Analysis of Interactive Media Messages (20366)
Degree/study: Advertising and Public Relations
Year: 2nd
Term: 2nd
Number of ECTS credits: 4 credits
Hours of studi dedication: 100 hours
Teaching language or languages: English.
Teaching Staff: Carlos Alberto Scolari
1. Presentation of the subject
Analysis of Interactive Media Messages is an obligatory course offered during the second year of the Degree in Advertising and Public Relations. The main objective of the course, after a general introduction to interactive digital communication in the field of advertising and public relations, is to present from an interdisciplinary perspective the methods for the analysis of interactive media contents. The course combines theoretical issues and the application of analytical models.
The course will provide the students with a set of conceptual tools and methods to analyze interactive media contents.
2. Competences to be attained
|
General Skills |
Specific Skills |
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Instrumental
Systemic |
1. Knowledge of the interactive digital communication theories and new collaborative models.
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3. Contents
Unit 1 - Digital Interactive Communication
Network evolution: from Arpanet to the Semantic Web
Evolution of Human-Computer Interfaces
The Cybercultures and the Network Society
The Theories of Interactive Digital Communication
Media Ecology
Unit 2 - The Political Economy of Interactive Digital Communication
New production practices: Open source and collaborative production
New distribution practices: P2P systems
New contents: Reticular interactive textualities, hybrid formats, remediation and transmedia storytelling
New consume practices: Audience fragmentation and the transition from consumer to prosumer
Unit 3 - Online Advertising
The Evolution of Online Advertising: from push to pull, from banner to advertainment
New Strategies and Formats: sites, microsites, banner ads, Rich Media Ads, blogs, trailers, advergames
Mobile marketing
Unit 4 - Online Public Relations
Public Relations and new communication practices
Formats and Strategies: virtual press rooms, bulletins, newsletters, forums and RSS technology
Social Networking from the perspective of Public Relations
Viral Marketing
Search Engine Marketing - Search Engine Optimization
Unit 5 - Online Branding
Online Brands: beyond the graphic discourse graph
The interactive experience as the central axis of online branding
Case-stories: Google / Facebook
Unit 6 - Quantitative Methods
Online User Measurement: log files, Google Analytics and other systems
Online Campaigns Measurement: Adservers and other systems
Usability studies
Unit 7 - Qualitative methods
Internet Research: Study of users and interfaces
Semiotics of the Interface and Human-Computer Interaction
New Audiences, New Users: Ethnography of the Internet
Unit 8 - Application
Online content / service analysis.
4. Assessment
The evaluation is a continuous process and consists of three different parts (Working Guides + Individual Evaluation + Research). Each part must be approved separately.
The final grade for the course will be the sum of the three parts, provided that all parts have been approved (50%).
· Students who have not approved the Working Guides, will have a Complement during the individual evaluation (March).
· Students who have not approved the Individual Evaluation, must approve the second Individual Evaluation during the second call (September).
· Students who have not approved the Research, must submit a second version of the Research for the second call (September).
Evaluation table
|
Working Guides (3) When? January-February 2012 Characteristics: Group of 4/6 students |
5 points x 3 guides = 15 points |
|
Individual evaluation When? February 27, 2012 Characteristics: individual Test-like exam: multiple choice + open questions |
40 points |
|
Research When? March 16, 2012 Characteristics: Group of 4/6 students |
45 points |
|
Total |
100 points |
5. Bibliography and teaching resources
Unit 1 - Digital Interactive Communication
Required texts:
Scolari, Carlos A. (2009) "Mapping conversations about new media: the theoretical field of digital communication", New Media & Society, Vol. 11, pp. 943 - 964
ALTERNATIVE: Scolari, C. (2008) Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva. Barcelona: Gedisa (Primera Parte - Capítulos 1, 2, 3 i 4).
Scolari, Carlos A. (2010) "Media ecology. Map of a theoretical niche", Quaderns del CAC, Nº 34, Vol XIII. URL: http://www.cac.cat/pfw_files/cma/recerca/quaderns_cac/Q34_Scolari_EN.pdf
Recommended texts:
Barabasi, A. L. (2003) Linked: How Everything Is Connected to Everything Else and What It Means. Nueva York: Plume.
Castells, M. (2001) La galaxia Internet: Reflexiones sobre Internet, empresa y sociedad. Barcelona: Plaza & Janés.
Castells, M. (2006) Comunicación móvil y sociedad. Barcelona: Ariel
Cobo Romaní, C. y Pardo Kuklinski, H. (2007) Planeta Web 2.0. Inteligencia colectiva o medios fast food. Barcelona / México DF: GRID, UVic / Flacso México. URL: http://www.planetaweb2.net
Lévy, P. (2007) Cibercultura. La era de la sociedad digital. Barcelona: Anthropos.
Piscitelli, A. (2005) Internet. La imprenta del siglo XXI. Barcelona: Gedisa.
Unit 2 - The Political Economy of Interactive Digital Communication
Requested texts:
Scolari, Carlos A. (2009) "Mapping conversations about new media: the theoretical field of digital communication", New Media & Society, Vol. 11, pp. 943 - 964
ALTERNATIVE: Scolari, C. (2008) Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva. Barcelona: Gedisa (Segunda y Tercera Parte - Capítulos 5, 6, 7, y 8).
Recommended texts:
Benkler, Y. (2006) The Wealth of Networks: How social production transforms markets and freedom. New Haven / London: Yale University Press.
Bolter, J. D. y Grusin, R. (2000) Remediation. Understanding New Media. Cambridge (MA): MIT Press.
Bowman, S. y Willis, C. (2003) We Media: How audiences are shaping the future of news and information. The Media Center at The American Press Institute. URL:
http://www.hypergene.net/wemedia/espanol.php
de Ugarte, D. (2007) El poder de las redes. Manual ilustrado para personas, colectivos y empresas abocados al ciberactivismo. URL:
http://www.deugarte.com/gomi/el_poder_de_las_redes.pdf
Gillmor, D. (2004) We the Media. Grassroots Journalism by the People, for the People. URL:
http://oreilly.com/catalog/wemedia/book/index.csp
Jenkins, H. (2008) Convergence culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós.
Manovich, L. (2005) El lenguaje de los nuevos medios de comunicación. La imagen en la era digital. Barcelona: Paidós.
Raymond, E. (1997) La catedral y el bazar. URL:
softlibre.unizar.es/manuales/softwarelibre/catedralbazar.pdf
Weber, S. (2004) The Success of Open Source. Cambridge (MA): Harvard University Press.
Unit 3 - Online Advertising
Requested texts:
Berman, S., Battino, B., Shipnuck. L. y Neus, A. (2007) The end of advertising as we know it, Nueva York: IBM Global Services.
URL: http://www-935.ibm.com/services/us/index.wss/ibvstudy/gbs/a1028798?cntxt=a1000401
Martí Parreño, J. (2005) Publicidad y entretenimiento en la web. Madrid: Ra-Ma (Cap. 4: Principales formatos publicitarios en la web)
Mobile Marketing Association (2008) Mobile Applications. URL: http://mmaglobal.com/mobileapplications.pdf
Recommended texts:
Ahonen, T. (2010) The Insider's Guide to Mobile - Free edition. URL: http://www.lulu.com/product/ebook/insiders-guide-to-mobile-free-edition/14310370
Alonso Coto, M. (2008) El plan de marketing digital. Blended marketing como integración de acciones on y offline. Madrid: Prentice Hall (Introducción y Parte 1)
Armstrong, S. (2001) La publicidad en Internet. Barcelona: Deusto.
Berkley, H. (2007) Marketing in the new media. Bellingham (WA): Self-counsel Press.
Cappo, J. (2003) The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age. New York: McGraw-Hill.
Celaya, J. (2009) La empresa en la web 2.0 El impacto de las redes sociales y las nuevas formas de comunicación online en la estrategia empresarial. Barcelona: Gestión 2000.
Levine. R. (2008) El Manifiesto Cluetrain. Barcelona: Deusto (see resume in http://www.cluetrain.com/)
Martín de Bernardo, C. y Priede, T. (2007) Marketing Móvil. Una Nueva Herramienta de Comunicación. Madrid: Netbiblo
Martí Parreño, J. (2010) Marketing y videojuegos. Product-placement, in-game advertising y advergaming. Madrid: ESIC
Martí Parreño, J. (2009) Marketing y publicidad en Internet. Madrid: StarBook
Meeker, M. (2001) La Publicidad en Internet. Madrid: Bigica.
Michael, A. y Salter, B. (2006) Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology. Oxford, UK: Butterworth-Heinemann.
Plummer, J., Rappaport, S., Hall, T. y Barocci, R. (2007) The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation. Hoboken (NJ): John Wiley & Sons.
Reinares Lara, P. y Calvo Fernández, S. (2001) Comunicación en Internet. Madrid: Paraninfo Thomson Learning.
Sanagustin, E. (2009) Del 1.0 al 2.0: Claves para entender el nuevo marketing. eBook de acceso gratuito Versión 1.0 - Marzo 2009.
URL: http://www.box.net/shared/tgoujqjm72
Schumann, D. W. y Thompson, E. (2007) Internet Advertising: Theory and Research. Mahwah (NJ): Lawrence Erlbaum Assoc.
Sharma, C., Herzog, J. y Melfi, V. (2008) Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market. Hoboken, (NJ): John Wiley & Sons.
Spurgeon, Christina (2008) Advertisement and New Media. London: Routledge.
Zyman, S. (2003) El fin de la publicidad como la conocemos, México: McGraw-Hill.
Unit 4 - Online Public Relations
Requested texts:
Aced, C. (2007) Blogs Corporativos, una opción, no una obligación. e-Business Center PwC & IESE. URL: http://www.divshare.com/download/1420234-e2f
Sanagustin, E. (2009) Del 1.0 al 2.0: Claves para entender el nuevo marketing. eBook de acceso gratuito Versión 1.0 - Marzo 2009.
URL: http://www.box.net/shared/tgoujqjm72
Recommended texts:
Aced, C. et al. (2009) Visibilidad. Cómo gestionar la reputación en Internet. Barcelona: Gestión 2000
Breakenridge, D. (2007) PR 2.0. New media, new tools, new audiences. Upper Saddle River (NJ): FT Press (Sección II).
Edelman (2007) A Corporate Guide to the Global Blogosphere. The new model of peer-to-peer communications. URL:
www.edelman.com/image/insights/content/WhitePaper011107sm.pdf
García Orosa, B. (2009) Gabinetes de comunicaicón on line. Claves para generar información corporativa en la red. Sevilla: Comunicación Social.
Gonzalo Penela, C. (2004) "La selección de palabras clave para el posicionamiento en buscadores" en Hipertext.net, Núm. 2. URL: http://www.hipertext.net/web/pag225_print.htm
Heras, M. (2003) "Marketing viral, el contagio positivo para su negocio" en Harvard Deusto Marketing y Ventas 58, pp. 50-53.
Kirby, J. y Marsden, P. (2006) Connected Marketing. The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann
Meerman Scott, D. (2007) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Hoboken (NJ): John Wiley & Sons.
Middleberg, D. (2001) Relaciones públicas en un mundo interconectado. Barcelona: Deusto.
Pedro Antonio Rojo Villada (2002) "¿Viejas estrategias para nuevos canales?: El escenario para unas relaciones públicas globales y ubicuas" en Razón y Palabra 25. URL: http://www.razonypalabra.org.mx/anteriores/n25/projo.html
Ramos Serrano, M. (2003) "Comunicación viral y creatividad" en Creatividad y Sociedad 11. URL: www.creatividadysociedad.com/.../11/Creatividad%20y%20Sociedad.%20Comunicacion%20viral%20y%20creatividad.pdf
Sernovitz, A. (2009) Word of Mouth Marketing: How Smart Companies Get People Talking. Nueva York: Kaplan.
Unit 5 - Online Branding
Requested texts:
Scolari, Carlos A. (2008) "On-Line Brands. Branding, Possible Worlds and Interactive Grammars", Semiótica, vol. 169 1/4, pp. 143 - 162
ALTERNATIVE: Scolari, C. (2007) "Las marcas on-line y el caso Google" en Capriotti, P. (ed.) (2007) Gestión de la marca corporativa. Buenos Aires: La Crujía.
Recommended texts:
Battelle, J. (2006) Buscar. Cómo Google y sus rivales han revolucionado los mercados y transformado nuestra cultura. México: Urano.
Capriotti, P. (ed.) (2007) Gestión de la marca corporativa. Buenos Aires: La Crujía.
Capriotti, P. (ed.) (2009) Branding Corporativo. Fundamentos para la gestión estratégica de la Identidad Corporativa . Santiago de Chile: Colección de Libros de la Empresa. URL:
http://dstats.net/download.php?file=http://www.analisisdemedios.com/branding/BrandingCorporativo.pdf
García Ros, V. (2008) E-Branding. Posiciona tu marca en la web. Madrid: Netbiblo.
Kania, D. (2001) Branding.com: On-Line Branding for Marketing Success. Nueva York: McGraw-Hill.
Rowley, J. (2004) "Online branding" en Online Information Review 28(2), pp. 131-138.
Vise, D. y Malseed, M. (2006) La historia de Google. Los secretos del mayor éxito empresarial, mediático y tecnológico de nuestro tiempo. Madrid: La esfera de los libros.
Unit 6 - Quantitative Methods
Requested texts:
Codina, L. y Marcos, M. C. (2005) "Posicionamiento web: conceptos y herramientas" en El profesional de la información, Vol. 14, n. 2, marzo-abril, p. 84-99 (PDF)
Nielsen, J. (2001) "Usability Metrics" en Alertbox. URL: http://www.useit.com/alertbox/20010121.html
Recommended texts:
Kaushik, A. (2009) Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Berkeley: Sybex.
Maldonado, S. (2009) Analítica web. Medir para triunfar. Edició de l'autor.
Nielsen, J. (2000) Usabilidad: Diseño de Sitios Web. Madrid: Pearson.
Nielsen, J. (2004) "Risks of Quantitative Studies" en Alertbox. URL: http://www.useit.com/alertbox/20040301.html
Nielsen, J. (2006) "Quantitative Studies: How Many Users to Test?" en Alertbox. URL: http://www.useit.com/alertbox/quantitative_testing.html
Nielsen, J. y Loranger, H. (2006) Usabilidad. Prioridad en el diseño web. Madrid: Anaya Multimedia.
Peterson, E. (2004) Web Analytics Demystified URL: http://www.webanalyticsdemystified.com/content/books.asp
Peterson, E. (2006) The Big Book of Key Performance Indicators. URL: http://www.webanalyticsdemystified.com/content/books.asp
Unit 7 - Qualitative methods
Requested texts:
Ardèvol, E., Bertrán, M., Callén, B., & Pérez, C. (2003) "Etnografía virtualizada: la observación participante y la entrevista semiestructurada en línea" en Athenea Digital, 3. URL: http://antalya.uab.es/athenea/num3/ardevol.pdf
Livingstone, S. (2004) "The Challenge of Changing Audiencies. Or, what is the Audience Researcher to do in the Age of the Internet?". New Media y Society (8)3, pp. 355-378.
Scolari, Carlos A. (2009) "The sense of the interface: applying Semiotics to HCI research", Semiotica, Vol. 177, pp. 1 - 27
ALTERNATIVA: Scolari, Carlos (2008) "El sentido de las interfaces. Una aproximación semiótica a las webs de los museos de arte". En Mateos, S. (ed.) La comunicación global del patrimonio cultural. Madrid: Trea.
Recommended texts:
Ardèvol, E., Estalella, A. y Domínguez, D. (2008) La mediación tecnológica en la práctica etnográfica. URL: http://mediacciones.es/wp-content/uploads/05_volumen_mediaciones.pdf
Bennett, S., Maton K. y Kervin, L. (2008) "The 'digital natives' debate: A critical review of the evidence" en British Journal of Educational Technology 39(5), pp. 775-786
Domínguez, D., Beaulieu, A., Estalella, A., Gómez, E., Schnettler, B., & Read, R. (2007) Etnografía virtual. Forum Qualitative Social Research, 8(3). URL:
http://www.qualitative-research.net/index.php/fqs/issue/view/8
García Canclini (2007) Lectores, espectadores e internautas. Barcelona: Gedisa.
Livingstone, S. (1999) "New Media, New Audiences?" en New Media y Society 1(1), pp. 59-66.
Nielsen, J. y Loranger, H. (2006) Usabilidad. Prioridad en el diseño web. Madrid: Anaya Multimedia.
Nielsen, J. (2000) Usabilidad: Diseño de Sitios Web. Madrid: Pearson.
Scolari, C. (2004) "Hacer Clic. Hacia una semiótica de las interacciones digitales" en DeSignis 4. URL: http://www.designisfels.net
Scolari, C. (2004) Hacer Clic. Hacia una sociosemiótica de las interacciones digitales. Barcelona: Gedisa.
Unit 8 - Application
References: See Units 6 and 7.
5.3. Teaching resources
Presentations (i.e. PowerPoint)
- Requested and recommended texts
- Working Guides
- Other online materials
6. Metodology
The learning activities include:
1. Assisting to the theoretical lessons:
- Attendance at classes.
- Reading textbooks.
- Discussion of the main concepts and theories.
2. Preparation of Working Guide:
- Read the bibliography.
- Application exercises and report presentation.
- Discussion of the reports.
3. Development of a short research project:
- Reading the bibliography.
- Personalized tutoring sessions
- Participation in a group for the preparation of the research
- Production of a final written report.
7. Planning of activities
|
Week |
Classroom activity |
Outside the classroom activity |
|
1 |
Session 1 - Group A + Group B - Presentation of the course. - Class: "Network and interface evolution" |
- To obtain the required bibliography - To read the required bibliography - To produce the Working Guide N. 1 |
|
|
Session 2 - Group A / Group B - Discussion: New interactive digital communication |
- To produce the Working Guide N. 1 |
|
2 |
Session 3 - Group A + Group B - Class: "Political economy of the interactive digital communication" |
- To produce the Working Guide N. 1 |
|
|
Session 4 - Group A / Group B - Application: Media Ecology - Presentation of Working Guide N. 1 - Discussion |
- To produce the Working Guide N. 2 |
|
3 |
Session 5 - Group A + Group B - Class: "Online advertising" |
- To produce the Working Guide N. 2 |
|
|
Session 6 - Group A / Group B - Discussion/application: New advertising formats |
- To produce the Working Guide N. 2 |
|
4 |
Session 7 - Group A + Group B - Class: "Online Public Relations" |
- To produce the Working Guide N. 3 |
|
|
Session 8 - Group A / Group B - Presentation of Working Guide N. 2 - Discussion - Presentation of final Research Project |
- To produce the Working Guide N. 3 |
|
5 |
Session 9 - Group A + Group B - Class: "Online branding" |
- To produce the Working Guide N. 3 - To prepare the individual exam |
|
|
Session 10 - Group A / Group B - Presentation of Working Guide N. 3 - Discussion |
- To produce the Working Guide N. 3 - To prepare the individual exam |
|
6 |
Session 11 - Group A + Group B - Exam |
- To work on the Research Project |
|
|
Session 12 - Group A / Group B - Class: "Quantitative methods" |
- To work on the Research Project |
|
7 |
Session 13 - Group A + Group B - Class: "Qualitative methods" |
- To work on the Research Project |
|
|
Session 14 - Group A / Group B - Discussion/application: Qualitative methods |
- To work on the Research Project |
|
8 |
Session 15 - Tutoring sessions |
- To work on the Research Project |
|
|
Session 16 - Tutoring sessions |
- To work on the Research Project |
|
9 |
Session 17 - Tutoring sessions |
- To work on the Research Project |
|
|
Session 18 - Tutoring sessions |
- To work on the Research Project |
|
10 |
Session 19 - Tutoring sessions |
- To work on the Research Project |
|
|
Session 20 - Group A + Group B - Conclusions. |
- To work on the Research Project |