COM 413. Public Opinion, Propaganda and Mass Media.
Cal Poly Pomona.
FALL 2013
Tuesday / Thursday. 3-4.50 pm. Room 6-227
Instructor: Mariusz Ozminkowski, Ph.D.
Office Bldg. 1-307. Telephone: 626-799-5834. E-mail: mozminkowski@csupomona.edu
Office hours: TTh 1:30-3pm and MW 1-2 pm. Web: www.ozminkowski.com/propaganda.html
Required Text:
Jowett, Garth S. and O’Donell, Victoria. Propaganda and Persuasion 5th Edition. Sage.
Additional reading list (required and/or recommended) can be found on the website/blackboard.
University catalog: Techniques of sociological and political persuasion, mass media and public opinion in the
United States; developments in international propaganda. Integrates disciplines of sociology and political science in
application to operation of communication and communications media in society.
Course Objectives. Upon successful completion of this class, the student should be able to:
1. Identify, describe, and explain major concepts in the studies of public opinion, propaganda, persuasion, and
mass media.
2. Recognize, understand and analyze the processes underlying public opinion and propaganda, exemplifying
these with reference to significant historical and current events.
3. Identify, understand, apply and critique a variety of qualitative and quantitative techniques for measuring
public opinion.
4. Understand interdisciplinary character of the course subject.
5. Outline contributions to our understanding of propaganda and public opinion of research from the fields of
communication, mass media, social psychology, political science, and sociology.
6. Understand, exemplify and critique the interrelationships between propaganda, public opinion, media
institutions, the market, political influence and power.
7. Understand and discuss ethical conventions that proscribe the misuses of propaganda and manipulation of
public opinion.
Structure of the Course: The first part of the course focuses on public opinion, its formation and impact on public
policy. In the second part we turn to propaganda attempts at modifying/changing public opinion. And the last third of
the quarter will be spent mostly on your own observations and analysis of propaganda and the role of the media.
Principal Assessment Criteria
1. Demonstration of understanding of course texts, lectures and class discussions.
2. Ability to go beyond course texts, lectures, and discussions in using and applying additional sources.
3. Ability to apply course concepts and theories to specific instances of propaganda practice and public opinion
formation.
4. Ability to critically evaluate relevant concepts, data and theories.
5. Skills of analysis and presentation in collaborative work, both oral and written, including skills of accuracy in
representation; clarity of concept, structure and articulation; freshness and originality.
Assessment Weighting
“Thought letter” Public Opinion 2 x 10
Final group project (paper + presentation)
Midterm examination
Final examination (cumulative)
Other activities
TOTAL
20 points
100 points
100 points
100 points
up to 80 points
up to 400 points
Grading: A = 100-94 percent, A- = 90-93, B+ = 89-87, B = 86-84, B- = 83-80, C+ = 79-77, C = 76-74,
C- = 73-70, D+ = 69-67, D = 66-64, D- = 63-60, F = 59 and below.
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Class Rules:
Reading: All reading assignments must be completed before class meeting to facilitate class participation and
discussion. It is important students keep up with required reading (according to course schedule), even when the
reading may not be specifically covered in corresponding class. Further, you are recommended to read ahead, also,
so that you may find material that is likely to be of relevance to your dossier collection and your final group project.
Written assignments: All written assignments must be turned in ON or BEFORE due dates. Written assignments
must be typed, double-spaced, font no larger than 12 pt, margins 1” Stapled! Late assignments will be penalized.
Please, do not email assignments unless specifically requested to do so.
Attendance and participation: This is a skills-based course and your attendance and participation is of utmost
importance. Therefore, it is expected that you will attend each class and remain for the entire class period. Poor
attendance will affect your final grade.
ASSIGNMENTS
Midterm Examination (100 points) and Final Examination (100 points)
Both examinations will take the form of a conventional exam, made up of a list of short-question and/or multiplechoice questions. A review for the examinations will be given in class (and/or as a handout). There will be no
provision for substitute tests or examinations without exceptionally strong and documented cause.
“Thought letters” (20 points)
As part of the requirements for this course, you will write two “thought letters” in which you will explore your
responses to questions or problems regarding the ‘public opinion part’ of the course. The topics will be assigned
during lectures/discussions. The “letter” should be about 2 double-spaced typed pages (400-500 words). You will
have a week to complete your “letter.” A thought letter is the kind of idea-exploring letter that you might write to a
friend or a colleague when wrestling with a new problem. The purpose of the “letters” is to stimulate thinking about
issues, questions, and problems raised by your study of public opinion.
Final Group Project (Paper and class presentation = 100 points)
Final Group Project is a written report and class presentation in which you will need to analyze in depth a specific
instance of media propaganda in relation to persuasion and the formation or manipulation of public opinion, applying
what you have learnt from course texts, lectures and discussions.
Main components of the Final Group Project
A. Selection. For the project you should select an event that best epitomizes the manipulation of public opinion
through the use of the mass media. Current or historical (do not use case studies covered by the text). Your topics
must be approved by me.
B. Project Report. 10-page, double-spaced project report due on the last day of class.
This part should include the following:
1. Detailed description of the event, including the role of the mass media (approximately 2-3 pages);
2. Description and explanation of any necessary background and related issues (the length of this section will
depend on the case you have chosen);
3. Detailed analysis of the use of propaganda in the case, guided but not necessarily determined by the
framework provided in the Propaganda book. This section should illustrate your understanding of public
opinion, propaganda and persuasion concepts and theories and your ability to apply them to the dynamics of
your case (approx. 4-5 pages);
4. Critical assessment of the factors contributing to either the success or failure of the event (approximately 2-3
pages);
5. A bibliography with a minimum of 7 and a maximum of 20 sources.
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C. Project Summary. 1-page, single-spaced project summary or abstract to be distributed in class on the day of the
presentation. Include propaganda techniques.
D. Presentation. 20-minute group presentation covering the critical aspects of your project report, followed by class
discussion You can make this presentation as creative and persuasive as possible using props such as video and
film clips, slides, artifacts, etc. Presentation dates will be arranged during the last two weeks of the quarter, to be
notified.
Group work organization
Each group will assign a secretary who will be responsible for keeping a record of each group meeting and turning in
a brief report after each meeting (a couple of paragraphs) to be emailed to me. The report will include the
following: (1) attendance, (2) action taken, (3) assignments made, (4) assignments completed
Project Grades
Project grades for individual group members will be determined by me with input from group members via a secret
ballot.
Other assignments: Quizzes, short papers, propaganda examples, etc. (10-20 points each, up to 80 points).
COURSE SCHEDULE.
Week
Dates
Topics/assignments
Th 9/26
Introduction to the Course
TTh 10/1, 3
Public Opinion, Propaganda and Mass Media
(Jowett & O’Donnell: Chapter 1)
2
TTh 10/8, 10
Public Opinion Formation.
3
TTh 10/15, 17
Propaganda Through the Ages. Propaganda Institutionalized
(Chapters 2-3)
4
TTh 10/22, 24
Propaganda, Persuasion, Psychological Warfare (Chapters 4-5)
T 10/29
Midterm Examination
Th 10/31
Final Project Ideas/Group meetings
6
TTh 11/5, 7
Framework for the Analysis of Propaganda (Chapters 6-8)
7
TTh 11/12, 14
Propaganda in Action (Chapters 6-8)
8
TTh 11/19, 21
Group Presentations
T 11/26
Group Presentations
Th 11/28
THANKSGIVING / campus closed
10
TTh 12/3, 5
Group Presentations. Course summary
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FINAL EXAM is Tuesday 12/10 @ 1:40 PM
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