What is the role of public relations in shaping mainstream news?

GUIDANCE NOTES FOR ASSESSMENT 2 (These should be considered together with the assessment information and specifications on Canvas and in the module handbook)

The key elements of a good assignment are the following:

• This assignment is an academic piece of work. You should therefore research it by consulting academic books and journals. [However, examples can be drawn from news items and reports, as long as they are referenced carefully]. Recommended reading for this subject area is listed in the Module handbook and under relevant weekly lecture slides.

• The assignment should be written like an essay. It should establish an argument, a line of reasoning or set of claims, through its focus, i.e., it should address or put forward an idea or set of ideas to be explored, analysed and discussed, to be agreed with or disagreed with, with reasons given. This argument & line of reasoning should be based on academic evidence.

• The essay should demonstrate a comprehensive understanding of the relevant academic literature in the field related to your chosen essay question.

Before you start writing,

• Prepare a working outline of your essay.
• Refer to the marking criteria at the end of the module handbook to ensure you understand the principles used to assess the quality of the assignment.

Format:

• Ensure that you sign the cover sheet with your name, student number, and declaration that it is your own work.
• Place the assignment question at the start (no other title needed: the essay question is your title).
• Use double spacing or 1 ¹⁄2 spacing and ensure a margin on either side.
• It is advisable to divide the assignment into about 3-5 subheadings to help structure the assignment, for example: Introduction, Conclusion, and 1 -2 further subtitles of relevant key themes in between.
• Ensure that your assignment is fully and correctly referenced. You should aim to include a minimum of 13-25 references in this work. Students are asked to use the Harvard Referencing System (see the referencing guide in your student handbooks and on Blackboard).
• Please note that the quality of referencing, and the range and diversity of your bibliography of references will be a key factor in the mark achieved.

1. • Refer to the marking criteria in the module handbook for guidance on how the essay will be assessed.
   • Please refer to the degree programme handbook for guidance on the Harvard system of referencing to be used in your assignment.
   • Please refer to the degree programme handbook and the University learning website for advice on essay writing skills: https://www.ncl.ac.uk/library/subject-support/wdc/resources/index.php

Case study assignment Plan Guidance:

Ensure that your case study matches and complements the assignment question.

There are two ways in which the assignment can be structured:

A:

1. i) You can begin by addressing and critically reviewing the relevant academic literature in the field;
2. ii) Then address, describe and analyse your cases study to support your points by using the case study to illustrate, clarify and elaborate on the points and argument you have introduced in (i) above.

OR

B:

1. i) You can begin by describing the case study;
2. ii) Then address and critically review the relevant academic literature in the field to show how that case study can be analysed.

The main body of the essay should be divided into well organized, coherent and unified paragraphs.

iii) However, you then need to return to the case study to illustrate, clarify and elaborate on the points and argument you have developed in (ii).

Whichever format chosen (whether A or B), and depending on your assignment structure, ensure that you address the following in relation to the question:

1. Introduction:

State your aims and objectives and clarify how the case study fits the assignment question. Thus, state a) how you intend to answer the question, b) what case study(s) you are using, c) how you intend to use your case study material, d) how your assignment is structured (ie. sequence of themes and issues addressed, to be guided by your subheadings).

Mention the key theories or debates to be addressed;

–  Mention any key empirical examples you are using to support your argument;

–  Explain how the assignment is structured;

–  This section usually comprises 2-5 paragraphs. It guides the reader.

2. Main body of the assignment:

This section establishes the subject matter, relevant issues and data. It is a section that demonstrates clearly your understanding of the subject matter, your understanding of the relevant debates in the field and any appropriate concepts and theories. It will do so in the following ways, according to your chosen structure (A or B).

Key research, perspectives, theories and debates in the field:

– Outline the main approaches, perspectives, relevant concepts and theories related to the question which will identify the key problems, themes and issues to be addressed.

The case study:

Use the case study(s) as an empirical example through which to critically engage with key ideas, arguments and research that has been conducted on this subject matter to date (if it is a historical study then develop a historical dimension drawing on past as well as recent research on the subject matter).

Your Argument (which will be underpinned by the case study)

– Your arguments must be supported by the case study, any other empirical evidence, and by your critical assessment of the question. You must therefore cite any additional sources (academic journals or books) that support your ideas and list them in your bibliography.

– Explain your argument and relevance of your case study example(s):

• This section can involve agreeing or disagreeing with a key perspective, author or set of ideas addressed;
• This section can involve drawing together key approaches, ideas, perspectives to synthesise debates.

3. Conclusion:

– State what you have achieved, by summarising the key points made in your assignment (you may have between 3-6 points).

– State clearly how you have answered the question.

– State clearly how you have used your case study; what you have either proved or disproved and any further questions and issues to be raised.

– Make sure you have addressed and answered the question 😊

If you have any queries, you can upload them on ‘Discussion’ board on MCH 8163 Canvas facility or email your seminar leader.

What is the role of public relations in shaping mainstream news?

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