This year’s student dissertation conference was chaired by Dr Jill Nash. The event was opened by a key note from Adam Greenwood, the CEO of Greenwood Campbell, a technology-focused creative agency based in Bournemouth. Adam’s inspiring and, given the profile of his business, futuristic opening key note, provoked some thinking early in the morning – his key arguments focused on artificial intelligence (AI), brands as technological creations, as well as the pros and cons of artificial intelligence in people’s everyday life.
In a short interview after his keynote, Adam shared insights about the developments in corporate communications, and argued that the future of marketing communications lies at the intersection of AI, technological solutions such as Google Glass, and voice operated hardware (e.g. Google Home or Alexa), which will get increasingly sophisticated. The speed of technological changes will, according to Adam, be so fast that students will have to take a greater responsibility for commercial and technological education. For him, reading, involvement in placements, and pro-active search for professional inspirations at events and conferences is the only way, in which corporate communication students can find their way forward in this new brave world.
Adam’s keynote nicely set the tone for the day. Subsequently, in all panels, CMC’s UG students had an opportunity to share the findings of their projects. The presentation topics focused on themes ranging from cultural intelligence and social media usage, to ethics of influencers marketing in video gaming, to gruesome images of war in Western media. As well as presenting their work, students did a great job discussing and defending arguments put forward. The conference presentations were accompanied by a lively discussion during the launch and coffee breaks.
The intellectual efforts of all students were recognised with the best presentation award, which this year went to Dominic Stephens of BA (Hons) Public Relations for his work on the politicisation of late night talks shows. The award for the presentation of a day was sponsored by Greenwood Campbell. The presented dissertations of seven students is going to be recognised with an opportunity (or perhaps privilege, depending on ones’ epistemological stance) to publish with their supervisors in the ‘Journal of Promotional Communications’. The closing remarks by Dr Richard Scullion, not only offered the imagination-capturing summary of the conference, but also the demonstration of how to whole-heartedly embrace AI technology, and to be “one step-ahead-of-the-future”.
Students, lovely parents and friends such as Liam Toms, who simply can’t get enough of CMC, enjoyed the conference, as it was well put together thanks to organisational skills of Dr Chris Miles and Dr Jill Nash. Dr Pawel Surowiec and Dr Andrew Kear were conference co-organisers.
9-9:30 AM Registration & Coffee in FG06
9:30-10 AM Opening remarks in SHARE Lecture Theatre
10:15-11:45 AM PANELS:
Panel 1A – Creativity, Politics, and Culture (in Room F304)
Panel 1B – Trust, Influence, and the Market (in Room F305)
Panel 1C – Current Issues in PR and Advertising (in Room F306)
NOON to 1 PM Lunch in FGO6
1:15-2:45 PM PANELS:
Panel 2A – Society, Change, and Consumption (in Room F304)
Panel 2B – Ethics, Representation, and Policy (in Room F305)
Panel 2C – Technology, platforms, and behaviour (in Room F306)
2:45 to 3 PM Coffee Break in FGO6
3 PM to 4:30 PM PANELS:
Panel 3A – Influencers and Influencing (in Room F304)
Panel 3B – Fans, Consumers, and their Minds (in Room F305)
Panel 3C – UK Politics: Gender and Generation (in Room F306)
5 PM Closing Remarks in SHARE Lecture Theatre
5:30 to 6 PM Drinks Reception & Canapes in FG06
BU hosts international conference on the state of the world, fifty years after it was turned inside out (circa 1967) and upside down (circa 1968).
Association for Psychosocial Studies Biennial Conference
Bournemouth University, 5th-7th April 2018
‘Psychosocial Reflections on a Half Century of Cultural Revolution’ http://aps2018.bournemouth.ac.uk
A half century after the hippie counterculture of 1967 (‘the summer of love’) and the political turbulence of 1968 (‘May 68’), one aim of this conference is to stage a psychosocial examination of the ways in which today’s world is shaped by the forces symbolised by those two moments. It will explore the continuing influence of the deep social, cultural and political changes in the West, which crystallised in the events of these two years. The cultural forces and the political movements of that time aimed to change the world, and did so, though not in the ways that many of their participants expected. Their complex, multivalent legacy of ‘liberation’ is still developing and profoundly shapes the globalising world today, in the contests between what is called neo-liberalism, resurgent fundamentalisms, environmentalism, individualism, nationalisms, and the proliferation of identity politics.
A counter-cultural and identity-based ethos now dominates much of consumer culture, and is reflected in the recent development of some populist and protest politics. A libertarian critique of politics, once at the far margins, now informs popular attitudes towards many aspects of democratic governance; revolutionary critiques have become mainstream clichés. Hedonic themes suffuse everyday life, while self-reflection and emotional literacy have also become prominent values, linked to more positive orientations towards human diversity and the international community.
There are five keynotes and eighty papers, with presenters from all continents, as well as a number of experiential workshops. As well as examining the main theme of societal change, there is an open stream of papers on a wide range of topics. Methods of psychosocial inquiry are applicable to most topics. As an academic community, the psychosocial is a broad church defined only by a commitment to exploring and linking the internal and external worlds – the deeply personal and the equally deeply societal as sources of experience and action.
BU colleagues can attend the whole conference at the hugely discounted rate of £40, or £25 per day.
Dr. Chris Arnold (the recipient of an honorary doctorate from BU) gave a Masterclass in “fuzzy thinking” to the students of MA Advertising on 07 March to assist them in finding innovative ways in which to approach creative challenges.
Chris also led the students through an exercise based on a live brief on behalf of a major global brand (for GP Batteries) — a client for his two agencies, Creative Orchestra and The Garage.
The debate about the proliferation of fake news and disinformation campaigns launched towards European democracies from Russia is gaining momentum as the European Union and the North Atlantic Treaty Organisation are gearing their efforts to challenge both fake news and disinformation campaigns. Upon the invitation from the EU and the NATO, Dr. Pawel Surowiec, of the Faculty of Media and Communication, addressed the audiences of both institutions, and spoke at events concerning challenges to strategic communication brought about by fake news and disinformation campaigns. On 7 December, 2017, at the conference entitled ‘Myth and Reality: Countering Disinformation in Visegrad 4’ (Warsaw), the Faculty’s researcher participated in a panel discussion focusing on solutions to the disinformation campaigns, and offered an expert intervention on hybridisation of soft power and strategic communication during the conference held on 23-24 November, 2017 at the Annual Plenary, Club of Venice – the European Council’s network of strategic communicators.
Connor Peters, final year BA (Hon) Public Relations student, receives a co-creation award hosted by Centre for Excellence in Learning at a ceremony on December 5, 2017.
By Dr. Joyce Costello, Senior Lecturer Digital Marketing
During Connor Peters’ placement year, he gained insight into challenges amongst public relations specialists in the technology industry when utilizing social media. Having done much content creation and social media planning himself and realizing that he wanted a deeper understanding of how it’s used in a global context, he decided to apply for the Bournemouth University co-creation project. The project hosted by the Centre for Excellence in Learning (CEL) gives final year students the chance to put together a research proposal and work with an academic with the end goal of a joint publication.
“I’ve always been someone who thinks about the future. In not just the PR world and the world of UK business, two things seem guaranteed for the future – digital business and global business are both going to be incredibly important,” said Connor, final year BA (Hons) Public Relations student. “Particularly with Brexit, we need to look for economies outside of the EU for UK businesses to expand successfully. To my surprise, there is also very little research into this topic, so it’s important to really get an initial understanding of how PR in a global context will change in the years to come.”
On December 5, Connor received the co-creation award and a £500 check presented by the Deputy Vice-Chancellor Professor Tim MacIntyre-Bhatty. The Deputy Vice-Chancellor iterated that the opportunity for students and staff to work on project to create knowledge is a great opportunity to make a positive impact locally and nationally.
Connor is working with Dr. Joyce Costello, senior lecturer with the Faculty of Media and Communications, to address how individual cultural attitudes and organizational norms will influence the social media strategy adopted by UK technology companies in emerging markets. Connor’s advice to students who might consider applying next year: “If you have a topic you’re interested in, and an academic who’s also interested, then you should 100% make the most of that opportunity. It’s a great chance to produce an exceptional piece of work, expand your knowledge in a speciality area, and get paid to do so!”
To learn more about co-creation projects, visit the CEL blog https://microsites.bournemouth.ac.uk/cel/.
The Department of Corporate and Marketing Communication’s work for Cog Research and Exterion Media was recognised last night with the project winning Best Media Research at the Market Research Society of Great Britain’s annual awards function. The team comprised academics from our PR, Marketing Communications and Advertising degree programmes. You can find out more about the project here.
CMC would like to thank Dr Chris Arnold of for the intensive day-long workshop he delivered to the students in the L6 unit Creative Direction & Copywriting on Friday 24 November, 2017. (Of course, now they all want to come and work for him.)
Caption for attached photo:
L-R: L6 students Paula Martinez Revuelta, Victoria D’Andrea, Carl Venables & Zelda Zemzare present to Dr Chris Arnold in Creative Direction & Copywriting on 24 November, 2017
Managing Director Jonathan Clark and Bright Blue Day are longstanding supporters of BU — and have previously provided rewarding placements for the students of both the BA and MA advertising programmes.
After the visit, MA Advertising student Lianhua Li said:
“This was really a good look at an actual advertising agency. The well-articulated office environment and the particular working style are perfectly blended together. We had great fun chatting with Jonathan, the founder of the agency. Anthony showed a great deal of insider’s achievements along with some career tips which were very impressive. Ben, the Creative Director, was amazingly and demonstrated the art of dealing with clients. They are all simply brilliant.”
Tutor and Principal Fellow Dr Richard Scullion explained that “This was an ideal way to help them link practice and theory and to get a ‘feel’ for agency life too. It is an important aspect of the programme that has such good working relations with many local ad agencies.”
The students of the 2017-18 cohort of MA Advertising programme (L-R: Olivia Pepper, Amy Rivers, Aaliyah Binnie-Martins, Marie Neoralova, Ya-Hsiu Chang, Lianhua Li and Harshwardhan Munje) were welcomed to a visit to local Bournemouth advertising agency Bright Blue Day by Managing Director Jonathan Clark (3rd from left).