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Interdisciplinary Learning Courses

Visual Digital Culture: memes, stories and viral content

Visual Digital Culture: memes, stories and viral content Visual Digital Culture: memes, stories and viral content
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Interdisciplinary Learning CoursesVisual Digital Culture: memes, stories and viral content

Learning persuasive communication techniques through the creation of memes, stories and fanvids.

In this eminently practical course, we are going to work on different aspects of digital visual culture, such as memes, Instagram stories, fanvids, video games and TikTok videos, among others. Specifically, we are not only going to have fun, but we are going to delve into the analysis of persuasive strategies and latent social and ideological discourses in this type of media works.

Therefore, in this subject we are going to discuss how persuasion can also be related to the emotional engagement of users of the media and of the participatory culture. In this way, we will focus on three fundamental pillars: fandoms, memes and viral culture and emotional engagement strategies in audiovisual narrative and video games.


Learning Objectives


  • Understand the theories and methodologies of narrative discourse analysis, framing analysis and cultural studies.
  • Identify the underlying frames of persuasive speeches and develop a critical view on them.
  • Carry out discursive analysis of digital-interactive communication texts, such as websites, digital memes and video games.
  • Produce persuasive texts according to predetermined communication objectives and the creative application of the theoretical/methodological instruments discussed in class.

Contents of the Subject

Visual Digital Culture: memes, stories and viral content

  • 1. Introduction to the subject. Basic concepts.
  • 2. Persuasion and viral digital content?
  • 3. Framing, storytelling and persuasive speeches.
  • 4. Examples of narrative persuasion in popular media culture.
  • 5. Emotional engagement of viewers.
  • 6. What is participatory culture?
  • 7. Memes and viral content.
  • 8. Instagram Stories.
  • 9. The TikTok video revolution.
  • 10. Fandoms, activism and persuasive speeches.
  • 11. Transformative products within the fandoms.
  • 12. Video games as expressive and persuasive means.
  • 13. Theory of game design and analysis of the language of video games.
  • 14. Persuasive games. Indie games.
  • 15. Design of entertainment experiences in video games.

Professor

María Josefa Establés Professor of Visual Digital Culture: memes, stories and viral content

María Josefa Establés