La Planificación Estratégica en la Agencia

Este artículo explica cómo las técnicas de la Planificación Estratégica (Strategic Planning) han entrado en las agencias de publicidad de la mano del Planner y se han desarrollado con rapidez en los últimos años. También trata de la relación entre el planner y el equipo creativo. [ABSTRAC] This article explains how the techniques of the Strategic Planning and the Planner have entered into the advertising agencies very quickly during the last past years. Also it explain the relationship between the planner and the creative team

Efectos de la publicidad y la comunicación en el público infantil: desestructurando los valores y forzando la madurez

El texto habla sobre los efectos producidos por las publicidad y los medios de comunicación de masas sobre los niños. Estos producen un efecto acumulativo indirecto pero muy poderoso: la desestructuración de los valores del niño y su comportamiento como un adulto precoz. [ABSTRACT]The text studies the effects produced by the advertising and the mass media to the children, that have an indirect but very powerful cumulative effect: the dismantling of the values of the children and its behavior, transforming them in precocious adults

La función social de la publicidad de la ONCE: cómo las campañas de la ONCE han conseguido cambiar las imágenes dominantes sobre las personas discapacitadas y acelerar su integración social

Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicitaria II, leída el 28-05-2001. Resumen publicado de esta tesis bajo el título "La función social de la publicidad de la ONCE". Alvarez Ruiz, Antón. Escuela Libre Editorial - Fundación ONCE, Madrid, 2003.Esta tesis doctoral es una de las primeras realizadas en España sobre la publicidad de fines sociales. Estudiando la publicidad de la ONCE (Organización Nacional de Ciegos de España) analiza cómo actúa la publicidad social modificando las actitudes de las personas a través de un proceso psicológico (a nivel individual) y sociológico (a nivel grupal) para provocar cambios. Incorpora varias investigaciones cualitativas propias y adjunta ejemplos de campañas de publicidad de la ONCE.[ABSTRACT] This is one of first thesis wrotten in spanish about the social advertising. It studies the publicity of the ONCE (National Blind Organization of Spain) and analyzes how the social advertising acts modifying the attitudes of the people through a psychological process (at individual level) and a sociological process (at group level). It incorporates several new qualitative investigations and attaches examples of campaigns of advertising of the ONCE.Depto. de Teorías y Análisis de la ComunicaciónFac. de Ciencias de la InformaciónTRUEpu

Estrategias de comunicación en las movilizaciones ciudadanas: la Marea Blanca, la Marea Verde y la movilización de Telemadrid

En este artículo se analiza la importancia que han tenido la estrategia de comunicación utilizada por tres movimientos sociales especialmente significativos: la movilización de Telemadrid, la Marea Blanca de los profesionales de la sanidad pública y la Marea Verde organizada por los maestros. Estos movimientos, los más importantes de su categoría realizados en nuestro país en los últimos años, son una aplicación práctica de los movimientos de «indignados» y han seguido los pasos del 15-M, avanzando sobre sus prácticas en términos de movilización y comunicación

Renovar la función pública

El escrito estudia las ventajas de la implantación del teletrabajo en la Administración Pública para su modernización. [ABSTRACT]The writing studies the advantages of the implantation of telework in the Spanish Public Administration for its modernization

Evidencias do cambio climático na hidrografía e a dinámica das rías e da plataforma galega

16 páginas, 9 figuras, 3 tablas[EN] This study is focused on multidecadal-scale variations of the hydrographic and hydrodynamic features of Rías and shelf waters off Galicia. Water masses take, through their thermohaline characteristics, a footprint of the climatic variability, mainly caused by changes either in the hydrological budget (precipitation, evaporation, runoff), in heat exchange and wind stress. In this study we focus in the evidences of change in the surface and sub-surface water mass characteristics. Regarding surface water masses, a significant warming during the last 45 years has been noticed, at a rate of 0.17 ºC/ decade. This warming was especially intense from the 1970’s, 0.27 ºC/decade. The tendency is opposite in subsurface waters, but it only takes into account data from the last 15 years. Regarding hydrodynamics, because of its strong influence in the renewal time of the Rías and consequently in their living resources, a study of decadal changes in the estuarine circulation of the Rías de Vigo and Arousa has been made. Results showed a progressive decay in the estuarine circulation, which causes an increase of renewal times. On the other hand, indirect evidence of a possible deceleration of the winter Iberian Poleward Current (IPC) are reported. This slow down is partially caused by a decrease in the meridional (N-S) temperature gradient off the Iberian coast. Nevertheless, the fall of the meridional gradient is not clear because it has been inferred from surface waters. On the contrary, IPC seems to be intensified by the increasing southerly autumn winds, although it appears weakened by the decreasing southerly winter winds. Thus, the overall effect of the CIP is still uncertain. Finally, a study of sea level and wave changes on the Galician coast has been made. An increase of (2-2.5 cm/ decade) in the sea level as well as a decrease in the wave height (3 cm/decade) has been reported, but in this last topic results are not significant[GA] Este estudo centrarase en determinar as variacións que ocorren a escalas multidecadais nas características hidrográficas e hidrodinámicas das augas das rías e da plataforma fronte a Galicia. As masas de auga reciben a través das súas características termohalinas unha pegada das alteracións climáticas, principalmente a causa de cambios no balance hidrolóxico (precipitación, evaporación, achegas continentais), do intercambio de calor e da acción do vento. Neste estudo analizaremos as evidencias de cambio nas características das masas de auga superficiais e subsuperficiais. Nas primeiras detectouse quentamento de xeito significativo nos últimos 45 anos a unha taxa media de 0,17 ºC por década, especialmente intenso desde hai 30 anos, 0,27 ºC por década. Nas augas subsuperficiais a tendencia é a inversa, aínda que só se conta con datos dos últimos 15 anos. En canto á hidrodinámica, e pola súa forte implicación nos tempos de renovación da ría e, polo tanto, nos recursos mariños que viven nela, fíxose un estudo sobre os cambios na circulación estuárica das rías de Vigo e Arousa nas últimas décadas. Os resultados amosan un descenso paulatino a longa escala temporal da circulación que causa un aumento dos tempos de renovación. Por outra banda, achéganse evidencias indirectas dunha posible ralentización da corrente invernal cara ao Polo (CIP) causada por un descenso no gradiente meridional (N-S) de temperatura fronte ás costas ibéricas. Non obstante, o descenso do gradiente meridional non está claro, pois induciuse só a partir de datos superficiais. Ademais, a propia CIP amosa estar intensificada pola maior intensidade dos ventos sur no outono e debilitada polo descenso dos ventos do sur no inverno, polo que o efecto global na CIP é aínda incerto. Por último, faise un estudo dos cambios do nivel do mar e da ondada nas costas galegas que amosa un aumento daquel (2-2,5 cm/década) e un descenso desta (3 cm/década), aínda que no caso da ondada os resultados non son concluíntesPeer reviewe

Bacterioplankton responses to riverine and atmospheric inputs in a coastal upwelling system (Ría de Vigo, NW Spain)

12 páginas, 5 figuras, 2 tablasAnthropogenic pressures are changing the magnitude and nature of matter inputs into the ocean. The Ría de Vigo (NW Spain) is a highly productive and dynamic coastal system that is likely affected by such alterations. Previous nutrient-addition microcosm experiments conducted during contrasting hydrographic conditions suggested that heterotrophic bacteria are limited by organic carbon (C) and occasionally co-limited by inorganic nutrients in this coastal area. In order to assess short-term responses in biomass, production, and respiration of heterotrophic bacteria from the Ría de Vigo to increasing amounts of natural inputs of matter, we conducted 6 microcosm experiments, wherein surface seawater collected in spring, summer, and autumn was mixed with increasing amounts of dissolved natural matter concentrates from riverine and atmospheric origin. Simultaneous experiments with controlled inorganic and/or organic additions indicated that bacteria were co-limited by inorganic nutrients and C in spring and summer and primarily limited by C in autumn. Production responded more than biomass to increasing inputs of matter, whereas respiration did not change. The bacterial production response to increasing dissolved organic C load associated with riverine and atmospheric inputs was strongly related to the relative phosphorus (P) content of the dissolved matter concentrates. Our data suggest that bacterial production might decrease with the increase of P-deficient allochthonous matter inputs, which would have important biogeochemical consequences for C cycling in coastal areasThis research was supported by the Spanish Ministry of Science and Innovation through project REIMAGE (grants CTM2011-30155-C03-01 and CTM2011-30155-C03-02) and by the Xunta the Galicia trough project DIMENSION (grant EM2013/023). E. B-L was funded by a F.P.I. MICINN fellowship. M.N.-C. was funded by the CSIC Program "Junta para la Ampliación de Estudios" co-financed by the ESF. S.M.G. was funded by a Marie Curie fellowshipPeer reviewe

Bacterioplankton responses to riverine and atmospheric inputs in a coastal upwelling system (Ría de Vigo, NW Spain)

Original research paperAnthropogenic pressures are changing the magnitude and nature of matter inputs into the ocean. The Ría de Vigo (NW Spain) is a highly productive and dynamic coastal system that is likely affected by such alterations. Previous nutrient-addition microcosm experiments conducted during contrasting hydrographic conditions suggested that heterotrophic bacteria are limited by organic carbon (C) and occasionally co-limited by inorganic nutrients in this coastal area. In order to assess short-term responses in biomass, production, and respiration of heterotrophic bacteria from the Ría de Vigo to increasing amounts of natural inputs of matter, we conducted 6 microcosm experiments, wherein surface seawater collected in spring, summer, and autumn was mixed with increasing amounts of dissolved natural matter concentrates from riverine and atmospheric origin. Simultaneous experiments with controlled inorganic and/or organic additions indicated that bacteria were co-limited by inorganic nutrients and C in spring and summer and primarily limited by C in autumn. Production responded more than biomass to increasing inputs of matter, whereas respiration did not change. The bacterial production response to increasing dissolved organic C load associated with riverine and atmospheric inputs was strongly related to the relative phosphorus (P) content of the dissolved matter concentrates. Our data suggest that bacterial production might decrease with the increase of P-deficient allochthonous matter inputs, which would have important biogeochemical consequences for C cycling in coastal areas.Spanish Ministry of Science and Innovation, MINECO, CSIC, Xunta of Galicia and European Union (Marie Curie Grants)Versión del edito

Desarrollo de una App para el Grado de Publicidad y Relaciones Públicas como Sistema de Evaluación y Mejora Continua de la Calidad

Elaboración de una aplicación informática para conseguir mayor interacción con los alumnos y su opinión sobre la calidad del plan docente del grado de Publicidad y Relaciones Públicas