Overview In this case study students will choose a media campaign and analyse it in terms of its construction, format, platform, traffic and impact and also conduct a SWOT (Strengths Weaknesses Opportunities and Threats) analysis of that area. Outcomes The goal of this assessment is to teach you how to critically assess a media campaign and to teach you how to use a range of analytic tools for that purpose. Key tasks Choose a company, individual, organisation or community group which has a notable media presence (i.e a YouTube channel, a public health campaign, a newspaper etc). Identify the key goals of this companys media presence (and provide justification where necessary). Use qualitative (ethnography, engagement, interviews, textual analysis etc) and quantitative (data/analaytics) research to seek to understand what strategy that organisation is using to achieve their goals. Assess their success in comparison to their chief competitors. Conduct a SWOT analysis of the media strategy. Present your own ideas about what could be done to improve this strategy. Format Results should generally be presented in a report format with headings of: Company, campaign and relevant background Key goals of digital media presence Identification of the strategy Evaluation of the success of the strategy SWOT analysis Final comments and recommendations about how to improve the strategy References The entire report, including references (but not the reference list) should be 2000 words. If the content of your analysis is more broad and or theoretical you may seek consent from your tutor to submit your report in an essay format. Please be analytical, and not be general.
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