Communication Structure
Main language of instruction: Spanish
Head instructor
Dra. Irene DA ROCHA - idarocha@uic.es
Office hours
Meetings with professors will be fixed on-demand.
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.
None.
The students:
(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
The contents of the course will be taught by:
TRAINING ACTIVITY | ECTS 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 |
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 SYSTEM | PERCENTAGE |
---|---|
Individual Work | 60% |
Groupal Work | 40% |
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