Universitat Internacional de Catalunya - BarcelonaCultural Communication and Information
Main language of instruction: Catalan
Other languages of instruction: English, Spanish
Implementing the correct communication strategy is crucial for the success of a cultural project. A communication campaign ensures visibility, as well as the understanding and the engagement of the audience. Since the implementation of the Internet, the communication tools are evolving in a exponential way, significantly changing the format, the speed and the relationship between the institution or the creator and the audience. Identyfing among the overwhelming number of communication tools which are suitable is one of the challenges of this course.
The Cultural Communication’s programme aims at examining the essential communication tools of a cultural project, and it is divided in two different sections. The first section is focused on practical training: it consists of a series of exercises and workshops which include designing a flyer, writing a press release, organizing a newsletter, learning how to guarantee widespread coverage through both digital and print media, and building up an identity through design. The students will be asked to choose an event and work on one of the following elements: a flyer, a newsletter or a press release. The third section of the programme includes a series of talks given by outstanding experts in different fields: Design, Heritage, Debates and Publishing. Ranging from independent free-lancers to members of the staff of consolidated institutions, the lecturers will discuss their work and exchange ideas with the alumni.
- Being able to design and organize a basic communication strategy for a cultural project.
- Recognizing which are the essential and most performative communication tools.
- Developping a critical approach to social media and digital communication.
- Learning to make a flyer, compose a newsletter and write a press release.
- Being able to design and organize a basic communication strategy for a cultural project.
- Recognizing which are the essential and most performative communication tools.
- Developping a critical approach to social media and digital communication.
- Learning to make a flyer, compose a newsletter and write a press release.
Friday, 10/01 at 5 PM – Magda Anglès
1. Introductory session
Presentation of the course, methodology, bibliography & evaluation.
Saturday, 11/01 – Tuesday 14/01 at 11 AM – Magda Anglès
2. Visit to the Joan Miró Foundation
The first contemporary art museum in Barcelona and home of one of the most important collections of Joan Miró’s work in the world. We will visit the show Before the Horizon and take a tour at the building designed by the architect Josep Lluis Sert in 1978.
Tuesday, 28/01 from 5 to 9 PM – Magda Anglès
3. Set up your own cultural agency (I): Print and stamp
When is it still appropriate to use print formats?
What to use and how to use it
Budgets and costs
Reach the right audience
Workshop I: from flyers to VIP invitations
Take a walk on the paper side:
Textures, sizes, thickness, design...
4. Set up your own cultural agency (II): The digital landscape
Let's go digital, what, when and how?
Different projects, different social media: which tools are more suitable?
Keep up with new (and old) apps
Workshop II: Newsletter management
Programming a newsletter
Examples and knowhow
Wednesday, 29/01 at 7 PM – Magda Anglès
5. Case Study (I): Visual Arts – Exhibitions
Genius Loci was a successful exhibition at the Fundació Joan Miró curated by Martina Millà. It put pop music (and musicians!) in the rooms of a museum focusing on contemporary art. Which elements were used to communicate the contents of the show and engage the audience?
Thursday, 30/01- Time to be confirmed – Magda Anglès
6. Visit to L’Automàtica
A collective situated in Gràcia, L’Automàtica was created in 2009 to save a traditional letterpress from bankruptcy. It is now a cultural hub where designers, musicians, artists and dancers meet.
Tuesday, 04/02, at 5 PM – Sònia Lopez
7. Case Study (II): Social Media
Anytime, anywhere? What for? Cultural social media managing
The relationship of cultural institutions with their visitors has changed dramatically in the last 15 years. But probably the most important change has to do with the emergence of social networks and peer to peer communication. Cultural institutions are now in visitors pockets, in their smartphones, but, to achieve and to offer what? This session will examine some key theoretical approaches in different cultural communication through social media networks. We will also review some emblematic case studies. We expect a dynamic class with students active participation.
Tuesday, 18/02 at 7 PM – Sergio Caballero
8. Case Study (III): Music
SONAR’S graphic image stands on its own. The Festival in Barcelona reinvents each year its identity, often using ironic or provocative elements and characters with few relation to electronic music: Maradona, cheerleaders with beards, a dog stuffed on wheels… Sergio Caballero will explain how do they manage to build their successful campaigns.
Thursday 20 and Tuesday 25 at 7 PM – Helena Nogué
9. Set up your own cultural agency (III): Press
These two sessions will provide students with an overview on current ways of communicating culture to media, as well as on a press officer duties and daily work. Students will also gain knowledge on up to date tools for media communication through case studies and practices from several cultural initiatives and institutions. During both sessions students will be given instruments and references to further explore on the covered contents by themselves.
First session Thursday 20/02, at 7 PM
-Media and culture: two coexisting worlds.
-Introduction to a press officer duties and responsibilities.
-Instruments for media communication: press materials, press room
-Case studies from cultural institutions and organisations.
Second session Tuesday, 25/02, at 7 PM
-Follow up of practical exercise: analysis of proposals.
-Media for culture and new media industry. Practical examples.
-New ways of communicating to media: new content formats and social media.
-Communications campaign and media communication: case studies.
-Recommendations and tips to be up to date on media communication.
Wednesday 27/02 at 7 PM – Jonathan Fox
10. “Clarity of writing usually follows clarity of thought”
Writing clearly is fundamental in communicating. In this session, Jonathan Fox, a professional copyeditor, will get to the basics when putting your ideas in order in a text.
Tuesday, 4/03 at 7 PM – Judit Carrera
11. Case Study (II): Conferences and debates
Judit Carrera is Head of the Academic Programme at the Center of Contemporary Culture of Barcelona. She will explain how the institution works, its different areas and how important its location at the heart of the city is. She will also explain in full detail her job: organizing and broadcasting conferences and debates, fostering critical thinking today.
Tuesday, 11/03 at 7 PM – Àlex Hinojo
12. Case Study (V): Heritage
It's been a while since we started to listen that Wikipedia may be a useful tool for cultural institutions producing open-access, freely-reusable content for the public. After some period of mind changing, most of the people of the GLAM sector (Galleries, Libraries, Archives and Museums) agree with this idea. Now is time to demonstrate how can GLAMs get closer to the wiki community, sharing some useful tips, dos and don’ts in order to start a useful win to win relationship with this huge community of volunteers.
Thursday, 13/03 at 7 PM – Anna Soldevila
13. Case Study (III): Publishing
Anna Soldevila is the senior editor of new formats at Grup 62, the biggest publishing house in Catalan. She will explain how did they base their marketing in a strong and definite image, and the importance of their relation with their readership.
Monday 17 and Tuesday 18/03 at 5 PM – Magda Anglès
14. Workshop - Counselling
Oral presentation and discussion on the more convenient digital tools for each group’s Master’s Project.
The programme aims at combining theory and practice. Students are expected to participate in class, join the debates with articulated and documented opinions, and respond during the workshops. Two vists to cultural institutions in Barcelona are scheduled: to Fundació Joan Miró and L'Automàtica.
http://www.fundaciomiro-bcn.org/
http://www.lautomatica.org/es
Evaluation is divided in three parts:
- Class attendance and participation (10%)
- One oral assessment (30%):
17 - 18 March 2014
Students will be expected to plan a communication strategy for their Master project and present it in the class.
- One written assessment (60%):
Students will have to make a flyer, send a newsletter or write a new press release from one cultural activity currently going on in Barcelona.
Long reads:
- EAGLETON, Terry (2000) The Idea of Culture. London: Blackwell Manifestos.
- SENNETT, Richard (2005) The Culture of the New Capitalism. New Haven: Yale University Press.
- BARTHES, Roland (1957) Mythologies. Paris: Editions du Seuil.
- WILLIAMS, Raymond (1976) Keywords: A Vocabulary of Culture and Society, London: Fontana.
Guides:
- MACEY, David (2001) Dictionary of Critical Theory. London: Penguin Reference. Blackwell. 070:659.3
- LIPTON, Ellen (2010) Thinking with Types. Princeton: Princeton Architectural Press.
- The Economist (2010), Style Guide, London: The Economist.
Other interesting links:
Arts Organizations and Digital Technologies, A Pew Report (2013)
http://www.pewinternet.org/Reports/2013/Arts-and-technology.aspx
The Museum of the Future
http://themuseumofthefuture.com/tag/museumnext/
Museum etc
http://museumsetc.com/products/book-collection
New Approaches in Digital Publishing
http://www.museumsandtheweb.com/mw2012/papers/from_the_ground_up_or_the_inside_out_new_appro