SOCIAL MODELS AND ADVERTISING TecnoCampus | Centers attached to Pompeu Fabra University and Business Park

General information

Subject type: Basic

Coordinator: Maddalena Fedele

Trimester: Second term

Credits: 6

Teaching staff:

Daniel Torras Segura
Juan Rafael Ventura Alvarez
Maria Fernanda Luna Rassa

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

Course that makes an introduction to the definition of communication, theories on mass communication and its effects, persuasive communication and how to do scientific research on a communicative topic. It also treats advertising as a form of communication and its effects from the social sphere.

Learning outcomes

At the end of the course the student must be able to:

LO1 Explain the relationship between communication and society, the various theoretical models that have been established, and the different methodologies that exist for their analysis.

LO2 Define the communication process, its components and the different forms of communication that exist.

LO3 Show the characteristics of advertising as a form of communication, as well as its techniques, objectives, formats and the strategic planning process that generates it.

LO4 Describe the social, political, economic and psychological characteristics and implications of the Information Society and globalization.

Complementary learning outcomes:

RAC1 Argue a position on the new communicative paradigm and its social effects.

RAC2 To propose a research method for a communicative phenomenon.

RAC3 Analyze existing data to draw conclusions and own opinions.

Working methodology

The course uses the methodology of the participatory expository class. An exhibition of the topics in the style of a master class will be combined with short-term activities, in groups or individually, that will help students to participate in the theoretical content and that will encourage them to present constructive reflections. The theory will be presented in class accompanied by visual examples and real cases. At the same time, the guidelines and rules for carrying out the case study and the presentation of the analysis of an audiovisual spot will be indicated.

Special emphasis will be placed on the formal presentation and coherent organization of oral works and presentations, as well as on the interpretation and critical assessment of the analyzes and comments raised.

The total hours of student dedication, depending on the type of activities, are as follows:

Large group activities / theory: 31h.

Guided activities: 26h.

Autonomous learning: 93h.

Total hours: 150h.

Learning activities

Activity 1: Elaboration of a scientific project (Contents 1 and 4)		Dedication: 20h	Guided activities: 4h Autonomous learning: 16am
General description	Design and plan in groups a scientific research project on a real communicative phenomenon. The elaboration of the project is done in groups of 3 students.
Support material	Course notes and bibliography. Statement of work and follow-up sheets.
Deliverable and links to the evaluation	A single, printed and stapled document must be submitted, following the formal guidelines for academic work. The project accounts for 15% of the final assessment mark.
Specific objectives	At the end of the activity the student must be able to: -Explain the phases of a scientific research in communication. -To argue about the difficulties of using communication as an object of study. -Design a scientific project with all its sections. Learning outcomes: RA1, RA2, RA3, RA4, RAC1, RAC2, RAC3 Skills: E12, G1

Activity 2: Development of a scientific project (Contents 1, 2, 3, 4, 5 and 6)		Dedication: 32h	Guided activities: 2h Autonomous learning: 30am
General description	Develop a group research project on a real communicative phenomenon previously proposed and structured with the scientific research project. The activity is done in a group of 3 students.
Support material	The scientific project corrected and revised. Notes and bibliography. Statement of work.
Deliverable and links to the evaluation	A single, printed and stapled document must be submitted, following the formal guidelines for academic work. The development of the project accounts for 15% of the final evaluation mark.
Specific objectives	At the end of the activity the student must be able to: -Implement a methodology of analysis and study of communication. -Analyze the data obtained and relate them to theories and knowledge of the course. -Obtain conclusions and interpretations of data analysis. -Formulate a coherent and clear argument to defend their point of view. Learning outcomes: RA1, RA2, RA3, RA4, RAC1, RAC2, RAC3 Skills: E12, G1

Activity 3: Partial exam (Contents 1, 2, 3)		Dedication: 17h	Guided activities: 2h Autonomous learning: 15am
General description	Each student, individually, takes a test to confirm the acquisition of knowledge of contents 1, 2 and 3 and the corresponding readings.
Support material	Notes. Mandatory readings. Bibliography.
Deliverable and links to the evaluation	The exam answer sheet. The test counts 25% on the final grade of the course.
Specific objectives	At the end of the activity the student must be able to: -Relate the main definitions, authors and theories on communication. -Identify the parts, processes and modalities of the advertising message. -Detect the effects and link of communication with today's society. -Relate ideas and approaches of different authors and texts. Learning outcomes: LO1, LO2, LO3 Skills: E12, G1

Activity 4: Analysis of a spot or a form of persuasive communication (Contents 2, 3 and 4)		Dedication: 17pm	Guided activities: 2h Autonomous learning: 15am
General description	Analyze an advertising spot or a form of persuasive communication with the guidelines, parameters and theories seen in class. Present the conclusions in a group oral presentation. The analysis work is done in groups of 6 people.
Support material	Notes and bibliography. Statement of work. Analysis sheets.
Deliverable and links to the evaluation	No documents should be delivered. The evaluation of the work consists of the evaluation of the oral presentation in class, both in form and content. The analysis and presentation, together, account for 10% of the final grade.
Specific objectives	At the end of the activity the student must be able to: -Apply analysis guidelines to persuasive communication. -Relate theories of advertising and persuasive communication with a real case. -Extract elements and components characteristic of a commercial, documentary, etc. -Detect the persuasive strategy of a specific form of communication. -Consistently argue a personal hypothesis and order their presentation. Learning outcomes: RA1, RA2, RA3, RAC2, RAC3 Skills: E12, G1

Activity 5: Classroom activities (Contents 1, 2, 3, 4, 5 and 6)	Dedication: 17h	Guided activities: 14h Autonomous learning: 3am
General description	Throughout the course there are different monographic activities in class, these must be done , and in groups or individually. These activities complement the theory and very often put into practice the concepts explained above.
Support material	Course notes. Mandatory readings. Bibliography. Statement of activities.
Deliverable and links to the evaluation	The file of each activity. Participation in all the activities proposed in the course involves a maximum of 10% of the final grade of the course.
Specific objectives	At the end of the activity a student must be able to: -Explain the different concepts and theories covered in the subject. -Apply the theory of the course to real cases. -Defend and present one's own position in a coherent and clear way. Learning outcomes: RA1, RA2, RA3, RA4, RA5, RAC1, RAC2, RAC3 Skills: E12, G1

Activity 6: Final exam (Contents 4, 5 and 6)		Dedication: 16h	Guided activities: 2h Autonomous learning: 14am
General description	Each student, individually, takes a test to confirm the acquisition of knowledge of contents 4, 5 and 6 and the corresponding readings.
Support material	Notes. Mandatory readings. Bibliography.
Deliverable and links to the evaluation	The exam answer sheet. The test counts 25% on the final grade of the course.
Specific objectives	At the end of the activity the student must be able to: -Relate the main definitions, authors and theories on communication. -Identify the parts, processes and modalities of the advertising message. -Detect the effects and link of communication with today's society. -Relate ideas and approaches of different authors and texts. Learning outcomes: RA1, RA4, RAC1 Skills: E12, G1

Evaluation system

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

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 people.
Classroom activities and exercises: during the session group or individual exercises are carried out to reinforce and apply in practical cases the content of the theory. 10% of the final grade.
A partial exam that represents 25% of the total mark of the course and collects half of the content of the subject.
A final exam that counts 25%.
An analysis of a spot and presentation of the same, in groups of 6, which has 10% of the final grade.

To sum up:

Scientific research project: 15%

Project development: 15%

Partial exam: 25%

Spot analysis and 10% presentation

Final exam: 25%

Classroom activities: 10%

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 the case of incorporating contributions from third parties, these must be cited in the appropriate style. Plagiarism represents a direct zero in evaluation.

REFERENCES

Basic

Eguizábal, Raúl. Advertising theory. Madrid: Cátedra, 2007

Busquet, Jordi; Medina, Alfons and Sort, Josep. Research in communication. What do we need to know? What steps should we follow? Barcelona: Editorial UOC, 2006

Castells, Manuel. Communication and power. Madrid: Alianza, 2009

Rodrigo Alsina, Miquel. Theories of communication. Barcelona: UOC, 2008

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

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

McQuail, Denis. Introduction to the theory of mass communication. Barcelona: Paidós, 1991

Rodrigo Alsina, Miquel. Communication models. Madrid: Tecnos, 1989

Wolf, Mauro. The social effects of the mass media. Barcelona: Pòrtic, 1992

Bourdieu, Pierre. About television. Compact Collection, sixth edition. Anagram. Barcelona, 2016

McLuhan, Marshall. Understand the media. Editorial Paidós. Barcelona 2009.

Complementary

Marín and Otto, Enric. Mass culture and postmodernity: praise and critique of contemporary communication. Valencia: Eliseu Climent, 1994

Turkle, Sherry. Alone together why we expect death from technology and less from each other. New York: Basic Books 2011.

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

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

Ramonet, Ignaci. Silent propaganda: masses, television and cinema. Havana: Cultural Fund of the Dawn, 2007

Torres i Prat, Joan. Consumption, then I exist: power, market and advertising. Barcelona: Icària, 2005

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

Baylon, Christian; Mignot, Xavier. Communication. Madrid: Cátedra, 1996

Carter, Sean. & Dodds, Klaus. International politics and film. Space, vision, power, 2014

Otte, Max. The Crash of Information. The mechanisms of everyday misinformation. Taurus, 2010.

Martín-Barbero, Jesús. From the media to mediations. Editorial Anthropos, Barcelona. 2010.

Castells, Manuel. Networks of indignation and hope. Social movements in the Internet age, 2012.

Hal, Byung-Chul. In the swarm. Editorial Herder. Barcelona, 2014.

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

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

Calugareano, Ilina. Chuck Norris against communism. 2015. 78 min.

Gandini, Erik Videocracy. 2009. 85 min.

The war of the worlds. Centenary of Orson Welles. The themed night. TVE, May 11, 2015.

104122 - SOCIAL MODELS AND ADVERTISING

Degree in Audiovisual Media

Polytechnic School

General information

Skills

Specific skills

Description

Learning outcomes

Working methodology

Contents

Learning activities

Evaluation system

REFERENCES

Institution

Study

Become an entrepreneur

Community