Universitat Internacional de Catalunya

Audiovisual System Structure

Audiovisual System Structure
6
8007
1
Second semester
FB
Information and Knowledge Society
Estructura del sistema audiovisual
Main language of instruction: Spanish

Teaching staff


Dr. ROBERT AGELL, Francesc - frobert@uic.es

frobert@uic.es

Introduction

In this course, students will learn about the organization of the audiovisual market; they will identify the main subjects, companies, and institutions involved in commercial and communication relationships, as well as the political-legal, technological, socio-cultural, and economic circumstances that influence business activities. This reality will be analyzed from both an external perspective to audiovisual companies and an internal perspective, so that students understand the relationship between the structural factors of the media industry and the decisions made in the management and organization of communication companies.

The course content will be structured into five blocks, in which, in addition to reviewing the main theoretical foundations of media economics and the structure of the media system, detailed analysis will be conducted on the current trends in the external environment of each of the main markets and their influence on the different stages of the value chain of companies - production, distribution, marketing, and consumption - in each of these industries.

       

Pre-course requirements

This course does not have any prerequisites.

       

Objectives

The general objective of this course is for students to achieve a deep understanding of the complexity and peculiarity of the structure of the media industry and companies. This understanding is necessary to navigate the confrontations between professional and economic interests that occur in the audiovisual system (Medina, 2011: 15). This knowledge can help future professionals navigate the audiovisual market and make the necessary decisions to create high-quality products that also achieve the profitability required for communication companies to be viable.

Competences/Learning outcomes of the degree programme

  • 01 - The ability to adapt to varying circumstances
  • 02 - The ability to understand, accept criticism and correct errors
  • 03 - The ability to administer and manage human and technical resources
  • 04 - The ability to work in a team and autonomously
  • 05 - The ability to organise time and workspace
  • 06 - The ability to develop academic rigour, responsibility, ethics and professionalism
  • 07 - The ability to apply the deontology and respect for the audiovisual sector
  • 08 - The ability of critical analysis, synthesis, concretion and abstraction
  • 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence…)
  • 10 - The ability to confront difficulties and resolve problems
  • 11 - The ability to generate debate and reflection
  • 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
  • 13 - The ability to create spoken and written communication
  • 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
  • 15 - Knowledge and mastery of body language and techniques for public speaking
  • 16 - The ability to manage, analysis and reflect on content
  • 17 - The ability to contextualize and critically analyze the events of social reality and to represent Contemporary History
  • 18 - The capacity and development of general culture and interest in social events
  • 21 - Knowledge and mastery of the digital culture
  • 23 - The ability to prioritize newsworthy events and contrast information
  • 24 - The ability to plan and organize both short term and long term projects
  • 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
  • 27 - The ability to adapt to distinct audio visual publics and markets.
  • 28 - Knowledge and mastery of principle economic concepts.
  • 29 - The ability to budget projects of differing magnitude
  • 30 - The ability to study the feasibility of an audiovisual product
  • 31 - The ability to understand the financial systems of media groups and companies.
  • 37 - The ability to contextualize and critically analyze the organizational structure of global communication
  • 38 - The ability to understand and apply the structure of the audiovisual system
  • 40 - The ability to defend and respect authorship and intellectual property
  • 41 - The ability to know how the distinct elemental agencies of the audio visual sector function
  • 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
  • 53 - Lingustic ability in Catalan, Spanish and English
  • 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.

Learning outcomes of the subject

Al finalizar la asignatura, los alumnos estarán capacitados para:

  • Tener una visión global de los medios de comunicación de masas y del sistema comunicativo.
  • Entender el marco jurídico e institucional de los medios de comunicación.
  • Conocer el mapa de los principales grupos mediáticos.
  • Seguir las tendencias innovadoras en los distintos sectores de la comunicación.

Syllabus

1. Economy and market structure: fundamental concepts. External factors (PESTEL analysis). Relevance of digital disruption. The regulation value chain The strategies of the companies in this context. Main corporations and audiovisual groups.

2. The film industry. Audiovisual regulation. The digital transformation and the effects on the value chain. The platform

3. The television industry. The traditional model and digital disruption. Primary market and secondary market. New competing business models

4. The video game industry. Evolution and size of the market. Business models. Industrial weight of the sector in Catalonia.

5. The radio and audio industry. The traditional value chain of radio and its digital transformation. The universalization of audio: audification of the entire chain. Podcasts. platforms

6. The music industry. Evolution of business models and digital transformation: changes in distribution and consumption.



Teaching and learning activities

In person



 

 

TRAINING ACTIVITY ECTS CREDITS
Focused Praxis. Handing in occasional exercises to learn theory through practice. 1.2
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 1.0
E-learning. Virtual learning based on ICT. 0.2
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). 0.4
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 3.0
Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge. 0.2

Evaluation systems and criteria

In person



The different learning activities are designed with the aim of achieving the objectives and skills previously set out. In order to evaluate its achievement, the following criteria are established:

Exam on the theoretical content and bibliography (50% of the final mark)
Practical activities (50% of the final mark)
Both parts must be approved to average. 10% of the individual grade is obtained for class participation.

As for the second and subsequent calls, the percentage of 50% practices and 50% exam applies in the same way. New practices equivalent to the teaching load of 50% of the course will be assigned.

Depending on the rules of the faculty, the assessment will always be a part of spellcheck. We will have to pass this level in order to pass the exam or the relevant practice. The regulations of the faculty will be strictly observed in cases of plagiarism and fraudulent use of AI.

 

Bibliography and resources

 

Artero-Muñoz, J.P., Zugasti, R., & Hernánez-Corchete, S. (2021). Media Concentration in Spain: National, sectorial, and regional groups. Estudios sobre el Mensaje Periodístico 27 (3), 765-777.

Albarran, A. (Ed.). (2013). Media Management and Economics Research in a Transmedia Environment (p.16). New York: Taylor & Francis.

AMIRON, N. (2011). Estructura de propiedad y composición de los consejos de administración de los principales grupos de comunicación europeos en 2009. Observatorio (OBS*) Journal, vol.5 - nº1 (2011), 227-244.

Anderson, C. W., Bell, E., y Shirky, C. (2012). Post-industrial Journalism: Adapting to the Present: a Report. Columbia Journalism School.

ARRESE, ANGEL (Coord.) 2003. Empresa informativa y mercados de la comunicación. Pamplona, EUNSA.

BAS et al. (2011). Políticas de comunicación y protección del pluralismo en la Unión Europea y Estados Unidos. Comunicación y Sociedad, 24(2), 41-75.

BUSTAMANTE, Enrique (coord.) (2003) Hacia un nuevo sistema mundial de comunicación. Las industrias culturales en la era digital. Barcelona: Gedisa.

CASTELLS, MANUEL (2009). Comunicación y poder. Barcelona: Alianza editorial.

CAC (2009). Quaderns del CAC. 31.32. Convergència tecnològica i audiovisual. Barcelona. 

Cerro, R. (2020). El único futuro de la radio. Telos noviembre 2020.

Croteau, D., Hoynes, W., & Hoynes, W. D. (2006). The business of media: Corporate media and the public interest. Pine forge press.

Cunningham, T., Flew, T. and Swift, A. (2015). Media Economics. London: Palgrave.

DOYLE, G. (2013). Understanding media economics. London: SAGE Publications.

DURAN, JAUME; SÁNCHEZ, LYDia (Ed.) 2008. Industrias de la comunicación audiovisual. Barcelona: Publicacions i Edicions de la Universitat de Barcelona.

Fernández Alonso, I. y Badia Masoni, Q. (2021). Políticas de medios y clientelismo: beneficiarios de las campañas
de publicidad institucional de la Generalitat de Cataluña (2007-2018). Revista de Estudios Políticos, 191, 325-346.
doi: https://doi.org/10.18042/cepc/rep.191.11

Gallego, J.I., Fernández-Sande, M. y Limón, N. (Eds.) (2018). Diversity, Innovation and Policies. Newcastle upon Tyne: Cambridge Scholars Publishing.

HALLIN, D.C. y MANCINI, P. Sistemas mediáticos comparados. Tres modelos de relación entre los medios de comunicación y la política; Hacer editorial, Madrid, 2008

HENDRICKS, JOHN ALLEN. 2011. The twenty-first-century media industry. Lanham: Lexington Books.

Hesmondhalgh, D. (2019) The cultural industries (4ª edición) (pp. 72-77). London: SAGE.

Izquierdo-Castillo, J. (2012). Distribución online de contenidos audiovisuales: análisis de tres modelos de negocio. Profesional De La información, 21(4), 385–390. https://doi.org/10.3145/epi.2012.jul.09

JONES, D. (2005). Aproximación teórica a la estructura de la comunicación social. Sphera pública, 5, 19-39.

KÜNG, LUCY. (2017). Strategic management in the Media. London. SAGE.

MEDINA LAVERÓN, MERCEDES. (2021), Estructura y gestión de empresas audiovisuales . Pamplona: EUNSA 

MORA-FIGUEROA, BORJA. (2009), El mercado global de la comunicación. Pamplona: EUNSA. 

NIETO, A.; IGLESIAS, F. (2000). Empresa Informativa. Barcelona: Ariel.

PARDO, ALEJANDRO. (2014), Fundamentos de producción y gestión de proyectos audiovisuales. Pamplona: EUNSA.

PÉREZ-LATRE, FRANCISCO J.; SÁNCHEZ-TABERNERO, ALFONSO. (2012). Innovación en los medios. La ruta del cambio. Pamplona: EUNSA.

Pérez-Rufí, J.P. (2020). Estructura del mercado audiovisual en España. Apuntes para una introducción. Ria Editorial. Aveiro

PICARD, R. (2011). The economics and financing of media companies. New York: Forham University Press.

Picard, R. (2018). The Rise and Expansion of Research in Media Economics. Communication & Society31 (4), 113-119.

REIG, RAMON. (2011), Los dueños del periodismo.  Barcelona: Gedisa.

Tilson, D., Sørensen, C., & Lyytinen, K. (2013, January). Platform complexity: Lessons from the music industry. In 2013 46th Hawaii International Conference on System Sciences (pp. 4625-4634). IEEE.DOI 10.1109/HICSS.2013.449

 

 

Teaching and learning material


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