DSpace Collection:
https://hdl.handle.net/10171/42843
2024-03-29T06:44:47ZTenemos que hablar. El Compromiso 2.0 en Facebook durante la cibercampaña española del 20D de 2015
https://hdl.handle.net/10171/54625
Title: Tenemos que hablar. El Compromiso 2.0 en Facebook durante la cibercampaña española del 20D de 2015
Abstract: Las Elecciones Generales españolas de 20 de diciembre de 2015 se presentaban como cualitativamente novedosas ante la esperada irrupción de dos partidos emergentes, Podemos y Ciudadanos, por lo que el uso de Internet, iniciado en contiendas anteriores, se podía estimar como parte de las estrategias fundamentales de la campaña. En concreto, las redes sociales cuentan con la potencialidad de permitir a los políticos establecer una comunicación de doble sentido y sin intermediarios con los ciudadanos. Este trabajo pretendió explorar la profundidad del diálogo entre las principales formaciones políticas españolas y los usuarios de Facebook. Para ello, se realizó un análisis estadístico cuantitativo de los mensajes publicados en dicha red social por los partidos políticos y sus candidatos durante dos semanas de la campaña electoral. Se pudo verificar la validez y fiabilidad de la escala de Compromiso 2.0, en consonancia con estudios anteriores, si bien, contra la hipótesis inicial, este diálogo se mantuvo en niveles mínimos, pese a revelarse como una estrategia adecuada para aumentar la difusión de los posts. La distinción entre partidos tradicionales y emergentes no fue la clave para el establecimiento de una mejor comunicación con los seguidores.; The political context in the wake of the General Elections of December 20, 2015 was changed significantly due to the emergence of the political parties Podemos and Ciudadanos. As the internet was used in previous campaigns, it was predicted that it would continue to play a key role in these General Elections. Of all the possibilities that the internet has to offer, social networks have the potential to allow politicians to establish a two-way communication with citizens without intermediaries. This work aimed to explore the depth of the dialogue between the main Spanish political parties and Facebook users. To achieve this, a quantitative statistical analysis was carried out of the messages published on Facebook by political parties and their candidates during two weeks of the electoral campaign. The validity and reliability of the Engagement 2.0 scale was able to be verified, in accordance with previous studies. Contrary to our initial hypothesis, this dialogue remained at minimum levels, despite being revealed as a suitable strategy to increase the diffusion of the posts. The distinction between traditional and emerging parties was not a key factor in improving communication with followers.2018-01-01T00:00:00ZAn evaluation of source effects in consumer generated ads
https://hdl.handle.net/10171/54624
Title: An evaluation of source effects in consumer generated ads
Abstract: The continuous advancement in information and communication technologies transforms the media and its audiences. The new media environment has provided the audiences with a great control power over the media consumption process. Interaction and participation are the connatural features of new media, therefore this environment offers brand new opportunities to the audience regarding content creation and distribution. This environment also reshaped the interaction between consumers and brands, and enabled active participation of consumers. Therefore, consumer-brand relationships have become more complex and interactive than ever before. The phenomenon of consumer generated ads (CGA), which is the main focus of this study, is one of the most remarkable examples of high level consumer participation to brand-related content creation. This phenomenon has attracted more and more attention from scholars in recent years. As of the second half of 2000s, the academy directed its attention to CGA and a limited number of studies have been covered since then. Most of those previous studies’ findings have shown that disclosing consumer source may lead to less favorable ad evaluations. This study is conducted in Turkey and employed both experimental design and semi-structured interviews. Unlike the previous studies, this study has shown that disclosing consumer source leads to more favorable ad evaluations. Besides, another significant finding of this study shows that consumer generated ad (CGA) is perceived to be “creative work of an amateur” rather than being a “persuasion attempt” and “communication of the brand”.2018-01-01T00:00:00ZThe everyday pain of racism of Brazilian black women and the effect of counterintuitive ads for its reduction: a Grounded Theory study
https://hdl.handle.net/10171/54623
Title: The everyday pain of racism of Brazilian black women and the effect of counterintuitive ads for its reduction: a Grounded Theory study
Abstract: This paper presents an explanation proposal about the meaning links that are produced when there is interaction of Brazilian women with counterintuitive ads, which show Afro-American women as protagonists of their discourses. It is a qualitative investigation oriented by the theoretical interconnection of perspectives of symbolic interactionism and mediatization studies, as basilar theoretical referential, and through the constructivist grounded theory, as a methodological approach. The results of this research enabled the articulation of the representative theoretical model “The Interaction experiences of Brazilian women with counterintuitive ad", from which this paper presents the core category “The everyday pain of racism of Brazilian black women and the effect of counterintuitive ads for its reduction”.2018-01-01T00:00:00ZPublicidad oficial y conflicto por el narcotráfico: el relato transmitido por el Gobierno Federal Mexicano (2006-2012)
https://hdl.handle.net/10171/54622
Title: Publicidad oficial y conflicto por el narcotráfico: el relato transmitido por el Gobierno Federal Mexicano (2006-2012)
Abstract: Este artículo académico está basado en los resultados obtenidos de una tesis doctoral defendida en Mayo de 2016 , titulada: "la publicidad oficial en la construcción de culturas de paz: el caso del Gobierno Federal Mexicano (2006-2012) en el marco del conflicto por el narcotráfico" en la que se destaca el potencial existente en la publicidad oficial para la promoción de valores, conductas y acciones que fomenten el bienestar colectivo y donde se analizan cualitativamente 127 piezas publicitarias emitidas por diversas Secretarías de la República Mexicana durante el sexenio del Presidente Felipe de Jesús Calderón Hinojosa. El relato transmitido a través de la publicidad institucional nos demuestra que el gobierno mexicano, más allá de utilizar sus spots publicitarios para transmitir mensajes que coadyuvaran a la pacificación del país, utilizó esta herramienta para legitimar su estrategia de combate armado al narcotráfico. A lo largo de los spots analizados, se narra una historia claramente diferenciada entre "buenos" y "malos", en un relato publicitario sustentado en la cultura del miedo, utilizando la amenaza de las drogas como eje de su estrategia persuasiva, con lo que se generan más miedos e inseguridades que las confianzas que se necesitarían para cambiar las cosas. La promoción de las culturas de paz en el relato publicitario ofrecido por Gobierno Federal Mexicano es, en contra parte, mínima. Por lo que se puede afirmar que no ofrece claves para comprender y transformar el conflicto, sino una narrativa que refuerza el problema y lo legitima.; This academic article is based on the results obtained from doctoral research defended in May of 2016 , with the title: "Government advertising in the construction of cultures of peace: the case of the Mexican Federal Government (2006-2012) in the framework of the war on drugs", which highlights the potential of government advertising for the promotion of values, behaviors and actions that build collective well-being. The research analyzes qualitatively 127 T.V. spots issued by different Departments of the Mexican Republic during the six-year presidential term of Felipe de Jesús Calderón Hinojosa, to unveil that the Mexican government, instead of using its advertising efforts to contribute to the pacification of the country, used this communicative tool to legitimize its strategy of facing drug trafficking through an armed approach. Throughout the messages presented in the T.V. spots, a clearly differentiated story between "good" and "bad" people is described, using the threat of drugs as the axis of its persuasive strategy and transmitting a culture of fear that generates more concerns and insecurities than the values needed to counteract violence. At the same time, the promotion of cultures of peace in the story offered by the Mexican Federal Government is minimal and circumstantial, from what it can be affirmed that it does not offer keys to understand and transform the conflict, but a narrative that reinforces the war on drugs and legitimizes it.2018-01-01T00:00:00Z