Political Communication

This complete Postgraduate Diploma will help you to move with the efficacy of a program on the complete system of Political Communication”

The role of the journalist is important because, from a critical point of view, they are in charge of informing society of what is happening and occurring within the government and everything related to future decisions, maintaining relationships and connections within the government that allow them to obtain information. 

In this way, the role of the journalist seeks, through communication, to establish relationships with high-level leaders in order to access a dialogue that allows them to transparently show everything that arises in politics and public institutions. In this way, the information will be more effective and truthful. 

On the other hand, if the journalist is part of one of the public institutions or of the government itself, it is their duty to exercise their role, defending from a critical point of view their professional ethics to tell the truth of what is happening, but at the same time without losing those connections that in one way or another provide them with research material. 

This Postgraduate Diploma with 100% online format is a TECH course for all professional journalists who wish to expand their knowledge in the political sector. With its educational, audiovisual and innovative material, this program offers the latest up-to-date knowledge in the field of politics. 

The experience of a solvent and expert university is available to you in this complete program”

This Postgraduate Diploma in Political Communication contains the most complete and up-to-date educational program on the market. The most important features include:

• The latest technology in online teaching software
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical cases presented by practising experts
• State-of-the-art interactive video systems
• Teaching suppoarted by telepractice
• Continuous updating and recycling systems
• Autonomous learning: full compatibility with other occupations
• Practical exercises for self-evaluation and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teacher and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection
• Supplementary documentation databases are permanently available, even after the program

A Postgraduate Diploma supported by the best technology, which will allow you to learn in a fluent and efficient way”

Or teaching staff is made up of practising specialists. A multidisciplinary team of trained and experienced professionals in different environments, who will develop the theoretical knowledge efficiently, but, above all, will contribute the practical knowledge derived from their own experience to the program. 

This mastery of the subject matter is complemented by the effectiveness of the methodological design, developed by a multidisciplinary team of e-learning experts who integrate the latest advances in educational technology. 

In order to achieve success in this program, the professional will have the help of a innovative interactive video system, through which they will be able to put into practice the telepractice and learning from an expert systems. A concept that will allow them to integrate and fix learning in a more realistic and permanent way.

Learn all the aspects that successful political communication professionals must master"

With professors who are experts in this area of work, this program is a unique opportunity for professional development"

The contents of this specialization have been developed by the different teachers on this program with a clear purpose: To ensure that our students acquire each and every one of the skills required to become true experts in Political Communication. The content of this program enables you to learn all aspects of the different disciplines involved in this field. 

A comprehensive teaching program, structured in well-developed teaching units, oriented towards efficient and swift learning that is compatible with your personal and professional life"

Module 1. Political and Institutional Communication

1.1. Political Communication

1.1.1. There is No Politics without Communication
1.1.2. The Attempts to Define Political Communication
1.1.3. The Notion of the Message: Wide Conception of Actors and the Content of Communication
1.1.4. Political Communication as a Confrontation of Messages
1.1.5. The Areas of Study of Political Communication
1.1.6. Model for the Study of Political Communication

1.1.6.1. Dramaturgical Action and Communicative Action

1.1.7. Communication, Politics and Public Opinion

1.1.7.1. The Role of Communication in Democratic Elections: What is it and What is it For?

1.1.8. Political Communication and New Media

1.1.8.1. How do New Technologies/ New Media Change the Concept of Political Communication?

1.1.9. Social Change and Technological Change

1.1.9.1. How to Understand the Influence of New Information and Communication Technologies

1.1.10. Mediatization and Personalization of Political Communication

1.2. Persuasive Communication

1.2.1. Persuasion: Theoretical Perspectives
1.2.2. The Source of Persuasion: Credibility, Attractiveness, Power and Others
1.2.3. The Persuasive Message: Types, Functions, Formal Aspects, Rhetorical Questions
1.2.4. The Receptor: Persuasiveness, Processing the Message, Predicting Behavior
1.2.5. The Context of Persuasion: Channel and Means of Communication, the Person as Context, the Influence of Others
1.2.6. Self-Persuasion: Cognitive Dissonance, Self-Perception, Commitment and Coherence
1.2.7. Theoretical Models in Persuasion

1.2.7.1. Learning Model
1.2.7.2. Cognitive Response Model

1.2.8. Multi-Processing Model

1.2.8.1. The Probability of Elaboration Model
1.2.8.2. Meta-Cognitive Model

1.2.9. Resistance Against Persuasion: The Theory of Inoculation, Distraction and Prevention
1.2.10. Persistence of the Persuasive Effects: The Dulling of the Persuasive Impact. The Numbing Effect

1.3. New Actors of Political Communication

1.3.1. Political Participation and Representation

1.3.1.1. Relevant Concepts: Why Do Some Citizens Sometimes Participate in Institutions and at Other Times in the Streets or on Social Media?

1.3.2. The Rise of “Unconventional” Participation and the Politics of Protest in Contemporary Societies
1.3.3. Changes in Political Communication: Professionalization
1.3.4. Changes in Society (I)

1.3.4.1. Fragmentation of the Audience and Globalization

1.3.5. Changes in Society (II)

1.3.5.1. New Priorities, Values and Issues

1.3.6. Changes in the Media: Modifications in the Process of Gatekeeping
1.3.7. Traditional Actors (I)

1.3.7.1. Political Parties (Organization and Structure)

1.3.8. Traditional Actors (II)
1.3.9. Non-Traditional Actors (I)

1.3.9.1. Social Movements

1.3.10. Non-Traditional Actors (II)

1.3.10.1. Social Groups Whose Rights are Violated: Women and Minorities

1.4. Techniques for Effective Communication: Topics, Discourse, Storytelling and Agenda

1.4.1. Techniques for Making Communication More Effective
1.4.2. The Importance of Values, Brands and Emotions
1.4.3. The Speech

1.4.3.1. Necessary Elements for Writing a Speech
1.4.3.2. Structure and Parts to Include (Start, Development, Conclusion)

1.4.4. Style and Types of Speech
1.4.5. Rhetorical Techniques of Repetition; Poetic Eloquence; Rhetoric; Uses of Quotations
1.4.6. Storytelling (or How to Tell Stories that Persuade)
1.4.7. Non-Verbal Language
1.4.8. Network of Topics and the Message: The Political Agenda
1.4.9. Arguments and Slogans. Campaign Public Speaking
1.4.10. Myths and Emotional Appeals

1.5. Political Communication of the Institutions

1.5.1. Institutional Communication. Intangibles. Notoriety and Reputation. What is Being Communicated?
1.5.2. Communication Management. Relationship with the Public
1.5.3. The Director of Communications (Dircom) and the Communications Departments

1.5.3.1. Roles and Responsibilities

1.5.4. Communication Agencies:

1.5.4.1. Organizational Chart, Functions, Main Communication Agencies

1.5.5. Communication Plan (I)

1.5.5.1. Briefing and Research
1.5.5.2. Audit and Stakeholders

1.5.6. Communication Plan (II)

1.5.6.1. Objectives, Mission, Vision, Strategies and Tactics

1.5.7. Calendar and Budget

1.5.7.1. Evaluation and Measuring of Results
1.5.7.2. Clipping and ROI

1.5.8. Training Spokespersons

1.5.8.1. Facing the Interview

1.5.9. Press Room

1.5.9.1. Social Media Management from the Institutional Point of View

1.5.10. Types of Institutional Acts

1.5.10.1. Organization and Diffusion

1.6. Electoral Campaigns, Media and Voting Decisions

1.6.1. Without Elections, There is no Democracy!

1.6.1.1. Political Communication as a Confrontation of Messages

1.6.2. What Do Electoral Campaigns Do?

1.6.2.1. Effects of Electoral Campaigns on Voting Decisions, Political Participation and Demobilization

1.6.3. Research on Media Effects and Election Campaigns in Comparative Perspective

1.6.3.1. Main Research Questions, Objectives, Theories and Findings (Agenda Setting, Framing, Priming)

1.6.4. Candidate Profile: Desired vs. Real
1.6.5. Context Analysis: Delimitations, Voter Segmentation
1.6.6. Creating the Electoral Message: The Partisan Component, the Programmatic Component, the Personal Component and the Fine-Tuned Balance of the Electoral Message
1.6.7. The Communication of the Electoral Message (I): Logo, Slogan and Event Organization
1.6.8. The Communication of the Electoral Message (II): Electoral Advertising, the Relationship between Political Parties and Media and Direct Marketing
1.6.9. New Communication of Political Actors and the Media
1.6.10. The Attack on Election Campaigns

1.7. Candidates, Strategies and Organization of Political Campaigns

1.7.1. Leadership

1.7.1.1. Skills that a Candidate Must Have in Order to be Successful

1.7.2. Design and Planning of Campaigns

1.7.2.1. How is an Electoral Campaign Done?
1.7.2.2. Stages. Design, Planning and Implementation of the Campaigns

1.7.3. Organizational Structure of the Campaign
1.7.4. Mobilization Resources

1.7.4.1. Centralization vs. Decentralization
1.7.4.2. Professionalization vs. Amateurism

1.7.5. Strategies

1.7.5.1. Media, Programmatic and Clientelistic

1.7.6. Campaign Implementation

1.7.6.1. Physical Mobilization Tools: Focused on Personal Contact with the Voter vs. Media Focused

1.7.7. Organizational Strategies I

1.7.7.1. Campaigns Focused on the Candidate vs. Campaigns Focused on the Party

1.7.8. Organizational Strategies II

1.7.8.1. Campaigns Focused on Capital vs. Campaigns Focused on Intensive Work

1.7.9. Territorial Dimension of Electoral Campaigns
1.7.10. Digital Dimension of Electoral Campaigns

1.8. Commercials, Debates and Negative Campaigns

1.8.1. Analysis of Commercials as a Way of Identifying Strategies and Knowing the Way in Which the Campaign is Done
1.8.2. Frame Analysis in the Study of Commercials
1.8.3. Types: Framing Verbal, Visual, Aural
1.8.4. What are Debates for?
1.8.5. Debate Formats
1.8.6. Attack and Defence Strategies
1.8.7. Discourse Styles
1.8.8. Catchphrase
1.8.9. Replication
1.8.10. Negative Campaign: Attack and Contra-Attack Tactics

1.9. Government and Crisis Communication

1.9.1. “I Govern Well, but I Communicate Poorly”. Definition of Government Communication
1.9.2. The Objective of Government Communication and Public Politics: Legitimize Rather than Publicize
1.9.3. The “Government Myth”
1.9.4. The Paradigm Shift in Management and Convergent Processes
1.9.5. Day-to-Day Management vs. Medium-Term Strategy
1.9.6. Governauts and the Government-Citizen Relationship
1.9.7. Definition of Crisis, Conflict and Controversy
1.9.8. Public Scandals
1.9.9. The Personal and Institutional Reputation Management Process and its Relationship with Governmental Communication. Subjectivity
1.9.10. Crisis Management Teams. The Surprise Factor

1.10. Politics in the 21st Century

1.10.1. Social Media

1.10.1.1. What Are They? What Are They For? Statistics and Data

1.10.2. Social Network Analysis (SNA)

1.10.2.1 Graphs, Influence, Metrics

1.10.3. Assessment and Monitoring Tools
1.10.4. Positioning and Optimization Techniques: SEO
1.10.5. Online Advertising (AdWords and New Platforms)
1.10.6. Strategies for Attracting Followers
1.10.7. Development and Implementation of Campaigns 2.0
1.10.8. Cyber Politics and its Effects on the Participation and Mobilization of Young People and Citizenship
1.10.9. Challenges and Problems: Disinformation and Infoxication

Module 2. Political Discourse Analysis

2.1. Public Opinion and Democracy

2.1.1. From Athenian Democracy to Representative Democracy
2.1.2. The Organization of a Democratic State

2.1.2.1. Division of Powers and Freedom of the Press
2.1.2.2. Public Opinion Regime
2.1.2.3. Human Rights and Equality

2.1.3. The Role of Public Opinion in a Democratic System

2.1.3.1. The Formation of Public Opinion
2.1.3.2. The Sondeocracy

2.2. Politics in Discourse

2.2.1. Qualities of a Speech

2.2.1.1. Discourse Classes and Genres

2.2.2. What is Political Discourse?

2.2.2.1. Political Discourse Objectives
2.2.2.2. General Characteristics of Political Discourse

2.2.3. Social Discourse

2.2.3.1. Concepts of Interdiscourse and Situational and Cultural Preconstruction
2.2.3.2. Discursive Memories. Hegemony in the Theory of Discourse

2.2.4. Function and Dimension of Political Discourse

2.2.4.1. Political Discourse Classification
2.2.4.2. Ideological Dimension and Power Dimension

2.2.5. Radio, Television and Social Media. The Evolution of Political Discourse Over Time
2.2.6. Psychological Theories of Language

2.2.6.1. Cognitive Response Theory
2.2.6.2. Relational Framework Theory
2.2.6.3. Cognitive Dissonance Theory

2.3. The Rhetoric

2.3.1. Definition and Origin of the Rhetoric

2.3.1.1. Greece

2.3.1.1.1. Classic Rhetoric of Aristotle
2.3.2.1.2. Ethos, Pathos and Logos

2.3.1.2. Rome

2.3.1.2.1. Rhetoric According to Cicero
2.3.1.2.2. Inventio, Dispositio, Elocutio, Memoria and Actio

2.3.1.3. Middle Ages
2.3.1.4. Contemporary Era

2.3.2. The Narrativity or Storytelling: the Power of Metaphor
2.3.3. Persuasion and Manipulation

2.4. Public Speaking

2.4.1. Introduction of Public Speaking
2.4.2. Oral Expression

2.4.2.1. Initial Keys
2.4.2.2. Language: Words, Phrases and Technical Terms

2.4.3. Non-Verbal Communication

2.4.3.1. Gesturing (Arms and Hands)
2.4.3.2. The Face (Smiling and Look)
2.4.3.3. Body Movement

2.4.3.3.1. Fields of Non-Verbal Communication: Proxemics, Kinesics and Paralanguage

2.4.4. Paraverbal Communication

2.4.4.1. Tone, Modulation and Volume
2.4.4.2. Speed, Pauses and Keywords

2.4.5. Contextual Aspects of a Public Intervention

2.5. Conformation and Definition of the Image of a Politician

2.5.1. The Speech Matters, the Image Prevails

2.5.1.1. Personal Context and Background
2.5.1.2. Credibility, Charisma and Story
2.5.1.3. Clothing
2.5.1.4. Attitudes and Behavior

2.5.2. Integration of the Rational and Emotional Component in Political Opinions

2.5.2.1. Emotional Communication and Message

2.5.3. The Importance of Framing
2.5.4. Political Personalization: The Politician’s Image as an Electoral Strategy

2.5.4.1. Television as a Form of Mass Media
2.5.4.2. Erosion of Social and Partisan Identities
2.5.4.3. Weakening of the Cleavage Structure

2.5.5. The Electoral Influence of Leaders in Parliamentary and Presidential Democracies
2.5.6. New Leaders

2.5.6.1. Female References

2.6. The Function of the Media in the Electoral Process

2.6.1. The Media and Politics
2.6.2. The Work of Informing the Public

2.6.2.1. Dissemination of Information in a Fair and Equitable Manner

2.6.3. Relations with Political Parties and Event Coverage

2.6.3.1. Space and Time
2.6.3.2. Caravan of Party Journalists
2.6.3.3. Organization and Coverage of Electoral Debates

2.6.4. Theories on the Effects of the Media and Social Media

2.6.4.1. The Influence of the Media in the Electoral Process
2.6.5. Surveys and Questionnaires on Public Opinion

2.7. Political and Electoral Propaganda

2.7.1. From Pompeii to the Present Day: A Historical Tour of Political Propaganda
2.7.2. Communication Strategies in Political Propaganda

2.7.2.1. The Negative Campaign
2.7.2.2. Positive-Propositive Campaign
2.7.2.3. Emotional Campaign

2.7.2. Poster Discourse Analysis

2.7.1.1. European Cases
2.7.1.2. American Cases

2.7.3. Analysis of Discourse in Electoral Advertising
2.7.4. Analysis of Discourse on Social Media
2.7.5. Institutional Propaganda

2.8. Political Discourse. Tools for its Study

2.8.1. Government Communication vs. Electoral Communication
2.8.2. Internal Political Discourse and External Political Discourse

2.8.2.1. Parliamentary Intervention
2.8.2.2. Oral Communication
2.8.2.3. Interview
2.8.2.4. Rally
2.8.2.5. Debate

2.8.3. Specific Characteristics of Discourse in the Political Field

2.8.3.1. Discursive Markers
2.8.3.2. Euphemisms and Dysphemisms
2.8.3.3. Formal and Informal Fallacies in Discourse
2.8.3.4. Common Rhetorical Resources: Political Metaphor

2.8.4. Use and Interpretation of Other Pragmatic Resources

2.8.4.1. Sarcasm, Humor and Irony

2.9. Elaboration of Discourse

2.9.1. The llographs of Ancient Greece

2.9.1.1. The Speechwriter Figure 

2.9.2. The Three-Dimensional Character of the Message

2.9.2.1. The Importance of the Issues or Topics

2.9.3. Specific Strategies for Speech Writing
2.9.4. The Structure of a Speech

2.9.4.1. Introduction
2.9.4.2. Development
2.9.4.3. Closing
2.9.4.4. Questions

2.9.5. Common Mistakes

2.9.5.1. Orality and Improvisation
2.9.5.2. Neologisms, Foreign Words and Technical Terms 

2.9.6. Great Speeches and Speakers in History

2.10. Inclusive and Non-Sexist Language

2.10.1. The Importance of Language
2.10.2. Inclusive and Non-Sexist Language: Conceptualization and Limits
2.10.3. Sexist Use of Language

2.10.3.1. False Generics
2.10.3.2. Asymmetries
2.10.3.3. The Masculine Prefix

2.10.4. Techniques for Inclusive Use of the Language

2.10.4.1. Discussion on the Splitting of Words and the Use of Other Elements Such as Slashes, Ats and the Vowel “E”

2.10.5. Inclusive Language as a Political and Social Demand

2.10.5.1. Commitment to Gender Equality and Feminist Movement

2.10.6. Inclusive Language in Public Administration

Module 3. Analysis of Political Data and Polls

3.1. Data and Politics

3.1.1. Introduction of Data in Politics
3.1.2. First Election Polls and Surveys
3.1.3. The 20th Century and the Expansion of Data
3.1.4. Types of Data: Structured and Non-Structured
3.1.5. Demoscopy and Public Opinion
3.1.6. Data Sources: From Administration to Networks

3.2. Creating Surveys

3.2.1. Data Extraction: The Survey and Election Polls
3.2.2. Methods and Tools
3.2.3. The Sample
3.2.4. Sample Representation and Randomization

3.3. Survey Predictive Capability

3.3.1. What Does the Survey Tell Us?
3.3.2. Confidence Intervals and Margins of Error
3.3.3. Trend and Climate of Opinion
3.3.4. Recent Examples

3.3.4.1. Brexit
3.3.4.2. Trump
3.3.4.3. Colombia

3.4. Electoral Kitchen

3.4.1. Elements for the Electoral Kitchen

3.4.1.1. Voting Intentions
3.4.1.2. Sympathy
3.4.1.3. Voting Recall

3.4.2. The Loyal Vote
3.4.3. Indecisive Vote
3.4.4. Other Useful Indications of Votes
3.4.5. Is it a Mistake to “Cook” the Data?

3.5. Big Data

3.5.1. What is Big Data?
3.5.2. Data on Social Media
3.5.3. Bridging and Bonding Social Capital
3.5.4. Disinformation

3.5.4.1. Bots
3.5.4.2. Echo Chamber 
3.5.4.3. Lies
3.5.4.4. NLP. And Beyond

3.6. Electoral Data

3.6.1. Data as a Political Tool

3.6.1.1. Segmentation

3.6.2. Electoral Campaigns in the Data World
3.6.3. Hyperinformation: Problem or Advantage?
3.6.4. Towards an Ethical Use of Data

3.7. Data and Public Opinion

3.7.1. The Public Debate as a Board
3.7.2. Objective: Conditioning the Agenda
3.7.3. Data and Communication Media
3.7.4. Voters
3.7.5. Loss of Confidence
3.7.6. Other Ways of Analyzing Public Opinion: Qualitative Studies

3.8. Data Visualization

3.8.1. Effective Communication of Data
3.8.2. Aesthetic Recommendations for Graphs and Illustrations
3.8.3. Geographical Maps and Visualizations
3.8.4. Bad Practices in Data Visualization

3.9. The World in the Age of Data

3.9.1. Fake News
3.9.2. More Information and More Polarized

3.9.2.1. New Forms of Protest
3.9.2.2. Globalization: The Elephant in the Room

3.9.3. Two Crises Which Define Us: Economy and Culturet Downloaded Tools at Present 
3.9.2 Grouping by Families 
3.9.3 Primary, Secondary and Comparative Uses wi

A complete program that will take you through the knowledge you need to compete among the best"