Monash College Diploma
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Unit Outline
MCD6020
Media & Culture
1
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Contents
Unit Improvement 2
Description 2
Aim 2
Learning Outcomes 2
English Language Outcomes 2
Learning and Teaching 3
Unit Schedule 4
Assessment & Feedback 5
Graduate Attributes 7
Learning Resources 7
Diplomas Student Policies and Procedures 9
Assessment Details 11
Contact Details
Unit Leader: Dr Patricia Di Risio
Email: patricia.dirisio@monashcollege.edu.au

Team Leader: Jimmy Lepp
Email: John.lepp@monashcollege.edu.au

Reproduced and Published by:
Monash College Pty. Ltd.
750 Collins Street, Docklands, Victoria, Australia, 3008

© Copyright 2023

NOT FOR RESALE. All materials produced for this course of study are protected by copyright. Monash students are permitted to use
these materials for personal study and research only, as permitted under the Copyright Act. Use of these materials for any other purposes,
including copying or resale may infringe copyright unless written permission has been obtained from the copyright owners. Enquiries
should be made to the publisher.
2
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Unit Improvement
Monash College is committed to Continuous Unit Improvement. Student feedback is integral to this process
and throughout your studies with us you will be encouraged to provide feedback on every unit you are enrolled
in.
Feedback provided by previous students through student surveys in the previous trimester has shown that
overall students are satisfied with the learning and teaching experience in this unit. The curriculum content of
unit MCD6020 has been reviewed and aligns with the current delivery in the Faculty of Arts.
Description
Media today operates in culturally diverse societies. In this unit you will be introduced to core concepts and
theoretical traditions within media studies, including political economy, textual analysis, empirical studies and
cultural studies. These are aligned with historical and contemporary examples of social, economic and political
debates about media industries and audiences.
This is a core unit in the Monash College Diploma of Arts, Part 2.
Aim
This unit aims to assist you in examining ways in which power and influence are exercised through media in
cultural and social life.
Learning Outcomes
When you have completed this unit, you are expected to:
• demonstrate an appreciation of the historical development of media industries;
• recognise and be able to apply available frameworks for critically understanding the relationships
between media, culture and society;
• demonstrate an understanding of the social, economic, political and cultural factors that shape the
production, distribution and consumption of media;
• demonstrate an appreciation of the ways that the mass media contributes to understandings of the
world.
English Language Outcomes
Speaking
1. Perform effectively in English during a prepared presentation
2. Participate effectively in groups during discussions of unit related content in English
Listening
3. Listen to and mostly comprehend spoken texts including academic, multi-media and classroom
genres
4. Use note-taking strategies to record information from spoken and multi-media texts and show
understanding
3
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Reading
5. Use a range of reading strategies to comprehend written and visual texts including textbook, media
texts and academic genres
6. Identify key information and produce accurate notes and summaries from written and visual texts to
demonstrate understanding
Writing
7. Write substantial, coherent and accurate texts following guidelines provided
8. Produce short coherent written texts that appropriately respond to timed assessment tasks
9. Support views with reference to literature, and by following academic conventions
University Skills & Australian Socio-cultural Awareness
10. Show effective independent research, critical thinking and learning skills
11. Show socio-cultural awareness of Australian university and global contexts
Learning and Teaching
This unit involves 1 x 2-hour, weekly lecture and 2 X 1.5-hour tutorials. You will complete learning activities
prior to the lecture: the pre-session learning activities develop comprehension of knowledge. You may
undertake assessment tasks before the lecture that will embed comprehension and provide learning analytics
for the expert. Your immediate application of knowledge in the lecture will enhance content recall, critical
thinking and the future application of content outside of the classroom setting; the learning analytics collected
will guide subsequent lectures.
In the tutorial classes, you will apply your knowledge and develop your critical thinking and communication
skills through group discussions and interactive presentations. Feedback from both peers and the tutor aids in
the development of key skills. You will be required to complete pre-class activities, including the completion of
online readings and assessment tasks. You are expected to spend at least 2 hours a week in pre-class
learning. Activities not completed within a seminar will need to be completed after class.
You will be required to complete pre- and post-class activities, including the completion of online readings.
You are expected to spend up to 5 hours a week in pre- and post-class learning – 4 hours before class (pre),
then 1 hour after class (post).
4
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Unit Schedule
Week Topic & Learning
Objectives
Learning Activities / Readings (textbook)
1 Introduction to Media
& Culture
What is Media? What is Culture?
Required reading:
Chapter 2. The Rise, Decline & Return of Mass Media (pp.31-63) &
Chapter 5. Media, Mass Communication and Culture (pp.145-148)
2 Theorising the Media Theoretical Approaches: Media Effects & Reception Studies
Required reading:
Chapter 5. Media, Mass Communication and Culture (pp.149-153)
3 Impacts of Media on
Everyday Life
Themes in Theoretical Approaches (e.g. focus on impact on race)
Required reading:
Chapter 4. Theories of Media & Society (pp.114-123)
4 Approaching Media
Content
Analysing & Understanding Media (textual analysis and semiotics)
Required reading:
Chapter 12. Media Content: Issues, Concepts and Methods of
Analysis
(pp.373-396)
5 Media as Industry

The Production of Media (e.g. focus on impact on gender)
Required reading
Chapter 11. The Production of Media (pp.340-364)
Recommended further reading:
• Goffman, Erving (1979) Gender Advertisements
• Mulvey, Laura (1975) Visual Pleasure and Narrative Cinema

A3: Video Essay due

6 Global Media Culture

Media in a Globalised Context
Required reading:
Chapter 9. Global Mass Communication (pp.271-284)
7

Conceiving Media
Audiences

Understanding & Configuring Audiences (compliant or resistant)
Required reading:
Chapter 14. Audience Theory and Research Traditions (pp.435-450)
8 Cultural Texts:
Genres, audiences,
and intertextuality

More ways of constructing meaning
Required reading:
Chapter 13. Media Genres, Formats and Texts (pp.405-429)
9 The Trouble with
Media Effects
Dominating Ideas: Media and Moral Panics
Required reading:
Chapter 17. A Canon of Media Effects (pp.552-571)
A4: Analysis of a cultural text due
5
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Week Topic & Learning
Objectives
Learning Activities / Readings
10 Digital Media and
Cultural Change (I)
Interactive and Empowered Participation
Required reading:
Chapter 6. New Media Theory (pp.171-192)
11 Digital Media and
Cultural Change (II)
Media Saturation & Social Media (mediatisation of politics)
Required reading:
Chapter 6. New Media Theory (pp.192-198)
12 Conclusion & Future
Directions
How do we think about media in the future? Final Assessment
workshop
Required reading:
Chapter 7. The Future (pp.581-584)
A5: Case Study due week 13

Assessment & Feedback
We are committed to providing you with assessment tasks which cater for the needs of all learning styles,
which are administered in a clear and fair manner and which are assessed transparently. All students are
entitled to understand how to excel in any assessment task, to be provided with the support required to ensure
your success and to be provided with fair and timely feedback which supports your future learning.
Assessment is at the heart of your learning experience, and is a key focus for students. Assessment acts as
the main link between the learning outcomes, the curriculum content and the teaching and learning activities.
It provides the mechanism for staff and students to monitor and improve learning.
Assessment is an integral component in all curriculum development activities. Linked to the learning outcomes,
it ensures that you will be able to demonstrate the Monash College Graduate Attributes (see below).
Feedback will be provided in line with the Assessment Feedback Procedure.
Every trimester, you have the opportunity to provide feedback on your Diploma units through the Student
Evaluation of Teaching and Units (SETU) process. You will be emailed information about this survey during the
trimester. Your feedback is highly valued, and is used to refine existing curriculum design and assessment
tasks.
You can find more information in the Assessment Feedback Diplomas Procedure found on the website:
https://www.monashcollege.edu.au/about-us/policies-procedures/assessment
6
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Online Submission of Assignments:
All written assessments / assignments must be submitted on Turnitin. Please follow the submission
instructions. You will be required to read and accept a Student Statement before submitting

Student statement
I agree that:
• Plagiarism, collusion or cheating or any other breach of the Student Academic Integrity Policy and
Procedure has not occurred
• I understand the consequences of breaching academic integrity as outlined in the procedure
• The assessment task is my own original work
• I have taken care to safeguard my work and made reasonable efforts to ensure it could not be copied
• The teacher, for the purposes of assessment, can reproduce the assessment and
o provide it to another teacher and/or any external marker, and/or
o submit it to a text matching/originality checking software (the database may retain a copy of
the assessment for future checking of plagiarism).
Your assignment must be submitted by 12am (midnight) on the due date.
Assessment Schedule
Assessment Task Details Weight Week Due
A1: Presentation Using a media text of your choice
summarise and illustrate the topic
from the weekly reading.
10% 2-12 by roster
delivered in
tutorials
A2: Weekly Quizzes Questions based on set readings 15% 2-11 online
A3: Video Essay Describe a cultural text approach to
media content
20% Week 5
A4: Analysis of a cultural
text
Essay: Analyse a media text using
the cultural text approach
25% Week 9
A5: Case Study Demonstrate the impact of a media
text or phenomenon on society
30% Week 13
Requirements to Pass this Unit
In order to achieve a pass in this unit, you must achieve 50% or higher for your overall mark. Your overall mark
combines all your internal assessment marks.
If you receive a 49N grade, you will automatically be awarded a 48N result.
7
Unit Outline
Diploma of Arts
monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Graduate Attributes
All Monash College courses will develop the following graduate attributes:
• Communication - demonstrated by effective communication in a variety of contexts
• Collaboration - demonstrated by working positively with others to achieve common goals
• Social and Cultural Engagement - demonstrated by respect for diversity and recognition of ethical
responsibilities, including towards knowledge creation and academic integrity
• Critical Thinking and Problem Solving - demonstrated by the ability to analyse, evaluate and
synthesise information to solve problems and innovate
• Independent Learning - demonstrated by the initiative, reflective practice and resilience necessary
for self-directed learning, and possession of the foundational discipline knowledge and skills
appropriate to commence their destination studies
• Academic Skills - demonstrated by understanding and appropriate application of scholarly practices
and standards.

Learning Resources
Details of the prescribed and recommended resources for successful completion of this unit are listed below.
Required Textbook
Mcquail, Denis & Mark Deuze, (2020) Mcquail’s Media & Mass Communication Theory (7th Edition), LA.,
London, New Delhi, Singapore, Washington D.C., Melbourne. Sage.
Learning Management Systems (Moodle)
Moodle is an online teaching and learning environment which aims to enhance learning. It delivers important
resources which may include: lecture and tutorial notes, links to websites, self-assessment quizzes, and online
discussions which allow you to interact with fellow students.
To access this site, go to: https://lms.monashcollege.edu.au and log in using your authcate username and
password. Once you are logged in, you will see a list of units you are enrolled in that use Moodle. If you expect
to see a unit and it is not there, contact your lecturer.
Your lecturer will demonstrate how to use the Moodle site and explain what is expected of you including any
online assessment that must be completed there. Check Moodle regularly to be kept up-to-date with important
information for your unit as it becomes available
Getting Help
If you have any issues with Moodle please speak to your teacher. If they are not able to solve the problem
then send an email to eSolutions: servicedesk@monash.edu
Student Code of Conduct
We are committed to providing you with an inclusive and safe learning environment where you feel welcomed
and respected. The Student Code of Conduct provides guidelines and standards for your behaviour.
A copy of the Student Code of Conduct is available on the Monash College website:
https://www.monashcollege.edu.au/about-us/policies-procedures/student-rights-and-responsibilities
8
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Library
The Monash College Library website contains details about your borrowing rights and how to search the
catalogues.
To learn more about the library and the various resources available, please go to:
https://www.monashcollege.edu.au/current-students/library.
The Librarian can assist you with finding research for your assignments, as well as the following;
• How and where to start researching for your assignment topic
• Effective use of online databases and the internet
• Finding and evaluating academic journal articles
• Searching the Library’s collections
• Citing and referencing
For your current and future studies, you will need to build your knowledge and skills around academic
searching, using databases, retrieving information and using correct referencing techniques. It’s a good idea
to refresh and update your skills before you start the assessment tasks. You can do this by completing the
tutorials available on the library website.
Referencing requirements
To build your skills in citing and referencing, and using different referencing styles, see the online tutorial
Academic Integrity: Demystifying Citing and Referencing at: Monash University's online resources
Learning skills
Online learning support resources are available for off-campus learners and students with a disability. To
access the online resources, visit: Monash College Library support
9
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Diplomas Student Policies and Procedures
All policy and procedure information is available on the Monash College website:
https://www.monashcollege.edu.au/about-us/policies-procedures
Cheating, Plagiarism and Collusion
We are committed to preventing plagiarism, cheating and collusion to protect the College’s reputation and the
standards for current and future students.
Severe penalties will be imposed if you engage in, or support other students to engage in activities which
undermine the integrity of the assessment process.
Plagiarism: To take and use another person's ideas and/or manner of expressing them and to pass them off as
your own by failing to give appropriate acknowledgement, including the use of material from any source, staff,
students or the Internet, published and unpublished works.
Cheating: To seek to obtain an unfair advantage in an examination, written, oral or practical work, required to
be submitted or completed for an assessment. This includes resubmitting work that has been assessed in
another unit, copying another student’s answers or work, knowingly providing answers to another student and
taking unauthorised material or notes into examinations.
Collusion: Submission of an assessment task which is the result of whole or in part unauthorised collaboration
with another person or persons. Collusion occurs when a student works with others to produce an assessment
(e.g. group assessments) and the assessment is then presented as the student's own assessment, or the
assessment of the other person/s.
Submitting an application for an extension of time to submit an assessment
If you need more time to complete and submit your assessment task due to being affected by a serious illness
or other exceptional causes, you will need to apply for special consideration. If you do not submit an item of
assessment by the due date and do not have an approved extension of time, you will incur a penalty.
The Special Consideration application form is available on the website:
https://www.monashcollege.edu.au/about-us/policies-procedures/forms
Late Submission Penalties
Assessments submitted after the due date will incur a penalty. Unless otherwise stated in this unit outline, a
5% penalty applies for each calendar day an assessment is submitted after the due date, including weekends.
Assessment items will not be accepted after more than 14 calendar days unless a Special Consideration
application has been approved. This 14-day time frame does not apply to assessments due in Week
12. Assessments due in Week 12 will not be accepted later than Tuesday 11.59pm of week 14.
Academic Progress and Support
You will be contacted via email at the end of each trimester, following result release, if you are ‘at risk’ of
making unsatisfactory academic process (i.e. failing some or all of your units).
A number of interventions are available to support you to achieve satisfactory course progress. This includes
attending an Academic Support Meeting to help identify difficulties (academic or other) that are affecting your
progress and inform or refer you to other support services.
For further information contact the Monash University Disability Support Services:
https://www.monash.edu/disability/for-students

10
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Attending your classes
Attendance is monitored in all workshops and tutorials to support and assist you to achieve positive learning
outcomes.
You are required to attend all scheduled classes and a minimum attendance of 80% is expected. This level of
attendance provides the best opportunity for you to satisfactorily complete your course requirements
Students with a disability
If you have a disability, medical or mental health condition that may impact your study, you can apply for
support to study at Monash College. Disability Advisers can individually discuss and arrange reasonable
adjustments to enable you to participate productively and independently in your studies. These adjustments
may include being provided teaching materials in advance of class, recordings of lectures, course materials in
an alternative format and flexible deadlines.
For further information contact the Monash University Disability Support Services:
https://www.monash.edu/disability/for-students
11
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Assessment Details
MCD6020 Media & Culture
Assessment 1: Presentation

Status: Individual or pairs (consult classmate in relation to the selection of topic)
Weighting: 10%
Due date: One of weeks 2-12 in tutorials, as allocated by roster
Details of task: You will be required to summarise an allocated section of the set reading in the textbook
(see details below). You will need to explain the concepts in your own words and find one or two example
media texts that you can use to support or illustrate your explanation.
Oral presentations are also an important skill for work and study. You will be expected to be able explain your
ideas clearly and concisely (see rubric). Use a PowerPoint presentation to assist you and submit this in
Gradebook. This exercise provides you with experience in organising your ideas and explaining them, as well
as answering questions about them.
Textbook:
Mcquail, Denis & Mark Deuze, (2020) Mcquail’s Media & Mass Communication Theory (7th Edition), LA.,
London, New Delhi, Singapore, Washington D.C., Melbourne. Sage.
Instructions:
Week 2 – Chapter 5. Media, Mass Communication and Culture
Topic 1 – Defining culture and broad themes of media-cultural theory (p.148)
Topic 2 – The Redemption of the Popular & the Semiotic Power of the People (p.152)
Week 3 – Chapter 4. Theories of Media & Society
Topic 1 – Theme I Power & Inequality and Theme II Social Integration & Identity (pp.114-119)
Topic 2 – Theme III Social Change & Development and Theme 4 Space and Time (pp.120-122)
Week 4 – Chapter 12. Media Content: Issues, Concepts and Methods of Analysis
Topic 1 – Why Study Media Content? (p.373)
Topic 2 – Reality, Reflection or Distortion: the question of bias. (pp.386-387)
Week 5 – Chapter 11. The Production of Media
Topic 1 – Ideological Versus Organisational Factors (p.349)
Topic 2 – Models of Decision Making (p.364)
Week 6 – Chapter 9. Global Mass Communication
Topic 1 – Multinational Media Ownership and Control & Varieties of Global Media (pp.277-279)
Topic 2 – The Media Transnationalization Process & International News Flow (pp.286-289)
12
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J

Week 7 – Chapter 14. Audience Theory and Research Traditions
Topic 1 – The Audience Concept (pp.435-436)
Topic 2 – The Gratification Set as Audience (pp.451-452)
Week 8 – Chapter 13. Media Genres, Formats and Texts
Topic 1 – Framing Analysis and the News (pp.415-418)
Topic 2 – Intertextuality, Open versus Closed Text, Seriality (pp.422-425)
Week 9 – Chapter 17. A Canon of Media Effects
Topic 1 – Media and Political Communication (pp.560-564)
Topic 2 – The mediatization of politics & election campaigns and the political process in context (pp.564-568)
Week 10 – Chapter 6. New Media Theory
Topic 1 – Political Participation, New Media & Democracy (pp.177-179)
Topic 2 – Applying Medium Theory to New Media (pp.183-185)
Week 11 – Chapter 18. The Future (i)
Topic 1 – Origins of Mass Communication Idea (p.575)
Topic 2 – The End of Mass Communication? (pp.577)
Week 12 – Chapter 18. The Future (ii)
Topic 1 – The Evolution of Mass Communication (pp.578)
Topic 2 – New Media and Mass Communication Theory (p.579)
13
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020 Media & Culture
Assessment 1: Presentation - Marking Rubric
Submit your PowerPoint in Gradebook and check for feedback.

High Distinction (HD)
80-100 Distinction (D) 70-79 Credit (C) 60-69 Pass (P) 50-59 N (Fail) 0-49
Accuracy and
Clarity of
summary. 30%
Summary of
information is clear
and accurate
Summary of
information covers
most of the key
concepts
Summary highlights
some important
elements
Summary is clear and
comprehensible and
covers basic elements
of the information
Limited
understanding of the
information and lack
of clarity in the
explanation
Appropriate use of
example media
text/activity 30%
Makes insightful
connections between
text and
concepts/topics.
Definitions of
concepts are accurate
Makes strong
connections between
text and
concepts/topics.
Concepts are correctly
defined.
Makes connection
between text and
concepts/topics.
Attempts to define
and explain the
concepts.
Primarily summarises
reading for the week
with some kind of
example text.
No attempt to
connect the chosen
text with
concepts/topics
and/or only provides
summary of the
Timing and
conclusion of
presentation 20%
Concludes on time.
Summarises the main
point of the
presentation and
provides an
interesting
perspective.
Concludes on time.
Able to summarise
the main point of the
presentation.
Does not conclude on
time (presentation
goes over or under
allocated time).
Summarises main
points
Does not conclude on
time (presentation is
considerably over or
under allocated
time).Makes an
attempt to
summarise
Does not conclude on
time (presentation is
well under or over
time). Little or no
attempt to
summarise.
Audience
awareness 10%
Engaging and
dynamic eye contact.
Pace was varied and
nuanced. Easily
audible throughout.
Consistent eye
contact. Engaging
pace. Elaborated on
PowerPoints/notes.
Clearly audible.
Regular eye contact.
Suitable pace. Used
PowerPoints /notes
as prompts. Generally
audible.
Limited eye contact.
Read throughout.
Referred to
PowerPoints/notes.
Generally audible.
No eye contact, pace
too fast or slow,
inaudible.
Response to
questions 10%
Displayed a breadth
of knowledge beyond
the presentation.
Provided precise
clarification and
showed willingness
to elaborate.
Displayed good
knowledge of the
topic beyond the
presentation.
Displayed some
knowledge of the
topic beyond the
presentation.
Undeveloped
response.
Cannot answer
questions.
14
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020: Media and Culture
Assessment 2: Quizzes

Status: Individual
Weighting: 15%
Word limit: n/a
Due date: Weeks 2-11 in tutorial time (part 2)

Details of task: The quizzes test your comprehension of the required readings from the textbook. The aim
of providing this as a weekly quiz is to embed the practice of consistent reading throughout the semester, and
to deepen your learning during lectures and tutorials.
What you read before the class is reinforced in the lecture (which will explain the reading and its context), and
you will be well prepared to attend the tutorial and to explore the topic in greater depth.
To answer the quiz questions successfully, the kinds of information you need to pay attention to are:
• The introductions and conclusion of the reading. What are the main points or conclusion?
• What are the main theories or key terms, and what do they mean? (In the textbook, these are often
italicised.)
The quizzes will involve a combination of multiple choice, matching and true or false questions. The quiz will
be conducted in the final part of the part 2 tutorial. You will have 20 minutes to complete the quiz. If you are
not able to complete the quiz in class time you will need to arrange an alternative time with your lecturer.
This is an open book quiz.
You are welcome to consult the readings, the lecture and tutorial slides
to assist you in responding to the questions.
15
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020: Media and Culture
Assessment 3: Video Essay

Status: Individual
Weighting: 20%
Word limit: 1,000 (10% leeway applies)
Due date: Week 5, Friday 11.59pm

Details of task:
This purpose of this assignment has two main functions:
1. It develops your ability to explain what it means to take a cultural approach to media research.
2. The assignment helps you to articulate why you are interested in media research and connect your interest
to your own experiences. A video essay allows you to be creative and to incorporate visual imagery as a
way of enhancing, illustrating, and exemplifying your discussion.
Instructions:
McQuail's Media and Mass Communication Theory lists four broad themes on the nature of the relationship
between media and culture (see boxes 4.3 - 4.6 in Chapter 4). Your task is to demonstrate your understanding
and application of one or two of these ideas. Select the themes (choose something that interests you) and
complete the following:
1. Explain the meaning of the theme(s) using your own words, images, clips memes, videos, or extracts
(avoid using quotes and summarise or paraphrase specific relevant information from the reading).
2. Show how they relate to the concept of culture and specific cultural practices.
3. Apply your discussion on the relationship between media and culture to a media example (film, TV, games,
social media, books, artworks, YouTube etc).
Structure your discussion as an academic essay and use Harvard referencing:
https://guides.lib.monash.edu/citing-referencing/harvard
Introduction:
Outline the scope of your discussion by identifying the themes you will raise and the example media text or
activity you will use. Make an argument as to why you think this is a good choice to illustrate the themes you
will discuss to outline the cultural text approach.
Body paragraphs:
• Elaborate on the themes and the questions they are raising about cultural practices
• Describe the implied relationship between media and culture. What are the implications for daily life and
the way individuals participate in society?
• Illustrate these ideas with reference to a specific media text or activity
Conclusion:
Reflect on your discussion by pointing out how you have put forward your case or argument related to what a
cultural text approach means and how you have illustrated this.
16
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020: Media and Culture
Assessment 3: Video Essay - Marking Rubric
Check Turnitin for feedback:
• Look at the annotations on your essay script, the general comments, and the individual grades
for each criterion
• Speak to your tutor for clarification
• You are expected to make improvements on future assessments based on this information.
17
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020: Media and Culture
Assessment 4: Analysing Cultural Texts
Status: Individual
Weighting: 25%
Word limit: 1200 words (10% leeway)
Due date: Week 9, Friday 11.59pm
Details of task:
Purpose: This assignment develops your ability to analyse cultural texts (using a cultural text approach
indicated in the question) and explain the relevance of a particular media object.
Choose one or two media texts that you find interesting and use one of the following questions to
consider the cultural, political, and/or historical significance:
1. How has the way the audience has accessed and interacted with the media text privileged or prioritised
a particular meaning or understanding?
2. What are the main genres, narrative forms and/or platforms that have been employed? What role do
they play in generating meaning?
3. How are intertextual elements employed and what layers of meaning does this add?
4. Describe the way in which the text(s) is gendered and the implications this has for the way it operates in
society?
5. How is the target audience defined? What are the ways in which it addresses and constructs a particular
audience or community?
6. Identify the specific ideological agenda that is exhibited. How is this conveyed and what specific cultural
codes or signs does it employ?
You will need to use the textbook to inform your discussion and to help you identify other useful texts,
studies, or theories. You will also need to conduct some library research regarding the media text (e.g.
related to aspects such as its production, industrial context, and reception) to support your analysis.
Use an academic essay structure and use Harvard referencing: https://guides.lib.monash.edu/citing-
referencing/harvard:
Introduction: Outline the question you have chosen, the position you have taken (in response to the
question) and how you plan demonstrate or support your argument (e.g. engagement
with theorists, theoretical approaches or themes and example texts)
Body Paragraphs Approximately 3 body paragraphs where you define a cultural text approach (within the
scope of your question) and where each paragraph focuses on a main idea that explains
and elaborates on your argument.
Conclusion Summarise and reflect on your discussion highlighting how you have made your case
for the cultural, political, and/or historical significance of media.
18
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
Assessment 4: Analysing Cultural Texts - marking rubric
Check Turnitin for feedback:
• Look at the annotations on your essay script, the general comments, and the individual grades
for each criterion
• Speak to your tutor for clarification
• You are expected to make improvements on future assessments based on this information.
19
Unit Outline
Diploma of Arts

monashcollege.edu.au

ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J


MCD6020: Media and Culture
Assessment 5: Media & Culture: Case Study

Status: Individual
Weighting: 30%
Word limit: 1500 words (10% leeway)
Due date: Week 13 Monday 11.59pm
Details of task:
Purpose: Demonstrate your understanding of how to conduct and frame a comprehensive analysis of media
using a cultural text approach.

You are required to conduct an in-depth examination of a case study which demonstrates how a
media text, phenomenon or media related activity has had an important impact on society. Choose
an example and explain the way it may have changed, influenced, shaped and/or reflected specific
cultural practices.

You may develop the case study from an example used in an earlier paper expanding on and revising your
earlier work.

Use an academic essay structure and use Harvard referencing: https://guides.lib.monash.edu/citing-
referencing/harvard:

Introduction
Clearly define the geographical, historical, and/or socio-political context of your case study, the broad
theme/s covered (see tables 4.3 - 4.6 in chapter 4) and the cultural text approaches you will adopt (see table
13.5 in Chapter 13). Make a clear argument about what you consider to be the nature and importance of the
impact of the case study.

4 - 5 Body paragraphs
Each paragraph should elaborate on the case study by focusing on a specific aspect that helps to explain
your argument about the specific ways it has impacted society. This needs to be supported by academic
research and reference to elements and examples from your case study. Include some original analysis of
the media content or activity to illustrate the way in which you suggest meanings have been generated.
Discuss how you think this has contributed to or provoked the kind of impact you are describing.

Conclusion
Summarise your explanation of the nature and importance and of this impact and how you have
demonstrated this throughout your discussion. For example, you could consider or reflect on the social value
of the cultural text approach you have employed (e.g. What is the social benefit of the knowledge or
revelations you have outlined?).
20
Unit Outline
Diploma of Arts
monashcollege.edu.au
ABN: 064 031 714
CRICOS: Monash College Pty Ltd 01857J
MCD6020: Media and Culture
• Look at the annotations on your essay script, the general comments, and the individual grades for
each criterion
• You should take this feedback on board for future assessments.