Digital Communication

Recommended Prerequisites

Proficiency in Portuguese.

Teaching Methods

The course will comprise a theoretical approach through content explanation (using visual and audiovisual material) and case studies with class discussion. Will students will cary out a group project structured during the classes and completed autonomously.

Learning Outcomes

After attending this unit, students should be able to:

1.Relate contemporary dynamics with the digital media ecosystem;

2. Recognize the digital communication paradigm and its transversality;

3. Critically discuss the communication challenges within the digital society;

4. Understand digital public and audiences and their specificities;

5. Recognize and apply digital communication strategies. 

Work Placement(s)

No

Syllabus

1.Digital media ecosystem

1.1. Digital transition: origin and challenges

1.2. Digital media organisation 

1.3. Social media

 

2. Digital audiences

2.1. Definition, behavior and measurement

2.2. Algorithms and filter bubbles

2.3. Business models

 

3. Digital communication strategies

3.1. Digital journalism strategies

3.2. Marketing digital. 

Head Lecturer(s)

Paula Cristina Campos Ribeiro

Assessment Methods

Assessment
Project: 50.0%
Frequency: 50.0%

Bibliography

Deuze, M. (2007). Media Work. Cambridge: Polity.

Deuze, M. (2012). Media Life. Cambridge: Polity.

Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York: New York University Press.

Jenkins, H. (2014). Rethinking ‘Rethinking Convergence/Culture. Cultural Studies, 28 (2), 267-297. DOI: 10.1080/09502386.2013.801579

Lance, S. (2017). Media Ecology: An Approach to Understanding the Human Condition. New York: Peter Lang Publishing

Negroponte, N. (1996). Being Digital. New York: Vintage Books

Peterson-Salahuddin, C., Diakopoulos, N. (2020). “Negotiated Autonomy: The Role of Social Media Algorithms in Editorial Decision Making”. Media and Communication, 8 (3), 27–38 DOI: 10.17645/mac.v8i3.3001