Publics and Audiences

Code:

CC039

Acronym:

PUBAUD

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2022/2023 - 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	50	Study plan	2	-	6	41	162

Teaching language

Portuguese
Obs.: Português

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
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

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 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

In accordance with the Assessment Regulations of the Faculty of Arts of the University of Porto (applicable to 1st cycle courses - Licenciatura): article 11 / nº 2 / 3 / 4

COVID-19 context

Calculation formula of final grade

Assignment - 100 % 

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) *

Assignment: No resit / no grade improvement.

Observations

*
All students, including working students and repeaters, must do an assignment, in 2021-2022 In each class, students must form groups with about eight members.