12 points, SCA Band 1, 0.250 EFTSL
Postgraduate - Unit
Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.
Faculty
Organisational Unit
Communications and Media Studies
Chief examiner(s)
Coordinator(s)
Unit guides
Prohibitions
ATS4720, APG4401
Synopsis
This unit engages with the challenges facing the traditional media companies at a time when the mass-market and advertising business models that have long sustained them are under assault from new digital production and distribution technology that is fragmenting audiences and enabling smaller, more entrepreneurial organizations to compete against bureaucratic 'empires'. How do companies such as News Corporation, Channel Nine or Fairfax respond to the threats and opportunities posed by the new digital media businesses like Google, Apple iTunes and Facebook, and community activist projects such as Wikipedia that are leading and exploiting changes triggered by the digital revolution.
Outcomes
Upon completion of this unit students are expected to demonstrate an ability to;
- Critically analyse the business models of a variety of traditional media companies and the challenges and opportunities posed by new digital media;
- Assess government policy responses to issues arising from new digital technology, media convergence and fragmentation of audiences;
- Understand key debates surrounding transformation of public media, such as the Australian Broadcasting Corporation;
- Engage in discussion informed by current media research and theory about the changing media environment in Australia and internationally;
- Conduct independent research in the field of communications and media;
- Think critically and conceptually about contemporary media industries and how they relate with content producers and audiences. In addition, students taking APG5401 should be able to demonstrate additional conceptual ability in written work.
Assessment
Within semester assessment: 100%
Workload requirements
Minimum total expected workload to achieve the learning outcomes for this unit is 288 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
See also Unit timetable information