Media Studies 12 is
the critical study of media environments, the idea that technology and
techniques, modes of information and codes of communication play a leading
role in human affairs. Using Marshall McLuhan’s observations of
media, its extensions of man and his Laws of Media as a foundation, Media
Studies 12 offers students an opportunity to appreciate, critically investigate,
evaluate and design information using new media technologies
A collection of course
attributes is as follows. Remember, as a new course, this list is tentative:
1) The Alphabet Effect
“By the meaningless sign linked to the meaningless sound, we have
built the shape and meaning of Western man” – M.M.
More than just a means of reading and writing, the phonetic alphabet has
played an instrumental role in the logical style of analysis that is characteristic
of the Western way of thinking, as evidenced in Western science, law,
engineering, economics and social organisation.
2) Understanding Media:
Extensions of Man
What is media? The common notion of “media” is actually pretty
narrow. We’ll look at McLuhan’s definition of media and how
they affect us.
3) Manufacturing Consent
Despite claims of “Fair and Balanced” and “All the News
That’s Fit to Print”, Edward S. Herman and Noam Chomsky devised
a propaganda model to explain a media behaviour that distracts and coerces
more than it informs.
4) No Logo
People don’t buy “stuff”, they buy image. In an age
of ubiquitous corporate presence, we will explore the phenomenon of branding;
developing the brand, establishing the brand and protecting the brand
as the key to separating people from their money.
In addition to reading, writing and sharing ideas, students will create
their own environment for sharing insights with the world. Students will
take on various roles in the development and creation of our own online
magazine. This format allows students to explore visual and audio reporting
as well as text-based reporting.
6) Journals and student
This is a course that intends to be student-driven. Participation in class
discussion (oral and online discussion forums), preparedness for class
and punctual, consistent attendance are essential.
BREAKDOWN FINAL GRADE
(just a barometer of success in the class to date)
|Quizzes and Tests
||End term mark
NOTE – This is a tentative evaluation breakdown and may change depending
on the materials covered.
The success of the group is dependant on the co-operation of everyone.
I expect you to pass assignments in on time. Budget your time accordingly to ensure all expectations are met on time.
Students are responsible for maintaining the integrity of their work.
We will be sharing our ideas with the world; you don’t want the
world to call you on your plagiarism. This also means the person who lets
his/her work get copied gets the same zero as the one who copied it! If
you insist on working with a friend on a solo project, make sure the two
of you don't pass in the same (or closely similar) work. You may cite
similar sources, and may even use some of the same quotes to support your
views, but you are all very unique people who interpret and express thoughts
differently. This should be reflected in your work
I fully expect you to put forth your best effort for all the work you
pass in. Failure to do so will be reflected in your marks.
*** If you have an issue that you feel needs specific attention or consideration,
please let me know. In the past, students who have not brought things
to my attention have suffered because of their silence. Those who have
talked to me have said that I can be accommodating and helpful. At the
end of the day, our goal is to not only be students, but successful students.