Public Opinion (12030.1)

This unit provides you with an understanding of journalism and professional communication in shaping public opinion in a digital environment. It introduces theories and practices of political communication through an examination of the relationships between media, political institutions, and publics. In this unit you will explore foundations of persuasive communication, propaganda and rhetoric and examine elections, advocacy campaigns and mediated political communication. You will examine the role of communications professionals, political journalists, advertisers, and lobbyists in the creation of news and policy. You will critically reflect on the role of journalism in shaping public discussion about issues of democratic importance and build a range of political communication skills and tools for analysis.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Critically examine the role of journalism and other communications roles in the formation of public opinion and public policy through analytical research of political and advocacy media campaigns;
2. Critique different approaches to persuasive and propagandist communication and how they are applied in different cultural and political contexts; and
3. Analyse parliamentary and advocacy processes as they relate to contemporary theories of democratic communication and public representation.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

Must have passed 48 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

11091 Advocacy and Influence: Shaping Public Opinion

Assumed knowledge

None.