The Master of Science in Media Advocacy at Northeastern enhances students’ abilities to lead and contribute to mission advancing efforts for a wide variety of organizations – from advocacy and lobbying organizations, trade and labor groups, and nonprofit entities, to strategic communication and government affairs departments.
Here’s what our students get to experience:
Designed to help students develop deep knowledge of the strategies and tactics that constitute effective advocacy, our course Media Advocacy in Theory and Practice first investigated various ideas, frameworks, and histories relating to advocacy and activism, helping to inform media strategies of the future. Some of the texts read in class include:
- Networks of Outrage and Hope, Manuel Castells
- Analytic Activism, David Karpf
- Prototype Politics, Daniel Kreiss
- Don’t Think of an Elephant!, George Lakoff
- Twitter and Tear Gas, Zeynep Tufekci
Students then partnered with local nonprofits such as United South End Settlements, Everyday Boston, Mujeres Unidas Avanzado, Little Brothers-Friends of the Elderly and Round Table. Those partnerships empowered students to help clients with their policy advocacy, organizing, communications, marketing, and storytelling needs.
In addition to the practical work as strategic media consultants to local nonprofit organizations, graduate students also researched case studies of advocacy campaigns, applying their theoretical knowledge to analyze real-world campaigns. Subjects of these research papers included:
- #MeToo: A Case Study in Social Media Campaigning
- Creating an Online Flock: “Invest in the Nest” and a Case of Successful Digital Campaigning
- Floridians for Amendment 4: A Case Study in Digital Storytelling as a Campaign Strategy
- Who Is “Fight for 15”?: A Study in SEIU’s Political Targeting
Our introductory law course, Law, Policy and Legal Argument taught by Dan Urman, explored the legal levers that drive policy change and introduced students to the mechanisms of government that drive key policy debates across a wide range of issues, including health care, market regulation, environmental policy, housing, education, the internet, privacy, and social policy. Some of the readings included:
- Engines of Liberty: How Citizen Movements Succeed, David Cole
- The Hollow Hope: Can Courts Bring About Social Change, Gerald Rosenberg
- Everything You Need to Know About American Law, Jay Fineman
Students met with leading attorneys in the private, public, and non-profit sectors, and learned about advocacy tools inside and outside of the courtroom. They also read legal documents from notable cases, drafted case briefs and legal advocacy assignments such as an advocacy strategy paper, and drafted op-eds for the public at large.
Running a legal design workshop
In September 2018, in partnership with Northeastern’s NuLawLab and the Urban Justice Center’s Safety Net Project, a team of four Media Advocacy graduate students participated in the development of a public awareness campaign that launched in January 2019 in the south Bronx related to the Right to Counsel, a new law guaranteeing certain New Yorkers representation in housing court. Over four days, students observed housing court, met with housing advocates and community organizers, interviewed various stakeholders and designed a multi-pronged public awareness campaign.