Our program focuses on systematic efforts to persuade
the public in political and commercial arenas. As we study such campaigns,
we will address the overall objective of understanding the interplay of
public relations, marketing, advertising, discourse, ideology and the
media and applying that understanding in collaborative work. This work
includes seminar discussions, workshops, campaign participation, presentations,
research projects and creating your own campaign.
Specific learning objectives for winter quarter:
By the end of winter quarter, students should be able:
- To demonstrate
a deep understanding of propaganda
- To identify marketing,
advertising and public relations strategies from the perspective of
- To apply the fundamentals
of marketing, advertising and public relations
- To analyze and
apply discourse concepts used in commercial campaigns, particularly
semiotics, prosody, paralinguistics, and pragmatic meaning.
- To demonstrate
ability in applying media technologies, including sound and image recording,
image editing, and print layout
- To develop an
appreciation of the role of strategy in media campaigns
- To learn how to
create a strategic media campaign
- To collaborate
Work for the quarter:
- Seminar preparation. You will carefully read the
assigned text and write a seminar paper due at the first seminar in
which the text is discussed.
- Media watch. You will regularly read a distinguished
- Case study presentation. In groups of five you
will present one case study analysis to the class, using the case study
packets available in the bookstore, you will carefully read each case
before a team presents it, and you will participate in simulated press
- Case study evaluation. You will write a brief
evaluation of each presentation you observe.
- You will complete the research paper assigned in
fall quarter using APA format.
- You will attend media workshops, which will provide
instruction in Palmcorder use, sound recording and editing, Photoshop,
Pagemaker, I-Movie, and Dreamweaver. Advanced students may also study
Final Cut Pro. You will use these in your campaign presentation.
- In your case study group, you will design and complete
a strategic media campaign, aimed at addressing the case problem uncovered
in your case analysis, and you will present this campaign to the class.
In addition to media elements, the campaign will include a strategy
paper, prepared by the group.