Learning and teaching academic standards project
Journalism, Media and Communication Network
Scope
This statement of threshold learning outcomes is intended to cover programs of
study that lead to the award of a bachelor’s degree defined as Level 7 in the
Australian Qualifications Framework (AQF) – with a major in the fields of
communication and/or media studies, journalism or public relations (hereinafter
referred to as JoMeC programs).
This statement applies to those bachelor degrees where a set of topics/courses
in subject areas relating to Communication, Media Studies, Journalism and public
relations have been designated or recognised by the higher education provider
(HEP) as constituting a major. Although a major might generally be understood
to comprise a sequence of subjects in a particular discipline from an introductory
level through to an advanced level, this statement does not assume any specific
definition of a major, in recognition of the different ways in which Higher
Education Providers organise majors.
Programs of study in journalism, communication, media studies and public
relations are frequently inter-disciplinary in nature, reflecting the diversity and
dynamic character of the cognate fields of inquiry represented in the JoMeC
cluster. JoMeC programs are most frequently housed in faculties of Arts or
Humanities and Social Sciences; however, such majors are also offered through
degrees relating to Creative Industries, Business, and Science and Information
Technology.
This statement does not assume any specific nomenclature for a degree within
which the major is obtained. It recognises the diversity of description among
providers. Common nomenclatures for bachelor degrees with JoMeC majors
include: Bachelor of Arts, Bachelor of Communication, Bachelor of Journalism,
Bachelor of Media, Bachelor of Creative Arts/Industries, Bachelor of Public
Relations, Bachelor of Communication and Media Studies, Bachelor of
Professional Communication and Bachelor of Media and Communication/s. The
following TLO statement can be used to appraise degrees with titles other than
those indicated above. It is the responsibility of the individual Higher Education
Provider to relate any pathway within a degree to the appropriate standards
statement/s. Where JoMeC programs are studied as part of a joint program,
double degree or double major, this statement should be applied in conjunction
with the other relevant standards statement/s.
JoMeC: A network of cognate disciplines
Journalism, Media Studies, Communication and Public Relations are a set of
cognate disciplines or fields of study which, combined, make sense of
communication (in the broadest sense) in a changing world. By nature, these
fields of inquiry are inter-disciplinary and dynamic, bringing their own
specialised knowledge and methods of inquiry to the investigation of discrete
and sometimes distinctive aspects of communication such as media, journalism
and associated professions and practices. Each of these fields of study was borne
of other established disciplines (see Herbst, 2008, p. 605), leading to variations
in the degree of interdisciplinarity within each field, ranging from
multidisciplinary approaches where a common problem is studied by parallel
disciplines to transdisciplinarity where a shared frame of reference is used to
investigate a common problem.
As indicated previously, degrees and majors within Bachelor degrees in
Journalism, Media Studies, Communication and Public Relations are taught in
universities throughout Australia, with a myriad degree titles, disciplinary
focuses and projected career outcomes. This diversity in epistemological
heritage, orientation and approach – both within the discrete fields and across
the JoMeC disciplines – has led to confusion among students and industry
stakeholders who sometimes do not understand the subtle differences in inquiry
and of approach.
Therefore, it is incumbent on the scholarly community to explain to potential
students and other stakeholders what are the minimum or threshold learning
outcomes they will be expected to achieve when undertaking a JoMeC program
of study. These TLOs (set out below) provide transparency to students, potential
employers and other stakeholders. They also foster greater accountability of
HEPs in an era of institutional and disciplinary evolution. This project does not
privilege one discipline over another, seeing each field as making an important
contribution by providing specialised knowledge, concepts and methods for
making sense of, and empowering, students to participate in contemporary life.
Threshold Learning Outcomes
Communication plays an increasingly important, yet highly dynamic, role in our
changing world which is impacting on the nature and type of work future
graduates will undertake. JoMeC graduates, therefore, need to be prepared to be
active and informed participants in this changing environment that will impact
significantly on graduates’ personal and professional futures.
To prepare graduates for possibly unknown futures, JoMeC programs must
aspire to generate a cohort of innovative and creative producers and consumers
of information, images and ideas who can gather, synthesise and communicate
messages to a range of audiences via a variety of means, modes and methods.
This requires being able to make and evaluate personal choices and to evaluate
the choices of others by reference to the clarity of meaning and purpose of ideas,
images and information as well as the appropriateness of such choices to
achieving stated purposes.
The following threshold standards, taken as a whole, represent what a graduate
with a JoMeC major in a bachelor degree is expected to know, understand and be
able to do as a result of successful completion of their study. As far as possible,
each TLO is defined independently, but it is expected that – even at the threshold
level of achievement – graduates will demonstrate a broad and coherent
assimilation of the TLOs across the identified knowledge and skills.
Effective and intentional communication - nuanced to the peculiarities of JoMeC
fields of specialisation - is the overarching outcome of these Threshold Learning
Outcomes. Consequently, each individual TLO listed below combines to produce
graduates who have achieved the requisite level of competence within their
specialist JoMeC field. The TLOs are expressed as minimum standards of
performance, achievement or attainment. Therefore, all graduates with a JoMeC
major in a bachelor degree are expected to meet or exceed these
minimum/threshold standards.
Upon completion of a JoMeC major in a bachelor degree, a graduate will be able
to demonstrate six key learning outcomes which will have prepared him/her to
be an active and informed agent in the changing communication environment
with knowledge, skills and capacity to apply the skill and knowledge to their
specialty requires.
The JoMeC Threshold Learning Outcomes are:
1.
2.
3.
4.
5.
6.
Knowledge
Thinking skills
Communication skills
Self-management, relationship and self-development skills
Integrity, ethics and responsibility
Application of knowledge and skills
Knowledge
Skills
AQF: Theoretical, practical &
technical
AQF: Cognitive, technical & Communication
TLO 1: Knowledge relevant
to JoMeC specialism
TLO 2: Thinking
TLO 3: Communication
TLO 4: Self- Management, relationships & selfdevelopment
Application of knowledge & skills
AQF: Autonomy, judgment & responsibility
TLO 5: Integrity, ethics, responsibility & accountability
TLO6: Application of knowledge & skills
TLO 1: Knowledge
Graduates know how ideas, information and images are formally and informally
produced organised and disseminated and possess in-depth knowledge of the
field as it relates to their specialist study, including knowledge of:
a) The scope of the discipline, how the discipline is constructed and
organised and its points of intersection with related fields.
b) How the discipline has evolved over time, including awareness of current
problems, debates and/or new insights.
c) Relevant theories, principles and practices, including international,
intercultural and Indigenous perspectives.
d) Relevant ethical, legal and professional standards.
e) Current methods of research and inquiry.
TLO 2: Thinking Skills
Graduates demonstrate critical thinking and reasoning skills relevant to their
field of study, including:
a) Selecting the most appropriate techniques, modes and methods for
gathering, interpreting and disseminating ideas, information and images
from a variety of sources.
b) Understanding and defending choices by reference to relevant practices,
protocols and procedures.
c) Analysing and evaluating ideas and information, based on relevant
criteria and standards.
TLO 3: Communication skills
Graduates at this level must communicate appropriately and effectively across
personal, professional and disciplinary settings to produce and share ideas,
information and images. Core communication skills include:
a. Selecting communication styles, techniques, mediums and technologies
that support the specific purpose and intended audience.
b. Recognising diversity and difference.
c. Demonstrating a functional level of technological competence with
industry standard software, hardware and communication devices.
TLO 4: Self-management, relationship-building and self-development skills
Graduates demonstrate the skills for self-management and for identifying,
developing and sustaining effective networks, relationships and connections,
including:
a) Evaluating, monitoring and directing personal motivation, action and
learning.
b) Accepting responsibility and working independently where required.
c) Working collaboratively in teams to achieve collective outcomes.
d) Developing culturally nuanced and appropriate relations.
e) Having a capacity for independent, autonomous and self-directed
learning to support personal and professional development.
TLO 4: Integrity, ethics and responsibility
Graduates at this level will exercise judgments which reflect the values and
principles that underlie their field of study and demonstrate responsibility and
accountability in their relationships, communications and conduct by:
a) Recognising, reflecting upon, and responding to ethical issues likely to
arise in professional and personal contexts.
b) Upholding ethical, legal and professional standards relevant to their field
of study.
c) Making judgments based on relevant criteria and standards.
TLO 5: Application of knowledge and skills
Graduates can critically and creatively apply knowledge and skills relevant to
their field to demonstrate autonomy and judgment including:
a) Producing, reviewing and consuming ideas, information and images.
b) Identifying, researching, investigating, examining, reasoning, appraising
and distilling topics, themes and issues.
c) Gathering, analysing and evaluating information, ideas and images in a
systematic way, informed by research methodologies, information and
data-collection techniques.
d) Examining and appraising text, products, production process, institutions
and/or relationships.
e) Dealing with problems, current debates and/or professional issues.
COMMENTARY
Journalism
Journalism plays a service to society by uncovering, analysing and reporting
news and information about issues of public importance and public interest.
Thirty Australian universities offer bachelor or postgraduate coursework
degrees in Journalism.
Journalism degrees are in high demand, not just among students who seek
careers as reporters, subeditors or editors in broadcast, print, online, converged
or new media. Journalism degrees also provide skills, knowledge and training
that will be useful in a wide range of occupations that involve high levels of
media literacy or skills in investigation and communication. Typically, graduates
of a journalism major in a bachelor degree will be media-literate and equipped
with a body of knowledge and skills that enables them to work in a range of
journalistic environments and to have the potential for further learning and
development.
TLO 1 Knowledge
Graduates of a journalism major in a bachelor degree will know how ideas,
information and images are formally and informally produced, organised and
disseminated as well as possess broad, coherent knowledge and understanding
of theoretical and applied concepts, principles and processes. Core areas of
applied and theoretical knowledge for the Journalism discipline are:
I.
History and/or theories relating to the social, political and economic
contexts of journalism practice, products and audiences.
II.
Working routines, organisational environments and production processes
of journalists.
III.
Legal, ethical, civic and social responsibilities of journalists.
IV.
International, intercultural and Indigenous perspectives on journalistic
practice.
TLO 2 Thinking skills
Graduates of a major in a bachelor degree will display a range of critical thinking
and reasoning skills, including:
I.
Identifying, researching, investigating, examining, reasoning and
appraising topics, themes and issues that arise in standard journalistic
contexts.
II.
Identifying topics, themes and issues of news or human interest value to
conceive and investigate stories or other journalism outputs.
III.
Using independent thought and reasoning to select, collect, evaluate and
integrate information from a variety of sources.
IV.
Applying informed judgment to probe or resolve issues and problems
V.
Accessing, examining and appraising journalism outputs, institutions and
production processes.
TLO 3: Communication skills
Graduates at this level must communicate appropriately and effectively across
personal, professional and disciplinary settings to share ideas, information and
images. Core forms of communication for the Journalism discipline are:
I.
Communicating in personal, group and mediated contexts in a style that is
appropriate to the audience and communication/media format.
II.
Responding to information, ideas and feedback.
III.
Using communication technologies to listen to, identify, gather and
circulate ideas and information.
.
TLO 4: Self-management, relationship-building & self-development skills
Graduates at this level will have skills to manage themselves and others and be
capable of identifying, developing and sustaining effective professional
networks, relationships and connections. Core forms of relationship building for
the Journalism discipline are:
I.
Developing and maintaining trusting, value-adding relationships with
contacts and professional networks.
II.
Working effectively both independently and in collaborative teams with
peers, supervisors and subordinates.
III.
Seeking and responding to information, ideas and feedback.
IV.
Managing self-development and future learning.
V.
Identifying and managing risk in their workplace and work activities.
TLO 5 Integrity, ethics and responsibility
Graduates at this level will be able to demonstrate judgments that reveal
responsibility and accountability in their relationships, communication and
conduct. Core forms of integrity associated with the Journalism discipline are:
I.
Upholding ethical and professional standards.
II.
Demonstrating respect for social and cultural diversity.
III.
Acting within the laws, policies and regulations governing the news media
and journalistic practice.
TLO 6 Application of knowledge and skills
Graduates at this level exercise judgments by applying theories, methods and
skills in ways that demonstrate the critical thinking and reasoning required to
engage in resourceful practice. Resourceful practice involves systematic
synthesis and creative application of knowledge and skills including:
I.
Creating and editing messages with accuracy, clarity, fluency and flair.
II.
III.
IV.
Initiating, investigating and creating cogent, credible journalism works
that are completed within deadline.
Translating complex ideas and information into content across different
modes and media.
Recognising the challenges and changes in newsroom/media
environments and responding in a capable, informed and systematic way.
Communication and Media Studies
There is rich diversity among the bachelor-level degrees in Media Studies and
Communication Studies offered in Australia. These degrees have varying titles,
reflecting differences in orientations and approaches within the fields of study.
Such programs are interdisciplinary in nature and frequently share traditions
with cognate fields such as cultural studies and literary studies. Media Studies, in
general, will explore how mass, niche and new media work, including their
evolution, their effects, how people and communities use them, and the nature of
industry practice. Communication characteristically focuses on the creation,
interpretation and use of communication across a range of social settings,
potentially including mass or new media communication, organisational
communication or interpersonal communication.
Graduates of bachelor degrees with majors in Communication and/or Media
Studies will have the knowledge, skills and capacity to apply knowledge and
skills to undertake further study or to start careers in fields relating to media
and communication. Graduates seek employment in a wide variety of careers
that emphasise critical thinking and communication skills. In addition to
opportunities in the arts, media and entertainment sectors, graduates may work
in fields such as research, education, public relations, marketing, advertising,
sales, policy-making and public administration.
TLO 1: Knowledge
Bachelor-degree level graduates with a major in communication and media
studies will be able to demonstrate a broad, coherent knowledge and
understanding of theoretical and applied concepts, principles and processes of
their discipline, including:
I.
History and theories relating to the social, cultural, political and economic
dimensions of media or communication practices, products, institutions,
environments and audiences.
II.
Ethical and legal principles and their application to professional media or
communication contexts.
III.
Interdisciplinary, international, intercultural and Indigenous perspectives
on media or communication.
TLO 2: Thinking skills
Graduates at this level will have a range of critical thinking and reasoning skills
needed to exercise judgments in personal and professional settings, including:
I.
Identifying, researching, investigating, examining, reasoning and
appraising topics, themes and issues that arise in standard media or
communication contexts.
II.
Recognising how a range of research methodologies can be utilised.
III.
Gathering, analysing, evaluating and distilling information in a systematic,
creative and insightful way to probe professional practices, contexts,
modes and/or media in the digital era.
IV.
Selecting, collecting, evaluating and synthesising information from a
variety of sources.
V.
VI.
Applying critical thinking to probe or resolve issues and problems.
Examining and appraising texts, outputs/products, production processes,
institutions or relationships.
TLO 3: Communication skills
Graduates at this level must communicate appropriately and effectively across
personal, professional and disciplinary settings to share ideas, information and
images. Core communication skills for the Communication and Media Studies
disciplines are:
I.
Communicating at a high level in written, oral and visual forms.
II.
Communicating concepts, research findings and other information in
interpersonal, group and mediated contexts.
III.
Seeking, and responding to, information, ideas and feedback.
IV.
Using technologies to listen to, gather and circulate ideas and information.
TLO 4: Self-management, relationship-building and self-development skills
Graduates at this level will show skills in managing themselves, their future
learning as well as developing and sustaining effective networks, relationships
and connections. Core self-management, relationship and self-development skills
are:
I.
Developing and maintaining value-adding relationships with contacts and
professional networks.
II.
Working independently and in collaborative teams with supervisors,
colleagues and other peers.
III.
Seeking and responding to information, ideas and feedback.
IV.
Managing self-development and future learning.
TLO 5: Integrity, ethics and responsibility
Graduates at this level will exercise judgments revealing responsibility and
accountability in their relationships, communication and conduct by:
I. Making decisions that uphold ethical and professional standards in
research and professional practice
II. Respecting social and cultural diversity
III. Acting within the laws, policies and regulations that govern activities in the
spheres of media and/or communication.
IV. Recognising and responding appropriately to conflict.
TLO 6: Application of knowledge and skills
Graduates at this level will exercise judgments demonstrating critical thinking
and reasoning by applying theories, methods and skills in ways that show critical
reasoning and judgment in standard media or communications contexts,
including:
I.
Gathering and communicating ideas, images and information across a
variety of platforms.
II.
Communicating at a high level in written, oral and visual forms.
III.
IV.
V.
VI.
Using technologies to listen to, gather and circulate ideas and information.
Initiating, investigating and creating cogent, credible reports and analyses
of media, communications or culture.
Applying theory and methodologies in an informed, systematic,
resourceful, insightful way to resolve professional, social or scholarly
issues relating to media, communications or culture.
Using research methods and reasoning skills, where appropriate, to work
creatively in fields related to media and/or communication.
Public relations
Public relations is a strategic, planned communication process that helps
organisations or individuals to build their reputations and mutually beneficial
relationships with their publics. Public relations serves the government,
business, higher education, research and not-for-profit sectors.
More than 20 Australian universities offer bachelor and postgraduate
coursework degrees in Public Relations. Graduates of bachelor degrees in this
discipline are typically employed in careers relating to media relations,
community relations, government relations, corporate communication, investor
relations, crisis and risk communication, issues management, and product or
service publicity and promotion. They also often apply their skills and
knowledge to careers in related fields, such as event management, promotion,
advertising, marketing and policy development. Graduates (majors or badged
degrees) will be capable of working to industry standard in entry-level positions
in a range of public relations positions, and be able to demonstrate the potential
for further learning.
TLO 1: Knowledge
Graduates of a bachelor degree with a major in public relations will be able to
demonstrate a broad, coherent knowledge and understanding of theoretical and
applied concepts, principles and processes of their discipline. Core knowledge
for the Public Relations discipline includes:
I.
Theoretical underpinnings of public relations, media relations,
organisational communication, communication management and related
fields.
II.
Technical knowledge of key professional practices, including planning,
research, decision-making and evaluation.
III.
Legal, ethical, civic and social responsibilities of public relations
practitioners and their organisations.
IV.
International, intercultural and Indigenous perspectives that may shape
client or public cultures.
TLO 2: Thinking skills
Graduates of a bachelor degree will have cognitive skills to identify, research,
investigate, examine, reason and appraise topics, themes and issues that arise in
standard public relations contexts. Core forms of inquiry and analysis for the
Public Relations discipline are:
I.
Developing clear and measurable communication objectives that align
with client/organisational goals, and conducting research to evaluate the
achievement of these objectives
II.
Using a range of methodologies, independent thinking, reasoning and
creative approaches to select, collect, evaluate and synthesise information
from a range of sources
III.
Using information in communication planning, execution and problem
solving
IV.
V.
Understanding and appraising publics, institutions, their relationships
and their competing interests.
Using research, feedback from others, and reflection to develop and
improve skills and outcomes.
TLO 3: Communication skills
Graduates at this level must communicate appropriately and effectively in
personal, professional and disciplinary settings in order to transmit ideas,
information and images across a variety of platforms, including:
I.
Creating oral and written communication with accuracy, clarity, fluency
and flair within deadlines.
II.
Presenting informative and persuasive reports and messages in a
professional style, appropriate to the audience and format.
III.
Seeking and responding to information, ideas and feedback.
IV.
Using communication technologies to listen to identify, gather and
circulate ideas and information.
TLO 4: Self-management, relationship-building and self-development skills
Graduates at this level must have skill for self-management and for identifying,
developing and sustaining effective networks, relationships and connections.
Skills in building relationships with peers and publics are germane to the work
of public relations practitioners. Graduates at this level will have well-developed
skills in identifying, developing and sustaining effective networks, relationships
and connections. Core forms of self-management, relationship-building and selfdevelopment skills for the Public Relations discipline are:
I.
Developing and maintain trusting, value-adding relationships with
contacts and professional networks.
II.
Building relationships with internal and external publics.
III.
Working effectively – both independently and in collaborative teams –
with supervisors, colleagues and other peers.
IV.
Engaging in effective interpersonal and group communications via a
variety of platforms.
V.
Managing self-development and future learning.
TLO 5: Integrity, ethics and responsibility
Graduates at this level will exercise judgments that demonstrate responsibility
and accountability in their relationships, communication and conduct by:
I.
Upholding ethical and professional standards in a range of
communication contexts and organisational settings.
II.
Developing culturally nuanced and appropriate relations with
stakeholders and publics.
III.
Acting within the laws, policies and regulations that govern the fields of
activity in which public relations practitioners and their clients engage.
TLO 6: Application of knowledge and skills
Graduates at this level will be able to operate autonomously, to apply theories,
methods and skills, and to demonstrate resourceful practice and judgment in
standard public relations contexts. Resourceful practice involves the systematic
synthesis and creative application of knowledge and skills, including:
I.
Using relevant communication theory to devise, manage, monitor and
evaluate strategies that offer innovative solutions, achieve identified
objectives and engage stakeholders effectively.
II.
Recognising challenges and changes in media and public environments
and responding in capable, informed, systematic and insightful ways.
III.
Creating oral and written communication with accuracy, clarity, fluency
and flair within deadline.
IV.
Presenting informative and persuasive reports and messages in a
professional style, appropriate to the audience and format.
V.
Seeking and responding to information, ideas and feedback.
VI.
Using communication technologies to listen to, identify, gather and
circulate ideas and information.