More Than Just a Screen: Studying Digital Media and Communications

My name is Patricia, and I am a second-year Digital Media and Communications (DMC) student. By sharing my journey through these modules, I want to challenge the narrative that digital media degree is all about “scrolling” and “posting” and show the depth behind the screen.

Just Social Media? Think Again.

Before you begin your journey as a Digital Media and Communications student, don't let the reductive public discourse on social media discourage you. Digital media is far more than a tool: it is a sprawling, interdisciplinary landscape. It is the point where communication theory meets sociology and conceptual arts intersect with film production.

Theory and Perspective

While the practical side of media is exciting, the theoretical modules which reshape our core conceptions of the world make this degree truly invaluable.

• By learning more about the Theory of Communications, I learnt how strategic communications can boost the economy, construct community, and even prevent health crises.

• Studying Global Media, I discovered “political economy” of the global media industry. From the ethics of AI to digital labor, this module decoded how political circumstances and technological advancements reshape global commercial practices.

• In Media, Culture, and Identity, I explored how classical sociological concepts of self and community have been transformed by digital practices, namely how our online identities reflect (and occasionally distort) who we are in the real world.

Tech, tools and practical skills

DMC extends far beyond reading lists and essays. In Applied Creative Practice, I’ve designed sustainable campaigns from scratch, which involves producing outputs including posters, short films, social media assets, and websites.

Furthermore, the Data Skills for the Digital World module introduced me to R-Studio programming. Data analysis has empowered both my academic research and my business intuition, proving that a modern media professional must be as comfortable with data as they are with a camera.

Real-world application

The most rewarding part of the course has been applying these skills to professional contexts. In Writing for Business, I practiced copywriting and marketing strategies specifically for real-life start-up companies. Similarly, the Media in the Workplace module allowed me to conduct end-to-end market research: from research to experiments, customized for actual clients. These modules have inspired me to start my own media agency.

Digital media is often dismissed as trendy, but in practice, it has provided me with the unique ability to bridge the gap between creative artistry and strategic analysis and carry these skills into the professional world.