PUBLIC RELATIONS IN THE DIGITAL AGE - 2023/4
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 strategies and tactics in public relations. 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 module.
MUIR Robyn (Sociology)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 6
JACs code: P210
Module cap (Maximum number of students): N/A
Overall student workload
Independent Learning Hours: 106
Lecture Hours: 11
Seminar Hours: 11
Guided Learning: 11
Captured Content: 11
Prerequisites / Co-requisites
Indicative content includes:
- Theories and concepts in public relations
- Public relations in a networked age
- PR portfolios
|Assessment type||Unit of assessment||Weighting|
|Oral exam or presentation||GROUP PRESENTATION||30|
|Coursework||PUBLIC RELATIONS CAMPAIGN PORTFOLIO||70|
A recorded individual presentation - with the same briefs as the group presentation
The assessment strategy is designed to boost and develop students' employability.
The summative assessment for this module consists of:
A group public relations presentation
An individual public relations campaign portfolio consisting of students' own public relations campaign
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
Methods of Teaching / Learning
The learning and teaching strategy is designed to:
- Ensure students understand the role of public relations and consumption in society
- Introduce students to a range of theoretical perspectives in the consumer society
- Encourage students to understand public relations strategies and tactics
- Encourage critical assessments of public relations campaigns in the consumer society
The learning and teaching methods include:
- 11 x 2 hour interactive sessions engaging with core concepts and approaches to public relations
- Ongoing development of assessments 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.
Upon accessing the reading list, please search for the module using the module code: 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 2023/4 academic year.