104122 - SOCIAL MODELS AND ADVERTISING

Subject type: Basic

Coordinator: Jorge Oter Gonzalez

Trimester: Second term

Credits: 6

• Catalan
• Spanish

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.

The evaluation is continuous and focuses on five blocks of work or tests:

1. Elaboration of a scientific project of investigation of a communicative phenomenon and, later, the development or work of investigation, properly, of this project. Project planning accounts for 15% of the final grade and the elaboration of the work 15% more. The work is done in groups of 3-5 people.
2. Activities and exercises in the classroom: during the session questions, debates, group or individual exercises are carried out to reinforce and apply in practical cases the content of the theory. 10% of the final mark.
3. A partial presentation that represents 15% of the total grade of the course and includes half of the content of the subject.
4. An analysis of a spot and presentation of the same, in groups of 5-6 people, which has 10% of the final grade.
5. A final exam that counts 35%. 

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.