BCM102 - Persuasive Communication

Subject Title
Persuasive Communication

Subject Description
Rhetoric is the engine behind human communication, an artful force that drives all media. Students explore persuasion and response of conversation that is purposeful communication, to change, inspire or influence the recipient of a strategic messaging. While learning, applying, and analyzing rhetorical techniques, students will learn rhetoric historical and contemporary contexts. Students will focus on 20th and 21st century applications of rhetorical techniques, based on theories and exemplars of persuasion in multiple genres and forms of media, including discussion of how automated bots tap into people perceptions and use confirmation bias to encourage the spread of disinformation.

Credit Status
Mandatory course credit for all students in the Honours Bachelor of Communications and Media degree

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Define the essential characteristics and practices that determine the success of rhetoric across media products.  
2. Explain the key concepts of communication associated with historical and current rhetorical contexts.  
3. Apply basic post-secondary research methods and concepts to support breadth and accuracy of information. 
4. Apply theory and techniques of audience-analysis to modify messages, purposes, and media evaluating response. 
5. Describe how automated bots can manipulate perceptions and encourage the spread of disinformation.  
6. Describe the role of communication theory in persuasive communication.   
7. Apply the rhetorical communication techniques used to persuade and elicit expected responses.  
8. Create persuasive communication to appeal to a defined target audience inclusive of varied mediums. 

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.