Technology, Economics and Politics in the Content Industry
Code: 44519 ECTS Credits: 12| Degree | Type | Year | Semester |
|---|---|---|---|
| 4313256 Audiovisual Communication and Advertising Contents | OT | 0 | A |
Contact
- Name:
- Carles Llorens Maluquer
- Email:
- Carles.Llorens@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
Teachers
- Josep Maria Martí Martí
- Joaquín Puig González
- Ana Ullod Pujol
- Emilio Fernández Peña
Prerequisites
Good level of English in order to be able to read complex texts on the area of broadcasting, technology and policy.
Objectives and Contextualisation
The aim of this module is to study the transformation of the audio-visual industries and the contemporary advertising systems, as well as the technologies within the scenario of digital transformations. It is about being able to define and understand the weight of economic, political, industrial, technological, managerial and Internet factors that set up the complex reality of the audio-visual and advertising industry.
Competences
- Apply validated models of content analysis, policy evaluation, audience response surveys and analysis of audiovisual and advertising sector industries.
- Choose, design and apply methodological strategies for scientific research in audiovisual communication and product development.
- Critically analyse the theories and analysis models of audiovisual and advertising communication.
- Develop the ability to assess sex and gender inequalities in order to design solutions.
- Identify and understand the main phenomena that affect industries, policies, audiovisual and advertising content and their reception.
- Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
- Take decisions and accept responsibility for their consequences.
Learning Outcomes
- Analyse the effects of dynamics that intervene in audiovisual and advertising industries and policies.
- Analyse the impact on the audiovisual and advertising sector of economic, political, technological and social forces, including internet.
- Apply validated models to evaluate policies, technologies, management, and audiovisual and advertising sector industries.
- Choose, design and apply methodological strategies for scientific research in the field of audiovisual communication industries and policies.
- Identify and evaluate the main currents of thought in studies on the different cultural industries.
- Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
- Recognise the role of the media, audiovisual productions and advertising in the construction of gender relations and sexual and gender identity.
- Take decisions and accept responsibility for their consequences.
Content
1.- Management of companies and the knowledge in the digital society 3 ECTS (Josep Maria Martí)
2.- The Internet, social networks and their impact in the audio-visual sector 3 ECTS (Emilio Fernández)
3.- Changes of the contemporary advertising systems 6 ECTS (Ana Ullod and Quim Puig)
4.- Technology and economy in the contemporary audio-visual system 3 ECTS (Carles Llorens)
Methodology
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.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Seminars | 75 | 3 | 2, 1, 5, 7 |
| Type: Supervised | |||
| Essay tutorials | 70 | 2.8 | 2, 1, 3, 5, 6, 8, 7, 4 |
| Type: Autonomous | |||
| Readings and autonomous work of the students | 100 | 4 | 2, 1, 3, 6, 8, 7, 4 |
| Writing essays | 50 | 2 | 2, 1, 3, 5, 6, 8, 7, 4 |
Assessment
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Ana Ullod's essay | 20% | 1 | 0.04 | 2, 1, 3, 5, 6, 8, 7, 4 |
| Carles Llorens' essay | 20% | 1 | 0.04 | 2, 1, 3, 5, 6, 8, 7, 4 |
| Emilio Fernández's Essay | 20% | 1 | 0.04 | 2, 1, 3, 5, 6, 8, 7, 4 |
| Joaquin Puig's Essay | 20% | 1 | 0.04 | 2, 1, 3, 5, 6, 8, 7, 4 |
| Josep Mª Martí's essay | 20% | 1 | 0.04 | 2, 1, 3, 5, 6, 8, 7, 4 |
Bibliography
Ala-Fossi, Marko. (2012) 'Social Obsolescence of the TV Fee and the Financial Crisis of Finnish Public Service Media', Journal of Media Business Studies 9 (1): 33-54.
Alvarez del Blanco, Roberto (2011), Neuromarketing, Ed Prentice Hall, Madrid Anderson, Chris. (2008). The Long Tail. Revised and Updated Edition. New York: Hyperion
Arboledas, Luis (2010) 'Transición democrática y modelo comunicativo: la divergencia Ibérica',Observatorio (OBS*) 4(2).
Balbi, Gabriele i Paolo Maggauda (2018). A history of digital media. Londres: Routledge.
Bonet, Montse (2016). El imperio del aire: espectro radioeléctrico y radiodifusión. Barcelona: Editoirial UOC.
Bonet, Montse; Arboledas, Luis (2011) 'The European exception: Historical evolution of Spanish radio as a cultural industry', Media International Australia incorporating Culture and Policy Journal, 141: 38-48.
Buckland, Michael Keeble (2017). Information and Society.Cambridge: MIT Press.
Carey, John i Elton, Martin (2010). When media are new. University Michigan Press, Ann Arbor
Cuilenburg, Jan Van; McQuail, Denis (2003) 'Towards a New Communications Policy Paradigm', European Journal of Communication, 18 (2): 181-207.
Morozov, Evgeny, (2014). To save everything, click her: the folly of technological solutionism, New York: PublicAffairs
Rogers, Everett M. (2003) Diffusion of Innovations, 5a ed.New York: Free Press. Schmidt, Eric & Cohen, Jared (2014). El Futuro digital, Madrid: Anaya Multimedia.
Scolari, Carlos (2008). Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva, Barcelona: Gedisa.
Wu, Tim (2011). The Master switch: the rise and fall of information empires, New York, N.Y.: Vintage Books.
Software
There is no need for any software in order to follow this module.