General information


Subject type: Basic

Coordinator: Rafael Suarez Gómez

Trimester: Second term

Credits: 6

Teaching staff: 

Maria Fernanda Luna Rassa
Juan Rafael Ventura Alvarez 

Teaching languages


L'assignatura s'imparteix en català i castellà. Additional reading and video material may be in English.

 

Skills


Specific skills
  • E2_Idear, design, plan and make 2D animation short films and video games

  • E4_Design, plan, edit, program and market interactive multimedia applications

  • E3_Edit and animate 3D characters and scenes, applying the techniques and processes that lead to the production of linear animated short films and interactive video games

  • E5_Design and make an audiovisual product (consisting of still or moving images), taking into account both its technical and artistic aspects, in all its components

  • E6_Design, plan and perform with multicamera, live and on set, according to all facets of the product (both in the artistic design and content and in the technique)

  • E7_Postproduce video using the basic tools of audiovisual editing programs (titling, color and exposure retouching, speeds, masks ...) and how to insert them into the editing process by adding digital effects

  • E8_Design the lighting needs of a space according to its characteristics and the final purpose of the product to be recorded, photography or video

  • E11_Apply musical rules and languages ​​for music creation and sound recording in music production and the creation of electronic music for use as soundtracks in audiovisual productions

  • 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

  • E13_Apply the principles of visual and sound design for the creation of presentation elements used in sound, audiovisual, television and show products

  • E14_Acquire knowledge of the history, aesthetics, evolution and dynamics of cinema, television, radio, press, Internet and video games, how to recognize aesthetics through viewing and analysis

  • E15_Size and manage human, technical and economic resources necessary for the development of an audiovisual or multimedia project optimizing time, costs and quality

  • E16_Idear, design, plan and make an advertising audiovisual piece from the conceptualization of its message, the elaboration of the script, the communication strategy and its diffusion

  • E18_Analyze the structures, contents and styles of television and radio programming according to the technical characteristics of their realization. Design, produce and make programs for television and radio in the technical part: production room or radio control, respectively

  • E19_Creation, administration and management of audiovisual companies in their industrial structure of production, distribution and exhibition

Description


Course that makes an introduction to the definition of communication, theories on mass communication and its effects and persuasive communication. This course explains how scientific research is done and the design of research methodology on a communicative topic. It also treats advertising as a form of communication and its effects from the social sphere. Taking into account the changes in communication, it incorporates current debates related to digital communication and the national and global cultures in which it is immersed.

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.

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 in their context.

 

Complementary learning outcomes:

FRAC1 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 form an opinion. 

Working methodology


The course uses the methodology of the participatory expository class. An exposition of the topics in the style of a master class will be combined with short activities, in groups or individually, that will help the students to participate in the theoretical content and that will incite 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.

This course, due to the situation generated by COVID, (if the case arises) some of the large group sessions will be in hybrid format: face-to-face and online (via streaming). This will allow students to rotate to face-to-face classes, respecting the maximum number of students per classroom imposed by the distance measures. When they do not have a face-to-face session, they will be able to follow the class online from home.

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, information and significance.

1.2. Communication components.

1.3. Types of communication.

1.4. Receivers and audiences. Type of audience.

1.5. Mass communication. Mass culture.

1.6. Mass media. Origin, functions and dimensions.

1.7. Characteristics of audiovisual communication.

1.8. New paradigm of communication. The breaking of the dough.

Related activities

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

Activity 2: Development of a group research scientific project.

Activity 3: Partial test.

Activity 5: Classroom activities.

 

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.

2.2. Communication as an object of study.

2.3. Methods and techniques for studying communication.

2.4. Theories of communication.

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: Partial test.

Activity 5: Classroom activities.

Activity 6: Final exam.

 

Content 3: Persuasive communication 

Dedication: 26h

Large group / theory: 5h

Guided activities: 6h

Autonomous learning: 15am

Description

This content works on:

3.1. Definition. Convince, persuade and manipulate. 

3.2. Propaganda, marketing and advertising. 

3.3. Purposes and objectives of advertising. 

3.4. The advertising message: form, content and planning. 

3.5. Audiovisual advertising: formats and characteristics.

3.6. Models of television commercials.

3.7. New paradigm of contemporary advertising and propaganda. 

3.8. Advertising and propaganda on the internet and with new technologies.

3.9. Neuromarketing.

Related activities

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

Activity 3: Partial test.

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

Activity 5: Classroom activities.

Activity 6: Final exam.

 

Content 4: Advertising as a social element 

Dedication: 21h

Large group / theory: 4h

Guided activities: 5h

Autonomous learning: 12am

Description

This content works on:

4.1. Emergence and evolution of advertising. 

4.2. Subjects of advertising activity. 

4.3. The model of consumer society. Target audiences. 

4.4. Effects of advertising. 

Related activities

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

Activity 3: Partial test.

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

Activity 5: Classroom activities.

Activity 6: Final exam. 

 

Content 5: The Information Society

Dedication: 22h

Large group / theory: 4h

Guided activities: 3h

Autonomous learning: 15am

Description

This content works on:

5.1. Definition and denominations of contemporary society.

5.2. Informational paradigm and postmodernity.

5.3. Social, economic and communicative trends. 

5.4. Globalization and communication. The role of ICT.

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

5.6. New communication tools and formats. 

Related activities

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

Activity 3: Partial test

Activity 5: Classroom activities.

Activity 6: Final exam.

 

Content 6: Communication, publicity and democracy 

Dedication: 17h

Large group / theory: 4h

Guided activities: 3h

Autonomous learning: 10am

Description

This content works on:

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

6.2. The media as political actors. 

6.3. Public opinion. Agendasetting, framming and priming.

6.4. Ethical principles, basic legislation and codes of ethics. 

6.5. Communication, culture and identity. The national communication space. 

6.6. Electronic democracy. Theories and perspectives on democracy and the Internet. 

Related activities

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

Activity 5: Classroom activities.

Activity 6: Final exam.

 

Learning activities


 

Activity 1: Elaboration of a scientific research project

(Contents 1 and 2)

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 3-5 students. (It depends on the type of project, the number of students enrolled in the group and the work proposed).

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, G5, T2

 

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 carried out in a group of 3-5 students.

Support material

The scientific research 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, G3, G5, G4, T2

 

Activity 3: Partial test

(Contents 1, 2, 3)

Dedication: 17h

Guided activities: 2h

Autonomous learning: 15am

General description

Students take a partial reading presentation 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

It will be done in the form of an oral presentation. A summary material will be submitted after this.

The test counts 15% 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 and / or the communicative 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, G3, T1

 

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

(Contents 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 5-6 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, G3 G5, T2

 

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, G3, G4, T2

 

Activity 6: Final exam

(Contents 1,2,3, 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 from contents 1 to 6 and the corresponding readings. 

Support material

Notes. Mandatory readings. Bibliography. 

Deliverable and links to the evaluation

The exam answer sheet.

The test counts 35% 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, G3, G5, G4

 

Evaluation system


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

  1. 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 3-5 people.
  2. 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.
  3. A partial test that represents 15% of the total mark of the course and collects half of 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%

Classroom activities: 10%

Partial test: 15%

Spot analysis and 10% presentation

Final exam: 35%

 

To average the subject, a minimum grade of 5 (five) is required in the final exam.

 

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. (2007). Advertising theory. Chair.

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

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

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

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

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.

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

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

Bourdieu, Pierre. (2016). About television. Compact Collection, sixth edition. 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. Hard: 4.44. https://www.youtube.com/watch?v=34LGPIXvU5M

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

Complementary

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

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.

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

Ramonet, Ignaci. (2007). Silent propaganda: masses, television and cinema. Alba Cultural Fund.

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

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.

Carter, Sean. & Dodds, Klaus. (2014). International politics and film. Space, vision, power. Wallflower Press

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

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. 

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

Marie and Marx. (2018). Web Channel Art Series. 5 chapters. Duration: 30 min. 

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.

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

Gandini, Erik. (2009) .Videocracy. 85 min.

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