Universitat Internacional de Catalunya - BarcelonaSociology
Module: Global Trends
Matter: Sociology
Main language of instruction: Spanish
Head instructor
Dra. Sílvia CABEZAS - scabezas@uic.es
Office hours
The student must make an appointment in advance with the teacher by email:
Dra. Sílvia Cabezas: scabezas@uic.es
The subject of sociology in the degree of Advertising and Public Relations aims to provide students with a comprehensive understanding of contemporary society and emphasise the importance of communication in the process of cultural education.
The aim of sociology (understanding society) is crucial in the planning and development of communication products. Therefore, the aim is to present the reality of sociological studies as a source of critical information and provide the keys to understanding the current social context.
Also, to understand society means to be aware that the established order been socially constructed, and its composition depends heavily on the actors involved in the development of cultural and symbolic patterns.
No pre-course requirements are needed to enrol in this subject.
Knowledge
Learn about the reality of the science of sociology and the major theoretical paradigms.
Understand the role of advertising and public relations in cultural education and society.
Understand the social context of the postmodern era and the network society to create optimal communication products advertising and public relations.
Skills and attitudes
Use argument, criticism and creativity in making speeches.
Develop an attitude of respect for the diversity of opinions in debates.
Reflect on the responsibility of professional advertising and public relations in building a more fair and supportive social environment.
Identify major social trends in advertising and public relations communication creations.
Distinguish elements of cultural training and socialisation in the advertising of products and public relations campaigns.
Indicate the different possibilities of social influence of the communicative elements used in the work.
Awareness of the tools of sociological research for use in communication
A. Sociological theory: introduction and basic principles of Sociology. The sessions will combine master classes with practical exercises (Focused Praxis and Seminars).
B. Sociological practice: research and search. It is a laboratory that has as objective that the students in small groups carry out a real investigation. The sessions will combine master classes with Focused Praxis and Seminars.
A. SOCIOLOGICAL THEORY, IDENTIFICATION OF CURRENT SOCIAL TRENDS AND EXPLORATION OF THE ELEMENTS OF SOCIAL INFLUENCE IN COMMUNICATIVE PRODUCTS
1. INTRODUCTION TO SOCIOLOGY AND THE SOCIAL ROLE OF PUBLICITY
1.1. WHAT IS SOCIOLOGY AND WHAT IS YOUR STUDY OBJECT? Reference authors: P. Berger, A. Giddens and G. Rocher.
1.2. THE RELATIONSHIP BETWEEN SOCIOLOGY AND PUBLICITY (& RR.PP). Authors of consultation: N. Klein and M. de Fresno. Cases: SOS Racism, Benetton, etc. The Corporate Social Responsibility (CSR) of companies or entities.
1.3. CONCEPT OF SOCIAL STRUCTURE
1.3.1. Institutions, norms, resources. Stratification and social classes. Social position and "understanding class". Liberalism, Welfare State (social policies) and Neoliberalism. Authors: K. Marx, E. Olin Wright and O. Jones.
1.3.2. Social groups and leaderships
1.4. THE ORIGIN OF SOCIOLOGY AND MAIN THEORETICAL PARADIGMS. The founding fathers of Sociology: A. Comte, K. Marx, E. Durkheim, M. Weber and E. Goffman. And its main theoretical paradigms: functionalism, conflict perspective and symbolic interactionism.
2. SOCIALIZATION PROCESS and / or ACCULTURATION
2.1. Socialization process internalization of culture. The role of advertising: values, conventions, vanguards, aesthetic canons, etc. Authors of consultation: A. Giddens and G. Rocher.
2.2. The orientation of social action. Social control, "conformity" and "deviation": Sanctions, resocialization and values. " Authors: H. Becker, R. Merton, S. Cohen, M. Foucault. E. Goffman and S. Ventura.
3. THE MEDIA AS SOCIALIZING AGENTS AND ITS INFLUENCE ON THE CONSTRUCTION OF SOCIAL REALITY.
3.1. Traditional media and its influence on the creation of "public opinion" and cultural meanings. Agenda-setting, the Spiral of the Silence by Noelle-Neumann and the Theory of Framing. Media and social control from the perspective of conflict: the Critical Discourse Analysis of T. Van Dijk. Opinion polls: the surveys. Author of consultation: J. Capo.
3.2. Risk Society: new meanings about biographical security in postmodern culture. Author: U. Beck.
3.3. Rear-view effect of M. McLuhan and Theory of Chaos in the field of communication. The impact of the NICT: globalization, the information age and the network society. "Freaks news".
3.4. Basic concepts of political propaganda or marketing and "anti-propaganda". Authors of consultation: X. Giró and A. Pizarroso.
4. POLITICS IN THE 21ST CENTURY. POLITICAL CULTURE: CIVIL SOCIETY AND SOCIAL MOVEMENTS. POSTMODERNITY AND NETWORK SOCIETY.
4.1. Understand the social construction of our political system: representative versus participatory democracy models. Crisis of the democracy model of parties in the network society: towards a more participatory representative democracy.
4.2. Conflict and violence. Typologies of violence: systemic, symbolic, etc. Author: S. Zizek.
4.3. The social change from citizenship.
4.4. The "cyber-activism".
B. SOCIOLOGICAL RESEARCH IN PUBLICITY COMMUNICATION.
It is essential to attend class to be able to follow the research process. It is a team effort through which students must present the memory of an advertising campaign, focusing on sociological research prior to the design and execution of the final product. The campaigns that will be commissioned will put the accent on social awareness in terms of: - Social inequality, poverty and social exclusion. - Precariousness and labor reintegration. - Family - Immigration and xenophobia. - Youth, health, education, housing, etc. - Politics: social movements, political formations. -Sustainability. In addition, the group work will emphasize the power of words and images in a campaign or espot. In this sense, the work should try to answer the following question: What is the impact of language on our conception of the world and the audiences we address? In this sense, the documentary Clase Valiente (Dir. Víctor Alonso, 2016) will be screened in the classroom. "Valiant class is a social experiment that investigates the importance of language in our understanding of the world, reality changes according to the words we use to define it."
ITEM 8. The discussion groups
- The focus groups and their applications in the search for mass communication.
- Elements of the discussion groups: characteristics, selection of the participants, phases of the group dynamics, the role of the moderator.
ITEM 9. The survey - Design and stages in the preparation of a survey.
- Realization and evaluation of the results obtained.
- Advantages, limitations and errors in the surveys.
ITEM 10. Content analysis
- Content analysis applied to the study of communication.
- Purposes and implications.
- Stages of content analysis.
- Advantages and limitations of content analysis.
ITEM 11. Ethics and international dissemination of research
- The ethics and limits of research.
- Dissemination of research: characteristics of monographs, articles and communications.
|
MATERIA |
ECTS |
CO |
FP |
SE |
MP |
EL |
TA |
WO |
LA |
CM |
AI |
GJ |
|
SOCIOLOGY |
60H |
12H |
18H |
2H |
|
|
4H |
|
2H |
22H |
|
|
|
Theory |
40H |
10H |
10H |
2H |
18H |
|||||||
|
Practicum |
20H |
2H |
8H |
2H |
2H |
2H |
4H |
Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge.
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
Focused Praxis. Handing in occasional exercises to learn theory through practice.
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product.
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2,2 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 0,4 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 0,2 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 1,8 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0,2 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 1,2 |
50% of the final grade corresponds to a written exam on the theoretical part of the
subject.
Basic bibliography:
GIDDENS, Anthony. 2000. Sociology. Madrid: Alliance.
RITZER, George. 1998. Classical sociological theory. New York, McGraw-Hill.
ROCHER, Guy. 2006. Introduction to general sociology. Barcelona: Herder.
20% of the final grade corresponds to two written tests conducted in class about the content of the following books. During the test you can consult the books and abstracts made by the students. At the end of the test, these abstracts will also have to be delivered to the teacher.
The books:
- Wajcman, Judy. "Esclavos del tiempo". Ed: Paidós, Barcelona, 2017.
- Klein, Naomi. "No logo: el poder de las marcas". Ed: Plantea, Barcelona, 2011.
30% of the final grade corresponds to a group work.
It is essential to attend tutorials to be able to follow the process of investigation. It is a team work through which students should present the memory of an advertising campaign, focusing on sociological research prior to the design and execution of the final product.
To pass the subject it is necessary to overcome the two parts independently: theory
(exam and practical exercises) and practice (market research group work).
** It is necessary to attend at least 80% of the classes to be able to take the exam
final and to be evaluated in the final work in market research group.
*** Attitude and active participation in class will be assessed positively in the final grade.
**** SECOND CALL: To be able to access the second call it is necessary
have attended 80% of the theoretical and practical classes. In this case you can access the
Part that has not been exceeded in the first call: theoretical exam, practical exercises
or research work.
| EVALUATION SYSTEM | PERCENTAGE |
|---|---|
| Examen Final | 50 |
| Work placements | 20 |
| Project | 30 |
BASIC BIBLIOGRAPHY
BAUMAN, Zygmunt. 2002. La ambivalencia de la Modernidad y otras conversaciones. Barcelona: Paidós.
BECK, Urich. 2006.La sociedad del riesgo global. Madrid: Siglo XXI.
BECKER, H. 2009. Outsiders. Hacia una sociología de la desviación. Buenos Aires: Siglo XXI.
BERGER, Peter y LUCKMANN, Thomas. 2001. La construcción social de la realidad. Buenos Aires: Amorrortu.
CASTELLS, Manuel. 2009. Comunicación y Poder. Madrid: Alianza.
GOFFMAN, Erving. 1994. La presentación de la persona en la vida cotidiana. Buenos Aires: Amorrortu.
HELD, David. 2003. Globalización/ Antiglobalización. Barcelona: Paidós.
HELD, David. 2012. Cosmopolitismo. Ideales y Realidades. Madrid: Alianza.
NOELLE-NEUMANN, Elisabeth. 1995. La espiral del silencio : opinión pública, nuestra piel social.Barcelona: Paidós.
RITZER, George. 1998. Teoría sociológica clásica. Nueva York, McGraw-Hill.
ROCHER, Guy. 2006. Introducción a la Sociología general. Barcelona: Herder.
WOLF, Mauro. 1994. Los efectos sociales de los media. Barcelona: Paidós.
ANOTHER BIBLIOGRAPHY
ARON, Raymond. 2004. Las etapas del pensamiento sociológico: Montesquieu, Comte, Marx, Tocqueville, Durkheim, Pareto, Weber. Madrid: Tecnos.
BAUMAN, Zygmunt. 2006. Modernidad líquida. México: Fondo de Cultura Económica.
BELL, Daniel. 1996. Las contradicciones culturales del capitalismo. Madrid: Alianza.
BERGER, Peter. 1967. Introducción a la sociología : una perspectiva humanística. México: Limusa-Wiley.
BERGER, Peter y KELLNER, Hansfried. 1985. La reinterpretación de la Sociología. Espasa-Calpe: Madrid.
CASTELLS, Manuel. 2012. Redes de indignación y esperanza : los movimientos sociales en la era de Internet. Madrid: Alianza.
CASTELLS, Manuel. 2001. La era de la información : economía, sociedad y cultura III. Fin de milenio. Madrid: Alianza.
CASTELLS, Manuel. 2000. La era de la información : economía, sociedad y cultura II. El poder de la identidad. Madrid: Alianza.
CASTELLS, Manuel. 2000. La era de la información : economía, sociedad y cultura I. La sociedad red. Madrid: Alianza.
CURRAN, James. 2005. Medios de comunicación y poder en una sociedad democrática. Barcelona: Hacer.
GERBNER, G. (1998). "Cultivation analysis: An overview". Mass Communication and Society, 3/4, 175-194.
GIDDENS, Anthony. 2000. Sociología. Madrid: Alianza.
HABERMAS, Jürgen. 1994. Historia y crítica de la opinión pública : la transformación estructural de la vida pública. Barcelona: Gili.
HELD, David. 2009. Modelos de democracia. Madrid: Alianza.
HIMANEN, Pekka. 2002. La ética hacker y el espíritu de la era de la información. Barcelona: Destino.
IBARRA, Pedro. 2005. Manual de sociedad civil y movimientos sociales. Madrid: Síntesis.
LAMO DE ESPINOSA, Emilio. 1990. La sociedad reflexiva. Sujeto y objeto del conocimiento sociológico. Madrid: CIS.
LIPOVETSKY, Gilles y SÉBASTIEN, Charles. 2006. Los tiempos hypermodernos. Barcelona: Anagrama.
LUCAS, Antonio, GARCÍA GALERA, Carmen, RUIZ SAN ROMÁN, José Antonio. 1999. Sociología de la Comunicación. Madrid: Trotta.
NORRIS, Pippa. 2011. Democratic Deficit. Critical Citizens Revisited. Cambridge: Cambridge University Press.
McCOMBS, Maxwell.2006. Estableciendo la agenda : el impacto de los medios en la opinión pública y en el conocimiento. Barcelona: Paidós.
McQUAIL, Dennis. 1997. Modelos para el estudio de la comunicación colectiva. Pamplona: EUNSA.
PISCITELLI, Alejandro. 2005. Internet: la imprenta del siglo XXI. Barcelona: Gedisa.
REINGOHLD, Howard. 2004. Multitudes inteligentes: la próxima revolución social. Barcelona: Gedisa.
SCOLARI, Carlos. 2008. Hipermediaciones : elementos para una teoría de la comunicación digital interactiva. Barcelona: Gedisa.
SPAEMANN, Robert. 1987. Ética: cuestiones fundamentales. Pamplona: EUNSA.
TOURAINE, Alain. 1999. ¿Cómo salir del liberalismo?. Barcelona: Paidós.
UGARTE, David de. 2007. El poder de las redes : manual ilustrado para personas, colectivos y empresas abocados al ciberactivismo. Barcelona: El Cobre.
BASIC BIBLIOGRAPHY