CQUniversity Unit Profile
COMM11108 Communicating for Social Change
Communicating for Social Change
All details in this unit profile for COMM11108 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

Social change is defined by the significant alteration of social structure and cultural patterns. This unit will examine the political influence and communication techniques used to effect meaningful social change, including the rise of social media. You will identify and explain key elements of the democratic process in Australia including relationships between the three levels of government and will critique an example of an effective social change campaign. From this in-depth analysis you will further extend and develop key socially innovative communication techniques applicable to future social change events.

Details

Career Level: Undergraduate
Unit Level: Level 1
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

There are no requisites for this unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 2 - 2021

Cairns
Online
Rockhampton
Townsville

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Written Assessment
Weighting: 20%
2. Written Assessment
Weighting: 40%
3. Written Assessment
Weighting: 40%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student evaluation survey 2020

Feedback

Students commented favourably on the use of tailored input from industry professionals through supplementary videos and testimony.

Recommendation

It is recommended to maintain the use of tailored input from industry professionals through supplementary videos and testimony.

Feedback from Student evaluation survey 2020

Feedback

The students responded well to the ongoing and accessible support provided by the Unit Coordinator throughout the term, despite the entire cohort moving to online learning.

Recommendation

It is recommended to maintain the ongoing and accessible support provided by the Unit Coordinator to on-campus and online students in future units.

Feedback from Student evaluation survey 2020

Feedback

Students suggested a Zoom schedule be implemented at the start of the term with set days/times for regular zoom sessions.

Recommendation

It is recommended that Zoom schedules will be implemented at the beginning of term with set days / times as part of the CQU Renew blueprint.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Define social change and identify an example
  2. Observe the democratic process through the practice of local government
  3. Analyse and evaluate a real-world social change event
  4. Discuss social change as it applies to the three levels of government in Australia
  5. Compare and contrast the role of traditional and social media using a social change campaign.

n/a

Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Written Assessment - 20%
2 - Written Assessment - 40%
3 - Written Assessment - 40%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Written Assessment - 20%
2 - Written Assessment - 40%
3 - Written Assessment - 40%
Textbooks and Resources

Textbooks

There are no required textbooks.

Additional Textbook Information

All readings will be available via the unit e-reading list.

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Lincoln Bertoli Unit Coordinator
l.bertoli@cqu.edu.au
Schedule
Week 1 Begin Date: 12 Jul 2021

Module/Topic

Introduction to Social Change

This module will introduce you to the concept of social change in a democratic political environment including standard definitions, historical context and practical examples in contemporary Australian culture.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 2 Begin Date: 19 Jul 2021

Module/Topic

Democracy and the Australian Political System

To affect meaningful social change, it is imperative that you have a thorough understanding of democracy and the Australian political system. Module Two will break down the fundamentals of Australian politics and explain the roles of elected representatives across Local, State and Federal Governments.

Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 3 Begin Date: 26 Jul 2021

Module/Topic

Three Levels of Government: How They Work Together

There’s an old saying in Australian politics: you can’t have one, without the other… and it’s in Module Three that you will explore the fundamental relationships between the three levels of government. This will include analysis of social change campaigns between governments, notably the forced amalgamation of local governments in Queensland.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Assessment 1 - Defining Social Change and the Three Levels of Government.
Due Monday Week 3 at 17:00pm AEST.


Defining Social Change and the Three Levels of Government Due: Week 3 Monday (26 Jul 2021) 5:00 pm AEST
Week 4 Begin Date: 02 Aug 2021

Module/Topic

People Power: Affecting Social Change in a Democratic Society

In this Module you will explore how ‘people power’ – that is, strong demonstrations of public opinion – can affect cultural shifts and social change by lobbying the appropriate levels of government.
The de-amalgamation of four Queensland Councils will be examined as an example.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 5 Begin Date: 09 Aug 2021

Module/Topic

Spreading the Word: Successful Communication Techniques

Module Five provides an introduction to traditional and digital communication techniques used in social change campaigns, including the role of the media and rise of social media. You will also look at the role of professional lobbyists and public relations practitioners in a political context. 


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Vacation Week Begin Date: 16 Aug 2021

Module/Topic

Vacation Week

Chapter

N/A


Events and Submissions/Topic

Week 6 Begin Date: 23 Aug 2021

Module/Topic

Case Study: Same Sex Marriage in Australia

In December 2017, history was made when Federal Parliament voted in favour of legalising same sex marriage in Australia. In Module Six you will apply key concepts from the unit content to analyse the campaign using the following criteria: Voice, Action and Outcome. You will also examine perceived shortcomings and suggested improvements.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Assessment 2 - Local Government Process and Essay
Due Mon Week 6 at 17:00pm AEST.




Local Government Attendance and Process Due: Week 6 Monday (23 Aug 2021) 5:00 pm AEST
Week 7 Begin Date: 30 Aug 2021

Module/Topic

Social Media: The Voice of the People

Module Seven outlines the unprecedented impact of social media in raising public profile and garnering mass support for issues of contention, thus influencing political decisions and social change. You will explore the role of social media through the case study from Module Six, including the rise of hashtags. 


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Assessment 3 Part A - Lobbying for Social Change
Due Friday Week 7 at 17:00pm AEST.

Week 8 Begin Date: 06 Sep 2021

Module/Topic

The Role of Traditional Media

The nature of modern media enables journalists to communicate with mass audiences. This module will examine how social change issues are portrayed in the media and how such coverage can ultimately influence potential outcomes. You will discuss whether objectivity is still a core value of modern journalists, particularly concerning government issues.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 9 Begin Date: 13 Sep 2021

Module/Topic

Lobbying and the Art of Political Spin

Just as magicians use smoke and mirrors to create illusions, so too does the political machine to divert attention from an unsuspecting audience. Module Nine provides an in-depth look at the art of public relations and selling the political message, as well as the external lobbyists whose job it is to win favour and influence political decisions. 


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 10 Begin Date: 20 Sep 2021

Module/Topic

Political Practice and Application of the Message

This Module breaks down the political process and explores the progress of a social change campaign from concept to reality. You will gain an understanding of primary government papers (Green and White) including those written to generate discussion, and those outlining legislation and policy, in-line with your second assessment.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 11 Begin Date: 27 Sep 2021

Module/Topic

What Does the Future Hold?

Module 11 focuses on the future and how YOU – the social innovators and cultural taste makers of tomorrow – will continue to affect meaningful change through technological advances, community service and entrepreneurial enterprise; all of which will ideally provide positive contributions to society.


Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Week 12 Begin Date: 04 Oct 2021

Module/Topic

In Module 12 you will reflect on the unit content and review key concepts

Chapter

See e-reading list on Moodle.

Events and Submissions/Topic

Review/Exam Week Begin Date: 11 Oct 2021

Module/Topic

Chapter

Events and Submissions/Topic

Assessment 3 Part B - Lobbying for Social Change
Due Wed Review Week
17:00pm AEST.


Lobbying for Social Change Due: Review/Exam Week Wednesday (13 Oct 2021) 5:00 pm AEST
Exam Week Begin Date: 18 Oct 2021

Module/Topic

Chapter

Events and Submissions/Topic

Assessment Tasks

1 Written Assessment

Assessment Title
Defining Social Change and the Three Levels of Government

Task Description

This assessment covers the introductory concepts covered in the first two weeks of the unit and comprises three parts.

Part A)
In 400 words define social change in your own words, and provide a current example within Australia, with references to unit concepts where necessary.

PART B)
In 400 words define the roles and responsibilities of the three levels of government in Australia, including identifying your local Mayor, State Member and Federal Member. This includes the political party to which they belong and whether the state and federal members are portfolio ministers.

PART C)
In 200 words, identify which local Council meeting you will attend as part of Assessment Two, including day, date and time with evidence of each (this is generally available on your local Council’s webpage).

This may include attending in person or a virtual meeting due to COVID restrictions.

This is an introductory assessment and will give you a better understanding of the definition of social change as well as the levels of Government in Australia, particularly on a local level.
To pass you will need to address all of the elements of the assessment including credible references where necessary to justify and cite your sources.

Students who demonstrate limited attention to the requirements of the task will Fail this assessment. If you Fail you will be required to resubmit before moving onto the next assessment. 

NOTE: WORD COUNT for written assignments

The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.


Assessment Due Date

Week 3 Monday (26 Jul 2021) 5:00 pm AEST

Online


Return Date to Students

Week 5 Monday (9 Aug 2021)

Assessments will be returned within two weeks of submission.


Weighting
20%

Assessment Criteria


Elements considered in this assessment include:

  • Attention to task requirements
  • Quality of analysis
  • Quality of writing
  • Referencing and link to unit concepts


Referencing Style

Submission
Online

Submission Instructions
Submit as a Word or PDF document through Moodle.

Learning Outcomes Assessed
  • Define social change and identify an example


Graduate Attributes
  • Communication
  • Critical Thinking
  • Information Literacy
  • Social Innovation

2 Written Assessment

Assessment Title
Local Government Attendance and Process

Task Description

This assessment is comprised of two parts.

Part A
You are to attend an Ordinary Council Meeting between weeks two (2) and five (5) of term. This may include viewing a live stream due to COVID restrictions.

Prior to attending the meeting, research the meeting agenda and identify two potential social change issues that may require a decision to be made by Council.
During the meeting, pay particular attention to the discussion of these issues, including the background, the voting process and the outcome/s.
Attach the appropriate section of the agenda as an appendix to this assignment as evidence of attendance and research.

Part B
In 1,500 words, analyse the aspects of social change evident in the two issues identified at the meeting.
Link your analysis and findings to relevant unit content, including academic references, to justify and support your arguments.
The point of this analysis is to articulate social change, and identify socially innovative communication techniques in action on a local government level.

Your analysis should be structured around the following sub-headings:

  • Introduction – identify the Council area and introduce social change in the context of local government.
  • Issue One – provide a brief summary of the first issue including voting process and outcome from the meeting.
  • Issue Two - provide a brief summary of the second issue including voting process and outcome from the meeting
  • Discussion – linking with key concepts from the unit, explain how social change was affected through the democratic process, including the role of the media, political and non-political influence.
  • Conclusion - justification of your argument


Assessment Due Date

Week 6 Monday (23 Aug 2021) 5:00 pm AEST

Online


Return Date to Students

Week 8 Monday (6 Sep 2021)

Assessments will be returned within two weeks of submission.


Weighting
40%

Assessment Criteria

Elements assessed for the Meeting component will include:

  • Attendance at a Council meeting
  • Correct identification of social change issues
  • Quality of analysis of the local government meeting and voting process.

Elements assessed for the Analysis component include:

  • Attention to task requirements
  • Quality of issue analysis including background and appetite for change
  • Quality of writing
  • Link to unit concepts
  • Quality of referencing

A marking rubric is available on the Moodle site.


Referencing Style

Submission
Online

Submission Instructions
Submit as a Word or PDF document through Moodle.

Learning Outcomes Assessed
  • Observe the democratic process through the practice of local government
  • Analyse and evaluate a real-world social change event


Graduate Attributes
  • Communication
  • Critical Thinking
  • Information Literacy
  • Ethical practice
  • Social Innovation

3 Written Assessment

Assessment Title
Lobbying for Social Change

Task Description

Organisations are increasingly engaging professional writing services to prepare Government submissions on social change issues. In this assessment you will be given the opportunity to work with globally diverse teams. You will act as a client, and students from Douglas College in Canada will act as professional writing consultants.

You are a lobbyist advocating on behalf of an innovative Australian social change campaign. In this assessment scenario, you will act as the ‘client’, requiring a policy paper to be prepared for submission to the relevant level of Government, in order to generate discussion. You have engaged the services of a consultant to prepare this policy paper submission for you. You will prepare a detailed brief for the consultant, which outlines your requirements for the policy paper. The consultant will then prepare the policy paper for you to revise and provide feedback on.

The policy paper should articulate your position and influence social change in a democratic political environment. You may choose an issue or social change campaign identified at your local Council meeting, a campaign of your choosing (approval from unit coordinator required), or from options provided on Moodle.

This assessment has two parts- the preparation of the brief to the consultant, and then a portfolio of items giving feedback to the consultant on the finished product (the policy paper).

PART A: Due Friday Wk 7 3rd September 2021 (25%)

Part A requires the preparation of a detailed brief. This brief will give the consultant all of the information they need to prepare your policy paper. A template will be provided for you on Moodle, but you should expect to include an overview of the issue and your campaign, why it’s a ‘hot’ issue right now, the level of Government responsible for the issue and the communication techniques to be used in making change. You are required to submit the completed brief template.

A marking rubric will be provided on Moodle, but you will be graded on attention to detail, quality of issue analysis and use of references.

PART B: Due Wed Review/Exam Week 13th October (15%)

Part B requires you to provide feedback to the consultant about the policy paper the consultant has prepared for you. At the beginning of Week 12, a completed policy paper will be provided to you. You will need to compare this policy paper to the original brief submitted, and offer feedback to the consultants. A feedback template will be provided for you on Moodle. You are required to submit the completed brief template, the completed policy paper, the completed feedback template, and a written reflection which justifies social change campaign. In the justification will you need to link key unit concepts to explain if and how social change can be affected through the democratic process. Your justification will need to include academic references to support your arguments. Your justification should also reflect on your experience in the unit this term.

A marking rubric will be provided on Moodle, but you will be graded on attention to detail, links to unit content, use of references and depth of feedback provided.


Assessment Due Date

Review/Exam Week Wednesday (13 Oct 2021) 5:00 pm AEST

Online


Return Date to Students

Exam Week Friday (22 Oct 2021)

Assessments will be returned within two weeks of submission


Weighting
40%

Assessment Criteria

A marking rubric will be provided on Moodle, but you will be graded on attention to detail, quality of issue analysis and use of references.


Referencing Style

Submission
Online

Submission Instructions
Submit as a Word or PDF document through Moodle.

Learning Outcomes Assessed
  • Discuss social change as it applies to the three levels of government in Australia
  • Compare and contrast the role of traditional and social media using a social change campaign.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Social Innovation

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?