Your assignment brief is to write an individual academic essay detailing an understanding of the concepts and themes covered throughout the module (2500 words). This is due on 18th May 2022 via BB at 2359 hours.

You should choose one of the following to answer:

1. The New Media space presents both opportunities and threats to brands that may impact reputation and profitability. Discuss both aspects and suggest how brands may mitigate challenges while exploiting opportunities to flourish.
2. Profile the changing role of Old Media through the lens of technology and digitalization. You must explain how New Media has impacted this change and the implications to the end-user from a brand-building point of view.
3. Mel Alexenberg suggests that the post-digital environment has created hybrid experiences, using examples from the Gaming industry, suggesting how this has elevated the user experience and aided the growth of the industry.

In presenting the essay, you should tap on case studies featuring contemporary examples to support your discussion.

This coursework is designed to cover Los 1, 2, and 3.

This piece of work is individual; it must demonstrate your full understanding of what we have been discussing in class underscoring your analytical and critical skills. You are asked to elaborate your module notes, readings, and discussions with your tutors and peers, and shape them into a rigorous, academic essay. You may decide to choose one lecture topic, regardless of whether you already considered it for your CW1, and expand on it providing further theoretical insight and case studies.