Summaries: home page for communication and marketing

What is marketing?

• Marketing is the field that focuses on understanding people and connecting their needs to products, services, and ideas.
• It is about creating value, communicating it clearly, and making sure it reaches the right audience.
• Marketing acts as a bridge between organizations and the people they want to serve.

What are the main reasons for being active in the field of marketing?

• Marketing puts you in a position where you actively shape how people perceive products, services, organizations, and ideas.
• You learn how decisions are influenced in real-life situations, from everyday consumer choices to strategic business investments.
• Marketing gives you direct insight into how organizations respond to change, competition, and shifting social or technological trends.
• The field allows you to combine creativity with evidence, turning ideas into actions that can be measured and improved.
• Marketing experience remains relevant across countries and sectors because every organization depends on communication, positioning, and trust.

What skills do you need to participate in marketing?

• To analyse: marketing often appeals to people who enjoy exploring markets, audiences, and behavior through patterns and interpretation.
• To be creative: the field tends to draw those who like shaping ideas, stories, and concepts into meaningful messages.
• To communicate: marketing suits people who enjoy translating insights into clear and engaging communication.
• To be entrepreneurial: the field is often associated with people who are drawn to initiative, experimentation, and opportunity.
• To collaborate: marketing commonly involves working with others across teams, disciplines, and organizational settings.

What motivates people to study or work in marketing?

• Be and feel connected: marketing often attracts people who value understanding others and creating meaningful connections between organizations, products, ideas, and audiences.
• Be and feel involved: the field suits people who like being close to trends, markets, and real-world developments, and who prefer an active role rather than a distant one.

What is international communication?

• International communication focuses on how information, ideas, and messages move across national and cultural boundaries.
• The field examines communication in contexts shaped by different languages, cultures, political systems, and power relations.
• International communication explores how meaning is created, negotiated, and contested in a globally connected world.

What are the main reasons for being active in the field of international communication?

• The field helps explain how communication influences relationships between countries, cultures, and communities.
• International communication provides insight into how global media, technology, and politics shape public discourse.
• The field supports understanding and cooperation in situations marked by cultural diversity and inequality.
• International communication connects theory with real-world challenges such as migration, conflict, and development.
• The discipline remains relevant across sectors where cross-border interaction and global perspectives are essential.

What skills do you need to participate in international communication?

• To communicate: you need to express ideas clearly while adapting to cultural and contextual differences.
• To be empathic: understanding perspectives shaped by different cultural and social backgrounds is essential.
• To analyse: the field requires critical analysis of media, discourse, and power relations.
• To be aware of surroundings: international contexts demand sensitivity to political, cultural, and historical factors.
• To collaborate: international communication often involves working in diverse and multidisciplinary teams.

What motivates people to study or work in international communication?

• Be and feel connected: the field attracts people who value dialogue across borders and cultures.
• Be and feel empathetic: international communication appeals to those interested in understanding diverse lived experiences.
• Be and feel meaningful with a sense of purpose: many are motivated by the role communication plays in social change and global challenges.
• Be and feel self-aware: the field encourages reflection on identity, bias, and perspective.
• Be and feel involved:

Media studies is a dynamic field that delves into the content, history, and effects of various media forms. It examines how media shapes our understanding of the world, influences our culture, and impacts our lives. Here's a breakdown of its key aspects:

What are the main features of media studies?

• Critical Analysis: Media studies encourages critical thinking about media messages, questioning their sources, biases, and underlying ideologies.
• Interdisciplinary Approach: It draws from various disciplines like communication, sociology, psychology, and cultural studies to provide a comprehensive perspective.
• Evolution of Media: Examines how media has evolved throughout history, from print and broadcast to digital and social media.
• Representation and Power: Analyzes how media portrays different groups of people and how power dynamics are reflected in media content.

What are important sub-areas in media studies?

• Film Studies: Explores the history, theory, and aesthetics of filmmaking, analyzing film genres, narrative techniques, and the role of cinema in society.
• Television Studies: Examines the cultural impact of television, analyzing programming, audience reception, and the changing television landscape.
• Digital Media Studies: Focuses on the rise of new media technologies, social media platforms, and their impact on communication, culture, and society.
• Critical Advertising Studies: Analyzes the persuasive techniques used in advertising, its impact on consumer behavior, and the role of advertising in shaping social values.
• Media and Gender Studies: Examines how media portrays gender and how it reinforces or challenges gender stereotypes.

What are key concepts in media studies?

• Representation: How media portrays different groups of people and the power dynamics at play.
• Narrative: The way media constructs stories and shapes our understanding of events.
• Audience: Who consumes media and how their interpretations shape the meaning of media messages.
• Genre: The categorization of media content based on shared conventions and styles (e.g., news, documentary, drama).
• Hegemony: The dominance of a particular ideology or worldview in media.

Who are influential figures in media studies?

• Marshall McLuhan: Coined the phrase "the medium is the message," highlighting the impact of communication technologies on society.
• Stuart Hall: Developed theories of cultural studies, examining how media shapes meaning and identity.
• Noam Chomsky: Pioneered the study of media propaganda and manufacturing consent.
• Donna Haraway: A feminist scholar who critiques the male gaze and gender biases in media representation.
• Judith Butler: A philosopher whose work on performativity explores how identities are constructed through media and social interaction.

Why is media studies important?

• Media Literacy: Equips individuals with the skills to critically analyze media messages, becoming informed consumers of information.
• Understanding Culture: Provides insights into how media shapes our culture, values, and beliefs.
• Empowering Participation: Encourages active participation in the media landscape, fostering media democracy.
• Engaging with the World: Helps us understand the complex role media plays in shaping the world around us.

What are applications of media studies in practice?

• Media Criticism: Developing analytical skills to evaluate news media, advertising, and social media content.
• Media Production: Understanding media production techniques to create more effective and impactful messages.
• Media