Universitat Internacional de Catalunya

Cultural Communication

Cultural Communication
3
4006
1
Second term
OB
Main language of instruction: Spanish

Other languages of instruction: English

If the student is enrolled for the English track then classes for that subject will be taught in the same language.

Teaching staff


Mrs. RIBAS BRUGUERA, Maria - mribas@uic.es

Introduction

Implementing the correct communication strategy is crucial for the success of a cultural project. A communication campaign ensures visibility, as well as the understanding and engagement of the audience. Since the implementation of the Internet, communication tools are evolving in an exponential way, significantly changing the format, speed and relationship between the institution or the creator and the audience. At the same time, print formats and more traditional ways of interacting with the audience are still effective in communication campaigns.


Identifying which are the most suitable among the overwhelming number of communication tools is one of the challenges of this course, which combines practical training with two visits -to a Museum and an art gallery- with a series of talks given by outstanding experts in different fields: Design, Heritage, Debates and Publishing. Ranging from independent freelancers to members of staff of consolidated institutions, the lecturers will discuss their experience in communication campaigns and exchange ideas with the alumni.

 

FACULTY

Inés Martínez Ribas (Barcelona, 1968). Communication consultant. Journalist and Sociologist. Master’s in Journalism (1996, El País-Universidad Autónoma de Madrid). One-year course in Research Techniques (1996, University of East London). Bachelor of Political Science & Sociology (1996, Universitat Autònoma de Barcelona). Bachelor of Information & Media Studies (1995, Universitat Autònoma de Barcelona). She has worked for the Spanish newspapers El País, La Vanguardia, and El Periódico de Catalunya; Head of Cultural Press at ”la Caixa” Foundation (2001-2008); Head of Press and Public Relations at the Museum of Contemporary Art in Barcelona, MACBA (2008-2012). Author of the novel Caribdis. En mar de nadie (Distrito 93, 2020).

GUEST LECTURERS

Alphabetical order.

  • Magda Anglès. Head of Publishing at the Foundation Joan Miró in Barcelona. She studied Classics at Université La Sorbonne Paris IV and graduated in Humanities at Universitat Pompeu Fabra in Barcelona. She has worked in the cultural sector (CCCB, MNCARS).   
  • Malcolm Bain. Lawyer. Specialized in information technologies, digital content, and personal data. Professor at the Universidad de Barcelona (UB), tutor at the Universitat Oberta de Catalunya (Master of Free Software), as well as participating in several postgraduate courses, conferences, and seminars.
  • Montse Blanco. Director of Advertising and Corporate Image at ”la Caixa” Banking Foundation.
  • Josep Maria Martí i Font. Journalist and writer, president of the Association of European Journalists in Catalonia. He has worked for the Spanish newspaper ‘El País’ during 30 years as a Correspondent (Germany, France, America, Russia) and Head of Opinion and Culture.

Objectives

  • To understand and have a good command of the essential communication tools in cultural activities.
  • To be able to design and organise a communication strategy for a cultural project.
  • To develop a critical approach to social media and digital communication.
  • To examine and identify specific communication strategies for each of the cultural sectors (Design, Heritage, Debates and Publishing).

Competences/Learning outcomes of the degree programme

Basic competencies 

Knowing how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.

General competencies

Lead, coordinate and work interdisciplinary teams.

Ability to communicate, share and mediate in relation to different agents who participate in a project, program or cultural service.

Transversal competencies

Design, direct, produce and evaluate projects, programs, strategies, policies or cultural activities where various professional profiles, actors and institutions are involved.

Specific competencies

  • Understand and know cultural communication in all its areas.

  • Learn the basics, methodology and application of communication techniques in different cultural sectors.

  • Establish and maintain a smooth and effective communication relation with the media through the development of dossiers and press releases and organizing press conferences. Recognizing which are the essential and most performative communication tools.

  • Being able to design and organize a basic communication strategy for a cultural project.  
  • Developing a critical approach and a practical knowledge of social media and digital communication in culture

Learning outcomes of the subject

The students knows:

  • It communicates its conclusions and the ultimate knowledge and reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.
  • He leads, coordinates and is part of interdisciplinary work teams.
  • It communicates, stimulates and mediates between the different agents involved in a cultural project, program or service.
  • Designs, directs, produces and evaluates projects, programs, strategies, policies or cultural actions in which varied profiles of professionals, agents and institutions are involved
  • Analyzes, applies and evaluates marketing strategies in different sectors, institutions and cultural projects and organizes a basic communication strategy for a cultural institution or project.

 

Syllabus

 

PART I. INTRODUCTION

Two sessions

The Methodology of the Course: Program, methodology, bibliography, guest lecturers and evaluation. Communication tools: The different Departments of Cultural Communication according to the personality of each institution.

PART II. TEXT AND FORMATS

Three Sessions

Which kind of language can we use? Objective or subjective? How can we compose a text? Should we write long or short texts? The audience… matters? When is it still appropriate to use print formats? The paper side: textures, sizes, thickness, design. Books, flyers, invitations, newsletters, wall texts. Different type of documents.

PART III. PRESS DEPARTMENTS

Seven Sessions

How to build news. Relation with the Medias. Press Kits and Press Releases. Press Announcements. Press Conferences. Exclusives. Communication Crisis. Success and failure cases. Press Clipping. The importance of language and translations. Public Relations. Openings. The medium is the message. The emergence of social media networks and peer to peer communication. Organizing and broadcasting conferences and debates. Fostering critical thinking today. The importance of content.

PART IV. COMMUNICATION STRATEGIES

Six Sessions

How to develop a strong and compelling strategic communication plan.

 

 

 

    

Session

Day

Month

Time

Lecturer

Hours

PART I

 

 

 

 

 

Session 1

Tuesday

11 January

6:30

Inés Martínez Ribas

2

Session 2

Thursday

13 January

6:30

Inés Martínez Ribas

2

PART II

 

 

 

 

 

Session 3

Saturday

15 January

10:00

Magda Anglès

2

Session 4

Thursday

20 January

6:30

Inés Martínez Ribas

2

Session 5

Tuesday

25 January

6:30

Inés Martínez Ribas

2

PART III

 

 

 

 

 

Session 6

Thursday

27 January

6:30

Inés Martínez Ribas

2

Session 7

Tuesday

1 February

6:30

Inés Martínez Ribas

2

Session 8

Thursday

3 February

6:30

Josep Maria Martí i Font

2

Session 9

Tuesday

8 February

6:30

Inés Martínez Ribas

2

Session 10

Thursday

10 February

6:30

Inés Martínez Ribas

2

Session 11

Tuesday

15 February

6:30

Malcolm Bain

2

Session 12

Thursday

17 February

6:30

Inés Martínez Ribas

2

PART IV

 

 

 

 

 

Session 13

Tuesday

22 February

6:30

Inés Martínez Ribas

2

Session 14

Thursday

24 February

6:30

Inés Martínez Ribas

2

Session 15

Tuesday

1 March

6:30

Inés Martínez Ribas

2

Session 16

Thursday

3 March

6:30

Montse Blanco 

2

Session 17

Tuesday

8 March

6:30

Inés Martínez Ribas

2

Session 18

Thursday

10 March

6:30

By groups. Free time

2

Oral Presentations*

Tuesday

22 March

16:30 till 20:30

Inés Martínez Ribas

4

(*) Exams Week. Oral Presentations of the Communication Plans. By groups.

Delivery of exercises:

   →21 January: Flyer. Before 2 pm, by email: imartinezr@uic.es

   →11 February: Press Release. Before 2 pm, by email: imartinezr@uic.es

   →25 February: Press Conference. Before 2 pm, by email: imartinezr@uic.es

Teaching and learning activities

In person



 

 

 

Evaluation systems and criteria

In person



EVALUATION SYSTEM

  • Class attendance and participation: 34%
  • Exercises (individually): 33%. Three exercises (flyer + press release + press conference).
  • Oral presentation: Communication Plan (group): 33%

 

EXERCISES

1. Design a flyer + distribution strategy

Deliver before 2 pm, 21 January, imartinezr@uic.es

Individual exercise. Subject: your Annual Project (e.g., launch, activity, event, new season, pilot plan…). Definition of a flyer: a small handbill advertising an event or product. Explain shortly the distribution strategy (Social Media? Tourism offices? Digital or paper? Issues?).

2. Write a Press Release

Deliver before 2 pm, 11 February, imartinezr@uic.es

Individual exercise. Subject: your Annual Project (e.g., launch, activity, event, new season …).   Keep it under 1 or 1’5 pages (500-700 words). Choose the proper format (font, size, logos…). Important elements: headline, date, city, state, location, boiler plate, press contact, additional press material… Hierarchize the information. Include useful quotes. Add other details in descending order of importance. Find the angle of your institution. Do not forget facts and data. Remember the 5 W: Who is the story about? What is happening? Where is it going on? When will it occur? Why is it important? Try to be original.

3. Press Conference

Deliver before 2 pm, 25 February, imartinezr@uic.es

Individual exercise. You will have to attend a press conference (I will provide you with different proposals). Then you will have to choose ONE option (A or B) in relation to the announcement of the press conference:

Option A. Build a compelling news story ready to be published in a newspaper or magazine (paper or digital, max. 800 words) or to be broadcast in TV or radio or social media (2-3 minutes). Include a headline and a lead or main paragraph. Find the proper angle and language of your target audience. The subject must be related to the press conference you have attended.

Option B. Analyze and explain in 1 or 1,5 pages the press conference strategy. The opportunity of the press conference, the angle of the institution, the facilities in the press room, the speeches, the reactions of the journalists, the impact in the medias the next hours and days, the information and material of the press kit, the press clipping, if the results were as expected… 

Bibliography and resources

BIBLIOGRAPHY AND RESOURCES.


JENKINS, Henry + FORD, Sam + GREEN, Joshua (2013) Spreadable Media: Creating value and Meaning in a Networked Culture. New York: New York University Press.
SENNET, Richard (2005) The Culture of the New Capitalism. New Heaven: Yale University Press.
EAGLETON, Terry (2000) The idea of Culture. London: Blackwell Manifestos.
WILLIAMS, Raymond (1976) Keywords: A Vocabulary of Culture and Society. London: Fontana.
BARTHES, Roland (1957) Mythologies. Paris: Editions du Seuil.

Teaching and learning material



Print version