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2013/14 Taught Postgraduate Module Catalogue

COMM5620M Political Campaigns and Political Public Relations

30 creditsClass Size: 30

Module manager: Dr Jason Cabanes
Email: j.v.a.cabanes@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2013/14

This module is not approved as an Elective

Objectives

This module explores the role of planned communication in modern politics. It introduces students to the main theoretical debates in the field and makes them familiar with the principles and techniques of public communication. It analyses new communication strategies employed by governments and political parties and their implications for the future of democracy. Due to the central role of elections in democratic politics special emphasis will be laid on recent trends in electioneering, often referred to as ‘Americanisation’ of election campaigns. In addition, the course covers public relations of NGOs and international organisations and the specific problems of information campaigns in developing countries.

Learning outcomes
On completion of this module, students should be able to:

- understand central communication theories and their relevance for communication planning;
- critically discuss the impact of modern electioneering on democratic politics;
- distinguish between different types of campaigns;
- critically evaluate the effectiveness and limitations of political marketing;
- understand the role of internal communication within organisations;
- analyse the particular requirements of planned communication in different cultural contexts;
- develop a campaign plan for a particular purpose/organisation.

Syllabus

The module begins with a discussion of the reporting routines of the media and how campaigners can use them to increase the effectiveness of their campaign. The sessions that follow focus on specific actors and their campaign strategies, in particular political parties and elections campaigns, government communication and social movements. The third part of the module makes students familiar with different strategic tools of public relations, in particular lobbying and online campaigning.

Teaching methods

Delivery type	Number	Length hours	Student hours
Seminar	11	2.00	22.00
Private study hours			278.00
Total Contact hours			22.00
Total hours (100hr per 10 credits)			300.00

Private study

Preparation for seminars: 11 x 6 hours
Preparation of essay: 100 hours
Preparation of campaign project: 100 hours
Preparation of oral presentation: 12 hours

Opportunities for Formative Feedback

Progress will be monitored through participation in seminar discussion. Feedback will be provided on oral presentation. The first essay will be submitted mid-semester with feedback provided before the Easter Break.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	1 x 3,500 - 4,000 word essay	50.00
Project	1 x 3,500 - 4,000 word campaign projec	50.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 02/05/2014

Disclaimer

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