MA Promotional Media
This programme will provide you with an in-depth understanding of the promotional media and communications industries and their role in social, cultural and economic life.
Currently, various forms of promotional communication such as public relations, advertising and marketing are taught from a vocational perspective with a focus on established practices and skills. This leaves little time to focus on the social impacts of these communications practices for fields as diverse as journalism, the music industry and public communication. In each of these fields forms of promotional communication seek to influence the attitudes, values and behaviours of target audiences and this programme will focus on interrogating these processes. Media-related degrees, on the other hand, provide in-depth critiques of the media industries, but without taking sufficient account of the ways public relations works with those industries to shape their overall effects.
While such teaching is valuable in its own right, it does not equip you with the tools to evaluate the ways in which promotional communication shapes the ways we understand the world around us, both directly and through its relationship with other social institutions. Nor does it develop your ability to evaluate the ways in which promotional media forms help to sustain or challenge the power of dominant social groups at local, national and global level. Yet these capabilities are increasingly important in a world where promotional communication is more widespread than it has ever been.
This course provides an in-depth understanding of promotional media and the role of promotion in social, cultural and economic life.
The promotional industries and professions – advertising, branding, marketing and public relations – play a fundamental role in media and society.
This course develops your ability to engage critically with promotional media by analysing various promotional forms and practices, and evaluating impacts and implications for individuals, organisations and societies. You will be introduced to key theoretical perspectives and scholarly debates regarding promotional culture, consumerism and the media, and will explore local, national and global contexts.
You will also have the opportunity to choose optional modules from across the School.
You will study research methods and undertake an independent research project, working under the guidance of an individual supervisor.
These are typical modules/components studied and may change from time to time. Read more in our Terms and conditions.
- Public Relations Theory 30 credits
- Public Relations, Culture and Society 30 credits
- Dissertation and Research Methods 60 credits
- Technology, Media and Critical Literacy 30 credits
- Communication and International Affairs 30 credits
- Feminism, Identity and Media 30 credits
- Media, Culture and Globalisation 30 credits
- International Film Industries 30 credits
- The Media and Democratisation: Global Perspectives 30 credits
- Innovations in Political Communication 30 credits
- Politics and the Media 30 credits
- Communication and Public Opinion 30 credits
- Multimedia Journalism 30 credits
- Communication and Development 30 credits
- The Cultural History of Promotional Communication 30 credits
- Radio Technologies, Industries and Cultures 30 credits
- Identity, Culture and Technology 30 credits
- Urban Narratives 30 credits
- Cultures of Contemporary Photography 30 credits
- Cinematics and Photography 30 credits
- Integrated Communication 30 credits
- Rhetoric and Public Speaking 15 credits
- Managing Business Across Cultures 15 credits
- International Organisations: Context, Theory and Practice 15 credits
- Writing for Professional Purposes 15 credits
- Critical Debates in Culture and Place 30 credits
- 'Race', Identity and Culture in the Black Atlantic 30 credits
- Researching Inequality in the Media 30 credits
- Reality TV: Truth or Fiction? 30 credits
Learning and teaching
MA modules will use a range of teaching and learning methods including lectures, group learning and project work, seminars, tutorials and workshops. Independent study is also crucial to this degree, as an opportunity to deepen your knowledge of the subjects introduced in lectures and seminars, and to develop your skills in analysis and research. You should anticipate spending at least 20 hours per week on independent study associated with your modules.
Assessment methods may vary depending on the modules you choose. They’re likely to include essays, case analyses, group projects and reports. Optional modules may even use literature reviews, campaign reports or even video and photography projects.
This is not a practical training course, but it gives you a real insight into the construction, influence and impact of PR in a range of contexts.
You’ll also acquire or refine high-level skills in areas such as research, analysis, interpretation and oral and written communication, as well as having good cultural, political and critical awareness.
You’ll be well prepared for a career in PR or public affairs in a wide range of sectors, working in-house for large or small organisations or in an agency context. There are also opportunities for PR professionals in specialist sectors such as finance or the non-profit sector.
We encourage you to prepare for your career from day one. Thats one of the reasons Leeds graduates are so sought after by employers.
The Careers Centre and staff in your faculty provide a range of help and advice to help you plan your career and make well-informed decisions along the way, even after you graduate. Find out more at the Careers website.