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Media Culture and Public Relations

2019/2020
Учебный год
ENG
Обучение ведется на английском языке
6
Кредиты
Статус:
Курс по выбору
Когда читается:
1-й курс, 4 модуль

Преподаватель


Ротанова Мира Борисовна

Course Syllabus

Abstract

The discipline “Media Culture and Public Relations” is designed for Master’s degree students of the program “Literature and media”. Its aims are 1) give students knowledge of • major theories in the field of media studies, • contemporary situation and processes in media • public relations goals, instruments, activities and campaigns • types of audiences and methods of work with off-line and online 2) help students master competencies in analyzing best PR practices, planning PR-work, organizing special events and PR-campaigns 3) form skills in writing PR documents, monitoring mass media and evaluating the effects of PR activities off-line and online. The course encompasses a theoretical and a practical part and correlates with disciplines “Semiotics of Literature and Arts”, “Philology in the System of Modern Humanities”.
Learning Objectives

Learning Objectives

  • The goal of the course is to form awareness of contemporary situation and processes in media and sphere of Public Relations in the Russian Federation.
Expected Learning Outcomes

Expected Learning Outcomes

  • knows the theory, history and practice of media culture.
  • is able to deferentiate the types of mass media.
  • knows the spheres of Public Relations
  • knows the types of audiences.
  • knows the methods of work which should be applied with different types of audiences and is able to use it.
  • able to create PR documents: news-release, backgrounder, pitch letter.
  • know types of PR-activities in mass media.
  • able to carry out PR-campaigns: planning, organization, estimating results.
  • is able to carry out PR tasks in online and offline media.
Course Contents

Course Contents

  • Media culture, PR and advertising.
    Theory, history and practice of media culture. Types of mass media. PR and media. PR and advertising.
  • Audiences in Public Relations.
    Spheres of Public Relations. Types of Audiences. Methods of work with different audiences.
  • PR documents, activities, and campaigns.
    PR documents: news-release, backgrounder, pitch letter. PR-activities and mass media. PR-campaigns: planning, organization, estimating results.
  • Online and offline communication in PR. PR work in social media.
    Online (the internet) communication in PR.Offline PR: television, radio, conferences, events, newspapers, prints, and real-life events . PR work in social media.
Assessment Elements

Assessment Elements

  • non-blocking test
    the test will consist of 10 mixed (multiple choice and open-ended) theoretical questions on the theoretical part of the course. Экзамен проводится в письменной форме (опрос по материалам курса). Экзамен проводится на платформе Zoom (https://zoom.us). К экзамену необходимо подключиться согласно расписанию ответов, высланному преподавателем на корпоративные почты студентов накануне экзамена. Компьютер студента должен удовлетворять требованиям: наличие рабочей камеры и микрофона, поддержка Zoom. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно точному расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру, пользоваться конспектами и подсказками. Кратковременным нарушением связи во время экзамена считается нарушение связи до 5 минут. Долговременным нарушением связи во время экзамена считается нарушение 5 минут и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи аналогична процедуре сдачи.
  • non-blocking a packet of PR–documents.
    each student compose a packet of PR–documents news-release, backgrounder, pitch letter.
  • non-blocking PR-project
    Students in teams (2- 3 people) or individually have to work out a PR campaign and present it in class.
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.3 * a packet of PR–documents. + 0.3 * PR-project + 0.4 * test
Bibliography

Bibliography

Recommended Core Bibliography

  • Public Relations Cases : International Perspectives, edited by Danny Moss, et al., Routledge, 2010. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=557237.
  • Smith, Ronald D.. Strategic Planning for Public Relations, Routledge, 2017. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4862851.
  • The Routledge Handbook of Language and Media [Электронный ресурс] / ed. by Colleen Cotter, Daniel Perrin; DB ebrary. – London; New York: Routledge; Taylor & Francis Group, 2018. – 572 p. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=4939135&query=Methods+of+Critical+Discourse+Analysis+

Recommended Additional Bibliography

  • Online Consumer Behavior : Theory and Research in Social Media, Advertising and E-Tail Close Scheinbaum, Angeline Routledge 2012 SERIES: Marketing and Consumer Psychology Ser.
  • The Handbook of International Advertising Research : Handbook of International Advertising Research Cheng, Hong John Wiley & Sons, Incorporated 2014 SERIES: Handbooks in Communication and Media Ser.
  • Theaker, Alison. The Public Relations Handbook, Taylor & Francis Group, 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957791.