MFC4362 - Online Storytelling

Objectives:

On successful completion of the module, students will be able to:
Understand varying methods of information retrieval from digital and social sources
Contribute to online informational structures and streams that can be accessible from a range of media sources
Create media for online distribution
Explain and exemplify the role of narrative and voice in branded media
Create a brand narrative specifically around brand personality and tone of voice.

Content:

This module introduces the practical skills and knowledge required to put media online, and an overview of the online platforms and applications needed to facilitate that process. You will create all forms of digital media including text, audio, video, pictures and infographics using blogging platforms, social networks, forums, podcasts, mobile apps and online communities. You will consciously shift your role from consumer to producer through active online participation, curation and creation. You will begin to critically assess online research and online multimedia through the eyes of creator, platform, channel and audience.
This module introduces online storytelling and the concepts of brand personality, tone of voice, and narrative, and further explores the need, processes and practice of storytelling. Using case studies from individuals, third sector, and both public and profit-making organisations, you will examine and critique brand personalities and stories, and audience reaction to them.
The module will look at telling stories by curating the crowd-voice, and the ethics and copyright involved in re-using and re-producing those materials. You will learn by doing – picking out the key voices, the key comments, the tipping points, and in so doing gain an understanding of how to create a story for online delivery.

Learning and Teaching Information:

Lectures and workshops will be utilised to inform and then create online informational structures. Workshops are expected to be both face-to-face and virtual.

Lectures
Hours: 20
Intended group size: cohort

Workshops
Hours: 20
Intended Group size: 24

Project Day (Live online)
Hours: 4
Intended Group size: cohort

Individual consultancy
Hours: 1
Intended group size: 1

Guided independent study
Hours: 155
Intended Group size: 1

Further details relating to assessment
You will create a public blog around your own interests and complete 10 blog-posts throughout the term.

Directed activities – These consist of weekly tasks that must be completed and submitted for inspection at timetabled sessions each week. The assessment will be on a pass/ fail basis with a pass requiring at least 75% of all weekly tasks successfully completed. A pass mark will lead to the full award of 10% towards the final mark. A fail in directed activities will contribute 0% to the final mark.

For the second Portfolio, you will be part of three different small teams to create three different group projects worth 20% each.>br>

Assessment:

001 Directed activities throughout semester 2 10%
002 Portfolio of 10 blogposts mid semester 2 30%
003 Portfolio of 3 group projects end of semester 2 60%

Fact File

Module Coordinator - Liz Cable
Level - 4
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 4S2

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