Description
ALM 215 Global Media
Unit Chair: Dr Jian Xu
Senior Lecturer in Communication, SCCA
Email: [email protected]
Assessment Two: Critical Essay (50%)
Background:
In the 21st century, emerging media and cultural powers from some Asian countries, such as China,
Japan, South Korea and India, have constituted an important force to challenge the America?s
global media and culture hegemony. In the meantime, media and cultural powers in these
countries have been proactively harnessed by the governments to promote ?soft power? globally.
Requirement:
In the critical essay, please select two countries from (China, Japan, South Korea and India) and
compare how the two countries do ?soft power? by developing and utilising their media and cultural
powers. You are expected to discuss the similarities and differences of the two countries? ?soft
power? initiatives in terms of their motivations, concrete measures, global responses and impacts,
and critically comment on their ?soft power? initiatives by referring to relevant concepts and
theories. The essay should have 2,000 words, excluding reference list, with a 10% leeway on either
way, use Harvard referencing, and be submitted in a Word file.
Step 1: Select two countries from the four given
? Once you have the two countries decided, please think about what media
practices/cultures/industries in the two countries have demonstrated
emerging powers to contest the U.S dominated media and cultural power,
such as Bollywood in India (Hollywood?s eastern equivalent).
? Think about how these emerging media and cultural powers have been
harnessed by the governments to promote the countries? ?soft power? globally.
Step 2: Identify similarities and differences
? Compare how the two selected countries do ?soft power? by developing
and utilising their emerging media and cultural powers.
? You are expected to discuss the similarities and differences of the two
countries? ?soft power? initiatives in terms of their motivations,
concrete measures, global responses impacts and etc.
Step 3: Critically comment on your case studies
? Based on your comparative case study of the two selected countries, you
are expected to critically comment on their ?soft power? strategies by
engaging with concepts and theories.
? You could comment on their promises and limitations, regional and
global impacts, political implications, and how their experiences
(successful or unsuccessful) could help understand the roles of media
and culture play in doing ?soft power? and public diplomacy globally.
What concepts and theories should I engage with in the essay?
Below are some important concepts and theories that might be helpful to understand
emerging media and cultural powers in non-Western countries and their soft power.
Please note you don?t need to limit your choices to the suggested concepts and
theories. You also don?t need to use all suggested concepts and theories in your essay.
You?ll need to do some research on relevant concepts and theories by reading more
scholarly references.
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Global communication order
Soft power
Cultural (public) diplomacy
Cultural hegemony
Counter hegemony
Mediated politics
Communication power, media power and symbolic power
Cultural imperialism
Media imperialism
Globalisation, glocalisation and de-Americanisation
How many references should I have for the critical essay?
We don?t have a requirement on this. Normally, a critical essay of 2,000 words
has 10-15 references, including scholarly sources, such as journal articles,
chapters and books, and non-scholarly sources, such as news articles,
commentaries and industry reports.
Can I have some images in my essay?
Please do not include any image in your essay as this is not a photographic essay.
Do I need to have a title for my critical essay?
Yes, please give your essay a title. See examples below:
? Comparing soft power building strategies between Japan and South Korea
? Comparative study on the soft power initiatives between Japan and South Korea
? Pop culture as soft power: case study on Japan and South Korea
Do I need subheadings for the essay?
Subheadings would be helpful to make your essay structure clearer. Usually, the essay should
include three main sections, your introduction, case studies and conclusion. For example:
? Introduction
? Case study on country A
? Case study on country B
? Similarities and differences
? Conclusion
Please feel free to develop your own subheadings. The above one is only a suggestion.
FREQUENTLY ASKED QUESTIONS ? AT2 CRITIAL ESSAY (50%)
Q: What is the second assessment task and detail of student output?
In the 21st century, emerging media and cultural powers from some Asian countries, such as China, Japan,
South Korea and India, have constituted an important force to challenge the America?s global media and
culture hegemony. In the meantime, media and cultural powers in these countries have been proactively
harnessed by the governments to promote ?soft power? globally.
In the critical essay, please select two countries from (China, Japan, South Korea and India) and compare
how the two countries do ?soft power? by developing and utilising their media and cultural powers. You
are expected to discuss the similarities and differences of the two countries? ?soft power? initiatives in
terms of their motivations, concrete measures, global responses and impacts, and critically comment on
their ?soft power? initiatives by referring to relevant concepts and theories.
Q: Do I need to have a table of content and an abstract for my essay?
A: No, a critical essay is not a research thesis. A table of content and an abstract are not needed.
Q: Can I use the examples introduced in the seminar slides?
A: Yes, you can. However, we hope you could further explore the examples for your own use. A highquality essay should demonstrate the author?s own insight and creativity. You can?t literally summarise the
seminar slides in you essay.
Q: How can I know if my essay idea and examples are on the right track?
A: You can post your AT2 questions in the discussion form (under ?Questions for Assessment?) or
discuss your essay idea with your seminar leader in class or via email.
Q: How many references should I have for the critical essay?
A: We don?t have a requirement on this. Normally, a critical essay of 2,000 words has 10-15 references,
including scholarly sources, such as journal articles, chapters and books, and non-scholarly sources, such
as news articles, commentaries and industry reports.
Q: What is the word count for the critical essay?
A: 2,000 words +/-10%, excluding reference list.
Q: What is the referencing style for AT2?
A: Harvard Referencing Style. Here is the link:
https://www.deakin.edu.au/students/studying/study-support/referencing/harvard
Q: Can I ask for extension?
A: If you wish to seek an extension for assessment, you will need to apply via the online Assessment
Extension Request in Cloud Deakin. To submit an Assessment Extension Request, select Tools in the
Cloud Deakin Navigation Bar and then select Assessment Extension Request from the drop-down
options. A medical certificate is required if the extension is caused by health issues. Please note that the
following reasons will not be considered.
? – I am snowed under with multiple deadlines so I couldn?t keep up with my schedule.
? – My laptop just crashed so I won?t be able to submit on time.
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– My file was corrupted. I don?t have a back-up file.
Q: When to submit the second assessment?
A: 4 February 2022 (Friday) (by 8:00pm AEDT)
Q: What else do I need to know about the essay?
A: Please do read the slides on essay writing uploaded under Week 10 on the Cloud site.
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