ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | HRE206 | ||||||||
| Course Name: | Communication Theories | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Compulsory | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Assoc. Prof. NEZAHAT HANZADE URALMAN | ||||||||
| Course Lecturer(s): |
Assoc. Prof. NEZAHAT HANZADE URALMAN |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The purpose of this course is to explain students historical evaluation of the communication studies and to examine in detail mainstream and critical theories in a holistic approach. The course includes a detailed examination of mainstream and critical theories in pursuit of the evolution of the communication studies in an historical perspective, regarding their interdisciplinary qualification. The course also aims to gain an analytic point of view to students for comprehending global role and effects of mass communication. |
| Course Content: | Introduction to the concepts of communication and theory. Theories on symbolic organizations. Theories of message production. Theories of message processing. Theories of communication in developing relationship. Theories of communication in ongoing relationships. Theories of organizational communication. Theories of small group communication. Theories of media processing and effects. Theories of media and society. Theories of culture and communication. |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | Define the concept of communication. Summarize the history of communication. Explain the relationship between communication research and communication theories. Define the conceptual foundations of the concepts of communication and theory. Explain post-positivist, interpretive and critical perspectives on theory development. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 2) | Describe theories on symbolic organizations. Identify social scientific approaches to symbolic organizations. Describe humanistic approaches to symbolic organizations. Compare and comment the approaches. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 3) | Describe constructivist theory. Explain action assembly theory. Compare and comment the theories. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 4) | Explain models of persuasions. Describe elaboration likelihood model. Define inoculation theory. Describe problematic integration theory. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 5) | Describe social penetration theory. Explain uncertainty reduction theory. Compare and comment the theories. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 6) | Explain the Palo Alto Group. Describe theories of relational dialectics. Compare and comment the theories. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 7) | MIDTERM EXAM | |
| 8) | Describe Weick’s theory of organizing. Define structuration theory Explain the text and conversation of organizing. Describe unobtrusive and concertive control theory. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 9) | Describe formative research in group interaction. Explain functional theory. Define structural approaches. Describe symbolic convergence theory | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 10) | Define social cognitive theory. Explain uses and gratification theory. Describe media systems dependency theories | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 11) | Identify agenda setting theory. Explain spiral of silence theory. Describe cultivation theory. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 12) | Identify the speech codes theory. Explain theories of face and culture. Define theories of co-cultural groups | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 13) | Summarize communication theories and models. Compare and comment the theories. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 14) | Evaluation a critical thinking on communication theories | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 15) | Theories of media and society. Critical thinking and discussion. | Homework: assigned reading for next class session - Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK |
| 16) | FINAL EXAM | FINAL EXAM |
Sources
| Course Notes / Textbooks: | Fiske, J. (2010). İletişim Çalışmalarına Giriş. S. İrvan (çev.). Ankara: Bilim Sanat Yayınları/ARK (orijinal baskı tarihi 1990) |
| References: | Mattelart, A. ve M. Mattelart. (2013). İletişim Kuramları Tarihi. M. Zıllıoğlu (çev.). İstanbul: İletişim Yayınları (orijinal baskı tarihi 1995) |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
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|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |||||
| 2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |||||
| 3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |||||
| 4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |||||
| 5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |||||
| 6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | 5 |
| 2) | 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | 5 |
| 3) | 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | 3 |
| 4) | 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | 3 |
| 5) | 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | 4 |
| 6) | 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. | 4 |
Learning Activity and Teaching Methods
| Expression | |
| Individual study and homework | |
| Lesson | |
| Reading | |
| Homework |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Presentation |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 16 | % 0 |
| Homework Assignments | 1 | % 0 |
| Presentation | 1 | % 0 |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Workload |
| Course Hours | 16 | 48 |
| Laboratory | 3 | 9 |
| Midterms | 1 | 1 |
| Final | 1 | 1 |
| Total Workload | 59 | |