Universitat Internacional de Catalunya
Sociology
Teaching staff
Introduction
The Sociology in Advertising and Public Relations course aims to give students scientific tools to analyse and understand society as a whole. It also helps them develop critical thinking and apply it to advertising, public relations and different professional areas.
The main goal of sociology is to understand society. This is essential for planning, analysing and creating high-quality campaigns and communication products. Sociology offers scientific theories and methods that help students study society and understand the key factors that influence the world we live in.
The course provides theoretical and practical tools to develop a critical and responsible point of view. Its goal is to train professionals who can understand and explain social reality and create high-quality campaigns and content that have an impact on society.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject.
Objectives
Knowledge
- Understand sociology as a science, its main theories and its methods of analysis.
- Understand the role of advertising and public relations in the creation of culture, identity, public opinion and society.
- Know the main sociological theories and apply them to the analysis of advertising and public relations campaigns, messages and practices.
- Understand contemporary society in order to interpret and create campaigns and communication content that are suitable for today’s social context.
- Understand social reality as something influenced by power relations, inequality and representation.
Skills and attitudes
- Apply scientific methods to observe, analyse and interpret social and communication phenomena.
- Connect theoretical knowledge with the practical analysis of campaigns, content and communication strategies.
- Use argumentation, critical thinking and creativity to analyse and create advertising and public relations messages.
- Critically analyse social, cultural and identity representations in advertising and corporate communication.
- Develop respect for different opinions, identities and social realities.
- Reflect on the responsibility of advertising and public relations professionals when creating and sharing content and contributing to a fairer, more inclusive and supportive society.
- Reflect on the possibilities of social change and on the role of advertising and public relations in transforming society.
Competences/Learning outcomes of the degree programme
- 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 of the subject
At the end of the course, students will be able to:
- Identify the main sociological approaches, concepts and theories, and explain how they apply to advertising and public relations.
- Analyse current social issues by using sociological concepts and methods.
- Explain the role of advertising and public relations in the creation of culture, identities, shared ideas and public opinion.
- Critically analyse social, cultural, gender, class, origin and identity representations in advertising and corporate content.
- Identify how power relations, social inequalities, and economic and political interests influence advertising and public relations messages.
- Apply basic scientific methods to observe, study and interpret social phenomena, campaigns and communication products.
- Connect sociological theory with the practical analysis and creation of campaigns, strategies, formats and communication practices.
- Present clear, critical and well-supported arguments about social issues related to advertising and public relations.
- Design or create campaigns and communication content that take into account the social context, cultural diversity and the possible social effects of messages.
- Understand the social and ethical responsibility of advertising and public relations professionals when representing reality and contributing to a fairer, more inclusive and diverse society.
Syllabus
General content
Sociological theory, basic sociological concepts, the origins of sociology, modernity, main theoretical perspectives and postmodernity. Scientific methods applied to the study of society, advertising and public relations. Habitus, tastes, lifestyles, consumption, social distinction and forms of individual and collective identity.
Block 1. Introduction to sociology and scientific methods
Sociology as a science. Its subject of study, basic elements and main sociological concepts. The sociological perspective and its application to advertising and public relations. Introduction to the main methods and techniques used to analyse social reality, audiences and communication phenomena.
Block 2. The origins of sociology and the main theoretical approaches
The birth of sociology in the context of modernity. The main authors, approaches and concepts of foundational sociological theory. Their application to the study of communication, consumption and society.
Block 3. Main sociological perspectives
The main contemporary sociological perspectives. Social structure, inequalities, identities and representations. Habitus, tastes, lifestyles, cultural consumption and social distinction. Application of these concepts to the analysis of advertising, brands, audiences and corporate communication.
Block 4. Understanding society in the 21st century
Culture, economy, politics, consumption and communication in contemporary society. Globalisation, digitalisation, postmodernity, social change and new forms of individual and collective identity. Changes in audiences, consumption practices, brands and the relationship between organisations and society.
Teaching and learning activities
In person
| 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 |
| 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
FIRST CALL
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.
SECOND CALL
1. Examen final: 100 %
THIRD CALL AND SUBSEQUENT
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
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