Skip to main content


MCH2012 : Analysing Social Media Interactions (Inactive)

  • Inactive for Year: 2022/23
  • Module Leader(s): Mr Chris Falzon
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semester 2 Credit Value: 20
ECTS Credits: 10.0


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
Scheduled Learning And Teaching ActivitiesLecture101:0010:00N/A
Guided Independent StudyAssessment preparation and completion150:0050:00N/A
Guided Independent StudyDirected research and reading122:0024:00Selective research/reading as directed by academic staff
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00Review sessions to receive individual feedback on analysis techniques.
Guided Independent StudySkills practice150:0050:00N/A
Scheduled Learning And Teaching ActivitiesWorkshops122:0024:00Practical engagement with examples and own data analysis.
Guided Independent StudyIndependent study134:0034:00N/A
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

Description Length Semester When Set Percentage Comment
PC Examination602A20BlackBoard test (40 MCQ)
Other Assessment
Description Semester When Set Percentage Comment
Portfolio2M20Collection of supporting documentation including evidence
Practical/lab report2M602000-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