Introductory description

This module introduces you to key concepts, approaches and research in intercultural communication in social/professional digital communities and in relevant media professions. Its focus on issues and challenges relating to emergent digital technologies in global communication incorporates a critical approach to cultural representation in the media. You'll address notions of 'effective' media communication across cultures, and analyse social and professional media interaction in multi-modal cultural and intercultural contexts. The module deals with different interactional challenges in online professional settings and provides the opportunity to develop your competencies in communicating professionally through different media.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. New media, new language? Emergent digital technologies and practices
2. Participatory culture and mass self-communication
3. Identity and interaction online
4. Narratives, news values and frames
5. Virtual reality, authenticity and ethics
6. Multimodal literacy for professional purposes
7. Self-presentation in social/professional media
8. Analysing intercultural interaction in social/professional media

Learning outcomes

By the end of the module, students should be able to:

• – Understand and explain key concepts, approaches and research in intercultural communication in social/professional digital communities and in relevant media professions – Describe key issues and challenges relating to emergent digital technologies in global communication – Critically discuss notions of ‘effective’ media communication across cultures, – Relate and apply theoretical concepts to specific intercultural media contexts. – Analyse social and professional media interaction in multi-modal cultural and intercultural contexts, – Apply empirical insights to develop their competencies in communicating professionally through different media.
• – Describe key issues and challenges relating to emergent digital technologies in global communication
• – Critically discuss notions of ‘effective’ media communication across cultures,
• – Relate and apply theoretical concepts to specific intercultural media contexts.
• – Analyse social and professional media interaction in multi-modal cultural and intercultural contexts,
• – Apply empirical insights to develop their competencies in communicating professionally through different media.  

Indicative reading list

• Androutsopoulos, J., & Tereick, J. (2016). YouTube: language and discourse practices in participatory culture. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 354370). Abingdon, Oxon; New York: Routledge.
• Chen, G. M., & Zhang, K. (2010). New media and cultural identity in the global society. In R. Taiwo (Ed.), Handbook of research on discourse behavior and digital communication: Language structures and social interaction (pp. 801-815). Hershey, PA: Idea Group Inc.
• Cheong, P.H., Martin, J. N., & Macfadyen, L. P. (Eds). (2014). New media and intercultural communication: Identity, community and politics. Bern: Peter Lang.
• Croucher, S. M. (2011). Social networking and cultural adaptation: A theoretical model. Journal of International and Intercultural Communication, 4, 259–264.
• Darics, E. (2016). Digital media in workplace interactions. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 197-211). Abingdon, Oxon; New York: Routledge.
• Fuchs, C. (2014). Social media: A critical introduction. Los Angeles: Sage.
• Graham, S. L. (2016). Relationality, friendship & identity in digital communication. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 305-319). Abingdon, Oxon; New York: Routledge.
• Guldbrandsen, I. T. & Just, S. N. (2011). The collaborative paradigm: towards an invitational and participatory concept of online communication. Media, Culture & Society, 33(7)
• Jewitt, C. (Ed). (2009). The Routledge handbook of multimodal analysis. London; New York Routledge.
• Kolomaznika, M., Sullivana, M., & Vyvyan, K. (2017). Can virtual reality engage students with reamwork? International Journal of Innovation in Science & Mathematics Education, 25(4), 32–44
• Lang, A. (2012). Exploring the potential of social network sites in relation to intercultural communication. Arts and Humanities in Higher Education, 11, 120-139
• Lee, M. Y. P., So, D.W.C., & Wong, L. Y. F. (2006). An inter-linguistic and inter-cultural analysis of global corporate web sites. Corporate Communications: An International Journal, 11(3), 275-287.
• Lister, M., Dovey, J., Giddings, S., & Grant, I. (2008). New media: A critical introduction. New York; London: Routledge.
• Litosseliti, L. (2006). Gender and language: Theory and practice. London: Hodder Arnold.
• Machin, D. (2007). Introduction to multimodal analysis. London: Bloomsbury Academic.
• Myers, G. (2010). The discourse of blogs and wikis. London: Continuum.
• Page, R. (2016). Moving between the big and the small: identity and interaction in digital contexts. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 403407). Abingdon, Oxon; New York: Routledge.
• Puschmann, C., & Hagelmoser, R. (2016). Corporate blogging and corporate social media. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 226-238). Abingdon, Oxon; New York: Routledge.
• Seargeant, P., & Tagg, C. (Eds). (2014). The language of social media: Identity and community on the Internet. Basingstoke: Palgrave Macmillan.
• Shuter, R. (2012). Intercultural new media studies: The next frontier in intercultural communication. Journal of Intercultural Communication Research, 4(3), 219-237
• Squires, L. (2016). Twitter: design, discourse, and the implications of public text. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 239-255). Abingdon, Oxon; New York: Routledge.
• van Dijck, J. (2013). ‘You have one identity’: performing the self on Facebook and LinkedIn. Media, Culture & Society, 35(2), 199-215.
• Walton, S., & Jaffe, A. (2011). ‘Stuff White People Like’: Stance, class, race, and Internet commentary. In C. Thurlow & K. R. Mroczek (Eds.), Digital discourse: Language in the new media (pp. 287-301). OUP.

View reading list on Talis Aspire

Research element

Students conduct a group research project and report the findings in a presentation. They also submit an individual research journal reporting their online activities, linking their reflections to relevant theoretical concepts.

International

Learning resources across the module cover diverse intercultural contexts with activities providing students with opportunities to reflect on their own and others' online presence and interactional practices in new media

Subject specific skills

– Analyse social and professional media interaction in multi-modal cultural and intercultural contexts,
– Apply empirical insights to develop their competencies in communicating professionally through different media,
– Deal with a range of interactional challenges in online professional settings

Transferable skills

– Communicate effectively in English in mixed cultural groups;
– Work collaboratively with others in group tasks;
– Read academic papers effectively
– Identify appropriate and relevant online sources
– Communicate ideas effectively in different genres of writing
– Plan and manage time and workload to meet deadlines
– Use a range of tools and resources effectively in the preparation of course work.