BMA0D211 – Audience, Message, Context

Module code
Module title
Audience, Message, Context
GENERAL AIM AND RATIONALE This primarily practical module is designed to develop students' knowledge of how value and meaning are represented in domains of practice in media arts. The module focuses on an analysis of the conventions of representation and interpretation, and of the production of meaning in works of media culture. In this module students develop an awareness of the context in which selected examples of media arts operate. Selected theory instrumental to this purpose is examined and applied to both written and practical work. Students use their chosen domains to produce collaborative multimedia group work.
  • BM9601
NZQA Level
Level 6
NZQA Credits
Delivery method
  • Web-Enhanced
Learning hours
Directed hours
Self directed hours
Total learning hours
Resources required
Tools and methods for examining how meaning is produced in works of media culture:
Texts, codes, media conventions, genres
Audience, site, context, authorship
Visual, aural, written norms, modes of address and metaphor
Describing and analysing the production of meaning in selected works
Testing this analysis in own work as a contribution to a group project.

3.2Genre and Media
Theoretical analyses of a range of media
Theoretical accounts of genres and styles
Describing and analysing selected works/groups of works in relation to constructs of genre
Testing constructs of genre in making own works

3.3 Production Processes
Surveying the domain, gathering information
Identifying preferences and aims for own work
Written project description
Developing procedure, skill and technique appropriate to own work
Compiling evidence of the systematic and coherent development and refinement of own work
Testing and refining

3.4Working in teams/collaboration
A selection of models for team work from various media domains
The political dynamics of teams
Collective and individual responsibility
Good quality planning and organisation
Effective communication in group projects
Giving constructive critique and feedback within teams
Differentiation of roles within the team
Mutual accountability

3.4Communication with a range of cultures
Content of interest to a Mori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Teaching and Learning Strategy
Lecturer prescribes project briefs that examine issues of form and techniques.
Lecturer monitors students' progress through the time management of individual projects.
Students research technical and formal issues to present as a class resource.
Students initiate research relating to content for their own projects.
Lecturer identifies lapses in a student's process, lecturer and student develop strategies for approaching future projects.
Lecturer prescribes topics, students identify specific questions within those topics.
Students participate in presentations of their work.
Students participate in graded assessment according to criteria set by lecturer.
Graded assessment of group work performed by self, peers and tutor.

Learning Outcomes

2.1Understand the process that advances the structured and reflective refinement of media situations
- propositions and issues set in the module brief are identified
- self-directed working processes are completed and reflected upon
- ideas are generated, developed and refined
- independent and interdependent processes for working are adopted

2.2 Understand the social production of meaning in media and arts domains
- theories of signification are examined and applied to the production of works
- theories of genre and media are examined and applied to the production of works
- the interrelationships between convention, genre, style, context, site and audience and the production of meaning in works are analysed and tested
- procedures, skills and techniques appropriate to selected media conventions are tested and developed in multimedia collaborative group projects.
- notions of currency and significance in media and arts domains are explored

2.3 Understand relevant aspects of the discourse surrounding a contemporary practice.
- written and oral analyses of selected texts are produced and relevant issues identified
- selected texts are described, analysed and evaluated
- oral and written descriptions, interpretations and comparisons between selected works are produced

2.4 Understand modes of collaborative production in selected media domains
- Analyse conventional modes of collaborative production in specific media domains
- Apply a collaborative model to the production of media outcomes
- Distinguish between a variety of production modes and a media domain

2.5 Comprehend a process of graded assessment
- employ a vocabulary for describing work
- individualised learning objectives are written
- group and class critiques are actively participated in
- consider and reflect upon self and peer design processes and decisions
- participate in ongoing formative assessment
- consider, discuss and document self and peer performances for graded assessment in a multimedia group project.