PUBLIC RELATIONS IN THE DIGITAL AGE - 2021/2
Module code: SOC3081
The module addresses public relations as integral parts of
a consumer society, looking at how these play roles in our
lives on a daily basis and shape and resource our
decisions, from what food to buy, to what university to
study at. The module pays particular attention to public
relations in a digital age. Lectures address theoretical
accounts of the consumer society including resistance,
the role of cultural producers and gender in advertising.
The module also examines how state and private sector
public relations campaigns are increasingly multi-platform
and rapidly changing to meet the needs of a digital
society. Critical perspectives are fundamental to this
DAS Ranjana (Sociology)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 6
JACs code: P210
Module cap (Maximum number of students): N/A
Prerequisites / Co-requisites
Indicative content includes:
- Theories and concepts in public relations
- Public relations in a networked age
- Ethics in advertising and marketing Brands and branding
- PR portfolios
|Assessment type||Unit of assessment||Weighting|
The summative assessment for this module consists of:
A critical campaign analysis where students evaluate any public or private sector PR campaign using theories and concepts from the module.
A PR portfolio consisting of students' own campaign pitches, and design.
Formative assessment and feedback
- Students will be given feedback during class discussions.
- To introduce a range of theoretical approaches in public
- To critically explore the roles of these in the digital age.
- To critically analyse public relations campaigns.
- To create a public relations portfolio applying ideas from
|001||Conduct a critical analysis of public relations campaigns.||PT|
|002||Critically engage with a range of theoretical approaches in the field.||KC|
|003||Engage critically with public relations theories and concepts in a digital age.||KC|
|004||Produce a public relations portfolio.||PT|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Overall student workload
Independent Study Hours: 128
Lecture Hours: 11
Seminar Hours: 11
Methods of Teaching / Learning
The learning and teaching strategy is designed to:
- Ensure students understand the role of advertising, public relations and consumption in society
- Introduce students to a range of theoretical perspectives in the consumer society
- Encourage students to understand decisions in the advertising design process
- Encourage critical assessments of advertisements and campaigns in the consumer society
The learning and teaching methods include:
- 11 x 2 hour sessions consisting of lectures, discussion and the development and presentation of project work
- Ongoing development of group projects in coordination with feedback
- Reading and critical discussion
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Reading list for PUBLIC RELATIONS IN THE DIGITAL AGE : http://aspire.surrey.ac.uk/modules/soc3081
Programmes this module appears in
|Media and Communication BSc (Hons)||2||Compulsory||A weighted aggregate mark of 40% is required to pass the module|
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.