Media Industries and Professions

Course Content:

This module enables students to gain an understanding of the structure of contemporary
media industries and the position of media professionals within these. Students will
develop an understanding of the distinctive features of media industries and the
economic, political, regulatory and cultural factors which shape these. They will also have
an opportunity to understand the economic, political, regulatory and cultural factors,
which shape these.

The module starts with an interrogation of key concepts, categories and debates and
then moves through into detailed case studies of selected media industries and
professional pathways. Students will be able to investigate particular aspects of these
industries in their assessment. In addition, students will have the opportunity to enhance
their knowledge and understanding of the contemporary media workplace by carrying
out field research either within a media organisation of their choice or of a particular
media event of their choice and then use this as the basis for some of their assessment.

Topics covered include:
? Theories and concepts of cultural production: political economy, market
liberalism; marketisation, convergence, globalisation
? Economic and political contexts of contemporary media production in
Britain and its global context
? Media regulation, ownership and practices
? The organisation of instrumental audience research
? Sociologies of media production
? Theories of creative production
? Professional practices and identities within media industries
? Media Industries and profession pathways. Students select one of twothree
pathways. The following pathways run concurrently
? The Music Industry
? Social Media: Journalism, PR and Campaigning
? [Film Distribution]

Summary of autumn semester content:
? Modern media industries and professions: issues and theoretical debates within
political economy, market liberalism, convergence and globalization
? PR ethics and regulation
? Audience and User research dynamics and approaches
? PR and Social Media ? Student Led Case Study
? PR and social media in modern Britain and globally: citizen journalism and
campaigning; political campaigning
? Fashion PR: case studies of the fashion industry
? PR and social media: Corporate communication in crisis

Summary of spring semester content:
? Introduction to the music industry
? The music business
? Authenticity and the Independent Label
? Legal issues and frameworks
? Music distribution and new technologies of distribution
? Appropriation/ Reception: The twin polarities
? Complimentary and ancillary professions

Teaching: Lectures, seminars, workshops and tutorials

Assessment:
STUDY OPTION 1:
May include:
? Presentations
? Written reflective pieces
? Multiple choice questions
STUDY OPTION 2: portfolio.

Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer