57218 Emergent Media Practices8cp
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.
Detailed subject description.