AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion最新文献

{"title":"La evolución estratégica de la televisión en el diseño de las campañas electorales (2003-2019) en Euskadi","authors":"Marian González-Abrisketa, Andoni Iturbe Tolosa, Julen Orbegozo Terradillos","doi":"10.6035/2174-0992.2020.20.10","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.10","url":null,"abstract":"espanolEl presente articulo de investigacion analiza el papel que otorgan a la television los equipos de comunicacion encargados de disenar una campana electoral en Euskadi. La metodologia consiste en el estudio de caso, tomando como punto de partida las investigaciones realizadas sobre la campana de las elecciones municipales y forales celebradas en Euskadi en 2003 y el analisis del contexto actual mediante encuestas y entrevistas en profundidad a las personas encargadas de disenar las campanas electorales. En el 2003 –fecha tomada como referencia de partida para el cotejo de continuidades y cambios comunicativos–, los dos grandes partidos estatales llevaban por primera vez sus camaras a los mitines para enviar su propia senal gratuita a los canales de television, estrategia que adoptaron el resto de partidos en las siguientes consultas. En 2003 se detectaron tres tendencias generales en el uso de la television por parte de los partidos en los procesos electorales: la potencialidad de controlar la imagen y el discurso politico proyectado, su importante rol para la personalizacion de las personas candidatas y la determinante influencia de la television como medio de comunicacion prioritario en el diseno de la campana. Tras los resultados obtenidos, concluimos que el papel de la television sigue siendo prioritario y fundamental en el diseno de las campanas electorales durante el periodo 2003-2019 en Euskadi. EnglishThis paper analyzes the role of television has been assigned by communication officers responsible for electoral campaign design in the Basque Country. The methodology consists of the case study, which is based on municipal and regional elections held in the Basque Country in 2003. In addition, the article looks at the current context through surveys and in-depth interviews with communications officers in the Electoral campaigns. In 2003, which is a benchmark for the communicative changes and the continuum of communication in Spain, the two large Spanish parties took their cameras to political rallies for the very first time. This would send for free their own television signal to television channels. After that, other political parties pursued the same strategy In 2003, there were three strands of opinion: the use of television by political parties : the potential to control the image and political discourse, and its important role for the personalization of candidates and the decisive influence of television.. In conclusion, the research finds that the role of television remains a priority and fundamental in electoral campaigns design during 2003-2019 in the Basque Country.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"231-254"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45194018","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"En una escala de todo el municipio. Uso de redes sociales en municipios italianos: información e interacción","authors":"Laura Solito, Letizia Materassi","doi":"10.6035/2174-0992.2020.20.7","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.7","url":null,"abstract":"The contribution aims at investigating the role of social media in the Italian local governments in the «maturity models» scenario, between informative and interactive use of digital media. In particular, the paper presents the results of a pilot study on a little sample of Italian municipalities who usually adopt their Facebook profiles to communicate with citizens. Even if many empirical works are devoted to this issue, less attention is paid at the citizens’ needs and expectations in literature. The article has the purpose to provide a better understanding of citizens’ behaviors on institutional Fb’s pages with the wider purpose to explore what «information» and «interaction» mean in the specific relationship citizen- municipal in a digital environment. As findings suggest, the information-based use of social media is necessary to improve citizens’ quality of life and their effective use of public services. Municipalities, exploiting their «proximity», have a pivotal role as «hub of information», through the integration and reconnection of information contents whether self-produced or produced by other stakeholders.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42711131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La comunicación y la crisis sanitaria: un tiempo de cambios acelerados","authors":"José Javier Marzal Felici","doi":"10.6035/2174-0992.2020.20.1","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.1","url":null,"abstract":"Editorial y presentación de los contenidos del número 20.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46369465","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La adaptación de los medios de comunicación al siglo XXI","authors":"J. Pereira","doi":"10.6035/2174-0992.2020.20.17","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.17","url":null,"abstract":"","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":" ","pages":""},"PeriodicalIF":0.8,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43037094","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Volver a transitar las formas fílmicas","authors":"Aarón Rodríguez Serrano","doi":"10.6035/722","DOIUrl":"https://doi.org/10.6035/722","url":null,"abstract":"Resena Formas en transicion: Algunos filmes espanoles del periodo 1973-1986 Castro de Paz, Jose Luis (2019). Santander: Asociacion Shangrila Textos Aparte.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"391-394"},"PeriodicalIF":0.8,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47473744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La pandemia acelera y transforma los procesos de cambio comunicativos","authors":"Francisco Fernández Beltrán","doi":"10.6035/721","DOIUrl":"https://doi.org/10.6035/721","url":null,"abstract":"","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"381-383"},"PeriodicalIF":0.8,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48576347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Tendencias en no ficción interactiva: perspectiva de los productores a través de un estudio Delphi","authors":"J. Vázquez-Herrero","doi":"10.6035/619","DOIUrl":"https://doi.org/10.6035/619","url":null,"abstract":"La influencia de la tecnologia en el nuevo ecosistema mediatico ha causado una redefinicion de las formas de representacion de lo real y la emergencia de otras nuevas adaptadas a las condiciones de los escenarios comunicativos contemporaneos. La no ficcion interactiva y el documental interactivo han sido protagonistas de una decada prospera de experimentacion que ha dejado certezas y retos para afrontar el futuro. El estudio Delphi realizado con creadores, productores y responsables de innovacion y area digital de medios de comunicacion permite identificar las principales tendencias sobre la evolucion de estos formatos. El impacto de las diferentes tecnologias, los aprendizajes tras la exploracion, la contribucion del webdoc a los medios, el modelo de negocio y su rentabilidad, asi como la perspectiva de las audiencias, son aspectos abordados en la investigacion para elaborar una panoramica de un campo cambiante y manifiestamente abierto, hibrido y complejo. Los resultados aportan ideas consensuadas por el grupo de expertos e indican caminos para la sostenibilidad de la produccion. Un mayor conocimiento de las audiencias y la adaptacion a las tecnologias influyentes, principalmente el desarrollo de la Web y el movil, condicionaran el futuro de unas formas de expresion que no son consideradas una moda pasajera. Frente al gran desafio de lograr un modelo de produccion sostenible, la no ficcion interactiva posee interesantes rasgos positivos para la renovacion narrativa, vinculados con la interactividad y la inmersion.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"61-82"},"PeriodicalIF":0.8,"publicationDate":"2020-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44429637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La ausencia del cuerpo y el sujeto político en los webdocumentales de Sharon Daniel","authors":"Diego Zavala","doi":"10.6035/2174-0992.2020.19.15","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.19.15","url":null,"abstract":"El presente articulo es un analisis multimodal de dos documentales web o webdocumentales de la artista americana, Sharon Daniel: Blood Sugar (2010) y Public Secrets (2007). A traves de estas dos piezas, con una materializacion audiovisual e interactiva particular, demostraremos como, a traves de las interacciones de elementos, los documentales son capaces de generar una experiencia inmersiva y emocional, al tiempo que tambien logran presentar una perspectiva politica y de construccion de una comunidad critica sobre los temas de justicia social, encarcelamiento y marginacion. Para evidenciar como los componentes visuales son un elemento primario para el planteamiento estetico y politico de los sitios web, utilizaremos el modelo de analisis multimodal de Luc Pauwels. Al final, mostraremos como el componente plastico y tipografico de la propuesta visual de los documentales, herencia de la tradicion experimental y de documental de arte, logran reducir la obsesion realista del documental politico que usa la entrevista como mecanismo predilecto para recolectar evidencia visible de un testimonio.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"275-290"},"PeriodicalIF":0.8,"publicationDate":"2020-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41967147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Las narrativas expandidas a través del product placement inverso: el caso de las zapatillas NikeMAG","authors":"V. Rodríguez","doi":"10.6035/2174-0992.2020.19.11","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.19.11","url":null,"abstract":"El sector de la publicidad cuenta con una constante evolucion de sus metodos en busca de una relacion mas directa entre la marca y el publico objetivo. Una de las herramientas comunicativas que ha favorecido esa evolucion es el product placement inverso, una forma de emplazamiento de producto que recrea marcas de ficcion en el mundo real. Es una herramienta que apenas cuenta con unas decadas de desarrollo. Sin embargo, se trata de una tecnica inexplorada en el mundo academico y que necesita de una ordenacion teorica. Por esta razon, en esta investigacion se busca estudiar esta practica publicitaria con el objetivo de analizar el tratamiento y posibilidades de comunicacion que es capaz de ofrecer. Para ello, se ha tomado como muestra a uno de sus casos historicos mas relevantes. En concreto, el caso de las zapatillas NikeMAG de Regreso al Futuro 2 (1989). Para su realizacion se ha elaborado un analisis cualitativo de la informacion bibliografica recabada asi como de las declaraciones exclusivas para este articulo de Chris Dukeminier, Global Brand Director de NikeSB. Los resultados obtenidos estructuran los procesos y las relaciones desarrolladas con el publico al materializar estas marcas desde sus narrativas originales. Se trata de una investigacion que reflexiona sobre la concepcion transmedia de este tipo de proyectos tomando como muestra un ejemplo de proyeccion internacional que ilustra el uso de esta herramienta publicitaria de cara al futuro.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"189-210"},"PeriodicalIF":0.8,"publicationDate":"2020-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41365217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Percepción de impacto de Internet y medios sociales en la relación de los puertorriqueños con sus médicos","authors":"Iván de la Cruz Cuebas","doi":"10.6035/2174-0992.2020.19.13","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.19.13","url":null,"abstract":"The objectives of this research were, first, to identify social media sources used by citizens in Puerto Rico for health information search. Secondly, knowing how searching for health issues on the Internet and social media affects the relationship with the doctor. A survey was conducted through the Google Forms platform with 250 participants with pre-coded questions. The questionnaire asked for search of health information on social networks and websites and how they perceived it to have an influence on the relationship with their doctors.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"235-252"},"PeriodicalIF":0.8,"publicationDate":"2020-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47185060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}