Subject

Fundamentals of Human Communication II

  • code 09267
  • course 3
  • term Semester 2
  • type OB
  • credits 3

Module: Global Trends

Matter: Anthropology

Main language of instruction: Spanish

Teaching staff

Head instructor

Dr. Jorge Francisco PUIGDOMÈNECH - jpuigdomenech@uic.es

Office hours

By email and personally, by appointment.

Introduction

The subject of Elements of the Human Communication II aims to study the different shapes and concepts of the human being which is present in the context of communication. Drawing on the theories of the philosopher Julián Marías, a disciple of Ortega y Gasset and leading figure in Spain at the time to highlight the inherent anthropological communication phenomenon, and his anthropological concepts relating to the approaches of the German School of Advertising, it proposes a theoretical approach to the central concept of person, identified in three contexts, cinema, radio and television, in the practical part of the course.

Pre-course requirements

No pre-course requirements are needed to enrol in this subject.

Objectives

The objectives of the subject are focused on the knowledge of the elements and basic techniques of human communication, taking as a reference the areas of three media: television, radio and cinema.

Competences / Learning outcomes of the degree programme

  • 04 - The ability of self assessment and professional self management
  • 05 - The ability to learn autonomously
  • 06 - The ability to act autonomously and responsibly
  • 10 - The ability to develop an ethical attitude
  • 11 - The ability to make judgments and well-argued critical assessments
  • 12 - The ability to produce spoken and written texts
  • 14 - Ability to analyse
  • 15 - The ability to synthesise
  • 16 - The ability to detect newsworthy events
  • 19 - The ability to memorise
  • 20 - The ability of concretion
  • 21 - The ability of abstraction
  • 22 - The ability to generate debate and reflection
  • 33 - The ability to contextualise and critically analyse macroeconomic elements
  • 58 - Knowledge and mastery of the static image and its ability to communicate
  • 59 - Knowledge and mastery of classic culture
  • 60 - Knowledge and mastery of the techniques of continuous narrative transmission
  • 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
  • 69 - Knowledge and mastery of the different techniques used to contrast information
  • 74 - Knowledge and mastery of multimedia messages
  • 75 - Knowledge and mastery of language use
  • 78 - The ability and capacity to establish a plan of communication
  • 79 - The ability and capacity for independent practice of the profession
  • 80 - Relational ability to establish a competent interaction between advertiser and agency
  • 83 - The ability and capacity to give form to a creative message
  • 84 - The ability and capacity to create and carry out graphic elements
  • 87 - The ability and capacity to use technology and communicative techniques
  • 90 - The ability of insight, ingenuity and creativity
  • 92 - The ability for analysis, synthesis and critical judgment
  • 94 - The ability to act freely and responsibly

Learning outcomes of the subject

The students of "Elements of the Human Communication II " will be able to show the following outcomes:
• Capacity to apply the knowledge acquired in the matters of philosophy of the image, anthropology and analysis of contents.
• Capacity to design and realise models of interpretation and criticise, as well as to analyse and interpret data.
• Capacity to design contents for an advertising production and satisfy the needs with real limitations, such as how economic, environmental, social, political, ethical, health and security, promotion and sustainability.
• Capacity to work in multidisciplinary teams.
• Capacity to identify, formulate and resolve problems of interpretation of contents of communication products.
• Understanding of the ethical and professional responsibility.
• Capacity to communicate.
• Necessary general education to comprise the impact of communication contents in a world-wide context, economic, human and social.
• Recognition of the need and the capacity to take part in a permanent continuous learning setting.
• Knowledge of the contemporary problems.
• Capacity to use the technical skills and modern tools of production and analysis of advertising contents.

Syllabus

· 1st session

Presentation: objectives, methodology and evaluation

Advertising communication and human sciences

Analysis of radio advertising contents I

· 2nd session

Local and global communication

Analysis of radio content advertising II

· 3rd session

Artistic creation and advertising: materialism and idealism

Analysis of radio content III

· 4th session

The communicative Querelle: old versus modern

Analysis of cinematographic advertising contents I

· 5th session

The role of the unconscious in advertising

Analysis of cinematographic advertising contents II

· 6th session

Theoretical-practical exercise of continuous evaluation

· 7th session

Dynamics of human communication I

Analysis of cinematographic advertising contents III

· 8th session

Dynamics of human communication II

Analysis of television advertising content I

· 9th session

Music as a communicative phenomenon

Analysis of television advertising contents II

· 10th session

Significance of audiovisual language

Analysis of television advertising contents III

· 11th session

Audiovisual advertising and materialization of the spot

Analysis of general advertising content I

· 12th session

Psychological effects of advertising communication

Analysis of general advertising contents II

· 13th session

Philosophy or brand style

Analysis of general advertising content III

· 14th session

Rhetoric and dialectics: language and communication in the 21st Century

Analysis of general advertising content IV

Teaching and learning activities

In person

TRAINING ACTIVITY

ECTS CREDITS

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.
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. 
Guiding Junior. Ensuring a review of and in-depth look at competences and knowledge, as well as the development of habits involving social commitment and responsibility, with the strongest students providing guidance for students from lower years, particularly if they have any type of disability (physical, etc).

2

Focused Praxis. Handing in occasional exercises to learn theory through practice.
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.

0,5

Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge.

0,5

Evaluation systems and criteria

In person

Following the model of continuous evaluation, students will answer to a questionnaire on each of the sessions (40%). At the end of the course there will be a written exam on topics covered in the course (60%). For the second call, the student who has not passed the test must exceed analogous to that of the first call written test.

Bibliography and resources

LIPOVETSKY, Gilles: La felicidad paradójica: ensayo sobre la sociedad de hiperconsumo. Barcelona: Anagrama, 2010. 

MARÍAS, Julián: Persona. Madrid: Alianza, 1996.

McLUHAN, Marshall: Comprender los medios de comunicación. Las extensiones del ser humano. Barcelona: Paidós, 1996.

ORTEGA y GASSET, José. La rebelión de las masas. Madrid: Espasa-Calpe, 2009.

PUIGDOMÈNECH, Jordi: Lecciones preliminares de Estética. Ensayos sobre la belleza. Madrid: EAE, 2012.

SEMPERE, Pedro J.: La comunicación audiovisual. Madrid: Instituto Nacional de Publicidad, 1968.

TORRALBA, Francesc: El arte de saber escuchar. Barcelona: Milenio, 2007.

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