2024/25 Taught Postgraduate Module Catalogue

COMM5235M Promotional Media, Culture and Society

30 creditsClass Size: 60

Module manager: Leslie Meier
Email: L.Meier@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2024/25

Module replaces

COMM5225M

This module is not approved as an Elective

Module summary

This module examines the roles assumed by promotional media (advertising, branding, marketing, and public relations) in culture and society. It situates the study of promotional media within the field of media and communication studies, drawing on critical and theoretical approaches spanning from foundational critiques of consumer society to contemporary research on promotional culture.

Objectives

The purpose of this module is to:

· Examine key critical and theoretical approaches to studying promotional media (advertising, branding, marketing, and public relations);
· Facilitate understanding of and critical reflection on the historical, political, and economic contexts that have shaped the rise of promotional media and associated industries and institutions;
· Investigate the social and cultural roles assumed by contemporary promotional media and practices;
· Interpret and critically analyse promotional texts, materials, and strategies;
· Reflect on the influence of promotion on social, cultural, and economic life.

Learning outcomes
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:

1. Explain critical perspectives on promotional media and communication which consider the power of these industries, vis à vis historical, political and economic frameworks;
2. Interrogate social and cultural aspects of promotional media and communication;
3. Interpret and apply key concepts and theories in critical analysis of promotional campaigns;
4. Appraise the impact of promotional media and communication within and beyond the economic realm, considering its influence on politics, citizenship, activism, and everyday life

Skills Learning Outcomes

On successful completion of the module students will have demonstrated the following skills learning outcomes:

1. Apply effective written communication skills to present a sustained argument on an aspect of promotional media culture supported by relevant evidence from scholarship in the field
2. Collaborate effectively as part of a team in planning, researching and executing a group promotional campaign analysis
3. Demonstrate reflection on critical issues and ethical considerations in promotional industries and practices

Syllabus

Details of the syllabus will be provided on the Minerva organisation (or equivalent) for the module

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	1.50	15.00
Seminar	4	1.00	4.00
Seminar	5	2.00	10.00
Private study hours			271.00
Total Contact hours			29.00
Total hours (100hr per 10 credits)			300.00

Opportunities for Formative Feedback

Student progress will receive ongoing formative feedback via seminar activities.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	2,400 – 3,000 words	75.00
Group Project	4,000 – 4,500 group campaign analysis	25.00
Total percentage (Assessment Coursework)		100.00

Resits: For the essay, students will revise their first submission, addressing the marker feedback provided. If students did not submit a first attempt, they will follow the assessment instructions provided in the module handbook. For the group project, students will instead prepare a shorter individual campaign analysis (1500-1750 words). Assessment instructions provided in the module handbook and on Minerva.

Reading list

The reading list is available from the Library website

Last updated: 21/12/2023

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