ACADEMIC SCOPE OF THE ESSAY:
- Critique of a theory (Unit 1).
- Communication Privacy Management theory (Unit 4). - Social Exchange theory (Unit 5).
- Uses and Gratification theory (Unit 6).
STEP-BY-STEP Essay content instructions
In this essay you will demonstrate your knowledge of the abovementioned three theories (Unit 4, 5, 6) and your ability to apply a theory to a real-life context.
• Your essay should have an introduction (Around 100 words):
- Grab the attention of the reader.
- Lay out the “roadmap” for your essay – what will you discuss?
• The body of your essay should consist of these aspects:
1. Your essay should explain the premise of each of the 3 theories. This explanation should be written in your own words and should showcase your understanding of the theory. Explain what the purpose of the theory is. Also discuss the main claims/arguments of the theory in your own words.
2. Next, choose the theory that is most suited to be used to analyse political campaigns and explain why this theory is the most suited to be used in the world of politics.
Assessment weight: 50 Marks Assessment contribution: 35% of final mark Final due date: 24 May at 12h00
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3. Your essay should contain examples of a political party that successfully applied elements of the selected theory and examples of a political party that was not successful at applying elements of this theory.
4. Include physical evidence and examples in your discussion of political parties. Examples can include statements made by the party in news articles or on social media platforms.
5. Your essay should also offer a critique on the strengths and weaknesses of the selected theory. This should be done by applying the criteria for critiquing theory as was discussed by Wood (Unit 1). Don't just copy from the slides or prescribed material but try to think critically about the value of the theory by applying the criteria discussed in Unit 1.
• Your essay should have a conclusion (Around 100 words):
- Summarise your findings.
- Leave the reader with a final thought.
• Your essay should have a reference list.
Write an essay
The world of politics is a complex and dynamic environment that requires an in-depth understanding of human behavior and communication processes. In this essay, we will explore three communication theories - Communication Privacy Management theory, Social Exchange theory, and Uses and Gratification theory - and their applicability to political campaigns.
Communication Privacy Management theory, proposed by Petronio, focuses on how individuals navigate the tensions between privacy and disclosure in their interpersonal relationships. This theory explains how individuals create and manage boundaries around their private information in order to control their communication flows.
Social Exchange theory, developed by Thibaut and Kelley, posits that relationships are based on the exchange of resources such as love, support, and information. This theory emphasizes the importance of fairness and reciprocity in relationships, with individuals seeking to maximize rewards and minimize costs in their interactions.
Uses and Gratification theory, originally proposed by Katz and Blumler, suggests that individuals actively seek out media content to fulfill their specific needs and desires. This theory highlights the role of the audience in selecting and interpreting media messages based on their own preferences and motivations.
In analyzing political campaigns, the Social Exchange theory is most suited due to its focus on the exchange of resources and the importance of fairness and reciprocity. Political parties often engage in relationships with voters, seeking to exchange support and information in return for votes and influence. By understanding the dynamics of social exchange, political parties can better tailor their messages and strategies to appeal to their target audience effectively.
A successful example of a political party applying elements of the Social Exchange theory is the Obama campaign in 2008. The campaign leveraged social media and grassroots organizing to create a sense of community and reciprocity among supporters, leading to a significant increase in voter turnout and engagement. In contrast, the Clinton campaign in 2016 struggled to establish meaningful connections with voters, failing to effectively exchange resources and build trust with the electorate.
Critiquing the Social Exchange theory, we can see that its strengths lie in its emphasis on the dynamics of relationships and the importance of fairness and reciprocity. However, a weakness of the theory is its simplistic view of relationships as purely transactional, neglecting the complexities of human emotions and motivations.
In conclusion, the Social Exchange theory provides valuable insights into the dynamics of political campaigns and the exchange of resources between parties and voters. By understanding and applying this theory, political parties can better navigate the complexities of communication and relationship-building in the world of politics.