Recently research on PR has taken a visual turn, giving focus to images and other aesthetic elements utilized by professionals to frame their messages or influence representation. However, not all colors, symbols and figures are treated the same across different countries or cultures. For example, the color red communicates danger in most of the world, while in China it is a symbol of good luck.
In this seminar we’re interested how PR professionals utilize various visual elements across different cultures and how this strategic communication then influences journalism. This will be made possible by implementing a qualitative content analysis, focusing on visual PR communication and news content, as well as adopting classic PR theories (determination and intereffection model). Students will work in complementary groups throughout the semester to research a specific case.
- Trainer/in: Ahmed Elmezeny