Multimedia Journalism

Would you like to reinvent yourself as a journalist by adopting the most innovative and cutting-edge communication strategies? Enrol on this Professional Master’s Degree and you will achieve it in only 12 months"

The inclusion of Social Networks in the information domain has meant a great advance for Journalism, also encouraged by the digital development and the evolution of ICT. Thanks to this, journalistic communication today is characterized by its immediacy and ubiquity, allowing professionals in this sector to share what is happening in different parts of the world instantaneously. This development has also helped to break down barriers to freedom of the press and freedom of expression in many countries, making high quality, comprehensive and up-to-the-minute information available to more and more people.

In order to provide graduates specializing in this field with what they need to keep up to date with the latest news and communication trends, TECH and its team of experts have developed this very complete and intensive Professional Master’s Degree in Multimedia Journalism. It is a 100% online program consisting of 1,500 hours of diverse material, with which the professional will be able to work on the most relevant aspects of digital communication, social networks, mobile journalism or data analysis and visualization. They will also deepen their knowledge of the most dynamic and attractive narrative strategies, as well as the guidelines to carry out the optimal and successful management of communication projects.

All this over 12 months of theoretical and practical work led by professionals in the field of journalism with wide ranging and detailed work experience in the sector. This program presents a unique opportunity to perfect your professional skills in a booming area such as Multimedia Journalism, adopting the most innovative communication guidelines and techniques for the development of audiovisual content that will undoubtedly mark a before and after in your career. 

If you are looking for a program allowing you to catch up on social media trends and social media storytelling, TECH will give you the keys to succeed with lectures adapted to each one"

This Professional Master’s Degree in Multimedia Journalism contains the most complete and up-to-date educational program on the market. The most important features include:

• The development of case studies presented by experts in Multimedia Journalism 
• The graphic, schematic, and practical contents with which they are created, provide practical information on the disciplines that are essential for professional practice 
• Practical exercises where self-assessment can be used to improve learning
• A special emphasis on innovative methodologies 
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and assignments for individual reflection 
• Content that is accessible from any fixed or portable device with an internet connection 

Thanks to the course of this program, you will be able to create dynamic and attractive content, which will help you reach the highest level within a booming sector such as Multimedia Journalism" 

The program’s teaching staff includes professionals from the sector who contribute their work experience to this degree program, as well as renowned specialists from leading societies and prestigious universities. 

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide immersive learning designed for real situations. 

This program is designed around Problem-Based Learning, whereby the professional must try to resolve the different professional practice situations that arise during the academic year. For this purpose, the student will be assisted by an innovative interactive video system created by renowned and experienced experts. 

Boost your creative and communicative side with a program that will allow you to learn the journalistic trends that are currently at the forefront in detail"

Are you looking for a theoretical and practical program that can provide you with the essentials to carrying out an entrepreneurial project in the field of information? If the answer is yes, you have the perfect academic choice"

To develop the curriculum of this Professional Master’s Degree, TECH and its team of experts have had to work hard to select the information, filter it and develop it so that the graduate can obtain a very high professional level from the course. Moreover, hundreds of hours of additional material (detailed videos, research articles, complementary readings, self-knowledge exercises, dynamic summaries and much more!) have been selected to provide a personalized approach to the different sections of the syllabus. Thus, this university guarantees specialized tailored to the needs of each specialist. 

Are you familiar with the Relearning methodology? Thanks to its use in the development of this program, you will save study time without sacrificing academic quality" 

Module 1. Digital Communication and Society 

1.1. Network-Society vs. Social media 

1.1.1. The Network Society
1.1.2. Power of the Network Society
1.1.3. Self-Communication and Counter-Power
1.1.4. The Role of Social Media

1.1.4.1. Active Social Participation from Social Networks
1.1.4.2. Network Privacy and Security

1.2. The Acceleration of Time 

1.2.1. Immediacy and Digitalization, the Stars of Communication in the 21st Century

1.2.1.1. How Did We Arrive at this New Social Landscape?

1.2.2. The Role of the Mass Media 
1.2.3. The New Role of Journalism with the Emergence of the Internet

1.2.3.1. The Continuation of Traditional Journalism
1.2.3.2. Social Networks and Citizen Journalism

1.3. The Digital Generation 

1.3.1. The Internet and New Generations
1.3.2. Building an Identity Through the Internet
1.3.3. Classification of the Digital Society

1.3.3.1. According to Year of Birth
1.3.3.2. According to Whether you are a Digital Native or a Digital Immigrant 
1.3.3.3. According to Whether they are Visitors or Residents 

1.3.4. Comparison of the Two Youngest Digital Native Generations Y and Z

1.4. Global Information Order vs. Global Communication 

1.4.1. The New World Information Order (NWICO)
1.4.2. Global Communication Theory

1.4.2.1. Robertson: The Structuring of Today's World on the Basis of Globalization 
1.4.2.2. Rosenau: In Search of a Notion for a Profound Ontological Change 
1.4.2.3. Castells: The Information Society and Global Networks
1.4.2.4. Held et al.: Global Transformations 

1.4.3. Conclusions

1.5. Journalistic Production Models 

1.5.1. The Production of Information in Traditional Mass Media

1.5.1.1. Debate on Information Production and Influence on Society
1.5.1.2. Elements of Production that Influence Public Opinion: Agenda Setting, Priming and Framing 

1.5.2. The New Digital Journalism

1.5.2.1. Journalistic Production on the Internet
1.5.2.2. The Observed Patterns of Digital Reading
1.5.2.3. Brevity as the Dominant Feature of Digital Production
1.5.2.4. How to Produce a News Story for the Web
1.5.2.5. Links and Multimedia Content as Informative Elements 

1.6. Challenges of the Profession 

1.6.1. New Profile of Digital or World Wide Web (WWW) Journalists
1.6.2. First Challenge: Understand the New Profile of Digital Audiences

1.6.2.1. Engagement, Personalization and Web Analytics
1.6.2.2. The Reign of Public Interest?

1.6.3. Second Challenge: Towards Social Media Journalism, the Role of the Social Media Editor
1.6.4. Third Challenge: The New System of Journalistic Sources
1.6.5. Fourth Challenge: Real Time Journalism 

1.6.5.1. Simultaneity
1.6.5.2. Hypertext
1.6.5.3. Multimedia Expressiveness

1.7. Prestige and Credibility 

1.7.1.  Introduction
1.7.2. Self-Regulation

1.7.2.1. Self-Regulation Strategy
1.7.2.2. Regulation Mechanisms

1.7.3. Redefining the Role of the Journalist

1.7.3.1. Credibility Crisis
1.7.3.2. Cutting Out the Middle Man
1.7.3.3. From Scarcity to the Curse of Abundance

1.7.4. Journalism and Credibility from a Historical Perspective

1.7.4.1. Manipulation and the End of the Pact with Citizens

1.7.5. Disinformation as an Opportunity for Journalism
1.7.6. The Faces of Journalistic Credibility and Prestige

Module 2. Journalism and Social Networks 

2.1. Journalists on Social Platforms 

2.1.1. Introduction
2.1.2. Social Networks, a New Object of Study in Communications

2.1.2.1. The New Environment 2.0

2.1.3. Social Networks in Journalism

2.1.3.1. Users, Content and Journalistic Sources
2.1.3.2. The Three-fold Journalistic Approach to Social Networks
2.1.3.3. The Emergence of Style Guides for Journalists
2.1.3.4. Journalistic Writing on Facebook
2.1.3.5. Journalistic Writing on Twitter
2.1.3.6. Advantages and Disadvantages of Journalistic Writing on Facebook and Twitter

2.1.4. Implementation of Various Digital Strategies in the Media

2.1.4.1. International 

2.1.5. Use of Social Networks as Journalistic Tools

2.2. Media on Social Platforms 

2.2.1. Metamedia

2.2.1.1. Social Network Complexity
2.2.1.2. Social Platforms in Communications Companies
2.2.1.3. Results of the Media Barometer

2.2.2. Media Communications Strategy on Social Media Platforms

2.2.2.1. Application to Social Networks
2.2.2.2. Diagnosis or Prior Analysis

2.2.3. Management of Official Media Accounts

2.2.3.1. Content Management Models
2.2.3.2. Guidelines for Content Management and Scheduling on Facebook and Twitter
2.2.3.3. Questions and Challenges in Network Management

2.3. Media Profiles on Social Platforms 

2.3.1. Introduction: New Emerging Journalistic Profiles
2.3.2. The Internet Community Manager 

2.3.2.1. Profile
2.3.2.2. Functions

2.3.3. Multitasking/Multimedia Journalist

2.3.3.1. Functions
2.3.3.2. Interactive Multimedia Journalist Profiles
2.3.3.3. Personnel Selection: A Multimedia, Interactive, Versatile and Specialized Journalist

2.3.4. Data Journalism

2.3.4.1. Qualifications and Profile of the Data Journalist
2.3.4.2. Mobile Journalism

2.3.5.  The Development of Mobile Journalism on Digital Platforms

2.3.5.1. Digital and Mobile Journalism Formats

2.4. Networking and The Relationship with Sources in Social Environments 

2.4.1. Introduction
2.4.2. Social Networks in Journalism

2.4.2.1. Connectivity
2.4.2.2. On-line Social Networks

2.4.3. How to Increase the Network of Contacts / Digital Community

2.4.3.1. Definition of the Target Market of the Media/Journalist
2.4.3.2. Brand Characteristics

2.4.4. Most Utilized Networks as a Source of Journalistic Information

2.5. Journalistic Ethics and Information Transparency in Social Networks 

2.5.1. Challenges for High Quality Ethics in the New Digital Environment
2.5.2. The Two-fold Ethical Requirement of Journalism

2.5.2.1. Transparency as a Tool for Ethical Journalism
2.5.2.2. Transparency as a Requirements for Ethical Journalism

2.5.3. Transparency and Media Organizations

2.5.3.1. From Information Professionals to Internet Community Managers
2.5.3.2. From Secrecy to Transparency

2.5.4. Social Platforms in Favor of Information Transparency

2.5.4.1. Wikitribune Platform: Transparent and Collaborative Journalism
2.5.4.2. Deba-t.org Platform: Transparency in Fostering Public Debate and Discussion

2.6. Narration of Information on Social Platforms 

2.6.1. Introduction to Digital Narrative  

2.6.1.1. A New Form of Narration  
2.6.1.2. Language and Genres in the Digital Narrative  
2.6.1.3. Potential and Possibilities of Digital Media or " Screens".  

2.6.2. Narrative is Identified with Navigation  

2.6.2.1. Uniqueness of Journalistic Language  
2.6.2.2. Multiple Language 
2.6.2.3. Grammatical Correctness  

2.6.3. Writing Techniques: from the Inverted Pyramid to the Lying Pyramid 

2.6.3.1. Writing Techniques  

2.6.4. The Genres of Cyberjournalism  

Module 3. Audiovisual Culture 

3.1. Postmodernism in the Audiovisual Field 

3.1.1. What is Postmodernism? 
3.1.2. Mass Culture in the Postmodern Era 
3.1.3. The Emergence of Argumentative Discourse 
3.1.4. The Culture of Simulacrum 

3.2. Semiotics: Symbols in Audiovisual Culture 

3.2.1. What is Semiotics? 
3.2.2. Semiotics or Semiology? 
3.2.3. Semiotic Codes 
3.2.4. Visual Motifs 

3.3. Learn to View 

3.3.1. Image and Context 
3.3.2. The Ethnographic View 
3.3.3. Photography as a Cross-over of Views 
3.3.4. Visual Anthropology 

3.4. Image Composition 

3.4.1. Notes 
3.4.2. Dynamic Balance 
3.4.3. Weight and Visual Direction 
3.4.4. Basic Rules 

3.5. Aesthetics in Audiovisuals 

3.5.1. What is Aesthetics? 
3.5.2. Aesthetic Categories 
3.5.3. The Grotesque and the Abject 
3.5.4. Bad Taste" (Kitsch) and "Good Taste" (Camp) 

3.6. New and Renewed Audiovisual Forms 

3.6.1. Viral Video Art 
3.6.2. Big Data as an Art Form 
3.6.3. The Video Projection Technique 
3.6.4. Visual Creators (VJs) 

3.7. Intertextuality as a Creative Strategy 

3.7.1. What is Intertextuality? 
3.7.2. The Meeting 
3.7.3. Allusion 
3.7.4. Plagiarism 
3.7.5. Appropriation 
3.7.6. Self-Reference 
3.7.7. Parody 

3.8. Dialogue Among the Arts 

3.8.1. Mediation 
3.8.2. The Hybridization of the Arts 
3.8.3. Classicism and the Separation of the Arts 
3.8.4. Romanticism and the Definitive Union of the Arts 
3.8.5. Total Art in the Avant-Garde 
3.8.6. Transmedia Narratives 

3.9. The New Cinema 

3.9.1. The Relationship Between Cinema, Culture and History 
3.9.2. An (Un) Predictable Technological Evolution 
3.9.3. Cinema is Dead! 
3.9.4. Expanded Cinema 

3.10. The Rise of the Documentary 

3.10.1. The Documentary 
3.10.2. Strategies for Objectivity 
3.10.3. The Rise of the Mockumentary 
3.10.4. Found Footage 

Module 4. Mobile Journalism 

4.1. Journalistic Work with Mobile and Tablet

4.1.1. Introduction
4.1.2. What is Mobile Journalism?
4.1.3. Adapting Journalism for Mobile News Platforms

4.1.3.1. Phases of the Incursion of Cell Phones in Journalism
4.1.3.2. Production in Mobile Journalism

4.1.4. Mobile Journalism

4.1.4.1. From the Monomedia Professional to the Mobile Journalist
4.1.4.2. Shaping the Mobile Journalist

4.1.5. A Model of Mobile Journalism

4.2. Mobile Journalism 

4.2.1. Introduction

4.2.1.1. The New Essentials: Convergence, Divergence and Mobility
4.2.1.2. Multimediality and Narration

4.2.1.2.1. The Cell Phone as an Object of Everyday Use

4.2.1.3. The Fourth Wall and Journalism
4.2.1.4. Cell Phone
4.2.1.5. Smartphone 
4.2.1.6. Tablet

4.2.2. Mobile Devices: Radio and Television

4.2.2.1. Cell Phone
4.2.2.2. Smartphone 
4.2.2.3. Tablets

4.2.3. How to Distribute Content 4Cs Analysis (Consumer, Communication, Cost and Convenience) 

4.3. Tools and Applications for the Production of Journalistic Content

4.3.1. Introduction

4.3.1.1. Main Features in the Production of Mobile Journalism

4.3.2. Applications for Journalism

4.3.2.1. Audio Applications

4.3.2.1.1. Audio Recording
4.3.2.1.2. Call Recording
4.3.2.1.3. Audio Editing
4.3.2.1.4. Broadcast Live Audio

4.3.2.2. Video Applications

4.3.2.2.1. Record Video
4.3.2.2.2. Edit Video
4.3.2.2.3. Broadcast Live Video

4.3.3. Other Useful Tools

4.4. Specialized Narrative Strategies for Mobiles

4.4.1. Introduction
4.4.2. New Narratives

4.4.2.1. Multimedia Narrative
4.4.2.2. Transmedia Narrative

4.4.3. Narrative Aesthetics

4.4.3.1. Repetition
4.4.3.2. Speed
4.4.3.3. Excess
4.4.3.4. The Monstrous
4.4.3.5. The Clash 

4.4.4. From Desktop to Mobility

4.4.4.1. Ubiquity
4.4.4.2. Ephemeral Nature
4.4.4.3. Instantaneity

4.5. Consumption of Journalistic Information Via Mobile Devices

4.5.1. Introduction
4.5.2. Ownership of Mobile vs. Traditional Devices
4.5.3. Usage of News on Digital Devices
4.5.4. The News Trail

4.5.4.1. Is it a Behavioural Trait of the News Rather than a Device?
4.5.4.2. Mobile News Omnivores and so-called Desktop/Laptop " Vulture Funds". 
4.5.4.3. User Demographics in Digital News Consumption

4.5.5. Traits and Habits of the Modern News Consumer

4.5.5.1. Young Adults
4.5.5.2. Digital Distinctions

4.6. Journalistic Information Applications and Services on Mobile Phones

4.6.1. Introduction
4.6.2. The Utility of Smartphones for the Citizens and Information Professionals of Today
4.6.3. The Development of Mobile Journalism in Newspaper Companies Today
4.6.4. Mobile Phone Applications and the Main Information Generators

4.6.4.1. Newspapers
4.6.4.2. Radios
4.6.4.3. Magazines  

Module 5. Data Analysis and Visualization 

5.1. Cognitive Principles: Information, Communication and Knowledge 

5.1.1. Origin of the Cognitive Sciences
5.1.2. Information and Communication

5.1.2.1. Lasswell: A Sociological Approach
5.1.2.2. Shannon and Weaver: A Cybernetic Approach
5.1.2.3. The Maletzke Model and Collective Communication

5.1.3. Communication.

5.1.3.1. Eco, a Semiotic Model of Communication
5.1.3.2. Signs, Signals, Symbols ...

5.1.4. Representation or Knowledge

5.1.4.1. Types of Representation or Knowledge

5.1.5. The Value of Information, Analyzed According to Maletzke's Model

5.1.5.1. General Considerations
5.1.5.2. The Capture and Value of Information
5.1.5.3. Regulation
5.1.5.4. The Ownership and Value of Information
5.1.5.5. IT Systems
5.1.5.6. Maletzke and Today's Virtual Media

5.2. Techniques and Methodologies for Information Analysis: Case Studies 

5.2.1. Introduction

5.2.1.1. Approach to the Concept of Data Journalism or Computational Journalism

5.2.2. Big Data 
5.2.3. Methodology for the Analysis of Big Data

5.2.3.1. Automated Content Analysis
5.2.3.2. Automated Sentiment Analysis
5.2.3.3. Data Mining 
5.2.3.4. Machine Learning 
5.2.3.5. Text Mining 
5.2.3.6. Web Mining 

5.2.4. Tools Used in Computational or Data Journalism
5.2.5. International Case Studies

5.2.5.1. Data Analysis in Electoral Campaigns

5.3. Descriptive and Multivariate Statistics  

5.3.1. Variables
5.3.2. Descriptive Statistics

5.3.2.1. One-Dimensional Analysis

5.3.2.1.1. Frequencies
5.3.2.1.2. Graphic Representations of Frequencies. Distribution

5.3.2.2. Two-Dimensional Analysis

5.3.2.2.1. Crossed Frequencies
5.3.2.2.2. Correlations

5.3.3. Multivariate Statistics

5.3.3.1. Steps Prior to Analysis
5.3.3.2. Missing Data
5.3.3.3. Verification of Multivariate Analysis Assumptions

5.3.3.3.1. Normality
5.3.3.3.2. Homoscedasticity
5.3.3.3.3. Linearity

5.3.4. Classification of Multivariate Analysis
5.3.5.  Multivariate Analysis Methods 

5.3.5.1. Canonical Correlation
5.3.5.2. Factor Analysis 
5.3.5.3. Discriminant Analysis
5.3.5.4. Logistical Discrimination

5.4. Introduction to Infographics and Information Visualization 

5.4.1. Introduction
5.4.2. A Deeper Look at the Concept of Infographics and Information Visualization.

5.4.2.1. From Psychology to Infographics
5.4.2.2. The Fundamentals of the Model
5.4.2.3. From Information Design to Infographics
5.4.2.4. Aesthetic Infographics vs. Analytical Infographics

5.4.3. Interactive Visualization

5.4.3.1. The Great Transition: Infographics as a Tool
5.4.3.2. What Interaction? The Three Classes
5.4.3.3. Navigation and Scenes
5.4.3.4. Multimediality

5.4.4. The Case of The New York Times

5.4.4.1. The Structure of the Graph Sections
5.4.4.2. The Work Process

5.5. Technologies for Information Visualization 

5.5.1. Introduction 
5.5.2. Visualization Models 
5.5.3. Visualizations of New Information 
5.5.4. Technologies 

5.6. Case Studies in the Field of Journalism 

5.6.1. Examples of Interaction and Visualization of Information in "Structured Journalism". 
5.6.2. Best Data Journalism Award 2019

Module 6. Advanced Data Visualization Techniques 

6.1. Analysis Techniques and Principles 

6.1.1. Cognitive Principles: Information, Communication and Knowledge 
6.1.2. The Main Types of Data Visualization 

6.2. Information Analysis in Complex Systems 

6.2.1. System Definability 
6.2.2. The Components of a Complex System 
6.2.3. Processes and Levels of Analysis 

6.3. Interactive Viewing on Web and Mobile Devices 

6.3.1. Data Mining: Applications in the Field of Journalism 
6.3.2. Viewing on Social Networks 

6.4. Applications in the Field of Journalism 

6.4.1. Extraction of Information 
6.4.2. Data Analysis Platforms 
6.4.3. Study of Data Visualization Tools

Module 7. New Narrative Forms 

7.1. Digital Storytelling 

7.1.1. The Role of Narrative Forms 
7.1.2. Added Value of New Media: Immediacy, Hypertextuality, Interactivity and the Reader's Leading Role 
7.1.3. The New Narrative of News Journalism Genres: Elements of the News 
7.1.4. The New Narrative of Explanatory Journalistic Genres: Distinguishing Elements 
7.1.5. The New Narrative of Participatory Opinion Models Journalistic Genres: Letters to the Editor, Polls and Surveys, Discussion Forums 

7.2. Participatory Mechanisms for the Elaboration of Newspaper Narratives 

7.2.1. Participation Spaces: The Latest Big Trend 
7.2.2. New Media and Active Audiences 
7.2.3. The Value of Professional Journalism 

7.3. Multiplatform Content 

7.3.1. Content Managers in Multiplatform Production 
7.3.2. From Passive Consumer to Active Producer 
7.3.3. Metaverse: The Real World as an Operating System 

7.4. Transmedia Projects 

7.4.1. Transmedia Narratology and Transmedia Storytelling 
7.4.2. 6x9. A Virtual Solitary Confinement Experience from The Guardian Newspaper 

7.5. Immersive and Ubiquitous Journalism 

7.5.1. Principles for the Design of Immersive Information Experiences 
7.5.2. Virtual reality 
7.5.3. Principles for the Design of Mixed Information Experiences 
7.5.4. Augmented Reality 

Module 8. Tools and Digital Resources 

8.1. The Current Technological Framework for Journalism 

8.1.1. Communication Possibilities 
8.1.2. Technological Skills and New Professional Profiles 
8.1.3. Examples of Applicability 

8.2. Tools for Digital Journalists 

8.2.1. Online Resources for the Production and Edition of Informative Contents 
8.2.2. Organizational Tools for Journalists 
8.2.3. Technological Tools for Information Dissemination 

Module 9. Digital Communications Project Management 

9.1. Project Management: Basic Concepts 

9.1.1. Components of Project Management: Areas of Knowledge  
9.1.2. The Human Cost of Project Management 
9.1.3. Managerial Skills 

9.2. Digital Communication Projects 

9.2.1. Project Initiation and Preliminary Work 
9.2.2. Project Planning and Execution 
9.2.3. Project Monitoring, Control and Closure 

Module 10. Data Journalism 

10.1. Information Sources 

10.1.1. Search Strategies 
10.1.1. Typical Statistical Descriptors 

10.2. Data Selection and Filtering Mechanisms 

10.2.1. Feature Extraction 
10.2.2. Summarize Data with Tables and Graphs 
10.2.3. Interactivity 

Module 11. Investigative Journalism 

11.1. Introduction 

11.1.1. What is the Investigative Journalism? 
11.1.2. Examples of Great Investigative Journalists 
11.1.3. Formulation of Hypotheses 

11.2. Evaluation of Methods 

11.2.1. Work and Relationship with Sources 
11.2.2. Data Organization and Structuring 
11.2.3. Search for connections Between Files 

11.3. Report Writing 

11.3.1. What is a Report? 
11.3.2. Style 
11.3.3. Structure 
11.3.4. How is a Report Prepared? 

11.4. Quality Control Techniques 

11.4.1. Ethical Fact Checking 
11.4.2. Use of the Master File for Data Verification 
11.4.3. Predictable Psychological Effects of Data Verification

Module 12. Business Models and Entrepreneurship in Digital Communication 

12.1. The Business Side of the Information Arena 

12.1.1. The Information Sector 
12.1.2. The Parties Involved in Social Communication in the Digital Context 
12.1.3. Theoretical and Methodological Model for the Study of Cybernetic Social Media 

12.2. Entrepreneurship 

12.2.1. Entrepreneurship and Opportunity Detection 
12.2.2. Financing of Entrepreneurial Activity 
12.2.3. Internal Entrepreneurship 

12.3. Informative Company 

12.3.1. Types of Informative Companies 
12.3.2. Media Management and Organization 
12.3.3. Business Planning 

12.4. Online Media Business Models 

12.4.1. The Nature of Business Models 
12.4.2. The Importance of Generating Value 
12.4.3. Types of Business Models and their Evolution

Module 13. Advanced Data Analysis and Visualization Techniques 

13.1. Audiences 

13.1.1. The New Digital Journalism from the Audience's Perspective 
13.1.2. Audience Measurement Models 
13.1.3. Participatory Audiences 

13.2. Debate on the Concept of Public Opinion 

13.2.1. Evolution of the Public Sphere from the Mass Society to the Network Society 
13.2.2. The Concept of The Public Opinion in the Information Society 
13.2.3. Aggregate and Discursive Public Opinion, and its Transitional Dynamics 

13.3. Analysis Models 

13.3.1. Public Opinion as Knowledge 
13.3.2. Challenges of Shaping Public Opinion in the Face of Digital Media 
13.3.3. Methodologies for the Study of Public Opinion 

13.4. The New Public Sphere for Journalists 

13.4.1. Journalism in a More Participatory Democracy 
13.4.2. The Role of the Journalist in the New Digital Era 
13.4.3. Citizen Journalism 

Module 14. Audiovisual and Transmedia Production 

14.1. Transmedia Narratives 

14.1.1. Introduction 
14.1.2. The Characteristics of Transmedia Narratives 
14.1.3. The Application of Transmedia Narratives in the Journalistic Field 
14.1.4. Transmedia Narrative in Popular Culture 

14.2. Transmedia Project Development 

14.2.1. Transmedia Projects 
14.2.2. Formats and Techniques for the Production of Transmedia Documentaries 
14.2.3. Case Study The Transmedia Documentary in the Footsteps of the Beast Man 

14.3. Practice with Transmedia Project Implementation Tools: Prototype Making 

14.3.1. Transmedia Reporting as Part of the New Journalism 
14.3.2. Citizen Participation in Collaborative Documentary Filmmaking: Towards New Audiovisual Narratives

Module 15. Digital Content Marketing 

15.1. Content Promotion 

15.1.1. What is Content Marketing? 
15.1.2. How to Develop Content Marketing 
15.1.3. Creation of a Strategy 

15.2. Marketing Audiences 

15.2.1. The Audience as a Distribution Ally  
15.2.2. How to Define an Audience Profile 
15.2.3. Audience Measurement 

15.3. Social Media Marketing 

15.3.1. Introduction 
15.3.2. Social Media Strategy and Plan 
15.3.3. New Concepts Derived from the Integration of Social Media in the Marketing and Communication Sphere 
15.3.4. Internal Marketing and Content Strategy 

15.4. The Sociocultural Perspective 

15.4.1. Information Processing Theory 
15.4.2. Bruner's Theory 
15.4.3. Synthesis: Two Forms of Meaning

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