General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

Teaching staff: 

Jaume Red Ribbon
Vera Butkouksaya 

Teaching languages

  • Catalan


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

General competencies
  • CG1. 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.

  • CG2. 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
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT2. 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.


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

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:

  • SA1. Participation in the activities proposed in the classroom - 10%
  • SA2. Individual and/or group work - 35%
  • SA3. Exhibitions - 5%
  • SA4. Exams - 50%

Continuous assessment activities they are not recoverable, however they do not require a minimum grade. The final exam requires a minimum grade of 4 to choose to take the average and pass the subject.



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

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

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

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

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


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

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

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