Socio-Political Marketing
Code: 42228 ECTS Credits: 10| Degree | Type | Year |
|---|---|---|
| 4313148 Marketing | OT | 0 |
| 4313335 Political Science | OT | 0 |
Contact
- Name:
- Marc Guinjoan Cesena
- Email:
- marc.guinjoanc@uab.cat
Teachers
- Stefano Camatarri
- Guillermo Rico Camps
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
Students enrolled in this course are expected to have a bachelor’s degree level in political science or in any other social science discipline. Students are encouraged to gain familiarity with the following books, particularly if they have degrees from other disciplines:
- Dalton, R.J. (2013) Citizen Politics: Public Opinion and Political Parties in Advanced Industrial Democracies. CQ Press
- Negrine, R. and Stanyer J. (eds) (2007) The Political Communication Reader. Routledge.
Objectives and Contextualisation
The first aim of this module is to understand the scientific bases of electoral behaviour. Thus, we will study what the causes of the vote are and will analyse the models that try to predict it. The second aim of the module deals with the communicative bases of politics. Thus, we will analyse how political actors, the media, and the people at large interact with political communication. The final aim of the module is to familiarize the student with the current debates on public opinion and electoral issues.
Competences
- Marketing
- Address business situations and/or problems that imply an ethical dilemma on the basis of critical reflection.
- Design and carry out market research.
- Develop communicative skills in oral presentations before critical audiences.
- Draft clear, precise reports on commercial problems.
- Transfer planning and strategy design in marketing to the socio-political sphere.
- Work in interdisciplinary teams.
- Work with the data sources, methodologies and techniques of scientific research, and the IT tools of marketing.
- Political Science
- Analyse the behaviour and political attitudes of the public and the political communication processes in which they are immersed.
- Apply the qualitative and quantitative techniques necessary for the systematic and rigorous analysis of specific aspects of politics today.
- Design a research project that satisfies the criteria of rigour and academic excellence.
- Design and write projects and technical and academic reports autonomously using the appropriate terminology, arguments and analytical tools in each case.
- Work in international and interdisciplinary teams whose members have different origins and backgrounds.
Learning Outcomes
- Address business situations and/or problems that imply an ethical dilemma on the basis of critical reflection.
- Analyse survey data using the appropriate statistical software.
- Analyzing survey data using appropriate statistical software.
- Describe the different theories on the consequences of political communication and gauge their real impact in particular contexts.
- Describe the various theories about the effects and consequences of political communication and being able to appreciate its real impact in specific contexts.
- Design and carry out a survey-based study, taking all aspects into account: (questionnaire, sampling and delivery method).
- Design and carry out an analysis through surveys knowing its various aspects (questionnaire, sampling, method of administration).
- Design and write projects and technical and academic reports autonomously using the appropriate terminology, arguments and analytical tools in each case.
- Develop communicative skills in oral presentations before critical audiences.
- Distinguish data sources for the study of socio-political problems.
- Distinguish the data sources for the study of socio-political problems.
- Draft clear, precise reports on commercial problems.
- Identify key actors in the political system: their repertoires of action, interests and resources.
- Identify the different variables involved in a socio-political research problem and how they interrelate.
- Identify the different variables involved in an issue of socio-political research and how they relate to each other.
- Identify the key actors in the political system: their repertoires of action, interests and resources.
- Internalise the functions, timing, axes of competition and indicators of elections.
- Internalize functions, time axes competition and indicators of elections.
- Make socio-political phenomena observable and quantifiable.
- Propose a wide range of different research designs to meet different research questions socio-political and know what's right every time.
- Propose a wide range of different research designs to respond to socio-political research questions and know which is the most appropriate for each occasion.
- Recognise the workings of the main political institutions and how these can influence citizens' behaviour.
- Recognize the operation of the main political institutions and how they influence the behavior of citizens.
- Use resources to present summaries of data and results attractively in the case of socio-political analysis.
- Use resources to the attractive and summary presentation of data and results on socio-political analysis.
- Use the visual and verbal language most commonly found in electoral and institutional campaigns.
- Using the most frequent visual and verbal language in electoral and institutional campaigns.
- Work in interdisciplinary teams.
- Work in international and interdisciplinary teams whose members have different origins and backgrounds.
Content
1. Voting behaviour
1.1 Introduction: The schools of voting behaviour
1.2 The social-position and the value bases of the vote: cleavages or identities?
1.3 Spatial models and economic voting
1.4 The political consequences of non-voting
2. Political attitudes
2.1 Motivated Reasoning
2.2 Emotions in Politics
2.3 Populism (i): Conceptualization and Measurement
2.4 Populism (ii): Causes and Consequences
2.5 Climate politics
3. Topics in electoral behaviour
3.1 Corruption and clientelism
3.2 Electoral systems and strategic voting
3.3 Political geography
3.4 Extreme right
4. Gender and politics
4.1 Re-politization of ‘gender’: political parties and social media communication
4.2 Gender differences in politicians' communication and media coverage
4.3 Women politicians and online political violence
4.4 Gender gaps in political engagement: exposure to news, online participation, and political voice
5. Social media and democracy
5.1 Political campaigns in the “digital era”: an introduction
5.2 Vote seekers (and getters?): the online behaviour of political elites
5.3 Political consequences of social media: assessing the effects on (mis)information, polarization and political participation
6. Public opinion
6.1 Public opinion and its measurement: between surveys and social media
6.2 Dynamics of Public Opinion Formation and Change: A Review of Effects
6.3 Challenges in Public Opinion Research: the 'social desirability' issue
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Keynote sessions | 38.7 | 1.55 | 5, 13, 15, 18, 19, 23, 27 |
| Presentations articles and discussion | 25.8 | 1.03 | 11, 15, 24 |
| Type: Supervised | |||
| Essay writing | 50 | 2 | 3, 6, 8, 12, 21, 29 |
| Reading | 50 | 2 | 1, 4, 10, 17 |
| Type: Autonomous | |||
| Individual study | 80 | 3.2 | 4, 5, 13, 16, 17, 18, 23 |
A typical session will include:
- A keynote session led by the instructor where the theoretical aspects of the session will be covered.
- Presentations by two students on the two mandatory readings of the day.
- Discussion of the article and conclusions.
All students are expected to read the mandatory seminar readings and prepare their contributions.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Final test | 50 | 1 | 0.04 | 4, 5, 10, 11, 13, 14, 16, 17, 18, 19, 21, 22, 23, 26, 27 |
| Presentation of the compulsory readings, participation in the discussion and reading tests | 25 | 2.5 | 0.1 | 1, 4, 5, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 21, 22, 23, 25, 26, 27, 28, 29 |
| Written essay | 25 | 2 | 0.08 | 2, 3, 4, 5, 6, 7, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 27 |
- Presentation of the compulsory readings, participation in the discussion and reading tests (25%)
Each week one student will be in charge of presenting the compulsory reading. Each presentation will have the purpose to present the reading in all its parts clearly and exhaustively, including at the end of the presentation various questions in order to fuel the discussion/debate in class. Students in charge of the presentation must prepare slides and submit the slides to the professor delivering the class. Their presentation skills, capacity of engaging with the article and its literature, their understanding of the results/findings presented in the reading, the quality of their oral and visual presentation and the relevance of their three questions will be evaluated. Presentations should be about 15-minute long. Shorter (less than 10 minutes) or longer (longer than 16 minutes) presentations will be penalized. Presentations will be worth 60% of this section.
All students must read the Compulsory materials and engage with in-class discussion. The participation to the in-class debate is also part of the evaluation. Students who deliver a good presentation of the reading but do not actively engage in discussion during the other sessions will therefore be penalized on their grade for this part. Participation will be worth 25% of this section.
Finally, the professor will be able to test whether students have read and understood the compulsory readings of the session by posing short tests at the beginning of the class. In case there will be, short tests will be 15% of the evaluation of this section (if there are not, presentations will be 70% worth and participation 30%).
- Written essay (25%)
Students will prepare a written essay on a topic related to the course. Students will need to submit a short one-paragraph proposal to the course coordinator via Campus Virtual at the beginning of the course. The coordinator will confirm (or not) the suitability of the topic to study.
The essay will follow the classic structure of a scientific article, including abstract, introduction, literature, methods, results, discussion, list of references (at least three references must be included). Students will have to present a clear and well-defined research question and try to respond to the research question on the basis of previous literature/findings or on their own elaboration of data/resources. Essays must have a minimum of 3,000 words and a maximum of 4,000 words, excluding references. Essays must be written in English and submitted to the professor in charge of the selected topic by the indicated deadline. Essays submitted after the deadline will receive a 2-point penalty per each day of delay. It is NOT possible to submit essays that have been prepared for other courses or for the thesis.
Plagiarism will not be tolerated under any circumstances. The use of artificial intelligence needs to be in accordance with the general rules of the master, explained in the student’s handbook.
There will be 2 sessions devoted to work with the Essay:
- 3 March. Essay Presentation Day: all students will have to present their proposal for 3 minutes in front of the audience. The students and the teacher will shortly discuss the proposal.
- 30 April. Essay Working Day<spanstyle="text-align: justify; text-indent: 34.8pt; font-family: Calibri, sans-serif; color: #222222;" lang="EN-GB">: Students will be able to discuss with the teacher the advancements of their Essay. Voluntary attendance.
- Final exam (50%). At the end of the classes, students will have to take a final test. The test will include 20 multiple-choice questions about the topics presented in class during the course.
In case of exam retakes, the same evaluation method described above will apply. Exam retakes will only be granted to students that have attended the first exam and have filed it.
Students will be graded with a numeric grade ranging from 0 to 10,being 10 the best grade.
Warning:
On carrying out eachevaluation activity, professors will inform students (on Moodle) of the procedures to be followed for reviewing all grades awarded, and the date on which such a review will take place.
Students will obtain a Not assessed/Not submitted course grade unless they have submitted more than 1/3 of the assessment items.
In the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject.
Exams where there have been irregularities (e.g. plagiarism, unauthorized use of AI, etc.) cannot be retaken.
Bibliography
The core readings are:
Bartels, Larry M. 2008. "The Study of Electoral Behavior." Extended version of a chapter in Jan E. Leighley, ed., The Oxford Handbook of American Elections and Castells, M (2009). Communication Power. Oxford: Oxford University Press.
Eijk, Cees van der, and Mark Franklin. 2009. Elections and Voters. London: Palgrave Macmillan.
Evans, Jocelyn A.J. 2004. Voters and Voting: An Introduction. London: Sage.
Iyengar, S., McGrady, Jennifer A. (2007). Media Politics: A Citizen’s Guide. New York: W.W. Norton & Company.
Lowery, S.A., De Fleur, M.L. (1994). Milestones in Mass Communication Research: Media Effects. New York: Pearson.
McNair, Brian (2003). An Introduction to Political Communication. London: Routledge.
Perloff, Richard M. (2014). The Dynamics of Political Communication. Media and Politics in a Digital Age. New York: Routledge.
Soroka, Stuart N., Wlezien, Christopher (2010). Degrees of Democracy: Politics, Public Opinion and Policy. New York: Cambridge University Press
The syllabus contains a detailed bibliography for each lecture.
Software
The final essay needs to be empirical in nature. The module however does not impose any software constraints for empirical analyses.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (TEm) Theory (master) | 1 | English | second semester | morning-mixed |