Details of task:
1. Major: Media and Communication
2. Paper style: Academic Essay
3. word count: 900 words.
McQuail’s Media and Mass Communication Theory lists four broad themes on the nature of the relationship between media and culture (see boxes 4.3 – 4.6 in Chapter 4). Your task is to demonstrate your understanding and application of one or two of these ideas. Select the themes (choose something that interests you) and complete the following:
1) Explain the meaning of the theme(s) using your own words, images, clips memes, videos, or extracts (avoid using quotes and summarise or paraphrase specific relevant information from the reading).
2) Show how they relate to the concept of culture and specific cultural practices.
3) Apply your discussion on the relationship between media and culture to a media example (film, TV, games, social media, books, artworks, YouTube etc).
5. Essay’s structure
Outline the scope of your discussion by identifying the themes you will raise and the example media text or activity you will use. Make an argument as to why you think this is a good choice to illustrate the themes you will discuss to outline the cultural text approach.
• Elaborate on the themes and the questions they are raising about cultural practices
• Describe the implied relationship between media and culture. What are the implications for daily life and the way individuals participate in society?
• Illustrate these ideas with reference to a specific media text or activity
Reflect on your discussion by pointing out how you have put forward your case or argument related to what a cultural text approach means and how you have illustrated this.
6. The purpose of this assignment has two main functions:
1. It develops your ability to explain what it means to take a cultural approach to media research.
2. The assignment helps you to articulate why you are interested in media research and connect your interest to your own experiences. A video essay allows you to be creative and incorporate visual imagery as a way of enhancing, illustrating, and exemplifying your discussion.