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Digital Influence & Perceptions Specialization offers the students a wide understanding and practical experience into the full process of influencing perceptions using content creation and measuring impact, with emphasis on visual content creation.
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.
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.
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.
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.
Leon Shneiderovsky
Mandatory Workshop
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.
Yarden Vitkay
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.
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.
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.
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)
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.
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.
Daniel Cohen
Yearlong Seminars
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.
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.
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.
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.
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.
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.
For the entire list of courses please refer to the Student Handbook
The specialization is not indicated on the Diploma, but in an accompanying appendix.
*Students are also required to take general electives and may take electives from other programs at Reichman University.
**Reichman University reserves the right to cancel, alter, or expand the academic programs and courses offered.
Prof. Moran Yarchi