BA Media &
Communication
Module Information
2014-2015
www.swansea.ac.uk/artsandhumanities
Arts and Humanities
College of
BA MEDIA & COMMUNICATION
The BA Media & Communication incorporates media history and theory, film and television studies, journalism, public relations and a wide range of practical media modules.
The academic disciplines of media, film and television, journalism and public relations, as currently taught and supervised at Swansea, cover a wide range of topics of contemporary interest to wider society across Wales, the UK, Europe and the World.
For students on the integrated BA Media & Communication degree at Swansea, which is based in the Department of Political and Cultural Studies, analysis of key works goes hand in hand with cultural theory, critical thinking, practical projects and a range of practical experience in journalism, filmmaking, radio production, and public relations.
The teaching staff includes experts on digital media, global journalism, public relations and European and World cinema and television, with particular emphasis on Hispanic, Eastern European and independent American
cinema. There is also significant expertise on the policy and regulation of television in Europe, and experts on new media and convergence who work closely with a range of UK and European institutions on new technological developments and related socio-cultural and policy changes affecting the ever-changing, media-saturated world in which we live.
The current configuration of staff specialisms at Swansea, built up over the last decade, represents a unique mix of practice and theory, historical and futuristic perspectives, and critical and technological scholarship, which is a distinctive strength of the institution. Academics at Swansea are engaged in a wide range of research projects that invite the contributions of students and there are several thriving series of public lectures and student societies. Students entering the second year of the BA Media and Communication Honours degree are advised on the most appropriate pathways through the remaining two years of their degree scheme in order to ensure the maximum academic and practical experience necessary for their chosen careers. Whether students choose to focus on film studies, media studies, journalism, public relations or other media-related careers, they can be sure of finding the skills, understanding and knowledge they require on the BA Media & Communication at Swansea.
In addition, the degree scheme includes the possibility of work placements and a developing network of student exchanges with other European universities. Graduates from the BA Media Communication degree have gone on to work in television, public relations, filmmaking and all kinds of journalism, as well as further academic study, teaching and a wide variety of careers.
Please note that modules may be subject to change.
LEVEL ONE
Semester 1
Semester 2
MS100
Introduction to Media
Communication
MS120
Introduction to Media History (20)
MS103 Introduction to Film Studies
MSP100R
PR, Propaganda and Promotion (20)
MSS106
Hollywood: A History of American
Please note that modules may be subject to change.
Compulsory MS-200 Theorising the Media MSP201R Digital PR Practice
MS-219 Studying Digital Media
MS-221 Creative Media Practice
MS-228 Introduction to Video Production
MSS202 History of Screen Animation
MSP200R Public Relations Theory
MS-231 Introduction to Journalism
MSS217 Reading the Screen
PO-234 Elections and voting
EN 236 Introduction to Writing Drama
HIH267 The History of Mass Media in the
UK
ML-227 War and Conflict in European Film MLF226 French Cinema since WWII
HUA203 Digital War
MSW207 Cyfathrebu Digidol
MSW202 Cyfryngau a Chymdeithas
MSW200 Sgiliau Cyfryngau Ymarferol
MSW205 Creu a Chyflwyno Testunau
AHT200 Profiad Gwaith
MSW208 Theori Cysylltiadau Cyhoeddus MSW206 Drama a Dogfen ar y Sgrîn
Please note that modules may be subject to change.
LEVEL THREE
Semester 1
Semester 2
MS-310 Dissertation Preparation
MS-311 Dissertation
MS-323 Video Production or MS-327
Radio Product
MS-302 Media, Gender and Sexuality
MSS302 Signing the Screen: Film
Authorship
MS-309 On-line Journalism
MSP300R Branding and Marketing
MS-332 Drama and Documentary on
Screen
HIH3215 Media & Society in the 1930s
MS-306 Digital Media in Context
PO-3118 Political and Cultural Studies
Internship
MS-307 Practical Web Technologies
ALE-316 Language in the media
EN 306 Creative Writing: Writing for
Performance
MSW305 Cynhyrchu Cyfryngol Digidol
ML-322 From Page to Screen
MSW308: Cyfathrebu Corfforaethol
EN 309 Further Creative Non-Fiction
Writing
MSW303: Traethawd Estynedig
Cyfryngau
MSW304 Iaith a’r Cyfryngau
MSW307: Traethawd Estynedig
Cysylltiadau Cyhoeddus
MSW302 Drama a Dogfen ar y Sgrîn
MSW303 Traethawd Estynedig Cyfryngau
MSW307: Traethawd Estynedig
Cysylltiadau Cyhoeddus
MSW306: Strategaeth, Brandio a
Marchnata
Level 1
- Module Information
MS100 Introduction to Media Communication Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination 1
Synopsis
The module will consider approaches to the study of media and communication which focus variously on institutions,
technologies, texts, audiences and policy issues. It will also introduce discussion of what power or powers are wielded through use of media in our culture The module builds to an examination of the effects of new media technologies on 'co-present' and interpersonal communication. The module provides a detailed consideration of media institutions, media 'texts' and media audiences. Here it will focus on issues surrounding the analysis of the power of media institutions; the interpreting or 'reading' of media 'texts'; the study of how media are used and interpreted by audiences/consumers; and attempts by the state and other policy agencies to use, control and censor the media. Finally, basic issues in the implications of the 'new media'/media convergence will be addressed. Please note, students are also expected to attend four film screenings
MS103 Introduction to Film Studies Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination 1
Synopsis
Introduction to Film Studies provides students with the critical awareness and theories that will equip them to analyse films and film movements from a wide variety of angles. Students will examine key representative films from several angles and learn to present their own analyses and findings in cogent, eloquent manner in seminars and in written work.
MSS106 Hollywood: A History of American Film Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination 1
Synopsis
Hollywood: A History of American Cinema is a contextual and chronological study of the history of Hollywood, its effect on American society and its attempts to reflect the changes of that society. Key films are studied in depth and in relation to each other and to social and political developments in the USA.
MS120 Introduction to Media History Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination
Synopsis
This module critically explores the history of modern media from the birth of printing to the internet. It traces the rise of mass-media and analyses the cultural, economic, social and political dimensions of the major broadcast forms and their impact. The module concludes with an exploration of the rise of computing and the internet, the digital transformation of all older media forms and the end of the dominance of the broadcast model of informational production, distribution and consumption.
Level 1
- Module Information
MSP100R PR, Propaganda and Promotion Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination
Synopsis
Public Relations is a rapidly developing industry, but it remains a challenge for both academics and practitioners to distinguish between those activities which are classed specifically as PR and those that might be determined to be
propaganda or promotion. This introductory module considers definitions of PR, promotion and propaganda and explores the theories and historical development of each area providing students with a mixture of theory and practice, the module examines techniques used for PR, promotion and propaganda and teaches students the fundamentals of creating a promotional campaign. Students will be introduced to specific techniques such as campaign planning, writing a press release and developing creative campaign ideas. Particular emphasis is placed on media relations and the role that PR and propaganda play in influencing news agendas and public opinion. Students will explore the historical and theoretical context and development of public relations and propaganda.
ML102 Modern European Film: Themes and Perspectives Year 1 Undergraduate
Credits: 20
Assessment: Coursework 1, Examination
Synopsis
This module explores themes of metamorphoses and adaptation in six European films dating from the French Nouvelle Vague period of the late 1950s to the present. Each film depicts transformative human experiences, significant events that can be seen as rites of passage in various stages of people's lives. The module also introduces methods by which such experiences are represented through the medium of film. The films selected for this module are in French, German, Italian, Spanish and are all subtitled.
7
Department of Political and Cultural Studies
BA Media and Communication
MS-200 Theorising the Media Year 2 Undergraduate
Credits: 20
The principle aim of the course is to enable examination of a diverse range of modern media theories to probe their relevance to our everyday lives: how far do they further our understanding of the role and influence of media and communication? Each lecture will assist in developing a critical perspective on a major theorist or major theme which binds together a school of thought. Every effort will be made to trace the evolution of theoretical perspectives as they emerge over time and to encompass the various foci which gain prominence as attention shifts from effects to reception, from indoctrination to active resistance and empowerment and to the new postmodern information age holds sway.
Assessment: 2,000 word essay and 2-hour exam
MS-219 Studying Digital Media Year 2 Undergraduate
Credits: 20
This module critically considers the development of digital media and introduces concepts central to the analysis of digital environments and their economical, social, cultural and political impact. It connects theory with practice by providing a grounded view of digital media and examining the forms of contestation that they produce.
Assessment: For the first part of the assessment, students are required to develop and write a blog and conduct research on social media platforms on their chosen topic. They will be required to trace ongoing developments relating to their topic, posting links to news stories and commentaries upon the stories and their impact or implications. Before the final due date students will post a final critical summary of their topic. This will offer a critical overview of the issues that have arisen during the time of their blog or those that currently define their topic. There will also be a 2,000 word essay.
MS-221 Creative Media Practice Year 2 Undergraduate
Credits: 20
The module will encourage students to use the computer ‘as a tool’ not perhaps purely as a typewriter or communication device. Practical endeavours include: digital graphical design, image manipulation; HTML, web design; and desktop publishing. Along with covering these valuable applied skills, we will reflect and study on what being ‘creative’ means and some ways of cultivating a more creative outlook and enhancing innovative production. Part of the assessment is group based for this module – and working as a team is to also be considered where professional processes are utilised in order to formalise our methods of working efficiently together. A larger proportion of the assessment is individual and reflexive in nature, theories of usability and design are researched and academically critiqued to help inform and lead to best practice in our digital ‘hands-on’ undertakings.
Assessment: 2,000 word essay and group project/report
MS-228 Introduction to Video Production Year 2 Undergraduate
Credits: 20
This is a second year module that aims to present the principles, theories and techniques surrounding video
production and provide instruction in the skills required for successfully developing a detailed working knowledge of the production process in the making of video projects within a specified deadline.
Assessment: video project and reflective essay (2,000 words)
Level 2
- Module Information continued
9
Department of Languages, Translation and Media
9Department of Political and Cultural Studies
BA Media and Communication
MS-231 Introduction to Journalism Year 2 Undergraduate
Credits: 20
This module introduces students to the principles and skills that underlie the contemporary practice of journalism. The module acquaints students with various facets of news operations in a variety of media, including news values, reporting, news writing, feature writing, interviewing, editing, style guidelines and ethical considerations. Theoretical underpinnings will be explored in addition to developing practical skills. The module is workshop‐based. Coursework entails reporting, writing and editing. Sessions are designed to incorporate extensive discussions and evaluation of current news events and their coverage. Students will produce a portfolio of journalistic writing, which will be assessed.
Assessment: Journalism portfolio (2,500 words) consisting of a collection of news and features, as well as visual and data elements
MSP200R Public Relations Theory Year 2 Undergraduate
Credits: 20
There are a number of scholars who are exploring public relations and developing a body of literature that documents PR as an influential force in society. Much of the theory considers the impact this kind of organisational communication has on our world views. This module, through a series of practical and professional case studies, considers some of the social, cultural and political consequences of PR, using a variety of perspectives as an evaluative framework.
Assessment: 2,500 word essay and a theory informed critical review based on a professional/practical case study/ scenario.
MSP201R Digital PR Practice Year 2 Undergraduate Credits: 20
There are a number of scholars who are exploring public relations and developing a body of literature that documents PR as an influential force in society. Much of the theory considers the impact this kind of organisational communication has on our world views. This module, through a series of practical and professional case studies, considers some of the social, cultural and political consequences of PR, using a variety of perspectives as an evaluative framework.
Assessment: 1,500 word digital PR campaign analysis essay; 2,000 word digital PR campaign; Group press conference.
MSS202 History of Screen Animation Year 2 Undergraduate
Credits: 20
Through close analysis of screen texts, this module will examine the historical, technical and theoretical aspects of international animation. A form long dismissed as children's entertainment, the module will assess the impact of screen animation as art and as a recognised global form of expression.
Level 2
- Module Information continued
MSS217 Reading the Screen Year 2 Undergraduate
Credits: 20
This module assesses how various kind of screens function as media of representation, expression, communication and, increasingly of interactive contact. The general organising principle of this module is the use and abuse of different screens, with particular emphasis on cinematic screen. We shall consider the general question of what is the relationship between the screen and the spectators, that is what does the screen ‘say’ to the spectator, and what the spectator ‘read’ from the screen. The module first analyses the notion of Ideology, ideas and hegemony within popular films to understand the film text, not as mere entertainment, but as the site where images are conveyed, and naturalized, to be ideological assumption of the world. Furthermore, the aim is to strengthen the affiliation between ‘us’ and what we watch, considering the articulated relationship in the production of, seeing, hearing and sensually experiencing of the screen medium. The course will explore areas such as: ideological assumption of gender and sexuality, race, audience, sensation and new media, as ways of elaborating on the relationship between screens and spectator. A series of contemporary case studies will be used for close textual analysis and theoretical elaboration and testing across film, television and new media.
Assessment: 2,000 word essay and 2,000 word illustrated essay
EN 236 Introduction to Writing Drama Year 2 Undergraduate
Credits: 20
This lecture/workshop module leads the student through theory and practice of the main areas of naturalistic theatre, with a short introduction to non-naturalistic theatre. The focus is on the writing of naturalistic drama.
The module considers the relationship between writer, play, actors and audience. It examines methods of structuring material so as to reinforce curiosity and create empathy and suspense, and explores issues of character and dialogue. Emphasis will be placed throughout on the practicalities of the creation of a naturalistic script.
Assessment: One assignment (2,500 words) accompanied by a reflective essay (1,500 words)
HIH267 The History of Mass Media in the UK Year 2 Undergraduate
Credits: 20
This module examines the historical development of the mass media in the United Kingdom, focusing on the emergence of the 'old' media of print, broadcasting and cinema. It examines the institutional histories of these media, the changing relationship with their audiences and the development of their content. Debates about the social impact of these media will be examined as well as the different interpretations of their representation of society and the past. The factors that have shaped their ability to represent society such as censorship, commerce, ownership, propaganda and news management will be addressed.
Assessment: A critical evaluation of the historical significance of a media product or form, that is newspaper, magazine, television programme, channel, film etc which should be no longer than 2,000 words. A group presentation on the media representation of an historical event to be agreed with the module tutor. An individual reflective paper on the presentation of no more than 1,500 words.
Level 2
- Module Information continued
11
Department of Political and Cultural Studies
BA Media and Communication
HUA203 Digital War Year 2 Undergraduate Credits: 20
This module critically explores the use of digital technology in contemporary warfare and conflict. It considers the military use of digital technologies and weapons; the media reporting of warfare, conflict and terrorism; the use of digital technologies by non-state actors and by citizens as part of warfare or conflicts and the broader penetration of digital culture by real, historical or fictional wars and conflicts.
Assessment: 2,000 word essay and 2-hour exam
ML-227 War and Conflict in European Film Year 2 Undergraduate
Credits: 20
War and Conflict in European Film provides a detailed overview of the history of war and conflict in Europe from the early twentieth century to the present day as it is represented and expressed on film. Beginning with the origins of film-art fused with political expression, the module proceeds through the analysis of film movements and representative films to engage with and analyse the development of war and conflict in Europe as it is represented and expressed in relation to film narrative, aesthetics and genre. Encompassing both World Wars, the rise and fall of Communism, the often violent end of European colonialism, and the ‘oil wars’ of recent decades, this module is of vital interest to all those with an interest in the history of Europe, the nature of war and conflict, and the response of film, the art form of the twentieth century, to these events and themes. Assessment: 2,000 word essay; 1,000 word clip analysis mini-essay; 2-hour exam
MLF226 French Cinema since WWII Year 2 Undergraduate
Credits: 20
French cinema has played a leading role in the development of the international film industry and is often regarded as rich and innovative. This course focuses on five films that made a significant cinematic impact at the time in which they were made, spanning from the immediate post-war with Jean Cocteau’s classic La Belle et la Bête to the late 20th century with Cyril Collard’s moving testimony, and including Jean-Luc Godard’s French New Wave classic A bout de souffle, featuring the iconic couple played by Jean-Paul Belmondo and Jean Seberg, Bertrand Blier’s extremely provocative Les Valseuses, which launched the career of Gérard Depardieu, and Agnès Varda’s popular representation of a remarkable vagabond. Each embodies innovative concepts of cinema that influenced film-making in the future in various ways and to different degrees. Students will therefore study these films with an eye towards technical and aesthetic novelty and development.
Assessment: one coursework essay of 2,000 words and one exam lasting 2 hours
PO-234 Elections and voting Year 2 Undergraduate Credits: 20
This module introduces students to one of the central concerns of politics scholars: the systematic study of elections. The module begins with an examination of competing theoretical conceptions of the role that elections play in a democratic political system. With this theoretical framework established, the module guides students through a rich literature that seeks to explain how elections play out in established democracies. Students are introduced to several approaches to explaining voter behaviour, including: party identification; socio-cultural explanations; rational choice theory; retrospective economic voting; issue voting/ issue ownership; leadership effects; and strategic voting. Students will be encouraged to evaluate both the conceptual coherence of these theories and the evidence on which they are based. This exploration of voter behaviour is complimented by analyses of contemporary election campaigns in the United Kingdom, the United States and other established democracies, where recent developments in the media environment have transformed voter-party communications.
Assessment: Assignment 1: 1,000 word blog: each student to submit a blog which is developed through preparation of a non-assessed group presentation; Assignment 2: 2,000 word essay focusing on one of the module sub-topics; Assignment 3: 2 hour examination.
Level 2
- Module Information continued
AHT200 Profiad Gwaith Year 2 Undergraduate Credits: 20
Ar y modiwl hwn byddwch yn treulio cyfnod o 10 diwrnod ar brofiad gwaith gyda sefydliad, elusen, busnes neu sefydliad llywodraethol yng Nghymru. Yn ddelfrydol byddwch yn mynychu'r lleoliad un diwrnod yr wythnos drwy gydol y tymor er mwyn datblygu sgiliau cyflogadwyedd a dealltwriaeth gynhwysfawr o fyd gwaith. Yn ogystal, bydd darlithoedd a seminarau fydd yn meithrin eich sgiliau cyflogadwyedd ac yn eich galluogi i wneud y mwyaf o'ch cyfnod profiad gwaith ac yn eich paratoi ar gyfer ymgeisio am swyddi.
Assessment: Prosiect Ymchwil (2,500 o eiriau); Cyflwyniad (10 munud); Gradd Cyflogwr; CV; Ffluflen gais
MSW200 Sgiliau Cyfryngau Ymarferol Year 2 Undergraduate
Credits: 20
Modiwl sy'n eich cyflwyno i rai o'r sgiliau ymarferol sydd eu hangen mewn gyrfa yn y diwydiannau creadigol. Mewn grwpiau dan gyfarwyddyd arbenigol byddwch yn datblygu sgiliau cyfryngol ymarferol angenrheidiol mewn meysydd fel radio a fideo.
Assessment: Individual report (2,000 gair); Group Report plus project (2,000 words)
MSW202 Cyfryngau a Chymdeithas Year 2 Undergraduate
Credits: 20
Dyma fodiwl cyfoes sy'n cynnig golwg ar berthynas y cyfryngau a chymdeithas. Bydd y modiwl yn ymdrin â nifer o bynciau perthnasol a chyfredol, gan gynnwys chwaeth a gwedduster, dylanwad llywodraethol ar y cyfryngau, preifatrwydd yng nghyd-destun cyfryngau digidol, a sut y caiff y cyfryngau ei integreiddio gyda'n bywyd bob dydd.
Assessment: Essay (2,000 words) and Examination
MSW205 Creu a Chyflwyno Testunau Year 2 Undergraduate
Credits: 20
Nod y modiwl hwn yw rhoi cyfle i myfyrwyr roi pen-ryddid i creadigrwydd. Cyflwynir amrywiol ddulliau o lunio a chyflwyno testunau yn y dosbarth, megis, bwletin radio, bwletin teledu, adroddiad newyddion ar y we, adolygiadau ysgrifenedig a llafar o destunau amrywiol ac addasu cerdd yn gerdd fideo, gan roi cyfle ir myfyrwyr droi eu llaw at lunior testunau hynny eu hunain. Bydd y modiwl yn cynyddu gallu ysgrifenedig a llafar y myfyrwyr gan eu hannog i ddeall a gwerthfawrogi testunau ysgrifenedig a chlyweledol amrywiol.
Assessment: a) Ysgrifennu, recordio a golygu Bwletin Radio: 3 munud o hyd; b) Cofnod proses (ar lein) o’r gwaith uchod: hyd at 1,000 o eiriau; c) Gwaith gr‐p llafar: adolygu dau ddarn llenyddol / celfyddydol ar ffurf trafodaeth deledu: 8-10 munud o hyd; ch) Adolygiad ysgrifenedig o lyfr neu ddarn o gelfyddydd neu achlysur: hyd at 1,000 o eiriau
MSW206 Drama a Dogfen ar y Sgrîn Year 2 Undergraduate
Credits: 20
Mae'r modiwl hwn yn rhoi cyfle i fyfyrwyr ddysgu am hanes a datblygiad dau o genres pwysicaf ffilm a theledu sef drama a dogfen. Ceir cyfle i ddadansoddi cynyrchiadau rhai o brif arloeswyr y ddau faes megis Robert Flaherty, John Grierson, Dennis Potter a Jimmy McGovern ac ystyried eu cyfraniad i ddatblygiad y cyfryw ffurfiau. Ceir cyfle hefyd i ystyried ddatblygiadau newydd a sut mae'r ddwy genre wedi addasu, uno datblygu dros y blynyddoedd i sicrhau eu goroesiad fel ffurfiau difyr a phoblogaidd.
Level 2
- Module Information
13
Department of Political and Cultural Studies
BA Media and Communication
MSW207 Cyfathrebu Digidol Year 2 Undergraduate Credits: 20
Bydd y modiwl hwn yn cyflwyno myfyrwyr i'r sgiliau a'r wybodaeth anghenrheidiol sydd ei angen er mwyn datblygu a chyflwyno ymgyrch cysylltiadau cyhoeddus lwyddiannus, gan ddefnyddio cyfres o weithgareddau ymarferol. Er bod pwyslais ymarferol i'r modiwl, bydd hefyd yn canolbwyntio ar gysylltiadau cyhoeddus ar lefel rheolaeth a strategol, fel bod modd i'r myfyrwyr ddefnyddio theori er mwyn dyfnhau a chyfoethogi eu gwaith ymarferol. Bydd y gwaith ymarferol yn efelychu naws cwmni ymgynghori cysylltiadau cyhoeddus a bydd cyfle i'r myfyrwyr brofi'r swyddi, cyfrifioldebau, strwythurau trefniadol, protocol a'r cyfarwyddiadau briffio sydd eu hangen ar gyfer creu a rhedeg ymgyrch cysylltiadau cyhoeddus effeithiol.
Assessment: Traethawd sy'n dadansoddi'r ymgyrch a grewyd - 1,500 o eiriau; Ymgyrch cysylltiadau cyhoeddus digidol - 2,000 o eiriau; Cynhadledd i'r Wasg fel grwp
MSW208 Theori Cysylltiadau Cyhoeddus Year 2 Undergraduate
Credits: 20
Mae nifer o ysgolheigion yn astudio cysylltiadau cyhoeddus, ac yn datblygu corff o ymchwil sydd yn manylu dylanwad cysylltiadau cyhoeddus ar gymdeithas, a’r modd y mae’n lliwio fel y gwelwn y byd. Drwy astudiaeth fanwl o gyfres o achosion busnes cyfoes ac amrywiol, bydd y modiwl hwn yn ystyried rhai o ganlyniadau cymdeithasol, diwylliannol a gwleidyddol y diwydiant. Gwneir hyn drwy ddefnyddio fframwaith werthuso a fydd yn cynnwys safbwyntiau diwylliannol a rhethregol.
Bydd myfyrwyr yn datblygu dealltwriaeth o adeiladwaith ystod o sefydliadau, gan ddod i ddeall hefyd y modd y gall cyfathrebu strategol gael effaith bositif ar amcanion strategol sefydliad, yn benodol amcanion proffidioldeb ac enw da sefydliad.
Bydd y modiwl hefyd yn ystyried rôl cysylltiadau cyhoeddus o fewn cyd-destun gwleidyddol, gan ystyried fel y mae gwleidyddion ac ymarferwyr materion cyhoeddus yn defnyddio tachtegau cyfathrebu i lywio barn y cyhoedd. Yn sgil yr ystyriaethau hyn, bydd cyfle i fyfyrwyr edrych ar y cwestiynau moesol gall ymarferwyr eu hwynebu o ran cyfrifoldeb cymdeithasol corfforaethol, yn ogystal â’r codau rheoleiddio sy’n llywodraethu’r diwydiant cysylltiadau cyhoeddus.
Bydd myfywryr hefyd yn cael cyfle i ddadansoddi rhai theorïau y tu ôl i ddisgyblaethau hysbysebu a marchnata, yn ogystal ag efrych ar y modd y mae’r tirlun cyfathrebu wedi ei weddnewid yn sgil cyfathrebu digidol.
Assessment: Gwerthusiad beirniadol o un o theorïau cysylltiadau cyhoeddus - 1,500 o eiriau; Traethawd ar un o agweddau a astudiwyd yn y cwrs – 2,500 o eiriau.
Level 3
- Module Information continued
MS-302 Media, Gender and Sexuality Year 3 Undergraduate
Credits: 20
This module looks at the history of research on gender and media and the theoretical approaches that informed this research. Students are encouraged to think critically about the ever changing representations of gender and sexuality in a range of different media and the interpretation and use of different media among different audience groups.
Assessment: coursework of 5,000 words
MS-306 Digital Media in Context Year 3 Undergraduate
Credits: 20
This module critically explores contemporary developments in digital media and digital humanities by exploring previous theoretical and critical traditions of thought.
Assessment: 4,000 word essay
MS-307 Practical Web Technologies Year 3 Undergraduate
Credits: 20
MS-307 Practical Web Technologies follows on from the MS-221 Creative Media Practice module. This UG final year module equips the students with further technological knowledge which when allied with the communication and design skills from MS-221 will enable the students to produce fully functioning websites. Consideration is given to media platforms, and in designing and adapting designs and their implementation to these differing media channels. Skills learnt in this module will provide the student with a good grasp of many of the underlying aspects of what technologies are used on the Internet and in delivering usable and accessible web content to an intended audience.
Assessment: Project: A working web presence and Reflective Essay (2,500 words)
MS-309 On-line Journalism Year 3 Undergraduate Credits: 20
This module offers a comprehensive guide to the practices, techniques and skills used in the research, development and production of journalism in an online environment. It aims to increase both students’ employability and their self-employability by showing them how to take advantage of entrepreneurial opportunities offered by online journalism.
Assessment: Online journalism portfolio and essay
MS-310 Dissertation Preparation Year 3 Undergraduate
Credits: 20
This course introduces the practice of dissertation writing and research approaches for the study of media forms. texts and systems and their contribution to social life. It begins to explore the breadth of media studies through attention to the ways in which media matter. In what ways, and how significant are the media in the formation of individual identities and in the practices of everyday life? In the more public world, to what extent are media key to providing knowledge and enabling the debate necessary to the practices of democracy? The course enables students to build on their own experiences of media as consumers and users. But it also encourages critical attention to how the field of media studies has historically been forged: through argument and contestation between different academic approaches and disciplines.
Level 3
- Module Information continued
MS-311 Dissertation Year 3 Undergraduate Credits: 20
This dissertation enables students to engage in long term, in-depth research on a topic of their choice subject to the approval of the Department.
Assessment: 8,000 word dissertation
MS-323 Video Production Year 3 Undergraduate Credits: 20
This is a third year module that aims to present the principles, theories and techniques surrounding video production and provide instruction in the basic skills required for successfully producing a film of no shorter than four minutes in length within a specified deadline.
Assessment: Presentation with treatment + Video Project 5’ hour duration
MS-327 Radio Production Year 3 Undergraduate Credits: 20
On the successful completion of this module students should be able to demonstrate an understanding of audio production and be able to script, record and edit group-work productions for radio.
Assessment: Essay 2,000 words + Radio Project 5’ hour long
MS-332 Drama and Documentary on Screen Year 3 Undergraduate
Credits: 20
This module offers students the chance to learn about the history and development of film and television's two most important genres - drama and documentary. The work of the two genres' main pioneers will be analysed, individuals such as Robert Flaherty, John Grierson, Dennis Potter and Jimmy McGovern, and attention given to their contribution in the development of relevant forms. There will also be a chance to consider new aspects and how the two genres have adapted, combined and developed over the years to ensure their survival as interesting and popular forms.
Assessment: Report (1,000 words); Essay (2,500 words); Individual presentation (10 minutes)
MSP300R Branding and Marketing Year 3 Undergraduate
Credits: 20
This module provides an advanced level introduction to the theories, principles and practical techniques required for effective, integrated marketing and branding campaigns. The key stages in the process of marketing campaigning will be explored in detail and attention will be paid to the importance of these elements interfacing with the creation and management of effective brands. Creativity is an essential skill for the practitioner and a recurrent keynote in prize-winning campaigns. This topic will be explored through case studies to demonstrate how creativity in all sectors is always diligently aligned to strategy, theory and the technical basics of campaigning. Students will investigate the branding of major companies and the challenge this poses for PR and marketing campaigns. Campaigns will be examined using case studies covering a variety of sectors. Branding theory and practice will be examined as a key nexus for both PR and marketing campaigns, enabling students to develop the skills to critically evaluate good and bad practice in order to themselves produce effective creative project work.
Assessment: 2,000 word marketing campaign evaluation essay and 2,000 word brand campaign analysis and development project.
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Department of Political and Cultural Studies
BA Media and Communication
Level 3
- Module Information continued
MSS302 Signing the Screen: Film Authorship Year 3 Undergraduate
Credits: 20
Signing the Screen: Film and Television Authorship examines, explores and challenges the theory of auteurism (that the director should be considered the 'author' of a film or programme as a writer is the sole author of the book) with a contextual analysis of the professional and artistic trajectory of key film and programme makers and in-depth analysis of their most important works.
Assessment: to be confirmed
MSW302 Drama a Dogfen ar y Sgrîn Year 3 Undergraduate
Credits: 20
Mae'r modiwl hwn yn rhoi cyfle i fyfyrwyr ddysgu am hanes a datblygiad dau o genres pwysicaf ffilm a theledu sef drama a dogfen. Ceir cyfle i dadansoddi cynyrchiadau rhai o brif arloeswyr y ddau faes megis Robert Flaherty, John Grierson, Dennis Potter a Jimmy McGovern ac ystyried eu cyfranaid i ddatblygiad y cyffryw fflurfiau. Ceir cyfle hefyd i ystyried ddatblygiadau newydd a sut u mae'r ddwy genre wedi addasu, uno a datblydu dros blynyddoedd i sicrhau eu goroesiad fel ffurfiau difyr a phobologaidd.
Assessment: Trethawd (2,500 gair); Adroddiad (1,000 gair); Cyflwyniad Unigol (10 munud)
MSW303 Traethawd Estynedig Cyfryngau Year 3 Undergraduate
Credits: 20
Mae'r modiwl hwn yn rhoi cyfle i fyfyrwyr sy'n awyddus i lunio traethawd ymchwil sylweddol ar ryw agwedd ar y cyfryngau yng Nghymru a thu hwnt, boed hynny yn ffilm, teledu, radio neu'r cyfryngau newydd. Ar Ol cyntuno ar bwnc gydag aelod o staff cyfryngau cyfrwng Cymraeg Academi Hywel Teifi byddwch yn cael hyfforddiant sgiliau ymchwil ffurfiol cyn mynd ati i ymrafael a'ch maes dewisiedig. Byddwch yn gweithio'n annibynnol ond yn cyfarfod eich goruchwyliwr ynchwil yn rheoliadd er mwyn derbyn arweiniad ac adborth defynyddiol . Mae'r modiwl hwn yn gyfle gwych i chi ymchwilio yn fanwl i faes sydd yn eich diddori gan brofi eich gallu weithio yn annibynnol.
Assessment: Outline, 100 words; Extended Essay 9,000 words; Presentation, 15 minutes
MSW304 Iaith a’r Cyfryngau Year 3 Undergraduate Credits: 20
Dyma fodiwl sy'n addas i unrhyw un sydd am archwilio'r berthynas rhwng iaith a chyfryngau. Byddwn yn dadansoddi sut mae cyfryngau yn creu 'ystyr' drwy'r iaith maen nhw'n eu defnyddio, yn ystyried sut gall y cyfryngau ddefnyddio iaith i greu portreadau cadarnhaol neu negyddol o wahanol garfannau, yn archwilio iaith y newyddion a gweld sut mae iaith yn newid yn ol y cyfrwng a'r gynulleidfa. Trwy astudiaethau achos penodol, ynghyd a golwg ar dechnoleg ddiweddara'r Rhyngrwyd, y We a'r ffon symudol, cewch gyfle i ymestyn eich astudiaethau yn y Gymraeg, ynghyd a ch astudiaethau yn y Cyfryngau, yn y modiwl hwn.
Level 3
- Module Information continued
MSW305 Cynhyrchu Cyfryngol Digidol Year 3 Undergraduate
Credits: 20
Mae’r modiwl hwn yn rhoi cyfle i fyfyrwyr weithio’n annibynnol i greu prosiect aml-gyfrwng ar destun o’u dewis ac mewn ymgynghoriad a’r tiwtor. Bydd cyfle i ddefnyddio amrediad o sgiliau ac adnoddau er mwyn gwireddu eu prosiect a bydd yn cynnig deunydd teilwng ar gyfer portffolio i'w ddangos i ddarpar gyflogwr.
Assessment: Y cynllun; Y cynnyrch ; Prosiect clytwaith
MSW306: Strategaeth, Brandio a Marchnata Year 3 Undergraduate
Credits: 20
Amcan y modiwl hwn yw rhoi i fyfyrwyr y ddealltwriaeth, ar lefel uwch, o’r amryw dechnegau ymarferol, yr egwyddorion a’r theorïau i’w galluogi i ddeall sut i greu ymgyrchoedd cyfathrebu strategol ac integredig gyda phwyslais arbennig ar rheoli brand a marchnata. Bydd y modiwl yn rhoi ystyriaeth fanwl i sut i adeiladu ymgyrch farchnata effeithlon ac ystyrlon, gan edrych ar effaith datblygiad a rheolaeth brand ar y broses. Drwy edrych ar ymgyrchoedd sawl brand blaenllaw, bydd y myfyrwyr yn gweld sut mae brandio, marchnata, hybysebu a chysylltiadau cyhoeddus yn cydlynu i greu ymgyrchoedd cyfathrebu strategol a chofiadawy. Bydd astudiaeth theoretig ynghyd â phrofiad ymarferol o’r disgyblaethau yn galluogi’r myfyrwyr i wahaniaethau rhwng ymarferion (ac ymgyrchoedd) cryf a gwan, yn ogystal â rhoi iddynt y sgiliau i greu gwaith prosiect creadigol, blaengar ac effeithlon.
Assessment: Dadansoddiad a gwerthusiad beirniadol o ymgyrch gyfathrebu aml-gyfryngol – 2,000 o eiriau; Dadansoddiad o frand ac adroddiad ar sut i ddatblygu’r brand hwnnw ymhellach– 2,000 o eiriau
MSW307: Traethawd Estynedig Cysylltiadau Cyhoeddus Year 3 Undergraduate
Credits: 20
Dyma gyfle i fyfyrwyr wnued gwaith ymchwil helaeth ar agwedd o gysylltiadau cyhoeddus neu gyfathrebu strategol sydd o ddiddordeb penodol iddynt, boed hynny’n ymwneud ag ymgyrcheodd cyfathrebu, hysbysebu, cysylltiadau cyhoeddus neu frandio. O greu amlinelliad o gylch ystod y traethawd estynedig i gwblhau yr ymchwil a’r testun gorffenedig, bydd myfyrwyr yn derbyn hyfforddiant sgiliau ymchwil ffurfiol cyn mynd ati i ymrafael â’r maes dewisiedig, a all fod o Gymru neu thu hwnt. Drwy waith annibynnol a chyfarfodydd rheolaidd gyda’u goruchwyliwr ymchwil, bydd y myfyrwyr yn ennyn sgiliau ymchwil tra hefyd yn datblyugu eu dealltwriaeth o faes cyfnewidiol a chyffrous.
Assessment: Amlinelliad o’r ymchwil - 1,500 o eiriau; Traethawd Estynedig - 9,000 o eiriau; Cyflwyniad/Arholiad Llafar Outline of propsoed research - 1,500 words; Dissertation - 9,000 words; Presentation/Oral examination
MSW308: Cyfathrebu Corfforaethol Year 3 Undergraduate
Credits: 20
Mae'r modiwl hwn yn edrych ar ofynion cyfathrebu corfforaethol sefydliadau mawr ar draws y sectorau preifat a chyhoeddus. Mae'n dadansoddi'r theori a realiti ymarferol o reoli enw da corfforaethol, cyfathrebu adeg argyfwng a'r rôl sydd gan gyfathrebu wrth sicrhau parhad busnes. Bydd hefyd yn edrych ar elfennau ymarferol fel hyfforddiant yn y cyfryngau a'r gofynion statudol sy'n sail i'r gwaith o ddatblygu adroddiadau blynyddol effeithiol.
This module explores the corporate communications requirements of large organisations across the private and public sectors. It analyses the theory and practical realities of corporate reputation management, crisis communications and the role communications play in business continuity. It will also look at practical elements such as media training and the statutory requirements that underpin the development of effective annual reports.
Assessment: Cynllun ar gyfer adroddiad blynyddol - 1,500 o eiriau; Hyd y cofnod - rhwng 1,500 a 2,000 o eiriau; Yn dilyn y senario ddychmygol hon, bydd gofyn i'r myfyrwyr baratoi ar gyfer cyfweliad teledu a fydd yn herio enw da y sefydliad. Asesir y myfyrwyr ar eu gallu i fod yn lefarydd effithiol ar ran y sefydliad.
17
Department of Political and Cultural Studies
BA Media and Communication
Level 3
- Module Information continued
ALE-316 Language in the media Year 3 Undergraduate
Credits: 20
This module builds upon work that you have done on discourse analysis during years 1 and 2, applying it to a range of media texts, including television interviews, documentaries, political debates, social network sites, and participatory news sites. You will use several of the main theoretical frameworks in Discourse Analysis to do so. For example, you will draw upon the micro-analytic methods of Conversation Analysis to examine how political interviews on television and radio phone-in programmes are routinely structured: How are they opened and closed?; How are ‘neutral’ questions posited?; and How are answers evaded? Likewise, using Im-Politeness theories, you will examine verbal conflict and aggression in online political deliberation. You will also learn about the similarities in the use of narratives across genres as diverse as documentaries, news and talkshows. The course will improve your data collection and discourse analytic skills. It will also teach you to assess critically the impact of media discourse upon contemporary society (and vice versa) and to evaluate discursive practices whereby identities are legitimised and/or challenged within the media.
Assessment: One assignment, 2,250 - 2,500 words and one 2 hour exam
EN 306 Creative Writing: Writing for Performance Year 3 Undergraduate
Credits: 20
This module consists of a series of weekly workshops in the theory and practice of writing for performance. It will clarify how writing for film and audio differ from stage and will include specific teaching sessions and assignments in these areas of performance writing. Writing projects will be brought to the workshops to be considered communally. The course will be taught through a combination of tutor-led discussion and workshop-based exercises; techniques will be clarified by the reading, viewing and listening to named productions. Emphasis will be placed throughout on the practicalities of developing working scripts. Consideration will be given to the collaborative aspects of performance writing - the requirements and contributions of other professionals (actors, designers, directors, dramaturges/editors, technicians etc) in the development of a script.
Assessment: the student is asked to submit two portfolios, the first will be a radio script of up to 2,500 words plus a 500 word reflective essay. The second will be a short film script of a maximum of 2,500 words (plus a 500 word reflective essay).
EN 309 Further Creative Non-Fiction Writing Year 3 Undergraduate
Credits: 20
Further Creative Non-Fiction covers a wide range of genres and approaches, encompassing arts and literary reviews, travel and landscape writing, political and persuasive essays, nature writing, interview-based profiles and biography. Leading on from the introductory module Creative Non Fiction (EN204), this course offers students an opportunity to examine how these genres work and to text and improve their own skills through practical workshop techniques. Assessment: It is assessed by two assignments, the first being a 2,000 word portfolio accompanied by a 1,000 word reflective essay, and the second in the form of a 4,000 word portfolio accompanied by a 1,500 word reflective essay.
Level 3
- Module Information continued
HIH3215 Media & Society in the 1930s Year 3 Undergraduate
Credits: 20
This module examines the ways in which the 1930s have been represented in popular culture and the mass media, comparing and contrasting contemporaneous representations with reconstructions in the post war period. It examines a range of media forms including popular fiction, cinema, newsreels, television and the press.
Assessment: to be confirmed
ML-322 From Page to Screen Year 3 Undergraduate
Credits: 20
From the beginning of film-making, directors have been inspired to adapt classic works of literature for the screen. There are a variety of reasons for this, ranging from the commercial to the provocative, the nationalistic to the
exploitative. Good film adaptations, however, can enrich our understanding of well-known or canonical literary works in numerous ways. They are also works of art in their own right. This modules examines seven short works of literature (one French play, two Spanish novels, two German novellas, and two selections of Italian tales or short stories) and eight films (two each from French, German, Italian and Spanish). The books were written between the 1350s and 1970s, the films made between 1959 to1995. All achieved renown in their day and continue to excite debate and stimulate new interpretations. The guiding themes are heritage, religion, prejudice, and passion. Students of Modern Languages are expected to use sources in the languages that they are studying. All texts are available in English translation and all films have English sub-titles.
Assessment: One essay of 1,500 words on one book/film combination; One essay of 2,500 words on a comparative topic; One in-class presentation
PO-3118 Political and Cultural Studies Internship Year 3 Undergraduate
Credits: 20
The students will spend a maximum of 100 hours over the course of teaching block one on an internship placement within a local 'host' organization. This may be in any one of a number of sectors from politics, health and social work through to tourism, media, heritage and enterprise. All placements will be formally arranged and monitored regularly by staff from Swansea University. In addition to the experiential component, the placement will be assessed on the basis of the two academic assignments.
Assessment: A 'host' performance grade will comprise 40% of the overall module mark, with the remaining made up of a 3,000 word academically rigorous research based photo-essay relating in some way to the placement experience (title to be agreed with the placement coordinator) (50%) and a 1,500 word reflective account of the tasking undertaken on the placement (10%).
19
Department of Political and Cultural Studies
BA Media and Communication
DISCLAIMER
All reasonable efforts have been made to ensure that the information contained on this handout is accurate and up-to-date when published, but we accept no responsibility for any errors or omissions.
The Department reserves the right to revise, alter or discontinue degree programmes or modules and to amend regulations and procedures at any time.
