Use framing analysis to analyse Country A's national image in media discourse in Country B or international media discourse. 

The objective of the assignment is to analyse and evaluate two main theories (image and framing), and apply an analytical tool (framing analysis) to analyse national image in media discourse.

Specific requirements for this essay: 

1. Review the notions of national image and framing theory

2. Select 8-10 news articles from two mainstream media in Country B or global dominant media (e.g. BBC, CNN)

3. Apply framing analysis to analyse the selected news articles 

4. Discuss the findings or frames of Country A's image in the analysis 

Word limit: 1000 words (exclusive of references)

Due in Week 5 (1 April)

Assessment Criteria are:

1. Sophisticated analysis and evaluation of the international public relations concepts (image and framing)

2. Correct application of the research method for the analysis of media discourse 

3. Sound interpretation of research findings 

4. Clear and well-organised essay structure, and consistent referencing including in-text citations 

5. Concise and efficient writing skills

Option A

The objective of the assignment is to research, describe, analyse and evaluate an international public relations/public diplomacy 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. You may consider questions such as 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, please 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 organisation 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.

Word limit: 2,000 words (exclusive of references)

Due in Week 12 (3 June) & Week 13 (10 June) by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).

Assessment 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

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.

Word limit: 2,000 words (exclusive of references)

Due in Week 12 (3 June) & Week 13 (10 June) by arrangement (Week 13 if your presentation is in Week 12 and week 12 if your presentation is in Week 13).

Assessment Criteria are:

1. Succinct summary of articles (in terms of propositions, methods, findings, conclusions)

2. Critical analysis 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

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 3(Option A) 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.

10 mts. plus 7 Powerpoint slides, one containing references.

If you are in Week 12 for your presentation, your due date for Assignment 3 will be in Week 13 (10  June). If you are in Week 13 for your presentation, your due date for Assignment 3 will be in Week 12 (3 June).

Assessment Criteria are: 

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

Participation

• Please remember that in standards-based assessment, it is through assessment tasks that students demonstrate the unit Learning Outcomes. In this unit, participation will be assessed using a rubric. 

Attendance

• Students are required to sign the name sheet in each seminar.
• But please remember that turning up is not a learning outcome. 

Basic requirements for seminars and the weight of each criterion are:

• Participation in discussions in seminars (10%)
• Group research on simulation topics and simulation performance in seminars (10%)

Assessment Criteria are: 

1. Demonstrates good preparation for the assigned topics

2. Initiates critical discussions about assigned topics and provides comments that advance the level and depth of dialogue (consistent)

3. Demonstrates an active role in discussions

4. Contributes to ongoing discussions

5. Demonstrates group research collaboration and research skills

6. Demonstrates diplomatic skills and interview skills in the simulated press conferences