raised by the continuing development of these technologies and the new sites and forms of contestation that they produce. Assessment: For the first part of the assessment students are required to develop and write a BLOG - from the beginning of the module until the deadline date students will be required to trace ongoing developments relating to their chosen topic, posting links to news stories and commentaries upon the stories and their impact or implications. Before the final due date students will post a final critical summary of their topic of a maximum of 1,000 words. This will offer a critical overview of the issues that have arisen during the time of their blog or those that currently define their topic. There will also be a 2,000 word essay. MLF226A - French Cinema Since World War II French cinema has played a leading role in the development of the international film industry and is often regarded as rich and innovative. This course focuses on five films that made a significant cinematic impact at the time in which they were made, spanning from the immediate post-war with Jean Cocteau s classic La Belle et la Bête to the late XXth century with Cyril Collard s moving testimony, and including Jean-Luc Godard s French New Wave classic A bout de souffle, featuring the iconic couple played by Jean-Paul Belmondo and Jean Seberg, Bertrand Blier s extremely provocative Les Valseuses, which launched the career of Gérard Depardieu, and Agnès Varda s popular representation of a remarkable vagabond. Each embodies innovative concepts of cinema that influenced film-making in the future in various ways and to different degrees. Students will therefore study these films with an eye towards technical and aesthetic novelty and development. Assessment: 2,000 word essay and 2 hour exam Department of Languages, Political and Translation Cultural Studies and Media 6
Level 2 - Module Information continued MS-221 - Creative Media Practice This module sets the groundwork for practical module options in year 3. The module is a broad-based practical media skills module covering topics such as: image manipulation, creative thinking techniques, introduction to digital video, HTML, managing content with blogs and wikis and usability issues. Assessment: 2,000 word essay and group project/report MSP201R - Digital Public Relations Practice There are a number of scholars who are exploring public relations and developing a body of literature that documents PR as an influential force in society. Much of the theory considers the impact this kind of organisational communication has on our world views. This module, through a series of practical and professional case studies, considers some of the social, cultural and political consequences of PR, using a variety of perspectives as an evaluative framework. Assessment: 1,500 word digital PR campaign analysis essay; 2,000 word digital PR campaign; Group press conference MSS217 - Reading the Screen: ideas and ideologies on screen This module assesses how various kind of screens function as media of representation, expression, communication and, increasingly of interactive contact. The general organising principle of this module is the use and abuse of different screens, with particular emphasis on cinematic screen. The module runs a blackboard where you can find all the relevant information, some reading and additional materials. We shall consider the general question of what is the relationship between the screen and the spectators, that is what does the screen say to the spectator, and what the spectator read from the screen. The module first analyses the notion of Ideology, ideas and hegemony within popular films to understand the film text, not as mere entertainment, but as the site where images are conveyed, and naturalized, to be ideological assumption of the world. Furthermore, the aim is to strengthen the affiliation between us and what we watch, considering the articulated relationship in the production of, seeing, hearing and sensually experiencing of the screen medium. The course will explore areas such as: ideological assumption of gender and sexuality, race, audience, sensation and new media, as ways of elaborating on the relationship between screens and spectator. A series of contemporary case studies will be used for close textual analysis and theoretical elaboration and testing across film, television and new media. Assessment: 2,000 word essay and 2,000 word illustrated essay 7
Level 2 - Module Information continued MSS202 - The History of Screen Animation Through close analysis of screen texts, this module will examine the historical, technical and theoretical aspects of international animation. A form long dismissed as children's entertainment, the module will assess the impact of screen animation as art and as a recognised global form of expression. Assessment: two 2,000 word essays HUA203 - Digital War This module critically explores the use of digital technology in contemporary warfare and conflict. It considers the military use of digital technologies and weapons; the media reporting of warfare, conflict and terrorism; the use of difital technologies by non-state actors and by citizens as part of warfare or conflicts and the broader penetration of digital culture by real, historical or fictional wars and conflicts. Assessment: 2,000 word essay and 2-hour exam PO-234 Elections and Voting This module introduces students to one of the central concerns of politics scholars: the systematic study of elections. The module begins with an examination of competing theoretical conceptions of the role that elections play in a democratic political system. With this theoretical framework established, the module guides students through a rich literature that seeks to explain how elections play out in established democracies. Students are introduced to several approaches to explaining voter behaviour, including: party identification; socio-cultural explanations; rational choice theory; retrospective economic voting; issue voting/issue ownership; leadership effects; and strategic voting. Students will be encouraged to evaluate both the conceptual coherence of these theories and the evidence on which they are based. This exploration of voter behaviour is complimented by analyses of contemporary election campaigns in the United Kingdom, the United States and other established democracies, where recent developments in the media environment have transformed voter-party communications. Assessment: assignment 1, assignment 2, assignment 3 8
Level 2 - Module Information continued EN-236 - Introduction to Writing Drama This lecture/workshop module leads the student through theory and practice of writing drama. Short weekly assignments will be set, and these will be brought to the workshop to be considered communally. The module considers the relationship between writer, play, actors and audience. It examines methods of structuring material so as to reinforce curiosity and create empathy and suspense, and explores issues of character and dialogue. Emphasis will be placed throughout on the practicalities of the creation of script. Assessment: coursework (one assignment + reflective essay) HIH267 - The History of the Mass Media in the United Kingdom This module examines the historical development of the mass media in the United Kingdom,focusing on the emergence of the old media of print, broadcasting and cinema. It examines the institutional histories of these media, the changing relationship with their audiences and the development of their content. Debates about the social impact of these media will be examined as well as the different interpretations of their representation of society and the past. The factors that have shaped their ability to represent society such as censorship, commerce, ownership, propaganda and news management will be addressed. MS-231 - Introduction to Journalism Credits: TBC Assessment: Coursework 9
Level 3 - Module Information MS-306 - Digital Media in Context This module critically explores contemporary developments in digital media and digital humanities by exploring previous theoretical and critical traditions of thought. Assessment: 3,250 word essay MS-309 - Online Journalism This module offers a comprehensive guide to the practices, techniques and skills used in the research, development and production of journalism in an online environment. It aims to increase both students employability and their self-employability by showing them how to take advantage of entrepreneurial opportunities offered by online journalism. Assessment: coursework and essay MS-311 - Dissertation This dissertation enables students to engage in long term, in-depth research on a topic of their choice subject to the approval of the Department. Assessment: coursework MS-302 - Media, Gender and Sexuality This module looks at the history of research on gender and media and the theoretical approaches that informed this research. Students are encouraged to think critically about the ever changing representations of gender and sexuality in a range of different media and the interpretation and use of different media among different audience groups. Assessment: coursework of 5,000 words 10
Level 3 - Module Information continued MS-323 - Video Production This is a third year module that aims to present the principles, theories and techniques surrounding video production and provide instruction in the basic skills required for successfully producing a film of no shorter than four minutes in length within a specified deadline. Assessment: Presentation with treatment + Video Project 5 duration MS-327 - Radio Production On the successful completion of this module students should be able to demonstrate an understanding of audio production and be able to script, record and edit group-work productions for radio. Assessment: Essay 2,000 words + Radio Project 5 long MSP300R - Strategy, Marketing and Branding This module provides an advanced level introduction to the theories, principles and practical techniques required for effective, integrated marketing and branding campaigns. The key stages in the process of marketing campaigning will be explored in detail and attention will be paid to the importance of these elements interfacing with the creation and management of effective brands. Creativity is an essential skill for the practitioner and a recurrent keynote in prize-winning campaigns. This topic will be explored through case studies to demonstrate how creativity in all sectors is always diligently aligned to strategy, theory and the technical basics of campaigning. Students will investigate the branding of major companies and the challenge this poses for PR and marketing campaigns. Campaigns will be examined using case studies covering a variety of sectors. Branding theory and practice will be examined as a key nexus for both PR and marketing campaigns, enabling students to develop the skills to critically evaluate good and bad practice in order to themselves produce effective creative project work. Assessment: 2,000 word marketing campaign evaluation essay and 2,000 word brand campaign analysis and development project Department of Languages, Political and Translation Cultural Studies and Media 11
Level 3 - Module Information continued ML-322 - From Page to Screen: Adapting the European Classics From the beginning of film-making, directors have been inspired to adapt classic works of literature for the screen. There are a variety of reasons for this, ranging from the commercial to the provocative, the nationalistic to the exploitative. Good film adaptations, however, can enrich our understanding of wellknown or canonical literary works in numerous ways. They are also works of art in their own right. This modules examines seven short works of literature (one French play, two Spanish novels, two German novellas, and two selections of Italian tales or short stories) and eight films (two each from French, German, Italian and Spanish). The books were written between the 1350s and 1970s, the films made between 1959 and 1995. All achieved renown in their day and continue to excite debate and stimulate new interpretations. The guiding themes are heritage, religion, prejudice, and passion. All texts are available in English translation and all films have English sub-titles. Assessment: One essay of 1,500 words on one book/film combination; One essay of 2,500 words on a comparative topic; One in-class presentation PO-3122 Latin American Politics Through Film Movies can be a powerful tool in transporting visions of countries or a region, in our case visions of Latin America. We will use the medium of film to understand how Latin America has developed and to survey some of the major political issues in the region that defined the region s struggles and became subjects of film production or documentaries. We will start with the history of colonialization, look at the revolutionary struggles in the region and discuss the emergence of repressive regimes in the 1970 s and 1980 s and an interesting case of regime transition in Chile. We will look at the Colombian civil conflict, study its causes and consequences and move then towards issues of political campaigning, poverty and the threat of a return to the authoritarian past. Assessment: assignment 1, assignment 2 12
Level 3 - Module Information continued PO-3118 - Political and Cultural Studies Internship The students will spend a maximum of 100 hours over the course of teaching block one on an internship placement within a local 'host' organization. This may be in any one of a number of sectors from politics, health and social work through to tourism, media, heritage and enterprise. All placements will be formally arranged and monitored regularly by staff from Swansea University. In addition to the experiential component, the placement will be assessed on the basis of the two academic assignments. A 'host' performance grade will comprise 40% of the overall module mark, with the remaining made up of a 3,000 word academically rigorous research based photo-essay relating in some way to the placement experience (title to be agreed with the placement coordinator) (50%) and a 1,500 word reflective account of the tasking undertaken on the placement (10%). Assessment: coursework, placements EN-306 - Further Dramatic Writing This module consists of a series of weekly workshops in the theory and practice of writing for performance. It will clarify how writing for film and audio differ from stage and will include specific teaching sessions and assignments in these areas of performance writing. Writing projects will be brought to the workshops to be considered communally. The course will be taught through a combination of tutor-led discussion and workshopbased exercises; techniques will be clarified by the reading, viewing and listening to named productions. Emphasis will be placed throughout on the practicalities of developing working scripts. Consideration will be given to the collaborative aspects of performance writing - the requirements and contributions of other professionals (actors, designers, directors, dramaturges/editors, technicians etc) in the development of a script. Assessment: The student is asked to submit two portfolios, the first will be a radio script of up to 2,500 words plus a 500 word reflective essay. The second will be a short film script of a maximum of 2,500 words (plus a 800 word reflective essay). 13
Level 3 - Module Information continued EN-309 - Further Creative Non Fiction Writing Ambitious Creative Non-Fiction covers a wide range of genres and approaches, encompassing arts and literary reviews, travel and landscape writing, political and persuasive essays, nature writing, interviewbased profiles and biography. Leading on from the introductory module Creative Non Fiction (EN204), this course offers students an opportunity to examine how these genres work and to text and improve their own skills through practical workshop techniques. Assessment: a 2,000-word portfolio accompanied by a 1,000-word reflective essay, and a 4,000-word portfolio accompanied by a 1,500-word reflective essay. MS-M10 - Dissertation Preparation Credits: TBC HIH3215 - Media and Society in the 1930s This module examines the ways in which the 1930s have been represented in popular culture and the mass media, comparing and contrasting contemporaneous representations with reconstructions in the post war period. It examines a range of media forms including popular fiction, cinema, newsreels, television and the press. Assessment: examination and coursework MS-332 - Drama and Documentary on Screen This module offers students the chance to learn about the history and development of film and television s two most important genres - drama and documentary. The work of the two genres main pioneers will be analysed, individuals such as Robert Flaherty, John Grierson, Dennis Potter and Jimmy McGovern, and attention given to their contribution in the development of relevant forms. There will also be a chance to consider new aspects and how the two genres have adapted, combined and developed over the years to ensure their survival as interesting and popular forms. Assessment: Coursework MS-307 - Practical Web Technologies Credits: TBC 14
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