Digital Media Research
MECM30016
Semester 1, 2024
Subject Overview
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.
Learning Outcomes
On completion of the subject students should have:
· the ability to collect, clean and analyse digital media data;
· an understanding of the benefits and restrictions of these methods;
· an understanding of how digital media research skills are used by employers;
· developed the ability to write critically on research methods;
· gained a critical understanding of research design, research methods and ethics; and
· developed the skills to undertake a piece of research using rigorous methods of inquiry.
This student reading material has been made in accordance with the provisions of the part Vb of the copyright act for the teaching purposes of the university. The E-books are for use only by students at the University of Melbourne enrolled in the above subject.
Subject description
Please consult the University online Handbook for description, generic skills and objectives for this subject: https://handbook.unimelb.edu.au/faces/htdocs/user/search/SimpleSearch.jsp
Time Commitment to Study
Time management plays a key role in relation to successful university study. Students need to keep in mind that as well as scheduled contact hours for lectures, tutorials and seminars a considerable additional time commitment is needed to complete the academic requirements of each subject.
Third year subjects
30 contact hours per subject;
36 hours of class preparation and reading per
subject**;36 hours of assessment-related tasks per
semester;
102 hours of total time commitment per subject per semester
8.5 hours total time commitment per week per subject
This means that in every week of semester, aside from your specified contact hours of lecture and tutorials, you should also be devoting at least 5 - 6 hours of your own time to each subject undertaken during the semester including reading, research and assessment tasks.
Subject materials
Rather than using a subject reader, the core readings for this class are drawn from E-books and online materials that can be accessed from the library catalogue or LMS. There are some core readings, which are required for the lab-based seminars, but not every week. In other weeks, you will need to practice with the software. To help, we have created video guides to help you. There are specific reading lists to help with assessment and further readings to help you gain a broader knowledge of research methods.
Readings are not definitive: you are strongly encouraged to look for readings beyond the list. Readings will be determined by the focus of your project.
This subject includes material from a variety of different sources and can include readings which are quite different from traditional journal articles or other academic writing - including reports, briefing notes and guides. This helps to develop an important skill – the ability to interpret and analyse a variety of written material.
Assessment
We strongly recommend that you download a copy of the School of Culture and Communications Essay Writing Guide from our website.
This Guide describes matters of writing style, referencing and essay submission in great detail. It is a very important resource for your studies.
Assessment rubrics for both assignments will be available through Canvas.
There are two assignments for this subject
Literature Review: (1000 words – 25%) due 11:59am Thursday 28 March 2024
Research Report: (3,000 words - 75%) due 11:59am Monday 3 June 2024
Assessment is submitted online through the LMS. No paper copies please.
Assessment 1: Literature Review (1000 words):
The literature review is a concise, critical summary of the literature related to your chosen cases. You cannot cite all of the literature. Thus, you need to make choices: what is the most important literature? Who are the key authors or arguments? You must engage critically - what are the limitations in the literature (e.g. poor argument, weak method, missing research). The literature review must integrate or blend different pieces of literature together (e.g. how x disagrees with y). The essential purpose of a literature review is to map the field of literature, narrowing this down to lead to your research questions. You will have peer feedback on a mini literature review. Some readings are provided (see readings from relevant lecture to your topic toward the back of this document)
Assessment 2: Research Project (Max:3000 words)
For the project, you will research and write a report in the form. of an academic journal article. When you are reading journal articles, please make sure to look at how they are written – the style. of writing, and the kinds of content that are included.
Instructions
To simply inform. you, we ask that all submissions follow the same investigatory structure and address the same main research questions. These questions ensure that you maximise the utility of the methods and the analytical skills we teach in this course.
The research project is predicated on the comparison of two topic communities. You may include companies, charities, NGOs, governments, political parties, politicians, hospitals, universities, newspapers, celebrities, journalists etc. You might be interested to know what users post, and how they post within these two communities. Can you identify a theme in their posting? How are the communication themes and methods different between the two topic communities? Why might this be?
The comparison will help you answer three types of research questions (it is not necessary to follow the sequence below to structure your final report; you can make adjustments based on your logic).
Research Question 1: What types of messages are the two topic communities engaged with on Reddit?
This question focuses on what the users within the two topic communities communicate about. You can use content analysis to capture themes that you feel most interested in the communication.
Research Question 2: What sentiment is expressed within the two topic communities on Reddit?
This question focuses on the sentiment expressed by users within the two communities. Assessing sentiment is a key metric that is widely used in the industry. You might want to consider what topics or issues produce the most negative, positive, and neutral sentiment?
Research Question 3: How are the social network structure of the two topic communities?
This question is interested in the structure of the network of the topic communities. You might explore who holds the most important positions in the network; whether there is evidence of polarization or an echo chamber; and what position the most positive and negative users hold.
Depending on which communities you choose and how you decide to structure your comparison between them, the methods for addressing each of the RQs above may be different. Make sure that you decide on your comparison early so that you can discuss it with your tutor and make sure that you design an appropriate research strategy.
Reports should follow this structure (word counts are for guidance only):
Introduction (300 words)
This should be two or three paragraphs. Paragraph one must briefly set out the context for your research. Paragraph two must briefly describe what you will do.
Literature review (200 words)
You are asked to summarise the key literature from your full literature review, summarise and synthesise the findings and explain the justification for your own project.
Methodology (500 words)
This describes your methodology: what you did and why you did it. You must cite relevant methodological literature and studies that have applied the method in a similar context to justify your selection. You should present any ethical considerations here.
Research Findings (1100 words)
This is where you present and discuss your findings. There are two ways to do this. First, you can present all of your data, and then have a discussion after this (common in scientific research – use two sub-headings: research findings, discussion). Second, and more common in humanities and social sciences, you can break your findings up into key areas or findings. These typically relate to the research questions. You may use sub-headings (these do not have to directly repeat the research questions but should make clear what is to follow). In each section you present and briefly discuss the finding and what this means for the research question.
Note: do not include any tables or images in word counts.
Conclusion (300 words)
This brings together your findings in your conclusion and summarises what you have found.
Critical Reflection (600 words)
This section must critically reflect on your chosen method. What are the limitations of content analysis/sentiment analysis/social network analysis? It is important to cite literature in making these arguments, alongside your own experiences.
Tutorial attendance and participation: Participation means more than just attending. It is important to have done the required reading prior to the class so that you are able to contribute to group discussions. Attendance and participation are a requirement for all subjects offered by the School of Culture & Communication.
NB - More specific details including handouts will be provided about the assessment tasks in the first weeks of semester. Assessment will also be discussed in tutorials, and you will have time to discuss these with your tutor or the subject coordinator.
Extensions for written work and penalties for late work:
It is your responsibility to submit work by the due date. If for some reason you cannot make a deadline, please discuss the matter with the subject coordinator or tutor prior to the due date. Extensions will only be granted in special circumstances; to apply, you should fill in an Application for Extension form. which can be found in the school’s front office and obtain your tutor’s or lecturer’s signature or leave with the front office, once approved and signed, this form should be attached to your assignment when you submit it.
Extensions for final work or exams:
If you require an extension of time for your final assessment or exam you must complete the appropriate extension form. available from the School Office, attach supporting documentation and consult with the subject coordinator to arrange a new due date. The subject coordinator can give up to two-weeks (10 working days) to accommodate unforeseen circumstances, where your capacity to complete required work by the due date has been affected by significant factors beyond your control. The amount of extended time is relevant to the severity of the circumstances. ONLY the subject coordinator can approve this extension. An application for extension must be lodged prior to the due date of the assessment and the student will need to attach the signed-off extension form. or an email from the subject coordinator noting the new due date to the assessment when submitted to the office.
Students are expected to plan around:
· regular, normal life events, such as their family life, work, sporting activities, social and other commitments, and;
· minor interruptions and disruption to routine that might result from minor illness, mishap or other minor adversity.
If an extension of 10 working days (two-weeks) is not long enough for you to complete your work due to their severe and ongoing circumstances then - and only then - should you apply to Faculty of Arts for special consideration and a longer extension and this application must be made within 3-days of the original extended due date. Again, you will need to supply relevant supporting documentation. The Faculty Special Consideration Committee will decide if you will receive special consideration and a longer extension.
If you are unclear about these procedures please consult the following address for the full university policy: http://policy.unimelb.edu.au/UOM0374
Special Consideration is lodged online via your Student Portal and the requested supporting documentation must be submitted to the Faculty of Arts before the application will be considered. Please note the timelines for the lodgement of special consideration. Applications that are lodged outside of these timelines will not be considered. The link to Special Consideration can be found in the Admin Tab of your http://portal.unimelb.edu.au. Under the Admin Tab, got to 'Exams and Assessment' and click on the link to "Apply for Special Consideration".
Essays submitted after the due date without an extension will be penalised 10% per day. Essays submitted after two weeks of the assessment due date without a formally approved application for special consideration or an extension will only be marked on a pass/fail basis if accepted.
Planning your workload
It is important to plan your workload in advance. If you leave things to the last minute, you will often find that someone else is using the book that you want. The best thing to do is to sit down now with your diary and organize a semester time-line for all your subjects.
Please remember that having essays for other subjects due at the same time does not amount to ‘special circumstances’ for requesting special consideration or an extension.
Students' responsibilities to contribute to their own learning At the commencement of each semester students are made aware, through subject readers, school notice boards, web raft and other means, of their responsibilities to contribute to their own learning. All students must:
· familiarise themselves with the school’s guidelines for assessment; * be aware of the requirements and due dates for each of the components of assessment, including examination times;
· ensure that they take into account the total time commitment to study for each subject of their enrolment;
· make sure that their studies are not impeded by part-time work or other outside commitments.
· regularly consult subject LMS sites, noticeboards or wherever subject information is posted;
· seek assistance if they experience difficulties with any aspect of their studies as early as possible.
It is also each student's responsibility to plan their course that satisfies course requirements by ensuring timely enrolment in the correct number of subjects at the appropriate year level. Queries regarding course planning and enrolment must be directed to the Faculty of Arts Student Support Centre.
General Notes on Assessment
a) There is an 80% tutorial attendance rule. Your tutorial attendance will be monitored and without documented evidence explaining tutorial absences of more than 20% you will FAIL this subject.
b) An extension of time beyond the due date of final examinations will be given only on submission of a Special Consideration application via the online site detailed above, and only for a reason that falls within the guidelines for Special Consideration. A specific date for submission will then be agreed upon and enforced unless evidence for additional Special Consideration is produced.
c) You are required to keep a copy of all written work submitted for assessment.
d) Brief comments will be included on all assignments, together with a grade on the following scale: H1 = 80-100%, H2A = 75-79%, H2B = 70-74%, H3 = 65-69%, P = 50-64%, N = 0-49%. All failed essays will be double-marked before being returned. Feedback on FINAL assignments (excluding tests / exams) will be made available to students after the University’s official release of results date in the relevant semester. It will be provided: online, if your lecturer/tutor informs you that that’s what they will be doing; written on the assessment hard copy provided, and available for collection from the SCC office; or students may provide a self-addressed stamped envelope attached to the assessment, and it will be posted after the release of results.
e) Any request for a reconsideration of the final and official grade for this subject must be made in writing to the Head of School or the Head of your study area, and give reasons why reconsideration is justified. You will be required to resubmit all original pieces of assessment submitted for the subject with your request for reassessment. This must be done within 2 weeks of the release of the subject result.
f) You are advised to take note of the Faculty Policy on Plagiarism: http://academichonesty.unimelb.edu.au/policy.htmlg) You may not submit for assessment in this subject any written work submitted in whole or part for assessment in another subject.
h) Students must submit all assessments via the online submission portal on the LMS site for the subject. This will act as an electronic receipt of assessment submission; and – unless specified otherwise by subject coordinators - a hard-copy of the written work for assessment (including completed essay cover sheet) must be submitted to the School Office located on the 2nd floor of the west tower, John Medley Building. Essay cover sheets are available from relevant subject LMS sites and can also be found in the Forms and Guides section of the SCC website. Assignments will not be accepted via fax or email.
i) You should check details of your enrolment, because you will not receive a formal result for any subject unless you are enrolled in it correctly. You need to make changes to your enrolment within the first two teaching weeks of the semester.
Notes on PLAGIARISM
It is very important that you are aware of requirements regarding plagiarism. What is Plagiarism?
Plagiarism is the use of another person's work without due acknowledgment. Examples include:
· direct duplication, by copying (or allowing to be copied) another's work. This includes copying from a book article, web site, or another student's assignment without due acknowledgement.
· paraphrasing another person's work with minor changes, but keeping the meaning, form and/or progression of ideas of the original;
· piecing together sections of the work of others into a new whole;
· submitting an assignment that has already been submitted for assessment in another subject;
· presenting an assignment as independent work when it has been produced in whole or part in collusion with other people, for example, another student or a tutor.
Practical Advice to Students
How to Avoid Plagiarism and Why is Plagiarism so Serious?
Plagiarism is defined as ‘the taking and passing off the thoughts, writings, etc, of other people as your own’. In short, it is intellectual theft.
In not crediting the source, a person is guilty of stealing another’s research, thinking, writing, or images (intellectual knowledge in all its forms). It is unacceptable at all times; it is completely unacceptable in an intellectual environment such as a university. We take a very dim view of students who engage in plagiarism.
If a student is found to have deliberately plagiarised the work of another — including copying the work of other students — the penalties are severe. The ‘best outcome’ will be a zero for the particular assessment exercise. You may be failed outright for that subject. If there is reason to believe that you have made a practice of plagiarism, university disciplinary action may be recommended which could result in your expulsion from the university and denial of your degree.
Sometimes a student might inadvertently plagiarise. This is usually the result of inexperience, sloppy note taking, or a combination of both. With the advent of the Internet and a wide range of other electronic sources, the rules for correct citation are still being written. In general, you should try to follow the practice established for citation of written works.
The following notes are to help you avert being suspected of or accused of plagiarising the work of another person. They include special notes on citation of sources found on the World Wide Web.
You must cite the source of information in the body of any essay or assignment (either as a numbered footnote or as an in-text reference) and list the cited source in the bibliography ordered alphabetically. To do this properly, you need to be careful about recording the source of each note that you make, whatever the source, be it a book, a journal, a film or TV documentary, or a source on the Internet.
Each note you take should include certain basic information which enables another person to identify correctly and locate that source and the origin of your quote or data cited. The methods vary for different types of sources. In the first reference to any type of item you must give a description sufficient to identify it.
The School of Culture & Communication Essay Writing Guide provides precise style requirements for citing references but in general, you are required to note:
For books: Author (full name), Title of book (underlined or in italics), the edition (if not the first), Place and Date of the publication, and Page Number.
For articles: Author (full name), Title of article (between ‘quotation marks’), Name of journal (underlined or in italics), Volume and Issue number, Date/Year of publication, Page Number.
For World Wide Web sources: name of organisation providing the service, the title of the home page and its http://-address (this is the most important reference), the date of creation of that page (if known) or the date of your access (since pages can change or disappear).
Because the WWW is hyperlink media, pages containing ‘hotlinks’ which allow you to go elsewhere, it is important that you note the actual location (URL) of the page from which you have obtained your information. You do that by looking at the Location: field which shows the http://-address. (Some sites allow you to visit other sites within one of their frames without changing the root address. You need to note this.)
If you take notes using your word processor running simultaneously with your WWW browser, using a process of copy and paste, make sure you put quotation marks around passages which are a direct copy of the Web document to distinguish the copied passages from notes which are in your own words.
Readings (Please refer to each week’s specific requirement on LMS)