R.S. ZAHARNA       Home     Classes     Weekend Program       Research      Student Projects

Comm.735   Public Communication Theory

 Fall  2004

Dr.  R. S. Zaharna                                                             Phone:  (202) 885-3995
Office: Mary Graydon 301                                                 email:  zaharna@american.edu
Office hours:   Mondays 10am-1pm
        Tuesdays 1-2pm, Wednesdays 1-2pm/5-6pm  
                                    
Home page: http://academic3.american.edu/~zaharna



Course Overview
Assignments
Required Text
Grading
Citations - APA style guide

 Work plan - Fall  2004*

Aug 31         Introduction
Sept 7          Public Communication - Campaigns I
Sept 14        Public Communication - Campaigns II
Sept 21        Persuasive Strategies
Sept 28        Relationship-Building Strategies - Campaigns III
Oct 5           Midterm
Oct 12         BREAK
Oct 19         Perception and Campaigns
Oct 26         Interpersonal Dynamics
Nov 2          Issue Paper
Nov 9          Culture and Diversity
Nov  16       Article Critiques
Nov 23        Thanksgiving 
Nov 30        1st Draft of Final Paper
Dec 7          Final Paper

*  This is the schedule as of August 2004.  The schedule and readings may be changed, if need.
You can contact me if you have questions:  zaharna@american.edu


COURSE OVERVIEW

This course provides the theoretical and conceptual tools to understand how and why some communication options are more effective than others. We will explore different perspectives of interpersonal communication, persuasion, audience analysis, public opinion processes, message design and analysis, cultural and multi cultural persuasion.

The goal of the course is to help the public communication professional develop a broad base of theoretical knowledge as well as strong analytical and decision making skills. Students will also have the opportunity to develop their oral and written skills via oral presentations and written critiques.



REQUIRED  READINGS

1 -    Dr. R.S. Zaharna     17.735 Section 002     Fall 2004

- reading available on PROquest and JSTOR (AU library data base) and www.Infotrac-college.com
ALSO -- please make sure you check BLACKBOARD - and forward your email accounts.



RECOMMENDED Reference/Resouces

2 -    R. Rubin, A. Rubin & L. Piele. (2004) Communication Research: Strategies & Sources.  NY:  Wadsworth.  ** comes with InfoTrak College Edition DO not throw away plastic wrapping and papers that comes with the book.  It contains a special assess code that you need to use the online database called "infotrac".

3 - S. Littlejohn. (2004) Theories of Human Communication (7/e). NY:  Wadsworth. ** comes with InfoTrak College Edition DO not throw away plastic wrapping and papers that comes with the book.  It contains a special assess code that you need to use the online database called "infotrac".

**** MAKE SURE Rubin book has INFOTRAC with it -- must get the book from the AU bookstore because each book was ordered with a special online database.  Each book comes with personal student access code so you can use the infotrac online journals.


ASSIGNMENTS

1. Briefs
The briefs are designed to build your writing and analytical skills. Briefs should be about 3/4 page, double spaced synopsis of the article. The first sentence is a tightly worded statement of the author(s) main point. The remainder of the brief presents the supporting points.
Reminders:  use 12 point font, 1" margins, double space, no cover sheet, name & date in upper right hand corner, full reference citation (see examples in reading list).

2. Oral Briefings
The oral briefings provide a forum for you to develop your group management techniques and verbal skills. To be an effective presenter (1) provide a VERY brief overview of the reading; (2) use a creative exercise to illustrate the main points with the class.   Time frame:  approximately 20-30 minutes

3. Midterm Exam
The midterm tests your skill in applying theory to practice.  You will be given a case study to analyze using the works of two scholars from the reading list. Detailed instructions and the case will be provided.
 

4. Issue Paper
The Issue Paper is designed along the same framework of the midterm -- using theory to analyze a case study.  However, instead of my supplying you a case study, you will research and select one in which you are interested.  The issue paper will serve as the foundation for your final paper.
We will be discussing how to select a topic during class.

Sections of the Issue Paper are (1) introductory statement of the problem and its significance, about 3 paragraphs  (2) brief background on the development/emergence of the problem about 2 1/2 pages; and (3) discussion of how the reading(s) expands our understanding of the problem about 3-3 1/2 pages and (4) brief summary/conclusion. (Approx. 7 pages, double spaced)
 

5. Article Critiques -- 2 articles
The article critiques serve a dual purpose: (1) to develop skills in assessing others' work; and (2) to develop a preliminary literature review for the Final Paper. Please select two articles which relate to the topic of your Issue Paper and which come from a scholarly journal.
** If you select a professional journal such as Public Relations Quarterly, you need 2 articles instead of one.

The article critique should include (1) an overview of article, (2) discussion of author's thesis and main points, and (3) your assessment of the article. (Approx. 2 1/2 pages each)
 

6. Final Paper
The Final Paper brings together all of your work: the issue paper, the theoretical briefs, the article critiques, and your thinking on the issue. The goal of the Final Paper is to produce a piece of original work that can be submitted for publication or for a professional conference.

Sections of the Final Paper include (1) Introduction: introduce the problem/issue and why significant; (2) Literature Review: provide background from the literature on how other scholars have explored the issue; (3) Case Presentation: present the problem/issue in detail; (4) Analysis: use 2 theories to analyze the problem and to give us an expanded understanding of the problem; and (5) Summary & Conclusion: summarize the main points of the paper and indicate directions of future research on the problem.
 

GRADING
1. Brief  (5pts each)
2. Oral briefings (20 points)
3. Mid-term    (2 questions @ 15pts each)
4. Issue Paper    (20 points)
5. Article Critiques   (2 @ 15 pts each)
6. Final Paper, first draft   (10 points)
7. Final Report, second draft  (100 points)
 
  A=95% of  total points, A- = 90%, B+ = 87%, B= 85%, B-  = 80%, C+ = 77%, C = 75%

 

ACADEMIC INTEGRITY
**  "Standards of academic conduct are set forth in the University's Academic
Integrity Code. By registering, you have acknowledged your awareness of the
Academic Integrity Code, and you are obliged to become familiar with your
rights and responsibilities as defined by the Code. Violations of the Academic
Integrity Code will not be treated lightly, and disciplinary action will be taken
should such violations occur. Please see me if you have any questions about
the academic violations described in the Code in general or as they relate
to particular requirements for this course." 

In short -- CALL ME if you get stuck and need help with an extension
or assignment or anything.  



 

Dr. Zaharna

 COMMUNICATION THEORY
 Working Calendar -- Fall 2004

31 Aug  -  Introduction

** please email me with your all your contact information. zaharna@american.edu


7 Sept -    Public Communication Campaigns I

        Hyman, H. &  Sheatsley, P. (1947).   Some reasons why information campaigns fail.
               Public Opinion Quarterly 11, pp. 412-423.  [JSTOR database]              

        Mendelsohn, H.  (1973).  Some reasons why information campaigns can succeed.
               Public Opinion Quarterly 37, pp. 50-61. [JSTOR database]               

       Douglas, D. et al.  (1977).  An information campaign that changed community attitudes.
                  Journalism Quarterly 47, pp. 479-487. [reserve]               

                             


14 Sept   -    Public Communication Campaign II

     Hainsworth, B. & Wilson, L.  (1992).  Strategic program planning. Public Relations
                Review 18, pp. 9-15. [infotrac]   read for discussion

write briefs for . . .

     Grunig, J. (1989). Sierra Club study shows who becomes activists. Public Relations
                Review. 15(3), pp. 3-24. [reserve]                          

     Hallahan, Kirk. (2000).  Enhancing Motivation, Ability, and Opportunity to
                Process Public Relations Messages. Public Relations Review 26(4), pp.463-480.
                [infotrac] 

    Collins, Erik; and Zoch, Lynn M. (2001).  Targeting the young, the poor, the less
                educated:  Thinking beyond traditional media.  Public Relations Review 27(2)
                p.197. [infotrac]                                 

                    


21 Sept   -     Persuasion Theory & Strategies

      Rank, Hugh.  (1976).  "Teaching about public persuasion," in D. Dieterich (ed.),
                Teaching about doublespeak.
  Urban, Ill.:  National Council of Teachers of
                English, pp. 3-19.  read for discussion

write briefs for . . .


--------------- select two

    Griffin, Em. (1997) "Cognitive Dissonance Theory of Leon Festinger," in A First Look
             at Communication Theory (3/e). NY: McGraw-Hill.
             online text version: http://www.afirstlook.com/archive/cogdiss.cfm?

    Larson, C. (2000). Cultural premises of persuasion:  American cultural myths" in
              Persuasion 9/e.  Belmont, CA:  Wadsworth, pp. 191-213.                      

    Cialdini, Robert. (2001). The Science of Persuasion.  Scientifc American (February), p. 76.
                     http://www.nieuwezijds.nl/cialdini.pdf
                   

 


Sept 28 - - Relationship-Building Strategies -- Campaigns III


    Grunig, James E. (1993). Image and substance: From symbolic to behavioral relationships.
                Public Relations  Review
19, pp. 121-139. read for discussion

write briefs for . . .

    Bruning, D and Ledingham, John (2000) Perceptions of relationships and evaluations of
                satisfaction:  An exploration of interaction. Public Relations Review 26 (1),
                p. 85. [infotrac]

    Wilson, Laurie (1994) Excellent companies and coalition-building among the Fortune 500:
                a value- and relationship-based theory. Public Relations Review 20 (4), p. 333
                (11) [infotrac]

    Taylor, Maureen; Kent, Michael L.and White, William (2001) How activist organizations
                are using the Internet to build relationships. Public Relations Review 27 (3),
                p. 263  [infotrac]

                      


5 Oct  -       Midterm (DUE)


12 Oct     - FALL BREAK, no class
 


19 Oct  Campaign Strategies - Working with Perception  

    Funkhouser, G. and Shaw, F. (1990). How synthetic experience shapes social reality.
            Journal of Communicaton
40(2), pp. 75-87.  [Proquest]    read for discussion


    Entman, R. (1993). Framing: Toward a clarification of a fractured paradigm.
             Journal of Communication, 43(4), pp. 51-58. [proquest]     read for discussion

write briefs for . . .

    Benoit, William.  (1997).  Image repair discourse and crisis communication.
                    Public Relations Review, 23(2), p. 177.[infotrac]                     

   Crable, Richard E and Vibbert, Steven, L. (1985) Managing issues and influencing public policy.
                    Public Relations Review, 11 (2), pp. 3-15.                                 

    Kohi, Chiranjeev and Mrugank Thakor (1997) Branding consumer goods:
                        Insights from theory and practice.  Journal of Consumer Marketing 14
                        (Spring), p. 206. [infotrac]

 

 

26 Oct    Interpersonal Dynamics

    Postman, Neil. "Communication Panecea," in in J. Stewart (Ed.),  Bridges Not Walls 6/e.
             NY: McGraw-Hill, pp. 32. read for discussion

write briefs for . . .

    Bolton, Robert. "Listening is more than merely hearing," in J. Stewart (Ed.),  Bridges Not
            Walls 4/e.
NY: McGraw-Hill, pp.157-180.   [reserve]

    Cissna, Kenneth and Sieberg, Evelyn (1986) "Patterns of interaction confirmation and
            disconfirmtion," in  J. Stewart (Ed.), Bridges Not Walls 4/e. NY: McGraw-Hill,
            pp. 230-240. [reserve]

    Gibb, J.  (1992).  “Defensive communication,” in J. Stewart (Ed.),  Bridges Not Walls 6/e.
             NY: McGraw-Hill, pp. 411-416.  [reserve]

    Covey, Stephen (1992) "Synergistic communication," in J. Stewart (Ed.),  Bridges Not Walls 6/e.
             NY: McGraw-Hill, pp. 411-416.  [reserve]


2  Nov     - Issue Paper due

Seven to ten page discussion paper, using any of the readings, to explore a controversial
topic of your choice within your track specialization.  Papers will be discussed in class.
**  Check "Assignments" in this syllabus for guidelines.


9 Nov    Communication, Culture & Diversity
 
   Zaharna, R.S. (1989). Self-Shock: The double-binding challenge of identity. International
            Journal of Intercultural Relations,
13(4), pp. 501-526.  read for discussion
            
select 3 to write briefs . . .

   Bartolome, Lilia and Macedo, Donaldo (1997). Dancing with bigotry: The poisoning
            of racial and ethnic identities. Harvard Educational Review, 67(2),
            pp. 222-246. [proquest]

   Clawson, Rosalee A. and Trice, Rakuya (2000). Poverty as we know it: Media portrayals
            of the poor. Public Opinion Quarterly  64(1), pp. 53-64. [JSTOR or proquest]

    Bang, Hae-Kyong and Reece, Bonnie (2003).  Minorities in Children's television
            commercials: New, improved and stereotyped. The Journal of Consumer
            Affairs
37(1), p. 42. [proquest]

    Jovanovic, Spoma. (2003). Difficult conversations as moral imperative: Negotiating ethnic
            identities during war. Communication Quarterly 51(1) pp. 57-72. 


 


16 Nov    - Article Reviews due

Select any 2 articles from any scholarly journals. Possible journals are listed below.
See Assignment section and Notes for writing guidelines.  *Note that Public Relations
Quarterly articles are short, need 2 articles to equal one scholarly article.

* Please attach hard copy of the article to your critique.

Journalism & Mass Comm Quarterly        Public Relations Review
Journal of Marketing Research                 Journal of Advertising Research
Journal of Communication                         Public Opinion Quarterly  (2 articles)
Journal of Social Psychology                     Gazette
Journal of Broadcasting                             Journal of Advertising
& Electronic Media                                     Critical Studies in Mass Communication
Journal of Consumer Research                 International Journal of Intercultural Relations
Howard Journal of Communication


  Nov 30  Final Paper -- 1st draft 

The Final Paper brings together all of your work: the issue paper, the theoretical briefs,
the article critiques, and your thinking on the issue. The goal of the Final Paper is to
produce a piece of original work that can be submitted for publication
or for a professional conference.

Sections of the Final Paper include (1) Introduction: introduce the problem/issue
and why significant; (2) Literature Review: provide background from the literature
on how other scholars have explored the issue; (3) Case Presentation: present the
problem/issue in detail; (4) Analysis: use 2 theories to analyze the problem and to
give us an expanded understanding of the problem; and (5) Summary &
Conclusion: summarize the main points of the paper and indicate d
irections of future research on the problem.


7-10 Dec       - Final Paper due (for full credit due between Dec 7-10)