MCH3168 : Cultural Phenomena and the Role of the Media, Digital/Social Media and PR (Inactive)
- Inactive for Year: 2025/26
- Module Leader(s): Mr Iain Wheeldon
- 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
This module will explore (the concept of) cultural phenomena and the role that mainstream media (broadcast media, digital media, print media), social media and PR campaigns can play in how cultural phenomena are formed, shaped, sustained and decline.
This is explored through a series of key themes; ‘Cultural Phenomena’, 'Virality & The Internet’, ‘Social Currency’, ‘Triggers,’ Emotion', ‘Public’, ‘Practical Value’, ‘Stories, 'Blockbusters', 'Audiences', 'Events/Festivals' 'Branding' 'Consumer Culture' and 'Cultural Capital'.
The module will utilise (both historical and topical) case studies drawn from current and past Exhibitions, Artworks, Music, Films, Sporting Events, Festivals and Regional, National & International Events.
The module will encourage students to engage with the changing nature of media and through their own interaction with case studies and literature. This will allow them to critically examine their own engagement with different forms of digital cultural communication, and reflect on how they themselves implicitly/ explicitly contribute to the growth and decline of cultural phenomena.
Outline Of Syllabus
- Key themes in this module will include; Virality & The Internet, Social Currency, Triggers, Emotion, Public, Practical Value, Stories, Blockbusters, Audiences, Events, Branding, Consumer Culture, Cultural Capital.
- The module will also include assignment briefing and surgery.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 12 | 2:00 | 24:00 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 12 | 1:00 | 12:00 | N/A |
| Guided Independent Study | Independent study | 1 | 164:00 | 164:00 | N/A |
| Total | 200:00 |
Jointly Taught With
| Code | Title |
|---|---|
| MCH8168 | Cultural Phenomena and the Role of the Media, Digital/Social Media and PR |
Teaching Rationale And Relationship
The lectures in the module will introduce students to the key concepts, debates and ideas relating to Cultural Phenomena.
Small group teaching will enable these theoretical issues to be discussed and explored in a more informal setting and will include the presentation of case studies and readings relevant to the themes of the module.
The ongoing presentation/ use of case studies will allow students to develop awareness of the subjects and consolidate theoretical concepts, methodological approaches as well as allow them to reflect on practical implications/ impacts of their own use of media and communication tools.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Case study | 2 | M | 30 | 1,000 word case study from a recent media report, film, television programme, publicly used image or exhibition on a relevant topic |
| Essay | 2 | A | 70 | 3,000 words |
Assessment Rationale And Relationship
Part one of the assignment is the analysis of current or historical case study. This is a written assignment and should be based on a relevant example of a cultural phenomenon. Students will be asked to discuss and analyse the case study in relation to the key module themes.
The second part of the assignment is an essay, selected from a list of questions relating to key topics and themes addressed in the module. Critical thinking, academic research, writing and referencing skills will be assessed across both modules.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MCH3168's Timetable