Universitat Internacional de Catalunya

Fundamentals of Human Communication II

Fundamentals of Human Communication II
3
9267
3
Second semester
OB
Global Trends
Anthropology
Main language of instruction: Spanish

Teaching staff


Personal attention in the classroom and by email: jpuigdomenech@uic.es

Introduction

The subject Fundamentals of Human Communication II aims to study the different profiles and concepts of human communication present in the actual society. Taking as a reference the theoretical apparatus of the philosopher Julián Marías, disciple of Ortega y Gasset and the leading figure in Spain when it comes to highlighting the anthropological aspects inherent to the communicative phenomenon, and relating his anthropological concepts to the approaches of the German Advertising School, to Throughout the course, a theoretical approach is proposed to the central concept of an identifiable person in three contexts, cinema, radio and television, which are analyzed in the practical part of the subject.

Pre-course requirements

There are no planned requirements for taking the course.

Objectives


The aim of the subject is to focus on the connection of the elements and the basic techniques of human communication, presenting as a referent the ambits of three mitjans: television, radio and cinema.

Competencies

  • 01 - The ability to plan technical resources
  • 02 - The ability to plan human resources
  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 04 - The ability of self assessment and professional self management
  • 05 - The ability to learn autonomously
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 08 - The ability to organise time and workspace
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 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
  • 13 - Reading skills
  • 14 - Ability to analyse
  • 15 - The ability to synthesise
  • 16 - The ability to detect newsworthy events
  • 17 - The ability to confront difficulties and resolve problems
  • 18 - The ability to work under pressure
  • 19 - The ability to memorise
  • 20 - The ability of concretion
  • 21 - The ability of abstraction
  • 27 - The ability to contextualise historical events of the world and of contemporary Spain
  • 29 - The ability to contextualise and critically analyse the products of the audiovisual industry
  • 30 - The ability to contextualise and critically analyse current events
  • 50 - The ability to understand and apply the different narrative elements of a project
  • 51 - The ability to understand and apply the theories and techniques of image
  • 53 - The ability to design and critique an audiovisual or media product
  • 54 - The ability to design and critique original and viable content
  • 58 - Knowledge and mastery of the static image and its ability to communicate
  • 64 - Knowledge and mastery of bibliographic repertories
  • 65 - Knowledge and mastery of the different resources of historical investigation
  • 82 - The ability to define and manage a communication budget
  • 83 - The ability and capacity to give form to a creative message
  • 85 - The ability and skill to act as experts in the strategic management of corporate image
  • 86 - The ability and capacity to identify, value, manage and protect the intangible assets of a company
  • 87 - The ability and capacity to use technology and communicative techniques
  • 97 - To be able to read and understand literature in the field of communication in the English language

Learning outcomes

At the end of the semester, students of the subject "Fundamentals of Human Communication II" will be able to demonstrate the following acquired knowledge: · Ability to apply the knowledge acquired in the subjects of philosophy of the image, anthropology and content analysis. · Ability to design and perform interpretation and criticism models, as well as to analyze and interpret data. · Ability to design content for an advertising production and satisfy the needs with real limitations, such as economic, environmental, social, political, ethical, health and safety, promotion and sustainability. · Ability to interact in multidisciplinary teams. · Ability to identify, formulate and solve problems of interpretation of the content of communicative products. · Understanding of ethical and professional responsibility. · Ability to communicate effectively. · General education necessary to understand the impact of communicative content in a global, economic, human and social context. · Recognition of the need and the ability to participate in lifelong continuous learning. · Knowledge of contemporary problems. · Ability to use modern techniques, skills and tools for the production and analysis of advertising content.








Syllabus

1st session

Presentation: objectives, methodology and evaluation

Advertising communication and human sciences

Analysis of radio advertising content I

2nd session

Local and global communication

Analysis of radio advertising content II

3rd session

Artistic creation and advertising: materialism and idealism

Analysis of radio advertising content III

· 4th session

La Querelle comunicativa: ancient against modern

Analysis of cinematographic advertising content I

5th session

The role of the unconscious in advertising

Analysis of cinematographic advertising content II

· 6th session

Theoretical-practical exercise of continuous assessment

· 7th session

Dynamics of human communication I

Analysis of cinematographic advertising content 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 content II

· 10th session

Meaning of audiovisual language

Analysis of television advertising content 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 content II

13th session

Brand philosophy or 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

Evaluation systems and criteria

In person



Following the continuous assessment model, the student will answer a questionnaire about each of the practical sessions (30%). At the end of the course, there will be a multiple choice written a work or test on some of the topics proposed in the program (70%). For the second call, the student who has not passed the exam must pass a written a work or test similar to that of the first call.

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.