Public Opinion (12030.1)

Please note these are the 2027 details for this unit
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Public Opinion
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts & Communication Level 3 - Undergraduate Advanced Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
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.
Availability for enrolment in 2027 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2026 Bruce, Canberra Semester 2 10 August 2026 On-campus Dr Glen Fuller
2027 Bruce, Canberra Semester 2 09 August 2027 On-campus Dr Glen Fuller
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Unit readings posted to Canvas.

Submission of assessment items

Extensions & Late submissions

Artificial intelligence
Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions for this unit.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:
1. the Unit Convener has authorised GenAI use for that assessment
2. the student uses GenAI in the way that the assessment instructions allow
3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

No participation requirements, except passing this unit will be difficult without participating in tutorial discussion and/or doing the learning activities as part of the self-paced modules.

Required IT skills

None

Work placement, internships or practicums

None

Next step

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