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MCH8122 : Communications and Content Production 2: Video, Audiences, Data and Platforms (Inactive)
- Inactive for Year: 2026/27
- Module Leader(s): Dr Bethany Usher
- Owning School: Arts & Cultures
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
Communications and Content Production 2: Video, Audiences, Data and Platforms advances your production practice, focusing on video, data-driven storytelling and platform-specific communication. You develop the skills to create impactful content that is shaped by audience insight, platform dynamics, strategic intent and critical review. Working individually and collaboratively, you produce journalism and communication outputs that integrate multimedia storytelling, data and design, using a range of technologies appropriate to the content, context and audience. You explore how content is distributed, engaged with and optimised across platforms, and how audiences interact with and shape communication in digital environments. Legal, ethical and regulatory considerations are embedded throughout. You develop an understanding of platform governance, data use, copyright in multimedia production, and the legal and ethical implications of publishing and distributing content in contemporary media environments. In short, this module aims to develop students’ ability to create strategically informed and audience-aware multimedia communication content, with a particular emphasis on video production, platform communication, data-informed storytelling and future-facing digital communication practice.
Outline Of Syllabus
- Video production and editing
- Multimedia storytelling and platform communication
- Topical patch and portfolio development
- Audiences, engagement and analytics
- Data-driven storytelling and communication
- Platform strategy and optimisation
- Audience insight and communication behaviour
- Multimedia publishing and distribution
- Interactive and visual storytelling
- Communication design and strategic intent
- AI-assisted production and platform systems
- Copyright in video and multimedia production
- Platform regulation and content governance
- Data use and GDPR awareness
- User-generated content and permissions
- AI-generated content, disclosure and ownership
- Ethical and legal dimensions of digital communication
- Reflective creative and professional practice
- Media Law Mapping
- Copyright in video and multimedia production
- Platform regulation and content policies
- Data use and GDPR awareness
- User-generated content and permissions
- AI-generated content (ownership, disclosure and risk)
- Legal considerations in distribution and audience targeting
Applied through:
- video production
- platform strategy
- audience engagement planning
- content publication decisions
- source verification and development logs
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Structured Guided Learning | Lecture materials | 10 | 2:00 | 20:00 | Interactive materials supporting production skills, editing, platform communication and legal/ethical practice |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Editing, revision and preparation of assessment submissions |
| Scheduled Learning And Teaching Activities | Lecture | 6 | 2:00 | 12:00 | Focused on editorial practice, communication environments, audiences, AI and legal/ethical contexts |
| Structured Guided Learning | Structured research and reading activities | 1 | 20:00 | 20:00 | Structured preparation activities supporting interviews, planning and content development |
| Scheduled Learning And Teaching Activities | Small group teaching | 4 | 2:00 | 8:00 | Editorial refinement, feedback and developmental support sessions supporting iterative production and AI assurance processes |
| Guided Independent Study | Project work | 1 | 20:00 | 20:00 | Source verification, attribution checks, copyright, consent and legal assurance activities |
| Scheduled Learning And Teaching Activities | Workshops | 10 | 2:00 | 20:00 | Practical multimedia production workshops focused on audio, image and text communication |
| Guided Independent Study | Project work | 1 | 56:00 | 56:00 | Independent multimedia production, editing and refinement |
| Guided Independent Study | Reflective learning activity | 1 | 14:00 | 14:00 | Reflective evaluation of production processes, copy clinic engagement, editorial choices and AI-aware practice |
| Total | 200:00 |
Teaching Rationale And Relationship
Encounters with the Leading Edge
This module includes encounters with the leading edge of industry, practice and society through hands-on multimedia production, video storytelling, audience analysis, analytics, platform communication and engagement with emerging AI-assisted communication environments.
Interactive Learning Materials and asynchronous learning support MLO1, MLO2 and MLO3 through flexible engagement with video production, analytics, audience communication, platform optimisation and multimedia storytelling techniques. This digital-first, blended learning approach enables students to engage with production techniques, critical debates, platform practices and development activities both inside and outside the classroom while supporting iterative, practice-based and reflective learning. Workshops primarily support MLO1, MLO2 and MLO4 through practical video and multimedia production activities developing platform-aware communication skills within collaborative and professionally oriented environments. Lecture and seminar activities support MLO2, MLO3 and MLO4 by introducing students to audience analytics, communication strategy, platform governance, AI-assisted systems, legal frameworks and data-informed communication practices. Copy Clinics and support sessions support MLO1, MLO2 and MLO4 through iterative editorial refinement, structured feedback and guided development activities. These sessions form a key part of the module’s approach to AI assurance by making production processes, audience targeting, source use, editorial choices and content refinement visible through staged development, reflective engagement and the ongoing development of the reflective development log. Guided independent study supports all module learning outcomes through sustained production practice, topical patch development, reflective learning and strategic communication planning. Together, these teaching methods support students in developing advanced multimedia production expertise, critical platform awareness and future-facing communication capabilities relevant to contemporary media, communication and creative industries contexts
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Design/Creative proj | 2 | A | 70 | A self-created personalised topical website including at least two pieces of video content and one additional multimedia communication output |
| Reflective log | 2 | M | 30 | Development Record: Critical Analysis, Reflection (1500 words) and Source Verification Log |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Prof skill assessmnt | 2 | M | Pitch, production plan and risk assessment outlining the proposed multimedia communication project, intended audience, communication strategy, production approach, ethical considerations, source planning and legal risks associated with the project. |
Assessment Rationale And Relationship
Module Learning Outcome Mapping
Formative Assessment: Pitch, Platform Strategy and Risk Assessment
A pitch, platform strategy and risk assessment outlining the proposed topical patch, intended audiences, communication strategy, production approach, platform choices, audience engagement plan, ethical considerations and legal risks associated with the multimedia communication project.
Task-specific assessment criteria:
- Clarity, originality and feasibility of the proposed topical patch and communication strategy.
- Effective planning of platform communication, audience engagement and multimedia production processes.
- Critical awareness of ethical, legal and professional considerations including data use, copyright, platform governance and AI-assisted production risks.
- Coherence, structure and professionalism of the pitch, planning materials and risk assessment.
Summative Assessment 1: Multimedia Communication Portfolio (70%)
Programme Learning Outcomes
(Global): PLO4, PLO6;
(Journalism): PLO5, PLO8
(PR, Media and Strat Comms): PLO4, PLO5, PLO6, PLO8.
Module Learning Outcomes: MLO1, MLO2, MLO3, MLO4.
A portfolio of evidence relating to a self-created personalised topical website including at least two pieces of video content and one additional multimedia communication output. The portfolio should demonstrate audience-aware communication, platform strategy, multimedia storytelling and professional production standards.
Students should demonstrate progression from Communications and Content Production 1 through the integration of multimedia communication forms, strategic audience awareness and platform-specific communication approaches.
Task-specific assessment criteria:
- Effective creation and development of multimedia communication content, with a particular emphasis on video production and platform communication.
- Application of editorial, creative, technical and analytical production skills to the development and refinement of multimedia outputs.
- Critical awareness of audience behaviour, platform dynamics and communication strategy informing the production and circulation of content.
- Coherence, professionalism and technical quality of the multimedia portfolio, including effective integration of ethical, legal and professional considerations.
Summative Assessment 2: Critical Analysis, Reflection and Source Verification Log (30%)
Programme Learning Outcomes (Global): PLO5, PLO8;
(Journalism): PLO6, PLO8;
(PR, Media and Strat Comms): PLO4, PLO5, PLO6, PLO8.
Module Learning Outcomes: MLO2, MLO3, MLO4
A 1500 words critical analysis and reflective commentary evaluating the development of the multimedia communication portfolio, editorial decision-making, audience engagement, analytics, platform strategy and production processes. Students will also submit a source verification, analytics and legal log evidencing source checks, attribution decisions, copyright considerations, consent processes, audience analytics engagement and awareness of platform regulation and professional standards.
The reflective commentary should include engagement with feedback and Copy Clinics, evidencing iterative development and refinement processes as part of the module’s AI assurance approach.
Task-specific assessment criteria:
- Critical reflection on the development of the multimedia portfolio, including editorial, creative, production and strategic communication decision-making.
- Evaluation of audience, analytics, platform and communication choices informing the multimedia outputs.
- Critical awareness and application of ethical, legal and professional considerations including copyright, attribution, consent, data use, platform governance and AI-assisted production practices.
- Critical analysis of production processes, technologies, analytics and AI-assisted tools used within the development and refinement of the portfolio.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH8122's Timetable