1 Bangkok University International College ICA 419 COMMUNICATION PLANNING AND POLICY

Semester 2, 2003 3 Credit Points Class Time Saturday 11.20 am -1.50 pm Room R423 Lecturer Dr. Chalinee Hirano Academic Credentials Level Institution B.BA. (Marketing) Thammasat University M.A. (Communication) University of Canberra MEAS. (Japanese Studies) The Australian National University Ph.D. (Political Communication) The Australian National University Email. chalinee.h@bu.ac.th Consult Time Saturday 3 5 pm. Course Description A study of communication planning and policy implications of communication, telecommunication and informationprocessing technology in business, government and education, with an emphasis on political, economic and legal aspects. Course Objectives The objective of this unit is, first, for students to have a better understanding of concepts of communication planning and policy, methods and principles, and decision-making process. Second, the subject is aimed at enhancing the students abilities to analyse a variety of cases of communication policies and plans at local, national, and international levels. Last, it is aimed at building students awareness of the different national contexts of communication plans and policies and the particular social, political and economic environments that bear on those contexts. Course Outline Week 1 January 10, 2004 Introduction Definitions of communication planning and policy, Theories in Planning and Theories of Planning

Weekly Reading

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Hancock, A., Introduction, Communication Planning for Development: An Operational Framework (Paris: UNESCO, 1981), pp. 11-34. Middleton, J. (ed.), Images and Action Theories in and of Communication Planning, Approaches to Communication Planning (Paris: UNESCO, 1980), pp. 19-62. Week 2 January17, 2004, The Nature and Types of Communication Planning

Weekly Reading Middleton, J., Communication Planning Defined, in Middleton, J. and Wedemeyer, D.J. (eds.), Methods in Communication Planning (Paris: UNESCO, 1985), pp. 19-36. Week 3 January 24, 2004 Operational Framework and System Design

Weekly Reading Hancock, A., Chapter 2: Towards a framework of communication planning, Communication Planning for Development: An Operational Framework (Paris: UNESCO, 1981), pp. 55-73.

Week 4

January 31, 2004 The Communicator, the Message, and the Medium

Weekly Reading Windahl, S., Signitzer, B., and Olson, J. T., Chapter11: The Sender/Communicator, Chapter 12: The Message, and Chapter 13: The Medium, Using Communication Theory: An Introduction to Planned Communication (London: Sage, 1992), pp.120-156. Week 5 February 7, 2004 The Audience and Effects of Communication Plan

Weekly Reading Windahl, S., Signitzer, B., and Olson, J. T., Chapter 14: The Audience, and Chapter 15: Effects, Using Communication Theory: An Introduction to Planned Communication (London: Sage, 1992), pp.157-220. Week 6 February 14, 2004

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Strategic Planning Approaches I Weekly Reading Windahl, S., Signitzer, B., and Olson, J. T., Chapter 6: Multi-Step Flow Approaches, and Chapter 7: A Network Approach, Using Communication Theory: An Introduction to Planned Communication (London: Sage, 1992), pp. 51-82.

February 21, 2004 Mid-term Examination Semester Break Week 7 March 20, 2004 Strategic Planning Approaches II

Weekly Reading Windahl, S., Signitzer, B., and Olson, J. T., Chapter 8: Systems Theory Perspective, and Chapter 9: Social Marketing Perspectives, Using Communication Theory: An Introduction to Planned Communication (London: Sage, 1992), pp. 83-99. Week 8 March 27, 2004 Evaluation and Constraints on Communication Plan & Case Studies on Educational Media Plan and Development Communication Plan Weekly Reading Chia, M., Information and Communications Technology and Physical Education in Singapore, Media Asia, 2000, Vol. 27, No. 2, pp. 94-98. Week 9 April 3, 2004 Case Studies on Mass Media Plan and National Level Integrated Communication Plan Weekly Reading Lewis, G., Communication Deregulation and Democratization in Thailand, Media Asia, 2000, Vol. 27, No. 3, pp.134-140. Week 10 Week 11 Week 12 April 10, 2004 2 Class presentations April 17, 2004 2 Class Presentations April 24, 2004 2 Class Presentations

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Week 13 Week 13 Week 14 May 1, 2004 (Labour Day) 2 Class Presentations May 8, 2003 Conclusion and Revision May 15, 2004 Final Examination

Course Assessment Class attendance and participation Group Presentation Group Project Mid-term examination Final examination Detailed Requirements 10% 20% 20% 25% 25%

1. Class attendance and participation Marks are given according

to attendance and contribution to discussion in class.

2. Group Presentation Students of six/seven are grouped to

present a project of communication plan. Each group will be assigned one topic of planning problem which must be developed into a solution plan. Topics will be given in Week 6. Students are encouraged to use extra materials and visual aid to assist their presentation. required to summit a 3,000-word group report in the following class. Reports must be typed, double-spaced with margins on the left side of A4 paper for comments. Reports must consist of an introduction, a body of discussion, a conclusion and a bibliography of at least 5 sources of information. Reports must also incorporate accurate referencing system. terms and definitions, and theories in relation to communication planning and policy, as well as understand the framework and process of basic strategic communication planning. in analyzing strategic communication plans at both local and international levels and in various social, economic, and political contexts.

3. Group Project Students who have presented their plans are

4. Mid-term Examination Students are required to recognize

5. Final Examination Students are required to demonstrate skills