A Practical Guide for Media Students
Frank Weissman,
Whether you’re writing a research paper, production report, script analysis, or academic blogpost, citing your sources correctly is essential. In media studies, referencing isn’t just a bureaucratic requirement—it shows academic honesty, strengthens your arguments, and lets others trace your ideas back to reliable sources.
In this guide, you’ll learn the most common citation methods, see side-by-side examples, and understand how to incorporate sources smoothly into your writing.
Why Do We Cite?
You cite to:
- Give credit to original creators
- Strengthen your credibility
- Avoid plagiarism
- Show the depth of your research
- Allow readers to find the original source
Citing properly is a professional skill—one you’ll also use in scriptwriting, journalism, production reports, and academic essays
The Main Citation Method
three ways commonly used in academic writing:
- Direct quotation (short quote)
- Block quotation (long quote)
- Paraphrasing
- Summarising
For each method, you’ll get:
- The original text
- The APA reference
- An example of the correctly cited version in your writing
Direct Quotation (Short Quote)
Use when you want to reproduce the author’s exact words (under 40 words in APA style).
Original Text
“The relationship between audiences and media platforms has fundamentally changed, with participation becoming a key element of modern media cultures.”
(Jenkins, 2006, p. 3)
How to cite it in your text (APA, short quote)
Parenthetical citation:
Media usage has changed significantly, as “participation [has become] a key element of modern media cultures” (Jenkins, 2006, p. 3).
Narrative citation:
Jenkins (2006) argues that “participation [has become] a key element of modern media cultures” (p. 3).
Block Quotation (Long Quote)
Use for quotes 40+ words. The text starts on a new line, indented, without quotation marks.
Original Text (long)
“Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.”
(Jenkins, 2007, p. 1)
How to cite it in your text (APA, block quote)
Jenkins (2007) describes the concept of transmedia storytelling as:
Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story. (p. 1)
Paraphrasing (Restating in Your Own Words)
Paraphrasing is not shorter; it is expressing the same idea with new wording. Use it most of the time to keep your writing smooth.
Original Text
“Participatory culture shifts the role of audiences from passive consumers to active contributors.”
(Jenkins, 2009, p. 12)
Paraphrased (APA)
In a participatory culture, audiences no longer simply consume content but actively shape and expand it (Jenkins, 2009)
Summarising (Condensing the Idea)
Summaries reduce the original idea to its core message. Useful when you want to capture the broader concept rather than specific wording.
Original Text
In The Long Tail, Anderson argues that digital distribution enables media industries to profit from selling small quantities of a huge number of niche products, rather than relying solely on big hits.
(Anderson, 2004)
Summary (APA)
Anderson (2004) explains that digital markets make it profitable to sell niche products instead of focusing only on mainstream hits.
Tips for Media Students
- Use quotations sparingly—your work should contain more analysis than quoted text.
- Paraphrase when possible; quote only when wording is unique or powerful.
- Always include a reference list at the end.
- Keep track of your sources while researching to avoid confusion later.
Final Reference List (APA 7th Edition)
Anderson, C. (2004). The long tail: Why the Future of Business is selling less of more. Hyperion.
Jenkins, H. (2006). Fans, bloggers, and gamers: Exploring participatory culture. New York University Press.
Jenkins, H. (2007). Transmedia storytelling 101. Henry Jenkins Official Blog. https://henryjenkins.org
(If this were a real assignment, include the working URL.)
Jenkins, H. (2009). Confronting the challenges of participatory culture: Media education for the 21st century. MIT Press.