Francisco Fernández-Beltrán, Guillermo Bosovsky, Almudena Rodríguez-Tarodo
This study analyses temporary employees’ perceptions and experiences with respect to temporary employment companies (TECs), which contract them, and to the companies where they provide their services. Their level of possible integration in the strategies of employer branding in both types of companies is analysed. To that end, both the causes for their satisfaction or dissatisfaction with those companies have been studied and the temporary employee Net Promoter Score (eNPS) has been analysed in order to determine to what extent they may act as a company branding ambassador. This analysis has been carried out on the basis of two investigations conducted among employees from the same TEC before and after the Covid-19 pandemics, which has allowed us to count on a series of values to identify trends and, at the same time, to ascertain their impact on this type of employees caused by such a dramatic and global event as the recent pandemics started in 2020. With this in mind, we have reached a set of conclusions on how to improve the integration of this type of workers in companies through the improvement of internal communication and the strengthening of the corporative culture to foster their role as branding ambassadors in the companies where they operate.
{"title":"Strategies of employer branding with temporary workers: Possibilities and obstacles towards their integration as branding ambassadors","authors":"Francisco Fernández-Beltrán, Guillermo Bosovsky, Almudena Rodríguez-Tarodo","doi":"10.15581/003.36.4.51-65","DOIUrl":"https://doi.org/10.15581/003.36.4.51-65","url":null,"abstract":"This study analyses temporary employees’ perceptions and experiences with respect to temporary employment companies (TECs), which contract them, and to the companies where they provide their services. Their level of possible integration in the strategies of employer branding in both types of companies is analysed. To that end, both the causes for their satisfaction or dissatisfaction with those companies have been studied and the temporary employee Net Promoter Score (eNPS) has been analysed in order to determine to what extent they may act as a company branding ambassador. This analysis has been carried out on the basis of two investigations conducted among employees from the same TEC before and after the Covid-19 pandemics, which has allowed us to count on a series of values to identify trends and, at the same time, to ascertain their impact on this type of employees caused by such a dramatic and global event as the recent pandemics started in 2020. With this in mind, we have reached a set of conclusions on how to improve the integration of this type of workers in companies through the improvement of internal communication and the strengthening of the corporative culture to foster their role as branding ambassadors in the companies where they operate.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135900159","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}
The image of a country conveyed by the international media is increasingly important in a globalised and interdependent world. Some of these international outlets have a special role to play in this process, and the British weekly The Economist is certainly one of them. For more than a century and a half, the publication founded by James Wilson in 1843 has been a reference for politicians, opinion leaders and businessmen around the world. For this reason, it is of particular interest to understand the magazine’s special way of contextualising news events in different latitudes from the perspective of each country’s ‘national character.’ From this perspective, we analyze the image of Spain offered by The Economist throughout its history from the understanding of the interest that has always had for the professionals of the British weekly the interpretation of current affairs in the context of the so-called ‘national character’ of a country. After the thematic analysis of nine supplements on Spain published by the weekly between 1972 and 2018, six features have been highlighted that would consistently configure the ‘national character’ of this country for the weekly. These six traits are: a country in transition; a diverse country; a festive, hospitable and tolerant country; a country with an inefficient administration; a country with a weak economy; and an artistic and unscientific country. A better understanding of these stable features can be of great importance for better managing a country’s international projection.
{"title":"Spain’s «national character» in «The Economist»","authors":"Ángel Arrese, James Breiner","doi":"10.15581/003.36.4.21-34","DOIUrl":"https://doi.org/10.15581/003.36.4.21-34","url":null,"abstract":"The image of a country conveyed by the international media is increasingly important in a globalised and interdependent world. Some of these international outlets have a special role to play in this process, and the British weekly The Economist is certainly one of them. For more than a century and a half, the publication founded by James Wilson in 1843 has been a reference for politicians, opinion leaders and businessmen around the world. For this reason, it is of particular interest to understand the magazine’s special way of contextualising news events in different latitudes from the perspective of each country’s ‘national character.’ From this perspective, we analyze the image of Spain offered by The Economist throughout its history from the understanding of the interest that has always had for the professionals of the British weekly the interpretation of current affairs in the context of the so-called ‘national character’ of a country. After the thematic analysis of nine supplements on Spain published by the weekly between 1972 and 2018, six features have been highlighted that would consistently configure the ‘national character’ of this country for the weekly. These six traits are: a country in transition; a diverse country; a festive, hospitable and tolerant country; a country with an inefficient administration; a country with a weak economy; and an artistic and unscientific country. A better understanding of these stable features can be of great importance for better managing a country’s international projection.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135900165","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}
Radio in Spain has been losing audience and advertising year after year since 2012. Never before had the sector been through a moment like this, and it is especially relevant for Prisa Radio, Ábside Media and Atresmedia Radio. The theoretical framework of media economics, media management and ILC (Industry Life Cycle), applied to market data, has served to illuminate the resistant variables (dependent dual market, oligopolistic structure and use of star system appeal) that explain this moment in the sector’s life cycle. In this context, the improvement in the economic results of these companies that are in transition from the stage of maturity to defensive resistance, and which can lead to adaptation or obsolescence, is not a paradox. The findings of this research may help companies awaken to the fact that through strategic actions, there is still time to respond to the variables which lead to obsolescence.
{"title":"Present and future of radio in Spain: an application of the Life Cycle Model to the industry","authors":"Francesc Robert-Agell, Montse Bonet","doi":"10.15581/003.36.4.1-19","DOIUrl":"https://doi.org/10.15581/003.36.4.1-19","url":null,"abstract":"Radio in Spain has been losing audience and advertising year after year since 2012. Never before had the sector been through a moment like this, and it is especially relevant for Prisa Radio, Ábside Media and Atresmedia Radio. The theoretical framework of media economics, media management and ILC (Industry Life Cycle), applied to market data, has served to illuminate the resistant variables (dependent dual market, oligopolistic structure and use of star system appeal) that explain this moment in the sector’s life cycle. In this context, the improvement in the economic results of these companies that are in transition from the stage of maturity to defensive resistance, and which can lead to adaptation or obsolescence, is not a paradox. The findings of this research may help companies awaken to the fact that through strategic actions, there is still time to respond to the variables which lead to obsolescence.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135899418","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}
Pub Date : 2023-10-02DOI: 10.15581/003.36.4.99-116
María-Ángeles Casabó-Ortí
This research paper aims to shed a critical light on the moral panic surrounding multiple-perpetrator rape (MPR) in Spain, by exploring the interplay between official statistics of this type of crime, and the depiction in the media. The concordance between media representation and the statistical reality of crime raises questions: (1) how multiple perpetrator assault and its assailants are represented in media narratives (content analysis) is examined, including the content, framing, and underlying themes within the media coverage, with a particular emphasis on the role of nationality, and (2) this representation is compared to official crime statistics (Ministry of Home Affairs report on crimes against sexual freedom and indemnity in Spain (detentions/accused) and the statistics of the sentences passed by various Spanish Provincial Courts between 2005 and 2020 from criminal justice data), and to what extent, they align. If they do not align, do news portrayals influence a moral panic? In conclusion, the idea of tabloid justice (Fox et al., 2001) is not present in the three largest Spanish daily newspapers from 2005 to 2021. There is a misrepresentation of non-Spanish nationalities having the highest rates, Romanians being underrepresented and the French being overrepresented. Media coverage perceives tourists as a certain danger, and is questioning the idea of certain non-Spanish immigrants as ‘folk devils.’
{"title":"Where is the risk? Inter-reality comparison study of multiple-perpetrator rape assailants in Spain","authors":"María-Ángeles Casabó-Ortí","doi":"10.15581/003.36.4.99-116","DOIUrl":"https://doi.org/10.15581/003.36.4.99-116","url":null,"abstract":"This research paper aims to shed a critical light on the moral panic surrounding multiple-perpetrator rape (MPR) in Spain, by exploring the interplay between official statistics of this type of crime, and the depiction in the media. The concordance between media representation and the statistical reality of crime raises questions: (1) how multiple perpetrator assault and its assailants are represented in media narratives (content analysis) is examined, including the content, framing, and underlying themes within the media coverage, with a particular emphasis on the role of nationality, and (2) this representation is compared to official crime statistics (Ministry of Home Affairs report on crimes against sexual freedom and indemnity in Spain (detentions/accused) and the statistics of the sentences passed by various Spanish Provincial Courts between 2005 and 2020 from criminal justice data), and to what extent, they align. If they do not align, do news portrayals influence a moral panic? In conclusion, the idea of tabloid justice (Fox et al., 2001) is not present in the three largest Spanish daily newspapers from 2005 to 2021. There is a misrepresentation of non-Spanish nationalities having the highest rates, Romanians being underrepresented and the French being overrepresented. Media coverage perceives tourists as a certain danger, and is questioning the idea of certain non-Spanish immigrants as ‘folk devils.’","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135899420","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}
Pub Date : 2023-01-10DOI: 10.15581/003.36.1.167-184
Marta Mensa, Lizardo Vargas-Bianchi
This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.
{"title":"Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications","authors":"Marta Mensa, Lizardo Vargas-Bianchi","doi":"10.15581/003.36.1.167-184","DOIUrl":"https://doi.org/10.15581/003.36.1.167-184","url":null,"abstract":"This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136266988","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}
The relationship between literature and journalism is regarded as ambiguous and con-flicting. It would be necessary to underline the complementary nature of the two creati-ve dimensions of human communication in order to assess the combination of creative resources available. By virtue of the exchange of stylistic and structural techniques and strategies produced at the crossroads of the two fields, it is essential to devote attention to the hybrid genres originated by such an encounter, as is the case with narrative re-porting. Therefore, this study analyzes its connotative elements, reviewing the evolution of the leading classification theories of journalistic genres in the Spanish context from a comparative perspective
{"title":"El reportaje narrativo como género periodístico en España entre la literatura y el periodismo","authors":"Valeria Cavazzino","doi":"10.32870/CYS.V2021.7751","DOIUrl":"https://doi.org/10.32870/CYS.V2021.7751","url":null,"abstract":"The relationship between literature and journalism is regarded as ambiguous and con-flicting. It would be necessary to underline the complementary nature of the two creati-ve dimensions of human communication in order to assess the combination of creative resources available. By virtue of the exchange of stylistic and structural techniques and strategies produced at the crossroads of the two fields, it is essential to devote attention to the hybrid genres originated by such an encounter, as is the case with narrative re-porting. Therefore, this study analyzes its connotative elements, reviewing the evolution of the leading classification theories of journalistic genres in the Spanish context from a comparative perspective","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73063902","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}
The arrival of the multinational Netflix has had a strong impact in all markets. This article analyzes the diversity of its catalog in Spain using the results of two catalog stills taken in November 2018 and July 2019. In addition, these data are compared with those of the main international SVOD platforms operating in Spain (HBO, Amazon Prime Video and Rakuten TV) and with those of the platforms of Spanish origin (Movistar+, Filmin and FlixOle). The work draws conclusions that are not very encouraging regarding the diversity of Spanish cinema in the Netflix catalog.
跨国公司Netflix的到来对所有市场都产生了强烈的影响。本文使用2018年11月和2019年7月拍摄的两张目录剧照的结果分析了其在西班牙目录的多样性。此外，还将这些数据与在西班牙运营的主要国际SVOD平台(HBO、Amazon Prime Video和Rakuten TV)以及西班牙本土平台(Movistar+、Filmin和FlixOle)的数据进行了比较。关于Netflix目录中西班牙电影的多样性，这项工作得出的结论并不令人鼓舞。
{"title":"El cine español en el catálogo de Netflix: una aproximación desde la perspectiva de la diversidad","authors":"Asier Aranzubía, J. Gallego","doi":"10.32870/CYS.V2021.8030","DOIUrl":"https://doi.org/10.32870/CYS.V2021.8030","url":null,"abstract":"The arrival of the multinational Netflix has had a strong impact in all markets. This article analyzes the diversity of its catalog in Spain using the results of two catalog stills taken in November 2018 and July 2019. In addition, these data are compared with those of the main international SVOD platforms operating in Spain (HBO, Amazon Prime Video and Rakuten TV) and with those of the platforms of Spanish origin (Movistar+, Filmin and FlixOle). The work draws conclusions that are not very encouraging regarding the diversity of Spanish cinema in the Netflix catalog.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81763397","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}
Ana Silvia Lopes Davi Médola, Henrique da Silva Pereira
This article analyzes the Brazilian cable television channel Globo News’ institutional motion sequence Intolerância. Israeli designer, Noma Bar, illustrated and directed Intolerância, which reveals in its discursive structures how the gaze of a Latin American country hegemonic media on the identity conflicts between West and East is aligned with Western powers. In the wake of Floch’s theoretical developments in plastic semiotics and Bergson’s postulations on the mechanism of the philosophy-centered filmmaking movement, this study aims to consider kineticism as a constitutive formant of visuality in audiovisual texts. The analyzed motion sequence is a notably exemplary object of establishing such hypothesis.
{"title":"The Effect of Sense of Movement in Audiovisual Media: A Study on Kineticism as a Formant of Expression in Globo News’ Institutional Motion Sequence Intolerância","authors":"Ana Silvia Lopes Davi Médola, Henrique da Silva Pereira","doi":"10.32870/CYS.V2021.7921","DOIUrl":"https://doi.org/10.32870/CYS.V2021.7921","url":null,"abstract":"This article analyzes the Brazilian cable television channel Globo News’ institutional motion sequence Intolerância. Israeli designer, Noma Bar, illustrated and directed Intolerância, which reveals in its discursive structures how the gaze of a Latin American country hegemonic media on the identity conflicts between West and East is aligned with Western powers. In the wake of Floch’s theoretical developments in plastic semiotics and Bergson’s postulations on the mechanism of the philosophy-centered filmmaking movement, this study aims to consider kineticism as a constitutive formant of visuality in audiovisual texts. The analyzed motion sequence is a notably exemplary object of establishing such hypothesis.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79478850","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":"Reasons to Kill a Poet","authors":"C. Bratton, Dalida María Benfield","doi":"10.26350/001200_000121","DOIUrl":"https://doi.org/10.26350/001200_000121","url":null,"abstract":"","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85304314","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}
This article seeks to demonstrate the role played by the Colombian written press in the construction of the social narrative on the femicide of adult women in the country, through the identification of the dominant macrostructure in more than 1 000 journalistic products from more than 20 local and national newspapers. The sample, which was taken over three years, was subjected to a content analysis that showed that the dominant macrostructure is neither the understanding of femicide as a social phenomenon, nor the dissemination of the antifemicide law in Colombia, but the Myth of Romantic Love as a discursive element present in most of the cases published in the national press.
{"title":"El Mito del Amor Romántico en el relato periodístico sobre los feminicidios de mujeres mayores de edad en Colombia","authors":"M. Echeverria","doi":"10.32870/CYS.V2021.7762","DOIUrl":"https://doi.org/10.32870/CYS.V2021.7762","url":null,"abstract":"This article seeks to demonstrate the role played by the Colombian written press in the construction of the social narrative on the femicide of adult women in the country, through the identification of the dominant macrostructure in more than 1 000 journalistic products from more than 20 local and national newspapers. The sample, which was taken over three years, was subjected to a content analysis that showed that the dominant macrostructure is neither the understanding of femicide as a social phenomenon, nor the dissemination of the antifemicide law in Colombia, but the Myth of Romantic Love as a discursive element present in most of the cases published in the national press.","PeriodicalId":35210,"journal":{"name":"Comunicacion y Sociedad","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86094234","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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