Materials and texts of PR WT-DKS-P-SPM
The subject acquaints students with various methods and tools of media research and with the principles of conducting media analyses. It is a workshop - it requires individual or group exercises during classes. It also requires preparing homework divided into groups - the results are presented by the groups during subsequent classes. Since the subject belongs to the group of exercises in the field of public relations, classes are conducted from the perspective of this discipline.
Media literacy - training in communication and media skills (making choices, critical and creative thinking). The medium is the message. Logosphere and iconosphere. Reading and its conditions. The specificity of comics as a form of communication. The basics of film language. The specificity of television as a medium. In the world of sounds - or about radio. Computer games and their impact on the human psyche. The Global Network and our way of thinking. Language and methods of expression in advertising.
The specificity of individual techniques of manipulating the recipient by the media. Manipulation of titles and leads, the so-called method red herring, keeping quiet about inconvenient information, publicizing unverified information, deliberate insinuations, invectives and fixing terms, the method of apparent authorities, promoting historical amnesia, using fear, aggression and sex, simulating objectivity and neutrality, mixing political postulates with the objectification of reality, the flattery technique.
Assessment methods: activity during exercises - analyzing texts, public affairs programs, reports (multimedia files), exercises at home - searching for and analyzing current journalistic materials illustrating the issues discussed in class, sources: press, radio, TV, Internet; individual or group work in the form of a project.
The aim of the classes is to teach students:
1. Conducting quantitative and qualitative media analyses using various media research methods;
2. Using media analysis tools available on the Polish market (thanks to the use of time options, free tests) and comparing the functionality of these tools;
3. Recognizing the mechanisms of the influence of media debate on public opinion;
4. Assessing the credibility of online sources of information;
5. Application of data and content analysis in public relations activities.
The following topics will be discussed during the classes:
1. Media research methods
2. Application of media research in public relations
3. Conducting a research project - from planning the research to preparing a report and practical application of research results
4. Desk research analysis - using available sources of information
5. Content analysis as a research method
6. Media monitoring tools
7. Discourse analysis as a research method
8. Data analysis as a research method
9. Data analysis tools
10. Media audience research and its use in the work of a PR specialist
11. Network analysis
12. Debate in the media and its impact on public opinion
13. Challenges in the analysis of Internet content and data
14. The market of research services for PR in Poland
15. New trends in media/PR research
(in Polish) E-Learning
(in Polish) Grupa przedmiotów ogólnouczenianych
Subject level
Learning outcome code/codes
Type of subject
Course coordinators
Term 2021/22_L: | Term 2022/23_L: | Term 2024/25_L: | Term 2023/24_L: | Term 2019/20_L: |
Learning outcomes
- recognizes basic manipulation techniques and their causes
- analyzes examples of manipulated messages in individual types of media
Student:
- defines concepts in the field of media monitoring _W
- uses concepts related to media discourse_W
- is able to conduct media monitoring on a given topic_U
- analyzes the results provided by media monitoring tools in terms of the usefulness of the content and contextual content _U
- draws conclusions based on the analyzed content, assesses their impact on the image of the entities being studied_U
- works effectively in a team_K
- formulates conclusions and judgments correctly and in a cultured manner_K
ECTS description:
Active participation in exercises: 15
preparation of materials for use during exercises: 15
group work: 10
conducting individual media monitoring: 20
total hours: 60
Number of ECTS: 60/30=2
Assessment criteria
EK no. 1:
- for a grade of 3 – has basic knowledge of interpersonal and social communication processes, their regularities and disruptions
- for a grade of 4 – can interpret interpersonal and social communication processes well and indicate their regularities and disruptions
- for a grade of 5 – can interpret interpersonal and social communication processes very well and indicate their regularities and disruptions, as well as effectively counteract manipulation
EK no. 2:
- for a grade of 3 – has basic knowledge of ethical principles and norms and is aware of manipulation mechanisms.
- for a grade of 4 – has well-organized knowledge of ethical principles and norms and a good understanding of manipulation mechanisms and methods of preventing their operation
- for a grade of 5 – has very well-organized knowledge of ethical principles and norms and a very good understanding of manipulation mechanisms and methods of preventing their operation.
EK no. 3:
- for a grade of 3 – is able to interpret media messages, but is only able to recognize basic attempts at manipulation and propaganda
- for a grade of 4 – is able to interpret media messages well and is able to recognize attempts at manipulation and propaganda, as well as to defend against most of them
- for a grade of 5 – is able to interpret media messages very well and is able to recognize all attempts at manipulation and propaganda, as well as to defend against them effectively
EK no. 4:
- for a grade of 3 – is able to prepare typical journalistic and publicistic texts while maintaining the basic principles of objectivity
- for a grade of 4 – is able to prepare typical journalistic and publicistic texts well while maintaining the principles of objectivity, avoiding reaching for basic methods of manipulation and propaganda
- for a grade of 5 – is able to prepare typical journalistic and publicistic texts very well, observing all principles of objectivity, while avoiding the use of manipulation and propaganda methods
EK no. 5:
- for a grade of 3 – is able to identify and use only basic sources of journalistic information
- for a grade of 4 – is able to identify and use various sources of journalistic information and use them in work, in order to verify and avoid basic methods of manipulation
- for a grade of 5 – is able to identify and use various sources of journalistic information and use them freely in work, in order to verify and avoid all methods of manipulation and propaganda
EK no. 6:
- for a grade of 3 – often applies to learned principles and assimilated legal norms in the field of general and professional ethics, but sometimes uses typical manipulation and propaganda methods at work
- for a grade of 4 – applies to learned principles and assimilated legal norms in the field of general and professional ethics, and does not use manipulation and propaganda methods at work
- for a grade of 5 – always applies to learned principles and assimilated legal norms in the field of general and professional ethics, and never uses manipulation and propaganda methods at work, having the skills to effectively combat them
EK no. 7:
- for a grade of 3 – sees moral problems and ethical dilemmas; is susceptible to manipulation methods, but does not use them in his work
- for a grade of 4 – notices moral problems and ethical dilemmas; is able to notice manipulation methods and act in accordance with the principles of professional ethics
- for a grade of 5 – always notices moral problems and ethical dilemmas; is able to effectively eliminate examples of manipulation and propaganda in his work and environment, and always follows the principles of professional ethics.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: