MAC250: Class of '08

To demonstrate your understanding of the impact of web logs and social software on journalism and/ or public relations you will write an essay of 1,250 words. The essay will follow academic conventions, and must include citations from academic texts. Failure to include a full bibliography will seriously affect your mark. If, as is likely, you need to cite weblog posts, quote the full Permalink URL.

You essay will be marked against a standard MAC essay feedback form.

Answer ONE of the following

1. You work for a medium-sized PR agency. Several colleagues believe your firm should embrace social media but the MD has read recent statements by, among others, CIPR chief executive Colin Farrington which seem to cast doubt on the significance of blogging for PR practice. Critically evaluate the key claims made for both positions and reach a clear conclusion, grounded in theory, that will help your MD understand the issues. You may find Philip Young’s paper in the Society of New Communications Research journal helpful (available on WebCT).

2. Tinbasher is often cited as a study by those looking to demonstrate the contribution a weblog can make to business performance. Critically evaluate this argument through an analysis of Tinbasher and an examination of blogger Paul Woodhouse’s media interviews. It is important to ground you answer firmly within accepted PR theory. (If you consider a similar analysis of another blog would be more productive please discuss this with Philip Young; you are strongly advised not do so without clear guidance from Philip).

3. Critically evaluate the Sunderland Echo’s attempts to engage with social media and make suggestions for improvement. Your answer is likely to include a comparison with a newspaper which is in your view more successful in its use of blogs and other social media. Take care to include an appreciation of newspaper economics in any conclusion you reach.

4. Is it possible to distinguish in any meaningful way between a journalist working for a traditional newspaper and a good citizen journalist who breaks stories through a weblog? You will be expected to reach a clear conclusion following argument built firmly on theoretical models that seek to define journalism.

As ever, if you would like Philip to look at your essay plan, just ask... Good luck.