Return to previous page

ALC320 - Approaches to Media: Audiences and Effects

Unit details

Year2015 unit information
Offering information:

Final year of offer 2015

Enrolment modes:

Trimester 2 Cloud (Online)

Credit point(s):1
EFTSL value:0.125
Unit chair:N Weerakkody




Incompatible with:


Contact hours: This unit is offered via cloud (online) teaching mode only - there will be no face-to-face teaching.


On completion of the unit students should be able to identify the various schools of thought that examined media effects from the early 1900s to date such as the Columbia, Frankfurt, Chicago, Toronto and British Cultural Studies research traditions.

Students will then examine the various theorising on media effects such as strong, weak and limited effects models and active and passive audiences, and the effects of various media content including violence, news, political, and persuasive messages such as advertising on specific social groups such as children, minorities, consumers and voters. It will then examine the effects of new media technologies such as computers, video games, and the Internet on society and on the process of creating media content within the context of globalisation, media convergence, and interactivity.

Topics to be addressed in this unit include the scholarly research from the early 1900s to date and the resulting theories and debates about media effects on audiences. The interaction between media and audiences will be analysed as a `dynamic equilibrium - involving media content as well as the technologies themselves. Media effects will be studied as a triangular process involving texts, audiences and the context, working as influential partners of the process of mass communication.


Assignment 1 - 40%, Essay 1500 words;
Assignment 2 - 20% Collaborative report 1000 words;
Assignment 3 - 40% Essay 1500 words.

All assignments to be submitted and returned online.

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

Return to previous page