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HU Credits:
2
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Political Science
Semester:
2nd Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Mr. Moshe Karif
Coordinator Office Hours:
Monday 17:00-18:00
Teaching Staff:
Moshe Karif
Course/Module description:
The course will deal with the practical dimension of political communication. Students will design and build a communication strategy to promote political and social organizations of various kinds.
Course/Module aims:
Introduce the participants to the strategic management of political campaigns in various media.
Learning outcomes - On successful completion of this module, students should be able to:
Manage social and political campaigns through the media.
Students will be given monitoring and evaluation tools for implementing media campaigns.
Attendance requirements(%):
Regular attendance in class, no more than three absences during the semester.
Teaching arrangement and method of instruction:
Frontal Teaching
Course/Module Content:
Meeting 1 : Introduction to practical political communication : tools and concepts in political communication , political marketing .
Meeting # 2 : Display a multi-step workflow Baywalk campaign - political : design, development, analysis and design goals of the campaign.
Meeting # 3: multi-step workflow marketing campaign - political - continued : Management and Control: Mapping interests , market analysis , product / candidate , the players in the arena : organization, communication and public relations.
Meeting # 4 : strategic media goals: considerations guiding the choice of a leading strategic formulation , selecting channels and action advertising , media work plan .
Meeting 5: Action Plan : The preliminary stage : Preparation required before public exposure - media , steering program.
Meeting # 6 : Plan of action - Implementation and expected responses .
Meeting 7: Implementation of the media plan - control , steering tools , consequential measures , quality metrics , planning versus execution .
Meeting 8 : the social struggle in Israel in the media : Analysis and patterns of coverage : the media center and periphery in Israel History, presenting and analyzing social campaigns .
Meeting No. 9 : social arenas and alternative communication patterns: using alternative online media for the management of bottom-up campaigns .
Meeting No. 10 : presentation of students.
Meeting No. 11 : presentation of students
Meeting No. 12 : presentation of students.
Required Reading:
Meeting No. 1:
Wilson Laurie J. and Ogden Joseph D. (2008). Strategic Communications Planning For Effective Communications Planning, Dubuque, Iowa: Kendall/Hunt.
Meeting No.2:
Voltmer, Katrin, and Andrea Rommele. (2002)"Information and Communication Campaigns: Linking Theory to Practice", in Hans-Dieter Klingemann and Andrea Rommele, edc. Public Information Campaigns & Opinion Research: A Handbook for the Student& Practitioner, 9-20. London: Sage.
Meeting No.3:
לימור, י. (1997) "'הנסיך הקטן', ו'האח הגדול', או: תעשיית התקשורת בעידן של תמורות" בתוך כספי, ד (עורך) תקשורת ודמוקרטיה בישראל, מכון ון ליר והקיבוץ המאוחד, עמ' 29-46.
Meeting No.4:
קריף, מ. ( 2005) המזרחית- סיפור המאבק החברתי בישראל 1995-2005, {גלובס}: עמ' 40-53, 71-72, 422-424, 441-446.
Meeting No.7:
צפייה בסרט התיעודי "שוברת קיר"- הרשות השנייה לטלוויזיה ורדיו במאי: יצחק חלוצי. 2012.
Meeting No.8:
אברהם, אלי.( 2001). ישראל הסמויה מעיני התקשורת , {אקדמון}- חלק א' פרקים 1-3 , חלק ב' ממצאים- עיירות הפיתוח { עמ' 89, 102, 133, 188, 197}.
Additional Reading Material:
Meeting No. 1:
Smith Ronald D. (2005). Strategic Planning for Public Relations, Mahwah, New Jersey: Lawrence Erlbaum.
Thurber James and Nelson Candice (Eds.) (2000). Campaign Warriors: Political Consultants in Elections, Washington D.C.: Brookings Institution Press.
Meeting No.3:
אזרחי, י. גושן, ז. לשם, ש. (2003) בעלות צולבת – שליטה ותחרות בשוק התקשורת הישראלי, המכון הישראלי לדמוקרטיה.
Miller, M. C. (2001) "What's Wrong With This Picture", The Nation, December 20.
Parenti, M. (1986) Inventing Reality: The Politics of the Mass Media. St. Martin's
Meeting No.4:
Gamson William and Wolfsfeld Gadi, (1993). Movements and Media as Interacting Systems, Annals of the American Academy of Political and Social Science, 528: 114-125.
Meeting No.8:
Patterson Sally J. and Radtke Janel M. (2009). Strategic Communications for Nonprofit Organizations: Seven Steps to a Successful Plan, Hoboken, N.J.:
John Wiley and Sons, Inc.
Bonk Kathy, Tynes Emily, Griggs Henry, and Sparks Phil (2008). Strategic Communications for Nonprofits: A Step by Step Guide to Working with the Media, San Francisco, Calif: Jossey-Bass.
וולספלד, ג. (2006) סיקור העוני בעיתונות הישראלית אפריל 2005 – מרץ 2006, יפעת: מחקרי מדיה מתקדמים המכון הישראלי לדמוקרטיה.
התקשורת וסיקור שביתות בישראל- המאמר פורסם בכתב העת סוציולוגיה ישראלית כרך יד, מס' 1, עמודים 29-57 בשנת 2012.
Meeting No.9:
Andreasen, Alan R . and Philip Kotler. (2003) Strategic Marketing for Nonprofit Organizations, sixth edition. Upper Saddle River, NJ: Prentice-Hall.
Alan R. Andreasen. Marketing Social Marketing in social Change Marketplace. Journal of Public Policy & Marketing.
Course/Module evaluation:
End of year written/oral examination 0 %
Presentation 0 %
Participation in Tutorials 20 %
Project work 50 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 30 %
Additional information:
Final grade components: participation (20%), final paper (50%) and presentation of a case study in class (30%
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