Professional Master's in Digital Communication and Data Culture

Presenting an overview of Communication studies through a debate on concepts, theoretical-methodological models, major schools, and the historiography of the communication field.

Expand the understanding of concepts, principles, and functions of technologies, media, and resources of Digital Communication as mediators of communicational, social, and political processes: from avatars and wearables to the metaverse.

Discuss the fundamentals that define social research mediated by digital social networks, focusing on their impact on public debate and the public sphere. Deepen the understanding of the mechanisms that shape the field of digital research, techniques, and methods informed by theory.

Introduce the epistemological and methodological principles behind the construction of scientific knowledge, including the method and stages of research. Also, analyze the structure of a research project, research techniques, such as qualitative, quantitative, and mixed methods, focusing on studies on the internet and Digital Communication.

Present the research process based on the scientific method and deepen the research practice for the development of the final course project (TCC), with a specific focus on detecting and solving everyday social and organizational problems in the field of Digital Communication. Methods, concepts, and best practices related to scientific research are presented in a way applied to each student's project.

Sessions for guiding the student's final course project (TCC) with their advisor.

Preparation of the final project.

Present discussions within the field of communication and ethics and their interface with technological innovations, hyperconnectivity, big data, and artificial intelligence. Explore concepts, theoretical-methodological approaches, and legal frameworks in order to analyze the effects of these innovations on the public debate, the protection of fundamental rights, and on the dynamics of democracy. Analyze the adoption of artificial intelligence and automation in social contexts and its implications.

Reflect on the dynamics involving communication, the internet and politics, and their effects on democracy. Study the relationships between political discourse and online populism. Understand how public opinion is formed in the context of a hybrid media system, focusing on the effects of online disinformation, the circulation of fake news, and other types of deceptive content on digital platforms (and worlds).

Characterize the field of the Political Economy of Communication based on the new political-economic relations in digital environments, which affect work models, national and global governance, power contestation, and the regulation of platforms, algorithms, and technological innovations.

Present, reflect, and build new practices of digital content production and narratives. Understand the characteristics, potentialities, and limitations of formats, genres, types of content, and digital narratives, according to the materialities and specificities of digital platforms and other interactive media.

Present a multidisciplinary and contemporary view of Crisis Management with a focus on the Third Sector, discussing and applying communication management concepts to predict, plan, manage, and mitigate image impacts resulting from conflicts and crises, contributing to the maintenance of institutional reputation. Enhance knowledge about crises and their management. Work on knowledge and benchmarks about conflicts and crises in the Third Sector environment. Equip students to work in the prevention and management of incidents and emergencies.

Reflect on the dynamics of consumption and advertising, with an emphasis on debates related to the digital environment. It intends to analyze changes in consumption practices and advertising strategies in light of theoretical reflections proposed by authors who focus on the mutations in contemporary capitalism and their implications for social life.

Understand the key characteristics of storytelling in transmedia narratives, exploring its rhetorical, aesthetic, and technical dimensions. Develop interview techniques and apply storytelling in organizational communication and corporate project planning. Finally, analyze the appropriate scenarios to implement storytelling as part of the organizational narrative

Present a multidisciplinary and contemporary view of strategic communication planning in the context of organizations, especially in the third sector. Discuss and apply communication management concepts that contribute to generating value and positive impact, allowing professionals to have knowledge that supports the expansion of their performance. Understand how to promote the integration of digital strategies and tactics with traditional communication efforts.

Present concepts, develop skills, and train in strategic communication and relational processes to carry out advocacy activities (interest defense), acting legitimately and ethically to achieve more efficient results with the Executive and Legislative Powers and mobilizing society for a cause.

How are institutions, including Third Sector organizations, their representatives, and their representations perceived by society as legitimate? The course discusses the importance of strategic communicational and relational processes as central parts of organizational policies, especially in a society driven by symbolic actions. The main argument is that the narrative of legitimacy is always an unstable social construction, developed from organizational memory and history.

Understand the major debates within the critical study of media and digital culture. Develop critical thinking regarding the various forms of content and social practices within digital media and cultures. Question aspects related to the digital and computational world as elements of everyday life, culture, and work. Analyze the interactions between aspects such as race, gender and social class (and their intersectionalities) and digital media. Build knowledge about the economic, social, and environmental impacts of contemporary digitalization and datafication processes.

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• Acesse a Errata do Edital, onde constam as alterações do Item das Bolsas de Estudo, com acréscimo dos itens 4.6 e 4.7, e do cronograma - Anexo I do Edital. As demais informações permanecem inalteradas.

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