2,032 research outputs found

    Donación, mecenazgo y patrocinio como técnicas de relaciones públicas al servicio de la responsabilidad social corporativa (Donation, patronage and sponsorship as public relations techniques in the corporate social responsibility’s service)

    Get PDF
    Companies have in their hands different techniques to be shown socially responsible before its community. Donation and Patronage raise the companies’ «visibility» without an excessive rejection. On the other hand, Patronage makes «more visible» the economic collaboration between the company and the receiving organization. The positive results of being «socially responsible» should revert, also, to the sponsored organizations, sharing the successes that a good communication contributes to the image and the reputation of all the agents that participate in the process

    Advertising music in Spain (2008-17). Quantitative observation on musical shapes in TV ads

    Get PDF
    Tras la monitorización de 9.185 espots publicitarios durante 10 años consecutivos (2008-2017) se detecta una clara tendencia hacia la desaparición de la música original en la comunicación publicitaria televisiva en España. El análisis de contenido muestra que, actualmente, el 67% de anuncios cuentan con música preexistente. Tan solo 1 de cada 4 espots cuentan con música original propia de la marca, en sus distintas formas musicales. Los datos obtenidos en el presente estudio se aproximan a los que el investigador Allan mostró en 2008 en referencia a la música publicitaria en los USA. Premonición o tendencia, pero la “americanización” de estos hechos es una realidad incuestionable en la comunicación publicitaria española actual.The study monitors 9.185 TV-ads during 10 years (2008-2017) and detects a clear trend towards the disappearance of the original music in the advertising communication of the Spanish television. The content analysis shows that, currently, 67% of ads has pre-existing music. Only 1 in every 4 ads has original brand music, in their different musical shapes. The data obtained in the present study are close to those of Allan in 2008, in reference to the advertising music in the USA. Premonition or tendency, but the "Americanization" of these facts is an unquestionable reality in current Spanish advertising communication

    Periodisme científic i relacions públiques

    Get PDF
    Les empreses farmacèutiques, laboratoris, centres d'investigació, editorials, fundacions hospitalàries, autors, experts i investigadors, universitats i centres tecnològics tenen l'obligació d'executar amb professionalitat les tècniques i procediments de relació amb els mitjans de comunicació. Si pretenen arribar a l'opinió pública, si pretenen difondre coneixement més enllà de les seves fronteres internes, han de treballar a través dels professionals experts que els poden oferir el seu coneixement, la seva experiència i la seva agenda de mitjans. No és suficient amb l'edició d'un descobriment o un treball d'investigació en un format digne, trucar als periodistes i esperar que vinguin. És necessari crear un interès en els professionals de la comunicació perquè aquesta informació s'entengui com a «oportuna» i «inèdita», per damunt de centenars d'altres informacions que tenen entre mans. I la ciència no n'és una excepció. Hi ha molt material que pot i vol convertir-se en fet noticiable. Les dificultats de fer bon periodisme científic són, doncs, evidents. Les tècniques de relacions públiques «ben fetes» poden facilitar el treball dels periodistes en el complex context del periodisme científic.The pharmaceutical companies, laboratories, investigation centers, publishing houses, hospital foundations, authors, experts and researchers, universities and technological centers must carry out with professionalism techniques and methods of the relationship with the media. If they seek to arrive to the public opinion, if they seek to diffuse knowledge beyond their internal frontiers, they should work through the expert professionals who can provide them their knowledge, experience and agenda-setting. It is not enough publicizing a discovery or an investigation in a worthy format, calling to the journalists and waiting for them. It is necessary to create an interest among the communication professionals so that information is understood as «opportune» and «unpublished». And science is not an exception. Journalists have much science material that they can transform into a piece of news. The problems to do a good scientific journalism are evident. «Well made» techniques of public relations can facilitate the journalists’ work in the complex context of scientific journalism

    Donación, mecenazgo y patrocinio como técnicas de relaciones públicas al servicio de la responsabilidad social corporativa

    Get PDF
    La empresa tiene en sus manos distintas técnicas para mostrarse socialmente responsable ante su comunidad. La donación y el mecenazgo aumentan la «visibilidad» de la empresa en su entorno sin un excesivo rechazo. Por otra parte, el patrocinio hace aún más «visible» la colaboración económica entre la empresa y la organización receptora. Los resultados positivos de «ser socialmente responsable» deben revertir, también, en los sujetos receptores, compartiendo los éxitos que una buena comunicación aporta a la imagen y a la reputación de todos los agentes que participan en el proceso.Companies have in their hands different techniques to be shown socially responsible before its community. Donation and Patronage raise the companies' «visibility» without an excessive rejection. On the other hand, Patronage makes «more visible» the economic collaboration between the company and the receiving organization. The positive results of being «socially responsible» should revert, also, to the sponsored organizations, sharing the successes that a good communication contributes to the image and the reputation of all the agents that participate in the process

    La Universidad Pública de Navarra en la prensa escrita (2008-10) Estudio sobre percepción y realidad en el discurso periodístico

    Get PDF
    In the face of worries of the Public University of Navarre (UPNA) with regard to the journalistic overtones that affect, repeatedly, to the objectivity of their information, it was realized a study with regard to the treatment granted by the mass media to the information of the UPNA, especially, the originated ones in Diario de Navarra. In order to complement the quantitative study, a qualitative one was programmed with interviews to internal publics of the University and to certain external publics, in this case, some outstanding journalists. The aim is to analyze the perceptions of different individuals on the journalistic discourse, comparing opinions and facts, in a long period of informative work of almost 2 years.Ante la inquietud de la Universidad Pública de Navarra (UPNA) respecto a los matices periodísticos que afectan de manera reiterada a la objetividad de sus informaciones, se realiza un estudio respecto al tratamiento otorgado por los medios de comunicación sobre las informaciones de la UPNA, en especial, las originadas en Diario de Navarra. Con objeto de complementar el estudio cuantitativo, se programa uno cualitativo basado en entrevistas a públicos internos de la Universidad y a determinados públicos externos entre los que destacan diversos periodistas. El objetivo es, pues, analizar las percepciones de distintos individuos sobre el discurso periodístico, contraponiendo opiniones y hechos, en un largo período de trabajo informativo cercano a los 2 años

    Periodisme científic i relacions públiques

    Get PDF
    Les empreses farmacèutiques, laboratoris, centres d'investigació, editorials, fundacions hospitalàries, autors, experts i investigadors, universitats i centres tecnològics tenen l'obligació d'executar amb professionalitat les tècniques i procediments de relació amb els mitjans de comunicació. Si pretenen arribar a l'opinió pública, si pretenen difondre coneixement més enllà de les seves fronteres internes, han de treballar a través dels professionals experts que els poden oferir el seu coneixement, la seva experiència i la seva agenda de mitjans. No és suficient amb l'edició d'un descobriment o un treball d'investigació en un format digne, trucar als periodistes i esperar que vinguin. És necessari crear un interès en els professionals de la comunicació perquè aquesta informació s'entengui com a «oportuna» i «inèdita», per damunt de centenars d'altres informacions que tenen entre mans. I la ciència no n'és una excepció. Hi ha molt material que pot i vol convertir-se en fet noticiable. Les dificultats de fer bon periodisme científic són, doncs, evidents. Les tècniques de relacions públiques «ben fetes» poden facilitar el treball dels periodistes en el complex context del periodisme científic.The pharmaceutical companies, laboratories, investigation centers, publishing houses, hospital foundations, authors, experts and researchers, universities and technological centers must carry out with professionalism techniques and methods of the relationship with the media. If they seek to arrive to the public opinion, if they seek to diffuse knowledge beyond their internal frontiers, they should work through the expert professionals who can provide them their knowledge, experience and agenda-setting. It is not enough publicizing a discovery or an investigation in a worthy format, calling to the journalists and waiting for them. It is necessary to create an interest among the communication professionals so that information is understood as «opportune» and «unpublished». And science is not an exception. Journalists have much science material that they can transform into a piece of news. The problems to do a good scientific journalism are evident. «Well made» techniques of public relations can facilitate the journalists work in the complex context of scientific journalism

    Banda sonora de la publicidad televisiva española: formas, géneros y estilos musicales.

    Get PDF
    La presente investigación es fruto de un anterior trabajo teórico presentado en esta misma revista en 2009, La música en la comunicación publicitaria. Ahora, el estudio avanza presentando los resultados de una investigación sobre 2.346 anuncios televisivos en distintas cadenas nacionales españolas en horario prime-time durante 2009. En España, 9 de cada 10 espots televisivos cuentan con algún tipo de componente musical en su formato final, resultado similar a estudios realizados en distintos países y en distintas épocas. Donde existen sensibles diferencias es en la forma musical utilizada para comunicar el producto así como en los estilos y géneros musicales en los que se basan dichas formas musicales y su relación con el tipo de producto y anunciante

    Inclusive Advertising through the Soundtrack: Insights from People with Visual Impairments

    Get PDF
    Today’s audiovisual advertising is heard more than seen, as many viewers feel overloaded with visual information or engage in multitasking while viewing. The fact that many viewers are not watching the screen is a problem that should concern the entire advertising industry. Are there technological solutions that enable us to hear what we do not see? Audio description (AD) is an established option in the field of visual impairment, but is it the only option to make advertising accessible to people who are not looking at the images? This study considers these questions, applying a methodology based on Qualitative Data Analysis (QDA) and combining Grounded Theory and the focus group model as a data collection technique. Three focus groups ⎼two comprising people with a visual disability and the third made up of people without one explored the question of whether contemporary advertising has been drifting towards an exclusion of spectators with visual impairment. Participant responses were split between the view that commercials should incorporate AD but with clear improvements that take viewer opinion into account and the belief that advertising should return to its origins and make its soundtrack more explicit, perhaps rendering AD unnecessary

    Gathering the limbs of the text in Shelley Jackson’s "Patchwork girl"

    Get PDF
    Shelley Jackson’s Patchwork Girl is not simply a new recreation of Mary Shelley’s Frankenstein in hypertext format; it also tries to develop some of the implications in the original text from the paradigms of contemporary science and criticism. This study is an attempt to bring to light the ways in which these paradigms, characterized by their emphasis on fragmentariness, are made to interact dialogically with Shelley’s novel in order to produce a postmodern version of the old Promethean myth. Apart from exploring the filial connections that one might expect in any rewriting exercise, this essay focuses on the way Jackson questions the concept of authorship, origin(ality) and literary property, and related issues such as intertextuality and assemblage, all of which are indices of the theoretical concerns underlying Jackson's text and of the ways in which it follows, re-writes or invites us to re-read Shelley's “hideous progeny
    • …
    corecore