REV - Communication & Society - Volumen 33, N. 1 (2020)
Permanent URI for this collectionhttps://hdl.handle.net/10171/42892
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- The American dream in the airwaves. The beginnings of Portuguese radio in the United States(Servicio de Publicaciones de la Universidad de Navarra, 2020) Pena-Rodríguez, A. (Alberto)This work is an approximation to the beginnings of Portuguese radio in the United States, a phenomenon associated with the Lusophone immigrant community scattered throughout the United States. Starting from the hypothesis that radio was an innovative communication instrument that could have altered the perception of the reality of the Portuguese diaspora in a delocalised and transmediatic context, the object of the study focuses on describing and analysing some of the relevant aspects of the beginnings of this sound medium within the Portuguese community in North America in the 1930s, when the Portuguese began to produce their own programmes. As the use of radio as a means of communication became more popular, several Portuguese-language radio stations called “Portuguese hours” appeared, which were housed in local radio stations in population centres with a significant presence of Portuguese, especially in New England and California. Some Portuguese journalists took up the challenge of devoting themselves to radio journalism with great success, while others interpreted the enormous interest aroused by radio programmes among immigrants as a threat to the advertising income of the press. Through the use of dispersed documentary and newspaper sources and the use of qualitative techniques of content analysis, the main objective of this research is to explain the characteristics of the first Portuguese-language radio programs in the United States, how the immigrant press reacted to their potential threat as a competing medium, and who were their pioneers.
- Building a political image on Instagram: A study of the personal profile of Santiago Abascal (Vox) in 2018(Servicio de Publicaciones de la Universidad de Navarra, 2020) Sampietro, A. (Agnese); Sánchez-Castillo, S. (Sebastián)Due to Instagram’s growing popularity in Spain, politicians have also begun to turn to this social network increasingly more. Accordingly, this paper analyses the visual and textual discourse of 259 posts published throughout 2018 on the personal Instagram profile of Santiago Abascal, the leader of the party Vox. Insofar as he is the Spanish politician with the highest number of followers on Instagram, the aim here is to analyse how he uses this social network in order to identify possible strategies that justify his growing number of followers. In the analysis, special attention was paid to aspects that might have contributed to the (self)presentation of Abascal and the promotion of his party, such as posting personal information and the direct involvement with his followers. The results show that consistent with the use to which Spanish politicians put Instagram, Abascal’s profile highlights his ‘political’ dimension and, specifically, his agenda. Personal content (such as references to leisure or sports) are used strategically to highlight certain features of his persona and ideology. The predominance of unedited images, the framing of the photos and appeals to his followers are some of the clues that reveal that, rather than providing access to his personal life, Abascal’s use of Instagram is the result of a carefully planned promotional strategy.
- What can tripartite semantic network analysis do for media framing research?(Servicio de Publicaciones de la Universidad de Navarra, 2020) Shin, Y. (Yongjun)This study primarily aims to demonstrate how tripartite semantic network analysis can help us with media framing analysis. Predominant quantitative framing research has tended to focus on identifying salient frames and/or assessing their influences on public opinions. Also, semantic network analysis has been used to display relationships among frames, which complements conventional quantitative frame analysis for frequency and salience of frames. However, it needs to be advanced in the way that it can assess the dynamical relationships among actors, frames, and the actors’ stances on an issue. In this vein, it is encouraging to find that Robert Entman has demonstrated the dynamics in framing and the complicated relationships between frames and actors in different social realms through his cascading activation model. Tripartite semantic network analysis is expected to contribute to systematically depicting the complicated framing relationships in the form of network. This research attempts to showcase how tripartite semantic analysis can complement framing analysis through a case study on a controversial local housing policy in Madison, Wisconsin, USA. While the descriptive statistical analyses show the overall differences in framing across the newspapers and the changes in framings over time, the tripartite semantic network analyses display delicate and significant differences and changes in framing, which is hard to be captured in quantitative framing analysis. It might also be valuable for not only research but also more effective engagement in public discourses.
- Portraits of Women: Mexican and Chilean Stereotypes in Digital Advertising(Servicio de Publicaciones de la Universidad de Navarra, 2020) Mensa, M. (Marta); Bittner, V. (Verónica)By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples were compiled by selecting forty fan pages with the most followers –20 from Mexico and 20 from Chile. 1600 posts were examined by quantitative content analysis method. Results show that Mexican posts use 10.2% more sexist stereotypes than Chilean posts. In a traditional role’s context, advertising emphasizes behaviors along gender stereotypes, where women are not perceived equal to men. “I love shoes” (97.5%), a Mexican company with the second highest number of followers and “Forever 21,” an American juvenile clothing brand (85%) in Chile, are the brands that portray women in mostly traditional roles. These data reinforce the theory that femaleaudience brands support sexist values in advertising. Both countries show women engaged in activities outside the home, but not professionally or as an authority figure. Summary, in many ways, evidence suggests a paradoxical approach to portrayals of women in Mexican and Chilean Facebook fan page advertising.
- "Penny Dreadful" (2014-2016). Postmodern mythology and ontology of otherness(Servicio de Publicaciones de la Universidad de Navarra, 2020) Monterrubio-Ibáñez, L. (Lourdes)The television series Penny Dreadful (2014-2016) is an appropriation, intertextuality and transfiction exercise of four modern myths from nineteenth-century literature –Frankenstein (Mary Shelley, 1818), The Strange Case of Dr Jekyll and Mr Hyde (Robert Louis Stevenson, 1886), The Picture of Dorian Gray (Oscar Wilde, 1891) and Dracula (Bram Stoker, 1897)– to which the mythological figure of the lycanthrope is added. This myth syncretism is completed by linking these characters, located in the Victorian London of the late 19th century, with different mythologies: biblical, Egyptian, American West, Native American or witch mythology. The article aims to analyse, focusing on the final season of the series, how the narrative complexity of contemporary seriality and the different materialisations of postmodern image –multiplex-image, distance-image and excessimage– become perfect tools to both narrate the identity search of the different characters and subvert and resemantise these modern myths. Their identity searches emerge from an ontology of otherness that defines postmodernity –from otherness of conscience to otherness of other people–, using the mythical figure of the monster. It allows then the subversion and resemantisation of each mythical character, generating a kind of postmodern mythology that reflects on our contemporaneity: feminist emancipation and violent revolution, patriarchy and machismo, family institution, social marginalisation, individualism and lack of commitment, classism and racism.
- Discussion and mediation of social outrage on Twitter: The reaction to the judicial sentence of "La Manada"(Servicio de Publicaciones de la Universidad de Navarra, 2020) Navarro, C. (Celina); Coromina, O. (Òscar)In recent years, digital feminism has been prominent in the international public sphere and the massive release of individual testimonies of violence against women has had an important presence on social media. In Spain, the reaction to the judicial sentence of the La Manada case, which only convicted the five men accused of abuse, rather than rape, provoked a public outrage that was negotiated on social networks and was later displayed in mass demonstrations across the country. The aim of this study is to analyze the reaction that took place on Twitter on the day of the ruling of the sentence (26 April 2018) and how the dominant frames were initiated and stabilized on Twitter. With a sample of almost 500.000 tweets, the posts achieving most retweets per hour and the most salient media objects (including hashtags, visual content and links) have been analyzed based on the framing theory. Media objects have been explored through flowcharts allowing the visualization of the evolution of the dominant messages. The results show a hegemonic conversation on Twitter against the ruling of the court with a high presence of feminist demands. Furthermore, the analysis of the evolution of the main frames shows that the different Twitter affordances allow rapidity in the negotiation of the dominant messages. This paper contributes to the understanding of the articulation of framing from a complex perspective including media objects such as images and URLs that broaden the layers of meaning of the Twitter discourse on collective actions.
- Horizontal surveillance, mobile communication and social networking sites. The lack of privacy in young people’s daily lives(Servicio de Publicaciones de la Universidad de Navarra, 2020) Hermida, A. (Alberto); Hernández-Santaolalla, V. (Víctor)Social networking sites and mobile communication have progressively encouraged the proliferation of certain surveillance and control practices employed by users on a daily basis. Platforms like Facebook and Instagram and devices such as mobile phones have normalised forms of horizontal surveillance, which have begun to be accepted by citizens as the norm. Thus, this paper examines a series of lateral and social surveillance practices that demonstrate a more deliberate and reprehensible behaviour on the part of users by focusing on the conflicts arising from the lack of privacy and control and the deficient management of inappropriate or annoying content in the social networking site environment. To this end, 311 students of the Universidad de Sevilla aged between 18 and 26 were asked to fill in a questionnaire. The survey results show that the majority of the respondents acknowledged having felt being spied on social networking sites, as well as having ended up at loggerheads with acquaintances as a consequence of having shared personal content with others. Lastly, it is apparent that, despite present concerns about the absence of privacy and control and inappropriate or annoying content, users believe that these are risks well worth running for the sake of sharing on social media.
- Viral Dissemination of Content in Advertising: Emotional Factors to Reach Consumers(Servicio de Publicaciones de la Universidad de Navarra, 2020) Míguez-González, M.I. (María Isabel); Dafonte-Gómez, A.(Alberto); Corbacho-Valencia, J.M. (Juan Manuel)Social media has become a relevant content dissemination channel in recent years. Each user has the capacity to potentially reach others, and in this way, social media challenges the traditional distribution of content through mass media. The advertising industry has had to adapt to this new ecosystem and develop audiovisual pieces specifically tailored to this environment as part of their communication strategies. These pieces aim at achieving not only views but to engage viewers in sharing content with their contacts. Recent research indicates that there are certain aspects of human behaviour related to emotions and motivations that have an impact on the decision to share information, news and content with others. However, there are few studies analysing how the features of the content shared influence that decision. This article presents the content analysis results of the 100 most widely shared advertising viral videos around the world from 2011 to 2015 according to Adweek. The analysis was conducted from an emotional perspective in order to establish the common features of the most shared videos and to identify the frequency in which emotional narrative resources are used.
- Al Jazeera Arabic and Al Jazeera English Websites: Agenda-Setting as a Means to Comparatively Analyze Online News Stories(Servicio de Publicaciones de la Universidad de Navarra, 2020) Satti, M.A. (Mohamed A.)This study seeks to investigate similarities or differences in the content of news stories published on Al Jazeera Arabic (AJA) and Al Jazeera English (AJE) websites. Guided by agenda-setting theory 2,400 online news stories were analyzed. Findings indicate that on fewer than 8% of the time do AJA and AJE display the same news story on their websites. Since Al Jazeera’s target audience differs depending on the language, the study argues that AJA and AJE set the agenda for two sets of news consumers. This is fairly significant as Al Jazeera seeks to play a greater role in news dissemination to a global audience. Al Jazeera deliberately seeks to highlight a certain news item, such as the almost daily coverage of the crisis between Qatar and four other Arab countries in the summer of 2017, thereby actively engaging in agenda-setting. Findings also indicate that AJA publishes more news stories pertaining to the Arab world than AJE. AJA’s coverage of the African and South American continents is relatively low compared to the Arab region, thereby directing audience’s attention to events and issues closer to Al Jazeera’s home base of Qatar. The study also argues that news consumers play a significant role in determining the news items displayed by news outlets.
- Portraits of Muslim women in the Spanish press: the "burkini" and "burqa" ban affair(Servicio de Publicaciones de la Universidad de Navarra, 2020) Calvo-Barbero, C. (Carla)According to diverse reports and studies, islamophobia has become a social threat in the European context. Also, several investigations indicate that Muslim women are the main victims of this type of hostility (gender islamophobia), and stress that the media shows a stereotyped image of Muslim women. This paper aims to the study, from the theory of framing, the media image of Muslim women in the Spanish press. The study focuses on the news related to the controversy arising in 2016 by the prohibition of the burkini in some regions in Europe, and the subsequent reopening of the debate on the prohibition of the integral veil in Germany. For this purpose, a quantitative content analysis has been applied to 152 news items published regarding this issue by the five newspapers with the largest circulation in Spain (El País, El Mundo, La Vanguardia, El Periódico and ABC). The analysis consists on an exploratory study to identify the news frames following the scale of Semetko and Valkenburg (2000). In addition, an original methodological design has been applied to study the specific frames regarding Muslim women. The results indicate that, in most cases, the media representation of Muslim women focuses on the “victim” and “threat” frames, even though the “victim” frame appears to a greater extent.