Final Exam - Learning
Topics:
1. Communication and media research methods - principles of the quantitative research strategy
2. The cultural context of communication
3. Cognitive psychology - historical and contemporary approaches to studying human cognition
4. Communication theories – a theoretical approach to communication
5. Media communication
6. Organisational communication
7. Con ict and cooperation in communication
8. Creative visuality
9. Persuasive communication and rhetoric
10. Pragmatics
11. New media communication
12. Public relations and marketing communication design
Topics and keywords
1. Communication and media research methods - principles of the quantitative research strategy
- The main steps of quantitative research; measuring concepts: operationalisation, types of
reliability and validity; causality and correlation; generalising from samples to populations;
replicability; limitations and criticisms of quantitative research
2. The cultural context of communication
- Categorization, necessary and su cient conditions, frame, characteristics of frames, ICM,
conceptual metaphor, basis of metaphor, mappings, scope and target, entailments, kinds of
metaphor, cultural model, conceptual metonymy, stereotypes
3. Cognitive psychology - historical and contemporary approaches to studying human cognition
- The scope of cognitive psychology; de nitions of the mind and cognition; the beginnings:
Donders’s reaction time experiment; Wundt: structuralism and analytic introspection; Ebbinghaus’s
memory experiment and the savings curve; the behaviourist era (Watson and Skinner): the principles
of classical and operant conditioning; the cognitive revolution of the 1950’s (key contributors:
Chomsky, Cherry, Broadbent, Newell & Simon, Miller); modern research: the importance of building
upon previous ndings; structural vs. process models
4. Communication theories – a theoretical approach to communication
- Paradigms of social sciences, Philosophical assumptions of communication theories, Origins
and traditions of communication theories, Evaluation of communication theories
5. Media communication
- Media literacy; Five questions for choosing media; Fake news; Propaganda tools; Logical
fallacies; Memes; Agenda-setting; Big data; YouTube algorithms; Digital divide
6. Organisational communication
- Nature of organizations, Classical, Human Relations-Resources, Critical and Cultural
Approaches, Con ict Management
7. Con ict and cooperation in communication
- Communication Paradigms, Con ict theory, Aggression, Self-Regulation, Intra- and
Interpersonal Con icts, Attachment theory, Work-family con ict, Business con icts, International
Con icts
8. Creative visuality
- Photography, Lenses, Motion Picture, Visual Storytelling, Denotative and Connotative Meaning,
Editing
9. Persuasive communication and rhetoric
- Media rhetoric, Visual rhetoric, Spatial rhetoric, Aural rhetoric, Procedural rhetoric, Persuasion,
Political rhetoric, Virtual rhetoric
10. Pragmatics
- speech acts, illocutionary act, felicity conditions, indirect speech acts, performative verb,
Cooperative Principle, (generalized) conversational implicature, Politeness Principle, face theory, T/V
distinction
11. New media communication
- traditional media vs. new media, optimistic and pessimistic narratives, digital divide, lter
bubble, virtual communities, online infringements, arti cial intelligence, new media literacy
12. Public relations and marketing communication design
- Digital marketing; Social media marketing; Google ads; campaign structures; Keyword
research; Copywriting; Campaign management; Campaign measurement; SEO
Short topics:
1. Research methods
2. Cultural
3. Cognitive
4. Communication theories
5. Media communication
6. Organizational
7. Con ict
8. Creative
9. Persuasive and rhetoric
10. Pragmatics
11. New media
12. PR and marketing
1. Respects methods:
• main steps
• Generalization and operatiolization
• Replicability and Validity
• Causation and correlation
• Replicability
• Bryman - concepts
• Limitations and criticisms
2. Cultural
• Categorization - necessary and su cient conditions (Aristotle’s Metaphysics)
• Prototype theory (Rosch) and ICMs - Idealized cognitive models (Lako ) - Stereotypes
• Frames
• Conceptual metaphors basis, kinds - mappings, source and target - cultural model - metonymy
3. Cognition
• cognition
• Reaction time (Donders) - memorization savings curve (Ebbinghaus) - analytic introspection and
structuralism (Wundt)
• Behaviorism - classical conditioning (Pavlov, Watson) - operant conditioning (Skinner)
• Cognitive revolution - language and universal grammar (Chomsky)
• Selective auditory attention (Cherry) - lter model (Broadbent) - computer information processing
model (Newell and Simon) - magic number seven (Miller)
• Structural models - communication model (Shannon and Weaver) - SMCR (Berlo)
• Process models - simultaneous communication (Schramm) - transactional (Barnlund)
4. Communication theories
• de nition - abstract/particular - un/intentional - judgmental/normative - meaning-creation
• theories division - philosophical axises - four paradigms of social sciences RIRF - communication
traditions SCSSCPR (Craig)
• evaluation - theoretical - appropriative - heuristic value
5. Media communication
• media literacy (Welch) and importance
• ve questions for choosing media - fake news -propaganda - logical fallacies
• Memes (Dawkins) - Agenda setting (McCombs and Shaw) - YouTube - big data 4 Vs
• Digital divide - ICT
6. Organizational communication
• Metaphors (Lako and Johnson)
• Classical machine approach - theory of classical management elements POCCC, principals (Fayol)
- theory of bureaucracy (Weber) - theory of scienti c management (Taylor)
• Human relations - working conditions (Hawthorne studies), pyramid of needs (Maslow)
• Human resources - managerial grid (Blake and Mouton) - management systems (Likert) - seven
success practices (Pfe er)
• Cultural - onion model (Schenn) - strong culture components (Deal and Kennedy) - excellent
organization themes (Peters and Waterman)
• Critical - power imbalance, sources (Marx) - ideology and hegemology - feminist
• Con ict - three I's - levels and factors - phases (Pondy) - strategies
7. Con ict
• communication paradigms - con ict theory (Marx)
• aggression types - self-regulation - attachment theory (Bowlby)
• interpersonal - work-family -business - prisoner's dilemma (Flood and Dresher) - ultimatum game -
international
8. Creative
• photography (Niépce, Daguerre) - exposure - lenses - focal length - motion picture
• visual storytelling - denotative and connotative meaning
• editing (Kuleshov, Vertov)
9. Persuasive and rhetoric
• Propaganda - classic - theory of persuasion (Aristotle) - philosophy and manipulation (Plato) -
wisdom (Cicero)
• public life and interpreting (Silverstone) - mediarhetoric
• visual - 3P's - spatial (Certeau) - aural - prodecural (Bogost)
• political - debates (Kane, Patapan) - alternative futures (aristotle) - modern entertainment - image
rhetoric (Barthers) - particular and universal audience - identity (Burke)
• virtual - illusion (Sutherland) - symbolic (Lanier)
10. Pragmatics
• speech acts - illocutionary (Austin) - types ADCED (Searle) - felicity conditions
• indirect speech acts - coopertive principle (Grice) - 4 maxims - Tu/Vous
• politeness principle (Lako , Leech)- face theory (Brown and Levinson)
11. New media
• traditional and new - optimistic and pessimistic
• digital divide - lter bubble - virtual communities - online infringements - AI - deepfakes
• new media literacy - selective exposure (Klapper) - automatisms (Petty and Caccioppo)
• CMC research - social presence (Short) - cluelessness (Rutter) - reduced social cues (Sproull &
Kiesler) - deindividualization (Spears, Lea, Postmes) - social information processing (Walter)
12. PR and Marketing
• digital marketing - 4P's
• social media - copywriting
• google ads - campaign structures and types - SEO - keywords - ad groups
• campaign measurements - KPI's - view-through conversions
