Publics and Audiences

Code:

CC039

Acronym:

PUBAUD

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2017/2018 - 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	20	CC - Study Plan	2	-	6	46	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

-Quantitative and qualitative analysis of media audiences

-Production of contents adapted to the media audiences

-Media programming

Working method

Presencial

Program

I – BASIC CONCEPTS. a) Public. b) Audiences. II – GLOBALISATION AND MEDIA. a) Being global / being local – glocal communication. b) Public Diplomacy / media diplomacy. c) Social communication within the European Union (EU). III – TRANSFORMATION OF AUDIENCES. a) Plurality of 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 MEDIA ACCORDING TO THE TARGET AUDIENCE. a) Contents adapted to media audiences / media programming.

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
CORREIA, Fernando; Os Jornalistas e as Notícias, CAMINHO, 1997
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
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
THUSSU, Daya Kishan; International Communication, Arnold, 2000
WOLTON, Dominique; ELOGIO DO GRANDE PÚBLICO, EDIÇÕES ASA, 1994
WOLTON, Dominique; INTERNET ¿ Y DESPUÉS?, Editorial Gedisa, 2000
http://www.gfk.com/; http://www.gfk.com/
http://www.marktest-audimetria.pt/
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

Designation	Weight (%)
Exame	40,00
Participação presencial	25,00
Trabalho escrito	35,00
Total:	100,00

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 2017-2018.