Short Title:Media Studies
Full Title:Media Studies
Module Code:MEDA H1008
Credits: 5
NFQ Level:6
Field of Study:Audio-visual techniques and media production
Module Delivered in no programmes
Module Author:Sinead McDonald
Module Description:The aim of this module is to provide students with an introduction to various approaches to the study of the media in society. It further aims to provide a foundational knowledge of theories of representation.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Identify and discuss various theoretical approaches to the study of the media in society
LO2 Analyse and critique aspects of contemporary commercial visual culture
LO3 Illustrate how media images are constructed and operate within dynamics of social power and ideology
LO4 Outline various institutional approaches to the study of issues of power in media and society
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Introduction to the process of communication
Models and key concepts
Approaches to textual analysis; the concept of representation; the components of the advertising image; analysis and deconstruction; the determinations of news photographs; photography; photomontage and contemporary visual digital culture.
Approaches to the study of media audiences; from Effects Tradition to Reception Theory; Audiences and the Public Sphere; Online audience activity; creating communities, meaning, identities
Introduction to the political economy of the media and cultural industries; media institutions in the context of globalization; public service and commercial models of broadcasting.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Students may be required to produce an academic essay which includes the practical application of a theoretical framework. Students should be given a choice of essays and work should be presented using appropriate academic referencing and bibliographic conventions 2,3 25.00 n/a
Presentation Students may be required to present a paper in class applying theoretical concepts discussed to commercial media images 2,3 15.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 60.00 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 3.00 Every Week 3.00
Independent Learning No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 6.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.

Module Resources

Required Book Resources
  • Paul Long and Tim Wall 2012, Media Studies: Texts, Production and Context, 2nd edition Ed., Routledge London
Recommended Book Resources
  • Branston, G., and Stafford, R. 2010, The Media Students’ Handbook, Routledge London
  • Fiske, J. 2010, Introduction to Communication Studies, 3rd edition Ed., Routledge London
  • Fuchs, C. 2017, Social Media: A Critical Introduction, 2nd edition Ed., Sage London
  • Croteau, M., 2014, Media/Society: Industries, Images and Audiences, 5th edition Ed., Sage London
  • Gillespie, M, and Jason Toynbee (eds) 2006, Analysing Media Texts, Open Uni Press New York
  • Cook, G. 2001, The Discourse of Advertising, Routledge London
  • Williamson,J. 1978, Decoding Advertisments: Ideology and Meaning in Advertisements, Marion Boyars London
  • Dyer, G. 1982, Advertising as Communication, Routledge London
This module does not have any article/paper resources
Other Resources