General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

Teaching staff: 

Aitor Ruiz Santiago

Teaching languages

  • Catalan


Basic skills
  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E9. Apply technological tools for the use of business resources through Marketing.

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E13. Identify the basic tools of e-Marketing.


  • E14. Apply the knowledge acquired to the management of digital communities.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • T2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.


The course aims to take a tour of different aspects of the audience of media and / or products, from the main theories on the effects of the media on audiences, to its measurement and new ways of relating between senders and receivers of communication through narratives.

At the end of the course the student will be able to design a strategic communication plan aimed at theengagement with the audience based on an active audience model.

Learning outcomes

Master the basic technological tools for harnessing the resources of Marketing, e-Marketing and Social Networks.

Working methodology

  • MD1. Master class
  • MD2. Conferences
  • MD3. Presentations
  • MD6. Debates and forums
  • MD7. Case studies

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.


Topic 1. Theories of media effects

  • Theories of omnipotence in the media
  • Theories of limited effects
  • Back to the strong effects

Item 2. The reception of the media

  • Consumption habits
  • Segmentation Vs Fragmentation
  • Audience measurements
  • Big Data and audiences

Topic 3. New Media

  • What are the new media"?
  • Digital convergence
  • The fallacy of the black box
  • Multiplatform ecosystem

Topic 4. Narratives

  • Storytelling
  • Transmedia storytelling

Item 5. Active audiences

  • The Active Audience
  • User-generated content
  • Audience participation mechanisms and online collaboration
  • Gamification

Learning activities

  • AF1. Theoretical sessions
  • AF3. Work in group
  • AF4. Individual work
  • AF5. Personal study
  • AF7. Face-to-face tutorials

Evaluation system

The final grade of the course will be obtained from various activities of continuous assessment and a final face-to-face exam. Part of the continuous assessment activities will be individual and another will be group work activities.

Summary of the evaluation of the subject:

  • SE1 Participation in activities proposed in the classroom: 5%
  • SE3 Exhibitions: 10%
  • SE2 Individual and / or group work: 35%
  • SE4 Final exam: 50%

Continuous assessment activities they are not recoverable, however they do not require a minimum grade. The final exam requires a minimum grade of 5 to choose to take the average and pass the course.



Scolari, Carlos (2013). Transmedia narratives. When all the media count. Bilbao: Deusto.

Jenkins, Henry (2006). Fans, bloggers and videogames. Exploring Participatory Culture. New York: NYU Press.

Humanes, Maria Luisa; Igartua, Juan José. (2004). Theory and research in social communication. Madrid: Synthesis.

Fry, Hanna; (2019). Hello world !. Barcelona: Blackie Books.

Neira, Helena. (2015). The other screen. Barcelona: Editorial UOC.


Jenkins, Henry. (2008). Convergence Culture. The culture of convergence in the media. Barcelona: Paidós.

Salmon, Christian (2008). Storytelling. The machine for making stories and formatting minds. Barcelona: Watchtower.

Prada, Juan Martin (2018). Watching and imaging in internet time. Madrid: AKAL Editions.