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College of Media

 

◎ Syllabus

Course Journalism of Ideal & Reality
Associated department Department of Journalism Score 3
Professor Name Hwang, Jong-Taek
department Department of Journalism
Contact 02-766-1258 / 010-6602-6862 / resembletree@naver.com

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

Method Online Education
Assessment 1. Attendance 20% 2. Midterm 30% 3. Assignemts and Discussion 20% 4. Final exam 30% Total 100%

3. Textbooks

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
iii. Cases
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)