Subject
Fundamentals of Human Communication II
- code 09267
- course 3
- term Semester 2
- type OB
- credits 3
Module: Global Trends
Matter: Antropología
Main language of instruction: Spanish
Teaching staff
Introduction
In the event that the health authorities announce a new period of confinement due to the evolution of
the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect
the teaching methodologies and activities as well as the assessment.
The subject Fundamentals of Human Communication II aims to study the different profiles and concepts of human beings present in the context of communication. Taking as a reference the theoretical apparatus of the philosopher Julián Marías, disciple of Ortega y Gasset and the leading figure in Spain when it comes to highlighting the anthropological aspects inherent to the communicative phenomenon, and relating his anthropological concepts to the approaches of the German Advertising School, to Throughout the course, a theoretical approach is proposed to the central concept of an identifiable person in three contexts, cinema, radio and television, which are analyzed in the practical part of the subject.
Pre-course requirements
There are no planned requirements for taking the course.
Objectives
The aim of the subject is to focus on the connection of the elements and the basic techniques of human communication, presenting as a referent the ambits of three mitjans: television, radio and cinema.
Competencies
- 01 - The ability to plan technical resources
- 02 - The ability to plan human resources
- 03 - The ability to plan personal resources (personnel, materials, seasonal...)
- 04 - The ability of self assessment and professional self management
- 05 - The ability to learn autonomously
- 06 - The ability to act autonomously and responsibly
- 07 - The ability to work in a group
- 08 - The ability to organise time and workspace
- 09 - Lingustic ability in Catalan, Spanish and English
- 10 - The ability to develop an ethical attitude
- 11 - The ability to make judgments and well-argued critical assessments
- 12 - The ability to produce spoken and written texts
- 13 - Reading skills
- 14 - Ability to analyse
- 15 - The ability to synthesise
- 16 - The ability to detect newsworthy events
- 17 - The ability to confront difficulties and resolve problems
- 18 - The ability to work under pressure
- 19 - The ability to memorise
- 20 - The ability of concretion
- 21 - The ability of abstraction
- 27 - The ability to contextualise historical events of the world and of contemporary Spain
- 29 - The ability to contextualise and critically analyse the products of the audiovisual industry
- 30 - The ability to contextualise and critically analyse current events
- 50 - The ability to understand and apply the different narrative elements of a project
- 51 - The ability to understand and apply the theories and techniques of image
- 53 - The ability to design and critique an audiovisual or media product
- 54 - The ability to design and critique original and viable content
- 58 - Knowledge and mastery of the static image and its ability to communicate
- 64 - Knowledge and mastery of bibliographic repertories
- 65 - Knowledge and mastery of the different resources of historical investigation
- 82 - The ability to define and manage a communication budget
- 83 - The ability and capacity to give form to a creative message
- 85 - The ability and skill to act as experts in the strategic management of corporate image
- 86 - The ability and capacity to identify, value, manage and protect the intangible assets of a company
- 87 - The ability and capacity to use technology and communicative techniques
- 97 - To be able to read and understand literature in the field of communication in the English language
Learning outcomes
At the end of the semester, students of the subject "Fundamentals of Human Communication II" will be able to demonstrate the following acquired knowledge:
· Ability to apply the knowledge acquired in the subjects of philosophy of the image, anthropology and content analysis.
· Ability to design and perform interpretation and criticism models, as well as to analyze and interpret data.
· Ability to design content for an advertising production and satisfy the needs with real limitations, such as economic, environmental, social, political, ethical, health and safety, promotion and sustainability.
· Ability to interact in multidisciplinary teams.
· Ability to identify, formulate and solve problems of interpretation of the content of communicative products.
· Understanding of ethical and professional responsibility.
· Ability to communicate effectively.
· General education necessary to understand the impact of communicative content in a global, economic, human and social context.
· Recognition of the need and the ability to participate in lifelong continuous learning.
· Knowledge of contemporary problems.
· Ability to use modern techniques, skills and tools for the production and analysis of advertising content.
Syllabus
1st session
Presentation: objectives, methodology and evaluation
Advertising communication and human sciences
Analysis of radio advertising content I
2nd session
Local and global communication
Analysis of radio advertising content II
3rd session
Artistic creation and advertising: materialism and idealism
Analysis of radio advertising content III
· 4th session
La Querelle comunicativa: ancient against modern
Analysis of cinematographic advertising content I
5th session
The role of the unconscious in advertising
Analysis of cinematographic advertising content II
· 6th session
Theoretical-practical exercise of continuous assessment
· 7th session
Dynamics of human communication I
Analysis of cinematographic advertising content III
8th session
Dynamics of human communication II
Analysis of television advertising content I
· 9th session
Music as a communicative phenomenon
Analysis of television advertising content II
· 10th session
Meaning of audiovisual language
Analysis of television advertising content III
11th session
Audiovisual advertising and materialization of the spot
Analysis of general advertising content I
12th session
Psychological effects of advertising communication
Analysis of general advertising content II
13th session
Brand philosophy or style
Analysis of general advertising content III
14th session
Rhetoric and dialectics: language and communication in the 21st century
Analysis of general advertising content IV
Teaching and learning activities
Evaluation systems and criteria
Bibliography and resources
LIPOVETSKY, Gilles: La felicidad paradójica: ensayo sobre la sociedad de hiperconsumo. Barcelona: Anagrama, 2010.
MARÍAS, Julián: Persona. Madrid: Alianza, 1996.
McLUHAN, Marshall: Comprender los medios de comunicación. Las extensiones del ser humano. Barcelona: Paidós, 1996.
ORTEGA y GASSET, José. La rebelión de las masas. Madrid: Espasa-Calpe, 2009.
PUIGDOMÈNECH, Jordi: Lecciones preliminares de Estética. Ensayos sobre la belleza. Madrid: EAE, 2012.
SEMPERE, Pedro J.: La comunicación audiovisual. Madrid: Instituto Nacional de Publicidad, 1968.