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College of Media
|Course||Journalism of Ideal & Reality|
|Associated department||Department of Journalism||Score||3|
|department||Department of Journalism|
|Contact||02-766-1258 / 010-6602-6862 / firstname.lastname@example.org|
1. Introduction and Objectives of Course
|Introduction||In a democratic society that places citizens first, public relations based on pluralism and spontaneity is more powerful. In this society, public opinion acts as a catalyst for a social system’s autonomy and effectiveness.
This course introduces students to how to make public relations works so that the general public pays attention to public opinion.
|Objectives||1. Understanding the significant effects of public relations on various areas such as politics, economics, society, culture, and art.
2. Understanding the effects of public opinion, process of developing public opinion, and media on developing public opinion.
3. Learning theories and cases of public relations.
2. Teaching Method and Assesment
|Assessment||1. Attendance 20% 2. Midterm 30% 3. Assignemts and Discussion 20% 4. Final exam 30% Total 100%|
|Textbooks||Required: Journalism of Ideal & Reality, Kim, Gyeong Geun, Published by Beopmoonsa Optional: PR Theory(2008), Tak, Jae Tack. Studies of Public Relations, 3rd Edition News Producing Model of Digital Ecosystem(2011), Kim, Sa Seung. Published by Gwanhoon Club|
4. Teaching Topics & Contents
|Weeks||Teaching Topics||Teaching Contents|
|Week1||Journalism of Professionalism||i. Syllabus and Intro ii. Vocational Ethics of Journalist iii. Qualifying condition of Journalist|
|Week2||Understanding Public Opinion||i. Changing Perspectives on Public Opinion
ii. Issues of Information Supply
iii. Effective Pursuation of Public Relations
|Week3||Developing Public Opinion||i. Process of Developing Public Opinion
ii. Arguments on Processes of Developing Public Opinion
|Week4||Influences Of Mass Media On The Process Of Developing Public Opinion||i. Selecting Topics
ii. The Spiral of Silence Theory
|Week5||Another Public Opinion, Groundless Rumor||i. Causes and Types
ii. Functions and Propagation
|Week6||Perspectives on Public Relations||i. Ivy Lee, an American publicity expert
ii. History of American Publicity
|Week7||Negative Concepts of Public Relations||i. Gatekeeping of Jounalists
ii. Spicer’s PR Theoary
|Week8||Mid-term||Midterm and Discussion (Assignment Due)|
|Week9||Public Relations Model and Theory||i. 4 Models of PR
ii. Comprehension, Progressiveness, Image Theory
|Week10||PR and Interaction Theory||i. Definition
ii. System Model
|Week11||PR and Win-Win||i. Contingency of Harmony
ii. Win-Win Strategy and Framing
|Week12||Professionalism of Public Relations Officers||i. Change of Role
ii. Professionalism Standards
iii. Professionalism Standards of Korean Public Relations officer
|Week13||PR and Framing||i. Effects
ii. 7 Models
|Week14||IntegratedjMarketing Communication and Ethics||i. Integrated Marketing Model
ii. Side effects of IMC
iii. Ethics on Public Relations
|Week15||Final Exam||Final Exam and Discussion (Assignment Due)|