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Assignment 2: Climate Content – Analysis (Individual)

In this assignment, you will select from a number of provided climate communication examples for critical analysis. Based on the intended audience for the content, you will develop your own set of evidence-based criteria for assessing the effectiveness of the content in reaching its audience. Drawing from theories, principles, and concepts of visual and narrative communication, you will first ask critical questions about what the example appears to be trying to do, and then determine where or if it falls short, and for what reasons, and assess where it works or what it does well.

Instructions:

  1. Select the content you wish to analyze from provided examples.
  2. Determine the primary intended audience for that piece of communication. Who is the piece meant to reach? Where was it originally published (e.g., a respected journalism outlet, social media, a cultural commentary site)?
  3. Develop your techniques summary: Citing materials and concepts discussed in class, provide at least three key techniques for your analysis based on your understanding of climate communication thus far, drawing on what has been shown to both work (and not work where understood), particularly for the audience the piece seeks to engage. If you choose, you can also cite material you source independently. Summarize these techniques as either a list, table, or short text (min. 500 words) that clearly indicates who you have identified as the audience for this piece. This list will guide the next part of the assignment. Post your table/text/summary in the appropriate Moodle forum.
  4. Once you have your techniques summary, develop your critical analysis:
    1. Assess to what extent your example successfully exhibits these techniques. What are the strengths of this piece, and where and why is it effective?
    2. Assess where this example fails. What isn’t working, and why? What can be improved?
  5. Submit by 11:55 PM on Saturday of Week 4 (see schedule for exact date).

Requirements:

  • Select from the provided list of examples content you wish to analyze.
  • Determine and indicate the intended audience for the example.
  • Create a 500-word summary of at least three evidence-based techniques for engaging the intended audience citing material from the course and/or material you include from your own research.
  • Post the summary to the appropriate Moodle forum.
  • Write a 1,500 – 2,000 word article that makes your case for how your chosen example both meets (or exceeds) and fails to meet the evidence-based practices you argue are suitable to this audience and style of climate communication.
  • Submit via Moodle (see link below)
  • Use the currently accepted APA formatting.
  • Complete in Week 4.

Assessment Criteria:

  1. Accuracy of audience determination (learning outcome 3.1)
  2. Accuracy of determined good techniques for that audience, includes references for choices (learning outcome 3.1)
  3. Effectiveness of analysis (learning outcome 2.2, 5.1)
  4. Style and grammar (learning outcome 5.1)
  5. Cogent argument (learning outcome 5.1)
  6. Well-developed evidence-based analysis (learning outcome 3.3)
  7. Use of APA formatting (learning outcome 2.2)

Relevant Resources: MACAL Blog Assessment Rubric

Weight: 35%

Submit: Via Moodle to Assignment 2: Climate Content – Analysis (Individual)