57894 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.

UTS: Communication: Strategic Communication
Credit points: 8 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57218 Emergent Media Practices AND 57694 Emergent Media Practices

Description

This subject expands students' knowledge of media relations and media practices in the age of digital media. Students learn about paid, earned, shared, and owned (PESO) media, focussing on earned publicity, shared (social) media, and owned media. They examine contemporary media practices and investigate the opportunities and challenges for strategic communication practice. Informed by students' own research, they develop communication products across multiple media channels and content formats, and address identified publics for a client or issue.

Subject learning objectives (SLOs)

a.	Critically examine and apply relevant concepts and theories on industry practices
b.	Assess and select media channels relevant to media users, issues, or organisations’ communication strategies
c.	Create effective media strategies and communication prototypes
d.	Communicate effectively in professional contexts
e.	Gain group collaboration skills

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 specialised body of theoretical and practice-oriented knowledge and skills to develop, implement and evaluate innovative and integrated solutions to real-world communication challenges (1.1)
Critically, creatively and/or collaboratively analyse, debate and reflect on strategic communication models, practices and solutions by planning and executing a body of research to solve complex problems (2.1)
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 learning both critical and theoretical aspects of media use. Students develop analytical and practical skills in media practices through lectures, case study analysis, discussion, and workshops. Assessments in the subject evaluate students' theoretical understanding and application as well as their practical skills through empirical tasks that demonstrate graduate attributes. Students receive formative feedback on their assignment 1 preparation before census date.

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 agenda setting, framing, shareability and newsworthiness. Students will implement a communication audit for a selected organisation across SOEP/PESO media platforms. They will design mock-up communication products and communication messages across PESO media platforms that suit the organisation's objects and targets based on their communication audit insights.

Assessment

Assessment task 1: Communication Audit

Objective(s):

a, b, d and e

Weight:

40%

Length:

1,500 words (each member is expected to contribute their work equivalent to 750 words worth)

Criteria linkages:

Criteria	Weight (%)	SLOs	CILOs
Accuracy, depth, and scope of analysis (Group)	30	a, b	2.1
Application of scholarly research and literature engagement (Group)	25	a, b	1.1
Coherence of structure, clarity of expression, and accuracy of referencing (Group)	20	d	6.1
Individual contribution to teamwork (Individual)	25	e	2.1

SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 2: Prototype communication products with rationale

Objective(s):

c and d

Weight:

60%

Length:

2,500 words (500-word equivalent to each prototype and 500 words for rationale)

Criteria linkages:

Criteria	Weight (%)	SLOs	CILOs
Strength of rationale	20	c	2.1
Appropriateness of media objectives	20	c	1.1
Range and appropriateness of prototypes for meeting strategies and objectives	20	c	1.1
Newsworthiness/shareability of material	20	c	1.1
Skill in writing for identified publics and platforms	20	d	6.1

SLOs: subject learning objectives
CILOs: course intended learning outcomes

Minimum requirements

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 scheduled class meetings will be refused marking of their final assessment.

Referencing

Use of Generative AI needs to be referenced. Please refer to UTS Library guide. In addition, students are required to include clickable links for all references in the Reference List if available.

References

Required and recommended readings will be available via UTS Library and through the subject site.

Bivins, T.H. (2011). Public relations writing: The essentials of style and format. McGraw-Hill.

Breakenridge, D.K., (2012). Social Media and Public Relations: Eight New Practices for the PR Professional. FT Press.

Clampitt, P.G. (2017). Social media strategy: Tools for professionals and organizations. SAGE.

Coombs, W.T., Falkheimer, J., Heide, M. & Young, P. (2016). Strategic communication, social media and democracy: The challenge of the digital naturals. Routledge.

D’Angelo, P. (2018). Doing news framing analysis II: Empirical and theoretical perspective. Routledge.

Freberg, K.J. (2019). Social media for strategic communication: Creative strategies and research-based applications. SAGE.

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.

Hutchins, A.L. & Tindall, N.T.J. (2016). Public relations and participatory culture: Fandom, social media and community engagement. Routledge.

Johnston, J. & Rowney, K. (2018). Media strategies: Managing content, platforms and relationships. Allen & Unwin.

Kaul, A. (2017). Corporate communication through social media: Strategies for managing reputation. SAGE.

Kim, C.M. (2021). Social media campaigns: Strategies for public relations and marketing. Routledge.

Lecheler, S. & de Vreese, C.H. (2019). News framing effects. Routledge.

Macnamara, J. (2014). The 21st century media (r)evolution: emergent communication practices, Peter Lang.

Macnamara, J. (2014). Journalism and PR: Unpacking 'spin', stereotypes and media myths. Peter Lang.

Motion, J., Heath, R.L. & Leitch, S. (2016). Social media and public relations: Fake friends and powerful publics. Routledge.

Perse, E.M. & Lambe, J.L. (2017). Media effects and society. Routledge.

Persson, A. (2019). Framing social interaction: Continuities and cracks in Goffman’s frame analysis. Routledge.

Pizzo, A., Lombardo, V., & Damiano, R. (2024). Interactive storytelling: A cross-media approach to writing, producing and editing with AI. Routledge.

Quesenberry, K.A. (2019). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield.

Smith, D. (2017). Strategic planning for public relations. Routledge.