Universität Wien
Warning! The directory is not yet complete and will be amended until the beginning of the term.

124262 KO Critical Media Analysis (2025S)

Decoding Media: Diversity and Influence Through a Cognitive Lens

6.00 ECTS (2.00 SWS), SPL 12 - Anglistik
Continuous assessment of course work
Fr 07.03. 18:15-19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 30 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 14.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 21.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 28.03. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 04.04. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 11.04. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 02.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 09.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 16.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 23.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 30.05. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 06.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 13.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 20.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21
  • Friday 27.06. 18:15 - 19:45 Helene-Richter-Saal UniCampus Hof 8 3G-EG-21

Information

Aims, contents and method of the course

This course explores how media shapes our perceptions and influences our thoughts, attitudes, and beliefs, often without us even realizing it. We will study important media and communication theories and examine real-life examples to understand how media constructs and deconstructs stereotypes, biases, and cultural trends. Our analysis will cover various types of media, including news, social media, film, and advertising, to identify both hidden and obvious messages.

A key component of this course is the application of social media listening tools to examine the effectiveness of different media sources. We will use social media analytics to discover strategies that make media content successful and impactful. Additionally, students will gain hands-on experience with eye-tracking technology during our visit to the MediaLab. Here, we will uncover visual stimuli that subconsciously influence our visual attraction and explore how colors affect what we focus on.
Overall, this course aims to equip students with the analytical tools necessary to critically evaluate media content and understand its broader implications on society and individual cognition.

By the end of the course, students will:
• comprehend and apply key media and communication theories
• analyze the mechanisms by which media constructs and deconstructs stereotypes, biases, and cultural trends
• critically assess various media formats to uncover underlying messages
• utilize social media analytics to evaluate the success of any media source
• acquire practical experience with eye-tracking technology to explore subconscious media effects

Assessment and permitted materials

Participation (20%): in-class discussions, weekly tasks/readings, MediaLab visit
Reflective Essay (20%)
Critical Media Analysis Project (30%)
Group Presentation (30%)

Minimum requirements and assessment criteria

Students must complete the group presentation, media analysis project, reflective writing, and maintain regular attendance (max. 2 absences). A minimum total score of 60 points is required.
Grading scale:
1 (very good): 90-100%
2 (good): 80-89%
3 (satisfactory): 70-79%
4 (pass): 60-69%
5 (fail): 0-59%

Examination topics

There will be no written exam.

Reading list

Bandura, A. (2001). Social cognitive theory of mass communication.
Chandler, D., & Munday, R. (2020). A dictionary of media and communication (3rd ed.). Oxford University Press.
Ewoldsen, D. R., & Rhodes, N. (2020). Media priming and accessibility.
Loschky, et al. (2019). The Scene Perception & Event Comprehension Theory (SPECT) Applied to Visual Narratives.
Rideout, V. J., Foehr, U. G., & Roberts, D. F. (2010). Generation M2: Media in the lives of 8- to 18-year-olds.
Romaniuk, O., & Terán, L. (2021). First Impression Sexual Scripts of Romantic Encounters in American Media Dating Culture.
Roskos-Ewoldsen, D. R., Klinger, M. R., & Roskos-Ewoldsen, B. (2007). Media Priming: A Meta-Analysis.
Scharrer, Ramasubramanian, S., & Banjo, O. (2022). Media, Diversity, and Representation in the U.S.
Seabrook, et al. (2016). Our scripted sexuality: The development and validation of a measure of the heterosexual script and its relation to TV consumption.
Signorielli, et al. (2019). Cultivation Analysis.
Ward, L. M. (2002). Does television exposure affect emerging adults’ attitudes and assumptions about sexual relationships?
+ one scientific publication from the Tobii publication library

Association in the course directory

Studium: BA 612, BEd 046/407
Code/Modul: BA07.3; BEd 08a.2, BEd 08b.1
Lehrinhalt: 12-4260

Last modified: Mo 27.01.2025 12:45