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E12_Planning business strategies related to the economic and social phenomena typical of the welfare society and the digital entertainment industry. Turn ideas into actions in a creative and innovative way
Course that makes an introduction to the definition of communication, theories on mass communication and its effects and persuasive communication. This course explains how scientific research is done and the design of research methodology on a communicative topic. It also treats advertising as a form of communication and its effects from the social sphere. Taking into account the changes in communication, it incorporates current debates related to digital communication and the national and global cultures in which it is immersed.
L'assignatura s'imparteix en català i castellà. Additional reading and video material may be in English.
Content 1: What do we mean by communication? |
Dedication: 29h |
Large group / theory: 8h Guided activities: 6h Autonomous learning: 15am |
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Description |
This content works on: 1.1. Definitions. Communication, information and significance. 1.2. Communication components. 1.3. Types of communication. 1.4. Receivers and audiences. Type of audience. 1.5. Mass communication. Mass culture. 1.6. Mass media. Origin, functions and dimensions. 1.7. Characteristics of audiovisual communication. 1.8. New paradigm of communication. The breaking of the dough. |
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Related activities |
Activity 1: Elaboration of a scientific research project in a group. Activity 2: Development of a group research scientific project. Activity 3: Partial presentation. Activity 5: Classroom activities. |
Content 2: Communication from Science |
Dedication: 35h |
Large group / theory: 5h Guided activities: 4h Autonomous learning: 26am |
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Description |
This content works on: 2.1. The science that studies communication. 2.2. Communication as an object of study. 2.3. Methods and techniques for studying communication. 2.4. Theories of communication. 2.5. Communication models. 2.6. Theories on the effects of mass communication. |
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Related activities |
Activity 1: Elaboration of a scientific research project in a group. Activity 2: Development of a scientific research project in a group. Activity 3: Partial presentation. Activity 5: Classroom activities. Activity 6: Final exam. |
Content 3: Persuasive communication |
Dedication: 26h |
Large group / theory: 5h Guided activities: 6h Autonomous learning: 15am |
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Description |
This content works on: 3.1. Definition. Convince, persuade and manipulate. 3.2. Propaganda, marketing and advertising. 3.3. Purposes and objectives of advertising. 3.4. The advertising message: form, content and planning. 3.5. Audiovisual advertising: formats and characteristics. 3.6. Models of television commercials. 3.7. New paradigm of contemporary advertising and propaganda. 3.8. Advertising and propaganda on the internet and with new technologies. 3.9. Neuromarketing. |
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Related activities |
Activity 2: Development of a scientific research project in a group. Activity 3: Partial presentation. Activity 4: Analysis of a spot or a form of persuasive communication. Activity 5: Classroom activities. Activity 6: Final exam. |
Content 4: Advertising as a social element |
Dedication: 21h |
Large group / theory: 4h Guided activities: 5h Autonomous learning: 12am |
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Description |
This content works on: 4.1. Emergence and evolution of advertising. 4.2. Subjects of advertising activity. 4.3. The model of consumer society. Target audiences. 4.4. Effects of advertising. |
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Related activities |
Activity 2: Development of a scientific research project in a group. Activity 3: Partial presentation. Activity 4: Analysis of a spot or a form of persuasive communication. Activity 5: Classroom activities. Activity 6: Final exam. |
Content 5: The Information Society |
Dedication: 22h |
Large group / theory: 4h Guided activities: 3h Autonomous learning: 15am |
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Description |
This content works on: 5.1. Definition and denominations of contemporary society. 5.2. Informational paradigm and postmodernity. 5.3. Social, economic and communicative trends. 5.4. Globalization and communication. The role of ICT. 5.5. Digital communication: perceptual, psychological and social implications. 5.6. New communication tools and formats. |
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Related activities |
Activity 2: Development of a scientific research project in a group. Activity 3: Partial presentation Activity 5: Classroom activities. Activity 6: Final exam. |
Content 6: Communication, publicity and democracy |
Dedication: 17h |
Large group / theory: 4h Guided activities: 3h Autonomous learning: 10am |
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Description |
This content works on: 6.1. The socio-political role of communication in today's society. 6.2. The media as political actors. 6.3. Public opinion. Agendasetting, framming and priming. 6.4. Ethical principles, basic legislation and codes of ethics. 6.5. Communication, culture and identity. The national communication space. 6.6. Electronic democracy. Theories and perspectives on democracy and the Internet. |
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Related activities |
Activity 2: Development of a scientific research project in a group. Activity 5: Classroom activities. Activity 6: Final exam. |
The evaluation is continuous and focuses on five blocks of work or tests:
To sum up:
Scientific research project: 15%
Project development: 15%
Participation in classroom activities: 10%
Partial presentation: 15%
Spot analysis and 10% presentation
Final exam: 35%
To average the subject, a minimum grade of 5 (five) is required in the final exam.
Recovery:
The recovery of the subject will be carried out by means of an examination that will collect all the theoretical content of the same. Continuous assessment activities will not enter the exam.
According to the current regulations of the center, only students who have participated in a significant number of the evaluation activities of the course and have not reached the 5 final average mark of the subject will be able to take the exam. Only those who have taken the exams during the course can take the retake.
Rules for carrying out the activities
Class activities will be presented in small group format or individually.
It is compulsory and necessary to follow the activities of the course to read and work on all the proposed compulsory readings.
The activities must be carried out with the formal correction required by the academic works.
The works must be original and, in case of incorporating contributions from third parties, these must be cited in the appropriate style.
Identification of plagiarism is considered a serious circumstance that may lead to a failing grade in the subject. In case of detection of plagiarism, the coordination of the degree will be informed so that the corresponding disciplinary measures can be taken.
McLuhan, Marshall. (2009). Understand the media. Editorial Paidós.
Busquet, Jordi; Medina, Alfons and Sort, Josep. (2017). Research in communication. What should we know, what steps should we follow? Editorial UOC.
Rodrigo Alsina, Miquel. (2008). Theories of communication. Editorial UOC.
Martín Algarra, Manuel. (2003). Communication theory: a proposal. Tecnos.
Postman, Neil. (2016). Have fun until you die. Public discourse in the age of show business. Editorial La Tempestad.
McQuail, Denis. (1991). Introduction to the theory of mass communication. Paidós.
Ramonet, Ignaci. (2007). Silent propaganda: masses, television and cinema. Alba Cultural Fund.
Rodrigo Alsina, Miquel. (1989). Communication models. Tecnos.
Torres i Prat, Joan. (2005). Consumption, then I exist: power, market and advertising. Icaria.
Wolf, Mauro. (1992). The social effects of the mass media. Porch.
Garcia-Clancini, Nestor. (1995). "Consumption serves to think." In consumers and citizens. Cultural conflicts of globalization. Grijalbo, pp. 41-55.
Baylon, Christian; Mignot, Xavier. (1996). Communication. Chair.
Otte, Max. (2010). The Crash of Information. The mechanisms of everyday misinformation. Taurus.
Martín-Barbero, Jesús. (2009). From the media to mediations. Editorial Anthropos.
Castells, Manuel. (2012). Networks of indignation and hope. Social movements in the Internet age. Alliance.
Hal, Byung-Chul. (2014). In the swarm. Editorial Herder.
Bourdieu, Pierre. (2016). About television. Compact Collection, sixth edition. Anagram.
Debord, Guy. (2003). Comments on the show society. Arguments Collection. Anagram.
Turkle, Sherry. (2017). In defense of the conversation. Editorial Attic of books.
Chomsky, Noam. (2017). The five filters of the mass media machine. Al Jazeera. Hard: 4.44. https://www.youtube.com/watch?v=34LGPIXvU5M
Berganza-Conde, Maria Rosa and Ruiz San-Román, José A. (2005). Research in communication. Practical guide to social research methods and techniques in communication. Mc Graw Hill.
Peter Wintonik, Peter, Achbar, Mark. (2002). Manufacturing consent. Noam Chomsky with the National Media Film Board of Canada. 165 min.
The war of the worlds. Centenary of Orson Welles. The themed night. TVE, May 11, 2015.
Reasons Why. News and research on marketing and the digital economy. https://www.reasonwhy.es/
Eguizábal, Raúl. (2007). Advertising theory. Chair.
Marín and Otto, Enric. (1994). Mass culture and postmodernity: praise and critique of contemporary communication. Eliseu Climent.
Castells, Manuel. (2009). Communication and power. Alliance.
Igartua, Juan José; Humanes, María Luisa. (2004). Theory and research in social communication. Synthesis.
Turkle, Sherry. (2011). Alone together why we expect more from technology and less from each other. Basic Books.
Eguizábal, Raul. (2004). Advertising communication: background and trends in the information and knowledge society. Social Communication.