Comprehensive Communication Project

Definition:

Integrate theory and content learning by developing and completing a comprehensive communication project.

This M.A. program has provided me with the right tools for applying theories to several communication scenarios presenting crises. My Capstone project embodies the compilation of all the theories and methodologies that I have assimilated in the last two years. One theory that caught my attention was the “public sphere†concept.  I became interested in exploring this term on the digital social media platforms. As a journalist, I am a firm believer that the Internet is the new “public sphere†platform.

Determining the topic of my Capstone project was challenging.  My goal was to find a research that demonstrated what I have learned throughout this journey. I always visualized my Capstone project as a multifaceted experience that enhanced my journalistic passion.

 I started working with AARP, the non-profit organization, a year ago. I was able to define my research when I began to help the organization with the editorial efforts for the Caregiving Initiative.  I saw a wonderful opportunity for applying a theoretical frame to a real-world setting. My current research is about the role of “public sphere†on online forums. Following Jurgen Habermas theory, the German philosopher and father of the “public sphere†term, I plan to study the emotional connection between the audience and the editorial content produced by AARP on social media platforms. My Capstone project will be grounded by the theoretical lens of Berger’s social constructionist approach. A narrative analysis allows to address the types of messages that the Caregiving project is promoting and determines which is the dominant narrative in the minds of the audience. I would not be able to apply any theoretical approach to a real communication analysis without all the fundamentals I have acquired in this program.  I recall with great admiration when Dr. McArthur insisted in one of our classes that “the foundation of a theory can help practitioners build vibrant and innovative plans that mover our communication goals forward†(McArthur, 2014, p. 1).

Example:

Strategic Communication Plan: Reenergizing AARP Brand and Public Perception (PDF)

Two people holding hands while sitting on a couch.

References

McArthur, J. A. (2014). Planning for strategic communication: a workbook for applying social theory to professional practice. Atascadero, CA: CreateSpace.