Critical Issues in Campaigning

Course summary

Campaigning for social change has a long history both in the UK and internationally. Social movements, individual activists and non-governmental organisations (NGOs) have effected huge societal changes from voting rights for women and minority groups to the environmental protection of Antarctica, to the abolition of slavery to establishing human rights within the law. Governments, trade unions and even corporations can also play a role in progressive social change, for example in health, fair trade and climate change initiatives. Media and communication play a key role in bringing about social change, a role that has been strengthened with the explosion of digital media.

In this course we will consider some of the factors that influence social change. We will look at the historical development of campaigning and explore what the future might look like. We will discuss the professionalisation of the campaigning role and consider ethical and other constraints on campaigners. We will also reflect on the key theories and ideas that underpin campaigning communication, taking in concepts such as power, narrative, framing, values, emotions, and theories of change along the way. We will combine academic theory with a reflection on current best practice in the UK and internationally.

Learning outcomes

By the end of the course, successful students will be able to:

• Identify and critically analyse trends within social change campaigning and their implications for practitioners.
• Reflect on the historical development of campaigning approaches and propose ways to conceptualise this development to enable current campaign communicators to learn from it.
• Develop a critical understanding of the core theories and concepts that inform campaigning for social change.
• Identify and evaluate the models of social change that civil society organisations and non-governmental organisations (NGOs) follow and contextualise current practice within these models (both in the UK and internationally).

Who is this course for?

This course is for anyone who would like to develop a better understanding of the best practices and key theoretical concepts informing media and campaigning for social change. This includes professionals who are already working in this or a relevant field, people who volunteer for organisations and would like to sharpen their skills, as well as recent BA graduates who are thinking of conducting further study in Media, Campaigning and Social Change.

Entry requirements

This is a Masters level module. You will need to have an undergraduate degree in a relevant field or the equivalent in relevant professional experience. If your first language is not English, you should have an IELTS 6.5 overall with at least 5.5 in all components.

Course structure

The course includes sessions on:

• the evolution and innovation of campaign tactics
• storytelling and framing for social change
• what mobilises audiences to participate in campaign activity
• methods to analyse the targets of campaigns and the environment one is campaigning in

The module is delivered in person through a series of 11 weekly half-day practical workshops.

The sessions include group exercises and group discussion, as well as lectures and guest speakers.

Our tutors

The course is led by Dr Anastasia Kavada, a Reader in Media and Politics who leads the MA Media, Campaigning and Social Change. 

Additional sessions are offered by Michaela O’Brien who is an Associate Head of the DCDI College. 

Leading not-for-profit practitioners will also deliver guest sessions on the course.

Accreditation

This course is part of University of Westminster's MA Media, Campaigning and Social Change. Those who successfully complete it can use the credits towards a full MA or a Postgraduate Diploma or a Postgraduate Certificate.

While the course is credit bearing, please note that successful completion of the module does not allow direct entry onto the associated Masters programme. To be eligible for entry onto the degree, you will still need to meet the necessary requirements and submit an application via Admissions.