HFMK03543U Digital film and media strategies: Seminar B

Volume 2020/2021

Master's Degree in Film and Media Studies, 2019-ordningen.





The course focuses on the conditions and design of communicative film and media strategies in a digital media environment. The course offers a review of relevant theory and analyzes of how knowledge and information are distributed, shared and designed in a digitized network culture. The course has a special focus on digital communication issues, including concepts such as journalism, news, propaganda, political and organizational communication, branding and PR.

The course will be conducted in close collaboration with a company, organization or institution for the production of video, podcasts and text including a possible strategic framework that involves social media. Other themes could be the interface between digital journalism and documentary production, business communication on social media, audiovisual production in forms of organizational podcasts and institutional cross media content.

According to the students’ focus this can for example be the analysis of different strategies towards user segments and journalists with regards to different media platforms, event production or digital dissemination with a focus on segmentation, spin and business communication. The course is presented in a communicative strategic, media sociological and media systematic setting with a special focus on audiovisual production.

Learning Outcome

At the examination, the student can demonstrate:

Knowledge and understanding of:

· digital communication, dissemination and narrative in different genres and across different media and digital platforms.

· key concepts for understanding communicative film and media strategies and the specific criteria and design behind such strategies in digital media environments, including concepts such as spin, propaganda, branding, PR and event management

· the connections between digital film and media launch strategies and new production and online distribution and use patterns.

· the development and assessment of communication strategies, narratives and other dissemination strategies in various digital contexts.


Skills to:

· analyse all aspects of a digital communication or dissemination case study based on relevant theoretical concepts and knowledge about audience/viewers/users.

· explain theoretically the differences and similarities between different digital communication and dissemination strategies across different platforms.

· use theoretical, analytical and practical knowledge to carry out a work assignment for partners in the film and media industry.


Competencies to:

· analyse all the aspects of a given communication or dissemination case study.

· develop a digital communication or dissemination strategy from concept to product in collaboration with an organisation or company.

· evaluate the implementation and results of a given communication strategy on the basis of an academic analysis of the film and media context in which it is employed.


Class teaching with seminars, individual presentations and group work with practical production. The course will usually be visited by guest teachers from the industry. In seminars, special cases are being discussed, e.g. producing, distributing and launching fictional and factual formats for various media and platforms or cross-media campaigns and value-based digital communication for businesses and organizations relevant to specific types of film and media users.
Danish students who taking elective subjects in Film and media studies cannot take this course
  • Category
  • Hours
  • Class Instruction
  • 56
  • Preparation
  • 353,5
  • Total
  • 409,5
Continuous feedback during the course of the semester
Feedback by final exam (In addition to the grade)
Peer feedback (Students give each other feedback)
Type of assessment
Exam registration requirements

Form of exam: Oral exam, optional subject, with material, following active class participation.

Active class participation consists of:

 Approval of 2-3 exercises/productions (10-15 minute presentation, 3-5 standard pages, or a production of a maximum of 10 minutes).

Scope: 30 minutes, including grading. No preparation time is allowed.

Marking scale
7-point grading scale
Censorship form
External censorship

See curriculum


Criteria for exam assesment