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
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
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.
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.
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.
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]
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]
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.
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)