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PMCb1008: Research on politics and media
Fall 2024 | Tuesday 12.00-13.40
7 ECTS
Room: P24b (https://is.muni.cz/auth/kontakty/mistnost?fakulta=1421;obdobi=9483;id=13979)
Teachers
Vlastimil Havlík (havlik@fss.muni.cz)
Lenka Hrbková (hrbkova@mail.muni.cz)
Kateřina Kirkosová (k.kirkosova@mail.muni.cz)
Alena Kluknavská (alena.kluknavska@fss.muni.cz)
Martina Novotná (mnovotna@fss.muni.cz)
If you have any inquiries or apprehensions regarding the course, please feel free to reach out
to Martina Novotná at mnovotna@fss.muni.cz.
Course objectives
The course is designed to introduce to the students the most important research areas related
to an examination of politics and media. Firstly, the students of the course will learn about the
dominant issues in the area and about research methods and techniques of data collection.
Secondly, the students will also learn about the key concepts and their measurements in
available (international) data sets. The course is designed to cover the most used methods
and techniques in the dominant research areas – in research on systems and contexts, in
research on people (as political actors/citizens and as media consumers and users) and in
research on media contents.
Learning outcomes
After completing a course, a student will be able to: know specific and key research areas,
topics and theories in the area of politics and media; operationalize the key concepts in the
area of politics and media; find relevant data for the issue; know the dominant methods in the
area of politics and media – and their designs; choose and evaluate individual research
methods and techniques for data collection applied to specific issues in the area of politics
and media.
Assessment methods and criteria
2 position papers 40%
Presentation 20%
Oral exam 40%
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Position papers (40%)
Students are required to write two position papers (PP), based on course methodology and
with the support of relevant literature. Each paper must include a critical reflection of the
research methods, a description of their strengths and weaknesses, and a comparison. The
minimum length is between 7,200-9,000 characters (not including references).
To ensure a well-written position paper, it is important to follow a structured approach and
keep it well-organized.
• Introduction: Begin with an engaging introduction focusing on either people-focused
methodologies (first position paper) or content-focused methodologies (second position
paper). Start with a broad research question that can be addressed using multiple
methods. However, avoid narrowing your focus too much, as this could limit your ability
to thoroughly explore and compare the methodologies. You may choose to emphasize one
method over others in your comparisons.
• Comparison: this approach will allow you to effectively compare and contrast different
methods while presenting your position on which method you find most effective and
why. Make sure to discuss the applicability of each method to the chosen research
question.
o Use body paragraphs to support your thesis statement, with one paragraph per
argument, including counterarguments. Strengthen your arguments by incorporating
relevant information from the course literature. The main aim is to discuss the use of
specific methods and compare them with each other regarding applicability to the
selected research topic, strengths, and weaknesses.
• Conclusion: Restate your position and summarize your argument while reinforcing your
thesis statement. Highlight the key takeaways from your comparison and any insights
gained from the comparison.
The first position paper will focus on research methods discussed in the first part of the course:
ethnographic research, surveys, experiments, comparative research and case studies. The
submission deadline is 10. 11. The second position paper will cover quantitative content
analysis, visual analysis of media content, discourse analysis and qualitative content analysis
with a submission deadline of 8. 12. Proper citation and referencing must follow one of the
recognized academic citation styles, such as APA, Chicago, etc. Both position papers should be
uploaded to the "Homework Vaults" section of the Information System of Masaryk University
(IS MUNI) under Study Materials.
Presentation (20 %)
For your coursework, you will present a 10-minute presentation on a topic of your choice and
interest related to your field of study programme. You will present the topic by providing
examples of two different research methodologies that are used to explore a selected topic.
Compare and contrast the methods, discussing their specific characteristics, strengths, and
weaknesses (or how they complement each other) in relation to a selected topic. As an
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example, you can choose to present a survey and content analysis on the topic of negative
campaigning during elections.
The main aim of this exercise is to create a research presentation with a main focus on
methodology. Presentations should be supported by academic literature and relevant studies.
Provide an introduction describing the main methodological characteristics. Discuss
differences between methodological approaches and include concluding remarks.
• For your presentation, start with an introduction that outlines your chosen topic and
explains its relevance to the study of politics, media, and/or communication. Clearly state
your research question(s) and briefly summarize key findings from the literature related
to your topic.
• Next, discuss two different research methodologies: describe each method, its relevance
to your topic, and its strengths and weaknesses, supported by academic literature and
real-world examples.
• Compare the two methodologies, highlighting their differences and similarities, and
discuss how they complement each other. Conclude with a summary of the key takeaways
about each methodology's effectiveness in researching your chosen topic. Please
remember the following instruction: We want you to focus on discussing the specific
characteristics of the selected methods within the context of the topic. For example, you
can discuss how qualitative interviews are suitable for exploring people's perceptions of
incivility and their actual experiences of uncivil behavior online. On the other hand,
quantitative content analysis can provide valuable insights into the typology of uncivil
comments commonly found in online environments. This type of reflection should go
beyond stating that qualitative methods are good at going in-depth. Be specific and
connect the methodological knowledge you learned with a particular case.
Use visual aids to enhance clarity and impact. Your ability to present clear ideas and relevant
information and stick to timing will determine your presentation's evaluation. Take your time
to select a topic that suits you the best.
Topic for presentation & date of the presentation
Please propose your presentation topics relevant to the study of politics, media, and/or
communication in the IS system by 12. 11.
• Vlastimil Havlík will then approve or disapprove the student's choice of topic. If you have
any questions regarding selecting a topic, do not hesitate to write to havlik@fss.muni.cz.
For more information on proposing your own topic in the IS system, please visit the
following link:
https://is.muni.cz/napoveda/student/rozpisy_temat?lang=en#s_rozpis_zaloz_tema
Subscribe to the presentation date (during lectures in the 12th and 13th week of the semester)
by 26. 11.
• To access the presentation topics and date of the presentation, go to Information System
→ Student → Political Communication → Lists. The chosen topic will correspond to the
date of your presentation. For more detailed instructions, please refer to the "How do I
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choose the topic from the list?" question and the "Course topic lists" section at
https://is.muni.cz/napoveda/student/rozpisy_temat?lang=en#s_rozpis_bez_baliku
Upload your presentation to the "Homework Vaults" section of the Information System of the
Masaryk University (IS MUNI) under Study materials. The deadline for submission is 6. 12.
Oral exam (40%)
For the course exam, you will randomly select a topic related to the course material and
implement two research methodologies of your choice that were part of the course (including
qualitative and quantitative methods). You will have 20 minutes to get ready for your answer
and to formulate how to implement the selected methodology. This test will evaluate your
understanding and application of a specific methodology, including its strengths and
weaknesses in practice. You will need to demonstrate knowledge of the methodology's basic
characteristics in the context of media studies and political science, particularly in relation to
research strategy (qualitative, quantitative), defining research goals and questions, choosing
a specific method, as well as sampling and data collection techniques (e.g., semi-structured
interviews).
Please come prepared with a solid understanding of the course’s research methodologies and
the ability to think critically and apply your knowledge to new situations.
Terms for assignments
First position paper 10. 11.
Presentation topics selection 12. 11.
Subscribe to date for presentation 26. 11.
Presentation submission 6. 12.
Second position paper 8. 12.
Grading scale
Final grade Points
A 100-92
B 91-84
C 83-76
D 75-68
E 67-60
F 59 and less
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Rules for Using AI in Assignments
Allowed:
• Research and Idea Generation: You may use AI tools to help brainstorm ideas or conduct
preliminary research for your assignments.
• Proofreading and Grammar Check: AI tools can be used to check grammar and spelling
and improve the overall clarity of your writing.
• Outline Creation: You may use AI to assist in creating an outline or structure for your
assignment.
• Citation Assistance: AI can help format citations correctly, but you must ensure that all
sources are accurately and properly cited.
Not Allowed:
• Content Generation: Using AI to write substantial portions of your assignment is not
permitted. Your work should reflect your own understanding and analysis.
• Plagiarism: Submitting AI-generated text as your own original work is strictly prohibited.
All work must be authentically yours.
• Automated Paraphrasing: Rewording AI-generated content and presenting it as your
own is not allowed.
• Misrepresentation: Using AI to fabricate or manipulate data, references, or research
findings is not permitted.
Here you can find the statement of the application of AI at Masaryk University:
https://www.muni.cz/en/about-us/official-notice-board/statement-on-the-application-of-ai
Detailed schedule & Literature
1 WEEK
24. 9.
Introduction
Teacher: Martina Novotná
Organization of the course, tasks, workload, assignment, and readings.
2 WEEK
1. 10.
Survey and Experiment
Teachers: Lenka Hrbková
Polarization of contemporary politics; survey and experimental approaches
Mandatory literature:
• Lelkes, Y. (2016). Mass polarization: Manifestations and measurements.
Public Opinion Quarterly, 80(S1), 392-410.
• Druckman, J. N., & Levendusky, M. S. (2019). What do we measure when
we measure affective polarization?. Public Opinion Quarterly, 83(1), 114-
122.
• Whitt, S., Yanus, A. B., McDonald, B., Graeber, J., Setzler, M., Ballingrud, G.,
& Kifer, M. (2021). Tribalism in America: behavioral experiments on
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affective polarization in the Trump era. Journal of Experimental Political
Science, 8(3), 247-259.
3 WEEK
8. 10.
Survey and Experiment II
Teachers: Lenka Hrbková
Research on news and media consumption form survey and experimental
perspectives
Mandatory literature:
• Reuters Institute Digital News Report 2023, p. 10-29
https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2023-
06/Digital_News_Report_2023.pdf Read the summary chapter of the
Report, pay attention to survey questions (usually reported together with
figures).
• Go through the Reuters Institute Questionnaire and pay attention to the
construction of survey questions and question wording
https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2023-
06/DNR23_online_survey.pdf
• Broockman, D., & Kalla, J. (2022). Consuming cross-cutting media causes
learning and moderates attitudes: A field experiment with Fox News
viewers.”.
• Guess, A. M., Malhotra, N., Pan, J., Barberá, P., Allcott, H., Brown, T., ... &
Tucker, J. A. (2023). How do social media feed algorithms affect attitudes
and behavior in an election campaign?. Science, 381(6656), 398-404.
4 WEEK
15. 10.
Survey data
Teachers: Lenka Hrbková
Seminar about survey data availability, presentation of websites and tools for
survey data
Mandatory literature:
• NA
5 WEEK
22. 10.
Ethnographic research
Teachers: Khin Wee Chen
A fundamental concept of ethnographic research applied to the study of
political behavior, groups, events, and campaigns within the context of media.
Mandatory literature:
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• Boswell, J., Corbett, J., Dommett, K., Jennings, W., Flinders, M., Rhodes, R.
A. W., & Wood, M. (2019). State of the field: What can political ethnography
tell us about anti‐politics and democratic disaffection?. European Journal
of Political Research, 58(1), 56-71.
• Cesarino, L. (2020). How social media affords populist politics: remarks on
liminality based on the Brazilian case. Trabalhos em Linguística Aplicada,
59, 404-427.
• Coleman, E. G. (2010). Ethnographic Approaches to Digital Media. Annual
Review of Anthropology, 39(1), 487–505.
doi:10.1146/annurev.anthro.012809.104945
Recommended literature:
• Brewer, J. (2000). Ethnography. McGraw-Hill Education (UK).
6 WEEK
29. 10
Case studies and comparative research
Teacher: Martina Novotná
Case study research and case study as a method; comparative research and
comparison as a method; comparing media and political systems; comparing
journalism cultures
Mandatory literature:
• Esser, F. & Hanitzsch, T. 2012. On the Why and How of Comparative
Inquiry in Communication Studies. Pp. 3-22 in Esser, F. & Hanitzsch, T.:
The Handbook of Comparative Communication Research. New York:
Routledge.
• Hallin, D. & Mancini, P. 2004. Chapter 2 Comparing Media Systems (pp.
21-45) and Chapter 4 Media and Political Systems, and the Question of
Differentiation (pp. 66-86) in Hallin, D. & Mancini, P.: Comparing Media
Systems: Three Models of Media and Politics. Cambridge, UK: Cambridge
University Press.
• Yin, R. K. 2018. Chapter 1 Getting Started: How to Know Whether and
When to Use the Case Study as a Research Method. Pp. 1-24 in Yin, R.:
Case Study Research and Applications: Design and Methods. Sixth Edition.
Los Angeles: Sage.
Recommended literature:
• Hallin, D. & Mancini, P. 2017. Ten Years After Comparing Media Systems:
What Have We Learned? Political Communication 34(2): 155-171.
• Hepp, A. & Couldry, N. 2009. What Should Comparative Media Research
be Comparing? Towards a Transcultural Approach to ‘Media Cultures’. Pp.
32-47 in Thussu, D.: Internationazing Media Studies. Routledge.
• Herrero, L.C. et al. 2017. Rethinking Hallin and Mancini Beyond the West:
An Analysis of Media Systems in Central and Eastern Europe. International
Journal of Communication 11: 4797-4823.
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• Kleinsteuber, H. J. 2004. Comparing Mass Communication Systems: Media
Formats, Media Contents, and Media Processes. Pp. 64-86 in F. Esser & B.
Pfetsch (Eds.): Comparing Political Communication: Theories, Cases, and
Challenges (Communication, Society and Politics). Cambridge: Cambridge
University Press.
• Urbániková, M. 2023. Arguing About the Essence of Public Service in
Public Service Media: A Case Study of a Newsroom Conflict at Slovak
RTVS. Journalism Studies 24(10), 1352-1374.
• Vliegenthart, R. 2012. Analyzing Comparative Data: Opportunities and
Challenges. Pp. 486-500 in Esser, F. & Hanitzsch, T.: The Handbook of
Comparative Communication Research. New York: Routledge.
• Wirth, W. & Steffen Kolb, S. 2004. Designs and Methods of Comparative
Political Communication Research. Pp. 87-111 in Esser, F. & Pfetsch, B.:
Comparing Political Communication: Theories, Cases, and Challenges.
Cambridge, UK: Cambridge University Press.
7 WEEK
5. 11.
Reading week
8 WEEK
12. 11.
Quantitative content analysis
Teachers: Vlastimil Havlík
Analysing media content/campaigns/manifesto
Mandatory literature:
• Blassnig, S. (2022): Content Analysis in the Research Field of Political
Communication: The Self-Presentation of Political Actors. In: F. OehmerPedrazzi,
S. H. Kessler, E. Humprecht, K. Sommer and L. Castro (eds.):
Standardisierte Inhaltsanalyse in der Kommunikationswissenschaft –
Standardized Content Analysis in Communication Research. Ein Handbuch
- A Handbook. Springer, pp.301-312.
• Hameleers, M., Schmuck, D., Bos, L., & Ecklebe, S. (2021). Interacting with
the ordinary people: How populist messages and styles communicated by
politicians trigger users’ behaviour on social media in a comparative
context. European journal of communication, 36(3), 238-253.
• Baumann, M., Debus, M., & Gross, M. (2021). Strategic issue emphasis in
parties’ election campaign statements. Party Politics, 27(3), 515-527.
We will work with the data used in Baumann et al. You can access and
download the data at https://muni.cz/go/0102b3. See the codebook and the
three datasets "Self_v1" (parties talking about themselves), "Other_v1"
(parties talking about other parties) and "Journalist_v1" (journalists talking
about parties). The data will also be uploaded in the Learning Materials before
the class.
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Recommended literature:
• Rooduijn, M., & Pauwels, T. (2011). Measuring populism: Comparing two
methods of content analysis. West European Politics, 34(6), 1272-1283.
• Jungar, A. C., & Jupskås, A. R. (2014). Populist radical right parties in the
Nordic region: A new and distinct party family?. Scandinavian Political
Studies, 37(3), 215-238.
• Manifesto Project (https://manifestoproject.wzb.eu/) - one of the most
widely used tool for analysis policy positioniong of political parties based
on quantitative content analysis.
9 WEEK
19. 11.
Visual analysis in political communication
Teacher: Alena Kluknavská
In this lecture, we will explore the influential realm of visual analysis, with a
particular focus on its application in the context of political communication.
We will analyze how images, symbols, and visual representations are
strategically employed by political actors and campaigns to convey messages,
express emotions, and affect audience engagement.
Mandatory literature:
• Lilleker, D., & Veneti, A. (2023). Introduction to the Research Handbook
on Visual Politics. In Research Handbook on Visual Politics (pp. xvii-xxx).
Edward Elgar Publishing.
• Farkas, X., & Bene, M. (2021). Images, politicians, and social media:
Patterns and effects of politicians’ image-based political communication
strategies on social media. The international journal of press/politics,
26(1), 119-142.
• Farkas, X., Jackson, D., Baranowski, P., Bene, M., Russmann, U., & Veneti,
A. (2022). Strikingly similar: Comparing visual political communication of
populist and non-populist parties across 28 countries. European Journal of
Communication, 37(5), 545-562.
Recommended literature:
• Moffitt, B. (2022). How do populists visually represent ‘the people’? A
systematic comparative visual content analysis of Donald Trump and
Bernie Sanders’ Instagram accounts. The International Journal of
Press/Politics, 19401612221100418.
• Bossetta, M., & Schmøkel, R. (2023). Cross-platform emotions and
audience engagement in social media political campaigning: Comparing
candidates’ Facebook and Instagram images in the 2020 US election.
Political Communication, 40(1), 48-68.
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• Haim, M., & Jungblut, M. (2021). Politicians’ self-depiction and their news
portrayal: Evidence from 28 countries using visual computational analysis.
Political Communication, 38(1-2), 55-74.
10 WEEK
26. 11.
Critical discourse analysis in media research
Teachers: Kateřina Kirkosová
In this lecture, we will focus on the analysis of verbal language, on the ways
social norms are re/negotiated in media and cultural discourses, and on how
certain ideologies and positions may thus get privileged and taken for granted,
while others are pushed aside as marginal, unimportant or deviant.
Mandatory literature:
• Flowerdew, J. & Richardson, J.E. (2018). Introduction. In Flowerdew, J. &
J.E. Richardson (Eds.), The Routledge Handbook of Critical Discourse Studies
(pp. 1-10). London: Taylor & Francis.
• Mark Nartey (2022) Centering marginalized voices: a discourse analytic
study of the Black Lives Matter movement on Twitter, Critical Discourse
Studies, 19:5, 523-538, DOI: 10.1080/17405904.2021.1999284
• Sophie Hindes & Bianca Fileborn (2020) “Girl power gone wrong”: #MeToo,
Aziz Ansari, and media reporting of (grey area) sexual violence, Feminist
Media Studies, 20:5, 639-656, DOI: 10.1080/14680777.2019.1606843
Recommended literature:
• Cammaerts, B. (2022). The abnormalisation of social justice: The ‘anti-woke
culture war’ discourse in the UK. Discourse & Society, 33(6), 730–743.
https://doi.org/10.1177/09579265221095407
• Huijae Yu (2023) ‘If she asked for settlement money, she must not be a real
victim’: an interdisciplinary analysis of the discourse of victims and
perpetrators of sexual violence, Critical Discourse Studies, 20:3, 333-344,
DOI: 10.1080/17405904.2022.2102521
• Wodak, R. & Meyer, M. (2002). Critical discourse analysis: history, agenda,
theory, and methodology. In Wodak, R. & M. Meyer (Eds.), Methods of
Critical Discourse Analysis (pp. 1-33). London: Sage Publications.
11 WEEK
3. 12.
Content analysis on social media
Teachers: Martina Novotná
The lecture will cover the challenges and opportunities of using qualitative and
quantitative content analysis to comprehensively understand social media
content, particularly online political discussion.
Mandatory literature:
• Bouvier, G., & Rasmussen, J. (2022). Qualitative Research Using Social
Media. Routledge.
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o Chapter: Qualitative content analysis: text and speech-based material
(pp. 25-39)
• Rega, R., Marchetti, R., & Stanziano, A. (2023). Incivility in Online
Discussion: An examination of impolite and intolerant comments. Social
Media + Society, 9(2). https://doi.org/10.1177/20563051231180638
• Vochocová, L., Numerator, D, Sedláčková, T. (2022). Opting for Polarising
Emotions: Strategies of Czech Pro-Vaccination Discussants in the
Emotionalized Public Sphere and Debate on a Measles Epidemic.
International Journal of Communication. 16, 1006–1026.
Recommended literature:
• Humprecht, E., Hellmueller, L., & Lischka, J. A. (2020). Hostile Emotions in
News Comments: A CrossNational Analysis of Facebook Discussions. Social
Media + society, 6(1), 1 –12.
• Numerato, D., Vochocová, L., Štětka, V., & Macková, A. (2019). The
vaccination debate in the “post‐truth” era: Social media as sites of multi‐
layered reflexivity. Social Health & Illness, 41, 82–97.
WEEK 12
10. 12.
Selected international studies: students’ presentations
Teachers: Alena Kluknavská
WEEK 13
17. 12.
Selected international studies: students’ presentations
Teachers: Vlastimil Havlík