ATS2996 Public relations and society
Faculty of Arts
ATS2996 Public relations and society is a level 2, 6-credit-point, undergraduate unit from the Faculty of Arts, offered in 2025 in Semester 1 at Caulfield. It has no prerequisites and unlocks 2 units.
- Credit points
- 6
- Offered in 2025
- Semester 1
- Caulfield
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before ATS2996
No prerequisites or corequisites besides the enrolment rules below.
After ATS2996
2 units list ATS2996 as a prerequisite or corequisite.
Enrolment rules
Prerequisite: ATS1125
Overview
This unit explores the theory and practice of public relations through the lenses of society and culture. It draws on recent public relations scholarship to present diverse theoretical approaches to understanding public relations and its role in society. These socio-cultural approaches represent a shift away from the functionalist and normative understandings of public relations, which historically, and until recently, have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning.
The unit is structured around three broad themes:
1. Theories of public relations, introducing culture, globalisation and public relations history
2. Cultures of public relations, introducing organisational culture, popular culture and social change
3. Public relations in international and specific cultural contexts.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
Assessment
- ReflectionWritten30%
- Analytical exerciseExercise20%
- EssayWritten50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
Critically evaluate the relationship between culture and public relations, and between globalisation and public relations;
- 2
Explain the links between socio-cultural contexts and public relations practice;
- 3
Discuss the need for intercultural competence in public relations practice;
- 4
Assess the impact of specific cultural contexts on public relations practice.
Workload and teaching
- Tutorials24 hours
- Lectures12 hours
- Teaching approachEnquiry-based learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
Where it fits
ATS2996 is part of 1 area of study in the 2025 handbook.
Contacts
- Unit Coordinators
- Ms Stephanie Corsetti
- Chief Examiners
- Ms Stephanie Corsetti
Common questions
What are the prerequisites for ATS2996?
ATS2996 has no prerequisites, but enrolment rules apply.
What can I take after ATS2996?
ATS2996 is a prerequisite or corequisite for 2 units, including ATS3254 and ATS3262.
When is ATS2996 offered?
In 2025, ATS2996 runs in Semester 1 at Caulfield.
How much work is ATS2996?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does ATS2996 have an exam?
No. ATS2996 has 3 assessment tasks and no exam.
Which majors and minors include ATS2996?
ATS2996 is part of Public relations.