Publicidad y valores : el advertainment y advergaming en Coca-Cola

Comunicaciones del IV Congreso Internacional sobre análisis fílmico celebrado en la Universitat Jaume I de Castellón 4,5 y 6 de mayo de 201

Quality of Life in Teenagers and Adults With Coeliac Disease: From Newly Spanish Coeliac Disease Questionnaire Validation to Assessment in a Population-Based Study

Background: Coeliac disease (CD) is an immune-mediated systemic disorder elicited by the ingestion of gluten in genetically predisposed individuals. Gluten restriction in CD sufferers leads to numerous limitations in various aspects of daily life and can significantly impact the quality-of-life (QoL). The specific and widely used Coeliac Disease Questionnaire (CDQ) is an excellent tool to evaluate QoL in patients with CD, assessing physical, psychological, and social domains. This questionnaire is unavailable in Spain. Therefore, our study is the first to translate, culturally adapt, validate, and apply the Spanish version of CDQ to a representative sample of Spanish teenagers and adults with CD. Methods: A total of 153 CD participants with biopsy-proven and self-reported gluten-free adherence were included in the cross-sectional study, which included four stages: (1) translation and retranslation of the French CDQ version into Spanish; (2) cultural adaptation and semantic evaluation; (3) CDQ validation through the internal consistency determination and reproducibility of the QoL; and (4) application of the questionnaire to Spanish teenagers and adults with CD and estimation of QoL using EQ-5D. Results: The internal consistency and test–retest reliability of the Spanish CDQ were satisfactory and no ceiling or floor effects were detected. Significant correlations were identified between the CDQ scales, and the instrument for validation covering similar dimensions of the QoL was identified. The mean CDQ total score was 131.03 ± 24.1, and the social domain had the highest rating. There was no correlation between the time spent on a gluten-free diet and QoL. A significantly higher QoL score was reported among males and adolescents in the 15–17 age groups. Conclusion: The newly Spanish CDQ is an appropriate tool to assess the QoL of the teenager and adult patients with CD. This study highlights the importance of identifying the affected scales to address actions to reduce the impact of the gluten-free diet burden of the coeliac patients and maintain public health regulations that support patients with chronic diseases such as CDCentro para el Desarrollo Tecnologico Industrial 20/0112Corporación Tecnológica de Andalucía 20/011

Publicidad en internet: nuevas vinculaciones en las redes sociales

La evolución de la publicidad se ha producido paralelamente al de las TIC. De este modo, la publicidad se insertó rápidamente en Internet y, en la actualidad, lo ha hecho en las nuevas plataformas on line en auge: las redes sociales. El cambio que ha experimentado la publicidad se manifiesta tanto narrativa como formalmente. Por una parte, su discurso enfatiza valores añadidos frente a las características del producto de la publicidad convencional. Por otra, las redes sociales han permitido la interactividad y participación dinámica de los potenciales consumidores. A continuación se analizarán estas diferencias entre la publicidad tradicional y la actual para, finalmente, centrarnos en los perfiles de marca, los cuales han establecido nuevas vinculaciones entre los potenciales clientes y las marcas

Hydroacoustics for density and biomass estimations in aquaculture ponds

The use of hydroacoustics is currently being studied and developed as a promising non-intrusive methodology to monitor and manage fish stocks in aquaculture farms. The main objective of this study was to develop an acoustic method for the estimation of fish density and biomass in inland aquaculture farms and test the accuracy and precision of the estimates with real data provided by the company. The study was conducted in sea bass (Dicentrarchus labrax) production ponds located in Seville (Southern Spain). A Simrad EK60 echosounder with two split-beam circular transducers operating simultaneously at 200 kHz was used for hydroacoustic surveys. Two different hydroacoustic designs were considered: central trajectories and zigzag trajectories. The accuracy and precision of the estimates were examined in order to select the best sampling design. Due to a non-homogeneous fish distribution in the pond caused by the avoidance behaviour, as a response to the sampling disturbance presented by fish, acoustic density and biomass were corrected by applying sampling theory according to the probability of fish detection. When density and biomass were corrected, the estimates became highly accurate and precise with respect to real data, which confirms that the proposed method is adequate. Similarly, acoustic estimates of fish weight were highly in agreement with real data, due to the use of specific equations developed “in situ” for the study. Although no significant differences were recorded in the density and biomass estimates with regard to the trajectory used (central vs. zigzag), it was observed that the most accurate agreement and precision were always obtained in central trajectories. Therefore, central design is proposed as the most appropriate design for hydroacoustic measurements in inland ponds. The results obtained in this study provide estimates of density and biomass that accurately match the real data, supporting the use of hydroacoustics as a potentially valid tool to manage inland aquaculture farms

Testing of new sampling methods and estimation of size structure of sea bass (Dicentrarchus labrax) in aquaculture farms using horizontal hydroacoustics

In aquaculture, monitoring fish size and density is fundamental to improve management and profitability of fish farms. The aim of this study is to test whether horizontally aimed 200-kHz transducers are adequate to obtain fish size structure in open-sea cages in order to apply horizontal hydroacoustics as a non-intrusive and innovative technique in sea bass (Dicentrarchus labrax) farming. Several sampling strategies have been tested by placing the transducer in two different positions: outside the cage and inside the cage. In addition, two sampling approaches have been implemented: placing the transducer at a fixed position or moving it vertically. The results show that horizontal hydroacoustics is a useful technique for monitoring size distribution of sea bass in farming cages. The most adequate sampling method consists of using a vertically moving transducer positioned outside the cage, since it exhibits the narrowest size distributions with the lowest variance estimates, which matches the data provided by fish farmers

Youth and gender in the brand profile of Coca-Cola in Tuenti

El presente estudio tiene por objetivo profundizar en los estereotipos y roles de género de los adolescentes y jóvenes españoles en los perfiles de marca de las redes sociales. Para ello, se realiza en primer lugar un recorrido previo por la literatura con el fin de profundizar en el estereotipo de juventud que convencionalmente maneja la publicidad y en las diferencias y semejanzas entre chicos y chicas en el mundo “real” y virtual. El posterior estudio empírico se centra en el análisis del perfil de una de las marcas más representativas entre este tipo de público, Coca-Cola, en la red social preferida de estos usuarios, Tuenti. A través de la etnografía digital, se analizará la participación de Coca-Cola y la de sus seguidores –chicos y chicas- en el perfil de marca. Se profundizará en el estereotipo de juventud que maneja la marca para, a continuación, analizar las características e intereses reales de chicos y chicas a través de sus intervenciones. Finalmente, se determinarán las semejanzas y diferencias entre el estereotipo que maneja Coca-Cola y el comportamiento real, así como entre ambos géneros.This study aims to deepen the gender roles and stereotypes of adolescents and young people in Spain brand profiles of social networks. To do this, first performs a pre-tour of the literature in order to deepen the stereotype of youth conventionally handles advertising and the differences and similarities between boys and girls in the "real" and virtual world. The subsequent empirical study focuses on the analysis of the profile of one of the most iconic brands among this audience, Coke, in the preferred social network of these users, Tuenti. Through digital ethnography, involving Coke will be analyzed and their followers Guys and girls-profile brand. It will deepen the stereotype of youth who manages the brand, then analyze the characteristics and real interests of boys and girls through their interventions. Finally, determine the similarities and differences between the stereotype that handles Coke and the actual behavior as well as between genders

Publicidad in game: El movimiento Coca-Cola

A continuación se analizarán y detallarán las características de la publicidad in game, así como los diversos formatos, product placement, advertainment y advergaming, para a continuación analizar el caso de la plataforma El Movimiento Coca-Cola. Este mundo virtual ha logrado alcanzar a un millón de jóvenes y, al mismo tiempo, integra de forma coherente y exitosa las diferentes hibridaciones publicitarias

Communication between minors and brands on social networks

Las redes sociales han permitido instaurar una relación fluida y estrecha entre anunciantes y usuarios. En estas plataformas, los consumidores pueden declararse seguidores de las marcas e interactuar con ellas; los anunciantes aprovechan la proactividad de los usuarios y aumentan así el número de impactos publicitarios. La marca Coca-Cola es uno de estos anunciantes que se han sabido instalar en las comunidades virtuales, específicamente en la red social Tuenti. Aunando al mayor número de seguidores, Coca-Cola se dirige a los adolescentes españoles. A lo largo de este estudio se analiza la relación entre la marca y los menores a través de la comunicación one to one, sus características propias, las diferencias participativas entre géneros y su posible contribución a la formación de un consumidor adolescente postcrisis.Social networks have allowed to establish a smooth, narrow between advertisers and users. On these platforms, consumers can declare followers and interact with brands, advertisers leverage the proactivity of users and thus increase the number of advertising impacts. Coca-Cola is one of the advertisers that have been known to establish in virtual communities, specifically the social network Tuenti. Combining the largest number of followers, Coca-Cola has a particularity: its communication is aimed at teenagers. Throughout this study we analyzed the relationship between the brand and the children through one to one communication, the characteristics of these messages, participatory gender differences and their possible contribution to the formation of a post-crisis consumer teenager

Working Methodology with Public Universities in Peru during the Pandemic—Continuity of Virtual/Online Teaching and Learning

This article describes the consultancy provided by the UTEC-UNED-TECSUP University Consortium to six national universities in Peru, during the COVID-19 state of emergency. This action aims to promote the techno-pedagogical change from a face-to-face to a virtual/online educational context. The process consists of three stages that ensured the continuity of the virtual/online educational service: diagnosis, design, and training, to strengthen instructional and digital competencies, support, and techno-pedagogical monitoring. It includes the basic principles of constructivist and constructionist learning theories for active and quality teaching and learning for the agents involved, and, in addition, the guidelines set by the emerging Peruvian regulations during the pandemic to move towards a digital university model according to the times. After a 157-day intervention, the analysis of the results raises some reflections: the importance of the socio-cultural context and its influence on the concept and development of the instructional act; the concept of distance learning in territories where connectivity is the main difficulty, and the university institution, in terms of a non-presential educational model with open and versatile methodologies, which anticipates a long process, involves a scheduled follow-up, requires fluid communication and demands continuous feedback: It is hereby stated for the record that the UTEC-UNED-TECSUP CONSORTIUM, made up of the companies: TECSUP N◦1, TECSUP ASSOCIATION N◦ 2 called “TECSUP”, UNIVERSITY OF ENGINEERING AND TECHNOLOGY called “UTEC”, and NATIONAL UNIVERSITY OF DISTANCE EDUCATION called “UNED”, provided the service of: “DEVELOP THE SUPPORT PROGRAMME TO DESIGN AND IMPLEMENT STRATEGIES FOR THE CONTINUITY OF THE HIGHER EDUCATION SERVICE OF PUBLIC UNIVERSITIES” to the Executing Unit 118 “Improvement of the Quality of Basic and Higher Education”—Programme for the Improvement of the Quality and Relevance of University and Technological Higher Education Services at National Level of the Ministry of Education. Contract number: 063-2020-MCEBS/Total cost of the service: S/.1,822,165.5