210109 SE M7: Political Communication (2024W)

This course provides a comprehensive exploration of political communication, beginning with its historical roots, particularly its origins in propaganda research. We will introduce fundamental concepts and theories, including those from political psychology, media effects, and normative frameworks for assessing the quality of democratic discourse. Additionally, we will explore the role of various media systems and their evolution over time.

Key areas of political communication covered in this course include election campaigns, party communication strategies, government communication, political advertising, lobbying, advocacy, grassroots campaigns, health communication, crisis communication, and the challenges posed by misinformation, disinformation, and information warfare. The course will also examine science communication, focusing on how scientific information—such as climate change—is conveyed to the public and the role of media in shaping public understanding of science, especially in political debates and policy-making.

While we will examine traditional media—its logic and styles such as sensationalism and sound-bite journalism—the course places significant emphasis on the transformative impact of new media. We will explore how social media platforms, influencers, AI, and deepfakes are reshaping political communication, influencing public opinion, and altering the strategies of political actors. In this context, the course will also address the legal frameworks governing these emerging technologies, such as the Digital Services Act (DSA).

To equip students with the essential tools for analyzing and researching political communication, the course will provide a concise overview of key research methods, including content analysis, experimental designs, computational methods, and digital trace data.

In addition, students will engage in practical, hands-on activities, including creating political memes, editing audio and video content, and applying communication techniques learned throughout the course. Guest speakers with real-world experience in political communication will offer valuable insights, providing practical perspectives that complement the theoretical foundations discussed.

By the end of the course, participants will have developed a deep understanding of the dynamics of political communication. They will be equipped with both the theoretical knowledge and practical skills needed to critically analyze political messages, craft effective communication strategies, and confidently navigate diverse settings, whether in politics, media, or other professional fields.