ERASMUS UNIVERSITY ROTTERDAM

DEPARTMENT OF MEDIA AND COMMUNICATION

SAMPLE SYLLABUS FOR INTRODUCTION TO POLITICAL COMMUNICATION
Lecturer: Dr. Jacob Groshek E-mail: jgroshek@gmail.com
Structure: Lecture and tutorial Website: http://policomm.wikispaces.com

AIMS:

Students have knowledge and understanding of:

 the theory and practice of political communication and participation;

 effects of media coverage on citizen attitudes and political behavior;
 new developments at the media-politics interface, including evolving definitions of news
and politically oriented activities through new media platforms;
 political themes and portrayals in political entertainment genres and programs.

Students have the ability and/or propensity to:

 critically analyze the relationships between media institutions and political institutions;
 examine modern campaign practices and models of political-press relations;
 read, analyze, critique, and integrate major political communication concepts to questions
about media and politics.

CONTENTS:
This course examines the role of the press in the political process, focusing on the sometimes
contentious relationships between media and political actors and institutions. Study is structured
around four topical themes corresponding to the three key players influencing political events in
our media age: the media, the public, and the political sphere. The first theme of the course
examines the historical scope and traditional theoretical contours of the political media
landscape. The second theme considers direct and indirect media effects in elections specifically
but also in political communication generally. The third theme focuses on the shifts between
news media, advertising, and entertainment with specific attention to effects on voters. Finally,
the fourth focuses on how media and political processes are organized, the rise of new media, the
central role that media now play in elections, and how media both socialize and influence
political audiences. Although our primary focus will be on the contemporary political scene, the
course also examines recent and historical transformations to the press in different cultures and
societies as well as how changes in the political process have provided an increased role for the
media in recent decades.
 Introduction to Political Communication 2

COMPULSORY LITERATURE:

McNair, B. (2007). Introduction to political communication. New York, NY; London, UK:
Routledge.
Readings via Blackboard and online resources

ADDITIONAL TEXTS:
This class has a fair reading load but I also ask that you look outside of the classroom for more
political communication. You should also expose yourself to political communication in all
media and genres to become a better, more critical and thoughtful consumer of these messages. I
am encouraging you to read political magazines, watch television news, see politically inspired
movies, and browse the web for partisan and independent examples of political communication.
These activities will actually help you form the basis of key parts of your assignments.

ATTENDANCE AND PARTICIPATION:

Attendance will be taken for a number of reasons. First among these is to help me put faces to
names. More importantly, attendance is essential to your success in this course partly because
participation constitutes five percent of your final grade. Those who are not present are unable to
participate in class discussions and demonstrations, and penalty will be assessed accordingly.
Please keep in mind that if you do miss class, it is up to you to become familiar with the concepts
or practices taught that day.

COURSE POLICIES:
Grading: The grading scale is found below. Grades are based on a student’s performance on the
following:

Course requirements Possible points

Two essay exams 200 (50.0% of final grade)

Eight papers 120 (30.0% of final grade)
One analysis 60 (15.0% of final grade)
Participation 20 ( 5.0% of final grade)

Total 400 (100% of final grade)

 Introduction to Political Communication 3

Grading scale
Grades reflect the following:
93-100 A A = Mastery of the content and concepts introduced in the course;
90-92 A- original thinking in all assignments; thorough preparation for class;
88-89 B+ excellent attendance and participation; exploring political
83-87 B communication resources outside of class.
80-82 B- B = Strong effort in preparation; consistent attendance and
78-79 C+ participation; evidence of understanding the course content and
73-77 C concepts; very good performance on assignments; strong analytic and
70-72 C- conceptual skills.
68-69 D+ C = Acceptable preparation; familiarity with course content and
63-67 D concepts; frequent attendance; average performance.
60-62 D- D = Lack of effort and inadequate performance; irregular attendance
00-59 F and little contribution to the class.

OVERVIEW OF GRADED REQUIREMENTS:

We will have two essay exams that are worth 100 points each. Questions will be derived
specifically from course readings and discussion. These exams are to be taken home and
completed over the weekend. There are eight paper assignments worth 15 points each. These
take the form of a brief (2-3) page paper that is to directly and concisely build an argument about
the weekly topic. Students have 24 hours from the end of the discussion session for submissions.
Each student will complete one analysis on a topic of his/her choice. The analysis is to represent
a more serious, full-length treatment of an issue or concept from class. Ranging from 5-10 pages,
the analysis will be due at the end of the term and can build upon previous assignments. Finally,
participation in discussions during classes will account for a small but important percentage of
grades. These are based on informal assessments of contributions and thoughtfulness and clarity
of arguments brought to the class.

TENTATIVE CLASS SCHEDULE

WEEK 1: MEDIA AND DEMOCRACY OVERVIEW

Here, we will address the basic goals and functions of this course. We will start by identifying
how ‘the media’ has shaped politics and our everyday lives. This unit will introduce some
normative approaches to democratic functions of the media, including media structures,
technologies and social-level relationships. By the end of this first week, students should be able
to articulate the role of mass media in liberal democratic theory.

Week 1: Lecture
Topic: The challenges of political communication in a mediated age

Readings: McNair, Chapters 1 and 2

 Introduction to Political Communication 4

Week 1: Tutorial
Outcome: A brief paper (following discussion) that synthesizes the idealized and actual roles of
media in democratic societies

Readings:
Jakubowicz, K. & Sükösd, M.. (2008). Twelve concepts regarding media system evolution and
democratization in post-communist societies. In Jakubowicz, Karol and Miklós Sükösd (eds.)
Finding the right place on the map: Central and Eastern European media change in a global
perspective. Bristol, UK: Intellect Books, Chicago: Chicago University Press, pp. 9-40
Groshek, J. (2009). The democratic effects of the Internet, 1994-2003: A cross-national inquiry
of 152 countries. The International Communication Gazette, 71(3), 115-136.
Postman, N. (1985). Amusing ourselves to death: Public discourse in the age of show business.
New York, NY: Penguin, pp. Foreword and Chapter 1.

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WEEK 2: HISTORICAL APPROACHES AND COMPARATIVE MEDIA SYSTEMS

This unit will more specifically outline the normative concept of the public sphere as constructed
rather famously by Habermas. It will also bring together additional applications and critiques of the
arguments advanced by the Lippman and Dewey debates. We will consider analytical comparative
approaches to historical and contemporary media systems, including political communication
structures, markets, and functions. At the end of this week, students will be able to logically
analyze different media system models.

Week 2: Lecture
Topic: Political Theories of the Public: Lippman, Dewey, and Habermas

Readings:
Habermas, J. (1989). The structural transformation of the public sphere. Cambridge, MA: MIT
Press, pp. 1-43.
Marres, N. (2007). The issues deserve more credit: Pragmatist contributions to the study of
public involvement in controversy. Social Studies of Science, 37(5), 759-780.

Week 2: Tutorial
Outcome: A brief paper (following discussion) that argues the strengths and weaknesses of
media system models in terms of their democratic efficacy

Readings:
Johnson, P. (2001). Habermas’s search for the public sphere. European Journal of Social
Theory, 4(2), 215-236.
Hallin, D. C., & Mancini, P. (2004). Comparing media systems: Three models of media and
politics. Cambridge, UK; New York: Cambridge University Press, pp. 1-45 and 296-306.
McPhail, T. L. (2006). Global communication: Theories, stakeholders, and trends. Malden,
MA; Oxford, UK: Blackwell Press, pp. 39-59.

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 Introduction to Political Communication 5

WEEK 3: MEDIA EFFECTS IN ELECTION CAMPAIGNS

Main topics in this unit include candidate and party campaign strategies, campaign images,
events, speeches and debates. Special attention is paid to measuring media effects in elections.
Different aspects of media are considered here in relation to public opinion polling, campaign
knowledge, interest, and intention to vote. New media and information flows are introduced in
comparison to traditional media as well as political candidates and parties. At the conclusion of
this unit, students should be able to describe the quantitative relationship between campaign
effects, media, and public opinion.

Week 3: Lecture
Topic: The Role and Effects of Media in Democracies

Readings: McNair, Chapters 3 and 4

Week 3: Tutorial
Outcome: A brief paper (following discussion) that considers the overall level of media effects in
campaigns and elections, including some potentially moderating conditions

Readings:
McLeod, J. M., Kosicki, G. M., & McLeod, D. M. (1994). The expanding boundaries of political
communication effects. In Bryant, Jennings and Dolf Zillmann (eds.) Media effects:
Advances in theory and research. Hillsdale, NJ and Hove, UK: Lauwrence Erlbaum
Associates, pp. 123-162.
Norris, P. (2003). Preaching to the converted? Pluralism, participation and party Web sites.
Party Politics, 9(1), 21-45.
Groshek, J., & Dimitrova, D. (forthcoming). Assessing political outcomes of new media use in
the 2008 presidential election. Mass Communication & Society.
Bennett, W. L., & Iyengar, S. (2008). A new era of minimal effects? The changing foundations
of political communication. Journal of Communication, 58(4), 707-731.

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WEEK 4: FRAMING, AGENDA-SETTING, AND INDEXING

During this unit, the concept of media framing will be explored in conjunction with the related
paradigms of agenda-setting and indexing. Here, discussions will include competing frames and
framing effects in comparison to first and second level agenda-setting. Actors germane to the
process of news production will be identified and positioned within power relationships as
outlined by indexing and its contribution to the mix and flow of ideas in the public sphere. Upon
completion, students will build a theoretical framework mapping commonalities and disjunctures
across these three dimensions of political communication.

Week 4: Lecture
Topic: Journalism’s Influence in the Political Sphere

Readings: McNair, Chapter 5

 Introduction to Political Communication 6

Weaver, D., McCombs, M., & Shaw, D. (2004). Agenda-setting research: Issues, attributes,
and influences. In Kaid, L. (ed.), (2004) Political Communication Research. Mahwah, NJ:
Lawrence Erlbaum Associates, pp. 257-282.

Week 4: Tutorial
Outcome: A brief paper (following discussion) that synthesizes the integral relationship between
framing, agenda-setting, and indexing as theories of political communication

Readings:
Althaus, S., Edy, J., Entman, R., & Phalen, P. (1996). Revising the indexing hypothesis:
Officials, media, and the Libya crisis. Political Communication, 13, 407-421.
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of
Communication, 43 (4), 51-58.
Bennett, W. L. (1990). Toward a theory of press-state relations in the United States. Journal of
Communication, 40 (2), 103-125.
Groshek, J. (2008). Coverage of the pre-Iraq War debate as a case study of frame indexing.
Media, War & Conflict, 1(3), 315-338.

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MID-TERM ESSAY EXAM (TAKE HOME)

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WEEK 5: POLITICAL MARKETING

This unit provides a closer look at the indelible link between advertising and political
communication, including historical and contemporary perspectives. Stakeholders and
participants in the process are delineated from forms of ‘top down’ communications and
campaigns as well as the professionalization of political communication. The impact of political
parties, strategic consultants, spin doctors and the content they produce is examined for its
effects on governance. At the time this session breaks, students will explicate how political
messages, actors, and citizens are shaped by these processes.

Week 5: Lecture
Topic: Advertising and Public Relations in Political Communication
Readings: McNair, Chapters 6 and 7

Week 5: Tutorial
Outcome: A brief paper (following discussion) that examines the role that image handlers,
advertisers, and ‘other’ professionals play in communicating politics

Readings:
Negrine, R. M., & Lilleker, D. G. (2002). The professionalization of political communication:
Continuities and change in media practices. European Journal of Communication, 17(3),
305-323.
 Introduction to Political Communication 7

Grabe, M. E., & Bucy, E. P. (2009). Image Bite Politics: News and Visual Framing of
Elections. New York, NY: Oxford University Press, pp. 85-145.
Ansolabehere, S., & Iyengar, S. (1995). Going negative: How political advertisements shrink
and polarize the electorate. New York, NY: The Free Press, Chapter 5.
Brader, T. (2006). Campaigning for hearts and minds: How emotional appeals in political ads work.
Chicago, IL: University of Chicago Press, Chapter 3.

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WEEK 6: ENTERTAINMENT MEDIA AND POLITICAL COMMUNICATION

Here, entertainment media such as talk shows, stand-up comedy, etc. are considered as viable (or
unviable) sources of political information. Different forms of strategic political communication,
including soft news and tabloid media are compared and contrasted with more traditional forms
of ‘hard’ news for content and effects. Certain dimension of media scandals and political
distraction are incorporated. The notion of fan democracy and the transition from partisanship to
fandom is pursued as part of a larger structure of media conglomeration. Once students have
finished this component, they will argue for or against the virtue entertainment media may have
in the political sphere.

Week 6: Lecture
Topic: Campaigns, Celebrity, and Entertainment

Readings: McNair, Chapter10

Fox, J. R., Koloen, G., Sahin, V. (2007). No joke: A comparison of substance in The Daily
Show with Jon Stewart and broadcast network television coverage of the 2004 presidential
election campaign. Journal of Broadcasting & Electronic Media, 51(2), 213-227.

Week 6: Tutorial
Outcome: A brief paper (following discussion) that puts into normative perspective the shifting
lines between news and entertainment as well as politicians and celebrities

Readings:
Delli Carpini, M. X., & Williams, B. A. (2001). Let us infotain you: Politics in the new media
enviroment. in Bennett, W. Lance and Robert and M. Entman (eds.) Mediated politics:
Communication in the future of democracy. Cambridge, UK: Cambridge University Press,
pp. 160-181.
Baum, M. A. (2002). Sex, lies, and war: How soft news brings foreign policy to the inattentive
public. American Political Science Review, 96(1), 91-109.
van Zoonen, Liesbet. 2004. Imagining the fan democracy. European Journal of Communication,
19(1), 39-52.
Sweetser, K. D. & Kaid, L. L. (2008). Stealth soapboxes: Political information efficacy,
cynicism and uses of celebrity blogs among readers. New Media & Society, 10(1), 67-91.
Postman, N. (1985). Amusing ourselves to death: Public discourse in the age of show business.
New York, NY: Penguin, pp. Foreword and Chapter 1.

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 Introduction to Political Communication 8

WEEK 7: INTERNATIONAL AND GLOBAL CONTEXTS

The redrawing of the political communication arena through technological innovation is the
central feature of this week. In this instance, the changing levels of media participation and
immediacy are considered in terms of international relations and political economies. Such uses
and effects that have been observed now for several decades are applied to policy decisions and
public opinion. Implications for ‘bottom up’ democratic communication and political
communication by civic actors and social movements as well as parties and governments are
analyzed. After this week, students will position new trends in international political
communication as they relate to previous ones.

Week 7: Lecture
Topic: International Politics and Global Communication

Readings: McNair, Chapters 8 and 9

Week 7: Tutorial
Outcome: A brief paper (following discussion) that organizes the role that international
communication networks have in reshaping contemporary policy making

Readings:
Powlick, P. J., & Katz, A. Z. (1998). Defining the American public opinion/foreign policy
nexus. Mershon International Studies Review, 42(1), 29-61.
Seib, P. M. (2008). The Al-Jazeera effect: How the new global media are reshaping world
politics. Washington, D.C.: Potomac Books, Preface and Chapter 8.
Robinson, P. (2001). Theorizing the influence of media on world politics. European Journal of
Communication, 16(4), 523-544.
Groshek, J. (2008). Homogenous agendas, disparate frames: CNN and CNN International
coverage online. Journal of Broadcasting and Electronic Media, 52(1), 52-68.

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WEEK 8: ONLINE MEDIA AND POLITICAL COMMUNICATION

The last section of this course concerns the future of the field—and by looking back at the old
new media. As important as new media seems now, communication technologies have a long
and often unfulfilled past. With this in mind, we will examine the diverse political uses of
internet and mobile communications in everyday life and politics. More attention will be paid to
potential online interactions by mainstream political organizations such as party or candidate
websites, social media, online donations and mobilization. Web 2.0 manifestations of community
sites, viral political communication, and e-democracy will be given additional time, as will
political blogs and different forms of online journalism. Concluding this unit, students should
provide a detailed account of the practical democratic transitions that might be expected as a
result of new media technologies.

Week 8: Lecture
Topic: ‘New’ media and political change
 Introduction to Political Communication 9

Readings:
Chadwick, A. (2006). Internet politics: States, citizens, and new communication technologies.
New York, NY: Oxford University Press, Chapter 12 and Conclusions.

Week 8: Tutorial
Outcome: A brief paper (following discussion) that examines the democratic impacts that new
communication technologies have shown and what effects can be expected in the future

Readings:
Denny, G. (1941). Radio builds democracy. Journal of Educational Sociology, 14(6), 370-377.
Dahlgren, P. (2005). The Internet, public spheres, and political communication: Dispersion and
deliberation. Political Communication, 22(2), 147-162.
van Dijk, J. A. G. M. (2006). The network society: Social aspects of new media. Thousand Oaks,
CA: Sage Publications, Chapter 5.
Gueorgieva, V. (2008). Voters, MySpace, and YouTube: The impact of alternative
communication channels on the 2006 election cycle and beyond. Social Science Computer
Review, 26(3), 288-300.

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FINAL ESSAY EXAM (TAKE HOME)