Media, Culture and Communication via Study Centres BA (Hons)

Explore the diverse patterns of human communication within the mass media. Gain a comprehensive understanding of media power, media use, and its increasing significance in contemporary culture and society. Understand the many techniques of communication along with other valuable skills.

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Overview

This mainly theoretical course covers a diverse range of topics that include cultural theory and popular culture; language, gender and power; the history of the mass media; popular TV genres; cultural representation of women; culture and consumption; and American, British, European, and Asian cinema. You may choose to complement this theoretical base with practical or studio-based modules, such as journalism, photography, language studies, video production, radio production, and new media production.

You'll gain a good grounding in the many techniques of communication along with other valuable skills, such as presentation/oral skills, critical analysis, written, and research skills. This knowledge and skill will prepare you for a variety of careers, including journalism, PR, communication, and within media production. Other graduates have pursued postgraduate study, teaching (PGCEs), and working in the public sector.

Please contact your Study Centre for the duration and mode of this course.

Why us?

With its emphasis on critical thinking, the degree provides an excellent basis for employment in a broad range of careers such as teaching, television, radio, journalism, marketing, and new media

Our support for independent learning is praised by our external examiners; you'll work towards a major piece of independent research in year 3

Course structure

Teaching methods include lectures, seminars, group work, and e-learning. We encourage you to develop independent study skills.

As well as assessments that count towards your degree, there are ongoing assessments for feedback and consolidating your learning. Assessment methods include essays, reports, written coursework, projects, and presentations.

Course modules (MDIS Singapore)

Year 2 (national level 5):

Core modules

Media Studies 1

Focus on factual media output including journalism, documentary, current affairs, and reality TV in this critical and analytical module.

Cultural Theory and Popular Culture 1

Examine different theoretical approaches and traditions involved in the study of popular culture and the analysis of texts and practices of popular culture. Learn about the most influential approaches to the study of popular culture including Marxism(s), psychoanalysis, postmodernism, and feminism, using relevant examples such as popular music, advertising, film, television, and consumption (shopping, football and fan culture).

Video Documentary Production

Devise, develop and deliver a short documentary in groups. Analyse the documentary form and further develop production skills such as planning, organisation, production management, camera, lighting, sound, digital workflow, and post-production techniques.

Practical PR, Strategy and Theory

Build on the theoretical and practical foundation you developed in your first year to learn the key elements in the process of creating a PR strategy for a real-world client or employing organisation. Engage with a critical review of PR planning models and gain an understanding of the importance of research and the study of a variety of case studies. Learn about the importance of ethical codes that aim to guide practitioners in the minefield of modern-day PR practice.

Prescribed optional modules:

Digital Fictional Film 2

Develop procedures, techniques relevant to dramatic production, and critical understanding of dramatic techniques and practices within the context of film and media production. Establish the relationship between theory and practice by exploring the dramatic form through fictional production. Produce a variety of dramatic styles and content.

Developing Your Media Career

Develop the skills necessary for a career in the media industries including legal skills, networking, and finding work experience. Explore a range of new skills and opportunities through the production of audio and video content. Engage in key contemporary issues by researching and writing a short essay.

Some modules have prerequisites. Read more about what this means in our Help and Advice article.

Year 3 (national level 6):

Core modules:

Media Studies 2

Consider questions of representation, power, and identity in advertising and television drama. Explore social experiences as they relate to practices of media, modernity, and mobilities.

Media Project

Produce a major piece of media work in the genre of your choice for an appropriate platform, with the concept agreed by a panel of assessors. You'll then develop and produce this, working in teams or individually to incorporate one or more of the following: television, film, radio, audio, digital media, or project-based research.

Prescribed optional modules:

Cultural Theory and Popular Culture 2

Develop your own research project based on interest of a cultural text, practice or body of theoretical work. Undertake self-directed research, develop, and produce a piece of independent written work.

Media Ethics

Examine the ethical role of journalism in society, considering key concepts such as freedom of the press, public interest, taste, and decency. Explore topics such as President Trump's battle with the media and the depiction of violence.

Advanced Public Relations

Learn about the economic value of corporate reputation and goodwill along with the implications for corporate responsibility and community relations. Continue to develop your practical skills in a wide range of PR techniques, including speechwriting and acting as a spokesperson.

Course modules (IACT, Malaysia)

Year 1 (national level 4):

Core modules:

Introduction to Media and Cultural Studies

Gain an introduction to key concepts in media and cultural studies, consisting of three units: language studies, media studies, and cultural studies.

Media Histories

Trace the evolution of the mass media from the advent of print journalism in the 16th Century, through the establishment of the press, radio and television industries to the multi-platform digital and online technology of today.

Introduction to Digital Media Cultures

Trace the evolution of digital media and its associated cultural phenomena by charting the emergence of the personal computer and the nascent internet as crucial forces in shaping contemporary communication practices. Investigate key debates and contribute to analyses of emergent behaviours and practices that take place within and across digital media and social media environments.

The Making of Popular Culture

Explore the historical development in the nineteenth century of modern urban popular culture, including the development of the culture industries of stage melodrama, Christmas, music hall, the seaside holiday, pastimes and the selling of sensationist crime. Examine the transition from rural to urban culture and the institutionalisation of the distinction between elite and popular culture and the development of popular literature and genres. Engage with a number of relevant case studies, both in class and as part of organised field trips to appropriate venues and locations.

Optional modules:

Introduction to PR Theory and Practice 1; and

Gain an introduction to the theory and practice of public relations, enabling you to position PR within a business context. Trace the emergence and development of PR through analysis of case studies and theoretical models. Develop key skills in planning, strategy, team working, news release writing and communication skills across a range of media.

Introduction to PR Theory and Practice 2

This module broadens understandings of the role of the PR practitioner and further develops the range of practical skills needed to plan and produce a basic PR campaign. You'll learn professional practices and the creative skills required to produce a PR campaign and implement a range of publicity strategies including the effective use of online technologies.

OR

Essential Journalism; and

Learn role of the journalist and the range of practical skills needed to produce news, magazine and sports content, including research, newsgathering, interviewing, copy presentation and writing style.

OR

Introduction to Video Production; and

Gain an introduction to the procedures and techniques of video production. Learn the technical practices and creative skills required to produce a video, then originate, develop, script, shoot, and edit a 3-minute long production.

Introduction to Screenwriting

Learn the concepts and techniques employed in writing for television. Develop an idea through to script stage suitable for TV such as a single drama, soap opera, sitcom, or children's drama. You'll cover television genres, narrative structure, plot lines, character development, and the writing of dialogue specifically for television. Enhance your critical awareness in relation to your own work and that of others.

Availability of optional modules is subject to students having met any prerequisites.

Year 2 (national level 5):

Core modules:

Media Studies 1

Focus on factual media output including journalism, documentary, current affairs, and reality TV in this critical and analytical module.

Cultural Theory and Popular Culture 1

Examine different theoretical approaches and traditions involved in the study of popular culture and the analysis of texts and practices of popular culture. Learn about the most influential approaches to the study of popular culture including Marxism(s), psychoanalysis, postmodernism, and feminism, using relevant examples such as popular music, advertising, film, television, and consumption (shopping, football and fan culture).

Researching Media in Everyday Lives

Consider selected studies and developments in research into the significance of media in people's everyday lives. Focus on published academic research in which reflections have been offered on the uses of a range of media.

Academic Research Skills

Prepare for more sustained independent study in extended future projects such as dissertations. Build on existing study skills while introducing new research methods with a view to building your confidence and preparing you to plan and carry out research projects.

Optional modules:

Marketing Advertising and PR Communications; and

In this module, you'll learn about the complementary and competing roles of paid, earned, social, and owned media, including advertising, sales promotion, direct marketing, and public relations. You'll explore how these can be successfully integrated to achieve specific objectives in marketing communications. You'll gain knowledge of each discipline, then use case studies to provide practical solutions to a range of specific communications problems.

Practical PR, Strategy and Theory

Build on the theoretical and practical foundation you developed in your first year to learn the key elements in the process of creating a PR strategy for a real-world client or employing organisation. Engage with a critical review of PR planning models and gain an understanding of the importance of research and the study of a variety of case studies. Learn about the importance of ethical codes that aim to guide practitioners in the minefield of modern-day PR practice.

OR

Magazine Writing 1; and

Develop feature writing skills by tackling long form journalism, including articles that look at the issues behind the news and profiles that provide real insight into the lives of their subjects.

News Journalism 1

Refresh and refine your newswriting and design skills, building on the foundations from year 1 by experimenting with a wider range of journalistic styles appropriate for a number of platforms. You'll further your skills in using design software and prepare for the NCTJ production exam.

OR

Scriptwriting; and

Develop and write a short film script. Learn about genre, narrative, structure, character, and how to create and correctly format a film script.

Video Documentary Production

Devise, develop and deliver a short documentary in groups. Analyse the documentary form and further develop production skills such as planning, organisation, production management, camera, lighting, sound, digital workflow, and post-production techniques.

Availability of optional modules is subject to students having met any prerequisites.

Year 3 (national level 6):

Core modules:

Media Studies 2

Consider questions of representation, power, and identity in advertising and television drama. Explore social experiences as they relate to practices of media, modernity, and mobilities.

Dissertation and Research Methods

Research and write a 10,000-word dissertation on a topic that interests you. Work with a supervisor with whom you'll meet regularly for feedback on ideas and drafts.

Cultural Theory and Popular Culture 2

Develop your own research project based on interest of a cultural text, practice or body of theoretical work. Undertake self-directed research, develop, and produce a piece of independent written work.

Optional modules:

Advanced Public Relations; and

Learn about the economic value of corporate reputation and goodwill along with the implications for corporate responsibility and community relations. Continue to develop your practical skills in a wide range of PR techniques, including speechwriting and acting as a spokesperson.

PR for Non-commercial Organisations

This module builds on the principles and practices of public relations developed at earlier levels and applies them to a specialist area, non-commercial public relations. You'll learn about the role of PR in a wide range of non-commercial organisations from central government to Greenpeace, from the local council to Help the Aged, and from health trusts to trade unions. You'll study the different priorities and principles that may apply in non-commercial organisations and how they affect their PR operations. You'll examine the process of influencing decisions taken in the public arena and how to design a structured campaign to persuade a public body to make or change a policy.

OR

Arts, Entertainments and Games Journalism; and

Work on a portfolio of articles for Northern Lights. Polish your reviewing, previewing, and interviewing skills, writing about music, film, theatre, visual arts, and games.

Multi-platform News

Study an experimental storytelling module which uses emerging digital techniques to create pieces of news journalism. Cover interactive storytelling, viral content, and cutting-edge multimedia tools such as virtual reality and artificial intelligence.

OR

Video Production 2; and

Further specialise in the documentary genre and build upon production management skills and understanding gained in year 2. Work in small groups to produce a 10-minute documentary, taking the production roles of either director, producer, sound, editor, camera, or lighting. Pitch your documentary idea along with a pre-production file to a commissioning panel.

Screenwriting for Television and Film 2

Understand how many films and television programmes that we see today are adaptations, whether that be from true stories, novels, plays, games, or short stories. Write a 30-minute script adaptation for film or TV.

Availability of optional modules is subject to students having met any prerequisites.

Please contact International Advertising, Communication and Technology (IACT) College for more information about facilities and location.

VSQ @ PJ City Centre
Block 2
Unit 13A-01
Jalan Utara
Section 14
46200 Petaling Jaya
Selangor Darul Ehsan
Malaysia
Phone: 7954 1909 / 7956 0211
Email: enquiries@iact.edu.my
IACT College
Management Development Institute of Singapore (MDIS)

MDIS Campus
501 Stirling Road
Singapore
148951
Phone: 6247 9111
Email: etc@mdis.edu.sg
MDIS, Singapore

Facilities

Please contact the International Advertising, Communication and Technology (IACT) College or the Management Development Institute of Singapore (MDIS) for information on facilities.

Entry requirements

We don’t currently display entry requirements for United States. Please contact the Student Admin team on studentadmin@sunderland.ac.uk or 0191 515 3154.

Please contact the study centre for more information on their specific requirements and equivalent qualifications from outside the UK.

Is your qualification not displaying here? For international qualifications, search our full list of international entry requirements for this course.

Fees and finance

Please contact the study centre for more information on fees.

This information was correct at the time of publication.

The Sir Tom Cowie Campus at St Peter's by night

Career ready

This degree provides an excellent foundation for a wide range of careers in the media. Your knowledge and transferable skills will also be relevant to roles in many businesses and the public sector.

Examples of possible careers for Media, Culture and Communication graduates include:

TV
Radio
New media
Journalism
Marketing
Public relations
Organisational communications
Advertising.

Related courses

Contact

Contact the Student Helpline for further information about studying at the University of Sunderland:

0191 515 3000

student.helpline@sunderland.ac.uk

BA (Hons) Media, Culture and Communication via SC programme specification

Page last updated: 06 March 2024

We aim to provide clear, accurate and timely information to prospective and current students. We continuously review and enhance course content in consultation with our students and the information provided on our website is the latest available. If you have received an offer from us to start a course, we will communicate any important changes to you in writing. We will always seek to ensure that our prospective students are fully aware of the basis on which they are accepting an offer.

Overview

Why us?

Course structure

Course modules (MDIS Singapore)

Year 2 (national level 5):

Core modules

Media Studies 1

Cultural Theory and Popular Culture 1

Video Documentary Production

Practical PR, Strategy and Theory

Prescribed optional modules:

Digital Fictional Film 2

Developing Your Media Career

Year 3 (national level 6):

Core modules:

Media Studies 2

Media Project

Prescribed optional modules:

Cultural Theory and Popular Culture 2

Media Ethics

Advanced Public Relations

Course modules (IACT, Malaysia)

Year 1 (national level 4):

Core modules:

Introduction to Media and Cultural Studies

Media Histories

Introduction to Digital Media Cultures

The Making of Popular Culture

Optional modules:

Introduction to PR Theory and Practice 1; and

Introduction to PR Theory and Practice 2

Essential Journalism; and

Introduction to Video Production; and

Introduction to Screenwriting

Year 2 (national level 5):

Core modules:

Media Studies 1

Cultural Theory and Popular Culture 1

Researching Media in Everyday Lives

Academic Research Skills

Optional modules:

Marketing Advertising and PR Communications; and

Practical PR, Strategy and Theory

Magazine Writing 1; and

News Journalism 1

Scriptwriting; and

Video Documentary Production

Year 3 (national level 6):

Core modules:

Media Studies 2

Dissertation and Research Methods

Cultural Theory and Popular Culture 2

Optional modules:

Advanced Public Relations; and

PR for Non-commercial Organisations

Arts, Entertainments and Games Journalism; and

Multi-platform News

Video Production 2; and

Screenwriting for Television and Film 2

Facilities

Entry requirements

Fees and finance

Career ready

Meet the team — BA (Hons) Media, Culture and Communication via Study Centres

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