MS7052 – Chinese Media and Popular Culture in a Global Context

Assessment
Students are assessed by ONE 3,000 words essay. Please refer to Blackboard announcement for the
submission deadline and to the Student Handbook for related guidelines on essay writing.
Deadlines
13 May 2020, noon (updated in April 2020, due to corona virus outbreak)
Assignment Questions / Details
Read your chosen question carefully and be sure to address it directly in your essay. Select your main
readings from the “Reading List”, but also remember to draw on other additional relevant sources as
part of your independent study. Plan your reading and preparation for the essay in advance. Essays
should always refer to the appropriate relevant theories covered in the module and include one or
more case-studies. You are welcome to use illustrations/images, but remember to cite the source.
Please refer to your Student Handbook for instructions on referencing (Harvard style), plagiarism and
how your essay should be formatted and submitted.
For the final essay, please choose and answer ONE of the following questions:
1. What are the main features of commercial advertising in contemporary China that make it a
phenomenon “with Chinese characteristics”? Discuss with reference to theories and examples
of national commercial advertising campaigns.
2. What are the main features of public service advertising (PSA) in contemporary China that make
it a phenomenon “with Chinese characteristics?” Discuss with reference to theories and
examples of national PSA campaigns.
3. Why cross-cultural advertising doesn’t always work in China? Discuss with reference to theories
and examples of commercial advertising campaigns for foreign brands/products within the
specific context of contemporary China.
4. Why can the Beijing 2008 Olympics be considered a media event and a media spectacle? Discuss
with reference to the relevant theories and examples from this specific edition of the Olympic
Games.
5. What are the main characteristics and challenges of the “Going-Out” policy for Chinese brands
and/or Chinese media? Discuss one or more specific case study with reference to relevant
theories.

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