Campaigning and Political Communication

Active learning works because political communication is inherently interactive. Students need to dissect real campaign materials to see how messages are crafted, not just hear about them. This hands-on approach builds critical analysis skills while making abstract concepts concrete through visuals, texts, and debates.

• Year 7
• Civics & Citizenship
• 4 activities
• 35 min–50 min

Learning Objectives

1. Analyze the primary communication channels used by Australian political parties during federal election campaigns.
2. Evaluate the persuasive techniques employed in political advertisements across different media platforms.
3. Compare the messaging strategies of at least two major Australian political parties during a recent election.
4. Critique the ethical implications of targeted political advertising and the spread of misinformation.
5. Design a simple communication plan for a hypothetical local council election campaign.

Gallery Walk

⏱ 45 min·Pairs

Gallery Walk: Campaign Posters

Pairs design posters for a fictional party on a local issue, using slogans and images. Display around the room for a gallery walk where groups note persuasive techniques and vote on most effective. Debrief with whole-class sharing of strategies.

Prepare & details

Analyze the various methods political parties use to reach voters during campaigns.

Facilitation Tip: During the Gallery Walk, station posters at eye level and provide sticky notes for immediate student feedback on design and message clarity.

Setup: Wall space or tables arranged around room perimeter

Materials: Large paper/poster boards, Markers, Sticky notes for feedback

• Understand
• Apply
• Analyze
• Create
• Relationship Skills
• Social Awareness

Jigsaw

⏱ 50 min·Small Groups

Jigsaw: Ad Analysis

Divide class into expert groups to analyze one ad type (TV, social media, print). Experts teach peers via jigsaw rotation, noting target audience and techniques. Groups then compare effectiveness.

Prepare & details

Evaluate the effectiveness of different communication strategies in influencing public opinion.

Facilitation Tip: For the Jigsaw Ad Analysis, assign heterogeneous groups to ensure diverse perspectives when dissecting ads for audience, bias, and omissions.

Setup: Flexible seating for regrouping

Materials: Expert group reading packets, Note-taking template, Summary graphic organizer

• Understand
• Analyze
• Evaluate
• Relationship Skills
• Self-Management

Gallery Walk

⏱ 40 min·Small Groups

Role-Play: Press Conference

Small groups prepare as party spokespeople facing journalist questions on campaign claims. Perform for class, who critique ethics and persuasion. Reflect on real-world parallels.

Prepare & details

Critique the ethical considerations in political advertising and messaging.

Facilitation Tip: In the Role-Play Press Conference, give students time to prepare three strong questions based on their prior ad analysis to keep the discussion focused and evidence-based.

Setup: Wall space or tables arranged around room perimeter

Materials: Large paper/poster boards, Markers, Sticky notes for feedback

• Understand
• Apply
• Analyze
• Create
• Relationship Skills
• Social Awareness

Formal Debate

⏱ 35 min·Pairs

Formal Debate: Strategy Showdown

Pairs research one strategy (e.g., rallies vs. online ads), then debate pros/cons in whole class. Vote on most influential and justify with evidence.

Prepare & details

Analyze the various methods political parties use to reach voters during campaigns.

Facilitation Tip: During the Debate Strategy Showdown, provide a clear rubric for evaluating arguments and evidence so students focus on substance over style.

Setup: Two teams facing each other, audience seating for the rest

Materials: Debate proposition card, Research brief for each side, Judging rubric for audience, Timer

• Analyze
• Evaluate
• Create
• Self-Management
• Decision-Making

Teaching This Topic

Start with familiar examples to lower barriers to entry, like pop culture ads or school election posters. Use structured routines such as think-pair-share to build confidence before complex tasks. Avoid overwhelming students with too many technical terms upfront; introduce vocabulary like 'target audience' and 'persuasive technique' after they’ve grappled with concrete examples.

What to Expect

Successful learning looks like students recognizing bias in messages, explaining how different channels target audiences, and justifying their views with evidence. They should move from passive consumers to active critics of political content. Clear articulation of persuasive techniques and ethical concerns signals deep understanding.

Watch Out for These Misconceptions

Common Misconception

During the Jigsaw Ad Analysis, watch for students who assume all political ads present complete or balanced information.

What to Teach Instead

Use the group’s task to compare ads side-by-side, highlighting omissions or selective facts. Provide a checklist of common persuasive techniques (e.g., loaded language, omission of context) and require students to cite specific examples from each ad during their discussion.

Common Misconception

During the Gallery Walk, watch for students who overemphasize television ads as the primary campaign tool.

What to Teach Instead

Direct students to categorize posters by communication channel and tally how many are digital versus print. Ask them to explain why parties might choose different channels for different voter groups, using the posters as evidence.

Common Misconception

During the Debate Strategy Showdown, watch for students who believe negative ads always sway elections.

What to Teach Instead

Require debaters to present data on voter turnout or party polling after negative ad campaigns. Use their debate structure to weigh evidence for and against the claim, ensuring nuanced conclusions emerge from the discussion.

Assessment Ideas

Quick Check

After the Jigsaw Ad Analysis, present students with three different political advertisements. Ask them to identify the target audience for each and one persuasive technique used, then discuss their answers as a class, using their analysis sheets as evidence.

Discussion Prompt

During the Debate Strategy Showdown, facilitate a class debate where students must use evidence from campaign examples studied in the Jigsaw or Gallery Walk to support their arguments for or against stricter regulation of political advertising.

Exit Ticket

After the Gallery Walk, have students list two methods political parties use to communicate with voters and one ethical concern related to political advertising. Collect and review for understanding of key concepts.

Extensions & Scaffolding

• Challenge: Ask early finishers to design a counter-ad using evidence from their analysis to refute a claim in a real campaign ad.
• Scaffolding: Provide sentence starters for students struggling to articulate audience or bias, such as 'This ad targets ____ by using ____ because ____'.
• Deeper exploration: Invite a local political staffer or journalist to share how campaigns actually plan their media strategies, linking classroom tasks to real-world practice.

Key Vocabulary

Political Party	An organized group of people who share similar political aims and opinions, seeking to influence public policy by getting their candidates elected.
Campaign Strategy	A detailed plan developed by a political party or candidate to persuade voters and win an election, outlining target audiences and communication methods.
Target Audience	A specific group of people that a political campaign aims to reach with its message, often based on demographics, location, or interests.
Persuasive Techniques	Methods used in political communication to influence voters' beliefs, attitudes, and behaviors, such as emotional appeals, endorsements, or policy promises.
Misinformation	False or inaccurate information, especially that which is deliberately intended to deceive, often spread during election campaigns.