2019/20 Undergraduate Module Catalogue
PIED2160 Spin Doctors and Electioneering
20 creditsClass Size: 75
Module manager: Dr David Seawright
Taught: Semester 1 View Timetable
Year running 2019/20
This module is not approved as a discovery module
Module summaryThe aim of the module is to explore the role of political communication and political marketing within the British political and electoral process. The course will primarily concentrate on the British electoral process post-war but of course it will review the influence of ‘Americanisation’ on this process.Brief Reading ListBowler, S. and Farrell, D. (eds.) (1992) Electoral Strategy and Political Marketing. Hampshire: Macmillan.Kavanagh, D. (1995) Election Campaigning: the New Marketing of Politics. Oxford: Blackwell.
ObjectivesOn completion of this module, students should be able to:
a) demonstrate a critical understanding of the political communication process, with particular emphasis on electoral campaigns in the United Kingdom.
b) demonstrate an in depth knowledge of the nature of political persuasion, the development of mass communication techniques and the impact these have had on electoral politics.
c) demonstrate a command of a range of literature on theories of political communication in general and more specifically on political communication in the UK
d) appraise competing theories about the role of political communication and make independent assessments of key issues and debates in the study of political communication.
e) use their ability to evaluate and criticise received opinion in the field of political and electoral communication.
The aim of the course is to explore the role of political communication within the political and electoral process. The course primarily concentrates on British post was political and electoral campaigning but will also review the influence of 'Americanisation' on this process. By the end of the module students will be familiar with the burgeoning literature on political communication and thus will be in a position to appreciate the ways in which elite political actors have historically used and continue to employ media and marketing techniques, strategies and personnel in the furtherance of their own electoral campaigns.
|Delivery type||Number||Length hours||Student hours|
|Private study hours||179.00|
|Total Contact hours||21.00|
|Total hours (100hr per 10 credits)||200.00|
Private study10 hours preparation per class meeting: 110 hours;
Writing up and preparing course work: 69 hours.
Opportunities for Formative Feedback1,000 word mid-term essay (non assessed)
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Essay||1 x 3,000 word essay (End of Term)||100.00|
|Total percentage (Assessment Coursework)||100.00|
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading listThe reading list is available from the Library website
Last updated: 02/05/2019
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