Industries, Contents, and Reception
Code: 42435 ECTS Credits: 9| Degree | Type | Year |
|---|---|---|
| Audiovisual Communication and Advertising Contents | OB | 0 |
Contact
- Name:
- María Desamparados Huertas Bailén
- Email:
- amparo.huertas@uab.cat
Teachers
- Òscar Coromina Rodríguez
- Luisa del Carmen Martínez García
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
None.
Objectives and Contextualisation
This module aims to provide a solid and updated foundation on the general trends in key aspects to understand the functioning of the communication sector: alliances and strategies of the industries, content, and consumption.
- provides tools for students to define and justify any object of study comprehensively, as well as updated information on the main sources of information and documentation.
- serves as an introduction to modules 3-4 and 5-6, where the aspects discussed here are developed in depth.
Competences
- Apply validated models of content analysis, policy evaluation, audience response surveys and analysis of audiovisual and advertising sector industries.
- Continue the learning process, to a large extent autonomously.
- Critically analyse the theories and analysis models of audiovisual and advertising communication.
- Demonstrate an attitude awake, innovative and analytical in relation to the research questions
- 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.
- Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
- Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
- Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.
Learning Outcomes
- Continue the learning process, to a large extent autonomously
- Demonstrate an attitude awake, innovative and analytical in relation to the research questions
- Describe the main authors and their theories on the cultural industries and communication policies
- Discuss and propose original theoretical models to analyse content, policies, reception and industries in the audiovisual and advertising sector
- Identify and evaluate the main currents of thought in studies on the different cultural industries.
- Identify the authors and their contributions regarding the reception of audiovisual and advertising messages.
- Identify the main epistemological concepts and approaches regarding cultural industries, communication policies, technological innovation and transformation and content.
- Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
- Interpret authors, theories and concepts related to the reception of audiovisual and advertising messages.
- Interpret the most important authors and their contributions regarding technological innovation and transformation in audiovisual and advertising content.
- Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
- Propose models of theoretical analysis in the audiovisuals field in order to study particular cases.
- Recognise the role of the media, audiovisual productions and advertising in the construction of gender relations and sexual and gender identity.
- Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.
Content
Alliances and strategies of the industrial sector in the field of communication
- From technological convergence to platformization and the attention economy
- The crisis of the mediacentric perspective or the new role of traditional media: local, national, supranational, and global
- The emergence of new communicative agents: content creation, professionalization, and monetization
- Industries, platforms, and geopolitics
Trends in the creation and distribution of audiovisual and advertising content
- The emergence of AI
- Trends on emerging content (audiovisual and advertising)
- Trends regarding video formats (TikTok-ization)
- Trends in audio productions (podcasts)
- Critical reflection on available content in digital environments from a gender perspectiveCase analysis
- Case studies
The study of audiences and their consumption
- Public opinion in the digital context
- Algorithms as cultural managers: biases and polarization
- The emerging debate axes in the study of audiences: engagement, activism, and vulnerabilities
- Critical reflection on trends in consumption
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Case Studies | 20 | 0.8 | 4, 2, 7, 5, 11, 12, 8, 1, 13 |
| Theoretical classes | 50 | 2 | 2, 3, 6, 7, 5, 10, 9, 11, 12, 8, 1, 13 |
| Type: Supervised | |||
| Seminars | 30 | 1.2 | 4, 2, 7, 5, 12, 13 |
| Type: Autonomous | |||
| Student's study + Papers' fulfilment | 114 | 4.56 | 4, 2, 6, 7, 5, 11, 12, 8, 1, 13, 14 |
The curriculum of this module (9 ECTS credits) allocates a total of 214 hours of workload for students distributed as follows: 110 hours of independent work, 84 hours of guided work, and 20 hours of supervised work. The teaching methodologies include lectures, case studies, seminars, reading of bibliographic material, personal study, tutoring, and the preparation and oral presentation of written assignments.
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.
The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
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 |
|---|---|---|---|---|
| Case Studies | 20% | 5 | 0.2 | 13 |
| Fulfilment of the research pre-project | 60% | 0 | 0 | 4, 2, 3, 6, 7, 5, 10, 9, 11, 12, 8, 1, 14 |
| Oral presentation of the pre-project | 10% | 4 | 0.16 | 4, 2, 11, 12, 8, 1, 14 |
| Participation in the seminars | 10% | 2 | 0.08 | 4, 2, 3, 10, 11, 8, 1, 13, 14 |
The evaluation system corresponds 60% to the completion of a final module project, 10% to the oral defense of this project, 10% to attendance and participation in seminars, and 20% to active participation in the development of case studies.
This course/module does not provide for a single-assessment system.
REASSESSMENT
Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade. with the completion of the research project being mandatory. If they do not complete at least 2/3 of the activities, the final grade will be "Not evaluable."
In case recovery is needed, the research pre-project can be redone. The rest of the tasks, being conditioned by class development and being participatory in nature, cannot be recovered.
AI
For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for bibliographic or information searches, text correction, or translations. Students must clearly identify any parts generated with these technologies, specify the tools used, and include a critical reflection on how AI hasinfluenced the process and final outcome of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.
PLAGIARISM
In the event that the student commits any irregularity that could lead to a significant change in the grade of an assessment act, this assessment act will be graded with 0, regardless of any disciplinary process that may be initiated. If multiple irregularities occur in the assessment acts of the same subject, the final grade for this subject will be 0.
Bibliography
Bibliography
- Balló, Jordi y Oliva, Mercç (2024) La imagen incesante. Anatomía de los formatos audiovisuales. Anagrama
- Carrera, Pilar (2025). La comunicación en el diván. Efectos políticos del imaginario digital. Cátedra
- Díaz Güell, Carlos (2024). Comunicación y empresa. Un binomio de éxito. Medio siglo de Comunicación Organizacional en España. Profit editorial
- Finn, Ed. (2018). La búsqueda del algoritmo. Imaginación en la era de la informática. Alpha Decay
- Franco, Marta G. (2024). Las redes son nuestras. Consonni
- García Jiménez, Leonarda; Torrado-Morales, Susana; Sánchez-Soriano, Juan José (2021): Pensar la comunicación desde las periferias. Comunicación social.
- González Fernández, Karen (2025). Inteligencia Artificial. Enfoques multidisciplinares. EUNSA.
- Pano Alemán, Ana (2024). La comunicación digital en español. Enfoques, métodos y perspectivas. Ediciones Complutense.
- Postigo Gómez, Inmaculada; Linares Sánchez, Malely (2024). Hacia la igualdad de géneros. Comunicación para el empoderamiento femenino. Editorial UOC
Reports:
- Digital News Report 2025 (Reuters Institute) https://reutersinstitute.politics.ox.ac.uk/es/digital-news-report/2025
Others:
- Portal de la Comunicación https://incom.uab.cat/portalcom/
Software
Word, Excel
Groups and Languages
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 |
|---|---|---|---|---|
| (TEm) Theory (master) | 10 | Spanish | first semester | morning-mixed |