It also introduces students to different evaluation methodologies and to research approaches to campaign development. Case studies of government and corporate campaigns are used to analyse the theory and practice of public campaigns. This subject covers both micro and macroeconomic models, looking at economic forces that affect the media such as scarcity, competition, barriers to entry, fiscal policies, monetary policies, and issues pertaining to productivity, recession, inflation and protectionism. Also covered are structures and issues specific to the media such as concentration of ownership, privatisation, monopoly and state enterprises. The big players are studied in term of global monopolies and the economic forces underlying their strategic decisions.
Special attention is paid to Asia and developing countries.
Critical and cultural approaches to media and culture in their social, economic, and political arenas. Topics include semiotics, discourse and narrative analysis, ideology and media, and related issues in critical and cultural analysis. Also covered are a range of issues in international and intercultural communication including communication and development, the new world information order, cultural imperialism, and globalisation. Specific examples focus on the interrelation between national and cultural agenda worldwide and in Singapore and the region. This subject emphasizes on the influence of the mass media on Asian societies.