MCH2012 : Analysing Social Media Interactions (Inactive)
- Inactive for Year: 2025/26
- Module Leader(s): Mr Chris Falzon
- 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
To instill an understanding of the principles of social interaction, communication and frameworks.
To consider and assess the suitability and effectiveness of theoretical frameworks and analytical methods in recording social interactions online.
To practice analysis and statistical techniques to record different social media conversations and associated discourse.
To assist students in developing research skills in analytical report writing.
This is a technology-led module that will utilise quantitative, statistical and visual data visualisation techniques and tools to explore and examine how social communication, mainly through the example medium of ‘Twitter’, can be measured and analysed. There will be a brief history and overview of the internet and progression to web 2.0 technology and how this has an impact on sociological studies and communication theory. The student will need to appreciate and have a willingness to acquire a basic understanding of how the internet functions at a technological level.
Students will be expected to use various online tools (TCAT, TAGS, Tableau, SPSS), if and when they are available, to gain practical experience in using one’s own data sets. This should provide students with opportunities to analysis contemporary real-world events and their impact on individuals globally. This may be invaluable for any further personal research projects involving Twitter and casers where it may impact on particular social groups.
Student assessment is through an online test, a portfolio of professional reporting & evidence and an individual case study analysis of a real-world event.
Outline Of Syllabus
Introducing the Digitised Society.
Communication Theory
Communication Models revised.
Visual analysis of associations.
Analysis of a real-world event
Measuring and recording individual and global impact
Data visualisation using TAGS.
Use of TCAT as an analytical tool.
Basic statistical analysis using SPSS/ Tableau.
Validating your research (inference to statistical significance.)
Reporting your findings and professional practice.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 50:00 | 50:00 | N/A |
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:00 | 10:00 | N/A |
| Guided Independent Study | Directed research and reading | 12 | 2:00 | 24:00 | Selective research/reading as directed by academic staff |
| Scheduled Learning And Teaching Activities | Small group teaching | 8 | 1:00 | 8:00 | Review sessions to receive individual feedback on analysis techniques. |
| Guided Independent Study | Skills practice | 1 | 50:00 | 50:00 | N/A |
| Scheduled Learning And Teaching Activities | Workshops | 12 | 2:00 | 24:00 | Practical engagement with examples and own data analysis. |
| Guided Independent Study | Independent study | 1 | 34:00 | 34:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
The module will be taught through a combination of lecture (LO 1-4) and Workshops to practice the core skills (LO 5-8) and how they relate to the theory. The Small group teaching sessions will provide relevant examples to demonstrate usage of the online tools and specific practical task-based activities will prepare students for the assessment activities that will assess all the Learning Outcomes (LO 1-8).
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| PC Examination | 60 | 2 | A | 20 | BlackBoard test (40 MCQ) |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Portfolio | 2 | M | 20 | Collection of supporting documentation including evidence |
| Practical/lab report | 2 | M | 60 | 2000-word case study with analytical report. |
Assessment Rationale And Relationship
The PC examination is designed to test knowledge and understanding of core concepts and definitions integral to the Learning outcomes (LO 1-4). The Practical/Lab report will complement this with a demonstration of practical ability to analysis real-world data and provide a theoretical context (LO 5-8). The portfolio will provide supporting evidence to validate the integrity of the analysis and demonstrate professional practice (LO 8.)
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH2012's Timetable