Advances in new technologies favor the creation of communication channels that make it possible to reach a wider audience immediately"

Journalism studies are one of the most demanded in all universities, since this profession has a great influence on the population and has gained great prominence since its beginnings. Journalism involves different branches: social, cultural, economic, sports, international, events, conflicts... This makes it necessary for professionals in this sector to specialize in order to tell stories in the most appropriate way in each case. 

Additionally, the transmission of information can be carried out through different media. In particular, this Advanced master’s degree aims to teach students journalism and digital communication, as well as community management, professions with a high labor demand and wide competition. Today, the Internet is the most powerful communication channel that exists, and social networks have been a revolution in the way organizations relate to each other. 

Throughout this specialization, the student will learn all of the current approaches to the different challenges posed by their profession. A high-level step that will become a process of improvement, not only on a professional level, but also on a personal level.  

This challenge is one of TECH's social commitments: to help highly qualified professionals to specialize and to develop their personal, social and labor competencies during the course of their training.   

We will not only take you through the theoretical knowledge we offer, but we will introduce you to another way of studying and learning, one which is simpler, more organic, and efficient. We will work to keep you motivated and to develop your passion for learning, helping you to think and develop critical thinking skills. And we will push you to think and develop critical thinking.   

This Advanced master’s degree is designed to give you access to the specific knowledge of this discipline in an intensive and practical way. A great value for any professional.
Furthermore, as it is a 100% online specialization, the student decides where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be combined with work and family life.  

An educational program created for professionals who aspire to excellence that will allow you to acquire new skills and strategies in a smooth and effective way"

This Advanced master’s degree in Digital Journalism and Community Management  contains the most complete and up-to-date program on the market. The most important features include:

• The latest technology in online teaching software.
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand. 
• Practical cases presented by practising experts.
• State-of-the-art interactive video systems.
• Teaching supported by telepractice. 
• Continuous updating and retraining systems.
•  Self-regulated learning: full compatibility with other occupations.
• Practical exercises for self-evaluation and learning verification.
• Support groups and educational synergies: questions to the expert, debate and knowledge forums.
• Communication with the teacher and individual reflection work.
• Content that is accessible from any fixed or portable device with an Internet connection.
• Supplementary documentation databases are permanently available, even after the program.

A deep and complete immersion in the strategies and approaches in Journalism, Digital Communication and Community Management"

Our teaching staff is made up of working professionals. In this way, we ensure that we provide you with the educational update we are aiming for. A multidisciplinary team of qualified and experienced professionals in different environments, who will develop the theoretical knowledge in an efficient way, but, above all, will provide the specialization with the practical knowledge derived from their own experience: one of the differential qualities of this Advanced master’s degree.

The efficiency of the methodological design of this master's degree, enhances the student's understanding of the subject. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. In this way, you will be able to study with a range of easy-to-use and versatile multimedia tools that will give you the necessary skills you need for your specialization.

The design of this program is based on Problem-Based Learning: an approach that views learning as a highly practical process. To achieve this remotely, we will use telepractice learning. With the help of an innovative interactive video system, and learning from an expert, you will be able to acquire the knowledge as if you were actually dealing with the scenario you are learning about. A concept that will allow you to integrate and fix learning in a more realistic and permanent way.   

We have the best teaching methodology and a multitude of simulated cases that will help you learn in real situations"

Specializing in Digital Journalism and Community Management will give a plus to the visibility of your CV"

The contents of this specialisation degree have been developed by the different Professors on this course, with a clear purpose: to ensure that our students acquire each and every one of the necessary skills to become true experts in this field. The content of this course enables you to learn all aspects of the different disciplines involved in this field. A complete and well-structured program that will take you to the highest standards of quality and success.

Through a very well compartmentalized development, you will be able to access the most advanced knowledge of the moment in Journalism, Digital Communication and Community Management"

Module 1. Social Communication Theory 

1.1. The Art of Communicating 
1.1.1. Introduction: The Study of Communication as a Social Science 
1.1.2. Knowledge 
1.1.2.1. Sources of Knowledge 
1.1.3. The Scientific Method 
1.1.3.1. The Deductive Method 
1.1.3.2. Inductive Method 
1.1.3.3. Hypothetico-Deductive Method 
1.1.4. Common Concepts in Scientific Research 
1.1.4.1. Dependent and Independent Variables 
1.1.4.2. Hypotheses 
1.1.4.3. Operationalization 
1.1.4.4. The Law or Theory of Hedging 
1.2. Elements of Communication 
1.2.1. Introduction
1.2.2. Elements of Communication 
1.2.3. Empirical Research 
1.2.3.1. Basic Versus Applied Research 
1.2.3.2. Research Paradigms 
1.2.3.3. Values in Research 
1.2.3.4. The Unit of Analysis 
1.2.3.5. Cross-Sectional and Longitudinal Studies 
1.2.4. Define Communication 
1.3. Trends in Social Communication Research 
1.3.1. Introduction. Communication in the Ancient World 
1.3.2. Communication Theorists 
1.3.2.1. Greece: 
1.3.2.2. The Sophists, Early Communication Theorists 
1.3.2.3. Aristotelian Rhetoric 
1.3.2.4. Cicero and the Canons of Rhetoric 
1.3.2.5. Quintilian: The Oratorical Institution 
1.3.3. The Modern Period: The Theory of Argumentation 
1.3.3.1. Anti-Retoricist Humanism 
1.3.3.2. Communication in Baroque 
1.3.3.3. From the Enlightenment to Mass Society 
1.3.4. The 20th Century: The Rhetoric of the Mass Media 
1.3.4.1. Media Communication  
1.4. Communicative Behavior 
1.4.1. Introduction: the Communicative Process 
1.4.2. Communicative Behavior 
1.4.2.1. Animal Ethology and the Study of Human Communication 
1.4.2.2. The Biological Background of Communication 
1.4.2.3. Intrapersonal Communication 
1.4.2.4. Patterns of Communicative Behavior 
1.4.3. The Study of Non-Verbal Communicative Behavior 
1.4.3.1. The Movement of the Body as a Pattern of Communicative Action 
1.4.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements 
1.5. The Communicative Transaction 
1.5.1. Introduction: The Communicative Transaction 
1.5.2. Transactional Analysis 
1.5.2.1. The I-Child 
1.5.2.2. The Father-Self 
1.5.2.3. The Adult-Self 
1.5.3. Classification of Transactions 
1.6. Identity, Self-Concept and Communication 
1.6.1. Introduction 
1.6.2. Identity, Self-Concept and Communication 
1.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities 
1.6.2.2. The Strategy of Negative Emotions 
1.6.2.3. The Strategy of Positive Emotions 
1.6.2.4. The Strategy to Induce Emotions in Others 
1.6.2.5. The Mutual Commitment Strategy 
1.6.2.6. The Strategy of Pity or Understanding 
1.6.3. The Presentation of Oneself in Everyday Rituals 
1.6.3.1. Symbolic Interactionism 
1.6.4. Constructivism 
1.6.5. Self-Concept Motivated to Interact 
1.6.5.1. The Theory of Reasoned Action 
1.6.6. Conversational Pragmatics 
1.7. Communication in Groups and Organizations 
1.7.1. Introduction: the Communicative Process 
1.7.2. Communicative Behavior 
1.7.2.1. Animal Ethology and the Study of Human Communication 
1.7.2.2. The Biological Background of Communication 
1.7.2.3. Intrapersonal Communication 
1.7.2.4. Patterns of Communicative Behavior 
1.7.3. The Study of Non-Verbal Communicative Behavior 
1.7.3.1. The Movement of the Body as a Pattern of Communicative Action 
1.7.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements 
1.8. Media Communication I 
1.8.1. Introduction 
1.8.2. Media Communication 
1.8.3. Characteristics of the Media and its Messages 
1.8.3.1. The Mass Media 
1.8.3.2. Media Functions 
1.8.4. The Powerful Effects of the Mass Media 
1.8.4.1. The Media Tell us What to Think and What not to Think 
1.9. Media Communication II 
1.9.1. Introduction 
1.9.2. The Hypodermic Theory 
1.9.3. The Limited Effects of the Media 
1.9.4. The Uses and Gratifications of Mass Communications 
1.9.4.1. Theory of Uses and Gratifications 
1.9.4.2. Origins and Principles 
1.9.4.3. Objectives of the Theory of Uses and Gratifications 
1.9.4.4. Expectations Theory 
1.10.  Media Communication II 
1.10.1. Introduction 
1.10.2. Computerized Communication and Virtual Reality 
1.10.2.1. Computer-Mediated Communication: the Problem of its Theoretical Integration 
1.10.2.2. Definitions of Computerized Communication 
1.10.3. Evolution of the Theory of Uses and Gratifications 
1.10.3.1. Reinforcements of Media Dependency Theory 
1.10.4. Virtual Reality as an Emerging Object of Study 
1.10.4.1. Psychological Immersion of the User 
1.10.5. Telepresence 

Module 2. Theory of Journalism 

2.1. Definition and types of Newspapers 
2.1.1. Introduction: The Study of Communication as a Social Science 
2.1.2. Key Concepts: Communication, Information and Journalism
2.1.3. The Media and its Relationship with the Community 
2.1.4. Newspapers and Their Relationship with Other Media
2.1.5. Definition and Characteristics of the Journal 
2.1.5.1. History 
2.1.5.2. Themes 
2.1.5.3. Selling Price 
2.1.5.4. Format 
2.1.6. The Contents of the Journal 
2.1.6.1. Sections 
2.2. Main Journalistic Tools 
2.2.1. Introduction 
2.2.2. Main Journalistic Tools 
2.2.3. Selection Criteria 
2.2.3.1. What are they? 
2.2.3.2. Classification 
2.2.3.3. Relationship With the Present Time 
2.3. Elements of the Newspaper 
2.3.1. Introduction 
2.2.2. Elements of the Newspaper 
2.3.3. Different Elements 
2.4. Journalists and Their Journalistic Skills or Abilities 
2.4.1. Introduction 
2.4.2. Journalists and Their Journalistic Skills or Abilities 
2.4.3. Debate on the Journalistic Profession 
2.4.4. Attitudes 
2.4.4.1. Practical Attitudes 
2.4.4.2. Intellectual and Moral Attitudes 
2.5. The Organization of a Newspaper 
2.5.1. Introduction 
2.5.2. Two Structures in One: The Company and the Newsroom 
2.5.3. Editorial Principles 
2.5.4. Editorial Statutes 
2.5.4.1. Editorial Roles 
2.5.5. Epilogue: From the Digital Version to the Digital Edition 
2.6. Journalistic Work 
2.6.1. Introduction 
2.6.2. Journalistic Work 
2.6.3. What Is an Editorial Department and How Is It Organized? 
2.6.4. On a Daily Basis 
2.6.5. Long-Term Planning 
2.6.6. individual and collective work 
2.6.6.1. Individual Work 
2.6.6.2. Collective Work 
2.6.6.3. Style Books 
2.7. Journalistic Ethics 
2.7.1. Introduction 
2.7.2. Origin and Historical Evolution 
2.7.2.1. The Hutchins Commission 
2.7.2.2. The MacBride Report 
2.7.3. A Way to Regulate the Profession 
2.7.4. Functions of Self-Regulation 
2.7.5. Codes of Ethics 
2.8. Types of Journalism 
2.8.1. Introduction 
2.8.2. Investigative Journalism 
2.8.2.1. Qualities of The Investigative Journalist 
2.8.2.2. Williams Scheme 
2.8.2.3. Research-Innovation Techniques 
2.8.3. Precision Journalism 
2.8.3.1. Specializations of Precision Journalism 
2.8.4. Service Journalism 
2.8.4.1. Thematic Features 
2.8.5. Journalistic Specialization 
2.8.6. Development of Specialized Information 
2.9. Journalism and Rhetoric 
2.9.1. Introduction 
2.9.2. Information-Opinion Separation 
2.9.3. Theories of Journalistic Genres 
2.9.4. Contributions of Rhetoric 
2.9.5. The Elocutio or Elocution 
2.10. Journalism as a Political Actor 
2.10.1. Introduction 
2.10.2. The Newspaper According to Theoreticians 
2.10.3. The Newspaper, Actor of Conflict 
2.10.3.1. The Newspaper as Communication 
2.10.3.2. The Newspaper at the Extra, Inter and Intra levels
2.10.4. The Newspaper as Peacemaker 
2.10.4.1. Alarm Mechanism 
2.10.4.2. Creator of Atmospheres, Mobilizer for Peace 
2.10.5. The Newspaper as a Complex Problem-Creation and Problem-Solving System 
2.10.6. The Newspaper as a Missionary Institution 
2.10.7. The Newspaper as the Apex of a Triangle of Love-Hate Relationships 
2.10.8. The Newspaper as a Narrator and Participant in Conflicts 
2.11. Journalism as a Social Actor 
2.11.1. Introduction 
2.11.2. The Newspaper as Interpreter and Mediator 
2.11.3. The Newspaper as a Member of the Political System and as a Parapolitical System
2.11.4. The Newspaper as Informer and Pseudo-Political Communicator
2.11.5. The Newspaper as an Addressee of the Communication Policies of Other Social Actors

Module 3. Visual Communication 

3.1. Visual Communication 
3.1.1. Introduction 
3.1.2. Visual Communication and Visual Literacy 
3.1.2.1. Learning Visual Culture 
3.1.2.2. Natural Language or Arbitrary Language 
3.1.3. Qualities of Visual Communication 
3.1.3.1. Qualities of Visual Communication 
3.1.3.2. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing 
3.1.3.3. Degree of Complexity of the Message 
3.1.4. Definition of Visual Communication 
3.2. Graphic Design 
3.2.1. Introduction 
3.2.2. The Design 
3.2.3. Graphic Design 
3.2.3.1. Graphics 
3.2.3.2. Design and Art 
3.2.4. Graphic Design and Communication 
3.2.5. Areas of Application of Graphic Design 
3.3. Background and Evolution of Visual Communication 
3.3.1. Introduction 
3.3.2. The Problem of the Origin 
3.3.3. Prehistory 
3.3.4. The Ancient Age 
3.3.4.1. Greece: 
3.3.4.2. Rome 
3.3.5. The Middle Ages 
3.3.6. The Renaissance: the Rise of the Printing Press in Europe 
3.3.7. From the XVI to the XVIII Century 
3.3.8. The XIX Century and the First Half of the XX Century 
3.4. The Meaning of Visual Messages 
3.4.1. Introduction 
3.4.2. The Image, the Signifying Object 
3.4.3. The Representational Quality of the Image: Iconicity 
3.4.3.1. Type, Pattern and Form 
3.4.4. The Plastic Quality of the Image 
3.4.4.1. The Plastic Sign 
3.4.5. The Symbolic Quality 
3.4.6. Other Visual Codes 
3.5. Persuasion 
3.5.1. Introduction 
3.5.2. Advertising Persuasion 
3.5.3. Features 
3.6. Elements Related to Image Representation 
3.6.1. Introduction 
3.6.2. Elements Related to Image Representation 
3.6.3. The Articulation of Image Representation 
3.6.3.1. The Concept of Representation 
3.6.3.2. The Articulation of Representation 
3.6.3.3. The Plastic Significance 
3.6.4. Morphological Elements of the Image 
3.6.5. Scalar Elements of the Image 
3.6.5.1. Size 
3.6.5.2. Scale 
3.6.5.3. The Proportion 
3.6.5.4. Format 
3.7. The Composition 
3.7.1. Introduction 
3.7.2. Composition or Visual Syntax 
3.7.3. The Balance 
3.7.4. Dynamic Elements of Representation 
3.7.5. Normative Composition 
3.8. Color and Light 
3.8.1. Introduction 
3.8.2. Light, Color and Perception 
3.8.2.1. Light and the Visible Color Spectrum 
3.8.2.2. The Perception of Light and Colors 
3.8.2.3. The Adaptive Capacity of the Perceptual System 
3.8.2.4. The Color Temperature of a Light Source 
3.8.3. Primary Colors 
3.8.4. Basic Color Reproduction Techniques 
3.8.5. Color Dimensions 
3.8.6. Harmony Types and Pallet Construction 
3.8.7. Plastic Functions of Color 
3.9. Typography 
3.9.1. Introduction 
3.9.2. Formal Structure and Type Measurement 
3.9.3. Classification of Typefaces 
3.9.4. The Composition of the Text 
3.9.5. Issues Affecting Readability 
3.10. Editorial Design and Infographics 
3.10.1. Introduction 
3.10.2. Editorial Design 
3.10.3. Infographics 
3.11. Journalistic Design From the Point of View of Image Theory 
3.11.1. Introduction 
3.11.2. Functions of Journalistic Design 
3.11.3. Final Note on The Term Journalistic Design 
3.11.4. Arbitrariness or Naturalness of the Journalistic Design 
3.11.5. Articulation of the Visual Language of Journalistic Design 

Module 4. Written Communication 

4.1. History of Communication
4.1.1. Introduction 
4.1.2. Communication in Antiquity 
4.1.3. The Revolution of Communication 
4.1.4. Current Communication 
4.2. Oral and Written Communication 
4.2.1. Introduction 
4.2.2. The Text and its Linguistics 
4.2.3. The Text and its Properties: Coherence and Cohesion 
4.2.3.1. Coherence 
4.2.3.2. Cohesion 
4.2.3.3. Recurrence 
4.3. Planning or Prewriting 
4.3.1. Introduction 
4.3.2. Writing Processes 
4.3.3. Planning 
4.3.4. Documentation 
4.4. The Act of Writing 
4.4.1. Introduction 
4.4.2. Style 
4.4.3. Lexicon 
4.4.4. Sentence 
4.4.5. Paragraph 
4.5. Rewriting 
4.5.1. Introduction 
4.5.2. The Review 
4.5.3. How to Use the Computer to Improve the Text 
4.5.3.1. Dictionary 
4.5.3.2. Search/Change 
4.5.3.3. Synonyms 
4.5.3.4. Paragraph 
4.5.3.5. Shades 
4.5.3.6. Cut and Paste 
4.5.3.7. Change Control, Commenting and Version Comparison 
4.6. Spelling and Grammar Issues 
4.6.1. Introduction 
4.6.2. Most Common Accentuation Problems 
4.6.3. Capitalization 
4.6.4. Punctuation Marks 
4.6.5. Abbreviations and Acronyms 
4.6.6. Other Signs 
4.6.7. Some Problems 
4.7. Textual Models: the Description 
4.7.1. Introduction 
4.7.2. Definition 
4.7.3. Types of Description 
4.7.4. Description Types 
4.7.5. Techniques 
4.7.6. Linguistic Elements 
4.8. Textual Models: Narration 
4.8.1. Introduction 
4.8.2. Definition 
4.8.3. Features 
4.8.4. Components 
4.8.5. The Narrator 
4.8.6. Linguistic Elements 
4.9. Textual Models: the Exposition and the Epistolary Genre 
4.9.1. Introduction 
4.9.2. The Exposition 
4.9.3. The Epistolary Genre 
4.9.4. Components 
4.10. Textual Models: Argumentation 
4.10.1. Introduction 
4.10.2. Definition 
4.10.3. Elements and Structure of Argumentation 
4.10.4. Types of Arguments 
4.10.5. Fallacies 
4.10.6. Structure 
4.10.7. Linguistic Features 
4.11. Academic Writing 
4.11.1. Introduction 
4.11.2. Scientific Work 
4.11.3. Summary 
4.11.4. The Review 
4.11.5. The Trial 
4.11.6. Appointments 
4.11.7. Writing on the Internet 

Module 5. Written Journalism I 

5.1. Approach to the Theory of Journalistic Genres 
5.1.1. Introduction 
5.1.2. General Approach 
5.1.3. Background, Usefulness, and Assessment Criteria 
5.1.4. Classification of Genres 
5.1.5. Differential Characteristics. First Phase: Preliminary Concepts 
5.1.5.1. News 
5.1.6. Differential Characteristics. Second Phase: Distinctive Features of Each Genre 
5.1.7. Another More Simplified and Universal Classification Model 
5.1.8. Future Forecasts: Genres in Digital Journalism 
5.2. The Multimedia Journalist and the Transformation of Genres 
5.2.1. Introduction 
5.2.2. A New Journalist is Born 
5.2.3. Consequences for the Journalist 
5.2.4. Difficult Separation between Stories and Comments 
5.2.5. New Journalistic Genres 
5.2.6. The Difference of Working on the Web 
5.2.7. Each Channel Requires a Different Way of Doing 
5.2.8. New Radio Physiognomy 
5.2.9. Understanding Television History 
5.2.10. A Screen for Everything 
5.2.11. A Specific Language for the Web 
5.2.12. Stephen King's Rule Number 17 
5.3. Journalistic Language 
5.3.1. Introduction 
5.3.2. Journalistic Language 
5.3.3. The Journalistic Text and its Context 
5.3.4. The Choral Language of Icons 
5.4. The News 
5.4.1. Introduction 
5.4.2. Definition 
5.4.3. Specific Qualities of the News Event 
5.4.4. Types of News 
5.5. Discursive News 
5.5.1. Introduction 
5.5.2. Preparation and Coverage 
5.5.3. Writing 
5.5.4. Parts of the News 
5.6. The Art of Quotations 
5.6.1. Introduction 
5.6.2. Quotation Functions 
5.6.3. Types of Quotations 
5.6.4. Direct Quotation Techniques 
5.6.5. When to Use Direct Quotations 
5.7. The Journalistic Narrative 
5.7.1. Introduction 
5.7.2. The Journalistic Narrative 
5.7.3. Problem in the Journalistic Narrative 
5.8. News Headlines 
5.8.1. Introduction 
5.8.2. Functions of Headlines 
5.8.3. Characteristics of Headlines 
5.8.4. Evolution of Headlines 
5.8.5. Elements of Titling in Print, Audiovisual and Digital Media 
5.8.6. Types of Headlines 
5.9. Sources in News Journalism 
5.9.1. Introduction 
5.9.2. In Search of the News 
5.9.3. Types of Sources for News Journalism 
5.10. Information Production and Production Procedures 
5.10.1. Introduction 
5.10.2. Organization of Work 
5.10.3. Marketing 
5.10.4. Some Accounting Aspects 
5.10.5. The Image of the Newspapers 
5.10.5.1. Newspaper Redesign 

Module 6. Written Journalism II 

6.1. Interpretation and Theory of Journalistic Genres 
6.1.1. Introduction 
6.1.2. Interpretation, a Journalistic Task 
6.1.3. The "Martínez Albertos Typology"
6.1.4. Other Finalist Rankings 
6.1.5. Objectivity, a Classifying Criteria 
6.1.6. Are Facts Sacred and Opinions Free? 
6.2. The Journalistic Chronicle (I). Origins and Definition 
6.2.1. Introduction 
6.2.2. Definition of Chronicle 
6.2.3. The Chronicle in the Digital Era 
6.2.4. Typology of the Chronicle 
6.3. The Journalistic Chronicle (II). Headlines, Headings and Stylistic Resources 
6.3.1. Introduction 
6.3.2. The Headline of the Chronicles 
6.3.3. Types of Headings 
6.3.4. The Body: Main Stylistic Resources 
6.4. The Journalistic Chronicle (II). Headlines, Headings and Stylistic Resources 
6.4.1. Introduction 
6.4.2. Events and Judicial Chronicle 
6.4.3. The Parliamentary Chronicle 
6.4.4. Democratic Spain 
6.4.5. The Chronicle of Shows 
6.4.6. The Sports Chronicle 
6.5. The Reportage (I). Definition, Origins and Typology 
6.5.1. Introduction 
6.5.2. Definition 
6.5.3. The Origin of Reportage: its Precedents 
6.5.4. The «Interpretive Report» 
6.5.5. Style and Differential Characteristics of the Reportage 
6.5.6. The Reportage in Digital Format 
6.5.7. Types of Reportages 
6.5.7.1. Digital Typology 
6.6. The Reportage (II). Idea, Approach and Research 
6.6.1. Introduction 
6.6.2. Poor Pedagogy of the Reportage 
6.6.3. The Reporting Project: The Idea and the Approach 
6.6.4. Research: Collection, Selection and Ordering of Data 
6.6.5. When to Use Direct Quotations 
6.7. The Reportage (III). Structure and Writing 
6.7.1. Introduction 
6.7.2. Style and Structure, the Keys of the Reportage 
6.7.3. Titling of the Reportage 
6.7.4. Lead of the Reportage 
6.7.5. Body of the Reportage 
6.8. The Interview(I). Definition, Origin and Main Milestones 
6.8.1. Introduction 
6.8.2. Definition of Interview 
6.8.3. Historical Origin of the Interview: Dialogues 
6.8.4. The Evolution of the Interview 
6.9. The Interview (II). Typology, Preparation and Implementation 
6.9.1. Introduction 
6.9.2. Types of Interviews 
6.9.3. The Interviewing Process 
6.10. The Interview (III). Organization of Material and Writing 
6.10.1. Introduction 
6.10.2. Transcription and Preparation of the Material Obtained 
6.10.3. Titling of the Interview 
6.10.3.1. Errors in the Title 
6.10.4. The Lead 
6.10.5. Body of the Interview 

Module 7. Publication Design 

7.1. Manual Communication Technology and Written Information 
7.1.1. Introduction 
7.1.2. The Initial Forms of Writing 
7.1.3. The Supports of Manual Writing 
7.1.4. Levels of Graphic Representation in Early Writing 
7.1.5. General Classification of Writing Signs 
7.1.6. The Birth and Development of the Alphabet: The Independence of the Written Sign 
7.1.7. Writing, Information Memory 
7.1.8. The Forms of the Latin Alphabetic Writing: Diachronic Observation 
7.1.9. Images in the World of Handwriting 
7.2. Printing System 
7.2.1. Introduction
7.2.2. From Manual Reproduction to Mechanized Reproduction of Handwriting 
7.2.3. Imitation, Common Denominator of the First Mechanical Copies of Information 
7.2.4. Background of the Mechanized Reproduction of Information in Antiquity 
7.2.5. Xylography, the Closest Precedent to Gutenberg's Technology 
7.2.6. Pre-Existing Knowledge and Technological Elements Necessary for Gutenberg's Printing Press
7.2.7. The Gutenberg Printing Press 
7.2.8. The Development of the Phases of Composition and Printing of Written Information 
7.3. Forms and Functions of the Elements of Journalistic Design 
7.3.1. Introduction 
7.3.2. What Is Journalistic Design of Written Communication and Information 
7.3.3. The Elements of Journalistic Design 
7.4. Images 
7.4.1. Introduction 
7.4.2. Journalistic Images 
7.4.3. Infographics: Nature, Characteristics, Functions and Forms
7.4.4. Non-Textual and Non-Iconic Graphic Resources 
7.5. Color 
7.5.1. Introduction 
7.5.2. Nature, Function and Processes of Color Synthesis 
7.5.3. Color Separation in Graphic Arts 
7.5.4. Functions and Expressive Possibilities of Color in a Written Medium
7.5.5. Spot Color Characteristics 
7.6. Typefaces: Identity and Use 
7.6.1. Introduction 
7.6.2. What Is Typography 
7.6.3. Character Morphology: Semantic Implications
7.6.4. Classifications of Typographic Characters 
7.6.5. The Functions of Typography 
7.6.6. Computer Typography 
7.7. Formats and Journalistic Information Design 
7.7.1. Introduction 
7.7.2. Diachronic Evolution of the Journalistic Design of Print Media 
7.7.3. The Format, the First Spatial Circumstance 
7.7.4. The Distribution and Architecture of the Page Space 
7.7.5. Modular Design 
7.7.6. The Gutenberg Diagram 
7.7.7. The VIC 
7.8. Journalistic Design and Communication Order and Hierarchy 
7.8.1. Introduction 
7.8.2. The Fundamental Objective of Journalistic Design 
7.8.3. Criteria for the Distribution of Information 
7.8.4. Basic Page Layout Structures 
7.8.5. Balance Systems in the Expression of Informative Significance 
7.8.6. Basic Principles Applicable in Journalistic Design 
7.8.7. The Front Page 
7.8.8. The Inside Pages of the Newspaper 
7.9. Technological Change in Communication Processes 
7.9.1. Introduction 
7.9.2. The Technological Change in Communication and Written Information Processes Immediately Prior to Digitization 
7.9.3. Digitization, a Change of Gear in the Development of Written Communication and Information 
7.10. Digital Mediation in Today's Journalism 
7.10.1. Introduction 
7.10.2. Digital Mediation in Today's Journalism 
7.10.3. Written Information in Digital Publishing Journalism 

Module 8. Magazines 

8.1. What is a Magazine 
8.1.1. Introduction 
8.1.2. What is a Magazine. Its Specificities and the Publishing Market 
8.1.3. Specificities of the Magazine 
8.1.4. Magazine Market: General Issues 
8.1.5. Large Magazine Publishing Groups 
8.2. The Magazine Reader 
8.2.1. Introduction
8.2.2. The Magazine Reader 
8.2.3. Finding and Building Reader Loyalty 
8.2.4. The Print Magazine Reader 
8.2.5. The Digital Magazine Reader 
8.2.6. Readership and Advertising 
8.3. Creation and Life of a Magazine 
8.3.1. Introduction 
8.3.2. The Creation of a Magazine 
8.3.3. The Name 
8.3.4. The Life Cycle of a Magazine 
8.4. Segmentation and Specialization of Magazines 
8.4.1. Introduction 
8.4.2. Segmentation and Specialization of Magazines 
8.4.3. Types of Magazine 
8.4.3.1. Cultural Magazines 
8.4.3.2. Gossip Magazines 
8.4.3.3. Supplements 
8.5. Structure and Contents of the Magazines 
8.5.1. Introduction 
8.5.2. The Manchete 
8.5.3. Structure 
8.5.4. Contents 
8.6. Birth and Development of Magazines in Europe and the USA 
8.6.1. Introduction 
8.6.2. The Beginnings: Between the 16th and 18th Centuries. From the Relations to the Gazettes 
8.6.3. The 19th Century in Europe 
8.6.4. Balance of the 19th Century 
8.7. The Twentieth Century: the Consolidation of the Modern Magazine 
8.7.1. Introduction 
8.7.2. The First Decades of the Twentieth Century in European Magazines 
8.7.3. The United States Between the Twenties and the Sixties: The Second Magazine Boom 
8.7.4. Europe after the Second World War: Magazines from the 1940s Onwards 
8.7.5. From the 1960s Onwards: the Revamped magazine 
8.8. Milestones in the History of American Magazines 
8.8.1. Introduction 
8.8.2. National Geographic, a Milestone in the History of Popular Magazines
8.8.3. Time, a Milestone in Weekly Newsmagazines 
8.8.4. Reader's Digest, a Milestone in Magazine Magazines 
8.8.5. The New Yorker, a Milestone in Opinion and Culture Magazines
8.9. Magazines in Europe 
8.9.1. Introduction 
8.9.2. Dissemination 
8.9.3. Top Magazines by Country 
8.10. Magazines in Latin America 
8.10.1. Introduction 
8.10.2. Origin 
8.10.3. Top Magazines by Country 

Module 9. Structure of the Communication 

9.1. Theory, Concept and Method of the Communication Structure 
9.1.1. Introduction 
9.1.2. Autonomy of the Discipline and Relationships with other Subjects 
9.1.3. The Structuralist Method 
9.1.4. Definition and Purpose of the Communication Structure 
9.1.5. Guide to the Analysis of Communication Structure 
9.2. New International Communication Order 
9.2.1. Introduction
9.2.2. State Control: Monopolies 
9.2.3. Communication Marketing 
9.2.4. Cultural Dimension of Communication 
9.3. Major Information Agencies 
9.3.1. Introduction 
9.3.2. What is an Information Agency? 
9.3.3. News and Information 
9.3.4. Before the Internet 
9.3.5. News Agencies can be seen Thanks to the Internet 
9.3.6. The World's Major Agencies 
9.4. The Advertising Industry and its Relationship with the Media System 
9.4.1. Introduction 
9.4.2. Advertising Industry 
9.4.3. The Need of Advertising for the Media 
9.4.4. La Structure of the Advertising Industry 
9.4.5. The Media and its Relationship with the Advertising Industry 
9.4.6. Advertising Regulations and Ethics 
9.5. Cinema and the Culture and Leisure Market 
9.5.1. Introduction 
9.5.2. The Complex Nature of Cinema 
9.5.3. The Origin of the Industry 
9.5.4. Hollywood, the Film Capital of the World 
9.6. Political Power and the Media 
9.6.1. Introduction 
9.6.2. Influence of the Media in the Formation of Society 
9.6.3. Media and Political Power 
9.7. Media Concentration and Communication Policies 
9.7.1. Introduction 
9.7.2. Media Concentration 
9.7.3. Communication Policies 
9.8. Communication Structure in Latin America 
9.8.1. Introduction 
9.8.2. Communication Structure in Latin America 
9.8.3. New Trends 
9.9. Media System in Latin America and the Digitization of Journalism 
9.9.1. Introduction 
9.9.2. Historical Approach 
9.9.3. Bipolarity of the Latin American Media System 
9.9.4. U.S. Hispanic Media 
9.10. Digitalization and the Future of Journalism 
9.10.1. Introduction 
9.10.2. Digitalization and the New Media Structure 
9.10.3. The Structure of Communication in Democratic Countries 

Module 10. Fundamentals of Communication in the Digital Environment 

10.1. Didactic content 
10.1.1. 360º Communication 
10.1.2. Introduction 
10.1.3. What is 360º Communication? 
10.1.4. Consumer Insights 
10.1.5. Conventional and Non-Conventional Media 
10.1.6. Communicate, Always Communicate 
10.1.7. Business Case: Drink Fanta 
10.2. On Line Advertising Techniques and Web Presence 
10.2.1. Introduction 
10.2.2. Online Programs 
10.2.3. E-Mail Marketing 
10.2.4. The Corporate Website 
10.3. Social Communication in the Network 
10.3.1. Introduction 
10.3.2. Blogs and the Blogosphere 
10.3.3. Types of Blogs 
10.3.4. Microblogs or Nanoblogs 
10.3.5. Social media 
10.3.6. Web 3.0. 
10.3.7. Business Case: Johnnie Walker 
10.4. Viral Communication and Buzz Marketing 
10.4.1. Introduction 
10.4.2. Word Of Mouth (WOM) Communication 
10.4.3. Techniques Based on Word-of-Mouth Communication 
10.4.4. Ways to Generate Word-of-Mouth Communication 
10.4.5. Sub-Viral Marketing 
10.4.6. Prankvertising 
10.4.7. Buzz Marketing 
10.4.8. Aspects to Take into Account When Carrying Out a Buzz Marketing or Viral Communication Campaign 
10.4.9. Business Case: Campofrío or the art of Making a Campaign Become a Viral Hit 
10.5. Communication Techniques on Mobile Devices 
10.5.1. Introduction 
10.5.2. Internet in your Pocket 
10.5.3. Tablet: Touch Revolution 
10.5.4. Messaging as a Communication Tool 
10.5.5. Proximity Marketing 
10.5.6. Play and Communicate 
10.5.7. The Multiscreen Phenomenon and Other Forms of Mobile Communication 
10.5.8. The Present of Mobile Communication: Location Based Advertising 
10.5.9. Augmented Reality: Fiction or Reality? 
10.6. New Trends in Internal Communication 
10.6.1. Introduction 
10.6.2. The New Challenges of Internal Communication: Multidirectional Interaction and Collaborative Work and collaborative work 
10.6.3. Internal Communication A Tool with a High Strategic Value for the Company 
10.6.4. Recruitment Through Social Networks 
10.6.5. Social Networks as Engagement Drivers 
10.6.6. Business Case: Dell Be The Reason 
10.7. Communication and Content Marketing 
10.7.1. Introduction 
10.7.2. What is Content Marketing? 
10.7.3. Branded Content 
10.7.4. Inbound Marketing  
10.7.5. Native Publicity 
10.7.6. Story-Telling and Transmedia Storytelling 
10.7.7. Business Case: Coca-Cola and Content Marketing 
10.8. The Importance of Advergaming as an Advertising Tool 
10.8.1. Introduction: the Video Game Market 
10.8.2. What is Advergaming? Delimitation with Respect to Related Figures: Ingame Advertising 
10.8.3. Evolution of Advergaming 
10.8.4. Advergaming as an Advertising Tool 
10.8.5. Advergaming in Spain 
10.8.6. Case Study Magnum Pleasure Hunt
10.9. Big Data and Communication 
10.9.1. Introduction 
10.9.2. What is Big Data? 
10.9.3. How Do You Create Value with Big Data? 
10.9.4. Big Data Analyst Profile 
10.9.5. Big Data Techniques 
10.9.6. Business Case: Netflix 
10.10. Emerging Trends in Communication 
10.10.1. Introduction 
10.10.2. Tryverstising: Product Testing in Real-Life Situations 
10.10.3. Advertorial: the Advertisement that Simulates an Editorial Content 
10.10.4. Artvertising: Art in Advertisements 
10.10.5. Radical Marketing: the Evolution of Guerrilla Marketing 
10.10.6. Engagement Marketing 
10.10.7. Advertainment: Entertainment Advertising 
10.10.8. Ambush Marketing: Ambush Marketing or Parasitic 
10.10.9. Business Case: Advertainment and Fashion Films 

Module 11. Digital Journalism and Social Networks 

11.1. New Professional Profiles 
11.1.1. Introduction 
11.1.2. From the Traditional Company to the Digital Company 
11.1.3. The New 2.0. Professionals 
11.1.4. The Era of Bloggers 
11.2. Organization of Digital Information 
11.2.1. Introduction
11.2.2. Usability in the Digital Environment 
11.2.3. Tags and Metadata 
11.2.4. Search Engine Optimization (SEO and SEM) 
11.3. Web Content Architecture 
11.3.1. Introduction 
11.3.2. Cover Structure 
11.3.3. Menu 
11.3.4. Headline 
11.3.5. Body 
11.4. Journalistic Blogging and Wikis 
11.4.1. Introduction
11.4.2. The Journalistic Blog 
11.4.3. Structure of the Post 
11.4.4. Labels 
11.4.5. Comments 
11.4.6. Wikis 
11.5. Microblogging and Journalism 
11.5.1. Introduction 
11.5.2. Twitter 
11.5.3. Twitter Fonts 
11.6. Social Platforms and Journalism 
11.6.1. Introduction 
11.6.2. Social Networks and Journalism 
11.6.3. Social Content Integration 
11.6.4. Writing Techniques in Social Networks 
11.7. Writing on the Screen 
11.7.1. Introduction 
11.7.2. The ABCs of Screen Reading 
11.7.3. Adaptation of Text to Web Format 
11.7.4. The Headline in Digital Content 
11.8. Hypertext and Multimedia Writing 
11.8.1. Introduction 
11.8.2. Hypertextuality in Digital Writing 
11.8.3. Multimedia Formats 
11.9. Cyber Journalistic Genres 
11.9.1. Introduction 
11.9.2. Definition 
11.9.3. Informative 
11.9.4. Interpretive Genres 
11.9.5. Opinion 
11.10. Legal Aspects on the Internet 
11.10.1. Introduction 
11.10.2. Legal Liability on the Internet 
11.10.3. Online Reputation Management 
11.10.4. Sharing Content on the Internet

Module 12. Social Media and Community Management 

12.1. Introduction and Typology of Social Media
12.1.1. Social Media Against Traditional Media 
12.1.2. What is a Social Network? 
12.1.3. Evolution of Social Networks on the Internet? 
12.1.4. Social Media Today 
12.1.5. Features of Social Media on the Internet 
12.1.6. Social Media Typology 
12.2. Functions of the Community Manager 
12.2.1. The Figure of the Community Manager and their Role in the Company 
12.2.2. Community Manager Guide 
12.2.3. The Profile of the Community Manager 
12.3. Social Media within the Structure of the Business 
12.3.1. The importance of social networks in the company
12.3.2. The different profiles that work on social networks
12.3.3. How to choose the best structure for the management of social networks
12.3.4. Customer service in social networks
12.3.8. Relationship of the social media team with other departments in the company
12.4. Introduction to Digital Marketing 
12.4.1. The Internet: Making Marketing Infinite 
12.4.2. Objectives of Marketing on the Internet 
12.4.3. Key Concepts on the Internet 
12.4.4. Operative Marketing on the Web 
12.4.5. Search engine positioning
12.4.6. Social Media 
12.4.7. Community Manager
12.4.8. e-Commerce 
12.5. Social Media Strategic Plan and Social Media Plan 
12.5.1. The Importance of Having a Social Media Plan Aligned with the Company's Strategic Plan 
12.5.2. Previous Analysis 
12.5.3. Objectives
12.5.4. Strategy
12.5.5. Stocks 
12.5.6. Budget
12.5.7. Schedule
12.5.8. Contingency Plan
12.6. Online Reputation  
12.7. Main Social Media Outlets I
12.7.1. Facebook: Increase the Presence of Our Brand
12.7.1.1. Introduction: What is Facebook and How Can it Help Us? 
12.7.1.2. Main Elements in the Professional Field 
12.7.1.3. Content Promotion 
12.7.1.4. Analytics
12.7.2. Twitter: 140 Characters to Achieve the Objectives 
12.7.2.1. Introduction: What is Twitter and How Can it Help Us? 
12.7.2.2. Main Elements 
12.7.2.3. Content Promotion  
12.7.2.4. Analytics: 
12.7.3. LinkedIn. The Professional Social Network for Excellence 
12.7.3.1. Introduction: What is LinkedIn and How Can it Help Us? 
12.73.2. Main Elements  
12.7.3.3. Content Promotion 
12.8. Main Social Media Outlets II
12.8.1. YouTube: The Second Most Important Search Engine on the Internet 
12.8.2. Main Elements 
12.8.3. Advertising
12.8.4. YouTube Analytics 
12.8.5. Success Stories 
12.8.6. Instagram and Pinterest. The Power of Image 
12.8.7. Instagram
12.8.8. Success Stories 
12.8.9. Pinterest
12.9. Blogs and Personal Branding 
12.9.1. Definition 
12.9.2. Typologies 
12.10. Tools for the Community Manager 
12.10.1. Monitoring and Programming. Hootsuite 
12.10.2. Specific Tools for Each Social Network
12.10.3. Active Listening Tools 
12.10.4. URL Shortening Tools 
12.10.5. Tools for the Generation of Content 

Module 13. Creativity in Communication 

13.1. Didactic Contents 
13.1.1. To Create is to Think 
13.1.2. The Art of Thinking 
13.1.3. Creative Thinking and Creativity 
13.1.4. Thought and Brain 
13.1.5. The Lines of Research on Creativity: Systematization 
13.2. Nature of the Creative Process 
13.2.1. Nature of Creativity 
13.2.2. The Notion of Creativity: Creation and Creativity 
13.2.3. The Creation of Ideas for Persuasive Communication 
13.2.4. Nature of the Creative Process in Advertising 
13.3. The Invention 
13.3.1. Evolution and Historical Analysis of the Creation Process 
13.3.2. Nature of the Classical Canon of the Invention 
13.3.3. The Classical View of Inspiration in the Origin of Ideas 
13.3.4. Invention, Inspiration, Persuasion 
13.4. Rhetoric and Persuasive Communication 
13.4.1. Rhetoric and Advertising 
13.4.2. The Rhetorical Parts of Persuasive Communication 
13.4.3. Rhetorical Figures 
13.4.4. Rhetorical Laws and Functions of Advertising Language 
13.5. Creative Behavior and Personality 
13.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
13.5.2. Creative Behavior and Motivation 
13.5.3. Perception and Creative Thinking 
13.5.4. Elements of Creativity 
13.6. Creative Skills and Abilities 
13.6.1. Thinking Systems and Models of Creative Intelligence 
13.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
13.6.3. Interaction Between Factors and Intellectual Capabilities 
13.6.4. Creative Skills 
13.6.5. Creative Capabilities 
13.7. The Phases of the Creative Process 
13.7.1. Creativity as a Process 
13.7.2. The Phases of the Creative Process 
13.7.3. The Phases of the Creative Process in Advertising 
13.8. Troubleshooting 
13.8.1. Creativity and Problem Solving 
13.8.2. Perceptual Blocks and Emotional Blocks 
13.8.3. Methodology of Invention: Creative Programs and Methods 
13.9. The Methods of Creative Thinking 
13.9.1. Brainstorming as a Model for the Creation of Ideas 
13.9.2. Vertical Thinking and Lateral Thinking 
13.10. Creativity and Advertising Communication 
13.10.1. The Creative Process as a Specific Product of Advertising Communication 
13.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
13.10.3. Methodological Principles and Effects of Advertising Creation 
13.10.4. Advertising Creation: From Problem to Solution 
13.10.5. Creativity and Persuasive Communication 

Module 14. Strategic Marketing 

14.1. Didactic Contents 
14.1.1. MARKETING AND STRATEGIC MANAGEMENT
14.1.2. Marketing in the Context of Strategic Management: Orientation Towards the Market
14.1.2. Strategic Management and Marketing of the Company
14.1.4. Marketing Information Systems
14.2. External Analysis: Markets, Competition and Environment in General
14.2.1. Market and Customer Analysis
14.2.2. Competitive Analysis
14.2.3. Analysis of Other Variable of the Environment. Social Demand 2.4. Strategic uncertainty
14.3. Internal Analysis 
14.3.1. Financial Indicators and Performance Indicators
14.3.2. Business Matrices and Decision Support Systems
14.3.3. Formulation of Goals and Objectives
14.4. Marketing Strategies (I): The Company 
14.4.1. Environment Management and Socially Oriented Marketing
14.4.2. Divestment Strategies 
14.4.3. Growth Strategies 
14.5. Marketing Strategies (II): the Product-Market 
14.5.1. Market Coverage Strategies and Determination of Target Audience 
14.5.2. Competitive Strategy 
14.5.3. Strategic Partnerships
14.6. Marketing Strategies (III): The Product 
14.6.1. New Product Strategy: Process of Diffusion and Adoption
14.6.2. Differentiation and Positioning Strategy
14.6.3. Product Life Cycle Strategies
14.7. Offer Strategies 
14.7.1. Introduction 
14.7.2. Brand Strategies 
14.7.3. Product Strategies 
14.7.4. Pricing Strategies 
14.7.5. Service Strategies
14.8. Go-to-Market Strategies
14.8.1. Distribution Strategies 
14.8.2. Communication Strategies 
14.8.3. Sales Force, Internet and Direct Marketing Strategies 
14.9. Organization of Marketing Activities and Relations
14.9.1. Organization of Marketing Activities 
14.9.2. Concept of Marketing Relations
14.9.3. Marketing Connections 
14.10. Marketing Strategy Implementation and Control 
14.10.1. Introduction 
14.10.2. Marketing Plan 
14.10.3. Execution of the Marketing Plan
14.10.4. Internal Marketing
14.10.5. Evaluation and Control

Module 15. Research in Digital Media 

15.1. Didactic Contents 
15.1.1. The Scientific Method and its Techniques 
15.1.2. Scientific Method and Methodological Techniques 
15.1.3. Research Design and Phases 
15.1.4. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing 
15.1.5. Research Approaches and Perspectives 
15.1.6. Ethical and Deontological Rules 
15.2. Measurable Aspects: Quantitative Method 
15.2.1. Quantitative Techniques 
15.2.2. The Survey: Design and Procedure 
15.2.3. Types of Surveys 
15.2.4. Preparation of the Questionnaire 
15.2.5. Field Work and Presentation of Results 
15.3. Measurable Aspects: Qualitative Method 
15.3.1. Qualitative Techniques 
15.3.2. Individual Interviews and their Typology 
15.3.3. Life History 
15.3.4. The Group Interview and Its Variants: Discussion Groups or Focus Groups 
15.3.5. Other Conversational Techniques: Philips 66, Brainstorming, Delphi, Participatory Intervention Cores, Problem and Solution Trees 
15.3.6. Participatory – Action Research 
15.4. Revealing Communicative Behaviors and Interactions: Observation and its Variants 
15.4.1. Observation as a Scientific Method 
15.4.2. The Procedure: Planning Systematic Observation 
15.4.3. Different Types of Observation 
15.4.4. Online Observation: Virtual Ethnography 
15.5. Uncovering the Content of Messages: Content and Discourse Analysis 
15.5.1. Introduction to Quantitative Content Analysis 
15.5.2. Sample Selection and Category Design 
15.5.3. Data Processing 
15.5.4. Critical Discourse Analysis 
15.5.5. Other Techniques for the Analysis of Media Texts 
15.6. Knowing the Reactions: Experimenting in Communication 
15.6.1. Introduction to Experiments 
15.6.2. What is an Experiment in Communication 
15.6.3. Experimentation and its Types 
15.6.4. The Practical Design of the Experiment 
15.7. Digital Information 
15.7.1. Problems and Methodological Proposals 
15.7.2. Online Press: Characteristics and Approach to its Analysis 
15.8. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content 
15.8.1. Internet as an Object of Study 
15.8.2. Criteria for Evaluating the Quality and Reliability of Content on the Internet 
15.9. Research on the Internet and Digital Platforms 
15.9.1. Searching and Browsing in the Online Environment 
15.9.2. Approach to Research on Digital Formats: Blogs 
15.9.3. Approach to Social Network Research Methods 
15.9.4. Hyperlink Research 
15.10. Research Trends in Communication 
15.10.1. Introduction to the Contemporary Environment of Research in Communication 
15.10.2. The Readaptation of the Classic Objects of Communication Research 
15.10.3. The Emergence of New Research Objects 
15.10.4. Towards Interdisciplinarity and Methodological Hybridization 

Module 16. Creative Advertising I: Copywriting 

16.1. Writing Concept 
16.1.1. Writing and Editing 
16.2. Fundamentals of Copywriting 
16.2.1. Correction 
16.2.2. Adaptation 
16.2.3. Efficiency 
16.3. Characteristics of Copywriting 
16.3.1. Nominalization 
16.3.2. Destructuring 
16.4. Text and Image 
16.4.1. From Text to Image 
16.4.2. Text Functions 
16.4.3. Image Functions 
16.4.4. Relationship Between Text and Imaging 
16.5. Brand and Slogan 
16.5.1. The Brand 
16.5.2. Brand Characteristics 
16.5.3. The Slogan 
16.6. Press Advertising: the Large Format Advertisement 
16.6.1. Newspapers and Magazines 
16.6.2. Superstructure 
16.6.3. Formal Characteristics 
16.6.4. Editorial Characteristics 
16.7. Press advertising: other formats 
16.7.1. Word Advertisements 
16.7.2. Superstructure 
16.7.3. The Claim 
16.7.4. Superstructure 
16.8. External advertising  
16.8.1. Formats 
16.8.2. Formal Characteristics 
16.8.3. Editorial Characteristics 
16.9. Radio advertising 
16.9.1. Radio Language 
16.9.2. The Radio Spot 
16.9.3. Superstructure 
16.9.4. Wedge Types 
16.9.5. Formal Characteristics 
16.10. Audiovisual Advertising  
16.10.1. The Image 
16.10.2. The Text 
16.10.3. Music and Sound Effects  
16.10.4.  Advertising Formats 
16.10.5. The Script 
16.10.6. The Story-Board 

Module 17. Creative Advertising II: Art Management 

17.1. Subjects and Object of Advertising Graphic Design 
17.1.1. Related Professional Profiles 
17.1.2. Academic Context and Competencies 
17.1.3. Advertiser and Agency 
17.1.4. Creative Direction and Creative Idea 
17.1.5. Art Direction and Formal Idea 
17.2. The Role of the Art Director 
17.2.1. What is Art Direction?  
17.2.2. How Art Direction Works? 
17.2.3. The Creative Team 
17.2.4. The Role of the Art Director  
17.3. Fundamentals of Advertising Graphic Design 
17.3.1. Design Concepts and Design Standards 
17.3.2. Trends and Styles 
17.3.3. Design Thinking, Process and Management 
17.3.4. Scientific Metaphor 
17.4. Methodology of Advertising Graphics  
17.4.1. Creativity Graphics 
17.4.2. Design Process 
17.5. Graphic Strategy 
17.5.1. Formal Apprehension 
17.5.2. Graphic Message 
17.6. Graphic Architecture 
17.6.1. Typometry 
17.6.2. Graphic Spaces 
17.6.3. Reticle 
17.6.4. Pagination Standards 
17.7. Final Arts 
17.7.1. Processes and Systems 
17.8. Creation ofAdvertising Graphic Supports 
17.8.1. Publigraphy 
17.8.2. Organizational Visual Image (OVI) 
17.8.3. Graphic Advertisements 
17.8.4. Packaging 
17.8.5. Websites 
17.9. Fundamentals of Video Editing 
17.10. Tools of Video Editing 

Module 18. The Fundamentals of Graphic Design 

18.1. Introduction 
18.1.1. Visual Communication 
18.1.2.  Introduction 
18.1.3. Visual Culture and Visual Literacy 
18.1.4. Qualities of Visual Communication 
18.1.5. Definition of Visual Communication 
18.2. Graphic Design 
18.2.1. The Design 
18.2.2. Graphic Design 
18.2.3. Graphics 
18.2.4. Design and Art 
18.2.5. Graphic Design and Communication 
18.2.6. Areas of Application of Graphic Design 
18.3. Background and Evolution of Visual Communication 
18.3.1. The Problem of the Origin 
18.3.2. Prehistory 
18.3.3. The Ancient Age 
18.3.4. The Middle Ages 
18.3.5. The Renaissance: the Rise of the Printing Press in Europe 
18.3.6. From the XVI to the XVIII Century 
18.3.7. The XIX Century and the First Half of the XX Century 
18.4. The Meaning of Visual Messages 
18.4.1. The Image, the Signifying Object 
18.4.2. The Representational Quality of the Image: Iconicity 
18.4.3. The Plastic Quality of the Image 
18.4.4. The Symbolic Quality  
18.4.5. Other Visual Codes 
18.5. Elements Related to Image Representation 
18.5.1. The Articulation of Image Representation 
18.5.2. Morphological Elements of the Image 
18.5.3. Scalar Elements of the Image 
18.6. The Composition 
18.6.1. Composition or Visual Syntax 
18.6.2. The Balance 
18.6.3. Dynamic Elements of Representation 
18.6.4. Normative Composition  
18.7. Color and Light 
18.7.1. Introduction 
18.7.2. Light, Color and Perception 
18.7.3. Primary Colors 
18.7.4. Basic Color Reproduction Techniques 
18.7.5. Color Dimensions 
18.7.6. Harmony Types and Pallet Construction 
18.7.7. Plastic Functions of Color (as a Morphological Element) 
18.8. Typography 
18.8.1. Definition 
18.8.2. Formal Structure and Type Measurement 
18.8.3. Classification of Typefaces 
18.8.4. Type Variants 
18.8.5. The Composition of the Text 
18.8.6. Issues Affecting Readability 
18.9. Editorial Design and Infographics 
18.9.1. Editorial Design 
18.9.2. Infographics 
18.10. Graphic Design and Advertising 
18.10.1. Visual Identity 
18.10.2. Letterhead 
18.10.3. Business Cards 

Module 19. Corporate Identity 

19.1. Didactic Contents 
19.1.1. The Importance of Image in Businesses  
19.1.2. What is Corporate Image? 
19.1.3. Differences between Corporate Identity and Corporate Image 
19.1.4. Where can the Corporate Image be Manifested? 
19.1.5.  Corporate Image Change Situations. Why Achieve a Good Corporate Image? 
19.2. Research Techniques in Corporate Image 
19.2.1. Introduction 
19.2.2. The study of the Company's Image 
19.2.3. Corporate Image Research Techniques 
19.2.4. Qualitative Image Study Techniques 
19.2.5. Types of Quantitative Techniques 
19.3. Image Audit and Strategy 
19.3.1. What is Image Auditing? 
19.3.2. Guidelines 
19.3.3. Audit Methodology 
19.3.4. Strategic Planning 
19.4. Corporate Culture 
19.4.1. What is Corporate Culture? 
19.4.2. Factors Involved in Corporate Culture 
19.4.3. Functions of Corporate Culture 
19.4.4. Types of Corporate Culture 
19.5. Corporate Social Responsibility and Corporate Reputation 
19.5.1. CSR: Concept and Application of the Company 
19.5.2. Guidelines for Integrating CSR into Businesses 
19.5.3. CSR Communication 
19.5.4. Corporate Reputation 
19.6. Examples of the Internationally Most Relevant Corporate Identities 
19.7. Brand Image and Positioning 
19.7.1. The Origins of Trademarks 
19.7.2. What is a Brand? 
19.7.3. The Need to Build a Brand 
19.7.4. Brand Image and Positioning 
19.7.5. The Value of Brands 
19.8. Image Management through Crisis Communication 
19.8.1. Strategic Communication Plan 
19.8.2. When it All Goes Wrong: Crisis Communication 
19.8.3. Cases 
19.9. The Influence of Promotions on Corporate Image 
19.9.1. The New Advertising Industry Landscape 
19.9.2. Promotional Marketing 
19.9.3. Features 
19.9.4. Dangers 
19.9.5. Promotional Types and Techniques 
19.10. Distribution and Image of the Point of Sale 
19.10.1. The Main Players in Commercial Distribution in Spain 
19.10.2. The Image of Retail Distribution Companies through Positioning 
19.10.3. Through its Name and Logo 

Module 20. Public Opinion 

20.1. The Concept of Public Opinion 
20.1.1. Introduction 
20.1.2. Public Opinion as an Individual and Collective Phenomenon 
20.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control 
20.1.4. Phases in the Growth of Public Opinion as a Discipline 
20.1.5. The 20th Century: The Century of Public Opinion 
20.1.6. Main Public Concerns that Keep it as a Discipline 
20.2. Theoretical Framework of Public Opinion 
20.2.1. Main Orientations and Perspectives of the Discipline of Public Opinion in the 20th Century 
20.2.2. 20th Century Authors: Robert E. Park and the Spatial Conception of Public Opinion 
20.2.3. Walter Lippmann: Biased Public Opinion 
20.2.4. Jürgen Habermas: the Political-Value Perspective 
20.2.5. Niklas Luhmann: Public Opinion as a Communicative Modality 
20.3. Social Psychology and Public Opinion 
20.3.1. Introduction: Psychosociological Characteristics and Public Opinion 
20.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
20.3.3. Adaptation of Public Opinion to Persuasive Messages: Conformism 
20.4. Media Influence Models 
20.4.1. Types of "Effects" of the Media 
20.4.2. Research on Media Effects 
20.4.3. The Return to Media Power (Models from 1970 Onwards) 
20.5. Public Opinion and Political Communication 
20.5.1. Introduction: Public Opinion and Political Communication 
20.5.2. Electoral Political Communication. Propaganda 
20.5.3. Government Political Communication 
20.6. Public Opinion and Elections 
20.6.1. Do Election Campaigns Influence Public Opinion? 
20.6.2. The Effect of the Media in Election Campaigns as a Reinforcement of Existing Opinions: The Selective Exposure Theory 
20.6.3. Bandwagon and Underdog Effects 
20.6.4. The perception of media influence on others: the third-person effect 6.5. The influence of election debates and television advertisements 
20.7. Government and Public Opinion 
20.7.1. Introduction 
20.7.2. Representatives and their Constituents 
20.7.3. Political Parties and Public Opinion 
20.7.4. Public Policies as an Expression of the Government's Action 
20.8. The Political Intermediation of the Press 
20.8.1. Introduction 
20.8.2. Journalists as Political Intermediaries 
20.8.3. Dysfunctions of Journalistic Intermediation 
20.8.4. Reliance on Journalists as Intermediaries 
20.9. Public Sphere and Emerging Models of Democracy 
20.9.1. Introduction: the Democratic Public Sphere 
20.9.2. The Public Sphere in the Information Society 
20.9.3. Emerging Models of Democracy 
20.10. Methods and Techniques for Public Opinion Research 
20.10.1. Introduction 
20.10.2. Opinion Polls 
20.10.3. Quantitative Content Analysis 
20.10.4. The In-depth Interview 
20.10.5. Focus Groups

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences”