Brand Experience Events to Generate Corporate Image and Reputation

Los eventos se erigen en el ámbito de la comunicación como herramientas de marketing experiencial al generar en el público una sólida interacción con la marca. En este artículo se analizan los eventos más relevantes entre los años 2010 y 2015 que han sido reconocidos en diferentes ediciones de los Premios Evento Plus, como referencia clave en este sector a nivel nacional. Nuestro objetivo es identificar los eventos que fueron premiados en la categoría Gran Premio del Jurado, así como los sectores y características que definen el diseño de los eventos en la estrategia relacional de las organizaciones empresariales.The events are erected in the area of communication and experiential marketing tools to generate in the public a strong interaction with the brand. In this article the most important events between 2010 and 2015, which have been recognized in different editions of the Plus Awards Event as a key reference in this sector at national level are analyzed. Our goal is to identify the events that were awarded in the category Grand Jury Prize as well as the sectors and the design characteristics that define the events in the CRM strategy of business organizations

ZipN is an essential FtsZ membrane tether and contributes to the septal localization of SepJ in the flamentous cyanobacterium Anabaena

The organismic unit of heterocyst-forming cyanobacteria is a filament of communicating cells connected by septal junctions, proteinaceous structures bridging the cytoplasms of contiguous cells. This distinct bacterial organization is preserved during cell division. In Anabaena, deletion of the zipN gene could not be segregated. We generated strain CSL109 that expresses zipN from a synthetic regulatable promoter. Under conditions of ZipN depletion, cells progressively enlarged, reflecting restricted cell division, and showed drastic morphological alterations including cell detachment from the filaments, to finish lysing. In contrast to the wild-type localization in midcell Z-rings, FtsZ was found in delocalized aggregates in strain CSL109. Consistently, the proportion of membrane-associated to soluble FtsZ in fractionated cell extracts was lower in CSL109. Bacterial two-hybrid analysis showed that ZipN interacts with FtsZ and other cell-division proteins including cytoplasmic Ftn6 and SepF, and polytopic FtsW, FtsX, FtsQ and FtsI. Additionally, ZipN interacted with the septal protein SepJ, and in CSL109 depletion of ZipN was concomitant with a progressive loss of septal specificity of SepJ. Thus, in Anabaena ZipN represents an essential FtsZ membrane tether and an organizer of the divisome, and it contributes to the conformation of septal structures for filament integrity and intercellular communication.Agencia Estatal de Investigación BFU2013-44686-P, BFU2016-77097-

Direct and indirect approaches based on paper analysis by Py-GC/MS for estimating the age of documents

The age of a relatively old document is one of the pending issues to be resolved in the field of forensic documentary examination. Although nowadays there are a variety of analytical methodologies focused in the analysis of inks for dating documents, the paper analysis has attained little attention. This work aims to develop two complementary approaches for estimating the age of documents based on paper analysis employing the pyrolysis technique coupled to gas chromatography with detection by mass spectrometry (Py-GC/MS): (i) a direct approach using the pyrolytic fingerprints and multivariate regression with artificially aged samples, and (ii) an indirect approach based on the identification of compounds characteristic of the document period. The direct approach has successfully allowed the age estimation of relatively old documents under police custody (up to 30 years of age) and the determination of a relation between the natural and the accelerated aging of paper under the used conditions. This approach is applicable to papers that have the same (or similar) composition and have been stored under comparable storage conditions. Additionally, the indirect approach is presented as an interesting perspective to ratify valuable information of the document age

Gender differences in influencer communication: the case of gastronomic instagramers

[ES] Pese a la existencia de estudios que demuestran que hombres y mujeres utilizan estrategias discursivas diferentes, no se ha prestado atención al análisis de estas desemejanzas en las redes sociales. Así, se pretende analizar si se producen diferencias de género en la comunicación que se efectúa en Instagram y se examina el caso de los y las influencers gastronómicos. Se utiliza la metodología cuantitativa y se realiza un análisis de contenido de 339 publicaciones de Instagram llevadas a cabo por 10 influencers gastronómicos (5 mujeres y 5 hombres). Los principales resultados muestran que existe diferencia en la comunicación que hombres y mujeres realizan, suscitándose un estereotipo de género en el que son ellas las que toman más presencia.[EN] Despite the existence of studies that show that men and women use different discursive strategies, no attention has been paid to the analysis of these dissimilarities in social networks. Thus, it is intended to analyze whether there are gender differences in the communication that takes place on Instagram and examines the case of gastronomic influencers. The quantitative methodology is used and a content analysis of 339 Instagram posts made by 10 gastronomic influencers (5 women and 5 men) is carried out. The main results show that there is a difference in the communication that men and women carry out, giving rise to a gender stereotype in which they are the ones who take more presence

The use of Instagram by gastronomic influencers: similarities and differences between instagramers concerned about healthy eating and foodies

El amplio uso de las redes sociales por parte de la población ha supuesto el surgimiento de los influencers. Dentro del sector de la gastronomía existen dos tipos de líderes de opinión digitales: los comidistas y los preocupados por la comida sana. Para comparar la comunicación que estos dos tipos de perfiles realizan en Instagram se efectúa un análisis de contenido de 339 publicaciones realizadas por los instagramers gastronómicos más importantes de España. Los resultados muestran que sus estrategias de comunicación difieren y que los seguidores de los perfiles saludables son los más activos y lo que más interactúan.The wide use of social networks by the population has led to the emergence of influencers. Within the gastronomy sector there are two types of digital opinion leaders: foodies and those concerned with healthy food. To compare the communication that these two profiles types carry out on Instagram, a content analysis of 339 publications made by the most important gastronomic instagramers in Spain is performed. The results show that their communication strategies differ and that the followers of the healthy profiles are the most active and interactive ones

PROTO-COL. La experiencia de una red interuniversitaria para la formación en protocolo y eventos (2010-2014)

En este proyecto de innovación docente denominado “Proto-col: red interuniversitaria de trabajo colaborativo en protocolo y gestión de eventos” se ha realizado durante los cursos académicos 2010-2011, 2011-2012, 2012-2013 y 2013-2014 un ejercicio de reflexión, en primer término, sobre la idoneidad del perfil de los estudiantes en protocolo y gestión de eventos, a partir de los nuevos Grados en Publicidad y Relaciones Públicas ofertados por la Universidad de Alicante y la Universitat Jaume I de Castellón; en segundo término, sobre la metodología didáctica aplicada en las asignaturas optativas vinculadas a dicho ámbito formativo, e integradas en las nuevas propuestas educativas, así como diferentes investigaciones exploratorias sobre la presencia de materias vinculadas a la gestión de eventos, el protocolo y las relaciones institucionales en las universidades españolas. Todas estas aportaciones, junto con la dirección de TFGs, TFMs y direcciones de tesis doctorales reflejan el trabajo en red de un grupo de profesores especializados en esta materia y justifica la pertinencia de este proyecto interuniversitario que se ha traducido en diversas contribuciones académicas y experiencias docentes

FtsZ of filamentous, heterocyst-forming cyanobacteria has a conserved N-Terminal peptide required for normal FtsZ polymerization and cell division

Filamentous cyanobacteria grow by intercalary cell division, which should involve distinct steps compared to those producing separate daughter cells. The N-terminal region of FtsZ is highly conserved in the clade of filamentous cyanobacteria capable of cell differentiation. A derivative of the model strain Anabaena sp. PCC 7120 expressing only an FtsZ lacking the amino acids 2-51 of the N-terminal peptide (1N-FtsZ) could not be segregated. Strain CSL110 expresses both 1N-FtsZ, from the endogenous ftsZ gene promoter, and the native FtsZ from a synthetic regulated promoter. Under conditions of 1N-FtsZ predominance, cells of strain CSL110 progressively enlarge, reflecting reduced cell division, and show instances of asymmetric cell division and aberrant Z-structures notably differing from the Z-ring formed by FtsZ in the wild type. In bacterial 2-hybrid assays FtsZ interacted with 1N-FtsZ. However, 1N-FtsZ-GFP appeared impaired for incorporation into Z-rings when expressed together with FtsZ. FtsZ, but not 1N-FtsZ, interacted with the essential protein SepF. Both FtsZ and 1N-FtsZ polymerize in vitro exhibiting comparable GTPase activities. However, filaments of FtsZ show a distinct curling forming toroids, whereas 1N-FtsZ form thick bundles of straight filaments. Thus, the N-terminal FtsZ sequence appears to contribute to a distinct FtsZ polymerization mode that is essential for cell division and division plane location in Anabaena.Agencia Estatal de Investigación BFU2013-44686-P BFU2016-77097-

Elliptical Crack Identification in a Nonrotating Shaft

It is known that fatigue cracks are one of the most important problems of the mechanical components, since their propagation can cause severe loss, both personal and economic. So, it is essential to know deeply the behavior of the cracked element to have tools that allow predicting the breakage before it happens. The shafts are elements that are specially affected by the described problem, because they are subjected to alternative compression and tension stresses., is work presents, firstly, an analytical expression that allows determining the first four natural frequencies of bending vibration of a nonrotating cracked shaft, assumed as an Euler-Bernoulli beam, with circular cross section under pinned-pinned conditions, taking into account the elliptical shape of the crack. Second, once the direct problem is known, the inverse problem is approached. Genetic Algorithm technique has been used to estimate the crack parameters assuming known the natural frequencies of the cracked shaft.The authors would like to thank the Spanish Ministerio de Economía y Competitividad for the support for this work through the project DPI2013-45406-P

Immunometabolism is a key factor for the persistent spontaneous elite control of HIV-1 infection

Approximately 25% of elite controllers (ECs) lose their virological control by mechanisms that are only partially known. Recently, immunovirological and proteomic factors have been associated to the loss of spontaneous control. Our aim was to perform a metabolomic approach to identify the underlying mechanistic pathways and potential biomarkers associated with this loss of control. Methods: Plasma samples from EC who spontaneously lost virological control (Transient Controllers, TC, n=8), at two and one year before the loss of control, were comparedwith a control group of ECwho persistently maintained virological control during the same follow-up period (Persistent Controllers, PC, n=8). The determination of metabolites and plasma lipids was performed by GC-qTOF and LC-qTOF using targeted and untargeted approaches. Metabolite levels were associated with the polyfunctionality of HIV-specific CD8+T-cell response. Findings: Our data suggest that, before the loss of control, TCs showed a specific circulating metabolomic profile characterized by aerobic glycolytic metabolism, deregulated mitochondrial function, oxidative stress and increased immunological activation. In addition, CD8+ T-cell polyfunctionality was strongly associated with metabolite levels. Finally, valine was the main differentiating factor between TCs and PCs. Interpretation: All these metabolomic differences should be considered not only as potential biomarkers but also as therapeutic targets in HIV infection.Instituto Carlos III PI10/02635 PI13/00796 PI16/00503 PI12/02283 PI16/00684 CPII014/00025 FI14/00431 FI17/00186 INT11/240 INT12/282 INT15/226Fondos Europeos para el Desarrollo Regional PI10/02635 PI13/00796 PI16/00503 PI12/02283 PI16/00684 CPII014/00025 FI14/00431 FI17/00186FEDER PI10/02635 PI13/00796 PI16/00503 PI12/02283 PI16/00684 CPII014/00025 FI14/00431 FI17/00186FEDER PI10/02635 PI13/00796 PI16/00503 PI12/02283 PI16/00684 CPII014/00025 FI14/00431 FI17/00186Programa de Suport als Grups de Recerca 2017SGR948 2014SGR250Gilead Fellowship Program GLD14/293 GLD17/00299Red de Investigación en Sida RD12/0017/0005 RD16/0025/0006 RD12/0017/0029 RD16/0025/0020Junta de Andalucía C-0032/17Generalitat de Catalunya PERIS SLT002/16/0010

Lithospheric contraction concentric to Tharsis: 3D structural modeling of large thrust faults between Thaumasia highlands and Aonia Terra, Mars

Large thrust faults on Mars are caused by lithospheric planetary contraction. The geometry of these faults is linked with the mechanical behavior of the lithosphere. Tharsis, the largest volcano-tectonic province on Mars, controls the global tectonic pattern of the planet. Here, we present a study of five large thrust faults concentric to Tharsis, located between the Thaumasia Highlands and the Argyre impact basin. We applied a 3D structural modeling, using a combination of fault-parallel flow and trishear algorithms to estimate the geometry and kinematics of the faults at depth. The modeled faults show an upper planar part dipping 33° to 40°, rooting with a listric geometry into horizontal levels at 13–27 km depth, with fault slips of 801–3366 m. The general out-of-Tharsis vergence, the listric fault geometries and the deepening of the depth of faulting toward Thaumasia outline an incipient thrust wedge architecture. Assuming that the largest faults rooted at the Brittle-Ductile Transition, we calculate a heat flow at the time of faulting of 24–54 mW m−2. The obtained strength envelopes for dry and wet conditions show that all the strength of the lithosphere was located in the upper half of the crust.This research has been supported by the project TECTOMARS PGC2018-095340-B-I00, funded by the Spanish Ministry of Science, Innovation and Universities