Code Competence Average Deviation P8 Adjust the quantity and quality of sound, light and colour during the production process 2.65 1.25 P15 Recreate the sound environment of audiovisual or multimedia productions according to the text’s intent and narrative 2.67 1.17 P21 Use animation techniques and special effects 2.75 1.34 D4 Knowledge of the history, evolution and social relevance of photography, cinema, radio, television and the Internet 2.81 0.94 P4 Analyse the structures, contents and styles of television and radio programming 2.85 1.30 D1 Knowledge of the historical evolution, processes, 2.94 1.16
results-based project, without losing autonomy, preserving one’s own identity and values D2 Knowledge of and capacity to software and new digital technologies 4.52 0.82 E11 Capacity for self-criticism and correction of own mistakes 4.52 0.65 A10 Ability to search and manage information in a digital environment 4.50 0.74 E2 Knowledge of how to manage time and organise 4.48 0.68 E7 Ability to make decisions in situations of uncertainty, assuming risks and responsibilities 4.44 0.68 Source: Authors’ own creation
D2 Knowledge of and capacity to apply software and new digital technologies 4.52 0.82 5 D3 Knowledge of and capacity to apply resources, methods and procedures to create and analyse audiovisual narratives 3.69 1.11 4 D4 Knowledge of the history, evolution and social relevance of photography, cinema, television and the Internet 2.81 0.94 3 D5 Evaluate the corporate state of an organisation and know and design communication strategies 4.15 0.95 5 D6 Knowledge of the organisational structures and capacity to apply techniques, processes and phases of 3.58 1.25 4
audiovisual production and dissemination D7 Learn about the economic and social aspects of advertising and public relations companies: labour relations, legal, fiscal aspects, financing, market. 3.29 1.09 3 D8 Capacity to apply properly native languages and the English language to the sector 4.38 0.67 5 D9 Knowledge of the ethics, professional deontology and legal framework of the sector 3.69 1.13 4 D10 Knowledge of the structure of advertising media: characteristics, typologies and problems 3.33 1.02 3 D11 Knowledge of the sector’s research and analysis methods and techniques 3.83 1.04 5
D12 Knowledge of the functioning of a communication department, its direction and management of knowledge and intangible assets 4.17 0.86 5 D13 Knowledge of the evolution and social impact of contemporary ICT 3.90 1.04 4 D14 Knowledge of the media’s structure and main platforms and formats 3.77 1.06 5 D15 Knowledge of the theories of advertising, public relations and corporate communication 3.23 1.15 3 D16 Knowledge of the methods of creative thinking (schools, methods and techniques), processes and their analysis 3.06 1.12 4 D17 Knowledge of the historical, political, economic, 3.27 1.18 3
cultural and aesthetic parameters of societies and their influence in communication D18 Knowledge of marketing processes and specific techniques: positioning, segmentation and efficiency analysis and measurement 4.08 1.09 5 D19 Learn about advertising processes, organizational structure, the operation and management of enterprise communication. 3.63 1.06 4 Source: Authors’ own creation 4.4. Professional competencies As we have seen, the set of professional competencies includes both the best and the worst valued of all the competencies of the questionnaire. The most valued competence was “learn autonomously and adapt to changes”, with an average score of 4.73 points on the Likert scale and a very low standard deviation of 0.57 points. The set of the 10 most valued competencies of all the questionnaire does not include any other professional competence. On the other hand, there are five professional competencies among the 10 lowest valued competencies. These competencies are technical and/or linked to the phases of audiovisual production (Adjust the quantity and quality of sound, light and colour during the production process; Recreate the sound environment of audiovisual or multimedia productions according to the text’s intent and narrative; Use animation techniques and special effects; Analyse the structures, contents and styles of television and radio programming; and Create and direct the full staging of audiovisual productions). All of these competencies received average scores below 3 points, i.e., they are usually considered as “Not Important” or “Slightly Important”.
R Ventura, C Roca-Cuberes, A Corral-Rodríguez (2018): “Interactive Digital Communication: assessment of professionals, teachers and students in the area of communication on academic competences and professional profiles”. Revista Latina de Comunicación Social, 73, pp. 331 to 351. DOI: Article received on 30 September 2017. Accepted on 3 February. Published on 12 February 2018.