Course description
This new MA is for at those either already working, or interested in starting careers with public affairs consultancies, political parties, NGOs, the news media, and many other types of organisation. The course:
* provides a practical grounding both in the broad issues of political communications and in the latest techniques in political campaigning and reporting
* provides a unique combination of practice and reflection – students will conceive and execute campaigns and evaluate the practice of political campaigning
* is based in the heart of London, giving students immediate access to public affairs professionals, political parties, media organisations, charities and NGOs
* builds on the expertise and international reputation of the Journalism & Publishing department as leaders in professional practice-based education
* is taught by experienced public affairs practitioners, bringing with them a wealth of expertise and contacts
Modules
Compulsory modules
* Political Campaigning | Provides an introduction to key concepts, including the relationship between the media and politics, the role of PR in government, election campaigning, the influence of new media, the ‘blogosphere’ and citizen journalism, polling techniques, public opinion, the ‘marketisation’ of political communications, NGOs and political communications, and the impact of freedom of information legislation.
* Political Decision-making | Investigates the structures and processes by which political decisions are reached, including at local regional and national level and in fora such as
the European Union and other international bodies. You will develop an understanding of how political decisions are taken and how both open and hidden factors impact on decision-making processes.
* Political Marketing | Explores different forms of promotional activity undertaken to gain power or influence in the political process, including lobbying, media campaigns, branding, direct marketing, electoral campaigns and online activities. The module examines the practice and ethics of political campaigning by individuals, pressure groups, businesses, political parties and governments.
* Political Reporting | Begins with a look at the different forms that political reporting now takes in print, broadcast and online — including blogging and citizen journalism. You then learn the techniques of political reporting through a series of exercises in which you undertake reports, interviews and features about current local, national and international politics.
* Political Campaigning In Action | The first half of this module consists of a series of real-life case studies that explore the interplay between the government, media, campaigners, and the public – as told by the key players themselves. You then undertake your own case study of a political campaign, in which you evaluate its success (or otherwise) and draw wider lessons about the political communications process.
* Professional Project | This requires you to engage, in-depth, with a ‘real world’ topic. In the first instance you seek out a commission from an external organisation. The project will typically require field-work, research, analysis and the development of a campaign strategy.
You are also required to submit an essay in which you critically assess the Project. As an alternative you can submit a portfolio of political reporting, consisting of a series of reports,
interviews, features or investigations.
Elective modules
In addition to the above, you select one elective from a wide range of media and communications modules provided by City’s School of Social Sciences. These include:
* Democratisation, Information and Communication
* Media and Human Rights
* Promotional Culture
* Communications, Politics and Society
* Political Sociology
In addition, you will have the option of:
* visits to key political and media institutions
* a programme of external speakers and events
* work placements in relevant sectors
