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Models of Strategic Communication

Code 12581
Year 1
Semester S2
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Communication Sciences
Entry requirements No requiremnts
Mode of delivery Face-to-face
Work placements n.a
Learning outcomes To evaluate the meaning-making specificities behind strategic communication phenomena;
To provide paradigmatic and methodological discursive/narrative analysis models in order to improve the assessment of the 'effectiveness' of communication strategies.
To explain the specificity of certain strategic communication phenomena - advertising or civic communication campaigns -, describing its rhetoric particularities.
To describe the meaning making modalities which underlie some textual phenomena of consumer society (eg. the representation of women in advertising discourse).
Syllabus CHAPTER I- Epistemical framing: meaning making models for strategic communication processes. 1- Statute of narrativity in a poetic and rhetorical perspective; potential for the study of strategic communication; 2- Concerning the field of advertising narrativity: meaning and pragmatic effects; CHAPTER II – The epistemological framing of the subjects in the advertising narratives. 1- Vladimir Propp; 2- Algirdas Greimas; 2.1: Greimas’ canonical model - narrative structures and actants; 2.1.1. – Advertising subjects of narrativity. Illustrative case studies; 2.1.2 Narratives and stories. Applications to advertising discourse; 2.2- Strategic foundation of narrativity in advertising; 2.3- From the narrative structures to advertising stories (discursive structures): advertising themes and figures. CHAPTER II - Epistemological backgroung to other phenomena of strategic communication - case studies concerning messages of public relations and political propaganda.
Main Bibliography The main recommended readings:
Aristóteles (1998). Retórica. Lisboa, Portugal: Imprensa Nacional Casa da Moeda.
Barros, D. P. L. (2005). Teoria semiótica do texto. São Paulo, Brasil: Editora Ática.
Camilo, Eduardo (2012)- O estatuto do sujeito no discurso publicitário (apontamentos a partir do percurso gerativo de sentido). Covilhã, Portugal: Universidade da Beira Interior.
Corral, L. S. (1997) - Semiótica de la publicidad. Narración y discurso. Madrid, ESpanha: Síntesis,
Greimas, A. & Courtés, J. (1983).Sémiotique. Dictionnaire raisonné de la théorie du langage. Paris,França: Hachette Superieur.
Péninou, G. (1976). Semiótica de la publicidad. Barcelona, Espanha: Editorial Gustavo Gili.
Propp, V. (2004)). Morfologia do conto. Lisboa, Portugal: Vega.
Vários (2008)- Análise estrutural da narrativa. Rio de Janeiro, Brasil: Vozes.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-06-19

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