Registry

Module Specifications

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

Module Title The Political Campaign
Module Code CM599
School School of Communications
Online Module Resources

Module Co-ordinatorSemester 1: Kevin Rafter
Semester 2: Kevin Rafter
NFQ level 9 Credit Rating 10
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 candidate selection 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 political campaigning;
7. Identify the ways in which civic alienation and political engagement are affected by different approaches to conduct of the electoral process.



Workload Full-time hours per semester
Type Hours Description
Lecture24No Description
Lecture24No Description
Seminars4No Description
Seminars4No Description
Independent learning time222No Description
Independent learning time222No Description
Total Workload: 500

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
Module Topics.
Module Topics include: Political Communication and Changing Party Systems; Campaign Effects & Public Opinion; Campaign Management; Leadership & Leader Debates; Advertising and Marketing ; Lobbying ; Money & Campaign Finance; The Non-Party Political Campaign..

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
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,
  • Ralph Negrine and James Stanyer: 2007, The Political Communication Reader, 1, 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
MAPMA in Political Communication
Timetable this semester: Timetable for CM599
Date of Last Revision04-FEB-11
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