Political communication and political strategy

Teacher(s)

Jacobs Thomas;

Language

Dutch

Learning outcomes

At the end of this learning unit, the student is able to :

To understand political communication as a strategic practice To analyse political communication and political strategy using a variety of theoretical and conceptual perspectives To situate the historical evolution of both scholarly thought about political communication and political strategy as well as the historical evolution of communicative and strategic practices in politics To understand the implications of contemporary (digital) political communication and contemporary political strategy for democracy To engage in persuasive communication and politico-strategic thought in a scientifically informed manner

Content

Political communication influences the public sphere, determines political outcomes, and ultimately shaped society. This course examines how political actors communicate, construct, antagonize – through speeches, images, symbols, representations, campaigns, and strategic messaging. It covers fundamental theories of political communication in, among others, the areas of rhetoric, persuasion, strategic communication, and discourse studies; and spans all the way from classical rhetoric (e.g. Aristotle’s ethos, pathos, logos) to emerging trends in contemporary persuasion research (e.g. attitude change, framing theory).
This course primarily takes the perspective of the political actor – asking how elected officials, political candidates and parties, and social movements construct appeals, connect with publics, and respond to political challenges. It is as such distinct from the question of how news media cover politics, which is addressed in a different course.
Throughout the course, essential theory is balanced with practical application. Early classes introduce fundamental concepts: Aristotle defined rhetoric as “the art of discovering all the available means of persuasion in a given situation”, a definition that underpins our exploration of persuasive speechmaking and argumentation. We then cover basic persuasion theories and examine how these theories explain political propaganda, campaign ads, and voter attitudes. Students will learn how strategic communication aligns messages with goals, drawing on psychology and marketing principles to influence public attitudes.
Moving from theory to practice, the course delves into speechwriting and political oratory, campaign strategy and messaging, and the crafting of a public image. We will analyze famous speeches and debate performances, unpacking the rhetorical devices (repetition, metaphor, storytelling) that make them memorable. Case studies from the U.S. and Europe illustrate how effective campaigns create compelling narratives and discourses.
The course also incorporates cutting-edge topics: the impact of social media on political communication, micro-targeted advertising, memetic culture, and the rise of AI-generated content and deepfakes. One session takes a global perspective, comparing how political communication operates in different systems. Another session focuses on the Global South, exploring how politicians communicate in emerging democracies and developing countries, where limited media access and cultural context require innovative approaches.
Throughout the course, the democratic implications of political communication are emphasized – considering questions of propaganda vs. persuasion, misinformation, and the responsibilities of those who wield the “art of politics.” By the end of the course, students will be able to critically analyze political rhetoric, understand strategic campaign decisions, and even construct their own persuasive political messages.

Teaching methods

The course is predominantly based on classic ex cathedra teaching. However, it also involves the collective examination and discussion of case studies, readings at home, and student presentations.

Evaluation methods

80% of the points for the course are awarded based on an oral closed-book exam that tests students’ knowledge and understanding of the concepts, theories, and reasonings covered in the course.
20% of the points are awarded based on a double assignement. Students will be asked to write and deliver an original political speech for a specific historical or hypothetical scenario. The speech should be ~5 minutes when spoken. They will then be asked to write a short reflective commentary analyzing the rhetorical strategies they employed – identify where you used ethos, pathos, and logos; what narratives or framing techniques appear; and why you chose them based on the intended audience. This exercise allows students to both demonstrate their creativity in crafting persuasive language, as well as analytical understanding of rhetoric.

Faculty or entity

> ESPB