Public Relations and Advertising | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | HRE202 | ||||||||
Course Name: | Media, Culture and Society | ||||||||
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. ZEYNEP GENEL | ||||||||
Course Lecturer(s): |
Assoc. Prof. ZEYNEP GENEL Assoc. Prof. NEZAHAT HANZADE URALMAN |
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Course Assistants: |
Course Objectives: | The purpose of this course is to provide students the ability of analyze the relationship of media with society ad culture and to develop an understanding the role of media in the transformation of society and culture. |
Course Content: | An examination of theoretical explanations for the relationship between the individual and society; Explanation of the concept of ideology; Explanation of the concept of global capitalist hegemony; Discussion of the effects of the media on the audience; Examining the concept of mass communication; Evaluation in terms of ideological dimension of cultural; Explanation of sociological views on individual and society relation; Popular culture definition;Definition of symbolic power concept; Definition of global culture concept;Definition of multiculturalism concept; Definition of the concept of public opinion; Examination of major news agencies in the world; Examination of the new media as an effective socialization tool; Evaluation of cultural products in the media in the context of popular culture; |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | • Evaluates sociological explanations about the relationship between the individual and the society. • Describes various forms of communication within the social structure. • Explains the concept of social class. • Explains the effects of globalization on the socio-economic structure. | Review of course content Reading: Media Culture Communication, James Lull, Vadi Publications,, Reading the first chapter |
2) | • Explains the concept of ideology. • Explains the relationship between ideology and mass media. • Explains image systems. • Defines the theoretical relationship between ideology and consciousness. | Reading: Media Culture Communication, James Lull, Vadi Publications,, Reading the second chapter |
3) | • Explains the concept of hegemony. • Theoretically defines the relationship between the concept of hegemony and communication. • Evaluates the concept of hegemony with examples in the axis of globalization. • Evaluates the concept of hegemony in the context of various political regimes. • Analyzes media discourses within the framework of the concept of hegemony. | Reading: Media Culture Communication, James Lull, Vadi Publications,, Reading the third and fourth chapter |
4) | • Explains communication studies investigating the effects of media on the individual. • It discusses the possible effects of media on the individual. • Investigates individuals' attitudes and behavior towards the media. • Discusses the possible effects of media on society. • Evaluates the attitudes and behaviors of the media audience within the framework of impact research. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the fifth chapter Reading related lecture notes |
5) | • Explains the concept of mass. • Explains the concept of mass culture. • Defines the characteristics that differentiate mass culture from traditional culture. • To explain the effects of technology on mass culture. • Observing and evaluating the attitudes and behaviors of various audience groups created by the media. • Social groups and conflicts produced by the media can be observed and evaluated. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the fifth chapter Reading related lecture notes |
6) | • Evaluating the culture with its ideological dimension. • Evaluating the culture with linguistic dimension. • Evaluation of culture in a geographical context. • Evaluation of cultural differences. • Evaluation of culture in the context of social classes. | Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the sixth chapter Reading related lecture notes |
7) | • MIDTERM. • Evaluates the interaction of the individual and society with its sociological dimension. • Ideology defines the relationship between image and consciousness. • Evaluates communication practices within the framework of ideological approaches. • Tell the approaches about media audience research. • Discusses the effects of media in terms of creating mass culture. • Evaluates the ideological, linguistic and geographical dimension of culture in the context of communication. | Final project work Reading related lecture notes |
8) | • Explaining the concept of popular culture. • Explanation of the elements that prepare popular culture. • Explanation of the dynamics that make up the popular culture. • Evaluation of communication processes related to popular culture • Explaining the function of popular culture to create social and individual identity. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the seventh chapter Reading related lecture notes |
9) | • Announcement of popular culture products in relation to capital and power. • Explanation of cultural production and consumption processes. • Evaluation of communication in the context of cultural production and consumption. • Disclosure of the culture industry. • To explain the role of communication in the culture industry. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the seventh chapter Reading related lecture notes |
10) | • To explain the communication phenomenon with examples in the process of creating a global culture. • Defining and evaluating the image phenomenon in the national and international environment. • Evaluation of the effects of communication phenomenon on the formation and transformation of the local culture. • Identification of the communication processes developing around the phenomenon of migration. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the nineth chapter Reading related lecture notes |
11) | • Evaluates communication as a phenomenon for its use in the construction of cultural identity. • Explains the function of communication in multicultural societies. • Explains the function of communication in diaspora. • Evaluates communication as a tool of cultural integration. • Evaluates communication applications that enable the interaction between global and local. | Final project work Reading: Media Culture Communication, James Lull, Vadi Publications, Reading the nineth chapter Reading related lecture notes |
12) | • Tells the historical development process of the concept of public opinion. • Explains the media's function of forming public opinion. • Tell media models. • Describes the role of democracy in terms of the functioning of the media. • Queries media contents from a critical perspective. | Examination of samples in the media Reading related lecture notes |
13) | • Tell the way the media works in the world. • Explain the reactions of the media against globalization. • Tell the responsibilities of the local media. • Explain the function of local media studies in terms of communicating with the public and forming public opinion with examples. • Tells what needs to be done for a democratic local media. | Final project work. Reading of related lecture notes. |
14) | • Explains the socialization function of new media. • Evaluates the power of the new media phenomenon to transform society. • Evaluates the impact of new media on the industrialization of culture. • Theoretically explains the effects of the virtual environment created by the new media on the individual and the society. • Evaluates the concept of participation emerging with new media. | Review of final projects Scanning and inspection of related articles |
15) | • Final project presentation • Exam • Evaluates the media as an element of popular culture. • Evaluates the media within the framework of the culture industry concept. • Evaluates the functioning of the media in the context of global culture, local culture, minorities and diasporas. • Evaluates media within the framework of public and democracy concepts. • Evaluates the media in the context of identity building. • Evaluates new media in the context of society and culture. | End of semester |
16) | End of semester | End of semester |
Course Notes / Textbooks: | Popüler Kültürü Anlamak John Fiske 2012 Parşomen Yayınları Medya Gösterisi Douglas Kellner 2010 Açılım Kitap Küreselleşme Zygmunt Bauman 2010 Ayrıntı Yayınları Kültür Endüstrisi Kültür Yönetimi Theodor W. Adorno 2010 İletişim Yayıncılık Simlakrlar ve Simülasyon Jean Baudrillard 2010 Doğu Batı Yayınları |
References: | Medya İletişim Kültür James Lull 2010, Vadi Yayınları Medya ve Toplum Yasemin İnceoğlu (haz.) 2014 Der Yayınları Medya ve Toplum Sevda Alankuş (Der.) 2010 IPS İletişim Vakfı Yayınları |
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. |
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, | 5 |
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 |
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, | 5 |
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. | 5 |
Field Study | |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson | |
Reading | |
Homework | |
Q&A / Discussion |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Group project | |
Staj/ Yerinde Uygulama Değerlendirmesi |
Semester Requirements | Number of Activities | Level of Contribution |
Midterms | 1 | % 40 |
Final | 1 | % 60 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 16 | 16 |
Application | 16 | 16 |
Study Hours Out of Class | 16 | 16 |
Presentations / Seminar | 16 | 16 |
Project | 16 | 16 |
Midterms | 16 | 16 |
Final | 16 | 16 |
Total Workload | 112 |