Communication and Influence Gruops (20519)
Degree/Study: Bachelor's Degree in Advertising and Public Relations
Year: Third & Fourth
Term: 2
Number of ECTS credits: 4 credits
Total hours of work for student: 100 hours
Teaching language: English
Teaching staff: Núria Almiron
1. Introduction to the subject
This course's goal is the study and analysis of the management tools used in the relation between organizations and their key audiences (authorities, regulators, trade unions, activists and etc). Especially, it focuses on analyzing lobbying techniques in different scenarios and knowledge creation by think tanks. Therefore, this course is part of what is known as the public affairs or, in other words, institutional relations.
2. Competences to be attained
General skills
· Analysis skills.
· Critical work assessment and self-assessment.
· Autonomous work.
· Teamwork skills.
Specific skills
· Targeting and analyzing the techniques and resources used to influence public opinion.
· Locating prevailing public discourses and understanding their construction and assimilation processes.
· Identifying the functions of public discourse authors.
· Knowledge and capacity for designing strategies to influence public opinion.
· Knowledge of the different types of influence groups and their performance.
· Knowledge of the lobby running: legal regulation, lobbyism and ethical rules.
3. Contents
1. How to influence public opinion. Public affairs and democracy
2. The public affairs industry. Interest groups and public relations
3. The marketing of ideas. Power, discourse, argumentation and ethics
4. Framing. The creation of frames or schemas of interpretation
5. Storytelling. Truth as the main persuasion tool
6. Lobbies. Influencing the policy makers. Elements, typology, communicative dimension and strategic relations with public authorities
7. Think tanks. Idea creation. Concept, functions and typology
8. Advocacy tanks. Conceptualization and communication strategies
9. Idea-catalysts and democracy: foundation of the political parties
10. Case studies
4. Assessment
· Group Project (50%)
· Individual work, student's participation & attitude in the classroom (50%)
A second-chance assessment will take place within the time period specified by the Faculty of Communication. To qualify for a second chance assessment students must have uploaded group presentation and all individual assignments within the allotted time. The second examination will consist in a resubmission of the group project or of the individual assignments that are missing or experiencing problems.
5. Bibliography and teaching resources
5.1. Basic bibliography
Francés, Juan (2013). ¡Que vienen los lobbies! Barcelona: Destino.
McGann, James G. & Sabatini, Richard (2011). Global Think Tanks: Policy Networks and Governance (Global Institutions). London: Routledge.
Xifra, Jordi & Ponsa, Francesc (2009). El marketing de las ideas. Los think tanks en España y en el mundo. Barcelona: Niberta.
Zetter, Lionel (2011). Lobbying, The Art of Political Persuasion. Petersfield, Hampshire: Harriman House.
5.2. Complementary bibliography
Lobbying (in English)
Avner, Marcia (2013). The Lobbying and Advocacy Handbook for Nonprofit Organizations. Shaping Public Policy at the State and Local Level. Nashville: Fieldstone Alliance.
Baumgartner, Frank R.; Berry, Jeffrey M.; Hojnacki, Marie; Leech, Beth L.; & Kimball, David C. (2009). Lobbying and Policy Change, Who Wins, Who Loses, and Why. Chicago: University of Chicago Press.
Chari, Raj; Hogan, John; & Murphy, Gary (2012). Regulating Lobbying. A Global Comparison (European Policy Research Unit). Manchester: Manchester University Press.
Cock, Caroline de (2011). iLobby.eu: Survival Guide to EU Lobbying, Including the Use of Social. Delft: Eburon Publishers.
Coen, David & Richardson, Jeremy (2009). Lobbying the European Union, Institutions, Actors, and Issues. Oxford, New York: Oxfor University Press.
Godwin, Robert K.; Ainsworth, Scott H.; and Godwing, Erick K. (2012). Lobbying and Policymaking. The Public Pursuit of Private Interests. Thousand Oaks, CA: CQ Press.
Leech, Beth L. (2013). Lobbyists at Work. New York: Apress.
Libby, Patricia J. (2011). The Lobbying Strategy Handbook. 10 Steps to Advancing Any Cause Effectively. London: Sage.
Mearsheimer, John J. & Walt, Stephen M. (2008). The Israel Lobby and U.S. Foreign Policy. New York : Farrar, Straus and Giroux.
Thomson, Stuart & John, Steve (2007). Public Affairs in Practice. A practical guide to lobbying. London: Kogan Page.
Lobbying (in Catalan of Spanish)
Hdez. Vigueras, Juan (2013). Los lobbies financieros. Tentáculos del poder. Madrid: Clave intellectual.
Xifra, Jordi (2009). Els lobbies. Barcelona: UOC.
Think Tanks (in English)
Abelson, Donald E. (2009). Do Think Tanks Matter?: Assessing the Impact of Public Policy Institutes. Montreal ; Ithaca : McGill-Queen's University Press.
Arin, Kubilay Yado (2014). Think Tanks. The Brain Trusts of US Foreign Policy. Wiesbaden: Springer
McGann, James G. (2007). Think Tanks and Policy Advice in the US: Academics, Advisors and Advocates. London: Routledge.
McGann, James G. (2010). Democratization and Market Reform in Developing and Transitional Countries: Think Tanks as Catalysts. London: Routledge.
McGann, James G.; Viden, Anna, & Rafferty, Jillian (2014). How Think Tanks Shape Social Development Policies. Pennsylvania: University of Pennsylvania Press.
Medvetz, Thomas (2012). Think Tanks in America. Chicago : The University of Chicago Press
Pautz, Hartwig (2012). Think-tanks, Social Democracy and Social Policy. New York : Palgrave Macmillan
Petric, Boris (ed.) (2012). Democracy at Large, NGOs, Political Foundations, Think Tanks and International Organizations. New York: Palgrave Macmillan.
Selee, Andrew (2013). What Should Think Tanks Do?: A Strategic Guide to Policy Impact. Stanford, California : Stanford Briefs
Think Tanks (in Catalan or Spanish)
Ponsa, Francesc & Xifra, Jordi (2012). Guia de think tanks a Catalunya. Barcelona: Sehen.
Xifra, Jordi (2008). Els think tanks. Barcelona. UOC.
6. Metodology
Theory explanations will be complemented with practical individual exercises to do in class until the seventh week. From then on, students will work and present their projects and debate the subject's contents.
· Lectures
· Individual exercises
· Group project
· Group discussion
· Personal enquiry, individual research and readings
7. Planning of activities
|
Week |
Activity |
Type |
|
1 |
Welcome & Introduction |
Lecture |
|
2 |
Lobbying |
Lecture and individual work in the computer room |
|
3 |
Lobbying |
Lecture and individual work in the computer room |
|
4 |
Lobbying |
Screening and individual work in the computer room |
|
5 |
Think Tanks |
Lecture and individual work in the computer room |
|
6 |
Think Tanks |
Lecture and individual work in the computer room |
|
7 |
Think Tanks |
Screening and individual work in the computer room |
|
8 |
Group Work |
Group Work |
|
9 |
Group Work & Presentations |
Group Work |
|
10 |
Presentations |
Group Work |