Media Campaigns

Catalog description

Credits 3. 3 Lecture Hours. COURSE OVERVIEW. Study of the principles and processes behind designing media campaigns across domains such as health, politics, human rights, advertising and/or the environment. Considers theory-driven planning, persuasive strategy, message execution and evaluation in mass and digital media contexts. Includes critical analysis of real-world campaign cases past and present alongside applied exercises in campaign design. Course content may feature campaign messages involving sensitive or controversial topics, examined to understand communication strategy. RELEVANCE AND APPLICATION. Builds professional competencies relevant to advertising, strategic communication, public relations, health promotion, political advocacy and nonprofit outreach. Develops skills in message targeting, audience analysis, media planning and persuasive evaluation necessary for roles involving campaign development or consultancy. Supports preparation for advanced coursework in communication strategy and reinforces civic literacy by enhancing the ability to interpret and assess persuasive messaging encountered in public life. DEEPENING UNDERSTANDINGS. Considers how effective campaign messaging requires more than creativity, demanding ethical reasoning, audience insight, emotional appeal and theoretical grounding. Expands understanding of how persuasive appeals can operate differently across issues and identities, encouraging reflection on both intended and unintended effects. Frames media campaigns not only as tools for influence but also as cultural artifacts that reveal public priorities, fears and beliefs. TOPICS AND THEMES. May include study of campaign theory and history; message design and persuasive appeals; audience segmentation and targeting; media channel strategy across television, radio, print and digital platforms; evaluation of campaign effectiveness; social marketing and public health initiatives; political and issue advocacy; environmental and safety campaigns; crisis communication and public service announcements. Examples may draw from domestic and international cases and include campaign content that is emotional, graphic and/or politically charged, used for promoting informed, critical analysis. Prerequisite: Junior or senior classification or approval of instructor.