Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | FB | 1 | 2 |
Follow-up of news about the media system (mainly in Catalonia, Spain and Europe) is recomended, as well as the main trends of advertising industry.
This course introduces students to the knowledge of the communicative and cultural industries and, more specifically, the media systems and the advertising industry, as well as the political, economic and social actors that model them with their behavior and strategies (regulatory bodies, communication groups, business and professional entities...).
In addition to describing the structural features of media systems, interpretation keys are provided on the reasons for their configuration, so that the historical, economic, political, social, cultural and technological framework in which they are developed is taken into account.
The focus is mainly on the Catalan and Spanish contexts, framing them in Western Europe and, particularly, in the Mediterranean countries, although the international and transnational spheres are also present.
The main objective of the subject is to develop a reflective attitude and the ability to critically analyze current events.
1. Conceptual delineation and the theoretical perspectives. What is a media system? Typology and characteristics. Comparing media systems.
2. Analysis of actors that contribute to the articulation of media systems. The role of the Estate and the independent regulators. Communication groups, business associations, audience measurement bodies and telecommunications companies with businesses in the audiovisual field. The role of the State and independent regulators. Citizenship and the rights of communication.
3. Analysis of media sectors (press, radio and television) and the advertising industry. General overview and the characteristics of the offer. New services and new media. Transformation of business or consumption models.
Two thirds of face-to-face teaching will be developed with the full group and one third in seminars in small groups.
The sessions with the whole group will be carried out mainly from master classes focused on the thematic blocks pointed out in the section "contents". The doubts related to the compulsory readings that the students have to do and to the self-learning work will also be clarified.
In the seminars, in-depth activities will be carried out on the topics already discussed, based on a documented analysis of documentary resources (news, academic texts or others). In both cases, current issues will be discussed, with the active participation of students, to update the agenda and identify key elements regarding the evolution of media systems.
The approach of the subject will incorporate the gender perspective in all possible aspects, from the contents to the methodologies applied to the dynamics of work and student participation in the classroom, so as to facilitate an egalitarian interaction.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
seminars | 17 | 0.68 | 15, 2, 1, 3, 5, 13, 10, 11, 12, 14, 8 |
theory | 34 | 1.36 | 15, 1, 3, 10, 11, 12, 14 |
Type: Supervised | |||
Evaluation | 7 | 0.28 | 1, 3, 5, 13, 10, 11, 12 |
tutorials | 5 | 0.2 | 15, 1, 3, 10, 11, 12, 14 |
Type: Autonomous | |||
personal study | 80 | 3.2 | 15, 2, 1, 3, 4, 5, 13, 10, 11, 12, 8 |
The course consists of the following assessment activities:
Plagiarism
The student who makes any irregularity (copy, plagiarism, identity theft ...) that could lead to a significant variation of the grade of an evaluation act will have a qualification of 0 in this act of evaluation. In case of various irregularities, the final grade of the subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Intervention at seminars | 10% | 2 | 0.08 | 15, 1, 3, 5, 13, 10, 11, 12 |
Partial exams | 30% + 30% | 2 | 0.08 | 15, 1, 3, 5, 6, 7, 13, 10, 9, 11, 12 |
Seminar exercices | 30% | 3 | 0.12 | 15, 2, 1, 3, 4, 5, 13, 10, 11, 12, 14, 8 |
AGUADO-GUADALUPE, Guadalupe (2018). Las relaciones Prensa-Estado en el reparto de publicidad institucional en España. Estudios sobre el Mensaje Periodistico, 24(2), 993.
ALBORNOZ, Luis y GARCÍA LEIVA, Trinidad (eds.) (2017) Diversidad e industria audiovisual. El desafío cultural del siglo XXI, México: Fondo de Cultura Económica.
ALMIRÓN, Núria (2010) Journalism in crisis. Corporate Media and Financialization, Cresskill, Nj: Hampton Press.
BIRKINBINE, Benjamin; GÓMEZ, Rodrigo; y WASKO, Janet (2016) Global media giants, Londres; Nueva York: Routledge.
BUSTAMANTE, Enrique (2013) Historia de la radio y la televisión en España, Barcelona. Gedisa.
CIVIL i SERRA, M.; LÓPEZ, B., eds. (2019) Informe de la comunicació a Catalunya 2017-2018. Barcelona: Generalitat de Catalunya. Col·lecció Lexikon Informes, 6: http://incom.uab.cat/informe
FERNÁNDEZ ALONSO, Isabel (Ed.) (2017) Austeridad y clientelismo: Política audiovisual en España en el contexto mediterráneo y de la crisis financiera, Barcelona: Gedisa.
GARCÍA SANTAMARÍA, José Vicente (2016) Los grupos multimediaespañoles: Análisis y estrategias, Barcelona: Editorial UOC.
GUTIÉRREZ MONTES, Eladio (coor.) (2017) Televisión abierta. Situación actual y tendencias de futuro de la TDT, Madrid: Colegio Oficial de Ingenieros de Telecomunicaciones.
HALLIN, Daniel y MANCINI, Paolo (2008) Sistemas de medios comparados. Tres modelos de relación entre los medios de comunicación y la política, Barcelona: Hacer
HAVENS,Timothy; LOTZ, Amanda (2012) Understanding Media Industries. New York: Oxford University Press.
JONES, Daniel E. (2005) Aproximación teórica a la Estructura de la Comunicación Social, en Sphera Publica: Revista de Ciencias Sociales y de la Comunicación, núm. 5, Murcia: Universidad Católica San Antonio, p. 19-39.
LAMUERDA GRAVÁN, María (coord.) (2012) El futuro de la televisión pública. La necesaria alianza con la ciudadanía, Madrid: Editorial Popular.
MIGUEL de BUSTOS, Juan Carlos y CASADO del RÍO, Miguel Ángel (coords.) (2012) Televisiones autonómicas. Evolución y crisis del modelo público de proximidad, Barcelona, Gedisa.
ZALLO, Ramón (2011) Estructuras de la comunicación y la cultura. Políticas para la era digital, Barcelona: Gedisa
ZALLO, Ramón (2016) Tendencias en comunicación. Cultura digital y poder, Barcelona: Gedisa.
During the course other complementary bibliographical references and online sourceswill be suggested to delve into the contents explained and to follow up on the news of the sector.