Subject

Cultural Communication and Information

  • code 10661
  • course 1
  • term Term 2
  • type OB
  • credits 3

Main language of instruction: English

Other languages of instruction: Spanish

Teaching staff

Head instructor

Introduction

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 engagement of the audience. Since the implementation of the Internet, communication tools are evolving in an exponential way, significantly changing the format, speed and 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.


Identifying which are the most suitable among the overwhelming number of communication tools 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 staff of consolidated institutions, the lecturers will discuss their experience in communication campaigns and exchange ideas with the alumni.

 

FACULTY

Inés Martínez Ribas (Barcelona, 1968). Communication consultant. Journalist and Sociologist. Master’s in Journalism (1996, El País-Universidad Autónoma de Madrid). One-year course in Research Techniques (1996, University of East London). Bachelor’s degree in Political Science & Sociology (1996, Universitat Autònoma de Barcelona). Bachelor’s degree in Information & Media Studies (1995, Universitat Autònoma de Barcelona). She has worked for the Spanish newspapers ‘El País’, ‘La Vanguardia’, and ‘El Periódico de Catalunya’. Head of Cultural Press at ‘La Caixa’ Foundation (2001-2008). Head of Press and Public Relations at the Museum of Contemporary Art in Barcelona, MACBA (2008-2012).

Guest lecturers

Two-hour session each. Alphabetical order.

  • Magda Angles. Head of Publishing at the Foundation Joan Miró in Barcelona. She studied Classics at Université La Sorbonne Paris IV and graduated in Humanities at Universitat Pompeu Fabra in Barcelona. She has worked in the cultural sector (CCCB, MNCARS).   
  • Malcolm Bain. Lawyer. Specialized in information technologies, digital content and personal data. Professor at the Universidad de Barcelona (UB), tutor at the Universitat Oberta de Catalunya (Master of Free Software), aswell as participating in several postgraduate courses, conferences and seminars
  • Montse Blanco. Director of Advertising and Corporate Image at ”la Caixa” Banking Foundation.
  • Natasha Christia. Curator, writer and educator based in Barcelona. She is also a collection consultant and a dealer especialized in fine art photography and photobooks. More information: natashachristia.com
  • Josep Maria Martí i Font. Journalist and writer, president of the Association of European Journalists in Catalonia. He has worked for the Spanish newspaper ‘El País’ during 30 years as a Correspondent (Germany, France, America, Russia) and Head of Opinion and Culture.
  • Perico Pastor. Painter, drawer and illustrator.

Objectives

  • To understand and have a good command of the essential communication tools in cultural activities.
  • To be able to design and organise a communication strategy for a cultural project.
  • To develop a critical approach to social media and digital communication.
  • To examine and identify specific communication strategies for each of the cultural sectors (Design, Heritage, Debates and Publishing).

Syllabus

PART ONE: INTRODUCTION.
Two Sessions: The Methodology of the Course: Programme, 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 FORMATS.
Three sessions: Which kind of language can we use? Objective or subjective? How can we compose a text? Should we write long or short texts? Does the audience… matter? When is it still appropriate to use print formats? Paper: textures, sises, thickness, design. Books, flyers, invitations, newsletters, wall texts. Different type of documents.
®Guest lecturer (two-hour session): Clara Plasencia, Head of Publishing at Macba. Lecture: 18 January.
®Exercise: Design a flyer (individually). Deliver before Friday 19 January at 2 pm.


PART THREE: PRESS DEPARTMENTS.
Six sessions: How to build a story. Relationship with the Media. Press Kits and Press Releases. Press Announcements. Press Conferences. Scoops. Crisis Communication. Success and failure cases. Press Clippings. The importance of language and translations. Public Relations. Openings. The medium is the message. The emergence of social media networks and peer-to-peer communication. Organising and broadcasting conferences and debates. Fostering critical thinking today. Archives and documentation. The importance of content.
®Guest lecturer (two-hour session): Josep Maria Martí i Font, journalist and writer, president of the Association of European Journalists in Catalonia. Lecture: 8 February.
®Exercise: Write a Press Release in relation to your Annual Project (individually). Deliver before Friday 9 February at 2 pm. ®Visit: ‘El Periódico’ Newsroom. Date to be determined.
®Practice + Exercise: Instead of one of the sessions you will have to attend a real press conference. Different Proposals. Dates to be determined. Exercise: Define the strategy of the press conference. Deliver before Friday 23 February at 2 pm.


PART FOUR: SOCIAL MEDIA AND CULTURAL INSTITUTIONS
One session: How to define a social media strategy for a cultural institution. How to create a cross-functional team to develop social discourse and interaction. What is social listening and why is it important? Content: Quality vs. Quantity. Which platform is the most suitable for each communication?

®Guest lecturer (two-hour session): Matías Rossi, Community Manager at Macba, Espai Cultural Caixa Sabadell and Espai Cultural Caja Madrid. Lecture: 20 February.


PART FIVE: COMMUNICATION STRATEGIES
Three sessions: How to develop a strong and compelling strategic communication plan. Annual budgets and costs.
®Guest lecturer (two-hour session): Montse Blanco, Director of Advertising and Corporate Image at ‘La Caixa’ Banking Foundation. Lecture: 1 March.

PART SIX: ORAL PRESENTATION
Three sessions: Tuesday 6 March, Thursday 8 March, Tuesday 13 March (6:30 p.m. – 8:30 p.m.)
Annual Project Groups: Define and defend your own Communication Plan (in groups).

 

Teaching and learning activities

In person

 

 

 

Evaluation systems and criteria

In person

Evaluation system

  • Class attendance and participation: 33%
  • Exercises (individually): 33%. Three exercises: design a flyer, write a Press Release, define the communication strategy of the Press Conference.
  • Oral presentation: Communication Plan (group): 33%

Bibliography and resources

BIBLIOGRAPHY AND RESOURCES.


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.

Teaching and learning material

      Material
             3rdpp.16january2020.culturalcommunication.pptx 
             2ndpp.9january2020.culturalcommunication.pptx 
             thenewyorkeruic.pdf 
             31communicationtips.pdf 
             3exercises.pdf 
             5pp.11february2020.culturalcommunication.pptx 
             6pp.18february2020.culturalcommunication.pptx 
             communicationstrategy.pdf 
             programme2020imribas.culturalcommunicationandinformation.pdf 
             1stpp.7january2020culturalcommunication.pptx 
             4pp.28january2020.culturalcommunication.pptx 
            ANGL legalaspectsofcommunicationmanagement.pdf 
            Comunicación Cultural - Accesibilidad CCCB uic-comunicacioncultural-accesibilidadcccb.pdf 
            Cultural stadistics Europe 2015 culturalstadistics2015.pdf 
            Encuesta hábitos y consumo cultural España 2014-15 encuesta_de_habitos_y_practicas_culturales_2014-2015_sintesis_de_resultados.pdf 
            Estudios de Público en Museos Iberoamericanos 2014 publicosmuseosiberoamericanos.pdf 
            UIC- ComunicacióN Cultural PLAN DE COMUNICACIÓN uic-plancomunicacion-esquema.pdf 
            UIC-Comunicación cultural - Presupuesto Plan de Comunicación uicpresupuestoplancomunicacion.pdf 
  © 2024 Universitat Internacional de Catalunya | Contact us | Privacy and data protection | Intellectual property
  Campus Barcelona. Tel.: 93 254 18 00 | Campus Sant Cugat. Tel.: 93 504 20 00