Assessment Component 2
Written essay (2000 words or equivalent)
Select a contemporary ‘media object’ as a case study – (contemporary = made within the last 5 years).
Discuss Marshall Mcluhan’s proposition of ‘Extension’ and ‘Amputation’ in relation to a convergent digital media platforms i.e . Tik Tok, Youtube etc. (2000 words or equivalent).
You will analyse and reflect upon the distribution practices of this media, and how these practices relate to the the broader context of an ever changing media landscape of streaming and social media. You will be required to make reference to your experience of your groups viral video project as part of your case study.
You will engage with the key concepts and themes of the module – ‘Extension’ and ‘Amputation’, Audience Theory, Flow and Overflow, but you will also be required to pursue these themes further with your own independent reading and research.
You will be tasked with integrating visual material – screen grabs, video links etc, as is appropriate to your chosen media.
The effectiveness of your written will be shaped and steered by your choice of media object – think carefully about this – it will help if you select something radical, ground-breaking or different, something which has had a broader impact on the media landscape. Most important is that this section should be of interest to you and your own viewing practices.
Your selection will be supported with bespoke sessions in class and with one ot one tutorials to discuss your initial ideas and the progress of your work.
Marking Process and Feedback
Your work will be assessed by the 5065MAPA module leader according to the university and faculty marking guidelines. It will be first marked, a sample moderated internally, then a sample sent to the external examiner. Feedback will take the form of comments accessible via gradebook and will be available along with your mark on the stated feedback date above.
The ethical issues associated with this assignment brief will be covered during the module teaching and are overseen by the module staff team. The work that you will carry out on this module does not require you to obtain individual ethical clearance for your individual project.
However, during discussion with your module tutor, if it is felt that individual ethical authorization is needed, you will be advised of the process and the deadline for obtaining it.
If ethical authorization is not obtained by the deadline, you will not be able to proceed with the project. If you do so without clearance, the project will not be accepted for submission, will not be marked and you may face disciplinary penalties.
Extensions and Mitigating Circumstances
We want you to do your best in each assessment. However, we know that sometimes events happen that are either beyond your control or not easy to predict and which mean that you will not be able to submit your coursework by the deadline. If this happens, you can apply for an extension to your deadline according to our regulations. If you need longer than the extension window, you can apply for a deferral, which takes you to the next assessment period. You must apply for an extension or a deferral before the assignment deadline stated on SONIC.
Apply for an extension or deferral at: email@example.com or by speaking in person to a member of the Registry Team.
Find information about the process and what is/is not considered to be an event beyond your control here.
Please note: under no circumstances are module staff allowed to give unofficial extensions.
Late or non-submission
You must make every effort to submit the best work possible prior to the deadline. If your assignment is submitted online please do not leave it until the last minute to submit. Aim to several hours prior the deadline, or earlier, in case you have any problems submitting.
If you fail to submit work for the module or submit an assessed piece of work late without an agreed extension, you will receive a mark of 0% for that piece of work, even if it is only a few minutes late. You will however be eligible for a re-sit attempt at the next available assessment opportunity where, if you pass, your mark will be capped at 40%.
If you fail the resit assignment, or do not hand in any submission, you one further resit attempt at the assignment. After a second failed/non-submitted resit attempt you will have failed the module. This may have an impact on your ability to progress on your course and/or on your final marks for your degree.
If you fail this assignment on the first submission, the resit brief for the module can be found on the module’s Moodle space. Read this brief carefully and book a tutorial with the Module Leader to ensure that you are clear about what you need to do to pass the module at the next resit opportunity.
We expect all students to act with academic integrity, which means that they will study and produce work in an open, honest and responsible manner.
Academic misconduct covers any action by a student to gain unfair advantage (e.g. extra marks) for her/himself, or for another student, in their assessed work. It not only damages your personal reputation, but also the reputation of the entire university, and it will not be tolerated at Coventry University. There are severe penalties for students who are found guilty of academic misconduct ranging from obtaining a mark of 0% for the piece of work concerned, through to exclusion from the University.
Many modules require you to demonstrate knowledge and understanding of the work of others (artists, makers, practitioners, academics, designers, performers, etc.). It is vital that you make it absolutely clear when you are using work from other sources, and that you reference it clearly and correctly. If you are unsure how to reference, please refer to the library for support with APA and speak to a tutor on the module immediately.
Support for correct referencing can also be found though the Centre for Academic Writing (CAW).
For full details of what constitutes academic dishonesty and how to avoid it, please see the section in the Faculty Student Handbook, available on your course’s Moodle space.
There are standard University Assessment criteria that you can use to assist with understanding the mark you receive for this assignment. You can find these here.
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