COMM 3503: Message Design
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Message Design
COMM 3503
Fall Semester, 2012
11:40A-12:30P, MWF
Williams 2
INSTRUCTOR:
Kara Heinrichs, Ph.D.
Office: Fee 20
Phone: (425) 889-5759
E-Mail: kara.heinrichs@northwestu.edu
Office Hours: MWF 10-11A, T 10:30-12:30P OR By Appointment
TEXT:
Kohrs Campbell, K., Schultz Huxman, S. (2009). The Rhetorical Act:
Thinking, Speaking & Writing, 4ed. Belmont, CA: Cengage.
COURSE
DESCRIPTION:
This course is designed to help you think strategically about the
communication you use on a daily basis. In particular, we will focus on
how you can effectively persuade others the change their actions and
their ways of thinking. To that end, we will examine the components of
the rhetorical process in order to enact effective strategies of message
design. These skills will not only aid you in this class, but they will help
you complete assignments more effectively in future classes and even
land you a job.
We will study the theoretical underpinnings of rhetoric and persuasion,
but our discussions will center on how we can practically apply these
concepts. You will be asked to do activities that you may have performed
in the past; building a résumé, writing a letter to the editor, giving a
persuasive speech, etc. However, you will approach creating these
messages in a very different way than you did in the past. We won’t
focus on how to “do” these basic activities, although we may see a few
examples in class. Instead, we will focus on how to think strategically
about building these messages to produce the maximum impact on the
intended audience.
ATTENDANCE:
Part of our mission in the Communication Department is to help you
become a strong communicator through an ongoing conversation in this
intellectual environment. In order to be part of that conversation, your
attendance is essential. Because the semester goes by quickly,
missing more than three class periods will negatively impact your final
grade. Class periods are short so you need to be on time and prepare to
stay. If you come late or leave early, it may count as an absence. In
order to promote a fair environment for all members of this course, I am
bound to uphold the attendance requirement equally for everyone.
Therefore, please understand that I cannot give you special dispensation.
COMM 3503: Message Design
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On the other hand, if you make this course a priority in your academic
career, I want acknowledge your efforts by rewarding you. If you have
perfect attendance, you will receive a bonus at the end of the semester
of 15 extra points toward your final grade. If your grade is “on the
bubble,” this reward may be your best opportunity to make a higher
grade.
GRADING
METHODS &
PROCEDURES.
DEADLINE
POLICIES:
ACADEMIC
HONESTY:
I assign letter grades (with +'s and -'s) to each assignment and then
determine your final grade at the end of the term by calculating your
grade point average. Exams: I operate on a system that assigns A's to
those with 90% and above, B's to those in the 80% range, C's to those in
the 70% area, D's to the 60%ers and F's to anyone below 60%. Other
Work: A grade of "C" means you are accomplishing the assignment by
meeting my basic expectations. A "B" means that your work shows
mastery of the material, but you are not successfully using the material
in your application or may be missing important details. An "A" reflects
both thorough understanding of the material and creative/insightful use
of the material. Grades below "C" indicate problems with both concepts
and application of those concepts. Please COME SEE ME if you receive
an "F" on an assignment!
I expect work to be turned in on at the beginning of class the day the
assignment is due. However, I understand that there are times when
something prevents you from being able to fully complete a written
assignment on time. Thus, I offer a 1-week grace period beyond the
deadline on the written assignments. Papers: Papers turned in within
one week of the due date will receive full credit but no comments, oral
or written. However, if the paper is not turned in by the beginning of
class one week after the due date, I won't accept it. Speeches and
Presentations: Oral presentations must be delivered on the day
scheduled. Baring a full-blown emergency, make-ups will not be granted.
Not being ready does not constitute an emergency.
Exams: Missing an exam is serious and will put you in jeopardy of failing
the course. Please make arrangements with me in advance if you cannot
make a scheduled exam for an appropriate reason.
Dishonesty in any form (cheating on a test, plagiarism, etc.)
will automatically result in an "F" on that assignment and, potentially,
additional actions. In particular, any material from other sources used
in your papers should be referenced in an appropriate manner. Your
work should be your own. Work will be turned in via the Discovery page
where it will be subject to review by plagiarism program software.
COMM 3503: Message Design
DISABILITY
STATEMENT:
CLASS
DISCUSSIONS:
ASSIGNMENTS:
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If you have, or think you may have, a disability (including an ‘invisible
disability’ such as a learning disability, a chronic health problem, or a
mental health condition) that interferes with your performance as a
student in this class, you are encouraged to arrange support services
and/or accommodations through by working with the capable staff in the
Academic Success and Advising Center in Williams Hall. You can email
them at success@northwestu.edu. Disability-based adjustments to
course expectations can be arranged only through this process.
I am looking forward to lively and interesting discussions and will do my
best to encourage them. For your part, I request that you keep up on the
readings and that you come to class each day prepared to engage in
discussion. Come to class with an opinion (or opinions) about the
readings and be prepared to take positions in class discussions and
debates. I expect everyone to talk intelligently about the readings.
See the schedule for specific due dates for all assignments.
Message Design Assignments: In each of these assignments you will get a
chance to apply your knowledge of message design by creating a real-world
message. But there’s a catch: We will not talk in great detail in class about how
to design these messages. We won’t focus on “how to” instruction in this
course. Instead, these assignments will ask you to apply the concepts you have
learned in class to figure out for yourself what constitutes a “good” message.
Each of these four assignments will consist of two portions: 1) the message
itself (see below) and 2) a 2-page strategy paper, unless otherwise noted. Your
goal in this strategy paper is to explain your reasoning. Use this paper to
demonstrate your mastery of the course concepts and to explain how your
message effectively applies the concepts we’ve covered in class. Your grade
will reflect your performance of the message and the strategy paper.
1. Selling your skills in an interview. You will create a short message
in a simulated job situation designed to sell yourself. You need to
convince your audience (a potential employer) that you are the right
person for the job in two to three minutes. Your peers will critique
your message so you may be able to perform better in future
interviews.
2.
Letter to editor. Here's your chance to take a public stand and
make a difference! You will write a persuasive letter to a newspaper
or magazine presenting your well-reasoned opinion on an important
contemporary public issue of your choice. These letters will actually
be sent!
3.
Mission Message. You will work together with several of your peers
in the class to analyze a mission statement in the university. Then
COMM 3503: Message Design
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you will construct a message that communicates the same ideas as
the mission statement using a different medium. You will present
your message to the class as a group to be critiqued.
4. Stump speech. Each of you will prepare a persuasive speech to be
given to your classmates. The goal of the speech is to convince us of
something – to change our minds and/or behaviors. On the day of
your speech turn in a one-page outline of speech and your strategy
paper.
Examinations: We will have three exams during the semester: two mid-term
exams and one comprehensive final. Each exam may consist of identification,
short answer and essay questions. Study guides may be provided prior to each
exam upon request. Each exam is worth 10% of your final grade.
Participation. There are two major elements of your participation in this class.
First, I expect you to come to class every day prepared to discuss the reading. I
will evaluate your contributions to class discussions based on your
demonstrated knowledge of the readings and your ability to apply those
readings (and other materials) to class discussions. You will be assessed each
day.
Second, there will be several short assignments throughout the semester that
will be graded on a +//- system. The most important of these assignments will
be your comments on the message assignments of your colleagues. Each of
you may be asked to provide written feedback on the résumés, letters, and
speeches of several classmates. I will be review that feedback and will evaluate
it based on its quality, professionalism, and usefulness.
Grading Structure:
Selling Yourself In an Interview w/ Strategy Paper
Letter to the Editor with Strategy Paper
Stump Speech with Strategy Paper
Mission Message with Group Strategy Paper
Exams
Participation
Grading Scale*:
A
AB+
B
BC+
940 – 1000
900 - 939
870 – 899
840 – 879
800 – 839
780 – 799
C
CD+
D
DF
730 - 779
700 - 729
680 - 699
630 - 679
600 - 629:
599 or below
15%
15%
15%
10%
30%
15%
COMM 3503: Message Design
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Course Schedule*
Date
Discussions and Learning
Monday, Aug. 27
Course Introduction and
Syllabus Review
Wednesday, Aug. 29
Defining Communication
Usefully
Friday, Sept. 31
Rhetoric and the Field of
Communication
Review Chapter 1
Observance of Labor Day
No Class Meeting
Becoming a Rhetorical Critic
Review Chapter 2
Monday, Sept. 3
Wednesday, Sept. 5
Friday, Sept. 7
Monday, Sept. 10
Wednesday, Sept. 12
Friday, Sept. 14
Monday, Sept. 17
Wednesday, Sept. 19
Friday, Sept. 21
Monday, Sept. 24
Using Evidence in Messages
Considering Audiences in
Message Design
Critiquing Persuasive
Messages
Strategically Designing a
Résumé
Critiquing persuasive Designs
Visual Communication
Performing Persuasive
Messages
Critiquing Rhetorical Messages
Friday, Sept. 28
Message Design and the
Medium
Mission Message Group Work
Monday, Oct. 1
Creating Effective Arguments
Wednesday, Oct. 3
Analyzing Arguments
Friday, Oct. 5
Exam # 1
Monday, Oct. 8
Reading Day
Wednesday, Oct. 10
A Speaker’s Ethos
Friday, Oct. 12
Using Language Effectively
Monday, Oct. 15
The Power of Metaphors
Wednesday, Oct. 17
Structuring an Argument
Wednesday, Sept. 26
Assignments & Readings
Review Chapter 4
Review Chapter 8
Review Chapter 12
Due: Interview Intro Videos &
Strategy Paper
Review Chapter 11
Review Chapter 5
No Class Meeting
Review Chapter 10
Review Chapter 7
Review Chapter 6
COMM 3503: Message Design
Friday, Oct. 19
Organizing a Message
Monday, Oct. 22
Speaking about Public
Problems
Wednesday, Oct. 24
Message Analysis
Friday, Oct. 26
Mission Message: Group Work
Monday, Oct. 29
Effective Speaking
Wednesday, Oct. 31
Message Challenges
Friday, Nov. 2
Narrative Form
Monday, Nov. 5
Wednesday, Nov. 7
Utilizing Narrative For
Effectively
Exam # 2
Friday, Nov. 9
Group Presentation Preparation
Monday, Nov. 12
Observance of
Veteran’s Day
Friday, Nov. 23
Mission Message
Presentations
Mission Message
Presentations
Mission Message
Presentations
Outlining Effective Public
Rhetorical Messages
Thanksgiving Holiday
Monday, Nov. 26
Message Analysis
Wednesday, Nov. 28
Stump Speeches
Friday, Nov. 30
Stump Speeches
Monday, Dec. 3
Stump Speeches
Wednesday, Dec. 5
Stump Speeches
Friday, Dec. 7
Stump Speeches
Monday, Dec. 10
Reviewing Message Design
Wednesday, Nov. 14
Friday, Nov. 16
Monday, Nov. 19
Wednesday, Nov. 21
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Due: Letter to the Editor,
Original Article &
Strategy Paper
Review Chapter 3
Review Chapter 9
No Class Meeting
Due: Artifact &
Group Strategy Paper
No Class Meeting
Due: Speech Outline &
Strategy Paper
The final in this course is scheduled for Friday, December 14, 10:30A-12:30P.
*This class may be tailored to fit the level of experience of class members. Accordingly, the
schedule may be revised as we go along. If it is revised, I will post a new schedule on Discovery.
Bold lettering indicates important due dates and/or meeting locations.