Module: MCO4111-20 - Ephemeral Media

Level: 4

Credit Value: 20

Module Tutor: Matthew Freeman

Module Tutor Contact Details: M.Freeman@bathspa.ac.uk

1. Brief description and aims of module:

There was a time when people thought Snapchat would be a spectacular failure, and there would be no social media marketing value in the platform. Now Snapchat has 191 million daily active users. Instagram Stories and Facebook Stories have replicated Snapchat’s method with even more success. The former gets over 400 million daily active users. There’s a good reason why these content types are so popular. All three formats – Snapchat, Instagram Stories, Facebook Stories – are examples of ephemeral media content.

This module considers both the creation and engagement of short-form, fleeting media content that is only available for a limited period of time. It questions the significance of ‘content that disappears’ as part of today’s communications landscape, be it Instagram Stories, teaser promo video, TV idents, and beyond.

Students will be introduced to key approaches for understanding the rise of ephemeral media content across the communications sector, including the psychological factors that drive the popularity of fleeting content amongst contemporary audiences, as well as exploring the role of urgency and authenticity in marketing.

Learning new audio-visual communication skills in video editing, students will work towards the production of their own ephemeral promotional videos as well as an accompanying portfolio of original audience research and user testing, building up a set of iterative ephemeral designs (Research Portfolio 100%).

2.Outline syllabus

● Module Introduction

● Defining Ephemeral Media

● Framework 1: Psychological Engagement

● Framework 2: Ethical Marketing

● Understanding Interaction with Ephemeral Media

● Case Study 1: Snapchat & TikTok

● Case Study 2: Instagram & Facebook Stories

● Case Study 3: Teasers & Idents

● Ephemeral Content Strategy

● Doing User Testing Research

● Producing Promotional Videos

● Promotional Video Showcase

3.Teaching and learning activities

Students will be introduced to the rise of ephemeral media, placing it in cultural, social and technological context amongst wider trends to do with second-screening, attention spans, attitudes towards corporate media, as well as the rise of new media technologies. Student will examine key frameworks for making sense of the popularity of ephemeral media, including psychological perspectives and the rise of ethical marketing. The module will then move on to identify and analyse a number of key case studies, such as social media like Snapchat and TikTok alongside the emergence of increasingly short-form and disappearing teaser videos.

Lectures will be used to introduce these practices, and workshops will be used as spaces for debate and hands-on production skills. Technical skills training will centre on video editing techniques, providing students with the skills to produce a set of ephemeral promo videos based on research and user testing.

Assessment Item 1:

• Assessment Type: CW

• Description: Research Portfolio (including ephemeral videos and iterative designs)

• % Weighting: 100%