Applied Media Studies (Master’s)

The teaching of students in the master's degree program focuses on deepening independent professional thinking and expanding knowledge in the areas of media and communication studies in a trans-disciplinary and application context. It conveys an in-depth multidisciplinary knowledge of the media sphere, mediated communication and their selected aspects, as well as the information and user environment and behavior in the context of digitalization, with an emphasis on the development of students' ability to actively regulate/manage the efficiency of ways of dealing with media and information. It is based on the perception of the media environment as a living space that shapes a person. It is particularly focused on the preparation of multipliers capable of transmitting strategies and tools for the development of media and information competences of diverse target groups, especially in the processes of learning about media, especially with regard to the current trends of digital media in the context of the development of a transforming information and network society.

The content of the study consists of an in-depth knowledge of the scientific disciplines of social, humanitarian, economic, technical and legal sciences, in particular: media studies, theory of media and marketing communication, media pedagogy, philosophy, anthropology, axiology, ethics, psychology, applied psychology and sociology, pedagogy and andragogy, semiotics, arts and cultural studies, economics, informatics and law.

Graduates will gain a more comprehensive understanding of the conditions of media production and distribution (socio-cultural, political, legal, ethical, economic, technical-technological, institutional, professional), with an emphasis on understanding the media's action in a socio-cultural context influenced by the process of globalization. Emphasis is placed on developing the ability to distinguish between the positive and negative effects of the media on the individual and society, to apply strategies and techniques of effective use of the positive and elimination of the negative potential of the media within the framework of personal and professional growth of individuals belonging to different age and social groups. The graduate acquires comprehensive knowledge about media products as a means of shaping the axiological-ethical and moral component of a person's personality and about the need to assess the media according to the quality with which they fulfill a given task.

Reflection of the philosophical, ethical and moral dimension of media communication and media production is the starting point for knowing, processing and influencing the formative influence of the media on the individual and society. Content of the study program II. degree follows a targeted bridging of theoretical approaches of media studies, or theories of mass media communication with pedagogic theory, applying also approaches of other scientific disciplines, which will enable a comprehensive knowledge of media and, at the application level, mediation of media knowledge to participants in diverse educational processes.

The content of the study program of the master's degree is based on advanced strategies for the development of media and information competence, the ability to analyze and critically assess diverse media products with the aim of a qualitative-evaluative, selective and responsible approach to media and information products. Extended and in-depth knowledge of the production and management of media, multimedia and information products and services is applied (with a focus on various types of media content in printed, auditory, audiovisual and multimedia form, especially of a public, educational, cultural and educational nature).

The acquisition of knowledge and the development of practical abilities and skills serve as the basis for the creation, design and management of media projects, products and services, as well as the implementation of educational, cultural and educational activities. Content of the study program II. degree follows the content of the study program of the first degree and develops students' knowledge of media and media products in typological diversity with an emphasis on knowledge of the rules of construction of media texts, construction and critical deconstruction of media meanings and messages with the aim of strengthening students' analytical and critical interpretation skills in interaction with diverse media contents.

Within the course of the study, the graduate will deepen the latest knowledge about concepts, problems and unresolved issues in the field of media and communication studies with a special focus on research in the areas of media and information competences. He masters advanced forms of research in the field of media communication and information flows as a specific environment that affects people and transforms social processes. He applies the acquired knowledge, methods, methodological and creative skills in the process of creating a master's thesis and related research methodology and the design of innovative solutions.

A graduate of the master's degree of the study program is profiled as an expert in the field of competent use of media for the performance of professional positions and other life activities of individuals in various spheres of social reality and as a professional for the implementation of programs for the deliberate formation of media competence of individuals in the system of educational institutions for the deliberate formation of media competence individuals in the system of informal and formal educational institutions, but also within the system of media institutions or institutions from related social sectors. The graduate will acquire a deepened professional, methodical and didactic competence applicable primarily in the framework of analytical, managerial, lecturing, methodological and advisory-consulting professional activities in the field of development of media and information competences, in the system of lifelong education, as well as in the framework of creating and managing media, multimedia and information products and services.

a) Theoretical knowledge

Graduates of the master's degree study program can use the information obtained from theoretically focused subjects to analyze phenomena, generalize knowledge and demonstrate relevant knowledge from the theory of competent and responsible use of media and information sources. The education of students consists in the continuous and gradual assimilation of theoretical knowledge from profile and related scientific disciplines and in the systematic development of their practical abilities, skills and other personal qualities, which will enable them to competently and creatively use the media for the performance of professional work functions and other life activities. Graduates will be able to more consciously perceive and, in the application level of their professional practice, use the possibilities of individual types of media as educational objects and means in the process of deliberately shaping the media competence of individuals in the systems of institutional and non-institutional education, media and other institutions. The graduate has deep and cross-sectional knowledge about disinformation trends and narratives, possibilities and techniques for developing critical thinking, a wide range of hybrid threats and the threats they pose to democratic society and security policy. He has comprehensive knowledge of the regulation and co-regulation of media content in accordance with domestic and European legislation, he has knowledge of the use of social network algorithms aimed at gaining, maintaining and monetizing the audience's attention. The graduate is oriented in the processes of theoretical reflection, design and creation of media and information communications that can be used in the process of informal and formal education (especially e-learning courses, massive open online courses, educational audiovisual products, mobile applications that can be used in the learning process, digital platforms that can be used in the practice of educational, cultural, educational, non-profit and other public and private institutions).

b) Practical abilities and skills

• Graduate of the master's degree of the study program:
• can think critically, look at objects from different angles and perceive them in a wider context,
• can create different strategies for solving a problem, critically assess them and select the most promising ones for a given situation, which will lead to solving the problem,
•  uses advanced methods and procedures for obtaining and using a wide range of information and media content, can analyze, evaluate, interpret and approach them critically,
•  uses advanced methods and procedures for creating information content and media releases,
•  handles managerial and practical work in various positions in the field of preparation, production and distribution of media content, information products and specific educational solutions for the needs of social practice,
•  can comprehensively carry out media communication research and has the ability to apply acquired knowledge and findings to solve problems in practice,
•  can plan and implement projects resulting from the needs of the information society; is able to clearly and factually formulate the problem and the task leading to its solution,
•  can convey knowledge and the development of fact-checking skills and data literacy applicable in the framework of the creation of tools preventing the spread of misinformation and misinformation and strengthening information security on social networks,
•  can think strategically, is able to create medium- and long-term plans reflecting the requirements of marketing practice, • can design and manage the company's communication activities across the entire spectrum of communication channels and environments,
•  has skills in the field of digital marketing and online communication,
•  controls strategies for the development of digital and informational competences as defense tools against the so-called by managing attention and other marketing strategies used on social networks.
•  master the principles of data journalism, data literacy and data visualization.,
•  has advanced teaching and methodological skills in media education, critical thinking, media ecology, advertising and consumer literacy.
•  is oriented in the issue of international cooperation in the field of media and information competence, the fight against disinformation and hybrid threats.

 

c) Additional knowledge, abilities and skills

Graduate of the master's degree of the study program:

• can work effectively as an individual, as a team member and as a team leader, institution,
•  adheres to the ethical principles of the profession and participates in their creation and improvement,
•  maintains contact with the latest knowledge and development trends in the field and organizes his own professional growth,
•  can search for solutions to problems in creative ways and verify their effectiveness,
•  has developed soft skills (time management, creativity, teamwork, proactive approach, etc.)
•  knows how to prepare project files for domestic and foreign grants,
•  is able to use mechanisms for obtaining funds from several sources.

• creator and coordinator of critical thinking development programs for various target groups,
• media and information analyst,
• the creator and manager of projects focused on the prevention of risk factors of information security and social media,
• coordinator and creator of information, awareness and preventive education campaigns,
• fact-checker in digital and social media,
• manager of programs and communication campaigns in the field of prevention of disinformation, fake news, extremist expressions and hybrid threats,
• lecturer and trainer in the field of fact-checking, media and information education,
• advisor and consultant in companies and media on advertising and consumer literacy,
• creator of educational programs and didactic aids,
• specialist in data journalism and data visualization.
• manager of media and information projects.

Admission conditions for FULL-TIME and PART-TIME forms of study.