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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
NMD2908	Digital Culture and Media	Spring	3	0	3	6

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assist. Prof. MELİS ÖZBEK
Course Lecturer(s):	Assist. Prof. SİNAN AŞÇI
Recommended Optional Program Components:	None.
Course Objectives:	This course explores the evolving relationship between culture, media, and technology, focusing on the impact of digitalization, artificial intelligence, and algorithmic systems on cultural production, identity formation, and power structures. Through a combination of theoretical readings, critical discussions, and hands-on practical work, students will engage with key concepts in cultural studies, media theory, and the political economy of digital media. The course examines topics such as the culture industry, ideology, hegemony, digital identities, race, gender, AI-generated content, and platform politics. Students will develop analytical and methodological skills to assess digital media's role in shaping contemporary discourse, with an emphasis on emerging issues like misinformation, online discrimination, and algorithmic bias. Practical components include digital methods such as web scraping, data visualization, and AI-generated media analysis. In this course, students are expected to join group discussions, prepare and present case studies. Therefore, presentations, readings, and discussions are the key performance tasks to let the students demonstrate their understanding and achievement in the above areas. Teaching methods of the course: lecture, readings, exams, group presentations, discussions, case studies, practical works, assignments

Learning Outcomes

The students who have succeeded in this course;
At the completion of the NMD2908 course, students will be able to:
• define key concepts related to digital culture, new media, and identity, including culture, ideology, hegemony, identity politics, and representation;
• analyze digital culture and media artifacts using cultural theories, including concepts from the Frankfurt School, identity studies, and political economy of new media;
• examine the role of media industries, technology, and artificial intelligence in shaping cultural identities and power structures;
• critically assess the impact of media and digital platforms on identity, race, gender, and cultural representation;
• evaluate how digital tools, algorithms, and AI influence contemporary cultural discourse and online interactions;
• assess the ethical implications of digital technologies, AI-generated content, and online discrimination;
• discuss the role of platforms, Big Tech, and digital capitalism in shaping media consumption and public discourse;
• develop AI-generated cultural representations and critically reflect on their implications;
• design and conduct digital culture research using digital methods such as web scraping and data visualization;
• present findings through group projects, applying theoretical frameworks to real-world digital media examples.

Course Content

This course explores the evolving relationship between culture, media, and technology, focusing on the impact of digitalization, artificial intelligence, and algorithmic systems on cultural production, identity formation, and power structures.
Through a combination of theoretical readings, critical discussions, and hands-on practical work, students will engage with key concepts in cultural studies, media theory, and the political economy of digital media. The course examines topics such as the culture industry, ideology, hegemony, digital identities, race, gender, AI-generated content, and platform politics.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	An overview of the course’s content, objectives, learning methods, and tips for academic reading
2)	Kültürün Tanımları ve Kavramları	Easthope, A., & McGowan, K., pp. 33-42 & 94-102 Bennett et al (2013): culture; ideology; power. Hartley (2012): hegemony; interpellation; cultural studies. Gere, C. (2002). Digital Culture. London: Reaktion Books Ltd. (Introduction & Chapter 1)
3)	Culture industry and media	Adorno, T. and Horkheimer, M (1947/2002). The Culture Industry Enlightenment as Mass Deception. Bennett et al (2013): industry; commodity; capitalism; consumption; elite; mass media. Hartley (2012): culture; Frankfurt School; cultural capital; ideology, hegemony, culture
4)	Cultural Movements in History	Hartley (2012). Convergence; games (computer/video); streaming NFTs Are Fueling a Boom in Digital Art. Here’s How They Work \| WSJ https://www.youtube.com/watch?v=zpROwouRo_M The problem with AI-generated art \| Steven Zapata \| TEDxBerkeley https://www.youtube.com/watch?v=exuogrLHyxQ
5)	Cultural Identities I: Psychoanalytic aspects on identity	Bennet et al (2013): Identity; other; self. Easthrope & McGowan (2004). pp. 77 - 87. Hartley (2012): Identity politics.
6)	Cultural Identities II: Ethnicity and race	Bennet et al (2013): Ethnicity; multiculturalism; race. Easthrope & McGowan (2004). 191-197.
7)	Gender and digital media	Bennet et al (2013): Feminism; gender. Easthrope & McGowan (2004). 51-55; 102-108; 157-177; 191-197.
8)	Midterm
9)	Digital culture in the new media age: Big Tech, algorithms, AI	Fuchs, C. (2023). The Political Economy of the Internet and Digital Media. IN: Media, Economy and Society: A Critical Introduction. Taylor & Francis. pp.321-332. Gillespie, T. (2010). The politics of ‘platforms’. New media & society, 12(3), 347-364. How a handful of tech companies control billions of minds every day \| Tristan Harris: https://www.youtube.com/watch?v=C74amJRp730&list=PLUks-hLYMOHyIU2QvOKyoLjD_6vHJfvfW&index=11 Hartley (2012). Cultural capital; intellectual property.
11)	Discrimination in the digital age	Balibar, E. (2007). Is there a ‘neo-racism’?. Race and racialization: Essential readings, 83. Bennet et al (2013): Difference; other. Hartley (2012): difference; nation; Orientalism; propaganda; representation; stereotype.
12)	Digital Methods in Cultural Analysis	Bennett et al (2013): Discourse; representation; sign. Hall, Representation, 1997, pp. 223-291 Hartley (2012): bias; myth, semiotics/semiology
13)	Group Presentations on Digital Culture and AI
14)	Overview of the semester

Sources

Course Notes / Textbooks:

Bennett, T., Grossberg, L., & Morris, M. (Eds.). (2013). New keywords: A revised vocabulary of culture and society. John Wiley & Sons.

Easthope, A., & McGowan, K. (Eds.). (2004). A critical and cultural theory reader. University of Toronto Press

Hartley, J. (2012). Communication, cultural and media studies: The key concepts. Routledge.

Additional articles, videos and podcasts will be provided by the instructor in the Resources tab of Itslearning.

References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	2	% 10
Homework Assignments	2	% 20
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Application	3	3	9
Study Hours Out of Class	14	8	112
Presentations / Seminar	1	1	1
Homework Assignments	1	2	2
Quizzes	2	1	2
Midterms	1	2	2
Final	1	2	2
Total Workload			169

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	2
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising
4)	To be able to follow and interpret innovations in the field of advertising
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.
6)	To address and solve the needs and problems of the field through the developed scientific perspective
7)	To recognize and understand all the dynamics within the field of advertising
8)	To analyze and develop solutions to problems encountered in the practical field of advertising