Asian Public Relations

Subject MECM20004 (2010)

Note: This is an archived Handbook entry from 2010.

Credit Points: 12.50
Level: 2 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2010:

Semester 2, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable

On Campus

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 3 A 2-hour lecture and a 1-hour seminar per week.
Total Time Commitment: 102
Prerequisites: Completion of 25 points of core Media and Communications subjects and 25 points of optional Media and Communications subjects at first year level.
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: 100-107 Asia-Pacific Media Systems; 100-207 Asia-Pacific Media Systems; 670-304 Asian Public Relations
Core Participation Requirements: For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the 3Disability Liaison Unit website: 4


Dr Umi Manickam Khattab


Sean Cubitt

Subject Overview:

This subject provides a cultural and political map of forms of public relations practices in a range of countries across the Asia Pacific region. The subject examines the emerging role of professional bodies and regulatory agencies in the ethical practice of public relations vis-a-vis the ‘Asian’ values debate and orientalist discourses in a diverse region with multiple notions of democracy, state-corporatist regimes and global cultural flows. In exploring the activities of public relations in the production, circulation and consumption of cultural and political products, the subject looks closely at the application of culturally specific persuasive, developmental and change strategies in the management of national and global public risk campaign programs such as HIV/AIDS. Through analyses of news, campaigns, advertisements, public service messages and folklore, the subject asks students to critically examine the work of state, trans-national, non-government, independent and global activist public relations in shaping public opinion and influencing the civic/civil sphere through hegemonic and counter-hegemonic discourses in the promotion of local-national-global ideological values and identities.

Objectives: Students who successfully complete this subject will:
  • be able to apply appropriate frameworks to the description and evaluation of media and public relations in political and cultural systems and processes;
  • be able to develop a critical understanding of different forms of persuasive and promotional practices in the management of global public risk across the region;
  • be able to demonstrate skills in teamwork and cross-cultural communication.

A written essay of 2000 words 45% (due mid semester), a written global public risk campaign analysis report of 2000 words 45% (due at the end of semester) and class participation 10%. Students must have attended at least 80% of classes to be eligible for assessment. Students are advised to consult the following web address for details of assessment penalties which apply to this subject

Prescribed Texts:

A Subject Reader will be available.

Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills: Students who successfully complete this subject will:
  • be able to identify appropriate analytical frameworks to effectively communicate their ideas in both written and oral forms.
  • be able to contribute to group discussion, and to engage with the views expressed by other students.
  • be able to organise their personal study to reflect on their own learning processes and to complete assessment tasks in a timely manner.
Notes: This subject is only available to students enrolled in the BA (Media and Communications), BA (Media and Communications)/Bachelor of Commerce and BA (Media and Communications)/Bachelor of Laws. Students who have completed 100-107 or 100-207 Asia-Pacific Media Systems are not eligible to enrol in this subject
Related Course(s): Bachelor of Arts(Media and Communications)
Bachelor of Arts(Media and Communications) & Bachelor of Commerce

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