Unit convenor and teaching staff |
Unit convenor and teaching staff
Convenor
Dr. Li Ji
Contact via li.ji@mq.edu.au
165K, Y3A
2-3pm Wednesdays or by appointment
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
Admission to MIntComm or MIntRel or MIntCommMIntRel or MIntBusMIntComm or MA in Media Law and Culture or MIntPubDip or GradDipIntRel
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
The unit provides theoretical frameworks and practical learning exercises for image analysis and construction by international actors – intergovernmental, state, corporate and non-government. The concepts of symbolic interactionism, soft power, public diplomacy, international public relations, framing, image and branding are examined from strategic and ethical communication perspectives. Theory is related to practice through analysis of existing international public relations campaigns and the design of new ones. Through weekly simulations of press conferences regarding current events, students develop practical skills in analysing strategic opportunities for presenting their organisation to publics.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
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Task 1 Mini Essay | 10% | 23 March (Week 5) |
Task 2 Internal Proposal | 10% | 20 April (Week 7) |
Task 3 Critical Essay | 40% | Week 12 or Week 13 |
Task 4 Individual Presentation | 20% | Week 12 or Week 13 |
Task 5 Participation | 20% | Ongoing |
Due: 23 March (Week 5)
Weighting: 10%
This mini essay will be based on the readings for the first 4 weeks. It should discuss critically the value of the concept of framing in (1) reading images of international actors as depicted in the media and (2) in the branding of international actors by public relations consultants, drawing on theoretical insights. References will not be counted in the 500 words.
Grading Criteria are:
1. Sophisticated analysis and evaluation of international public relations concepts (framing, image, branding).
2. Application of PR concepts IPR campaigns.
3. Concise and efficient writing skills.
Due: 20 April (Week 7)
Weighting: 10%
You are a PR consultant seeking a PR job from a client. Your client must be a real world international ‘actor’ such as a state (Country A), NGO or IGO. You need to write a 500 word proposal regarding an image problem faced by the actor in Country B. In your proposal you should briefly describe the actor (e.g. the Ministry of Foreign Affairs of the country A) based on web research, identify the international image problem that Country A or the NGO or IGO face in Country B in terms of issues, media, stakeholders, locations and the target audience. Your purpose is to interest the prospective client sufficiently in order to be called in to make an oral presentation. Due in Week 7 (20 April).
Grading Criteria are:
1. Appropriate identification of actors (PR agency & international actor)
2. Succinct description of the distinctive feature of the actor (PR agency and international actor)
3. Analysis of the actor's image problem
4. Application of Diffusion Theory to identify audience and opinion leaders
5. Concise and efficient writing skills
Due: Week 12 or Week 13
Weighting: 40%
Option A
The objective of the assignment is to research, describe, analyse and evaluate an international public relations campaign. Analyse a specific international public relations/public diplomacy campaign by a state, a Non-Government Organisation or a large business operating internationally. This is essentially an exercise in analysis. What was the campaign and what did the actor hope to achieve? What did it do and why? What were the obstacles and the advantages it had? Was it successful? Why or why not? Could it have been improved? How? Make sure that your topic is relevant to the course; if you have any doubts, ask me.
Remember it must have the following features:
It must be an international campaign. i.e. the PR campaigner’s target audience should not be its own domestic audience. The audience should be outside the campaigning institution’s own national borders. Such audiences could include members of diasporas. The campaign must have been commissioned by a government, government agency, intergovernmental organisation, nongovernmental organization or large business; It must be a specific campaign conducted for a specific purpose at a specific time; It must be a public relations or soft public diplomacy exercise, not a hard diplomacy or behind-closed doors diplomatic one, the latter being more relevant to international relations.
Relate what you say about this specific case to some of the general theory that we have discussed in class. In other words, what wider lessons can we learn from this case study and/or how does theory illuminate your case study? Most people do what is, in effect, a case study, so make sure that your conclusion sets out what you think your case study tells us about international public relations and/or public diplomacy in general: What can we learn from this case study? Pay attention to structure, logical flow and conclusions which flow from what you have analysed. You will find that the use of headings helps your setting out because it forces you into some kind of structure. Make sure your conclusion follows from your argument. The most common mistakes students make are: poor structure; too much description and not enough analysis; the conclusion is too general and/or does not follow from the argument in the paper.
Grading Criteria are:
1. Research skills and application
2. Analyse and evaluate an existing campaign using theoretical models
3. Originality of, and rigorous argumentation about, their campaign recommendations
4. Style of writing and grammatical skills.
Due in Week 12 (25 May) & Week 13 (1 June) by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).
Option B
The objective of the assignment is to write a review article for The Journal of International Communication.
You will need to select three or four articles (chapters) from unit readings, read them carefully, summarise them (in terms of propositions, methods, findings, conclusions) and subject them to a critical (weaknesses), comparative discussion (commonalities, differences, resonances with other literature, innovativeness) and synthesise new knowledge. The highest quality review articles will produce new insights, begin to develop new frameworks, and point to new directions for further inquiry. Provide an introduction, summary of each article, critical comparative discussion and a conclusion.
Grading Criteria are:
1. Succinct summary of articles (in terms of propositions, methods, findings, conclusions)
2. Critical analyse of articles
3. Inclusion and discussion of appropriate literature in the field
4. Innovative and original arguments about the articles
5. Writing style and grammatical skills.
Due in Week 12 (25 May) & Week 13 (1 June) by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).
Due: Week 12 or Week 13
Weighting: 20%
The objective of this assignment is to develop and present a creative international public relations/public diplomacy campaign to promote an issue or image for an international client who might be an individual, corporation, NGO, government or IGO for whom international image is important. This differs from assignment 3A in that now you are presenting your own campaign instead of criticising that of someone else. It is a sales pitch, not an academic paper, but needs to be well researched. You present your campaign proposal to your prospective client. Remember that you must identify and describe who you are – that is your PR agency and who your prospective client is. For instance, if Australia is experiencing an image problem in Indonesia, your prospective client may be the Australian Department of Foreign Affairs and Trade. You need to analyse the client’s image problem and the specific audience in the country where the image problem exists. Saying ‘people of Indonesia’ will not suffice.Use Diffusion Theory to analyse the audience strategically and identify opinion leaders. Remember it must be an international campaign (e.g. Australian campaign in Indonesia), not a domestic one (e.g.Australian campaign in Australia). It can be public relations, public diplomacy or advertising but it must be a specific campaign.
If you are in Week 12 for your presentation, your due date for Assignment 3 will be in Week 13 (1 June). If you are in Week 13 for your presentation, your due date for Assignment 3 will be in Week 12 (25 May).
10 mts. plus 7 Powerpoint slides, one containing references.
You need to record your oral presentation and upload the recording on iLearn, and also you need to submit the Powerpoint on Turnitin by the due dates.
Grading Criteria:
1. Demonstrate appropriate and independent research
2. Identify and describe actors
3. Contextualise the actor's image problem
4. Application of Diffusion Theory to analyse the target audience and opinion leaders
5. Design of a new campaign strategy
6. Effectiveness of PPT slides
7. Succinctness of the delivery of the campaign pitch
Due: Ongoing
Weighting: 20%
Online tutorial class consists of two sessions: discussions about theories in relation to the previous lecture and current international affairs, which are similar to the simulation topics designed for internal students.
Discussion questions and topics in relation to international affiars will be posted on Forum on iLearn one week before each lecture. You need to contribute to discussion by writing a summary for each question on Forum. Please check criteria for each task on iLearn.
The online tutorial class gives you an opportunity to have two-hour online interaction with your lecturer and your peers. It allows you to complete the weekly tasks and to have discussion with your lecturer and your peers in relation to lecture content, assessment tasks and any other pertinent questions.
A specific time will be further discussed with external students and allocated at the beginning of the semester. If you are not able to afford two hours for the online tutorials in the allocated time, you are required to complete the weekly task at least one day before each lecture to make sure that your answers can be synchronously shared with other external students and internal students in class. The answers and any questions raised by you will be responded by lecturer in the online tutorial or other time in the week. If there's any technical difficulty, you are allowed to complete the weekly tasks once you are able to access the internet. However, all the weekly tasks are required to be completed.
The participation will be assessed based on the quantity and quality of the completion of the weekly tasks and your active participation in the online discussion.
CLASSES
LECTURE: Monday 11:00am-12:00pm iLecture on Echo Recordings
TECHNOLOGY USED AND REQUIRED
Online units can be assesed at iLearn: http://ilearn.mq.edu.au
iLearn is the main platform for material sharing, communication and assignment submission.
PC and Internet access are required. Basic computer skills (e.g., internet browsing) and skills in word processing are also a requirement. Please consult teaching staff for any further, more specific requirements.
TEACHING AND LEARNING STRATEGY
Theory is related to practice through analysis of existing international public relations campaigns and the design of new ones. Through weekly discussion of current international affairs and review of the publicity of the affairs, students develop practical skills in analysing strategic opportunities for presenting their organization to publics. There will be two readings in most weeks.
To complete the readings is vitally important in order to benefit from the unit to the fullest extent. It is recommended that you read the articles listed for class discussion before each class and discuss them on iLearn forum.
REQUIRED READING AND RECOMMENDED TEXTS AND/OR MATERIALS
REQUIRED READING
Electronic copies of the readings can be found on e-Reserve on the university library website.
RECOMMENDED READING
More reading materials will be uploaded on iLearn
Week 1 (23 Feb)
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World-making & news values In this lecture we will firstly give a brief introduction to the field of International Communication and a few core concepts in relation to public diplomacy. Then we will understand how news agencies represent the world. Note: No online tutorials this week. You are required to login iLearn and introduce yourself (e.g., 100 word biodata about yourself) on Forum. The instructions of assessment tasks will be posted on iLearn. You can raise questions regarding assessment tasks and the course outline on Forum. Also, we will fix an online tutorial class time by this week. READINGS
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Week 2 (2 Mar)
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The world in our heads In this session will concentrate on the theory of symbolic interactionism to understand how we interact and construct the social world. Online tutorial will commence this week. READINGS
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Week 3 (9 Mar)
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Image and frames Based on symbolic interactionism theory, we will continue to explore the concepts of images and frames. Online tutorial
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Week 4 (16 Mar)
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Actors, skills, venues, transactions In this session, we will focus on the actors and skills in public diplomacy. Online tutorial
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Week 5 (23 Mar)
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Public opinion & the ‘global public sphere’ This session will introduce Habermas' concept of the public sphere in global context, and understand how the public diplomats influence public opinion in the global public sphere. Online tutorial
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Week 6 (30 Mar)
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Strategic & dialogic communication This session is dedicated to two communication approaches in public diplomacy approaches. Online tutorial
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MID-SEMESTER BREAK (From 3 April to 19 April) |
Week 7 (20 Apr)
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Soft power & leadership (guest lecture: TBA) This session will concentrate on soft power and leadership. Online tutorial
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Week 8 (27 Apr)
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IPR & public diplomacy (guest lecture:TBA) This week is dedicated to public diplomacy and international public relations. An experienced diplomat or former diplomat will be invited to give a guest lecture. Online tutorial
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Week 9 (4 May)
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Diasporic communication This session will introduce diaspora and diasporic communication. Online tutorial
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Week 10 (11 May)
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Media and foreign policy (guest lecture: TBA) This session aims to explore the role of media in foreign policy. Online tutorial
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Week 11 (18 May)
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· Guest Lecture: Soft Power and Public Diplomacy Practices (TBA) |
Week 12 (25 May)
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· Individual Assignment 4 presentations · Week 13 presenters submit Assignment 3 by Monday |
Week 13 (1 June)
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· Individual Assignment 4 presentations · Week 12 presenters submit Assignment 3 by Monday |
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
MMCCS Session Re-mark Application http://www.mq.edu.au/pubstatic/public/download/?id=167914
Information is correct at the time of publication
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
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This graduate capability is supported by:
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This graduate capability is supported by:
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The due date of assessment task 2 changes from Week 8 to Week 7 in S1, 2015.
The weight of assessment task 4 (individual presentation) changes from 30% to 20% in S1, 2015, whilst the weight of participation increases by 10% in S1, 2015.
A two-hour online tutorial will be fixed for the online interaction with lecture and other external students in S1, 2015.
No Hard Copy Submissions
Return of marked work
During semester, marked work will be returned to students via Turnitin on iLearn.
Electronic Submissions
Information about how to submit work online can be accessed through the iLearn unit.
Late Penalty - 2% per day (including weekends) over the due date
(Any assessment that is handed in late, that is after the due date, will incur a late penalty of 2%
per day, unless the student has handed in a medical certificate to the convenor, or applied to the
convenor for an extension, or applied for 'Disruption of Studies' for the final assessment).