Module description
The module combines theoretical and empirical content in the analysis of digital campaigning. Digital campaigning is hereby understood as comprising all forms of social and political campaigning that make intense use of digital media, from election campaigns to social movements and charities as well as marketing campaigns. Theoretically the module ranging from digital politics and digital strategy. Furthermore, it will cover a number of relevant digital concepts such as the digitisation of political activity, the notion of hybrid media system, organisational communication and the consequences of interactivity, crowd-sourcing, networking and participatory culture for social, marketing and political campaigning. Empirically, it will draw on several digital campaigns, from social movements and civil society campaigns as well as political, election and marketing campaigns. Its geographic scope will mostly focus on the Western context, but with some case studies and examples from other world regions including India, Southeast Asia and South America.
Assessment details
- One x 800-word individual research proposal/report (30%)
- One x 2000-word individual essay (70%)
Educational aims & objectives
This module will offer students the opportunity to learn the nature and dynamics of campaigning activities conducted in a digital world. In particular it aims to provide students with an understanding of the nature of campaigning in general and of the way in which it changes as a consequence of the diffusion of digital technology.
Specifically it will aim at:
- Providing students with a general understanding of campaigning as a domain of human activity, and of the way in which it assumes different forms in a digital world.
- Explaining the nature of different fields of digital campaigning, both within NGOs, civil society organisations and social movements and in political parties and elections.
- Examining a number of issues that are relevant to digital campaigning including the use of different digital tactics to achieve different aims; the costs involved in using different tools and processes.
- Considering the opportunities and limits of digital campaigning.
Learning outcomes
At the end of the module, students will be expected to:
- Understand what is meant by digital campaigning and what are its most typical manifestations and features.
- Analyse concrete examples of digital campaigning in different contexts in civil society, protest movements and electoral politics.
- Discuss various concepts and theories that are relevant to the understanding of digital campaigning.
- Critically evaluate the advantages and disadvantages of digital campaigning over more traditional forms of campaigning.
Teaching pattern
Ten one-hour lectures and ten one-hour seminars