CW2_Production Analysis

Brief:

For this project, you will conduct an in-depth analysis of a recent multiplatform media campaign.

You will examine how the campaign adapts its message across different platforms, analyze the

production techniques used, and evaluate the role of technology in the campaign’s creation and

distribution. This analysis will demonstrate your ability to apply digital literacy skills to various

forms of media and analyze the interrelationship between technology and production processes

in formulating media messages.

Steps:

1. Introduction (100-150 words)

Briefly describe the chosen multiplatform media campaign

o Include screenshots of the campaign from different platforms (with proper citations)

State the purpose of the analysis

2. Campaign Overview (150-200 words)

Describe the campaign’s objectives and target audience

Identify the platforms used (e.g., social media, TV, print, websites, etc.)

Discuss the overall message and branding strategy.

3. Platform-Specific Analysis (300-350 words)

Analyze how the campaign adapts its message for at least three different platforms.

Examine the production techniques used in each platform

Discuss how each platform’s unique features are utilized

Consider how different platforms might appeal to various audience segments

4. Technology’s Role in Production and Distribution (250-300 words)

Identify key technologies used in creating the campaigns content

Discuss how technology facilitates cross-platform integration

Analyze the use of any emerging technologies (e.g., AR, AI) in the campaign

Examine how technology enables targeting specific audience demographics

5. Three Building Blocks of Media Literacy (250-300 words)

Analyze the campaign using the technical, cultural, and aesthetic building blocks

Discuss how these elements contribute to the campaign’s effectiveness

Consider how different audience groups might interpret these elements

6. Comparative Analysis: Traditional vs. Digital Elements (200-250 words)

Compare and contrast traditional and digital aspects of the campaign

Analyze how digital technologies have transformed the campaign strategy

Discuss the balance between traditional and digital media in reaching diverse audiences

7. Distribution Impact (150-200 words)

Analyze how the campaign leverages different distribution channels

Discuss the role of audience engagement and sharing in distribution

Examine how distribution strategies vary for different target audiences

8. Ethical Considerations (100-150 words)

Examine any ethical issues related to the campaign’s production or distribution

Discuss any privacy concerns, data usage, or controversial content (if applicable)

Course: DMD 1213 Digital Literacy Consider potential ethical implications for different audience groups

9. Effectiveness Evaluation (150-200 words)

Assess the campaign’s effectiveness in reaching its target audience

Discuss the campaign’s viral potential and actual reach

Consider how well the campaign likely resonates with different audience segments

10. Conclusion (150-200 words)

Summarize key findings

Reflect on the importance of understanding multiplatform production in the digital age

Predict future developments in multiplatform campaigns based on this analysis

11. References

List of references in APA style

Specifications:

Word count: 1,800 – 2,000 words

Instructor approval of your chosen campaign is required before starting your analysis.

Use APA in-text citations and references

Include relevant images, charts, or screenshots where appropriate

o Explain all visual elements included and use APA citations

No use of AI is permitted for any part of this project

Formatting:

12 pt Times New Roman (Titles should be a different font)

Double spacing

Word count for each piece of writing

Submission:

File: ONE pdf

Naming Convention: First Name Second Name Last Name HCT ID #

Sequence:

Signed cover sheet

Follow the order listed in the steps above for the order of your paper

Grading (refer to rubric for criterion descriptions):

Research 5 points

Analysis 10 points

Supporting Data 5 points

Structure/Organization 5 points

Quality of Writing 5 points

Course: DMD 1213 Digital Literacy

Process Work (BB Journal CHECKPOINTS)

• 5 possible points (16.67%)
• Band 1
• GRADE 0: No process work completed. GRADE 1: Process work is incomplete, with few or no revisions made, demonstrating minimal effort and significant gaps in completion and improvement.
• 0 – 1
• Band 2
• GRADE 2: Process work completed, with minimal revisions, showing limited effort and minimal improvement. One submission made to the online journal.
• 2 – 2
• Band 3
• GRADE 3: Process work completed, with revisions that show some effort and basic attention to feedback, though improvement may be inconsistent. One submission made to the online journal.
• 3 – 3
• Band 4
• GRADE 4: Process work completed, with effective revisions, reflecting good attention to feedback and noticeable improvement. More than one submission made to the online journal.
• 4 – 4
• Band 5
• GRADE 5: Process work completed, with detailed and effective revisions, demonstrating substantial improvement and careful attention to feedback. More than one submission made to the online journal.
• 5 – 5

Research proficiency and citation accuracy

• 5 possible points (16.67%)
• Band 1
• GRADE 0: No research submitted. GRADE 1: Research is inadequate or missing, with incorrect or absent referencing. Citations are mostly incorrect or missing.
• 0 – 1
• Band 2
• GRADE 2: Research is limited with frequent referencing errors. Citations are often incorrect or inconsistent.
• 2 – 2
• Band 3
• GRADE 3: Research is adequate with some referencing errors. Citations are mostly correct but with some inconsistencies.
• 3 – 3
• Band 4
• GRADE 4: Research is well-conducted with minor referencing errors. Citations are mostly correct and consistent.
• 4 – 4
• Band 5
• GRADE 5: Research is thorough with correct and consistent referencing throughout. Citations are flawless.
• 5 – 5

Critical analysis and insight

• 5 possible points (16.67%)
• Band 1
• GRADE 0: The analysis is missing entirely, showing no understanding of digital literacy concepts. GRADE 1: The analysis is very limited, demonstrating minimal understanding of digital literacy concepts.
• 0 – 1
• Band 2
• GRADE 2: The analysis is basic, with a limited application of digital literacy concepts.
• 2 – 2
• Band 3
• GRADE 3: The analysis is sufficient, demonstrating a basic understanding of digital literacy concepts.
• 3 – 3
• Band 4
• GRADE 4: The analysis is clear and well-structured, demonstrating a solid understanding of digital literacy concepts.
• 4 – 4
• Band 5
• GRADE 5: The analysis is highly detailed and insightful, demonstrating a deep understanding of digital literacy concepts.
• 5 – 5

Analysis and evaluation of supporting data

• 5 possible points (16.67%)
• Band 1
• GRADE 0: No analysis and/or evaluation submitted. GRADE 1: The analysis is inadequate or missing, failing to address production techniques or concepts.
• 0 – 1
• Band 2
• GRADE 2: The analysis is limited, with minimal application of digital literacy techniques and concepts.
• 2 – 2
• Band 3
• GRADE 3: The analysis is adequate, addressing digital literacy techniques and some digital literacy concepts.
• 3 – 3
• Band 4
• GRADE 4: The analysis is well-developed, with clear insights into digital literacy techniques and concepts.
• 4 – 4
• Band 5
• GRADE 5: The campaign analysis is exceptional, providing detailed examination of digital literacy techniques and concepts.
• 5 – 5

Structure and organization of the content

• 5 possible points (16.67%)
• Band 1
• GRADE 0: No discernable structure. GRADE 1: Structure is disorganized and unclear, with minimal or missing required sections.
• 0 – 1
• Band 2
• GRADE 2: Structure is weak with significant issues in organization and presentation of sections.
• 2 – 2
• Band 3
• GRADE 3: Structure is basic with some issues in organization and presentation of sections.
• 3 – 3
• Band 4
• GRADE 4: Structure is mostly clear and organized with minor issues in the presentation of sections.
• 4 – 4
• Band 5
• GRADE 5: Structure is clear and well-organized with all required sections effectively presented.
• 5 – 5

Quality of writing – accuracy, formatting, and submission

• 5 possible points (16.67%)
• Band 1
• GRADE 0: Writing is very confusing. GRADE 1: Numerous errors in grammar, punctuation, and spelling. Multiple formatting or submission requirements are missing.
• 0 – 1
• Band 2
• GRADE 2: Frequent errors in grammar, punctuation, and spelling. Some formatting or submission requirements are incomplete.
• 2 – 2
• Band 3
• GRADE 3: Some minor errors in grammar, punctuation, and spelling. Most formatting and submission requirements are met.
• 3 – 3
• Band 4
• GRADE 4: Minor errors in grammar, punctuation, and spelling. Nearly all formatting and submission requirements are met.
• 4 – 4
• Band 5
• GRADE 5: No errors in grammar, punctuation, and spelling. All formatting and submission requirements are fully met.