Major in Applied Media Studies

Goal and Objectives

The general goal of the Master’s Program is to develop communicators who are theoretically informed and technically competent in media.

The specific objectives of the program are the following:

  1. Provide the student with varied theoretical frameworks and historical foundations situating the relationship between culture, technology and communication, with emphasis on the conditions and experiences of media practitioners in a developing country.
  2. Equip the student with hands-on production skills in the creative, competent and integrative use of different communication technologies
  3. Encourage the student to articulate, design and present new applications of communication technologies in different cultural contexts and using multiple channels.


Students are required 18 units of core courses, 15 units of electives, and six units that will be credited towards thesis paper writing or the writing of an integrating project paper. Students who intend to pursue an academic career towards a doctorate in Communication will be advised to do a thesis. Students who see their MA as their terminal graduate degree will be advised to complete a project paper.

Summary of units

The curriculum consists of the following:

Core Courses (18 units)

Culture, Technology and Communication
Media Criticism: Approaches and Practices
Histories of Media Forms and Institutions
Ethics, Standards and Public Policy
Discourses of Cultural Production
Media Research and Proposal Writing

Electives (15 units)

Basic Production
Communication and New Media Theory
Constructing the Screen World
Convergence Journalism
Digital Design
Embodied Media and Culture Performativity
Feminist Text in Media
Film Authors
Health Communication
Immersive Media Environments
Interactive Applications
Managing New Media for Organizations
Mediated Strategies of Display
Mobile Spaces for Learning
National Cinemas
New Media Entrepreneurship
New Media, Governance, and Politics
New Media Literacies
Online News Publishing
Public Communication Campaigns
Reconstituting the Image
Screenwriting in the Philippine Film Industry
The Documentary Discourse
Understanding Philippine Cinema
Free Elective

Project Courses(6)

Thesis Writing or
Master’s Portfolio Project

Course Descriptions:

  1. Culture, Technology and Communication
    A comprehensive introduction to various theoretical frameworks in relating the interaction between new media technologies and modes of cultural productions and existing communication systems.
  2. Media Criticism: Approaches and Practices
    A review of the various schools of media criticism ranging from media effects theories to discussions on genre, audience reception, semiotics, post-structuralism, and identity politics.
  3. Histories of Media Forms and Institutions
    A comprehensive historical survey of the development of print, broadcasting, film, and interactive multimedia formats and their systems of distribution. Course also includes an evaluation of recent trends in the convergence of various communication technologies and emergence of new audiences and markets.
  4. Ethics, Standards and Public Policy
    A discussion of political issues posed by innovative communication technologies and their impact on the formulation of standards, legislation and public policy.
  5. Discourses Cultural Production
    The course delves into the interplay of political, industrial, commercial, cultural and artistic forces in the process of media production.
  6. Media Research and Proposal Writing
    This is a graduate-level course that reviews quantitative methods of media research and surveys qualitative methods of research in mass communication, especially research in new media. The review facilitates understanding of quantitative empirical research that may aid you in formulating your thesis proposal. the survey of qualitative methods help you determine the appropriate research method for accomplishing your thesis goals.


  1. Basic Production
    This basic production course will cover the fundamentals of photography, audio-video and web integration.
  2. Communication and New Media Theory
    An elective course providing a review of key communication and new media theories and the research conducted in relation to those theories.
  3. Constructing the Screen World
    A practical exploration of the way new technologies in production design, cinematography, sound, editing and special effects combine to produce highly stylized and personal visions of a filmmaker’s world.
  4. Convergence Journalism
    This course is designed to teach students both the theoretical and practical approaches to the study of convergence in new media production.
  5. Digital Design
    A hands-on technical course covering the different stages of production of an interactive program from concept to scripting, production, usability testing and release.
  6. Embodied Media and Cultural Performativity
    The course examines the intersections of new media and the body, where the boundaries of the body in light of these technological embodiments is critically analysed. Gradual alterations of cultural processes and emerging sites of cultural performativity will also be examined.
  7. Feminist Text in Media
    A survey of various models of feminist readings in different media forms and genres with special discussions highlighting the empowerment of female authorship and promotions of women’s issues by women media producers
  8. Film Authors
    The course looks at the works of classic and contemporary film masters. The choice of filmmakers will depend on the instructor.
  9. Health Communication
    The course seeks to provide students with foundational concepts, theories, and methods in order to analyze selected issues. At the end of the course, students, in partnership with the course facilitator and community members, are expected to propose a health communication project.
  10. Hypernarratives
    A production course designed to make students explore new modes of fiction construction by creating their own models of interactive storytelling.
  11. Immersive Media Environments
    A course on digital media design focusing on the diffusion of interactive media into various aspects of our lives thus producing immersive media environments.
  12. Interactive Application An overview of the categories of application developments systems, the specific tools offered by these packages, and the kinds of programs people develop for their particular needs. Discussions also include a critique of various interface designs.
  13. Managing New Media for Organizations
    This course will expose students to the dynamics, economics, and technologies that are reshaping organizations and industries worldwide in the 21st Century.
  14. Mediated Strategies of Display
    A course on the varied intersections of emerging communication technologies and strategies of display covering a range of display landscapes
  15. Mobile Spaces for Learning
    Emerging technologies and activities are generating new opportunities in universities, corporate training, and other learning environments. The course will expose students to this new participatory learning culture where learners build, explore, share, and collaborate with others online.
  16. National Cinema
    The course surveys and examines the various theories, approaches, and histories in the study of national, transnational, and post-national cinemas. Students will focus on a project topic and write a proposal project or an integrating project paper.
  17. New Media Entrepreneurship
    This seminar course on the basics of entrepreneurship and evolving business models for emerging media technologies blends instruction in entrepreneurship concepts with how the Internet and digital technologies are transforming media economics.
  18. New Media Literacies
    An investigation of media literacy as aspects of traditional media blend with new forms of media. Narrative will be studied in terms of how it is now understood, created, and made relevant.
  19. New Media, Governance, and Politics
    The course will examine the interactions between emerging media technologies and political institutions, actors and processes, in light of theories of communication, media, and political science.
  20. Online News Publishing
    A production course covering the different journalism formats in online publishing.
  21. Public Communication Campaigns
    This course is designed to expose students to the basics of developing and implementing public communication campaigns in multimedia environment.
  22. Reconstituting the Image
    A hands-on course dealing with the aesthetics, ethics, and politics of image manipulation and subject representation.
  23. Screenwriting in the Philippine Film Industry
    The course is a study of screenwriting practices in the context of the Philippine film industry.
  24. The Documentary Discourse
    A production course where the student investigates the problematic representation of the non-fiction in film and video.
  25. Understanding Philippine Cinema
    Why is Philippine Cinema the way it is? The course looks into the technology and industry that produce the films and the culture that exerts its pervasive influence on filmmakers.
  26. Free Elective
    Students are encouraged to attend a seminar course on a topic that will be decided by the faculty for a particular group and term.

Master Project:

Student presents and defends his or her Master project (thesis or integrating project/ portfolio paper).