Reference no: EM132221021
Learning Outcomes
a) Analyse and discuss the Australian media landscape as it relates to Public Relations.
b) Research a communication problem and developan appropriate strategy in response, within a suitable professional and ethical framework.
c) Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry.
d) Identify and discuss how new media channelsportray news from different angles.
Context
This assessment advances skills in understanding how traditional and new media influences public opinion and the various angles in which an issue or topic can be presented, depending on the media outlet’s agenda.
It is designed to prepare you for professional application in the discipline, by engaging in critical analysis of the written word and a solid understanding of various mass media platforms, and the audiences that consume them. The purpose of this assessment is to critically analyse and discuss how one topic is pitched/framed differently across various media.
Part A: Report
In Assessment 1 you were asked to find 5 different angles of a current newsworthy topic or issue, which was being widely reported in the media. Now you are required to use the five (5) media stories you outlined and write a report, describing and analysing each piece for tone, angle and content.
Discuss how these real-world examples relate to the concepts of agenda setting and framing.
Remember: you must use proper report formatting!
• Start by briefly discussing the various 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?
• How is it pitched?
• What is framing? How is this story being framed by the outlet?
• How is the issue/story being reported?
• What are the key messages 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 are the differences and similarities, in the reporting of the story?
• What can we assume about the media platform’s target audience, through the way this issue is framed?
Part B: Presentation
Prepare five (5) slides, with one media story per slide.
Present the findings of your report to the class in a short, relaxed presentation as you would in a PR Agency round-table team meeting.
Your slides should only display the stories as visual reference (embedded if it is video or audio, or as an image if it is text-based). Do not copy and paste text from the report onto the slides. This is an exercise in repackaging information. So for each story, briefly discuss the key points in your findings about the way a piece of news is reported by various outlets.
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