SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1P324506
Module Leader Andrew McWhirter
School Glasgow School for Business and Society
Subject Media and Journalism
  • A (September start)-B (January start)

Pre-Requisite Knowledge


Summary of Content

The course introduces key issues and debates relevant to the analysis of the contemporary media. It begins by providing context for textual analysis by considering current financial, institutional and policy issues (e.g. privacy and censorship); the bulk of the module examines methods of analysing a range of media texts (sports reporting, soap opera, advertising); it ends with an exploration of audience reactions and responses to the media. All parts of the module will use specific examples drawn from broadcasting, film and the press.


Reading the Media: Word, Image Sound; Can the media be independent if it is a business?; The concept of Public Service in the media; The Language of Film: production design, lighting, The Shot, Moving Camera, editing, sound; The News and News Values; Analysis of News Reporting; Ideology and Representation in Sports Reporting; Soap Operas and hegemony; Realism and Reality TV: which is more real?; Genre and the high culture / mass culture debate; Intertextuality; Postmodernism; Analysing Television Adverts; Analysing Print Adverts; The Media Event: covering royal occasions; Media and academic approaches to audience research; The current status of effects research in relation to screen violence.

Learning Outcomes

1 Learning OutcomesOn successful completion of this module, the student should be able to: (1) Identify and understand issues of media institutions and policy relevant to the analysis of texts.(2) Undertake broad analysis of a variety of media texts, using relevant analytical concepts.(3) Present ideas in a well-structured and coherent form in both seminar presentations and written work.

Teaching / Learning Strategy

One x one hour lectures per week, based around analysis of film, broadcast, print and online textual examples. One x one-hour seminar per week, based on lectures and student group presentation (assessed). Six screenings, which are then discussed in seminars. Structured programme of reading set out in the course brochure.

Indicative Reading

-567 Key text: Branston, G. and Stafford, R. (2006). The Media Students' Book. (4th edn.) London: Routledge. Other reading: Allan, S. (2004). News Culture 2nd ed. Maidenhead: Open University Press. Ang, I. (1996). Living Room Wars, Introduction, London: Routledge. Appignanesi, R and Garrat, C. (2004). Introducing Postmodernism. Cambridge: Icon Books -567 Barker, M. & Petley, J. (eds.) (1997). Ill Effects, chs. 1-3. London: Routledge. Blain, N. Boyle R. and O'Donnell H. (1993). Sport and National Identity in the European Media. Leicester: Leicester University Press Blain N. and O'Donnell, H. (2004). Media Monarchy and Power, Bristol: Intellect. Bordwell, D. and Thompson, K. (2000). Film Art: an Introduction, 6th edition, New York: McGraw-Hill. Burton, G. (2005). Media and Society: Critical Perspectives. Maidenhead: Open University Press. Cook. G. (2001). The discourse of advertising. London: Routledge. Goddard, A. (2002). The language of advertising: written texts. London: Routledge. Haywood, Susan (2000). Cinema Studies: The Key Concepts, London, Routledge. Hill, A. (2005). Reality TV: Audiences and popular factual television. London: Routledge. Maltby, R. (1995). Hollywood Cinema, London: Blackwell. McKee, A. (2003). Textual Analysis: A beginner's guide. London: Sage.

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Self-confidence Independence Desire to go on learning Ability to reflect Time management Presentational skills Ability to work in teams

Module Structure

Activity Total Hours
Lectures 22.00
Independent Learning Hours 144.00
Tutorials 3.00
Assessment 20.00
Seminars 11.00

Assessment Methods

Component Duration Weighting Threshold Description
Individiual Essay n/a 30.00 35% Individual Essay of Film or news texts 1500 words (wk 3 B)
Individual Porfolio n/a 40.00 35% Individual Portfolio of Textual Analysis 1500 words (wk 12 B)
Assessed Seminars n/a 30.00 35% Group Presentations (wk 6-12 A) - (wk1-6 B)