Mass Communication with Public Relations BA (Hons)

‘Media Dissertation’ involves the researching and writing of an 8,000-10,000 word media-related dissertation on a subject of your own choosing. You should attend a series of mandatory lecture/workshop sessions in which the fundamental requirements of preparing and researching a dissertation will be examined and explained. These sessions will be spread across semester 1 and semester 2. In Semester 1, you will develop your initial dissertation proposal up to the point where you are ready to start writing the dissertation itself. You will develop your information-retrieval skills, familiarise yourself with your chosen subject, find solutions to any problems arising out of your research design, consider the significance of any ethical constraints, formulate your principal research question, and determine the methodology you will use. You are required to complete a 2000 word dissertation plan as part of your progress (however, the module grade will be entirely assessed against your final 8000-10000 word dissertation). In Semester 2 you will develop and amend the ideas in your dissertation plan, carry out further research, prepare and write the final dissertation. Supervision will continue to be provided through regular meetings with your supervisor.

This module will provide a space to familiarize yourself with the case study as a tool for the investigation of social, economic, cultural and technological phenomena connected with the field of mass communication studies. Whether your interests lie in how people from ethnic minorities or standards of beauty are represented in the media, success stories in the market of mobile apps, use of social media for marketing purposes or how Twitter is used in discussion of popular television, this module will offer you a mix of knowledge, materials of reference and guidance to engage in choosing, planning, conducting and writing a case study for your assessment. A key component of the module will involve the study of iconic case studies such as Apple, Amazon, Microsoft, Google, Netflix and the BBC, through which you'll be able to identify the characteristics of well-designed study cases. The module will be a valuable experience to learn aspects of the research process you could apply for writing essays, under- and postgraduate dissertations, whilst providing you with skills you could apply in a variety of professions such as journalism, marketing, public relations, and policy-making. Part of the core knowledge and skills that you will be expected to develop for this module will involve you in familiarising yourself with the extensive array of Northumbria University’s digital resources. You will then be expected to use electronic repositories of data, reference, archive and multimedia materials, such as LexisNexis, WaybackMachine, Box of Broadcasts, and EBSCO, among others, to research the original content required to develop your own case study.

In this module, you will critically examine the relationship between US filmic institutions (films and industrial bodies – hereafter “cinema”) and different social contexts, including, for example: changes to the Hollywood Studio System (and the birthing of the “New Hollywood”), cinema’s responses to war and global trauma, and cinema’s engagement with issues surrounding race, gender and sexuality. Taught through lectures, demonstrations (film screenings) and student-led seminars, the course explores many of the ways cinema has engaged with key societal concerns.

You will be required to read and reflect on specific theoretical and empirical academic work by leading scholars and commentators and, using your analytical and interpretive skills, relate this work to the issues raised in class and by the accompanying film screenings. The module is assessed by a written essay or equivalent video essay, which is designed to test your knowledge of film history and industry (one of the world's major mass communications industries), to evidence a sophisticated understanding of the issues under scrutiny, and your ability to work to a deadline. Ultimately, the module asks you to consider: What is the significance of studying cinema as a mass communications industry, an outlet for personal expression, and as a political tool? What can cinema tells us about history? What can cinema tell us about ourselves?

In this semi-practical module, you will be introduced to a range of writing skills applicable to professional practice in promotional writing, focusing on marketing materials and press releases. The module aims to develop a sound knowledge and understanding of the practices of promotional writing, the contexts and practices of professional writing, and brand promotion and engagement with the audience through text. At the end of the module you will be able to demonstrate applied writing skills in the production of promotional materials; understand the nature and purpose of a range of promotional techniques; understand the role of writing in the management of corporate, brand and product identities; and understand the relationship between persuasive text, the audience and the medium. Inevitably this module will enhance your knowledge of promotional writing techniques, and give you the skills to consider how to best produce text within promotional materials. All of these outcomes applicable to a future within the advertising or public relations industries.

This module aims to develop your understanding of the principles of Public Relations theory and concepts so you can apply them to real-world public relations strategies. You will develop your skills in presenting and working in teams. The module will enable you to utilise a case study approach, involving the analysis of a public relations scenario. You will be briefed about the case study, analyse it in teams, and then deliver an assessed pitch for a contract. The module aims to develop skill-sets that are key to working in the Public Relations industry, and which will be invaluable in terms of future employability.

This module aims to develop your understanding of the relationship between contemporary issues and Public Relations, and how both shape each other. You will learn to analyse current affairs and issues in Public Relations in the light of contemporary PR theory. You are encouraged to develop a broader knowledge of issues and developments in Public Relations by investigating the issues raised by the tutor and your peers during the seminar sessions. You are expected to read widely in PR theory, and keep abreast of current affairs and contemporary issues affecting practice.

Academic skills when studying away from your home country can differ due to cultural and language differences in teaching and assessment practices. This module is designed to support your transition in the use and practice of technical language and subject specific skills around assessments and teaching provision in your chosen subject. The overall aim of this module is to develop your abilities to read and study effectively for academic purposes; to develop your skills in analysing and using source material in seminars and academic writing and to develop your use and application of language and communications skills to a higher level.

The topics you will cover on the module include:

• Understanding assignment briefs and exam questions.
• Developing academic writing skills, including citation, paraphrasing, and summarising.
• Practising ‘critical reading’ and ‘critical writing’
• Planning and structuring academic assignments (e.g. essays, reports and presentations).
• Avoiding academic misconduct and gaining credit by using academic sources and referencing effectively.
• Listening skills for lectures.
• Speaking in seminar presentations.
• Presenting your ideas
• Giving discipline-related academic presentations, experiencing peer observation, and receiving formative feedback.
• Speed reading techniques.
• Developing self-reflection skills.