3. Questions
The focus of this ongoing project component is hybrid media. After completing this ongoing project, you should be able to understand hybrid media strategies in relation to either a real-life situation you are currently facing or a situation that you may realistically face in the future. Therefore, the more grounded and realistic your project is, the more value it will offer you as a strategic communicator after this course.
Format:
You are required to write your ongoing project component in the form of a cohesive memo. This means that the tone and structure of your response should be as though it were intended for a colleague to read and comprehend. However, please take note that your reader should require no extra content information outside of this memo to understand your intended meaning.
You may make use of a memo writing guide if you require it. However, remember that effective memo writing does not mean you must only make use of one specific format; the greater priority is to ensure that clear and concise meaning is communicated.
Most memo writing guides recommend including personal details, but in this course, you are not required to do so.
Question 1
How could you use hybrid media to either help set your agenda or frame a topic in a manner that is desirable for your goals? Use the following points to guide your answer.
- Select either agenda-setting or framing for this question. You do not have to do both; select the one that is most appropriate for your scenario. Recall that agenda-setting is the process of affecting what your audience is thinking about, and framing is the process of affecting how your audience thinks about a topic that they are already aware of.
- Explain how using hybrid media to set an agenda or frame a topic could help you persuade your audience to act in a way that advances your goals.
(Max. 200 words)
Start writing here:
Question 2
Refer to your answer to Question 1.
Explain in more detail how you will effectively select and sequence media to create a hybrid media environment. Use the following points to guide your answer:
- You should explain why the media you chose is practical or realistic for you to use in terms of the existing resources you have access to in your organization.
- You should explain how releasing your media in a particular order will increase the likelihood of creating a valuable hybrid media environment. Note that a hybrid media environment is valuable when the media interactions that are occurring (between audiences, the content, and stakeholders, such as other media organizations) are collectively contributing to advancing your goals.
(Max. 300 words)
Start writing here:
4. Rubric
Your Module 4 ongoing project will be graded according to the following rubric:
| Poor or incomplete | Below satisfactory | Satisfactory | Good | Excellent | |
| Question 1 The student’s response describes how hybrid media can be used to advance their strategic communication goals either through effective agenda-setting or framing. | No response or attempt. OR The response is unrelated to the concept of hybrid media. (0) | The student’s response does not fully explain how hybrid media can be used to set an agenda or frame a topic in a manner that advances their strategic communication goal. (5) | The student’s response explains how hybrid media can be used to set an agenda or frame a topic in a manner that advances their strategic communication goal, but key points are missing. (6) | The student’s response explains how hybrid media can be used to set an agenda or frame a topic in a manner that advances their strategic communication goal. Their response shows a clear understanding of the value of hybrid media in relation to their goals. (7) | The student’s response insightfully explains how hybrid media can be used to set an agenda or frame a topic in a manner that advances their strategic communication goal. Their response shows a clear and insightful understanding of the value of hybrid media in relation to their goals, and of the value of hybrid media as a tool for setting agendas and framing. (8) |
| Question 2 The student’s response explains their selection and sequencing of media in Question 1. Their response evaluates the practicality of their choice of media and discusses how their sequencing creates a hybrid media environment. | No submission or attempt. OR The response provided is unrelated to the concept of hybrid media. (0) | The student’s response does not fully explain their selection and sequencing of media in Question 1. Their response neither adequately evaluates the practicality of their choice of media, nor discusses how their sequencing creates a hybrid media environment.(5) | The student’s response explains their selection and sequencing of media in Question 1. Their response partially evaluates the practicality of their choice of media and somewhat discusses how their sequencing creates a hybrid media environment.(6) | The student’s response explains their selection and sequencing of media in Question 1. Their response evaluates the practicality of their choice of media and discusses how their sequencing creates a hybrid media environment.(7) | The student’s response explains their selection and sequencing of media in Question 1. Their response insightfully evaluates the practicality of their choice of media. The student’s response thoroughly discusses how their sequencing creates a hybrid media environment and demonstrates an insightful understanding of the possibilities provided by hybrid media. (8) |
Total: 16 marks
