"This module aims at providing students the theoretical communication foundational basis. Therefore, the module will review the main concepts, theories and conceptual frameworks within Mass Communication Science. The module is threefold: origins, processes and effects. In the first phase, it will cover the following subjects:
1) Firstly, the concept of mass communication and the distinction between process school and semiotic school. Students will be defining communication as a social significant act, including the major concepts, hypothesis and implications of both schools; 2) Secondly, will be focused on the media message and its analysis, from a semiotics and structuralist approach;
3) Finally, the focus will move to the receiver/user/consumer, covering different theoretical assumptions and approaches (direct, indirect and cognitive effects; uses and gratifications; and audience ethnography).
In the second phase, in the second part of the module, students will be confronted with processes and effects:
• 1) Mass Communication Effects: Models, Public Opinion and the General Aggression Model;
• 2) The Normative Theory of Media: The Process, Media Structures & Organizations, Public Interest & Social Responsibility;
• 3) Influence on Content: Genres, Gratification Theory and Content Analysis;
• 4) The audiences.
Finally, a prospective approach of the future of mass communication will be presented and criticised by all students."