SOCIAL MEDIA AND THE DIGITAL ECONOMY - 2021/2

Module Overview

You are familiar with popular social media platforms like Facebook, Instagram, and Snapchat. But have you ever considered that social media is more than social networking? Or that it exists in some form across a wide range of digital platforms in almost all industries? In this module we will explore social media platforms as a distinct organizational form that plays an increasingly prominent role in the digital economy because of its orchestration of user participation to produce valuable big data. We will examine how social media platforms have emerged, how they are architected, how they operate to produce and capture value, and their ethical, privacy, and risk implications. The module draws on current research by combining theory with case examples from a variety of contexts (i.e. retailing, music, movies, travel). You will also collaborate with peers on a practical exercise on social media platform design.

Module provider

Surrey Business School

Module Leader

ADDO Atta (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Overview of the module

History and development of social media platforms

Social media as digital platforms: management and architecture

The structure of platform participation and the production of data

Principles of data aggregation

Big (social) data and data infrastructures

Personalisation

Algorithmic governance

Social media business models and innovation

Future directions

Assessment pattern

Alternative Assessment

N/A

Assessment Strategy

The assessment of the module will take place in two parts. A group project (50%) and an individual MCQ exam (50%). Students will receive individual feedback from the tutor.

Module aims

• Explore the organizational form of social media, its evolution and architecture, as well as its role in shaping what has become known as the ‘digital economy’
• Establish an understanding of various digital business models pursued by social media platforms and how these transform existing practices and value
• Develop an appreciation and sensitivity to the ethical, privacy, risk, and other critical issues associated with social media platforms in the digital economy

Learning outcomes

Methods of Teaching / Learning

The teaching and learning strategy is designed to encourage a critical understanding of the role played by social media in the digital economy. The course aims at developing student’s knowledge of the socio-technical aspects of social media. The course is research-led and offers a mix of theoretical insights and case study material. In addition to this, the course is structured to provide students with a variety of teaching and learning methods including; practical platform design workshops, individual and group presentations and group exercises.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3153

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.