Viewing Film from a Communication Perspective: Film as Public Relations, Product Placement, and Rhetorical Advocacy in the College Classroom

Abstract

Academics approach film from multiple perspectives, including critical, literary, rhetorical, and managerial approaches. Furthermore, and outside of film studies courses, films are frequently used as a pedagogical tool. Their relevance in society as well as their valuable use in the classroom makes them an important and pragmatic medium deserving further attention. The ability of film to be used in a socio-political way may sustain, challenge or change the status quo, which supports studying film as well as teaching students about the power of film. The purpose of this article is to share the development of a course which points out to students how film is used in society. Film theories are discussed, selected films are reviewed, and class assignments related to the theories and movies are summarized. In particular, this course explores films' relationship to corporate agendas as well as to social justice. This approach to film crosses film studies with rhetoric and public relations connecting the course to other courses often taken by communication majors. Film provides a moral education. .. and entertainment.-Susan Sontag, 2003 Film plays multiple roles in college classrooms. First, film is often used as a pedagogical tool (e.g.