Course Outline

CMN314 Global Communication

Course Coordinator:Harry Dugmore ( School:School of Business and Creative Industries

2023Semester 1

UniSC Sunshine Coast

UniSC Moreton Bay

Blended learning Most of your course is on campus but you may be able to do some components of this course online.


Online You can do this course without coming onto campus.

Please go to for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?


Global Communication looks at how power operates in and through communication systems and how the strategic use of communication by governments and social movements works. It examines how propaganda and disinformation are constructed and transmitted in the digital age. The course also examines the rise and role of celebrity power in contemporary culture, in a world increasingly dominated by the rapid uptake of social media and an upsurge of the ‘platform power’ of large multinational IT corporations.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Learning materials – Interactive online learning activities. 1hr Week 1 13 times
Tutorial/Workshop 1 – Scheduled face to face workshops. 2hrs Week 1 13 times
Learning materials – Interactive online learning activities. 1hr Week 1 13 times
Tutorial/Workshop 1 – Scheduled online workshops (Recorded). 2hrs Week 1 13 times

Course Topics

Shifts in and shifting public opinion – Public Sphere and Network theory, including audience perspectives on communication.

‘Big Data’, algorithmic automation, micro-targeting and the rise of – and resistance to – ‘Platform Power’.

Understanding Global Communication systems, infrastructure and governance.

Understanding global news media corporations and the ‘flows’ of international journalism and information.

Development Communication, Modernization, Globalisation, ‘glocalisation’, neo-liberalism, mediatisation, i.e core theoretical concepts and constructs in Global Communication.

Intercultural communication and transnational communication

Public Relations as practice, and as part of ‘persuasive industries’

Global/transnational Social Change campaigns and Social and Behaviour Change (SBCC) approaches and theory

What level is this course?

300 Level (Graduate)

Demonstrating coherence and breadth or depth of knowledge and skills. Independent application of knowledge and skills in unfamiliar contexts. Meeting professional requirements and AQF descriptors for the degree. May require pre-requisites where discipline specific introductory or developing knowledge or skills is necessary. Normally undertaken in the third or fourth full-time study year of an undergraduate program.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Completing these tasks successfully will contribute to you becoming...
1 Appreciate and engage with perspectives on globalisation and theories of global communication. Knowledgeable
2 Recognise media and communication practices in intercultural, multicultural and international contexts. Engaged
3 Interrogate the global public sphere, global publics and the role and scope of global organisations. Creative and critical thinker
4 Deconstruct strategies deployed in transnational relations in the civil, public and corporate spheres. Ethical

Am I eligible to enrol in this course?

Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.


Not applicable


Not applicable



Specific assumed prior knowledge and skills (where applicable)

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

Short written conceptual overviews of the selected core concept will be submitted in weeks 2 to 4, and general feedback will be given to the class on these contributions.   Selection and discussion of topics for Task 2 and Task 3 will take place with the supervisor to ensure viable topics are developed for each assignment. 

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Written Piece Individual 25%
From a range of topics, students will choose two topics and write a 500-words mini-essays on each of these two topics. In addition, students will choose one image that, with a caption, captures and encapsulates the key argument in the mini-essay (Overall 2x500 words; 1000 words maximum)
Week 5 Online Assignment Submission with plagiarism check
All 2 Oral and Written Piece Individual or Group 30%
Maximum 15 minutes presentation (approximately 15 PowerPoint slides) with an accompanying, referenced script.
Week 10 Online Assignment Submission with plagiarism check
All 3 Report Individual 45%
2000 words
Week 13 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Core concepts
This task has been designed to build your knowledge of key global communication concepts and theories, and your understanding of the infrastructure underpinning and governing global communication in the digital age. Concepts such as mediatisation, public opinion, local and global public spheres, globalisation and 'glocalisation', cultural flows and homogenisation, among others, will be explored.
Product: Written Piece
This task is to be written in an academic format, i.e as essays.
No. Learning Outcome assessed
Knowledge of debates surrounding globalisation
1 2 3
Understanding of global communication theories and concepts
1 2 3 4
Appreciation of intercultural and international communication practices
2 3
All - Assessment Task 2:Country News Media System Analysis
This task has been designed to enable you to analyze the news ecosystem in Australia, and how it differs, and how it is similar to news systems in other nations. You'll demonstrate an understanding of how local news media interact with global news agenda setters to shape nations - and how nations, in turn, shape their news media. This will be done via a focus on an issue of global significance related to Sustainable Development Goals (SDGs) (e.g. climate change communication)
Product: Oral and Written Piece
This task is to be presented and written in a professional format, as an audiovisual presentation with an accompanying script, which should include references.
No. Learning Outcome assessed
Appropriate selection of global issue and nation state
1 3 4
Sophisticated analysis of news media system using relevant models and theories
2 3
Sophisticated analysis of news stories using empirical methods
1 2
Excellent critique of media system and nation state ideology using relevant literature
1 2 4
Theoretically informed analysis of the impact of country news media system on international communication and reputation
1 2 3
All - Assessment Task 3:Global Social Change Communication Campaign
This task has been designed to enable you to analyse and evaluate a global social change communication campaign, and apply your analysis and finding to suggestions of what would be required to improve future campaigns in this area of concern.
Product: Report
This task is to be written in a professional format as a report/proposal, to specifications that will be shared in more detail in a Task Information Sheet to be provided in class. This task has two components: firstly, to identify and deconstruct a recent or ongoing transnational social change communication campaign i.e undertake secondary research to discern the overall goals and objectives of the campaign, the campaign's understanding of their target public/s, the key messages and strategy and tactics used to communicate these messages; and unpacking of the campaign's ethical dilemmas etc). The second part of the assignment involves drawing on the insights generated in your analysis to propose improvements to future strategies, including better message design, more strategic audience segmentation, and other components that will be outlined in class and in the Task Information Sheet
No. Learning Outcome assessed
Selection of relevant global social change campaign
1 2 3
Application of appropriate theories and methods
Clear identification of the campaign process
2 3
Sophisticated deconstruction of messages and discourses
3 4
Identification of ethical communication issues
2 4

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Student workload is calculated at 12.5 learning hours per one unit.

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

There are no required/recommended resources for this course.

Specific requirements


How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:

The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks may be penalised at the following maximum rate: 
- 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. 
- 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. 
- A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.


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The SafeUSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma. To contact the service call 07 5430 1226 or email

Study help

For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.

If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or

Wellbeing Services

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To book a confidential appointment go to Student Hub, email or call 07 5430 1226.

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Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.

To book a confidential appointment go to Student Hub, email or call 07 5430 2890.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Administration of Central Examinations
  • Deferred Examinations
  • Student Academic Misconduct
  • Students with a Disability

For more information, visit

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General Enquiries

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