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Bachelor of Media Arts Degree UEC Chair: Samantha Pattridge UEC MEMORANDUM Phone: 4177 UEC Assistant: Amanda Grimson Phone: 4571 TO: Dr. Eric Davis, APPC Chair FROM: Samantha Pattridge, Undergraduate Education Committee Chair DATE: June 11, 2013 RE: Bachelor of Media Arts At its February 1, 2013 meeting, UEC voted to approve the new Bachelor of Media Arts degree. UEC recommends that this be approved by APPC and Senate. Please see the attached documents for additional information. MOTION: THAT APPC approve the new Bachelor of Media Arts degree as recommended by UEC. RATIONALE: The Bachelor of Media Arts prepares students for creative production in digital media. Technical skills, both in digital media and in traditional artistic practice, are combined with media theory and communication skills to prepare graduates for a rapidly changing work environment. Students may enroll in the general degree and craft a program to meet their individual interests, or may select one of the concentrations available. The Bachelor of Media Arts is identified as a very high priority in the UFV Education Plan. It is also closely aligned with the goals of the Strategic Plan, which states that “UFV will be a leader of social, economic, and environmentally-responsible development in the Fraser Valley.” Providing training for the emerging digital industries fits very well in the economic development plans of all the municipalities in the University region, and has been supported by local mayors, planners, and businesses. Links to the economic development plans of the municipalities in the region may be found on their websites. Abbotsford, Chilliwack, and Mission all refer to the development of digital industries. The program provides a way for UFV to develop programs suited to the new information economy by deploying existing resources in a new configuration. It draws on a wide range of expertise from many disciplines, providing considerable flexibility to students in designing a program to serve their particular needs. The program plan permits students to focus on a particular area of expertise within the larger field of digital content creation, offering several new pathways and credentials for students that don’t currently exist. University of the Fraser Valley Bachelor of Media Arts Program Proposal Jacqueline Nolte Bruce Kirkley Dean, College of Arts Department Head, Theatre [email protected] [email protected] TABLE OF CONTENTS 1. Executive Summary p. 3 2. Degree Level Standards p. 9 p. 9 2.1. Depth and Breadth of Knowledge p. 9 2.2. Knowledge of Methodologies and Research p. 9 2.3. Application of Knowledge p. 10 2.4. Communication Skills p. 10 2.5. Awareness of Limits of Knowledge p. 10 2.6. Professional Capacity/Autonomy p. 10 3. Credential Recognition and Nomenclature p. 10 4. Curriculum/Program Content p. 10 5. Learning Methodologies/Program Delivery p. 30 6. Admission and Transfer/Residency p. 31 7. Faculty p. 33 8. Program Resources p. 33 9. Program Consultation p. 34 10. Program Review and Assessment p. 36 Appendix 1: Student Survey Appendix 2: Consultations & Letters of Support Appendix 3: Media Arts in British Columbia Appendix 4: Recent Employment Ads in the Media Arts Field Appendix 5: Analysis of Library Collection Appendix 6: International Demand Appendix 7: Course Outlines for BA, Media Arts Core Courses 2 Bachelor of Media Arts, University of the Fraser Valley 1. Executive Summary a. An overview of the organization’s history, mission and academic goals The University of the Fraser Valley is a regional, special purpose, teaching university that serves the Fraser Valley. The university was founded as Fraser Valley College in 1974, became the University College of the Fraser Valley in 1991, and in 2008 received university status to become the University of the Fraser Valley. UFV’s vision is to provide the best undergraduate education in Canada and to be a leader of the social, cultural, economic and environmentally-responsible development of the Fraser Valley. b. Proposed credential to be awarded, including the level and category of the degree and the specific discipline or field of study The proposed credential is a Bachelor of Media Arts with concentrations in Performance, Writing and Publishing, Interactive Media Programming, Interactive Media Production Management, Digital Art, and Screen Studies. c. Location Particular courses will be available at all three major campuses, but the degree will be offered primarily in Abbotsford. Students who want a large number of Graphic and Digital Design courses may have to travel to Mission; students wanting to specialize in Performance will have to travel to Chilliwack for some courses. d. Faculty(ies) or schools offering the proposed new degree program The degree has been created through five years of collaboration between English, Media and Communication Studies, Communications, Computer Information Systems, Theatre, and Visual Arts. The College of Arts (Social Science and Humanities) and the Faculty of Science are thus involved in the creation of the degree and in offering courses. It will be housed in the College of Arts. e. Anticipated program start date The program can be implemented as soon as September 2014. f. Anticipated completion time in years or semesters The degree requires a minimum of 122 credits. A student taking 5 courses per semester could complete the degree in 4 years. g. Summary of proposed program Aims, goals and/or objectives of the proposed program The Media Arts degree has been developed to prepare people to create content or software, or to manage production, for the emerging digital economy. Companies focused on digital content creation, comprising what is referred to as the digital media sector 3 in Canada, now number of 3000; producing games, digital animation and film, eLearning, interactive design, web development, and mobile content. In every industrial sector, however, digital media content creators are in high demand (e.g. public relations practitioners within major industries), making the final calculation of employment for digital content creators far larger than what the ‘digital sector’ can account for. Growth of digital content in Canada is mirrored around the world, with annual revenues in gaming alone exceeding the combined revenues of traditional film and television production.1 The digital sector is growing 11% a year. Internet advertising is growing in Canada at an annual rate of 11.7%, reflecting global trends in advertising.2 Newspapers are moving to the Internet, along with the advertising industry, the film industry, and retail business.3 Consequently, UFV has made expansion of its digital media programming a priority. The Fraser Valley is in a good position to develop digital media companies, as it is located adjacent to Vancouver, a major centre for content production, but has lower space costs. Vancouver, along with Montreal and Toronto, is a hub for gaming, film and mobile content creation. According to the president of DigiBC, Howard Donaldson, BC is a heartland of digital innovation, and is already a leading global centre, particularly in animation and special effects, web 2.0, wireless applications, and video games.4 There are over 1150 digital media companies in BC alone, employing over 16,500 people producing games, digital animation and film, eLearning, interactive design, web development and mobile content. Most media and wireless companies in BC (89%) are concentrated in the Lower Mainland and Southwest region of the province.5 There are 167 graphic and digital design companies alone in the UFV region, and countless more devoted to other aspects of digital production. These companies, and other potential new companies, require a skilled workforce, and the creation of this program will both serve this need and attract new industry to the Valley. The new creative industries offer employment for local people which does not require them to leave their homes in the Valley or commute to Vancouver, saving our air shed and building a local cultural and business base here for local people. Training programs for workers, whether in the Valley or in Vancouver, are not currently adequate to meet the demand for a skilled workforce. Available training programs are typically narrow and skill- focused. However, employees in the digital media and wireless industry in BC tend to be highly educated. Almost all have post-secondary education, and two-thirds hold an undergraduate or graduate degree. Some sectors are not currently able to meet their requirements for qualified employees. As a result, BC companies recruit almost a third of their employees from outside Canada; in the animation and visual effects sector, this rises to more than 50%.6 An education strong in traditional visual arts and technical skills, such as the UFV Media Arts degree, provides employers with well-qualified employees, and will also encourage the kind of innovation and experimentation that the sector requires to grow and prosper. The degree assumes that students preparing to work in these industries need the traditional creative and critical skills provided by a good arts degree, strong skills in digital media, and a critical awareness of their 1 PrincewaterhouseCoopers, Global Entertainment and Media Outlook, June, 2010, cited in The Vancouver Sun, Wednesday, th June 16 2010, D2 2 PricewaterhouseCoopers, Global Entertainment and Media Outlook, June, 2010, cited in The Vancouver Sun, Wednesday, June 16, 2010, Section D, p2. 3 Lorimer, Gasher, and Skinner. 2008. Mass Communication in Canada. Toronto: Oxford University Press. 4 Howard Donaldson, President of DigiBC and founding member of BC Interactive, The Digital Media Industry Will be a Growth Engine for BC, Vancouver Sun, September 28, 2011. 5 PriceWaterhouseCoopers, 2010, BC Digital and Wireless Survey, Digital Media + Wireless Association of BC. 6 PriceWaterhouseCoopers, 2010, BC Digital and Wireless Survey, Digital Media + Wireless Association of BC. 4 own responsibilities as creators. While the shape of this degree is innovative, it preserves the desirable features of a liberal arts education in its focus on social responsibility and personal accountability.
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