module specification

In this module you will consider the theories of the main authorities in the field of communication. The module will consider what is meant by “communication” and why a study of the subject is especially important for communication professionals.

The aim of the module is for you to engage in critical and evaluative considerations of communication using key theories, concepts; this will be through consideration and engaging with the language and discourse related to the subject area.  You will be introduced to the problems inherent in defining communication, and the different approaches to the topic.  You will also develop further the practical communication skills addressed in earlier modules. Current affairs will be a key feature in the module to illustrate the application of various theories and concepts

The module aims to assist in the building of the following specific skills:
• Critical thinking and writing
• Academic reading & academic writing and literacy
• Researching
• Analysing data & problem solving
• Commercial Awareness

Pre- requisite A Level 5 marketing communications module either MC5080- Marketing Communications, or MC5076 - Contemporary Theory of Advertising or MC5078 - Crafting Advertising Campaigns or MC5074 or Consumer PR and Media Relations

Communication Models – Application & criticism
Researching communication LO1
Researching audiences –Critical issues in shifts in media consumption and channels and measurements
Researching communication analysing media content.  Content Analysis

Cultural analysis & Communications and Public Communications LO2
Cultural analysis critical theory & communications - Marxism & post modernism 
Cultural analysis critical theory Structulism & Post structulism & semiotics & communication
Cultural analysis critical theory – (EDI) Gender/Feminism/Ethnicity/Equality & communications
Public communications- Campaign domains. Social marketing, Communication-persuasion matrix

Cyber communication news & Virtual communication theories LO3
News sources & changing dynamics – False news, AI, democratisation of news & the web PR & motives.
News management techniques – Absorption, News encounter critical perspectives on news values
The role of virtual communities & PR

Propaganda and persuasion LO1
Propaganda and persuasion for communications & marketing communications professionalism
Chomsky and Hermans Propaganda model
Media function public broadcasting- The role and purpose of media   Propaganda, Commercial laissez-faire models, power model, Media convergence, debates re press regulation
Critical approaches to ethics. Challenges and ethical considerations for communications & marketing communications professionalism

The public sphere LO4
Communication discourse and power
The Media and the Public Sphere
Habermann & public sphere
Public opinion & Activism
Public Relations politics & media

The module will be delivered over a 12-week period and consists of 1 hour lecture and 2 hours seminars workshop each week.   The lectures will focus on key theories, concepts models and framework of communication.

The seminars will be a 2-hour student interactive learning session and will adopt a blended learning approach with content on web learn to be used for the interactive sessions. Students will be provided in advance the material to be covered in the seminar workshop sessions are expected to prepare for the interactive sessions. The sessions will cover critical discussions, debates, journals and problem-solving analysis to build on contemporary communication issues covered in the taught element of the lectures. The aim of this approach is to

• Assist in relating their knowledge to the current marketing discipline and PR profession
• Apply understanding of technical skills required for critical discussion and analysis

Students will need to consider this aspect of the module as part of their personal development.
The facilities of Web Learn will be used as part of the central to the delivery of module handbook, case studies, journal articles, and external web links learning. Students will be encouraged to use the leading portals.
Assessment
Students will be given an opportunity and be show draft practice mock questions to their tutors for comments and formative feedback during seminars Weekly drop-ins will be provided by the tutor in office hours

On completion of this module the students will be able to:

LO1.  Critically appraise and evaluate academic perspectives of communication models frameworks & theories evaluate their current & applied communication in professional practice. 
LO2.  Critically appraise and evaluate cultural analysis and public Communications academic perspectives of communication & evaluate their current & applied communication in professional practice. 
LO3.  Critically appraise and evaluate academic perspective of cyber communication, news & virtual communication theories & evaluate their current & applied communication in professional practice. 
LO4. Critically appraise and evaluate academic perspectives of communication-
The public sphere & evaluate their current & applied communication in professional practice. 
 

This module has no core book due to the nature of the topics covered. However, reading will be taken from the chapters & current journals readily available via the library resources and some chapters will be made available on web learn. Core weekly reading will be supplied at the beginning of teaching.

Library Reading List link
https://rl.talis.com/3/londonmet/lists/B0472734-5DFF-9E8C-FC76-EABE8BC99E54.html?lang=en-GB&login=1

Bates, P. Advita Patel  A. (2023) Building a Culture of Inclusivity Effective Internal Communication For Diversity, Equity and Inclusion Kogan Page https://www.koganpage.com/marketing-communications/building-a-culture-of-inclusivity-9781398610392

Berger A. (2021) Media and Communication Research Methods An Introduction to Qualitative and Quantitative Approaches 5th Edition Sage
https://uk.sagepub.com/en-gb/eur/media-and-communication-research-methods/book259331

Edwards L. (2019) Understanding Public Relations Culture & society Sage
https://sk.sagepub.com/book/mono/understanding-public-relations/back-matter/s9781473983571.i532

Luttrell R. , Adrienne A. Wallace A.  (2025) Public Relations and the Rise of AI. Routledge Taylor Francis
https://www.routledge.com/Public-Relations-and-the-Rise-of-AI/Luttrell-Wallace/p/book/9781032671321?

L’Tang J. McKie D. Snow N. Xifra (2017) The Routledge Handbook of critical Public Relations Routledge Companions
https://www.routledge.com/The-Routledge-Handbook-of-Critical-Public-Relations/LEtang-McKie-Snow-Xifra/p/book/9781138212077?srsltid=AfmBOoocr6ifDoiC6gfMd5qeHK7m6PewUpEzinWdWZ_xqzM4p5q42Va1

Moloney K. McGrath C. (2019) Rethinking Public Relations Persuasion, Democracy and Society 3rd Edition Routledge Taylor Francis
https://www.taylorfrancis.com/books/mono/10.4324/9780429489310/rethinking-public-relations-kevin-moloney-conor-mcgrath

McQuail D. Deuze M.  (2020) Media and Mass Communication Theory sage publishing Seventh Edition
ttps://uk.sagepub.com/en-gb/eur/mcquail’s-media-and-mass-communication-theory/book243524

O’Shaughnessy, N.J., 2004. Politics and propaganda: weapons of mass seduction. Manchester University Press, Manchester
https://www.waterstones.com/book/politics-and-propaganda/nicholas-oshaughnessy/9780719068539

Ott B. Mack R. (2025) Critical Media studies: An introduction in the Digital Age 4th edition Wiley Blackwell
https://www.wiley.com/en-us/Critical+Media+Studies%3A+An+Introduction+for+the+Digital+Age%2C+4th+Edition-p-9781394240340

Palmer, J., 2000. Spinning into control: news values and source strategies, Studies in communication and society. Leicester University Press, London https://www.bloomsbury.com/uk/spinning-into-control-9780718502522/#

Shin J. Heath R. (2021) Public Relations Theory Capabilities & Competence Wiley  Blackwell 
https://www.wiley.com/en-kr/Public+Relations+Theory%3A+Capabilities+and+Competencies-p-9781119712954

Storey J. (2024) Cultural Theory and Popular Culture: An Introduction 10th edition, Routledge
https://www.routledge.com/Cultural-Theory-and-Popular-Culture-An-Introduction/Storey/p/book/9781032484082?srsltid=AfmBOopGKbeAiPgpKq3Yu-yZOJfEopyTN1RfsFFL6oE7dWWI04rwoH0Z

Snow N. Jowett G. O’Donnell (2024) Propaganda and Persuasion 8TH Edition Sage Publications
https://uk.sagepub.com/en-gb/eur/propaganda-persuasion/book277205

Theaker A. (2025) The public Relations Handbook 7th Edition Taylor Francis 
https://www.taylorfrancis.com/books/edit/10.4324/9781003517375/public-relations-handbook-alison-theaker-james-curran

Manning, P., 2001. News and news sources: a critical introduction. Sage, London
https://uk.sagepub.com/en-gb/eur/news-and-news-sources/book206875

Academic Journals
Mass communication & society
Media Culture & Society
Journalism Quarterly
Journalism Studies
Journalism Practice
Public Relations Quarterly
Public Relations Review
Public Relations Research
Journal of Public Affairs
International Journal of Communication
Journal of Mass Media Ethics
Journal of Communication Management
Journalism Practice
Journal of Advertising
Journal of Advertising Research
European Journal of Communication
Journal Marketing Communications
Current & daily Newspapers