PR, Journalism and Networked Media

Module code: MS7079
Module coordinator: Dr Scott Davidson

This module will enable you to explore in depth the relationship between public relations and journalism, and how this relationship is being impacted upon by convergence cultures and advances in digital technology. It will allow you to study the historical, structural and day-to-day relationships between public relations practitioners and journalists, including media relations strategies such as agenda setting, and importance of concepts such as the information subsidy. The module will establish frameworks for researching and understanding new trends that appear to blur old boundaries, such as "brand" or "in-house journalists" or corporations, NGOs and social movements as significant publishers of media content. Students will also have the opportunity to consider the civic implications of the recent growth in citizen journalism and social news, as well as the use of networked media in dialogic e-democracy initiatives.

Topics Covered

  • PR’s relationship with the media
  • Framing and Agenda Setting
  • Digital news production
  • Citizen Journalism
  • ‘Robot’ PR and journalism
  • Digital PR

Learning

  • 22 hours of lectures
  • 5 hours of seminars
  • 1 hour of tutorials 
  • 122 hours of guided indpendent study

Assessment

  • Essay, 3,000 words (100%)