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 |
|
Instrumental
Systemic |
1. Knowledge of the interactive digital communication theories and new collaborative models.
|
3. Contents
Unit 1 - The new media ecology
The new media ecology: from broadcasting to the network paradigm
Network evolution: from Arpanet to the Semantic Web
Evolution of Human-Computer interfaces
The theories of interactive digital communication
Unit 2 -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 3 -Online Public Relations and Branding
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
The interactive experience as the central axis of online branding
Unit 4 - Quantitative Methods
Online user measurement: log files, Google Analytics and other systems
Online campaigns measurement: Adservers and other systems
Search Engine Marketing - Search Engine Optimization
Usability studies
Big Data / Digital Humanities / Cultural Analytics
Unit 5 - 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
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%).
|
Activity |
Working guides |
Research |
Individual evaluation |
|
Characteristics |
Group |
Group |
Individual |
|
Value |
3 guides x 5 points = 15 points |
45 points |
40 points |
|
Evaluation criteria |
To approve the guides the student must obtain a 7,5/15. |
To approve the research the student must obtain 22,5/45. |
To approve the individual evaluation the student must obtain 20/40. |
|
Minimum requirements to pass the course (regular evaluation) |
To approve the guides (7,5/15) |
To approve the research (22,5/45) |
To approve the individual evaluation (20/40) |
|
Minimum requirements to qualify for recovery |
The student must have presented the three guides along the course. |
The student must have presented the research report during the regular evaluation. |
The student must have obtained at least 10/40 in the regular evaluation. |
|
Recovery activity |
Individual written evaluation (15) |
New presentation of the research (45) |
Individual written evaluation (40) |
|
Minimum requirements to approve the recuperation |
To approve the individual written evaluation (7,5/15) |
To approve the research (22,5/45) |
To approve the individual evaluation (20/40) |
5. Bibliography and teaching resources
Unit 1 - The new media ecology
Required texts:
McLuhan, M. and McLuhan, E. () Laws of Media. The new science. Toronto: University of Toronto Press. Chapter 3 "Laws of media".
Scolari, C. A. (2009) "Mapping conversations about new media: the theoretical field of digital communication", New Media & Society, Vol. 11, pp. 943 - 964
Scolari, C. A. (2013) "Media evolution: emergence, dominance, survival, and extinction in the media ecology", International Journal of Communication, Nº 7, pp. 1418-1441. URL: http://ijoc.org/index.php/ijoc/article/view/1919
Recommended texts:
Barabasi, A. L. (2003) Linked: How Everything Is Connected to Everything Else and What It Means. Nueva York: Plume.
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/download/we_media.pdf
Burnett, R. and Marshall, D. (2003) Web Theory: An Introduction, London, Routledge.
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
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://www.oreilly.com/openbook/wemedia/book/
Jenkins, H. (2008) Convergence culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós.
Lévy, P. (2007) Cibercultura. La era de la sociedad digital. Barcelona: Anthropos.
Manovich, L. (2001). The language of new media. Cambridge, MA: MIT Press. (Spanish edition: El lenguaje de los nuevos medios de comunicación. La imagen en la era digital. Barcelona: Paidós.)
Manovich, L. (2013) Software Takes Command. New York: Bloomsbury.
McLuhan, M. and McLuhan, E. () Laws of Media. The new science. Toronto: University of Toronto Press.
Marshall, D. (2004) New Media Cultures, London, Bloomsbury Academic
Piscitelli, A. (2005) Internet. La imprenta del siglo XXI. Barcelona: Gedisa.
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 2 -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
Liberos, E. et al. (2013). El libro del marketing interactivo y la publicidad digital. Madrid: ESIC.
Martí Parreño, J. (2005) Publicidad y entretenimiento en la web. Madrid: Ra-Ma (Cap. 4: Principales formatos publicitarios en la web)
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)
Berkley, H. (2007) Marketing in the new media. Bellingham (WA): Self-counsel Press.
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
Martí Parreño, J. (2010) Funny Marketing. Valencia: Wolters Kluver
Mobile Marketing Association (2008) Mobile Applications. URL: http://mmaglobal.com/mobileapplications.pdf
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.
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.
Unit 3 -Online Public Relations and Online Branding
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
Scolari, Carlos A. (2008) "On-Line Brands. Branding, Possible Worlds and Interactive Grammars", Semiótica, vol. 169 1/4, pp. 143 - 162
Recommended texts:
Aced, C. et al. (2009) Visibilidad. Cómo gestionar la reputación en Internet. Barcelona: Gestión 2000
Battelle, J. (2006) Buscar. Cómo Google y sus rivales han revolucionado los mercados y transformado nuestra cultura. México: Urano.
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:
García Orosa, B. (2009) Gabinetes de comunicaicón on line. Claves para generar información corporativa en la red. Sevilla: Comunicación Social.
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.
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.
Sernovitz, A. (2009) Word of Mouth Marketing: How Smart Companies Get People Talking. Nueva York: Kaplan.
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 4 - Quantitative Methods
Requested texts:
Boyd, D. and Crawford, K. (2011) Six Provocations for Big Data. Paper tpresented at Oxford Internet Institute's "A Decade in Internet Time: Symposium on the Dynamics of the Internet and Society" on September 21, 2011.
Codina, L. and 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. (1995) 10 Usability Heuristics for User Interface Design. URL: http://www.nngroup.com/articles/ten-usability-heuristics
Nielsen, J. (2001) "Usability Metrics" en Alertbox. URL: http://www.useit.com/alertbox/20010121.html
Recommended texts:
Berry, D. (ed.) (2012) Understanding Digital Humanities. London: Palgrave.
Burdick, A. et al. (2012) Digital Humanities. Boston: MIT Press.
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 5 - 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, C. A. (2009) "The sense of the interface: applying Semiotics to HCI research", Semiotica, Vol. 177, pp. 1 - 27
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.
5.3. Teaching resources
- Presentations (i.e. PowerPoint)
- Requested and recommended texts
- Working Guides
- Other online materials.
6. Method
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. Schedule
|
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 |