Representacion de la imagen del menor en la publicidad difundida a traves de Internet

Introduction The representation of the minor in advertisements is a topic that is scarcely studied and reflected in the bibliography, in social paediatrics as well as audio-visual communication. The aim of the present study is to describe how the minor is represented in the publicity that is conveyed through the internet, and whether or not that representation is adequate. Material and methods An analysis was made of all the advertisements in which minors appeared during a period of two months, on three days a week, on the most visited web pages in Spain. The evaluation on how the minor was represented was carried out with an evaluation tool, constructed by the authors, based on European and Spanish legislation, which showed a high concordance between evaluators. A descriptive analysis was performed on the categorical variables, and the inter-dependent relationship was established between them using the chi-squared test. Results A total of 173 advertisements were identified in which at least one minor appeared, which was generally represented solo (63.5%), in a natural environment (36.9%) and of school age (44.5%). The web pages of the “general press” are those that most frequently show advertisement in which minors are represented, through the use of banners (82%). In the majority of cases the inadequate use of the figure of the minor takes place using tactical representation, and not just strategic. Conclusions The image of the minor in the publicity that is conveyed via the most visited web pages in Spain is inadequate in 3 of every 3 advertisements. This misuse of the minor is usually seen in as unjustifiably strategic, and favouring non-positive values or that they favour situations of inequalityIntroducción La representación del menor en los anuncios de publicidad es un tema poco investigado y reflejado en la bibliografía, tanto de la pediatría social como de la comunicación audiovisual. El objetivo del presente estudio es describir cómo se representa al menor en la publicidad que se vehiculiza a través de Internet, y si esa representación es adecuada o no. Material y métodos Se analizaron todos los anuncios en los que aparecían menores a lo largo de 2 meses, visualizando, 3 días por semana, las páginas web más visitadas en España. La valoración de cómo se representaba al menor se realizó con una herramienta de evaluación, elaborada por los autores, basada en la legislación europea y española, que mostró una alta concordancia interevaluador. Se realizó un análisis descriptivo de las variables categóricas y se estableció la relación de interdependencia entre las mismas a través de la prueba Chi-cuadrado. Resultados Se identificaron 173 anuncios donde apareció al menos un menor, que es generalmente representado solo (63,5%), en un entorno natural (36,9%) y con edad escolar (44,5%). Las páginas web de «prensa general» son las que más frecuentemente muestran anuncios donde se representan menores, a través del uso de banners (82%). En la mayor parte de los casos el uso inadecuado de la figura del menor tiene lugar mediante la representación táctica del mismo, y no meramente estratégica. Conclusiones El uso de la imagen del menor en la publicidad que se vehiculiza a través de las páginas web más visitadas en España es inadecuada en 2 de cada 3 anuncios. Dicho mal uso del menor suele objetivarse en la representación del mismo de forma estratégicamente no justificable, y favoreciendo valores no positivos o que favorecen situaciones de desigualdad

The International Network for Evaluating Outcomes (iNeo) of neonates: evolution, progress and opportunities

Neonates born very preterm (before 32 weeks’ gestational age), are a significant public health concern because of their high-risk of mortality and life-long disability. In addition, caring for very preterm neonates can be expensive, both during their initial hospitalization and their long-term cost of permanent impairments. To address these issues, national and regional neonatal networks around the world collect and analyse data from their constituents to identify trends in outcomes, and conduct benchmarking, audit and research. Improving neonatal outcomes and reducing health care costs is a global problem that can be addressed using collaborative approaches to assess practice variation between countries, conduct research and implement evidence-based practices. The International Network for Evaluating Outcomes (iNeo) of neonates was established in 2013 with the goal of improving outcomes for very preterm neonates through international collaboration and comparisons. To date, 10 national or regional population-based neonatal networks/datasets participate in iNeo collaboration. The initiative now includes data on >200,000 very preterm neonates and has conducted important epidemiological studies evaluating outcomes, variations and trends. The collaboration has also surveyed >320 neonatal units worldwide to learn about variations in practices, healthcare service delivery, and physical, environmental and manpower related factors and support services for parents. The iNeo collaboration serves as a strong international platform for Neonatal-Perinatal health services research that facilitates international data sharing, capacity building, and global efforts to improve very preterm neonate care