ADVERTISING
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 :	Dr. MELİS ÖZBEK
Course Lecturer(s):	Assist. Prof. SİNAN AŞÇI
Recommended Optional Program Components:	None.
Course Objectives:	This course will explore sociological understandings of youth cultures, tracing the socio-historical factors which facilitated the development of the modern youth market and critically evaluating the ways in which sociology has theorized the relationship between young individuals, popular culture and “traditional” and “new” media.

Learning Outcomes

The students who have succeeded in this course;
- account for the social and historical factors that facilitated the development of the modern youth market,
- critically assess key theoretical accounts factors of the relationship between youth and popular culture in a local and global context,
- reflect on the notions of youth, gender and ethnicity as they are represented in, shaped by, and articulated through popular culture,
- critically evaluate the relationship between youth cultures and “traditional” and “new” media,
- examine the theoretical relevance of the terms “subcultural” and “post-subcultural” in an understanding of contemporary youth cultures,
- connect themes and issues covered in the course to wider sociological debates.

Course Content

Themes covered within the course include young individuals and mass media, TV and film, cultural representations of youth style and gender, subcultural groups and ethnic identities, youth cultures and music scenes, young individuals and new technologies, and global and local youth cultures.

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)	Basic Concepts: Youth, Culture, Youth Media Studies
3)	Sociological Understanding of Youth Style, Subcultures and Youth
4)	Questioning Youth Culture - Generations & Transitions?
5)	Transnational Youth Cultures
6)	Mediatization of Culture
7)	Midterm
8)	Youth Culture and the Mass Media
9)	Subcultures in Detail: Gendered Subcultures, Criminalized Subcultures
11)	Subcultures in Detail: Virtual & Global Subcultures, Subculture as Performance & Style
12)	Youth and Violence
13)	Youth and Difference
14)	Youth and Media (in General)

Sources

Course Notes / Textbooks:

1) Williams, Patrick J. (2007) ‘Youth Subcultural Studies: Sociological Traditions and Core Concepts’, Sociology Compass, 1/2: 572-593.
2) Nazan Maksudyan. 2011. “Orphans, Cities, and the State: Vocational Orphanages (Islahhanes) and Reform in the Late Ottoman Urban Space.” International Journal of Middle East Studies 43: 493-511.
3) Christine Elizabeth Griffin. 2010. “The trouble with class: Researching youth, class and culture beyond the ‘Birmingham School’.” Journal of Youth Studies 14 (3): 245-259.
4) Erll, A. (2014). Generation in literary history: Three constellations of generationality, genealogy, and memory. New Literary History, 45(3), 385-409.
5) Siibak, A., Vittadini, N., & Nimrod, G. (2014). Generations as media audiences: An introduction. Participations: Journal of Audience & Reception Studies, 11(2), 100-107.

References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	2	% 20
Midterms	1	% 30
Final	1	% 50
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	14	8	112
Quizzes	2	2	4
Midterms	1	2	2
Final	1	2	2
Total Workload			159

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 be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	2
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	2
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	2
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2