MP4031 - Digital Media - Writing

What will I learn on this module?

The purpose of the module is to learn the basics of how to identify stories, source information, interview and write for a range of digital media. As such, building on skills learnt in Semester 1, the importance of social media—where brevity is essential—will be emphasised, and you will develop a sense of the best means to narrativize a story in the contemporary mediasphere. You will also be taught how to write clearly and concisely, which is the heart of any good written communication. You will be taught how to identify and write for your intended audience (rather than for yourself), and how to avoid the use of meaningless jargon and generic content. These skills are fundamental for any career in media and communications, including public relations, journalism, advertising, social media management, and so forth. Thus, the module will also provide a bedrock for your future employability by helping you to understand how to communicate in a professional manner.

How will I learn on this module?

This module offers a varied teaching and learning strategy. You will learn via a variety of mechanisms. These include lectures, workshops, online activities (where appropriate) and independent learning. Classes will provide the contextual and practical information you need to understand the module’s themes and approaches. The lecturer will provide examples that will demonstrate how to apply relevant practical techniques, and to stimulate your engagement with the course material. Sessions will help you develop writing, interview, research and decision-making skills. These will also guide your learning strategies and offer the opportunity to develop issues you have learned independently. You will take part in group conferences for your assignments. This will give you the chance to develop ideas in an industry style environment. You will be expected to assess peers’ work, pitch ideas, agree a brief and file copy on time. Guidance with the preparation of assessed work, and feedback and feed-forward during writing. During your independent working time, it is also expected that you will apply the ideas raised in the lectures and workshops to your own practice. Where appropriate, additional materials will be supplied on the eLearning Portal, or you will be directed towards additional materials. These independent activities will facilitate your development as you progress through the module, laying a foundation for your assessed work.

How will I be supported academically on this module?

You will be directed to a range of relevant texts, both books and journals and will also draw upon the professional experience of teaching staff. You are also supported in a variety of manners: the module tutor is available to discuss issues both during and outside scheduled teaching. Tutors can discuss issues during pre-determined Office Hours each week, and also via email. Additionally, information, teaching materials and other support is available through the Electronic Learning Portal system.
You will be supported by the module lead; they will introduce the module at the start of the semester and offer advice and guidance throughout. Your learning is mapped out via documentation on Blackboard Ultra, the Northumbria University online electronic learning portal; this is accessible online on and off campus. The e-Learning Portal will include guidance notes and key dates to help you organise and plan your time. It will also include teaching materials, announcements and updates, and detailed information on assessment. You will have a university email that we contact you through. We support your learning by providing on-going feedback (Formative and Summative) through the range of teaching and learning approaches offered. We ask you to electronically submit your work electronically, and we will supply feedback via electronic means. You will be able to compare your feedback across modules so that you can assess your development as you progress through the programme. Formative assessment is offered throughout the module, and summative assignments will receive written feedback within 20 working days of assignment submission. Every tutor has set weekly feedback and tutorial drop-in hours, wherein you can seek advice on your academic progress. Where appropriate you may also be directed to engage with our Skills Plus or other resources offered through the University Student Support Services such as Dyslexia Support. Guidance tutorials also provide opportunities for students to discuss, in confidence, their academic progress on the programme.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
LO1: To understand the requirements of writing for different digital formats and audiences.
Intellectual / Professional skills & abilities:
LO2: Demonstrate how to find, source, write, edit and target stories for the appropriate market.
LO3: To write in a range of styles for a variety of formats in particular for social media and online media.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
LO4: To gain skills in writing clean crisp copy.
LO5: To understand the appropriate application of style as a technique.

How will I be assessed?

To prepare you successfully to undertake the summative assessment(s) on this module, formative assessments will be set by the module team. These may take the form of in-class tasks or projects, developmental activities undertaken between classes, or learning exercises/activities set over a longer period. Feedback (written and/or oral) will be provided to help you learn from, reflect on, and develop in light of these formative assessments.

1 x portfolio comprising:
(1) A series of five blog posts of between 200 and 300 words each on a topic of your choosing. (LOs 1-5)
(2) a 500-word reflective commentary outlining your understanding of the target audience for your blog and your rationale for why the content is appropriate for that audience. (LO1, LO2)





Module abstract

Writing is at the heart of good media practice and this module instructs students on how to write well for digital media. Using contemporary references and examples students learn how to write online articles and social media posts, with impact, balance and professionalism; a range of skills which are invaluable across a range of career paths. In addition, students are given tuition in making contacts and interview technique. Assessment is via the production of a series of blog posts in the student’s chosen area plus and short essay outlining the audience for the posts.

Course info

UCAS Code P305

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Arts

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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