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Communication 559 Instructor Course
overview Recently,
mass communication researchers have been focusing more attention on the idea of
using what we know about how media affects individuals/society to bring about
prosocial change. This attention
has helped education professionals and health campaign workers create more
effective communication campaigns. This
course will focus on the current research and process of bringing about
prosocial change via mass communication channels. In
addition to current research and theory on communication campaigns, we will
focus on two exemplars of prosocial use of media: _
The
Children’s Television Workshop, best exemplified by Sesame Street, but also
including other television shows (e.g. the Electric Company), books, computer
software, etc. _
Health
campaign research, particularly the Entertainment-Education approach to health
communication in developing nations. During
the course, we will explore the usefulness of a variety of theories for enacting
social change. Types of social
change will vary according to student interest, but could include: education,
health campaigns, stereotypes, eating disorders, etc. Students
will explore the process of using mass communication theory for social change
during the course of the semester. Each
student will identify a social problem/issue of interest at the beginning of the
course and examine how mass communication theory might be used to address that
problem. Texts Fisch,
S. M., & Truglio, R. T. (2001). "G" is for Growing. Erlbaum Rice,
R. E., & Atkin, C. K. (2001). Public Communication Campaigns (3rd
Ed.). Sage. Supplemental
readings will be provided. A
number of important media theory books have been placed on reserve at Hicks
Undergraduate Library.
Assignments/Evaluation Course
requirements will include a series of three short papers (3 pages worth 20% of
grade each) exploring the problem, the target audience and potential theoretical
mechanisms for campaign
construction. This exploration will
culminate in a final term paper that outlines how mass communication can be used
to address the student’s issue and suggesting a research agenda (15 pages
worth 40% of grade). Academic
Misconduct As a
student in this course, it is assumed that you have read and understood the
official position of Purdue University on matters of academic misconduct (see
the University Regulations booklet). If
misconduct occurs in the context of this course, it will be handled according to
the procedures specified in the University Regulations booklet.
Policies Incompletes,
deferred grades, and late papers are available only in cases of documented
emergency situations. It is your
responsibility to contact me immediately to make arrangements and to provide
documentation upon request. All
papers are due in class. Attendance
is expected. Tentative
Weekly Course Schedule
F&T
= "G" is for Growing R&A
= Public Communication Campaigns (3rd Ed.) Goal. Before
we can solve a problem, we must first understand it.
This paper lays the foundation for future analysis by analyzing problem
in adequate depth that solutions may become evident.
Description. Write
a 3 page paper which: _
specifies a
practical problem; _
convinces me
that it is important; _
states the: _
level of
objective, _
locus of
change, _
locus of
benefit _
any
important cross-level linkages, _
any
significant current communication about your problem (e.g., PSAs), _
any
interested institutional parties, _
specifies
the causes of the problem (approximately 4-6). I
will be looking for your mastery and application of concepts discussed thus far
in the course. Choose
a topic that you are interested in and about which you have some knowledge.
Solve a problem that is important to you.
You will be dealing with this issue in depth for 15 weeks! You
may work in groups with others in the class, but be sure to let me know that you
are doing this in advance. It
is also a good idea to clear/discuss your social problem with me ahead of time. This paper is due
in class on Thursday, February 8. Future
assignments: Paper
2 -- Audience Analysis.
You will need to identify your campaign's target audience, then do formative
research to assess information about them that will be important in constructing
your campaign (e.g., their attitudes about your problem, their media usage,
etc.) Paper
3 -- Theoretical Analysis.
You will identify a theory that will guide you in the construction of
your campaign, based on your problem and audience analyses. Term
Paper. This
final paper synthesizes your prior 3 papers and offers a comprehensive
communication campaign plan outlining the problem, the audience, the theoretical
approach, description of the materials to be produced, and how you will evaluate
your campaign. |
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