Análisis de la evolución de la prensa de información general y difusión nacional en el mercado español

La prensa española diaria y de distribución nacional ha experimentado, en las dos últimas décadas, un significativo proceso de reformulación de sus sistemas de comercialización y que tienen uno de sus exponentes en la difusión. De ahí que el análisis de la difusión, desagregada en la diferentes variables que la conforman, permitirá identificar las pertinentes tendencias y distinguir los aspectos meramente coyunturales de los de carácter estructural.Spanish daily press has undergone in the past two decades significant changes of marketing strategy, and reflected specially on diffusion. The present paper has the central purpose of analyzing the evolution of diffusion in recent years of the daily press and its components to identify the relevant trends and differenciate the purely cyclical aspects of structural

"Agenda setting" y crisis económica: influencia de la prensa en el comportamiento de consumo y ahorro

The analysis of media influence over society has generated an important interest for social investigators. This paper is focused on potential effects of media into people behaviour. We have followed the “agenda setting” of main spanish newspapers through its contents referred to economic crisis process. This information has determined people consumption and their saving behaviour. The higher the uncertainties about future perspectives, the greater the increase of people savings.El análisis de la influencia de los media sobre la sociedad ha suscitado desde hace años un importante interés por parte de los investigadores. Este trabajo se centra en analizar el posible efecto que sobre el comportamiento de los ciudadanos pueden ejercer los medios de comunicación. en concreto, se trata de observar desde la perspectiva del establecimiento de la agenda (Agenda setting) como los diarios de referencia en España a través de sus contenidos y atención al reciente proceso de crisis económica han condicionado el comportamiento de consumo y ahorro de los hogares, en la medida en que la inclusión de noticias sobre la misma va asociada a una mayor incertidumbre en las perspectivas de futuro y, por tanto, genera un incremento en las tasas de ahorro a costa de un menor consumo presente

Neuroscience for Content Innovation on European Public Service Broadcasters

En el nuevo panorama mediático, caracterizado por la fragmentación y desafección de las audiencias hacia la televisión tradicional, urge la incorporación de innovadoras estrategias que atiendan a las demandas de sus públicos y conecten con ellos. El presente artículo analiza la capacidad de la Neurociencia para optimizar la producción de contenidos adaptados a las preferencias de los espectadores y comprueba la introducción de esta metodología en las radiotelevisiones públicas europeas. Para ello se realizó una revisión de los informes de gestión, memorias de cuentas y webs de las radiotelevisiones públicas estatales y regionales de la Unión Europea (n=100) así como de la evolución de sus audiencias de 2010-15. Complementariamente, a partir de un análisis exploratorio y de entrevistas en profundidad con cuestionario abierto y cerrado, se recogió la opinión de expertos neurocientíficos, consultores de Neuromarketing, académicos y profesionales de la televisión pública europea (n=22) sobre la utilidad e introducción de esta ciencia para el estudio de las audiencias y su aplicación en la programación, y el rol de la Neuroeducación en el diseño de programas educativos. Los resultados determinan que cerca de una docena de RTV públicas ya aplican el Neuromarketing Audiovisual como herramienta innovadora para probar y diseñar productos de entretenimiento, bloques comerciales y estrategias de mejora de la competitividad frente a su implementación en la programación educativa, encomienda principal del servicio públicoThe new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (n=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (n=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcaster

An Approach to the Implementation of Neuromarketing Techniques by European Private TV Broadcasters

[Abstract]: Changes on media context urge companies to adopt alternative and innovative strategies for decision-making regarding audience’s habits and preferences. In this respect, the neuroscience methodology provides an appealing option to analyze consumers’ viewing experience. This paper aims to determine the impact of neuromarketing on TV channels for the latter purpose, through an in-depth review and a survey addressed to analyze the use of this methodology by European private broadcasters. The results achieved point to the potential of neuromarketing to improve efficacy of linear and non-linear TV commercial spaces, as well as to design television contents and to optimize the impact of social TV and multiscreen viewing

Responsabilidad social: perspectiva del alumnado de Administración y Dirección de Empresas

[Resumen] En esta comunicación se recoge la perspectiva del alumnado perteneciente a primero del grado de Administración y Dirección de Empresas de la Facultad de Economía y Empresa, en la Universidade da Coruña durante el curso 2016-2017, en torno a la responsabilidad social. Este trabajo está dividido en tres fases, la primera, la recogida de información cuantitativa mediante un cuestionario estructurado, la segunda, el desarrollo de un trabajo cualitativo por parte del alumnado y la última fase, exposición y reflexión oral del alumnado en torno a la temática. En la primera fase de este trabajo se analiza el grado de conocimiento del concepto de la responsabilidad social; la identificación de las dimensiones de la responsabilidad social; la principal finalidad que percibe el alumnado para llevar a cabo políticas de responsabilidad social en las organizaciones; la clasificación de los sectores según su grado de implicación en materia de responsabilidad social (entre los que se encuadra la educación en comparación con otros sectores); la importancia de los requisitos para clasificar a las organizaciones como socialmente responsables; y los programas en los que desearía participar el alumnado una vez que finalicen sus estudios en la universidad

Distribution of daily newspapers in Spain 1998-2008: paper vs digital

The circulation of newspapers that have both a “paper version” and a “free digital” version is analysed to determine whether there is a relationship between the two kinds of circulation. If there is an existing relationship we want to know how it works, what the overall effects are, and if these effects create some form of “cannibalization”. We studied the leading “free digital” publications in Spain for general information (El mundo), sports (Marca), and economics (Expansión). Sources for extracting data are Introl, OJD and OJD Interactiva. Data analysis was based on a descriptive statistics methodology and monthly series over 10 years, starting in June 1998, the first available date for electronic editions of these three newspapapers. The last month analysed is December 2008 because OJD Interactiva modified its measurement methods in January 2009 and this change could have affected the study results

Tourism Marketing in a Metaverse Context: the New Reality of European Museums on Meta

This is an Accepted Manuscript of an article published by Taylor & Francis in Museum Management and Curatorship on 10 May 2023, available at: https://doi.org/10.1080/09647775.2023.2209841[Abstract] The “contactless” culture established after COVID-19 and the development of metaverse technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence, serve as vectors of change in museum tourism. Contactless behaviours have forced European museums to reconfigure and strengthen their digital communication and marketing strategies, mainly through social media and audiovisual content, to connect with their audience by virtual means only. This experience has laid the foundations for hybrid communication (physical and virtual) by museums and acted as a pilot experience for their activities in the metaverse of the future. The aim of this research is to analyse the online tourism communication strategies implemented by 20 European museums through Facebook (Meta) in times of COVID-19. The results show the effect of lockdown on patterns of consumption and interaction, and the impact of message content and format on user engagement and participation.This article was supported by the iMARKA research group from University of A Coruña. This article is part of the R&D project Digital-native media in Spain: Strategies, competencies, social involvement and (re)definition of practices in journalistic production and diffusion (PID2021-122534OB-C21), funded by MCIN / AEI/10.13039/501100011033/ and by ‘ERDF A way of making Europe

Data Envelopment Analysis (DEA) for Measuring the Efficiency of the Hotel Industry in Ecuador

[Abstract]: The level of contribution of the hotel industry depends on different factors of production that they use in the provision of their services The way they use these factors of production will allow them to act efficiently, in order to improve profitability and market position. Ecuador, in recent years, has directed public policies betting on the development of this industry. In this sense, this research seeks to measure the efficiency and productivity of the Ecuadorian hotel industry. For this purpose, a significant sample has been selected; it consists of 147 businesses that provided hotel services during the period 2013–2017. These businesses are classified according to their quality and geographic location. This information has been useful to make a balanced panel data with one output (Revenue) and three inputs (Total_personnel, the non-current assets, and Consumption) by using the Data Envelopment Analysis (DEA). The results, which proved to be solid and accurate, indicate that the most efficient businesses are the ones in the third class, whereas those hotels located in zones with tourist attractions and activities have a better optimization of those resources. This situation has an effect on the significant improvement of their productivity

Use, knowledge and assessment of the scientific digital social networks in the Galician universities

Scientific social networks (SSN) have been an important advance in the dissemination of knowledge in the scientific community. There are more and more researchers who agree on the need to join some SSN on account of the many advantages of visibility and impact they offer. This research paper studies the knowledge and use of SSN in the three Galician universities in 2017. Surveys of 552 professor/researchers from A Coruña, Santiago de Compostela and Vigo universities show that the knowledge and use of SSN have a growing trend, and that its management and usefulness assessment is positive, although their access frequency is still low

Credibilidad de los medios de comunicación: análisis de la prensa diaria desde el comportamiento del consumidor

Media credibility: analysis of the daily press based on consumer behaviour. We analysed mass media credibility, focusing particularly on generalist journals. We carried out structural equation modeling, based on a sample comprised of 454 questionnaires relative to the newspapers El país, El mundo, Abc, La razón and La voz de Galicia, in order to analyze the antecedents and consequences of credibility. The results obtained show the important influence of perceived quality, media image and awareness on consumers’ attitudes, along with the influence of attitude on media credibility. Our findings provide useful insights for mass media managers that may enhance media image and awareness, along with consumers’ perceptions of quality, in an increasingly competitive environment