Strategic communication involves the use of arguments aimed at influencing opinions and decisions of relevant audiences (citizens, investors, customers and other stakeholders). The goal of this module is to introduce students to the analysis and evaluation of persuasive argumentation in strategic communication contexts (such as business, politics, and journalism), with a particular attention given to the role of digital media in shaping influencing strategies. The module provides students with analytic and methodological instruments from argumentation theory and rhetoric that will enhance their ability to critically examine business, public and media discourses and to understand issues of persuasion and trust in digital strategic communication.
Argumentation is a communicative activity in which reasons are given to justify an opinion and persuade an audience to accept it. As such, argumentation plays a decisive role in media discourse, corporate and political discourse and all other forms of strategic communication. Good argumentation promotes strategic decision-making processes, help building sustainable and ethical persuasion, enhance public trust in organisations, political institutions and news media.
While argumentation is naturally oriented at reasonable and ethical persuasion, public influence is often pursued via fallacious and unsound arguments or even non-argumentative tactics of manipulation (e.g. fake news, power, ideology, violence) creating serious threats to democracy, economic stability and prosperity, social justice and citizens’ trust.
This module aims at providing students with conceptual and analytical instruments from argumentation theory and rhetoric which will enhance their ability to critically examine business, public and media discourses and to understand issues of persuasion and trust in strategic communication and media discourse.