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MMEDIA 1A03 Multimedia & Digital Society

Academic Year: Winter 2018

Term: Winter

Day/Evening: D

Instructor: Dr. David Harris Smith


Office: Togo Salmon Hall 303

Phone: 905-525-9140 x 23248

Office Hours: Tuesdays and Thursdays 11 am to 12 pm

Course Objectives:

This course is designed to help students better understand the role of digital technologies in contemporary life and to encourage students to reflect on, and create new possibilities for, how they participate in today’s digital society. Lectures will explore topics such as what it means to live in a mediated society, the power of creativity and divergent thinking in today’s economy, fundamentals of graphic and multimedia design, interactivity, and remix culture. Special attention will be paid to social and cultural issues surrounding the use of technologies. Tutorials will provide opportunities for in-depth discussions of course readings and also facilitate students’ ability to express themselves effectively with diverse types of media.
In support of these learning goals, students will complete four multimedia exercises. A series of feedback sessions on work in progress during the tutorials will ensure that all students are developing the knowledge and skill to create effective media-based expression and communication. The final exam will cover lecture materials as well as readings discussed in lecture and/or tutorial.

Textbooks, Materials & Fees:

Required materials and texts:
• It is recommended that students purchase at a usb key for storage.
• All required readings will be posted on Avenue to Learn (Learning Management
Students will use a variety of software packages. In some cases, this will be free and
open source software that students can easily install on home computers or laptops – in
other cases, this will be commercially distributed software available in Faculty of
Humanities computer labs.

Method of Assessment:

Four Multimedia Exercises (4 x 15% each) 60%
Final Exam 25%
(Exam administered by Scheduling office)
Tutorial Participation 15%
Active in discussions about course readings and in feedback sessions with peers (5%)
and completion of regular quizzes (10%). The quizzes will not be marked but students
will get 1 point for completing the quiz and a zero if they are absent. The aim of the
quizzes is to reiterate weekly course concepts and provide an opportunity for students
to practice answering multiple choice questions throughout the term and in preparation
for the final exam.

Policy on Missed Work, Extensions, and Late Penalties:

Late Assignments
Detailed descriptions of individual assignments will be posted in Avenue to Learn and
explained in class.
You are encouraged to begin working on assignments immediately to fully benefit from
the work-in-progress feedback sessions provided in tutorial.
All assignments will be submitted via Avenue to Learn in the forum associated with your
E-mailed assignments will not be accepted.
A technical difficulty (network outages, hardware or software malfunctions, data loss)
does not warrant an extension. Please keep this in mind. Plan accordingly and maintain
backup copies of work.
All assignments are due on the due date provided. Any submission after that date will
mean that the assignment is late.
However, assignments will be accepted after the due date for up to one week without
any penalty.
No assignments will be accepted later than one week.
You should do everything in your power to get your assignment in by the due date; the
one-week grace period is to allow you to complete your assignments should you have
minor medical situations or personal emergency.
Please note that MSAF is for a maximum period of three days, and can only be used for
the assignment’s original due date, so even if you submit an MSAF, you will not get
additional time beyond the one week grace period.
What does this mean? If you get sick or have an emergency that prevents you from
completing the assignment before the due date, just use the grace period. If you
something happens after the deadline, you should already have submitted your

Please Note the Following Policies and Statements:

Academic Integrity

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. It is your responsibility to understand what constitutes academic dishonesty.

Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: "Grade of F assigned for academic dishonesty"), and/or suspension or expulsion from the university. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  • plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  • improper collaboration in group work.
  • copying or using unauthorized aids in tests and examinations.

Authenticity / Plagiarism Detection

Some courses may use a web-based service ( to reveal authenticity and ownership of student submitted work. For courses using such software, students will be expected to submit their work electronically either directly to or via Avenue to Learn (A2L) plagiarism detection (a service supported by so it can be checked for academic dishonesty.

Students who do not wish to submit their work through A2L and/or must still submit an electronic and/or hardcopy to the instructor. No penalty will be assigned to a student who does not submit work to or A2L. All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, other software, etc.). To see the Policy, please go to

Courses with an On-Line Element

Some courses use on-line elements (e.g. e-mail, Avenue to Learn (A2L), LearnLink, web pages, capa, Moodle, ThinkingCap, etc.). Students should be aware that, when they access the electronic components of a course using these elements, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in a course that uses on-line elements will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.

Online Proctoring

Some courses may use online proctoring software for tests and exams. This software may require students to turn on their video camera, present identification, monitor and record their computer activities, and/or lockdown their browser during tests or exams. This software may be required to be installed before the exam begins.

Conduct Expectations

As a McMaster student, you have the right to experience, and the responsibility to demonstrate, respectful and dignified interactions within all of our living, learning and working communities. These expectations are described in the Code of Student Rights & Responsibilities (the "Code"). All students share the responsibility of maintaining a positive environment for the academic and personal growth of all McMaster community members, whether in person or online.

It is essential that students be mindful of their interactions online, as the Code remains in effect in virtual learning environments. The Code applies to any interactions that adversely affect, disrupt, or interfere with reasonable participation in University activities. Student disruptions or behaviours that interfere with university functions on online platforms (e.g. use of Avenue 2 Learn, WebEx or Zoom for delivery), will be taken very seriously and will be investigated. Outcomes may include restriction or removal of the involved students' access to these platforms.

Academic Accommodation of Students with Disabilities

Students with disabilities who require academic accommodation must contact Student Accessibility Services (SAS) at 905-525-9140 ext. 28652 or e-mail to make arrangements with a Program Coordinator. For further information, consult McMaster University’s Academic Accommodation of Students with Disabilities policy.

Email correspondence policy

It is the policy of the Faculty of Humanities that all email communication sent from students to instructors (including TAs), and from students to staff, must originate from each student’s own McMaster University email account. This policy protects confidentiality and confirms the identity of the student.  Instructors will delete emails that do not originate from a McMaster email account.

Modification of course outlines

The University reserves the right to change dates and/or deadlines etc. for any or all courses in the case of an emergency situation or labour disruption or civil unrest/disobedience, etc. If a modification becomes necessary, reasonable notice and communication with the students will be given with an explanation and the opportunity to comment on changes. Any significant changes should be made in consultation with the Department Chair.

Request for Relief for Missed Academic Term Work
McMaster Student Absence Form (MSAF)

In the event of an absence for medical or other reasons, students should review and follow the Academic Regulation in the Undergraduate Calendar "Requests for Relief for Missed Academic Term Work".

Academic Accommodation for Religious, Indigenous and Spiritual Observances (RISO)

Students requiring academic accommodation based on religious, indigenous or spiritual observances should follow the procedures set out in the RISO policy. Students should submit their request to their Faculty Office normally within 10 working days of the beginning of term in which they anticipate a need for accommodation or to the Registrar's Office prior to their examinations. Students should also contact their instructors as soon as possible to make alternative arrangements for classes, assignments, and tests.

Copyright and Recording

Students are advised that lectures, demonstrations, performances, and any other course material provided by an instructor include copyright protected works. The Copyright Act and copyright law protect every original literary, dramatic, musical and artistic work, including lectures by University instructors.

The recording of lectures, tutorials, or other methods of instruction may occur during a course. Recording may be done by either the instructor for the purpose of authorized distribution, or by a student for the purpose of personal study. Students should be aware that their voice and/or image may be recorded by others during the class. Please speak with the instructor if this is a concern for you.

Extreme Circumstances

The University reserves the right to change the dates and deadlines for any or all courses in extreme circumstances (e.g., severe weather, labour disruptions, etc.). Changes will be communicated through regular McMaster communication channels, such as McMaster Daily News, A2L and/or McMaster email.

Topics and Readings:

READINGS: Readings are listed on the week they will be discussed so you must read them

prior to that class/tutorial meeting.

WEEK 1: JAN 9 & 12

Reading: Review course syllabus and log onto to Avenue to Learn

Lecture JAN 9: Intro to Class, review course outline, expectations. What is digital society? What

is Multimedia?

Lecture JAN 12: Discuss technologies of observation; Assignment: Exercise #1 – Due FEB 2

Tutorial: NONE

WEEK 2: JAN 16 & 19

Readings: McLuhan, Twenge, Mollman

Lecture JAN 16: The Medium is Still the Message; further discussion of Exercise #1

Lecture JAN 19: Technology Transforms Everyday Life

Tutorial: Discussion of assigned readings

WEEK 3: JAN 23 & 26

Readings: Rosen, Wortham, Urist

Lecture JAN 23: From Disciplinary to Control Societies

Lecture JAN 26: Surveillance and Everyday Life

Tutorial: Feedback for Exercise 1 in progress; discuss assigned readings

WEEK 4: JAN 30 & FEB 2

Readings: Stracey, Squires, Venkatraman

Lecture JAN 30: Intersections of Art and Science: Bio Art

Lecture FEB 2: Creativity: Not Just for Artists

Tutorial: Discussion of assigned readings

DUE: Exercise #1 (FEB 2 by midnight)

WEEK 5: FEB 6 & 9

Readings: Gladwell, Glei, RSA Animate

Lecture FEB 6: Creativity in Action and in the Economy; Assignment: Exercise #2 – Due MAR 2

Lecture FEB 9: Education Paradigms and Divergent Thinking

Tutorial: Discussion of assigned readings; Create groups for Exercise #2

WEEK 6: FEB 13 & 16

Reading: Samara

Lecture FEB 13: What is design? Design as Communication

Lecture FEB 16: Design Fundamentals

Tutorial: Discuss Exercise #2 projects in progress

WEEK 7: FEB 19 to 25 Mid-Term Recess

WEEK 8: FEB 27 & MAR 2

Reading: Kidd, Kreider

Lecture FEB 27: Book Cover Design; discuss Assignment: Exercise #3 – Due MAR 23

Lecture MAR 2: Introduction to Typography

Tutorial: Photoshop Basics

DUE: Exercise #2 (MAR 2 by midnight)

WEEK 9: MAR 6 & 9

Reading: Samara, Bright

Lecture MAR 6: More on Typography

Lecture MAR 9: Abstract Form and Meaning

Tutorial: Feedback on Exercise #3 projects in progress, more on Photoshop as needed

WEEK 10: MAR 13 & 16

Reading: Manovich

Lecture MAR 13: Analog vs. Digital

Lecture MAR 16: Interactivity; discuss Assignment: Exercise #4 – Due APR 6

Tutorial: Discussion of assigned readings; feedback on Exercise #3 projects in progress

WEEK 11: MAR 20 & 23

Reading: Chokshi, Fuchs

Lecture MAR 20: Code Art

Lecture MAR 23: Participatory Culture & Fandom

Tutorial: Code basics using Processing

DUE: Exercise #3 (MAR 23 by midnight)

WEEK 12: MAR 27 & 30

Reading: LaFrance, Murray

Lecture MAR 27: Remix Culture

Lecture MAR 30: Copyright and Fair Use

Tutorial: Discussion of assigned readings; more code basics in Processing as needed

WEEK 13: APR 3 & 6

Readings: Frank, Quartz

Lecture APR 3: Digital Media & Materiality

Lecture APR 6: Final Exam Review

Tutorial: Preparation for final exam

DUE: Exercise #4 (APR 6 by midnight)

Assignment Redo (APR 13 by midnight)


Other Course Information:

The tutorials are collaborative spaces of learning, where ideas and experiences are shared and in
confidence. When we enter into dialogue with one another and in these spaces, we do so with
sensitivity and mutual respect. Disruptive behaviour will not be tolerated.
QUIZZES: 10% of the final course mark is generated from quizzes the completion of regular
quizzes in tutorial. Students will get 1 point for completing the quiz and a zero if they are absent.
For instance, if you complete only 5 quizzes, you will receive 5%. The aim of the quizzes is to
reiterate weekly course concepts and provide an opportunity for students to practice answering
multiple choice questions throughout the term and in preparation for the final exam.