Students are required to write a scholarly 8000 word visual analysis that responds to the prompt below:

• In Theoretical Advances to Critical Visual Analysis: Perception, Ideology, Mythologies, and Social Semiotics, Giorgia Aiello writes that 'Cultural Studies focuses on revealing how dominant cultural norms become embedded in media messages [images] in ways that allow them to be reinforced, internalised, and ultimately also become hegemonic' (2006, p. 98). Drawing on the selected advertisement available on ilearn, discuss Aiello's statement. Does this Australia Day advertisement for XXXX Beer reveal the way in which dominant cultural norms are 'reinforced, internalised' and 'become hegemonic?' 

In their essays, students are required to draw on the unit readings in order to build an argument and perform a thoughtful and well-supported analysis of advertisement. Students are also required to develop academic writing skills in their essays. If they have any questions about the structure of an academic essay, they should ask their tutor, raise questions on the general discussion board and use the resources available at mq.edu.au/learningskills. They should also include in-text referencing and attach a reference list at the end of their essay. For more information on referencing please follow the link to Macquarie University Library’s Referencing Guide here: http://libguides.mq.edu.au/Referencing.

Essays will be marked according to the following assessment criteria:

1. Demonstrates a clear and effective grasp of relevant key concepts
2. Demonstrates engagement with the unit readings and material
3. Stages a well-supported analysis of relevant key concepts and the selected image 
4. Effective use of writing skills to present academic research, including consistent and accurate use of in-text referencing

Submission: Students will submit their essay via the Turnitin link on the unit iLearn Site.

Late Penalty: A late penalty of 5% per day, including weekends, will be applied. 

Extensions: Students who have experienced a disruption to their studies and would like to seek an extension must submit a disruption to studies notification via ask.mq.edu.au. Please email your tutor if you have any questions.

In this unit, students are required to participate in the weekly forum in two ways. First, students must post a 200-300 word response to the weekly activity within the defined time frame. Second, students must also encourage engagement and peer learning by commenting on one other post in the weekly forum. The forum will be open from the Tuesday of each week until the following Tuesday. 

For this assessment, students will draw on their weekly tasks in order to submit one word document to turnitin that contains two sections. 

Section One: Activity Portfolio

For this section of the assessment, students must collate their activity posts from Week 1 - Week 7 and paste them into a Word Document. 

Section Two: Scholarly Reflection 

For this section of the assessment, students are required to select two of their own responses to the weekly activities undertaken in the discussion forms between weeks 1-7. They are required to complete a 400-500 word scholarly reflection task for each post.

In these scholarly reflections, students are required to outline the context of their post on the discussion forum, demonstrate how it enhances their understanding of the key concepts or methods explored in the unit, and discuss how their thoughts have developed since writing their post.

Students can find a template for this assessment task on the main ilearn page, underneath the link to the dialogue module and unit guide. Each post they include should be 150-300 words in length (about a paragraph). This means you may either use a full post, or an extract. The posts are not included in the word count.

This assessment task will be marked according to the following assessment criteria:

1. Submission of weekly writing activities, including two of the student’s weekly responses for reflection
2. Demonstrates a clear grasp of relevant key theoretical concepts and their context
3. Demonstrates the ability to identify the significance and implications of relevant key concepts
4. Demonstrates a critical engagement with relevant unit readings, cultural studies scholarship and debates
5. Stages a thoughtful reflection on the process of learning and engaging with cultural studies scholarship
6. Effective use of writing skills to present academic research, including consistent and accurate use of in-text referencing

Submission: Students will submit this task via the Turnitin link on the unit iLearn Site.

Late Penalty: Students who submit late work without an approved extension will receive a penalty of 5% per day. 

Extensions: Students who have experienced a disruption to their studies and would like to seek an extension must submit a disruption to studies notification via ask.mq.edu.au. Please email your tutor if you have any questions.

Students are required to write a 1,500 word essay that responds to the question:

• 'The world of images that we interact with on a daily basis is caught up in the power relations of the societies in which we live ... Just as images are both representations and producers of ideologies of their time, they are also factors in relations of power' (Sturken and Cartwright 2001, p. 72).  Using an example of your choice, that relates to one of the topics examined in this course, critique Sturken and Cartwright's understanding of our visual culture. Are images 'elements within ... power relations?' 

In order to write their essays, students must draw on their example, academic research, several readings and the understanding of visual culture they have developed throughout the unit. They must also focus on one of the topics studied between week three and week twelve. Students should also aim to use the readings to develop a well-theorised argument that can be illustrated using detailed analysis of their chosen image.  

This assessment task will be marked according to the following criteria:

1. Demonstrates the ability to deploy analytical skills in order to develop a scholarly and well-supported argument
2. Demonstrates a clear and effective grasp of relevant key concepts
3. Demonstrates critical and sustained engagement with the unit readings
4. Demonstrates knowledge and critique of key issues and methods within cultural studies
5. Ability to stage a well-supported and detailed analysis of their chosen image 
6. Effective use of writing skills to present academic research, including consistent and accurate use of in-text referencing.

Submission: Students will submit their Final Essay via the Turnitin link on the unit iLearn site.

Late Penalty: A late penalty of 5% per day, including weekends, will be applied. 

Extensions: Students who have experienced a disruption to their studies and would like to seek an extension must submit a disruption to studies notification via ask.mq.edu.au. Please email your tutor if you have any questions.