Degree | Type | Year | Semester |
---|---|---|---|
2501928 Audiovisual Communication | OB | 3 | 2 |
Knowledge necessary to follow the subject: basic notions about methods of social research.
The main objective of Audience and reception studies is that students obtain basic knowledge
about the behavior and activity of the public in the field of communication (especially in the digital
environment), an essential aspect from the professional point of view. And, in addition, it also
guarantees the acquisition of basic skills to be able to carry out social research.
This is a compulsory subject.
The final objective of the subject is to help students to:
(a) Develop communicative projects appropriate to the audiences to which they are directed
(know how to act).
(b) Develop a critical and self-critical capacity in the face of communicative practice
(knowing how to be).
1. Audience concept
a) Theoretical evolution: Mass, groups, users / individuals, prosumers
b) Current views: Citizenship, publics and markets
2. Audience as citizenship
a) From the perspective of mass media: socialization, social cohesion, linguistic normalization and public service
b) From the perspective of reception: access/participation, activism/empowerment, crowdfunding/crowdsourcing
3. Audience as public
a) Programmatic strategies: loyalty and interaction.
b) Publics, mass media and digital environment (digital social networks): hierarchies and contents
4. Audience as market
a) Audience measurement: samples, information collection techniques and indicators
b) Social media TV and last changes
5. New Trends in the study of publics
The devolopment of the subject includes three types of activities:
Directed:
a) Master Classes. Basic concepts
b) Seminars. Reading and analysis of sector reports, debates on current issues.
c) Laboratory practical: Development of a media content proposal, emphasizing the study of the target audience.
Supervised:
- Personal interviews to check the evolution of learning and to help students.
Autonomous:
- Students must read indicated articles as obligatory and they must do all activities planned for a correct development of the seminars and laboratory practices.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Master Classes | 15 | 0.6 | 13, 1, 2, 7, 8, 11 |
Practical activity | 22.5 | 0.9 | 12, 1, 4, 2, 6, 8, 10, 11 |
Seminars | 15 | 0.6 | 13, 12, 2, 6, 7, 10 |
Type: Supervised | |||
Personal interview | 7.5 | 0.3 | 13, 2, 6, 8 |
Type: Autonomous | |||
Personal study, practical preparation and activities related to the seminars | 82.5 | 3.3 | 13, 12, 3, 4, 5, 2, 6, 7, 8, 10, 11 |
The subject will be evaluated from different procedures (the final grade will be the sum of all the scores):
- Written Exam (25 %). Individual Written Test. (It can be repeated)
- Exercises in seminars (25 %). (It can be repeated)
- Laboratory practical (40 %). Design of a communicative project.
- Exercises in master classes (10 %).
The last two weeks will be dedicated to recovery activities, which can accomodate students who have made a minimum of 2/3 of all evaluable activities and have obtained a minimun score between 3,5 and 4,9. After a mandatory face-to-face individual interview and depending on the grade obtained, it will be decided which exercises can be repeated (Exam i/or seminars). In these cases student ca get a maximun of 5 an the note can not go down.
Students who have obtained a grade of 8 can choose to upload the grade form an oral test. In this case, the final grade may go down.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exercises in master classes | 10% | 1 | 0.04 | 13, 12, 1, 3, 5, 2, 9, 11 |
Exercises in seminars | 25% | 1 | 0.04 | 13, 3, 4, 5, 2, 6 |
Laboratory practical | 40% | 3.5 | 0.14 | 13, 12, 1, 4, 2, 6, 7, 8, 10, 11 |
Written exam | 25% | 2 | 0.08 | 1, 2, 6, 7, 10, 11 |
- Huertas Bailén, Amparo (2015). Yo soy audiencia. Ciudadanía, público y mercado. Barcelona: Editorial UOC.
- Marquez, Israel (2018). Móviles 24/7. El teléfono móvil en la era de la hiperconectividad. Barcelona: Editorial UOC. [https://cataleg.uab.cat/iii/encore/record/C__Rb2085367?lang=cat]
- Neria, Elena (2015). La otra pantalla. Redes sociales, móviles y la nueva televisión. Barcelona: Editorial UOC.
- Quintas Froufe, Natalia i Gónzalez Neira, Ana. (2016). La participación de la audiencia en televisión: de la audiencia activa a la social. Madrid: AIMC [https://www.aimc.es/a1mc-c0nt3nt/uploads/2017/05/2016_01participacion_audiencia_tv.pdf]