Audiences, Data and Media Convergence PG (11634.2)

Media technologies have long shaped communication practices. In the 20th century, technologies of mass media evolved rapidly to allow marketers to reach wide audiences, while in the 21st, those technologies have converged to create a new context of interactive and individualised communication practices.
This unit provides students with insights into the use of contemporary understandings of audiences, effects of media convergence and data production to communicate with and engage consumers. Changes to audience engagement are understood through narratives of communication, technologies and everyday media practices. Students will also develop an understanding of how algorithmic profiling offers both new insights and limits to understanding audiences and consumers.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Evaluate, interpret and reflect on how audiences are situated in relation to convergent media systems;
2. Synthesise knowledge of communications practices as they apply to real world examples in marketing;
3. Analyse a range of industry contexts across local and global markets, with consideration of their cultural and ethical impacts; and
4. Develop capacity to create strategies for industry application, recognising the complexities and perspectives of diverse audiences.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.