Core Module Information
Module title: Media Theory and Analysis

SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC07120
Module leader: Ariadne Xenou
School School of Arts and Creative Industries
Subject area group: Screen and Performance

There are no pre-requisites for this module to be added

Description of module content:

This module introduces you to a wide range of theoretical debates that have accompanied the development of mass communications media. You will gain a foundational understanding of the history of mass communications media from the printing press to social media. You will develop an awareness of the industrial structures of mass communications media and how they have been used to entertain, to persuade, to coerce, and to resist. You will learn how these media are theorised and analysed through the lenses of political theory, social theory, and media theory. You will also recognise the local, national, and global reach of mass communications media and learn how, in practice, they intersect. You will also evaluate how mass communications media help to shape and articulate our understandings of ourselves and the world.

Learning Outcomes for module:

LO1: develop an awareness of the history of mass communications media
LO2: develop an awareness of the industrial structures of mass communications media
LO3: gain an appreciation of the relationship between media theory, analysis, and practice
LO4: identify key theoretical approaches used to explain and evaluate mass communications media
LO5: undertake foundational analyses of mass communications texts

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ariadne Xenou
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module uses lectures, screenings and other media, tutorials, and independent study to provide you with a variety of independent and group learning opportunities (LOs 1-5). It is supported by the VLE to promote independent study, discussion, and collaboration outside of class hours. By focusing on the interrelationships between media theory and analysis, this module aims to explore closely the relationship between mass communications media and their effects. Lectures help you to comprehend core concepts and analytical methods (LOs 1-4), which you will then evaluate and use in tutorials, formative exercises, and summative assessments (LOs 1-5). During tutorials and office hours you are encouraged to discuss theories and raise questions. Discussion helps you to process and comprehend the arguments analysed in class. To prepare for lectures and discussions, you are expected to complete and take notes on required readings before the lecture (LOs 1-4). Media evaluation and group tutorial discussions then help you to apply your understandings of mass communications media, and to test the premises and reasoning in the arguments and methods studied (LOs 1-5).

Formative Assessment:
There are five main approaches to formative activities and feedback in this module. First, in tutorial groups you will have the opportunity to ask questions about and to discuss your understanding of concepts and critical methods taught. This discursive environment will provide immediate peer and lecturer feedback on your comprehension, reasoning, and analytical abilities. These activities are available to you each week. Second, during office hours you are welcome to discuss assessment drafts with the lecturer prior to submission. This immediate verbal feedback will provide you with indications of where your comprehension and reasoning can be improved. Third, you will be provided with extensive feedback on your assessments. During office hours, you are encouraged to discuss with the lecturer the feedback provided to help you improve. Fourth, you are encouraged to attend office hours in any week to discuss your understanding of any materials covered in the curriculum. Fifth, there will be formative assignments to be completed during tutorials and out of class hours, which will be then be peer reviewed during tutorials. Sufficient exercises will precede summative assessments to allow you to practice tasks and your attainment of learning outcomes before they are assessed formally.

Summative Assessment:
In this module you will complete three summative assessments. The first is a weekly blog (weeks 3-12), where you will analyse each week images (still or moving), text, or social media posts or campaigns. Each blog is to be 100 words long and completed before the lecture. The second assessment is a 1000 words essay analysing the industrial context of mass communications media. This is due in week 7. The third assessment is a 2000 words essay discussing mass communications theory. This assessment is due in week 14. Feedback for blog entries will be provided as soon as possible and in advance of both essays. Feedback for essay 1 will also be provided in sufficient time to help you with essay 2.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 13
Face To Face Tutorial 13
Independent Learning Guided independent study 174
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Learning Log 20 LOs 4-5 12 , WORDS= 1000
Essay 30 LOs 1-2 7 , WORDS= 1000
Essay 50 LOs 1-5 14/15 , WORDS= 1000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
JAC07120 Media Theory and Analysis