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Media and Messaging (PADM90020)

Graduate courseworkPoints: 6.25Not available in 2023

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Overview

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The Media and Messaging subject focuses on the media landscape and examines the strategies and best practice used by political actors to communicate in the strategic environment in which ministerial advisers operate. Political advisers need the ability to influence and persuade across political, public, government and community contexts; whether it’s presenting policy advice to Ministers and Secretaries, influencing a group in a meeting or consulting and building support with stakeholders using multiple media and social channels.

Participants will be introduced to the key concepts and tools underpinning persuasion and learn how to influence, build rapport and trust. Topics covered include advanced media presentation and how news media cover politics, ‘spin’ and PR methods used by politicians to manage the media, including new media, and government communication.

Intended learning outcomes

On completion of this subject, students should be able to:

  • Demonstrate an advanced understanding of how media and communication operates within and across various political, public, community and government contexts;
  • Critically analyse the relationship between media and political processes;
  • Analyse and critique different persuasive techniques and their influence on audiences;
  • Examine the key principles that underpin influence and develop effective strategies to build support and trust; and
  • Critically analyse the differences between power and influence and how these are exercised in political, public, community and government contexts.

Generic skills

  • Ability to demonstrate proficiency in the applications of analysis skills to empirical problems;
  • Highly-developed competence in critical, creative and theoretical thinking through seminar discussions and presentations, essay writing, conceptualising theoretical problems forming judgements and arguments from conflicting evidence, and by critical analysis;
  • Demonstrate advanced capacity for critical, analytical and independent thinking in both theoretical and practical contexts of debate and interaction;
  • Demonstrate a high level of understanding of key media and communication issues in the industry
  • A high-level ability to combine theory and practice in a meaningful way in order to address political challenges and analyse contemporary issues associated with media and messaging;
  • A high-level ability to combine professional managerial and advisory skills with discipline-based expertise and to apply this complex synthesis to professional practice;
  • Well-developed interpersonal and communication skills necessary to a range of professional activities including report writing, workplace discussions, negotiation and management and lobbying strategies;
  • The ability to draw upon an extensive repertoire of advanced professional skills, particularly in decision-making, providing advice and collaborating across sectors.

Last updated: 31 January 2024