Image of Singleton campus and a view of the sea stretching to the horizon

Dr Richard Fern

Darlithydd yn y Cyfryngau, Media

+44 (0) 1792 513017

richard.fern@abertawe.ac.uk

125
Llawr Cyntaf
Technium Digidol
Campws Singleton

Ar gael ar gyfer Goruchwyliaeth Ôl-raddedig

Sylwebydd y Cyfryngau

Dolenni Ymchwil

https://orcid.org/0000-0003-0617-2308

Trosolwg

Mae gan Dr Richard Fern dros 35 o flynyddoedd o brofiad mewn newyddiaduriaeth a chysylltiadau cyhoeddus ac mae ganddo linellau enw'n amrywio o'r Guardian i Esquire. Mae wedi gweithio mewn asiantaethau gwasanaeth llawn a mewnol i nifer o frandiau cartref gan gynnwys JCB a Durex. Hefyd mae wedi gweithio fel Swyddog y Wasg ac Ymgyrchydd y Cyfryngau yn y sector prifysgol ac i elusennau megis Oxfam a Greenpeace.

Mae ei ymchwil yn mynd i'r afael â rôl cysylltiadau cyhoeddus ym maes plismona ac ymgyrchu gwleidyddol, gan fynd i'r afael â materion newid yn yr hinsawdd a chynaliadwyedd, yn ogystal â rôl ymgyrchu ac adrodd am brotestiadau. Canolbwyntiodd ei PhD ar gysylltiadau rhwng yr heddlu a'r cyhoedd.

Cyhoeddwyd ei waith mewn chwe chyfandir a dywed ei fod wrthi'n anelu at gyhoeddi yn Antarctica.

Mae Richard yn un o Gymrodorion yr Academi Addysg Uwch ac mae wedi darlithio mewn nifer o brifysgolion. Mae wedi siarad mewn ystod o gynadleddau cenedlaethol a rhyngwladol ac mae'n parhau i fod yn weithredol fel newyddiadurwr ac ymarferydd cysylltiadau cyhoeddus, yn ogystal â fel hyfforddwr y cyfryngau.

Mae'n darlithio ar y cyfryngau digidol a chysylltiadau cyhoeddus. Richard yw arweinydd yr adran ar gyfer rhaglen y flwyddyn sylfaen yn ogystal â bod yn Swyddog Uniondeb Academaidd yr Adran.

Uchafbwyntiau Gyrfa

Diddordebau Addysgu

MEYSYDD ARBENIGEDD

· Ymgyrchu

· Newyddiaduriaeth

· Rhyddid Gwybodaeth

· Cysylltiadau Cyhoeddus

· Y cyhoedd

· Dadansoddi cynnwys

· Bourdieu a damcaniaeth maes

Modiwlau a Addysgir

MS-310 Dissertation Preparation

This module introduces the practice of dissertation writing and research approaches for the study of media forms. texts and systems and their contribution to social life. It begins to explore the breadth of media studies through attention to the ways in which media matter. In what ways, and how significant are the media in the formation of individual identities and in the practices of everyday life? In the more public world, to what extent are media key to providing knowledge and enabling the debate necessary to the practices of democracy? The course enables students to build on their own experiences of media as consumers and users. But it also encourages critical attention to how the field of media studies has historically been forged: through argument and contestation between different academic approaches and disciplines.
MS-311 Dissertation

This dissertation enables students to engage in long term, in-depth research on a topic of their choice subject to the approval of the Department.
MS-348 Guerrilla Campaigns: Subversive and Interruptive PR

The module teaches students how to campaign in contemporary communications environments. Focusing on subversive and interruptive campaigning, it will allow students to analyse and develop campaign material using public relations skills and best practice. Through the interrogation of case-study material drawn from the work of Greenpeace, political parties, and other high profile campaigners, it explores the development of communications in terms of propaganda and public relations practice, founded upon a range of theory, in order to develop the skills and abilities of undergraduate students in their third year of study. The aim of the module is to give students real-world skills that will add to the strength of their set CV, enhance their employability, as well as deepening their academic and practical understanding of alternative public relations activities.
MS-M10 Dissertation or Project

An innovative practice-based alternative to a Masters dissertation. Students are encouraged to develop projects across more than one area of media practice and to do so with dual supervision that embraces both theory and practice. Work produced should be at a professional level, accompanied by a reflective essay and presentation exploring the contextual, theoretical and practical issues raised by the project.
MS-M11 MA Project and Dissertation Preparation

This core module comprehensively prepares students for their Master¿s project or dissertation, which is an integral part of the requirements for the degree. It incorporates several key themes and issues across the communications, media practice and PR industries. It is a challenging, and stimulating module ¿ both for professional practitioners and those new to communications and media practice. The module encourages students to unite theory and practice in productive ways. It introduces students to a number of important research and project management methods essential for undertaking a successful project or dissertation.
MSP100R Public Relations: Strategic Communications

Public Relations is a rapidly developing industry, but it remains a challenge for both academics and practitioners to distinguish between those activities which are classed specifically as PR and those that might be determined to be promotion. This introductory module considers definitions of PR and promotion as well as PR theories and history. Providing students with a mixture of theory and practice, the module examines techniques used for PR and promotion and teaches students the fundamentals of creating a promotional campaign. Students will be introduced to specific techniques such as campaign planning, writing a press release and developing creative campaign ideas. Particular emphasis is placed on media relations and the role that PR plays in influencing news agendas and public opinion.
MSP200 Public Relations Theory in Action

Scholars and academics are exploring public relations and its role in and on our societies, and there is a developing a body of literature that documents PR as an influential force in society. Much of the theory considers the impact this kind of organisational communication has on our world views. This module, through an interrogation of a series of rich and contemporary case studies, considers some of the social, cultural and political consequences of PR, using cultural, rhetorical and systems perspectives as an evaluative framework. Following a critical analysis of associated theories and their application in practice, students will then be offered an opportunity to evaluate their efficacy on public discourse, while also applying an understanding of campaign planning theories and methodologies to develop and deliver a successful public relations campaign, using a series of practical exercises.

Dr Richard Fern

Rhif ffôn

Cyfeiriad ebost

Dolenni Ymchwil

Trosolwg

Uchafbwyntiau Gyrfa

Modiwlau a Addysgir

MS-310 Dissertation Preparation

MS-311 Dissertation

MS-348 Guerrilla Campaigns: Subversive and Interruptive PR

MS-M10 Dissertation or Project

MS-M11 MA Project and Dissertation Preparation

MSP100R Public Relations: Strategic Communications

MSP200 Public Relations Theory in Action