Programme
Year 2 Specialism
- Module 2: Processes of Transcultural Communication
- Location: University of Hamburg
- Professor: Uwe Hasebrink
- Duration: 10 weeks
- Credits: 10 ECTS
Overview
The overall aim of this module is to reach a deeper understanding of processes of transcultural communication. This general aim shall be reached by two courses, which focus on the audiences (2.1) and on the industry’s perspective (2.2). The module is based on the conceptual basis as provided by the Arhus modules “Globalisation, culture, and the roles of the media”, and “Globalisation and the transformation of the state”.
2.1: Audiences and Identities: The aim of this course is to introduce the students thoroughly to audience studies with a focus on the construction of identities via media use. Media use is, in manifold ways, connected to identity construction. Throughout the last years, research has, in the wake of increasingly multicultural societies, dealt intensively with the roles that media play in the negotiation of local, regional, national and supranational identities. This seminar is to, on the one hand, theoretically reflect the relations and connections between media use and identity; on the other hand, two focus topics are to be investigated more closely: firstly, the interconnection of renationalizing and transnationalizing processes is to be exemplified by latest developments in former Europe; secondly, the question which influence media use has on the development of (trans)cultural identities and public spheres shall be addressed.
2.2: Transnational players and their strategies: The aim of this course is to deepen students’ knowledge and theoretical background regarding transnational and transcultural media and communication strategies. The focus will be laid on theoretical foundations as well as practical case studies on single media companies and their respective transnational strategies.
Learning Outcomes
- Knowledge:
- an overview of relevant theories and findings on media use, media reception and media effects, focusing on processes of intercultural and transcultural communication;
- knowledge of key media companies and their global strategies.
- Understanding:
- of the determinants of patterns of media use among certain groups;
- of the role of audiences for the development of transcultural communication and transnational public spheres;
- of strengths and weaknesses of different forms of transnational and transcultural media.
- Discipline-specific:
- to apply theoretical concepts of audience and reception studies to concrete cases of transcultural communication;
- to analyse and to reflect the media companies’ intercultural and transcultural strategies;
- to design case studies, which allow to investigate structures and processes of transcultural communication.
Methods of Assessment
The course is based on group discussions, workshops, short lectures, student presentations and the writing of one or two papers. The final grade is composed of 90 percent for the papers and 10 percent for the coursework.
Indicative Reading List
- Chalaby, Jean K. (2005): Deconstructing the transnational. A typology of cross-border television channels in Europe. In: New media and society, Jg.7, Heft 2/2005, S.155-175.
- Flew, Terry (2007): Understanding global media. Basingstoke: Palgrave Mac Millan
- Georgiou, M.(2006): Diaspora, Identity and the Media. Diasporic Transnationalism and Mediated Spatialities. Hampton Press: Cresskill.
- Skovmand, M. & K. Ch. Schroder (eds.)(1992): Mediacultures Reappraising transnational media. London/New York: Routledge.
