Veidlapa Nr. M-3 (8)
Study Course Description
Media System, Media Audience and Communication Effects
Course Code
KSK_228
Branch of Science
Communication Theory; Media and communications
ECTS
3.00
Target Audience
Information and Communication Science
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Anda Rožukalne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
Develop graduate students’ understanding of the main impact factors of public communication at the level of the media system, media organisations, individual (information sources: experts, decision makers, campaigners), by extending knowledge of the conditions for implementing health communication strategies within the context of the EU and Latvia.
Preliminary Knowledge
The course “Communication Theories, Principles and Ethics” mastered.
Learning Outcomes
Knowledge
1.• Of the media system models and their evaluation criteria. • Of interaction between the media system and health communication. • Of the types of media audiences, media usage and audience behaviour. • Of media effects on health communication. • Of the role of social media audience in health communication. • Of health journalism.
Skills
1.• Recognise media-based approaches to implement health communication strategies. • Apply approaches of media audience and use them in health communication. • Apply knowledge of the use of social media in health communication. • Analyse media effects in health communication. • Understand professional approaches in health journalism.
Competences
1.• Implement health communication by understanding regularities of media activities and the audience. • Evaluate, prepare and use research on the audience of health communication messages. • Use the audience research in health communication.
Assessment
Individual work
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Title
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% from total grade
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Grade
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1.
Individual work |
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Students should independently prepare for classes by getting acquainted with the mandatory literature of each subject, as well as choosing at least one text from the recommended supplementary literature. You must prepare a test paper - an essay of 1000 words. Part of the theoretical content of the course will be offered in the format of electronic lectures.
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Examination
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Title
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% from total grade
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Grade
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1.
Examination |
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-
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Using the knowledge gained during the course content and simulation task, students develop a communication concept of one important health communication problem during the course, using the following structure: problem definition, problem angle of focus (research), target audiences, media plan to reach the audience, cooperation with journalists (form and content), media formats, use and formats of social media, structure of message content, emotions and rational part, expected short - term results, expected long - term effects , implementation stages, further development (problem communication) (300 - 500 words).
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2.
Examination |
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Knowledge of the basic issues of the topics covered, the ability to apply the knowledge in planning, managing and analysing practical projects (assessed on a 10-point grading scale).
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Intro. Media systems, their characteristics, system modules
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Characteristics of the media system in Latvia within the context of the EU. Agenda setting theory
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Online health-related disinformation
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Online health-related disinformation
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Governance of social media
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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The role of social media in the information environment
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Lecture
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Modality
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Location
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Contact hours
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On site
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Study trip
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2
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Topics
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The influencers and social media content creators
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Lecture
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Modality
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Location
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Contact hours
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Off site
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E-Studies platform
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2
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Topics
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The influencers and social media content creators
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Class/Seminar
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Modality
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Location
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Contact hours
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Off site
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E-Studies platform
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2
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Topics
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Topical issues of health communication: media, journalists, public health professionals
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Class/Seminar
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Modality
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Location
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Contact hours
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Off site
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E-Studies platform
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2
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Topics
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How to reach health communication audience and produce the desired effect. A creative project
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Aalberg, T., Strömbäck, J., De Vreese, C. H. (2011) ‘The framing of politics as strategy and game: A review of concepts, operationalizations and key findings’ Journalism, 13(2) 162–178.
2.
Albarran, A. (1996) Media Economics. Ames: Iowa State University Press.
3.
Albarran, A.B. (2002) Media Economics. Understanding Markets, Industries and Concepts, 2nd ed. USA: Iowa State Press, A Blackwell Publishing Company.
4.
Albarran, A.B. (2010) The Media Economy. New York: Routledge.
5.
Altschull J. H. (1990) From Milton to McLuhan: The Ideas Behind American Journalism, 1st ed., USA: Allyn & Bacon.
6.
Archetti, C. (2010) ‘Towards an interdisciplinary explanation of the construction of news Comparing international coverage of 9/11’ Journalism, 11(5) 567–588, 2010 11: 567-588 Journalism, accessed 11 February 2013
7.
Arnold S. de Beer, John C. Merrill (2008) Global Journalism: Topical Issues and Media Systems, 5th Ed. Pearson.
8.
Babbie, E. (2002) The Practice of Social Research. 6th ed. Belmont, California: A Division of Wadsworth, Inc.
9.
Badikian, B. (2004) The New Media Monopoly. Boston: Beacon Press
10.
Balcytiene, A. (2009) ‘MARKET-LED REFORMS AS INCENTIVES FORMEDIA CHANGE, DEVELOPMENT AND DIVERSIFICATION IN THE BALTIC STATES’ The International Communication Gazette , 71(1–2): 39–49.
11.
Berger, A. A. (1998) Media research techniques. 2nd ed., Thousand Oaks: Sage Publications.
12.
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13.
Bird, S. E. (2009) ‘The future of journalism in the digital environment’ Journalism, 10(3): 293–295.
14.
Boyd-Barrett, O., Rantanen, T. (2000) ‘European national news agencies: The end of an era or a new beginning?’ Journalism, Vol. 1(1): 86–105.
15.
Briča, L., M.Traubergs and I.Krīgere (2010) ‘Latvijas mediju reklāmas tirgus apjoms 2009. gadā krities par 46 %’/ The size of media atvertisement market in Latvia has fallen down by 46% in 2009. accessed 2 July 2012.
16.
Briča, L., M.Traubergs and I.Krīgere (2010) ‘Latvijas mediju reklāmas tirgus apjoms 2009. gadā krities par 46 %’/ The size of media atvertisement market in Latvia has fallen down by 46% in 2009. accessed 2 July 2012.
17.
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18.
Brikse, I., O. Skudra and R. Tjarve (2002) ‘Development of the Media in Latvia in the 1990s’ in P. Vihalemm (ed.) Baltic Media in Transition, Tartu: Tartu University Press.
19.
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20.
COMMITTEE OF EXPERTS ON NEW MEDIA (2011) ‘Draft Recommendation on a new notion of media’, Strasbourg, MC-NM010rev2.pdf, Pp.1-25.
21.
Compaine, M. B., Gomery, D. (2000) Who Owns the Media?, London: Lawrence Erlbaum Associates, Inc.
22.
Croteau, D. (2000) Media/Society: Industries, Images, and Audiences. 2nd ed. California: Thousand Oakes.
23.
Croteau, D., Hoynes, W. (2006) The Business of Media: Corporate Media and the Public Interest. 2nd ed. London: SAGE Publications.
24.
Cushion, S., Lewis, J., Ramsay G.N., (2012) ‘The impact of interventionist regulation in reshaping news agendas: comparative analysis of public and commercially funded television’ Journalism 13: 831, doi: 10.1177/1464884911431536
25.
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26.
Dimants A. (2012) ‘KRIEVIJAS MASU MEDIJI LATVIJā’, Acta Prosperitatis, nr.12, 28 – 40. accessed 1 December 2012.
27.
Erjavec, K. and M.Kovačič (2010) ‘Relations with the media: Who are the main actors in an advertorial production process in Slovenia?’ Journalism, 11(1) 91–109.
28.
Habermas, J. (1989) The Structural Transformation of of the Public Sphere. Cambridge: MIT Press. (Thomas Burger and Frederick Lawrence, Trans. Original work published 1962).
29.
Balcytiene, A. (2009) Market-led reforms as incentives for media change, development and diversification in the Baltic States. The International Communication Gazette , 71(1–2), pp. 39 – 49.
30.
Balčytiene, A. (2010) Baltic Media Structures and the Influence of Media. In M.Golubeva and R. Gould (eds.), Shrinking Citizenship: Discursive Practices that limit Democratic Participation in Latvian Politics(Pp. 53-65). Amsterdam: Rodopi.
31.
Balčytienė, A. & Harro-Loit, H. (2010) Preserving journalism. In Dobek-Ostrowska, B., Głowacki, M., Jakubowicz K. & Sükösd M. et al. (eds.), Comparative media systems. European and global perspectives(pp. 129 – 138). Budapest: Central European University Press.
32.
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33.
Balcytiene, A. & Vinciuniene, A. (2012) Baltic media in times of change, Media Transformations, 6, pp. 4 - 11.
34.
Balcytiene, A., Vinciuniene, A. & Auškalniene, L. (2012) Access, loyalty, and trust: changing media audiences and media life in contemporary Lithuania. Media Transformations, 6, pp. 64 - 91.
35.
Balcytiene, A. (2013) The dynamics and determinants of Central and Eastern European Democratisation: How cultural particularities are shaping media life. Media Transformations, 9, pp. 12 – 29.
36.
Barnhurst, K.G. (2014) The Problem of Realist Events in Americam Journalism. Media and Communication, 2(2), pp. 84 – 95.
37.
Deuze, M. (2005) What is journalism? Professional identity and ideologu of journalism reconsidered. Journalism, 6(4), pp. 1 – 23.
38.
Gross, P. (2004) Between Reality and Dream: Eastern European Media Transition,
39.
Transformation, Consolidation, and Integration. East European Politics and Societies, 18(1), pp. 110 – 131.
40.
Hallin, D.C. and P. Mancini (2004) Comparing Media Systems: Three Models of Media and Politics. Cambridge and New York: Cambridge University Press.
41.
Harcup, T. (2005) Journalism: Principles and Practice. London: Sage Publications, Thousand Oaks.
42.
Himelboim, I., Limor, Y. (2008) ‘Media perception of freedom of the press : A comparative international analysis of 242 codes of ethics’ Journalism, 9: 235 -
43.
Huntington, S. (1991) The Third Wave. Democratization in the Late Twentieth Century. Norman/London: University of Oklahoma Press.
44.
Jastramskis, D., Rožukalne, A., Jõesaar, A. (2017) Media Concentration in the Baltic States (2000–2014). INFORMACIJOS MOKSLAI. Vol (77): 26-48.
45.
Jastramskis, D (2015, May 7) Economic policy effects on the social security of media workers (presentation). Conference on Media and Politics in the Baltic States, University of Vilnius; Vilnius, Lithuania.
46.
Jenkins, H. (2008) Convergence Culture: where old and new media collide. New York and London: New York University Press.
47.
Loit, U. & Harro-Loit, H. (2010) Media policies and regulatory practices in a selected set of European countries, the EU and the Council of Europe: The case of Estonia. Mediadem.
48.
Lasmane, S. (2012) Komunikācijas ētika/ Ethics Of Communication, Rīga: Latvijas Universitāte.
49.
Lauristin. M, Vihalem, P. (2002) ‘The Transformation of Estonian Society and Media: 1987 – 2001‘ in „Baltic Media in Transition“, Ed. By Vihalemm Peeter, Tartu: Tartu University Press.
50.
McChesney R.W (2008) The Political Economy of Media. Enduring Issues, Emerging Dilemmas. New York: Monthly Review Press.
51.
McQuail, D. (2003) Media Accountability and Freedom of Publication. Oxford: Oxford University Press.
52.
McQuail, D. (2010) Mass Communication Theory, 6th ed. London: Sage Publications.
53.
Nord, L.W. (2012) Finally some news about news: news process transformations in Swedish multimedia newsrooms. Media Transformations, 8, pp. 70 - 79.
54.
Rožukalne, A., Sedlenieks, K. (2017) “The elusive cyber beasts: How to identify the communication of pro-Russian hybrid troll in Latvia’s internet news sites? Central European Journal of Communication. Vol 10 (1) 18: 79 – 97. ISBN: 978-83-763-8231-9
55.
Rožukalne, A. (2016) ‘All the Necessary Information is Provided by Russia’s Channels’. Russian-language Radio and TV in Latvia: Audiences and Content’. Baltic Screen Review. Vol. 4: 106-124. ISSN: 2346-5522.
56.
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57.
Rožukalne, A. (2013) „Editorial independence in the Latvian news media: Ownership interests and journalistic compromises”. Media Transformations. Vol. 9 (80 -101). ISSN 2029-865X
58.
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59.
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60.
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61.
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62.
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63.
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64.
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70.
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73.
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74.
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75.
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76.
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77.
Rozukalne A. (2020) “MAX share this! Vote for us! Analysis of pre-election Facebook communication and audience reactions of Latvia’s populist party KPV LV leader Aldis Gobzems”, Informacijos mokslai, 870, pp. 52-71. doi: 10.15388/Im.2020.87.26.
78.
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Muhammad Ittefaq, Syed Ali Hussain & Maryam Fatima (2020) COVID-19 and social-politics of medical misinformation on social media in Pakistan, Media Asia, 47:1-2, 75-80, DOI: 10.1080/01296612.2020.1817264
Additional Reading
1.
Autortiesību likums. 6.pants. 4.punkts
2.
Par presi un citiem masu informācijas līdzekļiem/Law on Press and other Mass Media (1990)
3.
Reklāmas likums/Advertising Law (2000)
4.
Elektronisko plašsaziņas līdzekļu likums/Law on Electronic Media (2011)
5.
Rozukalne A., Kruks S., Stakle A. and Skulte I. (2020) “A Representation of migration in Latvian mass media (2015 – 2016): Deny voice to the voiceless”, Informacijos mokslai, 870, pp. 13-35. doi: 10.15388/Im.2020.87.24.
6.
EIROPAS PARLAMENTA UN PADOMES DIREKTIVA 2010/13/ES (2010)
7.
Komerclikums/Commercial Law (2000)
8.
Giglietto, F., Iannelli, L., Valeriani, A., & Rossi, L. (2019). ‘Fake news’ is the invention of a liar: How false information circulates within the hybrid news system. Current Sociology, 67(4), 625–642.
Other Information Sources
1.
www.lsm.lv; neplpadome.lv, km.gov.lv