Subject: Communication and Multimedia

Scientific Area:

Communication and Multimedia


64 Hours

Number of ECTS:




Overall objectives:

1 - Identify the importance of communication strategies for cultural operators.
2 - Create and promote the tools of multimedia communication in the processes of Cultural Management.
3 - Know how to create and use information mechanisms and communication processes tailored to the needs of cultural organizations, nationally and internationally.
4 - Reflect the term "medium" in everyday, non-specialized language.
5 - Know the history and characteristics of the main media.


1 - 1st. Module: 1. Culture, Communication and the Communication of Culture 2. Communication of Marketing 2.1 A Mix of Communication 3. Organizational Communication 3.1 Public Relations as Cultural Manager 3.2 Integrated Communication 4 The Communication Plan in Cultural Management
2 - 2nd. Module: 1. From the telegraph as the first medium of electronic communication of the nineteenth century until the digitalization of the media by the computer and the internet in the 20th and 21st centuries. 1.1 The medium and the media groups. What means medium 1.2 The primary, printed, analog and digital media. 2 Internet as new medium of communication. 3. The language of the new media
3 - 3rd. Module 1. Multimedia: Creation of a multimedia media of cultural communication. 1.1 Follow up on content creation and support creation.


E. J. Camilo , 2010 , Ensaios de Comunicação Estratégica , Livros Labcom
M. Castells , 2003 , La Galaxia de Internet , Debolsillo
T. Daniels et al. , 1997 , Perspectives on Organizational Communication , Brown&Benchmark Publishers
W. Faulstich , 2004 , Medienwissenschaft , W. Fink
M. Franco et al. , 2011 , Proximidade e Distância: Estudos sobre a Língua e a Cultura. , Universidade Católica Editora
L. Manovich , 2001 , The Language of New Media. , The MIT Press
R. Muylaert, , 2000 , Marketing Cultural e Comunicação Dirigida , Editora Globo
J. L. Orihuela , 2006 , La Revolución de los Blogs. , La Esfera de los Libros
H. Santos Filho , 1999 , Cultura Organizacional: uma análise crítica , Salvador: : memorial das letras

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
- 1 Critical review of one of the works indicated in the Bibliography (Module 1). Minimum length of 4 pages (25% of final grade). - 1 Oral presentation (Module 2) (25% of final grade). Duration: 15 minutes, using Powerpoint or summary sheet with the main points. - Final Multimedia Work (Modules 1,2 and 3) (50% of final grade - evaluated by all teachers). - Creation of an interactive presentation, including content and multimedia support. - Minimum class attendance requirement of 80%.