ECTS - PWSZ im. Witelona w Legnicy

The Witelon University of Applied Sciences in Legnica - Field: Political science
ECTS Course Catalogue 2010/2011
ECTS credits
3
1. Course title
Public Image Creation
2. Course contents
Lecture and classes
Public image. Basic terms and categories. Psychological and sociological theories of perceiving people.
Research methods and analyses of public persons’ image. Conceptions of creating an image and candidates
selection („superman” and „typical man” model). Training of presentation and public performance. Creation of
the image of a commune and other public institutions – public and non-governmental organizations as entities of
Public Relations’ actions. Image advertisement: the role of Internet in creating public institutions’ image. Media
image creation. Media Relations. The role of media in image creating on the basis of chosen stars of Polish show
business examples. Public image of politicians; analysis of chosen politicians’ image (study of cases).
3. Prerequisites
None
4. Learning outcomes
Graduate knows chosen techniques of creating public image in traditional media and online. Student can
recognize theoretical models ,stated in subject literature list, and combine them with the practice of social and
public life. In the course of classes student can observe image actions (verbal and non-verbal communication) as
well as indicate constructive ways of realization.
5. Recommended reading
Dobek-Ostrowska, B., Wiszniowski, R., Teoria komunikowania publicznego i politycznego: wprowadzenie,
Wydawnictwo ASTRUM, Wrocław 2007.
Cwalina, W., Falkowski, A., Marketing polityczny. Perspektywa psychologiczna, Gdańskie Wydawnictwo
Psychologiczne, Gdańsk 2005.
Flis, J., Samorządowe public relations, Wydawnictwo Uniwersytetu Jagiellońskiego, Kraków 2007.
Hope, E. (red.), Public relations instytucji użyteczności publicznej, Wydawnictwo Scientific Publishing Group,
Gdańsk 2005.
Jabłoński, W., Kreowanie informacji: media relations, Wydawnictwo Naukowe PWN, Warszawa 2006.
Ociepka, B. (red.), Kształtowanie wizerunku, Wydawnictwo Uniwersytetu Wrocławskiego, Wrocław 2005.
6. Type of course
Obligatory
7. Teaching team
Department of Political Science
8. Course structure
Form Number of hours Semester Year
Lecture 15/12 V III
Classes 15/12 V III
Laboratory
Project
Seminar
Other
Total student’s
workload
9. Assessment methods
Exam
10. Language of instruction
Polish
90
745