• Communications, Culture and Society

  The course aims to present classical and contemporary approaches to the relationship between culture and communication. The course covers the interplay between audiences and meaning, the impact of new media and technologies on culture, and the influence of global news networks on local cultures.
• Introduction to Communications: Theories and Models

  The course is designed to introduce students to the basic concepts, models, and central theories in communication research. The course utilizes models to discuss current events in print and broadcast media and provides critical tools to examine each theory and model. Course Goals: Students are expected to manifest knowledge and understanding of basic theories in media effects research and of the main scientific paradigms within which they belong. Students are expected to be able to apply the theories and the main concepts within each of them to the analysis of current media content. Moreover, students are expected to be able to critically evaluate the theories with regard to their application to the current media field.
• Introduction to New Media

  This course aims to provide students with knowledge and understanding of the implications of the new media revolution and media convergence, with special emphasis on internet media platforms, online content, online marketing, and online communities. In this course, students will be introduced to core concepts that provide an understanding of the network revolution and the new media reality today and in the near future.
• Preparatory Course: Practicing Academic Writing

  The course aims to provide students with the academic writing skills they need to fulfill academic requirements, particularly writing a seminar paper, by practicing the processing and presenting of information. In addition, students learn to read and write different types of academic texts. In the course, students learn the norms of academic writing and develop their ability to read scientific texts and methodically organize theoretical information through mapping, summarizing, synthesizing information from different sources, and presenting information critically. The classes include the presentation of theoretical material and practical exercises to master this material. The course requirements include submitting assignments on academic writing throughout the course, attending and actively participating in classes and submitting a final paper.
• Quantitative Research Methods

  The course aims to provide students with the ability to understand the principles of scientific thinking while conducting a critical examination of the basic principles of scientific research. Furthermore, the course strives to provide students with the tools for critical reading of research and surveys and to familiarize them with the research techniques that characterize the work of communications researchers. Students discuss dilemmas related to all stages of research, understanding the essence of the scientific approach to acquiring knowledge, defining research questions and designing research frameworks that are suitable for investigating the problem.
• History of Communications

  In this course we will deal with the history of communications from the invention of language to the internet. We have a dual focus. First, we will examine the complex relationships between the society and the method of communications it employs, e.g., the way television or writing effects society and how society effected what is seen on television or written in books. Second, we will emphasize what we can learn from history: in what way is, for instance, the effect of printing on 15th-16th society, or that of the telegraph and the mass-produced newspaper on 19th century society, different -- or similar -- to the effect of the internet on 21st century society? What can we learn from history (and what can we not)?
• Introduction to Political Communications

  The course is designed to provide students with a basic understanding in the field of political communication. We will examine how political actors compete over the media as part of a more general competition for political control and influence. The goal of the course is to provide students with the ability to think critically about such questions such as: Who are the political actors who are most likely to succeed in political communication? What are the journalistic norms and routines for the construction of political news? What are the influences of the different types of media on the political process?
• Social Psychology

  Social psychology explores the interaction between the individual and his or her social environment. As such, it examines themes and issues of interpersonal, as well as mass communication, in order to understand people’s attitudes and behaviors within social contexts and in light of social influences. We will introduce and discuss research on human communication as a social process, communication and construction of the “self”, information processing, verbal and nonverbal communication in social encounters, self-disclosure and relationship development, persuasion and social influence, attitudes and social behavior, decision making processes, social cohesion, and leadership. The relevance of social psychology to the research of communication and media will be highlighted and discussed throughout the semester. Course Goals:

  1. To understand the foundations of Social Psychology research and its relationship to communication.

  2. To explore the role of Social Psychology in our daily and routine lives.

  3. To understand how we think, perceive information and maintain relationships.

  4. To explore the Psychological processes behind professional media content, such as commercials, articles, political campaigns and more.
• Cross Platform TV Production

  In this class we will focus on content creation and production, starting out from the traditional models we all know, broadcast TV, moving on towards creating tailored media content, devised for digital platforms we all use on a daily basis. Together we will focus on the creative production process for both broadcast and digital platforms, learning the skills we need to devise, standing and delivering content, getting our message across, targeting and engaging your audience, also addressing new digital platforms such as Zoom. We will learn and experience real live productions in our TV Studio and Control Room, making use of all the studio facilities and the production requirements for a studio shoot – writing out a script, producing a line up, planning a shooting script and a floor plan. We will also have first hand experience with lighting, sound, filming and directing. Transitioning onto the online sphere we will pitch new ideas, bending the existing genres and familiar TV studios we all know onto digital platforms content creation and transmission: finding and creating alternative shooting options, using our mobile devices and computers, getting our content out there on the digital platforms and creating engagement. Our complex productions will be produced both within and outside of the TV studio, based on real, pre-researched, material; interviews; talk shows; news segments etc. Course Goals: New media technologies are daily changing our viewing habits, opening our eyes to new experiences and possibilities. We are active participants in this evolving world of media and visual content, learning to adjust our news and entertainment consumption to the newly emerging media platforms. The workshop focuses on production and direction of various TV genres, studying the recent integration of broadcast productions and digital platforms. The students will learn how to create original media content, from finding adequate ideas, concept development and research of visual and script materials, to preparing a breakdown, studio planning, creating an original script, going on Facebook live and recording the show in the studio. Each production will require planning, accompanied by personal consultation, preparation and presentation of a detailed production portfolio.
• Digital Storytelling

  In a world where everything is visual, from advertising, interactive, television to social and digital media, our students and graduates need to have a basic knowledge of storytelling. The "Storytelling for Digital" workshop focuses on providing practical tools required for the field of media and digital production, developing creative and critical thinking. How to tell a compelling story that manages to influence and reach hundreds of thousands and millions of users, viewers, or audiences? Those who master the skill of storytelling will later know how to sell an idea for an advertisement, pitch an idea for a TV series, or create a video for a product presented to investors. Course Goals: Students will learn the basics of visual language and story production processes accompanied by industry-leading directors, producers, and content editors. They are starting from the idea, through familiarity with the script, production stages, roles of professionals in the set, basic concepts in photography and cinematic expression, digital editing to the finished video.
• Statistics

  Dr. Moran Aliman

  The course aims to develop a basic understanding of descriptive and inferential statistics. The course requires critical reading and understanding of research reports that include statistical analysis, and making the appropriate statistical analysis of scientific research work.
• From the Tweet to the Broadcasting Story

  The advent of the Internet has revolutionized the world of journalism in every way. Reporting, publishing and consuming news are now forever changed. This workshop looks at the dramatic effects of the Internet on the journalism profession and the world at large. We discuss, among others, the evolution of phenomenon like Citizen Journalism; fake news, the radical change imposed on the business model of mainstream journalism; the unprecedented new access to sources and information through platforms like Twitter, Google Earth, YouTube and Facebook (both for journalist and news consumer); the challenges in verifying the information from social media; the new digital players news; the power of mobile devices in capturing powerful content; and the change in the style of writing for the Web. Alongside the discovering, the digital world students will learn about Broadcast. The students will learn to navigate between the different types of media from digital media to television to adapt the appropriate content to the platform on which it will be distributed and get to know the different methods of making content viral and clickable. Goals Goals In the workshop, we will deal with the evolution of a phenomenon like civil journalism; The radical change imposed on the business model of the mainstream press; New and unprecedented access to sources and information through Google Earth, YouTube, and Facebook platforms like Twitter. We will address the challenges of verifying information from social media; Digital news, the power of mobile devices to capture compelling news content; And the change in the writing style of the Internet. In the We will get to know the structure of the TV and the digital newsroom through editorial considerations, and various constraints. During the workshop: we will research, film, produce, edit, and prepare a 2 min—news item by professional standards. We will provide students with an essential toolbox that is necessary for every content creator/journalist / professional publisher/speaker, Marketer, and anyone who wishes to promote an idea.
• Cross-Platform TV Production

  In this class we will focus on content creation and production, starting out from the traditional models we all know, broadcast TV, moving on towards creating tailored media content, devised for digital platforms we all use on a daily basis. Together we will focus on the creative production process for both broadcast and digital platforms, learning the skills we need to devise, standing and delivering content, getting our message across, targeting and engaging your audience, also addressing new digital platforms such as Zoom. We will learn and experience real live productions in our TV Studio and Control Room, making use of all the studio facilities and the production requirements for a studio shoot – writing out a script, producing a line up, planning a shooting script and a floor plan. We will also have first hand experience with lighting, sound, filming and directing. Transitioning onto the online sphere we will pitch new ideas, bending the existing genres and familiar TV studios we all know onto digital platforms content creation and transmission: finding and creating alternative shooting options, using our mobile devices and computers, getting our content out there on the digital platforms and creating engagement. Our complex productions will be produced both within and outside of the TV studio, based on real, pre-researched, material; interviews; talk shows; news segments etc. Course Goals: New media technologies are daily changing our viewing habits, opening our eyes to new experiences and possibilities. We are active participants in this evolving world of media and visual content, learning to adjust our news and entertainment consumption to the newly emerging media platforms. The workshop focuses on production and direction of various TV genres, studying the recent integration of broadcast productions and digital platforms. The students will learn how to create original media content, from finding adequate ideas, concept development and research of visual and script materials, to preparing a breakdown, studio planning, creating an original script, going on Facebook live and recording the show in the studio. Each production will require planning, accompanied by personal consultation, preparation and presentation of a detailed production portfolio.
• Introduction to Radio Broadcasting

  Radio is a basis for creating content on a variety of platforms and is a gateway to various roles in the digital space and media field. The workshop will provide familiarity with radio and audio on FM and digital in a variety of podcast formats. In addition, as part of the course, students will acquire tools and skills from the research and information gathering stages, through production, narration, program and audio editing. Course Goals: The workshop enables and produces experiential learning in a variety of broadcast roles: music editing, production, presentation and format development. In addition, students will learn to find the personal and unique voice they will formulate into an applicable idea through audio, and will practice storytelling on the various audio platforms.

Core Courses

• Introduction to Social Network Analysis

  We’ve all heard it said, “It’s not what you know; it’s who you know.” Social Network Analysis, is the study of who you know, who they know, and why it matters. This course takes a non-mathematical approach to the study of network theories and methods. It presents an introduction to various concepts, methods, and applications of social network analysis drawn from the social and behavioral sciences. Particular attention is given to the role of communications media (face-to-face, telephone, and new media), in facilitating interpersonal connectivity. The course focuses on how network structure is related to everyday life issues, such as health, access to social support, job attainment, and the spread of information.
• Media Ethics

  The transformation of journalistic ethics in the modern age, beginning with operation desert storm and through the digital revolution that has swept through the coverage of contemporary news with an emphasis on conflict zones. In addition to the study of the history and evolution of news ethics, students will be presented with actual scenarios where journalistic ethics were tested in the last several decades. They will be given the opportunity to examine and practice decisions made in newsrooms and in the field as well as research the long term affects those decisions had on the profession and its practice.
• Qualitative Research Methods

  Dr. Assaf Lev

  The course presents the essence and nature of qualitative research, the empirical and interpretive logic that guides it, and its development in the social sciences. The course instructs how to collect data using various research methods, how to engage in field research, and how to conduct actual research among participants. The course also provides practical instruction in which we will perform analysis on different types of texts: written, spoken, and visual. Course Goals: The course aims to examine, apply and critique the main qualitative research methods. We will discuss critical qualitative research strategies such as diverse methods of collecting qualitative data, including interviews, observations, documentation, and more. We will deal with the analysis methods in different models of qualitative research and discuss the connection between qualitative research and quantitative research.
• Culture & Identity in a Visual Media Environment

  This course will focus on one of the main issues in cultural research - the cultural design of human identity. We will examine how visual media as a socio-cultural phenomenon plays a significant role in the reshaping of identity and its interactions within a materialistic environment. The course will cover a range of relevant issues that contribute to identity-reshaping, including, but not limited to, body image, consumerism, gender, and ageism. All of the above issues will be examined through written and visual texts as well as class discussions. Course Goals: The course will help students develop critical thinking regarding the connection between identity and culture. To understand how cultural construction is created and how it is related to different areas of our lives. Students will be given tools that will allow them to be more curious, ask question and to learn to be aware and alert to the media and cultural texts around them.
• Fundamentals of Humanistic Thought

  Humanistic thought, which puts Man at its center, is the cultural and intellectual foundation of the Western world. This course discusses several key issues from the rich history of humanistic thought, attempting to provide communications students with the intellectual background needed to understand the cultural world we live in, and be able to act rationally within it. The course has three main parts: epistemology (the theory of knowledge, asking how is it possible to know the truth about the world), ethics (asking what ought – and ought not – we to do), and political theory (asking what is the source of legitimation of state and government).
• The Art of Pitching and Transmitting the Message

  This course deals with persuasion and interpersonal communication as key building blocks for effective and successful leadership. This technique has been in use for decades in the academic, political and business arenas all over the world. One of its key characteristics lies in the fact that it presents effective tools that can be learned and implemented by anyone. The course will be constructed of various learning units, each presenting a different aspect of effective communication in a wide range of situations. All of the learning units will be taught based on our Learning Triangle which presents: WHAT to do, WHY to do it and HOW to do it (three pillars of effective learning). Participants will learn to go beyond the regular aspects of Stimuli–Response and better understand the countless variables that affect the way people make decisions. Course Goals: Interpersonal communication skills and the ability to deliver a message effectively have never been more crucial – all the more so, for those holding positions of leadership. The objective of this course is to substantially enhance the participant's communication skills as well as their understanding of the "Black Box" of interpersonal communication and persuasion. Furthermore, this course aims to ensure that as leaders the participants will communicate their visions as clearly and effectively as possible and in a way that will enhance their ability to affect change.
• Health Communication: PR Strategies of Pharmaceutical Companies

  In response to the Covid-19 pandemic, governments have implemented laws and policies to enforce measures such as isolation, social-distancing, lockdowns, and contact-tracing. The justification is that insufficient action will put millions of people at risk of serious illness or death. Yet, many critical scholars and doctors have argued that in order to implement these extreme restrictions, scare and intimidation tactics are being used, and have questioned the ethics and morality of such tactics. Some critics have pointed to deliberate biases and distortions of vital information, and misleading policy makers and the public. These critiques sharpens important question – who shapes our knowledge of diseases and medical treatments? In recent decades, PR professionals have become the driving force behind much of the news, including health news. Pharma PR practitioners play a central role in creating public opinion and shaping our health agendas. The course will focus on the intersection between three powerful industries – the pharma industry, public relations and the media, and will address the roles played by PR practitioners in shaping media coverage, as well as health policies and clinical practices. During the course, we will try to lift the screen behind the pharma PR work, in order to understand how these influential industries operates, identify and analyze common PR strategies and tactics in this field. Among the issues we will explore: What is the best way to communicate a new drug to the public; how to build a successful drug information campaign without encouraging drug abuse; what are the best strategies to deal with a health crisis; and what role do public relations play in the age of new media and increasing use of covert advertising. In addition, we will discuss ethical issues related to PR strategies, as well as new challenges in this field, such as the increasing penetration of covert advertising and new media technologies.

  Course Objectives:

  • Have knowledge on basic concepts and definitions in this field

  • Get to know central theories and models in Public Relations

  • Discuss history and evolution of public relations ethics and professionalism

  • Understand the complex and sophisticated corporate influence process exerted by the pharma and PR industries, and the role it plays in modern society

  • Be able to critically evaluate various pharma PR strategies and tactics in terms of efficiency, ethics and law, and apply ethical principles to effective public relations practice

  • Discuss the integration between PR activities, overt and covert advertising and lobbying in drug campaigns

  • Examine strategies for crisis management in pharmaceutical companies

  • Discuss how new challenges, such as the increasing penetration of covert advertising and new media technologies, are affecting PR professionals' work.

  The course will focus on the intersection between three powerful industries – the pharma, public relations, and the media, and will address the roles played by PR practitioners in shaping media coverage, as well as health policies and clinical practices. During the course, we will try to lift the screen behind the pharma PR work, in order to understand how this influential industry operates, identify and analyze common PR strategies and tactics in this field. Among the issues we will explore: What is the best way to communicate a new drug to the public; how to build a successful drug information campaign without encouraging drug abuse; what are the best strategies to deal with a health crisis; and what role do public relations play in the age of new media and increasing use of covert advertising. In addition, we will discuss ethical issues related to PR strategies, as well as new challenges in this field, such as the increasing penetration of covert advertising and new media technologies.
• Visiual Communication: Representation & Knowledge

  Dr. Maya Pinhasi

  The course is designed to provide students with basic concepts in visual communication, focusing on images of photography and film. Course description: During the course we will learn how our brain and senses perceive the image. we will make an introduction with various theories explaining how we decode visual messages and discuss the social, historical and ideological role of images. The course will be based on frontal lectures accompanied by relevant visual examples.
• Communication Institutions

  Ms. Sagit Dinnar

  Over the past two decades, the media landscape has changed its face beyond recognition. This is due to global processes, technological developments and social and cultural changes that have taken place in the world. Course Goals: During the course we will understand the structure of the media institution in Israel and around the world in general and draw the map of mass communication in Israel at the beginning of the 21st century, while examining the different patterns of interactions between the media institution and society.
• Introduction to Human Computer Interaction (HCI)
• Language, Culture and Society

  Psycholinguistics covers the cognitive processes that make it possible to generate a grammatical and meaningful sentence out of vocabulary and grammatical structures, as well as the processes that make it possible to understand utterances, words, and texts. Stemming from theories on the relationship between language and thought, the course will focus on the role of language in shaping perceptions, inducing emotions and changing attitudes in the contexts of conflict, power relations and stages throughout the life span.

Digital Influence & Perceptions

• Influence & Perceptions

  Sigalit Maor

  The issue of influence and especially influence operations has become a top priority for countries and organizations in recent years, as it poses a true challenge in the current digital reality. A series of attacks and threats on political institutions, corporations, and financial institutions around the world has further emphasized  the important of the issue. During the Influence and perceptions class , we will focus on acquiring the needed knowledge in the field of influence and perceptions while presenting different tools to cope with this new reality. The class is designed to expand the students ' knowledge regarding the cyber world, strategic communications , psychological warfare, and influence operations. We will review current opportunities and trends in the field, alongside and in-depth understanding of the risks and threats, while obtaining tools that  will help deal with influence operations and disinformation. We will examine the coping methods of various organizations, the typology of attackers, common types of attacks, case analysis, and best practices. Some of the topics we will discuss include: cyber warfare and influence operations, governments and civil society defense decision-making processes dor risks associated with influence operations. The students will also be provided with practical "Open Source Intelligence" and "Social Media Intelligence" collection and analytic tools. 
• Influencers and their followers: A psychological analysis

  Dr. Shiri Reznik

  The class will focus on the psychological aspects of the relationship influencers have with their followers. 

  We will study influencers' use of the social media, understand how they trigger parasocial interactions with their followers, and wonder if we can differentiate between the mediated persona and the real person behind it. We will discuss how influencers make complete strangers feel a sense of familiarity and even intimacy with someone they have never met, and how can they maintain their credibility and authentic image.

  Finally, we will examine the role influencers play in the construction of political perceptions, self-steem, body image, and romantic expectations among their followers, using qualitative methods in order to better understand the subjective experience of the followers, and how their favorite influencers have shaped their consciousness, opinions and behavior. 
• Rhetoric and communication

  Dr. Rachel Quastel

  In the seminar we will investigate intersections of rhetoric and communication in contemporary cultural and social fields, with an emphasis on the study of politics, popular culture, visual and social media. We will recognize dominant ideologies and biases in discursive and visual arenas and analyze the rhetorical strategies used to propagate them. We will discuss the impact of post-modern thought, with its alternate views of truth, on modern communication. We will also examine the characteristics of media research. Course Goals: The course is designed to provide a broad understanding of rhetorical appeals and their function in shaping our contemporary cultural and social consciousness.
• Content Creation for Viralization in Social Networks: implementation and analysis

  Dr. Zack Hayat

  In a reality in which various actors are trying to promote messages and agendas in the online realm, the question of which contents style is more likely to gain virality on online social networks is the subject of many analyses in content management studies. The unique seminar aims to teach the main models linked to virality identified by leading scholars and then analyze their validity in different contexts using a novel method. Throughout the seminar, students create a social media account with the aim to gain some virality  and the account data is subsequently analyzed to test the validity of leading virality models(such as Berger's STEPPS virality model). The research paper then integrates it all together towards a meaningful contribution to contemporary viral content literature. 
• New-fluencers

  Leon Shneiderovsky

  Mandatory workshops

  These days, many consider themselves to be influencers or content creators, but nor all are equally successful in the task. If you want to become a successful Newfluencer and promote social change or global causes in various fields (such as: the war against antisemitism, discrimination, sustainability, entertainment and culture), while collaborating with different organizations- this hands-on workshop will teach you the skills and secrets of becoming an impactful influencer, understanding the new world and its changing needs. The workshop will help you build and shape your personal brand and become a pro. During the workshop you will acquire skills in various fields, among them are: creating content to engage your audience, gathering a massive social media following , understanding the nuances of brand-influencer collaborations, building and maintaining a distinct personal brand, how to avoid the common influencer mistakes, and managing online reputation and grow your brand. Throughout the semester the students will create content and visual messages, practice the secrets of non-verbal communications, and receive on-camera presentation tips. The original work created by the students throughout the workshop can be included in their portfolios. 
• Strategic Communication : from creation to Impact

  Yarden Vtikay

  Mandatory Workshop

  We live in an era in which we are exposed to  bombardment of information in various fields, social, political, military, and public. The information the audience is exposed to carries within in the interests and agendas of specific individuals, organizations or political parties. it is, therefore, more important than ever to also know how to advance ideas or organizations that work for the greater social good.

  In the Strategic Communication: from Creation to Impact Workshop, students will learn how to lead and create a credible and relevant content strategy, with emphasis on creating and producing visual messages that currently makeup over 80 percent of online traffic. The work process will be based on building goals and objectives, identifying and understanding the target audiences, platforms, and the right way to build a digital campaign to create impact organically. We all love consuming videos online. It excite us, makes us laugh, and affects us. Likes, shares, and comments on Social Networks create a sense of satisfaction, visibility, and sometimes excitement. But only a clear goal and built-in plan that will create value for users/customers/consumers in a systematic way- will bring about the desired change and lead to the desired results in the field. Raising awareness, recruiting support, recruiting employees, raising funds, information about a new service/product for a particular community, and more. AS part of the workshop, students will use the tools learned to produce a digital campaign for nonprofit organizations. 

   
• Storytelling & Message Promotion

  Ms. Hila Perl

  Mandatory Workshop

  In today's world, the ability to create a political or social impact is no longer based solely on policies or ideals, but on the stories, you tell to make them known. Storytelling isn't just an overused buzzworld. it's a key skill for today's influencers, thought leaders, and activists. Those with unique positions within their various organizations are often required to engage with various audiences and present an idea, a technology, and important messages. There's nothing more engaging, more memorable and therefore, more strategic, than a story. If a picture is worth a thousand words, a video's worth is immeasurable. Done well, it's the ultimate format to engage both people and search engines. As we all go through digital transformation, producing and distributing videos is easier than ever. It's going "viral"  that 's the challenge. 

  This workshop provides theoretical knowledge and practical tools which empower participants to deliver the messages effectively and capture the hearts and minds of various target audiences. The workshop includes a presentation/discussion dedicated to helping identify, develop, and adapt key messages into a format suitable for any target audience and cross-cultural consumption, and to marry them into effective stories. Throughout the workshop, we will develop skills and practice effective communication strategies. 
• Foundations to Community Management

  Mr. Gal Alperovitch

  Elective Workshop

  The world of online communities had evolved dramatically in recent years, serving a central role in the business world as well as in non-profit and other organizations aiming to set agendas,. The purpose of this workshop is to train students to create and and manage online communities on social media platforms, aiming to mobilize users and create an impact. 

  The students will learn the fundamentals of a community, starting by locating it's value point , characterizing its potential members, optional platforms for community management, measuring the community success, and more. The workshop include lectures, group discussions, and practical work. Students will learn how to motivate and engage users, and how to build and maintain an online community. At the end of the workshop, students build a full community management strategy for a social community of their choice. 
• Advanced Video Production

  Mr. Sharon Karp, Mr. Dovev Shoshan

  Elective Workshop

  Video content has become central in people's lives, with many owning multiple screens (mobile phones, tablets, computers, etc). AS such, the ability to build, acquire, and utilize an understanding of the video production process is significant. Cinematography and video editing are languages used to convey messages and ideas that aim to reach various audiences, stimulate, and influence them. 

  This workshop is designed to provide students with the required professional skills of visual content creation in various genres. Throughout the workshop, students will learn the various production roles both in front of and behind the camera as well as advance their editing skills whilst using Adobe Premier Software (the professional software used in the industry today)

Marketing Communications

• Principles of Persuasion and Argumentation

  Dr. Sharon Avital

  Have you ever felt manipulated by a smooth-talking politician, a slick TV commercial, or a Girl Scout selling cookies? We will explore the strategies of persuasion and influence people use to manipulate our attitudes and behaviors, and discuss social scientific theories that explain when and why these strategies work. We will learn about the structure of arguments and the ways in which fallacies are used to manipulate opinion. We will also investigate how strategies of persuasion that have traditionally been used in interpersonal and mass communication (TV, radio, newspapers, etc.) are now employed in computers and digital media technologies.
• Marketing Strategy

  Ms. Sharon Gesthalter, Ms. Eli Harris

  The 'Marketing Strategy' workshop is an active class meant to impart the students with the basic knowledge and working tools needed to become strategic marketers who can apply strategic thinking and a strategic approach in their roles. This workshop includes frontal lectures, case study analysis, personal assignments and a final paper/presentation. Course Goals: In this workshop students will acquire the ability and knowhow needed to create, lead and execute a strategic marketing plan.
• Advertising Concepts

  Mr. Hillel Abt, Ms. Sivan Ben-Horin

  In advertising, it all boils down to the idea. The creative idea. We always know it when we see it, but how do we come up with it? This is a concept course which focuses on creative thinking and original concept development in search of a big idea which will both communicate and touch the consumer within a marketing context. The course will cover the creative process, various advertising techniques and media characteristics, as well as provide tools to analyze and evaluate creative work. In addition, we will review award winning creative advertising from around the world. During the course, students will work both individually and in teams to create conceptual advertising. Course Goals: 1. To help students develop creative thinking techniques to produce creative advertising materials. 2. To stimulate the thinking process involved in developing advertising materials. 3. To learn how to create and design effective ads. 4. To help students think critically and evaluate good creative work.
• Public Relations & Spokesmanship

  Mr. Shay Even

  The workshop offers a hands-on approach to understanding the world of public relations in the age of new media. Students gain practical tools used by public relations professionals. Students learn the responsibilities of a PR executive, how to develop and implement winning PR strategies and the significance of PR to any business or organization. Throughout the semester students will choose a topic to focus on and build full and creative PR campaign. Course Goals: This workshop is meant to present the student the most innovative and groundbreaking PR tools and strategies, and prepare them to work in the real world with practical tools and knowledge.
• Social Media Marketing

  Mr. Yuval Hollander, Ms. Emmanuelle Tene

  A hands-on workshop designed to give students tools that are commonly used in marketing and advertising agencies. The workshop will teach students the tools of the trade in order to handle clients independently. The workshop will provide an understanding of the various ways to analyze and asses the marketing work. The workshop combines case-studies, videos and practical use of social media. The workshop will focus on the Facebook eco-system.
• Gaining Virality on Social Media: Theory and Practice

  Prof. Tal Azran

  The question which content is more likely to gain virality on online social networks has become a major issue in various fields, including marketing studies and even political studies. Studies aim to examine, for example, whether logic-based content gain more engagement than emption-based content etc. to understand political manipulation. The seminar course will review the leading theories of virality and aim to encourage student to test some of these theories using applied research. As some of the classes will be conducted via the Zoom platform, we will host several guest lecturers Course Goals: The course aims to give students tools to conduct empirical analyses, specifically using applied research methods. The analyses are examining the students' own projects as well as other real-life cases to examine virality of various content on the main social media platforms.
• Constructing Influencer’s Image: Marketing and Charisma

  Dr. Shiri Reznik

  The seminar will focus on the different ways in which influencers design their public image and rhetoric style. We will examine the concept of "charisma", learn about useful rhetorical devices, and discuss influencers' ability to construct social and political perceptions. We will analyze the public image of branded politicians, like Obama and Trudeau, and discuss the phenomenon of celebrity politics. Can Beyoncé offer new feminist rhetoric? Can Taylor Swift influence the voting patterns of her fans? How can celebrities raise awareness to social dilemmas and maybe even change the world? Finally, we will study influencers' use of social media, understand how they construct parasocial interactions with their followers, and wonder if we can differentiate between the mediated persona and the real person behind it.
• Selling Israel: Social Media and Nation Branding

  Prof. Tal Azran

  The concept of nation branding sees that countries are increasingly being marketed as brands rather than using public diplomacy strategies. This trend increased in the age of online social networks, where citizens are encouraged to promote their country's brand in what has become to be known as citizen diplomacy. This course will examine relevant theories and case studies with a focus on the Israeli case study. As some of the classes will be conducted via the Zoom platform, we will host several guest lecturers via the Zoom platform. In addition, the presentations at the end of the course might take place via Zoom if needed. Course Goals: …The course will give students tools to examine and understand different trends in nation branding with a focus on gaining virality using social media platforms. The course will focus on Israel, a country with a problematic brand image, explaining about this unique category in branding and marketing analyses.
• Digital Advertising & Marketing

  Mr. Moshe Karasik, Ms. Emmanuelle Tene

  An introductory workshop to the vast universe of digital marketing and advertising. Throughout the workshop we'll hold an overview of the various platforms and core terms that are the basis for online marketing. The workshop includes an integrative approach for the various platforms. Course Goals: The course will provide tools for understanding the digital options for marketers. It will provide insights into the range of digital marketing management tools and platforms. Students will be able to use Google Analytics to measure digital activity, understand the essence of the digital media mix, understand the basic principles of Google search and know how to recommend basic actions for search engine optimization. In addition, they will receive tools for establishing an online campaign for brands.
• Add to Cart: E-Commerce and Affiliate Marketing

  Mr. Eran Sion

  eCommerce is as much a sociological phenomenon as it is a business and technological phenomenon. Since it began in 1995, eCommerce has created enormous change in business firms, markets and consumer behavior and is projected to continue growing at double-digit rates over the next five years, remaining the fastest growing form of commerce. eCommerce is a complex phenomenon that involves considerations of markets, firms, consumer behavior, and technology, among others. This course focuses on principles of e-commerce from a business perspective, providing an overview of business models, and marketing strategies. We will discuss the basic concepts of eCommerce, explain theoretical and practical issues of conducting business over the internet and present methods for evaluating consumer needs. Course Goals: Upon successful completion of this course, students will be able to: 1. Understand the role and importance of eCommerce for business firms 2. Define the unique business model of eCommerce 3. Give examples of e-tailing products and services
• Youth revolt, Rock Music and the Sixties

  Dr. Ari Ktorza

  Despite its euphoric image which suffused in the western world with a sense of rejuvenating freedom and soaring optimism, the Sixties remained an ideological battleground upon there is no agreement at all in the current public discourses. The purpose of this course would be to study some historical, psychological and cultural aspects of the 1960's, through the special field of the Sixties popular music. The Seminar course will examine the rise of the youth culture and the Counter-Culture, the sexual revolution, and the drugs revolution. This course would concentrate on the impact of post-Freudians approaches, a long side the influence of Carl Gustav Jung, and Abraham Maslow and Humanistic psychology on the Sixties culture. The course will be an introduction to the matrix of history, psychology, popular music and cultural studies.
• Influence & Perceptions

  Mr. Daniel Cohen

Interactive Communications

• Cognitive Psychology for User Experience (UX)

  Dr. Hadas Erel

  This course provides an overview of selected topics and theories in cognitive psychology that are relevant for HCI researchers and designers. The course is composed of twelve lectures and corresponding reading materials on selected topics and theories in cognitive psychology, focusing on the basic cognitive processes as perception attention memory and high cognitive processes as intelligence and creativity. Students will be asked to complete assignments intended to allow them to apply the knowledge they gain in class on HCI related projects, both academic and industrial. The syllabus is designed to suit for the changes needed due to the corona crisis, both expected and future changes during the semester, as it is expected to involve remote teaching only using the zoom platform, and some courses combining zoom teaching and small group teaching in a hybrid form. All content units have been adapted for instruction in Zoom, by editing the materials for a combined lesson, which has a combination of shorter lectures (15-20 minutes) and after each lecture unit there is an interactive unit of class discussion, interactive questionnaire, and use of additional interactive platforms such as Miro. This is intended to deepen the material learned and produce better involvement in the zoom platform. After the interactive unit, there will again be a lecture unit, according to the order of the topics in the syllabus. In addition, according to the pace of progress and the level of attention, in the last third of each lesson there will be another interactive element that will include division into rooms for small group discussions when the lecturer moves from group to group (when relevant of course and not in each lesson). The activity will include discussion, interactive questionnaire, or use of platforms for collaborative thinking. The Adjustment of the courses content units was performed according to the experience gained at the Reichman University in the second and summer semesters of 2020: breaking the lecture into shorter content units, using visual materials, using videos, integrating discussions. Students are asked to be prepared for learning with a laptop that has a camera, microphone and a good internet connection. Opening the camera and the possibility of remote communication is critical to the success of learning in this course. Course Goals: The students will gain knowledge on cognitive principles that are relevant for HCI and should be understood and used by HCI developers and designers. By considering this knowledge, students will be able to adjust their future work to human cognitive demands and to adapt their design to human cognitive processing. It will also provide the students with tools for evaluating existing HCI products
• Product Management in Start-up Companies

  Ms. Galit Galperin

  Many of the products we touch with on a daily basis are digital, ranging from social networking, mobile services and games, dashboard for customer management, internal organizational systems and more. The product manager is required to understand the needs of the users, to promote the characterization of a product that matches the needs and to align it with the business needs of the company. Beyond that, the product manager's responsibility is to allow products to grow and change over time which requires her to accompany the product even after its launch, measure its use, test different usage paradigms and know how to prioritize necessary changes. Finally, the product manager must know how the product will reach the market and how to justify it financially. Course Goal: In this workshop you will learn the role of the product manager through practical work of analyzing existing products. A workshop is based on prior knowledge you have acquired such as defining a need, target audience, product characterization phase, and will deepen your knowledge in aspects of product management, business model and marketing.
• Interactive Product Design

  Mr. Alon Kasif

  Digital products are now an integral part of our lives. Successful products meet a need, evoke emotion & provide simple user experience. The workshop incorporates design theory and practical hands-on experience. Course Goals: In this course you will learn the craftsmanship of designing great products, from ideas up to a working interactive prototypes at the end of the course.
• Product Performance - Advanced

  Ms. Liraz Postan

  In the advanced class students will further learn about the various aspects and responsibilities of the product marketer as part of the product team in the high-tech industry. The students will apply these learnings and launch a specific actionable marketing program that will drive the chosen objectives of the company they are representing. For the final project, each team will produce an actionable marketing project/program including the production of the relevant materials the company will need in order to drive growth. Course Goals: The goal of this course is to provide students with technical skills and knowledge to become a product marketer. During the course students will execute a product campaign on Facebook with a real budget. The course will help students with practical tips towards the real world job opportunities, traveling between worlds of product, data, growth and marketing.
• Product Performance

  Mr. Ron Leder

  This course will focus on the various aspects and responsibilities of the product marketer as part of the product team in the high-tech industry. The product marketer has internal and external responsibility, She/he needs to understand the product, the user as well as the audiences and the market. Its success is measured by its ability to successfully launch the product into a competitive technology market. Course Goal: The goal of this course is to provide students with technical skills and knowledge to become a product marketer. During the course students produce a mini wix website and a marketing presentation that includes all the marketing aspects of the product.
• Media Audiences: Uses, Interpretation and Influence

  Dr. Keren Tzur-Eyal

  The course will survey the types and roles of the audiences of the different mass media, traditional and new, as well as the processes of reception and effects of the content of different media on the audience. Among the different topics, the course will address: different characterizations of audiences, the characteristics of the active audience, the relationships audiences form with characters and personalities presented in the media, and the social context of media exposure and its effects. The course will address a wide range of media, both traditional and new. Course Goals: Students will be expected to be familiar with and understand the topic of media audiences in different contexts: exposure, use, and effects of the media. Students will become familiar with central concepts in the study of media audiences as well as with central theories and methodologies in this realm.
• User Experience (UX) Design

  Mr. Jehonathan Bar

  Digital products show up in every part of our lives. The design of a product can make the difference between a delightful customer experience and successful product, and a product that causes frustration and failure. Great products and design don’t appear out of the blue - the goal of this course is to introduce the craftsmanship of carefully crafted designs, from idea to execution, and the various stages in between. The course incorporates design theory and practical, real-life examples with personal, hands-on experience.
• Cognitive aspects in UX design

  Dr. Hadas Erel

  This seminar accompanies the course "Cognitive Psychology in UX". At the seminar students will practically practice the cognitive principles they learn each week in the course (it is not possible to take the seminar without attending the course). While the Seminar's topics and materials are identical to the course, classroom activities and assignments consist of applying the principles in a manner similar to industry requirements while deepening the theoretical understanding of each principle. Students will read the necessary materials and examine how application of each principle affects the user experience, comparing with situations where the principles are applied incorrectly. The syllabus is designed to suit for the changes needed due to the corona crisis, both expected and future changes during the semester, as it is expected to involve remote teaching only using the zoom platform, and some courses combining zoom teaching and small group teaching in a hybrid form. All content units have been adapted for instruction in Zoom, by editing the materials for a combined lesson, which has a combination of shorter lectures (15-20 minutes) and after each lecture unit there is an interactive unit of class discussion, interactive questionnaire, and use of additional interactive platforms such as Miro. This is intended to deepen the material learned and produce better involvement in the zoom platform. After the interactive unit, there will again be a lecture unit, according to the order of the topics in the syllabus. In addition, according to the pace of progress and the level of attention, in the last third of each lesson there will be another interactive element that will include division into rooms for small group discussions when the lecturer moves from group to group (when relevant of course and not in each lesson). The activity will include discussion, interactive questionnaire, or use of platforms for collaborative thinking. The Adjustment of the courses content units was performed according to the experience gained at the IDC in the second and summer semesters of 2020: breaking the lecture into shorter content units, using visual materials, using videos, integrating discussions. Students are asked to be prepared for learning with a laptop that has a camera, microphone and a good internet connection. Opening the camera and the possibility of remote communication is critical to the success of learning in this course. Course Goals: In addition to acquiring knowledge and deepening the learning material students will experience an application of the material as well as a comparison of the implications of the principles on the user experience. Students will conduct a comparative study based on an in-depth theory from the world of psychology. While designing the research, students will experience in practice the optimal application of cognitive principles in the design of user experience
• Virtual Reality and Embodiment

  Dr. Beatrice Hasler

  This seminar provides an introduction to embodied VR - a new generation of VR experiences that give users a virtual body representation in the virtual environment. This allows for identity explorations and social experiences that are not possible with other media today. The seminar focuses on the psychological principles of embodied and non-embodied VR experiences and explores the consequences that emerge from having (or not having) a virtual body in VR on user experiences and the psychological impact on the user. A particular focus will be placed on immersive journalism and the current debate of whether VR is an ‘empathy machine’ and how VR can be used as a tool for promoting social change. Course Goals: Besides getting familiar with concepts and theories of virtual reality and embodiment, students will practice basic research skills by designing a VR experiment and conducting a pilot study.
• Visual design for UX (UI)

  Ms. Dikla Dotan, Ms. Mor Daniel

  This course will focus on the fundamentals of the design world in reference to interfaces and user experience in the industry, from research to concept to detailed design. We will learn from the industry best practices, see how it's implemented in various products and services, and practice how to create a design that will align with world-wide standards. Course goals: The goal of this course is to provide students with practical skills and knowledge about the user interface design world. During the course students will learn the design process in product companies and the terminology a designer should know. The course will help students with practical tips and the know-how towards the real world job responsibilities.
• GUI Design: Understanding Icons, Folders & Visual Concepts

  Dr. Guy Eldar

  The Graphical User Interface (GUI) is the visual manifestation which enables the communication and interaction between a person and an object. Basic design choices (such as color, layout, and typography), use of symbols and icons, and well-established visual concepts (such as buttons and windows), make up the vocabulary of the GUI. In this seminar, students will explore the meaning and thought process of GUI design and how it might influence the user perception, ease of use and overall experience. Course Goals: GUI Design aims to look closely at digital and interactive graphic design. The main goal is for students to understand and practice basic research capabilities, while independently exploring and examining a subject matter of their own choice.

Marketing Communications

• Digital Marketing

  Dr. Zack Haya

  An introductory workshop to the vast universe of digital marketing and advertising. Throughout the workshop we'll hold an overview of the various platforms and core terms that are the basis for online marketing. The workshop includes an integrative approach for the various platforms. Course Goals: The course will provide tools for understanding the digital options for marketers. It will provide insights into the range of digital marketing management tools and platforms. Students will be able to use Google Analytics to measure digital activity, understand the essence of the digital media mix, understand the basic principles of Google search and know how to recommend basic actions for search engine optimization. In addition, they will receive tools for a basic evaluation of UI design.
• Media & Conflicts in the Digital Age

  Ms. Linor Tsifroni

  21th century conflicts are being fought on both the military and the media battlefields, and actors can no longer prevail solely by militarily overpowering their adversaries. By receiving favorable media coverage, actors can gain public support, which can result in the creation of positive policies towards them and enables them to achieve their goals. The “image war,” in which each side in the conflict attempt to justify their ideas, beliefs, and actions, represents an important front in the comprehensive struggle between antagonists. The course deals with the different aspects of the media’s coverage of conflicts in general, and asymmetric conflicts (and terrorism) in particular. The course is a hybrid online course, which combines recorded theoretical lessons, zoom sessions in which discussions will take place, case study analyzes, and we will work in small groups. Course Goals: Provide the students with understanding regarding the media environment of todays’ conflicts
• Consumer Behavior

  Dr. Rinat Satchi

  Understanding consumer behavior and the environmental and personal factors that affect it is critical to building a successful marketing strategy, especially in the digital era, which is crowded in information and choices. In this course we will learn about the new consumer and the factors influencing his behavior. We will examine the consumer journey along the buying decision process through the implementation of theories and models in behavioral science (psychology, sociology and anthropology) and marketing on various examples and case studies. The course material is taught as a sequence of the buying phases. From the perspective of the individual consumer we will learn about need recognition, information search, attitude formation and evaluation of alternatives, purchase decision and post purchase behavior. At the same time, we will examine the marketers' perspective on issues such as consumer motivation, involvement, perception, information elaboration, learning and persuasion. In addition, we will study a number of general issues such as online consumer behavior and the impact of the sharing economy and crowdsourcing on consumers and companies.
• Branded Content & Marketing

  Ms. Ashley Waxman Bakshi

  In an increasingly saturated market with audiences being smarter and more skeptic than ever, branded content has become the most effective marketing response to a population overwhelmed with advertising and ad blockers. Today’s brands must look for new ways to connect with their audience to get across the marketing messages they wish to convey. This “hands-on” course will explore the world of branded content as the leading strategy for today’s brands’ content marketing. We will learn through examples how brands are transitioning from content sponsors to content creators. We will compare the various platforms and outlets, learn how to create a successful branded content campaign and what are the characteristics of good branded content. Course Goals: - To familiarize the students with content marketing and branded content, its' history, pros and cons, content types and platforms. - To provide the students with the tools and experience to build a branded content strategy within a marketing campaign. - To enable the students to experience "hands-on" branded content production.
• Visual Communication Design

  Mr. Amir Perets

  Developing an eye and the acquisition of practical tools for conveying a concept through design. Graphic design is a key tool for “selling” an idea. The course will teach the basic principles of design and provide useful tools for translating an idea into a professional visual presentation. The course covers trends in the design world, and examines how we can "recruit" the relevant design styles to illustrate our idea. We will practice working with headlines and images for various purposes, as well as learn how to deliver a visual story-line in a presentation - a significant tool for a marekting career. Course Goals: The acquisition of practical tools for conveying a concept through graphic design. Ability to analyze visual language, including the use of trends and websites dedicated to the purposes of graphic materials, tools and enrichment. Learning the basics of design and art. Learning graphic software - Photoshop as exectution tool for translating messages into visual ideas.
• City And Nation Branding: Creating A Real Online Campaign to Tel-Aviv (in cooperation with Tel-Aviv city municipality)

  Dr. Tal Azran

  The research seminar aims to endow students with knowledge about the concept of place branding – specifically city and nation branding. Based on this knowledge, students are expected to write a research seminar examining a major theoretical aspect of contemporary issues in place branding. As some of the classes will be conducted via the Zoom platform, we will host several guest lecturers via the Zoom platform. In addition, the presentations at the end of the course might take place via Zoom if needed. …. Course Goals: n the last few decades nation-states moved from classic public diplomacy into branding. This is true for cities as well. The seminar will aim at integrating nation and city branding theories using Israel and/or Tel-Aviv to create a real theorybased campaign. The applied theory seminar takes place in cooperation with the Tel-Aviv city municipality as well as the Israeli Foreign Ministry.
• Digital Propaganda & Marketing and the Online Discourse Around Them

  Dr. Karin Zohar Cohen

  This seminar will discuss digital marketing and propaganda in the social networks, with reference to relevant theories. We will examine how propaganda in social media acts, in order to understand it thoroughly and develop critical thinking towards its overt and covert messages. We will analyze case studies of social networks propaganda, while relating to cultural, social, political and technological aspects. In addition, in the seminar we will use a variety of methods, both quantitative and qualitative, in order to analyze social media propaganda, focusing on texts that appear on Facebook, Twitter etc'.
• Health Marketing & PR

  Dr. Yaffa Shir-Raz

  Many health marketing campaigns conducted by health authorities, public and commercial organizations throughout the world, promote important health goals, such as smoking cessation, physical activity and healthy lifestyle, early detection of breast cancer or safe driving. Health marketing is an important mean of influencing health promotion. Based on the social marketing approach, health marketing campaigns apply commercial marketing strategies to influence health behavior. Social marketing is not the same as social media, nor does it depend solely on advertisements to create change. Rather, it is a systematic approach, based on a broad theoretical and research base, to understand the determinants of health and social problems and to address these causes with an array of interventions. This seminar aims at integrating theory and marketing principles to improve public health, safety and environmental issues. Course Goals: 1. Understand the fundamental processes in social and health marketing campaigns – Key concepts, principles and practical application. 2. Get to know the major theories and models of communication and behavioral change and their application in health marketing campaigns – from using intimidation tactics to positive approaches and Entertainment-Education (E-E). 3. Discuss ethical issues in health marketing campaigns. 4. Discuss the issue of risk communication, and how the public perceives risks. 5. Review and analyze of health campaigns from Israel and abroad. 6. Explore opportunities to use internet viral marketing in health marketing 7. Discuss the use of mobile phones, computer games and technological platforms to promote health campaigns.
• PR Strategies & Marketing

  Mr. Shay Even

  This final year long project deals with the ways and means to promote active political and social change through the political system, media and the public. In this project, we will explore together the worlds of political and parliamentarian lobby, the role of NGO’s in a democratic society, and public campaigns on current issues. For the central project, students will build, step by step, a public campaign for a public cause. The campaign will include all aspects of political and public marketing - strategy, political lobby, media campaigns, online campaigns, guerilla marketing and more. Course Goals: Prepare students to understand the full picture of political and public.
• Social Video Marketing

  Mr. Hillel Abt

  A year-long practical hands on workshop - in which we will develop a video campaign concept and produce it for a real client. Get a good taste for the creative process and production world, resulting in a real high-end video for your portfolio. The content of the workshop is dedicated to a real campaign to raise awareness and influence public opinion for a social cause.
• Integrated Advertising Campaign

  Ms. Sivan Ben-Horin

  Students will create an integrated cross-platform advertising campaign including everything from concept development to execution phase of the various advertising media that will make up the campaign. The main project will address cause marketing involving research, ideation and creation of a corporate social responsibility campaign for a real client to do some advertising for good. During the course, we will review and utilize both traditional communication tools as well as explore recent technological innovations to determine the best creative solution to achieve the desired outcome. Course Goals: 1. Learning to create a cross platform marketing campaign utilizing online and offline platforms 2. Understanding how to create a CSR campaign and its importance in today's marketing world. 3. Develop critical and analytical thinking 4. Working with real clients to gain a simulation of real world processes
• Innovation in Advertising

  Mr. Nimrod Dweck

  The marketing and advertising world has gone and is going through dramatic changes due to advancements in media and technology. A successful campaign can no longer rely on the classic platforms of TV commercial, print, radio outdoor, etc. The rise of digital world, mobile phone & apps and overall technological capabilities have opened up a plethora of options and opportunities to reach resilient consumers and convey a message. In this workshop we will explore how to use these new tools to create new creative platforms as well as survey and analyze award winning concepts from around the world. Course Goals: 1. Develop innovative and critical thinking 2. Gain an in-depth understanding on how to dapt marketing and advertising messages to new and developing platforms.
• Advanced Topics in Social Network Analysis

  Dr. Zack Hayat

  Social network analysis (SNA) is the study of the patterns of social relations. SNA examines how the structure of social relations allocates resources, constrains behavior, and channels social change. This seminar takes a non-mathematical approach to the study of network theories and methods. It presents an introduction to various concepts, methods, and applications of social network analysis drawn from the social and behavioral sciences. The course focuses on how network structure is related to everyday life, such as social support networks, workplace networks, friendship networks, and internet-based social networks. Particular attention is given to the role of communications media in facilitating interpersonal connectivity. Students attending the seminar will examine empirical studies, formulate theories of how networks influence behavior and how behavior influences networks, and test theories through the use of network methods. Adjustment for remote learning: during the academic year I will hold regular meetings with each of the seminar students, and guide the students in the writing of the seminar paper. Course Goals: Understanding how to formulate social networks related research questions Understanding how to collect social network based data' for evaluating different research questions. Writing a seminar paper.
• Love and Couplehood in Popular Culture

  Dr. Shiri Reznik

  The course will offer critical ways of thinking about romantic representations in the media. We'll try to understand how representations of love appearing in different texts and genres can play a meaningful role in the construction of our perceptions of romance and couplehood in the real world. We'll discuss the constructive power of the media in comparison to the interpretive power of the audience, learning how different interpretive communities can actively read romantic texts according to personal values, dreams and beliefs. Our analysis of romantic texts will be based on several theories dealing with the concept of love as dependant on culture and historical eras, the connection between romance and capitalism, the post-modern crisis that makes the glamorous romantic representations supersede reality, and feminist theories looking at the cultivation of romantic gender roles.
• Add to Cart: E-Commerce and Affiliate Marketing

  Mr. Eran Sion

  eCommerce is as much a sociological phenomenon as it is a business and technological phenomenon. Since it began in 1995, eCommerce has created enormous change in business firms, markets and consumer behavior and is projected to continue growing at double-digit rates over the next five years, remaining the fastest growing form of commerce. eCommerce is a complex phenomenon that involves considerations of markets, firms, consumer behavior, and technology, among others. This course focuses on principles of e-commerce from a business perspective, providing an overview of business models, and marketing strategies. We will discuss the basic concepts of eCommerce, explain theoretical and practical issues of conducting business over the internet and present methods for evaluating consumer needs. Course Goals: Upon successful completion of this course, students will be able to: 1. Understand the role and importance of eCommerce for business firms 2. Define the unique business model of eCommerce 3. Give examples of e-tailing products and services
• Family On Television: Identity, Gender, And The Other

  Prof. Tal Azran

  The course examines the representation of the family institution on TV since the Second World War until today. It examines how sociological changes affected the representation of the heterosexual, LGBT and Afro-American families. Course Goals: The course aims to enrich students with knowledge regarding the move from a dichotomous framing of the family institution in the 1950s until the current more tolerant post-modern era vision of the family institution via the prism of TV shows.

Interactive Communications

• Foundation in Technological Thinking

  Mr. Shalom Amira

  Over the past 80 years, computing has changed almost every way of life, and it is not stopping anytime soon. Transportation, manufacturing, communications, entertainment, medicine, and many other aspects of society are all being disrupted by the increasing availability and power of technology. This course will equip students with an understanding of the foundations of modern-day computing and computational thinking: from the origins of standalone, limited-purpose calculation machines to the interconnected, ubiquitous, and increasingly intelligent technology that is all around us. We will discuss the building blocks of computers and programming; how computing and the physical world interact; the role of “big data”; the Internet, the web, and the cloud; and artificial intelligence.
• Ethics and Technology

  Dr. Noa Morag

  Technology shapes every aspect of the human experience and is the primary driver of social and ecological change. This course will allow students to be immersed in crucial topics of ethics and technology such as facial recognition algorithms, Search Engines, GPS technology, Online marketing, Robotics, AI, Biotech and more. Course Goals: The goal of this course is to allow prospective designers of the technology (that means you!) to be able to: 1) Be familiar with a range of ethical issues raised by modern technology 2) Understand the importance of questioning and debating over the social and cultural implications of technology 3) Use ethical reasoning to make informed and principled choices 4) Recognize and be familiar with the language and content of ethical discourse 5) Understand modern debates surrounding ethics and technology
• Visual Design for Interactive Experience

  Dr. Guy Eldar

  Graphic design is everywhere – signs, logos, packaging, books, newspapers and magazines, on our walls and buildings, our screens – from the TV, to computers and smartphones. Each field of communication interacts with or is based upon graphic design. As future leaders in the communication profession, an understanding of design is crucial in getting the best results out of every project and undertaking. Course Goals: Design Rules! aims to break down the elements of design and to convey their meaning and use, to the non-designer student. Through theoretical introduction and some creative – self-reflective assignments, the students will get a glimpse at the work of the graphic designer and understand the meaning and usage of graphic design, in print and screen media. Studies during the Corona crisis: The course is designed to suit the changes needed due to the corona crisis and the restrictions that currently exist and may change by the government during the semester. Some courses will be taught by distance learning only on the Zoom platform, and some courses will combine zoom instruction and teaching in small groups in a hybrid form. Thus, there may be changes in the structure of the lessons, in the material studied and in the intermediate and final assignments. Notice of this will be given during the semester. Students are asked to get organized for online learning with a laptop with a camera, microphone, and a good internet connection. Opening the camera is critical to the success of learning in this course.
• Tools for VR design (Unity)

  Mr. Dan Pollak

  VR, AR, and MR all leverage 3D modeling as the primary prototyping tool. Throughout the course the students will go through the process of understanding and developing genuine content and applications using Unity 3D authoring platform, enabling 3D modeling, content creation, and scripting interaction for VR and AR technologies. Students will be acquainted with various aspects of the platform from 3D design to scripting object behavior. The course will include two mini project submissions and one final project submission that will be based on all previous submissions. Course goals: The goal of the course is to acquire the necessary skills for Unity experience development independently and for virtual reality
• Creating with Technology - HTML

  Mr. Omer Pomerantz

  Technology seems to be owned by programmers and geeks. But these days, non programmers – artists, media and other creative people – can harness technology to their needs and create new experiences for their users. Combined with the abundance of open source tools and technologies, everyone can create new digital worlds without programming, and make them available to millions of users worldwide. In the workshop we will dive into the internet world, and find ways to harness technology to our needs through the use of HTML/CSS programming. We will get to know the basic building blocks of the web and get familiar with the technology behind it – communication, protocols, programming languages and development environments. We will also learn how to approach new technologies, their philosophy and their potential for creating new user experiences. We will discuss future directions, and will implement small projects that will use these technologies. Course Goals: The workshop will focus on deep exploration of the technologies, and understanding of their potential and challenges. We will cover the following technologies: HTML, CSS, basic understanding of web sites, integration of digital media, implementing conversion strategy, responsive design. We will also cover broader topics, such as: barrier in accessing technology, effective communication when discussing technological concepts and ideas, creativity and technology, and more. No prior knowledge in technology or programming is required.
• Advanced Topics in Social Network Analysis

  Dr. Zack Hayat

  Social network analysis (SNA) is the study of the patterns of social relations. SNA examines how the structure of social relations allocates resources, constrains behavior, and channels social change. This seminar takes a non-mathematical approach to the study of network theories and methods. It presents an introduction to various concepts, methods, and applications of social network analysis drawn from the social and behavioral sciences. The course focuses on how network structure is related to everyday life, such as social support networks, workplace networks, friendship networks, and internet-based social networks. Particular attention is given to the role of communications media in facilitating interpersonal connectivity. Students attending the seminar will examine empirical studies, formulate theories of how networks influence behavior and how behavior influences networks, and test theories through the use of network methods. Adjustment for remote learning: during the academic year I will hold regular meetings with each of the seminar students, and guide the students in the writing of the seminar paper.   Course Goals: Understanding how to formulate social networks related research questions Understanding how to collect social network based data' for evaluating different research questions. Writing a seminar paper.
• Persuasive Technology

  Dr. Beatrice Hasler

  This seminar provides an introduction to persuasive technology – an emerging interdisciplinary field of research and practice. It deals with the question of how interactive media can be designed to change people’s attitudes and behavior. It draws on theories and methods from multiple disciplines including communication, behavioral economics, psychology, and human-computer interaction to inform the design and evaluation of persuasive experiences delivered through different interactive media and applications. The seminar covers a broad range of interactive media, including social media, persuasive games and gamification, smart objects and environments, social robotics, and virtual and augmented reality. Applications of persuasive technologies will be discussed in a variety of domains, including health and well-being, environmental sustainability, safety, and education. A particular focus will be placed on the persuasive power of augmented reality (AR) as an interesting new medium that has still received relatively little attention in the field of persuasive technology. In Semester A, students will learn the theory of persuasive design and analyze examples of persuasive technology applications in order to identify their underlying persuasion strategies and potential ethical issues. Building on this theoretical knowledge, students will conceptualize their own persuasive AR app, develop a prototype and evaluate their design concept in Semester B. Course Goals: Students will be able to identify the persuasive strategies of behavior change technologies, apply principles of persuasive design in their own conceptual designs, prototype an innovative AR app and conduct an empirical evaluation study.
• Final Project: VR

  Mr. Dan Pollak

  2016 was a turning point in the history of virtual reality (VR) – after many years of academic research and niche commercial deployment, VR is being adopted by the masses, backed by leading companies such as Facebook, Samsung, Google, Sony, and more. Given that the technologies have matured and are becoming widely available, experts in the field is now looking to solve the challenges involved in VR content production. How to tell a compelling story using this new medium? What are the guidelines for interaction design? What are the opportunities and pitfalls in achieving a great user experience? Currently, more than ever, in light of the global Covid-19 epidemic, virtual reality is getting immense attention. Using immersive worlds, individuals can experience interactions that are currently unavailable due to health regulations. Furthermore, virtual reality opens up opportunities for social interaction and telecommunication that will prove to be significant in the post epidemic era. Course goals: The Course goals are to develop a working prototype based VR technologies that is congruent with the courses theme. The Final products will be a working Prototype, deck pitch presentation, and a project Video. The workflow of the projects will include designing 3D world environments, constructing significant interactions within these environments, and measuring the effects of these interactions in the real world using focus groups. The project will be hands-on, where the students will get familiar with several VR devices such as the Oculus Rift and HTC VIVE. Programming skills and content production are an advantage though the basics are covered throughout the program. A successful project will be a group effort towards the production of new innovative interactive user experiences on a VR device. 2020-2021 Theme: Social Virtual Reality Social VR experience is believed to be the true potential of VR. As pictured in movies like "Ready Player One,” the idea of another universe ("Metaverse") that we can experience as a social experience is turning to reality as we speak, as more and more opportunities appear and the VR headsets are getting more widely distributed. In light of the COVID-19 pandemic, the field of Social VR is even more ready to be accepted as a medium. We would want you to explore the ways we can create interesting and exciting experiences in VR, together.
• Final Project: Interactive Product Bootcamp

  Mr. Jehonathan Bar

  There is a growing understanding in the industry that a good UX design might make the difference between a successful product and an unsuccessful one, which leads to an increase in the amount of agencies who offer product related services alongside graphic design and programing services. In this course the students will emulate such an agency and will work with real clients in order to create solutions for the client’s needs and problems. This will allow the students to experience the work of product managers and UX designers hands on. Throughout the year the students will be divided into smaller teams and allocate several customers with whom they will work. The students will need to learn the customer’s needs, the market they work in and their product, in order to provide the best solution for them, whether it is a major feature or an entire product. Throughout the process, each team will be accompanied by a mentor who works in the industry who will provide them with guidance and support.
• Advanced Ethical aspects of UX design

  Dr. Noa Morag

  In this seminar we will examine digital interfaces and its impact on the user. As the high-tech industry matures, it understands the responsibility it has in the development and implementation of new products and features since these have a far-reaching impact on the individual and society. Technology designers are required to be aware of the behavioral, and social context in which the technology they produce operates, What are the values that the digital interface encourages or inhibits socially? What makes us use a particular feature? Does the feature produce anxiety and a feeling of loneliness? Does the interface encourage exploration and self-learning? how the technological features promote these values, how the interface shapes the user, his level of knowledge, his decision making, how the interface defines the user or May exclude it from use, and more. As future designers of technologies, this seminar will give you tools to examine technological interfaces based on academic knowledge and methodology in the fields of "Science Technology Studies" (Science technology studies), "Inclusive Design", "Value-sensitive Design" and "Responsible Design". Seminar Goals: 1. To be able to apply critical thinking on the use and production of digital technology 2. To sharpen your academic research abilities, from how to construct a valid research question to how to write a literature review, findings and conclusion. Students (Individually or in couples) will apply the theories learned in this seminar to a specific digital technological artifact of their choice. Projects of investigation can be a specific feature in an application (for example “stories” on Instagram) or a digital behavior (adding emojis on Facebook), a digital service (for example a dating app, Waze), a digital “IoT” (for example fitbit watch), robotics (for example Alexa, google home). In our first semester you will be introduced to theories and critical thinking in the field of social studies of technology. You will also choose your research domain and draft a research question and start researching for supporting academic literature (Literature review). In your second semester you will conduct a qualitative field research and collect empirical data. In the 2nd semester classes will be mostly based on personal meetings to support your project.
• UX Writing

  Ms. Merav Levkowitz

  “Next” or “Skip”? “Cancel” or “Clear”? How does your app or website speak to its users? Is it funny or serious? Does it give them all the information they need, or does it leave them scratching their heads? Does it engage them, or are they dropping off without completing forms or processes? Welcome to the world of UX writing (also known as microcopy). Without those tiny blurbs of text on a website or in an app, we would be lost in cyberspace. UX writing guides us through forms and tells us what we did wrong; it preempts our questions and lets us know what to do next. In this course, we’ll dive deep into the fundamentals of English-language microcopy, starting with voice and tone, followed by processes and user thinking, and finally how to practice UX writing effectively.

  Course Goals: By the end of the semester, students will be able to:

  ● Define their product’s voice and tone (i.e., how the product “speaks”)

  ● Get into the head of users and consider their experience

  ● Facilitate the UX writing process from ideation to delivery

  ● Ask the right questions for effective content strategy

  ● Craft impactful, user-friendly UX writing Assignments and Requirements:

  ● Attendance and active participation in class sessions ● Completion of weekly assignments to practice concepts introduced

  ● Completion of final project that synthesizes the principles and foundations of UX writing
• Visual design for UX (UI)

  Ms. Dikla Dotan, Ms. Mor Daniel

  This course will focus on the fundamentals of the design world in reference to interfaces and user experience in the industry, from research to concept to detailed design. We will learn from the industry best practices, see how it's implemented in various products and services, and practice how to create a design that will align with world-wide standards. Course goals: The goal of this course is to provide students with practical skills and knowledge about the user interface design world. During the course students will learn the design process in product companies and the terminology a designer should know. The course will help students with practical tips and the know-how towards the real world job responsibilities.
• Family On Television: Identity, Gender, And The Other

  Prof. Tal Azran

  The course examines the representation of the family institution on TV since the Second World War until today. It examines how sociological changes affected the representation of the heterosexual, LGBT and Afro-American families. Course Goals: The course aims to enrich students with knowledge regarding the move from a dichotomous framing of the family institution in the 1950s until the current more tolerant post-modern era vision of the family institution via the prism of TV shows.
• Consumer Behavior

  Dr. Rinat Satchi

  Understanding consumer behavior and the environmental and personal factors that affect it is critical to building a successful marketing strategy, especially in the digital era, which is crowded in information and choices. In this course we will learn about the new consumer and the factors influencing his behavior. We will examine the consumer journey along the buying decision process through the implementation of theories and models in behavioral science (psychology, sociology and anthropology) and marketing on various examples and case studies. The course material is taught as a sequence of the buying phases. From the perspective of the individual consumer we will learn about need recognition, information search, attitude formation and evaluation of alternatives, purchase decision and post purchase behavior. At the same time, we will examine the marketers' perspective on issues such as consumer motivation, involvement, perception, information elaboration, learning and persuasion. In addition, we will study a number of general issues such as online consumer behavior and the impact of the sharing economy and crowdsourcing on consumers and companies.
• Visual Design for interactive experience

  Dr. Guy Eldar

  Graphic design is everywhere – signs, logos, packaging, books, newspapers and magazines, on our walls and buildings, our screens – from the TV, to computers and smartphones. Each field of communication interacts with or is based upon graphic design. As future leaders in the communication profession, an understanding of design is crucial in getting the best results out of every project and undertaking. Course Goals: Design Rules! aims to break down the elements of design and to convey their meaning and use, to the non-designer student. Through theoretical introduction and some creative – self-reflective assignments, the students will get a glimpse at the work of the graphic designer and understand the meaning and usage of graphic design, in print and screen media. Studies during the Corona crisis: The course is designed to suit the changes needed due to the corona crisis and the restrictions that currently exist and may change by the government during the semester. Some courses will be taught by distance learning only on the Zoom platform, and some courses will combine zoom instruction and teaching in small groups in a hybrid form. Thus, there may be changes in the structure of the lessons, in the material studied and in the intermediate and final assignments. Notice of this will be given during the semester. Students are asked to get organized for online learning with a laptop with a camera, microphone, and a good internet connection. Opening the camera is critical to the success of learning in this course.

Digital Influence & Perceptions

• Media and Conflicts in the Digital Age

  Dr. Moran Yarchi

  21st century conflicts are being fought on both the military and the media battlefields, and actors can no longer prevail solely by militarily overpowering their adversaries. By receiving favorable media coverage, actors can gain public support, which can result in the creation of positive policies towards them and enables them to achieve their goals. The “image war,” in which each side in the conflict attempts to justify their ideas, beliefs, and actions, represents an important front in the comprehensive struggle between antagonists. The course deals with the different aspects of the media’s coverage of conflicts in general, and asymmetric conflicts (and terrorism) in particular, providing the students with a deep understanding regarding the notion of newsworthiness, the coverage of conflicts on the national and international arenas, and the interaction between terrorism and the media. The learning process is done through the usage of case study analyses and examples of current world occurrences.
• Conscious Communication Campaigns

  Dr. Galit Marmor -Lavie

  #Metoo...

  #realbeauty

  #Left Swipe Dat..

  Have you ever heard of one or more of these social movements or campaigns? How come? Why are they so prevalent in our society ?What is the role of communication in creating such a successful campaign? What are some of the strategies and tools being used in this context? Should they be challenged?

  This class will provide insights of how these campaigns work while understanding the psychology behind shifting consciousness in our society. Such knowledge is particularly relevant in a post Covid era, as our world still morphing and our dire need to communicate sincerely and consciously, at all levels, is brought immensely to the surface. 

  Both theoretical and practical approaches ill be applied as we examine exciting campaigns from all walks of life. 

   
• Understanding Influence Operations in the Digital age

  Daniel Cohen

  Yearlong Seminar

  The seminar will review the unique characteristics of contemporary "influence operations" through an examination of theories, academic articles, case studies, and an array of common methods and tools. Due to a series of digital campaigns that have been expressed in recent years around the world, "influence operations" have become a "hot topic" among countries, militaries, political institutions, parties, companies, and financial institutions. Revolutionary technologies such as social media, cyber warfare and artificial intelligence are currently being used by state and non-state actors to alter the strategic " playing field" in ways which had not previously been possible. These technologies are being used as tools to effect social, economic and political change and to shape the perception of various targeted audiences. An in-depth understanding of the impact of these technological campaigns on human behavior will equip the students with tools that enable them to recognize and effectively interact with "influence operations" and other relevant topics and concepts such as strategic communications, digital diplomacy, fake news, disinformation, and misinformation. The students will conduct an original research project on the topic with the aim of broadening their knowledge and critical understanding of the nexus between the digital technological world and the way it can be used as a tool to influence and impact human behavior. 
• Children, Adolescence and the Media

  Dr. Keren Tzur-Eyal

  Yearlong Seminars

  Media use is a central leisure activity for children and adolescents. This seminar will employ a developmental lens to examine the link between young audiences and the media. Through examining central theories, research studies, and common methodologies, the seminar will review the unique characteristics of youth as media audiences, their media exposure and consumption habits, central content to which they are exposed (for example, violent content, advertising, and educational content), audience effects (for example, fright reactions and the construction of identity), and the importance of parental mediation of media exposure, interventions, and media literacy programs in mitigating the effects on children and adolescents. Students will conduct an original seminar research on the topic.
• Journalism, visual content and on camera skills

  Ariel Margalith

  Elective Workshop

  The workshop Journalism, visual content and on camera skills, grants students journalistic skills, through a hand-on investigation of the strengths and limitations of various types of vide content on social media. Students will gain the necessary skills in order to create on-camera journalistic digital content that makes impact on societies and individuals. 

  The workshop is designed for the third year students that have demonstrated an interest in on-camera work and wish to develop their content creation skills further. These include research and development of a social media series, journalistic interviewing skills, on-camera writing and body language skills.

  Students will be designing a 5 - episode short on-camera journalistic series, our of which one episode will be produced by them. Students will be working in teams, and as individuals to conceive and develop their journalistic on -camera content. They will be given space and tools to find their unique on-camera personality and develop it. 
• Creativity in Directing and Production

  Jasmine Kainy

  Elective Workshop

  The audio-visual media world encompasses countless genres, streams, theories and practices. In a world saturated with rules and conflicting points of view as well as challenging technology, it is essential for each creator to learn the tools and develop the skills of directing the content and the story. In the Creativity in Directing and Production workshop, we will familiarize ourselves with principles and methods in the field of directing actors and directing scenes from well-known television series and films. We will also create projects that will provide students with the necessary toolbox as well as the ability to captivate audiences with a good story (whether it is 15 seconds or 90 minutes long).
  
  The goals of the workshop are: 1. To provide the participants with the practical and theoretical tools for directing, with emphasis on developing a narrative concept, an original point of view and building a unique artistic style. 2. To turn students into skilled professionals with critical perception, original thinking and observational abilities.
• Investigative Journalism

  Prof. Tal Azran

  Final Projects

  The yearlong workshop, focusing on Investigative Journalism, builds on your knowledge acquired during the basic 1st and 2nd-year courses. The workshop exposes students to the fascinating world of journalism in the digital era. It offers the students a unique opportunity to learn from and work with leading professionals in the journalism field and produce high-end investigative projects. The workshop targets students who wish to acquire a deep understanding and practical experience of in-depth investigative journalism.
  
  During the first semester, the students will receive the theoretical foundation – focusing on how to build an in-depth story, conduct relevant research, find sources, conduct professional interviews, and build a journalistic narrative that will fit different media platforms. During the second semester, the students will practice their skills. Lecturers will become mentors and personally guide the students through their individual investigative projects - assist them in conducting their research, seeking credible sources, conducting interviews, and building a coherent narrative. The mentors will guide the students individually throughout the semester to create high-quality projects that might be published on written or video platforms. The subjects for the investigative piece differ and are chosen by the students – social matters, environmental issues, bureaucracy, injustice, etc.
• Content Creation: Research, Produce & Measure

  Uri Bar-On

  Final Projects 

  In the modern age where content crosses platforms- broadcast on television, digitally, on all social media channels, in an age where international distribution and streaming channels are more open than ever, the place of content creators is prominent in the global market.

  The workshop will focus on investigating and developing stories bases on social documentary content and docu-activism, or a short feature film that try to shape reality, change it, and influence it. We will examine the creator's place in dealing with social, cultural, and political issues and how much the camera affects the documented reality. At the center of the workshop is an emphasis on finding the story, investigation, working methods in the field, interview theory adapted to the various format, script, directing, photography, and practical production of films/ web-series/other digital platforms.

  We will gain progress and examine our idea not only in words but rather hands on experiencing with testing those on video. Doing that will give us a solid understanding of the creative path to follow. The classes will combine face -to-face meetings with field work, with a weekly analysis of the work stages of the participants. At the end of the year, the students will have a project adapted to all production requirements in the industry, in the field of documentary field, Short feature film, documentary webseries, Investigation series, or an activist project.