Publics and Audiences

Code:

CC039

Acronym:

PUBAUD

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2025/2026 - 2S

Active?	Yes
Responsible unit:	Department of Communication and Information 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	43	Study plan	2	-	6	41	162

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 media.

Learning outcomes and competences

At the end of the course, students should be prepared to reflect on the cross-cutting aspects inherent in the creation and understanding of audiences and publics, with the following theoretical and practical objectives:

- Mastery of basic concepts on the problems of audiences and publics, including an understanding of how the media system works.

- Reflection on the transformation of audiences and publics, due to political-economic, social and technological factors and the globalization of communication.

- Acquisition of knowledge regarding qualitative and quantitative audience studies, as well as their relationship with the economy and management of media organizations.

- Understanding the creation of content tailored to the media's target audience, including how it fits in with aspects of media regulation and commercial communication.

Working method

Presencial

Program

I - BASIC CONCEPTS ON PUBLICS AND COMMUNICATION.

1. Publics.
2. Audiences.
3. Industry.
4. Advertising.
5. Regulation.
6. Self-regulation
7. Market
8. Institutions
9. Communication
10. Globalization
11. Localization
12. Economy
13. Management
14. Metrics
15. Universe
16. Sample
17. Other...

II - GLOBALIZATION, THE MARKET AND MEDIA POLICIES.

1. Media globalization and the cultural and creative industry
2. Integrated communication and marketing and audiences
3. Media, support, public policies and audiences
4. Pluralism and diversity of voices in the media
5. Media market, creative industries and audiences
6. Media economics, management and business models
7. Market statistics, communication and advertising

III - SOCIETAL TRANSFORMATIONS AND AUDIENCE STUDIES.

1. Societal dynamics, migration and digital audiences
2. Marketing targets and audience segmentation.
3. Audiences and metrics in online and offline media
4. Advertising investment in online and offline media
5. Surveys, polls and audience measurement.
6. Decentralization of audiences and media geography
7. Development of projects tailored to audiences

Mandatory literature

BAAMONDE SILVA, Xosé, GALINDO ARRANZ, Fermín, MARINHO, Jorge; «WEB 2.0 E REDES SOCIAIS: FERRAMENTAS DE RELAÇÕES PÚBLICAS DOS CENTROS DE EVENTOS EM ESPANHA, PORTUGAL E AMÉRICA LATINA» , «Revista Internacional de Relaciones Públicas», nº 2 / Vol. 1, 2011. ISBN: ISSN: 2174-3681
BROCHAND, Bernard, LENDREVIE, Jacques; LE PUBLICITOR, dalloz, 1993
CEBRÍAN HERREROS, Mariano; INFORMACIÓN RADIOFÓNICA. MEDIACIÓN TÉCNICA, TRATAMIENTO Y PROGRAMACIÓN, EDITORIAL SÍNTESIS, 1995
CEBRIÁN HERREROS, Mariano; INFORMACIÓN TELEVISIVA. MEDIACIONES, CONTENIDOS, EXPRESIÓN Y PROGRAMACIÓN, EDITORIAL SÍNTESIS, 1998
Center for Cooperative Media; «What Is Collaborative Journalism?», https://collaborativejournalism.org/what-is-collaborative-journalism/ , 2018
CORREIA, Fernando; Os Jornalistas e as Notícias, CAMINHO, 1997
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
MARINHO, Jorge; «Live Journalism and Theater: The Role of Art», in http://www.marinho-mediaanalysis.org/articles/Dec-23-2018/live-journalism-and-theater-the-role-of-art, 2018. ISBN: ISSN 2183-444X
MARINHO, Jorge; «Media, International Relations and Game Theory: Focus on (Counter-)Public Diplomacy», in http://www.marinho-mediaanalysis.org/2016/03/media-international-relations-and-game_18.html, 2016. ISBN: ISSN 2183-444X
PEIXOTO, Adriana et alii; «Interview with Jimmy Wales and Jorge Marinho - WikiTribune: In Principium Erat Signum... Now, Continues in Portuguese...», in https://www.wikitribune.com/wt/news/article/99188/, 2019
THUSSU, Daya Kishan; International Communication, Arnold, 2000
WALES, Jimmy, KOPEL, Orit; «The Internet Broke the News Industry - and Can Fix It, Too», in https://foreignpolicy.com/2019/10/19/internet-broke-journalism-fake-news/ , 2019
WOLTON, Dominique; ELOGIO DO GRANDE PÚBLICO, EDIÇÕES ASA, 1994
http://www.gfk.com/; http://www.gfk.com/
http://www.marktest-audimetria.pt/
http://www.nielsenmedia.com

Complementary Bibliography

Rita Curvelo; A Rádio Musical no Panorama Ibérico, MediaXXI, 2021
Paulo Faustino; Concentration, Diversity of Voices and Competition in the Media Market, Centre of Investigation in Media & Journalism and Media XX/Formalpress, 2015
Paulo Faustino; Gestão de Marketing da Televisão e Audiovisual, MediaXXI, 2021
José Garcia; Las Redes Sociales como Estratégia de Marketing Online, MediaXXI, 2012
Jean Lambin; Marketing Estratégico, McGraw Hill, 2000
Raúl Magallón Rosa; Desinformação e pandemia: a nova realidade, MediaXXI, 2021

Teaching methods and learning activities

Case studies and supporting texts, lectures, seminars and webinars will stimulate theoretical reflection and practical application. To ensure better quality and learning outcomes, a range of teaching aids will be used. Student participation is actively encouraged. Students are asked to present research papers on topics related to the subject program.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Trabalho escrito	30,00
Apresentação/discussão de um trabalho científico	30,00
Trabalho prático ou de projeto	40,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	52,00
Frequência das aulas	54,00
Trabalho de investigação	36,00
Trabalho escrito	20,00
Total:	162,00

Eligibility for exams

Mandatory presence in 75% of classes, except in cases provided for in general law and FLUP regulations.

Calculation formula of final grade

Frequent assessment - continuous - consists of a presentation and the completion of two assignments (two individual assignments and one group assignment), including the respective presentations. The student must obtain a mark of 7.0 or more (on a scale of 0 to 20) in the written test. The individual work will be based on compulsory reading, based on the teacher's guidelines: they will hand in a book, study, report or scientific article related to the subject's themes. The student will also be able to suggest the topic of the work, which will be validated by the teacher at a later date. In the initial classes, the teacher will give instructions for each type of assignment. The assessment criteria are: i) formal organization; ii) framework of the work; iii) structure of the project; iv) innovative approaches; v) presentation of the work; and vi) class participation.

Examinations or Special Assignments

According to the Evaluation Regulation of the Faculty of Arts of the University of Porto (applicable to 1st Cycle Courses - Degree)

All students who meet the conditions to take tests at the special time of completion of the cycle of studies (September) must take:

-Written exam

Special assessment (TE, DA, ...)

Students attending under regimes other than the ordinary one will take the evaluation components at the time they take place. The evaluation will consist of a written exam.

Classification improvement

Written exam - 100% grade

According to the Evaluation Regulation of the Faculty of Arts of the University of Porto (applicable to 1st Cycle Courses - Degree)