Reference no: EM132245897
Assessment - Rich Discussion Forum Post - The Australian Media Landscape
Learning Outcomes
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 channels portray news from different angles.
Instructions:
Please follow the steps below:
– 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.
– 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.
– Create a new thread with your name and topic in the title in the ASSESSMENT 1 DISCUSSION FORUM. Write a post which gives a brief analysis (600 words) of the opposing different angles of the topic/issue you have found, and the media outlets.
– 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.
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.
For each media story, consider the following questions:
– What is the angle of the story?
– What is framing? How is this story being framed by the outlet?
– What is the key messages highlighted in each media?
– Is the story positive, negative or neutral? Why do you think that might be?
– Can you sense an agenda from the various outlets?
– What can we find out about the media platform's target audience, through online research, but also through the way this issue is framed?
Use the tools available on the learning portal to make your pitch/content more engaging for the reader. You may embed video, audio, images, and use hyperlinks as appropriate.