Return to previous page

Unit details

ALR718 - Critical Public Relations, Culture and Social Change

Year2015 unit information
Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:K Demetrious




Incompatible with:



Online teaching methods require internet access. You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.


This unit engages students with contemporary debates around ‘public relations’ and its relationship to society in order to understand how it critically influences society, at the same time exploring reform through notions of ‘citizenship’. Introducing students to new viewpoints and research through a ‘critical public relations’ perspective, the unit develops a socio-cultural understanding of ’PR’s’ relationship to domains such as: activism, surveillance, celebrity and persona politics, social media and political persuasion, gender, post-colonialism and the PR’s own professional project. Students analyse historic and contemporary developments in public relations practice and in doing so, assess diverse approaches to understanding public relations and its impacts and effects on society.

The unit pays special attention to public relations in managing conflict and social change at different stages of modernity and contexts. Of particular interest is the core ‘PR’ notions of ‘publics’ and what this means for identity, agency and social control, especially for marginalised groups. The unit also emphasises a cultural understanding and analysis of public relations and institutions; such as its professional associations and how this normatively contributes to the production of social meaning and maintenance of power relations in modern society. This assists students to identify research problems from a range of disciplines, including sociology, political studies, celebrity and persona studies and feminism amongst others. 


Research Report Proposal 30% (1500 words)

Research Report 50% (2500 words)

Presentation (digital or oral) and class and CloudDeakin participation 20%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

Return to previous page

Back to top