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:

FRANCESC XAVIER RIERA HERNÁNDEZ
Ana Aitana Fernández Moreno
Juan Rafael Ventura Alvarez

Skills

Specific skills

E10_Apply processes, methods and techniques to develop creativity and innovation in audiovisual production, multimedia development and video game programming

Transversal competences

T2_That students have the ability to work as members of an interdisciplinary team either as one more member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, making commitments taking into account the available resources

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 deals with the subject of advertising and its effects from the social sphere.

Learning outcomes

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

-Explain the relationship between communication and society, the various theoretical models that have been established, and the different existing methodologies for its analysis.

-Define the communication process, its components and the different existing forms of communication.

-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.

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

-To argue a position on the new communicative paradigm and its social effects.

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 a short audiovisual work 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.

Learning activities

Activity 1: Elaboration of a scientific project

(Contents 1 and 2)

Dedication: 20h

Guided activities: 4h

Autonomous learning: 16am

General description

Design and plan a scientific research project on a real communicative phenomenon. The elaboration of the project is done in groups of 3 or 4 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 20% 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

Activity 2: Development of a scientific project

(Contents 1, 2, 3 and 5)

Dedication: 32h

Guided activities: 2h

Autonomous learning: 30am

General description

Develop a research project on a real communicative phenomenon previously proposed and structured with the scientific research project

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 25% 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

Activity 3: Analysis of a commercial, documentary, film fragment

(Contents 3 and 4)

Dedication: 24pm

Guided activities: 4h

Autonomous learning: 20am

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.

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

Activity 4: Central activities and final exam

(Contents 1, 2, 3, 4, 5 and 6)

Dedication: 26h

Guided activities: 14h

Autonomous learning: 12am

General description

Each student, individually, must carry out activities throughout the course to improve their understanding and critical interpretation of the compulsory readings and the subject matter.

Support material

Notes. Mandatory readings. Bibliography.

Deliverable and links to the evaluation

The activity response form.

The set of theoretical activities on the compulsory readings and the subject of the course counts 25% for the final evaluation of the course.

Specific objectives

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

-Explain the different opinions and points of view of the authors treated in the subject

-Distinguish the most important and essential points of an academic text

-Critically relate ideas and approaches of different authors and texts

Activity 5: Complementary activities (Contents 1, 2, 3, 4, 5 and 6)		Dedication: 12h	Guided activities: 12h Autonomous learning: 0am
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 linked to the evaluation	The file of each activity. Participation in all the activities proposed in the course involves a maximum of 25% 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 in a coherent and clear way one's own position

Evaluation system

The evaluation is continuous and focuses on four 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 10% of the final grade and the elaboration of the work 15% more. The work is done in groups of 5 people.
Class 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 (readings, seminars). 25% of the final grade (presentations would count for 10%).
A partial oral exam that represents 20% of the total grade of the course.
A final exam of 30 test questions, plus a comment, and a relating exercise that adds up to 30%. A minimum grade of five is required to pass.

To sum up:

Scientific research project: 10%

Project development: 15%

Classroom activities and exercises: 25%

20% oral exam

Final Exam: 30%

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. The test-type exam will consist of 40 questions. Each question is worth 0,20 points and incorrect answers are not subtracted.

According to the current regulations of the center, only students who have participated in a significant number of course evaluation activities and have not reached the final 5 grade point average will be able to take the resit exam. Only those who have taken the test 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

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

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

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

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

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

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

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

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

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

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

Gandini, Erik Videocracy. 2009. 85 min.

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

Complementary

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

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

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

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

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

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

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

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

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

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

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

Transversal competences

Description

Learning outcomes

Working methodology

Contents

Learning activities

Evaluation system

REFERENCES

Institution

Study

Become an entrepreneur

Community