104122 - SOCIAL MODELS AND ADVERTISING

Subject type: Basic

Coordinator: Jorge Oter Gonzalez

Trimester: Second term

Credits: 6

Academic year: 2025

Teaching course: 1

• 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.

Social Models and Advertising provides an introduction to the definition of communication, theories on mass communication and its effects, persuasive communication, public opinion and digital communication. The subject addresses these aspects from a sociological and cultural perspective of communication. It explains how research is carried out in the field of communication and how to carry out the design of a research methodology around a communicative phenomenon. It also proposes a critical approach to advertising understood from the perspective of communication and consumption, from its most social and cultural aspect. Taking into account the changes in information and communication technologies, it incorporates current debates related to digital communication, the internet and artificial intelligence, and analyses their uses and effects in our global societies.

This subject includes the gender perspective and promotes analyses that involve inclusion, diversity, responsibility towards consumption and the environment, as well as reflection on the use of information and communication technologies from their social impact.

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. 

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

1. Development of a research project on a communicative phenomenon and, subsequently, the development and completion of the research work corresponding to this project. The planning of the project, which has a component of face-to-face work and classroom submissions, counts for 15% of the final grade and the development of the work counts for another 15%. The work is carried out 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. A partial presentation exam that represents 15% of the total course grade and covers the content of the subject.
4. An analysis of a commercial and presentation of it, in groups of 5-6 people, which counts for 10% of the final grade.
5. An individual final exam that counts for 35%. 

To sum up:

Final research project: 15%

Project development: 15%

Oral exam/presentation (partial): 15%

Presentations and discussions in class: 10%

Analysis of a commercial and presentation: 10%

Individual 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 carried out in small groups 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, if contributions from third parties are incorporated, they must be cited using APA format. 

Artificial intelligence tools may not be used in any case to achieve the central objectives of an activity. If they are used as assistants or guides, they must always be referenced and their use must be honest, ethical and transparent.

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.

Any form of academic fraud will be sanctioned in accordance with the center's assessment regulations. If signs of fraud are detected, including the improper use of generative artificial intelligence tools, the subject's teaching staff may call the student for an individual interview with the aim of verifying their authorship.

Busquet, Jordi; Medina, Alfons and Sort, Josep. (2017). Research in communication. What should we know, what steps should we follow? Editorial UOC.

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

Mitchell, Melanie. (2024). Artificial intelligence: Guide for thinking beings. Captain Swing 

Bassat, Luis The 20 creative paths. https://www.luisbassat.com/publicidad/caminos-creativos/

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.

Bourdieu, Pierre. (2006). The rules of art. anagram

Castells, Manuel. (2009). Communication and power. Alliance.

Chomsky, Noam. (2017). The five filters of the mass media machine. Al Jazeera. 44 min. https://www.youtube.com/watch?v=34LGPIXvU5M

Debord, Guy. (2003). Comments on the show society. Arguments Collection. Anagram.

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

Eguizábal, Raul. (2004). Advertising communication: background and trends in the information and knowledge society. Social Communication.

Galician Abellán, Raul. (2023). Japan The utopia of AI and robots. Point of no return (Series). 3 CAT. CCMA.

Garcia-Clancini, Nestor. (1995). "Consumption serves to think." In consumers and citizens. Cultural conflicts of globalization. Grijalbo, pp. 41-55.

Hooks, Bell. (1992). The oppositional gaze. Black female spectators. In: Black looks. Race and Representation. South End Press. 115-31. https://warwick.ac.uk/fac/arts/english/currentstudents/postgraduate/masters/modules/femlit/bell_hooks.pdf

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

Lewis, Ben. (2023). Google and the world brain. 

Luna, Maria. (2020). Cultural identities and the media. https://openaccess.uoc.edu/server/api/core/bitstreams/341bfd4a-10e8-489a-bae8-e60626f38cd4/content

Martín-Barbero, Jesús. (2009). From the media to mediations. Editorial Anthropos.

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

McQuail, Denis. (1991). Introduction to the theory of mass communication. Paidós.

Mollick, Ethan. (2024). Cointelligence: Living and working with AI. connect

Noelle-Newmann. (2010). The spiral of silence. Public opinion, our social skin. paid

Peter Wintonik, Peter, Achbar, Mark. (2002). Manufacturing consent. Noam Chomsky with the National Media Film Board of Canada. 165 min.

Postman, Neil. (2016). Have fun until you die. Public discourse in the age of show business. Editorial La Tempestad.

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

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

Rizo, Marta (2011). Of people, rituals and masks. Erwin Goffman and interpersonal communication. Academic Quorum, 8,15, pp. 78 - 94

Rodrigo Alsina, Miquel. (1989). Communication models. Tecnos.

Rodrigo Alsina, Miquel. (2008). Theories of communication. Editorial UOC.

Serfaty, Laurence. (2017). Neuromarketing. Seduce the consumer. Documentary. 

Suleyman, Mustafa. (2024). The coming wave Technology, power and the great dilemma of the XNUMXst century. debate

Torres i Prat, Joan. (2005). Consumption, then I exist: power, market and advertising. Icaria.

Turkle, Sherry. (2011). Alone together why we expect more from technology and less from each other. Basic Books.

Turkle, Sherry. (2017). In defense of the conversation. Editorial Attic of books.

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

Wolf, Mauro. (1992). The social effects of the mass media. Porch.