Media communication

Subject description

1) Key characteristics of media at social level: media construction of reality, ideological, cultural and social role of media;

2) Key characteristics of media production: market vs. public system, production practices, organizational structure/culture;

3) Key characteristics of media audiences: different “reading” of audiences, influence of media on audience;

4) Key characteristics of media texts: sign, language polysemy, narrative, genre, discourse.

The subject is taught in programs

Objectives and competences

Understanding basic terms and concepts in the field of media at social, production and text level and characteristics of audience.

Teaching and learning methods

Lectures, demonstrations, practical work.

Expected study results

Understanding of important issues relating to media text, audience and production. Knowledge of the entire media chain from production to consumption and social framework.

Basic sources and literature

  1. Masterman, L., Teaching the media, London: Routledge, 2001,  ISBN 0-415-03974-6.
  2. Stewart, Colin, Lavelle, Marc in Kovaltzke, Adam (2001) Media and Meaninig: Introduction. London: British Film Institute. 2001, ISBN 0-85170-843-9.

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