Основы теории коммуникаций (Часть 2)

Бакалавриат 2025/2026

Статус: Курс обязательный (Реклама и связи с общественностью)

Где читается: Факультет креативных индустрий

Когда читается: 2-й курс, 4 модуль

Онлайн-часы: 80

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Дроздов Денис Андреевич, Колосовская Елизавета Валерьевна, Петухова Марина Сергеевна, Подолько Анна Денисовна

Язык: английский

Кредиты: 3

Контактные часы: 26

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Abstract

This is an introductory course for students aiming to pursue Advertising and Public Relations major. The course is designed to explore internationally recognized major theoretical concepts and applications of communication studies, as well as major approaches to communication theory. Communication discipline borrows a lot of its theoretical base from psychology, sociology, anthropology, philosophy, critical theory, feminist theory, business management, economics, and linguistics. Hence, this course will also address multidisciplinary theoretical issues from various communication branches, such as interpersonal, group, organizational, intercultural, gender communication as well as critical approaches and mass communication and media perception. Coursework is designed to encourage students to give critical consideration to the place of theory within the communication discipline and to apply the theories in their everyday lives. This course will also connect major communication theories with the major traditions in communication theory, including semiotics, phenomenology, cybernetic, socio-cultural, socio-psychological, critical, and rhetorical traditions. Finally, the course will allow students to get an understanding on the role of theory in communication studies and become familiar with the key English vocabulary used by scholars in the humanities and social sciences. The course will utilize handouts, videos, project work and the Internet to examine and discuss the economic, social, and political impact of communication. Also, students are expected to take an online course, prior taking the class. Each of in-class seminars correspond with the material students familiarize themselves with during the online course. The guidelines and instructions on course are explicitly detailed below.

Learning Objectives

To create an understanding of the essence of communication theory as a practical and research discipline
To get familiar with major theories is communication field, including theories of micro-, meta- and macro level
To learn and apply modern tools and techniques in communication research
To develop skills necessary for strategic communication

Expected Learning Outcomes

To be aware of types of communication theory field;
To understand how communication theory developed and how what are its implications in different contexts
To identify, analyse, and discuss actual case studies and/or strategic communication in fields of: interpersonal, group, mediated, mass, online communication
To understand, recognize, and examine the phenomenon of communication research and its application for professional and personal life
To utilise major concepts and constructs in the analysis of communication practice
To examine how multiculturalism and diversity impact on communication theory and practice

Course Contents

Lecture 1 Introduction
Lecture 2 Interpersonal Communication
Lecture 3 Group Communication
Lecture 4 Public Rhetoric and Persuasion
Lecture 5 Mass Communication and Media Effects
Lecture 6 Social Media
Lecture 7 Theories of Public Relations
Lecture 8 Critical Theory in Communication
Lecture 9 Theory Guided Communication

Assessment Elements

Seminar Activity
Assessment of oral answers Answers are evaluated based on relevance, theoretical accuracy, analytical depth, and connection to the question. Length is not a criterion: a short, precise, theory-based answer can receive full credit, while a long but unfocused response may receive none. A student may receive full credit for a brief but well-structured and theoretically grounded answer. Conversely, no credit may be given even after a long response if it is off-topic, evasive, or conceptually empty. 1 point Awarded when the answer is clearly relevant, focused, and directly addresses the question. The response shows solid understanding of theory and applies it accurately. The student demonstrates analytical thinking (explaining why and how phenomena occur through theory, not just describing them). A single well-developed argument is sufficient. Use of a relevant example, integrated into the theoretical explanation, strengthens the answer. Minor language issues do not reduce the score if the analysis is clear and precise. 0.5 point Awarded when the answer is partially correct but uneven, underdeveloped, or only loosely connected to theory. The student shows some understanding but remains vague, overly descriptive, or inconsistent. Concepts may be mentioned correctly but not fully explained or are weakly applied. The response may address the general topic but not fully answer the specific question. 0 points Awarded when there is no meaningful answer. This includes silence, minimal irrelevant phrases, off-topic responses, or long but conceptually empty answers. Severe misunderstanding or misuse of theory also results in zero credit. Length does not compensate for lack of relevance or analytical content.
Group Projects
Oral Exam
Format of the exam The oral exam is based on tickets. Each ticket includes a communication scenario and a set of theories. The task is to identify the core communication problem, analyze it using theory, and propose a theory-based solution. Procedure The student draws 1 ticket. Preparation time: 3 minutes. Brief notes are allowed; full scripts are discouraged, as the exam assesses oral analytical reasoning rather than memorization. Oral answer in English: up to 7 minutes; longer answers may be interrupted. After the answer, the examiner may ask 1–2 follow-up questions, which may affect the final grade. The student then leaves. The grade is announced later after evaluation. The student is expected to: Identify the main communication problem Analyze it using relevant theories Explain relevance and relationships between theories Propose a theory-based communication strategy or solution Recommended structure: Case framing Theoretical explanation (2+ theories) Comparison/integration Communication strategy Conclusion Criterion 1. Task fulfillment and diagnosis (3 points) 3 – Clear identification of the core communication problem beyond surface description; analytical precision (e.g., framing, coordination failure, face-threatening dynamics). 2 – Correct but broad or simplified problem identification; partial analytical depth. 1 – Mostly descriptive or vague problem framing; limited task coverage. 0 – Irrelevant or conceptually incorrect response. Criterion 2. Theoretical mastery (3 points) 3 – Accurate, case-sensitive use of theory with clear internal logic. 2 – Generally correct but simplified or uneven understanding. 1 – Superficial or memorized use; vague definitions or partial errors. 0 – Misunderstanding or incorrect application of theories. Criterion 3. Application, integration, strategy (3 points) 3 – Strong application with mechanism-level explanation; clear integration of theories; concrete, theory-based strategy. 2 – Relevant but uneven application; limited integration; somewhat generic strategy. 1 – Mostly descriptive; weak theoretical grounding; generic solutions. 0 – No meaningful application of theory. Criterion 4. Oral delivery & language (1 point) 1 – Coherent oral response; responds to follow-ups; minor language issues do not hinder understanding. 0 – Fragmented or incomprehensible; inability to engage with follow-ups. List of theories Basic: Craig’s 7 paradigms Interpersonal: Politeness theory, Social exchange theory, Interdependence theory, Equity theory, Expectancy Violations Theory, Symbolic interactionism, Coordinated management of meaning Group: Groupthink, Symbolic convergence, Functional theory of group decision making Persuasion: Elaboration likelihood model, Narrative paradigm, Theory of planned behaviour Mass communication: Agenda setting, Framing, Cultivation theory, Uses and gratification theory Social media: Media richness theory, Hyperpersonal model, Social presence theory, Signaling theory, technology approaches PR: Excellence theory, 4 models of PR, Situational theory of publics, Relationship management theory, Dialogic theory, Fully functioning society theory Critical: Structuralism, Post-structuralism, Post-colonialism

Interim Assessment

2025/2026 4th module
0.2 * Group Projects + 0.3 * Seminar Activity + 0.5 * Oral Exam

Bibliography

Recommended Core Bibliography

A first look at communication theory, Griffin, E., 2015
Communication Theory and Research, edited by Denis McQuail, et al., SAGE Publications, 2006. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=334341.
Theories and Models of Communication, edited by Paul Cobley, and Peter J. Schulz, De Gruyter, Inc., 2013. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1108066.

Recommended Additional Bibliography

Aristotle, Yunis, H., Waterfield, R., & Aristotle. (2018). The Art of Rhetoric. Oxford, United Kingdom: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2096818
Caywood, C. L. (1997). The Handbook of Strategic Public Relations & Integrated Communications. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=51946
Christian Fuchs. (2016). Critical Theory of Communication: New Readings of Lukács, Adorno, Marcuse, Honneth and Habermas in the Age of the Internet. Netherlands, Europe: University of Westminster Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.BC121641
Communication and Organizational Knowledge : Contemporary Issues for Theory and Practice, edited by Heather E. Canary, and Robert D. McPhee, Routledge, 2010. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=547335&query=Communication+and+Organizational+Knowledge+%3A+Contemporary+Issues+for+Theory+and+Practice
Discourse and Communication : New Approaches to the Analysis of Mass Media Discourse and Communication, edited by Teun A. Van Dijk, De Gruyter, Inc., 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=3042341.
Fackler, M., & Fortner, R. S. (2014). The Handbook of Media and Mass Communication Theory. Chichester, West Sussex, UK: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=716712
Language, Power and Ideology : Studies in political discourse, edited by Ruth Wodak, John Benjamins Publishing Company, 1989. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=673092.
Martin, J. (2015). Situating Speech: A Rhetorical Approach to Political Strategy. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.9ADDDE3B
Miller, D., Costa, E., Haynes, N., McDonald, T., Nicolescu, R., Sinanan, J., … WANG, X. (2016). How the World Changed Social Media. United Kingdom, Europe: UCL Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.D48E7908
Poynter, R. (2010). The Handbook of Online and Social Media Research : Tools and Techniques for Market Researchers. Chichester, West Sussex, U.K.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=339147
Schiffrin, D., Hamilton, H. E., & Tannen, D. (2015). The Handbook of Discourse Analysis (Vol. Second edition). Malden, MA: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=985110
Solomon, Denise, and Jennifer Theiss. Interpersonal Communication : Putting Theory into Practice, Routledge, 2013. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1101332.
The Routledge Handbook of Language and Media [Электронный ресурс] / ed. by Colleen Cotter, Daniel Perrin; DB ebrary. – London; New York: Routledge; Taylor & Francis Group, 2018. – 572 p. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=4939135&query=Methods+of+Critical+Discourse+Analysis+
Theaker, Alison. The Public Relations Handbook, Taylor & Francis Group, 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957791.

Authors

MORDVINOVA MARIYA ANDREEVNA
DROZDOV DENIS ANDREEVICH

Course Syllabus