Comunicação Estratégica e Mediatização das Instituições (not translated)
Code
722011111
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Rogério Ferreira de Andrade
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
Prerequisites
None
Subject matter
This curriculum module offers interpretive models and methodologies to understand and manage processes of social influence, that is, strategic communication in various contexts of activity, including Interpersonal, business, legal or political. It will also analyze and evaluate processes of media coverage and image making, being guided by the assumption that it is mainly in the media and in the new media that communications strategies are constructed, or, conversely, institutions and their leaders/managers are eroded. Participants are encouraged through case studies to explore shocks which have been caused by critical relationships with the media, the new media and other stakeholders, thus multiplying experiments and theoretical and practical perspectives.
Bibliography
.Argenti, Paul A.; Barnes, Courtney M. (2009), Digital strategies for powerful corporate communications, McGraw-Hill
.Deetz, Stanley (2001), Conceptual foundations (of organizational communication) in Fredrick Jablin; Linda Putnam (eds), The new handbook of organizational communication: Advances in theory, research and methods, Sage (pp 3-46)
.González, Rafael (2001), Estrategias de comunicación, Barcelona: Ariel
.Schultz, Majken; Hatch, Mary Jo; Larsen, Mogens H. (2000) (eds), The expressive organization: Linking identity, reputation and the corporate brand, Oxford University Press
.Scott, W. Richard (1995), Institutions and organizations, Sage
Teaching method
Classes involving theoretical presentations by the teacher followed by subsequent discussion.
Practical sessions to develop specific themes of the programme, actively involving the participants.
Monitoring projects and individual research.
Evaluation method
Reading notes + oral presentation: 30%;
Research paper: 60%;
Students´ attendance and participation in classes: 10%