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THEORY AND METHODS OF PUBLIC COMMUNICATION

Stefania LEONE THEORY AND METHODS OF PUBLIC COMMUNICATION

0312200030
DIPARTIMENTO DI SCIENZE POLITICHE E DELLA COMUNICAZIONE
EQF6
COMMUNICATION SCIENCES
2018/2019

YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2016
SECONDO SEMESTRE
CFUHOURSACTIVITY
640LESSONS
STEFANIA LEONE T Curriculum
Objectives
THE COURSE WILL PROVIDE THEORETICAL KNOWLEDGE AND OPERATIONAL CAPABILITIES TO ANALYZE THE SOCIAL PROCESSES REGARDING INSTITUTIONS, CITIZENS AND THE OTHER ACTORS IN THE PUBLIC SPHERE, FOCUSING ON COMMUNICATION FLOWS.
THEORETICAL PERSPECTIVES AND METHODOLOGICAL ANALYSIS OF GOVERNMENT ARE FOCUSED ON ACTORS, STRUCTURES AND RELATIONAL PROCESSES. THE PROGRAM ADDRESSES THE MAIN FIELDS OF PUBLIC COMMUNICATION: COMMUNICATION FOR PUBLIC ADMINISTRATION, POLITICAL COMMUNICATION AND SOCIAL COMMUNICATION.
THE COURSE HAS A DEDICATED SESSION ON THE CHANGES OF THE DIGITAL ADMINISTRATION, THE FORMS OF CO – ADMINISTRATION, NETWORKED CITIZENSHIP AND SOCIAL INNOVATION, CONSIDERING THE INFORMATIONAL NETWORKS OF DIGITAL SOCIETY.
THE AIMS OF A COURSE ARE DESIGNED TO PROVIDE VARIOUS PROFILES OF KNOWLEDGE, SKILLS AND EXPERTISE IN PUBLIC COMMUNICATION, ESPECIALLY IN ANALYTICAL AND EVALUATIVE PROCESSES RELATING TO COMMUNICATION IN THE INFORMATIONAL NETWORK OF THE DIGITAL SOCIETY.
THE COURSE COMBINES DIVERSE TEACHING METHODS: FROM TRADITIONAL APPROACH (THEORETICAL AND TECHNICAL LECTURES) TO PRACTICAL AND EXPERIENTIAL ONES (TUTORIALS AND EXERCISES) AIMED AT PRACTISING REAL CASES AND PROBLEMS OF PUBLIC COMMUNICATION.
Prerequisites
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Contents
PART I: THE INSTITUTIONS. ACTORS, MODELS AND RELATIONS.
STATE, MARKET AND CIVIL SOCIETY
THE BUREAUCRATIC MODEL
EVOLUTION OF PUBLIC ADMINISTRATION IN ITALY. THE CHANGING ROLE OF THE STATE. CHARACTERISTICS OF THE BUREAUCRATIC AND POST-BUREAUCRATIC MODELS OF ORGANIZATION
MANAGEMENT, MARKETING AND COMMUNICATION FOR THE PUBLIC SECTOR
THE ACTIVE ROLE OF THE SOCIETY IN THE PUBLIC SPACE
SUBSIDIARITY, ACTIVE CITIZENSHIP, SOCIAL RESPONSIBILITY, COOPERATIVE POWER, SOCIAL NETWORKS AND GOVERNANCE
FOCUS AND CASE STUDIES.

PART II: PUBLIC COMMUNICATION: ORIGIN AND BASIC CONCEPTS.
PROGRAM. DEFINITIONS, TAXONOMIES AND BORDER AREAS.
ORIGINS OF PUBLIC COMMUNICATION: CIVIL SOCIETY, PUBLIC OPINION AND PUBLICNESS.
PHASES OF PUBLIC COMMUNICATION IN ITALY.

PART IV: THE LEGAL FRAMEWORK.
ITALIAN LAWS ON PUBLIC COMMUNICATION: FROM THE 90S TO TODAY

PART V: LAW 150/2000: ACTIVITIES, PROFESSIONAL PROFILES AND COMMUNICATION TOOLS.
THE COMMUNICATION OFFICES AND PROFESSIONAL PROFILES: LAW 150/2000.
THE MEDIATED INFORMATION: PRESS OFFICE. ACTIVITIES, ROLES AND FUNCTIONS. TOOLS.
PUBLIC RELATIONS: URP. ACTIVITIES, PROFESSIONAL SKILLS, TARGET.
THE POLITICAL-INSTITUTIONAL COMMUNICATION: THE SPOKESMAN.
THE COMMUNICATION PLAN. THE PROCESS AND CRITERIA OF COMMUNICATION WITH RESPECT TO: TARGET, PURPOSE, OBJECTIVES AND EFFECTS. FORMS AND MEDIA OF PUBLIC COMMUNICATION.

PART VI: DIGITAL ADMINISTRATION.
THE NEW CODE FOR THE DIGITAL ADMINISTRATION (CAD). THE INSTITUTIONAL WEB. MULTICHANNEL SERVICE AND SOCIAL NETWORK COMMUNICATION.
TRANSPARENCY, ACCESSIBILITY, OPEN DATA E DIGITAL AGENDA.
E-DEMOCRACY AND E-GOVERNMENT, E-GOVERNANCE AND NETWORKED CITIZENS.
SOCIAL INNOVATION.
Teaching Methods
LECTURES, SEMINARS, PRACTICAL EXERCISES AND CASE STUDIES.
Verification of learning
THE EXAM CONSIST OF AN ORAL INTERVIEW TO ASCERTAIN THE LEVEL OF KNOWLEDGE OF THE FIVE PARTS OF THE PROGRAM. THE EXAM WILL NOT EXCEED THE MINIMUM REQUIRED IF THE CANDIDATE DOES NOT SHOW A SUFFICIENT LEVEL OF KNOWLEDGE OF THE THEORETICAL, CONCEPTUAL AND NORMATIVE BASES (PARTS 1, 2 AND 3). THE QUESTIONS WILL COVER, ON ONE HAND, GENERAL AND CENTRAL TOPICS RELATED TO THE TOPICS OF PA STUDIES AND COMMUNICATION PROCESSES (MACRO-THEMES SUCH AS BUREAUCRACY, DIGITAL ADMINISTRATION, LAWS, ETC.), ON THE OTHER HAND MORE SPECIFIC ARGUMENTS, TOOLS OR TECHNICAL PROCESSES (MICRO-THEMES SUCH AS OPEN DATES, E-PARTICIPATION, ETC.). USING THE 30-POINT SCALE RANGE, THE ANSWERS TO THE QUESTIONS ON MACRO-THEMES WILL OBTAIN A DOUBLE SCORE. IN ADDITION TO THE PUNCTUALITY OF THE ANSWER - ABOUT THE SCALING - THE ARGUING WEALTH, THE LEVEL OF DEPTH, THE CRITICAL REFLECTION CAPACITY, THE INTERCONNECTION BETWEEN THE ISSUES AND THE EXPLICATION OF EXAMPLES, CASES OR DIRECT EXPERIENCES WILL BE POSITIVELY EVALUATED.
Texts
ATTENDING STUDENTS:
• BERGER PL. E BERGER B. (1995), SOCIOLOGIA. BOLOGNA: IL MULINO. CAP. X (PP. 221-246)
• GRANDI R. (2016) LA COMUNICAZIONE PUBBLICA. ROMA: CAROCCI. CAPP.: 1-2-4-6-7.
• LOVARI A. (2013) NETWORKED CITIZENS. COMUNICAZIONE PUBBLICA E AMMINISTRAZIONI DIGITALI. FRANCOANGELI, CAP. 1.
• DAHLGREN P. (2013) REINVENTARE LA PARTECIPAZIONE. CIVIC AGENCY E MONDO DELLA RETE. IN: BARTOLETTI R., FACCIOLI F. (A CURA DI) COMUNICAZIONE E CIVIC ENGAGEMENT, FRANCOANGELI.
• LEONE S., DELLI PAOLI A. (2016) THE SOCIAL MEDIA COMMUNICATION FLOWS OF ITALIAN INSTITUTIONS. A FRAMEWORK ANALYSIS FOR PUBLIC AND POLITICAL COMMUNICATION ON TWITTER, IN COMUNICAZIONE POLITICA, 3.
NON ATTENDING STUDENTS:
• BERGER PL. E BERGER B. (1995), SOCIOLOGIA. BOLOGNA: IL MULINO. CAP. X (PP. 221-246)
• GRANDI R. (2016) LA COMUNICAZIONE PUBBLICA. ROMA: CAROCCI. CAPP.: 1-2-4-6-7.
• LOVARI A. (2013) NETWORKED CITIZENS. COMUNICAZIONE PUBBLICA E AMMINISTRAZIONI DIGITALI. FRANCOANGELI, CAPP. 1-2-3-4.
• DAHLGREN P. (2013) REINVENTARE LA PARTECIPAZIONE. CIVIC AGENCY E MONDO DELLA RETE. IN: BARTOLETTI R., FACCIOLI F. (A CURA DI) COMUNICAZIONE E CIVIC ENGAGEMENT, FRANCOANGELI.
• LEONE S., DELLI PAOLI A. (2016) THE SOCIAL MEDIA COMMUNICATION FLOWS OF ITALIAN INSTITUTIONS. A FRAMEWORK ANALYSIS FOR PUBLIC AND POLITICAL COMMUNICATION ON TWITTER, IN COMUNICAZIONE POLITICA, 3.
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