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Mass Media


This subject is designed to provide a thorough grounding in media theory and research through emphasis on media production, audiences and the effects of the media in society. Special emphasis is given to the ways in which news is selected, produced and disseminated. A variety of case studies offer students an opportunity to develop their personal and professional understanding of mass communications by using current research techniques, methods and procedures.

  • Academic unit: Faculty of Society & Design
    Subject code: COMN12-203
    Subject title: COMN12-203: Mass Media
    Subject level: Undergraduate
    Semester/Year: January 2018
    Credit points: 10.000
  • Timetable:
    Delivery mode: Standard
    Workload items:
    • Lecture: x12 () - Weekly Lecture
    • Tutorial: x12 () - Weekly Tutorial
    • Personal Study Hours: x12 () - Recommended Study Hours
    Attendance and learning activities: Subject teaching methods include lecture, discussion, group work, videos, and case studies. Since much of the subject is based on your interaction with the instructor and your fellow students, attendance is essential. It is expected that everyone will arrive for all classes on time, having prepared all required work, and remain in attendance until class is over. Students will not be permitted to miss class for group project purposes. If you are absent for a university approved medical or family emergency, an acceptable note must be supplied. A medical excuse must state clearly that you were too ill to attend class -- notes that state that you were "suffering from a medical condition" are too vague to be accepted.
  • Prescribed resources:


    • Michael O'Shaughnessy,Jane Stadler,Sarah Casey (2016). Media and Society. 6th, South Melbourne Oxford University Press, USA 560
    • Stuart Cunningham,Sue Turnbull (2014). The Media and Communications in Australia. 4th, Allen & Unwin 402
    • Melvin L. DeFleur,Margaret H. DeFleur (2016). Mass Communication Theories. n/a, Routledge 400
    • Eoin Devereux (2014). Understanding the Media. 3rd, Sage
    • Everette E. Dennis,John Calhoun Merrill (2005). Media Debates. 4th, Wadsworth Publishing Company 245
    • Denis McQuail (2010). McQuail's Mass Communication Theory. 6th, SAGE Publications 621
    • W. James Potter (2016). Media Literacy. 8th, Sage Publications, Incorporated 576
    • Susanna Hornig Priest (2009). Doing Media Research. 2nd, SAGE 248
    • Andy Ruddock (2013). Youth and Media. n/a, SAGE 232
    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    [email protected] & Email: [email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

    To access these services, log on to the Student Portal from the Bond University website as

Academic unit: Faculty of Society & Design
Subject code: COMN12-203
Subject title: COMN12-203: Mass Media
Subject level: Undergraduate
Semester/Year: January 2018
Credit points: 10.000

Enrolment requirements



Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Explain how media exert effects on individuals and society, how media messages are produced and programmed, who controls the media, and the economics of the media industry.
  2. Apply research methods in specific media contexts.
  3. Work in a team to critically analyse and debate a media issue.
  4. Write a research paper on a media topic.
  • Type Task % Timing Outcomes assessed
    Computer-Aided Examination (Closed) Final exam 30.00% Final Examination Period 1
    Research Paper Research Paper 30.00% Week 6 1,2,4
    Essay Debate: Individual written argument 20.00% Week 10 1,2,4
    *Debate Debate: Oral presentation 10.00% Week 11 1,3
    Activity Tutorial Participation 10.00% Ongoing 1
  • Assessment criteria

    High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
    Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
    Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
    Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
    Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

    Quality assurance

    For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Type Task % Timing Outcomes assessed
Computer-Aided Examination (Closed) Final exam 30.00% Final Examination Period 1
Research Paper Research Paper 30.00% Week 6 1,2,4
Essay Debate: Individual written argument 20.00% Week 10 1,2,4
*Debate Debate: Oral presentation 10.00% Week 11 1,3
Activity Tutorial Participation 10.00% Ongoing 1

Study Information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

In general, the educator in charge of the class will indicate when mobile devices should be used, or not used, during classes. Students will be encouraged to use mobile devices during class time where this enhances or supports the learning environment. The Faculty is concerned that mobile devices may distract from the learning process, and particularly from interactive discussion. It is believed that the academic performance of students may be enhanced if the educator actively assumes the responsibility of indicating when and how mobile devices should be used in the teaching process. For this subject, please put all mobile devices away unless the lecturer asks you to bring them out for use in a learning activity.

Subject curriculum

Approved on: Feb 9, 2234.