| CODE | CST3651 | ||||||||||||
| TITLE | Using Communication for Social Change | ||||||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 6 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Media and Communications | ||||||||||||
| DESCRIPTION | The study-unit explores how communication can be used as a tool to influence positive social change in different societies. Students will examine theories of communication, social mobilisation, and behavioural change in the context of campaigns that address issues such as public health, environmental justice, human rights, and gender equality. Through case studies and practical exercises, learners will develop skills in designing, analysing, and evaluating communication strategies aimed at transforming public attitudes, influencing public attitudes, influencing policy, and empowering communities. Study-unit Aims: - To introduce students to the theoretical foundations of communication for development and social change; - To familiarise students with historical and contemporary examples of social change communication initiatives; - To develop students` capacity to plan, analyse, and assess communication campaigns for social transformation. - To foster a critical understanding of ethical, cultural, and political considerations in designing communication interventions. Learning outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - When provided with an example of a societal problems students will be able to list the key communication paradigms and identify the one which would be the most suitable to address the problem. - When provided with sample campaign data sets, students should be able to design a methodology for evaluating the effectiveness of that communication campaign, correctly identify at least 3 key performance indicators such as reach, engagement and message retention. 2. Skills: By the end of the study-unit the student will be able to: - When analysing a communication for social change campaign, students will be able to evaluate the effectiveness of the methods and techniques employed in designing the campaign in respect to the campaign`s stated objective and target audience. - Using a campaign brief, students will be able to demonstrate the ability to design a basic communication plan for social issue, including objectives, target audiences and communication strategy. - Using real case studies, students will be able to report the finding of an analysis of a communication strategy, including an explanation on ethical dilemmas that may arise in communication for social change. Main Text/s and any supplementary readings: - Casmir, F. 1991. Communication in Development. Ablex Publishing Corporation, New Jersey. - Hedebro, G. 1982. Communication and Social Change in Developing Nations. The Iowa State University Press, Ames. - Hoogvelt, A. 1994. The Sociology of Developing Societies. Macmillan Press, London. - Jensen, J. 1990. Redeeming Modernity. Contradictions in Media Criticism. Sage, London. - Preston, P. 1986. Making Sense of Development. Routledge & Kegan Paul, London. - Rostow, W. 1971. Politics and Stages of Growth. Cambridge University Press, Cambridge. |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Aitana Radu |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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