Assessment 2 – Digital story creation proposal

Assessment 2 – Digital story creation proposal

Task overview

Assessment NameDigital story creation proposal
Task descriptionIn this assignment, you will research and create your own digital story proposal and brief story script. This story proposal will target specific audiences and may serve different communication purposes, ranging from establishing personal professional identity, building corporate brand, mobilising political support, and/or empowering community members across social media platforms. You will apply the principles and theory of social media storytelling and professional branding introduced in this unit to craft your digital story proposal (with a brief story script) and explain/justify how it is appropriate to be delivered across the platforms you identify (such as LinkedIn, WordPress, etc.).
Due DateRefer to Blackboard site.
Length1500 words (word length includes in-text referencing and excludes your reference list, figures, images and appendices).
Individual or GroupIndividual
Learning outcomes measuredCreate a professional social media profile informed by professional branding principles and theory.Craft effective messaging to reach and engage target audiences on social media.

Task Instructions

The purpose of this assignment is to establish a brand of an individual (e.g., yourself, political candidate, entertainment celebrity), an organisation (e.g., corporation, government, NGO), or a social and community group through a proposal for effective storytelling across social media platforms. You need to develop a key message or central idea that can be consistently communicated through different angles of storytelling suitable to different social media characteristics. This assignment is made up of two parts:

  • Part A: Digital story proposal. This is your written proposal and recommendations for digital storytelling across different social media platforms. It must include a short script sample of the story that you are proposing.
  • Part B: Rationale. This section draws on theories and literature introduced in the unit and beyond to justify your proposed choices and recommendations of digital storytelling strategies, tactics, techniques and platforms. You will be required to support this rationale with reference to appropriate and authoritative literature from the set unit materials and from additional references that you will identify by undertaking your own research.

To prepare your assignment, it is recommended that you follow these steps:

  1. Develop a key message that you think would best describe your brand identity. Here you will first need to identify the brand. Is it for yourself (your personal brand as a communication professional); is it for a company or organisation?
    • What is the brand to be communicated through storytelling? Here you need to detail the key brand and associated values that you are seeking to communicate through the proposed story.
    • How is your brand different from others? Here you need to explain how and in what ways you will differentiate the brand from others that may be competing with you. For example, if it is your personal brand as a digital communication professional how are you differentiating yourself from other professionals in the field? What is distinct about your brand?
    • Who is your target audience? Here you need to specify and detail the audience that you are seeking to reach and attract through the story proposal.
  • Write a story profile that covers:
    • key story elements (e.g. storyline, plots, causal relationships)
    • different story angles
    • various rhetorical appeals (e.g. ethos, pathos, logos)
    • useful visual tools (e.g. images, charts, illustrations). You are not required to make or produce original images and can refer to examples that support your proposal, with appropriate citation and referencing for the source of the image.

All of these elements are suggestions and draw on the material introduced in the unit. Part of the challenge is to focus on those elements that are most significant for your proposal. You need to determine and explain which elements are most significant and relevant for your story. Please note you are not expected to technically produce the story and deliver it on the social media platform. You are not being assessed on your ability to produce or make supporting images. Your proposal needs to briefly detail the kinds of images you would be likely to include in the story and how those images might advance and support the story. With this in mind, you

could make reference to how images have been used in examples of effective social media stories to support and justify your proposal.

This story proposal needs to be supported by a sample of the story script. This does not need to be a full and complete script for the entire story proposed. Nevertheless, it must illustrate the key elements and rhetorical appeals of your proposal.

  • Choose and recommend a primary social media platform for storytelling.
    • What is the main social media tool or platform to tell your story? Justify this recommendation.
    • What are the other/secondary platforms?
  • Write a rationale section to briefly explain and justify your recommendations for social media storytelling.
    • What is the logic of developing your social media story? For example, how do you justify that this proposal will engage the target audience? This focus on the target audience is particular important for this section.
    • What theories have been used to inform your decision-making? Here you need to reference material and readings introduced in the unit and reference additional relevant sources from beyond the required and recommended unit readings. You will need to undertake independent research to identify literature and sources.
    • How would your proposed strategies, tactics, and techniques of social media storytelling serve your communication purpose? This is really the conclusion of your proposal, clearly stating and justifying why your proposal will be effective as a form of social media storytelling to advance the brand communication that you have selected.
Suggested structure

Once you’ve completed the steps above, you should have all the information you need to draft the assignment according to the following structure:

  • Title
  • Proposal briefing (e.g., background, brand identity to be communicated, key message/storyworld/mission statement, approximately 100 words)
  • Story proposal (approximately 900 words): Your proposal should cover the following elements, including but not limited to:
    • What is this story about?
    • What is in this story (e.g. characters, plots, sequence)?
    • Who is the target audience?
    • What purpose does this story serve (e.g. brand building, political persuasion, social mobilisation)?
  • What are the broad sociocultural contexts or implications to tell this story?
  • Rationale (approximately 500 words) to explain your digital story proposal process. This section should reflect on how relevant theories, principles and strategies have guided your storytelling proposal and justify why your choices of the narratives, images and social media platforms are most suitable to serve the purpose.
  • Brief sample of the proposed story script (include this as an appendix to the main document. Max. 200 words).
  • Reference list: Provide a reference list for all the sources, including images, that you have used.
  • At least 5 academic sources (e.g., journal articles, book, book chapters) should be included.
    • For a high distinction (HD) grade, 10 academic references are expected.
    • To cite the lecture slides, follow this format: Hou, J. (2021). Social Media Storytelling Module 1: An overview of social media storytelling. Retrieved from: XXXXXX (provide a link here).
Advice before submission

Before submitting your assignment it is recommended that you:

  • carefully check that your work meets the marking criteria by analysing it against the ‘Assignment criteria’ marking guide
  • thoroughly proofread and edit your report to ensure it correctly uses grammar, punctuation, spelling and is coherent throughout
  • check referencing throughout to ensure it is correctly formatted and meets the required APA referencing standard (also ensure referencing is complete and correct in the reference list at the end of the document).

Submission Information

CCN102 | Social Media Storytelling | Digital Story Creation Proposal | Assessment Task 2 | Rubric

The purpose of this qualitative rubric is purely for your feedback. The marker will decide on the grade/mark to put on the assessment.

  Criteria+ High Distinction –  + Distinction –  + Credit –  + Pass –+ Marginal Fail –  + Fail –No Evidence
Content quality of story proposal and scriptwriting   Weighting: 30%The story proposal and script writing delivers a clear and impressive brand message through building an appealing narrative, a complete story profile, and proposes to use a range of rhetorical techniques.   The textual writing is well supported with proposal for visual communications.The story proposal and script writing delivers a clear brand message through building an informative narrative, a complete story profile, and proposes to use a number of rhetorical techniques.   The textual writing is occasionally accompanied with proposal for visual illustrations.The story proposal and script writing are complete and clearly cover all essential story elements. A vague brand message is conveyed but the brand is not strong enough to distinguish itself from rivals. The story writing proposes to use limited rhetorical techniques.   The textual writing is mixed with one or two proposed supporting visual illustrations.The story proposal and script are written in a plain way to introduce basic information only. The story writing does not serve to build a brand of individuals, organisations or social groups. There is no proposed use of rhetorical appeals.   The textual writing is plain and dry without proposing to use any supporting visual aids.Unclear story proposal and script writing that does not contain any story elements (e.g. characters, plots, causal relationships). It reads more like an information statement or general media coverage. No rhetorical appeals are proposed.   There is no proposed use of visual communication in support of the social media story text.Work provides evidence of minimal learning in relation to this criterion.Work provides little or no evidence of learning in relation to this criterion.
Understanding of social media platforms and technologiesStrategically identifies a social media platform or platforms that arePurposefully identifies a social media platform orIdentifies a suitable social media platform for the proposedIdentifies a social media platform for the proposedThe story proposal and script fails to identify whichWork provides evidence of minimalWork provides little or no evidence of
  Weighting: 25%suitable for the proposed storytelling purpose and likely to reach most of the target audiences.   This social media choice has been clearly and strongly justified in the rationale section.platforms that are suitable for the proposed storytelling purpose and likely to reach most of the target audiences.   This social media choice has been explained in general theoretical terms in the rationale section.storytelling but without providing justification of why this social media platform has been chosen.   This social media choice has been clearly explained but not justified in the rationale section.storytelling on a random basis without justifying why it has been chosen or why it is suitable.   There is no explanation or justification for why a particular social media platform(s) has been chosen for this media platform will be used for delivering the proposed story.   There is no information or justification provided about why a particular social media platform(s) has been chosen.learning in relation to this criterion.learning in relation to this criterion.
Applicant of relevant theories in rationale   Weighting: 25%A wide range of highly relevant and authoritative academic and industry literature that moves well beyond the unit resources is used to explain and justify the recommended strategies, tactics, techniques, and platforms of social media storytelling.A range of relevant, contemporary and authoritative academic and industry literature that indicates wider reading is used to explain and justify the recommended strategies, tactics, techniques, and platforms used for social media storytelling.Adequate use of academic or industry literature to explain and justify the recommended strategies, tactics, techniques, and platforms used for social media storytelling.Attempts to predominantly use unit resources to explain and justify the recommended strategies, tactics, techniques, and platforms used for social media storytelling.Little or no reference to academic or empirical literature used to explain and justify the recommended strategies, tactics, techniques, and platforms used for social media storytelling.Work provides evidence of minimal learning in relation to this criterion.Work provides little or no evidence of learning in relation to this criterion.
Written communication   Weighting: 20%Highly developed written communication skills are evident through the consistent and accurate use of grammar, spelling, punctuation andWell-developed written communication skills are evident through the use of mostly consistent and accurate use of grammar, spelling,Solid written communication skills. Some minor errors in the use of grammar, spelling, punctuation and some discipline- specific vocabulary.Basic written communication skills. Written expression at times lacks a clear structure with errors in grammar, spelling, and punctuation. Limited use ofWritten expression is poorly structured; essay is poorly written and contains significant errors.Work provides evidence of minimal learning in relation to this criterion.Work provides little or no evidence of learning in relation to this criterion.
 discipline-specific vocabulary.   Used correct APA referencing with only an occasional error.punctuation and discipline-specific vocabulary.   Used correct referencing with only a few minor errors.Referencing contains a number of errors.discipline-specific vocabulary.   Referencing contains a significant number of errors.No or incomplete referencing with numerous errors.  

*NE – No evidence provided.

Where + is high in the range and is low in the range.

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