1. Demonstrate a detailed understanding of the fundamental principles of user generated content Knowledge & learning

2. Demonstrate awareness of methodologies in obtaining information about how to design and create user generated content
Enquiry

3. Evaluate and analyse user generated content from a practical and theoretical perspective
Analysis

4. Communicate findings accurately, concisely and logically in the desired formats
Communication

50% Digital Creation: Production of user-generated content for multi-audience use [LO 1,3,4]

50% Reflective diary: Reflections o methods and resources deployed to create user-generated content [LO 1, 2]

A ground-breaking module that envelops you in a world of user generated content in a variety of forms, from the world of sports podcasts, gaming communities, news and citizen witness to activism and social change, to fan art, fashion and travel. You will not only receive dedicated masterclasses and visits from guest lecturers and industry experts from a range of areas, but you will also learn how to become a content producer yourself, choosing the area you’d like to specialise in and creating a portfolio of user generated content that fits with the particular audience.

During this module you learn about the role of user generated content versus traditional marketing and how it’s driven by social media and participatory culture. You will develop a deeper understanding of digital culture and will be able to identify how brands tap into this sharing culture, for instance, by creating money-can’t-buy opportunities for fans to create, share and disseminate user generated content online. By producing user generated content, fans or participants effectively become authentic brand ambassadors online, helping to generate word-of-mouth promotion. Therefore, in this module you’ll see how user generated content puts the customer front and centre of brand marketing and it comes in a variety of forms. We’ll examine some of these areas through several in-depth taught masterclasses on:

- Sports – a focus on some of the leading user generated sports podcasts to date and their role in capturing an authentic fan experience
- News – Exploring citizen witness accounts that allow for key witness accounts and quick dissemination of content online. Alongside the role of user generated content platforms on leading news sites such as the BBC
- Activism – The rise of the political meme, grassroots activism and the role of social media and social change, with a specific look at the role of user generated content during the Arab uprising and in the climate change movement
- Gaming communities – from Discord to Reddit, mods, fan patches, fan translations and creating content for the metaverse and gaming communities
- Film – from fan art to super stardom – how fan art illustrations offer a way to engage beyond the brand for hardcore fans and a look at the role of film bloggers and vloggers and their weight in determining the success of film launch through previews and reviews
- Fashion and travel – what drives the most engagement? Influencers and the fashion elite or user generated content on Instagram and Snapchat
- Wikipedia – The original user generated website
- YouTube – Rise of the vlogger
- Sharing user generated content – How to get your content trending on Reddit

On completion of the masterclasses, some of which will be taught by guest lecturers from industry, you will get to specialise in one area to create your own user generated content portfolio. This will include further research into your subject area, such as sports podcasts, alongside designing, creating and seeding your own user generated content online, tracking the reception of it online and reflecting on your work over the course of year.

Learning Strategies can include:

Contact/Scheduled learning and Teaching Activities:¿
One-to-one tutorials¿
Risk Assessment, health and safety, ethics input¿
Academic workshops/presentations¿
Small group sessions (seminars, tutorials, debates)¿

NB: This module will be accompanied by a comprehensive handbook and VLE support.¿
You will be expected to take advantage of the extensive library facilities and on-line tutorials via Lynda.com and BoB.¿

Guided Independent Study Activities:¿
Independent practice¿
Research¿
Group meetings¿
Personal development planning¿
Teamwork¿
Networking events¿
Blackboard VLE, Lynda.com and BoB access¿
Independent Study in support of your project work.

The most recent additions of the following texts, which will be available through online study links. The following are the most recent editions:

Gerbaudo, Paolo, Tweets and The Streets
Fuchs, Christian, Social Media
Castells, Manuel, Networks of Outrage and Hope
Dijck, Jose Van, The Culture of Connectivity
Lindgren, Simon, Digital Media and Society
Mina, An Xiao, Memes to Movements
Berger, Jonah, Contagious: How to Build Work of Mouth In The Digital Age
Marketing Week
PR Week
Campaign
The Drum
The Webby Awards
Mashable Shorty Awards

University library: 24/7 access for books, journals
Blackboard: 24/7 access online for course information
The Media Centre: Editing suites and studies and free loans of equipment including audio kit, video and stills cameras
Software Resources: Adobe Photoshop, Premiere Pro

A ground-breaking module that envelops you in a world of user generated content in a variety of forms. Areas include the world of sports podcasts, gaming communities, news and citizen witness, activism and social change, fan art, fashion and travel.