DESIGN, DEVELOPMENT AND ONLINE CONTENT MANAGEMENT
This series of lectures is aimed at teaching the design, development and management of online content. They will initially teach introductory concepts in the structure and the digital representation of data such as text, image, audio and video. Next, they will present the rules governing the publication of information on the internet and the new possibilities offered by the global information network through the creation and organization of information in the form of hypertext and hypermedia. Particular emphasis will be given to user-centred Design Methodology for web content. The course is broken down into the Theoretical module (lectures) and Laboratory sessions (use of computers and software applications).
ART AND TECHNOLOGY
Technology and technique are inextricably linked with art, not only in the present age but also in the framework of the long historical period, from prehistoric times until our days. At the same time, the emergence of new technologies is associated with a new need: the problematic and long sought relationship with the arts. This seminar course aims to develop and present modern audiovisual artistic ventures that detect a consistent relationship between visual and audio form, utilizing analog or digital media, as well as digital and interactive art and electronic music.
The narrative, known and widespread in all human societies and eras, performs a transfer of knowledge, attitudes and values from generation to generation. Furthermore, it is an instrument that stimulates imagination and develops socialization. Apart from being a social practice, storytelling is used for educational purposes in traditional educational systems. In addition, the narrative functions “therapeutically” for both listeners and narrators. With the introduction of multimedia (image, video, subtitles, sounds, music in a digital form) a new narrative form has been created: “Digital Storytelling”, which exploits the qualities and achievements of the Information and Communication Technologies, particularly familiar to the digital natives of the digital world. The term digital storytelling in the context of this seminar course is defined as a short narrative, which combines traditional oral narrative, usually in the first person in the form of a personal story, and digital media. In this seminar course, students will be encouraged to create digital stories and use appropriate tools.
This seminar course aims to analyze the new tools and new skills required in the modern digital era. Based on the main principles of audiovisual production and circulation of information in the new online environments, we will examine the technological changes and how they affect journalists. They will be briefly introduced to the new digital tools and secrets of using them, as well as to the new technologies in research and web publication (metadata, search engines, cloud storage etc.). Also, the seminar course aims to approach new ways of dissemination of information which have emerged through the digital Internet environment (e.g. citizens’ journalism, circulation of information on the social media, online databases, content aggregators, etc).
PUBLIC RELATIONS & COMMUNICATION
Theoretical-conceptual framework: communication models – basic concepts for communication design. The historical development and the nature of public relations. Public relations versus Marketing. The new communication environment for Public Relations. The public relations program. Corporate Social responsibility (COM) – Corporate Reputation Management. The nature of the “public relations consultant” profession.
MARKETING & COMMUNICATION
This seminar course aims to the presentation and understanding of the marketing philosophy, its basic principles and methods, and the critical role it plays in the development of modern enterprises. Other objectives include: understanding the integrated communications marketing, the successful exploitation of theoretical and practical knowledge for making strategic marketing and communications decisions in today’s business environment.
SPECIAL TOPICS IN ADVERTISING
This course provides a broad analysis of the advertising communication and particularly focuses on marketing communication, the value of culture and the value of the market, trade routes and changes in the nature of advertising. Also, it emphasizes the structure and evolution of advertising agencies, the course of successive transformations of people into audiences, the evolution of the concept of the brand, the upheavals of the concepts of space and time and their compression.
PROPAGANDA AND PERSUASION
This seminar course aims to help participants understand the concept, the uses throughout history, the character, the forms and functions of propaganda. The analysis of these issues is performed in relation to contemporary political, economic and social environment, and, more specifically, in relation to contemporary media. Modern media are viewed not only as conduits of propaganda practices but also as factors contributing to a radical reform of propaganda, and the emergence of what is called “new propaganda”.
Definition and history of Strategic Communication. Structure/ aims and functions of Strategic Communication. Where do we stand; Monitoring and recording of the image of the country /organization abroad. International political communication and mass media. The presentation of international relations in the media. The formulation of foreign policy and mass media. Nation Branding and corporate – business Public Diplomacy.
ETHICS & COPYRIGHT ON THE INTERNET
The radical changes brought about by digital convergence to the conditions and processes of production, distribution and use of intellectual property through the new media and social networks, were so important that caused tremors in the philosophical foundation of intellectual property. The beneficiaries of intellectual property, in view of the danger of losing control of financial exploitation of their works, attempted and gradually managed to retain control over the use of works over networks, even for non-commercial purposes. On the other hand, users react to the continuous shrinking of the public sector and complain about infringement of fundamental rights in communication, participation, access to and use of copyright works. In the above context, where every citizen is a potential user of copyright works and, at the same, a creator, knowledge of fundamental rules and intellectual property principles becomes imperative for every citizen, and a necessary condition for safely surfing the web and lawful use of the New Media and social networks. This seminar course, starting with a brief introduction to the basic concepts, the traditional functions and philosophy on intellectual property aims: to study new practices of works used in the New Media, new forms of creation along with the rules that govern it, to analyze the fundamentals of contemporary International and European policy in this area, to consider new alternative licensing and financing systems of intellectual creativity, more user-friendly and suitable for the new culture emerging over the networks.
HUMAN RESOURCES MANAGEMENT AND MASS MEDIA
Mass media management. Branches of the media industries. The characteristics of communications agencies and non-profit organizations and their environment. Objectives and planning for Mass Media. Organization of media structures. Human resource management in communications organizations. Sources of financing for Mass Media. Organization of cultural industries and non-profit services and the value chain. Marketing and promotion of communication agencies. Supply and demand for cultural goods of media. The effects of distant and close environment in the configuration of strategy for communications organizations. Mass media Strategies
FINANCIAL MARKETING AND MEDIA
Introduction to the mass media Finance. The state of ownership of the media. Mass media and public goods. The extent of concentration of media market. Strategies of competitive advantage of communications agencies. Intensification of competition and media market. Strategic alliances of media organizations. The role of advertising and measuring in the mass media market. The role of new technologies in the mass media market. Competition across mass media.
PUBLIC OPINION RESEARCH IN CULTURAL ORGANIZATIONS
In recent decades, both profit and non-profit cultural organizations express an increasingly strong interest in understanding the target audience, as is necessary for their strategic planning, for their communication design, and also for solving specific problems. The categories of target audience, the degree of satisfaction and expectations of the services provided, the trends in terms of preferences, motivation for cultural consumption and the factors affecting it, are some indicative considerations that cultural organizations seek answers in order to meet the needs of their target audience and to survive in an increasingly competitive environment. The seminar course presents the basic categories of public opinion research, the methods used, the way they are designed and the grounds on which they are carried out and the ways it can be used by cultural organizations as a management tool and audience development. In this sense, it has mainly an applied character and includes a series of activities/tasks.
INTRODUCTION TO NEW TECHNOLOGIES
The seminar this course focuses on information and communication technologies with emphasis on those used by the media. They examine the technological evolution, the digital convergence, internet and internet services issues. The terms interactivity, interconnectivity and interoperability are analyzed. The digital technologies of sound and image are demonstrated, since along with the technologies of social networks and Web 2.0 applications, shape the modern communication environment and knowledge at all levels. Through understanding the convergence of digital technologies, computing, telecommunications networks and mass media -all contributing to the development of the “new media”- the term is broken down into three levels of study- devising, uses and structures- and differs from traditional media, print and electronic. Finally, we present the new mobile phone services and tablets-pads. These themes are developed from a technological standpoint, but also address their utilization by the general public, specialized and non.
Social media are of vital importance for journalism. Experts, citizens and journalists use them for the dissemination of news, broadcasting breaking news and collating of information. The seminar course offers an interdisciplinary investigation into fundamental modern developments in the networked, digital media environment, aiming at understanding the role, potential and impact of social media. Participants will also learn how to create and maintain a professional profile on social media, including Facebook, Twitter, Google+, Tumblr, LinkedIn, YouTube, Instagram, etc. Finally, they will learn to use social media to improve their reportage, increase their penetration to the public and monitor their social impact.
TEXT AND SOUND
Text formats and audio information used in the production and publishing of content in the New Media and the Internet will be presented. In particular, regarding the use of text and hypertext on the web, participants will be familiarized with applications and production systems, web hosting and navigation, as well as portals and new web design technologies. Regarding the sound, sound technologies and sound configurations in the new media, such as converting analog audio into digital, digitized audio standards and compression formats will be presented. Furthermore, considering the requirements of the new media and the internet, we will examine methods of storage, distribution and sound information management (streaming audio, web-radio, skype etc), as well as applications and software for audio and music production, both in the form of desktop apps, and online applications and cloud services (cloud computing, e.g. soundcloud).
MULTIMEDIA AND VIDEO
Multimedia formats and video (animation) used in the production and publishing of content in the New Media and the Internet will be presented. Specifically, we will look into technologies and the characteristics of the image (still and motion) in the New Media, as well as the advantages and requirements specific to each format. Starting from the reception and digitization, we will examine the case of DVD-Video, standards and compression formats used in production, the Internet and the new media. The current requirements and the corresponding technological developments in storage issues, distribution and content management are presented, and there will be an overview of the current situation (state of the art) at a practical level. We will examine tools and applications for the design, production, management and broadcasting of visual content ( e.g. Photoshop, YouTube, web-TV, upstream). Regarding multimedia, computer graphics production using specific applications and software, as well as the creation of multimedia applications production using specialized software are exemplified.
ALTERNATIVE FORMS OF TOURISM & COMMUNICATION
In this seminar course, which falls under the general category of promotion and tourism promotion, we will examine alternative forms of tourism as a sustainable development factor, and communications strategies for their promotion that contribute to public awareness and the development of a place. Τhe impact of tourism on the natural, social and cultural environment and respectively their effect and particularly the effect of the natural environment on tourism are presented. The objectives are: understanding the interaction and relation between Tourism and the Environment, case studies of alternative tourism and particularly rural and ecotourism, to investigate the role and contribution of public and private tourism stakeholders on the development of alternative forms of tourism for sustainability, the effective use of Information and Communication Technologies and Social Media for the promotion of alternative forms of tourism.
STRATEGIES OF NON-PROFIT CULTURAL ORGANISATIONS
The role and potential of non-profit organizations in the cultural sector: urban, local and regional practices. Strategic planning of non-profit cultural organizations. Communication strategy, marketing and organizational development. Use of social media and new financing tools (crowd funding). National and European networks of cultural non-profit organizations. Good practices of cultural non-profit organizations in Greece and Europe
This seminar course presents a comprehensive account of sponsorship as an integrated communication and funding medium. The main purpose of the course is to help participants acquire comprehensive knowledge in the field of sponsorship. Specifically, the objectives of the course are the following: a) to find out what is a sponsorship through an integrated communication program b) to acquire the skill to select and evaluate opportunities for sponsorships c) to be able to assume responsibility in the design and implementation of the sponsorship policy of a company-sponsor or an administered body. The seminar course will include the following specific topics: Basic concepts of modern sponsorship and operating framework, sponsorship selection, evaluation and effectiveness of a sponsorship program, administered bodies, Sponsorship Agreement.
TEENAGERS AND INTERNET: PSYCHOLOGICAL DIMENSIONS
This course focuses on the use of cyberspace by teenagers and deals with a) the effects of such use in their psychosocial development, b) the transformation of one self and relationships in the context of mediated communication and experience, c) the issue of internet addiction and d) the psychological impact of exposure to violent media images and preoccupation with traditional and electronic games.
MANAGEMENT AND ORGANIZATION OF AUDIOVISUAL AND FILM ARCHIVES
This seminar course presents the history and role of audiovisual archives and film libraries in modern society as key pillars for the preservation and dissemination of audiovisual cultural heritage. The reasons and circumstances that led to the creation of these entities will be presented. The role and the structure of these entities will be analyzed in relation to the work performed, both in terms of protection of film heritage, and the promotion and enhancement of this wealth. Participants will have the opportunity to learn details of the types and characteristics of archival material, its management from the point it is incorporated into an audiovisual archive until its presentation through digitization programs, so that it becomes accessible to the general public with using new digital technologies. We will also discuss current issues relating to the future of film archives, efforts for the digitization and promotion of cultural heritage, as well as major problems such as file management and intellectual property (copyright) issues.
PROMOTION OF NATIONAL IMAGE
In this course, ways to highlight the comparative advantages of Greece, ways of promoting these abroad and locating the appropriate population groups to which the national image will be targeted are analysed. Methods, communication strategies and strategic solutions to achieve the promotion and projection of the national image will be explored. Furthermore, ways to discover appropriate markets abroad will be examined.