TBC

This course is compulsory on the MSc in Strategic Communications. This course is available on the MSc in Media and Communications and MSc in Politics and Communication. This course is available with permission as an outside option to students on other programmes where regulations permit.

In order to accommodate academic staff research leave and sabbaticals, and in order to maintain smaller seminar group sizes, this course is capped, meaning that there is a limit to the number of students who can be accepted. Whist we do our best to accommodate all requests, we cannot guarantee you a place on this course.

This course provides an advanced understanding of theoretical knowledge in the field of media and communication as this relates to strategic communications. Topics covered include: the context, opportunities and challenges of strategic communications; structures of strategic communications, especially as these relate to  promotional culture in the context of media and communications’ advance in and across public institutions; and discourses of strategic communications, especially as these relate to soft power, framing and priming. In addition, the course introduces and interrogates the concepts and practices of branding, social marketing, risk management and reputation, and the merging of political and strategic communication, especially in digital media environments.  The course concludes by raising questions of accountability and transparency in strategic communications.

10 hours of lectures and 10 hours of seminars in the MT.

Students will be expected to produce 1 x 1,500 word essay in the MT.

Bakir, V.  Sousveillance, media and strategic political communication.  Continuum (2010); Webster, JG.  The marketplace of attention: how audiences take shape in a digital age. MIT Press (2014); Corner, J, Pels, D.  Media and the restyling of politics: consumers, celebrity and cynics.  Sage (2003);

Barnet-Weiser, S.  Authentic TM: The politics of ambivalence in a brand culture.  NYU Press (2012); Macnamara, J.  Journalism and PR: unpacking 'spin', stereotypes and media myths. Peter Lang (2014);

Bennett, LW, Entman, RM (eds).  Mediated politics - communication in the future of democracy. Cambridge University Press (2001);

Davis, A. Promotional cultures: the rise and spread of advertising, public relations, marketing and branding.  Polity (2013); Nye, J.  Soft power:the means to success in world politics.  Public Affairs (2004);

Miller, D.  A century of spin: how public relations became the cutting edge of corporate power.  Ann Arbor (2008)

Miskimmon, A, O'Loughlin, B, Roselle, L. Strategic narratives: communication power and the new world order.  Routledge (2014);

Essay (70%, 2500 words) in the LT.
Project (20%, 1000 words) and presentation (10%) in the MT.