B0124 - DATI, STRATEGIE E COMUNICAZIONE POLITICA

Learning outcomes

The workshop provides students with the necessary tools to develop political and institutional communication strategies, including advocacy campaigns. Upon completion of the workshop, the student will:

• Understand the various research techniques used in the field of communication;
• Be able to use both qualitative data (focus groups, in-depth interviews) and quantitative data (surveys);
• Be capable of conducting empirically grounded scientific analyses, particularly applied to political communication texts such as electoral messages, speeches, journalistic texts, posters, websites, and social media interactions;
• Be able to develop political communication strategies.

Course contents

The workshop will focus on the development of political, institutional, and advocacy communication strategies. Special attention will be given to the role of quantitative data (surveys, vote analysis) and qualitative data (focus groups, in-depth interviews) in the formulation of data-driven strategies.

Case studies from both Italian and international electoral campaigns will be examined, with opportunities for meetings and presentations by industry professionals.

Readings/Bibliography

The study of lecture slides and any additional materials provided by the instructor is necessary.

Recommended reading:

• Giovanni Diamanti, I segreti dell'urna. Storie, strategie e passi falsi delle campagne elettorali, UTET
• Il candidato vincente. Le campagne elettorali che hanno cambiato il mondo, a cura di Giovanni Diamanti e YouTrend, UTET
• Lorenzo Pregliasco, Benedetti sondaggi. Leggere i dati, capire il presente, Add
• David Plouffe, The Audacity to Win: The Inside Story and Lessons of Barack Obama's Historic Victory
• Deborah Mattinson, Beyond the Red Wall: Why Labour Lost, How the Conservatives Won and What Will Happen Next?
  
• Alex Crowley, Victory in London. The Inside Story of the Boris Campaign
• Mark Pack, Edward Maxfield, 101 Ways to Win an Election
• Paolo Natale, Il sondaggio
• Mauro Barisione, Renato Mannheimer, I sondaggi
• Nando Pagnoncelli, Opinioni in percentuale. I sondaggi tra politica e informazione

Teaching methods

Lectures, group exercises, and simulations involving the design of a data-driven communication campaign.

Assessment methods

Given the course objectives and structure, attendance is strongly recommended. Students may miss a maximum of two classes to be eligible for the exam as attending students.

The option to take the exam as a non-attending student must be discussed with the instructor no later than April 9, 2025.

For attending students, assessment will be based on:

• A data-driven communication campaign project, developed in small groups and presented and discussed during the final sessions of the course.
• Individual questions on the topics covered in the course.

Teaching tools

Presentations, audiovisual materials, and group work.

Office hours

See the website of Lorenzo Pregliasco