module specification

The module provides an industry and employment-oriented perspective on the field for students across media, providing a counterpoint to the personal creative aspects in other modules, and building on the critical and analytical elements of earlier modules in L4.

This module develops students’ critical abilities in the analysis of media forms and texts (films, advertising, promotional materials), the circumstances of their financing, production, distribution and exhibition in the economy and society. It considers the role of different media production models and encourages students to apply what they have learned from this analysis. The module provides an insight into a range of roles in media, marketing, public relations and other promotional activities in the media industries. It also develops the ability of the student to critically evaluate the media labour market and situate their own practice and studies within this framework. Alongside this critical approach, students construct an online presence as part of their professional portfolio, applying concepts and perspectives derived from the module both to examples from the wider industries and their own media practice and studies. Students also analyse a particular professional career path as part of module.

The module aims:

• To outline media industry structures and current industry opportunities.
• To acquaint students with key economic and institutional developments in media with particular emphasis on Britain.
• To understand current trends in the media industries towards transmedia (when media content is created to be used across a range of media platforms such as computers, mobile phones and other mobile devices).
• To introduce students to practitioners in a range of media roles
• To encourage students to link such critical research and study to their own practice and career plans.

The module will necessarily reflect material of currency, contemporary thought and critical practice. Topics normally covered may include:

• Critical analysis of a range of media sectors such as high to no-budget cinema, online television, social media production, promotional screen industries. LO1-4

• Promotion, self-promotion and personal branding for film, television and media students, including the construction of an online presence. LO3-4

• Film, television and media roles and career case histories of selected media industry professionals.  LO2-3

• The role of professional networking. LO3

• Changes brought about through increasing role played by new media platforms including transmediality. LO3-4

Guest speakers from media industries will be invited to illustrate a range of industry roles and the specifics of each guest’s career path.

The module is delivered through lectures, seminars, workshops and screenings with tutorial guidance available throughout the module. Visiting speakers, external visits and live projects will be available through the module where appropriate. Students will engage in self-directed study to enable them to complete the required assignments. Module timetables and information, and further material, including lecture notes and research links will be available to students on WebLearn.

The assignment brief will be available from the beginning of the module allowing students to plan their work in advance and when possible, live projects will be incorporated into assessments. Students will choose individual case studies with support from their tutor. The final assessment will allow students to build upon their earlier research.

On successful completion of this module students will be able to:

LO1. Analyse and understand the dynamics underlying changing patterns of production, marketing and consumption of media in economy and society.
LO2. Understand and outline the structure of a particular industry role and mode of media production.
LO3. Show awareness of the imperatives and constraints that operate in real world media content production.
LO4. Present work across a variety of media in a professional fashion.

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