Modules

Core Module Information
Module title: Communications for Change
SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: JAC10129
Module leader: Aideen McLaughlin
School School of Arts and Creative Industries
Subject area group: Media and Humanities
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module will equip you with the skills and a critical understanding of the roles communication and media play in social and cultural change, and how to leverage them for societal benefit. As we live in increasingly uncertain times, new forms of communication and storytelling are vital in tackling some of today’s global challenges, such as climate change, poverty, conflict, political and cultural polarisation, migration, human rights and mis/dis information. On this module, you will explore the different ways in which communication can ethically be leveraged to bring about a change in attitudes and behaviour in individuals and communities, in local and global contexts. You will sharpen your skills, knowledge and strategic approach to design, analyse and evaluate the impact of participatory and inclusive social change, advocacy and activism campaigns. You will develop an understanding of the legal, ethical, political, economic and institutional frameworks in which power operates. You will tell impactful stories, championing the voice and rights of marginalised groups, to build community and trust amongst diverse audiences to bring about effective and sustainable change.Crucially, you will strengthen critical, research and evaluative skills for work in the NGO, governmental, or public sectors, or the growing Corporate Social Responsibility (CSR) or Environmental, Social and Governance (ESG) areas of any corporation or brand.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically explore contemporary approaches to communication for social change in local and global contexts.

LO2: Critically engage with and challenge the legal, ethical, political, economic and institutional frameworks within which power structures exist and how change is made.

LO3: Critically evaluate the roles communication and media play in social and cultural change, and how to leverage them for societal benefit.

LO4: Analyse ethical issues in strategic communications and employ effective tools to address these challenges.

LO5: Employ storytelling techniques that are participatory, inclusive, accessible and impactful.

LO6: Design, deliver and evaluate a high-level strategic communications plan that influences policy, attitudes and/or behaviour, to drive sustainable change.
Full Details of Teaching and Assessment
2024/5, Trimester 1, IN PERSON,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: IN PERSON
Location of delivery: MERCHISTON
Partner:
Member of staff responsible for delivering module: Aideen McLaughlin
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Tutorial 10 This module’s learning and teaching approach is underpinned by the principles of equity, diversity and inclusion, experiential learning and co-creation of learning with students. In tutorials, you will be supported through digital materials, case study analysis, collaborative brainstorms and discussion forums. Any materials and pre-requisite reading will be on Moodle in advance, and you are expected to engage with these week to week and come to tutorials prepared to participate and discuss.
Face To Face Practical classes and workshops 20 During workshops, the tutor will guide you through activities to develop and apply creative and critical thinking, problem-solving and conceptualisation skills, and practices related to communications for change planning, advocacy and campaigns, to support your alignment of practice with key participatory communications definitions, concepts, theories and frameworks. You will also work independently and collaboratively with peers, receiving and giving peer feedback at relevant points.
Online Guided independent study 170 Throughout the trimester, you are expected to structure in time to reflect upon the learning you have undertaken in your scheduled sessions and to complete your essential reading. You are encouraged to read more widely around the topics you are studying and engage in Moodle activities and resources. You will also meet in your groups to plan and execute your presentations and campaigns for your assessments.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Project - Written 60 1~2~3~4~5~6 Exam Period , WORDS= 3000 words A group report detailing your communications for change campaign plan, with underpinning professional and academic sources, and engagement with the key principles around equality, diversity, inclusion and sustainability.Drawing on the feedback you received for your formative assessment, and your learning during the tutorials, workshops, group and independent study, you will be tasked with creating, presenting and evaluating a strategic, compelling communications for change campaign that influences policy, attitudes and/or behaviour, in collaboration with an NGO partner. Your strategy will employ storytelling techniques that are participatory, inclusive, accessible and impactful. It will analyse any ethical issues involved in delivering your strategy, and employ effective tools to address them. It will also showcase understanding and application of contemporary approaches to communication for social change in local and global contexts. Your campaign choices will be underpinned by appropriate professional and academic literature analysed during tutorials, from the reading list and through your independent reading and learning.
Project - Practical 40 1~2~3~4~5~6 Exam Period HOURS= 30 minutes Group presentation distilling the key aspects of your communications for change plan
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
JAC10129 Communications for Change
 

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