Bachelor of Arts (Hons) in Communication and Crossmedia
General Programme Information
|Title of Programme :||Bachelor of Arts (Hons) in Communication and Crossmedia|
|Normal Duration :||4 Years|
|Credits Required for Graduation :||123 Credits|
Enable students to develop cross-approach towards communication work Work out crossmedia production in the mobile digitalization context Integrate interactive communication with a crossover mindset Instill a postmodern approach into the curriculum
Aims and Objectives
The programme aims to train students with all creative-media skills, as well as put emphasis on film, multimedia and digital production techniques, so as to integrate students' interactive marketing skills and creating thinking into social media publishing. The programme allows students to master the latest media production and entrepreneurial skills. Graduates can start their career in film, TV and crossmedia production.
Aims of the Programme
- To provide a solid education on the application of border-free communication and media production that cuts across genres and purposes.
- To educate a creative generation of media practitioners capable of handling digital devices to make up crossover contents and formats for communication of all purposes.
- To contribute mobile media practitioners with a crossover mindset and ability of working out the production and contents on convergent media platforms.
Objectives of the Programme
- Enabling students to adapt to the digitalization effects and impacts on communications, ways of perception, media formats and platforms.
- To train up students with a variety of techniques to configure interactive communication and integrate its contents in a crossmedia format.
- Developing students with the ability of hybriding any communication and production formats for the production of the mobile media.
- Educating youngsters to develop attributes of cross-culture, cross-sector, cross-genre and cross-territory to cope with the social context of globalisation and postmodernity.
Area: Mobile Media
Area: Crossover Production Techniques
Area: Interactive Communication and Context
Area: Postmodern Media Ecology
Area: Media Arts and Techniques
*PC = Programme Core
*PE = Programme Electives
|Content Design and Practice for Mobile Devices||PC||3||This course introduces to students the basic theories and principles of mobile communication and application, as well as the modes of layout across various mobile platforms and interfaces. Computer interaction concepts and techniques, requirements of gathering and setting content, design alternative and evaluation will be taught. Through lectures and practice, students learn the principles of visual and interactive design, human perception and cognition and will be able to work independently or in group to perfect their skills of mobile content design and management.|
|3D Solutions to Crossmedia||PC||3||This course will introduce to students theories and application of image and video processing, the dynamics of rigid bodies in 3D motion, 2D and 3D signals and systems, linear and shift invariant systems (convolution), image and visual enhancement, image recovery and 3D stills and motion pictures. Through lectures and workshops, students will be acquainted with the principles of all 3D techniques and will be able to work independently or in group to fine-tune their 3D digital imaging skills for crossmedia communication.|
|Tabletized Content Architecturing||PC||3||This course is about how to build and deploy the full array of protocols and technologies associated with content architecture. Students will understand the major architecturing components, such as content modeling, author experience and workflow in content strategy and management. Through lectures and workshops, students will learn the skills of Content Architecturing bespoken for tablets and phablets as well.|
|Writing & Editing for Mobile Media||PE||3||The course consists of theory and practice. Concepts of viewers’ reading habits are taught in lectures; skills of content writing and editing are delivered in the tutorial session and workshop, supplementing with piecework assignments and a final project. Emphasis is put on the search engine page results (SERPs) and the search engine optimization (SEO) to maximize reader’s interests on text and crossmedia content.|
|Animation & Post-production Techniques||PC||3||This course aims to introduce to students the theories and techniques of digital animation. Through individual and group assignments students will explore various software and techniques for animation from fundamental development of characters, props, modeling to actions. Students will be asked to further gear up their post-production and VFX skills, including use of particles and lighting, especially in an animation context.|
|Film Directing and Shooting||PC||3||Students will learn the basic principles and techniques of film directing and cinematography, from script breakdown, blocking, lighting to shooting. Lectures and workshops are provided to explore directorial process, directing collaborators, directorial conventions, visual storytelling preparation and other techniques and tools including narrative design, movement, composition, and performing. After finishing the course, students are able to organize, direct, shoot and produce a feature microfilm of different genres.|
|Script Writing||PC||3||This course aims to introduce to students the techniques of script writing across a range of genres. They will learn how to write scripts for film, radio, digital platforms, television or theatre. The course will cover story-telling techniques and various types of narration and the specific techniques required for each genre and platform. Lectures and workshops on script writing will be the essential components of the course.|
|Digital Platforms and Practice||PC||3||The course consists of theory and practice. Concepts of different platforms and their applications are taught in lecture; skills of cross-platform content production are delivered in the tutorial session and workshop. Students will be trained to handle multimedia and cross-platform techniques through classwork and assignments. Students are also able to identify and opt for the appropriate search engine solution and a mix of digital platforms for content creation and composing.|
|Art Application on Crossmedia||PC||3||The course starts from information research and analysis to idea execution and complete artwork application. Teaching involves an in-depth theoretical insight and know-how of crossmedia design. Students are asked to express themselves through exploring their blogs/channels to display their aesthetical and technical skills of crossmedia application.|
|Crossmedia Editing Techniques||PC||3||The course is case and practice-oriented. Students will learn from the basic to advanced editing skills plus editing policy for crossmedia content. The course covers hands-on skills and cases of editing and gatekeeping regarding social, cultural, legal and ethical aspects. Upon completion of the course, the students will be able to distinguish the problematic areas and make appropriate editorial judgements on various digital content.|
|Audio and Music Engineering I (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PE||3||The course is workshop-based and students are introduced to a series of audio techniques, including microphone recording, audio signal transmission, mixing, editing and post-production effects. They are asked to undertake a series of audio assignments, including soundscape, acoustic signal processing and digital audio broadcasting. Students are also asked to produce a multi-channel sound clip by using digital sound tools like Adobe Premiere, Avid Pro Tools or Logic Pro in different operating systems.|
|Audio and Music Engineering II (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PE||3||The is workshop-based advanced course on sound engineering and the students will practice a series of techniques, including microphone recording, audio signals transmission, sound mixing, editing and postproduction effects. They are asked to carry out a series of audio assignments by applying soundscape, acoustic signal processing and audio broadcasting. Students are asked to demonstrate how to recompose a multi-channel sound clip with designated effects by using sound editors like Adobe Premiere, Nuendo, Avid Pro Tools or logic Pro in different operation systems.|
|Crossmedia Production Techniques I (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||Since the application of digital technologies converges platforms and formats of communication and information dissemination across various media channels, the techniques of composing media content require a multitasking ability to integrate text, sound, visual, still and moving images, and other forms of expression. This course is an entry module of crossmedia production techniques that delivers the skills of media content production across media specifications for mobile communication. The components of teaching include: making use of all kinds of digital devices to produce content, acquiring the principles and techniques of shooting and editing still and moving images, developing the basic ability of integrating text, sound, still and moving images, and digital effects for online publishing and dissemination on a crossmedia platform.|
|Crossmedia Production Techniques II (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||This module of crossmedia production techniques is set at an intermediate level with the prime aim to further consolidate students' skills in crossmedia content production. This module emphasizes creativity and a crossover mindset and thus enables students to experiment how to produce content for crossmedia communication on mobile media. Students are required to handle a number of small or medium scale shooting and editing projects of crossmedia content production on their own under the guidance of the instructors.|
|Crossmedia Production Techniques III (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||This advanced module completes the crossmedia production techniques elements and thus enables students to work out crossmedia communication projects to the professional level. Upon completion of this module, the students are able to independently work out a crossmedia project of news documentary, advertisement, micro-film, footage of various purposes.|
|Web Application Architecture||PC||3||This course explores the development and techniques of web application architecture with an emphasis on the application aspect. The course starts from the fundamental design patterns and theories associated with the most current web application architectures. Practice will be given to website and webpage building by using the latest tools and software in relation to the present cloud-based resources which have become the significant elements of web application.|
|Final Project (Initial Stage)||PC||3||This course takes the form of working out an independent piece of crossmedia output to sum up what the students have learned. It demonstrates the students' ability to work independently and their capability of mastering a crossmedia production project. It is essentially an individual project with topics chosen by students themselves but approved by the responsible teacher. The course serves an initial stage during which the students will propose a production topic, then outline a plan and design the project under the supervision of an instructor. At the end of the semester, the students are required to submit an interim project with a progress report.|
|Final Project (Final Stage)||PC||3||Based on the interim project and progress report, students will be guided through the post-production stage of their final project during which modification or readjustment will be made if necessary. The main criterion of assessing the student's final project is the extent to which how his/her crossmedia production is in line with barrier-free communication for mobile media platforms. In any case, the final project is an individual assignment and aims to reach the professional standard.|
|Crossmedia Studio Management||PE||3||This course provides learners with a thorough understanding of how a crossmedia studio designated for TV, radio and live show is operated. Students will learn how to manage work posts of different audiovisual software and networks for convergence, and they will be asked to demonstrate how a crossmedia studio is run.|
|Drone-videography||PE||3||The use of drones nowadays can be found in journalism, advertising as well as film making. Drone-videography differs from traditional videography and photography not only in terms of setup and maneuverability, it also brings up a new set of aesthetic and ethical standards. The course assists students to familiarize with the equipment and its techniques. The simulation of drone-shooting as part of the training will demonstrate how drone-videography breaks down horizontal and vertical barriers of shooting. The course will also address various legal, safety and ethical issues relating to drone- videography.|
|Summer Internship||PE||3||Summer internship provides an opportunity for students to gain "combat experience" through which they can evaluate how their knowledge and skills are in line with the professional standards in various settings of mobile and interactive communication. The student interns will be mentored and monitored by the industrial supervisors and college tutors all through the internship period. Eligible students will be sent to take up a designated post in various media and communication firms producing output across a spectrum of communication platforms, such as production houses, advertising agencies, and new media corporations. Through on-the-job practice, students will be able to learn how to work solo and in team and consolidate their production and communication techniques.|
|Advertising in Crossmedia Context||PC||3||The course introduces the students to how advertising and its production are increasingly engaged in various mobile communication platforms. Through examining the basic theories of advertising and its years-long practices, students will be informed of an evolution in advertising methods and the specifications that take account of mobile devices to disseminate messages bundled together across traditional and new media platforms.|
|Senses of New Media Marketing (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||This course introduces students to various forms of new media marketing, such as social media marketing, mobile marketing, and search engine marketing, etc. Students will acquire knowledge of new media marketing techniques through case studies. The course will help students develop a "market sense" and employ marketing knowledge, such as brand management, market trends, promotion and presentation skills, in their future communication work.|
|Interactive Communication Theory||PC||3||Alongside an introduction of the concept, model and theory of communication, the course examines how communication channels and various information disseminations nowadays are correlated in the form of "many-to-many" that defy the traditional concept, mode and theory of mass communication. By acknowledging that a shift of the mode and practice from mass communication of one-to-many to many-to-many, interactive by nature, is heralded in particular as the so-called new media or mobile communication, students of various communication programmes would be able to incorporate such feature of new age communication into their know-how to work out content design, mode of communication and apps communication.|
|Genre-free Micro Film: An Exploration||PE||3||The course will introduce the current practices and features of micro film to students. Throughout the course, students will be able to learn, through producing their own micro films, the essential components and workflow, such as planning, script writing, pre-production, budget control, filming, as well as post-production editing. Students will be assessed on the basis of how their micro film production explores onto a certain extent a genre-free mindset or orientation of border-free communication.|
|Postmodern Film: Creativity And Techniques||PC||3||This course aims to introduce to students the theories and perspectives regarding postmodernism in art and motion picture. The students first are to learn from the characteristics and conventions of postmodern films, from narrative, pastige, intertextuality, matafiction, temporal distortion to new age editing. Case studies and workshops on postmodern film techniques will be introduced as well. As postmodernist art subverts all conventional art forms but it also employs all forms of art, this course that aims to widen students’ creativity and hone their editing skills is deemed to be essential to the student’s future career in creative industries.|
|Postmodern Arts and Culture (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||The postmodern arts and culture are often associated with the current trends such as consumerism, globalization, and avant-garde culture. When did postmodern arts and culture emerge, however, is an ongoing debate. This course will begin with a historical excursion of postmodern arts and culture with a specific focus on how they became an anti-thesis to modernism. The course will then introduce various features of postmodern arts and culture, such as pastiche, appropriation, borderless, relativism, the use of an ironic effect, etc, through which students would understand what makes something postmodern and how postmodern arts and culture become popular nowadays.|
|Googleology||PE||3||Google is much more than a search engine. It offers a series of free tools for learning, doing research, and conducting collaboration. In this course, Google tools such as office, questionnaire, form, keep, hangout, as well as the powerful Chrome browser add-ons, etc., will be introduced. The use of Chromebook platform in education and business collaboration will also be covered. By the end of this course, students would become knowledgeable about the use of Google tools for learning and doing research.|
|Visual Editing: Art and Techniques||PC||3||This course aims to introduce to students the theories and techniques of video editing, as well as the aesthetics of the cuts. The students first are to learn from the basics to the advanced editing skills plus editing policy and colour grading for various genre. The course covers hands-on skills and cases of editing and analyze the impact of editing on story arc. Upon completion of the course, the students are able to understand the editing theories and its process, get a grip of editing skills, edit a video story with fragmented video clips, de-structure and analyze the rationale and cuts of any video genre.|
|Art Communication (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||Art communication conveys two substantive messages: art is communication and art is everywhere. The course helps students to comprehend what art is about and how art is presented by everyone in different ways and by various means in our daily lives.|
|Computational Art (This course will only be offered to students enrolled in or before 2019-2020 academic year.)||PC||3||The course focuses on creating, collaging, editing and manipulating digital images and sound clips by using the basic functions of visual arts software. It encourages students to develop a creative sense and barrier-free awareness of all-in-one content design so as to enhance their capability of recording, editing, and processing digital content by utilizing up-to-date visual and audio-acoustic software to format an output that bears aesthetic and border-free substances for crossmedia communication.|
|Border-free Design||PC||3||The course aims to address an understanding of the importance of border-free or across-genre design in contemporary crossmedia communication and also to teach students the conceptual and technical differences between the traditional design and border-free design for mobile media platforms. The course will cover the application of software and the techniques of borderless content and layout designs by which dissemination and interactive communication take place through a variety of media, including print, television, point-of-sale, radio, direct mail, online and outdoor advertising.|
|Creative Industry : Theory & Practice||PE||3||The cultural and creative industries have played an increasingly significant part of the contemporary economy, and some advanced countries believe that creative activities which need considerable resources and investments could bring new opportunities. Especially for Hong Kong, the HKSAR government has established an office called "Create Hong Kong" to support the development of relevant businesses since 2009. Communication, media and the entertainment sector also serve as an engine to facilitate all thriving creative activities. This course will introduce the economic / business perspective to understand current creative industries, and it should give students a fundamental knowledge about how creative industries work. After that, some specific sectors (including audiovisual business, design, fashion, and social media) will be presented and discussed further. In the last lecture, the statue of Hong Kong in the East Asian creative industries will give a retrospective overview of the course.|
|Crossmedia Ethics||PC||3||In an era of mobile communication, the traditional codes of practice of media production and communication of all kinds can hardly catch up and deal with crossmedia communication that features "barrier-free", "free-to-go" and "free-to-do". This course examines the ethical issues and codes of practice of crossmedia communication, production and publication that bypass or break the conventional baselines and conception. In this course, students will be asked to analyze controversial cases of crossmedia practice by means of moral reasoning. Various problem scenarios that are faced by media practitioners will be addressed to enable students to make sense of what the dilemmas and impact of crossmedia communication are on issues of democracy, press freedom, freedom of expression, privacy, public interest, human rights, patent and copyrights, etc.|