Social Media and Platform Cultures

The course explores the impact of social media and digital platforms on promotional communication, identity, and society. Through case studies and critical analysis, students examine the social, economic, and cultural dynamics of platformization. They develop a critical understanding of algorithms, datafication, and influencer economies, while acquiring competences in engaging with digital publics for promotional activities and studying digital cultures for market and social research.

By attending this course, students gain critical and practical competences to undertake promotional strategies and campaigns on social media and digital platforms, to assess data, users and interactions within them, to evaluate their social and cultural significance. These include skills in the criticazl analysis of digital publics, the evaluation of user engagement and algorithmic visibility, the capacity to tap into the different cultures that participate online social environments. These competences prepare students for roles in social media analysis, content creation, strategic communication, market and digital social research.