Collaborative learning for public relations: Frame analysis in training for spokespersons
Keywords:
University, higher education, public relations, spokespersons, colaborative learning, framing,Abstract
The collaborative model for learning implies students forming teams in order to reach a common goal. The objectives of this research are both exploring the impact of the collaborative model over the performance of those learners who study contents related to the formation of spokespersons for organizations; and evaluating the potential of frame analysis as a content for training in public relations. To delve into those issues, a case study exercise was administered to six groups of students of the “Training for Spokespersons” subject, consisting of analyzing the audiovisual intervention of a spokesperson talking on behalf of a strike commitee, and answering questions about target publics and frames of reference. The exercise succeeded in helping the students understand the role of emotional communication; however, they still got slightly confused about frame analysis and its link with the concept of social norm. For future research, it becomes necessary to focus on moving even more away from the classic master classes, as well as using cases that students can feel closer to their interests. With respect to frame analysis, the results encourage the teaching of more precise classifications in terms of general frames about a certain topic, and specific frames about particular situations.
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