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COMN12-302: Digital Media and Society September 2018 [Standard]

General information

This subject introduces changes to traditional media, new computer-based communication systems and revolutionary changes in telecommunications. New communication technologies are examined in their social context by drawing on studies in economics, psychology, sociology, business and other social sciences and humanities disciplines. Digitisation, convergence and technological determinism are explored.


Academic unit:Faculty of Society & Design
Subject code:COMN12-302
Subject title:Digital Media and Society
Subject level:Undergraduate
Semester/Year:September 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours


Prescribed resources:
  • Flew, T. (2014). New Media: An Introduction. 4th, Melbourne: Oxford University Press
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

Enrolment requirements

Requisites: ?


Restrictions: ?


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. Demonstrate knowledge of the key concepts and theories used to debate the merits of emerging media.
  2. Demonstrate ability to debate in written and oral work the opposing perspectives commonly held about the value of emerging media for the health of our society.
  3. Demonstrate ability to create on-line publications including a podcast and a blog.
  4. Demonstrate ability to complete work suitable for public dissemination by creating professional content according to deadlines.


Assessment details

TypeTask%Timing*Outcomes assessed
Creative Piece 3 Blog Entries (Weeks 3-5, 6-8, 9-11 ) 28% Progressive 2, 3, 4.
Class Participation Attendance, Class Participation; Social Media Engagement 15% Weekly 1, 2.
Mixed Media Assignment Blog Address with Photo 2% Week 2 3, 4.
Podcast Assignment Podcast Topic 2% Week 5 3, 4.
Podcast Assignment Podcast 23% Week 11 2, 3, 4.
Paper-based Examination (Closed) Final Examination 30% Final Examination Period 1, 2.
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

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.

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.

Disability 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.

Subject curriculum

In this unit we introduce the unit with a discussion of what 'new media' are and how they relate to social, political and economic structures of society.


In this unit we talk about new media and explore whether we change our media or it changes us by focussing on the concept of technological determinism.


In this unit we talk about digital media from an historical and economic perspective, discussing how innovations are adopted in society and how they permeate culture.

1, 2, 3, 4.

In this unit we explore digitisation of human communication using the lenses of ethical and legal implications and we demonstrate that convergence is NOT only technological, it is also social.

1, 2, 3, 4.

In this unit we explore the notion of political economy and talk about the place of digital media in the knowledge economy. We begin intense interest in Social Networking.

1, 2, 3, 4.

Journalism and Public Relations work with the collective will of interactive and participatory audiences. In this unit we will talk about the emergence of interactivity, of audience control and participation and a new citizenry we could call the digerati.

1, 2, 3, 4.

The headlong march of the computer has been to become more than a number-crucher and instead a communication tool. Consumable and connected, computers have arguably allowed humans to move beyond the idea of a global village to become a collective network and an inter-connected hive of intelligence.

1, 2, 3, 4.

What happens after convergence and digital capitalism in the knowledge economy? Transmedia storytelling! In this unit we investigate the schism that is creative industries versus user-generated content (and innovation).

1, 2, 3, 4.

Digital media make surveillance cheap and ubiquitous. Consequently, personal security, privacy and intellectual property become commodities. In this unit, we explore communications freedoms, intellectual property and security.

The long march of media to cover the human senses and overcome time, space and reality leads to video games, virtual reality and augmented reality. This unit focuses on digital environments.

1, 2, 3, 4.

Digital media have become central to the formation of a global community. Physical community gives way to virtual community in this unit.

1, 2, 3, 4.

We complete the subject with a discussion of the juxtaposition of hype and the digital divide. In this unit we explore potential futures for digital media and society.

1, 2, 3, 4.
Approved on: Dec 19, 2017. Edition: 4.2