Communication Structure
Code: 103866 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | FB | 1 |
Contact
- Name:
- Mercedes Diez Jimenez
- Email:
- merce.diez@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
It is recommended to follow-up-to date informatio on the media and the communication industries, particularly the advertising sector, mainly in Catalonia, Spain and Europe.
Objectives and Contextualisation
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.
Learning Outcomes
- KM01 (Knowledge) Identify the foundations of the theories, history, and structure of the communicative system in the field of Advertising and Public Relations.
- KM02 (Knowledge) Recognise the social, economic, cultural, and environmental implications of academic-professional activities in the field of persuasive communication.
- SM01 (Skill) Determine what is substantial and relevant in documents on communication theory, structure and history for professional projects and actions.
- SM04 (Skill) Use Catalan and Spanish appropriately in the transmission of information and ideas, and in the development and defence of arguments related to the history and theories of social communication.
Content
The syllabus is organized into three blocks:
-The first clarifies the key concepts of the subject and the theoretical perspectives from which it has been studied.
-The second presents the actors that contribute to the articulation of the media systems and the communication industries, from the role of the state and the independent regulators, to the communication groups, the business associations, the measuring bodies or organized civil society.
-The third analyzes in a general way the media sectors (press, radio and television) and the advertising industry with a current perspective, paying attention to the main trends in terms of the characteristics of the offer, the transformation of the consumer and business models or new services.
1. Introduction to the structure of communication
1.1. Object and perspectives of analysis
1.2. The articulation of media systems
1.2.1. Socio-political theories of the press
1.2.2. Comparative perspective of media systems
2. Actors
2.1. Institutional dimension: public actors
2.1.1. Regulation
2.1.2. Public media (financing and governance)
2.1.3. The economic impact of public resources on the media and communication industries
2.1.3.1. Subsidies
2.1.3.2. Institutional advertising
2.2. Corporate dimensions: private for-profit actors
2.2.1. Companies and communication groups
2.2.2. Advertisers and commercial advertising
2.3. Civilian dimension: citizens and non-profit non-governamental actors
2.3.1. Communication rights
2.3.2. Third sector media
2.4. The role of communication and advertising and public relation professionals
2.4.1. Professional organizations
2.4.2. Self-regulation and co-regulation
3. Sectors
3.1. Advertising industry
3.2. Radio, television ans audiovisual platforms
3.3. Press and digital press
3.4. Social media
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| seminars | 15 | 0.6 | KM01, KM02, SM01, SM04 |
| theory | 33 | 1.32 | KM01, KM02, SM01, SM04 |
| Type: Supervised | |||
| Evaluation | 7 | 0.28 | KM01, KM02, SM01, SM04 |
| tutorials | 6 | 0.24 | KM01, KM02, SM01, SM04 |
| Type: Autonomous | |||
| personal study | 80 | 3.2 | KM01, KM02, SM01, SM04 |
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 to update the agenda and identify key elements regarding the evolution of media systems and the advertising and public relations industry. The active participation of students will be encouraged from a critical and argued perspective.
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.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Intervention at seminars | 10% | 2 | 0.08 | KM01, KM02, SM01, SM04 |
| Partial exams | 25% + 25% | 4 | 0.16 | KM01, KM02, SM01, SM04 |
| Seminar exercices | 40% | 3 | 0.12 | KM01, KM02, SM01, SM04 |
Continued avaluation
The course consists of the following assessment activities:
1. Various exercises related to the questions treated in the seminar, that will suppose 30% of the qualification. Due to their current nature, these evaluation activities will not be recoverable.
2. Intervention in seminars. The intervention of the seminars will be valued qualitatively (10% of the final grade). This evaluation activity will not be recoverable.
3. Two partial examinations on the theoretical contents, each one of which represents 30% of the final qualification, and that are liberatory of matter.
To pass the subject it is necessary to pass these two exams. In the event of a suspension, you can take part in the recovery, as long as you have previously assessed the two midterm exams and at least one of the other two assessment activities.
If one of the two partial exams is not taken the final grade will be "not assessable".
In the event that the retake of one of the two exams is not passed, the final grade of the subject will be the one obtained in this exam (or the average, if both are failed).
Unique assessment
This subject allows you to take the single assessment method, through a motivated application, according to the terms provided for in the academic regulations approved by the Governing Council of 7.7.2022, article 265. The application 'single assessment entails the waiver of continued assessment.
The assessment activities of the single assessment modality will be:
1. An exam on the theoretical content, which represents 50% of the final grade.
2. Several exercises relating to the issues discussed in the seminar, which will account for 30% of the final grade.
3. A paper on the Advertising and Public Relations sector that must be submittedon the same date as the two previous assessment activities and that will be worth 20% of the final grade.
To pass the subject, the exam grade must be equal to or higher than 5, as well as the average grade for all the assessment activities. If the exam is not passed, the final grade for the subject will be that of this exam. The only activity that can be reassessed is the exam on the theoretical content.
Students from the second registration
From the second enrollment onwards, students can choose to be evaluated through a synthesis test, with the option of recovery as long as they have been previously evaluated. The grade of the subject will correspond to the grade of the synthesis test, which will evaluate the theory contents.
It will be understood that students from the second enrollment who do not explicitly communicate (by email and within the deadline announced at the beginning of the course) their evaluation option will take the synthesis test.
Assessment activities calendar
The dates of the evaluation and recovery activities will be announced on the day of the presentation of the subject. The information will also be available on the virtual campus.
Plagiarism
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Bibliography
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 i GARCÍA LEIVA, Trinidad (eds.) (2017) Diversidad e industria audiovisual. El desafío cultural del siglo XXI, México: Fondo de Cultura Económica.
ALBORNOZ, Luis A.; SEGOVIA, ANA i. i ALMIRÓN, Núria (2020) Grupo Prisa: media power in contemporary Spain. Nova York: Routledge. DOI https://doi.org/10.4324/9780429297717
ALMIRON, Núria (2008). "La financiarización de los grupos de comunicación en España: el caso del grupo PRISA". Eptic on line. Revista de economía política de las tecnologías de la información y la comunicación; Vol. 10, núm. 2. https://issuu.com/eptic/docs/121028221950-530f470a20724a74af12f844f9cabceb
ALMIRON, Núria (2011). "Estructura de propiedad y composición de los consejos de administración de los principales grupos de comunicación europeos en 2009". Observatorio (OBS*), Vol. 5 (1), p. 227-244.
BIRKINBINE, Benjamin; GÓMEZ, Rodrigo; y WASKO, Janet (2016) Global media giants, Londres; Nueva York: Routledge.
BREVINI, Benedetta & SWIATEK, Lukasz (2021). Amazon: understanding a global communicationgiant. Routledge. https://ebookcentral.proquest.com/lib/uab/detail.action?pq-origsite=primo&docID=6367837
CAGÉ, Julia (2016). Salvar los medios de comunicación. Barcelona: Anagrama.
CONSELL DE L'AUDIOVISUAL DE CATALUNYA (2023). Informe 2022. L'audiovisual a Catalunya. Barcelona: Consell de l'Audiovisual de Catalunya. https://www.cac.cat/es/acords-recerca/informes-del-sector-audiovisual
CONSELL DE L’AUDIOVISUAL DE CATALUNYA Butlletí d’informació sobre l’audiovisual de Catalunya https://www.cac.cat/index.php/acords-recerca/biac-%28-informes-del-sector-quadrimestrals-%29 (Informes quadrimestrals)
FERNÁNDEZ, Isabel (coord.) (2017). Austeridad y clientelismo. Política audiovisual en España en el contexto mediaterráneo y de la crisis financiera. Barcelona: Gedisa.
GARCÍA SANTAMARÍA, José Vicente (2016). Los grupos multimedia españoles. Análisis y estretegias. Barcelona: Editorial UOC. Disponible en llibre electrònic: https://cataleg.uab.cat/iii/encore/record/C__Rb1991834?lang=cat
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 i 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.
HUMPRECHT, Edda, CASTRO HERRERO, Laia, BLASSNIG, Sina, BRÜGGEMANN, Michael & ENGESSER Sven (2022). Media systems in the digital age: An empirical comparison of 30 countries. Journal of Communication, 72(2), 145-164. https://doi.org/10.1093/joc/jqab054
JIMÉNEZ-MARÍN, Gloria; SIMANCAS-GONZÁLEZ, Esther, i GONZÁLEZ-OÑATE, Cristina (coord.) (2022). La publicidad. Estructura de la industria en España. Del cliente a la agencia (y viceversa). Madrid: Pirámide.
JONES, Daniel E. (2005). "Aproximación teórica a la Estructura de la Comunicación Social". Sphera Publica: Revista de Ciencias Sociales y de la Comunicación, núm. 5, pàgs. 19-39.
LAMUEDRA, María (coord.)(2012). El futuro de la televisión pública. La necesaria alianza con la ciudadanía. Madrid: Editorial Popular.
LÓPEZ, Bernat; HUERTAS BAILÉN, Amparo; PERES-NETO, Luis, eds. (2023): Informe de la comunicació a Catalunya 2021–2022. Bellaterra (Cerdanyola del Vallès): Generalitat de Catalunya i Institut de la Comunicació (InCom-UAB). https://ddd.uab.cat/pub/llibres/2023/284362/infcomcat_a2023.pdf
MIGUEL DE BUSTOS, Juan Carlos i CASADO DEL RÍO, Miguel Ángel. (coords.) (2012). Televisiones autonómicas. Evolución y crisis del modelo público de proximidad. Barcelona: GEDISA.
QUINTAS-FROUFE, Natalia; GONZÁLEZ-NEIRA, Ana (Coords.) (2021). Los estudios de la audiencia. De la tradición a la innovación. Barcelona: Gedisa.
REIG, Ramón i alt. (2012). "Concentración global del negocio de la publicidad. Los cuatro principales grupos: WPP, Omnicom Group, Interpublic y Publicis". Global Media Journal, vol. 9, núm. 18,pàgs. 35-51.
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.
Websites:
Barlovento Comunicación https://www.barloventocomunicacion.es/
Comisión Nacional de los Mercados y la Competencia (CNMC) – Blog https://blog.cnmc.es/
COMUNICACIÓ 21 https://comunicacio21.cat/
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.
Software
There are no specific software requirements.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (SEM) Seminars | 51 | Catalan | first semester | afternoon |
| (SEM) Seminars | 52 | Undefined | first semester | afternoon |
| (SEM) Seminars | 53 | Undefined | first semester | afternoon |
| (TE) Theory | 5 | Catalan | first semester | afternoon |