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Fall semester - BA - IR - Year 3 Calendar view

Public Opinion and Persuasion (2022-2023)


Class
Roberto Muelas
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The module Public Opinion and Persuasion will focus on the relationship between public opinion and persuasion, with an emphasis on mass media and digital culture.

Photo by Marissa Daeger on Unsplash: https://unsplash.com/es/fotos/Aq9J4RQWYho 

Level 5 (Year 3)

Credits: 5 ECTS

Module leader: Roberto Muelas Lobato

Office hours: Monday from 13:00 to 14:00 and Wednesday from 13:00 to 14:00. Please send an email roberto@miuc.org to set an appointment.

Schedule: Monday from 11:30 to 13:00 and Wednesday from 11:30 to 13:00 in LEADERSHIP.

Google meet link: https://meet.google.com/fhw-tzrx-eff 

 

The module Essentials of Public Opinion and Persuasion will focus on the relationship between public opinion and persuasion, with an emphasis on mass media and digital culture.

The contents of the course include such key concepts as the definitions of public opinion and its research methods; classical and modern rhetoric; techniques of persuasion; public opinion and persuasion in digital media culture; propaganda; political marketing; commercial marketing.

 

Assessment methods

  • A1 - Essay (70%)
    • You will choose a campaign, an issue, an election or a case study that uses strong methods of persuasion and influence in any country or region. You will then examine the role of rhetorical devices and other techniques (fake news) used to influence the public opinion
    • Assessment Guidelines: POP_A1_information.pdf
    • Marking Grids: POP_A1_marking grid.pdf
    • Cover Page: Cover_Sheet_MIUC.docx
  • A2 - Campaign Analysis (30%)

    Learning Outcome

    At the end of the module you will be able to:

    LO1. Understand the concept of public opinion and its impact on social structure in the framework of globalisation and digital technologies (Summative Assessment 1 & 2)

    LO2. Apply critical thinking regarding the mechanisms and functions of mass media in the process of creation of public opinion and persuasion (Summative Assessment 1 & 2)

    LO3. Design the effective communication strategies for the messages oriented for the political and social purposes (Summative Assessment 1 & 2)

    LO4. Analyse the impact of public opinion and persuasion processes/campaigns on the social and political structure and describe them in the concise and clear way (Summative Assessment 1 & 2)

     

    For more detail, please see the attached MSG: POP_MSG.pdf

    Here is the class outline:

    Join the class online

    Join the class online

    Google meet link

    Week 1 - Introduction and Key Concepts

    During the introductory week, we will discuss the contents and structure of the module as well as the assignments. Furthermore, some key concepts are introduced.

    Week 1 – Introduction and Key Concepts

    Week 2 - Public Opinion and Politics

    During this week, we will discuss the concepts of public opinion and politics, both from historical and theoretical points of view. In order to understand the role public opinion plays in political life in modern societies, we will need to form a nuanced understanding of the “political” and its relationship to the society.

    Week 2 – Public Opinion and Politics

    Week 3 - Public Sphere

    During this week, we will focus on the Public Sphere (Öffentlichkeit), a concept coined and developed by Jürgen Habermas. This influential idea helps us understand the relationship between the public opinion(s) and politics in modern societies.

    Week 3 – The Public Sphere

    Week 4 - Persuasion and Classical Rhetoric

    During this week, our focus will shift to rhetoric. The students will be introduced to the classics of the theory of rhetoric (Socrates, Plato, Aristotle, Cicero). Our discussion will also reflect on the relevance of classical rhetorical theories for the contemporary society.

    Week 4 – Persuasion and Classical Rhetoric

    Week 5 - Semiotics and Contemporary Theories of Rhetoric

    During this week, we will continue discussing rhetoric, but our focus will shift to modern and contemporary theories. During the sessions we will also draw on our earlier discussions on the public sphere and modern political institutions.

    Week 5 – Semiotics and Contemporary Theories of Rhetoric

    Week 6 - Propaganda

    The theme of this week is propaganda. Although the term is regularly invoked in political debates, its actual definition often remains vague. Drawing on various theorists of propaganda, such as George Orwell and Jacques Ellul, we will reflect on the concept’s relevance for political debates, not only in totalitarian regimes but also democratic societies.

    Week 6 – Propaganda

    Week 7 - Rhetoric, Politics and Public Opinion

    Drawing on previous weeks’ discussions on rhetoric, public opinion and modern liberal democracies, we will explore the various ways in which rhetorics and persuasion are part of contemporary political life and media culture. In addition, we will also discuss the various methods of persuasion in commercial marketing.

    Week 7 – Rhetoric, Politics and Public Opinion

    Week 8 - Visual Rhetoric

    During this week we will turn to rhetoric and persuasion through (audio)visual communication, which is in many ways the dominant form of discourse in contemporary media culture (cinema, TV, internet). The established theories of rhetoric tend to focus almost exclusively on the written and spoken word; therefore, in order to apply their insight to audiovisual discourse, one needs to draw upon theories from other disciplines such as semiotics and visual cultural studies.

    Week 8 – Visual Rhetoric

    Week 9 - Studying Public Opinion

    This week will focus on the methods and principles of studying public opinion: surveys, polls, questionnaires, etc. Furthermore, we will discuss the ways how these results can be used in planning advertisement or election campaigns, or in predicting election results.

    Week 9 – Studying Public Opinion

    Week 10 - Techniques of Persuasion

    During this week, we will discuss various methods of persuasion, both the classical rhetorical devices (Cicero) as well as techniques regularly employed in contemporary public discourse.

    Week 10 – Techniques of Persuasion

    Week 11 - Persuasion, Rhetoric, and Manipulation on Social Media

    During this week we will continue exploring rhetorical devices, but with a focus specifically on online persuasion and social media campaigns. Globalized communication networks and social media platforms (Facebook, Twitter, YouTube) have also had a major impact on the nature of communication and persuasion, both in political and commercial discourse.

    Week 11 – Persuasion, Rhetoric and Manipulation on Social Media

    Week 12 - Political Persuasion

    This week will introduce study design in the field of social psychology. To frame it, we will start by reviewing the epistemological and ontological aspects of the social sciences and the position of social psychology. We will also introduce the most common methodologies in social psychology for collecting data and the importance of the scientific method. Finally, the scientific method will be compared with pseudosciences.

    Week 12 – Political Persuasion

    Week 13 - Public Opinion and Persuasion in Commercial Marketing

    During this week, we will discuss various methods and strategies of persuasion in commercial marketing and advertising campaigns. Furthermore, we will discuss the cultural and semiotic foundations of commercial marketing and PR.

    Week 13 – Public Opinion and Persuasion in Commercial Marketing

    Week 14 - Recap and Case Studies

    During the final week, we will summarize the main topics covered during the semester, review some case studies and discuss the assignments. will identify key global trends that shape the environment in which international teams have to work today and tomorrow and what managers can do as early on as possible to ensure sustainable team cohesion despite vastly changed global circumstances.

    Week 14 – Recap and Case Studies

    Final Assessments

    Information and submission of the final assessments

    Assessment 1: Essay
    Assessment 2: Campaign Analysis
    Formative Assessment 1: Essay
    Formative Assessment 2: Campaign Analysis

    Resits

    Resits

    RESIT Assessment 2: Campaign Analysis
    RESIT Assessment 1: Essay