CCB205 Digital Media Analytics

Unit Outline: Semester 2 2025, Kelvin Grove, Internal

Overview

This unit equips you with critical understanding and skills in contemporary research and practice methods as they are applied to digital content, platforms and networks. From computational analyses of ‘big social data’ to close qualitative analysis of digital media platforms and practices, the approaches, methods and tools that are grounded in and suitable for the study of digital media are expanding and evolving rapidly. This unit aims to provide you with critical understanding and practical skills in how to select and implement contemporary digital approaches to the collection, analysis and interpretation of various forms of communication data, such as social media content (both textual and visual). 

Learning Outcomes

On successful completion of this unit you will be able to:

1. Apply a variety of data collection, curation and analysis software systems for the purposes of digital media analysis.
2. Apply digital methods to recognise and explain the significance of patterns in social data.
3. Critique emerging approaches to the collection, modelling and analysis of social data and identify appropriate use cases for key tools and techniques.

Content

Learning Approaches

This unit will support your learning of digital media analytics through a combination of lectures that develop your critical understanding of digital analytics, and intensive practical sessions that focus on developing the applied skills required to complete assessment tasks. You will be expected to complete any prescribed self-study, including readings out of class, and in preparation for subsequent classes.

Feedback on Learning and Assessment

Feedback in this unit is provided in the following ways: 

• a range of formative exercises discussed in class with your teachers 
• feedback from peers 
• comments on summative assessment work in addition to criteria sheets 
• generic comments back to the cohort via QUT Canvas.

Assessment

Overview

There are two individual assessments for this unit that develop your theoretical and practical skills and knowledge around digital media analytics. The first is a portfolio that demonstrates your capacity to use appropriate digital tools and techniques to collect and analyse data. The second assessment requires you to visualise data from a specific data set, and reflect on the broader outcomes of that analysis.

Unit Grading Scheme

7- point scale

Assessment Tasks

Assessment: Social Data Analysis

You will be provided with a client brief and relevant social media datasets. You will demonstrate your capacity to use digital tools to analyse social data associated with a real-world issue, and write a report that addresses your client’s needs. 

This assignment is eligible for the 48-hour late submission period and assignment extensions.

Assessment: Social Data Mini-Project

You will develop a mini-project with a clear scope and questions. You are required to collect and analyse social media data related to the project, and write a report that addresses the questions and objectives set out in your project. Your analysis addresses a real-world issue in a range of formats, and reflects on the possible interpretative implications of each approach.

This assignment is eligible for the 48-hour late submission period and assignment extensions.

Academic Integrity

Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.

The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.

You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.

Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.

Requirements to Study

Requirements

All students are requested to visit and review the Health and Safety information on the HiQ web pages.

You will be advised if a unit requires additional mandatory health and safety inductions. 

Resources

Resource Materials

Other

To enable your full participation in units that utilise virtual learning environments, for example participating in online activities and engaging with online learning materials, you will need access to a reliable computer with an internet connection, webcam, headset and microphone, as well as a learning environment where you are able to fully participate undisturbed when required. 

Risk Assessment Statement

For risks associated with using campus buildings or QUT facilities, refer to the HiQ Health and Safety information.

You are advised to take regular rest breaks when engaging in prolonged computer-based work and ensure that your workstation is set up for optimal comfort to prevent strain or injury.

Please be advised that this unit may include the presentation and scholarly analysis of material and subject matters that may be considered confronting, such as certain representations of race, class, gender and violence. QUT counselling support is available should you feel the need to avail yourself of these services.

Course Learning Outcomes

KC40 Bachelor of Communication

1. Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
   Relates to: ULO2, Social Data Analysis, Social Data Mini-Project
2. Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
   Relates to: ULO1, ULO2, ULO3, Social Data Analysis, Social Data Mini-Project
3. Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
   Relates to: ULO3, Social Data Mini-Project
4. Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
   Relates to: ULO1, ULO2, ULO3, Social Data Analysis, Social Data Mini-Project
5. Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
   Relates to: ULO1, ULO2, ULO3, Social Data Analysis, Social Data Mini-Project
6. Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
   Relates to: ULO1, ULO2, ULO3, Social Data Analysis, Social Data Mini-Project
7. Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
   Relates to: ULO1, ULO2, ULO3, Social Data Analysis, Social Data Mini-Project