ResearchPortfolio/3entries;approximately1000wordsperentry
TheResearchPortfolioiscomprisedof3entriesthataddress3coursetopicsofyourchoice.(YoucanchoosefromlecturetopicsWeeks5—12.YourDiscussionPapertopicisNOTavailableforselection.)Youareexpectedtodrawonthereadingsandrelevantcoursematerials.Youareencouragedtouseexternalreadingsandsourcesassupplementaryresearchmaterial.
Youareadvisedtocompilecoursenoteseveryweekfromthereadingsandlectures,andthesecoursenotescanthenbedrawnonandproperlywrittenupyou’re yourPortfolioentries.
ThePortfolioisintendedtohelpyoudocumentandworkthrougharangeofkeyissues,ideas,concepts,arguments,casestudies,andtheoreticaltools.
ThisassessmentisNOTaboutsimplyprovidingsummaries,anditisNOTaboutpassivelyregurgitatingcontent.Ifyouwish,youmaybegineachentrybyprovidingaquickoverviewofkeypointsandconcepts–butthemainfocusisonhowyoucriticallydiscussandreflectonthecentralissuesandtheories.Youarerequiredtomake relevantconstructiveconceptualconnectionswithotherweeklytopicsandmaterialsinyourentries.
Ifyouwish,youcanusethesameformatforeachweeklyentryasisoutlinedforyourDiscussionPaper;or,alternatively,youcanchoosetowritethreemini—essays.
AssessmentCriteria:
??Writingandpresentation:clarityandcoherenceofexpression,grammar,punctuation,sentenceconstruction,layout
??Conceptualunderstanding:abilitytoshowastrongunderstandingofkeyissues,concepts,argumentsacrossthecourse.
??Capacityforcriticalreflection:abilitytocoherentlydevelopandarticulateyourownopinionsandcriticalreflections
??Researchdepth:effectiveengagementwithasufficientrangeofscholarlyresearchmaterialandresources,tosupportyouropinionsandcriticalperspective??Referencing:adherencetoproperreferencingconventions
WEEK6LECTURE
Television,post—TV,andtherestructuringofthemediasystem
Readings
Uricchio,William,2013,‘Constructingtelevision:thirtyyearsthatfrozeanotherwisedynamicmedium’,inAftertheBreak:TelevisionTheoryToday,editedbyMarijkedeValckandJanTeurlings,Amsterdam:AmsterdamUniversityPress,pp.65—78
Christophers,Brett,2008,‘Television’sPowerRelationsintheTransition to Digital:TheCaseoftheUnitedKingdom’,Television&NewMedia9(3),pp.239—257
Overview
HereinAustralia,wehaverecentlyseenthefinalstagesofthetransitionfromanalogueTVtodigitalTV.Thisisanextremelysignificantshiftwithimplicationsthatarenotalwaysclearlyunderstood,intermsofeffectsonourmedialandscape,andintermsoftheupheavaloflong—establishedbusinessmodelsofmediaoperations.
Howaremediacorporationsandadvertiserscopingwiththetremendousshiftsinthemedialandscapesignpostedbythedemiseofthetraditionalbroadcasttelevisionsystem? Doesmediaon—demand(wherethetraditionalone—to—manymodelofmassmediaisnolongernecessarilytheonlyorprevalentwayweaccessand/orproducemedia)necessarilymeanincreasedconsumerchoice,andadiffusionoftraditionalformsofmediapower?
WEEK9LECTURE
Advertisingandmarketinginacontemporarymedialandscape
Readings
Berman,SaulJ.,BillBattino,LouisaShipnuck,andAndreasNeus,2007,‘TheEndofAdvertisingasWeKnowIt’,IBMGlobal BusinessServices,availableonlineat:http://www—05.ibm.com/de/media/downloads/end—of—advertising.pdf,lastaccessed5December2012
Zwick,Detlef,SamuelK.Bonsu,andAronDarmody,2008,‘PuttingConsumerstoWork:“Co—creation”andnewmarketinggovern—mentality’,JournalofConsumerCulture8(2),pp.163–196
Overview
Mostmediacompaniesfinancetheiractivities(atleastpartially)byadvertising;itisessentialtounderstandadvertisingasaprimarydriverforthemediaindustries.
Itisevidentthatadvertisingcontinuestohaveadominantpresenceinbothpublicandprivatespaces.Howdocommercialinterestshelptodirectvariousaspectsofmediapower?
Presently,commercialadvertising, acrucialinstitutionincontemporarymedia,isundergoingmassivechange.Akeychallengehastodowithhowtomonetizechangingmediaaudiences,whomarenowactiveandparticipatoryasneverbefore.Whatarethedimensionsoftheshiftsthataretakingplaceincontemporaryadvertisingandmarketing?Whataretheimplicationsofthisforthebroadermedialandscape?
WEEK10 LECTURE
Facebook,freelabour,andinformationalcapitalism
Readings
Fuchs,Christian2012‘ThePoliticalEconomy ofPrivacyonFacebook’,TelevisionNewMedia13(2),pp.139–159
Hesmondhalgh,David,2010,‘User—generatedcontent,freelabourandthe culturalindustries’,Ephemera10(3/4),pp.267—284
Overview
What’sthebusinessmodelbehindFacebook? Whyshouldandhowcanwecriticallyanalysetheeconomicstructuresandthepowerrelationsofthishugelysuccessfulsocialmediaplatform? Towhatextenthaveusers(andtheirpersonalinformation)becomecommoditiesthataretradedand soldtoadvertisers and corporations?
DoesFacebook(andothersocialmediaplatforms)exploitour(free)digitallabourtoproducerevenue?
Thisweek,weengagewithAutonomisttheoriesoffreelabourandimmateriallabour,whichattempttodevelopamorerigorousconceptualizationofhownewmediatechnologiessuchastheInternethaveledtoareshapingofmediapower.
