The Acronym

The Acronym - Media@ESF

The department feels that the conventional name for our subject ‘Media Studies’ suffers from a perceived and entirely unwarranted branding issue, not helped by the publication of Russell Group recommendations, which label some subjects as ‘soft options.’ Common to the list was the word ‘studies’ and subsequently we decided to rebrand with a simpler ‘Media’ course underpinned by some important core values.

Central to the pedagogical approach employed in designing this new offering is the exploration of media within a contemporary digital landscape and necessitating the digital literacy skills outlined by Jenkins et al in his 2006 MaCarthur Foundation research paper, ‘Confronting the Challenges of Participatory Culture: Media Education for the 21st Century’ and developed further in ‘Convergence Culture’ by the same author in 2007. Note that a co-author was Sam Ford, an individual who clearly shares the authentic learning opportunities offered by our own course. See FUSION, a similar venture aimed at US students.

The course will therefore offer students the chance to work both independently and collaboratively in the pre-production, production and post-production of media artifacts. Unlike other media courses, a sophisticated use of collective intelligence and networked learning, as well as informed curation or transmedia storytelling techniques (information literacy) will be credited. In addition, innovative, potentially entrepreneurial ideas and strategies, which achieve authentic results for clients, will also gain credit in assignments.

The importance of ethics and the moral challenges faced by students in becoming responsible ‘digital citizens’ is central to the new course structure and provides a core spine throughout all of the units whilst being assessed discreetly in a stand alone unit too.

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