informational flyer FILM240X Fall2011
media convergence + digital synergies
understanding culture, commerce & communication technology
This course surveys a variety of mass media forms, and their modes of production, distribution, and consumption. We’ll study the impact of digitalization and current market and consumer trends in Hollywood movies, popular music, news and television, gaming and social networking, books, magazines, advertising and public relations. The lectures bring together history, theory, and current case studies, to understand the significance of the mass media in shaping our societies, identities, choices, and imaginations.
In 2011 the themes of this course are media convergences and digital synergies. We’ll examine how real-‐time, geolocational, social and mobile computing influences how we create, consume, resist, understand, and participate in popular culture. With traditional in-‐person lectures and online webinar options, this course is designed for students near and far, full-‐ and part time. Consider joining us in person or online this fall. This flyer provides an overview of what you can expect.
FILM240XCourseFormat FILM240X MEDIA+POPCULTURE Fall 2011
Description FILM240X is offered at Queen's University each Fall term. Over one term students earn 3.0 units toward degree completion. There are no prerequisites for FILM240X beyond second year standing for full-‐time Queen’s students. Part-‐time, transfer, and continuing education students can quickly apply to take the course online via the form located at http://FILM240X.com/application The format is an interactive weekly lecture delivered live in-‐person at Duncan McArthur auditorium on West campus. We film the live lectures and publish highlights on the web. For online students the lecture is delivered live via webinars on Friday afternoons. For those who work full time or have other commitments, the same content is redelivered live on Saturday mornings. Access to the webinars is exclusively open to eStudents in Sections 002/003. Attendance and active participation in lectures or webinars is assessed as part of your final grade.
Assessment The mode of assessment is based on a 100 point schema. It involves: a final face-‐to-‐ face exam* held during December exam period (65 points) composed of multiple choice questions, an online Moodle midterm exam (15 points), weekly lecture engagement (5 points) via polling using clickers (in-‐class students) or online in-‐ webinar polls (for eStudents), social eParticipation on Moodle discussion forums (5 points), and an online, end-‐of-‐term self-‐assessment (10 points). See Course Outline for details, rubrics, deadlines & policies. *Only section003 Distance eStudents can opt to take the final exam closer to home at one of over 100 exam centres. See http://FILM240X.com/part-‐time-‐students for the one nearest you.
among the topics we’ll discuss this fall: the branded life: from status goods to masstige taste cultures: Tim’s to Starbucks, H&M to D&G, consumption & identity P2P marketing & social media: viral media & the power of WOM buzz gear envy & the bandwagon effect: from the iPod halo to the cult of iPhone & iPad image: visualpanic
LessonHighlights Abstracts of lectures & webinar topics.
Introduction to Mass Communication Introductory lesson frames popular culture as a form of social glue. We’ll cover the cultural model of mass communication and the “big mac theory” of mass media effects, which distinguishes between low & high cultural productions. Introductory lecture also covers course policy, explains iClickers and polling, social media platforms and webinars, and the mode of assessment.
Media Effects and Research Methods Lesson reviews a collection of theories about the effects of mass media on individuals and societies, ranging from arguments about the minimal effects of media consumption to moral panics. Considers how pop culture makes us smarter via the concept of “televisual intelligence.” Explains qualitative and quantitative market research methods.
Marketing & Advertising Survey of classic and contemporary advertising strategies and conventions of campaigns online, in print, outdoors, on phones and television, including the bandwagon effect, the celebrity shill, and the plain folks pitch. Discussion of marketers using sex, fear, humour and other emotional appeals. Considers trends in permission marketing, branding, consumer activism, social shopping. Looks at advergaming, product placement, event sponsorship, brand ambassadors, appverts, gameverts, and the use of QR codes and SMS campaigns.
Public Relations Investigation into the importance of earned media and word of mouth buzz. A lesson on framing the message through cross-‐platform communication strategies. Discussion of spin control, manufacturing the news, pseudo-‐events, constructing credibility, and viral campaigns. Considers trends in social media marketing, branding, and user-‐generated content. Includes case studies of brand backlash and crisis communication strategies.
image: kayla casey
LessonHighlights Magazines From trade magazines to tabloids, this lecture concerns the power of periodicals in shaping public opinion and the cultural imaginary. Considers history of men’s and women’s titles, mainstream and niche magazines, and the rise of paparazzi photojournalism. Tracks the migration of lifestyle magazines online and into television programming. Includes case studies of digital magazines and print publications that are using social and mobile technologies to link offline and online engagements.
Books Reviews the historical and contemporary role of book clubs in shaping literacy. Looks at blockbuster YA series including Harry Potter, Gossip Girl, and Twilight. Investigates the popularity of book trailers. Considers the impact of of online retailers like Amazon.com and Chapters.ca, the proliferation of digital reading trends and gadgets like Kindles and Kobos, ePublishing, self-‐publishing, eBooks and iBooks on book-‐selling, publication, reading, and sharing. Includes focus on the convergence of books and social gaming, and books as mobile apps.
Television Introduction to television studies, reviews syndication, franchises, audience ratings. Historical perspective on game shows, the migration of episodic series programs (think soap opera) from daytime to primetime, and reality TV trends. Traces shift from network era to fragmentation of audience across niche cable channels. Looks at technologies for TV time-‐ shifting and placeshifting and the resulting impact on event programming. Covers how the web is changing TV production, promotion, distribution, and consumption, including on-‐demand programming, torrents, YouTube, Netflix and livestreaming. These lecture descriptions were written in advance of the 2011 lectures-‐-‐which are refreshed each year. The actual lessons will build on and deviate slightly from the abstracts.
FILM240XMEDIA+POPCULTURE Fall 2011
in-‐class polling with iClickers
image: Elemental Mayonnaise
Music Considers how we use, buy, and identify with popular music. Reviews concepts including taste cultures, music videos and trendsetting, music and moral panic, and music canons. Discussion of mobile music trends, music sharing, the role of MySpace in promoting indie music, the importance of Napster and iTunes to the mainstreaming of digital music formats, and the effects of Walmart, Amazon.com and big-‐box retailers as well as YouTube on music trends, cultures, and sales.
Movies Introduction to film criticism reviews basic elements of film production including use of sound, production design, cinematography and auteurship. Considers history of the Production Code and its impact on 1940s film noir. Details birth of the blockbuster in 70s. Summary of New Hollywood Cinema with emphasis on digital animation in film. Considers comic book adaptations on film and 3D film trends.
Digital Culture Lecture looks at impact of information and communication technologies on culture, including concepts of connectivity, collaboration, and user generated media. Reviews trends in e-‐commerce, gaming, social networking, mobile communication, and consumer adoption of mobile and social technologies and services. Considers reputation management online, impact of web on personal and professional relationships, online activism and political organizing, and privacy issues.
News Media Historical and contemporary review of print and broadcast news media, including yellow journalism, the press as fourth estate, objectivity in reportage, muckraking, investigative journalism, photojournalism, and citizen journalism. Distinguishes network from niche newscasts. Covers impact of digitalization and the social web on news ad revenue and circulation, including the use of paywalls. Includes a look at trends in news sharing and news aggregators from Google to Facebook and Twitter.
FILM240X MEDIA+POPCULTURE Fall 2011
Flexible enrollment options.
You can enroll for this course opting for either a traditional on-‐campus meeting or an online format. FILM240X lectures happen once weekly, face-‐to-‐face in Duncan McArthur auditorium on Queen’s West campus in Kingston Ontario, Thursday evenings at 6:30pm. Similarly, weekly webinars for eStudents allow you to attend a live lecture from the comfort of your own laptop (Friday 2:30pm with content repeated Saturday mornings at 10am).
full -‐time Queen’s students face-‐to-‐face lecture Thurdays 6:30pm 700 seats
online Queen’s students Friday webinar 2:30pm 300 eSeats
The prof is available for consultations several days a week via face-‐to-‐face and online office hours. Find out more at http:// FILM240X.com
part-‐time students Saturday webinar 10:00am 100 eSeats Image: tanakawho
Required Textbook: Media & Culture by Richard Campbell. 2011. Exam questions are drawn from 8th edition. This textbook is available as an eBook. Also *suggested* for all sections: subscription to the MassCommClass website which is a resource produced by the textbook publisher and is automatically bundled with new textbook/eBook purchases from Queen’s Bookstore. If you buy a used textbook you can buy a standalone access code. For Section 001 students: an iClicker device for in-‐class polling is required. Sold separately or bundled with textbook/eBook at Queen’s Bookstore.
About the Prof Sidneyeve Matrix (PhD Minnesota) is Assistant Professor and Queen’s National Scholar of Media and Film. She is a regular digital trends analyst appearing weekly in national media outlets, regional newspapers and radio broadcasts. She is Associate Editor (social media) for The Journal of Professional Communication and sits on the advisory board for Marketing Magazine. Sidneyeve teaches courses on television studies, digital media theory and film, as well as classes on social media marketing and communications for the Queen’s School of Business Executive Development Centre and Rutgers University Center for Management Development. She is a 2011 Educator in Residence at The Centre for Teaching and Learning at Queen’s, and the recipient of the 2011 OUSA Award for Excellence in Teaching at Queen’s University. Online at http://sidneyevematrix.com
Other 2011-2012 courses:
FILM315: Digital Media Theory FILM436: eBranding FILM110: Intro to Film & Media
The schedule is subject to revision.
September Last day to drop this course without financial penalty: Sept 23
Lecture 1: Introduction 18:30 (6:30pm)
Webinar 1: Introduction 14:30 (2:30pm)
Webinar 1: Introduction
Lecture 2: Media Effects 18:30 (6:30pm)
Webinar 2: Media Effects 14:30 (2:30pm)
Webinar 2: Media Effects 10:00am
Webinar 3: Advertising 14:30 (2:30pm)
Webinar 3: Advertising 10:00am
Lecture 3: Advertising 18:30 (6:30pm)
image: Ed Yourdon
You need to attend one Lesson weekly, the in-‐person lecture OR one of the webinars, depending on which section you’re registered in.
The schedule is subject to revision.
October Online midterm exam worth 15% of your final grade: October 20
Lecture 4: Public Relations 18:30 (6:30pm)
Webinar 4: Public Relations 14:30 (2:30pm)
13 Lecture 5: Magazines 18:30 (6:30pm)
saturday 8 Webinar 4: Public Relations 10:00am
Webinar 5: Magazines 14:30 (2:30pm)
Webinar 5: Magazines 10:00am
20 No face-‐to-‐face lectures or webinars during the week of Oct 20-‐22. Instead, the midterm online exam is open on Moodle from 08:00 -‐ 23:00 EST (8am-‐11pm) on October 20th
November Last day to drop course without academic penalty: November 4
Lecture 6: Books 18:30 (6:30pm)
Webinar 6: Books 14:30 (2:30pm)
Webinar 6: Books 10:00am
3 Lecture 7: TV 18:30 (6:30pm)
Webinar 7: TV 14:30 (2:30pm)
Webinar 7: TV 10:00am
Webinar 8: Music 14:30 (2:30pm)
Webinar 8: Music 10:00am
Lecture 9: Movies 18:30 (6:30pm)
Webinar 9: Movies 14:30 (2:30pm)
Webinar 9: Movies 10:00am
Webinar 9: Digital Culture 14:30 (2:30pm)
Webinar 9: Digital Culture 10:00am
10 Lecture 8: Music 18:30 (6:30pm)
Lecture 9: Digital Culture 18:30 (6:30pm)
December Deadline to submit Social Media Participation Self-‐ Evaluation is December 1st at 23:00 EST (11pm)
Lecture 11: News Media 18:30 (6:30pm)
Webinar 11: News Media 14:30 (2:30pm)
3 Webinar 11: News Media 10:00am
7-21 The final exam is scheduled by the exams office between December 7 and 21st. Section 001/002 full-‐time Queen’s students write the exam face-‐to-‐face during exam period. Section 003 distance eStudents write the exam closer to home at one of Queen’s exam centres-‐-‐see FILM240X.com/part-‐time-‐students page for list of exam locations & details.
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FILM240X MEDIA+POPCULTURE Fall 2011
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FILM240XMEDIA+POPCULTURE Fall 2011
Questions? How to get in touch. Contact the Prof
Visit the Course Websites
Sidneyeve Matrix Department of Film & Media email@example.com (fastest response) 613.533.6000 x78133 (slowest response) Office: 160 Stuart Street # 207 (by appointment)
FILM240X.com FILM240X.mobi (for smartphones) Facebook.com/FILM240X Twitter.com/FILM240X
Contact Queen’s University Continuing & Distance Studies 68 University Avenue F100, Mackintosh-‐Corry Hall Queen's University Kingston, Ontario K7L 3N6 firstname.lastname@example.org 613-‐533-‐3322
This flyer has a Creative Commons Attribution Noncommercial ShareAlike 3.0 License. Please share nicely. cc 2011/2012 Sidneyeve Matrix
Flyer for Media & Mass Communications Course