Course Code: COM339
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Synopsis

COM339 explores the transformative influence of Artificial Intelligence (AI) on media creation, distribution, and consumption, with implications for leadership and ethical decision-making in the communication industry. It examines how AI is reshaping traditional and digital media practices, analysing both the opportunities and challenges brought about by these technological advancements. Through critical analysis, students will explore the ethical dilemmas and societal impacts of AI-driven media, including misinformation, privacy concerns, algorithmic biases, and the broader ethical responsibilities of media leaders in managing the challenges of AI’s influence. By the end of the course, students will have a comprehensive understanding of the dynamic interplay between AI and media communication. They will be equipped to critically assess the implications of AI-driven changes in journalism, advertising, public relations, and social media. This course emphasises conceptual analysis and ethical considerations, encouraging students to think critically about AI’s evolving role in media and its ethical applications in professional settings.
Level: 3
Presentation Pattern: EVERY JAN

Topics

  • The AI Revolution: How Machines Are Rewriting Media
  • AI-Driven Media Convergence: Impact on Entertainment and Information
  • Automated Content Generation: Implications for Journalism
  • AI Influencers: The New Faces in Social Media Campaigns
  • AI-Driven Advertising Strategies: Ad Personalisation Revolution
  • AI and Public Relations: Managing and Saving Online Reputation
  • The Rise of AI-generated content: Humans vs. Machines
  • The Impact of Algorithms on Social Media: Filter Bubbles and Echo Chambers
  • Virtual Events and Experiences: AI's Impact on Live Communication
  • AI-Altered Realities: Deepfakes and Media Manipulation
  • Media Activism: Leveraging AI for Social Change and Advocacy
  • Charting the Path Forward: Ethics and Responsibility for Media Leaders

Learning Outcome

  • Discuss the transformative impact of Artificial Intelligence (AI) on media creation, distribution, and consumption.
  • Analyse the ethical challenges and societal implications of AI in media, including misinformation, privacy concerns, and algorithmic biases.
  • Critically assess AI-driven trends in journalism, advertising, public relations, and social media.
  • Examine real-world case studies of AI-driven media practices and their broader societal impact.
  • Develop critical and independent judgments on the role of AI in shaping cultural identity, media ethics, and managerial responsibilities.
  • Evaluate the risks and opportunities of AI in transforming media roles, with implications for leadership and ethical decision-making.