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UNIT TITLE: Reading Contemporary Culture
CREDIT POINTS: 20
UNIT CODE: FTU605
FHEQ LEVEL: 6
ACADEMIC
SCHOOL:
Communications
Unit Designation: traditional
Date last modified:
Business,
Law
Date validated: 2011
Unit delivery model: CD
Max & Min Student No.: N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal timetabled sessions for the
unit. Students are also expected to manage their directed learning and independent study in
support of the unit. Where normal timetabled sessions do not take place, additional
directed learning may be provided, and/or students are expected to undertake additional
independent learning.
PREREQUISITES AND CO-REQUISITES: None
UNIT DESCRIPTION
This is a theoretical unit which aims to strengthen the students’ understanding of
communication, cultural and social theory as it guides our understanding of the relationship
between the text and the ‘reader’. It is particularly appropriate for students who have a
developed skill set but has yet to place this in a social, cultural and international context. It
will explore the nature of media industries and the meaning of textual and visual media,
both found and created.
Learners will apply a range of analytical methods and will also address social, cultural and
ethical issues using a variety of texts and media formats thereby developing critical thinking
skills.
Time will be spent developing skills of deconstruction (behavioural, visual and textual) as a
means of understanding language, meaning, truth and knowledge as expressed within a
range of media. Assessment methods will include essay, textual deconstruction and
presentation. Lectures and seminars will guide the students and provide rigour and an
underpinning theoretical framework.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1 Understand the role of media, the cultural environment and the audience in the
transmission and reception of messages
K2 Demonstrate knowledge of appropriate methods of media research, as a tool in the
analysis of media communication
Cognitive Skills
C1 Utilize analytical skills in the deconstruction of media messages and select and use
appropriate theories and methods to explore textual and inter-textual communication
techniques within social, cultural and commercial contexts
and
Practical and Professional Skills
P1 Use media effectively in the appropriate transmission of messages to targeted audiences
and practice appropriate research skills
Transferable and Key Skills
T1 Present research findings and conclusions in appropriate verbal and written formats
AREAS OF STUDY
Key concepts and models in communications/ communication processes
Personal and interpersonal communication
Persuasion, mass communications and consumerism
Cultural influences on the communications process
Semiotics
Language register (textual, visual, oral and non –verbal)
Media research processes
Contemporary issues in media communication
Personal and interpersonal communication
Media Research Processes
LEARNING AND TEACHING STRATEGY
Students will be required to respond appropriately to academic questions and to demonstrate
essay writing skills, including the construction of argument and academic research and
referencing. Wherever possible the theory will be applied to vocational contexts integrated
with practice. Cognitive and practical skills will be developed through the location and
communication of information. Lectures will provide key information and students are
encouraged to solve academic problems as individuals and in group discussion through a
progressive sequence of seminars and private study. Group discussion on the assignment work
will encourage students in self-appraisal and common skills development. Demonstrations and
interactive work shops will be used as appropriate.
ASSESSMENT STRATEGY
Working individually, students will be required to research and write an essay on a topic of
relevance to media communication. The topic provided will require use of secondary material
which must be related to a current example of media communication. Provision of a topic
requiring use of this restricted range of material will enable students to focus on effective
selection, use and application of secondary sources.
Students will be required to show their understanding of an aspect of theory applied to a
creative text by means of an individual presentation they are likely to comment on social and
cultural representation and readings as well as identity, point of view and so on. The
commentary should demonstrate an informed knowledge of the theoretical basis for their
discussion
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
40% (Topic 1)
Individual Essay
2000 words
AE2
weighting:
assessment type:
length/duration:
60% (Topic 2)
Individual Essay
3000 words
Aggregation & Re-assessment Rules
All elements of assessment will be aggregated to produce an overall unit mark. In the case
of referral for either assessment a referral brief will be set (essay form).
Unit Author: Marcella Campbell