Competències i perfils professionals publicitaris actualitzats: revisió de la literatura i entrevistes a professionals del sector

En aquesta recerca es realitza un mapa general de les tendències en perfils i competències professionals del sector de la publicitat, i s'identifica quins són nous i quins es mantenen però adopten un especial protagonisme en un context marcat per la irrupció de les noves tecnologies i la crisi econòmica i social. S'ha dut a terme una revisió de la producció científica recent i s'ha entrevistat un total de dinou professionals publicitaris. Els resultats mostren dues tendències en el sector: cap a l'extrema especialització en l'àmbit tecnològic o cap a la interdisciplinarietat. Els entrevistats assumeixen que la constant actualització dels seus coneixements en aquest àmbit és un assumpte totalment personal. Davant d'aquesta situació, l'educació superior a Espanya es troba amb el repte d'incorporar amb celeritat els coneixements necessaris per a crear professionals capaços de bregar en un entorn complex i eminentment digital.This research involves the development of a general map of the trends in the professional profiles and competences of the advertising sector, identifying which of these are new and which have been maintained while adopting a special prominence in a context marked by the emergence of new technologies and the economic and social crisis. To this end, a review of the recent scientific literature has been carried out and a total of 19 advertising professionals have been interviewed. The results show two trends in the sector: one towards extreme specialization in the technological field and the other towards interdisciplinarity. Interviewees assume that the constant updating of their knowledge in this area is an entirely personal matter. In view of this situation, Spanish higher education may be seen to be facing the challenge of quickly incorporating the necessary knowledge to train professionals capable of dealing with a complex and eminently digital environment

Association of Candidate Gene Polymorphisms With Chronic Kidney Disease: Results of a Case-Control Analysis in the Nefrona Cohort

Chronic kidney disease (CKD) is a major risk factor for end-stage renal disease, cardiovascular disease and premature death. Despite classical clinical risk factors for CKD and some genetic risk factors have been identified, the residual risk observed in prediction models is still high. Therefore, new risk factors need to be identified in order to better predict the risk of CKD in the population. Here, we analyzed the genetic association of 79 SNPs of proteins associated with mineral metabolism disturbances with CKD in a cohort that includes 2, 445 CKD cases and 559 controls. Genotyping was performed with matrix assisted laser desorption ionizationtime of flight mass spectrometry. We used logistic regression models considering different genetic inheritance models to assess the association of the SNPs with the prevalence of CKD, adjusting for known risk factors. Eight SNPs (rs1126616, rs35068180, rs2238135, rs1800247, rs385564, rs4236, rs2248359, and rs1564858) were associated with CKD even after adjusting by sex, age and race. A model containing five of these SNPs (rs1126616, rs35068180, rs1800247, rs4236, and rs2248359), diabetes and hypertension showed better performance than models considering only clinical risk factors, significantly increasing the area under the curve of the model without polymorphisms. Furthermore, one of the SNPs (the rs2248359) showed an interaction with hypertension, being the risk genotype affecting only hypertensive patients. We conclude that 5 SNPs related to proteins implicated in mineral metabolism disturbances (Osteopontin, osteocalcin, matrix gla protein, matrix metalloprotease 3 and 24 hydroxylase) are associated to an increased risk of suffering CKD

Updated advertising professional competences and profiles: literature review and interviews with professionals

En aquesta recerca es realitza un mapa general de les tendències en perfils i competències professionals del sector de la publicitat, i s’identifica quins són nous i quins es mantenen però adopten un especial protagonisme en un context marcat per la irrupció de les noves tecnologies i la crisi econòmica i social. S’ha dut a terme una revisió de la producció científica recent i s’ha entrevistat un total de dinou professionals publicitaris. Els resultats mostren dues tendències en el sector: cap a l’extrema especialització en l’àmbit tecnològic o cap a la interdisciplinarietat. Els entrevistats assumeixen que la constant actualització dels seus coneixements en aquest àmbit és un assumpte totalment personal. Davant d’aquesta situació, l’educació superior a Espanya es troba amb el repte d’incorporar amb celeritat els coneixements necessaris per a crear professionals capaços de bregar en un entorn complex i eminentment digital.PARAULES CLAU: publicitat, digitalització, perfil professional, competència professional, revisió de la literatura, entrevista.This research involves the development of a general map of the trends in the professional profiles and competences of the advertising sector, identifying which of these are new and which have been maintained while adopting a special prominence in a context marked by the emergence of new technologies and the economic and social crisis. To this end, a review of the recent scientific literature has been carried out and a total of 19 advertising professionals have been interviewed. The results show two trends in the sector: one towards extreme specialization in the technological field and the other towards interdisciplinarity. Interviewees assume that the constant updating of their knowledge in this area is an entirely personal matter. In view of this situation, Spanish higher education may be seen to be facing the challenge of quickly incorporating the necessary knowledge to train professionals capable of dealing with a complex and eminently digital environment.KEYWORDS: advertising, digitalization, professional profile, professional skill, literature review, interview