57218 Emergent Media Practices
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 8 cp
Result type: Grade and marks
Requisite(s): 72 credit points of completed study in spk(s): C04411 Master of Media Practice and Industry (Extension)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57132 Media Relations
Description
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.
Subject learning objectives (SLOs)
| a. | Critically examine scholarly literature for its application to industry practices |
|---|---|
| b. | Identify and evaluate channels of influence relevant to media users and issues |
| c. | Recognise and apply principles of newsworthiness |
| d. | Design a media strategy with interactive potential |
| e. | Develop communication prototypes suitable for platforms and publics |
| f. | Communicate effectively in professional contexts |
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:
- Apply a body of practice-oriented knowledge and skills to develop, implement and evaluate innovative solutions to real-world communication challenges with a high level of personal autonomy and accountability (1.1)
- Graduates are able to continually develop the multi-media skills that are required to remain current in professional practice (1.2)
- Critically and creatively re-think and reflect on public relations, advertising and organisational change models and practices for the 21st century beyond dominant models and approaches (2.2)
- Locate, gather, organise and synthesise information across diverse platforms to guide their mastery of contemporary communication issues and challenges (2.3)
- Graduates are able to persuade and engage diverse audiences through both written and oral communication strategies across a range of media formats with consideration of others' needs and views (6.1)
Teaching and learning strategies
This subject incorporates complementary in-class and independent learning activities to provide students with opportunities for active learning, conceptual exploration and collaboration. Critical and theoretical aspects of media use and media strategy development are explored through lectures, case study analysis, discussion, presentations and workshops. Students are expected to complete preparatory activities, including self-paced digital skill development, using online resources. Assessment in the subject evaluates students’ development of practical skills as well as critical and theoretical understandings, through authentic tasks that demonstrate graduate attributes. Formative feedback will be given in class by Week 4, by the lecturer and peers.
Content (topics)
This subject surveys the contemporary media landscape for strategic communication practice, from legacy to social media. It does this with reference to concepts and theories such as two-way communication, dialogic engagement, co-creation and co-production. It includes an examination of the processes of news construction, including the opportunities afforded by PESO/OPSE. Framing, agenda-building, influencing, reinforcement and platform affordances are explored. Emergent forms of evaluation, including data analytics, are canvassed for their use in media strategy development.
Assessment
Assessment task 1: Analysis of case study issue for media strategy
| Objective(s): | a, c and f | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||
| Length: | 1500 words | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Media strategy
| Objective(s): | a, b, c, d and f | ||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||||||||||
| Length: | 2000 words | ||||||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Prototype communication products
| Objective(s): | b, c, d, e and f | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||
| Length: | Each option has its own length requirements individually and in combination. This combination is to be negotiated with the lecturer. For example, Blog page 500 words; Media release 400 words, social media posts (no word limit). | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Submission of assessment tasks
In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for students to receive feedback. Students who do not submit all assessments will not pass the subject.
Attendance
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.
Referencing
Use of Generative AI needs to be referenced. Please refer to UTS Library guide: https://www.lib.uts.edu.au/whats-on/news/referencing-generative-ai-in-assignments. In addition, students are required to include clickable links for all references in the Reference List if available.
Required texts
There are no required textbooks for this subject. Recommended weekly readings will be available via UTS Library and online UTS site for this subject.
References
Allan, S. 2010, News culture, 3rd edn, McGraw Hill/Open University Press, Maidenhead.
Bivins, T.H. 2011, Public relations writing: The essentials of style and format, 7th edn, McGraw-Hill, NY.
Boros, D. & Glass, J.M. (eds) 2014, Reimagining public space: The Frankfurt School in the 21st century, Palgrave Macmillan, New York.
Breakenridge, D.K., 2012, Social Media and Public Relations: Eight New Practices for the PR Professional, FT Press, Upper Saddle River, New Jersey.
Brunner, B.R. 2019, Public relations theory: Application and understanding, John Wiley & Sons, Newark.
Campbell, R., Martin, C.R. & Fabos, B. 2018, Media essentials: A brief introduction, Bedford/St. Martin's, Boston.
Clampitt, P.G. 2017, Social media strategy: Tools for professionals and organizations, SAGE, Thousand Oaks, CA.
Coombs, W.T., Falkheimer, J., Heide, M. & Young, P. 2016, Strategic communication, social media and democracy: The challenge of the digital naturals, Routledge, London.
D’Angelo, P. (ed.) 2018, Doing news framing analysis II: Empirical and theoretical perspectives, 2nd edn, Routledge, New York, NY.
Freberg, K.J. 2019, Social media for strategic communication: Creative strategies and research-based applications, SAGE, Thousand Oaks, CA.
Gonçalves, A. 2017, Mastering social media analytics: Use data to optimize business performance, Apress.
Gonçalves, A. 2018, Mastering social media analytics: Use data to build a business strategy, Apress.
Gunning, E. 2019, Public relations: A practical approach, Red Globe Press, London.
Harris, U.S. 2019, Participatory media in environmental communication: Engaging communities in the periphery, Routledge, Abingdon, UK.
Hutchins, A.L. & Tindall, N.T.J. (eds) 2016, Public relations and participatory culture: Fandom, social media and community engagement, Routledge, Abingdon, Oxon.
Johnson, K.A. & Taylor, M. (eds) 2018, The handbook of communication engagement, Wiley Blackwell, Hoboken, NJ.
Johnston, J. & Rowney, K. 2018, Media strategies: Managing content, platforms and relationships, Allen & Unwin, Sydney.
Kaul, A. 2017, Corporate communication through social media: Strategies for managing reputation, SAGE, New Delhi.
Kelleher, T. 2018, Public relations, Oxford University Press, New York.
Kim, C.M. 2016, Social media campaigns: Strategies for public relations and marketing, Routledge, New York, NY.
Lecheler, S. & de Vreese, C.H. 2019, News framing effects, Routledge, Abingdon, Oxon.
Macnamara, J. 2014, The 21st century media (r)evolution: emergent communication practices, 2nd edn, Peter Lang, New York, NY.
Macnamara, J. 2014, Journalism and PR: Unpacking 'spin', stereotypes and media myths, Peter Lang, New York.
Morris, T. & Goldsworthy, S. 2016, PR today: The authoritative guide to public relations, 2nd edn, Palgrave Macmillan, London.
Motion, J., Heath, R.L. & Leitch, S. 2016, Social media and public relations: Fake friends and powerful publics, Routledge, London.
Nicholson, M., Kerr, A. & Sherwood, M. (eds) 2015, Sport and the media: Managing the nexus, Routledge, London.
Page, J.T. & Parnell, L.J. 2019, Introduction to strategic public relations: Digital, global, and socially responsible communication, SAGE, Thousand Oaks, CA.
Perse, E.M. & Lambe, J.L. 2017, Media effects and society, Routledge, New York, NY.
Persson, A. 2019, Framing social interaction: Continuities and cracks in Goffman’s frame analysis, Routledge, Abingdon, UK.
Quesenberry, K.A. 2019, Social media strategy: Marketing, advertising, and public relations in the consumer revolution, 2nd edn, Rowman & Littlefield, Lanham, MA.
Robertson, S.P. 2018, Social media and civic engagement: History, theory, and practice, Morgan & Claypool, San Rafael, CA.
Schroder, R. 2018, Social theory after the Internet: Media, technology, and globalization, UCL Press, London.
Schultz, B., Caskey, P.H. & Esherick, C. 2014, Media relations in sport, 4th edn, FiT Publishing, Morgantown, WV.
Smith, D. 2017, Strategic planning for public relations, 5th edn, Routledge, New York.
Theaker, A. (ed.) 2016, The public relations handbook, 5th edn, Routledge, Abingdon, Oxon.
Uldam, J. & Vestergaard, A. (eds), 2015, Civil engagement and social media: Political participation beyond the protest, Palgrave Macmillan, Basingstoke, UK.
Vieira, E.T., Jr., 2019, Public relations planning: A strategic approach, Routledge, New York, NY.