1. SylabUZ
2. Faculty of Social Sciences
3. winter term 2018/2019
4. Sociology - Second-cycle studies leading to MS degree
5. Marketing and Persuasion in the Public Sphere

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Marketing and Persuasion in the Public Sphere - course description

Aim of the course

The aim of the course is to familiarize students with the forms and techniques of political and public communication in contemporary societies and basic workshop tools for an analyst of processes shaping public opinion.

 

Prerequisites

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Scope

1. Concept and the issue of public transport. Mass communication system.
2. Communicology. Theories and approaches.
3. Participants and actors of a communication process.
4. Mass media. Public opinion.
5. Surveys. Cognitive and the persuasive functions.
6. Political propaganda. Classic social engineering tactics of persuasion.
7. Political campaigns and election.
8. Political marketing. Methods and techniques, conditions of effectiveness and consequences.
9. Public relations in politics and the public sphere.
10. Political advertising.

Teaching methods

Working with text, group work, analysis of selected cases, discussion.

Learning outcomes and methods of theirs verification

Outcome description	Outcome symbols	Methods of verification	The class form

Assignment conditions

 

Form of assessment	Remarks
Grade	Yes
Active participation in class discussions.	Yes
Written mid-term exam.	Yes
Course grade	In 50% is a grade of a mid-term exam, in 50% of the assessment of the class activities.

The final grade is the grade of the course

Recommended reading

Castells M., “Communication Power”, Oxford: Oxford University Press, 2011.

Holmes D., “Communication Theory: Media, Technology and Society”, London: SAGE Publications 2005.

McNair B., ”An Introduction to Political Communication” Routedge, London – New York, 2011.

Norris P.,” Why Electoral Integrity Matters”, Oxford University Press, 2014,  paperback

Sanders K., Canel M. J., “Government Communication: Cases and Challenges”, A& C Black, 2013, e-book.

Further reading

Athique A., “Digital Media and Society: An Introduction”, Polity, 2013.

Piattoni S., “The Theory of Multi-Level Governance: Conceptual, Empirical, and Normative Challenges”, 2010.

Notes

Modified by dr Dorota Bazuń (last modification: 02-05-2018 17:53)