Subject

Communication Structure

  • code 10076
  • course 3
  • term Semester 2
  • type OB
  • credits 3

Main language of instruction: Spanish

Teaching staff

Head instructor

Dra. Irene DA ROCHA - idarocha@uic.es

Office hours

Meetings with professors will be fixed on-demand.

Introduction

In this course students will learn how the media market is organized; the main subjects, companies and institutions involved in trade and communication relations and political-legal, technological, socio-cultural and economic circumstances that influence entrepreneurial activities will be identified. That reality will be analyzed both from an external perspective as from an internal perspective of the media companies. Thus, students will understand the relationship between structural factors of the media industry and the decisions made in the management and organization of media companies.

The contents of the course will be structured in seven blocks. In the first, the main theoretical foundations on media economics and structure of the media system will be reviewed. In the other blocks, the trends that continue to exist in the external environment of each of the main sectors: publishing, digital and audiovisual, will be discussed. For each market, the influence of the structural position in the value chain of the companies will be analyzed and, therefore, its different activities: production, distribution, marketing and consumption.

Pre-course requirements

None.

Objectives

  • Understanding the media ecosystem, its network of value and fundamentals of the economy of care.
  • Understand the uniqueness of different media sectors.
  • Knowing the parameters and key metrics in the industry.
  • Meeting the 'disruptive' factors of media industry and new entrants.
  • Knowing the Spanish market with a certain depth (actors, audience and environment).
  • Knowing the major global players in the industry of media and entertainment.

Competences / Learning outcomes of the degree programme

  • 20 CE - The ability to plan and carry out journalistic projects
  • 08 CG - The ability to reflect and memorize.
  • 19 CE - The ability to elaborate a budget for a journalistic project.
  • 23 CE - The ability to contextualize and critically analyze mass media products
  • 27 CE - The ability to understand and work with different agents of the journalistic profession
  • 33 CE - Knowledge and mastery of financing systems of different communication media

Learning outcomes of the subject

The students:

  1. Will know the elements which configure the news organizations, as well as its economic structure.
  2. Will understand the microeconomic and macroeconomic environment of media companies.
  3. They will develop an entrepreneurial spirit and leadership skills.
  4. They will develop their creativity and their ability to be innovative in developing products and journalistic or communication projects.

Syllabus


(1) Conceptual basis and traditional market models: cultural industry, market, stakeholders, economy and regulation 


(2) Digitalization and media convergence
a. Audiovisual digitalization
b.  Media convergence
c. Cross-platform distribution and consumption

(3) Social media and data-driven models

a. Active audiences
b. The explosion of interactivity
c. Algorithms industry and big data

(4) Public media

a. Public service
b. Governance and financing models
c. Public media trends

(5) Regulation and regulatory bodies

a. Introduction to regulation: regulatory framework
b. The CAC
c. The CNMC
d. ERGA

(6) Media as a global, national and local actor
a. The globalization of the media ecosystem
b. Local media
c. The XAL and FORTA


(7) Future trends
a. The bubble filter
b. Challenges and opportunities

Teaching and learning activities

In person

The contents of the course will be taught by:

  • Lectures in which the theoretical content of each subject will be taught.
  • Seminars in which, by working groups, issues of today's media system worked on each topic will be discussed.
  • Meeting points with professionals.
  • Coaching in which students will be oriented on the progress of work.
TRAINING ACTIVITYECTS CREDITS
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
0,4
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc.
0,2
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
1,6
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
0,8

Evaluation systems and criteria

In person

  • individual
    20% Examen 1ª parte
    20% Examen 2ª parte
    10% Presentación de tendencia 
    10% Asistencia y participación

    grupal
    20% Apuntes colaborativos (blog de trabajo de seminarios y actividades) (Rúbrica de evaluación) -1ª parte
    20% Apuntes colaborativos (blog de trabajo de seminarios y actividades) (Rúbrica de evaluación) -2ª parte

Se podrá recuperar tanto el examen de la 1ª parte como el examen de la 2ª parte, con dos pruebas de reevaluación (correspondiente a cada una de las partes). La profesora de cada parte de la asignatura indicará la nota mínima para que el examen haga media. Los apuntes colaborativos, la presentación de la tendencia y la asistencia y participación no son recuperables.

Para aprobar la segunda o siguientes convocatorias será necesario realizar un trabajo individual que contará el 100%.

EVALUATION SYSTEMPERCENTAGE
Individual Work
60%
Groupal Work
40%

Bibliography and resources

ALMIRON, N. (2011). Estructura de propiedad y composición de los consejos de administración de los principales grupos de comunicación europeos en 2009. Observatorio (OBS*) Journal, vol.5 - nº1 (2011), 227-244.

BAS et al. (2011). Políticas de comunicación y protección del pluralismo en la Unión Europea y Estados Unidos. Comunicación y Sociedad, 24(2), 41-75.

BUSTAMANTE, Enrique (coord.) (2003) Hacia un nuevo sistema mundial de comunicación. Las industrias culturales en la era digital. Barcelona: Gedisa.

DOYLE, G. (2002). Understanding media economics. London: SAGE Publications.

HALLIN, D.C. y MANCINI, P. Sistemas mediáticos comparados. Tres modelos de relación entre los medios de comunicación y la política; Hacer editorial, Madrid, 2008

INSTITUT DE LA COMUNICACIÓ (In-Com UAB). Informe de la comunicació a Catalunya 2011-2012.

JONES, D. (2005). Aproximación teórica a la estructura de la comunicación social. Sphera pública, 5, 19-39.

MEDINA, M. (2011, 2002). Estructura y gestión de empresas audiovisuales. Navarra: EUNSA.

NIETO, A.; IGLESIAS, F. (2000). Empresa Informativa. Barcelona: Ariel.

PÉREZ-LATRE, F.J., SÁNCHEZ-TABERNERO, A. (2012). Innovación en los medios. La ruta del cambio. Pamplona: Eunsa.

PICARD, R. (2011). The economics and financing of media companies. New York: Forham University Press.

SÁNCHEZ-TABERNERO, A (2003). Estructura y actividades de las empresas de comunicación, en BEL-MALLÉN, I. y CORREDOIRO, L.  Derecho de la información.

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