Degree | Type | Year |
---|---|---|
Interactive Communication | FB | 2 |
You can view this information at the end of this document.
The course has no mandatory prerequisites. However, the previous contents taught in the courses Digital Law and Law of ICT, and Theory and History of Interactive Communication, will be important for a better understanding of the course content. It is also recommended to follow up on current information related to the main topic of the course: the structure (political, economic, cultural, etc.) of the globalized communication system and related to technology and communication companies.
The main objective of this course is to introduce students to the global communication system. It analyzes the dynamics of digital markets and provides tools to understand global communication, with a special focus on the impact of the internet, technological platforms, and the development of artificial intelligence in the redefinition of the digital communication system
Course Syllabus
TOPIC 1: What is the structure of the communication system?
1.1 Conceptual delimitation and theoretical perspectives
1.2 Methodological proposal: the four dimensions of analysis (economic, political, sociocultural, and technological)
TOPIC 2: The dynamics of the global media system structure
2.1 Media outlets
2.2 Global media conglomerates
2.3 The prominence of tech giants
TOPIC 3: The actors in the digital communication ecosystem
3.1 Video and streaming platforms
3.2 Content creators
3.3 Users
TOPIC 4: Regulation of the digital communication system
4.1 The role of the State and independent regulators
4.2 Digital media policies
4.3 Key regulatory issues: disinformation and artificial intelligence
TOPIC 5: The challenges of the digital communication system
5.1 Screens, consumption, and unpaid content production
5.2 Human agency and the impact of artificial intelligence
5.3 A critical perspective on digital communication
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Seminars | 30 | 1.2 | 1, 2, 6, 4, 5, 9, 11, 17, 12, 13, 14, 15 |
Theoretical sessions | 30 | 1.2 | 1, 2, 3, 6, 4, 8, 7, 9, 11, 12 |
Type: Supervised | |||
Continuous evaluation: practical work throughout the course | 30 | 1.2 | 1, 2, 3, 6, 4, 9, 11, 17, 13, 14, 15 |
Type: Autonomous | |||
Autonomous work: reading and practical tasks | 50 | 2 | 1, 2, 3, 6, 4, 8, 7, 9, 11, 17 |
The course will be delivered through sessions combining theoretical content and applied activities. Lectures will focus on explaining the core concepts of media policy and their application, primarily through large-group dynamics. Practical sessions will adopt various formats, including case study analysis, hands-on exercises, debates, and oral presentations. In some activities, a flipped classroom methodology will be employed.
The course content will be sensitive to gender perspectives and the use of inclusive language.
A detailed calendar outlining the content of each session will be presented on the first day of class. It will also be available on the Virtual Campus, where students will find detailed descriptions of assignments and practical work, a range of teaching materials, and any other information required for successful course completion. In the event of a change in teaching modality due to force majeure, as determined by the relevant authorities, instructors will communicate any adjustments to the course schedule and teaching methods.
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 | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Essays and case studies | 50% | 6 | 0.24 | 1, 2, 3, 4, 5, 10, 9, 11, 17, 12, 13, 14, 15, 16 |
Inclass participation | 20% | 2 | 0.08 | 1, 2, 3, 6, 4, 5, 10, 8, 7, 9, 11, 17, 12, 14 |
Test | 30% | 2 | 0.08 | 1, 2, 3, 6, 4, 10, 8, 7, 9 |
Assessment
The course follows a summative assessment model based on continuous monitoring of the proposed activities. To receive a final grade, students must complete all assessment activities and obtain a minimum score of 10 points in the content exam.
The assessment components and their respective weightings are as follows:
A. Practical assignments and case analysis (50%): These are tasks carried out individually or in groups under the guidance or supervision of the instructor. Each practical assignment or case study will be graded independently.
B. Content exam (30%): A written test designed to assess students’ knowledge of the course’s theoretical concepts. A minimum of 10 points is required for this component to be included in the final grade calculation.
C. Group participation dynamics (20%): Active participation in activities conducted during lectures, such as current affairs quizzes, debates, or opinion collection exercises.
Attendance at assessment activities is mandatory for all students. However, duly justified exceptions (e.g. illness, surgery, the death of a close family member) will be considered. In such cases, students must provide official documentation and inform the instructor via the Virtual Campus before the scheduled activity or as soon as possible thereafter.
Participation in plenary sessions: To earn marks for active participation in plenary group activities, students must attend at least 80% of sessions. If this threshold is not met, the activity will not be graded, but it will be considered completed for the purposes of continuous assessment.
Missed activities due to justified reasons: Assessment activities not completed due to properly justified reasons will not be rescheduled during the semester. However, they may be retaken in June 2026, with the specificdate announced on the first day of class.
Submission and grading of assignments: All assignments must be submitted within the specified deadlines and comply with the formal requirements outlined in the respective guidelines. Late submissions will not be accepted to ensure timely grading and feedback.
Grade publication and review: Grades will be published on the Virtual Campus. Students will have a period of 10 calendar days after publication to request clarifications or lodge appeals.
Tutorials: Each instructor will offer office hours for addressing questions and providing personalized academic support.
Attendance control: Attendance will be recorded in theoretical sessions to calculate participation percentages, which are necessary for the evaluation of group dynamics.
Reassessment
The course offers two reassessment options:
1. Reassessment of theoretical component (content exam):
Students who do not achieve the minimum of 10 points in the content exam must take a reassessment exam in June 2026. This exam will cover the full syllabus. The seminar activity grades (worth 50%) will be retained, and the final grade will be the sum of the reassessed theoretical exam and the previously obtained seminar grades.
2. Comprehensive reassessment of the course:
Students whose combined scores from all continuous assessment activities do not reach the passing grade (5 out of 10) but have obtained more than 3.5 points overall may take a comprehensive reassessment exam. This exam will consist of two parts:
Plagiarism
Any academic misconduct (copying, plagiarism, identity fraud, etc.) will result in a grade of 0 for the affected activity. If multiple incidents occur, the final grade for the course will also be 0.
Use of Artificial Intelligence
The use of AI technologies is permitted only for support tasks, such as information or bibliography searches, text editing, translation, or in specific cases indicated by the instructor. Students must clearly indicate which parts were generated using AI, specify the tools used, and include a critical reflection on how these tools influenced their work. Failure to disclose AI use transparently will be considered a breach of academic integrity and may result in partial or full penalties or, in severe cases, formal sanctions.
Second Enrolment
In the case of a second enrolment, students may opt to take a single synthesis exam, consisting of a content exam and practical exercises. The final course grade will correspond to the grade obtained on this synthesis exam. Students intending to take this option must notify the course coordinator in writing.
Single Assessment
Students choosing the single assessment option will be evaluated as follows:
The final grade will be the sum of the grades from these three components. Dates for the single assessment will be announced at the beginning of the course in the course calendar.
Single assessment reassessment will consist of a synthesis exam combining multiple-choice content questions, case study resolution, and an oral presentation. Only students whohave taken the single assessment and obtained a minimum overall grade of 3.5 will be eligible. The date will be announced at the beginning of the course.
BREVINI, Benedetta; SWIATEK, Lukasz (2020) Amazon: Understanding a Global Communication Giant. New York: Routledge
CEREZO, Pepe (2022). Deconstruyendo los medios. Madrid: Almuzara.
DÖNDERS, Karen (2021). Public service media between theory, rules, and practice. New York: Palgrave Macmillan.
EVANS, Leighton (2025) Media Studies. Industries, Texts and Audiences. London: Sage.
FERNÁNDEZ-ROVIRA, Cristina y GIRALDO-LUQUE, Santiago (2020). La felicidad privatizada. Monopolios de la información, control social y ficción democrática en el siglo XXI. Editorial UOC
GARCÍA SANTAMARÍA, José Vicente y Pérez-Serrano María José (2024). Grupos de comunicación españoles: final de etapa. Barcelona: Editorial UOC.
LOTZ, AMANDA D. (2025) After Mass Media. Storytelling for Microaudiences in the Twenty-First Century. New York: New York University Press.
LOTZ, AMANDA D. Y HAVENS, Timothy (2025) Media Industries in the Digital Age. How Media Business Work today. Cambridge: Polity Press
LEE, Micky (2019) Alphabet: The Becoming of Google. London: Routledge.
MANSELL, Robin I STEINMUELLER, W. Edward (2020) Advanced Introduction to Platform Economics. Cheltenham: Elgar.
SHEN, Hong (2021) Alibaba: Infrastructuring Global China. London: Routledge.
TANG, Min (2020) Tencent: The Political Economy of China's Surging Internet Giant. London: Routledge
TÚÑEZ-LÓPEZ, Miguel; CAMPOS-FREIRE, Francisco; y RODRÍGUEZ-CASTRO, Marta (Eds.) (2021). The values of public service media in the Internet society. London: Palgrave Macmillan.
The teacher can suggest additional bibliographies and other online sources during the semester.
Basic Microsoft Office tools, applications in the Moodle environment, and free virtual learning platforms.
Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(SEM) Seminars | 61 | Catalan | second semester | afternoon |
(SEM) Seminars | 62 | Catalan | second semester | afternoon |
(TE) Theory | 6 | Catalan | second semester | afternoon |