COMM-447 Multicultural Strategic Communication Campaigns (3)

As the U.S. population becomes increasingly diverse, strategic communication practitioners must consider how to reach a variety of audiences. Students examine media representations of diverse groups and how they impact strategic communication, consider whether communication theories apply to diverse identities, and analyze a variety of case studies in public health, political participation, corporate advocacy and brand promotion, social marketing, and internal communication. The course encourages students to think beyond the traditional segmentation of publics into single-identity groups to appreciate the heterogeneity within these groups, power differentials inherent in the practice of public relations, and how these factors determine how audiences interpret campaigns. The course also explores how strategic communicators (re)create individual and group identities and how publics interact with organizations and the media to promote their own identities. AU Core Integrative Requirement: Diversity and Equity. Crosslist: COMM-647. Grading: A-F only.