2010-11 academic year

Sociology of Communication and Methods of Social Research in Communication (20356)

Degree/study:Bachelor's Degree in Advertising and Public Relations
Year: Second
Term: Third
Number of ECTS credits: 6 credits
Hours of studi dedication: 150 hours
Teaching language or languages: catalán
Teaching Staff: Carles Roca and Frederic Guerrero-Solé

1. Presentation of the subject

This course constitutes the academic and scientific fundamentals of the Communication studies. It is a basic formation course with a long tradition within the Communication studies, both nationally as internationally. It s a "map subject": it presents the research and advances done in the communication field, from the basic postulates and the developing theories to the methods used to reach these results. Therefore, the course's main goal is to offer the students basic knowledge about the concepts and the research methods in communication in its historical context.

2. Competences to be attained

Multidisciplinary skills

1. Obtaining a basic general knowledge of the communication field.

2. Analysis and information synthesis skills.

3. Team working skills.

4. Critical assessment of the work and the results of others.

5. Fostering critical self-assessment skills aimed at reflecting about what is done, creating new actions and giving sense to one's actions.

6. Acting freely and co-responsibly, assuming ethic referents, values and sound principles.

7. Developing sympathetic capacities and fostering one's emotional intelligence, in order to assess objects' situations in their environment.

8. Being able to learn how to learn.

Specific skills

1. Obtaining a metatheoretical, critical approach to the different communication theories and their methodological fundamentals.

2. Acquiring a critical and comprehensive analytical approach to the communication phenomena.

3. Knowing how to research the interpretative keys of any social, economical or productive phenomenon.

4. Understanding that any human phenomenon is generated in time by agents, by social relationships, by needs, by interests, by rational actions, etc. and that it can have a reactive nature towards the present parameters of its own context.

5. Developing one's imagination and productive thinking with flexibility and fluency. The purpose is to mature opening attitudes towards new information, situations and methodologies, and to bring up researching problems.

6. Knowing the prevailing social values in every moment, in order to adequate the messages to these values.

7. Being able to apply the theoretical and methodological knowledge.

8. Acquiring the capacity to bring up a research design in the communication field.

9. Knowing how to apply scientific researching methodology aimed at analyzing different communication phenomena.

10. Understand the research process in its different phases and how they interrelate.

11. Being able to assess researching proposals.

3. Contents

Block 1: Researching methodology

Unit 1: Researching methods in communication

• Knowledge types

• Epistemology

Unit 2: The beginning of the process: state of the affairs, goals/hypothesis, object of the research

• The researching problem

• Revising previous researches

• Goals and hypothesis: characteristics

• Defining the limits of the research object

Unit 3: Researching techniques

• Qualitative researching techniques

• Quantitative researching techniques

Block 2: Communication theories

Unit 4: Communication as a study object. Communication research

T4.1) - Definition of the study object

. Human communication

. Mass communication

T4.2) - Beginnings and history of communication research

. The first theories: the hypodermic needle

. Theories of the limited effects

. Knowledge theories

- Theory of the distancing in knowledge

- The spiral of silence

T4.3) - Current tendencies in communication research

. The information society

Unit 5: Different perspectives on communication

T5.1) The interpretative perspective

. Palo Alto school

. Constructionism

. Symbolic interactionism

. Ethnomethodology

. Framing theory

T5.2) Functionalist perspective

. Functionalism origins. Principles and concepts

. Functions and dysfunctions of the mass communication

. Uses and social effects of mass communication

- Uses and gratifications theory

- Setting agenda theory

T5.3) Critical perspective

. Frankfurt school

. Political economy

. Cultural studies

4. Assessment

•· Group exercises about applying a researching technique (methods): for every researching technique (five in total) some exercise will be proposed. It will imply applying a technique. Some groups, randomly chosen, will have to present in public the work done during the previous session. The presentation exercise will be worth 6'5%, the rest (4 exercises) will be worth 4% each (TOTAL= 22,5%).

•· Questions formulation (in group) about the presentation (methods): in the same session as the group presentation, some groups will be randomly required to formulate questions regarding the presentation. This question must show the knowledge of the technique fundamentals and its practical use in a researching example. The weight of this question (same mark for the whole group) in the final mark will be of 3'5%.

•· Group exercises about the readings (theories): students will have to do a group exercise for every text (4 exercises). These exercises will have to be done outside the class and in anticipation to the seminar. They will consist of a number of questions to be answered. Every group will have to hand in the exercise during the seminar class -it will not be accepted later. The maximum length of every exercise is 3 pages, single spacing, Arial 12 font. Every exercise will be worth 6% of the final mark (TOTAL= 24%).

•· Exam (theories): about all the theoretical contents. It will be worth 25% of the final mark.

•· Research project (methods): it will imply choosing a research topic, determining which the most suitable technique is and presenting a research report. The weight of this group task in the final mark will be of 25%. The deadline will be the 1^st of June.

*Note: To get a pass the subject, both the exam and the research task must be passed.

The students who directly want to take exams in September will have to present, individually, the nine exercises (30%) and the research project (35%). They will also have to take the exam.

Students who fail the research project and/or the exam will be kept the marks of the parts they have passed during the term for the September round of exams. However, the weight of every assessment source will be modified: the nine exercises will be worth 30%, the research project 35% and the exam 35%.

Presentation rules for the research report

The minimum length is 15 pages, the maximum is 20. Not following these guidelines will imply a reduction on the task mark. Font Times New Roman, 12, 1'5 spacing. The following parts must appear in the report:

1. INDEX

In the beginning there must be an index allowing to know what can be found in every page of the report.

2. SUMMARY

Short summary (from 100 to 200 words) focusing on the main elements or key words of the study. It should allow readers to decide if they are interested or not in a complete reading.

3. KEY WORDS

Five key words defining the study.

4. INTRODUCTION. INITIAL QUESTION AND ESTABLISHMENT OF THE STUDY HYPOTHESIS.

It has to include an initial definition of the phenomenon to be researched, a statement of the initial question leading the researching and, in case they have been formulated, the hypothesis. In this introduction, students will have to explain why they have chosen their object of study, why is it interesting for them, what interest can it have in general and which are the research's goals.

5. EXPLORATION WORK AND PROBLEM SYNTHESIS

Detailed recap of the exploration phases and the problems (as in a larger approach) enshrined by the object of study.

6. METHODOLOGY. BUILDING THE ANALYSIS MODEL AND DESIGNING THE OBSERVATION

After having chosen an approach in the previous section, the research leading concepts and the hypothesis (in case there are any) should be stated. As well, students should reason their sample's characteristics (size and composition) and the selected technique to carry out the observation (following the previously commented features in regard of the technique presentation).

7. EXPLANATION OF THE RESULTS. INFORMATION ANALYSIS

First part: description of the analysis and the obtained data through charts or synthesis fragments. Second part: explanation of the results through a summary explaining implications and interpretations (if you have hypothesis, the reasons of their confirmation or not confirmation have to be explained), work limitations, suggestions for possible future researches, etc.

8. CONCLUSIONS

- Reminder of the most important process features.

- Main contributions of the project

9. DOCUMENTARY RESOURCES

9.1 Bibliography

The bibliography must be included in this section, and not as footnotes throughout the report. Footnotes are restricted for clarifications or considerations that do not fit in the text, but are considered adequate. Bibliography must follow this format:

For a book:

Sierra Bravo, R. (1984). Ciencias Sociales, Epistemología, Lógica y Metodología. Madrid: Paraninfo

For a chapter whose author is different to the books' author.

Jensen, K. B. (1993). Introducción: el cambio cualitativo. En K. B. Jensen y N. W. Jankowski (eds.) Metodologías cualitativas de investigación en comunicación de masas (pp. 9-20). Barcelona: Bosch.

For a science magazine article:

Coulter, J. (1982). Remarks on the conceptualization of social structure. Philosophy of the Social Sciences, 12(1), 33-46.

For electronic resources, consult: http://www.ub.es/biblio/citae-e.htm

9.2 Support materials

Videos, recordings, etc.

10. SUPPLEMENTARY APPENDIX (NOT TO BE INCLUDED IN THE FINAL PAGES COUNT)

Materials of secondary interest yet pertinent to fully grasp the project altogether. For instance, an exploratory interview, a photocopy or an article that could illustrate some aspect of the work.

*Note: how to cite authors

a. If you decide to extract a cite from a specific author, it will have to appear like this on the report: Muñoz (1998:37) states "......................". 1998 is the year, and 37 the page.

b. If you decide to refer to something an author says, it will have to appear like this on the report: Muñoz (1998:37) states that........ In this case, the author's original words must be modified in order not to plagiarize him.

5. Bibliography and teaching resources

5.1. Basic bibliography

BUSQUET, J.; MEDINA, A.; SORT, J. La recerca en comunicació. Què hem de saber? Quins passos hem de seguir?. Barcelona: UOC, 2006.

IGARTUA, J. J.; HUMANES, M. L. Teoría e investigación en comunicación social. Madrid: Síntesis, 2004.

QUIVY, R.; CAMPENHOUDT, L.V. Manual de investigación en ciencias sociales. Mexic: Limusa, 1999.

McQUAIL, D. Introducción a la teoría de la comunicación de masas. Barcelona: Paidós, 1999.

RODRIGO, M. Teorías de la comunicación. Ámbitos, métodos y perspectivas. Barcelona: Publicacions de la Universitat Pompeu Fabra, 2001.

RODRIGO, M.; ESTRADA, A. Les teories de la comunicació. Barcelona: UOC, 2008.

SORIANO, J. L'ofici de comunicòleg. Mètodes per investigar la comunicació. Vic: Eumo, 2007.

WIMMER, R. D.; DOMINICK, J. R. La investigación científica de los medios de comunicación. Barcelona: Bosch, 1996.

5.2. Complementary bibliography

BONI, F. Teorías de los medios de comunicación. Barcelona: Publicacions de la Universitat Pompeu Fabra, 2008.

FARRÉ, J. Invitació a la teoría de la comunicació. Tarragona: Universitat Rovira Virgili, 2005.

GALINDO, J. (coord.). Técnicas de investigación en sociedad, cultura y comunicación. Mexic: Pearson & Addison Wesley, 1998.

GARCÍA JIMÉNEZ, L. Teorías de la comunicación en España: un mapa sobre el territorio de nuestra investigación (1980-2006). Madrid: Tecnos, 2007.

GARCÍA, M.; IBÁÑEZ, J.; ALVIRA, F. El análisis de la realidad social: métodos y técnicas de investigación y compilación. Madrid: Alianza, 1993.

HAMMERSLEY, M.; ATKINSON, P. Etnografía. Métodos de investigación. Barcelona: Paidós, 1994.

IGARTUA, J. J. Métodos cuantitativos de investigación en comunicación. Barcelona: Bosch, 2006.

JENSEN, K.; JANKOWSKI, N. (ed.). Metodologías cualitativas de investigación en comunicación de masas. Barcelona: Bosch, 1994.

KRIPPENDORF, K. Metodología de análisis de contenido. Teoría y práctica. Barcelona: Paidós, 1990.

MATTELART, A.; MATTELART, M. Historia de las teorías de la comunicación. Barcelona: Paidós, 1997.

MORAGAS, M. (ed.). Sociología de la comunicación de masas. Vol. I, II, III i IV. Barcelona: Gustavo Gili, 1985.

RODRIGO, M. Los modelos de la comunicación. Madrid: Tecnos, 1995.

RODRIGO, M. La comunicación intercultural. Barcelona: Anthropos, 1999.

SAPERAS, E. Introducció a les teories de la comunicació. Barcelona: Pòrtic, 1992.

SAPERAS, E. La sociología de la comunicación de masas en los Estados Unidos. 2a de. Barcelona: ESRP/PPU, 1992.

SAPERAS, E. Manual básico de Teoria de la Comunicación. Barcelona: CIMS Ediciones. 1998.

TAYLOR, S. J.; BOGDAN, R. Introducción a los métodos cualitativos de investigación. Barcelona: Paidós, 1992.

VALBUENA, F. Teoría general de la información. Madrid: Noesis, 1997.

WOLF, M. La investigación de la comunicación de masas. Barcelona: Paidós, 1987.

Compulsory readings

ADORNO, T. W.; HORKHEIMER, M. La industria de la cultura: ilustración como engaño de masas. A James Curran et al. Sociedad y comunicación de masas. Barcelona: Paidós, 1947.

CASTELLS, M. Comunicación y poder. Madrid: Alianza Editorial, 2009.

KATZ, E.; BLUMLER, J. G.; GUREVICH, M. Usos y gratificaciones de la comunicación de masas. A Miquel de Moragas (Comp.) Sociología de la comunicación de masas (vol. II). Barcelona: Gustavo Gili, 1974.

NOËLLE-NEUMANN, E. La espiral del silencio. Una teoría de la opinión pública. A Jean-Marc Ferry et al. El nuevo espacio público. Barcelona: Gedisa, 1974

*Dates belong to the original publication and not to the translation.

5.3. Teaching resources

COMMUNICATION WEBSITES

INCOM (UAB) Communication website

http://www.portalcomunicacion.com/cat/home.asp

Infoamérica

http://www.infoamerica.org/

Communication, cultural and media studies http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html

The media and communication studies site

http://www.aber.ac.uk/media/

• COMMUNICATION THEORIES

Nombre Falso: Communication and culture sociology (Argentina)

http://www.nombrefalso.com.ar/

New Media Studies

http://www.newmediastudies.com/

The Critical Theory

http://www.uta.edu/huma/illuminations/

Effects Research

http://www.cultsock.ndirect.co.uk/MUHome/cshtml/media/efterms.html

• METHODOLOGY

News week media research index
http://vmr.com/research/index.html

Communication theory and research methods cyberspace resources

http://www.uky.edu/~drlane/cohort/rmr.htm

• MAGAZINES

Anàlisi: communication and culture magazine (UAB)

http://ddd.uab.es/record/2

Formats: audiovisual communication magazine (UPF)

http://www.upf.edu/materials/depeca/formats/si_flash2.htm

Revista Latina de Comunicación Social (Social Communication Latin Magazine)

http://www.ull.es/publicaciones/latina/

Zer: Revista de Estudios de Comunicación (Communication Studies Magazine)

http://www.ehu.es/zer/

• SOCIAL SCIENCES

Sociosite (sociology resources)

http://www.sociosite.net

Critical dictionary for the social sciences

http://www.ucm.es/info/eurotheo/diccionario/

•· RESEARCHING CENTRES AND ASSOCIATIONS

Unitat d'Investigació en Comunicació Social (U.P.F.) (Social Communication Research Unit, U.P.F.)

http://www.upf.edu/depeca/unica/

Asociación Española de Investigación de la Comunicación (Communication Research Spanish Association)

http://www.ae-ic.org/esp/home.asp

Federación Latinoamericana de Facultades de Comunicación Social (Latin American Social Communication Faculties Federation)

http://www.felafacs.org/

Seminario Hacia una Comunicación Posible (México) (Seminar Towards a Possible Communication)

http://www.uacm.edu.mx/comunicologia/index.html

•· AUDIOVISUAL PRODUCTIONS

Cahiers du cinéma

http://www.cahiersducinema.com/

Arte TV

http://www.arte-tv.com/

Consell de l'Audiovisual de Catalunya (Catalan Audiovisual council)

http:// www.cac.cat

Observatori de la Comunicació Audiovisual (Audiovisual Communication Observatory)

http://www.upf.edu/depeca/opa/home_cat.htm

•· INFORMATION SOCIETY

Information society website (Generalitat de Catalunya)

http://www20.gencat.cat/portal/site/societat-informacio

Catalonian TV (information and news about information society)

http://www.tvcatalunya.com/internet/info.htm

• AUDIENCIES STUDIES

Gallup

http://www.gallup.com

Nielsen

http://www.nielsen.com

EGM

http://www.aimc.es/

OJD

http://www.ojd.es

•· HOW TO CITE ACADEMIC PAPERS

How to write an academic paper

http://www.upf.edu/bibtic/es/guiesiajudes/tre-aca.html

References and bibliography references (UB)

http://www.ub.es/criteris-cub/ARXIUS/pdf/part4.pdf

6. Metodology

The learning process will be organized around:

- Master classes

- In-class practical exercises

- Out of class practical exercises

- Self-learning

- Tutoring sessions

- Exams

Timetable distribution:

This is a 6ECTS subject, which implies 150 hours time commitment from the students. They are to be distributed in the following way:

Hours of time commitment from the students	HOURS
Master classes	29
Seminars	19
Exams	2
Tutoring sessions	8
Out of class practical exercises	34
Self-learning	20
Preparation for the exams	38
Total	150

Sessions students must attend to:

Master classes: The teacher explains the main concepts and the different theoretical and methodological perspectives in the communication studies. As well, any doubts the students may have will be solved. They are a total of 29 hours.

Seminar classes: to do the in-class practical exercises (individual or in small groups exercises to be marked). They are a total of 19 hours.

The activities that will be carried out in the seminars are:

- Comparative reading of texts

- Analysis and/or knowledge application exercises

- Discussion and collective correction of the out of class activities

- Question papers about the acquired knowledge

Out of class activities:

Supervised by the teacher:

. Preparation for marked activities: practical exercises, text readings, etc.

. Reflection exercises that cannot be done during the class.

Self-learning:

. Reading handbooks or other selected texts.

7. Planning of activities

Week

In-class activity

Out of class activity

Week 1:

Block 1

Session 1. Master class

Session 2. Master class

Session 3. Master class

Individual reading

Week 2:

Block 1

Session 4. Master class

Session 5. Master class

Session 6. Seminar