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This module will build upon previous modules by drawing upon your knowledge of communication theory and media studies - but the added twist with this module will be your ability to track these transformations both theoretically and through the creation of digital texts. Key to this module will be in explaining how creative industries have been altered - so we will move from the digital journalist, to PR & blogging and conclude with online advertising (mash-ups). By the end you will be able to apply knowledge, accurately assess and examine validity of the claims mage by proponents of the 'digital revolution'.

Students will complete three practical assessments linked directly to the three creative industries studied: journalism, advertising and public relations.
This module will draw upon your knowledge of communication theory and media studies - but the added twist with this module will be your ability to track these transformations both theoretically and through the creation of digital texts. Key to this module will be your ability in explaining how creative industries have been altered - so we will move from the digital journalist, to PR & blogging and conclude with online advertising (mash-ups). At the completion of this module you will be able to apply knowledge, accurately assess and examine validity of the claims mage by proponents of the 'digital revolution'.

Students will complete three practical assessments linked directly to the three creative industries studied: journalism, advertising and public relations.

Upon completion of this module, you will be able to:
LO1: Estimate and evaluate the claim that new media technologies are structurally altering first the individual and secondly the economic, social and cultural environment
LO2: Explain on and critically reflect on the link between new media and old media
LO3: Apply theories and models to journalism, advertising and public relations
LO4: Design and evaluate 'digital' artefacts in each of the three industries studied (journalism, advertising and public relations)
LO5: Link the claims of structural transformation to the habits, concerns and actual participation of individual users.