MEDIA LITERACY

Course Description

This course aims to develop students’ ability to effectively and efficiently examine, interpret, and evaluate the underlying messages contained within media texts, and to provide an understanding of their social, cultural and political influences. This course is designed as a study in media analysis from critical perspectives; special emphasis is placed on the skills needed to evaluate selected shows, newspapers, advertisements, magazines and films. This course introduces students to focus on how the media is used to construct meaning, and the critical approach and methods used to analyze and understand it. Methods of critical writing appropriate to media analysis will be also emphasized.

MEDIA LITERACY

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 1.Describe the basic concepts in media literacy
2. 02 2. Assess the role of media in society
3. 03 3. Define the distinctive characteristics of each medium
4. 04 4. Analyze media content

Course Syllabus

Reference Books & Course Materials

1. 01 Stanley J. Baran. (2023). Introduction to Mass Communication: Media Literacy and Culture, 3rd Edditiion. McGraw Hill LLC.
2. 02 Pernisco, N. (2020). Media Literacy: An essential guide to critical thinking skills for our complex digital world (3rd Ed)

Learning Outcomes

1. L01 Students will be able to describe the basic concepts of media literacy SOLO 3
2. L02 Students will be able to assess the role of media in society SOLO 5
3. L03 Students will be able to define the distinctive characteristics of each medium SOLO 2
4. L04 Students will be able to analyze media content SOLO 4

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix