Service Learning for Communicators and Other Fields with a Mission

Pamela Morris, John GoheenLoyola University ChicagoFOTLJanuary 12, 2015

Learning Outcomes Gain/increase familiarity for how ad/PR

courses offer service learning opportunities/ support for social justice issues

Learn innovative assignment ideas and see examples for a service learning project focusing on social justice

Hear reflections for how the IPP was part of the teaching process

Challenges Advertising and public relations often

criticized for exploitive/commercialization of culture

How can teaching of these practices fulfill Loyola’ social justice mission?

Objectives Offer courses that integrate creative,

design, and broadcast production skills with specialty of ad/PR process

Create courses that are student-centered, encourage independent thinking and foster active experiential learning

Incorporate LUC and SOC missions into learning goals – ethics, social justice, and service learning

Experiential Learning Benefits

Ad education favors learning through practical application (Stuhlfaut & Berman 2009)

Student-centered process (Champman, McPhee & Proudman 2008)

Real-life assignments can motivate, engage learners (Egol 2006; Greene 2010; Rhodes & Roessner 2009), increase retention (Hawtrey 2007)

Mirrors teamwork practiced in industry (Beard & Tarpening 2001)

COMM 337 Multimedia Commercial Production for Ad/PR 3 advertising/video short-term projects 1 service learning semester-long project

Service Learning Assignment

Work in teams Find a nonprofit to collaborate with Develop 2 pieces:

30- or 60-second Public Service Announcement (PSA)

2 to 5 minute video

Service Learning Assignment

Work through advertising process Meet with client as needed Research and understand organization’s

mission, business, needs, constituents, and audiences

Service Learning Assignment Develop creative brief Create storyboard/script Find and schedule talent, voiceovers,

wardrobe, props, etc. Film and edit Present rough and fine cuts in critiques Screen final cut and submit written business-

style memo

Service Learning Assignment

Present 2 pieces to client and secure delivery confirmation

Write reflection paper

Organizations Chicago Women’s AIDS Project Vocalo Chicago Pet Rescue Imagination Theater Asian American Advancing Justice United Way Inspiration Corporation/Café Flashes of Hope Everybody Dance Now! Chicago Action NOW

Examples

https://luc.box.com/s/sv6n87w36mjffig3ff2r

Student Reflections (n=10)Professional development Learned to collaborate, identify group members’

strengths, value others’ time Time/relationship management Learned the process is involved/complex/creative Required to act professionally – reliable and

prompt, stepped outside role of a student Largest area of growth, benefits my career more

than any other course Helped direct career path Made a portfolio for interviewing

Student ReflectionsCivic development Rare opportunity to work with real

clients/community organizations, need more Learned a lot about business and how to find the

best approach for communication Chance to meet and help people with passion,

faith and working for a cause they believe in Can help spread awareness of organizations’

missions and where community can go for help Learned we need to acknowledge and help out

the poor, homeless, and marginalized

Student ReflectionsIntellectual development Expanded knowledge outside of campus Learned tools and skills for the real world Learned how to ask questions Pushed myself, learned just how far I could go Failures can be opportunities to learn Learned it’s important to see multiple

perspectives Practiced problem solving skills Learned to embrace ambiguity, to think

differently Learned to be convincing

Student ReflectionsPersonal development Learned to overcome obstacles, negotiate

differences, listen Need to have a strong connection to those

you’re working with to do the best Learned they wanted to help others More aware of social issues Learned how it would be to work in an agency Got confidence to tackle any project and work

in the community Can help small nonprofits, make a difference

Instructor reflections – Reflection papers a way to help students learn,

one element of IPP Incorporating additional elements of IPP could

benefit awareness, understanding and learning of social justice issues

Can also encourage independent and life long learning

Helps to prepare students for industry jobs

Implications Ad/PR practices can help support social

justice Student led ad agency/production group

can help students and organizations across disciplines get their messages across

Continue research in area to better understand effective student learning