General information


Subject type: Basic

Coordinator: Jorge Oter Gonzalez

Trimester: Second term

Credits: 6

Teaching staff: 

Maria Fernanda Luna Rassa
Nataliya Kolesova Kolesova 

Teaching languages


  • Spanish

Classes are taught in Spanish. Students can choose to present their work and assessments in Catalan or Spanish. 

The reading materials are in Catalan and Spanish. Some supplementary materials and videos may be in English.

Skills


Specific skills
  • 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

Description


Social models and advertising provides an introduction to the definition of communication, theories about mass communication and its effects, persuasive communication and public opinion. The course is approached from a sociological and cultural perspective of communication. It explains how scientific research is carried out and how to carry out the design of a research methodology on a communicative topic. It also proposes a critical approach to advertising understood from the point of view of communication and consumption from its most social aspect. Taking into account changes in information and communication technologies, it incorporates current debates related to digital communication, the internet and artificial intelligence and analyzes their uses and effects in our global societies.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or towards teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer prejudice from others. 

Contents


 

Content 1: What do we mean by communication?

Dedication: 29h

Large group / theory: 8h

Guided activities: 6h

Autonomous learning: 15am

Description

This content works on:

1.1. Definitions. Communication, language, expression, interpretation.

1.2. Components of communication such as language.

1.3. Types of communication.

1.4. Receivers and audiences. 

1.5. Origin of communication and mass culture.

Related activities

Activity 1: Elaboration of a scientific research project in a group.

Activity 2: Development of a group research scientific project.

Activity 3: Individual oral presentation exam (partial)

Activity 5: Activities in the classroom: Presentations and debates.

 

Content 2: Communication from science

Dedication: 35h

Large group / theory: 5h

Guided activities: 4h

Autonomous learning: 26am

Description

This content works on:

2.1. The science that studies communication: Paradigms. 

2.2. Communication as an object of study.

2.3. Methods and techniques for studying communication.

2.4. Theories and perspectives of communication. From functionalism to symbolic interactionism.

2.5. Communication models.

2.6. Theories on the effects of mass communication.

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: Individual oral presentation exam (partial)

Activity 5: Activities in the classroom: Presentations and debates.

Activity 6: Final exam.

 

Content 3: Political communication, propaganda and democratic societies

Dedication: 17h

Large group / theory: 4h

Guided activities: 3h

Autonomous learning: 10am

Description

This content works on:

3.1. The socio-political role of communication in today's society. 

3.2. The media as political actors. 

3.3. Public opinion. 

3.4. Communication and democracy.

3.5. Communication, culture and identity.  

Related activities

Activity 2: Development of a scientific research project in a group.

Activity 3: Individual oral presentation exam (partial)

Activity 5: Activities in the classroom: Presentations and debates.

Activity 6: Final exam.

 

Content 4: The cultural industry:

Sociological perspectives.

Dedication: 21h

Large group / theory: 4h

Guided activities: 5h

Autonomous learning: 12am

Description

This content works on:

4.1. Communication from sociology.

4.2. Concept of the cultural industry.

4.3. Merchandise, consumption, art and the emergence of advertising.

4.4. Theory of communicative action.

Related activities

Activity 2: Development of a scientific research project in a group.

Activity 3: Individual oral presentation exam (partial)

Activity 4: Analysis of a spot or a form of persuasive communication.

Activity 5: Activities in the classroom: presentations and debates. 

Activity 6: Final exam. 

 

Content 5: Persuasive communication

and advertising as a form of communication.

Dedication: 26h

Large group / theory: 5h

Guided activities: 6h

Autonomous learning: 15am

Description

This content works on:

5.1. Definition. Convince, persuade and manipulate. 

5.2. Propaganda, marketing and advertising. 

5.3. Purposes and objectives of advertising. 

5.4. The advertising message.

5.5. Models of advertising television spots.

5.6. Advertising and 'new' technologies: internet, neuromarketing, AI.  

Related activities

Activity 2: Development of a scientific research project in a group.

Activity 4: Analysis of a spot or a form of persuasive communication.

Activity 5: Activities in the classroom: presentations and debates.

Activity 6: Final exam.

 

Content 6: Digital communication. 

Dedication: 22h

Large group / theory: 4h

Guided activities: 3h

Autonomous learning: 15am

Description

This content works on:

6.1. Communication and power in contemporary society.

6.2. Informational paradigm and postmodernity in communication. 

6.3. Social, economic and communicative trends: information flows. 

6.4. Globalization and communication. The role of ICT.

6.5. Digital communication: perceptual, psychological and social implications. 

6.6. Debates about digital communication. 

Related activities

Activity 2: Development of a scientific research project in a group.

Activity 5: Activities in the classroom: presentations and debates.

Activity 6: Final exam.

 

Evaluation system


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

  1. Elaboration of a scientific research project on a communicative phenomenon and, subsequently, the development or research work, properly, of this project. Project planning counts for 15% of the final grade as continuous assessment and the preparation of the work a further 15%. The work is done in groups of 5 people.
  2. Activities and exercises in the classroom: during the session, presentations, 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. An individual oral presentation exam (partial) that represents 15% of the total grade of the course and covers 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%

Oral presentation exam (partial): 15%

Presentations and discussions in class: 10%

Analysis of a spot and presentation: 10%

Final exam: 35%

 

To average the subject, a minimum grade of 5 (five) is required in the final exam. Likewise, a minimum of 5 is required in the summation corresponding to the scientific project of research and project development.

 

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.

Correct writing, spelling, ability to analyze and argue will be assessed both in assignments and presentations and in written tests.

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.

 

REFERENCES


Basic

Martín Algarra, Manuel. (2003). Communication theory: a proposal. Tecnos.

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.

Complementary

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.

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. (2006). The rules of art. 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. 44 min. 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.

McLuhan, Marshall. (2009). Understand the media. Editorial Paidós. 

Reasons Why. News and research on marketing and the digital economy. Retrieved July 25, 2024. https://www.reasonwhy.es

Eguizábal, Raúl. (2007). Advertising theory. Chair.

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.

Van Langeraad, Kees (1971). Noam Chomsky and Michel Foucault. Human nature in an ideal society. Dutch TV. 70 minutes 

Rizo, Marta (2004). Symbolic interactionism and the Palo Alto school. Towards a new concept of communication. Lessons from the InCOM UAB Portal.  https://incom.uab.cat/portalcom/wp-content/uploads/2020/01/17_esp.pdf

Bordieu, Pierre. (2005). About television. anagram