BMA0C203 – Media Communication
Module code
BMA0C203
Module title
Media Communication
Prescription
Programmes
- BM9601
NZQA Level
Level 6
NZQA Credits
15
Delivery method
- Web-Based
Learning hours
- Total learning hours
- 150
Resources required
- Learning Outcomes
- 2.1 Understand and apply a process of developing and refining ideas
- discuss, identify and evaluate issues presented in lectures
- discuss, identify and evaluate issues and discourses around relevant texts
- complete self-directed research and reflect upon working processes
- define a self-critical working process for developing and refining ideas
- show evidence of drawing together and applying skills and knowledge to selected projects
2.2 Understand and develop a professional style in a media related context
- examine modes of professional conduct in the context of public relations/advertising and journalism organisations
- discuss and analyse interpersonal skills and competencies in public relations/advertising and journalism contexts
- analyse personal communication styles
- investigate different styles of interpersonal communication
2.3 Understand logical, lateral, creative thinking processes in media communication
- examine problem-solving, conflict resolution and negotiation strategies
- develop skills and techniques in decision-making
- develop and employ techniques and strategies relevant to journalism and public relations/advertising contexts
- examine conventions for creative thinking in journalism and public relations/advertising
- use lateral thinking strategies in the development of an applied outcome
2.4 Understand written and oral communication in a media domain
- identify and compare conventions for written and oral communication
- test and apply conventions for written and oral communication
2.5 Demonstrate knowledge of interviewing skills in a media domain
- identify and compare interviewing conventions
- develop and test skills and techniques required for effective interviewing
- demonstrate a knowledge of various types of interview questions
- conduct a range of interviews for media consumption
- understand the impact of different venues, facilities and equipment in interviewing situations
- test clarity of meaning by using appropriate grammar and language
- comply with house style conventions
2.6 Demonstrate knowledge of media regulatory bodies, their codes, and their relationship to ethical practice
- examine news media regulatory bodies in terms of their roles, standards, procedures, responsibilities, and powers of censure
- examine codes of ethics, codes of practice and statements of principles relating to journalism, advertising and public relations in New Zealand
- analyse ethical issues and their relevance to professional media behaviour
- analyse and test the procedures for handling public relations and communications management issues
2.7 Comprehend the process of graded assessment
- employ a vocabulary for describing work
- demonstrate the ability to write objectives
- participate in group and class critiques
- consider and reflect on self and peer design processes and decisions
- participate in ongoing formative assessment
- consider, discuss and document self and peer performances for graded assessment - Content
- 3.1 Communication skills - developing a professional style
- Examine the importance of professionalism
- Stereotyping and perception
- Personal communication styles – strengths and weaknesses
- Adapting different styles of communication to different situations, eg formality, use of language.
3.2 Thinking skills
- Models, modes and techniques of critical, lateral and creative thinking
3.3 Writing skills
- Writing for various audiences
- Writing for various purposes
- Developing proof-reading skills
- Planning and preparing presentations
- Organising presentation content
- Using visual aids
-Interview practice
- Handling media conferences
3.4 Media interviewing skills
- Key skills for effective interpersonal communication
- The use of various types of questions such as openers, factual, hypothetical, reflective probe
- May include but is not limited to, depending on the type of interview: cultural norms, attention to protocol, pace, choice of vocabulary, tone
- Face to face interviews: demeanour, eye contact, dress and body language
- Questioning and listening techniques
3.5 News media regulatory bodies – codes and ethical issues
- Roles, standards, procedures and responsibilities of NZ Press Council, Broadcasting Standards Authority, Advertising Standards Authority, PRINZ
- Journalist Code of ethics
- Public Relations Codes of Ethics
- Broadcasting Codes of Practice
- Press Council Statement of Principles
- Individual in-house media organisation codes or statements of principles
- Procedures for handling public relations and communications management issues, includes but is not limited to: media releases, photo opportunities, staged media events, press conferences, media campaigns, communication managers
- Ethical issues: accuracy, objectivity, social responsibility, fairness
- The right to privacy vs the public’s right to know
- Privacy and grief, violence, censorship, freebees, junkets, gifts
3.6 Communicating with other cultures
- Content of interest to a Maaori audience
- New Zealand cultural identities
- Content from at least one other culture
- Modes of address appropriate to the audience - Assessment Criteria
- To pass this module, students must pass all assignments and accumulate an overall grade of no less than 50%.
- Teaching and Learning Strategy
- Lecturer prescribes research briefs that examine internet writing and creation of content.
Students negotiate criteria with lecturer.
Lecturer monitors students’ progress through the time management of individual projects.
Students research conceptual issues to present as a class resource.
Students participate in presentations of their work.
Students negotiate and define criteria for graded assessment.
Graded assessment performed by self, peers and tutor.