At the end of this course, students are able to:
- understand and describe the forces that influence the public discourse from a communication science perspective;
- reflect upon the ethical aspects of influencing the public discourse;
- analyze the development of issues in the public discourse;
- design an adequate issue response strategy towards different types of stakeholders
In today's world, the ability to effectively communicate and influence the public discourse is critical for success in many fields, including politics, journalism, business, and academia. This course is designed to equip students with the skills and knowledge necessary to become effective communicators who understand and are able to shape the public discourse. Throughout the course, students will explore various theories and strategies for influencing public discourse, including persuasive communication, framing, agenda-setting, and media relations. They will learn how to identify key stakeholders, engage with media, organizations and social movements, manage societal issues, understand and respond to opposing viewpoints and alternative facts and craft compelling messages that resonate with their target audience. The course will also examine the role of technology and social media in shaping public discourse and explore the ethical implications of influencing public opinion. Through a combination of lectures, case studies, and hands-on exercises, students will develop practical skills in issue management, media relations, and message development.
Upon completion of this course, students will have a deep understanding of the mechanisms that drive public discourse and the skills to effectively engage with and influence key stakeholders. They will be well-prepared to navigate complex communication challenges and drive meaningful change. Topics that will be covered in this course are: Public and political debate; media, journalism, and social media; issue management and political advocacy; stakeholder management and social movements; polarization and fake news.
Master students from the following master programmes from the University of Twente meet the general prerequisites: BIT, BA, CEM, EEM, ES, HS, IDE, IEM, PSY, PA, RM, SET.
Bachelor students who have the possibility to follow a master course during their bachelor programme and would like to take this course can submit a motivated request no later than three weeks before the start of the quartile, containing:
The request should be sent to email@example.com
- Study progress overview from Osiris
- Description of how the student meets the course’s prerequisites
- Approval of the programme director (or a delegate from the bachelor programme) for following this master course