MILANO GRADUATE SCHOOLSpring 2010Media Advocacy & Social Marketing                            # 4302Tuesdays, January 26 –...
Grading FormulaIssue paper:                             30% of final gradeClass participation:                     35% of ...
Media Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 3Session 2 – February 2Mainstream Media, Community Media an...
Session 8 – March 23Ethics of Media Advocacy and Social MarketingLaw & Order episode to be viewed in class: “The Human Fle...
Media Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 5Ideas for Paper TopicsSelect a global issue such as climat...
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Syllabus: Media Advocacy & Social Marketing, Spring 2010


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This is the syllabus for a graduate course I teach at Milano The New School in NYC.

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Syllabus: Media Advocacy & Social Marketing, Spring 2010

  1. 1. MILANO GRADUATE SCHOOLSpring 2010Media Advocacy & Social Marketing # 4302Tuesdays, January 26 – May 11, 2010 6:00 - 8:00 p.m.Room 1107 – 6 East 16th Street, NYC (between Union Sq. & Fifth Ave.)Instructor: Bonnie McEwan 917-693-0940 (cell) 212-229-5400 x1618 (office) Office Hours: Tuesdays & Thursdays, 11:00 a.m. – 4:00 p.m. Room 703 at 72 Fifth Ave. bmcewan@nyc.rr.comCourse SummaryMedia advocacy is the strategic use of mass media to influence policy. Socialmarketing is the strategic application of marketing principles to influence humanbehavior. Media advocacy targets the broad, social environment. Socialmarketing targets specific, individual human behaviors. Each is a useful tool forhelping nonprofit and public organizations, advocacy groups and socialmovements forward their missions. Taken together, these complementarytechniques form a powerful mechanism for promoting social change.This course examines various media theories and their application to socialchange strategies as practiced by groups around the world. It employs a global,cross-cultural perspective to look particularly at community and alternativemedia, which are generally more accessible and multi-faceted than aremainstream, corporate outlets.Students will have hands-on opportunities to apply effective media andmarketing techniques by working with a client organization: The New School’sSustainability Advisory Committee (SAC), which seeks to establish sustainablestructures, processes and behaviors throughout the university campus.We will also consider some of the ethical dilemmas that arise when governmentagencies engage in social activism and when commercial marketing and mediatechniques are applied to complex issues of social and public policy.This course may be applied to the Certificate in Politics and Advocacy. It alsofulfills the international course requirement.Assignments and GradingThis course is highly participative. Students are expected to complete theassigned readings on schedule, attend class as well as additional clientmeetings, and offer original contributions to class discussions. Note that 70% ofthe final grade is based on client work and class participation. Please do notregister unless you are prepared to participate fully.Media Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 2 1
  2. 2. Grading FormulaIssue paper: 30% of final gradeClass participation: 35% of final gradeClient work: 35% of final gradeIncompletes are granted only in cases of medical emergency or bereavement.Issue PaperEach student will select an issue or topic currently in the news and write an 8 to10 page paper analyzing how the media frames and reports that issue. Studentsare expected to support their views with citations from the course readings, aswell as additional sources identified by the student’s own research. Suggestionsfor paper topics may be found at the end of this syllabus. Papers should beformatted using MLA style and submitted in hard copy at the beginning of classon March 9.Required TextsGlobal Activism, Global Media. de Jong, Wilma, Martin Shaw, and NeilStammers, eds. London: Pluto Press, 2005.Understanding Community Media. Howley, Kevin, ed. Thousand Oaks, CA:Sage Publications, 2010.Fostering Sustainable Behavior. McKenzie-Mohr, Doug, and William Smith.Gabriola Island, BC, Canada: New Society Publishers: 1999.There will also be a readings packet available through the library’s e-reserves;additional readings may be assigned in class. All sources consulted indeveloping this syllabus are listed in the attached bibliography.Class ScheduleSession 1 – January 26Course OverviewIntroductions, Client Background, Team AssignmentsDefining Media Advocacy and Social MarketingReading (distributed in class): Signorile, Michelangelo. Lights, Camera, ACT UPin Queer in America, pp.Assignment to be completed by 2/2: Meet in project teams to get acquainted. 2
  3. 3. Media Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 3Session 2 – February 2Mainstream Media, Community Media and Social ChangeReading: de Jong, Introduction, pp. 1-14 and Media and the Global PublicSphere, pp. 34-49; Howley, Introduction, pp. 1-22, Democratic Potentials ofCitizens’ Media Practices, pp. 32-40, Collaborative Pipelines, pp. 53-62 and CivilSociety and the Public Sphere, pp. 71-77Session 3 – February 9Social Marketing, Market Research and Behavior ChangeReading: McKenzie-Mohr, Fostering Sustainable Behavior andUncovering Barriers and Benefits, pp. 1-45; in e-Reserve: McQuarrie, SecondaryResearch and Customer Visits, pp. 53-82, in The Market Research Toolbox; ande-Reserve: Sargeant, Social Marketing: The Marketing of Ideas, pp. 217-251 inMarketing Management for Nonprofit Organizations.Session 4 – February 16Meet the Client: The New School Sustainability Advisory Committee (SAC)Session 5 – February 23Activism in Mainstream Media v. Activism in Alternative Media: Case StudiesReading: de Jong, Dying for Diamonds: The Mainstream Media and NGOs: ACase Study of ActionAid, pp. 95-109 and The World Development Movement:Access and Representation of Globalisation in the Mainstream Press, pp.125-132; Howley, Alternative Media and the Public Sphere in Zimbabwe, pp.87-105 and Ethnic Community Media and Social Change, pp. 250-258; and e-Reserve: VanDam, “Where News Comes From” in New York magazine,10-26-09Session 6 – March 2Techniques of Media Advocacy and Social MarketingReading: McKenzie-Mohr, Influence Tools, pp. 46-121; in e-Reserve: Rados,David. Advertising in the Social Sector, pp. 140-153, in Fine, Social Marketing,and Wallack, Lawrence, et. al., Media Advocacy Case Studies, pp. 155-200 inMedia Advocacy and Public Health.Session 7 – March 9Design and Evaluation of Social Marketing and Media Advocacy InitiativesReading: McKenzie-Mohr, Building Effective Programs, pp. 122-139; in e-Reserve: Wallack, Lawrence, et. al., Evaluating Your Media Efforts, pp. 129-139in News for a Change.**Issue Paper Due**March 16 –SPRING BREAK– NO CLASSESMedia Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 4 3
  4. 4. Session 8 – March 23Ethics of Media Advocacy and Social MarketingLaw & Order episode to be viewed in class: “The Human Flesh Search Engine.”Reading: e-Reserve: Murphy, Patrick E. and Paul N. Bloom. Ethical Issues inSocial Marketing, pp. 68-78, in Fine, Social Marketing.Session 9 – March 30Local Media’s Global ImpactReading: Howley, “Asking We Walk”: The Zapatista Revolution of Speaking andListening, pp. 348-371Guest Speaker: TBDSession 10 – April 6Work Session on Client ProjectsSession 11 – April 13Documentary Video for Social ChangeReading: Howley, A Participatory Model of Video Making: The Case of ColectivoPerfil Urbano, pp. 259-267Guest Speaker: Patrick Kwan, NYS Field Director, Humane Society of the USSession 12 – April 20The Changing Media Landscape & Activism on the NetReading: Howley, Closings and Openings: Media Restructuring and the PublicSphere, pp. 318-340; de Jong, Activist Media, Civil Society and SocialMovements, pp. 149-164; Transgender Activism on the Net, pp. 179-193; andCivil Society Organisations and the Internet: The Case of Amnesty International,Oxfam and the World Development Movement, pp. 208-222; in e-Reserve:Manjoo, Farhad, Where Wikipedia Ends in Time magazine, 9-28-09.Session 13 – April 27Group presentations to clientSession 14 – May 4Group presentations to clientSession 15 – May 11Course Evaluations and The Two-Sentence Takeaway 4
  5. 5. Media Advocacy and Social Marketing…Syllabus as of 1-9-10…Page 5Ideas for Paper TopicsSelect a global issue such as climate change and compare/contrast the way it ispresented by media in two or three different nations.Identify a community media outlet that is working to raise awareness of anunder-reported issue. What approaches is the outlet using to highlight theissue? Assess the level of impact that the media outlet is, or is not, making onits intended audience.Analyze how the current US healthcare debate is reported in a mainstreamversus an alternative US media outlet. Or analyze how non-US media arecovering the debate versus the way it is covered here in the US.Analyze the news coverage of a local incident that raised issues of national and/or global interest. For instance, how did news coverage of the shootings atVirginia Tech impact security at colleges around the world? If the coverage werereported differently, would its impact have been different as well?Compare news coverage of the train bombings in Madrid in 2004 and in Londonin 2005. How do you think cultural, social or political differences between the twonations affected the news coverage, if at all?Pick any big, international news story from the latest New York Times( web site. Compare the way it is covered to the way that samestory is covered on the latest version of Al Jazeera’s site. ( how the religious, cultural or social norms of a community impact theway that local (or neighborhood) media report on current events. Is thecoverage biased or merely targeted to a specific type of audience? At whatpoint does meeting customer needs become pandering to special interests? Isthere a difference?Advertiser-supported media, at least in the US, is a business model that isclearly in trouble, perhaps even dying. Is this a good or a bad thing and why?What other models might replace it?There are some places in the world where low literacy rates make it challengingto keep people informed. Choose an issue and suggest alternative mediaformats that might be employed to reach people who have difficulty accessingtraditional print media. 5