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February 9, 2018

4000 word essay.
within the attached essay guideline, are options to choose from four different essay questions. i have chosen to
write about FACEBOOK ATLAS and its effects on advertising.

Hand-in/Deadline date and time: 17th December 2016 by 16.00 GMT (4pm)
Hand-in method: Electronic submission via Turnitin
File Size/Type to be submitted: One .DOC or .PDF file (maximum file size
Turnitin or Moodle:
If you are submitting work online
via Turnitin and/or Moodle:
The CLTAD e-learning blog
includes step-by-step guides to
uploading assignments to both
Moodle and Turnitin:
Turnitin – Accepts .DOC or .PDF files to a
maximum of 20MB. If you are submitting work
via Turnitin: this assessment will be submitted
via an online submission platform called
Turnitin UK. As part of the submission
process, the University will utilise Turnitin UK
to check the authenticity and originality of your
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FAO Disabled/Dyslexic Students:
Disabled and dyslexic students who have an ISA (Individual Support
Agreement) in place may be eligible to request an Accommodated Assessment
submission deadline for written work. Students are advised to follow the
guidance as provided on their ISA and to contact their disability advisor if they
have any queries. Guidance can also be sought from the Disability Service by
emailing or Tel: 020 7514 6156.
Further guidance on Accommodated Assessment can be found here:–
Please note: it is your responsibility to submit your work on time and by the
required method, otherwise there may be an impact on your achievement and
Further information about your responsibility to submit your work is available
on the website:
If you have any queries about submitting your work or are experiencing any
difficulties in submitting work, please contact you Programme team well in
advance of the submission deadline, via email on:
Date you can expect feedback on your work by: 20
th January 2017
How you will receive your feedback on your
Via Moodle and the OnlineAssessment
Tool (OAT)
Please note all feedback is indicative until formally received and confirmed at
an Exam Board. You will be informed of your results and when these will be
published via email and/or Moodle announcements.
Aims / Context:
The future of promotional and persuasive communication is intimately connected to
rapid technological change and its social, cultural and economic consequences. This
unit explores two distinct areas: firstly, following on from ideas introduced in Digital
Youth Cultures we look at big data (or internet-scale computing) and its uses (and
misuses) in research and other contexts; secondly, we look in detail at mobile
technologies, software design, and the rise of the app as a communicative medium.
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The connection between data gathering mechanisms, online search, selection and
preference, and profiling will be explored. The unit consists of lectures and taught
sessions that will equip you with skills to effectively collect and analyse digital data.
You will be encouraged to make links between technical and commercial decision
making and development and ethical considerations related to questions of
surveillance, privacy, ownership, and the creation of corporate value.
Assignment criteria / format:
Students will write a 4,000 word academic essay with appropriate referencing in
Choose ONE essay question from the ones listed below to produce a 4,000-word
academic essay with appropriate referencing in place.
Essay Questions:
1. Analyse the various solutions to the problems of consumer privacy and big data;
and assess the validity of each potential solution.
2. How can we regain our privacy Critically discuss in relation to digital panopticism
and the data box.
3. What is a social machine and how does it hope to overcome the limitations of big
data Provide examples to illustrate your argument.
4. What is Facebook Atlas and how does it affect advertising practice Critically
discuss both the potentials and dangers of this big data technology.
Your essay should:
1. Answer the question explicitly and consistently.
2. Show evidence of reading from key academic sources (as recommended in
the course outline and beyond) and should demonstrate precision and clarity
in the use of theory.
3. Provide carefully documented examples relevant to the question.
4. Be written in an appropriate academic style, clearly indicating where
passages are either quoted or paraphrased.
5. Provide full and accurate references for all sources used in the preparation of
the essay in the form of a bibliography.
Please list in your references any other data sources you might have used, such as
films, broadcast programmes or tapes you have viewed and you refer to in your
essay (title, channel and date of broadcast if a TV programme must also be
included). Also, websites used need to be cited in the text.
This assignment counts towards 100% of the total mark for this unit.
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Learning outcomes:
On completion of this unit you will be able to:
Understand the theoretical concepts relevant to digital futures (Subject
Demonstrate knowledge of the various institutional applications of
communications strategies in relation to digital futures (Subject Knowledge);
Understand and apply critical theory and analysis to the social, political and
economic contexts of digital futures and its communications strategies
Conduct independent research and apply the results of that research within
the theoretical parameters of the subject (Research);
Demonstrate an ability to communicate ideas and arguments in academic
forms appropriate to your discipline (Communication and Presentation).
Reading list:
Details of the University s online referencing system for practical and written work:
Auletta, K. (2011) Googled: The End of The World As We Know It London: Virgin
Brill, J. (2014). The Internet of Things: Building Trust and Maximizing Benefits
through Consumer Control. Fordham L. Rev., 83, pp. 205-417
Fairfield, J., & Shtein, H. (2014). Big Data, Big Problems: Emerging Issues in the
Ethics of Data Science and Journalism . Journal of Mass Media Ethics, 29(1), pp. 38-
Kitchin, R. (2014). The data revolution: Big data, open data, data infrastructures and
their consequences. London: Sage
Lessig, L. (2006). Code. Available at:

Lupton, D. (2014). Self-tracking modes: Reflexive self-monitoring and data practices.
Available at SSRN 2483549
Lyon, D. (2014). Surveillance, Snowden, and big data: capacities, consequences,
critique . Big Data & Society, 1(2)
Mayer-Schonberger, V. (2013) Big Data: A Revolution That Will Transform How We
Live, Work And Think London: John Murraysur
Needham, J. (2013) Disruptive Possibilities: How Big Data Changes Everything
Massachusetts: O Reilly Media
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Vaidhyanathan, S. (2011) The Googlization of Everything: (And Why We Should
Worry) Oakland: University of California Press
Marking Criteria:
If you are an undergraduate student, you can access the UG marking criteria via
your course Moodle page and also at the link below:
Other key information:
The UAL Assessment Webpages include useful
information on:
The course requirements
What happens if you fail a piece of work or miss a deadline
What to do if you are ill or have other extenuating Circumstances
What to do if you want to take time out from your studies
The adjustments that can be made to assessments if you have a disability
How to avoid plagiarism in your work
What to do if you want to appeal an exam board decision.
Approved by: Jo Mayhew Date: 02/10/2015


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