{"title":"El paradigma del marketing editorial tras la aparición de los contenidos digitales","authors":"Mercedes López Malina","doi":"10.7263/ADRESIC-016-005","DOIUrl":"https://doi.org/10.7263/ADRESIC-016-005","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"64 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116217487","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}
espanolEste articulo se centra en el perfil del comunicador interno en las universidades de la Comunidad de Madrid. Realiza un estudio descriptivo que incluye dos tipos de items: informacion sobre lo que estos profesionales son e informacion sobre las metodologias, recursos, herramientas y funciones que afirman desempenar. Para sus reflexiones toma como referencia un estudio de investigacion cuantitativo aplicado a 14 responsables de comunicacion interna de universidades del sector publico y privado, que operan en la Comunidad de Madrid. La investigacion, que utiliza una metodologia descriptiva, concluye que la tarea de gestionar la comunicacion interna en las instituciones universitarias es una responsabilidad asumida por parte de las universidades madrilenas y que su gestion va en ascenso respecto a la situacion existente en 2005; la funcion se encuentra en fase de avance, presenta fortalezas aunque tambien, un numero considerable de debilidades, siendo la mayor, la limitacion los recursos presupuestarios. El perfil que lidera esta area es un titulado universitario mayoritariamente periodista, publicista o relaciones publicas. Sin embargo, nos encontramos ante un profesional multitarea ya que, ademas de gestor, se desempena como docente. Por otro lado, es necesario que desde el area de comunicacion interna se ponga el foco en objetivos y proyectos que mejoren el sentido de pertenencia, la calidad educativa y una cultura digital basada en la colaboracion. EnglishThis article focuses on the profile of the internal communicator at the universities of the Community of Madrid. It performs a descriptive study that includes two items: information about what these professionals are and information about the methodologies, resources, tools and functions they claim to carry out. For these reflections, a quantitative research study applied to 14 internal communication officers of public and private universities operating in the Community of Madrid are taken as reference. The research, which uses a descriptive methodology, concludes that the task of managing the internal communication at university institutions is a responsibility assumed by the Madrid universities and that its management is rising compared to the situation in 2005; The function is in stage of development, there are strengths, but also a considerable number of weaknesses, the greater being the limitation in budgetary resources. The profile that leads this area is a university degree mostly related to journalism , publicity or public relations. However, we are faced with a multi-tasking professional since, apart from being a manager, they are also a professor. On the other hand, it is necessary for the internal communication area to focus on objectives and projects that improve the sense of belonging, educational quality and a digital culture based on collaboration.
这篇文章的重点是马德里社区大学内部传播者的概况。它进行描述性研究，包括两种类型的项目:关于这些专业人员是什么的信息，以及关于他们声称执行的方法、资源、工具和功能的信息。本研究的目的是通过对马德里社区公立和私立大学的14名内部沟通经理的定量研究来反思这一问题。该研究使用描述性方法得出结论，管理大学机构内部沟通的任务是马德里大学承担的责任，与2005年的情况相比，其管理正在上升;该功能正在推进中，有优势，但也有相当多的弱点，最大的是预算资源有限。这一领域的主要人物是大学毕业生，主要是记者、公关人员或公关人员。然而，我们面对的是一个多任务的专业人士，因为除了管理者，他还扮演着教师的角色。另一方面，在内部沟通领域，有必要将重点放在目标和项目上，以提高归属感、教育质量和基于协作的数字文化。这篇文章的重点是马德里社区大学内部传播者的概况。它进行了一项描述性研究，其中包括两个项目:关于这些专业人员的信息和关于他们声称要执行的方法、资源、工具和功能的信息。关于这些考虑，我们参考了一项适用于马德里社区14所公立和私立大学内部传播官员的定量研究。采用描述性方法的研究得出结论，管理大学内部沟通的任务是由马德里大学承担的责任，与2005年的情况相比，其管理正在上升;该功能处于发展阶段，有优点，但也有相当多的缺点，最大的是预算资源有限。The profile that线索this area is a university degree的有关journalism,宣传or public relations。然而，我们面对的是一个多任务专业人员，除了是一个经理，他们也是一个老师。另一方面，内部沟通领域需要把重点放在提高归属感、教育质量和基于协作的数字文化的目标和项目上。
{"title":"La gestión de la comunicación institucional interna en las universidades de la Comunidad de Madrid: fortalezas y debilidades","authors":"A. Quijano, Lelia Fabiola Zapata Palacios","doi":"10.7263/ADRESIC-016-003","DOIUrl":"https://doi.org/10.7263/ADRESIC-016-003","url":null,"abstract":"espanolEste articulo se centra en el perfil del comunicador interno en las universidades de la Comunidad de Madrid. Realiza un estudio descriptivo que incluye dos tipos de items: informacion sobre lo que estos profesionales son e informacion sobre las metodologias, recursos, herramientas y funciones que afirman desempenar. Para sus reflexiones toma como referencia un estudio de investigacion cuantitativo aplicado a 14 responsables de comunicacion interna de universidades del sector publico y privado, que operan en la Comunidad de Madrid. La investigacion, que utiliza una metodologia descriptiva, concluye que la tarea de gestionar la comunicacion interna en las instituciones universitarias es una responsabilidad asumida por parte de las universidades madrilenas y que su gestion va en ascenso respecto a la situacion existente en 2005; la funcion se encuentra en fase de avance, presenta fortalezas aunque tambien, un numero considerable de debilidades, siendo la mayor, la limitacion los recursos presupuestarios. El perfil que lidera esta area es un titulado universitario mayoritariamente periodista, publicista o relaciones publicas. Sin embargo, nos encontramos ante un profesional multitarea ya que, ademas de gestor, se desempena como docente. Por otro lado, es necesario que desde el area de comunicacion interna se ponga el foco en objetivos y proyectos que mejoren el sentido de pertenencia, la calidad educativa y una cultura digital basada en la colaboracion. EnglishThis article focuses on the profile of the internal communicator at the universities of the Community of Madrid. It performs a descriptive study that includes two items: information about what these professionals are and information about the methodologies, resources, tools and functions they claim to carry out. For these reflections, a quantitative research study applied to 14 internal communication officers of public and private universities operating in the Community of Madrid are taken as reference. The research, which uses a descriptive methodology, concludes that the task of managing the internal communication at university institutions is a responsibility assumed by the Madrid universities and that its management is rising compared to the situation in 2005; The function is in stage of development, there are strengths, but also a considerable number of weaknesses, the greater being the limitation in budgetary resources. The profile that leads this area is a university degree mostly related to journalism , publicity or public relations. However, we are faced with a multi-tasking professional since, apart from being a manager, they are also a professor. On the other hand, it is necessary for the internal communication area to focus on objectives and projects that improve the sense of belonging, educational quality and a digital culture based on collaboration.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131069898","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":"Estudio de la evolución y tendencias de la comunicación estratégica integral","authors":"Celia Rangel, M. Carretero","doi":"10.7263/adresic-016-001","DOIUrl":"https://doi.org/10.7263/adresic-016-001","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131998879","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":"El impacto del mensaje corporativo en la Web 2.0","authors":"R. Solís, Joaquín Sánchez","doi":"10.7263/adresic-014-05","DOIUrl":"https://doi.org/10.7263/adresic-014-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127082667","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":"Creatividad digital en comunicación política: estudio de la segunda campaña presidencial de Barack Obama en Facebook.com y WhiteHouse.gov","authors":"Asuncion Galvez Caja","doi":"10.7263/adresic-014-02","DOIUrl":"https://doi.org/10.7263/adresic-014-02","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129711631","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":"Marketing viral político dentro del esquema Ponzi.","authors":"E. Vega","doi":"10.7263/ADRESIC-014-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-014-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125356886","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}
Juan Carlos Higueras Redecillas, Julio Alard Josemaría, Carmelo Mercado Idoeta
{"title":"Las redes sociales y su efecto sobre la confianza en las tiendas online","authors":"Juan Carlos Higueras Redecillas, Julio Alard Josemaría, Carmelo Mercado Idoeta","doi":"10.7263/ADRESIC-014-04","DOIUrl":"https://doi.org/10.7263/ADRESIC-014-04","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121093567","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 televisión como máximo exponente de la transmisión de valores en la sociedad Un caso aplicado al programa Cuarto Milenio.","authors":"Oliver Carrero Márquez","doi":"10.7263/adresic-014-03","DOIUrl":"https://doi.org/10.7263/adresic-014-03","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114780301","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":"The communication gap in CSR between companies and social organisations","authors":"María Elena Mazo Salmerón","doi":"10.7263/ADRESIC-012-03","DOIUrl":"https://doi.org/10.7263/ADRESIC-012-03","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127525540","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 la cima del patrocinio deportivo: análisis de un caso con altas cotas de éxito en el nuevo contexto digital","authors":"F. Lorenzo, J. E. G. Vallés, M. V. Abad","doi":"10.7263/ADRESIC-012-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-012-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123151256","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}
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