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Dades generals

Curs acadèmic:
Reflexionar sobre com els mitjans de comunicació creen i construeixen la idea de ciutat i com això influeix en el nostre treball com a professionals a l’hora de produir una campanya turística.
Crèdits ECTS:


Grup 4T

Idioma de les classes:
Anglès (100%)


  • CG.7. Avaluar la pròpia activitat i el propi aprenentatge i elaborar estratègies per millorar-los.
  • CE.1. Contrastar les estructures i els processos informatius i comunicatius, així com les principals corrents i teories de la comunicació de masses.
  • CE.2. Gestionar estratègicament la comunicació.


1. Introduction to ‘The Media city’

2. The media construction of a place

3. Does the media reflect reality or create reality?

4. Modern Media Representations

5. Place identity and urban space


Tipus d’activitat Hores amb professor Hores sense professor Hores virtuals amb professor Total
Exposició dels estudiants 3,00 6,00 0 9,00
Lectura / comentari de textos 0 6,00 0 6,00
Resolució d'exercicis 3,00 6,00 0 9,00
Sessió participativa 6,00 0 0 6,00
Treball en equip 3,00 30,00 0 33,00
Tutories de grup 6,00 6,00 0 12,00
Total 21,00 54,00 0 75


  • Anholt, S. (2010). Places: Identity, Image and Reputation (Intro pp. 1-8). Palgrave Macmillan.
  • Anholt, S. (2010). Places: Identity, Image and Reputation (Ch. 1, pp. 9-19). Palgrave Macmillan.
  • Demsar, F.; Boh, T. & Juznic, P. (2013). Do media reflect reality? A quantitative study. International Journal of Innovation and Learning, 13(2), 140-152
  • Leetaru, K. (2016). Does Social Media Actually Reflect Reality?. Forbes,, . Recuperat , a
  • Govers, R. (2018). Imaginative Communities: Admires cities, regions and countries. Reputo Press.
  • McQuire, S. (2016). Geomedia, networked cities and the politics of urban space. John Wiley.
  • McQuire, S. (2008). The Media City: Media, Architecture and Urban Space. SAGE Publications.

Avaluació i qualificació

Activitats d'avaluació:

Descripció de l'activitat Avaluació de l'activitat % Recuperable
Reflexion Exercise 1 – Written reflection Analysis, interpretation, research and critical thinking 15 No
Reflexion Exercise 2 – Briefing Analysis, interpretation, research and critical thinking 15 No
Group project - video Analysis, teamworking skills, problem solving, research, critical thinking and decision making 45
Final presentation Attractive visualization, oral expression, verbal and non-verbal communication, engagement, critical thinking 25 No


Reflexion Exercises: Analysis, interpretation, research and critical thinking
Group Project: Analysis, teamworking skills, problem solving, research, critical thinking and decision making
Final Presentation: Attractive visualization, oral expression, verbal and non-verbal communication, engagement, critical thinking

Criteris específics de la nota «No Presentat»:
Qualification: it will be the sum of the evaluation activities defined above. A student will be considered ‘Not presented’ if s/he does not participate in assessments 3 and 4.

Avaluació única:
During the first ten days students are able to choose to do a unique final examination. They must send a formal requirement through email to the teacher within this time period as well as a formal requirement to the Faculty’s academic secretary. The unique final examination will be an individual assignment.

Requisits mínims per aprovar:
A minimum grade of 5 must be obtained to pass the subject.


You can arrange a personal tutorial by sending an email to the teacher. She will respond to emails within a maximum of 48 hours on weekdays.

Comunicacio i interacció amb l'estudiantat

A public forum will be open on Moodle where all information related to the subject will be published to make sure all students have the same information. Students are welcome to ask questions as well. This channel will be the ordinary communication channel between the teacher and the students. Email communication is reserved for extraordinary reasons or to arrange tutorials.


It is recommended to previously pass the subject "City Branding" during the first part of the semester.

In this subject we will work around the notion of ‘The Media City’ and the idea of representations of spaces through media. The main objective is to reflect on how the idea of a city is created and constructed by the media, and how this influences our work as advertisers when producing a tourism campaign. There is the potential to do a collaboration with students from RMIT University in Melbourne, Australia. If possible, exchange and active collaboration between students from both universities will be part of the teaching methodology.

Media, city space and urban living are strongly intertwined and with recent technological development, these connections only seem to grow stronger. Based on the notion of ‘The Media City’ (2008) coined by McQuire, we will go beyond the trivial understanding of media as representation of urban space. The city and technology have become so interconnected that one cannot be understood without the other. The convergence of media, which is increasingly mobile, instantaneous and pervasive with urban space, has become a constitutive frame for a distinctive mode of social experience. Rather than treating media as something separate from the city – the medium which ‘represents’ urban phenomena by turning it into an image – McQuire argues that the spatial experience of modern social life emerges through a complex process of co-constitution between architectural structures and urban territories, social practices and media feedback. Thus, the contemporary city can be seen as a ‘media-architecture complex’. Media cannot be understood as separate of the ‘real world’, because it is an integrated part of the social, political, economical and cultural sphere of society. In this regard, distinct instantiations of modern urban space have been articulated with specific media platforms, beginning with photography in the mid-19th century, shifting to cinema in the early 20th century, and more recently to electronic and digital media. Although this is not a linear succession, these broad thresholds are nevertheless useful in articulating key transformations affecting the social production of urban space. In this context, the term media city is designed to foreground the role of media technologies in the dynamics production of contemporary urban space.

Given the practical load of this subject there is continuous evaluation. Therefore, it is essential to attend class regularly. Non-attendance will prevent student’s evaluation. Since the subject is in English, all work must be also in this language. The quality of the work will be evaluated, not the level of the language. However, if the language prevents the teacher from understanding the student’s main arguments, this will impact the final grade.

Assignatures recomanades

  • City Branding

Modificació del disseny

Modificació de les activitats:
In case of lockdown, all classes will be conducted virtually as planned. If the exchange with RMIT University in Melbourne is not possible due to external factors, students will conduct the same research and do the same activities but with an international person living in the Girona region. They will interview him/her in order to understand the uniqueness of Girona for their potential target and develop their tourism campaign accordingly.

Modificació de l'avaluació:
In case of lockdown, all evaluation activities will be conducted virtually as planned. Images will be collected online using Creative Commons Licensed resources.

Tutoria i comunicació:
Tutoring and communication with students will be conducted as defined in the Tutoring and Communication tab in all scenarios.