Global Opportunities

MCH8169 : Digital communication for cultural institutions and organisations (Inactive)

Semester 2 Credit Value: 20
ECTS Credits: 10.0


The module aims to provide:
1. An introduction to the specific domain of ‘cultural sector’ and its relation to digital communication.
2. An introduction on how the creation, appropriation and digital communication of cultural content is understood and practiced within cultural organisations (e.g. museums, archives, art organisations, performance groups, community organisations etc.)
3. Skills and experience necessary in understanding and analysing the use of digital technologies for communication purposes among cultural organisations and groups from a theoretical, empirical and professional perspective.
4. An introduction to digital audience segmentation in the ‘cultural sector’ domain.
5. Familiarity with debates and theory about digital cultural communication, participation, engagement and active citizenship.
6. The opportunity to reflect on how digital tools and platforms affect the representation of indigenous cultures and contested knowledge in the digital realm.

Outline Of Syllabus

This module introduces the domain of ‘cultural sector’ and examines how cultural sector organisations and groups (e.g. museums, archives, art and performance organisations, festivals, theatres, community groups etc.) mobilise digital platforms, tools and practices to engage with a variety of audiences. The module examines how 'cultural sector' organisations create, appropriate and communicate cultural content. It explores who the audiences might be and why they engage with cultural sector organisations digitally. Furthermore, the module engages critically with digital cultural communication theories and practices to question how cultural memory, contested cultural knowledge(s) (such as indigenous community knowledge) and cultural value are constructed through digital means.

The module aims to encourage students to consider the challenges and opportunities of digital communication for cultural sector organisations and groups. It uses a range of contemporary and historical digital communication examples, case studies and international online projects to explore how the cultural sector communicates digitally for the purposes of knowledge sharing, cultural accessibility, PR, and audience participation and engagement.

Teaching and learning activities will include a variety of topics, such as:

Current theoretical approaches to digital cultural communication for the cultural sector; digital audience segmentation and audiences' motivations to engage with cultural organisations through digital means; debates and practices around authorship and ownership of digital cultural content; cultural crowdsourcing; issues related to the representation of indigenous knowledge(s) on digital platforms.

The module will also include contributions from cultural sector professionals with experience in digital cultural communication, who will introduce real-life case studies to the class.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials81:3012:00Interactive non-synch lecture materials delivered online.
Scheduled Learning And Teaching ActivitiesLecture22:004:00On campus. Can be delivered online if necessary.
Guided Independent StudyAssessment preparation and completion190:0090:00N/A
Guided Independent StudyDirected research and reading82:0016:00Preparation for small-group teaching
Guided Independent StudyDirected research and reading31:003:00Preparation for workshops.
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00On campus. Can be delivered online if necessary.
Scheduled Learning And Teaching ActivitiesWorkshops32:006:00Interactive group activity. On campus. Can be delivered online if necessary.
Guided Independent StudyIndependent study158:0058:00N/A
Scheduled Learning And Teaching ActivitiesModule talk31:003:00Module Intro.; Assessment Briefing; Module closure. On campus. Can be delivered online if necessary.
Teaching Rationale And Relationship

Lectures: This is a teaching method to introduce students to real-life case studies by external speakers.

Module talk: This teaching method will be used to introduce the module and brief students about assessment.

Lecture materials: This is one of the core teaching methods to achieve all of the knowledge learning outcomes.

Small-group teaching: This teaching method is intended to allow students to consolidate knowledge learning outcomes and to meet the skills outcomes through critically applying their new knowledge. It also allows students to practice all of the skillsets within the Graduate Skills Framework.

Workshops: This method will enable students work in small groups to tackle a small-scale problem relating to the topic of the module. It will help students to develop the intended skills outcomes of the module.

Directed research and reading activities: This teaching method enables students to prepare for small group teaching and workshops by undertaking independent study.

Independent study: This method encourages students to deepen their knowledge outcomes and to practice all skills outcomes, as well as applying cognitive/intellectual, self-management and interaction skills in particular.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Case study2M301,000 words; analytical writing about a recent cultural digital media initiative, project, and activity related to module content.
Essay2A703,000 words.
Assessment Rationale And Relationship

The first assessment is a case study analysis, written in up to 1,000 words. The case study should be from a recent relevant example of a digital cultural communication project, initiative, activity, intervention by a cultural sector organisation or group. The cases study should be chosen by the student and be publicly available and clearly relating to the themes of the module as well as the theories. Examples and advice in the choice of case study will be provided by the module leader.

The second part of the assessment involves the writing of a 3,000-word essay to be selected from a list of questions relating to key topics and themes addressed on the module.

Critical thinking will be assessed across both assessments, as will academic research, writing and referencing skills.

Reading Lists