Universität Wien

124262 KO Critical Media Analysis (2024W)

Decoding Media: Diversity and Influence Through a Cognitive Lens

6.00 ECTS (2.00 SWS), SPL 12 - Anglistik
Continuous assessment of course work
Moodle
Fr 13.12. 16:15-17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 30 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

Please note: Friday's session (Oct 18) is canceled as I will be attending a conference

  • Friday 11.10. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 18.10. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 25.10. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 08.11. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 15.11. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 22.11. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 29.11. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 06.12. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 10.01. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 17.01. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 24.01. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17
  • Friday 31.01. 16:15 - 17:45 Raum 5 Anglistik UniCampus Hof 8 3E-O1-17

Information

Aims, contents and method of the course

This course explores how media shapes our perceptions and influences our thoughts, attitudes, and beliefs, often without us even realizing it. We will study important media and communication theories and examine real-life examples to understand how media constructs and deconstructs stereotypes, biases, and cultural trends. Our analysis will cover various types of media, including news, social media, film, and advertising, to identify both hidden and obvious messages.

A key component of this course is the application of social media listening tools to examine the effectiveness of different media sources, including but not limited to diversity advocacy campaigns such as #OscarsSoWhite, #SeeHer, #DisabledAndCute, and #LoveIsLove. We will use social media analytics to discover strategies that make media content successful and impactful.

Additionally, students will gain hands-on experience with eye-tracking technology during our visit to the MediaLab. Here, we will uncover visual stimuli that subconsciously influence our visual attraction and explore how colors affect what we focus on.
Overall, this course aims to equip students with the analytical tools necessary to critically evaluate media content and understand its broader implications on society and individual cognition.

By the end of the course, students will:
• comprehend and apply key media and communication theories
• analyze the mechanisms by which media constructs and deconstructs stereotypes, biases, and cultural trends
• critically assess various media formats to uncover underlying messages
• utilize social media analytics to evaluate the success of any media source
• acquire practical experience with eye-tracking technology to explore subconscious media effects

Assessment and permitted materials

Participation (20%): active participation in class discussions and group activities, MediaLab Visit, as well as completion of weekly readings
Group Presentation (30%)
Media Analysis Project (30%)
Reflective Essay (20%)

Minimum requirements and assessment criteria

Students must complete the group presentation, media analysis project, reflective writing, and maintain regular attendance (max. 2 absences). A minimum total score of 60 points is required.
Grading scale:
1 (very good): 90-100%
2 (good): 80-89%
3 (satisfactory): 70-79%
4 (pass): 60-69%
5 (fail): 0-59%

Examination topics

There will be no written exam.

Reading list

• Bandura, A. (2001). Social cognitive theory of mass communication. Media Psychology, 3, 265–299.
• Bojko, A. (2013). Eye tracking the user experience: A practical guide to research. Rosenfeld Media.
• Ewoldsen, D. R., & Rhodes, N. (2020). Media priming and accessibility. In M. B. Oliver, A. A. Raney, & J. Bryant (Eds.), Media effects: Advances in theory and research (4th ed., pp. 83–99). Taylor & Francis.
• Romaniuk O., Terán L. (2021). First Impression Sexual Scripts of Romantic Encounters: Effect of Gender on Verbal and Nonverbal Immediacy Behaviors in American Media Dating Culture. Journal of Social and Personal Relationship, 39(2). https://doi.org/10.1177/02654075211033036
• Scharrer, E., Ramasubramanian, S., & Banjo, O. O. (2022). Media, Diversity, and Representation in the U.S.: A Review of the Quantitative research literature on Media Content and Effects. Journal of Broadcasting & Electronic Media, 66(4), 723–749. https://doi.org/10.1080/08838151.2022.2138890

Association in the course directory

Studium: BA 612, BEd 046/407
Code/Modul: BA07.3; BEd 08a.2, BEd 08b.1
Lehrinhalt: 12-4260

Last modified: Mo 16.09.2024 14:06