Structure of Communication and Advertising Media  (20364)

Degree/study: Bachelor's Degree in Advertising and Public Relations 
Year: Second 
Term: First
Number of ECTS credits: 4 credits
Hours of studi dedication: 100 hours
Teaching language or languages: Catalan
Teaching Staff: Mercè Oliva Rota and Frederic Guerrero-Solé

1. Presentation of the subject

The Structure of Communication and Advertising Media course focuses on the study of the media and the culture industries -specifically press, radio, TV and cinema.

The course is organized in three blocks. In the first part, teachers explain the media structures and their social, economical, political and cultural importance. The second part deals, from a theoretical point of view, with the organization, regulation and functioning of the different media. Finally, the third part deals with the media configuration in four specific contexts (USA, Western Europe, Spain and Catalonia) and the communication flow in the current globalization context.

Therefore, the course's main goal is to offer to second year students the knowledge and tools required for the media and cultural industries analysis. The purpose is to make them understand their importance and the role they play in society, as well as the current media configuration in different countries and the historical reasons leading to that configuration. A second course's goal is that students understand the role played by advertising in the media system. Finally, the course must allow the student to know the context in which his professional work will take place.

 

2. Competences to be attained

 

Specific skills:

• Understanding the role and the impact that media and advertising have on society.

• Understanding the media and advertising economical, political and cultural dimension.

• Acquiring systematic knowledge about the structures, organization and regulation of the media and cultural industries in the US, Western Europe, Spain and Catalonia. As well, understanding the changing dynamics they are currently subjected to.

• Understanding the role played by advertising in the media systems as a financing source and the influence it has on the media performances.

• Understanding the communication flows and cultural map in a global world.

Multidisciplinary skills:

· Critical and reflection skills towards the course's contents.

· Team- working skills.

• Quality oral and written communication.

 

3. Contents

 

First part: Communication and Society

1.       Introduction: Human, social, and public communication and the mass media.

2.       Role and impact on society of the media.

 

Second part: Organization and regulation of the media and the cultural industries.

3.       Regulation models and institutions.

4.       Cultural industries and the media: press, cinema, radio and TV.

5.      The impact of the Internet and the new technologies.

  

Third Part: Media and communication groups around the world.

6.       Media and communication groups in the USA.

7.       Media and communication groups in Western Europe.

8.       Media and communication groups in Spain.

9.       Media and communication groups in Catalonia.

10.    Global communication circulation.

 

4. Assessment

The assessment of the student's knowledge will take into account three elements:

-       Preparation of three exercises to be discussed in the seminars: 30% of the mark

-       Participation in the seminar classes: 5% of the mark

-       Final theory exam: 65% of the mark

Important: It is compulsory to hand in all the tasks and to pass the exam in order to get a pass in the course.

 

5. Bibliography and teaching resources

5.1. Basic bibliography

 

BUSTAMANTE, E. Radio y televisión en España: historia de una asignatura pendiente de la democracia. Barcelona: Ed. Gedisa, 2006

CONSELL DE L'AUDIOVISUAL DE CATALUNYA, Informe de l'audiovisual a Catalunya 2007, Barcelona, CAC.

DE MORAGAS, M.; et al. (eds.), Informe de la comunicació a Catalunya 2007-2008. Bellaterra: INCOM, UAB, 2009.

DOYLE, Gillian. Understanding media economics. London: SAGE Publications, 2002.

GIFREU, J. Estructura de la comunicació pública. Barcelona: Pòrtic, 1996.

HALLIN, Daniel C.; MANCINI, Paolo. Sistemas mediáticos comparados. Barcelona: Ed. Hacer, 2008.

HILMES, Michele (ed.) The television history book. London: British Film Institute, 2003.

HUMPHREYS, Peter J. Mass Media and Media Policy in Western Europe. Manchester: Manchester University Press, 1996.

MANFREDI SÁNCHEZ, Juan Luis. La televisión pública en Europa. Madrid: Fundación Autor, 2008.

MATTELART, A. La mundialización de la comunicación. Barcelona: Paidós, 1998.

MCQUAIL, Denis. Introducción a la teoría de la comunicación de masas. Barcelona: Ed. Paidós, 2000.

SCANNELL, Paddy. "Public Service Broadcasting: the History of a Concept". A: MARRIS, Paul; THORNHAM, Sue (eds.) Media studies : a reader. Edinburgh: Edinburgh University Press, 2002. p. 120-134

VAN CUILENBURG, Jan; MCQUAIL, Denis. "Media policy paradigm shifts: towards a new communication policy paradigm" European Journal of Communication, 2003, vol. 18, no. 2, pp. 181-207

 

5.2. Complementary bibliography

 

ARTERO MUÑOZ, J.P. El mercado de la televisión en España: oligopolio. Barcelona: Eds. Deusto, 2008

BLUMLER, J. Televisión e interés público. Barcelona: Bosch, 1993.

BRIGGS, A.; BRUKE, P. De Gutenberg a Internet. Una historia social de los medios de comunicación. Madrid: Taurus, 2002.

BUSTAMANTE, E. La televisión económica. Barcelona: Ed. Gedisa, 1999.

BUSTAMANTE, E. (Coord.), Comunicación y cultura en la era digital. Industrias, mercados y diversidad en España. Barcelona, Gedisa, 2002.

BUSTAMANTE, E. (Coord.), Hacia un nuevo sistema mundial de comunicación. Industrias culturales en la era digital. Barcelona, Gedisa, 2003.

CASTELLS, Manuel. "Internet, llibertat i societat: una perspectiva analítica". Conferencia inaugural curso académico UOC 2000-01.

GIFREU, J.; CORBELLA, J. La producció audiovisual a Catalunya 2005-2007. Girona: Documenta Universitària, 2008.

HILMES, Michele. Only Connect: a cultural history of broadcasting in the United States. Velmont: Wadsworth, 2002.

O'REILLY, Tim. "Què és la web 2.0?". Boletín de la Sociedad de la Información. Fundación Telefónica, 2006

WOLF, Mauro. Els efectes socials dels mitjans de comunicació de masses. Barcelona: Ed. Pòrtic, 1992.

6. Metodology

The student will develop the knowledge acquired from the course's contents through different types of activities:

-       Attendance to the master classes.

 -      Participation in the seminar classes, where students will reflect on the theoretical contents, analyze practical cases and carry out activities, in order to see the contents from the theory classes in depth.

-       Preparation of three exercises to be done out of class. They will be related to the contents and discussed in the seminars.

-      Personal study of the matter, through compulsory readings and through extension of the contents with specialized bibliography for every topic.

-       Tutoring and exercises revision sessions.

 

7. Planning of activities

Hours of commitment from the student	Hours
Master classes	30 hours
Seminars	8 hours
Tutoring sessions	4 hours
Out of class preparation of exercises and seminars	20 hours
Personal study of the matter	36 hours
Exam	2 hours