Important notice
The course guide is provisional.
The PDF version of the course guide may take a few days to become available in the DDD.
Industries, Contents, and Reception
Code: 42435Credits: 9
| Degree programme | Type | Course |
|---|---|---|
| Audiovisual Communication and Advertising Contents | OB | 1 |
Contact lecturer
- Name :
- Amparo Huertas Bailén
- Email :
- amparo.huertas@uab.cat
Teaching staff
- Oscar Coromina Rodríguez
- Luisa de Carmen Martínez García
- María Victoria Mas
- Ludovico Longhi
Group languages
You can consult this information at the end of the document.
Prerequisites
None.
Objectives
The goal is to provide a solid and up-to-date foundation on general trends in key aspects for understanding how the communication sector works: industry alliances and strategies, content, and consumption.
- It offers students tools to fully define and justify any object of study, as well as up-to-date information on the main sources of information and documentation.
- It serves as an introduction to the two specializations defined in the master's program, where the aspects covered here are explored in depth.
Learning outcomes
- CA02 (Design communication proposals autonomously, applying an ethical perspective that addresses gender inequalities and takes sustainability into account.) Design communication proposals autonomously, applying an ethical perspective that addresses gender inequalities and takes sustainability into account.
- CA03 (Select the appropriate sources of information for the design and justification of a research project related to the content industry.) Select the appropriate sources of information for the design and justification of a research project related to the content industry.
- KA03 (Master the theoretical and conceptual foundations that help to understand the configuration and functioning of the contemporary communication system as an industrial sector.) Master the theoretical and conceptual foundations that help to understand the configuration and functioning of the contemporary communication system as an industrial sector.
- KA04 (Master knowledge about the latest trends in audiovisual and advertising creations (themes and formats) and modes of consumption and reception of content (audiences).) Master knowledge about the latest trends in audiovisual and advertising creations (themes and formats) and modes of consumption and reception of content (audiences).
- KA05 (Identify the way in which social and ethical commitment can be incorporated into the development of communication proposals.) Identify the way in which social and ethical commitment can be incorporated into the development of communication proposals.
- KA06 (Identify the main sources of information to know and evaluate the current status of the communication sector.) Identify the main sources of information to know and evaluate the current status of the communication sector.
- SA03 (Develop innovative communication and research proposals in accordance with the configuration and functioning of the contemporary communication system.) Develop innovative communication and research proposals in accordance with the configuration and functioning of the contemporary communication system.
- SA04 (Include social and ethical responsibility as an essential axis in the development of communication proposals.) Include social and ethical responsibility as an essential axis in the development of communication proposals.
Contents
Alliances and strategies of the industrial sector in the field of communication
- From technological convergence to platformization and the attention economy
- The crisis of the mediacentric perspective or the new role of traditional media: local, national, supranational, and global
- The emergence of new communicative agents: content creation, professionalization, and monetization
- Industries, platforms, and geopolitics
Trends in the creation and distribution of audiovisual and advertising content
- The emergence of AI
- Trends on emerging content (audiovisual and advertising)
- Trends regarding video formats (TikTok-ization)
- Trends in audio productions (podcasts)
- Critical reflection on available content in digital environments from a gender perspectiveCase analysis
- Case studies
The study of audiences and their consumption
- Public opinion in the digital context
- Algorithms as cultural managers: biases and polarization
- The emerging debate axes in the study of audiences: engagement, activism, and vulnerabilities
- Critical reflection on trends in consumption
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Theoretical classes | 50 | 2 | KA03, KA04, KA05 |
| Seminars | 30 | 1.2 | KA03, KA04, KA05 |
| Students study + Papers fulfilment | 114 | 4.56 | CA02, CA03, KA05, KA06, SA03, SA04 |
| Case Studies | 20 | 0.8 | KA05, KA06 |
Theoretical classes can include case studies and holding seminars and, in some cases, these require activities outside the classroom.
The detailed calendar with the content of the different sessions will be presented on the day the course is introduced and will also be available on the course's Virtual Campus, where students will find the various teaching materials and all the information needed to follow the course properly.
In the event of a change in teaching mode for reasons of force majeure as determined by the competent authorities, the teaching staff will inform students of any changes to the course schedule and teaching methods.
The course content will be sensitive to aspects related to the gender perspective and to the use of inclusive language.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Fulfilment of the research pre-project | 40% | 0 | 0 | CA02, CA03, KA05, SA04 |
| Participation in the seminars | 20% | 2 | 0.08 | KA03, KA04, KA05, KA06 |
| Case Studies | 20% | 5 | 0.2 | KA05 |
| Oral presentation of the pre-project | 20% | 4 | 0.16 | KA03, KA05, SA03 |
The evaluation system corresponds 40% to the completion of a final module project, 20% to the oral defense of this project, 20% to attendance and participation in seminars, and 20% to active participation in the development of case studies.
This course/module does not provide for a single-assessment system.
REASSESSMENT
Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade. with the completion of the research project being mandatory.
If they do not complete at least 2/3 of the activities, the final grade will be "Not evaluable"
In case recovery is needed, the research pre-project can be redone. The rest of the tasks, being conditioned by class development and are mostly participation-base, cannot be recovered.
AI
For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for bibliographic or information searches, text correction, or translations. Students must clearly identify any parts generated with these technologies, specify the tools used, and include a critical reflection on how AI hasinfluenced the process and final outcome of the assignment. Failure to disclose 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 to the assignment grade, or more serious sanctions in severe cases.
PLAGIARISM
In the event that the student commits any irregularity that could lead to a significant change in the grade of an assessment act, this assessment act will be graded with 0, regardless of any disciplinary process that may be initiated. If multiple irregularities occur in the assessment acts of the same subject, the final grade for this subject will be 0.
Bibliography
Bibliography
- Balló, Jordi & Oliva, Mercè (2024) La imagen incesante. Anatomía de los formatos audiovisuales. Anagrama
- Carrera, Pilar (2025). La comunicación en el diván. Efectos políticos del imaginario digital. Cátedra
- Cunningham, Suart & Craig, David (2019). Platform Strategy. A Social Media Entertainment: The New Screen Ecology (pp. 19–64). NYU Press.
- Díaz Güell, Carlos (2024). Comunicación y empresa. Un binomio de éxito. Medio siglo de Comunicación Organizacional en España. Profit editorial
- Finn, Ed. (2018). La búsqueda del algoritmo. Imaginación en la era de la informática. Alpha Decay
- Franco, Marta G. (2024). Las redes son nuestras. Consonni
- García Jiménez, Leonarda; Torrado-Morales, Susana; Sánchez-Soriano, Juan José (2021): Pensar la comunicación desde las periferias. Comunicación social.
- Gillespie, Tarleton (2010). The politics of ‘platforms’. New Media & Society, 12(3), 347-364.
- González Fernández, Karen (2025). Inteligencia Artificial. Enfoques multidisciplinares. EUNSA.
- González Neira, Ana & Quintas Froufe, Natalia (coords.) (2021). Los Estudios de la audiencia: de la tradición a la innovación. Barcelona: Gedisa Editorial.
- Nieborg, David B. & Poell, Thomas (2018). The platformization of cultural production: Theorizing the contingent cultural commodity. New Media & Society, 20(11), 4275-4292.
- Pano Alemán, Ana (2024). La comunicación digital en español. Enfoques, métodos y perspectivas. Ediciones Complutense.
- Postigo Gómez, Inmaculada; Linares Sánchez, Malely (2024). Hacia la igualdad de géneros. Comunicación para el empoderamiento femenino. Editorial UOC
- Quintas Froufe, Natalia & González Neira, Ana (2021). Evolución de la medición digital de la audiencia en el mercado español: estado de la cuestión y retos de futuro. Profesional de la información, 30(1). https://doi.org/10.3145/epi.2021.ene.02
- Soteras, Clara (2025). Manual de instrucciones SEO para medios (Informe Tendenci@s+ I/2025). Tendenci@s+. ISBN 979-13-990637-0-7
Software
Word, Excel
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 |
|---|---|---|---|---|
| (TEm) Theory (master) | 10 | Spanish | first semester | morning-mixed |