Pub Date : 2020-07-31DOI: 10.6035/2174-0992.2020.20.14
laura Cortés-Selva
espanolEl objetivo de esta investigacion se centra en mostrar como el personaje protagonista de la serie Dexter es representado con una personalidad artistica muy completa que engloba sus facetas como creador, analista y esteta. Para confirmar esta hipotesis se analizan los elementos configuradores del estilo visual del capitulo piloto: el tratamiento artistico de la luz, el encuadre y la colorimetria de la imagen; los elementos del decorado, atrezo y vestuario; y los dialogos presentes en el guion literario. Los principales resultados muestran que, en Dexter, el estilo se conjuga para apoyar esa triple vertiente artistica del personaje principal, que hibrida a un artista con talento capaz de desarrollar su propia obra a traves de la cual elimina a los artistas mediocres; con la capacidad para analizar y transformar escenarios de horror de artistas mediocres en obras de arte, y una alta sensibilidad para apreciar y emocionarse ante la obra de artistas geniales. Esta forma de representar a Dexter como un asesino-artista contribuye a apoyar la idea de la fascinacion del pueblo americano con los asesinos en serie. EnglishThe aim of this research is focused on showing how, in spite of being a serial killer, the main character of TV serial Dexter is pictured with a very completed artistic personality that comprises an artist, an analyst and an aesthete. In order to confirm this thesis, this research is focused on the analysis of the main elements of visual style of the pilot episode: artistic treatment of lighting, camera design and colour, elements from the set atrezzo and wardrobe, and the character dialogues expressed in the script. The main results obtained show that, in Dexter, style supports this triple personality of the main character that mixes a talented artist capable of create his own artistic work; with the ability of analysing and transform horror scenes of mediocre artists in art works, and with a high sensibility to appreciate and be moved by other genius artists. This way of portraying this character as a (killer) artist contributes to support the thesis of the fascination of the American people with serial killers.
本研究的目的是展示《嗜血法医》系列的主角是如何以一种非常完整的艺术人格来表现的，包括他作为创造者、分析师和美学家的各个方面。为了证实这一假设，我们分析了构成试点章节视觉风格的元素:光线的艺术处理、框架和图像的比色法;布景、道具和服装的元素;以及文学剧本中的对话。主要结果表明，在《德克斯特》中，风格的结合支持了主角的三重艺术方面，它混合了一个有才华的艺术家，能够发展自己的作品，从而消除了平庸的艺术家;具有分析和将平庸艺术家的恐怖场景转化为艺术作品的能力，对优秀艺术家的作品具有高度的欣赏和兴奋感。这种将德克斯特描绘成杀手艺术家的方式有助于支持美国人民对连环杀手的迷恋。这部作品的目的是展示，尽管是一个连环杀手，电视连续剧德克斯特的主要人物是如何被描绘成一个非常完整的艺术人格，包括一个艺术家，一个分析师和一个学者。为了确认这一观点，本研究集中于对试播集视觉风格的主要元素的分析:灯光、相机设计和色彩的艺术处理，布景道具和服装的元素，以及脚本中表达的角色对话。主要结果表明，在Dexter中，style支持main character的三重人格，它混合了一个才华横溢的艺术家能够创作自己的艺术作品;with the能力分析和平庸的transform可怕scenes of艺术家in art works, and with a high sensibility to appreciate and genius让由其他艺术家。This way of portraying This查阅as a killer) artist密to support the thesis of the fascination serial killers of the American people with。
{"title":"El horror transformado en arte. Dexter artista, analista y esteta","authors":"laura Cortés-Selva","doi":"10.6035/2174-0992.2020.20.14","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.14","url":null,"abstract":"espanolEl objetivo de esta investigacion se centra en mostrar como el personaje protagonista de la serie Dexter es representado con una personalidad artistica muy completa que engloba sus facetas como creador, analista y esteta. Para confirmar esta hipotesis se analizan los elementos configuradores del estilo visual del capitulo piloto: el tratamiento artistico de la luz, el encuadre y la colorimetria de la imagen; los elementos del decorado, atrezo y vestuario; y los dialogos presentes en el guion literario. Los principales resultados muestran que, en Dexter, el estilo se conjuga para apoyar esa triple vertiente artistica del personaje principal, que hibrida a un artista con talento capaz de desarrollar su propia obra a traves de la cual elimina a los artistas mediocres; con la capacidad para analizar y transformar escenarios de horror de artistas mediocres en obras de arte, y una alta sensibilidad para apreciar y emocionarse ante la obra de artistas geniales. Esta forma de representar a Dexter como un asesino-artista contribuye a apoyar la idea de la fascinacion del pueblo americano con los asesinos en serie. EnglishThe aim of this research is focused on showing how, in spite of being a serial killer, the main character of TV serial Dexter is pictured with a very completed artistic personality that comprises an artist, an analyst and an aesthete. In order to confirm this thesis, this research is focused on the analysis of the main elements of visual style of the pilot episode: artistic treatment of lighting, camera design and colour, elements from the set atrezzo and wardrobe, and the character dialogues expressed in the script. The main results obtained show that, in Dexter, style supports this triple personality of the main character that mixes a talented artist capable of create his own artistic work; with the ability of analysing and transform horror scenes of mediocre artists in art works, and with a high sensibility to appreciate and be moved by other genius artists. This way of portraying this character as a (killer) artist contributes to support the thesis of the fascination of the American people with serial killers.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"335-352"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43733235","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 : 2020-07-31DOI: 10.6035/2174-0992.2020.20.4
Miriam Rodríguez-Pallares, Francisco Segado-Boj
Through a survey (n=176), this research evaluates the relationship between Spanish Journalism undergraduate students’ perception of their current skills and those required in the exercise of the profession and their sociodemographic profiles and their media consumption habits and models. Data were analysed through ANOVA tests and simple linear regression model. In all cases, students perceive their competences below what they consider necessary for the performance of journalistic activity. Informational competences self-perception is related to global media consumption. Media habits were not able to predict professional competences expectation. The only exception in this regard is News-Find-Me Perception, that is linked to lower importance granted towards humanistic competences comparted to technologic abilities. Regarding sociodemographic profiles, self-perceived competences are higher when students move to uppers courses. By the same token, students with an arts background in middle education grant less importance to informational and public speaking skills. Last, professional internships are linked to higher self-perception of technological competences and media structure knowledge.
{"title":"Competencias y habilidades periodísticas en el siglo XXI. Percepción de los estudiantes de periodismo en España","authors":"Miriam Rodríguez-Pallares, Francisco Segado-Boj","doi":"10.6035/2174-0992.2020.20.4","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.4","url":null,"abstract":"Through a survey (n=176), this research evaluates the relationship between Spanish Journalism undergraduate students’ perception of their current skills and those required in the exercise of the profession and their sociodemographic profiles and their media consumption habits and models. Data were analysed through ANOVA tests and simple linear regression model. In all cases, students perceive their competences below what they consider necessary for the performance of journalistic activity. Informational competences self-perception is related to global media consumption. Media habits were not able to predict professional competences expectation. The only exception in this regard is News-Find-Me Perception, that is linked to lower importance granted towards humanistic competences comparted to technologic abilities. Regarding sociodemographic profiles, self-perceived competences are higher when students move to uppers courses. By the same token, students with an arts background in middle education grant less importance to informational and public speaking skills. Last, professional internships are linked to higher self-perception of technological competences and media structure knowledge.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"67-94"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41894772","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 : 2020-07-31DOI: 10.6035/2174-0992.2020.20.11
Marta Gil Ramírez, Elizabet Castillero Ostio, Ruth Gómez de Travesedo Rojas
espanolLos partidos politicos tienen cada vez mas presencia en redes sociales. Sin embargo, las estrategias comunicativas en estas difieren de las desarrolladas en medios convencionales. El entorno digital multiplica el numero de actores que intervienen en la construccion de la informacion politica, lo que incide de manera directa en la imagen que, en este tipo de espacios, se proyecta de los representantes publicos y sus formaciones. El mensaje planificado por la esfera politica compite en este escenario con infinidad de prosumidores que dificultan obtener la eficacia estrategica deseada. Esta investigacion examina como gestionan los partidos politicos espanoles las peculiaridades de produccion y difusion de contenidos en YouTube a traves de tres elementos: el canal desde el que se publican los videos, la imagen de portada que encabeza los contenidos y los titulos que la acompanan. A nivel metodologico se adopta una perspectiva cuantitativa-cualitativa. Mediante analisis de contenido se examinan un centenar de videos de entre los mas reproducidos en 2019 sobre los cinco partidos politicos espanoles de ambito estatal con mayor representacion parlamentaria. Entre los resultados destaca el escaso control de la esfera politica en los contenidos publicados, cuya gestion comparte con la esfera publica y la mediatica, casi a partes iguales. Al margen de la falta de intervencion generalizada por parte de los partidos politicos en los contenidos que sobre ellos se difunden y consumen en YouTube, los datos posicionan a Vox como la formacion que ejerce una gestion mas directa sobre los indicadores examinados. EnglishPolitical parties have a growing presence on social media. However, the communication strategies in these are different from those developed in conventional media. The digital environment multiplies the number of people involved in the construction of political information, which directly affects the image that, in this type of spaces, is projected from public representatives and their formations. The planned message by the political sphere competes in this scenario with countless prosumers that make it difficult to achieve the desired strategic efficiency. This research examines how Spanish political parties manage the peculiarities of production and broadcasting of content on YouTube through three elements: the channel from where the videos are published, the cover image that tops the contents and the titles that accompany it. At the methodological level, a quantitative-qualitative perspective is adopted. Through content analysis are examined a hundred of the most reproduced videos in 2019 about the five Spanish political parties at the state level with the highest parliamentary representation. Among the results, we stand out the poor control of the political sphere in published contents, whose management is shared between the public spheres and mass media, almost equally. Apart from the lack of widespread intervention by political parties in
{"title":"Imagen y título de portada como elementos estratégicos de comunicación política en YouTube: uso por parte de la esfera política española","authors":"Marta Gil Ramírez, Elizabet Castillero Ostio, Ruth Gómez de Travesedo Rojas","doi":"10.6035/2174-0992.2020.20.11","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.11","url":null,"abstract":"espanolLos partidos politicos tienen cada vez mas presencia en redes sociales. Sin embargo, las estrategias comunicativas en estas difieren de las desarrolladas en medios convencionales. El entorno digital multiplica el numero de actores que intervienen en la construccion de la informacion politica, lo que incide de manera directa en la imagen que, en este tipo de espacios, se proyecta de los representantes publicos y sus formaciones. El mensaje planificado por la esfera politica compite en este escenario con infinidad de prosumidores que dificultan obtener la eficacia estrategica deseada. Esta investigacion examina como gestionan los partidos politicos espanoles las peculiaridades de produccion y difusion de contenidos en YouTube a traves de tres elementos: el canal desde el que se publican los videos, la imagen de portada que encabeza los contenidos y los titulos que la acompanan. A nivel metodologico se adopta una perspectiva cuantitativa-cualitativa. Mediante analisis de contenido se examinan un centenar de videos de entre los mas reproducidos en 2019 sobre los cinco partidos politicos espanoles de ambito estatal con mayor representacion parlamentaria. Entre los resultados destaca el escaso control de la esfera politica en los contenidos publicados, cuya gestion comparte con la esfera publica y la mediatica, casi a partes iguales. Al margen de la falta de intervencion generalizada por parte de los partidos politicos en los contenidos que sobre ellos se difunden y consumen en YouTube, los datos posicionan a Vox como la formacion que ejerce una gestion mas directa sobre los indicadores examinados. EnglishPolitical parties have a growing presence on social media. However, the communication strategies in these are different from those developed in conventional media. The digital environment multiplies the number of people involved in the construction of political information, which directly affects the image that, in this type of spaces, is projected from public representatives and their formations. The planned message by the political sphere competes in this scenario with countless prosumers that make it difficult to achieve the desired strategic efficiency. This research examines how Spanish political parties manage the peculiarities of production and broadcasting of content on YouTube through three elements: the channel from where the videos are published, the cover image that tops the contents and the titles that accompany it. At the methodological level, a quantitative-qualitative perspective is adopted. Through content analysis are examined a hundred of the most reproduced videos in 2019 about the five Spanish political parties at the state level with the highest parliamentary representation. Among the results, we stand out the poor control of the political sphere in published contents, whose management is shared between the public spheres and mass media, almost equally. Apart from the lack of widespread intervention by political parties in","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"255-282"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47469603","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}
espanolLa industria periodistica ha mostrado dificultades para encontrar modelos de negocio sostenibles en el contexto digital. De acuerdo con la literatura cientifica del campo de la empresa, un modelo de negocio esta formado por una serie de componentes cuyas interacciones describen la logica con que una compania crea, distribuye y crea valor. Sin embargo, la investigacion centrada en la economia de los medios de comunicacion se ha centrado en buscar nuevas fuentes de ingresos para el sector. Por esta razon, adolece una falta de visiones holisticas sobre el modelo de negocio que, ademas, tengan en cuenta la importancia de la creacion de valor como elemento nuclear de cualquier estrategia empresarial. Para contribuir a la resolucion de este problema, la presente investigacion propone una herramienta metodologica que permita analizar, de forma completa y con atencion a los procesos relacionados con la creacion de valor, un modelo de negocio periodistico. La metodologia se basa en un cuestionario (n=16) a expertos en modelos de negocio de empresas informativas y ofrece como resultado un framework para estudios de caso compuesto por una ficha de la empresa, preguntas de investigacion para seis componentes del modelo de negocio y preguntas de investigacion para desarrollar un analisis critico sobre los vinculos, las interacciones y las sinergias entre esos elementos. EnglishThe journalism industry is struggling to create sustainable business models for the digital age. Prior research in the field of media economics has broadly analyzed this challenge through case studies. According to extant research on management, a business model is comprised by components whose interactions convey the logic of creating, distributing and capturing the value developed by a firm. However, many journalism scholars have focused on new revenue streams, and not only is there a lack of holistic views, but value must be considered when applying the business model concept. In response to the aforementioned problem, this paper proposes a methodological tool that future researchers may use to analyze the business model of any news company. The method is based on a questionnaire (n=16) submitted to experts specialized in media business models, and the paper proposes a global framework aimed at improving comparisons between companies and gaining a better understanding of the success patterns for sustainable business models in order to foster innovation and knowledge transfer. This framework consists of a case file, research questions for six components of the business models, and research questions for a critical assessment of the links, interactions and synergies between them.
{"title":"Studying the transformation of the media business model: A new framework for case studies","authors":"Cristian Ramón Marín Sanchiz, M. Prieto","doi":"10.6035/672","DOIUrl":"https://doi.org/10.6035/672","url":null,"abstract":"espanolLa industria periodistica ha mostrado dificultades para encontrar modelos de negocio sostenibles en el contexto digital. De acuerdo con la literatura cientifica del campo de la empresa, un modelo de negocio esta formado por una serie de componentes cuyas interacciones describen la logica con que una compania crea, distribuye y crea valor. Sin embargo, la investigacion centrada en la economia de los medios de comunicacion se ha centrado en buscar nuevas fuentes de ingresos para el sector. Por esta razon, adolece una falta de visiones holisticas sobre el modelo de negocio que, ademas, tengan en cuenta la importancia de la creacion de valor como elemento nuclear de cualquier estrategia empresarial. Para contribuir a la resolucion de este problema, la presente investigacion propone una herramienta metodologica que permita analizar, de forma completa y con atencion a los procesos relacionados con la creacion de valor, un modelo de negocio periodistico. La metodologia se basa en un cuestionario (n=16) a expertos en modelos de negocio de empresas informativas y ofrece como resultado un framework para estudios de caso compuesto por una ficha de la empresa, preguntas de investigacion para seis componentes del modelo de negocio y preguntas de investigacion para desarrollar un analisis critico sobre los vinculos, las interacciones y las sinergias entre esos elementos. EnglishThe journalism industry is struggling to create sustainable business models for the digital age. Prior research in the field of media economics has broadly analyzed this challenge through case studies. According to extant research on management, a business model is comprised by components whose interactions convey the logic of creating, distributing and capturing the value developed by a firm. However, many journalism scholars have focused on new revenue streams, and not only is there a lack of holistic views, but value must be considered when applying the business model concept. In response to the aforementioned problem, this paper proposes a methodological tool that future researchers may use to analyze the business model of any news company. The method is based on a questionnaire (n=16) submitted to experts specialized in media business models, and the paper proposes a global framework aimed at improving comparisons between companies and gaining a better understanding of the success patterns for sustainable business models in order to foster innovation and knowledge transfer. This framework consists of a case file, research questions for six components of the business models, and research questions for a critical assessment of the links, interactions and synergies between them.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"283-310"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44310017","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}
Andrea Villarrubia-Martínez, Ignacio Aguaded, Águeda Delgado-Ponce
Digital platforms have become both an opportunity and a challenge for public service media to share their own offer in the convergent scenario. Novasur, children’s television managed by the Consejo Nacional de Television, has been a forerunner by becoming the first and only Chilean digital platform aimed specifically to children with a streaming channel, a video library containing over 2,000 audiovisuals and other educative and media literacy materials. Today under the name CNTV Infantil, must face challenges such as: the transition to digital television, the debate about the public funding for television, and changes in the children’s media consumption associated to the convergence: their access and capability to produce contents worldwide. With the purpose of recognizing the Novasur diversity as a public service media, we describe the contents the platform offers. A content analysis was carried over 2,264 audiovisuals and a qualitative critical analysis of 24 television programs. The principal results show that Novasur presents a diverse image of Chilean childhoods at the multiscreen, considering the protagonist children’s age, gender, ethnic origins, migrant status, among other characteristics, usually excluded in broadcasting television. We conclude that developing strategies to safeguard this public television, such as enhancing the economic resources through international co-production with other Latin-American public broadcasters and assuring the continuity of public funding, will allow to show less visible childhoods and develop a truly participative platform according to international trends.
{"title":"Infancias chilenas y multipantalla. Plataforma digital Novasur y su diversidad de contenidos","authors":"Andrea Villarrubia-Martínez, Ignacio Aguaded, Águeda Delgado-Ponce","doi":"10.6035/677","DOIUrl":"https://doi.org/10.6035/677","url":null,"abstract":"Digital platforms have become both an opportunity and a challenge for public service media to share their own offer in the convergent scenario. Novasur, children’s television managed by the Consejo Nacional de Television, has been a forerunner by becoming the first and only Chilean digital platform aimed specifically to children with a streaming channel, a video library containing over 2,000 audiovisuals and other educative and media literacy materials. Today under the name CNTV Infantil, must face challenges such as: the transition to digital television, the debate about the public funding for television, and changes in the children’s media consumption associated to the convergence: their access and capability to produce contents worldwide. With the purpose of recognizing the Novasur diversity as a public service media, we describe the contents the platform offers. A content analysis was carried over 2,264 audiovisuals and a qualitative critical analysis of 24 television programs. The principal results show that Novasur presents a diverse image of Chilean childhoods at the multiscreen, considering the protagonist children’s age, gender, ethnic origins, migrant status, among other characteristics, usually excluded in broadcasting television. We conclude that developing strategies to safeguard this public television, such as enhancing the economic resources through international co-production with other Latin-American public broadcasters and assuring the continuity of public funding, will allow to show less visible childhoods and develop a truly participative platform according to international trends.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"21-42"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45440208","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 primacy of cognitivist methodologies, equivocal econometric studies and some fallacies in the commercial valuation of advertising have conceptually diluted sales, giving preference to other outputs and have contributed to neglecting the need to isolate and theorize advertising procedures capable of increasing sales.To overcome the deficiency, the so-called Grounded Theory, a qualitative-inductive paradigm of recent application in marketing, has been used ad experimentum, with the aim of establishing generalizable patterns from the sites of cases, both to classify and to generate predictive hypotheses, which are of value for advertising practice. Critical incidents have been revealed from a content questionnaire to a semi-random selection from among 1,104 cases of campaigns awarded for their selling efficiency –IPA (1992-2016) and Efi Awards (2015-2017)– examined until reaching saturation productivity and finishing process with 30 cases examined.The main conclusions are: 1) the advertising-sales elasticity becomes up to 3000% higher than that obtained in econometric meta-studies; 2) a distinction must be made between maintenance and sales increase campaigns; 3) effectiveness should be pre-verified not primarily with simple pretest metrics, but from an efficiency forecasting model that includes at least the following content patterns capable of increasing sales: a) Granular segmentation. b) Brand rejuvenation. c) Serialization of messages. d) Dominate cultural territory. e) Presentation of the brand as a reducer of psychosocial tensions. f) Experiential advertising, promoter or echo of tactile and vicarious experiences. g) Influential message on the consumption mode.
{"title":"Publicidad y aumento de las ventas. Estudio inductivo sobre campañas vendedoras","authors":"J. Ybarra","doi":"10.6035/656","DOIUrl":"https://doi.org/10.6035/656","url":null,"abstract":"The primacy of cognitivist methodologies, equivocal econometric studies and some fallacies in the commercial valuation of advertising have conceptually diluted sales, giving preference to other outputs and have contributed to neglecting the need to isolate and theorize advertising procedures capable of increasing sales.To overcome the deficiency, the so-called Grounded Theory, a qualitative-inductive paradigm of recent application in marketing, has been used ad experimentum, with the aim of establishing generalizable patterns from the sites of cases, both to classify and to generate predictive hypotheses, which are of value for advertising practice. Critical incidents have been revealed from a content questionnaire to a semi-random selection from among 1,104 cases of campaigns awarded for their selling efficiency –IPA (1992-2016) and Efi Awards (2015-2017)– examined until reaching saturation productivity and finishing process with 30 cases examined.The main conclusions are: 1) the advertising-sales elasticity becomes up to 3000% higher than that obtained in econometric meta-studies; 2) a distinction must be made between maintenance and sales increase campaigns; 3) effectiveness should be pre-verified not primarily with simple pretest metrics, but from an efficiency forecasting model that includes at least the following content patterns capable of increasing sales: a) Granular segmentation. b) Brand rejuvenation. c) Serialization of messages. d) Dominate cultural territory. e) Presentation of the brand as a reducer of psychosocial tensions. f) Experiential advertising, promoter or echo of tactile and vicarious experiences. g) Influential message on the consumption mode.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"311-334"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45510237","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 : 2020-07-31DOI: 10.6035/2174-0992.2020.20.15
Gabriel Marro Gros
Phonograph cylinders contain the most antique sounds treasured by Spanish sound libraries. Almost all of them are commercial music recordings that keep record of the early development of the phonographic industry, but we also find some personal recordings, made in a family or private environment without any kind of artistic intention. Family and private recordings contain, in many cases, interesting messages whose current meaning transcends by far the original banal (ordinary?) intention that motivated the recording of voices. The shortage of these wax cylinders of the late nineteenth and early twentieth centuries make the messages they contain important documents for the study of customs, language and, in general, the communication and society at a moment in history. These assets stand for an important cultural heritage that must be conserved, valued and disseminated, because they contain oral tradition, regional songs and records of historical events. A methodology is proposed for the analysis of that records. The conclusions of the study of three original wax cylinder collections between 1898 and 1905 that include some domestic cylinders with interesting sound content are summarized.
{"title":"Mensajes sonoros en las grabaciones domésticas sobre cilindros de cera. Tres casos de estudio (1898-1905)","authors":"Gabriel Marro Gros","doi":"10.6035/2174-0992.2020.20.15","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.15","url":null,"abstract":"Phonograph cylinders contain the most antique sounds treasured by Spanish sound libraries. Almost all of them are commercial music recordings that keep record of the early development of the phonographic industry, but we also find some personal recordings, made in a family or private environment without any kind of artistic intention. Family and private recordings contain, in many cases, interesting messages whose current meaning transcends by far the original banal (ordinary?) intention that motivated the recording of voices. The shortage of these wax cylinders of the late nineteenth and early twentieth centuries make the messages they contain important documents for the study of customs, language and, in general, the communication and society at a moment in history. These assets stand for an important cultural heritage that must be conserved, valued and disseminated, because they contain oral tradition, regional songs and records of historical events. A methodology is proposed for the analysis of that records. The conclusions of the study of three original wax cylinder collections between 1898 and 1905 that include some domestic cylinders with interesting sound content are summarized.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41576679","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 : 2020-07-31DOI: 10.6035/2174-0992.2020.20.6
E. Sánchez-Amboage, Matías Membiela-Pollán, C. Rodriguez-vazquez
espanolHiperconectados en un mundo personalizado. Esta podria ser una de las definiciones del contexto social contemporaneo que la tecnologia y sus diferentes usos han ido dibujando de la mano de la sociedad actual. Todos los sectores sociales y economicos, de forma estructural, y los agentes que participan en ellos, de forma particular, viven un desafio constante donde los cambios se suceden a gran velocidad. Catalizadores de esta dinamica son, sin duda, los medios sociales que han contribuido a crear y fomentar un mundo tecnologicamente hiperconectado, y han permitido el desarrollo de la figura del social media influencer, una de las mayores tendencias del marketing digital en la actualidad. Esta investigacion tiene como objetivo general determinar las claves de exito de comunicacion del social media influencer Carlos Rios (creador del movimiento de vida saludable realfooding) en Instagram, a traves del analisis de su perfil @carlosriosq y de su producto «Cafe Secreto». Para ello se realiza un analisis documental con los datos recabados de las herramientas: Keyhole e InstaBro. Los resultados obtenidos permiten aclarar las pautas de comunicacion para construir una marca en Instagram, entre las que destaca, tras el estudio de «Cafe Secreto», la redefinicion de la comunicacion en las fases de lanzamiento de productos. EnglishHyperconnected in a personalized world. This could be one of the definitions of the contemporary social context that technology and its different uses have been drawing from the hand of today’s society. All the social and economic sectors, structurally, and the agents that participate in them, in particular, live a constant challenge where changes are happening at great speed. Catalysts for this dynamic are undoubtedly the social media that have helped to create and foster a technologically hyperconnected world, and have allowed the development of the figure of social media influencer, one of the biggest trends in digital marketing today.This research has the general objective of determining the communication success keys of the social media influencer Carlos Rios (creator of the realfooding healthy life movement) on Instagram, through the analysis of his profile @carlosriosq and his product «Cafe Secreto». For this purpose, a documentary analysis is performed with the data collected from the tools: Keyhole and InstaBro. The results obtained allow us to clarify the communication guidelines for branding on Instagram, among which stands out, after the study of «Cafe Secreto», the redefinition of communication in the product launch phases]
个性化世界中的超连接西班牙人。这可能是技术及其不同用途与当今社会携手并进的当代社会背景的定义之一。所有社会和经济部门，在结构上，特别是参与其中的行为者，都面临着不断的挑战，变化正在迅速发生。毫无疑问，这种动态的催化剂是社交媒体，它们有助于创造和促进一个技术上高度互联的世界，并使社交媒体影响者的形象得以发展，这是当今数字营销的最大趋势之一。这项研究的总体目标是通过分析社交媒体影响者卡洛斯·里奥斯（健康生活运动RealFooding的创始人）的@carlosriosq个人资料和他的“秘密咖啡”产品，确定他在Instagram上传播成功的关键。为此，对从工具Keyhole和Instabro收集的数据进行了文献分析。所获得的结果澄清了在Instagram上建立品牌的沟通模式，其中最重要的是，在研究了“秘密咖啡”之后，在产品发布阶段重新定义了沟通。在一个个性化的世界中连接的英语。这可能是当代社会背景的定义之一，即技术及其不同用途已从当今社会的手中汲取。所有社会和经济部门，特别是参与其中的行为者，在变化迅速发生的地方，都面临着不断的挑战。毫无疑问，这一动态的催化剂是社会媒体，它们帮助创造和培育了一个技术上高度互联的世界，并使社会媒体影响力人物的发展成为可能，这是当今数字营销的最大趋势之一。这项研究的总体目标是通过分析他的个人资料@carlosriosq及其产品“秘密咖啡”，确定社交媒体影响者卡洛斯·里奥斯（RealFooding Health Life Movement的创始人）在Instagram上的传播成功关键。为此，对从工具：Keyhole和Instabro中收集的数据进行了文献分析。所获得的结果使我们能够澄清Instagram上品牌的传播指南，其中在研究了“秘密咖啡”之后，在产品发布阶段重新定义了传播]
{"title":"Estrategias comunicativas de social media influencers para creación de marca: el caso de Carlos Ríos y Café Secreto","authors":"E. Sánchez-Amboage, Matías Membiela-Pollán, C. Rodriguez-vazquez","doi":"10.6035/2174-0992.2020.20.6","DOIUrl":"https://doi.org/10.6035/2174-0992.2020.20.6","url":null,"abstract":"espanolHiperconectados en un mundo personalizado. Esta podria ser una de las definiciones del contexto social contemporaneo que la tecnologia y sus diferentes usos han ido dibujando de la mano de la sociedad actual. Todos los sectores sociales y economicos, de forma estructural, y los agentes que participan en ellos, de forma particular, viven un desafio constante donde los cambios se suceden a gran velocidad. Catalizadores de esta dinamica son, sin duda, los medios sociales que han contribuido a crear y fomentar un mundo tecnologicamente hiperconectado, y han permitido el desarrollo de la figura del social media influencer, una de las mayores tendencias del marketing digital en la actualidad. Esta investigacion tiene como objetivo general determinar las claves de exito de comunicacion del social media influencer Carlos Rios (creador del movimiento de vida saludable realfooding) en Instagram, a traves del analisis de su perfil @carlosriosq y de su producto «Cafe Secreto». Para ello se realiza un analisis documental con los datos recabados de las herramientas: Keyhole e InstaBro. Los resultados obtenidos permiten aclarar las pautas de comunicacion para construir una marca en Instagram, entre las que destaca, tras el estudio de «Cafe Secreto», la redefinicion de la comunicacion en las fases de lanzamiento de productos. EnglishHyperconnected in a personalized world. This could be one of the definitions of the contemporary social context that technology and its different uses have been drawing from the hand of today’s society. All the social and economic sectors, structurally, and the agents that participate in them, in particular, live a constant challenge where changes are happening at great speed. Catalysts for this dynamic are undoubtedly the social media that have helped to create and foster a technologically hyperconnected world, and have allowed the development of the figure of social media influencer, one of the biggest trends in digital marketing today.This research has the general objective of determining the communication success keys of the social media influencer Carlos Rios (creator of the realfooding healthy life movement) on Instagram, through the analysis of his profile @carlosriosq and his product «Cafe Secreto». For this purpose, a documentary analysis is performed with the data collected from the tools: Keyhole and InstaBro. The results obtained allow us to clarify the communication guidelines for branding on Instagram, among which stands out, after the study of «Cafe Secreto», the redefinition of communication in the product launch phases]","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":"41617109","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 nuevas fronteras de la comunicación corporativa","authors":"Miriam Rodríguez-Pallares","doi":"10.6035/662","DOIUrl":"https://doi.org/10.6035/662","url":null,"abstract":"Resena bibliografica Las nuevas fronteras de la comunicacion corporativa Garcia Santamaria, Jose Vicente (2019). Barcelona: UOC.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"389-390"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48823850","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}
Resena: Las comisiones parlamentarias de investigacion: “El accidente de la Linea 1” Gavalda Roca, Josep V. Pellisser Rossell, Nel·lo (2019). Valencia: Tirant Humanidades. Este trabajo realiza un analisis del discurso y comunicativo sobre las dos comisiones parlamentarias que se celebraron en las Cortes Valencianas en 2006 y 2016 para dilucidar la posibilidad de que hubiera responsabilidades politicas por el accidente de la Linea 1 del Metro de Valencia que tuvo lugar el 3 de julio de 2006. Ademas, el libro senala la necesidad de elaborar un protocolo sobre como deberian celebrarse las comisiones parlamentarias de investigacion para que tengan poderes para ejercitar un efectivo control del poder politico.
评论:议会调查委员会:“1号线事故”Gavalda Roca, Josep V. Pellisser Rossell, Nel·lo(2019)。瓦伦西亚:Tirant人文学科。这个演讲的工作进行分析和交际议会关于两个委员会举行的法院Valencianas 2006年和2016年为澄清,有责任政策瓦伦西亚地铁事故第1行,2006年7月3日举行。此外，这本书还指出，有必要制定一项关于如何设立议会调查委员会的议定书，以便获得有效控制政治权力的权力。
{"title":"Las comisiones parlamentarias de investigación: “El accidente de la Línea 1”","authors":"Álvar Peris Blanes","doi":"10.6035/658","DOIUrl":"https://doi.org/10.6035/658","url":null,"abstract":"Resena: Las comisiones parlamentarias de investigacion: “El accidente de la Linea 1” Gavalda Roca, Josep V. Pellisser Rossell, Nel·lo (2019). Valencia: Tirant Humanidades. Este trabajo realiza un analisis del discurso y comunicativo sobre las dos comisiones parlamentarias que se celebraron en las Cortes Valencianas en 2006 y 2016 para dilucidar la posibilidad de que hubiera responsabilidades politicas por el accidente de la Linea 1 del Metro de Valencia que tuvo lugar el 3 de julio de 2006. Ademas, el libro senala la necesidad de elaborar un protocolo sobre como deberian celebrarse las comisiones parlamentarias de investigacion para que tengan poderes para ejercitar un efectivo control del poder politico.","PeriodicalId":42897,"journal":{"name":"AdComunica-Revista Cientifica de Estrategias Tendencias e Innovacion en Communicacion","volume":"1 1","pages":"395-400"},"PeriodicalIF":0.8,"publicationDate":"2020-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47330375","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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