SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN225829
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

What comprises media? What constitutes media literacy and competency? What are methods of evaluation for current media industries? What part do the media play in shaping the world? Major theoretical approaches: The economic entities forming the media's audiences - the impacts/influences/effects. Best practices in journalism; the role of technological changes; the impact of new technologies on diplomacy, security and international business. Media power and political Persuasion. Social media and tweet diplomacy. Content and reality; the study of the production of news current affairs and the effect of this process on diplomacy. Foreign affairs, including military operations; the coverage of war, conflict and peace. Specific skills required of information officers/attache9s to Embassies/High Commissions and international organisations, including the role of news releases, broadcasting interviews, public relations, etc.


-360 1. Studying the Media. Why is it important? Media Literacy / competency. 2. Development of Media Industries: Life cycle pattern. Innovation, Penetration, Peak Stage, Decline, Adaptation. 3. The Media Industry. Composition, Ownership, Control, Impact of Digital Deluge, Fake News. 4. Major theoretical approaches/models/ concepts. -360 4. Power & the Media. Analysis of the different ways in which the Media exercises power. How does it shape our view of the world & international affairs? What is the role of the Social Media In constructing the Global Village? 5. The political economy of the Media. 6. Audience Studies. Producing audiences. Conceptualisation of Media effects/ influences/ impact. Impact of new technologies. 7. News /News Production. Impact on War/Conflict, Foreign Affairs, Trade/ Business, Peace-making/ Peace operations. 8. Journalism. What is Journalism? Who are the Journalists? Journalism practices/ professionalism /location. Impact on Diplomacy/Business. 9. Reading the Media (textual Analysis) Models for deconstructing contemporary media. 10. How & by Whom is Media now made in the 21st Century? Who are the World's most powerful Media? What are the criteria for judging media performance? 11. Practical Studies. Making, using, dealing with the Media & the measures that can be taken by diplomatic/military/business /etc to enhance their position in the global post digital deluge media environment. -360 12. Specific skills required of officers attached to Embassies, International Organisations, Global businesses, etc. Public relations, News releases, Interview skills, media literacy. 13. Media futures/prospects?

Learning Outcomes

On successfull completion of the module the students should be able to:-1. Critically evaluate the main theoretical and analytical perspectives of media relations, their impact on diplomatic practice and the conduct of international relations. (CW01)2. Analyse complex issues in media relations, select and implement the most applicable strategies to optimise performance and success. (CW01)3. Demonstrate a critical awareness of the relationship between diplomatic missions and the media as well as the impact of social media on public diplomacy. (CW01)

Teaching / Learning Strategy

The teaching and learning strategy includes the use of a variety of techniques including guided independent study, lectures, and seminars conducted by academic staff to develop efficient and effective understanding of media and diplomacy. The module delivery will in parts be facilitated by senior practitioners from the field of media and diplomacy to establish practical understanding of academic topics/issues as the aim is to bridge the gap between theory and practice. Weekly Lectures provide the theoretical aspect of this module, while seminars, case studies, simulation exercises and tutorials are in place to support individual learning. There will also be extensive use of case studies to give students the opportunity of learning from real-time examples. Some of these case studies will be required to resolve in groups to focus on joint/group understanding. The use of cases set in different contexts intends to promote 'situated learning' and to view problems from the perspective of those who are confronted with strategic challenges, choices, and decisions frequently. This is reflected in the assessment of the module. As part of exploring different media coverage of the course of an incident or event, students are tasked to analyse the diplomatic- media relations and identify whether antecedents allowed for alternative strategic approaches for media engagement for more positive consequences and thus inform future practice.

Indicative Reading

Due to its integrative nature, there is no core text for this module. Background reading (Indicative) b7 Chitty, N; Li Ji; Gary D. Rawnsley; and Craig Hayden (Editors) (2017) The Routledge Handbook of Soft Power (Routledge International Handbooks) Abingdon, UK: Routledge. b7 Das, R. and Ytre-Arne B. (2018) The Future of Audiences: A Foresight Analysis of Interfaces and Engagement. London, UK: Palgrave Macmillan. b7 Gao, Jia; Catherine Ingram; and Pookong Kee (2016) Global Media and Public Diplomacy in Sino-Western Relations: Rethinking Asia and International Relations. Abingdon, UK: Routledge b7 Mansell, Robin and Marc Raboy (Editors) (2014) The Handbook of Global Media and Communication Policy. Oxford, UK: Wiley-Blackwell. b7 Sandre, Andreas (2015) Digital Diplomacy; Conversations on Innovation in Foreign Policy. London, UK: Rowman & Littlefield, 2015 b7 Seib, Philip (2012) Real-Time Diplomacy: Politics and Power in the Social Media Era. New York, US: Palgrave Macmillan b7 Seib, Philip (2016) The Future of #Diplomacy. Cambridge, UK; Polity Press. b7 Winseck, D and Dal Yong Jin (Editors) (2011) The Political Economies of Media: The Transformation of the Global Media Industries. London, UK; Bloomsbury Academic. Online b7 Beasley, Keenan (2018) How Facebook's Latest Changes Impact Influencers and The Future of Social Media Marketing. Retrieved from Forbes Magazine. <> [Accessed 5 November 2018] b7 Cairncross Review (2019) 'Facebook and Google news should be regulated, Cairncross Review says' [ Accessed 11/02/19] Available from <> b7 Macintyre, Donald (2018) An Israeli-Palestinian settlement is possible - but not unless the international community wills it. Retrieved from The Independent. <> [Accessed 5 November 2018] b7 Osgood, Carrie (2018) Communicating with Impact: Ten Elements of Effective Messaging . Retrieved from Forbes Magazine. <> [Accessed 5 November 2018] b7 Rosenwald, M. (2017) ' Making media literacy great again.' Retrieved from Columbia Journalism Review [ Accessed 11/02/19] Available from <> b7 Shinkman, Paul D. (2018) When Countries Spy on Diplomats . Retrieved from U.S. News & World Report. <> [Accessed 5 November 2018] b7 Sue, Lilian (2018) What is Brand Journalism? Retrieved from Business 2 Community. <> [Accessed November 5, 2018] b7 Varghese, S. (2019) A huge study into the impact of fake news has surprising results Retrieved from Wired. [ Accessed 11/02/19] Available from <> b7 Westcott, Ben (2018) Donald Trump's unconventional diplomacy is pushing China and Japan closer together . <> [Accessed November 5, 2018]

Transferrable Skills

-360b7 Communication and presentation skills b7 Problem solving b7 Critical thinking and evaluation b7 Information retrieval Data analysis b7 Data interpretation b7 Teamwork b7 Peer learning b7 Interpersonal skills b7 Negotiation b7 Written and oral communication skills b7 Independent learning and self-management b7 Ethical conduct b7 Time management b7 Reflective learning

Module Structure

Activity Total Hours
Seminars (FT) 4.00
Lectures (FT) 32.00
Tutorials (FT) 2.00
Independent Learning (FT) 72.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 n/a Case Analysis - Case analysis of a range of media engagements incl. journalism and social media in the course of an incident and make strategic recommendations for enhanced media relations.