Media, Culture and Society

Unit code: ACC2002 | Study level: Undergraduate
(One credit point is usually equivalent to one hour of study per week)
Footscray Park
Students enrolled in course code ABAB and LBLA must complete at least 72 credit points (equivalent to 6 units) in Year 1 before undertaking any Level 2 units.
(Or equivalent to be determined by unit coordinator)


This unit of study explores the institutions, industries and texts that comprise the media, and how they can be conceptualised. The unit focuses on contemporary Australian and international issues, and explores some of the challenges of digital media. Using topical examples, it places emphasis on understanding media’s role in society, culture and our life. Topics to be covered include: visual culture; advertising and consumer culture; media ownership and regulation; journalism; celebrity and the public sphere; the nature and impacts of new economic and industrial relationships in media; media in war and conflict situations; minorities and media; and 'culture jamming'.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Develop a greater understanding of the complex inter-relations between media, culture and society, and the key role media plays in a democratic society;
  2. Identify and investigate key issues in the discipline of media communication studies and explain their contemporary relevance;
  3. Explore the important role of media communication in the socio-cultural and economic spheres, and in professional, personal and social life; and
  4. Apply critical thinking and conceptualisation skills to a range of issues related to the study of media communication, especially digital and visual forms of communication.


For Melbourne campuses

Assessment type: Exercise
Grade: 10%
Short media exercise
Assessment type: Assignment
Grade: 20%
Interactive oral presentation
Assessment type: Essay
Grade: 30%
Written paper on aspect of the media
Assessment type: Assignment
Grade: 40%
Short answer assignment

Required reading

To be advised by the unit coordinator.

As part of a course

This unit is not a compulsorily taken as part of any specific course. Depending on the course you study, this unit may be taken as an elective.

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