Argumentation in the Media

Argumentation is a discursive activity aimed at persuading by presenting reasons. In an ideal open public sphere, contentious issues are solved reasonably, relying on “the unforced force of the better argument” (Habermas). The ability to craft effective and sound arguments and to critically assess arguments as they appear in the current media ecology are critical skills for media professionals.
The course covers the fundamentals of argument analysis, evaluation and production providing a complete logico-rhetorical “survival kit” for media professionals in the age of visual and multimodal persuasion, social media platforms, and generative AI.
The quality of argument is examined under the 5 criteria of freedom, responsibility, acceptability, relevance and sufficiency. Classic rhetorical tools such as the three persuasive appeals (Ethos, Logos and Pathos) and the canonical structure of the persuasive speech are introduced and applied to debate design. Practical methods for mapping complex argumentative discussions are introduced with the support of an argument visualization software (OVA3),  showcasing argument mapping as a powerful content-analysis and discourse analysis method for communication research.

• Reflect on the importance of argumentation for media professionals as a means of persuasion, decision making as well as an essential component of good “deliberative dialogue” in the public sphere.
• Learn how to recognize and analyze arguments in opinion articles, Q&A interactions in press conferences, and social media polylogues.
• Learn how to argue in written form, with an eye to the critical use of AI tools in argumentative journalistic writing.
• Learn how to use rhetorical principles to craft a persuasive argument, react to opposing arguments and deliver an oral presentation by participating in a debate simulation focusing on decision making in the media industry.
• Examine how journalists shape public debate and contribute to public accountability through their question design in press conferences.
• Understand how social media changed public discourse and the challenges and opportunities they pose to reasonable public debate.
• Use argumentation as a resource to detect and counter misinformation and polarization in media content and interactions.

In presence

Learning Methods

The course will combine expository lectures, guided analysis, critical thinking exercises and production exercises. Three main activities will be in focus: 

(1) A team-based debate exercise simulating a decision making scenario in the media industry (pitching the concept of a new TV series based on licensed IP to a major streaming platform)  

(2) Analyzing an opinion article on a contentious issue and writing a brief response article critically engaging with the arguments of the original 

(3) An individual case-study applying the tools argumentative analysis to public debate on social media

Attendance

To take the final exam students must attend class for at least 60%. Additionally, students are requested to consistently participate in the above mentioned in-course activities (1, 2 and 3) and submit in-course work in a timely manner.

Examination Information

In-course activities 1 and 2 will amount to 30% of the grade (each contributing 15%). The score will reflect both the level of participation and the quality of the output.

A final oral exam will assign the remaining 70% of the grade. The oral exam will consist of two components:

A) a presentation of a case study of argumentative discussion in the current networked public sphere (Activity 3) (35%) 

B) an interview on the concepts and cases discussed in the course (35%)