Pub Date : 2019-12-15DOI: 10.15178/va.2019.149.1-24
María Mercedes Pérez, Luis Antonio López Fraile, Javier Pérez Expósito
El tradicional paradigma educativo, donde el profesor es centro del aprendizaje y proveedor de conocimiento, ha sido desplazado por nuevos métodos que ponen al alumno en el centro del proceso a través del aprendizaje experiencial, situándole ante casos y desafíos reales para que genere soluciones, donde el profesor pasa a ser un facilitador del proceso. Dentro de esta nueva visión se enmarca el Challenge Based Learning (CBL), centro de esta investigación que indaga acerca de si su utilización ayuda a mejorar los aspectos académicos, competenciales y de empleabilidad de los egresados en Publicidad. En esta línea de modernización de los procesos educativos, la facultad de CC. Sociales y de la Comunicación de la Universidad Europea de Madrid puso en marcha un programa basado en CBL en colaboración con la prestigiosa agencia de publicidad Comunica +A. Se trata de averiguar si esta metodología educativa es valorada e incorporada positivamente por los estudiantes. Para conseguirlo, se lleva a cabo una investigación consistente en una revisión bibliográfica y en un análisis descriptivo de los cuestionarios cumplimentados por los estudiantes participantes, para recabar su percepción sobre la utilidad y eficacia del programa en los aspectos académicos, competenciales y de empleabilidad. Como conclusión, la hipótesis queda confirmada, con lo que se sientan las bases para un nuevo paradigma educativo (CBL) que permitirá adecuar las habilidades de los estudiantes a las nuevas necesidades del mercado.
{"title":"Challenge Based Learning como modelo de aprendizaje profesionalizante. Caso del programa Universidad Europea con Comunica +A","authors":"María Mercedes Pérez, Luis Antonio López Fraile, Javier Pérez Expósito","doi":"10.15178/va.2019.149.1-24","DOIUrl":"https://doi.org/10.15178/va.2019.149.1-24","url":null,"abstract":"El tradicional paradigma educativo, donde el profesor es centro del aprendizaje y proveedor de conocimiento, ha sido desplazado por nuevos métodos que ponen al alumno en el centro del proceso a través del aprendizaje experiencial, situándole ante casos y desafíos reales para que genere soluciones, donde el profesor pasa a ser un facilitador del proceso. Dentro de esta nueva visión se enmarca el Challenge Based Learning (CBL), centro de esta investigación que indaga acerca de si su utilización ayuda a mejorar los aspectos académicos, competenciales y de empleabilidad de los egresados en Publicidad. En esta línea de modernización de los procesos educativos, la facultad de CC. Sociales y de la Comunicación de la Universidad Europea de Madrid puso en marcha un programa basado en CBL en colaboración con la prestigiosa agencia de publicidad Comunica +A. Se trata de averiguar si esta metodología educativa es valorada e incorporada positivamente por los estudiantes. Para conseguirlo, se lleva a cabo una investigación consistente en una revisión bibliográfica y en un análisis descriptivo de los cuestionarios cumplimentados por los estudiantes participantes, para recabar su percepción sobre la utilidad y eficacia del programa en los aspectos académicos, competenciales y de empleabilidad. Como conclusión, la hipótesis queda confirmada, con lo que se sientan las bases para un nuevo paradigma educativo (CBL) que permitirá adecuar las habilidades de los estudiantes a las nuevas necesidades del mercado.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43121708","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 : 2019-12-15DOI: 10.15178/va.2019.149.127-151
E. Vaquerizo
El artículo aborda la situación actual de los medios étnicos, espacios tradicionalmente destinados a las comunidades migrantes, que lejos de su preconizada extinción, han sobrevivido y encuentran nuevas posibilidades a través de la conservación y en muchos casos renovación de su papel como gratificadores identitarios. Hoy conservan aún un espacio de importancia en cuanto a las preferencias de consumo por parte de estos colectivos, aunque han debido adaptarse al ecosistema digital introduciendo cambios sustanciales en su modelo de negocio, estructuras y producción de contenidos adecuados al entorno digital. Estas páginas exploran y comparan de forma cualitativa contenidos, estructuras organizacionales, herramientas y líneas editoriales de dos medios étnicos relacionados con la comunidad migrante de mexicanos en Estados Unidos, uno nacido con vocación exclusivamente digital y transnacional como Conexión Migrante y el otro adaptado desde un formato impreso a la comunidad de mexicanos en Nueva York como Diario de México en U.S.A. El artículo pretende definir las nuevas estructuras, líneas de contenidos y modelos de negocios adoptados por los nuevos medios étnicos y qué conexiones guardan con sus funciones tradicionales. Del mismo modo investiga si estos medios estarían privilegiando el mantenimiento por parte de los migrantes de sus vínculos con la sociedad de origen o por el contrario la asimilación cultural en su nuevo destino, y de qué forma, el paso a un formato digital con estructuras más interactivas y horizontales ayuda en ese proceso.
{"title":"Medios étnicos, adaptación al ecosistema digital y usos de la diáspora migrante","authors":"E. Vaquerizo","doi":"10.15178/va.2019.149.127-151","DOIUrl":"https://doi.org/10.15178/va.2019.149.127-151","url":null,"abstract":"El artículo aborda la situación actual de los medios étnicos, espacios tradicionalmente destinados a las comunidades migrantes, que lejos de su preconizada extinción, han sobrevivido y encuentran nuevas posibilidades a través de la conservación y en muchos casos renovación de su papel como gratificadores identitarios. Hoy conservan aún un espacio de importancia en cuanto a las preferencias de consumo por parte de estos colectivos, aunque han debido adaptarse al ecosistema digital introduciendo cambios sustanciales en su modelo de negocio, estructuras y producción de contenidos adecuados al entorno digital. Estas páginas exploran y comparan de forma cualitativa contenidos, estructuras organizacionales, herramientas y líneas editoriales de dos medios étnicos relacionados con la comunidad migrante de mexicanos en Estados Unidos, uno nacido con vocación exclusivamente digital y transnacional como Conexión Migrante y el otro adaptado desde un formato impreso a la comunidad de mexicanos en Nueva York como Diario de México en U.S.A. El artículo pretende definir las nuevas estructuras, líneas de contenidos y modelos de negocios adoptados por los nuevos medios étnicos y qué conexiones guardan con sus funciones tradicionales. Del mismo modo investiga si estos medios estarían privilegiando el mantenimiento por parte de los migrantes de sus vínculos con la sociedad de origen o por el contrario la asimilación cultural en su nuevo destino, y de qué forma, el paso a un formato digital con estructuras más interactivas y horizontales ayuda en ese proceso.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47865703","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 : 2019-09-15DOI: 10.15178/va.2019.148.57-76
Natalia Castañón Octavio, L. G. Gómez, Valerie Tirado Aldana
The main objective of this study was to determine the job expectations of the students of the Initial Education career at the Metropolitan University (Caracas-Venezuela) to contribute to the process of continuous improvement of academic quality. To this end, a non-experimental descriptive research was designed, consisting of two variables: characteristics of higher education students and job expectations. After the application of a mixed survey (open and closed questions) the data were analyzed in a quantitative and qualitative way. The most outstanding results indicated the desire of the subjects to become agents of change and to fulfill their teaching role (90.24%) Despite considering that the race is not valued by Venezuelan society, most of the sample indicated that they have developed skills of social sensitivity, fostered directly from the Metropolitan University and showed that 47.62% as the main job expectation to the Educational Management, which seems to indicate the high expectations of work as there is a projection in the highest hierarchy of the educational hierarchy. It was concluded that studying the work expectations of higher education students contributes to the improvement of study plans, which translates into the improvement of the academic quality service, within the framework of knowing the reality of the social-labor sector in conjunction with the interests, needs and expectations of subjects of higher education that favor the insertion in the labor market.
{"title":"Estudio sobre expectativas laborales de estudiantes de la carrera de educación inicial en la Universidad Metropolitana de Caracas-Venezuela","authors":"Natalia Castañón Octavio, L. G. Gómez, Valerie Tirado Aldana","doi":"10.15178/va.2019.148.57-76","DOIUrl":"https://doi.org/10.15178/va.2019.148.57-76","url":null,"abstract":"The main objective of this study was to determine the job expectations of the students of the Initial Education career at the Metropolitan University (Caracas-Venezuela) to contribute to the process of continuous improvement of academic quality. To this end, a non-experimental descriptive research was designed, consisting of two variables: characteristics of higher education students and job expectations. After the application of a mixed survey (open and closed questions) the data were analyzed in a quantitative and qualitative way. The most outstanding results indicated the desire of the subjects to become agents of change and to fulfill their teaching role (90.24%) Despite considering that the race is not valued by Venezuelan society, most of the sample indicated that they have developed skills of social sensitivity, fostered directly from the Metropolitan University and showed that 47.62% as the main job expectation to the Educational Management, which seems to indicate the high expectations of work as there is a projection in the highest hierarchy of the educational hierarchy. It was concluded that studying the work expectations of higher education students contributes to the improvement of study plans, which translates into the improvement of the academic quality service, within the framework of knowing the reality of the social-labor sector in conjunction with the interests, needs and expectations of subjects of higher education that favor the insertion in the labor market.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45906919","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 : 2019-09-15DOI: 10.15178/va.2019.148.23-40
M. C. Pedreira, Ángel Torres-Toukoumidis, Luis M. Romero-Rodríguez, Ignacio Aguaded
This research analyzes the notion that the main international organizations of multilateral character have on the concept of educommunication (media literacy), by means of the correlational extract and analysis of content of interpretative base of 2.648 information units from 12 organizations, both regional and transcontinental, including the United Nations, the Organization for Economic Cooperation and Development, the Arab League, the International Organization of la Francophonie, the Community of Portuguese-speaking Countries and the Organization of Ibero-American States, African Union, European Union, League of Arab States, Commonwealth of Independent States, Organization of American States, Commonwealth of Latin American and Caribbean States, Union of South American Nations, Association of Southeast Asian Nations, Cooperation Council for the Arab States of the Gulf and Pacific Islands Forum. Regarding the main results, it is evident that 83% of the organizations analyzed, except in the Community of Portuguese Language Countries and in the African Union, the convergence of the educational and communicative context, is specifically presented under the terminology “media education”, which influences the formulation of domestic policies through the proposal of incentives and restrictions that affect decision making at the governmental level, alluding to the continuous change and the dynamic construction of identity.
{"title":"Noción de la educomunicación en las organizaciones intergubernamentales","authors":"M. C. Pedreira, Ángel Torres-Toukoumidis, Luis M. Romero-Rodríguez, Ignacio Aguaded","doi":"10.15178/va.2019.148.23-40","DOIUrl":"https://doi.org/10.15178/va.2019.148.23-40","url":null,"abstract":"This research analyzes the notion that the main international organizations of multilateral character have on the concept of educommunication (media literacy), by means of the correlational extract and analysis of content of interpretative base of 2.648 information units from 12 organizations, both regional and transcontinental, including the United Nations, the Organization for Economic Cooperation and Development, the Arab League, the International Organization of la Francophonie, the Community of Portuguese-speaking Countries and the Organization of Ibero-American States, African Union, European Union, League of Arab States, Commonwealth of Independent States, Organization of American States, Commonwealth of Latin American and Caribbean States, Union of South American Nations, Association of Southeast Asian Nations, Cooperation Council for the Arab States of the Gulf and Pacific Islands Forum. Regarding the main results, it is evident that 83% of the organizations analyzed, except in the Community of Portuguese Language Countries and in the African Union, the convergence of the educational and communicative context, is specifically presented under the terminology “media education”, which influences the formulation of domestic policies through the proposal of incentives and restrictions that affect decision making at the governmental level, alluding to the continuous change and the dynamic construction of identity.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48783990","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 : 2019-09-15DOI: 10.15178/va.2019.148.101-119
M. A. García, Enrique Arroyas Langa
Polyphony is a characteristic feature of journalistic discourse. Through the representation of different voices, the interpretative and ideological diversity of the social context is introduced. In the discourse the different voices relate to each other and to the voice of the narrator. This work aims to reflect on the dialogue as a rhetorical resource in the opinion article. Our hypothesis is that reported speech is a technique that produces rhetorical effects, which, in the case of opinion columns, contribute to the reinforcement of its persuasive power. Thus the objective of this work is to define and describe the use of reported speech in opinion columns and analyze its aesthetic and cognitive effects. For this purpose, the dialogical components of ten columns written by the journalist Alfonso Sanchez in the Informaciones newspaper will be analyzed, since according to our hypothesis this author picks up the tradition of the article of customs at a moment of renewal of the opinion genre in Spain. The rhetorical and narrative analysis that we carried out shows that Sanchez's column interprets reality through a polyphony of voices, directed by a narrating self that acts as a witness. Through the opening to the voices of the characters, the discourse referred to increases the dynamism of the narrated facts, provides verisimilitude and, limiting the presence of the narrator, opens the discourse to a plurality of approaches.
{"title":"El discurso referido en los artículos de opinión. Análisis del diálogo en las columnas de Alfonso Sánchez","authors":"M. A. García, Enrique Arroyas Langa","doi":"10.15178/va.2019.148.101-119","DOIUrl":"https://doi.org/10.15178/va.2019.148.101-119","url":null,"abstract":"Polyphony is a characteristic feature of journalistic discourse. Through the representation of different voices, the interpretative and ideological diversity of the social context is introduced. In the discourse the different voices relate to each other and to the voice of the narrator. This work aims to reflect on the dialogue as a rhetorical resource in the opinion article. Our hypothesis is that reported speech is a technique that produces rhetorical effects, which, in the case of opinion columns, contribute to the reinforcement of its persuasive power. Thus the objective of this work is to define and describe the use of reported speech in opinion columns and analyze its aesthetic and cognitive effects. For this purpose, the dialogical components of ten columns written by the journalist Alfonso Sanchez in the Informaciones newspaper will be analyzed, since according to our hypothesis this author picks up the tradition of the article of customs at a moment of renewal of the opinion genre in Spain. The rhetorical and narrative analysis that we carried out shows that Sanchez's column interprets reality through a polyphony of voices, directed by a narrating self that acts as a witness. Through the opening to the voices of the characters, the discourse referred to increases the dynamism of the narrated facts, provides verisimilitude and, limiting the presence of the narrator, opens the discourse to a plurality of approaches.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48341922","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 : 2019-09-15DOI: 10.15178/va.2019.148.149-153
Pablo Agustín Artero Abellán
The review formally presented here constitutes an analysis of the book The Art of the Deal by the businessman and president of the United States, Mr. Donald J. Trump, who, simultaneously, is one of the main themes of my PhD project. The review covers the analysis of the content and linguistic parameters.
{"title":"The art of the deal","authors":"Pablo Agustín Artero Abellán","doi":"10.15178/va.2019.148.149-153","DOIUrl":"https://doi.org/10.15178/va.2019.148.149-153","url":null,"abstract":"The review formally presented here constitutes an analysis of the book The Art of the Deal by the businessman and president of the United States, Mr. Donald J. Trump, who, simultaneously, is one of the main themes of my PhD project. The review covers the analysis of the content and linguistic parameters.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48392803","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 : 2019-09-15DOI: 10.15178/va.2019.148.41-55
Jonathan Sabando Rendón, Tomas Humberto Rodríguez Caguana
This research analyzes the grammatical configurations implemented in the construction of written language messages, through the social network Facebook in a group of 100 students, for which the problem to be investigated was defined: what is the impact of the social network Facebook on the use of communication abbreviations of language written in the second and third year students of the Pedro J. Montero Educational Unit? General Objective: to study the incidence of communicational abbreviations of the written language on the social network Facebook. Hypothesis: The factors which influence on the use of communication abbreviations of the written language in the social network are the use of chat as a means of virtual communication and the immediacy in coding of the message. Variables: written language and virtual communication. Type: descriptive. Design: no-experimental-transectional. Methodology: empiricism. Techniques: four qualitative and four quantitative. Sample: not probabilistic-per quota. Results: hypothesis was approved.
{"title":"Análisis de las abreviaturas comunicacionales del lenguaje escrito en la red social Facebook","authors":"Jonathan Sabando Rendón, Tomas Humberto Rodríguez Caguana","doi":"10.15178/va.2019.148.41-55","DOIUrl":"https://doi.org/10.15178/va.2019.148.41-55","url":null,"abstract":"This research analyzes the grammatical configurations implemented in the construction of written language messages, through the social network Facebook in a group of 100 students, for which the problem to be investigated was defined: what is the impact of the social network Facebook on the use of communication abbreviations of language written in the second and third year students of the Pedro J. Montero Educational Unit? General Objective: to study the incidence of communicational abbreviations of the written language on the social network Facebook. Hypothesis: The factors which influence on the use of communication abbreviations of the written language in the social network are the use of chat as a means of virtual communication and the immediacy in coding of the message. Variables: written language and virtual communication. Type: descriptive. Design: no-experimental-transectional. Methodology: empiricism. Techniques: four qualitative and four quantitative. Sample: not probabilistic-per quota. Results: hypothesis was approved.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48466090","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 : 2019-09-15DOI: 10.15178/va.2019.148.121-147
Gloria Jiménez-Marín, Elena Bellido-Pérez, Ángela López-Cortés
Sensory marketing contains a set of strategic decisions focused on the sense’s stimulation in the public. When these decisions are taken on the point of sale, the public accomplish a full experience that brings them close to the product that they are evaluating, motivating in this way the final purchase. Hence, the establishments that apply in an appropriate way this kind of techniques strengthen a highly satisfactory purchase experience, focusing on the subconscious level related to the sense. Nevertheless, a few considerations need to be taken into account when applying these techniques to get the desired objectives, being aware of the neuroscience advances. In this text, an exploration of sensory marketing concept is carried out, pointing out its various typologies and application possibilities. Firstly, the potential of the five senses as means of leaving a memory in the consumer is described. After that, measuring techniques and implementation guidelines are specified, and finally, the customer’s buying process in the establishment is detailed, indicating how the final purchase could be stimulated with a senses-focused strategy.
{"title":"Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta","authors":"Gloria Jiménez-Marín, Elena Bellido-Pérez, Ángela López-Cortés","doi":"10.15178/va.2019.148.121-147","DOIUrl":"https://doi.org/10.15178/va.2019.148.121-147","url":null,"abstract":"Sensory marketing contains a set of strategic decisions focused on the sense’s stimulation in the public. When these decisions are taken on the point of sale, the public accomplish a full experience that brings them close to the product that they are evaluating, motivating in this way the final purchase. Hence, the establishments that apply in an appropriate way this kind of techniques strengthen a highly satisfactory purchase experience, focusing on the subconscious level related to the sense. Nevertheless, a few considerations need to be taken into account when applying these techniques to get the desired objectives, being aware of the neuroscience advances. In this text, an exploration of sensory marketing concept is carried out, pointing out its various typologies and application possibilities. Firstly, the potential of the five senses as means of leaving a memory in the consumer is described. After that, measuring techniques and implementation guidelines are specified, and finally, the customer’s buying process in the establishment is detailed, indicating how the final purchase could be stimulated with a senses-focused strategy.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48620781","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 : 2019-09-15DOI: 10.15178/va.2019.148.1-21
Jesús Díaz-Campo, E. Fernández-Gómez
This piece of research presents a content analysis carried out on the messages published by the most important brands of the toy industry in Spain according to the Estrella Program of the Spanish Association of Toy Manufacturers (AEFJ) on the Facebook social network during the 2014-2015 Christmas campaign. Specifically, the messages published by Famosa, Playmobil, Comansi, Hasbro, Barbie and Fisher-Price were analyzed. The main objective of this piece of research has been to analyze the interaction between brands and their followers. The purpose of the publications and the use of multimedia resources (videos, photographs, labels, emoticons or links to web pages) are taken into account. In total, 991 messages were collected. The results break down the characteristics of the ten most popular messages (with the most I like it), the ten with more participation (that is, the ones that received the largest number of comments) and the ten most viral (those that were shared more times). The strategy employed by this sector is based on transmitting informative messages or greeting the audience through messages that are accompanied by a photograph. These messages correspond to those that their users like and share most. On the contrary, the contents that are most commented are those that seek interaction with users through mechanisms such as contests.
{"title":"La industria del juguete en Facebook. El engagement con los usuarios durante la campaña de Navidad 2014-15","authors":"Jesús Díaz-Campo, E. Fernández-Gómez","doi":"10.15178/va.2019.148.1-21","DOIUrl":"https://doi.org/10.15178/va.2019.148.1-21","url":null,"abstract":"This piece of research presents a content analysis carried out on the messages published by the most important brands of the toy industry in Spain according to the Estrella Program of the Spanish Association of Toy Manufacturers (AEFJ) on the Facebook social network during the 2014-2015 Christmas campaign. Specifically, the messages published by Famosa, Playmobil, Comansi, Hasbro, Barbie and Fisher-Price were analyzed. The main objective of this piece of research has been to analyze the interaction between brands and their followers. The purpose of the publications and the use of multimedia resources (videos, photographs, labels, emoticons or links to web pages) are taken into account. In total, 991 messages were collected. The results break down the characteristics of the ten most popular messages (with the most I like it), the ten with more participation (that is, the ones that received the largest number of comments) and the ten most viral (those that were shared more times). The strategy employed by this sector is based on transmitting informative messages or greeting the audience through messages that are accompanied by a photograph. These messages correspond to those that their users like and share most. On the contrary, the contents that are most commented are those that seek interaction with users through mechanisms such as contests.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46803297","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 : 2019-09-15DOI: 10.15178/va.2019.148.77-99
E. Alonso, B. M. López
An increasingly global and technological communicative environment, with new media and support, and a much more dynamic behavior of citizens, has forced local authorities to have an active presence in social media. As a result of the theoretical review, we have detected that its management has been analyzed in some media. But only in the town halls of the provincial capitals and of the cities of more than 50,000 inhabitant not in the case of the smaller municipalities. Due to the importance of the rural environment in Spain, it is a must to investigate this draught. This work aims to know: the main social media that are being used in these municipalities; the person in charge of carrying out their management; and if they are implanted from a communicative strategy or not. The selected methodology has been the self-administered Internet survey for mayors and their communication departments. The results obtained see that the rural municipalities are making a great effort to join the Communication 2.0 and, more specifically, to adapt to the new social media environment. Although more and more municipalities take into account communication and understand it as a conversation with citizens, and not as mere unilateral information, there is still a long way to go.
{"title":"La gestión de los medios sociales en la Administración local: análisis de los municipios rurales españoles","authors":"E. Alonso, B. M. López","doi":"10.15178/va.2019.148.77-99","DOIUrl":"https://doi.org/10.15178/va.2019.148.77-99","url":null,"abstract":"An increasingly global and technological communicative environment, with new media and support, and a much more dynamic behavior of citizens, has forced local authorities to have an active presence in social media. As a result of the theoretical review, we have detected that its management has been analyzed in some media. But only in the town halls of the provincial capitals and of the cities of more than 50,000 inhabitant not in the case of the smaller municipalities. Due to the importance of the rural environment in Spain, it is a must to investigate this draught. This work aims to know: the main social media that are being used in these municipalities; the person in charge of carrying out their management; and if they are implanted from a communicative strategy or not. The selected methodology has been the self-administered Internet survey for mayors and their communication departments. The results obtained see that the rural municipalities are making a great effort to join the Communication 2.0 and, more specifically, to adapt to the new social media environment. Although more and more municipalities take into account communication and understand it as a conversation with citizens, and not as mere unilateral information, there is still a long way to go.","PeriodicalId":43836,"journal":{"name":"Vivat Academia","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2019-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46244614","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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