Введение в глобальные коммуникации

Бакалавриат 2024/2025

Статус: Курс обязательный (Международная программа «Международные отношения и глобальные исследования»)

Направление: 41.03.05. Международные отношения

Кто читает: Факультет мировой экономики и мировой политики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Язык: английский

Кредиты: 4

Full Syllabus

Abstract

The course provides undergraduate students with a basic understanding of communications, the modern media environment and digital etiquette, skills in competent media behavior, media consumption and content production, as well as skills in using media platforms to distribute content in appropriate formats/situations. Further, the discipline forms students' initial knowledge and basic ideas in the field of professional activity "advertising and public relations" and obtaining a systematic understanding of the current state of the industry "Advertising and public relations": main specialties, technologies, organizational structure, directions and volumes of activity, the role of digital in the modern practice of PR and advertising. The discipline forms the basic skills of self-positioning and promotion of a personal brand in social media.

Learning Objectives

To understand the role of media and communications in shaping identity formation, citizenship, and cultural practices.
To critically analyze the relationship between culture and power in the context of the the key theories of globalization, class, and empire.
To cultivate a nuanced understanding of contemporary media theories and frameworks, and their application to diverse cultural and geopolitical contexts.

Expected Learning Outcomes

Students should be familiar with the concepts of regionalism and regionalization.
To critically examine the role of digital media in shaping cultural production, consumption, and the creative industries.
To gain insight into the psychological and sociocultural dimensions of our digital lives.
To gain a deeper understanding of the complex factors contributing to the digital divide.
To gain insight into the complex interplay between humans, technology, and material objects, illuminating the role of non-human entities in shaping social order and change.
Gaining a comprehensive understanding of how technology interweaves with society and contributes to the formation and maintenance of social order.
To develop a nuanced understanding of the complexities surrounding Western cultural imperialism and its effects on local cultures and identity formations.
Defines Strategic Communications and PR
Knows the difference between PR and marketing
Knows how to perform research in Strategic Communications and PR
Uses various communication strategies and techniques in political process
Develops a concise PR-campaign for a political candidate
Knows how to use positioning to achieve PR goals
Uses ethical technologies in PR
Acknowledges unethical technologies in PR
Knows how to properly use unethical technologies in PR
Knows technologies of global PR
Acknowledges the effects of globalisation on PR
Uses basic tools of anti-crisis communications

Course Contents

Defining Strategic Communications. Strategic Communication cycle
Research, Tools and Means of Strategic Communications
Political Communication. PR and Politics. Political Power Through Public Relations
Positioning as a part of PR
PR Ethics
Global Communication Strategies
Globalizing Public Relations
Crisis Communication Toolkit

Assessment Elements

Mini-presentation of communication strategy for a product/organization/institution PART 1
The students will be provided with real-life clients for an exercise in practicing the acquired knowledge on strategic communication skills. For Part 1 all the team members will be graded identically.
Mini-presentation of communication strategy for a product/organization/institution PART 2
The students will be provided with real-life clients for an exercise in practicing the acquired knowledge on strategic communication skills. For Part 1 all the team members will be graded identically. For Part 2 each of the students will have separate grades.
In-class development and presentation of a PR-campaign for a political candidate
During an in-class activity students will be provided with profiles of specific political candidates for development and presentation of a PR-campaign to their peers. All of the criteria for the assignment will be provided on handouts at the beginning of the class.
Workshop on Best Practices in Crisis Communication
Each of the students will have separate grades.
In-class participation
Final Crisis Communication Simulation Activity
Oral Exam

Interim Assessment

2024/2025 2nd module
0.1 * Final Crisis Communication Simulation Activity + 0.2 * In-class development and presentation of a PR-campaign for a political candidate + 0.1 * In-class participation + 0.05 * Mini-presentation of communication strategy for a product/organization/institution PART 1 + 0.15 * Mini-presentation of communication strategy for a product/organization/institution PART 2 + 0.3 * Oral Exam + 0.1 * Workshop on Best Practices in Crisis Communication

Bibliography

Recommended Core Bibliography

9781119603825 - Mark J. S. Keenan - Advanced Positioning, Flow, and Sentiment Analysis in Commodity Markets : Bridging Fundamental and Technical Analysis, 2nd ed. - 2019 - John Wiley & Sons - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2340891 - nlebk - 2340891
Advanced positioning, flow, and sentiment analysis in commodity markets : bridging fundamental and technical analysis, Keenan, M. J. S., 2020
An introduction to political communication, McNair, B., 2011
Blog rules : a business guide to managing policy, public relations, and legal issues, Flynn, N., 2006
Cap, P., & Okulska, U. (2013). Analyzing Genres in Political Communication : Theory and Practice. Amsterdam: John Benjamins Publishing Company. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=605122
DiMarco, J. (2017). Communications Writing and Design : The Integrated Manual for Marketing, Advertising, and Public Relations. Hoboken, NJ: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1486731
Disasters and the media : managing crisis communications, , 1999
Effective crisis communication : moving from crisis to opportunity, Ulmer, R. R., 2019
Effective personal communication skills for public relations, Green, A., 2006
Effective public relations, Cutlip, S. M., 1985
Encyclopedia of public relations. Vol.1: A - L, , 2005
Ethics in public relations : responsible advocacy, , 2006
Evaluating public relations : a best practice guide to public relations planning, research & evaluation, Watson, T., 2005
Everything you should know about public relations : direct answers to over 500 questions, Davis, A., 2003
Exploring public relations : global strategic communication, Tench, R., 2017
Exploring public relations, Tench, R., 2006
Foster, S. (2010). Political Communication. Edinburgh: Edinburgh University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=324975
Gregory, A. (2015). Planning and Managing Public Relations Campaigns : A Strategic Approach (Vol. Fourth edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1104638
Handbook of public relations, Skinner, C., 2003
How to Manage Public Relations : Practical Guideliness for Effective PR Management, Stone, N., 1991
Images of nations and international public relations, Kunczik, M., 2014
In the court of public opinion : winning your case with public relations, Haggerty, J. F., 2003
Introduction to strategic public relations : digital, global, and socially responsible communication, Page, J. T., 2019
Kim, C. M. (2019). Public Relations : Competencies and Practice. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2031332
Marketing and public relations for museums, galleries, cultural and heritage attractions, French, Y., 2011
Ndlela M. (2019). Crisis Communication: A Stakeholder Approach. Palgrave Pivot, Cham.
Positioning the Brand : An Inside-Out Approach Riezebos, Rik; van der Grinten, Jaap Routledge 2012 ISBN: ISBN number:9780415665186, ISBN number:9780203802489
Ries, A., & Trout, J. (2000). Positioning : The Battle for Your Mind (Vol. 20th anniversary ed). New York, N.W.: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=55579
Rothschild, J. E., & Shafranek, R. M. (2017). Advances and Opportunities in the Study of Political Communication, Foreign Policy, and Public Opinion. Political Communication, 34(4), 634–643. https://doi.org/10.1080/10584609.2017.1373004
Stacks, D. W. (2017). Primer of Public Relations Research, Third Edition (Vol. Third edition). New York: The Guilford Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1368602
Stone, A. (2011). “Insult and Emotion, Calumny and Invective”: Twenty Years of Freedom of Political Communication. University of Queensland Law Journal, 30(1), 79–97.
Walaski P. (2011). Risks and Crisis Communications: Methods and Messages. John Wiley & Sons Incorporated.
Wallace, L. (2011). A Review of “Crisis Communication: Practical PR Strategies for Reputation Management and Company Survival.” Journal of Business & Finance Librarianship, 16(1), 98–100. https://doi.org/10.1080/08963568.2011.530864
Watson, T., & Noble, P. (2014). Evaluating Public Relations : A Guide to Planning, Research and Measurement (Vol. Third edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=783327
Ходырева, Е. Б. Advertising. Public relations manual : учебно-методическое пособие / Е. Б. Ходырева, Н. В. Капитула. — Нижний Новгород : ННГУ им. Н. И. Лобачевского, 2020. — 41 с. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/144836 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
Храмцова, Т. Г. Advertising and Public Relations : учебно-методическое пособие / Т. Г. Храмцова. — Красноярск : КрасГАУ, 2016. — 32 с. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/187329 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Recommended Additional Bibliography

Courtier to the crowd : the story Ivy Lee and the development of public relations, Hiebert, R. E., 1966
Deligiaouri, A. (2018). Discursive construction of truth, ideology and the emergence of post-truth narratives in contemporary political communication. International Journal of Media & Cultural Politics, 14(3), 301–315. https://doi.org/10.1386/macp.14.3.301_1
French Y., Runyard S. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions / Y. French, S. Runyard – NY.: Routledge, 2011. – 376 p.

Authors

Bodishtianu NIKOL

Course Syllabus