Course: MAC 415 POLITICAL COMMUNICATION (2 Credits-Compulsory)
Course Duration: Two hours per week for 15 weeks (30 hours) as taught in the
2011/2012 session
Lecturer: Azeez, A.L;
Ph.D Communication Studies (UK);
M.Sc. Mass Communication (Lagos);
M.A International Law and Diplomacy (Lagos);
B.Sc. Mass Communication (Lagos);
NCE Language (Ilesha).
Department of Mass Communication,
Faculty of Communication and Information Sciences,
University of Ilorin,
Ilorin, Nigeria.
E-mail:
azeez_ogo_oluwa@yahoo.com
azeez.al@inilorin.edu.org
Office Location: Ground floor, Room3, Educational Technology Centre,
University of Ilorin, Ilorin Nigeria.
Consultation Hours: Thursday, 12- 4PM
Course Content
Classic works and fresh trends in political communication. Political organization,
electoral and legislative processes, civic engagement, media and politics, public
deliberation and opinion formation, political identity and discourse.
Course Description
The course will examine the relationship between the mass media and political
processes. It will offer a critical review of key aspects of contemporary theory and
research in political communications, with a particular emphasis on how and the extent
to which political communication influence individuals’ electoral behaviours. It will,
therefore, examine a range of interconnected issues concerning the politics/mass media
relationship: media and political influence, political marketing and branding, news
management and political advertising, celebrity politics, political reporting, the 'crisis'
of current civic communications and journalism, media and war. It will expose
students to key theories in comparative political communications research and the crisis
in public service broadcasting and civic communications, revisiting contemporary
debates on the relationship between the media and the public sphere and examining the
role of political journalism in stimulating public debate and its potential contributions
to democracy.
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Course Justification
The course aims at examining the relationship between the mass media and political
communication. It intends to provide students with insight into the roles of the mass
media in political process. The course will supply students with new information on
the actors and institution and their roles and motivations, as well as providing students
with insights into new key concepts, issues and debates within the field.
Course Objectives
At the end of the course, students will be able to:
1. Understand the interrelationships of the media, political campaigning and
electorate;
2. Understand the impact of media coverage and persuasive appeals on image and
issue voting, political participation and socialization;
3. Appreciate the roles of the media in governance and political processes;
4. Understand the media as an integral institution of political party and
governance;
5. Appreciate the importance of political information as necessary condition for
civic engagement;
6. Familiarize with the roles of marketing in promoting politicians and government
policies.
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Course Requirements
At the end of the course, student will be able to:
1. Full participation in all course activities is a core determinant of over all
performance. Students are therefore expected to attend all class lectures and
practical sessions, partake in all class discussions, quizzes, individual/group
assignments and the mid-semester tests.
2. A minimum of 75% attendance qualifies students for writing the end of
semester examination on this course.
3. Lateness to class should be avoided as much as possible.
4. All written assignments must be word processed and sources consulted properly
cited.
5. Deadlines should be strictly observed. Late assignments will attract penalties.
6. Each student is expected to have a personal e-mail account into which course
information may be sent by the lecturer.
7. It is compulsory for all students to participate in all the practical sessions.
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Methods of Grading
Students’ final grades will be evaluated based on all course activities broken down as
follows:
Criteria
Practical
Online participation
Participation in class
Tests
Final examination
TOTAL
Score (%)
20
5
5
10
60
100
Course Delivery Strategies
To achieve the objectives of this course, the lecturer will make use of the traditional
face to face mode of class room teaching. To enhance knowledge gained in the class
room, the class will also go on a tour of a local radio station so as to have a feel of
broadcasting as it is practiced on the field. Students are expected to participate in the
online discussion
Week 1: Course overview & Introduction to Theoretical Framework of Political
Communication
Objective
This session gives the students a general overview of the course. Also students will be
introduced to students to some basic concepts and theories in political communication.
Description
First hour
Introduction of the course
Politics in the Age of Mediation
Political Objects, Political Processes, Political Events and Memory
Politics, Democracy and the Media
Convergence of Media Systems and Political Communication
Second Hour
Politicians and the Press: an Essay on the Role relationships
Uses and Abuses of the Media by the Political Elite
Theories of Media Power
Political Media Practice
Study Questions
1. In your journalistic view, critically explain the role of the media in politics.
2. Highlight the different political media practices in the Nigeria society
3. Identify 5 various ways politicians wrongly make use of the media
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4. In clear terms, state the different crises that could erupt through public
communication
5. Write an essay of not more than 500 words on the topic politicians and the press
Reading List
1. Blumer1, J.G. and Gurevitch, M. (1995) The Crisis of Public Communication.
London: Routledge. Chapter 1.
2. Davis4 , A. (2007) The Mediation of Power: A Critical Introduction. London:
Routledge. P. 37-73
3. Louw2, E. (2005) The Media and Political Process. London: Sage. P. 59
4. McNair4, B. (1995) An Introduction to Political Communication (2nd Edition).
London: Routledge . P. 3 -16
5. Herbamas4, J. (1989) The Structural Transformation of the Public Sphere.
Cambridge:
Polity Press.
6. Schudson4, M. (1995) The Power of News. London: Cambridge University
Press. P. 204
Week 2: Political Communication and Mediated Politics
Objective
This week’s lecture aims to familiarize students with the various journalistic forms of
political communications. At the end of the week, students will also be able to display
adequate knowledge of
Description
First hour
Ideal Journalism and Invisible Power
Editorial Pressures, Risk Reduction and the Restriction of Journalist Practices
Second Hour
Proxy Fourth Estate Journalism in Political Communication
Journalist Practices and Mobilization of Bias in Public Discourse
Mediated Power and Elite Source-Journalist Relations
Study Questions
1. Identify some ideal journalistic powers in engendering effective public
communication
2. Justify the role of journalism in the mobilization of bias in public discourse.
3. Explain in good words “the media as the fourth estate of the realm”
4. What do you understand by editorial pressure.
5. What is the role of news an television adverts on campaigns?
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Reading List
1. Davis4 , A. (2007) The Mediation of Power: A Critical Introduction. London:
Routledge. P. 37-73
Week 3: Influencing the News Media
Objective
This session explains how those in positions of power use and influence media in their
everyday activities.
Description
First Hour
Influencing Journalistic Norms and Routines
Manipulating Access
Manipulating News Assignments
Second Hour
Media Competition
Prepackaged News- Pseudo-Events, News Feeds, Prepared Editorial
Political Pressures
Study Questions
1. Critically analyze the ways the media can be manipulated in achieving political
objectives.
2. What is media competition? Identify the different ways politics engender media
competitions.
3. Explain in clear views the role of news scoring political points
4. State some ways news can be manipulated to boost the image of a candidate
5. identify and explain a scenario where journalistic norms and routine has been
influenced in Nigeria
Reading List
1. Jamieson, K.A., Campbell, K. K. (1992) The Interplay of Influence: News,
Advertising, Politics, and the Mass Media. Belmont, California: Wadsworth
Publishing Company. P.98-120
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Week 4: Mediated Politics and Effects
Objective
This session will look at the theoretical explanations for how media are used to have
effects on the opinion and behaviors of people that are the target audience of political
communication. We will look at major issues such as:
Description
First Hour
News Influence on Political Elites: From Media Effects to Mediation and the Social
Construction of Issue Agendas
Politicians, News and Issues Agendas
News and Reporters as Political Process Catalysts
Second Hour
Media Audience and Effects
The Effects of Political Communication
Political Communication Effects:
Study Question
1. Why do you think reporters are regarded as political catalyst
2. Identify and explain some effects of political communication
3. Name some key media audience
4. Discuss the Impact of Mass Media and Personal Conversation on Voting
5. Critically anayze the relationship between Politicians, News and Issues Agenda
Reading List
1. Esser4, F. and Pfetsch (ed.) (2004) Comparing Political Communication: Theories,
Cases, and Challenges. Cambridge: Cambridge University Press. ISBN 0-7619-4084-7
2. Davis4 , A. (2007) The Mediation of Power: A Critical Introduction. London:
Routledge.
3. McNair4, B. (1995) An Introduction to Political Communication (2nd Edition).
London: Routledge
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Week 5: The News Media as a Political Institution
OBJECTIVE
This session is aimed at describing the function of the media as a political institution.
Description
First hour
Institution
The Media as an Institution
Second Hour
The Media as an Institution in Terms of the Politics of Communication
Media as a political institution
Study questions
1. What is an institution
2. What Kind of Political Institution is the Media?
3. Describe the media as an institution in terms of politics of communication
4. in Terms of Procedures, Routines and Assumptions, justify the media as an
institution
5.
Reading List
1. Cook1, T. E. (2005) Governing With The News: The News as a Political
Institution. Chicago: The University of Chicago Press.
Week 6: Political Influence of Media Institution
Objective
This week’s lecture seeks to examine the political influence of media as an institution
Description
First Hour
The Media as Political Actors
Bias and Impact in Political Communication
Second Hour
Concept of Official News in Political Communication
Negotiation of Newsworthiness
Study Questions
1. The media is a true political actor in this present dispensation. What is your
take?
2. What do you understand by official news in political communication
3. Why is it important to negotiate news in a political atmosphere
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4. Critically examine the ways the media was influenced during the April, 2011
Presidential election, using the Goodluck/Sambo political campaign group.
5. Describe the concept of official news.
Reading List
1. Cook1, T. E. (2005) Governing With The News: The News as a Political
Institution. Chicago: The University of Chicago Press.
2. McNair4, B. (1995) An Introduction to Political Communication (2nd Edition).
London: Routledge.
Week 7: Government by Publicity- Theory and (American President) Practice
Objective
We shall be taking a look at the theory and practice of a system of government through
publicity.
First Hour
News making as Policy making
Words as actions
Second Hour
Setting agenda
Persuasion (Dramatizing and Sensationalizing Content)
Newsmakers in Government.
Study Questions
1. What do you understand by agenda setting
2. Justify in clear view the media as an agenda setting agent
3. Evaluate the coverage of the insecurity in Nigeria within last one month by one
national newspaper in Nigeria.
4. Identify an issue currently heating in the Nigeria polity, and explain the examine
the role of the media in its present state.
Reading List
Cook1, T. E. (2005) Governing With The News: The News as a Political Institution.
Chicago: The University of Chicago Press. P63-119, 120-140.
Jamieson1, K.A., Campbell, K. K. (1992) The Interplay of Influence: News,
Advertising, Politics, and the Mass Media. Belmont, California: Wadsworth Publishing
Company. P.62-93
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Week 8: Spin and News Management
Objective: here, the objective is to enable students gain further understanding of the
power of the media has in communicating various political policies.
Description
First hour
Spin-doctoring- The Art of Political Relations
Selling Politicians and Creating Celebrity
Selling Political Policies and Beliefs
Selling War/Selling Peace
Political Public Relations
Second hour
Selling Political Policies and Beliefs
Selling War/Selling Peace
Politics, Propaganda and the Media
STUDY QUESTION
1. Describe the concept of spin-doctoring as an art of political relations
2. What is political public relations
3. Analyze the functions role of public relations in constructing the positive image
of a politician.
4. What is propaganda? Highlights the effects of propaganda in a political process
5. Analyze the role of the media in the context of Selling Peace
Reading List
1. Louw2, E. (2005) The Media and Political Process. London: Sage.
2. Davis4, A. (2002) Public Relations Democracy. Manchester: Manchester
University Press.
Week 9: The Americanization of Politics
Objective
It is expected that students, by the end of this week, will understand how political
communication has been americanized.
Description
First Hour
Americanization and Globalization
Political Communication Messages
Politics: Image versus Substance
The Goals of Image Making
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Second Hour
News Control; Getting the Messages Across
Press Relations
News and Power in America: The Ideal versus the Reality
Images and Issues in the American Democratic Primaries and Voting
Study Questions
1. Highlight some techniques of image making
2. Differentiate between image and versus
3. What Comes First: Apathy or Disinformation
4. What are the significance of image making as it relates to the mass media
5. Describe politics of illusion using the Nigerian context
Reading List
1. Esser4, F. and Pfetsch (ed.) (2004) Comparing Political Communication:
Theories, Cases, and Challenges. Cambridge: Cambridge University Press.
P.25-41 ISBN 0-7619-4084-7
2. Bennet1, W.L. (1996) News: The Politics of Illusion (3rd Edition). New York:
Longman. 71-195
3. Howard1, P.N. (2006) New Media Campaigns and the Managed Citizen.
Cambridge: Cambridge University Press. P.43
4. Levine2, M. A. (1992) Presidential Campaigns and Elections: Issues, Images
and Partisanship. Illinois, Peacock Publishers Inc. P.169
Week 10: Political Campaigns and the Media
Objective
This week aims to thoroughly look at the important roles of the media in political
campaigns, by critically looking at the power of the various media channels.
Description
First Hour
Application of the Marketing to Political Campaigning
The Media Campaign: Personal and Issue-based Imagery
Campaigning in Television Age
Campaign News Strategy
Politics of Campaign –Media Interaction
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Second Hour
Campaign Themes: Characters, Issues and Images
Varieties of Campaign Themes
Images and Issues in Political Campaigns
The Debate Over Issue Voting
Study Questions
1. Design a political campaign theme for a governorship aspirant in your state
2. Justify the need for the application of marketing in selling a political message to
the targeted audience
3. What are the basic elements needed to carry out a campaign in a television
channel
4. Critically analyze some issues existing in the contemporary era in Nigeria
5. Discuss some of the issues evolving from voting
Reading List
1. Cook1, T. E. (2005) Governing With The News: The News as a Political
Institution. Chicago: The University of Chicago Press. P63-119, 120-140.
2. Jamieson2, K.A., Campbell, K. K. (1992) The Interplay of Influence: News,
Advertising, Politics, and the Mass Media. Belmont, California: Wadsworth
Publishing Company. P.62-93
Week 11: Political Campaigns and the Media (Contd)
Objective
The objective of this aspect of political campaigns and the media is to look at the
power of the media in branding the political candidates and propagating their ideologies
in an acceptable way to the targeted audience.
First Hour
Candidate Imagery in the Democratic Race
Presidential Debate: Last Chance for Campaign
Party Political Communication: Advertising
Second Hour
Party Political Communication: Political Public Relations
Politics and Negative Campaign/Advertising
Coping with Negative Advertising
The Dialogue of Televised Democracy; Campaign and Sound bites/Puffery
Political Parties Branding
Campaign News making and Reporting
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Study Questions
1. What are the important techniques to be applied in a last chance presidential
campaign, in order to get the support of the voters
2. What are the steps involved in managing negative campaign adverts
3. Why should a candidate’s image be well managed in a democratic era
4. Identify the important methods of branding a political party
5. Explain advertising a one of the important tool of political party communication
Reading List
1. Levine2, M. A. (1992) Presidential Campaigns and Elections: Issues, Images
and Partisanship. Illinois, Peacock Publishers Inc.
2. McNair4, B. (1995) An Introduction to Political Communication (2nd Edition).
London: Routledge. P. 93-155
3. Arterton1, F.C. (1984) Media Politics: The News Strategies of Presidential
Campaigns. Toronto: Lexington Books. P.30-65
4. Jamieson2, K.A., Campbell, K. K. (1992) The Interplay of Influence: News,
Advertising, Politics, and the Mass Media. Belmont, California: Wadsworth
Publishing Company. Chapter 11
Week 12: Electoral Mobilization and Political Culture
Objective: at the end of this lecture, students will be armed with adequate knowledge
of the effect of the media in political mobilizations.
Description
First Hour
Political Mobilization
Essence of Political Mobilization
Roles of the Media in Political Mobilization
Second Hour
Three Distinct Levels of Political Disillusionment or Disenchantment
What is Political Culture
Media and Political Socialization
Study Questions
1. Explain the concept political mobilization
2. Why is political mobilization important
3. Identify and explain the effect of the media on political mobilization
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4. What is political culture
5. Relate the impact of the media and political socialization
Reading List
1. Blumer1, J.G. and Gurevitch, M. (1995) The Crisis of Public Communication.
London: Routledge. Chapter 1.
Week 13: Political Communication and New Media
Objective
The aim of this topic is to examine the influence of the various evolving media
channels in political communication.
First Hour
The Transformation of Political Communication
Digital Democracy in Theory and Practice
Benefits and Limitations of New Media Technology for Political Communication
Second Hour
Political Communication and the Open Information Market
Perils of Virtual Democracy
Organizational Communication in the Hypermedia Campaign
Study Question
1. What are benefits and Limitations of New Media Technology for Political
Communication
2. The Transformation of Political Communication as it relates to leadership
3. Describe the word hypermedia, and state its relationship to the production of
public opinion
4. Analyze the effect of information communication to the emergence of President
Goodluck Jonathan, as it relates to the social network of facebook.
5. What are the possible dangers of virtual democracy
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Reading List
1. Bennet1, W.L. (1996) News: The Politics of Illusion (3rd Edition). New York:
Longman. P.218
2. Howard2, P.N. (2006) New Media Campaigns and the Managed Citizen.
Cambridge: Cambridge University Press. P. 36, Chapter 4&5
WEEK 14: TEST
WEEK 15: This week basically focuses at reviewing all the topics done in then past
weeks, hence allowing students to ask questions on topics they have challenges with.
Revision Questions
1) Liberal democracy is built on the principles of active participation, informed
citizenry and freedom of expression. Critically analyze the roles of the
traditional and new media of communication in upholding or undermining these
principles in modern liberal democracies.
2) Explain the various journalists – politicians/government relationships that can
exist in an ideal democratic regime.
3) Identify the various ways political parties use the mass media in an age of
universal suffrage and mass electioneering.
4) What is your view on the effectiveness of political communication in changing
electorates’ attitudes and opinion, citing relevant theoretical developments and
research evidence to support your view.
5) Political communication in modern democracy is nothing but an act of
calculated strategy of distraction and deception. Analyze this assertion with
examples and descriptions of Nigerian political actors’ behaviours and
activities.
6) Is Public Relations an illegitimate and unethical form of communication in our
modern democratic media system?
7) Critically evaluate the concept of public sphere and the roles of the Nigerian
broadcast media in providing an ideal public sphere as envisioned by Habermas.
8) President Goodkuck Jonathan has not less than 3,500 Facebook friends with
whom he communicates directly almost on daily basis. President Barack Obama
raised millions of Dollars through the internet during his electioneering
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campaign in 2008. Discuss these instances in relation to the claims that new
media technologies enhance democracy.
9) Relate commercial advertising to political advertising and explain the various
forms of political advertising you know.
10) Describe the word hypermedia, and state its relationship to the production of
public opinion
11) Analyze the effect of information communication to the emergence of President
Goodluck Jonathan, as it relates to the social network of facebook.
12) What are the important techniques to be applied in a last chance presidential
campaign, in order to get the support of the voters
Reading List
1. Philip4 M. Taylor(1992) War and the Media: Propaganda and persuasion in the
Gulf War. Manchester: manchester University Press. P. 6-10
2. James2 P. Winter(1992) Common Cent: Media Potrayal of the Gulf War and
Other Events. Montreal: Black Rose Books. P. 40, Chapter 3
3. Howard2, P.N. (2006) New Media Campaigns and the Managed Citizen.
Cambridge: Cambridge University Press. P. 36, Chapter 4&5
4. McNair4, B. (1995) An Introduction to Political Communication (2nd Edition).
London: Routledge. P. 93-155
5. Jamieson2, K.A., Campbell, K. K. (1992) The Interplay of Influence: News,
Advertising, Politics, and the Mass Media. Belmont, California: Wadsworth
Publishing Company. P.62-93
6. Levine2, M. A. (1992) Presidential Campaigns and Elections: Issues, Images
and Partisanship. Illinois, Peacock Publishers Inc. P.169
Key:
1. Available in the University Library
2. Available in local bookshops
3. Available on the web
4. Personal collection
5. Departmental library
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