Research is a vital activity for communication professionals and academics. This unit offers students the opportunity to develop a sophisticated approach to fundamental approaches and methods for researching media and communication texts, media production, communication and organisational cultures, media audiences and communication devices. In this unit students will develop an understanding of different purposes and drivers for conducting media and communication research. Students will work towards developing a 'research toolkit' -which includes textual (qualitative and quantitative), visual, critical and ethnographic methods - which will be used to design and propose a research project based on their own interests. In doing so students will develop skills in identifying topics of relevance, formulating research questions, situate their work within established fields and research agendas, critically review literature, assess and select data collection methods, design analytical frameworks to interpret and evaluate their results and communicate research findings in ways that are relevant for research objectives and context.

Unit details

Location:
Study level:
Postgraduate
Credit points:
12
Unit code:
ACG6021

Prerequisites

Students must complete eight postgraduate units or equivalent from the Master of Communication or Master of Digital Media before undertaking this unit.

Co-requisites

ACG6022 - Research Project

ACG6100 - Minor Thesis (Part-Time) Part One

ACG6015 - Minor Thesis (Full-Time)

ACG6021 is a co requisite for all AMCN students including those undertaking OPTION A (Research Project ACG6022) and those undertaking OPTION B (Thesis part time part one ACG6100) and those undertaking OPTION B) Thesis full time ACG6015)

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critically evaluate their own work and the research of others;  
  2. Appreciate different purposes for research and critically assess the quality, appropriateness and limitations of research material;  
  3. Be able to compare and contrast different research approaches and be able to decipher between the different concerns, strengths and limitations of various theoretical and methodological approaches;  
  4. Use empirical data and case-studies to address research questions;  
  5. Propose and position their work within a broader field of research relative and frame its outcomes relative to academic and/or industry research agendas; and  
  6. Prepare and present their ideas verbally and in writing at a level that conforms to industry and/or academic conventions.  

Assessment

Assessment type Description Grade
Literature Review Students identify a communication research question and review/critically evaluate relevant academic and applied literature (2500 words) 30%
Report Short report evaluating the relative strengths and weaknesses of a research methodology (1500 words) 20%
Presentation Research Proposal and Presentation (1000 words) 50%

Required reading

The lecturer will specify the texts in the online unit materials. No text will need to be purchased. Texts required will depend on the choice of methodology preferred by students undertaking the unit ( ie: focussed on analysis of news media, public relations practice or digital media user experience)

Qualitative Research Methods in Public Relations and Marketing Communications 4
Daymon and Holloway
Routledge

The lecturer will specify the texts in the online unit materials. No text will need to be purchased. Texts required will depend on the choice of methodology preferred by students undertaking the unit ( ie: focussed on analysis of news media, public relations practice or digital media user experience)

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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