• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Katho New Media syllabus May 2011
 

Katho New Media syllabus May 2011

on

  • 1,462 views

 

Statistics

Views

Total Views
1,462
Views on SlideShare
1,457
Embed Views
5

Actions

Likes
0
Downloads
19
Comments
0

2 Embeds 5

http://www.anaadi.net 4
http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Katho New Media syllabus May 2011 Katho New Media syllabus May 2011 Document Transcript

    • 






 
 New
Media
 ‐
the
challenge
for
traditional
media,
advertisers
 and
communicators
‐
 
 
 Erasmus
Course
Syllabus
 
 
 
 
 
 
 
 
 
 
 Lecturer:
Ana
ADI
 
 
 
 
 
 
 
 
 
 
 Session
2010/2011
 2nd
Semester
 
 An
electronic
version
of
this
Syllabus
is
available
on
www.anaadi.net

 Ana
ADI

 www.anaadi.net



    • Contents
 
 
 
 
 

 1. Course
summary
 2. Aims
of
course
 3. Learning
outcomes
 4. Employability
skills
 5. Modes
of
delivery
 
 
 Day
by
day
lesson
plan
 i. Day
1
‐
Lecture
1
 ii. Day
1
–
Lecture
2
 iii. Day
2
–
Lecture
3
 iv. Day
3
–
Lecture
4
 v. Day
4
–
Lecture
5

 vi. Day
4
–
Lecture
6
 vii. Day
5
–
Lecture
7
 6.

Marking
criteria



















 Ana
ADI

 www.anaadi.net



    • 1.
Course
Summary

The
changes
in
the
media
landscape,
the
evolution
of
convergence,
the
explosion
of
web
2.0
including
 social
 media
 as
 well
 as
 their
 implications
 for
 business
 and
 communication
environments
 are
 important
 elements,
 which
 any
 aspiring
 journalist,
 marketer
 or
communicator
 should
 be
 aware
 of,
 understand
 and,
 most
 of
 all,
 be
 able
 to
 keep
 up
 with.
This
course
is
designed
to
meet
such
needs
and
addresses
an
international
audience.
It
is
a
2
credit,
 2
 weeks
 long,
 3
 hours/day
 course
 aiming
 to
 offer
 a
 balanced
 mixture
 of
 theoretical
presentations
 and
 readings
 (made
 available
 online
 in
 a
 PDF
 format),
 applied
 assignments
and
in
class
exercises.


[Back
to
top]


2.
Aims
of
Course

This
course
aims
to:
 • Illustrate
a
historical
development
of
media
 • Introduce
and
explain
the
notion
of
new
media
 • Define
the
concepts
of
convergence,
web
2.0,
journalism
2.0
and
PR
2.0
 • Illustrate
advertising
techniques,
online
and
offline
 • Present
the
advantages
of
online
advertising

 • Briefly
describe
the
current
online
advertising
methods
 • Present
the
challenges
that
the
emergence
of
new
media
pose
to
traditional
media
 and
the
way
they
raised
to
such
challenges

 • Describe
 the
 uses
 of
 new
 media
 for
 marketing
 and
 communication
 oriented
 businesses
 • Present
and
explore
with
students
platforms,
research
methods
and
tools
that
could
 enhance
a
communicator’s
work


 • Explain
 concepts
 of
 privacy,
 policy
 and
 strategy
 and
 discuss
 them
 both
 from
 an
 organizational
and
a
self‐branding
perspective
 • Expose
students
to
new
media
by
enabling
them
to
engage
with
it
 • Increase
the
students’
awareness
of
the
risks
and
opportunities
that
the
new
media
 offer
them
in
their
career
development

 • Increase
students
adaptability
to
working
in
teams

 • Prepare
 students
 to
 interact
 adequately
 in
 both
 an
 academic
 and
 professional
 setting
through
the
variety
of
assignments
given
 • Expose
students
to
the
market
expectations
and
requirements

 • Put
 students
 in
 direct
 contact
 with
 industry
 leaders
 and
 top
 academics,
 their
 problems
 and
 way
 of
 working
 in
 a
 new
 media
 world
 for
 example,
 by
 emphasizing
 aspects
 of
 blogging
 and
 micro‐blogging,
 social
 and
 professional
 networking
 or
 identity
and
privacy
security
online

[Back
to
top]

 Ana
ADI

 www.anaadi.net



    • 3.
Intended
Learning
Outcomes

By
the
end
of
this
course
students
will
be
able
to:


L1
Describe
 the
historical
development
of
media
and
the
relationship
between
established
and
emergent
media
in
their
home
countries;
L2
 Demonstrate
 how
 the
 new
 media
 concepts
 relate
 to
 journalism
 and
 communication
industry;
L3
Compare
the
challenges
that
new
media
pose
to
traditional
media
outlets,
to
traditional
and
general
journalism
practice
as
well
as
to
the
communication
industries
in
the
students’
home
countries;
L4
Appraise
the
diversity
(cultural
and
technological)
of
the
new
media
landscape;
L5
 Summarize
 newest
 developments
 in
 terms
 of
 new
 media
 and
 their
 impact
 (influence,
opportunities
and
risks)
on
the
communication,
marketing
and
journalistic
practices;
L6
Generate,
by
working
in
teams,
content
fit
for
new
media
using
new
media
applications
and
tools
L7
Develop
communication
campaigns
‐
from
SWOT
 analysis
to
specific
research
and
up
to
creative
 solution
 and
 delivery
 ‐
 that
 fully
 integrate
 the
 new
 media
 (paid/unpaid)
 options
available
online

L8
Deliver
small‐scale
social
media
research
and
analysis

L9
Develop
small‐scale,
short‐term
social
media
strategies


[Back
to
top]


4.
Employability
Skills

Through
 participation
 in
 this
 course
 students
 will
 have
 the
 opportunity
 to
 develop
knowledge,
 understanding,
 skills
 and
 attributes
 which,
 as
 well
 as
 being
 specific
 to
 their
chosen
area
of
study,
will
be
transferable
and
enhance
the
students’
employability.

These
include,
in
relation
to:

a)
Knowledge
and
understanding
 • An
 understanding
 of
 the
 roles
 of
 communication
 systems,
 an
 awareness
 of
 the
 economic
 forces
 which
 frame
 the
 media,
 cultural
 and
 creative
 industries,
 and
 the
 role
of
such
industries
in
specific
areas
of
contemporary
political
and
cultural
life;
 • An
understanding
 of
particular
media
forms
and
genres
and
the
 way
 in
 which
they
 organise
understandings,
meanings
and
affects;
 • An
understanding
of
the
role
of
technology
in
terms
of
media
production,
access
and
 use;

b)
General
cognitive
skills
 • Critically
evaluate
the
contested
nature
of
some
objects
of
study
within
the
fields
of
 communication
 and
 media,
 and
 the
 social
 and
 political
 implications
 of
 the
 judgements
which
are
made;
 Ana
ADI

 www.anaadi.net



    • • Critically
 appraise
 some
 of
 the
 widespread
 common
 sense
 understandings
 and
 misunderstandings
 of
 communications,
 media
 and
 culture,
 and
 the
 debates
 and
 disagreements
to
which
these
give
rise;
 • Have
 an
 understanding
 of
 how
 media,
 cultural
 and
 creative
 organisations
 operate
 and
are
managed;
 • Retrieve
 and
 generate
 information,
 and
 evaluate
 sources,
 in
 carrying
 out
 independent
research
 
c)
Autonomy,
accountability
and
working
with
others
 • Work
productively
in
a
group
or
team,
showing
abilities
at
different
times
to
listen,
 contribute
and
lead
effectively;
 • Deliver
 work
 to
 a
 given
 length,
 format,
 brief
 and
 deadline,
 properly
 referencing
 sources
and
ideas
and
making
use,
as
appropriate,
of
a
problem‐solving
approach;

[Back
to
top]


5.
Modes
of
delivery

Classes
 are
 delivered
 in
 thee‐hour
 blocks
 (or
 more)
 on
 a
 daily
 basis
 (please
 consult
schedule),
 lectures
 and
 seminars
 taking
 place
 the
 same
 day.
 Lecturers
 will
 introduce
 and
exemplify
 key
 theoretical
 and
 critical
 concepts
 that
 can
 be
 applied
 in
 analysis
 to
 a
 wide
range
 of
 texts
 in
 the
 fields
 of
 media,
 advertising,
 marketing
 and
 communication.
 The
approach
 is
 learner‐centred
 with
 students
 actively
 engaged
 in
 a
 range
 of
 tasks
 to
 promote
engagement
with
and
analyses
of
different
kinds
of
text
and
activities.


Requirements
 1. Students
 are
 asked
 to
 bring
 to
 class
 their
 laptops,
 cameras,
 mobile
 phones,
 mp3
 players
 and
 recorders.
 Students
 will
 be
 required
 to
 use
 them
 for
 educational
 purposes.

 2. Students
 should
 set
 up
 the
 following:
 a)
 a
 Twitter
 account,
 b)
 an
 online
 resume
 (LinkedIn,
Xing
or
other)


Lectures
Students
are
expected
to
prepare
for
lectures
by
reading
the
required
reading
and
preparing
the
 required
 assignments
 for
 that
 day.
 Also,
 before
 each
 lecture
 students
 are
 required
 to
read
the
social
media/new
media
news
of
the
day
to
discuss
in
class.
Details
about
this
are
given
below.



Seminars

For
every
seminar,
students
 must
complete
the
required
reading
before
the
seminar
 takes
place.
 Unlike
 for
 lectures,
 readings
 for
 seminars
 will
 consist
 of
 news,
 professional
 articles
and
blogs.

 Ana
ADI

 www.anaadi.net



    • 
On‐line
 materials
 will
 also
 be
 uploaded
 either
 on
 www.anaadi.net
 or
 on
www.slideshare.net/ana_adi.
The
virtual
learning
environment
is
integral
to
the
work
of
the
module.
Students
should
make
sure
that
they
have
access
to
the
Internet
and
visit
the
two
sites
 indicated
 above
 on
 a
 regular
 basis.
 Key
 information
 about
 the
 running
 of
 the
 module
will
 be
 posted
 there.
 They
 will
 also
 be
 shared
 via
 the
 lecturer’s
 Twitter
 account:
www.twitter.com/ana_adi.
 If
 students
 have
 any
 difficulties
 with
 access,
 please
 contact
 the
Lecturer.


Practical
activities

During
 the
 lecture
 and
 seminar‐time
 students
 will
 be
 asked
 to
 photograph,
 video,
 blog
 or
tweet
about
the
lectures.
The
hastag
for
the
course
is

#kathonewmedia.
The
material
they
generate
 will
 have
 to
 be
 submitted
 online.
 Students
 might
 be
 asked
 to
 write
 blog
 posts
 or
wikis,
 create
 multi‐media
 content
 or
 undertake
 research
 using
 new
 media
 platforms
 and
tools.

For
the
final
project,
students
are
asked
to
produce
a
30
second
ad
for
the
New
Media
class
together
 with
 a
 social
 media
 strategy
 to
 publicize
 it.
 To
 create
 the
 ad,
 students
 are
encouraged
to
use
multi‐media
materials
gathered
during
the
first
days
of
the
course.
More
details
will
be
given
in
class.



 Ana
ADI

 www.anaadi.net



    • Day
by
day
lesson
plan

The
following
pages
provide
a
guide
to
the
topics
for
each
day.
For
each
day,
there
are
more
detailed
 explanations
 of
 what
 the
 course
 will
 cover,
 including
 details
 of
 required
 reading.
Please
note
that
this
is
a
required
minimum
of
reading.


REMINDER:
 Students
 will
 also
 be
 asked
 to
 bring
 their
 recording
 devices
 to
 class
 –
 photo
cameras,
video
or
audio
recorders,
mobile
phones
and
will
be
asked
to
use
them
in
order
to
record
the
teaching
and
learning
process.


[Back
to
top]


Day
1
–
Lecture
1:

Introduction

Suggested
Readings:

DEUZE,
 M.
 (2005)
 What
 is
 Journalism?
 Professional
 identity
 and
 ideology
 of
 journalists
 reconsidered.
Journalism,
6,
442‐464.
LEHMAN‐WILZIG,
 S.,
 &
 COHEN‐AVIGDOR,
 NAVA
 (2004)
 The
 natural
 life
 cycle
 of
 new
 media
 evolution.
New
Media
&
Society,
6,
707‐730.
SCOTT,
B.
(2005)
A
Contemporary
History
of
Digital
 Journalism.
Television
&
New
 Media,
6,
 89‐126.

Screening:
History
of
media;
Future
of
the
Web

Key
issues:
An
overview
of
the
media
development
through
history.
What
is
media?
Who
is
the
 media?
 What
 does
 “new”
 media
 mean
 and
 who
 does
 it
 represent?
 Is
 online
communication
 different
 than
 the
 communication
 in
 real‐life?
 What
 is
 the
 relationship
between
 technology
 and
 creative
 industries?
 Discussions
 about
 convergence,
 web
 2.0,
Internet
penetration
rates
and
Internet
practices.


[Back
to
top]


Day
 1
 –
 Lecture
 2:
 Convergence
 and
 New
 Media:
 the
 challenges
 faced
 by
traditional
media.


Suggested
Readings:
DEUZE,
 M.
 (2007)
 Convergence
 culture
 in
 the
 creative
 industries.
 International
 Journal
 of
 Cultural
Studies,
10,
243‐263.
LIPINSKI,
 D.,
 &
 NEDDENRIEP,
 GREGORY
 (2004)
 Using
 "New"
 Media
 to
 Get
 "Old"
 Media
 Coverage:
 How
 Members
 of
 Congress
 Utilize
 Their
 Web
 Sites
 to
 Court
 Journalists.
 The
Harvard
International
Journal
of
Press/Politics,
9,
7‐21.
COTTLE,
 S.
 (Ed.)
 (2009)
 Citizen
 Journalism.
 Global
 Perspectives,
 accessed
 on
 May
 17,
 2009:
 http://citizenjournalism.me/the‐book/


 Ana
ADI

 www.anaadi.net



    • Screening:
EPIC;
Wikis
in
Plain
English

Key
issues:
What
is
the
relationship
between
traditional
and
new
media?
What
is
the
role
of
journalism
and
journalists?
What
does
citizen
journalism
mean
and
how
does
it
fit
into
the
current
 media
 landscape?
 What
 are
 the
 convergent
 and
 web
 2.0
 features
 that
 traditional
media
are
displaying?
Introduction
to
blogging
as
a
journalistic
practice.


[Back
to
top]


Day
2
–
Lecture
3:
Practice
–
Journalist
for
a
day


Suggested
Readings:

LUNN,
 B.
(2009)
 Journalism
2.0:
Don’t
Throw
Out
the
Baby,
accessed
on
 October
15,
2009:
 http://www.readwriteweb.com/archives/journalism_20_dont_throw_out_the_baby .php

BRIGGS,
 M.
 (2009)
 Journalism
 2.0:
 How
 to
 survive
 and
 thrive,
 accessed
 Oct
 14,
 2009:
 http://www.kcnn.org/resources/journalism_20/


Screening:
Did
You
Know
4.0;
How
Live
Blogging
is
Changing
Journalism


In
class
activity:
Individual
assignment.
Platform
assigned
at
random
(Posterous/Wordpress).
Find
“news”
on
campus
and
report
on
it.
 Create
a
multi‐media
story
(include
photos,
links,
audio
and
video
file
where
possible/appropriate)


Deadline:
upload
by
end
of
class
time,
edits
during
Lecture
4.


[Back
to
top]


Day
3
–
Lecture
4:
Creativity
and
Strategy
Online.
Social
Media
campaigns.
Social
Media
ROI

Suggested
Readings:
CARL,
 W.
 J.
 (2006)
 To
 Tell
 or
 Not
 To
 Tell?
 Assessing
 the
 Practical
 Effect
 of
 Disclosure
 for
 Word‐of‐Mouth
 Marketing
Agents
and
Their
Conversational
Partners.
Northeastern
 University.
FERGUSON,
 T.
 D.,
 DEEPHOUSE,
 DAVID
 L.,
 &
 FERGUSON,
 WILLIAM
 L.
 (2000)
 Do
 Strategic
 Groups
Differ
in
Reputation?
Strategic
Management
Journal,
21,
1195‐1214.
NIEDERQUELL,
 M.
 O.
 (2001)
 Integrating
 the
 Strategic
 Benefits
 of
 Public
 Relations
 into
 the
 Marketing
Mix.
Public
Relations
Quarterly,
23‐24.
RINDOVA,
V.
P.,
&
KOTHA,
SURESH
(1998)
Building
Reputation
on
the
Internet:
Lessons
From
 Amazon.com
and
its
Competitors.
Washington
DC.
CHAPMAN,
T.
(2008)
Social
network
marketing,
engagement
marketing
and
brands;
 accessed
on
September
30,
2008:
www.socialnetworkmarketinguk.com

 Ana
ADI

 www.anaadi.net



    • INTERNATIONAL
BUREAU
OF
ADVERTISING
(2009)
Social
Advertising
Best
Practices,
accessed
 on
 May
 19,
 2009:
 http://www.iab.net/media/file/Social‐Advertising‐Best‐Practices‐ 0509.pdf


Screening:
awarded
commercials
and
campaigns


Key
issues:
What
is
the
impact
of
new
media
on
the
communication
industries?
Campaigns
online
and
recipes
for
success.
Social
media
campaigns,
investment
and
cost.
Is
social
media
really
free?
Social
Media
companies
for
a
social
media
environment.


[Back
to
top]


Day
4
–
Lecture
5:

Practice
–
Social
Media
audit.
Social
Media
measurement


Suggested
Readings:

Brian
Solis’
blog:
http://www.briansolis.com/
Blending
the
Mix:
http://blendingthemix.com/

PR101:
http://pr101.org/

Social
Media
by
Anders
Sporring:
http://sporringsocialmedia.com/


In
class
activity:
Projects
will
be
assigned
at
the
beginning
of
the
class
to
randomly
assigned
teams.
 Students
 will
 explore
 research
 tools
 such
 as
 Google
 Insights
 for
 Search,
 Twitter
analytics
and
sentiment
analysis
tools.
Results
need
to
be
presented
by
the
end
of
the
class
time.
Presentations
of
teamwork
will
be
done
during
the
same
class.


Tentative
guest
lecture:
Jeroen
Fossaert,
co‐founder
Engagor

[Back
to
top]


Day
4
–
Lecture
6:
Social
media
policy.
Social
media
utopia?


Key
 issues:
 Are
 emerging
 technologies
 and
 social
 media
 in
 particular
 promoting
 utopian
images
of
the
future
and
of
how
communication
is
achieved?



Screening:
The
Internet
in
Society:
empowering
and
censoring
citizens

Tentative
guest
lecture:
Mugur
Geana,
Assistant
Professor
of
Strategic
Communication,
William
Allen
White
School
of
Journalism
and
Mass
Communications,
University
of
Kansas,
USA

[Back
to
top]
 Ana
ADI

 www.anaadi.net



    • Day
5
–
Lecture
7:
Team
project
presentations
and
Revision


Teams
randomly
assigned
at
the
beginning
of
week
2
of
the
course
will
be
presenting
their
final
product
according
to
specifications
communicated
in
class.
Time
for
each
presentation:
20
minutes
maximum.

[Back
to
top]


6.
Marking
criteria


The
final
grade
of
this
course
will
represent
a
cumulated
grade
for
all
the
assignments:

 
 Assignment Points Individual
news
story 15 Team
in‐class
social
media
audit

 15
 Team
project
(this
includes
points
for
the
product
created
 45 and
for
the
team
presentation
–
30
seconds
ad
for
the
New
 Media
Class) In
class
participation
 25 100
[Back
to
top]


Contact


For
more
details
and
information
please
contact:


Ana
ADI
PR
Consultant

Lecturer
–
Bahrain
Polytechnic
Doctoral
Researcher
–
University
of
the
West
of
Scotland,
UK
ana.adi@gmail.com

www.anaadi.net


Twitter:
ana_adi

 Ana
ADI

 www.anaadi.net