University of Technology Sydney

57218 Emergent Media Practices

8cp; To comply with health advice from NSW Health, the planned delivery of this subject for Spring 2021 has been adjusted. Activities scheduled for campus until the 27th of August (inclusive) are being moved online. Timetabled activities for the remainder of the session will be held on campus only if the public health situation permits face-to-face learning in available teaching spaces. Please log into Canvas and monitor your UTS email for the latest advice concerning subject delivery and assessment information.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57132 Media Relations


In this subject students expand their knowledge of media relations and media practices in the age of online and digital media. The subject addresses paid, earned, shared and owned (PESO) media, with a primary focus on earned publicity, shared (social) media, and owned media. Students critically examine contemporary media practices and research to understand and manage media relations in this dynamic environment. They investigate the opportunities and challenges for strategic communication practice as influencer relationships transform and are recast, including the shift from one-way, top-down information flow characteristic of mass media to interactive, participatory and networked media communication. Students address the ethical and credibility issues of participation, action and inaction as new formats blur boundaries between paid promotion and independent news and information. Informed by their research, students develop media strategies that address identified publics for a client/issue. Their media strategies employ multiple media channels and content formats.

Typical availability

Spring session, City campus

The subject is usually offered in these sessions. To confirm availability check the UTS Timetable Planner.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.