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Faculty of Arts

School of Social Sciences, Media and Communication

New Media and Globalisation: Cybereconomies/Cyberculture


Subject Outline:Spring 2010

Credit Points8 Pre-requisites36 cp at 100-level, including BCM 101: New Media –

Face to Face teaching hours3 hours per week

Subject CoordinatorBecky Walker phone officetba consultation timestba

Spring Session 2009

Lecturer phone e-mail office consultation times

for Arts Enquiriesstaff contact details  Arts Centraltimetable  room 19.1050assignment coversheets  Monday–Friday, 8.30am–5.30pmhandbooks  phone 4221 5328assignment submission administrative forms general information  NB: Arts Central is closed Tuesdays 10am-11am for a team meeting

Spring Session 2010


DIGC202 Subject Schedule
Week Week Beginning Lecture Tasks and due dates This week introduces the broad outlines of the course, previewing key debates and advising students of teaching and learning and assessment details. The module provides a thorough grounding of the place of new media technologies in process of cultural, economic and political globalisation, as well as developing the skills of digital research, collaboration and innovative research presentation. In this case-study, lecturer and students will assemble examples and discussion points which consider in depth both «top-down» and «bottom-up» global media responses to the World Cup and the Olympics.


26 July

Introduction: Globalisation? New Media? Charting our course.

readings: 2 2 August

Case study – The Olympics, Convergence Journal, 16:3 Mediatization of the World Cup and Brett Hutchins and David Rowe 2009, ‘From Broadcast Scarcity to Digital Plenitude: The Changing Dynamics The Olympics
of the Media Sport Content Economy,’ Television and New Media 10:4, pp.354-370.

D Marshall, B Walker and N Russo 2010, Mediating the

post required this week.

Module Two: New Media Industry Analysis In this case study, lecturer and students will assemble information about the public fight between Murdoch and the bbc over free expression, free press, commercialisation and the public service nature of the bbc.
3 9 August

Case study – Murdoch vs the bbc

reading: Peter Hall, 2009, Google and the BBC aid UK regeneration, Regeneration & Renewal. London: Sep 14, 2009. pg. 14, 1 pgs
post required this week.

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post required this week. Although it's often asserted that changes in the contemporary communications environment empower users and audiences, established and emerging global media and communications corporations still play a crucial role in producing and distributing content, in providing the proprietary platforms that host «usercreated content», and in employing media workers. This week will show the role global media corporations play in the contemporary information economy, and how they are variously prospering and struggling in driving or adapting to change. reading: Terry Flew 2007, ‘Global Media Corporations,’ Understanding Global Media, London, Palgrave This week shows how new forms of labour are emerging alongside existing ones, and how the distribution of labour – across countries, regions and even genders – is changing as information work becomes more significant. This week will invite students to reflect on their own futures in creative and communication careers, but also on how new and old forms of material labour in the developing world support the growth of the information economy. video from creative industry industry workers replaces the readings for this week post required this week The global public sphere is said be a place of new communities, deliberations, and economies. One of the major proponents of the internet as the basis on new knowledge and new economies is Manuel Castells. Many government policies employ this rhetoric. This week, we explore one of his works. Global Civil Society, Communication Networks, and Global Governance,’ The Annals of the American Academy of Political and Social Science, 616, pp.78-93 post required this week RECESS


16 August

Global media businesses


23 August

Global Creative Industries


30 August

Globalisation and the new economy. Manuel Castells 2008, ‘The Global Public Sphere:

Spring Session 2010



6 September

Global countercultures, social activism and the online public reading: Bart Cammaerts 2009, ‘Radical Pluralism and sphere. Free Speech in Online Public Spaces: The Case of North
Belgian Extreme Right Discourses,’ International Journal of Cultural Studies, 12:6, pp.555-575. post required this week. The Internet is often figured as an universally available, equally accessible, democratising technology. But access and uses vary substantially across cities and regions, within countries, and globally. Differences in technological infrastructures, digital literacies, legal and regulatory frameworks and local customs mean that universalising strories about Internet culture and use are bound to be troublesome. This week will involve an encounter with the global diversity of Internet practice, and the 'fourth world' of those on the wrong side of the digital divide. reading: Jack Qiu 2009, ‘Internet Cafes,’ Working Class Network Society: Communications Technology and the Information Have-Less in Urban China, Boston, MIT Press. post required this week. This week will be devoted to group research proposal presentations by students. post required this week

This week explores the uses of global communications networks by social activists, cultural tricksters, political campaigners, and those wishing to build an online public sphere. It examines the multiple histories which feed into political uses of new media technologies, and examines the tensions between political and commercial applications of new media technologies.


13 September

The glocalised Internet


20 September

Student research proposal presentations

mid session recess 27 September This week looks at the global media network and what Appadurai argues are the “mediascapes,” “ethnoscapes” and “technoscapes” in global cultural flows. The competing powers of national governments, global media networks and multinational companies is also explored.


4 October

Global communications networks

reading: Arjun Appadurai 1990, ‘Disjuncture and Difference in the Global Cultural Economy,’ Theory Culture Society 7: pp.295-310 post required this week

Spring Session 2010


In the second case-study, lecturer and students will assemble examples and discussion points which consider in depth the history, business models, audience relationships, regulatory adventures, criticisms, successes and failures of two paradigmatic informationage companies – Microsoft and Google.


11 October

Case study – Google and Twitter, globalisation and new media.

readings: Claire Cain Miller 2009, ‘ The Obsession with Twitter’s Business Model,’ New York Times, 26/3/2009, http// Matthew Hindman 2009, ‘‘Googlearchy:’ The Link Structure of Political Websites,’ The Myth of Digital Democracy, Princeton: Princeton University Press, pp.38-56. post required this week This week shows how utopian ideas of globalisation and global communications networks were shaped by specific political requirements, and how the discourse of the global village still underpins cyberutopian accounts of global communication. Understanding this helps us steer between utopian and apocalytpic accounts of new media and globalisation throughout the remainder of the course, and helps us to focus on situated examples and specific events. reading: Mark Poster 1995 Cyberdemocracy: The Internet and the Public Sphere, post required this week


18 October

Ideas/ideals of global communication

In the last case-study, we will talk about the impact of new media on various national social movements. Students and lecturer will assemble more readings and examples for this week. Readings: Henry Giroux 2009, ‘The Iranian Case study – Iran, Uprisings and the Challenge of New Media,’ Counterpunch, Burma, China, Zimbabwe. .html. retrieved 14th July John Kelly and Bruce Etling 2008, Mapping Iran’s Online Public Sphere: Politics and Culture in the Persian Blogosphere,’ Berkman Centre for Internet and Society,
14 15 1 November 8 November STUDY RECESS EXAM PERIOD Research projects to be submitted by Monday October 25, by 10pm


25 October

No exams for this subject

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Spring Session 2010


Subject Description
New media and computer mediated communication transcend many of the boundaries that have organized and operated in societies. This subject investigates the growing impact of this 'cyberculture' on the organization of contemporary culture and society. The subject will address the following themes: new media law and intellectual property issues, the transformation of advertising and economies of the entertainment industries, transnational cultural flows, globalization, digitalization, work and production, and global and 'glocal' impacts of the knowledge economy.

Class Contact Details · · · · · ·
Formal class times and locations are available from the University’s home page Please note that tutorial times on the timetable are provisional. The three hour lab class will include face-to-face lectures, practical exercises and review sessions. Online participation via the e-learning website will be required for most weeks during the session. Contact details for the subject co-ordinator can be found on the title page. Contact details for any other staff teaching the subject will be announced in Week 1. Consultation times will be announced in Week 1. Students should have enrolled in tutorials via SOLS before the start of session. Those with time tabling difficulties should see the Subject Co-ordinator.

Subject Requirements ·
Attendance requirements: The subject demands a high level of in-class participation. With the objective of developing a knowledge community, the subject works with a model of contribution that also requires a high level of online participation from the students. In addition, with three weeks of presentation and reports, it is expected that all will contribute to a constructive learning environment. Participation is the key and as can be seen 20% of your grade is based on your participation. If you fail to attend a class you can apply for Special Consideration on unavoidable, medical or compassionate grounds and evidence of this must be provided through SOLS. Attendance that falls below the 80% requirement, irrespective of the cause, may require you to complete additional work to complete the subject. If in any doubt, consult the subject co-ordinators. Participation: Participation for the subject is assessed during the class and includes an online component. Participation in the class includes listening, summarising and asking questions. It also involves establishing links and providing feedback online and in face-to-face communication with your fellow students. These requirements will help to develop your skills in articulating critical ideas and reflecting on the issues addressed in the lectures and readings. It is essential to be familiar with the weekly reading(s) prior to the class as you will be asked to contribute to discussions on that basis. Completing the subject: Students are required to meet the attendance requirements and the online and class participation requirements and submit three reports and an e-portfolio to receive a final grade. Other requirements including WebCT: It is expected that students will develop their written work for submission to their e-portfolio and to a common location for other students to peruse and learn from. In addition, online participation through discussions is an expected part of the subject under the participation assessment. Failure to meet these requirements can lead to a technical fail in the subject.


· ·

Textbook and Subject Reader Information
The readings for the subject will be available through e-readings. The recommended readings are not intended as an exhaustive list – students should use the Library catalogue and databases to locate additional resources. Further readings and materials will also be added through the e-learning web site and other online resources during the semester. In addition, on the e-learning site of the subject, other readings will be made available. It is also expected that related online sources will be read before labs/tutorials – indeed all assigned readings and web sites should have been read before tutorials each week.
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Use of internet sources: There will be many Internet sources listed on the e-learning site of the subject related to each week. As with all subjects in the digital communication specialisation students should become very familiar with using these sources as much as finding and contributing relevant new sources to share with the class as a knowledge community. The recommended readings are not intended as an exhaustive list – students should use the Library catalogue and databases to locate additional resources.

Learning Outcomes / Graduate Qualities
An introductory knowledge of research methods privileged in humanities and social sciences as they have been applied to the study of digital communication. Adding to a broad suite of contemporary digital media literacies offered in the speciialisation. Understanding how to write Reports and present materials An understanding of new media industries and the techniques to expand that knowledge A developing familiarity in conjunction with other subjects in the specialisation with using digital communication effectively for expression and dissemination.

Faculty Graduate Qualities
Informed - Have a sound knowledge of an area of a disciplinary study or interdisciplinary area of study offered by the Faculty of Arts through its majors with an understanding of its current issues, their contexts and developments over time. Independent Learners - Engage with new ideas and ways of thinking, enquiry and critical analysis of issues and research through a sequence of subjects that culminates in the ability to reflect broadly on their field of study. Acknowledge the work and ideas of others. Problem Solvers - Take on challenges and apply the relevant skills required to respond effectively to the central issues raised. Be flexible, thorough and innovative and aim for high standards. Effective Communicators - Articulate ideas and convey them effectively using a variety of modes. Engage collaboratively with people in different settings. Recognise how culture can shape communication. Responsible - Understand how decisions can affect others, and make ethically informed choices. Appreciate and respect diversity. Act with integrity as part of local, national, regional, global and professional communities. The Faculty Graduate Qualities can be found on the following website:

Other Information
DIGC201 Globalisation and new media is a subject in the digital communication specialisation. Students should be aware that in conjunction with the other subjects in the specialisation, MRDC has the following larger objectives: To develop new media literacy so that students can understand, engage and participate in the various forms of new media. To move students from consumers to producers in both their approach to digital media and in their actions. To develop the collaborative practice of new media and digital communication in their work and in their future endeavours To make them aware of how change develops and its institutional organisation and to work to effect change. To realise the participatory potentials of new media forms, but also recognise the economic and cultural powers which reform these forms of participation into consumer capitalism. To encourage students to develop an electronic portfolio (a digital and internet presence) throughout their career in the digital communication specialisation to assist them into their future careers To foster links with the program and the industry itself.
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Assessment Summary
Assessment 1 2 3 Length Due Date Weighting

Annotated bibliography posts (12)
Group research proposal presentation/report

500 characters Week 4, Wednesday August 18, by 8pm. 20% 100-200 words Week 13, Friday October 22, by 10pm 20% 10 minutes/2000 Week 9 – in class. 20% words total Innovative presentation + 2000 word report n/a
Week 13, Friday October 22, by 10pm 30%


Final research project



Each week


Assessment Tasks – in detail
1Annotated bibliography due: Week 4 Wednesday August 18, by 10pm. weighting: 20% length: 300-500 words Students will form groups which will pursue Semester-long research projects. The first assessment piece will be an individual effort, where students will assemble annotated links on the social bookmarking site, Links will be drawn from students' own research, and annotations will be their own, original summaries of this material. Students will be required to annotate at least 15 links, of which 7-10 must be scholarly references. Students will be trained in the use of a blogging site such as, and instructed on how to do annotations during early tutorials. 2: posts due: Week 13 weighting: 20% Length:100-200 words each Students will post weekly reflections on course material the blogging service, scribd, and will also comment on one anothers' work. Feedback will be offered on student posts throughout the Semester, and posts will be marked en bloc at the end of the Semester. Marks will reflect length: students' own work, as well as their levels of engagement with other students' blog posts. Full training in the use of a blogging site such as eblogger will be offered in tutorials at the beginning of the semester. 3: Group research proposal/presentation due: Week 9 – in class presentation and report. weighting: 20% length: 15-20 minute presentation + 2000 word group proposal Students will offer a group presentation where they propose their research project. They will hand in a 2000 word document outlining their proposal at the time of their presentation. Criteria and instructions for group research proposal will be distributed in class. 4: Group research project due: Week 13
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weighting: 30% length: Minimum 2000 words written material plus innovative research presentation. Students will present, at the end of the Semester, an innovative research project. In this project, research should be presented in an innovative format while drawing on rigorous academic research. Written material including references should be submitted with the project, but the project itself can take a number of forms. Suggestions include:


- Audio podcast - Video presentation - Online presentation - Game - Brochure or marketing materials.

Groups will consult with the lecturer about their presentations before developing them. Skills and literacies necessary to producing the projects will be workshopped in class.

5: Participation weighting:10% Students will be marked on online and offline participation in class work and discussion.

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Tutorial Guide and Readings WEEK ONE: Globalisation? New Media? - No readings.

WEEK TWO: Case Study – The World Cup, The Olympics, and Global

Media Convergence

D Marshall, B Walker and N Russo 2010, Mediating the Olympics, Convergence Journal, 16:3 Brett Hutchins and David Rowe 2009, ‘From Broadcast Scarcity to Digital Plenitude: The Changing Dynamics of the Media Sport Content Economy,’ Television and New Media 10:4, pp.354-370.


WEEK THREE: Case Study -Murdoch vs the bbc Readings: Peter Hall, 2009, Google and the BBC aid UK regeneration, Regeneration & Renewal. London: Sep 14, 2009. pg. 14, 1 pgs STUDENT CONTRIBUTIONS EXPECTED FOR FURTHER READING THIS WEEK

WEEK FOUR: Global Media Business
Readings: Flew, Terry. 'Global media corporations.' Understanding Global Media. London: Palgrave. 2007.

WEEK FIVE: Global creative industries
video from creative industry industry workers replaces the readings for this week

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WEEK SIX: Globalisation and the New Economy.
Manuel Castells 2008, ‘The Global Public Sphere: Global Civil Society, Communication Networks, and Global Governance,’ The Annals of the American Academy of Political and Social Science, 616, pp.78-93

WEEK SEVEN: Global countercultures, social activism and the online public
sphere. Readings:

Bart Cammaerts 2009 ‘Radical Pluralism and Free Speech in Online Public Spaces: The Case of North Belgium Extreme Right Discourses,’ International Journal of Cultural Studies, 12:6, pp.555575

WEEK EIGHT: The glocalised Internet
Readings: Qiu, Jack. 'Internet Cafes'. Working Class Network Society: Communication Technology and the Information Have-Less in Urban China. Boston: MIT Press, 2009.

WEEK NINE: Student presentations – no readings WEEK TEN: Global communications networks
Arjun Appadurai 1990, ‘Disjuncture and Difference in the Global Cultural Economy,’ Theory Culture Society 7: pp.295310

Spring Session 2010



Google and Twitter

Miller, Claire Cain. 'The Obsession with Twitter's Business Model' New York Times 26/3/2009 Hindman, Matthew. ''Googlearchy': The Link Structure of Political Websites.' The Myth of Digital Democracy. Princeton: Princeton University Press, 2009. STUDENT CONTRIBUTIONS EXPECTED FOR FURTHER READING THIS WEEK.

WEEK TWELVE: Ideas/Ideals of Global Communication.
Mark Poster 1995 Cyberdemocracy: The Internet and the Public Sphere, (accessed 8/7/2010).

WEEK THIRTEEN: Case study Three - Iran
Readings: Giroux, Henry. ' The Iranian Uprisings and the Challenge of the New Media' CounterPunch. URL Retrieved 14th July 2009. Kelly, John and Bruce Etling. Mapping Iran's Online Public: Politics and Culture in the Persian Blogosphere.' Berkman Centre for Internet and Society, 2008. URL (PDF) STUDENT CONTRIBUTIONS EXPECTED FOR FURTHER READING THIS WEEK.

Codes of Practice, Rules and Guidelines
The University has in place codes of practice, rules and guidelines that define a range of policy issues on both educational and student matters. Students must refer to the Faculty Handbook or online reference which contains a range of policies on educational issues and student matters. Some of the policies relevant to the Arts Faculty are listed below:
Academic Grievance Policy (Coursework & Honours Students): Acknowledgement Practice/Plagiarism: Code of Practice Teaching & Assessment: Code of Practice Honours: Code of Practice Students: Code of Practice Student Conduct: Code of Practice – Practical Placements: Spring Session 2010 2

Course Progress Policy: EEO Policy: Human Ethics Research Guidelines: Intellectual Property: Non-Discriminatory Language Practice & Presentation: Occupational Health and Safety: Academic Consideration Policy: Intellectual Property Policy: Student Conduct Rules and accompanying Procedures:

Conventions Governing Written Work
Consult the relevant School and Program on the Faculty of Arts website for the appropriate referencing system used for this subject at OR Presentation • assessments must be laid out in 1.5 line spacing (minimum) or in double spacing • use A4 paper • leave a margin of no less than 4 cm • strongly encouraged to print on both sides of the paper • all assessments should be word processed • all assessments must be page numbered, including bibliographies or works cited (not including coversheets or title pages).

Submission of Assignments: Wollongong Campus
Unless your tutor or lecturer asks you to do otherwise, submit all assignments by depositing them in one of the three School slots opposite Arts Central (19.1050 in the Arts building). All essays for ‘ELL’, ‘LING’, Japanese, French, Mandarin, Spanish and Italian are to be placed in the SELP slot. All hard copy assignments are to be submitted by 4.00pm on the due date. Any assignments handed in after 4.00pm will be considered late and will be stamped with the next day’s date. Assignments due through online submissions may have different due times. All assignments deposited in the School slots must have a cover sheet attached. Ensure that all sections are filled in including your tutor’s name, the assignment question and sign the plagiarism declaration. Coversheets can be found above the bench opposite Arts Central. You can also download a coversheet from the Faculty’s webpage at: - Make sure you download both pages. Receipts are not mandatory (you can just drop the assignment in the box if you wish), but if you want a receipt for your assignment, just fill out the bottom section of the coversheet and ask the person to whom you submit the piece of work to date-stamp it for you. Students must keep a copy of all work/assignments handed in. Assignments sent by fax or e-mail will not be accepted unless by prior agreement between the lecturer and student.

Return of Assignments: Wollongong Campus
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The University’s Code of Practice Teaching and Assessment requires that at least one assignment be assessed and returned before Week 9 of session. Assignments submitted during session will be returned to you by your lecturer or tutor. Arts Central does not hold any assignments during session. Assignments submitted at the end of session will be held at Arts Central until the end of Week 3 of the following session. After this time, assignments will be disposed of. Please take your student card with you when collecting your work. During this period, assignments can be collected: MondayFriday between 10:30am-12.30pm and 2:30pm-4.30pm.

Academic Consideration
Students who miss a deadline, or fall below the minimum attendance requirements, or otherwise find their work in the subject affected by illness or serious misadventure should lodge a formal request for Academic Consideration via SOLS. The procedures for lodging a request are available at:

Penalty for late submission of work:
Late work (i.e. any work required for assessment that has not been given an extension) will be subject to a 10% penalty per day. The penalty is applied to the original mark awarded. Work submitted after seven calendar days will not be marked and will be given a mark of 0.

Students are responsible for submitting original work for assessment, without plagiarising or cheating, abiding by the University’s policy on plagiarism as set out in the University Handbook under the University’s Policy Directory and in Faculty Handbooks and subject guides. Plagiarism has led to the expulsion from the University. For full details about the University’s plagiarism policy see:

Faculty Handbook
The Faculty issues a Handbook free of charge to all students enrolled in an Arts Subject. It contains information on the structure of the Faculty’s degrees, the majors offered, the more important University policies and other matters that may affect your time as a student in the Faculty.

Grievance Procedures:
The term "academic grievance" refers to a complaint by a student concerning an act, omission or decision by a member of staff that adversely affects a student's academic experience. Some examples of a grievance include the following: • • • Policy; • • failure of a member of staff to adhere to General Course Rules or requirements of a relevant Code of Practice; failure to adhere to Faculty assessment or examination requirements. The University and the Faculty of Arts have formal Student Academic Grievance Policies that are to be used only after informal approaches have been made to the relevant staff member. If the informal approach has
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failure to assess work in accordance with specified criteria; administrative error in the collating or recording of marks; failure to address requests for Special Consideration in accordance with the Special Consideration

an unsatisfactory outcome the student should follow the procedure outlined in the Faculty of Arts Student Grievance Form. This form can be downloaded from the UOW website or a copy may be obtained from Arts Central, Level 1, Building 19, Room 1050. For more information:

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Support Services
Both the Faculty and the University offer support services to its undergraduates. Arts Central Building 19 Room 1050 phone: 02 4221 5328 fax: 02 4221 5341 Mon – Fri: 8.30am to 5.30pm Email: University Library, including the Faculty Librarian Building 16 phone: 02 4221 3545

Student Equity and Diversity Liaison Officer Viv McIlroy - Room 19.1075 Sub Dean to make an appointment to see the Sub Dean, contact Phone: 4221 3635 The Student Equity & Diversity Liaison officer provides the Sub Dean’s Assistant, Mark Hutchings, at Arts support when dealing with: Central: - student welfare, both domestic & international; Location: 19.1050 - EdStart (grants for financially disadvantaged Email: students); Ph: 4221 4838 - Liaison for the Disability program, Counselling, Learning Development, Careers etc. Course Readers and Textbooks - Developing social networks for students within UniShop – Building 11 faculties. phone: 02 4221 8050 fax: 02 4221 8055 Learning Assistance Learning Development Resource Centre – 19.G102 Student Administration phone: 02 4221 3977 Student Central – Building 17 phone: 02 4221 3927 fax: 02 4221 4322 e-mail: Careers Service – Building 11 phone: 02 4221 3325 Woolyungah Indigenous Centre – Building 30 Counselling Service – Building 11 (level 3) phone: 02 4221 3776 fax: 02 4221 4244 phone: 02 4221 3445

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