Comunicación y cultura mediática
El propósito de este manual es habilitar al estudiantado en el análisis, reflexión y comprensión de la comunicación y los medios en las sociedades contemporáneos. En concreto, la asignatura analiza teóricamente el impacto social, cultural, mediático e identitario de la comunicación y plantea cómo puede mejorarse para contribuir a un mundo mejor, como una forma de potenciar el espíritu cívico y crítico del alumnado. Esta asignatura dota de los conocimientos científicos y rigurosos necesarios para profundizar en la comprensión crítica de la comunicación y los medios.
El manual está estructurado en cuatro capítulos que abarcan los aspectos fundamentales de los estudios de comunicación y medios:
- Capítulo 1: introduce los conceptos básicos y las dimensiones clave del campo de la comunicación y los estudios de medios.
- Capítulo 2: examina las representaciones mediáticas, explorando las principales ideas y narrativas transmitidas a través de los mensajes de los medios, como noticias, series de televisión, películas, documentales, redes sociales, etc. Estos mensajes a menudo presentan desafíos, especialmente para grupos marginados como las mujeres, las personas inmigrantes o la comunidad LGTBQ+. Aquí aprenderás a consumir y analizar críticamente estos mensajes.
- Capítulo 3: se centra en las audiencias y los usuarios, abordando preguntas fundamentales como: ¿Cómo nos influyen los mensajes de los medios? ¿Qué efectos tienen en nuestros pensamientos, comportamientos y significaciones sociales?
- Capítulo 4: se enfoca en los emisores: las grandes corporaciones mediáticas que controlan la creación y difusión de contenidos.
The purpose of this handbook is to empower students with the skills to analyze, reflect on, and understand communication and media in contemporary societies. Specifically, the course theoretically examines the social, cultural, media, and identity-related impact of communication and explores how it can be improved to contribute to a better world, fostering students’ civic and critical spirit. This course provides the scientific and rigorous knowledge necessary to deepen the critical understanding of communication and media.
The book is structured into four chapters that cover the fundamental aspects of communication and media studies:
• Chapter 1: Introduces the basic concepts and key dimensions of the field of communication and media studies. • Chapter 2: Examines media representations, exploring the main ideas and narratives conveyed through media messages such as news, TV shows, films, documentaries, social media, etc. These messages often present challenges, especially for marginalized groups such as women, immigrants, or the LGBTQ+ community. Here, students will learn how to critically consume and analyze these messages. • Chapter 3: Focuses on audiences and users, addressing fundamental questions such as: How do media messages influence us? What effects do they have on our thoughts, behaviors, and social meanings? • Chapter 4: Focuses on the senders: the large media corporations that control the creation and dissemination of content.
Introducción Introduction
UNIT 1. COMMUNICATION AND MEDIA CULTURE: AN INTRODUCTION TO THE FIELD
1.1. Communication: General definition and its importance in contemporary society
1.1.1. The importance of being an ethical communicator: the ethical and democratic consequences of communication.
1.1.2. Communication sciences or the field of communication.
1.2. Forms of communication
1.3. Identity and self-presentation: Presenting ourselves and reflecting on our own self-perception (self-awareness)
1.3.1. Self-esteem and self-efficacy.
1.3.2. Self-presentation.
1.3.2.1. Self-presentation and Generation Z
1.3.3. Socializing forces and their influence in our self-perception.
1.3.4. A critical approach to the media.
1.4. Historical conceptions of communication and women researchers in communication sciences
1.4.1. Women researchers in communication sciences.
1.5. Takeaway: Some tips to enhance your communication
UNIT 2. MEDIA DISCOURSES AND REPRESENTATIONS: HEGEMONY, IDEOLOGY, AND SOCIAL INEQUALITIES
2.1. Ideology, hegemony, stereotypes and social inequalities
2.1.1. Cultural hegemony and the media.
2.1.2. Politics of signification and cultural wars.
2.1.3. Stereotypes.
2.2. Media images & stereotypes on gender, sexual orientation, and race
2.2.1. Gender identity.
2.2.1.1. Exclusion and injustice related to gender identity
2.2.1.2. Gender meanings in the media
2.2.2. Sexual identity.
2.2.2.1. Stereotypes for sexual minorities in the media
2.2.3. Race and ethnicity.
2.2.3.1. Racial and ethnic analysis in the media
2.2.3.2. Racial and ethnic stereotypes in the media
2.2.3.3. Racial and ethnic minorities representation in Spanish media
2.2.4. Stereotypes and Stereotype Buster.
2.3. From Modernity to Postmodernity: the evolution of media representations
2.4. Media strategies for minorities representation
2.5. Takeaway. What can we do to resist media stereotypes? Implementing Critical Analysis.
UNIT 3. AUDIENCES, MEDIA USES AND EFFECTS
3.1. Active audience paradigm
3.1.1. Encoding, decoding, and preferred meanings.
3.1.2. Limited effects theories.
3.2. Long-term effects theories
3.3. Participatory culture
3.4. Takeaway. How can you assess your position as an active audience?
UNIT 4. MEDIA INDUSTRIES: CONCENTRATION, POLITICAL INFLUENCE AND NEW MEDIA ECONOMY & INTERACTION
4.1. Media industry and companies
4.2. Concentration of media ownership
4.3. Political and cultural influence of the media
4.3.1. Cultural imperialism.
4.3.2. Political influence and the media.
4.3.2.1. Spanish media system
4.4. Takeaway
Referencias bibliográficas/References
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