CPT-24803 Communication and Technology

Course

Credits 3.00

Language of instruction:

English

Contents:

This course, which is specially designed for students Biotechnology, provides an introduction to the role of communication in students' future working domain. During lectures students are presented with theories about communication and applications of these theories to biotechnology. Amongst others, attention will be given to basic communication principles, risk perception and communication, and the systematic development of communication messages. In subgroups, students apply this knowledge to innovative biotechnology applications (e.g. DNA vaccines, GM foods), which often meet some degree of public or political resistance. Under supervision of the lecturers, the subgroups will examine how different parties (e.g. consumers, politicians, farmers) may respond to new biotechnologies and why. Moreover, students will reflect on the usefulness of communicating with these parties early during the development of innovative biotechnologies. Finally, all subgroups will design a strategic communication plan about a new biotechnology and present this during the final lecture.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain the importance of communication in and for your future professional practice in biotechnology;
- describe research conducted in the field of biotechnology, investigating the factors that determine whether or not people accept and use biotechnological inventions;
- describe how knowledge, attitudes, social influences and risk perceptions can shape people's decisions about acceptance of biotechnology;
- identify several communication techniques to alter knowledge, attitudes, social influences and risk perceptions and thereby biotech acceptance;
- describe the potential influence of communication messages through various channels (i.e., individual, group, mass media);
- develop a small field survey on the acceptance of a particular biotechnology, report the results, and give a presentation on this study;
- on a basic level, contribute to legitimate and effective forms of communication about biotechnology;
- apply knowledge about when and how to strategically communicate in order to increase the chance that people will accept and use biotech inventions;
- design a simple communication strategy.

Activities:

Interactive lectures and subgroup meetings with the lecturers. In subgroups, students apply the insights from the lectures in an assignment.

Examination:

The final grade of the course is based on the individual written exam with open questions (50%) and an assignment carried out in subgroups (50%). Each component needs a minimum mark of 5.5 to pass.

Literature:

To be announced.