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  3. Digital Media Research

Digital Media Research (MECM30016)

Undergraduate level 3Points: 12.5On Campus (Parkville)

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Overview

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Semester 1
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In this subject students will learn essential skills of digital quantitative and qualitative media research. This will include how to use software tools to collect, clean and analyse social media data (please note: no programming or script writing skills are required). Such skills are widely used in companies, NGOs, governments and the like. Students will apply the skills to write a report on set topics. This subject will provide students with essential skills for careers in media and communications positions, such as audience research, PR, marketing and data journalism.

Intended learning outcomes

On successful completion of this subject, students should be able to:

  • Develop the ability to collect, clean, and analyze digital media data effectively.
  • Critically identify and evaluate the benefits and limitations of various digital media research methods.
  • Effectively apply digital media research skills in professional contexts by employers.
  • Enhance the ability to write critically about research methods and their applications.
  • Acquire a critical understanding of research design, methods, and ethics in the context of digital media.
  • Develop the skills to conduct research using rigorous methods of inquiry and analysis.

Generic skills

At the completion of this subject, students should gain the following generic skills:

  • Collect and analyse original digital media data;
  • Understand the benefits and restrictions of these methods; and
  • Synthesise, structure and critically engage with academic literature.

Last updated: 11 November 2024