2012-13 academic year

Social Structures and Cultural Tendencies (20350)

Degree/study: Advertising and Public Relations
Year: First
Term:1st, Third
Number of ECTS credits: 6 credits
Hours of studi dedication: 150 hours
Teaching language or languages: Spanish and Catalan
Teaching Staff: Anna Manubens

1. Presentation of the subject

Understood as an introduction to Cultural Studies as a cross-disciplinary critical model, the course examines, within the context of global capitalism, the processes that produce and regulate social structures and cultural tendencies. Neither of them can be explained without the other and require to be observed as a part of, and in relation to, economic development. In order to interpret current social dynamics, it has become as necessary as urgent to provide a study frame wherein economical, political and cultural considerations intersect and become hybrid.

With the twofold objective of mobilising this type of analytical approach as well as understanding social dynamics, the course follows a journey through diverse critical perspectives from which to explore the way in which the social body and its cultural preferences are (dis)ordered. These perspectives bring to light and combine conceptual apparatus such as semiotics, sociology, cultural policy, media studies, postfordism, gender studies, biopolitics, postmodern geography or urbanism. In parallel, the course proposes concrete study cases and contexts taken from audiovisual culture, literature, art, media and critical writings that will allow the students to become familiar with research methodologies.

The course's main goal is the development of the students' capacity to interpret heterogeneous data to understand the cultural, economic and political conditions where their professional practice -closely connected to the scenarios addressed by the course- will take place.

2. Competences to be attained

General Skills

Instrumental skills

1. Applying theoretical models.

2. Cross-disciplinary analysis.

3. Research methods and resources.

4. Ability to synthesise, organise and present information.

5. Academic writing.

Interpersonal skills

6. Collective processes of interpretation and analysis.

7. Capacity to take part in a discussion.

8. Collective research strategies.

9. Critical capacity and self-criticism.

Systemic skills

10. Critical attitude with regards to the sources and knowledge acquisition.

11. Handling heterogeneous sources.

12. Applying theory to practical study cases.

Specific Skills

1. Observation and interpretation of social and cultural dynamics.

2. Development of transversal analysis to connect cultural and social phenomena with political and economic structures.

3. Research methods applied to contemporary social sciences.

3. Contents

SECTION 1: The Production of Social Signification

a. Cultural Hegemony and Power

b. Subcultures and Lifestyle

c. Storytelling

SECTION 2: Spectacle and Mediation

a. The Society of Spectacle

b. Identification and Representation

c. Media and Fear

d. The Emancipated Spectator

SECTION 3: Cognitive Capitalism and Biopolitics

a. A Grammar of Multitude - Postfordism

b. Biopolitics and Performativity

c. New Critique to Capitalism

SECTION 4: Critical Urbanism: Barcelona; From Model to Brand

Seminars and research projects

4. Assessment

The course assessment is continuous according to the following structure:

Activity	Short assignments (2)	Research project (in groups)*	Written exam
Value	20%	30%	50%
Requirements to pass (First call: June)	The course's final qualification will be the average mark calculated according to the above proportions. The qualification must be of 5/10 or above.
Requirements to be eligible for the second call (July)	At least one of the assignments, as well as the research project must have been handed in on time. The average mark must be above 3/10.
Second-chance assessment	Hand in new assignments	-	New written exam
Requirements to pass (Second call: July)	The course's final qualification will be the average mark calculated according to the proportions above (The new marks will replace the former ones). The qualification must be of 5/10 or above.

*The assessment of the research Project takes into account the involvement of the student during the seminars.

5. Bibliography and teaching resources

5.1. Basic bibliography

SECTION 1: The Production of Social Signification

Reading:

J.G Ballard, Mitos del futuro próximo (Barcelona : Minotauro, 2002)

Roland Barthes, Mitologías (Buenos Aires: Siglo XXI Editores, 2003)

Pierre Bourdieu, La distinción. Criterios y bases sociales del gusto (Madrid: Taurus, 2012)

Dick Hebdige, Subcultura. El significado del estilo (Barcelona: Paidós, 2004)

Christian Salmon, Storytelling. La máquina de fabricar historias y formatear las mentes (Barcelona: Península, 2008)

5.3. Teaching resources

PowerPoint presentations

Course reader

Screenings

6. Metodology

The first three sections of the course involve both textual and audiovisual references and alternate between lectures and specific case studies. These are designed to generate a collective analysis context to implement the conceptual devices addressed during the lectures. Besides collective analytical processes in class, the students must submit two short papers for which they are expected to articulate a written argumentative journey in response to a particular object of study.

The last section is dedicated to seminars aimed at developing research projects in groups. This is intended to make significant the theoretical knowledge acquired in previous sections, to manage various sources and to collectively build research methods.

7. Planning of activities

	COURSE SESSIONS	AUTONOMOUS WORK
WEEK 1	Lectures and case studies (Section 1)	Readings
WEEK 2	Lectures and case studies (Section 1)	Readings
WEEK 3	Lectures and case studies (Section 1 & 2) + screening	Readings + Assignment 1
WEEK 4	Lectures and case studies (Section 2)	Readings
WEEK 5	Lectures and case studies (Section 2) + screening	Readings
WEEK 6	Lectures and case studies (Section 2) + screening	Readings + Assignment 2
WEEK 7	Lectures and case studies (Section 3)	Readings
WEEK 8	Lectures and case studies (Section 3) + screening	Readings
WEEK 9	Seminars	Research project definition
WEEK 10	Seminars	Research project development
WEEK 11	Hand in and written exam	Research project hand in and written exam