Asian Public Relations

This subject is not offered in 2013.

Total expected time commitment is 102-hours across the semester, including class time.

Completion of 25 points of core Media and Communications and 25 points of optional Media and Communications subjects at first year. This subject is not available to students enrolled in the Bachelor of Arts D09 degree.

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100-107/100-207 Asia-Pacific Media Systems; 100-207 Asian Public Relations; 670-304 Asian Public Relations

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 Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

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.

On completion of the subject students should have:

• the ability to apply appropriate frameworks to the description and evaluation of media and public relations in political and cultural systems and processes;
• the ability to develop a critical understanding of different forms of persuasive and promotional practices in the management of global public risk across the region;
• the ability to demonstrate skills in teamwork and cross-cultural communication.

An essay of 2000 words 45% (due mid semester), a written global public risk campaign analysis report of 2000 words 45% (due in the examination period) and class participation 10%. This subject has a minimum hurdle requirement of 75% attendance and regular participation in tutorials. Assessment submitted late without an approved extension will be penalised at 10% per day. In-class tasks missed without approval will not be marked. All pieces of written work must be submitted to pass this subject.

A Subject Reader will be available.

This subject is not available as a breadth subject.

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.

This subject is not available as Breadth or to students enrolled in the Bachelor of Arts degree. 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 100-107/100-207 Asia-Pacific Media Systems or 670-304 Asian Public Relations are not eligible to enrol in this subject