Strategic Communication for Social Change (SZF_273)

The course explores how strategic communication affects social change in the media, corporate, institutional and digital environments. Students analyze how communication shapes norms, represents identities, frames social issues and influences behavior, and how meaning changes in participatory digital spaces.By looking at global brand campaigns, media content, public policy communication, ESG initiatives and digital movements, students gain a structured understanding of how different players - companies, governments, media and online communities - form public narratives.The course combines theory with practical analysis, introducing approaches to discourse, representation, framing, identity and inclusion, behavioural economics and participatory culture. In the second part of the semester, students move from analysis to strategy and develop a theory-based multimedia communication campaign on a chosen social issue.As well as developing practical communication skills, the course aims to build a deeper understanding of how communication constructs meaning, influences behaviour and builds social narratives. By understanding the principles and systemic logic of communication, students can adapt this mindset approach to different professional situations and areas of communication.