SHE Level 2
SCQF Credit Points 40.00
ECTS Credit Points 20.00
Module Code M2P322862
Module Leader Catriona Miller
School Glasgow School for Business and Society
Subject Media and Journalism
  • A (September start)-B (January start)
  • B (January start)-A (September start)

Pre-Requisite Knowledge

Successful completion of Level 1 of BAMN or equivalent

Summary of Content

The aim of this module is to enable the student to understand a range of media industry sectors such as radio, printed press, advertising, television, film, and online in their political and ideological contexts, policy constraints and industry demands, as well as audience reception, in order to facilitate the development and pitching of an original creative concept.


The syllabus will fall into a number of parts, designed to cover some overarching themes, then more sector specific topics. For example: Key Themes -360b7 The Creative Industries/Media Industries b7 Creativity, Enterprise and Innovation b7 An Introduction to Ethics b7 Considering Sustainability in the Media b7 The Market vs. a Public Service Ethos b7 Intellectual Property & Copyright b7 National Identity and Cultural Imperialism b7 The Information Society b7 Overseas Markets Policy & Regulation -360b7 The Role of the European Union b7 Advertising - ASA, Product Placement b7 Printed Press - Ownership, Press Standards b7 Film - British Film Institute, British Board of Film Classification b7 Television - Ofcom, the BBC b7 Radio - Ofcom Audiences -360b7 What is an Audience? b7 Reception Theory b7 The Active Audience b7 Measuring Audiences b7 Fragmenting Audiences and TV3 b7 Expanding Audiences - Crowd Sourcing, Creative Commons & online monetization Product Development & Pitching -360b7 The commissioning and pitching process in various media sectors b7 A series of workshops with industry guests. b7 Pitching and presenting skills

Learning Outcomes

On successful completion of this module, the student should be able to:" Develop an understanding of a range of media marketplaces, placing media products into their global business, economic and political contexts." Develop a detailed knowledge of the regulatory frameworks and policy constraints for a range of media sectors, and critically analyse the underpinning concepts behind them." Understand and evaluate a range of academic approaches to audiences." Apply this knowledge of specific media industry sectors to develop and pitch an original, real world concept for a new media product.

Teaching / Learning Strategy

-360b7 Lectures and workshops with additional appropriate industry guests b7 Student Led Seminars b7 Screenings Tutorials for specific assignments . GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission

Indicative Reading

-567 Books and articles: Ang, Ien (2012) Living Room Wars: Rethinking Media Audiences London, Routledge Cunningham, S (2013) Hidden Innovation: Policy, Industry and the Creative Sector Australia, University of Queensland Press Curran, James & Seaton, Jean (2002) Power Without Responsibility: The Press And Broadcasting In Britain London, Routledge Davies, Rosamund & Sigthorsson, Gauti The Creative Industries: From Theory to Practice UK, Sage Hassan, Robert & Thomas, Julian (Editors) (2006) The New Media Theory Reader UK, Open University Press Hendy, David (2013) Public Service Broadcasting USA, Palgrave Macmillan Henry, C (2007) Entrepreneurship in the Creative Industries: An International Perspective USA, Edward Elgar Publishing Higson, Andrew (2011) Film England: Culturally English Film making since the 1990s UK, IB Tauris Keith, Michael (2012) The Radio Station: Broadcast, Satellite and Internet USA, CRC Press Lazzeretti, Luciana (2012) Creative Industries and Innovation in Europe: Concepts, Measures and Comparative Case Studies London, Routledge Livingstone, Sonia (2013) Making Sense of Television: The Psychology of Audience London, Routledge Loviglio, Jason and Hilmes, Michele (2013) Radio's New Wave: Global Sound in the Digital Era London, Routledge Martin-Jones, David (2009) Scotland: Global Cinema : Genres, Modes and Identities UK, Edinburgh University Press McKay, Jenny (2013) The Magazines Handbook London, Routledge Mirlees, Tanner (2013) Global Entertainment Media London, Routledge Montgomery, Lucy (2010) China's Creative Industries: Copyright, Social Network Markets and the Business of Culture in a Digital Age USA, Edward Elgar Publishing Napoli, Philip (2003) Audience economics : media institutions and the audience marketplace USA, Columbia University Press Nightingale, Virginia (2011) The Handbook of Media Audiences USA, John Wiley and Sons Oren, Tasha and Shahaf, Sharon (2013) Global Television Formats: Understanding Television Across Borders London, Routledge Powell, H, Hardy, J, Hawkin S and MacRury, I (2013) The Advertising Handbook London, Routledge Rooney, D, Hearn, G and Kastelle T (2012) Handbook on the Knowledge Economy USA, Edward Elgar Publishing Siapera, Eugenia and Veglis, Andreas (2012) The Handbook of Global Online Journalism USA, John Wiley & Sons Sullivan, John (2012) Media Audiences: Effects, Users, Institutions, and Power UK, Sage Ulin, Jeff (2012) The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World USA, CRC Press -567 Weissman, Elke (2012) Transnational Television Drama USA, Palgrave Macmillan Online sources: <> - British Film Institute <> - Advertising Standards Authority <> - Ofcom <> - BBC Trust <> - Radio Joint Audience Research <> - Broadcasters Audience Research Board <> - Press Complaints Commission <> - World Summit on Information Society (UN) <> - European Union Audio-Visual

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360b7 self-discipline b7 self confidence b7 awareness of strengths and weaknesses b7 knowledge of international affairs b7 ability to reflect b7 creativity b7 entrepreneurial skills as appropriate b7 commercial awareness b7 time management b7 interpersonal skills b7 presentational skills ability to work in teams and leadership skills

Module Structure

Activity Total Hours
Assessments 40.00
Lectures 40.00
Tutorials 8.00
Practicals 16.00
seminars 24.00
Independent Learning 272.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 4 n/a 40.00 35% Verbal Pitch (Group) 15 minutes Week 12, Tri b
Coursework 3 n/a 20.00 35% Written Pitch Proposal Portfolio, 2500 Words, Week 6 Tri B
Coursework 1 n/a 15.00 35% Annotated Bibliography (Individual) Week 8, Tri A
Coursework 2 n/a 20.00 35% Analysis of Product (Individual) 1500 Words, week 12 Tri A
Coursework 5 n/a 5.00 35% Individual Reflection, 500 words, week 13 Tri B