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Presentation
Presentation
This course offers a practical and applied approach to the production of digital media content, preparing students to design and implement creative solutions in real communication contexts. Throughout the semester, topics such as branding and digital identity, writing for digital media, storytelling, product photography and video, creation and post-production tools, accessible communication, and ethics and responsibility in the use of data and artificial intelligence will be explored. Based on a hands-on project — the digital revitalization of a local brand — students analyze the brand’s existing presence, define improvement strategies, and produce new content (website, social media, images, video, and text), integrating them into a coherent and accessible digital ecosystem. The methodology is centered on project-based work, intermediate critiques, and case analysis, encouraging participation, experimentation, and the identification of best practices.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULP1652-24197
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Digital media and contemporary communication Fundamentals of content production for digital media Writing for digital media Storytelling Tools/software for creating digital content User experience principles Gamification: strategies and applications Ethics and responsibility in digital content production Principles of accessible digital communication
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Objectives
Objectives
By the end of the course, students should be able to: Understand the principles of digital media and their strategic role in contemporary communication. Produce written, visual, and multimedia content for different digital platforms in a creative, effective, and audience-adapted manner. Apply creative and persuasive writing techniques across multiple digital formats (copy, microcopy, storytelling, visual narratives). Integrate basic principles of graphic design and visual identity into the creation of attractive and consistent digital content. Use image, video, and audio editing tools and software, ensuring high technical and narrative quality standards. Respect and apply ethical and legal principles in the production, distribution, and analysis of digital content, including the responsible use of artificial intelligence. Collaborate effectively in teams, managing digital content projects. Evaluate and optimize digital communication strategies.
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Teaching methodologies and assessment
Teaching methodologies and assessment
The course adopts a Project-Based Learning (PBL) approach, centered on the student and oriented toward the practical application of knowledge. Students are challenged to develop the digital revitalization of a local brand, combining theoretical concepts with the effective production of content. This methodology promotes collaboration, autonomy, critical thinking, research, and creativity, encouraging informed decision-making. The process ensures an active and meaningful learning experience, preparing students to face the professional challenges of contemporary digital communication.
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References
References
Griffey, J. V. (2025). Digital media production for beginners. Routledge/Taylor & Francis Group. Gitner, S., & Kennedy, T. R. (2023). Multimedia storytelling for digital communicators in a multiplatform world (Second edition). Routledge, Taylor & Francis Group. Kuehn, S. A., & Lingwall, J. A. (2018). The basics of media writing: A strategy-based approach. SAGE | CQ Press. Lewis, R., & Luciana, J. (2020). Digital media foundations: An introduction for artists and designers. Routledge.¿ Musburger, R. B. (com Kindem, G. A.). (2009). Introduction to media production: The path to digital media production (4th ed). Focal Press. Pizzo, A., Lombardo, V., & Damiano, R. (2024). Interactive storytelling: A cross-media approach to writing, producing and editing with AI. Routledge. Vaidya, S. (2025). Think Like the Minimalist: Master the Art and Science of CreatingThought-Provoking Design. Penguin Business.
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Office Hours
Office Hours
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Mobility
Mobility
No
