Communication Theory

Objectives

The main objective of the course is to familiarize students with the existing theories in the field of communication in a broad sense, within the context of contemporary society. It covers various aspects, including human communication without technological mediation (intrapersonal and interpersonal), theories related to mass media, the social impact of communication, and content and audience analysis. Moreover, it delves into theories associated with the information society and digital communication.

Ultimately, the aim is to cultivate a spirit of critical analysis among students regarding the roles played by both conventional media and new digital formats in today's information and knowledge society.

Learning outcomes

• Demonstrates a thorough knowledge of communication theories; theoretical and practical aspects, and working methodology.
• Demonstrates the ability to self reflect on the processes linked to professional skill.
• Analyses one's own personal and professional abilities in relation to the different areas of the profession.
• Recognises scientific traditions in communication.
• Identifies paradigms and tradition in communication.
• Critically analyses the role of the media in today's society.
• Recognises the role of communication in today's contemporary society.
• Knows the different ways of representing, reproducing and expressing image.
• Uses the theoretical and conceptual implications of images.

Competencies

General skills

• Demonstrate interpersonal skills and be able to adapt to new situations and work under pressure.
• Organise and plan tasks related to professional performance through proper time management and timing of these tasks.

Specific skills

• Transfer knowledge of history, languages, communication theories and models, and also of art history and image theories.

Basic skills

• Students have demonstrated knowledge and understanding in a field of study that builds on general secondary education with the support of advanced textbooks and knowledge of the latest advances in this field of study.

Core skills

• Be a critical thinker before knowledge in all its dimensions. Show intellectual, cultural and scientific curiosity and a commitment to professional rigour and quality.
• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

1. Why study communication?
   1. What is "communication theory" and what are communication theories for?
   2. I study communication, do I do science?
   3. The process of communication
   4. The importance of communication in social life
   5. The interdisciplinary nature of communication
2. Media and power: The functionalist perspective
   1. The agenda setting
   2. Neumann's spiral of silence
   3. Theory of uses and rewards
   4. Emission and reception in mass communication: The gatekeeper
   5. The news frames
   6. The research of mass communication: content, speech, audiences, etc.
   7. The functionalist perspective of communication theory
   8. Origins, functions and criticisms to functionalism
3. The interpretative perspective of communication theory
   1. The Palo Alto School
   2. Symbolic interactionism
   3. Erving Goffman
   4. Constructionism
   5. The ethnomethodology
4. The critical perspective of communication theory
   1. The Frankfurt School
   2. Political economy
   3. Cultural studies
5. Digital society and communication theory
   1. The importance of technology
   2. The digital world
   3. Is social media changing classical paradigms?

Evaluation

The subject works through continuous evaluation. The following elements form the continuous assessment:

• A specific evaluation examination. It is worth 30% of the final mark of the subject. The exam can include theoretical and practical content. It is taken individually. It is the only activity that can be retaken to pass the course (on the official dates).
• Practical work (individually and in groups). The practical activities: discussion sessions, guided activities, specific submissions, case studies, etc. They are worth 55% of the final mark of the subject. It is compulsory to submit all of them within the time limit set. These activities cannot be retaken.
• Active participation and monitoring of the work done (individually and/or in groups). The active participation uses the Learning by Teaching methodology and is worth 10% of the final mark of the subject. It is compulsory. It cannot be retaken.
• The monitoring of the work done is worth 5% of the final mark of the subject. It is evaluated by observing the student's performance in the practical work through continuous assessment carried out throughout the whole term.

In order for the average of all the evaluated elements of the course to be taken into account, a minimum mark of 4 must be obtained in each of the evaluated parts. Therefore, anyone who fails one of the assessed parts of the course with a mark of less than 4, whatever it may be, no longer has the possibility of passing the subject. This means, for example, that those who obtain a 7 in the exam and a 3 in the average of the practical work can not pass the course. On the other hand, those who obtain a 4 in the exam and a 6 in the average of the practical work are able to pass the subject.

There will be two calls for the specific evaluation examination per course. The instructions for each practical activity will be detailed in advance on the virtual campus.

Methodology

The methodology of the subject combines theory and practice. In addition to the sessions with the entire class group, there is the autonomous work of each student and the possibility of tutoring (individual and/or in group). Likewise, different active learning methodologies are combined, such as learning by teaching, cooperative learning and learning through real cases, among others.

Bibliography

Bibliography

• DeFleur, M. and DeFleur, M.H. (2009). Mass Communication Theories: Explaining Origins, Processes, and Effects. Routledge.
• Fernández, Rovira C. & Giraldo Luque, S. (2022). Predictive Technology in Social Media. CRC Press.
• Fuchs, C. (2020). Communication and Capitalism: A Critical Theory. University of Westminster Press.
• Griffin, E., Ledbetter, A. and Sparks, G. (2014). A first look at Communication Theory. McGrawHill.
• Mattelart, A. and Mattelart, M. (1998). Theories of communication. A short introduction. Sage.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.