Audiences, Data and Media Convergence PG (11634.2)
Please note these are the 2025 details for this unit
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | On-Campus Online |
Bruce, Canberra UC - Canberra, Online |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | Post Graduate Level | Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) |
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.
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.
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
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 effectively1. 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.
Availability for enrolment in 2025 is subject to change and may not be confirmed until closer to the teaching start date.
| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2024 | Bruce, Canberra | Semester 1 | 05 February 2024 | On-Campus | Dr Erin Stapleton |
| 2024 | UC - Canberra, Online | Semester 1 | 05 February 2024 | Online | Dr Erin Stapleton |
| 2025 | Bruce, Canberra | Semester 1 | 03 February 2025 | Online | Dr Erin Stapleton |
| 2025 | Bruce, Canberra | Semester 1 | 03 February 2025 | On-Campus | Dr Erin Stapleton |
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit
timetable.
Required texts
Weekly readings available via the Reading List tab in Canvas.
Participation requirements
Research has established that there is a strong correlation between engagement and success in higher education. With this in mind, we encourage you to actively participate in all online module activities to enhance your learning opportunities. Unless specifically stated in the unit outline, there is no mandatory attendance requirement. However, you may elect to attend these, as they allow you to ask 'real time' questions to develop your understanding for the relevant assessment tasks.
Required IT skills
Students enrolled in the online tutorial must ensure they have access to a microphone- and camera-enabled device with reliable Internet access.
Work placement, internships or practicums
None
