Cáceres-Zapatero, D. (Dolores)

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    The Non-Verbal Communication of Santiago Abascal, President of VOX
    (Servicio de Publicaciones de la Universidad de Navarra, 2022) Cáceres-Zapatero, D. (Dolores); Fernández-Hoya, G. (Gema)
    This article analyzes Santiago Abascal’s non-verbal communication, exploring the development of his communication skills, thus adding to heretofore limited research on non-verbal expression and political communication by providing empirical evidence from the field. Content analysis has been carried out on the basis of a quantitative systematization of non-verbal communication, encompassing kinesic, prosodic and proxemic aspects. The corpus of study comprises 24 audiovisual documents, representative examples of Abascal’s public communication actions between the years 2014 and 2021, to which a tailormade frame of reference has been applied. Our findings show that Abascal’s communication skills have progressed and improved during that time period, and may now be defined as evincing notable intra-systemic and inter-systemic coherence in verbal, kinesic and paralinguistic language, which enables more effective and persuasive communication; a clear, precise and constant gestural style that amplifies the persuasive impact of his discourse; the use of consistent expressive signals interpreted by his audience as markers of credibility; and a mode of non-verbal expression that is emphatic and vehement, which underpins the meaning of the message, enables emotional connection, and fosters effective communication as a form of spectacle. The conclusion drawn here is that the Abascal’s development in expressive communication may be one contributing factor, among others, that has led to the rise of his political party, VOX.
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    Consumo de revistas de moda y efectos en la autopercepción del cuerpo de mujeres: un estudio comparado entre España y México desde la Tercera Persona
    (Servicio de Publicaciones de la Universidad de Navarra, 2009) Cáceres-Zapatero, D. (Dolores); Díaz-Soloaga, P. (Paloma); Múñiz, C. (Carlos)
    El presente estudio investiga los efectos de la publicidad sobre moda en actitudes y opiniones de las mujeres, así como las posibles consecuencias de la exposición a los estereotipos ofrecidos en los anuncios de las marcas de moda. El estudio se realizó a partir de una muestra compuesta por 884 mujeres: estudiantes, profesoras o trabajadoras de la Universidad Complutense de Madrid, España y del Tecnológico de Monterrey, Campus Monterrey, en México. Se realizó un tratamiento cuantitativo de los datos obtenidos de un cuestionario on line que permitió ofrecer datos comparativos sobre los efectos del consumo publicitario y sus condicionantes culturales. Palabras clave: Revistas de moda, Mujer, Efectos de la Publicidad, Auto percepción del cuerpo.