Evaluate the role and use of mass media in dissemination of health Information. PC50061W (Brentford) PC50061R (Ruskin) Mass Media Health Communication

PC50061W (Brentford) PC50061R (Ruskin) Mass Media Health Communication

20 Credits

Academic Year 2024-25 

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Permission granted to reproduce solely for the purpose of teaching and learning at the University of West London and its approved academic partners.

You are provided with study materials for your personal use only. You must not share these with others or upload them to websites. Any student who is found to have shared materials, particularly for personal gain, will be subject to disciplinary action if appropriate.

Key team contact details

The Course Leader overseeing this module is Dr Atulya Saxena, and can be contacted at atulya.saxena@uwl.ac.uk

Module content

Introduction

Welcome to the Mass Media Health Communication Module. We are looking forward to teaching and working with you on this module to further develop your knowledge and skills about health and introduce you to ideas about promoting health using multimedia communications with individuals, groups and communities. This module will build on your learning in semester one about different theories and concepts of delivering health and the many different influences media has on individual’s health and wellbeing.

In this module we will be introducing you to the concept of multimedia exploring sociological, psychological and cultural theories of media use and in particular how this potentially impacts on individual’s health and wellbeing. Some of your learning activities will be to get you to reflect on the key influences on your own use of media development to further develop your understanding.

We will then introduce you to key concepts and theories of media in health promotion and how an understanding of these can be useful in planning health promotion for different age groups. This approach reflects approaches made in current public health documents which we will look at in the course of this module.

Learning outcomes to be assessed

On successful completion of the module, you will be able to:

• Evaluate the role and use of mass media in dissemination of health Information.
• Identify the strengths and weakness of different media technologies in the promotion of health messages.
• Review the evidence supporting effective media efforts in raising public awareness.
• Demonstrate the use of a variety of communication tools, used in disseminating health information.

Indicative Contact Hours

Teaching Contact Hours: 42 Hours

Guided Independent Study Hours: 42 Hours Independent Study Hours: 116 Hours

Total Learning Hours: 200 Hours

Please ensure you refer to your Course Handbook for a detailed outline of how this module forms part of your course.

Learning materials

The reading list for this module is available on Blackboard in the module area and online by searching readinglists. This shows real-time availability of books in the library and provides direct links to digital items, recommended by your lecturer. 

Remember to log into Blackboard daily to receive all the latest news and support available at your module sites!

Subject guides (libraryguides) are also available to help you find relevant information for assignments, with contact details of the Subject Librarian for your School.            

Maintaining Academic Honesty and Integrity 

Academic Integrity means avoiding plagiarism and cheating and owning your own work, the use of essay mills and AI content is also considered academic misconduct. This is when you submit a piece of work which is not completely your own, but which you are presenting as your own without acknowledging the author or properly referencing the original source. All your work must demonstrate Academic Integrity; it must be an honest and fair submission, complying with all the requirements of the assessment. Failure to meet these standards of behaviour and practice is academic misconduct, which can result in penalties being applied under the Academic Offences Regulations. You can get support with your academic writing by speaking to our Study support team.         

Meeting Deadlines

You should always try your best to submit your work on time. You can submit coursework up to 10 calendar days late without penalty if you request an extension before the submission deadline.

Without an extension, the maximum mark you will be able to get for that work will be the pass mark

Getting Support

There may be times when you experience circumstances outside of your control and talking to your Module Leader and other support services available to you in the university will help keep you on track with your studies. You can access information on support services and further guidance at our Support for current students page.

If your circumstances mean that you are not able to submit at all or are unable to attend an in- person assessment like an exam or in-class test, then you can request mitigation for the assessment. Approved mitigation means that you can have another attempt without penalty if you fail an assessment or do not submit.

If you request an extension or mitigation before the deadline you can choose to self-certify, without providing evidence, so long as you have a valid reason. You can only self-certify three assessments per academic year. If you have used all your self-certification opportunities, or requested mitigation after the deadline, you will need to provide evidence of your exceptional circumstances for your request to be granted.

Your Students’ Union Advice Team will be able to support you through the process.

Preparing for your Assessment

A key part of your learning will be preparation for your summative assessment. You will be provided feedback on your formative assessments, and this will help you to better understand what is required of you when you submit your summative assessment. Please see below guidance on your formative assessment and how to access your feedback.

Formative

The formative will involve students working in groups to produce a video message on a health topic. The purpose of this formative assignment is to develop understanding of the influences on the development of media. In addition, the activity will develop skills and confidence in researching and discussing health issues and using technology as portrayed in mass media applications and collaborative working. Students will be encouraged to start developing their assignment from week 2 onwards.

Formative Assessment:

The purpose of this formative assignment is for you to develop your understanding of people’s different perceptions of the influences on mass media communications. You will be asked to produce a video message on a health topic in groups. You will receive feedback from your module teacher and peers when you give your presentation.

The purpose of this formative assignment is for you to develop your understanding of the influences on the development of media. In addition, the activity will develop your skills and confidence in researching and discussing health issues and using technology as portrayed in mass social media applications and working collaboratively.

Weighting: 0%

Date/time/method of submission:

Submission Due Date: 17^th March 2025 ( Ruskin) and 18^th March 2025 (Brentford) by 23:45 through Turntin

Presentation Due Date: 24^th March 2025 (Ruskin) and 25^th March 2025 (Brentford) during class 14:00 to 17:00 For all assessments you will need to follow the following guidance:

References

The modules on this course follows Harvard Style Referencing

You will need to use the Macmillan Cite Them Rite Online Referencing System (https://www.citethemrightonline.com/)

Online submission

For guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the UWL Blackboard student-help pages at: http://www.uwl.ac.uk/blackboardhelp

Word Limits

Word limits are set and insufficient length is very likely to result in you not achieving the learning outcomes and consequently the award of a lower mark. Excessive length may incur penalties.

Summative Assessment 

Summative Assessment

Submitting, feedback & grades online using Blackboard

Main objectives of the Assessment

Summative

Summative Assessment Details [LO1, LO2, LO3, & LO4]

Create three different multimedia artefacts for a community of a specific heath topic and discuss the theories and models you have used and the strengths and weaknesses of each media approach you have used. The three suggested artefacts are a blog post (500 word count), a videocast, and a visual infographic.

Submission artefact content:

1)  Blogpost (500 words)

2)  Videocast (5 mins)

3)  Infographic

4)  Reflection (Discussion) (500 words) (plus reference list)

Assessment task: 3000 words equivalent (plus reference list)

Weighting: 100% Date/time/method of submission:

19th May 2025 before 23.45 in the Turnitin submission box on Blackboard

For guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the UWL Blackboard student-help pages at: uwl.ac.uk/blackboardhelp

Assessment criteria:

The summative assessment is assessed using a marking rubric that includes how well each of the four learning outcomes have been demonstrated in the essay. It uses a twelve-point qualitative scale that goes from exceptional level of achievement to limited or no demonstration of the learning outcome. The marking rubric also assesses the structure of the essay and quality of