Publics and Audiences

Code:

CC039

Acronym:

PUBAUD

Instance: 2011/2012 - 2S

Active?	Yes
Responsible unit:	Department of Journalism and Communication Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	31	Plano Oficial a partir de 2008/2009	2	-	5	52	135

Teaching language

Portuguese

Objectives

- Master the basic concepts.
- Reflect on the transformation of the public and audiences due to political-economic and technological factors.
- Learn about the qualitative and quantitative studies of audiences.
- Understand the creation of contents adapted to the target audience of mass media.

Program

I – BASIC CONCEPTS.
a) Public.
b) Audiences.
II – GLOBALISATION AND MASS MEDIA.
a) Being global / being local – glocal communication.
b) Social communication within the European Union (EU).
III – TRANSFORMATION OF AUDIENCES.
a) Plurality of the mass media / demassification of audiences.
b) Fragmentation and segmentation.
c) Segmentation of audiences – narrow target dissemination.
IV – TARGET AUDIENCE.
a) Description criteria.
b) Marketing targets – markets / public.
V – AUDIENCE STUDIES.
a) Printed press.
b) Radio.
d) Television.
e) Cinema.
f) Internet.
g) Inquiries and surveys.
h) Measuring shares.
VI – CHOOSING THE MESSAGE DISSEMINATING MASS MEDIA ACCORDING TO THE TARGET AUDIENCE.
a) Contents adapted to audiences / mass media programming.

Mandatory literature

CEBRIÁN HERREROS, Mariano; INFORMACIÓN TELEVISIVA. MEDIACIONES, CONTENIDOS, EXPRESIÓN Y PROGRAMACIÓN, EDITORIAL SÍNTESIS, 1998
CORREIA, Fernando; Os Jornalistas e as Notícias, CAMINHO, 1997
BROCHAND, Bernard, LENDREVIE, Jacques; LE PUBLICITOR, dalloz, 1993
CEBRÍAN HERREROS, Mariano; INFORMACIÓN RADIOFÓNICA. MEDIACIÓN TÉCNICA, TRATAMIENTO Y PROGRAMACIÓN, EDITORIAL SÍNTESIS, 1995
DIZARD JR., Wilson; A NOVA MÍDIA. A Comunicação de Massa na Era da Informação, Jorge Zahar Editor, 2000
LINDON, Denis et alii; TEORIA E PRÁTICA DO MARKETING. MERCATOR 2000, Publicações Dom Quixote, 2000
MACIÁ MERCADÉ, Juan; Comunicación Persuasiva Para la Sociedad de la Información, EDITORIAL UNIVERSITAS, 2000
THUSSU, Daya Kishan; International Communication, Arnold, 2000
WOLTON, Dominique; ELOGIO DO GRANDE PÚBLICO, EDIÇÕES ASA, 1994
WOLTON, Dominique; INTERNET ¿ Y DESPUÉS?, Editorial Gedisa, 2000
BENTTLEY, Clyde; «In the public's interest, or interesting to the public? Who defines «news»?», http://www.jcomm.uoregon.edu/~chentley/publicinterest.html
http://www.marktest-audimetria.pt/
http://www.mediamonitor.pt/contactos/
http://www.nielsenmedia.com

Teaching methods and learning activities

A combination of several methods: verbal (saying), intuitive (showing) and active (doing).
Students are reminded that, as far as practicable, classes will be interactive.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	52,00
Written Examination	Exame	1,00
Assignment	Trabalho escrito	23,00
Examination preparation / study	Exame	59,00
	Total:	-	0,00

Eligibility for exams

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)

Calculation formula of final grade

Oral participation - 25 %
Assignment - 35 %
Final exam - 40 %

Examinations or Special Assignments

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)

Special assessment (TE, DA, ...)

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)

Classification improvement

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura)

Observations

Calculation of final grade
- repeaters
- working students - if they do not attend 75% of classes
assignment - 40 %
final exam - 60 %
Among other assessment elements, all students, including working students and repeaters, must also do an assignment, in 2011-2012. In each class, students must form groups with about eight members.