Séminaires hebdomadaires

A / Médiatiser des identités publiques en contexte polémique

 

Mercredi 12h30-14h00

Cet enseignement vise l’acquisition de connaissances théoriques et méthodologiques pointues dans le domaine de la communication publique. Comment les appareils d’état communiquent-ils par le biais de médiateurs professionnels pour un public de masse considéré sous l’angle citoyen ?

Plus précisément, on propose une méthode de repérage et d’analyse systématique de la construction des identités dans les discours médiatiques et politiques dans les contextes de crise : pandémie, terrorisme, conflit armé, effondrement des économies etc. Comment construit-on une identité ? Lesquelles ? Comment médiatise-t-on ces identités ? À quelles fins et selon quelles modalités stratégiques ? L’attention portera ce semestre sur la communication de crise des gouvernements et des experts dans le contexte de la pandémie du covid-19.

 

 Marcel Burger
CLSL
Bureau 3147 / marcel.burger@unil.ch

 

B / Analyser les discours des nouveaux médias et des réseaux sociaux

 

Vendredi 10h15-12h00

Cet enseignement propose des outils pour appréhender les discours multimodaux des nouveaux médias et des réseaux sociaux et plus spécifiquement les modes de communication et les constructions identitaires inédites que ceux-ci impliquent. L’avènement de la communication digitale par la technologie numérique a modifié en profondeur les discours publics, les valeurs supportant les relations sociales, tout comme les habitudes de communication des acteurs sociaux au quotidien. 

D’une manière générale, les nouveaux médias impliquent des langages en action. Ils se caractérisent par des enjeux d’immédiateté et d’interactivité au plan de la communication (capacité responsive directe qu’offrent les dispositifs), par des enjeux de responsabilité au plan de l’information (web 2.0 participatif, webs 3,4,5 évolutifs), et par des enjeux idéologiques de citoyenneté au plan de l’expertise et de la légitimité à intervenir dans les espaces sociaux

 

Marcel Burger
CLSL
marcel.burger@unil.ch

 

C1 / Personal Branding on Social Media

À distance

In a world where social media reign, the presentation of the self is becoming essential to find a job. More and more employers are looking at applicants' social media profiles before interviewing and hiring them.  Therefore, in today's labor market, learning how to portray the "self" in the online social environment is a vital skill.

This workshop aims to train participants on personal branding on social media, combining theory with practice. We will dive into this issue through a lecture with case studies (of both success and failure) and tutorial videos that want to show the best strategies and tools at our disposal to enhance our online brand image.

Finally, participants will have the chance to write their personal branding statement with the support of a guided task, as well as having the unique opportunity to get two Hootsuite certifications, increasingly required when applying for a job.

Eleonora Benecchi
USI: Faculté des sciences de la communication
eleonora.benecchi@usi.ch

Pour toute information, prendre directement contact avec: Marcel.Burger@unil.ch

 

C2 / Brand Communities on Social Media

À distance

Humans are social beings, and from the beginning of the gods, they have joined together in communities to help each other and to pass on certain cultural values. As it turns out, brands convey specific cultural and inspirational value and meanings, so people have created and still are building communities around a product to talk about their object of passion. With the advent of social media, companies realized the importance of such communities to support the attention, engagement, and satisfaction of their brands. Consequently, dealing with social media communities is becoming an essential practice when it comes to social media management.

This workshop aims at understanding the fundamental principles surrounding brand communities: starting from traditional offline forms up to groups formed directly on the Web. Then, we will examine how to create and manage a social media brand community and why it is beneficial for a marketing strategy.

At the end of the class, participants will have the unique opportunity to get two Hootsuite certifications, increasingly required when applying for a job.

Eleonora Benecchi
USI: Faculté des sciences de la communication
eleonora.benecchi@usi.ch

Pour toute information, prendre directement contact avec: Marcel.Burger@unil.ch

 

C3 / Argumentation in the media

 

À distance

Argumentation is a discursive activity aimed at solving differences of opinion by presenting reasons. In an ideal argumentative context issues are solved reasonably, relying on “the unforced force of the better argument” (Habermas). The ability to craft effective and sound arguments and to critically assess arguments as they appear in the current media ecology are critical skills for media professionals. Moreover, argumentation represents a resource for sound decision making within media organizations. Finally, media managers need to understand the factors impacting the quality of argumentation as they act as gatekeepers and platform providers for discussions in the public sphere. Having introduced the basics of argument analysis, the course dwells on the requirements of a critical discussion, discussing with current examples the threats to the freedom of discussions (ad hominem, ad baculum, free speech vs. hate speech), to their responsibility (presumptions and burden of proof), to acceptability of evidence (sourcing, misinformation and “fake news”, conspiracies and debunking), to the relevance of arguments (“straw man” fallacy, undue polarization). Political press conferences are then explored in-depth to practice the analytical reconstruction of arguments from a dialectical and inferential viewpoint, with a focus on journalist’s critical questions, the role of implicit premises and the form of reasoning (argument scheme). At the same time, the work on press conferences will allow to appreciate the role of media argumentation in public accountability processes. Thanks to a series of case studies of argumentation in the newsroom based on authentic recordings, the course then explores decision making of journalists in newsroom meetings, their writing processes, and the argumentative design of the final news products.

Andrea Rocci
USI: Faculté des sciences de la communication
andrea.rocci@usi.ch

Pour toute information, prendre directement contact avec: Marcel.Burger@unil.ch

 

 

D / Public Communication in a Networked Society

À distance

Media are an obliquus part of our daily lives: we use them to get and stay in touch with friends, organize our days, keep up to date with developments in our town and around the world – only to mention a few examples. The constant use of digital media in our highly mediatized world is transforming public communication, an area traditionally dominated by journalists and communication professionals. In the networked public sphere, private opinions compete with journalistic news, political statements, marketing content, influencer posts, fake news, and social bot communication.

In this course, the students will deepen their knowledge of digital public communication in the context of digital transformation. The inputs aim at enabling the students to understand communicative roles and reflect on the communication in the public sphere in relation to roles and communicative goals. Furthermore, the course introduces methods for conducting ethnographic studies on social media communication.

 

Aleksandra Gnach
Zurich University of applied sciences
aleksandra.gnach@zhaw.ch

Pour toute information, prendre directement contact avec: Marcel.Burger@unil.ch


 

 

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