Universitat Internacional de Catalunya


Second semester
Audiences and shares
Main language of instruction: Spanish

Teaching staff

PhD Francis García Collado fjgarcia@uic.es


This subject is an introduction to the human psyche since three levels of concretion related between sinus and presented in three separate blocks. In the first place we will refer us to the basic psychological processes, in the second place will realise an approach to the upper psychological processes and finally to the social psychology and to the collective psychology. With this assignatura pretends that the student know the main psychological processes and relational involved so much in the perception and in the communication as well as in the learning, with the aim to do comprehensible his staged in the social field.

The afany to approximate the matter to the field of the communication as well as to the of the advertising does that we put emphasis so much in some of the most classical theories, to understand the evolution and process of the matter, how in the update of some concepts since fields tied to the psychology that find immersos in the cognitive sciences.

The basic thesis of the assignatura Psychology is that any communicative act is a complex interaction that has as a purpose transmit a message, but also is a practice that influencia to the people, to the context, to the groups and to the collective grains building a reality shared socially for the human being in so much capax symbolorum.


Pre-course requirements

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


The general aim of learning is that the student learn to identify and analyse since the prospect of the psychology the paper of the person, the group and the collective in the audiovisual communication with the purpose to apply the theoretical models in addressing the audiovisual communication and appreciate the communication like an opportunity to build realities and as a mechanism of regulació of relations.

Attending to the general aim, each block pursues a specific aim. The specific aims are:

  • Know and develop the main knowledge of the basic psychology to the audiovisual communication and to the advertising.
  • Know the recent knowledge of the cognitive science to the psychology in matter of communication and his possible applications in the field of the audiovisual communication and in the one of the advertising.
  • Know the main knowledge of the social psychology to the audiovisual communication and to the advertising and the base neuroscientific this suport.
  • Develop capacity to apply the concepts and theories of the psychology of the collective behaviour to the audiovisual communication and to the advertising.
  • Promove the critical thought that it take as a aim the psychology without leaving the most interdisciplinary slope that contributes us so much the neuroscience like the psychoanalysis in his possible applications to the field of the audiovisual communication and to the of the advertising.


  • 01 - The ability to adapt to varying circumstances
  • 02 - The ability to understand, accept criticism and correct errors
  • 03 - The ability to administer and manage human and technical resources
  • 04 - The ability to work in a team and autonomously
  • 05 - The ability to organise time and workspace
  • 06 - The ability to develop academic rigour, responsibility, ethics and professionalism
  • 07 - The ability to apply the deontology and respect for the audiovisual sector
  • 08 - The ability of critical analysis, synthesis, concretion and abstraction
  • 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence…)
  • 10 - The ability to confront difficulties and resolve problems
  • 11 - The ability to generate debate and reflection
  • 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
  • 13 - The ability to create spoken and written communication
  • 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
  • 15 - Knowledge and mastery of body language and techniques for public speaking
  • 16 - The ability to manage, analysis and reflect on content
  • 18 - The capacity and development of general culture and interest in social events
  • 21 - Knowledge and mastery of the digital culture
  • 25 - The ability to maximize creative development
  • 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
  • 37 - The ability to contextualize and critically analyze the organizational structure of global communication
  • 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
  • 53 - Lingustic ability in Catalan, Spanish and English
  • 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.

Learning outcomes

Students who study psychology course must demonstrate the following general learning outcomes of the degree:

  • Being able to work in a team and autonomously.
  • Apply managing time and space.
  • Develop academic rigor, accountability, ethics and professionalism.
  • Analyzed from the perspective of psychology showing ability interpretation, synthesis and abstraction.
  • Apply the ability to face difficulties and conflict management.
  • Being able to generate discussion and reflection based on concepts from psychology.
  • Show ability to meet deadlines, develop punctuality and respect for human, technical and material resources.
  • Being able to create oral and written communication.
  • Build knowledge and mastery of self psychology speech using terms with academic rigor.
  • Analyze, reflect and articulate the contents on the basis of joint activity in the classroom.
  • Being able to adapt, understand and apply the expressive possibilities of information technology and communication and future changes.
  • Interpret human behavior in response to the major theories of psychology.
  •  Describing analyze the person from the individual perspective, interactive perspective, social perspective and collective perspective.
  •  Apply the knowledge gained audiovisual communication.



The history of psychology gives us an overview of a discipline whose subject matter is human behavior. From different theoretical points of view, the neotechnic particularity of the human being makes it essential to refer to belonging to groups, collectivities and societies whose starting point is the entrance of the human being into culture and how this forms his subjectivity. 

1.1. From homo oeconomicus to psychology. 

1.2. From the rational subject to the subject of the unconscious. Executive control and decision making: reasoning and problem solving. Theories about consciousness and unconscious, theories about the self, stages and notions of individual, person and subject. 

1.3 Semiotics 

1.4. Communication Psychology: Assertiveness




2.1. Neural and cerebral plasticity. 

2.2. Motivation. Motivated and regulatory behavior. Desire, pleasure and reinforcement. 

2.3. Attention and attention systems. 

2.4 Learning and memory. We will take as a starting point the notion of perceptive memory (which is explicit in Block 3) and that of working memory to develop the concept of long-term memory divided into two large groups: that of learning and explicit memory And the implicit. 

2.5 Theory of cognitive references and everyday metaphors, motivation and conditioning. 



3.1. Perceptual process. Physiology of perception. Visual attention. Auditive System; Perception of tone and speech. 

3.2. Psychology of the-Form. Gestalt. Laws and principles. 

3.3. Theory of Light. Shadow, shine and light. Optical illusion, artifices and entoptical phenomena. 

3.4. Theory of Color. Physiological, physical and chemical colors. Active and passive colors. Additive and subtractive colors. 

3.5. Image and Motion (Space and Time). 



4.1. Brain and culture

4.2. Social cognition

4.3. Social neuroscience and mirror neurons.

4.4. Emotions and theories of emotion.

4.5. False beliefs and formation of first impression.



5.1. Social psychology and collective behavior.

5.2. Collective behavior, social movements and social networks

5.3. Social psychology of the media

5.4. Social psychology and gender


Teaching and learning activities

In person

Plenary lectures will alternate with classes in order to promote the different skills of matter. Those powers will focus on three main areas: analysis (interpretation, synthesis and abstraction), Debate (reflection, critical-propositional attitude and deliberation), cooperative and individual work (to encourage the development of autonomy and ethics).

To make more effective the work of master classes students will make short thematic readings. These readings will allow them to obtain resources for more conceptual rigor when classes participate in the plenary rigorously showing the assimilation of skills. This requires the active participation in the plenary classes will be essential to obtain the necessary knowledge for the subject.

Los cuatro bloques primeros tendrán un total de 10 sesiones en los que habrá que entregar un total de 2 actividades (evaluación continua) que se concretarán en clase. Algunas de las actividades se realizarán en grupo y otras de manera individual. Los grupos se acordarán a lo largo de la primera o segunda semana de clase. Las actividades van ligadas a cada uno de los puntos de cada uno de los bloques de la asignatura y tendrán una parte teórica (clase magistral, lectura) y una práctica (comentario de texto y/o visual, exposición oral, debate, análisis de imagen, trabajo cooperativo.  Contaremos con actividades que serán presentadas al grupo en clase y otras entregadas directamente al profesor. 

Evaluation systems and criteria

In person

1 (Texto crítico): 20%

 2 (trabajo grupal G.Meet psicología de la comunicación: asertividad): 15%



 5 (Participación activa en clase): 5%

Examen: 30% (The exam will make an average in the continuous evaluation from a grade of 4 or higher and the student may take the ordinary exam as long as their average grade in the activities is 4 or higher).


In the case of 2nd and 3rd call, a theoretical exam must be carried out, the value of which will correspond to 100% of the grade for the subject. Both the assignments and the exams to be delivered must follow the following guidelines: Be correctly referenced following APA regulations. You can consult this regulation, updated as of September 2020, at: http://dspace.uvic.cat/xmlui/bitstream/handle/10854/6275/altres_a2020_guia_elaborar_citacions.pdf?sequence=1&isAllowed=y Follow the regulations for spelling mistakes established by the university.

Bibliography and resources

Basic bibliography:

Guirbau, M. Dolors. (2014). Psicología de la comunicación. Barcelona: Ariel.

Kahneman, D. (2013) Pensar rápido, pensar despacio. Barcelona: Debolsillo.

Lancaster, S. (2015) Winning Minds. New York: Palgrave McMillan.

Redolar, D. (2015). Neurociencia cognitiva. Madrid: Editorial Médica Panamericana.


Complementary bibliography:

Abi-Rached and Rose, N. (2013) NeuroThe new brain sciences and the management of the mind. Princeton.

Alberini, C. (2008) “La dynamique des représentations mentales: Consolidation de la mémoire, reconsolidation et intégration de nouvelles informations”. En Magistretti, P y Ansermet, F. En Neurosciences et psychanalyse. Paris: Odile Jacob.

Ansermet F. y Magistretti, P. (2012). A cada cual su cerebro. Plasticidad neuronal e inconsciente. Madrid: Katz.

Arnheim, R. (2002) Arte y percepción visual. Madrid: Alianza editorial.

Arnheim, R. (1986) El pensamiento visual. Barcelona: Paidós.

Aumont, J. (2009) La imagen. Barcelona: Paidós.

Baddeley, Alan D. (1999) Essentials of Human Memory. Bristol: Psychology Press.

Bartra, R. (2014) Antropología del cerebro. Conciencia, cultura y libre albedrío. Valencia: Pre-Textos.

Baudrillard. La société de consommation. Paris: Gallimard.

Bennett, M.; Dennett, D.; Hacker, P.; Searle, J. (2007) Neuroscience and PhilosophyBrain, mind and language. New York: Columbia University Press.

Blakemore, S. J.; Frith, U. (2015). Cómo aprende el cerebro. Barcelona: Ariel.

Bourdieu, P. (2001) Langage et pouvoir symbolique. Paris: Points.

Brusatin, M. (2006) Historia de los colores. Barcelona: Paidós.

Castells, M. (2009). Comunicación y poder. Madrid: Alianza Editorial.

Castoriadis, C.(1986) “La découverte de l'imagination”. LCL II. Paris: Points.

Coll, C., Palacios, J. & Marchesi, A. (2002). Desarrollo psicológico y educación. Madrid: Alianza Editorial.

Davis, F. (2006) La comunicación no verbal. Madrid: Alianza.

Freud, S. (2010) El malestar en la cultura. Obras completas XXI. Buenos Aires: Amorrortu.

Freud, S. (2010) El yo y el ello. Obras completas XIX. Buenos Aires: Amorrortu.

Freud, S. (2010) Más allá del principio de placer. Obras completas XVIII. Buenos Aires: Amorrortu.

Freud, S. (2010) Psicología de las masas y análisis del yo. A: S. Freud (ed.). Obras completas XVIII. Buenos Aires: Amorrortu.

Giddens A. y Sutton. P. (2013) Sociología. Madrid: Alianza.

Goethe, W. (1999) Teoría de los colores. Valencia: Colegio oficial de aparejadores y arquitectos.

Goldstein, B. E. (2006). Sensación y percepción. Madrid: Thomson.

Gombrich, E. H. (2013) Lo que nos cuentan las imágenes. Barcelona: Elba.

Hirschman, A. The passions and the interests. Princeton: Princeton.

James, W. The principles of psychology. Dover.

Kahneman, D. (2013) Pensar rápido, pensar despacio. Barcelona: Debolsillo.

Kandel, Erik. (2007) En busca de la memoria. Madrid: Katz.

Krauss, R. (2013) .El inconsciente óptico. Madrid: Tecnos/Alianza..

Lacan, Jacques. (1999a.) “Le stade du miroir comme formateur de la fonction du Je.” En Écrits I.

Paris: Seuil.

Lacan, Jacques. (1999b.) “L'instance de la lettre dans l'inconscient.” En Écrits I. Paris: Seuil.

Lacan, Jacques. (1999c.) “Du .Trieb. de Freud et du désir du psychanalyste.” En Écrits II. Paris:

Seuil. En .crits II. Paris: Seuil.

Lakoff, G. Johnson, M. (2004) Metáforas de la vida cotidiana. Barcelona: Cátedra.

Lakoff, G. (2008) No pensis en un elefant. Barcelona: Viena edicions.

Lakoff, G. The political mind. Penguin books.

Lipovetsky, G. y Roux, E. (2004) El lujo eterno. De la era de lo sagrado al tiempo de las marcas. Barcelona: Anagrama.

Miller, P and Rose, N. (2008) “Mobilizing the consumer: Assembling the subject of consumption” En Governing the present. Cambridge: Polity.

Miller, P and Rose, N. (2008) “Production, Identity and Democracy” En Governing the present. Cambridge: Polity.

Mitscherlich, A. et M. (1972). Le deuil impossible. Les fondements du comportement collectif. Paris: Payot.

Mirzoeff, N. (2009) An introduction to visual culture. New York: Routledge.

Mirzoeff, N. (2011) The right to look. London: Duke.

Mlodinow, L. (2012) Subliminal. Barcelona: Crítica.

Moltó, J. (1995).Psicología de las emociones. Entre la biología y la cultura. Valencia: Albatros.

Nussbaum, M. (2008) Paisajes del pensamiento: la inteligencia de las emociones. Barcelona: Paidós.

Redolar, D. (2015). Neurociencia cognitiva. Madrid: Editorial Médica Panamericana.

Rizzolatti G. and Sinigaglia, C. (2006) Las neuronas espejo. Barcelona: Paidós.

Rose, N. (1998) Inventing our selves. London: Cambridge.

Rose, N. (2007) The politics of life itself. New York: Princeton University Press.

Sabucedo y Morales. (2015) Psicología social. Madrid: Editorial Médica Panamericana.

Schopenhauer, A. (2013) Sobre la visión y sobre los colores. Madrid: Tecnos.

Stoichita, V. (2006) Breve historia de la sombra. Madrid, Siruela.

Tanizaki. (2010) El elogio de la sombra. Madrid: Siruela.