ZURn6213 Political Communication

Faculty of Social Studies
Autumn 2025
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. et Mgr. Alena Pospíšil Macková, Ph.D. (lecturer)
Guaranteed by
Mgr. et Mgr. Alena Pospíšil Macková, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Mgr. Boris Rafailov, Ph.D.
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Thu 12:00–13:40 AVC
Prerequisites (in Czech)
TYP_STUDIA(MN)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 17/20, only registered: 0/20, only registered with preference (fields directly associated with the programme): 0/20
fields of study / plans the course is directly associated with
Course objectives
The course aims to introduce students to key topics and current approaches in the study of political communication. It explores the transformation of actors, media, and communication strategies – from traditional campaign formats to contemporary communication on social media, including the influence of algorithms, emotions, and populist narratives. Topics such as disinformation, genre hybridization, citizen participation, activism, and crisis communication are also addressed. The course combines lectures with interactive seminars, where students develop skills in working with academic literature, critically formulating arguments, and translating insights into formats accessible to different audiences. The practical component of the course includes team debates and the creation of policy briefs with real-world relevance. This course builds on previous training in media studies, political science, and communication research. Thanks to its applied and practice-oriented focus, it strengthens competencies useful for writing theses as well as for careers in public communication.
Learning outcomes
After completing the course the student will:
Explain the key concepts, actors, and transformations in political communication in the digital environment, including the influence of media, technology, and emotions on public debate;
Identify and analyze the main features of populist, crisis, or hybrid political communication, using current real-world examples;
Formulate and defend arguments on a selected political communication issue, supported by relevant academic and public sources;
Develop a concise recommendation for a public or political institution in the form of a policy brief that reflects multiple perspectives and debate insights;
Collaborate in a team, communicate effectively, and participate in an interactive public debate format.
Syllabus
  • 1. Introduction
  • 2. From Leaflets to Feeds: Introduction to Political Communication
  • 3. From Journalist to TikToker: Hybrid Political Communication in the Digital Age
  • 4. Swipe, Share, Sign: Online Participation, Activism, and Political Mobilization
  • 5. Among the People? Interpersonal Communication and Political Discussion
  • 6. Who to Trust? News Reception, Disinformation, and Selective Avoidance
  • 7. Communication in the Age of Polarization: Negativity, Populism, and Fear Speech
  • 8. Emergency Messaging: Political Communication in Times of Crisis
  • 9. Where is Political Communication Headed? Algorithms, AI, and the Future of Public Debate and Information
Literature
  • Blumler, J. G.; Kavanagh, D.(1999): The Third Age of Political Communication: Influences and Features. In: Political Communication, 16(3), 209-230.
  • Bennett, W. L., & Iyengar, S. (2008). A new era of minimal effects? The changing foundations of political communication. Journal of Communication, 58, 707-731.
  • Zaller, J. (1997). "A Model of Communication Effects at the Outbreak of the Gulf War." in Iyengar, S. and R. Reeves (eds) Do the Media Govern?: Politicians, Voters, and Reporters in America. Thousand Oaks, CA: Sage Publications, Inc. pp.296-311.
  • Bucy, E. P. & Holbert, R. L. (eds., 2011). The sourcebook for political communication research: methods, measures, and analytical techniques New York: Routledge.
  • Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of communication,57(1), 9-20.
  • MCNAIR, Brian. An introduction to political communication. Sixth edition. London: Routledge, 2018, xiv, 251. ISBN 9780415739429. info
  • The SAGE handbook of political communication. Edited by Holli A. Semetko - Margaret Scammell. London: SAGE Publications, 2012, xviii, 557. ISBN 9781446201015. info
  • Politická komunikace a média. Edited by Jan Jirák - Blanka Říchová. Vyd. 1. Praha: Karolinum, 2000, 163 s. ISBN 8024601826. info
Teaching methods
Lectures, interactive seminars, class discussions, team debates, policy brief writing, reading, peer feedback
Assessment methods
The course is completed by fulfilling the required tasks. To pass, students must complete three assignments: Evidence Dossier (20 points), Debate (45 points), and Policy Brief (35 points). A minimum of 60 out of 100 points is required to successfully complete the course. Attendance at seminars (where debates and brief presentations take place) is mandatory. Students are expected to engage in regular preparation and teamwork throughout the semester. Each assignment is evaluated based on clearly defined criteria.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
  • Enrolment Statistics (recent)
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