The publishing industry is enormous. It shapes science communication in fundamental ways. This module investigates publishing. How does it work? How does it enable, constrain, and challenge science communication? The module covers a wide range of outputs: trade books, textbooks, peer review journals, and ancillary products. It examines topics every publisher needs to know about, as well as contexts key for interpreting trends. How does marketing and selling shape communication products? What careers are available in science publishing? In recent years, major changes in the industry have been nothing short of revolutionary: open access, print-on-demand, automated translations, tablet reading, data publishing and data mining, and more. The module also will integrate key STS themes to the subject: how do they help us better understand science publishing. The module will ask students to develop practical projects, including a book proposal, a product pitch, and a print-ready book manuscript, which could be published. They also will have opportunities to meet professionals in the industry.
Professor Joe Cain teaches this module at UCL Department of Science and Technology Studies (STS).
This module is offered for two groups of students. They have a separate syllabus and project.
- advanced undergraduates (i.e., Year 3 undergraduates or level 6)
- taught postgraduates (i.e., Masters or level 7)
The assessment is different. The timetable is different. They meet at different times.
| Session | 2023-24 |
| Moodle | profjoecain.net/0044moodle |
| Timetable | profjoecain.net/0044time |
| ReadingList | profjoecain.net/0044read |
We’ll use these required textbooks:
- Clark, Giles, and Angus Phillips. 2019. Inside Book Publishing. Sixth Edition (London: Routledge). ISBN 9781351265720. UCL Library (Used by both Level 6 and Level 7 classes)
- Morris, Sally (et al). 2013. The Handbook of Journal Publishing. Sixth Edition (Cambridge: Cambridge University Press). ISBN 9781107653603. UCL Library (Used by Level 7 or Master’s students only).
You can access these through UCL Library. To purchase new copies of these books, you might use these booksellers:
- Hive.co.uk (supports independent bookshops)
- BookShop.org (supports independent bookshops)
- Waterstones Gower Street (If you shop at Waterstones, consider their Plus-Student discount scheme here.)
They also might be available on the secondhand book market:
Comments about the module
From the external examiner (2019)
“An excellent module, with a valuable and practice-focused project, which is a very useful integration of theory and practice. The criteria for the assignments are useful and clear. The provided rubrics provide clear scaffolding on which students can work. The level of feedback is clear and, again, useful for the student and encouraging also for the best students. The grades are high overall, but appropriate, as I found the standard of work to be excellent.”
From the students (2018)
“Really interesting and practical module, good inclusion of theory. Very Enjoyable! Brilliant career focus.”
“Would have been nice to visit a publishing office such as Penguin. Can make anything interesting, best lecturer in the department by a mile.”
“My favourite module this year so far. Joe is the perfect tutor for this module, not only does he have extensive knowledge of the publishing industry, but he has this ability to inject excitement and enthusiasm into the learning material. I have now been inspired to pursue a career in the publishing industry.”
From the external examiner (2018)
“This is an innovative and engaging module that demands a lot from students. … I was impressed with the finished products. The skills of presentation, packaging, and pitching are important it is good to see them laid out here in reference to a concrete piece of work. The involvement of professionals in the book trade is a bonus. To me, it is unlike any module the students will do – and that is testament to its originality. … An excellent module overall.”
Assessment
For undergraduates, this module has two items of coursework that combine into a single project:
- draft prospectus (formative) – The aim is to produce an initial concept and outline for their project, sketching the plan for content and market. The goal is to ensure students are on the right track.
- presentation (formative – 5 minutes) – The aim is to pitch your book project and convince them to give you a “green light”. The goal is to offer additional feedback and to give students experience with in-person presentation.
- full book proposal (100% – 3000 words) – The aim is to produce a viable book proposal suitable for submission to a trade publisher. This will speak to key elements of publishing, including development, production, marketing, and distribution.
Students also will be expected to complete a draft outline of their book proposal, and this will be treated as formative assessment. The aim of the draft is to produce an initial prospectus for their project, sketching the plan for content and market, and to ensure students are on the right track.
For Master’s students, this module has one item of coursework:
- outline proposal (formative – approximately 500 words) – The aim is to produce an initial concept and outline for their project, sketching the workplan. The goal is to ensure students are on the right track.
- status report (formative – 5 minute film) – The aim is to report on progress in the project, identifying initial successes and areas of difficulty. The goals are to ensure students are making good progress and to identify problems in need of solution well before the project due date.
- full research report (100% – 3000 words) – The aim is to produce a SWOT analysis suitable for submission to a client.
As ever, the purpose of the formative assessment is to ensure students are on the right track and for the tutor to offer suggestions for improvement.
Syllabus
- 2023-24 syllabus (below)
Aims
This module aims to introduce students to publishing as an industry, focusing on the development, production, marketing, and distribution of science trade books and peer-review STEM journals. It aims to relate this activity to fundamental themes in science communication and STS. The impact of major changes in the industry – e.g., open access, print-on-demand, automated translations, and tablet reading – will be examined, too. The module aims to dissect the industry and expose students to some of the many possible entry-level positions and career trajectories available within the industry. With such knowledge and understanding, students can consider how they might best become involved in the industry, and later develop it towards improving science communication overall. The module will ask students to develop practical skills through the creation of practical projects, including (for UG students) a book proposal and product pitch, and (for MSC students) an industry consultation.
Objectives
By the end of this module, students should be able to:
- identify major elements of the publishing industry involving the development, production, marketing, and distribution of science books and peer-review journals
- relate book and journal publishing to fundamental themes in science communication and STS
- describe major recent changes in the industry – e.g., open access, print-on-demand, automated translations, and tablet reading – and discuss possible impacts
- describe entry-level positions and career trajectories available within the industry
- reflect on how they might best become involved in the industry and later improve science communication overall
- develop practical projects, meeting specifications with accuracy and flair
Module plan
Student responsibilities in this module involve three components: in-class sessions, assessed projects, and independent learning. Assessment is described in the syllabus.
In-class sessions
This module has twenty hours for in-class sessions, booked through the central timetable (profjoecain.net/0044time).
Each week is themed. A preliminary schedule is provided below. Additions and revisions will be made on Moodle during the session. The aim is to post all materials for a week’s activities by Thursday noon of the preceding week.
Students will be expected to complete all required activities prior to the indicated session. Supplemental or recommended activities are optional and need not be completed prior to the indicated session. The purpose of supplemental material is to enhance and broaden engagement with a topic for those who seek it. This could assist with elements of the assessment. It also simply adds to the general learning aims for the module. Students also are encouraged to add supplemental materials of their own choice. Introduce these to the Moodle Forum.
Assessed projects
Undergraduate (level 6): Assessment focuses on one project, produced through individual work, and consists of one final paper preceded by two items of formative work. In brief, the project requires students to develop, produce, market, and plan for the distribution of a book of their own design, within certain constraints. Criteria for assessment will be posted on the Moodle site and will be discussed in class well in advance of the deadline.
Postgraduate (level 7): Assessment focuses on one project, produced through individual work, and consists of one item of assessed coursework preceded by two items of formative work. In brief, the project requires students to produce a SWOT analysis for a current publisher. Criteria for assessment will be posted on the Moodle site and will be discussed in class well in advance of the deadline.
Independent learning
As with all HPSC modules, HPSC0044 expects students to dedicate no fewer than 60 hours during the term, approximately 6 hours per week, to independent study and skill development towards module objectives. Students rarely make good use of the tremendous range of assets UCL makes available for independent learning. This module will use the Moodle site to direct students towards some valuable digital and print resources they can use for independent learning, but students are expected to press farther by researching topics on their own initiative. UCL Science Library has a print section dedicated to publishing, and UCL e-journals include a subscription to Publishers Weekly. Or, a fair number of podcasts are available relating to the publishing industry and its many parts. Publishing requires a wide range of technical skills, such as Excel or InDesign, and self-guided training is available through LinkedIn Learning, for which UCL holds a subscription. Students are expected to show initiative with self-development; this is a commonplace expectation in business.