52665 Multimodal Storytelling
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Requisite(s): 16 credit points of completed study in spk(s): STM91123 Public Relations Stream OR 12 credit points of completed study in spk(s): MAJ09480 48cp Strategic Communication Major OR 12 credit points of completed study in spk(s): MAJ09488 48cp Strategic Communication Major OR 16 credit points of completed study in spk(s): STM91124 Advertising Stream
Anti-requisite(s): 54044 Media Writing Production AND 58214 Media Writing and Production
Description
In this subject, students develop knowledge and practice in multimodal storytelling for strategic communication campaigns. Students are introduced to the concept of strategic writing – functional writing undertaken with the intent to persuade important stakeholders. Students explore and experiment with a range of written and visual genres and styles for contemporary practice, including long and short form advertisements, news releases, feature/profile articles, electronic direct mail, advertorials, and digital/social media (creating persuasive, strategic multimodal stories for platforms such as Facebook, Instagram Twitter and Linkedin). They examine the requirements of the different genres and styles for multimodal storytelling along with the theories of rhetoric, narrative, persuasion, semiotics and social media, as applicable in strategic communication.
Subject learning objectives (SLOs)
| a. | Write effectively for specified contexts |
|---|---|
| b. | Identify storytelling styles suited to different communication products and publics |
| c. | Research background materials for writing and visual design |
| d. | Apply relevant theoretical concepts to the design of communication products |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Act in a professional manner appropriate to communication industries (1.1)
- Apply theoretically informed understandings of communication industries to independent and collaborative projects across a range of media (1.2)
- Employ appropriate research and inquiry skills to independently gather, organise and analyse information across diverse platforms (2.1)
- Act as reflexive critical thinkers and innovative creative practitioners who evaluate their own and others' work (2.2)
- Exemplify effective and appropriate communication in different communication industry contexts (6.1)
- Utilise digital literacy and production skills across a range of media (6.2)
Teaching and learning strategies
Teaching and learning in this subject includes a blend of face-to-face classes and production workshops and online activities. Face-to-face classes incorporate short presentations, discussions and reflections. Workshops assist students to develop technical skills in writing and design. Students are expected to participate in editing tasks where they evaluate and give feedback on each other’s work. Students also participate in tutorial activities which practise visual communication and multimodal storytelling. They receive formative feedback on their writing products in tutorials each week and prior to week 4.
Content (topics)
Students learn about the principles of writing for specific purposes and publics, and for spoken, written, and visual multimodal genres. They develop a detailed understanding of the range of communication products deployed in strategic communication. Students learn to apply these principles of effective writing and design across a range of genres. They develop and practise their editing skills on their own and peer work. Students learn to integrate theories of psychology, semiotics,and social media with the development of effective skills for producing messaging across genres.
Assessment
Assessment task 1: Short Writing Products
| Objective(s): | a, b and c | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 1500 for the three products, plus 600 words for rationale | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Multimodal Portfolio
| Objective(s): | a, b and d | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 1000 words + 6-10 visuals (at least two visuals per entry, e.g. an Instagram entry featuring a minimum of two visuals). | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Attendance at classes is essential in this subject. Classes are based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment (see Rule 3.8).
Required texts
Readings will be provided to student via Canvas and the library.