CCB306 Media and Communication Capstone
Sem 2, 2024
Assessment Two Details
Media and Communication Report
Weight: 40%
Length: 2000 words
Individual
Due: Week 5, Friday 23 August, 11.59pm
Learning outcomes: ULO1, ULO3
You will write a critical report on a media sector and audience of your choice. Drawing on
current academic and industry research, you will identify a specific audience within this
media sector and identify an issue, problem or unknown about that audience. You will then
propose a research question and appropriate methods to investigate this audience.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
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Assessment Requirements
What you need to do:

The Media and Communication industries are constantly changing in response to cultural,
technological, and regulatory shifts, as well as the changing expectations of audiences. The
content distributed by the media and communication industries has a profound social and
cultural impact, and yet it can be difficult to measure.
This report should clearly inform the reader of the dynamics of an Australian contemporary
media sector and audience. You could focus on a legacy media sector such as print, film,
television, radio, or digital media such as streaming or games. Your report must draw on
relevant and recent scholarly research. The purpose of the A2 is to demonstrate a strong
understanding of the current industry dynamics and issue in your chosen sector and
propose a research question and methods to investigate this issue.
In writing your critical report, you need to:

• Choose a media sector and explain the current industry dynamics. It may help to focus
on a particular example of media content, an organisation or site of media use.
• Consider factors such as geographical location, key stakeholders/organisations,
industry policy and regulations, the types of media content created and the ways this
is funded and paid for by audiences.
• Identify an issue, problem, or question of importance to that media sector. What is the
core question about this media sector you would like to explore? Why is it important
to answer this question?
• This should be informed by recent scholarly research, media reports, or broader
discussion about that sector.
• Write a brief discussion/analysis of the audience – who is the organisation or example
of media content supposed to reach? How is the audience linked to the issue you have
identified?
• Write a research question that demonstrates how you will investigate this issue. Then
propose a research method or strategies to investigate this issue in more detail.
• Finally, consider the potential findings of this research. What impact might the
findings have, and who could benefit?
Your report should be presented with the following sections:
• Discussion of the current state of your chosen media sector, including reference to
scholarly and industry research
• Identification and discussion of issue
• Brief discussion of audience
• Research Question and Method: Description of the research question and method,
justification about its suitability to study your chosen issue.
• Reflection on the potential findings of this research. How could the findings
contribute to understanding and addressing your identified research question.
• Reference list (use QUT-APA referencing for citing academic literature).
Expectations of research and referencing
This is a third-year advanced unit. You are expected to use wider research to develop and
support your analysis and argument. The quality of the sources you choose and how you
incorporate these to support your argument is of more importance than the number of sources
you use. Your research should be drawn from the disciplinary fields of media and
communication (including media studies and cultural studies).
In terms of overall report structure, you should follow the standard expectations and
conventions for a Research Report. You report should have a clear introduction, body
paragraphs and conclusion. It must also include a reference list that adheres to APA
referencing style conventions.
For referencing and citation requirements you must use the APA style. See QUT’s cite/write
page for more details on citation styles and reference lists.

Academic Integrity
As a student of the QUT academic community, you are asked to uphold the principles of
academic integrity during your course of study. QUT sets expectations and responsibilities of
students specifically stating that students “adopt an ethical approach to academic work and
assessment in accordance with this policy and the Student Code of Conduct (E/2.1)".
Students need to be aware that academic integrity refers to text and non-text sources, i.e.
"copying or adapting non-text based material created by others, such as diagrams, designs,
musical score, audio- visual materials, art work, plans, code or photographs without
appropriate acknowledgement" (MOPP C/5.3.6 Academic Integrity). It also includes self-
plagiarism, this “involves the re-use by a student of their own work without appropriate
acknowledgement of the source. Students should seek express consent from the unit
coordinator prior to re-using their own work in an assessment submission" (MOPP C/5.3.6
Academic Integrity).
Using Generative AI Tools such as ChatGPT etc
The use of generative AI (for example ChatGPT) tools is allowed for the purpose of
brainstorming and understanding this assessment task and summarising information when
cited appropriately. However, it is your responsibility to critically evaluate the information
provided. It is not acceptable to cut and paste text generated by AI.
• QUT Library Guides on Using Generative AI Tools
https://libguides.library.qut.edu.au/genai
• Citations and Generative AI

https://www.citewrite.qut.edu.au/cite/qutcite.html#apa-internet-ai