Students
MECO803 – Social Media
2015 – S2 Day
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Catharine Lumby
Contact via catharine.lumby@mq.edu.au
Room 255 Y3A
|
|---|---|
| Credit points |
Credit points
4
|
| Prerequisites |
Prerequisites
Admission to MFJ or MA in Media Law and Culture
|
| Corequisites |
Corequisites
|
| Co-badged status |
Co-badged status
|
| 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.
|
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
The assessment structure in MECO 803 balances an appraisal of individual work with an appraisal of group outputs. While the content of Assessment 3 will produced by a team working together, Assessments 1 and 2 are individual assessment tasks. Assessment 2, in particular, is designed to give the assessor key information about the contribution each team member has made to the final social media strategy and content.
Further information about the assessments will be given in class and students are encouraged to ask questions and seek a consultation with their convenor to ensure they are clear about the assessment tasks.
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI Approach |
|---|---|---|---|---|---|
| Analysis of website | 30% | Due September 7 | No | ||
| Project diary | 30% | Due November 16 | No | ||
| Final social media strategy | 40% | Due November 16 | No |
Analysis of website
Due: Due September 7
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI Approach:
Assessment One – Analysis of website – 1500 words - 30%
Due September 7
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
Project diary
Due: Due November 16
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI Approach:
Assessment Two – Project diary and rationale for strategy and content – 2000 words - 30%
Due November 16
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
Final social media strategy
Due: Due November 16
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI Approach:
Final social media strategy and content– Total website/social media site and content - 40%
Due November 16
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 – 2015
Seminar One
(July 27th 10am-12pm): Introduction to course
Guest lectures: Not-for-profits
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
(August 3rd – 10am-12pm): 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
(August 10 – 10am-2pm): Creative content and narrative / Planning a social media strategy
Guest lectures: Duncan Fine
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
(August 24th – 10am-2pm): 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:
(September 7th – 10am-2pm): Social media and audience interaction/Social media and freelancing
Guest lectures: Catharine Caines, Mathew Gain, Victor Gugger
Readings:
Seminar Six
(October 26th – 10am-2pm):
Citizen journalism/Using social media for public benefit journalism and communication
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.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
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://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use 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
- Analysis of website
- Project diary
- 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
- Analysis of website
- Project diary
- 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
- Analysis of website
- Project diary
- 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