ADMCPC: Concepts and Practices of Communication

Module code: ADMCPC

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 7

When you’ll be taught: Semester 1

Module convenor: Dr Sarah Cardey , email: s.p.cardey@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 3 April 2025

Overview

Module aims and purpose

The aim of this module is to develop an understanding of, and ability to analyse, how social and technological change in development contexts is influenced by communication processes. Students will learn the theories of communication for development, as well as how to design and implement communication strategies and interventions. They will learn how to critically assess communication channels and approaches, with the goal of having skills to use communication effectively in development practice. 

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Identify, describe and apply different theoretical approaches and traditions in communication, development, innovation and social change; 
2. Describe current trends in communication infrastructure and access and critically assess the potential implications for social and economic development. 
3. Engage in debates about the changing role of communication within development processes, including ongoing the implications of the changing nature of information and communication technologies 
4. Critically assess and present a reasoned case for the selection and use of communication media, communication approaches, and design processes appropriate to a given audience, context and objectives 

Module content

• Communication, influence and development 
• Theories of communication for development 
• Communication, power and agenda setting 
• Services to promote innovation and change 
• Communication strategy design and planning 
• Communication methods and media 
• Participatory communication theory and practice 
• Communication and social change 

Structure

Teaching and learning methods

The module is delivered via lectures, group discussions, problem-solving and workshop activities, and independent study. Online materials, including e-learning and screencasts, will be used to support in-class learning activities. Students will engage with guest speakers, visual research methods, and review of communication materials. 

Study hours

At least 30 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.