77763 - Poltical Communication and Electoral Marketing

Learning outcomes

The course focuses on the relation between the political system, the media system and the electoral marketing strategies of political actors.

At the end of the course, the students

- are aware of balances or power behind information flows involving political actors, media and citizens;

- are able to identify the role of the media in the functioning of contemporary democracies, also in comparative terms;

- know the specific nature of various channels through which citizens and politicians communicate and interact;

- master the different communication and marketing techniques to gain and maintain consensus during the election campaigns;

- evaluate in a critical way the effects of electoral campaigns and mass media on political participation and voting

Course contents

The course is organized with a part of lectures taught online on MS TEAMS (20 hours) and another taught in presence (20 hours). The number of students allowed in class is determined on the basis of class capacity and by the health and safety provisions that deal with the pandemic emergency. In case more students want to attend classes in presence than permitted by the rules, a system of shifts will be organized so to allow students to participate. Regardless of the health-related conditions and the specific organization of the course, students will be able to follow the lessons of the entire course remotely on MS TEAMS.

The following topics will be addressed: Citizens, political information and the mass media; political and electoral marketing; how to devise and implement political communication and electoral marketing strategies; political journalism; the mass media; the effects of political communication; public opinion polls; internet politics; transformations of election campaigns.

Readings/Bibliography

Grandi, R., Vaccari, C. (2013), Come si vincono le elezioni: Elementi di comunicazione politica. Roma: Carocci.

Bentivegna, S. (2015) A colpi di tweet. La politica in prima persona. Bologna: Il Mulino.

Cepernich, C. (2017), Le campagne elettorali al tempo della networked politics. Roma: Laterza.

 

Teaching methods

The course will be based mostly on taught classes, but will also feature in-depth sessions on issues suggested by the students. Students will also be involved in simulations of election campaigns or of contemporary national and international political events.

Assessment methods

90 minutes written exam. 50% of the grade will be based on multiple-choice questions or questions with short answers; the other 50% will be based on open-ended questions.

Teaching tools

Powerpoint presentations, screening of campaign materials and documentary films, and practical exercises, among which the simulation of an election campaign.

Office hours

See the website of Augusto Valeriani