Module Code and Title:         CTH203 Contemporary Media Theory and Practice

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Lindsay Kamakahi

General objective: This module continues to draw on the historical impact of the classic theories while introducing contemporary ideas of media development. It explores the evolution of the perception of media and communications. It weaves in human behaviour and the impact of culture to the receiver of messages as opposed to a one way dispersal of information. The module will also explore the present-day situation in order to hypothesize on the future role of media and communication.

Learning outcomes – On completion of this module, students will be able to:

1. Identify and categorize the range of mediums that are most appealing for various age groups.
2. Analyse and conclude which mediums impact daily life.
3. Relate various mass media theories to everyday situations in life.
4. Explain the reach of folk media to differentiated literacy abilities of a population.
5. Differentiate theorists of contemporary media theories from traditional media theorists.
6. Identify the impact of communication and technological development in regards to Bhutan.
7. Suggest media literacy techniques based on understanding of contemporary mediums.

Learning and Teaching Approach:

Assessment Approach:

A. Individual Media evaluation log: Portion of Final Mark: 10%

Students will keep a detailed log of the media they are exposed to and analyse how they are interacting with the messages being sent and received. Logs should be kept for 2 months with a minimum log entry rate of once per week. They will then submit a 1000-1250 word reflection report concerning the analysis and types of messages they interacted with. They should focus on their reactions to the messages, the impact the messages had on them, and the amount of time they spent finding truth in messages, utilizing contemporary theories in their analysis.

5%       Quality of reflection on media messages in final report

3%       Presence, consistency and perceptive quality of media log entries

2%       Language usage in final report

B. Pair Folk media analysis: Portion of Final Mark: 10%

Students will be responsible to analyse a Bhutanese Folk medium in reference to a media theory. They will be responsible for presenting the medium via role play, demonstration, multimedia clip or other creative means. A rubric and instruction sheet will be given to students at the beginning of the assessment.

2%       Creativity of presentation

3%       Quality of sources used to describe media aspect

4%       Quality of presentation of theory in relation to folk media

1%       Mechanics, Grammar and style of individual reflection paper

C. Class tests: Portion of Final Mark: 10%

Students will be expected to complete 2 written tests (worth 5%) of 30-45 minutes each to evaluate their knowledge of topics presented in the class.

D. Midterm examination: Portion of Final Mark: 15%

Students will take a written exam of 1.5 hr duration covering topics up to the mid-point of the semester.

E. Theorist comparison group presentation: Portion of Final Mark: 15%

Students, in small groups of 2-4, will create a short 3-5 minute presentation in the form of a radio talk show or one act play. They will prepare their interpretation of how the theorists would interact with each other or certain media dilemmas by an intermediary or when they meet in person. They must meet with the tutor to discuss their understanding of the theorists/interpretation at least twice outside of class hours for approximately 15-30 minutes depending on the mutual understanding of the theorists.

5%       Ability to accurately explain the media theory and theorist to the class

3%       Quality of thought provoking questions to invoke participation from classmates

5%       Ability to connect theoretical concepts with an activity

2%       Execution of comprehensive presentation

Pre-requisites: CTH102 Introductory Theories of Mass Communication

Subject matter:

1. Unit I: Beyond limited effects: An introduction to functionalism and children beyond WWII
   • Social learning: identification and imitation
   • Social cognition from mass media
   • Active theory of television viewing
   • Developmental perspective: influences of media interaction and impact
   • Brief overview of video game interest in media violence
   • Introduction to media and children’s socialization and the early window
2. Unit II: Background and key concepts of critical and cultural theories
   • Macroscopic and microscopic theories
   • Cultural studies and political economy theorists: media coverage of work and workers
   • Marshall McLuhan: The medium is the message and the massage
   • Harold Innis: The bias of communication
3. Unit III: Contemporary mass communication theory: Introduction to active audiences and what they do with media
   • Audience theories: uses-and-gratifications and fraction of selection on media choices
   • Audience reception: making sense of specific forms of content
4. Unit IV: Media and Society: Introduction to changing roles in media
   • Information diffusion theory: innovations introduced and adopted
   • Social marketing theory: promoting socially valuable information
   • Knowledge gap: populations separated between better informed and less informed knowledge groups
   • Agenda-setting
   • Spiral of silence: Dominance vs. keeping views for fear of rejection
   • News production research: production of distorted or biased content
   • Media as culture industries: the commodification of culture: mass produced and distributed culture competes with locally based cultures
   • Media literacy movement: ability to access, analyse, evaluate and communicate messages
5. Unit V: Mass Media and the Cultural Landscape
   • Describing mass media in Bhutan: prevalence and popularity of various mediums, regulations, and challenges
     • Folk media, the common person and development
     • Radio
     • Newspapers
     • Cinema halls
     • Local television environment: prevalence of foreign channels, relevant policies to regulate them, emergence of satellite TV availability
     • Internet and widely available unrestricted global content
     • Smartphones and personal access to internet; connected lifestyles
   • Mass media in South and South East Asia
6. Unit VI: Recent trends in media theory
   • Privatization, regulation of media, net neutrality
   • Terrorism and media: hijacking of sites, proliferation of scams, bots and fake news dispersal
   • Trends in diversity and inclusion
   • Internet, social media and developing consumer behaviour theories
   • A brief overview of social media and social impact theory
   • Introduction to social media integration theory and current developments

Reading List: (A course-pack of the shorter reading materials will be made available to students)

1. Essential Reading
   • A Police Siege and then Suicide – A Thai Lesson in Ethical Choices. (2017, March 22). Retrieved from http://ethicaljournalismnetwork.org/a-police-siege-and-then-suicide-a-thai-lesson-in-ethical-choices
   • Baran, S. J., & Davis, D. K. (2015). Mass communication theory: foundations, ferment, and future. Stamford, Conn: Cengage Learning.
   • Defleur, M. (2017). Mass Communication theories: Explaining origins, processes, and effects. S.l.: Routledge.
   • Dorji, T. C. (2009). Preserving our Folktales, Myths and Legends in the Digital Era. Journal of Bhutan Studies, 20,93-108.
   • France-Presse, A. (2017, April 26). Thai Media Rebuked Over Facebook Live Of Child Murder. Retrieved from https://www.ndtv.com/world-news/thai-media-rebuked-over-facebook-live-of-child-murder-1686149
   • Kalra, A. (2016, April 22). India's top court to hear cases challenging tobacco pack warnings on Monday. Retrieved from https://www.reuters.com/article/us-india-tobacco/indias-top-court-to-hear-cases-challenging-tobacco-pack-warnings-on-monday-idUSKCN0XJ1DU
   • Nation, T. (2017, July 20). Police launch campaign against social media posts with celebrities encouraging alcohol use. Retrieved from http://www.nationmultimedia.com/detail/national/30321288
   • New Ethics in the Era of New Media. (2017, March 23). Retrieved from http://ethicaljournalismnetwork.org/new-ethics-era-new-media
   • Pek-Dorji, S. S. (2010). Media Matters in Bhutan. Bhutan Centre for Media and Democracy. Retrieved from http://bcmd.bt/wp-content/uploads/2016/12/Media-Matters-in-Bhutan.pdf
   • Penjore, D. (n.d.). Oral Traditions as Alternative Literature: Voices of Dissents in Bhutanese Folktales. Journal of Bhutan Studies, 21-36. Retrieved from .
   • Royal Government of Bhutan. (2013). Bhutan Information and Media Impact Study 2013. Ministry of Information and Communications. Retrieved from http://www.doim.gov.bt/wp-content/uploads/2016/06/media-impact-study-2013.pdf
   • Sharma, N. C. (2016, January 20). Alcohol companies use social media to target the young, urban population. Retrieved from http://indiatoday.intoday.in/story/booze-ads-make-it-large-on-social-media/1/574812.html
2. Additional Reading
   • Avieson, B. (2015). From Mani stones to Twitter: Bhutan creates a unique media matrix for a 21st century democracy. International Journal of Communication, 9. Retrieved from http://ijoc.org/index.php/ijoc/article/download/3186/1435
   • Dorji, K. (2006). Media in Bhutan: Now and Then. Journal of Bhutan Studies, 14, 5-23.
   • Flew, T. (2002). New media: an introduction. Don Mills, Ontario, Canada: Oxford University Press.
   • Pek-Dorji, S. S. (2007), Opening the gates in Bhutan: Media Gatekeepers and the Agenda of Change. Proceedings of the 3^rd GNH Conference. Centre for Bhutan Studies. Retrieved from http://www.bhutanstudies.org.bt/publicationFiles/ConferenceProceedings/3rdGNH/7.3rdGNH.pdf
   • Potter, W. J. (1998). Media Literacy. S.l.: Sage Publications.
   • Roof, J. & Wiegman, R. (1995). Who can speak? Authority and critical identity. Urbana: University of Illinois Press.
   • Winston, M. E., & Edelbach, R. D. (2006). Society, ethics, and technology. Boston, MA: Wadsworth Cengage Learning.

Date:  May 14, 2018