Unit convenor and teaching staff |
Unit convenor and teaching staff
Howard Gelman
Contact via +61 (2) 98502138
190 Y3A
2-3pm Monday or by appointment
Howard Gelman
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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 MIntPubDip or GradDipIntRel or MTransInterMIntRel or MSusDev
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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 | Hurdle | Due |
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Task 1 Group Presentation | 30% | No | Week 4–11 |
Task 2 Internal Proposal | 20% | No | Week 7 (9 April) |
Task 3 Critical Essay | 40% | No | Week 12 (21 May) |
Task 4 Participation | 10% | No | Ongoing |
Due: Week 4–11
Weighting: 30%
The group presentations are based on the readings for weeks 4 to 11. Your group should discuss critically the value of the concepts explored in the readings. Note that this task is not simply a summary of what they say, but will highlight the group’s ability to pull out key points for the class. You should link ideas in the readings with other ideas from sources your group has identified. Each group is responsible for providing an outline of the presentation and a joint 300 word abstract highlighting the most important insights gained in the set readings and submitted through turnitin. References will not be counted in the 300 words.
Grading: Individual 10-15 minute presentation is worth 50% of the grade. The joint essay and group use of technology (powerpoint, slides, videos) is worth 40%. Peer reviw of individual participation in the group is worth 10%.
Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests
Grading Criteria are:
1. Sophisticated analysis and evaluation of international public relations concepts (framing, image, branding).
2. Application of text and visuals to explain concepts
3. Concise and efficient presentation skills
Due: Week 7 (9 April)
Weighting: 20%
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 750 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. Submit your proposal through turnitin.
Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests
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 (21 May)
Weighting: 40%
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. Submit your analysis through turnitin.
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 issues that we have discussed in class. In other words, what wider lessons can we learn from this 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.
Late Assessment Submission: Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. No late submissions will be accepted for timed assessments – e.g. quizzes, online tests
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: Ongoing
Weighting: 10%
Please note that in this unit:
Students are required to sign the name sheet in each lecture and tutorial class..
The concrete requirements and the weight of each criteria are:
Participation in the discussion in tutorial classes
Peer review of group research
CLASSES
LECTURE: Monday 4:00pm-5:00pm
TUTORIAL 1: Monday 5:00pm-6:00pm
TECHNOLOGY USED AND REQUIRED
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
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 group presentation and discuss them on iLearn forum.
REQUIRED READING AND RECOMMENDED TEXTS AND/OR MATERIALS
REQUIRED READING
The course reader is available at the Co-op.
The readings are essential to order to keep up with the weekly group presentations.
RECOMMENDED READING
Gelman, Howard, (2014). Everyone Can Write, Sydney, Exile Publishers.
Snow, Nancy & Philip M. Taylor (eds).2009. The Routledge Handbook of Public Diplomacy. New York: Routledge.
Pamment, James. 2012. New Public Diplomacy in the 21st Century: A Comparative Study of Policy and Practice. Routledge.
The Palgrave Macmillan Series in Global Public Diplomacy
http://us.macmillan.com/series/GlobalPublicDiplomacy
Available via Google Books
More reading materials will be uploaded on iLearn
Week1
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· Lecture: World-making & news values · About the unit · Provisional definition of PD · About the assignments
READINGS · Boyd- Barret, Oliver. 1975 [1975]. “Constructing the global, constructing the local: News agencies re-present the world”. In Abbas Malek, & Anandan Kavoori (eds). The Global Dynamics of News: Stidoes in International News Coverage and News Agenda. Stamford: Ablex, 299-321. |
Week 2
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Tutorials begin in week 2· Lecture: The world in our heads · READINGS · Mead, George Herbert. 1975 [1975]. “Self”. In 144- Kenneth Thompson and Jeremy Tunstall (eds). Sociological Perspectives. London: Penguin Education,144-158. · Pettman, Ralph. 2000. “Conclusion: A constructed world”. In Commonsense constructivism or the making of world affairs. New York: M. E. Sharpe, 210- 239. |
Week 3
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· Lecture: Image & frames · Who has the best image internationally? · READINGS · Boulding, Kenneth. 1959 [1956]. “Introduction”. In The Image. New York: Vail-Ballou, 3-18. · Pan, Zhongdang & Gerald Kosicki 1993. “Framing analysis: An approach to news discourse”. Political Communication, 10, 55-75. |
Week 4
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· Lecture: Actors, skills, venues, transactions · READINGS · Lasswell, Harold. “The configurative analysis of the world value pyramids”. World Politics and Personal Insecurity. New York: The Free Press, 3-20. · Chitty, Naren. 2009. Frames for internationalizing media research”. In Daya Thussu (ed) Internationalising Media Studies. Oxon: Routledge, 61- 74. |
Week 5
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· Lecture: Public opinion & the ‘global public sphere’ · READINGS · Tomlinson, John. 1994. “Mass communications and the idea of the global public sphere”. The Journal of International Communication 1,2, 57-70. · Ammon, Royce. 2001. “The Communication-diplomacy Link”. In Global Television and the Shaping of World Politics. Jefferson: McFarland & Co, 5-11. |
Week 6
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· Lecture: Strategic & dialogic communication · Bullying or attracting? · READINGS · Grunig, James E., Grunig, Larissa A., Sriramesh K ; Yi-Hui Huang and Anastasia Lyra (1995). “Models of public relations in an international setting”. Journal of Public Relations Research, 7,3, 163-186. · Manheim, Jarol B. (1994). “Managing national images”. In Strategic Public Diplomacy & American Foreign Policy”. New York: OUP, 125-147. |
Week 7
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· Lecture: Soft power & leadership · READINGS · Ronfeldt, David & John Arquilla. 2009. “Noopolitik: A new paradigm for public diplomacy”. In Nancy Snow & Philip M. Taylor (eds) Routledge Handbook of Public Diplomacy. NY: Routledge, 352-356. · Chitty, Naren, 2008. “Broadening public diplomacy”. International Journal of the Humanities, 6,5,47-56.
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MID-SEMESTER BREAK (From 16 April to 30 April) |
Week 8
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IPR & public diplomacy (TBA) · · READINGS · Heller, Ken & L. Persson. 2009. “The distinction between p[ublic affairs and public diplomacy”. In Nancy Snow & Philip M. Taylor (eds) Routledge Handbook of Public Diplomacy. NY: Routledge, 225-232. · Gregory, Bruce. 2005. “Public diplomacy and strategic communication: cultures, firewalls, and imported norms”. Paper presented at the American Political Science Association, Conference on International Communication and Conflict, George Washington University and Georgetown University, Washington, D.C. http://www8.georgetown.edu/cct/apsa/papers/gregory.pdf |
Week 9
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· Lecture: Diasporic communication · READINGS · Karim, Karim. 1998. “From ethnic media to global media: Transnational communication networks among diasporic communities”. Paper for International Comparative Research Group, Canadian Heritage. · Echchaibi, Nabil. 2002. “(Be)longing media: Minority radio between cultural retention and renewal.” Javnost: The Public. 9, 1, 37-50. |
Week 10
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· Media & foreign policy (TBA) · READINGS · Naveh, Chanan. 2002. “The role of the media in foreign policy decision-making: A theoretical framework”, Conflict & Communication Online, 1, 2.,1-14 · Abbas Malek. 1997. “News media and foreign policy: A field ripe for research”. The Journal of International Communication, 4,1, 1 – 10. |
Week 11
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· Case Studies in public diplomacy and international public relations READINGS Grunig, James., Larissa A., Sriramesh K and Anastasia Lyra (1995). "Models of public relations in an international setting". Journal of Relations Research, 7,3, 163-186. Manheim, Jarol B. (1994). "Managing national images". In Strategic Public Diplomacy & American Foreign Policy",. New York, OUP, 125-147.
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Week 12
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· Individual Assessment |
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Late Penalty - 2% per day (including weekends) over the due date
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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 Special Consideration for the final assessment).