About this Course
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Flexible deadlines

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Beginner Level

Approx. 12 hours to complete

Suggested: 5 weeks of study, 2-3 hours/week (5 semanas de estudio, 2-3 horas/semana)...


Subtitles: English, Greek, Spanish

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 12 hours to complete

Suggested: 5 weeks of study, 2-3 hours/week (5 semanas de estudio, 2-3 horas/semana)...


Subtitles: English, Greek, Spanish

Syllabus - What you will learn from this course

1 hour to complete

Before we start... / Antes de empezar...

We are thrilled with the materials, videos and presentations we have designed especially for you. Before we begin with the lectures, we would like you to carefully read some basic information about the course and the platform. // Estamos muy contentos con los materiales complementarios, vídeos y presentaciones que hemos diseñado especialmente para vosotros. Antes de empezar con los vídeos, nos gustaría que leyeras atentamente las informaciones básicas sobre el curso y la plataforma.

1 video (Total 3 min), 8 readings
8 readings
Before we start10m
About the course10m
Course syllabus10m
Frequently Asked Questions10m
Antes de empezar10m
Sobre el curso10m
Temario del curso10m
Preguntas frecuentes10m
2 hours to complete


During this first week, you will learn on the cultural context of the Olympic Games before going in depth with their relationship with the media. We will set the context and first history of the Olympic Games to examine then their role in an epoch of profound transformation and intellectual awake. // Durante esta primera semana, aprenderás sobre el contexto cultural de los Juegos Olímpicos antes de profundizar con la relación que tienen con los medios de comunicación. Vamos a establecer el contexto e inicios de los Juegos Olímpicos para examinar después su papel en una época de profunda transformación y despertar intelectual.

13 videos (Total 76 min), 1 quiz
13 videos
L1.2. Introduction: the Olympics and the media6m
L1.3. What are the Olympic Games?7m
L1.4. Constituents and Governance6m
L1.5. The Olympic Charter and the Media5m
L1.6. Pierre de Coubertin9m
L1.7. On the precedents of the modern Olympic Games4m
L1.8. The first Olympic Congress5m
L1.9. The Zeitgeist of the modern Olympic Games7m
L1.10. The Olympics, sport and the transformation of society7m
L1.11. The Ancient Olympics14m
Short talk with Alan Abrahamson /Charla con Alan Abrahamson1m
L1.12. Next week52s
1 practice exercise
Introduction to media and the culture of the Olympics / Introducción a los medios de comunicación y la cultura de los Juegos Olímpicos40m
2 hours to complete


Welcome to this new week! This week, we are going to explore in greater depth the subject of the media and the Olympic Games. You will learn about the media environment, its importance in current societies, the language of television and the historical relations of media and the Olympic Games. // ¡Bienvenidos a esta nueva semana! Esta semana vamos a explorar en mayor profundidad la relación de los medios de comunicación y los Juegos Olímpicos. Aprenderéis sobre el entorno de los medios de comunicación, su importancia en las sociedades actuales, el lenguaje de la televisión y las relaciones históricas de los Juegos Olímpicos y los medios de comunicación.

11 videos (Total 90 min), 1 quiz
11 videos
L2.2. The Olympic Games System6m
L2.3. Audiovisual and postmodernity19m
L2.4. Communication and the Games: chronology5m
L2.5. The Media's in the boost of the modern Olympism (1894-1932)6m
L2.6. Television and media internationalisation of the Olympics (1936-1960)8m
L2.7. The global Olympic Games (1964-1992)7m
L2.8. Internet, the social Web and the commercialisation of the Olympic Games (1996-2012)7m
L2.9. Introduction to the language of television10m
Talk with Alan Abrahamson (2) / Charla con Alan Abrahamson (2)14m
L2.10. Next week1m
1 practice exercise
The Olympic Games and Media / Los Juegos Olímpicos y los medios de comunicación40m
3 hours to complete


The course is reaching its meridian! We hope that the first two introductory weeks to the Olympics, and the media and their interrelation has been interesting for you. During this week you are going to learn about media activity during the event: the TV production, scheduling, media services in the Olympic Games, how heroes are constructed by media, and also about one of the most symbolic elements of the event: the Olympic ceremonies. // ¡Ya estamos llegando a la mitad del curso! Esperamos que las dos primeras semanas de introducción a los Juegos Olímpicos y su relación con los medios de comunicación os hayan parecido interesantes. Durante esta semana vamos a aprender sobre la actividad de los medios de comunicación durante los Juegos Olímpicos: la producción televisiva, la programación, los servicios de los medios, cómo se construyen los héroes olímpicos en los medios de comunicación, y también sobre uno de los elementos más emblemáticos del evento: las ceremonias olímpicas.

12 videos (Total 111 min), 1 quiz
12 videos
L3.2. The television production of the Olympic Games7m
L3.2.1. The working of a television production system6m
L3.2.2. Planning the production8m
L3.3. Programming the Olympics11m
L3.4. The Olympics becoming into a storytelling or the construction of the Olympic hero5m
L3.5. Olympic Broadcasting Services and the media during the Olympics12m
L3.6. Symbols and Rituals of the Olympic Games10m
L3.7. The Olympic Ceremonies, structure, protocol and symbols5m
L3.8. The Olympic Ceremonies and the television8m
Talk with Yiannis Exarchos32m
L3.9. Next week56s
1 practice exercise
The media during the Games / Los medios durante los Juegos40m
2 hours to complete

W4. OLYMPIC NEW MEDIA: actors, management and contents

This week we will focus on social media. You will learn on the new and specific rules in this new communication territory, going in-depth into concepts such as crosspolination or engagement, and analyzing how social media are entering and managed in the Olympic media environment. As we will be focusing on social media, please don't miss the contents we are feeding you on the Olympics in our Facebook and Twitter profile! // Esta semana nos centraremos en las redes sociales. Aprenderéis sobre las nuevas y específicas reglas que existen en este nuevo ámbito de comunicación, y profundizaremos en conceptos como crosspolination o engagement, y analizaremos cómo las redes sociales se están integrando y cómo son gestionadas en el entorno olímpico. Como estaremos centrándonos en los medios sociales, no olvidéis los contenidos que os estamos proporcionando sobre los Juegos Olímpicos en nuestro Facebook y Twitter.

11 videos (Total 76 min), 1 quiz
11 videos
L4.2. The DNA of the Internet and the Web11m
L4.3. The Nature of the Communication on Social Networking Websites9m
L4.4. Great Processes behind the Communication on Social Networks7m
L4.5. The Social Media and the Olympic Games8m
L4.6. Engagement, cross-pollination and the communication logics on Social Networking Websites9m
L4.7. IOC Social Media Rules6m
L4.8. The Olympic Family and the Social Media during the Olympic Games6m
L4.9. Facebook participation and contents during the Olympics8m
L4.10. Towards a new communication and management model on social networks6m
L4.11. Next week48s
1 practice exercise
Olympic new media: actors, management and contents / Nuevos medios olímpicos: actors y gestión de contenidos40m
1 hour to complete


We are entering into the last week of the course: a final effort for this learning opportunity on the Olympics and their interaction with media. This week we will focus on Olympic marketing, sponsorship and how TV rights are managed. We will be learning on how the Olympic brand is managed. // Comenzamos la última semana del curso: un último esfuerzo para seguir aprendiendo sobre los Juegos Olímpicos y su relación con los medios de comunicación. Esta semana nos centraremos en el marketing olímpico, el patrocinio y en cómo se gestionan los derechos de televisión. Aprenderemos sobre cómo se gestiona la marca olímpica.

6 videos (Total 38 min), 1 quiz
6 videos
L5.2. The Olympic Games TV Rights: an introductory historical approach12m
L5.3. The Olympic Brand4m
L5.4. The TOP Sponsorship programs of the Olympics7m
Talk with Daniela Negreda, IOC10m
L5.5. Gratitude1m
1 practice exercise
Sponsorship and TV rights management of the Olympics / Patrocinio y gestión de los derechos televisivos de los Juegos Olímpicos40m



Emilio Fernández Peña

Professor Titular
Department of Audiovisual Communication

About Universitat Autònoma de Barcelona

The Universitat Autònoma de Barcelona (UAB) is a public university located in the metropolitan area of Barcelona. International in its outlook, it is fully consolidated within its local surroundings, and offers quality education in close association with research activity, the transfer of scientific, technological, cultural and educational knowledge, the promotion of its human potential and the responsible management of available resources. The UAB currently offers 81 degrees, 130 official Master Programmes and 183 UAB-specific Masters Degrees. In addition, it offers 174 lifelong learning programmes and 65 PhD Programmes, 27 of which have been distinguished through Quality Awards. The UAB has a total of over 3,500 teaching and research staff, over 2,000 administrative staff and over 40,000 students....

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