Universitat Internacional de Catalunya


Second semester
Global Trends
Main language of instruction: Spanish

Teaching staff



The subject of sociology in the degree of Advertising and Public Relations aims to provide students with a comprehensive understanding of contemporary society and emphasise the importance of communication in the process of cultural education.

The aim of sociology (understanding society) is crucial in the planning and development of communication products. Therefore, the aim is to present the reality of sociological studies as a source of critical information and provide the keys to understanding the current social context.

Also, to understand society means to be aware that the established order been socially constructed, and its composition depends heavily on the actors involved in the development of cultural and symbolic patterns.

Ultimately, the fundamental objective of the subject is to offer discursive resources (theoretical and methodological) that allow students to start in the sociological imagination, helping them to analyze and understand how the structuring of human interdependencies has varied (from modernity to the present day), and what have been the effects of these variations. In this analysis and in this understanding we will pay special attention to the different modalities of governability, control and social resistance, and to the forms of "sociality", "individualization" and "subjectivity" that they entail.

Pre-course requirements

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



1. Learn about the reality of the science of sociology and the major theoretical paradigms.
2. Understand the role of advertising and public relations in cultural education and society. 
3. Understand the social context of the postmodern era and the network society to create optimal communication products advertising and public relations. 
Skills and attitudes

1. Use argument, criticism and creativity in making speeches. 
2. Develop an attitude of respect for the diversity of opinions in debates. 
3. Reflect on the responsibility of professional advertising and public relations in building a fairer and supportive social environment


  • 11 - The ability to make judgments and well-argued critical assessments
  • 92 - The ability for analysis, synthesis and critical judgment
  • 96 - The ability to objectively analysis reality and the extraction of valid considerations

Learning outcomes

Identify major social trends in advertising and public relations communication creations. 

Distinguish elements of cultural training and socialisation in the advertising of products and public relations campaigns. 

Indicate the different possibilities of social influence of the communicative elements used in the work. 

Awareness of the tools of sociological research for use in communication


Teoría sociológica, orígenes, modernidad, perspectivas y postmodernidad. Las dinámicas del poder y los espacios de subjetividad individual y colectiva. 

Bloque 1. Introducción a la sociología en comunicación

Bloque 2. El origen de la sociología y los principales paradigmas teóricos

Bloque 3. Principales perspectivas sociológicas

Bloque 4. Comprender la sociedad del siglo xxi: cultura, economía y política en la era posmoderna


Teaching and learning activities

In person








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
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. 1.2
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). 1.2
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. 1.0
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. 2.2

Evaluation systems and criteria

In person


The evaluation will be continuous. Attendance and participation are required. It will consist of two exams with a value of 70% of the note, plus the completion of practices that will be 30%. Some of these practices will be done in class and others at home as exercises. It is necessary to pass the practices and the exam average to pass the subject.


 1. Examen final: 100 % 


1. Examen final: 100 %


* La normativa ortográfica de la Facultad se aplicará a todos los exámenes y trabajos.

** El plagio o copia en cualquier actividad evaluable supondrá el suspenso automático en esa actividad.


Bibliography and resources

Althusser, L. (2015). Sobre la reproducción. Madrid: Akal. 

Bauman, Z. (2007). Tiempos líquidos. Vivir en una época de incertidumbre. Barcelona: Tusquets. 

Baudrillard, J. (2008). Cultura y Simulacro. Barcelona: Kairós. 

Beck, U. (2009). La sociedad del riesgo global. Madrid: Siglo XXI. 

Becker, H. (2009). Outsiders: Hacia una sociología de la desviación. Madrid: Siglo XXI. 

Berger, P. L., y Luckmann, T. (2003). La construcción social de la realidad. Buenos Aires. Amorrortu. 

Blumer, H. (1982). El Interaccionismo simbólico, perspectiva y método. Barcelona: Hora D.L. 

Durkheim, E, (1982). La División del trabajo social. Madrid: Akal. 

Foucault, M. (2009). Vigilar y castigar. Madrid: Siglo XXI.

Guattari, F. y Rolnik, S. (2006). Micropolítica. Cartografías del deseo. Madrid: Traficantes de sueños. 

Hardt, M. y Negri, T. (2005). Imperio. Barcelona: Paidós. 

Illouz, E. (2007). Intimidades congeladas. Las emociones en el capitalismo. Madrid: Katz. 

Lipovetsky, G. (2010). La era del vacío. Barcelona: Anagrama.  

Noelle-Neumann, E. (1995). La espiral del silencio. Opinión pública: nuestra piel social. Barcelona: Paidós 

Ritzer, G. (1993). Teoría sociológica contemporánea. México: McGrawn Hill. 

Stavrakakis, Y. (2007). Lacan y lo político. Buenos Aires: Prometeo Libros. 

Weber, M. (2016). La ética protestante y el espíritu del capitalismo. Madrid: Alianza Editorial