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a) Analyse and discuss the Australian media landscape as it relates to Public Relations.
b) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry.
c) Identify and discuss how new media channelsportray news from different angles.
1. Pick a current newsworthy topic or issue which is being widely reported and discussed in traditional and online media. Make sure it is quite a big story. Feel free to discuss further with your lecturer, either in class or via the learning portal.
2. Find two (2) differently framed (opposing) versions of the same news topic or issue reported in two different TRADITIONAL MEDIA outlets, e.g. The Sydney Morning Herald, The Daily Telegraph, radio stories, ABC TV News, etc. Try to pick quite different outlets with an opposing take on the issue.
3. Create a new thread with your name and topic. Write a post which gives a brief analysis (600 words) of the opposing different angles of the topic/issue you have found, and the mediaoutlets.
4. Post links or screen grabs to the online stories (or digital versions if available), or describe them in brief if they are in hard copy (e.g. newspaper or magazinecuttings).You will be contrasting and comparing each piece for tone, angle and content.
5. Discuss how these real-world examples relate to the concepts of agenda setting and framing. Start by briefly discussing the mass media outlets / platforms you have investigated, and the types of audiences they reach.
6. For each media story, consider the following questions:
a. What is the angle of the story?
b. What is framing? How is this story being framed by the outlet?
c. What is the key messages highlighted in each media?
d. Is the story positive, negative or neutral? Why do you think that might be?
e. Can you sense an agenda from the various outlets?
f. What can we find out about the media platform’s target audience, through online research, but also through the way this issue is framed?
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Assessment Attributes |
Fail (Unacceptable) 0-49% |
Pass (Functional) 50-64% |
Credit (Proficient) 65-74% |
Distinction (Advanced) 75 -84% |
High Distinction (Exceptional) 85-100% |
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Depth and quality of discussion and analysis of tone, angle and content providing evidence of critical thinking 50% |
The post presents media stories at a limited level and does not demonstrate a capacity to explain and apply relevant concepts. Key components of the assessment have not been assessed. |
Thepost presents various media stories but only a functional level of analysis present in report. |
The post presents various media stories at a proficient level, and demonstrates a capacity to explain and apply relevant concepts. |
The post presents various media stories at an advanced level and shows a well-demonstrated capacity to explain and apply relevant concepts. |
The post presents the various media stories at a sophisticated level and demonstrates an excellent capacity to explain and apply relevant concepts. |
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Understanding of media platforms and audience considerations 50% |
No/limited analysis and discussion of the different platforms and audience. |
Basic analysis and discussion of the different pitches. Demonstrates basic awareness of different platforms and audience.. |
Good analysis and discussion of the different pitches. Demonstrates consistent awareness of different platforms and audience. |
Advanced analysis and discussion of the different pitches. Demonstrates an advanced and integrated understanding of different platforms and audience. |
Sophisticated analysis and discussion of the different pitches. Consistently demonstrates a systematic and critical understanding of different platforms and audience. |
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