50480 Conceptual Frameworks for Public Communication

Handbook description

This subject examines theoretical paradigms and approaches that inform professional practice in public communication. Students integrate conceptual frameworks with contemporary practice in communication. A unifying concept is the exploration of meaning-making and sense-making in interpersonal, group, organisational, and societal contexts. Central themes that are covered include rhetoric, rhetorical theory, visual communication, professionalism, ethical practice, systems theory, social constructivism, advocacy, conflict and facilitation, and international practice.

Subject objectives/outcomes

At the conclusion of this subject students are expected to be able to:

1. Understand the historical development of theories of communication and their relationship to public communication practice.
2. Extend and apply knowledge of paradigmatic approaches to professional issues and contexts.
3. Understand the epistemological foundations of public communication.
4. Understand and respond to contemporary theoretical critiques of public communication practice.
5. Demonstrate a critical and reflective approach to practice.

Contribution to graduate profile

• Gain an interdisciplinary and coherent knowledge of theory related to public communication to inform ethical, creative and socially responsible practice.
• Demonstrated ability in critical analysis, multiple perspective taking and strategic problem solving.

Teaching and learning strategies

Understanding conceptual approaches to public communication can be achieved by learning through experience and reflection upon experience. This subject will employ a variety of learning experiences in lectures and seminars focusing on specific topics and will address a wide range of issues in workshops.

Content

Main paradigmatic and theoretical approaches

The historical tradition encompassing rhetorical, positivist, humanist, structuralist and poststructuralist, Marxist and critical approaches as applied to public communication.

Professionalism

Theoretical, applied, and public ethics; regulation and legislation, the social role of public communication. International practice and cross-cultural/ multi-cultural communication theories.

Systems Theory

Influence of environments on the integration of public communication practice; the importance of structure and function; the interdependence of systems; the importance of living systems.

Advocacy

Critical perspectives on public communication; public communication and social change; corporate social responsibility; conflict management and facilitation.

Assessment

Assessment item 1. Minor essay

Assessment item 2. Major essay

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g., illness) may be required to complete additional work to ensure they achieve the subject objectives.

Attendance is particularly important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas. Students who attend fewer than ten classes are advised that their final work will not be assessed and that they are likely to fail the subject.

Recommended text(s)

Griffin, E.M. (2006). A first look at communication theory (6th ed.). New York: McGraw-Hill.

Strongly recommended additional text: Littlejohn, Stephen W. and Foss, Karen. A. (2005). Theories of human communication (8th ed.). Belmont, CA: Thomson Wadsworth.

Indicative references

Anderson, J.A. (1996). Communication theory: Epistemological foundations. New York: Guildford Press.

Cobley, P. (Ed.). (1996). The communication theory reader. London; New York: Routledge.

Demers, D. (Ed.) (2000). Mass communication & society: Special issue: Communication theory in the 21st Century. Mahwah, NJ: Lawrence Erlbaum Associates.).

Foss, S.K., Foss, K.A. & Trapp, R. (1991). Contemporary perspectives on rhetoric (2nd ed.). Prospect Heights, Ill: Waveland Press.

Heath, R. L. (2001) Handbook of Public Relations. Thousand Oaks, CA: Sage.

Herrick. J.A. (2001). The history and theory of rhetoric: An introduction (2nd ed.). Boston: Allyn and Bacon.

Miller, K. (2005). Communication Theories: Perspectives, Processes and Contexts (2nd ed.). Boston: McGraw-Hill.

Seib, P. & Fitzpatrick, K. (1995). Public relations ethics. Forth Worth, TX: Harcourt Brace College Publishers.

Severin, W. J & Tankard, J.W. (2000). Communication Theories: Origins. Methods and Uses in Mass Media. Addison-Wesley Publishing.

West, R. L. & Turner, L.H. (2004). Introducing Communication Theory: Analysis and Application (2nd ed.). New York: McGraw-Hill.