TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.46P77-96
Ana-María Pérez-Escoda, A. Iglesias-Rodríguez, Lady Meléndez-Rodríguez, Viviana Berrocal-Carvajal
{"title":"Competencia digital docente para la reducción de la brecha digital: Estudio comparativo de España y Costa Rica","authors":"Ana-María Pérez-Escoda, A. Iglesias-Rodríguez, Lady Meléndez-Rodríguez, Viviana Berrocal-Carvajal","doi":"10.51698/TRIPODOS.2020.46P77-96","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.46P77-96","url":null,"abstract":"La inmersion de la sociedad en la era digital ha provocado transformaciones irrefrenables como la conectividad continua, el big data o la inteligencia artificial, que implican una mediatizacion tecnologica de todas las interacciones humanas y que requiere una formacion en competencias especificas. El objetivo principal del estudio se centro en realizar un analisis comparativo internacional en dos paises con contextos diferentes: Espana y Costa Rica, para demostrar que la globalizacion de las TIC y la conectividad han hecho que el profesorado sea piedra angular en el desarrollo de competencias digitales como garantia para la reduccion de las brechas digitales por uso y no por acceso. Con una metodologia cuantitativa de caracter descriptivo correlacional se analizaron cinco constructos de estudio en una muestra de 126 docentes procedentes de ambos paises. Los resultados evidencian que pese a las diferencias politicas, sociales y educativas de cada pais la percepcion de los docentes no es tan diferente. La conclusion principal es que los docentes en ambos paises se sienten seguros de sus capacidades digitales, estan motivados, entienden que el sistema educativo no responde a las necesidades actuales y ven necesaria una inclusion curricular especifica de la materia. Teacher’s Digital Competence for Reducing Digital Divide: Comparative Study Between Spain and Costa Rica The immersion of society in the digital age has caused unstoppable transformations such as continuous connectivity, big data or artificial intelligence, which imply a technological mediation in all human interactions and which require training in specific skills. The main objective of the study focuses on conducting an international comparative analysis between two countries within different contexts, Spain and Costa Rica, to demonstrate that the globalization of ICT and connectivity have made teachers a cornerstone in the development of digital skills as they are a guarantee for the reduction of the digital gap in the use and not in the access. Using a quantitative methodology of descriptive-correlational character, five study constructs were analyzed in a sample of 126 teachers from both countries. The results show that despite the political, social and educational differences in each country, the perception of teachers is not so different. The main conclusion is that teachers in both countries feel confident in their digital skills, are motivated, understand that the educational system does not respond to current needs, and they feel that a specific curricular inclusion of the subject is needed in formal education. Palabras clave: competencia digital, brecha digital, profesorado, TIC, formacion, educacion. Key words: digital competence, digital divide, teachers, ICT, training, education.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49056752","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2019.44P169-186
Daniel Casals i Martorell
{"title":"El ‘Full de la Cultura’ (1982-1983), de la ‘Hoja del Lunes’ de Barcelona, i els continguts sobre la llengua catalana","authors":"Daniel Casals i Martorell","doi":"10.51698/TRIPODOS.2019.44P169-186","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2019.44P169-186","url":null,"abstract":"catalaL’objectiu del present article es donar a coneixer el Full de la Cultura i analitzar els textos sobre la llengua catalana que l’esmentat suplement cultural de la Hoja del Lunes de Barcelona va fer publics. Els resultats de la investigacio evidencien que el Full de la Cultura es va posar en marxa arran de l’arribada del periodista Josep Maria Cadena a la direccio del setmanari, va sortir entre el 7 de juny de 1982 i el 21 de febrer de 1983, i va ser elaborat per periodistes i escriptors sensibles a l’us del catala. Va afegir-se, aixi, a les publicacions que, durant la Transicio, estaven escrites en aquest idioma, en aquest cas amb l’objectiu de difondre continguts culturals d’actualitat, sobre literatura, dramaturgia, musica, arts plastiques, filosofia i llengua. Aixi, el Full de la Cultura va continuar la tradicio de la premsa de Catalunya a l’hora de dedicar espais a parlar de diferents aspectes de la llengua catalana com a contingut d’interes social: l’autoritat i el corpus normatius, la situacio a l’ensenyament i als mitjans de comunicacio, el model d’estandard mes adequat per a l’epoca, la correccio linguistica, trobades academiques de prestigi, la sociolinguistica i novetats bibliografiques. EnglishThe objective of this paper is to raise awareness of the Full de la Cultura and analyze the texts about Catalan language made public by this cultural supplement to Barcelona’s Hoja del Lunes. The results of the research show that the Full de la Cultura was launched with the appointment of the journalist Josep Maria Cadena as the director of the weekly magazine, which was published between June 7, 1982 and February 21, 1983. It was produced by journalists and writers who were sensitive to the use of Catalan. Thus, this weekly became one of the publications during the Transition that were written in this language, with the aim of disseminating current cultural content related to literature, drama, music, visual arts, philosophy and language. In this sense, the Full de la Cultura continued the Catalan press tradition of devoting space to discussing different aspects of the Catalan language as a type of content of social interest, and addressed such issues as normative authority and standard corpuses, its position in both education and the media, the most appropriate standard model for the time, linguistic correction, prestigious academic conferences, sociolinguistics and bibliographical novelties.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46506000","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.47P67-86
E. D. Blasio, Donatella Selva
{"title":"Affective Governance During the COVID-19 Crisis: Building Leadership, Trust, and Good Citizens","authors":"E. D. Blasio, Donatella Selva","doi":"10.51698/TRIPODOS.2020.47P67-86","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.47P67-86","url":null,"abstract":"Concepts such as emotional governance, affective citizenship and transformational leadership point at the way governments are addressing the COVID-19 crisis from an emotional perspective. The study takes the Italian and Spanish leaders as case studies, analysing TV speeches, press conferences and parliamentary addresses, on the one hand, and Facebook posts, on the other hand. The results show that the two cases adopt different emotional repertoires, depending on the historical and cultural leanings but also on the style of leadership they embrace. This style reverberates in the relationship they seek to build with citizens to stimulate compliance with their decisions and in the use of Facebook to promote positive messages and counter the spreading of misinformation. The article also shows how affective governance and style of leadership contribute to the normative definition of good and deviant citizens in critical historical junctures. In particular, the diffusion of fake news (and not just their manufacturing) is depicted as anti-patriotic and non-civic. We argue that the crisis has catalysed processes and trends that were already at play, while at the same time defining a new trait of leadership in the ability to promote cross-generational solidarity and sense of belonging beyond national boundaries. Keywords: citizenship, communication, emotions, governance, leadership, solidarity.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43735872","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.47P105-122
Pavel Sidorenko-Bautista, José María Herranz de la Casa, Juan Ignacio Cantero de Julián
{"title":"Use of New Narratives for COVID-19 Reporting: From 360º Videos to Ephemeral TikTok Videos in Online Media","authors":"Pavel Sidorenko-Bautista, José María Herranz de la Casa, Juan Ignacio Cantero de Julián","doi":"10.51698/TRIPODOS.2020.47P105-122","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.47P105-122","url":null,"abstract":"The disruptive evolution of technology has impacted on all aspects of communication. Consequently, various alternatives are being developed for storytelling, delivering messages, and connecting to people. The evolution of social media and multimedia technologies is evident. Since 2014, we have witnessed changes both in the concept of immersion over the 360o format and virtual reality. Such changes aim at much closer proximity between user and content, strengthening possible empathic bonds. Even so, emerging audiences, especially Generation Z, spend time in digital environments that do not support this type of content. As a consequence, their interactions and multimedia behavior focus on vertical, ephemeral content, rendering TikTok as an innovative alternative with a significant growth trend. This study proposes a review of media outlets and journalists’ work reporting on the COVID-19 pandemic using 360o multimedia narratives and TikTok. Research shows evidence of the limited use of the immersive multimedia format and the increase of productions in the ephemeral vertical format of TikTok —whose audience reach has grown significantly. Keywords: COVID-19, 360 video, ephemeral video, journalism, Generation Z.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41675466","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.47P47-68
Arturo Luque, Francesco Maniglio, Fernando Casado, J. García-Guerrero
{"title":"Transmedia Context and Twitter As Conditioning the Ecuadorian Government’s Action. The Case of the “Guayaquil Emergency” During the COVID-19 Pandemic","authors":"Arturo Luque, Francesco Maniglio, Fernando Casado, J. García-Guerrero","doi":"10.51698/TRIPODOS.2020.47P47-68","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.47P47-68","url":null,"abstract":"Communication ecosystems have multiplexed and increased their capacity to act, distort, and fight. COVID-19 pandemic and the response of the Ecuadorian Government to it are clear examples of the power of media to erode, to influence, and also to produce fake news. In this context, Twitter has become more than just a social platform, as it helped spread catastrophic pictures of the country, especially of Guayaquil. This article analyzes the tweets posted by the main domestic and global media and by the Ecuadorian government accounts since the outbreak of the pandemic in Ecuador, as well as the interrelations among them and their polarity score. The aim is to show how the government changed its action plan by focusing on exogenous elements that had been excluded from its (pre)established strategy, which consisted in neglecting and deliberately minimizing a situation that turned out to be more serious than officially deemed and that was exposed by unofficial global media. Keywords: Twitter, social network, mass media, impact, COVID-19, Ecuador.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45810070","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.47P171-186
M. Lobo
{"title":"EU Political Agenda of COVID-19 Crisis: Mechanisms and Financial Instruments to Mitigate the Economic Effects of the Pandemic in Newspapers ‘El País’ and ‘El Mundo’","authors":"M. Lobo","doi":"10.51698/TRIPODOS.2020.47P171-186","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.47P171-186","url":null,"abstract":"With approximately one fifth of the world population in blockade, the COVID-19 has radically changed individuals’ way of life. The virus has infected million people and more than 200 countries (Worldometer’s COVID-19 data). But the effects of the virus go far beyond its biological capacity to cause disease. Beginning in the city of Wuhan, China, it rapidly spread across national borders, and has drawn attention to the porous and interconnected world in which we live. The economic results from the lockdown measures put the question of the European Union project. This article intends to analyse how the press in Spain, one of the Eurozone countries most affected by COVID-19, reflected the decisions of the EU (mechanisms and financial instruments) to mitigate the economic effects. The corpus of analysis includes articles published by the newspapers ‘El Pais’ and ‘El Mundo’. The analytic period starts on March 1 and ends on April 24, the day after the European Council approved the Economic Recovery Fund. The results show that the published news reflects the recommendations and decisions of the EU institutions, framing the mechanisms and financial instruments into coordinated Economic Strategy from EU, so essential to the economic recovery of Member States. Keywords: European Union, COVID-19, political agenda, Spanish newspaper, content analysis.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43895891","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2019.45P89-110
María Pilar Paricio, Teresa Bruno-Carlos, Hugo Aznar
{"title":"Modelos bidireccionales de relaciones públicas y comunicación municipal. Análisis de los portales de transparencia y participación ciudadana en los ayuntamientos de más de 10.000 habitantes de la Comunidad Valenciana","authors":"María Pilar Paricio, Teresa Bruno-Carlos, Hugo Aznar","doi":"10.51698/TRIPODOS.2019.45P89-110","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2019.45P89-110","url":null,"abstract":"La informacion y la comunicacion de las instituciones publicas es un deber hacia la ciudadania y un derecho de la misma. Las legislaciones sobre transparencia y participacion han propiciado la creacion de portales que deben ser herramientas clave en el desarrollo de modelos de relaciones publicas bidireccionales que faciliten la participacion ciudadana. La investigacion analiza los portales de transparencia y participacion de los ayuntamientos de la Comunidad Valenciana con objeto de comprobar si potencian el dialogo y la participacion. Se realiza un analisis de contenido categorial siguiendo la metodologia del Mapa Infoparticipa, estableciendo variables de analisis y categorias focalizados en los indicadores relacionados con la bidireccionalidad en transparencia y participacion. Se observa un cumplimiento bajo tanto en indicadores unidireccionales (67% suspenden) como bidireccionales (56% suspenden). Se concluye una convivencia de modelos unidireccionales y bidireccionales de relaciones publicas en los ayuntamientos valencianos respecto a la transparencia y participacion ciudadana. El tamano del municipio afecta al cumplimiento de indicadores tanto unidireccionales como bidireccionales. En relacion a los bidireccionales, el fomento de la participacion es superior al de la trasparencia en los municipios de mayor tamano, lo que podria relacionarse con una mayor presencia de modelos bidireccionales. Bidirectional Models of Public Relations and Municipal Communication. Analysis of the Portals of Transparency and Citizen Participation in the Municipalities of More Than 10,000 Inhabitants of the Valencian Community Information and communication from public institutions is a duty towards citizenship and also a citizenship right. Legislation on transparency and participation has led to the creation of portals that should be key tools in the development of bidirectional public relations models that facilitate citizens’ participation. The research analyzes the portals of transparency and participation of the city councils of the Valencian Community in order to probe whether they enhance dialogue and participation. An analysis of categorical content is carried out following the methodology of Mapa Infoparticipa, establishing variables of analysis and categories focused on the indicators related to bidirectionality in transparency and citizens’ participation. Compliance is observed under both unidirectional (67% fail to comply) and bidirectional (56% fail to comply) indicators. We conclude that there is a coexistence between unidirectional and bidirectional models of public relations in the Valencian city councils, and transparency and citizen participation. The size of the municipality affects the compliance of both unidirectional and bidirectional indicators. With regard to bidirectional indicators, the promotion of participation is higher than that of transparency in larger municipalities, which could be related to a greater presenc","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46896720","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.49P71-87
Álvar Peris Blanes, J. Pérez-Sánchez
{"title":"Polarization and Spectacle in the Spanish Political Talk Show ‘La Sexta Noche’ During the 2019 European Elections","authors":"Álvar Peris Blanes, J. Pérez-Sánchez","doi":"10.51698/TRIPODOS.2020.49P71-87","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.49P71-87","url":null,"abstract":"This article analyses how in the main political talk show on television in Spain, La Sexta Noche, the main themes of the European agenda were silenced or conditioned by the themes of the national, regional and local agenda during the last European elections. The media debate was oriented towards an analysis of the results of national elections and the campaign for regional and local elections that allowed for a greater spectacle, thanks to the shock effect of such polarized ideologies and the trivialization of national politics. This research has studied all the shows of the programme broadcast as of the national elections on 28th April 2019 up until the European elections held on 26th May 2019, analysing the main topics covered and the kind and tone of discourses made. Due to the fact that controversial political issues are preferred to more relevant ones in order to generate a spectacle and bigger audiences, the results indicate that the political talk show analysed contributes to the trivialization of debates and the impoverishment of public space, aided by formal elements inherent in the infotainment genre.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44164203","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2020.47P135-154
D. M. Uluçay, Gizem Melek, Deniz Özyurda-Ergen
{"title":"Public Perception of Data Visuals in Media Coverage During COVID-19 Pandemic: The Risk Perception Model Revisited","authors":"D. M. Uluçay, Gizem Melek, Deniz Özyurda-Ergen","doi":"10.51698/TRIPODOS.2020.47P135-154","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2020.47P135-154","url":null,"abstract":"The aim of this research is to examine the role that data visuals in media coverage play on the risk perception of the public in times of a pandemic. The article reports findings from an online survey of 191 adults regarding the trajectory of the risk perception model during COVID-19 pandemic in Turkey. We focused on eight statements clustered into three groups as indicators of the risk perception when the public came across with the data visuals: (1) the level of anxiety, fear and panic arousals, (2) the level of lacking credibility and trust and (3) the level of impression regarding fatality, irreversible effects and catastrophic consequences. For the survey, we selected 24 data visuals, which attracted the most interaction from Facebook and Twitter accounts of the seven most popular news outlets. We asked respondents to score eight items for each 24 data visuals of COVID-19 news reports. The results suggest that the respondents find the data presented in visuals credible and trustworthy and they agree that the visuals depict risk elements in many cases. Implications of the low and high levels of risk perception regarding data visuals on media for the risk communication theory are discussed. Keywords: COVID-19, pandemic, risk perception, data visuals, survey.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44175378","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}
TripodosPub Date : 2021-02-05DOI: 10.51698/TRIPODOS.2019.44P63-81
Cande Sánchez Olmos, J. Saavedra, T. H. Marí
{"title":"‘Brand Placement’ en los videoclips del Billboard Hot 100: ¿integración o imposición de marcas?","authors":"Cande Sánchez Olmos, J. Saavedra, T. H. Marí","doi":"10.51698/TRIPODOS.2019.44P63-81","DOIUrl":"https://doi.org/10.51698/TRIPODOS.2019.44P63-81","url":null,"abstract":"espanolEste articulo analiza el brand placement del top 30 de la lista de exitos Billboard Hot 100 de 2016. Para ello se proponen los siguientes objetivos especificos: conocer que artistas, marcas y productos aparecen en los hits internacionales; observar el tiempo que ocupan las marcas en los videoclips y analizar si las marcas se integran o se imponen forzando la narrativa del videoclip. La metodologia —que combina tecnicas cualitativas y tecnicas cuantitativas— se inicia con un analisis de contenido que pretende medir la frecuencia y el modo en que las marcas son integradas en los videoclips. En segundo lugar, se aplica un analisis cualitativo con perspectiva semiotica para observar la integracion de las marcas en el discurso audiovisual. La muestra se centra en la lista de exitos Billboard, la mas importante de la industria de la musica a escala internacional en 2016, un ano que destaca por la recuperacion del sector discografico. Los resultados apuntan que el videoclip se convierte en un soporte promocional de especial interes para las marcas y permiten confirmar que la presencia de las marcas varia desde un emplazamiento impuesto a una integracion sutil, pero perfectamente reconocibles por la audiencia. EnglishThis paper analyses brand placement in the top 30 music videos on the Billboard Hot 100 chart in 2016. To that end, three specific objectives are proposed. First, the paper will identify the artists, brands and products that appear in these international hits. Second, the paper will focus on the duration of time occupied by the brands in the music videos. Finally, the article will examine whether the brands have been integrated into or, on the contrary, imposed on and forced into the narrative of the music video. The methodology, which combines qualitative and quantitative techniques, begins with a content analysis intended to measure the frequency and way in which the brands are integrated into the music videos. Then a qualitative analysis will be carried out from a semiotic perspective in order to discern the degree of integration or imposition of brands in the audiovisual discourse of the music video. The sample is drawn from the Billboard Hot 100 chart, which was the most important list in the international music industry in 2016, a year that stands out because of the recovery of the record industry. The results indicate that music videos have become an advertising format of special interest to brands and confirm that the presence of brands ranges from imposed placement to subtle integration, but that they are perfectly recognisable to the audience in either case.","PeriodicalId":44263,"journal":{"name":"Tripodos","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44409317","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}