Professional English for Advertising I
Lengua de impartición principal: catalán
Otras lenguas de impartición: inglés, castellano
Responsable
MsU Teresa TURIERA-PUIGBÒ - tturierapuigbo@uic.es
Horario de atención
tturierapuigbo@uic.es
Professional English for Advertising I es una asignatura de 4 créditos ECTS, que se imparte en inglés durante el primer semestre del cuarto curso de Publicidad y Relaciones Públicas.
Esta asignatura tiene por objetivo estudiar el área de comunicación estratégica. Los temas que se tratarán tienen que ver con los nuevos comunicadores y políticos, nuevas herramientas para los nuevos paradigmas de la información, la opinión pública y las influencias de Internet, Social Networks y Apps.
Será obligatorio haber superado un examen externo de inglés: el Cambridge First certificate in English examination (FCE) u otros títulos oficiales equivalentes, para poder matricularse de esta asignatura. (Podéis encontrar la normativa de inglés en el foro de la Facultat de Ciències de la Comunicació)
Aportar una base de conocimiento en el área de comunicación estratégica suficientemente amplia para que los alumnos puedan desarrollarse en un escenario profesional internacional. Los temas que se tratarán tienen que ver con los nuevos comunicadores y políticos, nuevas herramientas para los nuevos paradigmas de la información, la opinión pública y las influencias de Internet, Social Networks y Apps.
COURSE MISSION AND LEARNING GOALS
30/09 A.Cuberes + T.Turiera
1. Course introduction.
(A.Cuberes)
New Leadership. New Communications. New Politics.
- The Values, Attitudes and Ideas of the New Leadership and the New Politics.
"Who, What, Where, When and Why of being a Politician". What's your mission? What's your dream?
- Old Leadership vs. New Leadership:
- Slow communication:
In the 24/7 and non-stop time-lines era, what happened 10 minutes ago it's the Past.
The New Paradigm of Communication: length-depth-paused, listening, understanding, seducing...
- Video-compol:
Raise your voice, your concerns, your causes; Real time and Rapid response; Democratic access: Citizens, Governments, Leaders have the same access:Setting the News and the Political Agenda;
(T.Turiera)
New tools for a new information paradigm.
- The advent of the Internet brings a paradigm shift in the production, management and dissemination of information. It implies new ways of performing and communicating political and social activism.
- The new distribution of power.
VIDEO TALK: The Unwritten Future of Personal Democracy (Nicco Mele)
- Introduction to the Exercise that will be developed throughout the course:
"We are our reputation, our community, to which information flows we have access, how we share and what we give to others." Charles Leadbeater.
07/10 A.Cuberes
2. Political Parties models US/Spain & Catalonia. Public Opinion and Research.
A. The Political Parties System:
- Which are the key elements of the Political Culture in the US and the different in Catalonia and Spain? Community advocacy, Grassroots and Fundraising.
-Which are the differences between the Political Parties System and the Electoral Voting System?
- The French case: new open primaries. Britain and Germany.
- Campaigning in the US and in Europe: differences?
- The Political Parties structures are extremely old and useless: towards a New Political Parties Paradigm: access, membership, attitudes within Citizens and Society and decision making cores - the New Social Movements.
B. Public Opinion: Social and Political Research quantitative & qualitative: polls, focus groups, and data mining:
Knowing our district, our county, our People: what they think, their values, their dreams, their fears, their daily life, their expectations, their attitudes toward a Public Policy, an Issue, a Candidate, a Political Party...
Quantitive and qualitative tools to measure public opinion.
14/10 T.Turiera
3. The Influence of the Net (Internet, Social Networks, Apps, new devices) in the history of American political and social campaigns.
- Change Management in politics:
- How the evolution of the Media is shifting not only the political communication but also the concept of the political action.
- Examples in US Politics: From the first email campaign (1992) to 2008 Obama winning strategy.
- The turning point: money and volunteers. Converting donors into investors.
- Teaching our supporters-consumers-clients-potential voters to work for us.
- It is not technology stupid! It is Attitude.
- How do you keep the momentum? Tracking the highs and lows of a political contest.
- On Twitter the hashtag is political. What is the conversation about?
- VIDEO TALK
- Exercise Review
21/10 A.Cuberes
4. Building the Political Agenda. Media Relations
A. Building the Political Agenda:
Strategic elements necessary to create, introduce and maintain an effective political profile in issue advocacy campaigns, candidate elections, and legislative advocacy campaigns.
Key Players, Issues, tools, the Media, Modeling Public Opinions, Crisis...
Agenda Setting: Rahm vs. Zen model.
Messaging: Is Negative Campaigning useful?
Strategy, look on the long term. Designing the script of your cause. Lead, no be leaded. The example of the White House' House of Communications: planning 4 months ahead.
B. Media-relations:
Organization, practices, and norms of the major media; media coverage of public officials, political campaigns, legislative battles, interest groups, and issues of public policy. Formulation of strategies for getting favorable news coverage for the issue or candidate and for ending a media crisis.
- Press conferences; Media Availabilities; Earned media; Paid media: infotainment;
- The ideal Press secretary; Video-Politics, TV ads and the Digital Campaign.
28/10 T.Turiera
5. From "Catch all" parties to Long Tail Politics
- Innovation in Politics:
- When traditional media are generalists in a World of niches. Is this the end of mass campaigns?
- The economy of attention and the paradox of knowledge society.
- Information search systems and the dilemma between comprehensiveness and relevance: We are what we search
- Data it's relationships.
- VIDEO TALK
- Exercise Review
04/11 A.Cuberes
6. New Leadership. Ethics. Reputation. Women.
- Deciding to run;
- Knowing your district, your opponents
- Handcrafting the New Leadership: Words, Images & Facts
- Accountability, Open Government, Transparency and Access: Engagement.
Theory and practice of leadership in the political arena. Develop self- assessment of leadership skills and potential. Communications practices for exercising political leadership.
B. Campaigning:
How does a Political Campaign look like -from the inside?
- Structure, Staff, Consultants,
- Budget, Fundraising;
- Goals;
- Tools: Grassroots, Canvassing;
- Personal, familiar, professional and opposition research;
- Messaging and Advertising;
- From the "Off-line to Digital Campaign" to the "Digital 100% to off-line Campaign";
- Survey, Research, Polling;
C. In Opposition:
- Old Politics & Old Leadership: "scream and shout";
- The Art of the New Politics & New Leadership -in opposition;
- Lobbying: who is pressuring you? Who donates to your campaign? Which causes you defend?
- The Westminster case: The Prime Minister's Question Time.
D. Governing:
- Old Politics & Old Leadership
- New Politics & New Leadership
- Who is lobbying your decisions?
- The Moncloa's case: Prime Minister Mariano Rajoy Communications bunker.
E. Crisis Communications:
Management of Political Government Crisis situation and "Leadership Defining Moments" through the use of simulation exercises and case studies.
11/11 T.Turiera
7. Prosuming and Social Tinkering
- Innovation in Politics:
- The emergence of new political stakeholders; transparency versus accountability. The day that political parties and institutions lost their monopoly as input aggregators.
- What can we learn from the business sector?
- What can we learn from NGOs and from the social sector?
- Trickle-up innovation applied to politics
- VIDEO TALK
- Exercise Review
18/11 T.Turiera
9. New communication tools for a new Diplomacy
- What is public diplomacy? Concept and evolution.
- Spreading information in a New World
- The emergence of Digital Diplomacy: The future of Ambassadors. A communication challenge.
- Place Branding. Branding a country from the public sector
- VIDEO TALK
- Exercise Review
11. New "business models" in politics and media.
1. Social and political campaigns created by the audience
2. Professional careers / Professional challenges. Information overload as a source of professional opportunities.
- VIDEO TALK
- Exercise Review
Follow #uicpolcom
ACTIVIDAD FORMATIVA |
---|
Clase Magistral. En las clases magistrales, el profesor, no sólo transmite contenidos o conocimientos, sino también, y sobre todo, actitudes, motivación, aptitudes, valores, etc. También facilita que los asistentes puedan manifestar sus opiniones y sus argumentos frente al resto de estudiantes. Coaching. Seguimiento, individual o en grupos muy reducidos, de cómo los alumnos asimilan los contenidos de la asignatura. En las sesiones de coaching, se corregirán defectos, se aclararán dudas, se propondrán ejercicios y actividades necesarias para conseguir los objetivos fijados. Seminario. esta actividad que consistirá en profundizar monográficamente en temáticas específicas, de especial actualidad en algunos casos, socialmente debatidas, mediante trabajo activo en grupos reducidos. Taller. Espacio de trabajo eminentemente práctico, en el que se adquieren competencias pertenecientes a materias prácticas o también teóricas (capacidades intelectuales, lógicas, críticas, de aprendizaje intelectual, estudio, citación, etc..). |
SISTEMA DE EVALUACIÓN | PORCENTAJE |
---|---|
Prácticas | 40 |
Proyecto | 40 |
Focused Parxis | 10 |
Coaching | 10 |
Professional English for Journalism I
Professional English for Advertising I
References Political Communication (Prof. Teresa Turiera)
Introduction Session (30/09/2013)
VIDEO
"The unwritten future of Personal Democracy" by Nicco Mele
http://personaldemocracy.com/media/unwritten-future-personal-democracy
RECOMMENDED WEBSITES
RECOMMENDED BOOK
The End of Big. How the Internet makes David the new Goliath
Nicco Mele. St.Martin's Press 2013
Session 1 (14/10/2013)
VIDEOS
SuperPower: Digital Giants. Joe Rospars, Director of New Media Barack Obama Campaign 2008
http://www.youtube.com/watch?v=BJTCRZP3T98
Vote Different. Parkridge47
http://www.youtube.com/watch?v=6h3G-lMZxjo
Why I made the Vote Different Ad
http://www.youtube.com/watch?v=HWH7hB57aSk
Yes We Can. Barack Obama Music Video
http://www.youtube.com/watch?v=jjXyqcx-mYY
David Plouffe's Strategy Update
http://www.youtube.com/watch?v=2Bj1KX_GabQ
David Plouffe's on Our Strategy
http://www.youtube.com/watch?v=a6bp0B61rNk
American Stories, American Solutions: 30 Minutes Special
http://www.youtube.com/watch?v=GtREqAmLsoA
RECOMMENDED ARTICLES
The Dean Campaign Finds Treasure on the Internet: Lessons for the Social Sector
Garret Graff
http://proxied.changemakers.net/journal/04november/echoditto.cfm
Propelled by Internet, Barack Obama Wins Presidency. Sarah Lai Stirland (11/04/2008)
WIRED Magazine
http://www.wired.com/threatlevel/2008/11/propelled-by-in/
RECOMMENDED BOOK
Learning from Obama: Lessons for Online Communicators in 2009 and Beyond
Colin Delany www.epolitics.com, 2009
http://www.epolitics.com/learning-from-obama.pdf
Session 2 (28/10/2013)
VIDEOS
Teófila Martinez, Cadiz Mayoress (El Mundo)
http://www.elmundo.es/elmundo/2013/08/23/andalucia/1377269877.html
How Twitter is reshaping politics instantaneously (Reuters TV 2012)
http://www.youtube.com/watch?v=VDkHdYi6mRM
B.Obama Twitter TownHall 2011
http://www.askobama.twitter.com
Zeynep Tufekci, Center for Information Technology Policy, Princeton University
The Power of strong ties, the power of weak ties
http://personaldemocracy.com/media/power-strong-ties-power-weak-ties
Session 3 (11/11/2013)
VIDEOS
The era of open innovation, by Charles Leadbeater (TED Talk)
http://www.ted.com/talks/charles_leadbeater_on_innovation.html
Markham Nolan: How to separate fact and fiction online
http://www.ted.com/talks/markham_nolan_how_to_separate_fact_and_fiction_online.html
TED Talk (13')
Johanna Blakley: Social media and the end of gender
http://www.ted.com/talks/johanna_blakley_social_media_and_the_end_of_gender.html
RECOMMENDED BOOK
The Long Tail:Why the Future of Business is Selling Less of More. Chris Anderson
RECOMMENDED ARTICLE
The Cluetrain Manifesto
Session 4 (18/11/2013)
VIDEO
Press Briefing
European Commission 12/11/2013 (EBS Live)
http://europa.eu/newsroom/audiovisual/video/index_en.htm
Tom Fletcher, The Digital Ambassadors of 2020
http://www.youtube.com/watch?v=V3q9IjvA9N8
WALES THE BRAND