Universitat Internacional de Catalunya - BarcelonaCultural Communication and Information
Main language of instruction: English
Other languages of instruction: Spanish
Head instructor
Lda. Maria Teresa PEREZ - mtperez@uic.es
Lda. Ines MARTINEZ - imartinezr@uic.es
Office hours
When requested by the students.
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. At the same time, print formats and more traditional ways of interacting with the audience are still effective in communication campaigns.
Identyfing among the overwhelming number of communication tools which are suitable is one of the challenges of this course, which combines practical training with two visits -to a Museum and an art gallery- with a series of talks given by outstanding experts in different fields: Design, Heritage, Debates and Publishing. Ranging from independent freelancers to members of the staff of consolidated institutions, the lecturers will discuss their experience in communication campaigns and exchange ideas with the alumni.
The same as for the Master's Degree.
Understanding and having a good comand of the essential communication tools in cultural activities.
Being able to design and organize a communication strategy for a cultural project.
Developing a critical approach to social media and digitial communication.
Basic competence
To know how to communicate conclusions and the reasoning behind these to specialised and non-specialised audiences in a clear and unambiguous way.
General competences
To manage, coordinate and take part in interdisciplinary work teams.
To know how to communicate, encourage and mediate between the various agents who take part in a project, programme or cultural service.
Cross-disciplinary competence
To design, direct, produce and evaluate projects, programmes, strategies, policies or cultural actions which involve a wide variety of different professional profiles, agents and institutions.
Specific competence
To analyse, apply and evaluate marketing strategies in different sectors, institutions and cultural projects and organise a basic communication strategy for a cultural institution or project.
Knows how to communicate conclusions and the reasoning behind these to specialised and non-specialised audiences in a clear and unambiguous way.
Manages, coordinates and takes part in interdisciplinary work teams.
Knows how to communicate, encourage and mediate between the various agents who take part in a project, programme or cultural service.
Professor: Inés Martínez Ribas, Independent Communication Consultant (imribas.com).
Guest lecturers (two-hour session each): Magda Anglès, Head of Publishing at the Foundation Joan Miró in Barcelona; Montse Blanco, Director of Advertising and Corporate Image at ”la Caixa” Banking Foundation; Mela Dávila, Director of Cultural Activities at Museo de Arte Reina Sofía in Madrid; Josep Maria Martí i Font, Journalist and writer, president of the Association of European Journalists in Catalonia; Àlex Hinojo ‘Kippelboy’, Wikimedia GLAMwiki Ambassador.
PART ONE: INTRODUCTION.
Two Sessions: Monday 11 January, Wednesday 13 January. 6:30pm – 8:30pm
The Methodology of the Course: Program, methodology, bibliography, guest lecturers and evaluation. Communication tools: The different Departments of Cultural Communication according to the personality of each institution.
PART TWO: TEXT AND PUBLICATIONS.
Two sessions: Monday 18 January, Wednesday 20 January. 6:30pm – 8:30pm
Which kind of language can we use? Objective or subjective? How can we compose a text? Should we write long or short texts? The audience… matters? When is it still appropriate to use print formats? The paper side: textures, sizes, thickness, design. Books, flyers, invitations, newsletters, wall texts.
PART THREE: PRESS AND PR DEPARTMENTS.
Six sessions: Monday 25 January, Monday 1 February, Wednesday 3 February, Friday 5 February, Monday 8 February, Wednesday 10 February. 6:30-8:30pm.
How to build a news. Relation with the Medias. Press Kits and Press Releases. Press Announcements. Press Conferences. Exclusives. Crisis Communication. Success and failure cases. Press Clipping. The importance of language and translations. Public Relations. Openings. The importance of Protocol.
PART FOUR: AUDIENCE AND DIGITAL MEDIA.
Two sessions: Monday 15 February, Wednesday 17 February. 6:30-8:30pm.
The medium is the message. The emergence of social media networks and peer to peer communication. The wiki community.
PART FIVE: PUBLIC PROGRAMS AND ARCHIVES.
Two sessions: Monday 22 February, Wednesday 24 February. 6:30-8:30pm.
Organizing and broadcasting conferences and debates. Fostering critical thinking today. Archives and documentation. The importance of content.
PART SIX: COMMUNICATION PLANNING & GLOBAL STRATEGIES
Two sessions: Monday 29 February, Wednesday 2 March. 6:30-8:30pm.
How to develop a strong and compelling strategic communication plan. Annual budgets and costs.
PART SEVEN: ORAL PRESENTATION
Two sessions: Monday 7 March, Wednesday 9 March. 6:30-8:30pm.
Your own Communication Plan.
The programme aims at a very practical training, with case studies, workshops and vists to cultural institutions in Barcelona, which are considered a key experience for the alumni. Students are expected to participate in class, join the debates with articulated and documented opinions, and respond actively during the workshops.
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Academic activities |
Description |
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Lectures |
Theoretical lessons in which the lecturer/professor provides the specific conceptual and methodological grounding of the subject. |
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Undertaking practical exercises |
Undertaking various types of exercises. |
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Writing up and presenting individual work |
Individual work which requires research, content analysis, the application of critical thinking, writing and/or the presentation of conclusions verbally. |
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Autonomous work by the student |
An in-depth look at the knowledge received and its consolidation through autonomous learning activities. |
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Group work |
Individual work which requires research, content analysis, the application of critical thinking, writing and/or verbal presentation of conclusions. |
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Discussion of practical cases |
Analysis, comments on and discussion of practical cases. |
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Analysis and discussion of texts, specialised articles and/or content in audiovisual format |
Analysis, comment and discussion of specific content whether in text or audiovisual formats. |
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Visits to institutions and companies |
Practical session in which a visit is made to the facilities in a cultural institution or company and a session is held with either the cultural manager or the head of one of the departments in the organisation. |
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Teaching methodology |
Description |
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Practical classes |
Classes involving exercises, tests or practical cases. |
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Seminars |
Monographic classes in which the lecturer/professor and students analyse and comment on specific topics from the content of the curriculum. |
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Lecture |
Theoretical classes in which the lecturer/professor provides the specific conceptual and methodological grounding of the subject. |
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Presentation and participation method |
Presentation of cases, texts and class discussion in class with participation from students. Oral presentations given by students about their work. |
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Autonomous work by the student |
Individual work by students in which they look more in-depth into the knowledge and experiences acquired in their theoretical and practical classes and apply these. |
JENKINS, Henry + FORD, Sam + GREEN, Joshua (2013) Spreadable Media: Creating value and Meaning in a Networked Culture. New York: New York University Press.
SENNET, Richard (2005) The Culture of the New Capitalism. New Heaven: Yale University Press.
EAGLETON, Terry (2000) The idea of Culture. London: Blackwell Manifestos.
WILLIAMS, Raymond (1976) Keywords: A Vocabulary of Culture and Society. London: Fontana.
BARTHES, Roland (1957) Mythologies. Paris: Editions du Seuil.