MDIA 3331 - Popular Media: Text, Audience, Industry

North Terrace Campus - Semester 2 - 2018

Popular franchise media dominate the contemporary English language screen media landscape. This course aims to analyse franchise media products from three separate directions: as texts, through audience analysis, and through examination of industrial structures. Students will work in teams, focusing on their choice (from given options) of franchise, applying the overlying theoretical and analytical frameworks to their specific case study. The first portion of the course will focus on the texts themselves, analysing how they make meaning using different media studies approaches. The second part of the course will focus on media users ? fandoms and audiences ? as well as interrogating the celebrity structures associated with the contemporary media industry. Thirdly, the industrial structures of mass media production will be investigated. The course work will build on the ideas and theories developed across the core courses in the media program, allowing students to apply their learning to a specific case study. The final assignment asks students to combine these three approaches into an integrated report on their franchise media product, demonstrating a cohesive understanding of the interdependence of text, industry, and audience.

Open All

Course Details

Course Code	MDIA 3331
Course	Popular Media: Text, Audience, Industry
Coordinating Unit	Media
Term	Semester 2
Level	Undergraduate
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	Y
Prerequisites	MDIA 2306
Assumed Knowledge	Students should have good knowledge of a range of media theories
Assessment	Weekly reading tests x 10 20% total, Group Textual Analysis 15%, Group Audience analysis 15%, Franchise report 40%, Reflection on participation 10%.

Course Staff

Course Coordinator: Dr Kim Barbour

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Please note that attendance at weekly 3 hour seminars is compulsory, and your participation is assessed. Seminars are not recorded.

Course Learning Outcomes

On successful completion of htis course, students will be able to:
1. Demonstrate an integrated understanding of the role of popular media franchises in the contemporary media environment.
2. Critically analyse popular mass media texts using a variety of theoretical lenses.
3. Critically engage with texts produced by media users.
4. Demonstrate a comprehensive understanding of the interdependence of media industries, texts, and users.
5. Communicate key analytical findings clearly and in a form appropriate for the audience.
6. Work effectively in small teams to produce work to deadlines.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Deep discipline knowledge informed and infused by cutting edge research, scaffolded throughout their program of studies acquired from personal interaction with research active educators, from year 1 accredited or validated against national or international standards (for relevant programs)	1, 2, 3, 4
Critical thinking and problem solving steeped in research methods and rigor based on empirical evidence and the scientific approach to knowledge development demonstrated through appropriate and relevant assessment	1, 2, 3, 4, 6
Teamwork and communication skills developed from, with, and via the SGDE honed through assessment and practice throughout the program of studies encouraged and valued in all aspects of learning	5, 6
Career and leadership readiness technology savvy professional and, where relevant, fully accredited forward thinking and well informed tested and validated by work based experiences	1, 2, 3, 4, 5, 6
Intercultural and ethical competency adept at operating in other cultures comfortable with different nationalities and social contexts able to determine and contribute to desirable social outcomes demonstrated by study abroad or with an understanding of indigenous knowledges	5, 6
Self-awareness and emotional intelligence a capacity for self-reflection and a willingness to engage in self-appraisal open to objective and constructive feedback from supervisors and peers able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate	1, 5, 6

Learning Resources

Required Resources

There are no textbooks or books of readings that are required to be purchased for this course. All materials will be available for download from MyUni, which students will need to access on at least a weekly basis. Additional research materials can be sourced through the university library.

Written assessments and tests will be completed online using the MyUni system.

Due to the seminar style design of the course, there will be no recorded 'lectures'.

Students with laptops or tablets are encouraged to bring them to class to assist with group work and research.

Enthusiasm for popular culture is a must. A willingness to work collaboratively with your groupmates is also essential.

Online Learning

Readings and other course materials are available on MyUni, as are the reading tests and written assessment submission. Group work will be managed through the MyUni system.

Learning & Teaching Modes

This course is built around an SGDE framework, and is designed to support integrated and independent learning outcomes for students.
The seminars will incorporate a mix of lecture style content delivery, structured group activities, and assessment preparation work. By completing the requiring reading and associated test prior to class, students will bring existing knowledge into the seminar, which they will then apply through their activities.

Students will develop an integrated, in-depth understanding of the interdependence of media texts, audiences, and industries by structuring their in-class activities and their written assessment around a single specific media franchise. Groups will be set prior to week one, and will remain fixed for the semester.

Focus franchises could include:

Star Wars
Star Trek
The Hunger Games
Harry Potter
Twilight
The MCU
CSI
The Walking Dead
Sailor Moon
Wonder Women

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

Task	Weekly Time Committment	Total Time Committment
Seminar/Workshop	3 hours	36 hours per semester
Reading (including reading test)	6 hours per week	72 hours per semester
Assignment preparation (including group work out of class time)	4 hours per week	48 hours per semester

Learning Activities Summary

Week	Lecture topic
1	Text
2	Text
3	Text
4	Text
5	Audience
6	Audience
7	Audience
8	Audience
9	Industry
10	Industry
11	Industry
12	Industry

Small Group Discovery Experience

This course is designed with SGDE as the backbone of the structure. Prior to (and in) week 1, students will self-allocate to a popular franchise media product, and from here, identify small groups (up to 5) in which to work for weeks 1-9. Students will work collaboratively in these teams on in-class activities during their scheduled seminars. In addition, both the textual analysis and the audience analysis will be submitted in teams, for a total of 30% of the course grade. The final Franchise Report assignment is designed to use these group projects as scaffolding, while allowing students the opportunity to distinguish themselves as individuals through the incorporation of unique material. Students will have the opportunity to reflect on their SGDE exercise in the ‘Reflection on participation’ assessment.

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment Task	Weighting	Course Learning Outcomes	Task Type	Due
Weekly Reading tests x 10	20% (2% each)	1, 4	Summative	Weekly, prior to workshop
Group Textual analysis	15%	1, 2, 4, 5, 6	Formative and summative	Week 5
Group Audience analysis	15%	1, 2, 3, 4, 5, 6	Formative and summative	Week 9
Franchise report	40%	1, 2, 3, 4, 5	Summative	Week 13
Reflection on participation	10%	6	Formative and summative	Week 11

Assessment Related Requirements

Participation in weekly seminars is compulsory. Due to the set groups and individualised focus, students cannot attend alternate workshops to 'make up' for missed classes. Less than 80% attendance will make you ineligible to pass the course. Excused absences can be requested from the course coordinator with appropriate documentation (medical certificates or similar) in some circumstances.

You will be required to complete group work outside of class time, and need to be willing to make those arrangements in good faith with your group mates.

Assessment Detail

Weekly Reading Tests:
Run in weeks 2-11, these weekly 2% tests (total 20%) assess student’s comprehension of the required readings. The tests will be completed prior to each week’s scheduled class, and be online, composed of multi-choice, multi-answer, true/false, and matching questions.
Textual Analysis:
Working in their franchise teams, students will produce a short textual analysis of one element of their chosen franchise product, in line with course content and discussion. 1200 words, 15%.
Audience analysis:
Working in their franchise teams, students will produce a short audience analysis of one element of their chosen franchise product, in line with course content and discussion. Group presentation, equivalent to 1200 words, 15%.
Franchise report:
Working independently, each student will build on their prior group submissions to create a substantive franchise report. This will include elements of the textual analysis and the audience analysis, substantially added to with industry analysis. The report will allow students to demonstrate a comprehensive understanding of their chosen franchise media product, the interdependence of the text/audience/industry framework of the course, and the role of franchise media and popular culture in the contemporary media landscape. 2800 words, 40%.
Reflection on participation:
Individual reflection on the SGDE exercise. Max 500 words, 10%.

Submission

Weekly reading tests will be available prior to class on MyUni.
Written assignments will be submitted through the MyUni TurnItIn portal.
The in-class group presentations will run during scheduled class time.

Extensions on all individual or group work must be requested prior to the deadline.
Extensions requested in line with a Learning Access Plan should be in writing via email prior to the deadline, and have the plan attached.
Contact the course coordinator in the first instance for queries about extensions on group assessment. You will be required to meet with the course coordinator to explain why additional time is required. Extensions on in-class group presentations are unlikely to be approved, except in extreme circumstances.
Extensions for the final individual Franchise Report will only be granted if a fully completed Application for Extension Request form is submitted prior to the deadline to the Arts office, or if a Learning Access plan is submitted to the course coordinator prior to the deadline.

The Faculty of Arts Late Assessment Policy applies to this course. No assessments will be graded if submitted more than 7 days late. A 2% per day deduction will apply to all assignments submitted late without an extension.

Assignment grades and written and/or audio feedback will be returned to students no later than 4 weeks after submission, via the MyUni grading system.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator