| Week |
Subject |
Related Preparation |
| 1) |
Introduction and Overview of the Course |
|
| 2) |
The political economy of media / Key concepts |
“For a political economy of mass communications”, Graham Murdock & Peter Golding |
| 3) |
The political economy of media / Key concepts |
“The study of the political economy of the media in the twenty-first century”, Janet Wasko |
| 4) |
Media, Power and Democracy |
Readings from Louis Althusser, Antonio Gramsci and Herbert Schiller |
| 5) |
Manufacturing consent: the political economy of the mass media |
“Manufacturing consent: the political economy of the mass media”
Edward S. Herman/Noam Chomsky |
| 6) |
The political economy of the press and news value |
“The structure of foreign news: the presentation of the Congo, Cuba and Cyprus crises in four Norwegian newspapers”, Johan Galtung and Mari Ruge
“What Is News? Galtung and Ruge revisited”, Tony Harcup & Deirdre O'Neill |
| 7) |
Midterm |
|
| 8) |
Introduction to political economy of new media |
|
| 9) |
Alternative media |
|
| 10) |
Alternative media and crowdfunding in the digital age |
|
| 11) |
Net neutrality |
|
| 12) |
The political economy of film industry
Discussion: The Post (movie) |
|
| 13) |
A comparative analysis of media pluralism |
|
| 14) |
Closing section: final review before final exam |
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
2 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
2 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
2 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
2 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
2 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
3 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
2 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
2 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
2 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
