Dr Andrea Cassin

Dr Andrea Cassin

Lecturer

School of Creative Industries

Career Summary

Biography

Andrea Cassin is a Lecturer at the School of Creative Industries and has been teaching communication at the University of Newcastle since 2007.

Her expansive teaching experiences include courses in public relations, communication and audience studies at Bachelor and Master level (Bachelor of Communication; Bachelor of Creative Industries; Master of Digital Media) with consistently excellent student feedback, both formally and informally.

Andreas research interests center around public relations, community engagement and audience studies. Andrea's PhD investigated community engagement for renewable and low carbon emission technologies through the lens of public relations theory. She has presented her research at international conferences including the Annual International Communication Association (ICA) Conference, the Barcelona PR Meeting and BledCom in Slovenia.

Both her research and teaching are supported by ten years practical experiences in media and communication. Her industry experiences include product management at a leading Australian member-based organization, public affairs for an international media corporation based in Germany, project management at a public relations and events management agency, and working at a German commercial television channel.

Andrea completed her Masters in Mediamanagement (Media Science and Applied Communication Research) at the University of Hanover, Germany, with high distinction. In her masters' thesis she developed an audience typology based on their motivations for going to the cinema.


Qualifications

  • Doctor of Philosophy in Communication and Media Arts, University of Newcastle
  • Masters in Media Science and Applied Communication, Universitat Hannover
  • Certiificate 1V in Assessment and Worklace Training BZ401698, Sydney Community College - RTO
  • Cert 1V in Training and asessment TA40104, TAFE

Keywords

  • audience studies
  • community engagement
  • environmental communication
  • public relations
  • strategic communication

Languages

  • English (Fluent)
  • German (Mother)

Fields of Research

Code Description Percentage
470101 Communication studies 40
470108 Organisational, interpersonal and intercultural communication 40
470204 Cultural and creative industries 20

Professional Experience

UON Appointment

Title Organisation / Department
Lecturer University of Newcastle
School of Creative Industries
Australia

Academic appointment

Dates Title Organisation / Department
1/1/2018 -  Lecturer School of Creative Industries | University of Newcastle
Australia
1/2/2016 - 31/12/2017 Lecturer Univerisity of Newcastle
School of Design, Communication and Information Technology
Australia
1/7/2007 - 31/12/2015 Sessional Academic School of Design, Communication & IT, University of Newcastle
Australia

Membership

Dates Title Organisation / Department
1/1/2021 - 31/12/2021 College Board Member The University of Newcastle
College of Human & Social Futures
Australia
1/1/2021 - 31/12/2021 School Executive Board Member The University of Newcastle
School of Creative Industries
Australia
1/1/2020 - 31/12/2020 Faculty Board Member Faculty of Education and Arts, The University of Newcastle, Australia
Australia

Professional appointment

Dates Title Organisation / Department
1/8/2002 - 30/6/2005 Product Manager and Channel Communication Specialist NRMA Motoring & Services
Travel Department
Australia
1/4/2000 - 31/7/2001 Corporate Communication Consultant Bertelsmann AG
Corporate Communication
Germany
2/8/1999 - 31/3/2000 Projectmanager Media and PR Klußmann Communications
Germany
4/8/1997 - 27/11/1998 Strategic Management Consultancy - Project Work (contracts) Roland Berger & Partner GmbH
Competence Centre Multimedia/Media
Germany
1/7/1992 - 30/9/1993 Personal Assistant for Producer of Live TV Show RTL Television
Germany

Teaching appointment

Dates Title Organisation / Department
1/1/2010 - 31/12/2012 Casual Teacher for Marketing, Communication and Events Hunter Institute TAFE
Australia

Awards

Award

Year Award
2019 Faculty Excellence Award - Festival X Team
FEDUA, University of Newcastle

Research Award

Year Award
2013 Outstanding Postgraduate (Research) Student Achievement Award in 2013
Faculty of Science and Information Technology The University of Newcastle

Teaching Award

Year Award
2019 Teaching and Learning Excellence 2018
Office of the DVC(A), The University of Newcastle, Australia

Teaching

Code Course Role Duration
CMNS3320 International Media Studies
School of Design, Communication & IT, University of Newcastle
This course examines global issues in communication and media industries. Students will deepen their understanding of international media practice and theory and develop skills to assist them in working in a global environment. They will learn the role of media professionals in society. The course examines variations in media systems around the world including how social, cultural, political, economic and historical contexts influence and impact media practice.
Course Coordinator, Lecturer & Tutor 1/1/2007 - 31/12/2011
CMNS2530 Strategic Communication
School of Creative Industries | University of Newcastle
This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focusses on organisational communication behaviour and strategic engagement with key publics, and the role of public relations within an organisation. Using a problem-based learning approach, students will work collaboratively with local organisations to identify, analyse and address real-world communication issues. Students will develop strategic responses that are underpinned by relevant theoretical, ethical and legal frameworks.
Course Coordinator, Lecturer & Tutor 1/7/2020 - 31/12/2021
CMNS2290 Public Relations Issues and Strategies
University of Newcastle
Tutor 1/1/2009 - 30/7/2010
CIND3500 Professional Placement
School of Creative Industries | University of Newcastle

Students will undertake a work placement in an organisation to apply the professional skills and practices acquired during their program of study. During the placement they will develop professional skills and practices appropriate to their chosen profession and experience the dynamics, discourses, practices and realities of working in a professional environment. Direction is provided onsite by a placement supervisor.

Student projects may include, but are not limited to: theoretical explorations and reviews; speculative design practices; professionally oriented projects; work-integrated learning and research-integrated learning opportunities; group / collaborative projects; external stakeholder based projects

Students undertaking CIND3500 – Professional Placement may be eligible to apply for a Scholarships with our industry partners. The Work-Integrated-Learning placement with the industry partner would contribute to their completion of CIND3500.

Course Coordinator & Facilitator 1/7/2021 - 31/12/2021
CMNS2600 Audience Studies
School of Design, Communication & IT, University of Newcastle
The onset of media convergence and the rapid uptake of new media platforms such as streaming services, has changed the way audiences interact with traditional media platforms such as television and radio. This course will examine the way audiences are researched and positioned by media organisations and texts. Students study competing theories regarding the different ways audiences relate to media products and texts to meet individual needs, and the needs of producers and the media industries. Students will also explore specific instances of text/reader relationships as they apply to film, radio, popular music, print media and television and the Internet.
Course Coordinator, Lecturer & Tutor 1/7/2006 - 30/6/2012
CMNS3540 Public Relations Campaigns
School of Creative Industries, Factulty of Education and Arts, University of Newcastle
This unit of study focuses on theory and management of public relations campaigns. Students will critically examine a range of campaigns and different strategies and theories of public relations campaigns. Ethical issues in campaigning will be a major consideration. Students will learn how to develop, manage and evaluate a public relations campaign. Students will also apply content production and media management skills developed throughout their degree to their campaigns in the context in which contemporary public relations is practiced.
Course Coordinator, Lecturer and Tutor 1/7/2018 - 31/7/2021
CMNS3510 Advanced Public Relations Studies
School of Design, Communication & IT, University of Newcastle
This course contributes to the student's depth and breadth of knowledge of the evolving media landscape and the role traditional and emerging communication channels play in public relations. It is a detailed examination of the array of channels utilized by public relations professionals including traditional media, digital media, social media, earned and owned media. These are explored and assessed from a theoretical, strategic and tactical perspective. Knowledge and skills including the design, implementation and measurement of promotional, persuasive and social media engagement strategies are developed through case studies and projects. The course builds on previous courses at 1000 and 2000 level to further students’ understanding of public relations theory and practice, both in an Australian and in an international context.
Course Coordinator, Lecturer & Tutor 1/7/2008 - 31/12/2012
CMNS3550 Public Relations Project
School of Creative Industries | University of Newcastle
This course is the capstone unit in the Public Relations and Strategic Communication Major. It provides students with the opportunity to draw on and assimilate the knowledge and skills they have developed throughout their major, while extending and refining these skills to provide strategic and tactical solutions for a real-world client-based campaign. Students will engage with and apply the theoretical, ethical and legal understandings that underpin public relations campaign practice. Working both independently and collaboratively, it will prepare students for professional practice through the delivery of well-researched and creative responses and materials, that practicably meet their client’s brief within allocated budgets and timeframes.
Course Coordinator, Lecturer & Tutor 1/7/2020 - 31/12/2020
CMNS6060 eCulture and Audiences
School of Creative Industries | University of Newcastle
As part of the Master of Digital Media this online course examines cultural issues relating to communication networks and interactive multimedia, from both historical and contemporary perspectives. It also considers the way audiences are researched and positioned by media organisations and texts. Students study competing theories regarding the different ways audiences relate to media products and texts to meet individual needs and the needs of producers operating within cultural frameworks. Students will examine these issues by engaging with digital media production and analysis.
Course Coordinator & Online Facilitator 1/1/2016 - 30/6/2021
CMNS3530 Public Relations Strategy
School of Creative Industries | University of Newcastle
This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focuses on strategic communication and positioning; risk, issues and crisis communication; organisational communication; community relations and government relations. Students will develop a strategic communication plan and responses to address contemporary public relations issues focusing on public consultation and community engagement.
Course Coordinator, Lecturer & Tutor 1/1/2014 - 31/12/2019
CIND3003 Creatives Industries Professional Project
School of Creative Industries | University of Newcastle

The course provides students with an opportunity to build on professional networks, work with stakeholders and audiences and develop skills for future employment and entrepreneurial activity in the Creative Industries. It requires students to produce a major collaborative or individual project in a professional setting. Students will manage all stages toward the completion of the project, including production, audience development and critical reflection of both commercial, aesthetic and social outcomes.

Student projects may include, but are not limited to: theoretical explorations and reviews; speculative design practices; professionally oriented projects; work-integrated learning and research-integrated learning opportunities; group / collaborative projects; external stakeholder based projects.

Project Supervisor 1/7/2021 - 31/12/2021
CMNS1230 Introduction to Public Relations
The University of Newcastle
This course introduces students to the field of public relations and provides a foundational knowledge of public relations theory and practice. Students will begin to develop an understanding of professional practice, ethical issues, and role of communication strategies and tactics in public relations management. Students are encouraged to explore the different types of public relations practice and to begin positioning themselves to develop a career in the field.
Course Coordinator, Lecturer & Tutor 1/7/2007 - 31/12/2011
CIND3000 Distribution, Markets and Audiences
School of Creative Industries | University of Newcastle
This course focuses on frameworks for understanding different market sectors within the Creative Industries. Students will gain a deeper understanding of distribution as the basis for generating income from intellectual property, and the means to attract, generate and maintain an audience. Established distribution models for analogue and digital media will be introduced, discussed and problematised. Students will undertake a detailed study of a market sector, and the opportunities and challenges it represents for creative work. At the end of the course, students will pitch an outline of their major creative project.
Lecturer & Tutor 1/7/2019 - 31/12/2020
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Journal article (1 outputs)

Year Citation Altmetrics Link
2020 Sansom J, Cassin A, McIntyre K, 'Muslims in Australia: How Facebook Use Cultivates Perceptions of Us against Them among Social Groups', The Journal of Communication and Media Studies, 6 21-39 (2020)
DOI 10.18848/2470-9247/CGP/v06i01/21-39
Co-authors Jarrod Sansom, Phillip Mcintyre

Conference (6 outputs)

Year Citation Altmetrics Link
2021 Killen C, McIntyre K, Foster L, Ransom L, Mulcahy A, Drabsch B, et al., 'Communicating as Community: Examining power and authority in community focused environmental communication through participatory action research in the Ourimbah Creek Valley.', Melbourne, VIC (2021)
Co-authors Phillip Mcintyre, Anita Chalmers, Chloe Killen, Bernadette Drabsch, Alex Callen
2019 Cassin A, 'Getting the Green Light: Community Engagement for Renewable Energy and Low-carbon Emission Technologies in Australia', Bonn, Germany (2019)
2016 Cassin A, James M, 'Green community engagement do organisations actually listen?', https://www.bledcom.com/asset/tfyt5d6TmW66QZ8eJ, Bled, Slovenia (2016)
2013 Balnaves M, Cassin A, James MB, 'The Social Mood Reader - Mapping citizen engagement in public relations using the semantic web and supercomputing.', International Communication Association, London, UK (2013) [E1]
2013 Cassin A, 'Exploring Community Engagement for renewable energies and low-carbon emission technologies in Australia', Barcelona (2013)
2010 Koutsoukos C, Cassin A, 'World Youth Day Sydney 2008: The acceptable face of religion in contemporary Australia', World Youth Day Sydney 2008: The acceptable face of religion in contemporary Australia, Toronto, Canada (2010)
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Thesis / Dissertation (1 outputs)

Year Citation Altmetrics Link
2021 Cassin A, Getting the Green Light: Community Engagement for Renewable Energies and Low-Carbon Emission Technologies in Australia , University of Newcastle, Australia (2021)
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Grants and Funding

Summary

Number of grants 8
Total funding $83,000

Click on a grant title below to expand the full details for that specific grant.


20213 grants / $36,000

Muswellbrook Shire Council Creative Scholarship$28,000

Funding body: Muswellbrook Shire Council

Funding body Muswellbrook Shire Council
Project Team

Andrea Cassin, Simon Weaving

Scheme Muswellbrook Shire Council Creative Scholarships
Role Lead
Funding Start 2021
Funding Finish 2021
GNo
Type Of Funding Other Public Sector - Local
Category 2OPL
UON N

Transdisciplinary Research Network in Art and Interface Technology (TRAIT)$5,000

Funding body: Faculty of Education and Arts, University of Newcastle

Funding body Faculty of Education and Arts, University of Newcastle
Project Team

Dr Rewa Wright (Lead); Dr Andrea Cassi; A/Prof John Drummond; Dr Ralph Kenke; Prof Mario Minichiello; Dr Nicole Carroll; Dr Clinton Watkins (Auckland Uni of Technology); Dr Alison Bennett (RMIT)

Scheme Strategic Network and Pilot Project Grants Scheme
Role Investigator
Funding Start 2021
Funding Finish 2021
GNo
Type Of Funding Internal
Category INTE
UON N

CHSF Working Parents Research Relief Scheme$3,000

Funding body: College of Human and Social Futures | University of Newcastle

Funding body College of Human and Social Futures | University of Newcastle
Scheme CHSF - Working Parents Research Relief Scheme
Role Lead
Funding Start 2021
Funding Finish 2021
GNo
Type Of Funding Internal
Category INTE
UON N

20201 grants / $10,000

Communicating as Community: An Action Research, Arts-Based Approach to Species Survival in the Ourimbah Creek Valley$10,000

Funding body: FASTLab | School of Creative Industries

Funding body FASTLab | School of Creative Industries
Project Team

Prof Phillip McIntyre, Dr Chloe Killen, Dr Bernadette Drabsch, Dr Anita Chalmers, Mrs Andrea Cassin

Scheme RAPID
Role Investigator
Funding Start 2020
Funding Finish 2021
GNo
Type Of Funding Internal
Category INTE
UON N

20194 grants / $37,000

Muswellbrook Shire Council Creative Scholarship$25,000

In 2019 the School of Creative Industries (SOCI) University of Newcastle (UoN) partnered with Muswellbrook Shire Council (MSC) to work on the Blue Heeler Film Festival as a combined work integrated learning (WiL) project as part of the curriculum of their communication, creative industries, music and visual design programs. Providing students with a real industry project enables them to build skills, encourage collaborative creative work practices and provides scope for potential future projects and career insights.

The Blue Heeler Film Festival (http://www.blueheelerfilmfest.com.au/) celebrates short-form film-making and aims to support and encourage both emerging and experienced filmmakers across the Hunter region. The festival focuses on young local people making and delivering film content for a film competition and festival event to be held at Muswellbrook. The event is run by Muswellbrook Shire Council and supported by local businesses.

The collaboration between the University of Newcastle and Muswellbrook Shire Council provided students with scholarships and the opportunity to develop collaborative creative practice through a real industry project. These scholarships supported students in developing collaborative creative practice through project based learning initiatives. It aims to support students across disciplines of communication, design, film, music and the visual and performing arts.

Funding body: Muswellbrook Shire Council

Funding body Muswellbrook Shire Council
Project Team

Una Rey, Andrea Cassin

Scheme Muswellbrook Shire Council Creative Scholarships
Role Investigator
Funding Start 2019
Funding Finish 2019
GNo
Type Of Funding External
Category EXTE
UON N

Authentic assessment and work-integrated learning in the creative industries$9,000

The tEN Research Investment Scheme is an initiative of the NeW Education Framework and is designed to provide encouragement, mentoring, support and resources that will enable our University educators to undertake high-quality research in teaching and learning. The investments are supported by a series of research development workshops and network events to support educators in the field of scholarship of teaching and learning. Through the tEN Research Stream, educators will be enabled to produce quality research outputs, develop excellence and equity in learning and teaching, test and generate new and emergent pedagogies, and embed a critical, research-informed approach.

Funding body: Univeristy of Newcastle

Funding body Univeristy of Newcastle
Project Team

Janet Fulton, Andrea Cassin, Caelli Brooker, Christina Koutsoukos, Paul Scott, Felicity Biggins

Scheme tEN Research Investment Scheme
Role Investigator
Funding Start 2019
Funding Finish 2019
GNo
Type Of Funding Internal
Category INTE
UON N

2019 New Courses Initiative funding - FEDUA$2,000

Funding body: The University of Newcastle - Faculty of Education and Arts

Funding body The University of Newcastle - Faculty of Education and Arts
Project Team

Craig Hight, Andrea Cassin

Scheme New Courses Initiative funding
Role Lead
Funding Start 2019
Funding Finish 2019
GNo
Type Of Funding Internal
Category INTE
UON N

School of Creative Industries Travel Grant$1,000

Funding body: School of Creative Industries, Factulty of Education and Arts, University of Newcastle

Funding body School of Creative Industries, Factulty of Education and Arts, University of Newcastle
Project Team

Janet Fulton, Andrea Cassin, Caelli Brooker, Christina Koutsoukos, Paul Scott, Felicity Biggins, Belinda Hodgson, Ralph Kenke, Carl Morgan, Louise Dash

Scheme Travel
Role Lead
Funding Start 2019
Funding Finish 2019
GNo
Type Of Funding Internal
Category INTE
UON N
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Research Supervision

Number of supervisions

Completed2
Current2

Current Supervision

Commenced Level of Study Research Title Program Supervisor Type
2021 Honours A strategic interplay: The elements of strategic communication in promotional surf brand campaigns Communication & Media Studies, School of Creative Industries | University of Newcastle Sole Supervisor
2020 PhD The Climate Change Debate in Australia: How Facebook use Cultivates Perceptions of ‘Us Against Them’ among Social Groups PhD (Comm & Media Arts), College of Human and Social Futures, The University of Newcastle Principal Supervisor

Past Supervision

Year Level of Study Research Title Program Supervisor Type
2020 Honours Rainbow washing in public relations: Audience power and positioning during the ANZ #LoveSpeech campaign
Completed with First Class Honours
Communication & Media Studies, School of Creative Industries, Factulty of Education and Arts, University of Newcastle Sole Supervisor
2019 Honours The cultivation effects of Facebook use on perceptions of Muslims in Australia Communication & Media Studies, School of Creative Industries, Factulty of Education and Arts, University of Newcastle Sole Supervisor
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Research Projects

The climate change debate in Australia: How Facebook use cultivates perceptions of 'us against them' among social groups 2020 - 2024

Collaborators

Name Organisation
Doctor Andrea Sandra Eugenie Cassin University of Newcastle
Professor Phillip Colin Phillip McIntyre University of Newcastle

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Dr Andrea Cassin

Position

Lecturer
School of Creative Industries
College of Human and Social Futures

Contact Details

Email andrea.cassin@newcastle.edu.au
Phone (02) 4921 6765

Office

Building NU Space Level 4
Location Newcastle City Campus

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