https://studiegids.vu.nl/en/courses/2025-2026/L_AABACIW113In this course, you will reflect on organizations' uses of different (digital) communication modes to fulfill different tasks. Focusing predominantly on persuasive communication, you will study how organizations use different modes of communication to convince their target audiences to change opinions, attitudes, and behaviors. To this end, you will get insights into theories of digital communication, persuasion, and behavior change. In addition, you will familiarize yourself with qualitative/ethnographic research methods, such as (online) participant observation, in-depth interviews, and focus groups. In the last weeks of the course, you will learn about state-of-the-art research in the field of language and communication. You will apply your new found knowledge in a research project. You get acquainted with real-world communication problems and develop the skills to solve these problems through scientific research. You will deliver several assignments and present your research project in a creative and scientific way.Spanning from Period 5 though Period 6, this course consists of three building blocks of three weeks each. Each building block is connected to one or more learning goals. Across building blocks, you will be provided with knowledge about different qualitative/ethnographic research methods and frameworks for data analysis. You will apply theoretical and methodological insights in a research project. At the conclusion of the course, you will present your research project. In Block 1, you lay the theoretical foundation for this course, focusing on theories of computer-mediated communication, social media use in organizational contexts, persuasion, and behavior change. In Block 2, you familiarize yourselves with the practical (research) questions that real-life organizations have about communication; you develop and execute a research plan to answer these organizations’ research questions. In Block 3, you get to know more about state-of-the-art communication research. You discuss research articles (in groups of students), focusing on the theories and (qualitative) research methods used. What can we learn from these contemporary works? Learning goal(s):Applying different theories relating to digital communication, persuasion and behavior change to design a social media post or information leaflet;Conducting interviews (semi-structured or group) as a methodological instrument to inform the design of a persuasive message;Conducting a stakeholder analysis of the various media channels of an organizationConducting a thorough problem analysis based on the input of a societal stakeholder (e.g., charity, governmental organization, commercial organization)Providing tailored solutions to the societal stakeholder, based on empirical (qualitative) research, the scientific literature and course materialsOne lecture and one seminar (mandatory attendance) per week will be scheduled in period 5 (Block 1 and 2). In period 6 (Block 3), students will work on their own research project and discuss contemporary research in a weekly seminar (mandatory attendance).One individual assignments (50%; assessment of learning objective 1 and 2) and one group assignment (50%; assessment of learning objective 3, 4 and 5). Participation in the seminars is mandatory (pass/fail). All assignments should be graded with minimally 5.5 out of 10 points. To pass the course, all assignments must be marked complete (‘pass’ OR a minimum of 5.5 out of 10 points). Grades will be published on Canvas. If you fail one or more assignments, you must take a re-sit for the assignment(s).First-year students of Communication and Information Studies (specialization 'Language and Media') and and other interested students.