99981 - COMUNICAZIONE SOCIALE PER LE ONG

Learning outcomes

The aim of the course is to provide the essential elements of the practice / technique of social communication with reference to Non-Governmental Organizations (NGOs) active in the context of International Cooperation. The course aims to provide the theoretical framework of the concept of social communication as well as the analysis of some communication campaigns of NGOs on the following topics: advocacy, promotion and protection of human rights, awareness of environmental sustainability, fundraising, civic participation, and Volunteering. At the end of the course the student is able to: 1. know the different approaches of the social sciences to the study of social communication; 2. know the main definitions of social communication concerning the actors of the Civil Society; 3. analyse and interpret the contents of NGO social communication campaigns; 4. apply the “case study” technique to the social communication campaigns of NGOs; 5. critically compare the different approaches of NGO social communication campaigns and discuss their (ethical) implications on target audiences.

Course contents

The course is divided into three independent but interrelated modules.

The first module deals with the fundamental elements of the concept of social communication.
From the defining point of view, the distinctions of terms such as: social marketing, social advertising, advocacy, social communication will be illustrated.
From a theoretical point of view, the main study approaches in the field of social sciences to the topic of social communication will be presented and commented on.
From a historical point of view, the main stages (events) of the evolution of social communication in our country will be covered.

The second module deals with the study of civil society with a particular focus on actors known as Non-Governmental Organizations (NGOs) engaged in international development cooperation.
Will be distinguished: social communication (public administration); communication of social responsibility (market) and communication of social solidarity (civil society, non-profit, third sector).

The third module aims to analyze the main elements of a "social communication plan" and its cycle. There will be a critical presentation of some social communication campaigns carried out by civil society organizations with reference to the national and European context.

For those attending this module will take place through the realization of case studies in working groups.

Readings/Bibliography

1 - Volterrani A. (2017), From Perception to Change. A Model for Prevention Communication, Proceedings of the 3rd World Conference on Media and Mass Communication, Vol. 2, 2017 pp 82-90 DOI: https://doi.org/10.17501/medcom.2017.2110 

2 - Volterrani A. (2019), A Model for Communicating Social Problems: Perception, Knowledge, Incorporation, and Change, in "Sociology Study", March 2019, Vol. 9, No. 3, 99-111 doi: 10.17265/2159-5526/2019.03.002 

3 - Arjun Claire (2021), Reason, Emotion and Solidarity in Humanitarian Advocacy, Journal of Humanitarian Affairs Volume 3, No. 1 (2021), 46–52; http://dx.doi.org/10.7227/JHA.058 

4 - Mel Bunce (2021), Humanitarian Communication in a Post-Truth World, Journal of Humanitarian Affairs Volume 3, No. 1 (2021), 49–55; http://dx.doi.org/10.7227/JHA.007 

5 - Roger Bennett; Helen Gabriel (2003), Image and reputational characteristics of UK charitable organizations: An empical study, Corporate Reputation Review; Fall 2003; 6, 3; ABI/INFORM Global pg. 276

6 - Stephanie L. Geller and Lester M. Salamon (2007), Nonprofit Advocacy: What Do We Know? Background Paper for the Nonprofit Listening Post Project, Center for Civil Society Studies, Working Paper Series No. 22. 

CCSS_WP22_2007.pdf (jhu.edu) [http://ccss.jhu.edu/wp-content/uploads/downloads/2011/09/CCSS_WP22_2007.pdf] 

7 - Kirsten Grønbjerg and Aseem Prakash (2017), Advances in Research on Nonprofit Advocacy and Civic Engagement, Voluntas (2017) 28:877–887; DOI 10.1007/s11266-016-9712-5

Teaching methods

During the lessons electronic and audio visual instruments will be used.

The active participation of the students in group and workshop activities will be fostered.

Assessment methods

The exam includes a written part and an oral part.

Written test
Students are invited to attend classes and to carry out two "partial written tests" during the course at the end of the first and second modules. Each test contains three open-ended questions (time 55 minutes, evaluation out of thirty, sufficiency 18). Those who have obtained a mark equal to or greater than 18 in both partial tests can directly enroll in the oral test.
Those who do not do the partial tests, or those who are absent or do not pass the partial tests, will have to take a written test with 5 open-ended questions (time 100 minutes) on the same program in a round of the June-July session or in the September session.

Oral examination
The oral exam on the third module is mandatory for everyone and can be taken in a round from the 1st or in the next sessions.

Refusal of the vote
The evaluation obtained in a single "intermediate test" cannot be rejected. The student has the right to refuse the final grade (including the written and the oral) proposed by the teacher. In this case, the student will have to take the exam over the entire program.

Graduation of the final grade:

18-23: sufficient preparation and analysis skills but related to a limited number of topics covered in the course, use of an overall correct language;

24-27: technically adequate preparation but with some limitations with respect to the topics covered, good analytical skills, even if not particularly articulated, expressed in correct language;

28-30: excellent knowledge of a large number of topics covered in the course, good analytical and critical skills, mastery of specific terminology;

30L: excellent and very thorough and exhaustive knowledge of the topics addressed in the course, ability of critical analysis and connection, mastery of specific terminology.

Teaching tools

Video Projector, PC, Flip chart.

Office hours

See the website of Andrea Bassi