Master of Arts - Social Media Communications and Artificial Intelligence (Advanced Research)

The MA Social Media Communications and Artificial Intelligence programme is designed to develop advanced knowledge and a critical, ethical, and practical understanding of communication in the context of emerging AI-driven technologies. It explores the role of artificial intelligence across social, cultural, and industry settings, equipping students to design, produce, and evaluate AI-mediated social media strategies and creative content. The course emphasises the importance of working within ethical and legal frameworks, ensuring that graduates are prepared for the evolving demands of the communications landscape. The programme combines theoretical insight with practical application, enabling students to engage with contemporary communication debates while developing professional skills. Students gain confidence in using AI tools to enhance content creation, audience engagement, and strategic communication, supported by a strong balance of academic study and hands-on experience. The course is tailored for those who aim to work strategically with emerging technologies and offers flexibility through different study routes, including extended professional practice with a 30-week placement or alternative pathways aligned to individual career goals. Teaching is delivered through workshops, seminars, tutorials, and independent study, with assessment entirely coursework-based. Students explore communication theory alongside digital media practices and critically examine the ethical, legal, and philosophical implications of AI. They develop practical skills in content creation, campaign pitching, and media analysis, using real-world case studies to inform their work. The programme culminates in either a dissertation or a career-focused portfolio, allowing students to tailor their final output to their academic or professional ambitions. For those undertaking an extended or advanced research pathway, a second year provides further opportunities to apply learning in a professional or research context. This may include working on a substantial practice-based media project for a real-world client, focusing on areas such as audience development, social media strategy, or branded content creation. The advanced research route also supports the development of digital research skills, enabling students to engage with evolving methodologies and tools suited to an AI-driven communications environment.