AIP347 - Media and Politics: Campaign Strategies

Unit details


2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Maria Rae




Incompatible with:


Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 2-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 2-hour online seminar per week


Digital technologies have radically changed the media’s role in politics and campaigns. Social media and smartphones mean we are more connected, have greater access to news and diverse voices can be heard. But they also contribute to fake news, echo chambers, clickbait and trolling. The key theoretical question we consider is whether the media acts as a public watchdog or a political lapdog. You will examine and analyse the media’s role in traditional political campaigns as well as social movements. You will learn how politicians and activists sell their message, target an audience and interact with journalists. Students will develop and refine practical media skills relevant to running communications in a political campaign (such as creating fictional social media accounts, videos, speeches, memes and hashtags). Students will benefit from developing both an enhanced understanding of and practical skills regarding the role of the media in contemporary politics and campaigns.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Review and analyse major theoretical, conceptual, and policy debates about the nature and significance of politics and the media and the contexts in which they operate

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

ULO2 Communicate complex political ideas to a public audience, through a range of social, audio visual and written media, based on understanding of the theoretical and conceptual underpinnings of political communication

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO3 Employ a range of digital technologies to apply political knowledge, and to engage in the (fictional) political process by running a political campaign

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

ULO4 Employ initiative and creativity to generate approaches and solutions to complex problems of politics and media- including developing practical skills and applying them to real world (fictional) examples

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO5: Problem solving

ULO5 Demonstrate teamwork skills parallel to the contemporary professional environment

GLO1: Discipline-specific knowledge and capabilities

GLO7: Teamwork


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 (Group): Portfolio 400 words
or equivalent
10% Week 5
Assessment 2: Report 2400 words
or equivalent
60% Week 8
Assessment 3 (Group): Portfolio 1200 words
or equivalent
30% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via AIP247
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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