DIGI207-21S1 (C) Semester One 2021

Social Media

15 points

Start Date: Monday, 22 February 2021
End Date: Sunday, 27 June 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 7 March 2021
  • Without academic penalty (including no fee refund): Friday, 14 May 2021


This course prepares students to do public communication in a rapidly changing media environment. The first half of the course explores how a range of social media platforms work and how professional communicators are attempting to use it. Topics will include networks, convergence culture, privacy and new forms of public life. In the second half of the course students will apply these ideas in a community or workplace environment. This course involves community and work-integrated learning.

This course has two sides to it. In the first half, it gives you a critical understanding of how social media are used by companies and non-profit organisations to inform and connect with the public. It also gives you a chance to apply those ideas by helping organisations whose social media needs a boost or a rethink. We talk about key theoretical ideas such as networks and online community so you can reflect on and critique how public life is mediated through these channels. We also prepare you to work in project and team-based ways on social media. You then apply these ideas and skills in the second half, working in groups of three students to carry out a small project for an organisation related to their social media. In the past these have included companies, public sector and non-profit organisations, educational organisations and event organisers. The projects have ranged from producing a video or other content to surveying audiences to doing a social media audit or producing a campaign plan. You learn how to apply the principles of social media as a tool of public communication – and so learn more deeply and actively. You also develop your skills in managing a project, managing a client, working with others and writing in professional genres. Students have found they’ve gained professional contacts, as well as some of the dynamics of professional communication, but above all gained self-confidence about what they’re able to achieve.

Learning Outcomes

By the end of the course you should be able to

- describe trends and practices in public social media communication
- understand and apply key concepts of digital media studies
- discuss arguments around the impact of digital media on public organisations
- combine theory and practical work
- apply academic arguments through analysis of media texts
- develop writing, group work, oral presentation and discovery learning skills


Any 15 points at 100 level from COMS or DIGI, or
any 60 points at 100 level from the Schedule V of the BA.


COMS222, COMS207

Equivalent Courses

Course Coordinator

Donald Matheson


See the COMS207 instance of this course for breakdown of assessments.

Detailed information about assessments can be found on Learn.

Textbooks / Resources

Other readings are provided via Learn.

Indicative Fees

Domestic fee $785.00

International fee $3,500.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Language, Social and Political Sciences .

All DIGI207 Occurrences

  • DIGI207-21S1 (C) Semester One 2021