Students
MECO803 – Social Media
2017 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Catharine Lumby
Contact via catharine.lumby@mq.edu.au
Room 255 Y3A
By email appointment
Department Administrator
Justine Martin
Contact via justine.martin@mq.edu.au
Room 250 Y3A
By email appointment
Justine Martin
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
Admission to MCreIndMFJ or MFJ or MCreInd or MIntComm or MIntCommMIntRel or MIntBusMIntComm
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This subject will offer students an advanced understanding of the key role social media now plays in professional media practice and of the way it is reshaping public debate and media business models. It will involve students in integrating emerging online platforms and technologies into media practice, including news gathering, feature and current affairs production, and opinion writing. Students will analyse the way mainstream media organisations are utilising social media to produce and augment media production and enlist media users in producing content. They will also examine the way social and online media have opened up new possibilities for media producers to bypass traditional media organisations and attract large audiences using blogs, Twitter and Youtube.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
General Assessment Information
Late Submissions
Tasks 10% or less. No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for Disruption to Studies is made and approved.
Tasks above 10%. Students who submit late work without an extension will receive a penalty of 10% per day. This penalty does not apply for cases in which an application for Disruption to Studies is made and approved.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Project diary | 30% | No | Due November 14 |
| Analysis of website | 30% | No | Due September 5 |
| Final social media strategy | 40% | No | Due November 14 |
Project diary
Due: Due November 14
Weighting: 30%
Assessment One – Project diary and rationale for strategy and content – 2000 words - 30%
Due November 14
This assessment task relates to the following Learning Outcomes:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media era
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
This assessment is an ongoing task which spans the semester. Beginning in Week 1, students should keep a reflective weekly diary of what they are learning in the seminar lectures and industry guest talks, their contributions to their group project, their interactions with their industry partner, their reflections on how and why they have developed social media strategy and social media content, and observations about any hurdles they encounter in working as a team or interacting with their industry partner. This diary will serve as a guide for the assessor in understanding how and why their social media strategy and content was developed. It will also offer the assessor a deeper understanding of the individual role they played in developing the social media strategy and content within their team.
In its final form, the diary should be written up as a report with clear subheadings indicating the area of learning reflection or process of project development. Students will be learning about the process of report writing in this course as it forms a critical tool for communicating process and strategy to clients.
Assessment Matrix
Clarity of Expression
25%
Quality of Reflection
25%
Evidence of Contribution
50%
On successful completion you will be able to:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Analysis of website
Due: Due September 5
Weighting: 30%
Assessment Two – Analysis of website – 1500 words - 30%
Due September 5th
This assessment task relates to the following Learning Outcomes:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media era
- Outline the legal and ethical issues and principles in the social media field
This assessment task is designed to ground student's learning process in an applied task where they can actively engage their developing knowledge of the principles of excellent social media strategy and content through an analysis of a website developed by an organisation which targets similar issues and groups to the organisation with whom they are partnered. Students are encouraged to closely analyse the strengths and weaknesses of the strategy and content underpinning their chosen website and to reflect on how they will use their analysis to refine the strategy and content they develop in their group social media project.
Assessment Matrix
Clarity of Expression
25%
Quality of Reflection
25%
Quality of Research
25%
Originality
25%
On successful completion you will be able to:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Outline the legal and ethical issues and principles in the social media field
Final social media strategy
Due: Due November 14
Weighting: 40%
Final social media strategy and content– Total website/social media site and content - 40%
Due November 14
This assessment task relates to the following Learning Outcomes:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
This assessment task must include the following: A clearly written report on the social media strategy developed by the team for the allocated organisation; an account of how the social media content was developed; and a link to/attachment of social media content made to underpin the strategy.
Students will be given instruction on report writing tailored to communicating social media strategy to their organisation, including guidance on sections they should typically include. They will also be given access to software, digital media resources, to media studios and to technical support which will enable them to develop their social media content.
Assessment Matrix
Clarity of Expression
25%
Responsiveness to Client Needs
25%
Quality of Research
25%
Originality of Strategy
25%
On successful completion you will be able to:
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Delivery and Resources
LECTURE STRUCTURE – MECO 803 – 2017
Seminar One
( Monday 7th August 10am-1pm): Introduction to course
Guest lectures:
Readings:
Baym, Nancy (2010), “Making New Media Make Sense”, Personal Connections in the Digital Age, Polity, Cambridge, pp. 22-49.
Baym, Nancy and boyd, danah (2012), “Socially Mediated Publicness: An Introduction”, Journal of Broadcasting and Electronic Media, pp.320-329.
Seminar Two
(Monday 21st August – 10am-1pm): Defining and understanding social media; introduction to social media strategy
Readings:
Kietzmann, Jan, Hermkens, Khristopher, McCarthy, Ian and Silvestre, Bruno (2011), “Social Media? Get Serious. Understanding the Functional Building Blocks of Social Media”, Business Horizons, 54, pp.241-251.
Seminar Three
(Monday 4th September – 10am-1pm): Creative content and narrative / Planning a social media strategy
Guest lectures: TBC
Readings:
Halvorson, Kristina and Rach, Melissa (2012), “Content”, Content Strategy For the Web, New Riders, Berkeley pp. 103-126.
Huang, Tom (2014), “Storytelling in the Digital Age”, The New Ethics of Journalism, McBride, Kelly and Rosenstiel, Tom (eds), Sage, London, pp. 39-59.
Seminar Four
(Monday 2nd October – 10am-1pm): Storytelling and journalism in the social media era/What makes media go viral?
Guest lectures:
TBC
Readings:
Berger, Jonah (2013), “Emotion”, Contagious: Why Things Catch On, Simon and Schuster, New York, pp.93-124.
Seminar Five:
(Monday 16th October – 10am-1pm): Social media and audience interaction/Social media and freelancing
Guest lectures: TBC
Readings:
Seminar Six
(Monday 30th October – 10am-1pm):
Citizen journalism/Using social media for public benefit journalism and communication
All assignments should be delivered through Turnitin you will find a link for each assignment under the due week or under week 13
The reader can be found at http://multisearch.mq.edu.au/?course=MECO803
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy_2016.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.html
Disruption to Studies Policy (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Results
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
Additional information
MMCCS Session Re-mark Application http://www.mq.edu.au/pubstatic/public/download/?id=167914
Information is correct at the time of publication
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
PG - Capable of Professional and Personal Judgment and Initiative
Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.
This graduate capability is supported by:
Learning outcomes
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Assessment tasks
- Project diary
- Final social media strategy
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcomes
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Assessment tasks
- Project diary
- Analysis of website
- Final social media strategy
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Assessment tasks
- Project diary
- Analysis of website
- Final social media strategy
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- Appraise the role social media plays in the contemporary media landscape and in journalism
- Critically analyse and evaluate social media platforms
- Identify and critically examine the business models which underpin media production in the social media area
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Assessment tasks
- Project diary
- Analysis of website
- Final social media strategy
PG - Effective Communication
Our postgraduates will be able to communicate effectively and convey their views to different social, cultural, and professional audiences. They will be able to use a variety of technologically supported media to communicate with empathy using a range of written, spoken or visual formats.
This graduate capability is supported by:
Learning outcomes
- Critically analyse and evaluate social media platforms
- Design and build a social media presence in a chosen field of interest
Assessment tasks
- Project diary
- Final social media strategy
PG - Engaged and Responsible, Active and Ethical Citizens
Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues
This graduate capability is supported by:
Learning outcomes
- Critically analyse and evaluate social media platforms
- Design and build a social media presence in a chosen field of interest
- Outline the legal and ethical issues and principles in the social media field
Assessment tasks
- Project diary
- Final social media strategy