Module Title:Media Culture
Language of Instruction:English
Credits: 10
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: The module will be driven by a combination of lectures, tutorials, screenings, demonstrations and directed research.
Module Aim: To provide students with an appreciation of the extent of which media influences so much of our society's culture and our daily lives. To enable them to analyse and criticise key theories and concepts of those who have worked to understand the role of mass media in influencing our individual decisions and our wider societal values. To provide students with skills and practice in academic research and writing.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Exhibit an ability to read and analyse media texts.
LO2 Demonstrate an understanding of various academic theories within media culture and analyse their relevance in modern society.
LO3 Identify, research and analyse various representations and narratives exhibited in media texts.
LO4 Demonstrate an ability to research and write academically, incorporating Harvard referencing, with a view to future academic study at masters level.
LO5 Understand the influence of mass media on how we live, on an individual and societal level.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
History of and modern application.
General overview and relevance in modern society.
The role of gender in film and television texts.
Men / Women / Cultures / Races / Classes.
The importance of narrative theme and structure in shaping our perception of stories.
Mass Media Culture
The dominant role of mass media in every day life across various genres of media.
Celebrity Culture
The celebration, denigration and ever evolving role of celebrity figures in our society.
Investigating the significance of psychology on marketing and media from Freud onwards.
The unspoken influence of mass media and the public relations industry on societal culture.
Media Landscape
Changing nature of media and its role in society. Effects of changing technology on our media distribution and consumption.
News & Current Affairs
Agenda setting, changes in news consumption and distribution. Analysis of reporting-style, and various news mediums.
Assessment Breakdown%
Continuous Assessment60.00%
End of Module Formal Examination40.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay On receipt of a specific brief, written assignments and/or presentations will be carried out, examining media culture and theories. Students may be asked to analyse continuing changes in media distribution and consumption, and the result of these changes on cultures and societies. Students will be expected to carry out academic research and conform to Harvard-style referencing. 1,2,4,5 40.00 n/a
Case Studies Apply theories of media culture, narrative and/or representations to modern media texts. Students will be expected to carry out academic research and utilise Harvard-style referencing throughout. 1,2,3,4,5 20.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Students may be examined on any areas studied throughout the course of the academic year as part of this module. 1,2,3,5 40.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 2.00
Independent Learning Time Every Week 1.00
Assignment Twice per semester 1.60
Total Hours 15.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_EETVM_B Bachelor of Science(Honours) in TV and Media Production 7 Mandatory