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Communication and Public Opinion

Code: 101074
Credits: 6
2026/2027
Degree programme Type Course
Political Science and Public Management OP 3
Political Science and Public Management OP 4
Contemporary History, Politics and Economics OP 3
Contemporary History, Politics and Economics OP 4

Contact lecturer

Name :
Adrian Caballero Escusol
Email :
adrian.caballero@uab.cat

Group languages

You can consult this information at the end of the document.

Prerequisites

There is not

Objectives

The main objective of the subject is to introduce the student to the concept, but also to the importance in current politics, of political communication and, derived from this, of public opinion (and published opinion).

This is a subject that proposes learning based on reflection on political communication, strategy and public opinion. Exposing the main concepts and the necessary 'theory', but also linking this with current politics and also cases that have already happened.

While the classic public debate space was the Parliament, where the government and the opposition faced each other, now, although this Parliament remains essential, politics has taken a turn towards a democracy of opinion, where even the polls are important but where, above all, the relationship between government and opposition has crossed the legislative chambers and is transferred to the media.

Precisely another of the main objectives of the subject is to understand the importance of these means of communication (including social networks) and, beyond that, to know how political parties and their leaders can take advantage of these means to influence the public opinion

In short, public opinion and published opinion are two concepts that we will see during the course as they evolve to become a debate about communication. A political communication that we will also learn how it has evolved in political marketing, where the candidate's smile is more important than the ideas he expresses.

Despite everything, the question we must ask ourselves is whether politicians, communication experts, journalists and pollsters, partly as published opinion, are really the ones who build Public Opinion, the ones who set the political agenda and, therefore, they are responsible for the political debate in the public space.

Public opinion, and more specifically voters, perceive politics as a struggle, not so much about party programs but as the visualization of the public image of the leaders who represent the party and their ideas, through the media communication

The political agenda is planned based on its media impact and the impact it will have on public opinion. This would be a classic case of communication planning manual. The subject of debate is when the media and published opinion are attributed the role reserved for parliament and become a fundamental part of the political system without having the democratic legitimacy granted to the executive and legislative power by the citizens.

Learning outcomes

  1. Working in teams and networking, particularly in interdisciplinary conditions.
  2. Identifying sources of data and conducting bibliographic and documentary searches.
  3. Synthesizing and critically analysing information.
  4. Interpreting and applying English texts in an academic way.
  5. Arguing from different theoretical perspectives.
  6. Working by using quantitative and qualitative analysis techniques in order to apply them to research processes.
  7. Using the main information and documentation techniques (ICT) as an essential tool for the analysis.
  8. Demonstrating good writing skills in different contexts.
  9. Showing a good capacity for transmitting information, distinguishing key messages for their different recipients.
  10. Realising effective oral presentations that are suited to the audience.
  11. Managing the available time in order to accomplish the established objectives and fulfil the intended task.
  12. Working autonomously.
  13. Managing the different theoretical contributions about actors and actor's networks, as well as the characteristics of collective action.
  14. Analysing the behaviour of the political actors, both individually and collectively (parties, interest groups, social movements, etc.).
  15. Identifying main actors of the political system, inspecting their interactions and assessing their behaviour in their environment and in the political system from a theoretical and practical perspective.
  16. Analysing the electoral processes, including campaigns, parties' electoral strategies, political scenarios and analysis and interpretation of electoral results.
  17. Explaining political, individual and collective attitudes and behaviours, as well as the education process and expression of political preferences.
  18. Demonstrate the capacity to continue working in the future autonomously gaining a deeper understanding of the knowledge acquired or embarking on new areas of knowledge.
  19. Identifying the social, economic and political structures of the contemporary world.
  20. Critically summarise the different historiographical explanation for the rise of political regimes in the Contemporary Era.
  21. Identifying and distinguishing the functioning of the electoral processes.
  22. Use different theoretical contributions on actors and networks of actors as well as the characteristics of collective action.
  23. Identify the main actors in the political system, examine their interactions and evaluate their behaviour in their environment and in the political system from a theoretical and applied perspective.

Contents

  1. Definition and history of political communication and political marketing
  2. Public (and published) opinion, agenda setting and framing
  3. The media: how they work and how to intervene
  4. Electoral campaign and strategy
  5. Polls and surveys
  6. Message and narrative
  7. Political offices
  8. Writing and persuasion techniques
  9. Political image
  10. Non-verbal communication



Readings with essay and subsequent Seminar:


Noelle-Neumann, E. La espiral del silencio

Sartori, G. Homo Videns

Gutiérrez-Rubí, A. Gestionar las emociones públicas

Learning activities and methodology

Title Hours ECTS Learning outcomes
end of course work 25 1
study and reading of material 75 3
master classes and participatory seminars 50 2

The course methodology seeks to combine theoretical explanations, in order to provide as much knowledge as possible about political communication, public opinion and political marketing, with students’ practical experience, both through individual and group exercises in which they will take part in “simulations”, and through their critical reflections on the seminar readings.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Mandatory book Seminars 20% 0 0 2, 3, 5, 10, 21, 22, 23
Mandatory ind-pair final assigment 30% 0 0 2, 3, 4, 5, 7, 8, 12, 13, 16, 17, 18, 19, 20, 23
Group work and class presentation 20% 0 0 1, 2, 3, 6, 7, 8, 9, 10, 14, 15, 16, 21, 22
Practical classes 30% 0 0 1, 3, 4, 6, 9, 10, 11, 12, 17, 23

The assessment of the course will consist of four components:

Mandatory paper (30%). Individually or in pairs (maximum), students will write a paper developing a research question on a topic related to the course, either from an academic research perspective or from a more practical, case‑study‑based approach. The choice of topic is free, but both this choice and the design of the paper must be discussed with the lecturer during the first four weeks of class. The outcome of this work will be a written paper (there will be no presentation in front of the class).

Seminars (20%). This corresponds to the three compulsory readings mentioned above. This grade will be based on two specific moments: for each reading, and prior to the seminar, each student (individually) will submit a short essay in which they select a literal quotation from the book (up to a full paragraph) and add a brief note of between 150 and 200 words explaining why they have chosen that quotation in particular. In addition, their participation in the seminar will also be assessed; the seminar format will be explained in class.

Group project (20%). The class will be divided into eight groups, each of which will have a task to complete by the end of the semester: to analyse the political communication and electoral strategy of the political party assigned to them in relation to the pre‑campaign and campaign for the May 2024 Catalunya regional (Parliament) elections. This project does NOT include a written component; each team’s grade will be based on two elements: their presentation of their party to the class, and the quality of the critique and debate they lead on one of the other parties presented.

Practical classes (30%). Several sessions will be 100% practical. That is, the lecturer will propose an exercise that will take up the whole session. Most of these will be group exercises (using the same eight groups as in the previous project), but there will also be some sessions with individual exercises.


The final grade will be composed of these four components, taking into account the weight of each.

Submitting the Mandatory Paper is an essential requirement to pass the course. For the other three components, attendance is required in order to be eligible for assessment.


SINGLE ASSESSMENT: For students choosing the single assessment option, the assessment components and their weights will be as follows:

  • Mandatory Paper (40%). This will be COMPLETED INDIVIDUALLY ONLY and will follow the same instructions as the Mandatory Paper for the rest of the students.
  • Essays on compulsory readings (60%). For each of the three compulsory readings, the student will write an essay consisting of a critical analysis of the book, always linking it either to the themes of the course, or to real‑world examples, or to both at the same time. Each essay must be at least 1,000 words long.


Resit/Retake: In accordance with general regulations, which establish that in order to participate in the resit, students must have previously been assessed in a set of activities whose weight is equivalent to at least two-thirds of the total grade for the course, in order to resit this course:

  • Continuous assessment: Submission of the compulsory assignment, participation in practical classes, and participation in and submission of the work for at least two of the three seminars.
  • Single assessment: Submission of the compulsory assignment and at least two of the three essays on the required readings.


Not assessable: If a student does not meet the previously described requirements and/or does not submit the compulsory assignment or complete the work associated with the essays, they will be considered as not assessable.


Artificial intelligence: For this course, the use of artificial intelligence (AI) technologies is allowed exclusively for support tasks, such as finding bibliographic references or spelling and style checking. Students must clearly identify which parts have been generated with these technologies, specify the tools used, and include a critical reflection on how they have influenced both the process and the final outcome of the assignment. Lack of transparency in the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty in the grade for the assignment, or in more serious sanctions in severe cases.

On the other hand, committing any irregularity in an assessment activity (academic fraud, plagiarism, or improper use of AI, unless such use is expressly authorized in the course syllabus) that may lead to a significant change in the grade will result in that activity being graded with a 0. If the course syllabus establishes that passing the subject requires obtaining a minimum grade in this assessment activity, or if multiple irregularities occur in the assessment activities of the same subject, the final grade for the subject will be 0. In addition, disciplinary proceedings may be initiated against any student who incurs any of these irregularities. The teaching staff reserves the right to conduct oral interviews or an alternative test in order to verify the effective acquisition of knowledge and competencies and, therefore, the validity of the assessment activities carried out by the students.

Bibliography

1. Political communication handbooks and general frameworks

Faucheux, Ron (ed.) (1998), The Road to Victory: The Complete Guide to Winning Policial Campaigns, Nova York (Kendall Hunt)

Dalton, Russell J. (2002), Citizen Politics: Public Opinion and Political Parties, Londres (Chatham)

Blumler, Jay G.; Kavanagh, Dennis (1999), “The Third Age of Political Communication”, Political Communication, 16(3), 209–230.

Canel, María José (2006), Comunicación política: una guía para su estudio y práctica, Madrid (Tecnos).

McNair, Brian (2018), An Introduction to Political Communication (6ª edición), Londres/New York (Routledge).

Sánchez-Gutiérrez, Beatriz; Pineda, Antonio (eds.) (2021), Comunicación política en el mundo digital. Tendencias actuales en propaganda, ideología y sociedad, Madrid (Dykinson).


2. Digital political communication, social media and disinformation

Bossetta, Michael (2018), “The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election”, Journalism & Mass Communication Quarterly, 95(2), 471–496.

Chadwick, Andrew (2017), The Hybrid Media System: Politics and Power (2ª edición), Oxford (Oxford University Press).

Casero-Ripollés, Andreu (2018), “Research on political information and social media: Key points and challenges for the future”, El Profesional de la Información, 27(5), 964–974.

Sánchez-Gutiérrez, Beatriz; Pineda, Antonio (eds.) (2021), Comunicación política en el mundo digital. Tendencias actuales en propaganda, ideología y sociedad (capítulos seleccionados), Madrid (Dykinson).


3. Gender, representation and political communication

Elizondo, Ainhoa et al. (coords.) (2022), Estudios de género en ciencia política, Madrid (Centro de Estudios Políticos y Constitucionales).

La Barbera, Maria Caterina; Cruells, Marta (eds.) (2016), Igualdad de género y no discriminación en España, Madrid (Centro de Estudios Políticos y Constitucionales).

Valdés, Ana (2014), Políticas públicas para la igualdad de género: un aporte a la autonomía de las mujeres, Santiago de Chile (CEPAL).

Izquierdo, Patricia; Gaitán, Juan Antonio; Caffarel, Carmen (2020), “Mapa de la mujer como sujeto y objeto de la investigación en Comunicación en España”, Comunicació: Revista de Recerca i d’Anàlisi, 37(1), 9–32.


4. Political language, framing and emotions

Aira, Toni (2025), Mitólogos. El arte de seducir a las masas. Madrid (Debate)

Fumanal, Verónica (2024), El poder de la influencia, Madrid (La Esfera de los Libros)

Eskibel, Daniel (2023), Cómo usar la psicología para lograr poder político, Madrid (Almuzara).

Casajuana, Carles (2014), Las leyes del castillo. Notas sobre el poder, Madrid (Atalaya).

Arroyo, Luis (2023), Frases como puños. El lenguaje y las ideas progresistas, Barcelona (Península).

Gutiérrez-Rubí, Antoni (2023), Gestionar las emociones políticas, Barcelona (Gedisa).

Lakoff, George (2007), No pienses en un elefante. Lenguaje y debate político, Madrid (Complutense / ensayos posteriores en castellano).


5. Political marketing, campaigns and government communication

Colomé, Gabriel (2020), Silencio, se vota, Granada (Comares)

Canel, María José (2018), La comunicación de la Administración Pública, Madrid (Tecnos).

Crespo, Ismael; Carletta, Ileana; Garrido, Antonio; Riorda, Mario (2021), Manual de comunicación política y estrategias de campaña. Candidatos, medios y electores en una nueva era, Madrid (Tirant lo Blanch).

Maarek, Philippe J. (2014), Marketing político y comunicación. Claves para una buena información política, Barcelona (Paidós).

(Actualiza el Maarek 2009 que tenías en la guía.)

Sánchez Medero, Rubén (2016), Comunicación política, Madrid (Tecnos).


6. Classics of public opinion and media theory

Lippmann, Walter (2003), La opinión pública, Madrid (Langre / reimpresiones posteriores).

Hallin, Daniel y Mancini, Paolo (2008), Sistemas mediáticos comparados, Barcelona (Hacer).

Noelle-Neumann, Elisabeth (1995), La espiral del silencio. Opinión pública: nuestra piel social, Barcelona (Tecnos).

Castells, Manuel (2009), Comunicación y poder, Madrid (Alianza).

Software

Java program to view videos via google.

Youtube

Program for data analysis (from Excel to Jamovi, passing through R or SPSS)

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 1 Catalan first semester morning-mixed
(PAUL) Classroom practices 1 Catalan first semester morning-mixed