Degree | Type | Year | Semester |
---|---|---|---|
4313256 Audiovisual Communication and Advertising Contents | OT | 0 | A |
You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.
None
This module deepens the knowledge of the techniques of audience studies, product testing, web analytics and content analysis of digital platforms.
The module goes through different methods and systems to analyze and study the audience of audiovisual content in different media and platforms, test and evaluate audiovisual and advertising content, follow and analyze user traffic on a website and also computational methods to analyze content from different platforms.
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.
This subject doesn't provide for the single assessment system.
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.
Prado, Emili, & Delgado, Matilde (2021). La participación en comunicación audiovisual: entre la apropiación popular de la tecnología y la ley del mercado. In J. Marzal-Felici, C. López-Olano & M. Soler-Campillo (Eds.), Participación ciudadana y medios de comunicación públicos 1. Conceptos y teorías (pp. 100-124). Tirant Lo Blanch.
Quintas Froufe, Natalia & González Neira, Ana (coord.) (2015). La participación de la audiencia en la televisión: de la audiencia activa a la social. AIMC.
Qing, Shenglan & Prado, Emili (2020). Advertisements and Engagement Strategies on a Cross-media Television Event: A Case Study of Tmall Gala. Observatorio (OBS*) Journal, 14(2), 137-157
Rieder, Bernhard; Coromina, Òscar i Matamoros-Fernández, Ariadna (2020). Mapping YouTube: A quantitative exploration of a platformed media system. First Monday, 25(8).
Rieder, B., Borra, E., Coromina, Ò., & Matamoros-Fernández, A. (2023). Making a Living in the Creator Economy: A Large-Scale Study of Linking on YouTube. Social Media + Society, 9(2).
Rogers, R. (2019). Doing digital methods. Sage.
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)