Publics and Audiences

Code:

CC039

Acronym:

PUBAUD

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2023/2024 - 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	26	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

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

Calculation formula of final grade

Assignment - 100 % 

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, ...)

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

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)

Observations

*
All students, including working-students, repeaters, students who intend to improve their classification, having been approved in the previous academic year, and students who meet the conditions to take tests in the special period of conclusion of the cycle of studies (September ), must carry out a research work in the current academic year. To carry out the work, in each class, students must form groups of about eight elements.
Having been carried out in the current academic year, the research work is not subject to appeal or improvement in classification during the referred academic year.
In relation to the work, in due course, in the proper place (classes), more indications will be transmitted to the students.