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developing the creative writing ability to condense the
information into a script of pre-determined timelength that
will effectively communicate the message to its intended
target, and layout the script ready for client approval and
recording. Integral to this process is the development of a
clear understanding of the nature of the listening audience
and their interaction with the radio medium, to effectively
deliver the advertising message.
Assessment
Students will be required to present client briefs completed
as part of structured assignments, and to prepare and
present finished scripts.
References
Schulberg, B., Radio Advertising, Illinois, NTC Business Books, 1989
Crompton, A,, The Craft of Copywriting, 2nd edn, London,
Hutchinson Business, 1987
AMI 18
Radio Advertising Production
No. of hours per week: three hours
Prerequisites: pass in AM1 13 Radio Presentation
1 and AM1 17 Advertising Copywriting.
Subject aims and description
This subject will develop the skills to identify the structures of
sound and the nature of human auditory responses. Students
will develop basic recording and editing skills, progressing to
advanced multi-track recording and digital recording and
editing. Students will be able to record commercials,
promotional scripts and programs to a standard ready for
professional broadcasting.
Assessment
Assessment will require students to take a written script to
the final recorded commercial ready for broadcast. Through a
series of graded assignments, skills will be assessed in
recorded voice clarity, the use of music and sound effects,
creativity, correct identification and labelling and technical
quality.
References
Baird. -- -, L. - ed.. - Guide to Radio Production, .. Svdney, - Australian Film, TV
and Radio ~'chool , 1992
Borwick, J. ed., Sound Recording Practice, 2nd edn, Oxford, Oxford
University Press, 1980
~ ~ 2 0 The 2 Fifth Estate: New Media
No. of hours per week: three hours
Prerequisites: AM1 02 or AM103, and AP112 for
students majoring in Australian Studies
Assessment: continuous
Subject aims and description
This subiect examines the convergence of broadcasting and
telecom;nunications in the context of political, economic and
social change associated with new media. New
communications technologies, such as cable and pay
television, teletext and videotext, video-cassette recorders,
domestic and direct broadcast satellites, and video disc are
discussed in the context of chanaes to traditional
broadcasting systems. Notions s;ch as technological
determinism, media plurality, information access and equity,
are related to an alleged new information revolution. The
effects of new communications technologies on content,
diversity and social needs in Australia are canvassed. As well,
the cultural implications of new choices of media, made
possible by technological change, are examined for special
groups.
References
Barr, T., Challenges and Change, Melbourne, Oxford University Press,
1987
Barr, T. The Electronic Estate. Ringwood, Penguin, 1985
Mosco, V., The Pay-per-Society - Computers and Communications in
the Information Age, Norwood, N.J., Ablex, 1989
Reinecke, I. and Schultz, J., The Phone Book, Ringwood, Penguin,
1983
Wheelwright, E. and Buckley, K., (eds), Communications and the
Media in Australia, Sydney, Allen and Unwin, 1987
Westerway, Peter. Electronic Highways, Sydney, Allen and Unwin,
1990
~ ~ 2 0 Popular 3 Culture
No. of hours per week: three hours
Prerequisites: AM 1 02 or AM 1 03
Assessment: continuous
Subject aims and description
This subject will introduce issues and debates in
contemporary culture and cultural analysis. It will investigate
the diversity of images, ideologies, meanings and practices
which comprise popular culture. Attention will be drawn to
the ongoing developments and changes in popular culture in
Australia in the 1990s. Special empahsis will be placed on the
role and significance of the media and its representations of
popular culture.
The subject will also consider the commercial and institutional
imperatives shaping popular culture and its multiple relations
to political processes. Major theoretical reference points in
this subject will include marxist, feminist, post-modern and
structuralist analysis of late capitalism. Consideration will be
given to the ongoing debates which surround cultural
meanings and practices in the current Australian context.
The central aim of the subject is to encourage students to
engage in a critical analysis of the culture around them.
Students will be able to draw on their own experiences of
culture and critically examine their own contructions of
meaning, and the pleasures of involvement.
References
Fiske, J. Understanding Popular Culture, Boston, Unwin Hyman, 1989
Fiske, J. Reading the Popular, Boston, Unwin Hyman, 1989
Milner, A. Contemporary Cultural Theory: An Introduction, Sydney,
Allen & Unwin, 1991
O'Sullivan, T. et al, Key Concepts in Communication, London,
Methuen, 1983
~ ~ 2 0 5 Special Issues in the Media
No. of hours per week: three hours
Prerequisites: AM1 02 or AM1 03
Assessment: continuous
Subject aims and description
This subject will investigate the major relationships between
women and the media today. The general framework of
enquiry will comprise representation, audience reception and
media consumption practices, and employment. Students
will be encouraged to develop a variety of skills in the
exploration of issues pertaining to women. These involve
both textual analysis, in particular the study of
representations of women in media texts, and the
examination of critical theory and research exploring issues
in representation, reception and employment. Two particular
concerns here include the special needs and practices of
women as audiences and media users, and the structures
and conditions affecting women's employment in the media,