24LLP116 - Digital Media Audiences and Markets
100% Assignment; Word limit 3000
Feedback returned by: 28th Feb 2025, Friday
Individual Report:
Analysis of Audience Engagement in Digital Media Platforms
Report Brief
Organisations, groups, brands, and people (e.g., celebrities, influencers, politicians, etc) utilise digital media to engage and interact with their audiences across multiple channels and using a variety of content types.
In this assignment, you will write an analysis of audience engagement on a digital media platform.
You will choose the platform. that is the subject of the analysis in your report and ensure that your report describes and analyses the axes driving audience engagement on the selected platform, including:
• The platform’s business or revenue model(s)—e.g. revenue streams, pricing strategy, etc. If you think it is relevant, particularly as it relates to other axes of analysis, you can include details of the historical evolution of the platform’s business model.
• The ownership and governance model(s)—how does the ownership structure of the platform. and its governance affect audience engagement and the user experience? The analysis of the platform’s governance can include any aspect of the platform’s governance that can impact user experience. Some examples include (but are not limited to) moderation policies, user data practices, decision making structures related to the development of featues, or any other governance choices that you feel are relevant to your chosen platform.
• The affordances that the platform. gives to the users how they affect and
influence the audience’s behaviour on the platform. You shoud include 3 to 5 affordances or interface features and how they shape user behaviour.
• The stakeholders participating in the platform and their incentives, as well how these incentives shape the activities and affordances of the platform.
• Interactions that are being measured and/or monitored on the platform. You should include at least 2 metrics / measures of interaction and how these measures influence audience behaviour on the platform.
• The ethical and privacy considerations around the audience’s engagement on the chosen platform. You can include evaluations of benefits and/or harms/risks to users.
Your analysis should maintain a critical synthesis and evaluation of the impact of the above considerations on audience behaviour and engagement on the chosen platform.
Suggested Writing Structure
Once you have gathered the necessary information, your analysis should include these general sections, but these may differ depending on your specific case:
• Introduction and background
o Identify and introduce the platform. that is the subject of your analysis
o Set the scene by providing background information, relevant facts, important issues, and outline of the platform’s history and development.
o Demonstrate that you have researched the relevant details of the platform.
• Evaluation of the selected axes of analysis
o Identify the various axes that you use in your analysis
o Evaluate the platform. in the context of each of these axes by
discussing how they affect the platform, its stakeholders, and the behaviour and engagement of the audience.
o Explain how these axes of analysis complement or conflict with each other and what positive or negative outcomes they have for the platform. and its stakeholders, and in particular the users.
• Recommendations
o Provide at least 2 specific and realistic recommendations and ideas to improve any aspects of the platform. and its audience’s engagement which you have identified as not working well. Explain why these recommendations were chosen, and describe any relevant limitations
o Support these recommendations and ideas with solid evidence, such as:
Concepts from class (text readings, discussions, lectures)
Your own research from academic sources
Personal experiences of platform. users (anecdotes)
• Reference: A reference list in Harvard Referencing style.
Please check the module page for resources related to the coursework and case studies—particularly the reading list—for further guidance.
Marking Criteria
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Marking criteria
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Weighting
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Report layout, style, structure, presentation, and clarity
• Does the report follow the suggested structure?
• Does the report entail cover front, title, table of content, abstract, heading/subheadings, page number, body, reference, and
appendix (if necessary)?
• Is the report logically organised?
• Is the report legible and grammatically accurate? If empirical data is included, is it presented accurately and appropriately?
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10%
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Research of the Analysis: Relevance, consistency and
evidence identified from the analysis, further reading and appropriate citations from relevant sources
• Has the background of the platform been adequately described and researched?
• Does the analysis report follow a consistent and coherent argument?
• Do the references and citations cover the appropriate viewpoints in both breadth and depth?
• Is evidence used accurately, critically, and effectively?
• Are sources cited fully and correctly? Is a properly annotated reference attached?
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20%
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Criticality of the evaluation: Application and appropriate use of key theoretical frameworks and models to support the analysis
• Is an appropriate range of reading and sources called upon?
• Is a specific angle picked up and used to evaluate the case? What angle?
• Does the report address various views in a comprehensive and
critical fashion and organically merge them to form its own points?
• Are the arguments strongly supported?
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25%
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Quality of the proposed recommendations
• Have all the relevant components been identified?
• Has the case report brought up a mechanism to accommodate the above components?
• Does the case report cover potent, convincing, and logical points?
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25%
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Originality of insights and recommendations with justification
• Does the report include original illustrations/examples?
• Does the report include insights that are linked to broader industry trends and implications?
• Is there a distinctive, innovative synthesis of material?
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20%
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