Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	The Political Campaign
Module Code	CM532
School	School of Communications
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module examines elections and political campaigns with a focus on communication strategies utilised to influence public opinion.

Learning Outcomes

1. Demonstrate substantial understanding of the evolution of political campaigning and the relationship between campaign discourse, candidate discourse and public opinion;
2. Access the impact of different electoral processes and their impact on campaign conduct;
3. Demonstrate an understanding of campaign effects and campaign management including candidateselection and the role of leadership;
4. Demonstrate an understanding of the role of marketing and advertising in the formation of political communication strategies;
5. Assess efforts to improve the ethics of campaigning and the role of finances and lobbying;
6. Assess the effectiveness of both old, mass media and new interactive media as central forces in politicalcampaigning;
7. Identify the ways in which civic alienation and political engagement are affected by different approachesto conduct of the electoral process.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	No Description
Lecture	24	No Description
Independent learning time	101	No Description
Independent learning time	101	No Description
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

None

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Assignment	Research Essay - 3,000 words	100%	n/a

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Semetko at al. (eds.): 2010, The SAGE handbook of political communication, Sage, London,
Negrine, R. and Stanyer, J. (eds.): 2007, The Political Communication Reader, 1st, Routledge, London,
McNair, B.: 2007, An Introduction to Political Communications, Routledge, London,
Farrell, D. and R. Schmitt-Beck (eds.): 2002, Do political campaigns matter?: Campaign Effects in Elections and Referendums, Routledge, London,
Swanson, D., and Mancini, P.: 1996, Politics, media, and modern democracy: an international study of innovations in electoral campaigning and their consequences, Praeger, Westport, Conn,

Other Resources

None

Array

Programme or List of Programmes

MIC

MA in International Communications

MIJS

MA in International Journalism Studies

Timetable this semester: Timetable for CM532

Date of Last Revision

04-FEB-11

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