Finding voices: authentic learning online in the field of public communication and citizenship

A creative re-acculturation of teachers and students is occurring in virtual classrooms as traditional learning resources, pedagogy, and technology intersect in unexpected ways. This paper reports on a case of authentic, experiential, and constructivist learning developed for tertiary public relations  students. A subject titled ‘Public Communication and Citizenship’ (PCC) at  Deakin University in Australia asked students to examine the problematic and contentious areas of self interest, persuasion, power, and ethics in  contemporary contexts of mass media and globalisation. Feedback from  those students suggests that, in this case, online teaching strategies  successfully integrated with the total learning environment to achieve  higher-order learning. PCC is one example of PR pedagogy combining  theory and technology to move beyond ‘skilling for jobs’.

Feeding the chooks in the country: a study of successful public relations media strategies in regional Victoria

"Media reporting on regional issues has tended to focus on the negative leaving many urban based Australians with a bleak portrait of rural Australia and it's fuure." (McNeill 2003) This paper looks at the two regional centres of Ballarat and Warrnambool. Through analysis of local papers and in conjunction with interviews with local journalists and public relations practitioners, it begins a dissection of the news production process in these locales. Content analysis reveals the nature of news coverage and the role of key sources, in particular public relations, determining the type of coverage in these centres.

Comforting the afflicted and afflicting the comfortable: the role of journalism in the academy

The new professional disciplines such as journalism and public relations face unique challenges in entering the academy and as they formulate their own methodologies, pedagogies and theoretical frameworks there arises inevitable tensions between them and the more traditional disciplines.

As recently as January of this year in announcing the establishment of a new institute of journalism at Oxford University backed by £1.75m funding from Reuters, the vice chancellor of Oxford University, Dr John Hood, outlined plans to make this new centre one of the most authoritative sources of reliable analysis of journalism at an international, national and local level.

He went on to say that the aim of the institute would be to "break down the barriers of incomprehension and distrust which have tended to define the relationship between the academy and journalism." It is that ambivalent relationship which provides the focus for this paper.

As late as the mid 90s in the Australian academy focus was on the so called "Media Wars" with proponents of a pure and empirical form of journalism education declaring "No More Theory!" Tensions remain at least in the Australian context between the profession and practitioners and those who have moved to journalism education. Even within the ranks of the educators there are still divisions between those who see themselves only as practitioners with skills to impart, and those who see themselves as also building the disciplinary base.

Interdisciplinarity is often seen as the solution to such tensions but such hybrid mergings bring with them their own problems. This paper looks at the "Media Wars", their aftermath, and provides a case study of a discipline still seeking its own secure methodological and theoretical niche within the academy. It also poses its own solution in suggesting that it is time for a riotous Feyeraband type of play to produce the kind of disciplinary pastiche which will help in securing that niche.

Implementing elements of Schon's reflective practitioner in an undergraduate public relations program

While the internship unit in a public relations degree is often viewed as the foremost area of experiential learning it can fail to deliver significant learning outcomes for student and teacher. This paper explores the use of other activity-based learning (ABL) methods as implemented in the Deakin University public relations undergraduate degree. The paper applies Donald Schon's concept of the reflective practitioner to learning undertaken in an internship unit and compares this application to two other units where ABL is used and the focus is on creating a client-professional relationship. For the purpose of this paper information was analysed using the 2006 on-campus cohort only. The cohort was further refined to include those students who successfully completed the degree of BA in public relations. Student internship evaluation forms and unit records were viewed to gain statistical information.

Conversations with the public : the role of journalists and public relations practitioners in creating civil discourses in non-metropolitan settings

This research deconstructs the relationship between journalists and public relations practitioners operating in non-metropolitan contexts. In identifying the specific differences in the way this relationship is defined within these contexts the research highlights the impact of these differences on the conversations  these media professionals have with their publics. Ultimately this relationship is see to be a key definer of the nature of the civil discourses within these non-metropolitan communities.

Indigenous research ethics : new modes of information gathering and storytelling in journalism

Veteran Indigenous affairs reporter Tony Koch emphasises the importance of respect, trust and listening in his journalism practice. This paper draws on Koch’s insights as well as recent scholarship on the policies and value of listening to support the proposal that Indigenous research ethics provide a concrete framework for improving media representations of Indigenous people and their access to news media. The university ethics process cannot replicate the understanding Koch has gained from 25 years of interacting with Indigenous people and their communities. However, this paper argues it provides a pathway along which journalism academics and their students can learn to engage with Indigenous people, navigate Indigenous public spheres and produce high-quality reporting that reflects Indigenous people’s aspirations. Journalists within the academy, who are not subject to the commercial or organizational pressures of the news industry, are especially well placed to collaborate with Indigenous people to deliver new ways of conducting research and telling stories that privilege their perspectives. Koch’s newsgathering practice demonstrates that many principals of this progressive approach are also achievable in mainstream journalism.

Commercial influence on Indian public-service broadcasting

In the UK, the Conservative Party has been drafting a proposal to withhold part of the consumers' broadcasting licence fee from the BBC and place it in a contestable fund for public-service programming. In Australia, the ABC continues to struggle to meet its funding requirements just when the Federal conservative coalition government is considering a bid to use public funding to engage a commercial consortium to run the country's Asia-Pacific television channel and so take it away from the ABC. These struggles for independence and for an appropriate level of funding are part of the landscape of public-service broadcasting in many developed countries. Those who believe in the public-service ethos are concerned about the potential diminishing value of these great broadcasting assets because of the privatisation and commercialisation. However, this is the story of another public-service broadcaster - Doordarshan in India - which has had to live with severe competition from the skies since 1991. As the former dominant broadcaster in the largest democracy in the world, Doordarshan has survived and revived itself many times in the past four and a half decades. However, it continues to struggle to fulfil its role as a mass medium for education and entertainment. This paper explores the role of public-service broadcasting using Doordarshan as a case study. It asks: Does commercialisation of this public broadcaster mean privatisation by stealth or does it provide healthy distance between the broadcaster and the government of the day?

Using mobile media to create a more diverse public sphere in marginalised communities : how to mojo

Mojo is a new mobile journalism project in isolated Indigenous communities providing skills and mobile technologies to empower Indigenous people to create locally produced user-generated stories (UGS), from their own perspective. This paper explores the degree to which these practices and technologies can help create a more diverse cultural voice in remote Indigenous environments. Diversity is a central component of the broader principle of a robust marketplace of ideas and a catalyst for greater democratic representation. A lack of diversity of opinion from and about marginalized communities in Indigenous Australia has led to underrepresentation in a highly mediated Indigenous public sphere. In the mid-1980s the deployment of AUSSAT—the Australian communications satellite—led to an influx of Western media into remote communities, creating even greater marginalization of content at the source. This resulted in an under representation of local views and culture and a lack of exposure. This paper describes the empirical study—the technical practices and outcomes of mojos recording, editing and publishing complete UGS directly from their iPhones to the Internet. This practice has the potential to create more diverse media skills, representation and new job opportunities in local media. A making of NT Mojo video can be viewed at the following URL: http://www.youtube.com/watch?v=jRmGACFJd Jo. Mojo stories can be viewed at the following URL: http://ntmojos.indigneous.gov.au

Animal rights and media ethics in Australia: advocacy journalism?

This paper considers the role of animal rights-based Australian law in journalism studies and its connection to instruction of graduate students at a large university based in Victoria. Its case study examples illustrate and develop some of the discussions in journalism studies worldwide of the balance between ethical practice balanced against legal considerations, and whether advocacy and journalism can function together for the benefit of the public interest.

Understanding the emerging contemporary public intellectual: Online academic persona and The Conversation

At its core, the power of the public intellectual is the capacity to make ideas move through a culture. This article looks at what kind of academic persona – that is, what kind of public self whose original status comes from intellectual work and thinking – navigates effectively through online culture and communicates ideas in the contemporary moment. Part of the article reports on a research project that has studied academic personas online and explores what can be described as ‘registers of online performance’ that they inhabit through their online selves. The research reveals that public intellectuals have to interpret effectively that online culture privileges what is identified as ‘presentational media’: the individual as opposed to the media is the channel through which information moves and is exchanged online, and it is essentially a presentation of the self that has to be integrated into the ideas and messages. From this initial analysis/categorisation of academic persona online, the article investigates the online magazine The Conversation, which blends journalism with academic expertise in its production of news stories. The article concludes with some of the key elements that are part of the power of the public intellectual online.