Degree | Type | Year | Semester |
---|---|---|---|
4313256 Audiovisual Communication and Advertising Contents | OT | 0 | A |
None
This module delves into the knowledge of the techniques of the audience research, testing of products and web analytics for its implementation in the creation and management of audio-visual and advertising products.
It is about knowing in depth the available tools to know the audiences and users of the audio-visual communication and advertising contents in a changing and complex environment that increasingly requires knowledge about the targets in order to design content, applications and services.
Curriculum:
This module (12 ECTS credits) attaches a total of 300 hours of work for the students distributed in the following way: 75 hours of directed work, 75 hours of supervised work and 150 hours of autonomous work. The teaching methodologies include master classes, seminars, readings of bibliographical material, personal study, tutorships, fulfilment and oral presentation of papers.
The health situation could force us to transform face-to-face sessions into online sessions.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Hands On Projects | 10 | 0.4 | 14, 7, 16, 15, 3, 5, 12 |
Lectures | 65 | 2.6 | 6, 1, 2, 4, 9, 8 |
Type: Supervised | |||
Tutorships and project monitoring | 75 | 3 | 14, 7, 16, 15, 12 |
Type: Autonomous | |||
Text readings, preparing of presentations, development of the module's paper | 150 | 6 | 6, 1, 2, 14, 7, 4, 9, 8, 16, 5, 12 |
The evaluation system takes into account the fulfilment of a Module’s paper (70%), the oral presentation of this paper (20%) and the assistance and active participation of the students in the classes (10%).
The paper will be assessed by the teachers of the module as of its oral presentation. The theme of the paper is linked to the “hands on sessions” designed during the course of the topic/issue/chapter 4.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Assistance and participation | 10 | 0 | 0 | 6, 7, 4, 3 |
Module's paper | 70 | 0 | 0 | 6, 1, 2, 14, 7, 13, 4, 9, 8, 16, 15, 3, 5, 11, 10, 12 |
Oral presentation of the Module's paper | 20 | 0 | 0 | 7, 16, 3, 12 |
Bolin, Göran. (2012). The Labour of Media Use. The Two Active Audiences. Information, Communication & Society, 15 (6), 796-814.
Callejo, Javier (2001). Investigar las audiencias. Paidós.
Coromina, Òscar; Delgado, Matilde; Prado, Emili & Garcia Núria (2020). Estrategias de activación de la audiencia social en Twitter de los programas más populares de la televisión generalista en Europa. Estudios sobre el mensaje periodístico, 26(2), 473-482.
Coromina Òscar; Prado, Emili & Padilla, Adrià (2018). The grammatization of emotions on Facebook in the elections to the Parliament of Catalonia 2017. Profesional de la Información, 27(5), 1004-1012.
Das, Ranjana (2017). Audiences: a decade of transformations - reflections from the CEDAR network on emerging directions in audience analysis. Media, Culture & Society, 39 (8), 1257-1267.
Eyssautier de la Mora, Maurice (2006). Investigación de mercados, enfoques, sistemas, información, procesos y proyectos. Trillas.
Hackley, Chris (2003). Doing research projects in marketing, management and consumer research. Routledge.
Huertas, Amparo (2002). La audiencia investigada. Gedisa.
Jones, Steve (1999). Doing Internet Research: Critical Issues and Methods for Examining the Net. Sage.
Kaushik, Avnash (2010). Web analytics 2.0. Sybexm.
Moisander, Johanna (2006).Qualitative marketing research: a cultural approach. Sage.
Quintas Froufe, Natalia & González Neira, Ana (coord.) (2015). La participación de la audiencia en la televisión: de la audiencia activa a la social. AIMC.
Rieder, Bernhard; Coromina, Òscar i Matamoros-Fernández, Ariadna (2020). Mapping YouTube: A quantitative exploration of a platformed media system. First Monday, 25(8).
Rogers, Richard (2009) The End of the Virtual: Digital Methods. Amsterdam University Press.
Scolari, Carlos (2008). Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva. Gedisa.
Walden, Justin (2012). Global Advertising, Attitudes and Audiences. New Media & Society. 14 (5), 886-888.
Webster, James G. & Ksiazek, Thomas B. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62 (1), 39-56.
Text Edition (Word o similar)
Presentations (Powerpoint o similar)
Spreadsheets (Excel o similar)
Digital analytics (Google Analytics, DMI-TCAT, Youtube Darta Tools o similars)
Data Visualisation (Tableau o similar)