Strategic communication involves organisations and individuals to produce and convey persuasive arguments in a variety of digitised contexts. from online marketing/fundraising campaigns to social media strategies by companies and influencers. Argumentation plays a crucial role in strategic communication as it promotes sustainable (long-term) persuasion and trust, thus making communication really strategic and not merely tactical. This module aims at providing students with conceptual and analytical instruments from argumentation theory and rhetoric which will enhance their ability to (i.) critically examine strategic communication across digital spaces; (ii.) understand the principles informing the design of effective and reasonable influencing communication strategies; (iii.) familiarise themselves with issues of persuasion and trust in digital strategic communication.
The module will examine numerous cases of digital strategic communication pertaining to different domains such as financial communication and sustainability, journalism and misinformation, political discourse, public affairs and crisis communication.