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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Media Audiences and the Public (MCC236)

School School of Arts
Credit Points 4
Description This unit considers the contemporary media environment for audiences in terms of historical and newly developing traditions of audience analysis. It also examines theories that inform public and political communication, focusing specifically on the media-public dynamic. The unit draws on several disciplines, including mass communication, media studies, psychology, consumer behaviour, public opinion and cultural studies. The unit provides practical knowledge about how media audiences and publics are measured and develops basic proficiency in the practical skills of audience research.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Communicate orally and in writing to a developed standard.
2. Collect, analyse and evaluate information and ideas clearly and critically.
3. Cooperate in team learning activities.
4. Take responsibility for your own learning.
5. Display professional commitment to ethical practice on a daily basis.
6. Apply key concepts and theoretical approaches of media audience theory and public communication.
7. Demonstrate proficient at conducting and writing up an audience analysis.
Timetabled Learning Activities Lectures: 1 hour per week: tutorials 1.5 hours per week.
Unit Learning Experiences This unit uses a structured timetable as a framework for learning. Students are required to attend a 1 hour lecture and a 1.5 hour tutorial for 11 weeks of the semester. One tutorial will be conducted in workshop-style to assist students with their major assignment. In addition to timetabled activities, students are expected to spend 7.5 hours per week on comprehending the weekly required readings, reviewing lecture notes, preparing for and completing each of the assessment tasks including weekly tutorial questions, tutorial reports and comments, the research assignment and exam.
Prerequisites MCC108 Introduction to Communication and Media.
Exclusions Students who have completed MSC236 Media Audiences are not eligible to enrol in this unit.
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.

Contacts

Unit Coordinator
MCC236
Dr Melissa Merchant
P/T Teaching Casual

e: M.Merchant@murdoch.edu.au
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