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Home Postgraduate Programmes Course Units MD645

MD461 Media Policy and Practice
Credits: 20
Tutor: Dr Sue Ralph

Aims

• to develop students’ understanding of the evolution, structure, management and policies of contemporary education and public communication systems;
• to introduce students to legal and regulatory frameworks which relate to media and communications practice;
• to familiarise students with a range of contemporary issues in media policy and practice;
• to develop students’ analytical and critical skills in identifying organisational agendas and systems;
• to extend students’ knowledge and skills in educational and communications research;
• to examine and analyse continuities and discontinuities in public policy and actual practice level;
• to provide students with an opportunity to establish their personal research agendas;
• to enable students to adopt a comparative approach to national education and communications systems.

Learning outcomes

On Completing this module students will have developed their critical abilities and skills in:

• exploring contemporary social, cultural, economic and ethical issues in media policy;
• critically examining the contemporary pattern of media provision;
• identifying and influencing policy formulation with respect to the media in general and in particular on issues which are salient to educational provision.

Content

The detailed content of the module will be negotiated with course members in the light of their personal learning agendas and specific training needs. Possible topics include:

• the relationship between the mass media and the state;
• public service broadcasting;
• structure of media organisations;
• broadcasting and press regulation;
• broadcasting standards and censorship;
• media ownership and control;
• politics, politicians and the media;
• transnational information flows;
• advertising, marketing, public relations and “spinning”;
• representation in the media: gender, race, disability, etc;
• communication and cultural forms:
• ideology in news and current affairs;
• audience research methods;
• introduction to media research methods;

Method

The formal classroom-based element of this module will employ a variety of learning approaches including tutor and expert presentations; small, large and whole group discussions; case studies; simulations; media text analyses; seminars etc. Normally, one case study will focus on the evolving relationship between the Government, the media and Northern Ireland over the past thirty-five years.

Sampling current media output is an essential part of the course and students require access to domestic-type video and audio recorders. Course members can form interest groups to pursue particular topics in depth.

Time Allocation and Credits

A single module is worth 20 credits under the UCET Credit Rating Scheme. 180 credits represents a full MEd.

Assessment

Portfolio of project materials and one essay of not less than 2,000 words within four weeks of the end of the module or as advised by the academic staff.

Core Publication

Eldridge, J., Kitinger, J. and Williams, K., (1997) The Mass Media and Power in Modern Britain. Oxford: OUP.

Corner, J., Schlesinger, P. & Silverstone, R. (eds) (1996) International Media Research. London: Routledge.

Wasko, J. (1994) Hollywood in the Information Age. Oxford: Polity Press.

Indicative Reading

Blumler, J. & Gurevitch, M. (1995) The Crisis in public communication. London: Routledge.

Jackson, T. (1998) Inside INTEL. London: Harper Collins.

Boyd-Barrett, O. & Rantane, T. (eds) (1998) Globalization of news. London: Sage Publications.

Engel, M. (1996) Tickling the Public. London: Gollanez.

Frith, S. (1996) Performing Rites. Oxford: OUP.

Hall, S. (ed) (1997) Representation, Cultural Representation and Signifying Practices. London: Sage.

Hood, S. (ed) (1994) Behind the Screens. London: Lawrence & Wishart.

Livingstone, S.M., (1995) Making Sense of Television. London: Routledge.

Livingstone, S.M. (1999) Understanding Television Audiences. Cambridge: CUP.

McQuail, D. (1992) Media Performance. London: Sage Publications.

Priest, S.H. (1996) Doing media Research: An Introduction. London: Sage Publications.

Scannell, P., Schlesinger, P. and Sparkes, C. (1992) (eds) Culture and Power. London: Sage

Skovmand, M. and Schroder, K.C. (1992) Media Cultures. London: Routledge.

Stoll, C. (1995) Silicon Snake Oil: Second Thoughts on the Information Highway. London: Macmillan.

Smith, A. (ed) (1995) Television – an International History. Oxford: OUP, 1995.

Wallis, R. and Baran, S. (1990) The Known World of Broadcast News. London: Routledge.

Restrictions and Availability

This module is open to all registered students up to a maximum of 25 students.

Use of Equipment

Students registered on any of the modules in the degree of MEd in communications, Education and Technology are encouraged to use the audio-visual equipment at any time, subject to availability; use is not restricted to official class times.