Module description
This module will examine the use of media in elections and political campaigns, from 18th century hustings to 21st century social media and data-driven campaigning.
Over the course of a term, the module will look at the evolution of political communication, the growth of modern spin and news management, the development of an adversarial media culture, increasing voter apathy and disengagement from traditional politics, rising disillusionment with the constructive democratic role of traditional news media, the emergence and influence of social media, big data and micro-targeting, and the rise of digital activism and populist politics.
By exploring and investigating these aspects of media and elections, the module will equip students with the ability to assess and critique the impact of digital media and new technologies on election campaigning, and the implications for open and transparent electoral communication in the 21st century. The course will use a range of illustrations and examples from around the world, focusing particularly on the UK and US.
Assessment details
1,500 word essay (33% of overall module mark)
2,500 word essay (67% of overall module mark)
Educational aims & objectives
The educational aim of this module is to help students better understand the relationship between the media, elections and political campaigning by examining the use of media in elections and political campaigns, how this has evolved over time, and its impact on politics and political engagement.
Learning outcomes
On successful completion of the course, students will be able to:
- Understand the evolution of political communication in elections and political campaigns
- Compare and contrast approaches to political campaigning across political parties and countries
- Critically evaluate the relationship between media and politics during election campaigns
- Apply various methodologies to the analysis of political campaign communication
- Examine the ways in which digital media is changing the nature of elections and political campaigning
Teaching pattern
1-hour weekly lecture and 1-hour weekly seminar
Suggested reading list
- Chadwick, Andrew (2017) The Hybrid Media System: Politics and Power, New York: OUP
- Issenberg, Sasha (2012) The Victory Lab: The Secret Science of Winning Campaigns, New York: Crown Publishers
- Keane, John (2013) Democracy and Media Decadence, Cambridge: Cambridge University Press.
- Kreiss, Daniel (2016) Prototype Politics: Technology-intensive Campaigning and the Data of Democracy, New York: OUP
- Persily, Nathan & Joshua A. Tucker (Eds.) (2020) Social Media and Democracy: The State of the Field, Prospects for Reform (SSRC Anxieties of Democracy), Cambridge: Cambridge University Press.
- Plasser, G. and Plasser F. (2002) Global Political Campaigning: A Worldwide Analysis of Campaign Professionals and Their Practices, Westport: Praeger
- Scammell, Margaret (2014) Consumer Democracy: the Marketing of Politics, Cambridge: Cambridge University Press
- Tufekci, Zeynep (2017) Twitter and Tear Gas: The Power and Fragility of Networked Protest, New Haven: Yale University Press