Image of Sociological Studies students in a seminar

UCAS code: L391
Duration: 3 years

Digital Media and Society BA

BA Digital Media and Society graphicWatch our recent webinar with Dr Ysabel Gerrard, Programme Leader for the Digital Media and Society BA, where you will learn more about:

  • How the course is structured and the topics of study available to you;
  • The kinds of work placement options that could be available to you in your third year of study;
  • What facilities and support are available to you;
  • The admission requirements and the application process.

Watch now


How do apps, platforms and devices change our social world?

What happens to the information we share on social media?

What does the ‘selfie’ explosion tell us about identity and representation?

These are some of the issues that you will address on the Digital Media and Society BA at the University of Sheffield. The BA is unique in offering you the opportunity to develop a broad understanding of the relationship between digital media and society.

You will also learn how to make digital media products (such as websites and animations) that focus on the needs of the user and to use innovative digital methods to research digital media in society.

You will study the human consequences of digital media developments, the ways in which social factors shape these developments and the various domains in which digital media are developed, used and have an impact.

The Digital Media and Society BA is based within the Department of Sociological Studies, but it brings together modules from other departments in the Faculty of Social Sciences, such as the Information School. It offers you the opportunity to study digital media developments in relation to a range of fields, like education, marketing or journalism.

Your future

A degree in Digital Media and Society BA can open up a variety of careers to you. There is a whole industry behind the scenes of the digital media platforms with which we engage on a daily basis. Lots of these job titles are new and not yet familiar to us, but there is plenty of work there.

You could work within digital media organisations, agencies or game companies, working in roles such as UX (User Experience Design), usability studies or user research.

Alternatively, you could use your skills to launch a career in marketing, communications and PR, for example working as a digital media manager or social media account manager for a local or city council, in a museum or theatre, or working for a charitable organisation.

See learning and assessment information


Each year you will take 120 credits, including all core modules. Modules are assessed by a variety of methods, which include coursework, project work and exams.

You can choose a broad mixture of optional modules, but if your interest is in a specific area, you can choose a themed route. If you’re interested in learning more about marketing, live news production, or how our digital culture plays a part in children’s development, themed routes in education, journalism or marketing are available.

We pride ourselves on offering a wide range of topics for you to choose from. Although the options available may change from time to time, our expertise is wide-ranging, so you can be sure there will be modules available to suit your interests.

Level one

In your first year of study, you will be introduced to the core concepts, methods and practices that make up the study of digital media.

Core modules:

Digital Media and Society

You will be introduced to key concepts, issues, and debates about the production, use and distribution of digital media and information in society, including how these developments relate to social inequalities. You will work together to develop your own ideas for how to tackle some of the pressing challenges facing the development of inclusive digital societies. As part of learning about these topics, you will also be taught how to use web technologies to produce and publish your own digital content, and will apply basic website design and implementation skills to present your coursework.

Introduction to Social Research

You will be introduced to foundational theories in sociology, looking at the ideas of leading theorists Durkheim, Marx and Weber, and the social context in which they lived and wrote.

Data Visualisation

Through this module, you will receive training in and hands-on experience of data visualisation and presentation techniques for social scientists. You will be introduced to exploratory data analysis, strategies for the design of effective graphics through which to present data quickly and accurately to non-specialist audiences, and to basic mapping and graphicacy skills.

Introduction to Digital Methods

You'll be introduced to methods for carrying out research, sometimes referred to digital methods. Digital methods are techniques for researching digital cultures and content. Sometimes this means moving offline methods online for example, online surveys and interviews, or virtual ethnography. Sometimes it means using new methods devised especially for researching digital content like: social media content, likes and shares; blog posts and comments; hyperlinks; search engine results. These new kinds of digital methods include social media analytics, social network analysis, and data visualisation, amongst others. You will learn about the tools, techniques and processes of digital methods, and will be introduced to the ethical questions that they raise.

Digital Methods in Practice

You will have the opportunity to try out in practice the digital methods to which you have been introduced in the Introduction to Digital Methods module. You'll learn how to use the tools, techniques and processes of digital methods in practical workshops. You will also evaluate the ethical questions that digital methods raise and think about what constitutes best ethical practice in relation to digital methods.

Digital Media and Society@UoS This `zero credit" module is designed to support students as they progress though Level 1 of their Digital Media & Society degree at the University of Sheffield. It offers professional and peer support to students as they experience the world of the university for the first time, and provides them with the individual guidance necessary to ensure they navigate this Faculty-wide programme in order to meet their own specific needs and interests. In doing so, the module helps to create a solid foundation and a distinct community of learning that will help to sustain them throughout the course of their degree at Sheffield.

Level two

In level two, you will build on the skills you learned in your first year. As in level one, you will take a combination of core and optional modules. You can continue with themed routes in education or journalism, or choose a themed route in marketing.

Core modules:

Sociology of the Media This unit critically explores the development of media studies. It incorporates classical (e.g. Adorno, Lazersfeld) and contemporary (e.g. Gauntlett, Terranova) theorists, grounding their analyses in a range of empirical areas of investigation (e.g. the music industry, media regulation). The development of key debates about media ownership, media effects and representation are used to demonstrate how the field has changed and what has remained intact over the course of its development.
Advancing with Digital Methods

This module advances your understanding of new methods for carrying out digital research. It will introduce you to advanced techniques for doing digital research. As well as learning how to use advanced tools, techniques and processes, you will evaluate them, the context of their emergence and sometimes rapid decline.

Digital Multimedia

The use of digital media to enhance the effectiveness of a narrative is common in the fields of business, entertainment, cultural heritage, education and journalism. The module provides an introduction to the area of digital storytelling including key concepts and technologies involved in creating/using digital content and how to use digital media to tell a story. You will be taught practical skills such as how to create and use digital media such as images, videos, and sounds, and how to design and create complex multimedia applications using Adobe Animate CC (an industry recognised platform, using HTML and CSS).

Digital Media and Social Change

You'll look at the role of digital media, from email to social media, in protest and activism from the 1990s onwards, by studying theories and debates based on relevant perspectives on digital society and contemporary activism. You will also have the opportunity to carry out some practical research too, looking at the role of social media like Twitter and Facebook in campaigns aimed at social change, such as the #BlackLivesMatter or #MeToo campaigns.

Level three

In your final year of study, you will undertake a year-long dissertation project, which provides the opportunity to focus in-depth on a topic of individual choice. This can incorporate digital methods for social research or include an element of digital media practice. There is the opportunity to undertake a work placement module, as well as further themed and optional module choices.

Core modules:

Dissertation in Digital Media and Society

You'll undertake an in-depth study on a topic of your own choice, which relates to digital media and society, and you will have one-to-one academic supervision to support you. The dissertation may take the form of a theoretical literature-based analysis, an empirical exploration, either through primary or secondary research, or it may incorporate elements of digital media production.

Spotlight on: Digital Media Work Placement

The BA Digital Media and Society offers an optional work placement in the final year of your degree, where you’ll have the opportunity to enhance your skills and employability through hands-on experience of the workplace.

Members of our staff team and the University’s Careers Service have strong links with organisations across Sheffield and in the broader region. You could find yourself working in a digital media industry or in a digital communications department of a museum, local authority, charitable organisation or local enterprise. If you choose to take on a work placement you will be fully supported by us in setting up the right work placement for you.

Spotlight on: Social Media, Data and SocietyDigital Media and Society graphic

One of the modules available to you in your final year is Social Media, Data and Society. There’s no denying that social media is now a major part of our society and on this module, you’ll study the social consequences of widespread use of social media.

You will explore what happens as a result of the digitised and networked sharing of personal information and life experiences of all kinds, by looking at the relationship between ‘big data’ and social media. In assessed work on this module, students have investigated what happens to user data on platforms such as Instagram, YouTube, Spotify, Flickr, LinkedIn and Taobao. You will study how sharing social media user data raises questions relating to privacy, surveillance and rights, and how to analyse widely shared images and videos on social media.

What our students say

Image of student Hana Okasha

"I chose to study the BA Digital Media and Society course because of its aim to educate the digitally dependent generation about the behind the scenes of digital advancement that most of us are completely unaware of. I saw it as an opportunity to be a part of a technologically innovative culture, which is where our future is heading. I was also interested in the dangers of digital media and how it can impact our society, in an attempt to share and help others around me to avoid those dangers.

"The module I’ve enjoyed the most so far is the core digital media and society module. It opened my mind to the insides of how the online world works. It also has encouraged creative thoughts and questions about how specific online outlets receive information and spread information from and to groups of society, its political impact, and ethics behind it.

"This course teaches less about the digital world, and more about our society. For example, our search histories on search engines give us a general guideline to our society's culture and interests.

"If you're interested in understanding the future of our society, which is very much digital, this course is perfect." - Hana Okasha, current Digital Media and Society BA student

Image of Jessica Tyrell"The Social Media, Data and Society module was one of my favourite modules throughout my three years at Sheffield. The content was engaging, interesting and thought-provoking. The module leader Professor Helen Kennedy and seminar leader Dr Ysabel Gerrard were excellent teachers and provided great support throughout the module and during assessments.

"One particular aspect of the module that I loved was the topic of algorithmic power and metrics, exploring how certain social media sites work, why certain images are displayed first on news feeds and how numbers are increasingly used as a method of valuation online. A really important message we investigated here is the need for people, especially young people using social media sites, to not value themselves based on how many likes they have or in comparison to others.

"As a result of taking the module, I'd say I'm much more aware of what happens to our data when we are online and when we use social media, something which I was naive about before. I'd say I now take more care when using social media platforms, and have changed the way I think about privacy, what it means to be private on social media and how I operate online.

"This module has also been very useful since starting a business that thrives off a large social media presence and has allowed me to gain authentic followers on social media sites by using social media analytics and in-platform tools." - Jessica Tyrell, Sociological Studies graduate

“Being an active user of the Internet and a self proclaimed expert on all things technological, I was left stunned upon learning the extent to which our lives are quantified and observed. I found myself discussing the Social Media, Data and Society module on a general basis more often than any other, because of how relatable it was, and I realised how engaging the discussions were because of this, as almost everyone had an opinion on this issue.

“I would highly recommend this to students and encourage them to take the Social Media, Data and Society module. A brilliant experience overall and I leave a more informed and concerned citizen.” - Dinuk Kiriella, third year student

“Having taken a placement year in a digital marketing recruitment agency, I know how big this market of employment is. The best thing about this area of employment is it’s only going to get bigger. As businesses demand more knowledge, they demand more data, so this area of study will become increasingly beneficial for those looking to enter into that market.” - Jack Harrison, third year student

Entry requirements and applying

Entry Requirments

As we are one of the top departments in the country our entry requirements reflect the strong competition for places.

Standard entry requirements

Digital Media and Society BA ABB at A level Other acceptable qualifications

Mature student entry route

Applications from mature candidates are encouraged and we try to tailor our admissions procedures to meet the individual circumstances of each applicant. Due to the nature of our discipline approximately on third of all students admitted to the Department are over 21. We ensure we always keep a quota of places available for mature students.

Access to HE course requirements
60 Credits overall with 45 at level 3 (30 at Merit or above and 15 at Distinction)

Information for mature students

International Foundation Year

This course is also available via the international Foundation year route

How to Apply

UCAS Code: L391

To apply to study an undergraduate degree course with us, you must apply through UCAS (Universities and Colleges Admissions Service) between 1 September and 15 January.

You can find out more about making your application through the UCAS website. If you are still at school or college in England, Scotland, Wales or Northern Ireland, you can obtain an application form and the UCAS Handbook from your teacher or principal.

You can also get in touch with the UCAS team through its social media networks:

Twitter: @ucas_online

More information about the University of Sheffield’s applications process can be found on the Admissions pages.

Successful applicants are strongly encouraged to attend one of our Open Days, where you will have the opportunity to visit the Department, hear more about your chosen course, meet our staff and talk to current students.

Fees and funding

For the latest information on tuition fees for undergraduate study please visit the University’s undergraduate finance webpages, where you will find lots of information about the financial support available to you through the University and guidance on how to apply for government funding if you are a UK applicant.

You can also look up fees for full-time undergraduate courses here.

International students

Studying for your degree at the University of Sheffield offers you a world-class high-quality qualification and excellent value for money. One of the great advantages of studying at the University of Sheffield is that your money will go further in our city.

Find out more about living costs, scholarships, tuition fees and more for international students.

Tuition fees

You can find information on tuition fees for both UK/EU and overseas students here.

Home or overseas tuition fee status?

In common with other UK universities, the University of Sheffield charges different fees dependent on whether students are classed as Home or Overseas for tuition fee purposes. The decision to class a student as a Home or an Overseas student is determined by government legislation as set out in the Education (Fees and Awards) Regulations 2007. The regulations governing the fee status of students can be found on the government legislation website.

Read more about home or overseas tuition fee status.

Tuition fee refund policy

If you are considering, or have decided to take leave of absence, withdraw entirely or transfer to another University, you will need to know how this will affect your tuition fees. Read the  Tuition Fee Refund Policy for essential information on tuition fee refunds here.

Funding your study

Find out more about financial support, the University of Sheffield Bursary Scheme, money management and additional support here.

Other potential costs


We provide all undergraduate students with an annual allowance on their UCard which is designed to help offset some of the costs for materials and printing. It is up to the individual student to manage this allowance and budget accordingly.

There are no compulsory text books required for the undergraduate courses in Sociological Studies.

We provide a recommended reading list which is intended to give a general background to your undergraduate course. It is not expected that you will read every book over the course of the year, but you are encouraged to read as widely as possible to inform your coursework, project work and exams. Individual modules will provide more specific reading lists, which include readings that can be accessed electronically via the University's library.

You are encouraged to use the University's Library, which has an extensive collection of recommended books to support your studies.

Reassessment fees

If for any reason, you fail or are unable to complete an assessed piece of work which is a requirement to pass your course, you may be required to pay a reassessment fee. information about these fees can be found on the University's exam webpages.

Meet the teaching team

The teaching staff you will encounter on the BA Hons Digital Media and Society come from the range of departments which contribute to the programme. Here are some of them, including the programme leader and staff responsible for core and popular optional modules.

Image of Ysabel GerrardYsabel Gerrard, Programme Leader

Ysabel is interested in how people’s identities (gender, age, race, social class, and sexuality) play a role in how they use social media. Her other research interests include: social media content moderation; feminised media practices, feminist media theory, and digital research methods. She has also previously worked with researchers at Microsoft Research New England, USA.

Image of Dr Navdeep AthwalNavdeep Athwal

Navdeep researches in the area of social media marketing and branding, and also works closely with digital marketing agencies, writing both academic and white papers in the field. She teaches digital marketing to undergraduates and her module explores contemporary issues in the digital environment. She was the first academic in the Management School to offer videography training to students, encouraging its use in her module assessment.

Image of Jo BatesJo Bates

Jo is interested in the social shaping of digital information and data. Jo’s research interests include the factors that influence the production and use of data, and that enable and restrict the movement of data between different people and organisations.

Image of Julia DaviesJulia Davies

Julia researches how people use technology to produce texts as part of their everyday-life, She considers how this affects the way we live our lives, see ourselves and communicate with each other. She explores how this might affect how we conceptualise literacy and how academic literacy teaching could embrace `Digital Literacies´.

Image of Peter HoldridgePeter Holdridge

Peter teaches themes of digital literacy and usability, and has a research background in how people browse and search the web. His interests focus around learning styles, learning analytics and technology enhanced learning. Peter was awarded the faculty award for Outstanding Practice in Learning and Teaching 2017 for his role in the development of online teaching programmes.

Image of Helen KennedyHelen Kennedy

Helen has been studying and making digital media since the 1990s. Her interests include: social media, data mining, data visualisation, data in everyday life, and digital media work. Her book Post, Mine, Repeat: social media data mining becomes ordinary was runner up in a recent international book competition for internet researchers.

Image of Warren PearceWarren Pearce

Warren is interested in new digital methods like social media data mining and ethical controversies in social media research.. He is currently investigating the implications of social media for climate change.

Image of Paul ReillyPaul Reilly

Paul was named one the most influential UK Higher Education professionals using social media in 2015. His research focuses on the use of social media by citizens to create and share acts of sousveillance (inverse surveillance), and how digital media can help promote better community relations in divided societies such as Northern Ireland.

Image of Stefania VicariStefania Vicari

Stefania has been studying the use of digital media in activism and protest for the past 13 years. She has mapped and discussed the work of Cuban bloggers, analysed the use of Twitter in Italian anti-austerity protests and is now exploring ‘health social networking’ or how people use social media to campaign for health issues.

The content of our courses is reviewed annually to make sure it's up-to-date and relevant. Individual modules are occasionally updated or withdrawn. This is in response to discoveries through our world-leading research; funding changes; professional accreditation requirements; student or employer feedback; outcomes of reviews; and variations in staff or student numbers. In the event of any change we'll consult and inform students in good time and take reasonable steps to minimise disruption

 See our full list of undergraduate courses