Media in the Age of AI
| Module title | Media in the Age of AI |
|---|---|
| Module code | MBAM968B |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | Dr Alex Connock (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 5 days |
| Number students taking module (anticipated) | 15 |
|---|
Module description
This is a course in contemporary value generation within the Media in the age of Artificial Intelligence.
It considers how media sectors are being changed by digital transformation, AI technologies and potentially the Metaverse - which is predicted by Bloomberg (2022) at $800 billion annual revenue by 2025.
The module methodically considers the creation, production, distribution and monetisation of media in each of a range of media segments, from podcasts to streamers, from games to esports, from social networks to influencers, and from fiction production to factual. In each case it considers how AI and other technologies are driving value creation.
The course structure breaks media categories down into Principles, Platforms, Producers and Pioneers.
The course builds on digital marketing learned in the core Marketing class, and layers on top of that a wider understanding of the creator economy, algorithmic distribution and value creation in and through the media.
Learning will be specific to the media but also, because all businesses, governments and charities are now content creators for their communication goals, will be translatable across other sectors. The example set used will go well beyond Anglo/US and draw in material from African countries, India, Asia and Latin America.
Module aims - intentions of the module
On completion of this module students will have an overview understanding of a specific core set of media sector business models, the media value creation chain, and how technologies such as AI are changing the way value is created and delivered.
- Media sectors covered - and therefore to be understood as business models by students - will be: broadcasting
- streaming
- games/esports
- factual/entertainment/scripted production
- social networks
- creator and marketing content
- music and podcasting.
There will be an opportunity to explore current strands of opportunities in the metaverse, and other future trends in media.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Outline the overall business models of contemporary media industries
- 2. Articulate the business models in broadcasting, streaming, games/esports, factual/entertainment/scripted production, social networks, creator and marketing content, music and podcasting
- 3. Discuss the impact that AI technologies are having on the media in development, production, distribution and monetisation.
- 4. Explain and interpret contemporary issues regarding social networks, the creator economy dis/misinformation, algorithmic bias and the 'rabbit hole'
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 5. Structure and narrate a clear articulation of a specific media organisation.
- 6. Structure and narrate a clear articulation of a specific media project
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 7. Take a global outlook: apply creative intelligence and ethical imagination to complex problems to ensure that environmental and social governance is taken into account;
- 8. Apply critical thinking: present and defend strategic analyses in multiple forms (written, verbal, digital) based on case material, desk based and empirical research;
- 9. Work with a collaborative mind-set: give and receive feedback at all levels in a confident and respectful manner. Work inclusively across multi-cultural groups to research, explore and prepare a persuasive argument against an assignment or client brief;
- 10. Develop an ethical perspective: improve personal effectiveness through consciously and diligently making decisions on behalf of all stakeholders, environmental, social and financial;
- 11. Demonstrate technological and digital literacy: identify and apply relevant technologies to source, process and communicate accurate information.
Syllabus plan
Indicative core themes considered in the module will include:
- The Principles of the media value chain through development, production, distribution, monetisation.
- An introduction to the range, impact and opportunity of AI on the media business.
- Platforms such as streaming & broadcasting, games and digital publishing are considered, along with the determinants of success within them.
- Producers including such sectors as factual and scripted TV, games studios and music production.
- Pioneers in podcasting and esports.
- Summary findings that might apply beyond media
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 27.5 | 122.5 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activities | 20 | 5 days of four hours of lectures |
| Scheduled Learning and Teaching Activities | 7.5 | 5 days of 1.5 hours of group work |
| Guided Independent Study | 122.5 | Core and supplementary reading, assignment preparation and delivery |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Verbal & class discussion | Practice case studies of media business models in different fields relevant to that week's focus. Feedback given to student ideas for media businesses to examine in final assessment, and other aspects of the project. | 1-6, 9 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Individual essay | 60 | 3000 words | 1-6, 7,9-11 | Written feedback |
| Multiple choice exam | 40 | 1 hour / 30 questions | 1-8 | Exam mark |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Multiple choice exam 40% | Multiple choice exam 40% | 1-6, 7,9-11 | Next reassessment period |
| Essay 60% | Essay 3000 words 60% | 1-8 | Next reassessment period |
Indicative learning resources - Basic reading
Course textbook:
Connock, A. (published October 2022). Media Management and Artificial Intelligence: Understanding Media Business Models in the Digital Age. Routledge
Other suggested reading:
Vinet, M. (2020). ENTERTAINMENT INDUSTRY: The Business of Music, Books, Movies, TV, Radio, Internet, Video Games, Theater, Fashion, Sports, Art, Merchandising, Copyright, Trademarks & Contracts - NEW Revised Edition. Independently published.
Schreier, J. (2017). Blood, Sweat, and Pixels: The Triumphant, Turbulent Stories Behind How Video Games Are Made (1st ed.). Harper Paperbacks.
Galloway, S. (2018). The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google (Reprint ed.). Portfolio.
Noam, E. M. (2019). Media and Digital Management (Foundations) (1st ed. 2018 ed.). Palgrave Macmillan.
Additional suggested reading:
A variety of electronic reading materials will be provided on ELE – Library to provide hyperlink to appropriate pages
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | none |
| Module co-requisites | none |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 12/12/22 |
