This course explores the ways in which media and marketing are affected by interlingual and intercultural mediation when adapted for new audiences. Drawing from translation studies, media studies, advertising and intercultural communication, the course explores intercultural issues in fields such as software (e.g. video games and apps), news and advertising. Students will examine case studies from around the world and create practical solutions to problems under discussion (such as cultural adaptation, changes in audiences, linguistic choices, media affordances, etc.), developing their own interests through class discussion and in assessments. 

10 x 2 hour seminars as scheduled in MyCampus

None

None

Response to set reading (1000 words) - 20%

Essay (4000 words) - 80%

OR

Critical Project (4000 words) - 80%

The course aims to:

■ provide students with a strong awareness of the global issues involved in media and marketing and their intercultural adaptation

■ examine a range of different case studies across a variety of media

■ consider the implications of globalisation upon interlingual mediation strategies

■ explore and illustrate the use of reference and support materials in academic writing as part of a considered argument

By the end of this course students will be able to:

■ critically analyse case studies using relevant theories

■ creatively solve problems of interlingual communication in relation to media and marketing

■ evaluate interlingual and cross-cultural strategies for the media and marketing

■ develop a sustained written argument using appropriate resources in relation to intercultural media and marketing

Students must submit at least 75% by weight of the components of the course's summative assessment.