The messages for advertising purposes which turn in PublicRelations in social networks: the case of Starbucks and Cash Converters in Spain

Desde tiempo atrás, la publicidad ha sufrido un deterioro en su credibilidad y ha perdido la confianza de sus públicos, siendo así su efectividad menos notoria. Esta mala imagen ha ido aun peor con el aumento de publicidad en Internet, el abuso de los banners, los mailings y las ventanas emergentes conocidas como spam. Los usuarios rechazan todo tipo de mensaje que tenga un carácter puramente comercial, con las características propias de los mensajes publicitarios. Es por ello, que como se está observando la publicidad no funciona y las organizaciones recurren a las relaciones públicas por se éstas más efectivas y adecuadas para alcanzar los objetivos organizacionales. Starbucks España y Cash Converters España son de las pocas organizaciones que actúan en el mercado español que llevan a cabo este tipo de estrategia comunicativa en las redes sociales, y por lo tanto, han sido elegidas para su análisis. Es objeto de estudio aquellos mensajes comunicativos emitidos por las organizaciones, dirigidos a sus públicos que se encuentran en las redes sociales. Estos mensajes con fines puramente publicitarios reciben un tratamiento que es propio y reconocido como acciones de relaciones públicas. Esta nueva forma comunicativa parece que será el futuro próximo en las comunicaciones y relaciones de las organizaciones con sus públicos en estas plataformas sociales

Calígula (1979), ¿cine erótico o cine pornográfico?

The evolution of cinema has been triggering different types of film genres, and is that among all existing genres, there is a genre that has been a bit removed from the main lines of research in film, and therefore, does not have a large volume of literature that can suppose a good scientific base to continue growing academically speaking. The controversy between erotic and pornographic cinema has been present throughout the history of cinema, both genres being badly seen. For this we have developed an interpretive process accompanied by a file to analyze the selected scenes. Tinto Brass makes an exquisite use of voyeurism in the spectator, showing sex as an artistic way to show the reality on the big screen of his work Caligula. Therefore in the viewer gets reflected and meditate on the great difference between the contemplative enjoyment of a nude or a sexual relationship with broad dramatic, aesthetic and human meanings. With all this, finally Caligula can be classified as softcore cinema.La evolución del cine ha ido desencadenando diferentes tipos de géneros cinematográficos, y es que entre todos los géneros existentes, hay un género que ha sido un poco apartado de las principales líneas de investigaciones en cinematografía, y que por ende, no tiene un gran volumen de literatura que pueda suponer una buena base científica para seguir creciendo académicamente hablando. La controversia entre el cine erótico y el pornográfico ha estado presente a lo largo de la historia del cine, siendo ambos géneros mal vistos. Para ello hemos desarrollado un proceso interpretativo acompañado de una ficha para analizar las escenas seleccionadas. Tinto Brass hace un uso exquisito del voyerismo en el espectador mostrando el sexo como una forma artística para mostrar la realidad en la gran pantalla su obra Calígula. Por consiguiente, en el espectador consigue reflexionar y meditar sobre la gran diferencia entre el disfrute contemplativo de un desnudo o de una relación sexual con amplios significados dramáticos, estéticos y humanos. Con todo esto, finalmente Calígula se puede catalogar dentro del cine softcore

Corporate Communication. A guide to theory & practice

Obra ressenyada: J. CORNELISSEN, Corporate Communication. A guide to Theory & Practice. London: SAGE, 2017.Este libro está escrito por el professor Joep Cornelissen en Corporate Communication en VU University Amsterdam , Leeds University Business School y como professor visitante en IE Business School en Madrid y la University of Southern Denmark. A lo largo de este libro, el autor hace un repaso de la Comunicación Corporativa desde el aspecto teórico y práctico, enfocándolo en forma de guía que puede ayudar tanto a estudiantes de Comunicación que quieran dedicarse a esta área, como a profesionales que quieran refrescar conocimientos o incluso tener nuevas ideas a través de los ejemplos prácticos que expone a lo largo del libro. Este libro está dividido en 5 partes que abarcan temas de la Comunicación Corporativa.The book that is to be present has been written by the professor Joep Cornelissen in Corporate Communication at the VU University in Amsterdam and Leeds University Business School, as well as Visiting professor at the IE Business School in Madrid and the University of Southern Denmark. Among the book, the author summarise what his studies have through in Corporate Communication, both theoretic and practices aspects, focusing in students of Communication that wants to develop their careers in this area or professionals that look for a knowledge refresh or in those that are looking for some inspiration in the practice examples provided in this book for their future projects. The study is divided in 5 different parts

Relaciones Públicas. 2.0: La personalización de los mensajes en Redes Sociales como elemento de fidelización

La tesis presenta la situación de la comunicación de las organizaciones españolas en las redes sociales, y es que desde hace unos años atrás, las redes sociales se están volviendo una herramienta más dentro de las campañas publicitarias, y ahora cada vez más están dándose en las campañas de Relaciones Públicas. A través de la triangulación metodológica (un exhaustivo análisis de contenido de las publicaciones en las plataformas sociales en las que la muestra tenía presencia; una encuesta a las propias organizaciones y públicos de éstas con la finalidad de plantear una visión global sobre la situación comunicacional; y para conocer la visión de profesionales e investigadores de la materia, se lleva a cabo un Delphi, o panel de expertos) analizaremos cómo se comportan las organizaciones para ver si la figura del Community Manager satisface la demanda del público haciendo uso de mensajes personalizados, o por el contrario son simplemente meros generadores de contenido y canal de atención al cliente. Además, la investigación cuenta con un capítulo sobre la esencia de este estudio, la personalización de los mensajes, sobre lo que se habla mucho, pero que realmente poco se ha estudiado sobre el tema, y sobre el que esta tesis quiere marcar un punto de inicio para que se continúe con otros estudios en esta línea de investigación. Por ende, la finalidad de esta investigación es analizar la situación actual de la comunicación en las redes sociales, centrándonos en las acciones de las Relaciones Públicas que dichas organizaciones llevan a cabo en las plataformas sociales donde tienen presencia. Todo esto, para intentar conocer cuáles son sus estrategias comunicativas en los medios 2.0, cuáles son sus deficiencias y carencias, para que con ayuda de la personalización de los mensajes se llegue a optimizar los procesos comunicacionales de forma más eficaz y eficiente

Emergent gauge symmetries: Yang-Mills theory

Gauge symmetries remove unphysical states and guarantee that field theories are free from the pathologies associated with these states. In this work we find a set of general conditions that guarantee the removal of unphysical states in field theories describing interacting vector fields. These conditions are obtained through the extension of a mechanism for the emergence of gauge symmetries proposed in a previous article [C. Barcel\'o et al. JHEP 10 (2016) 084] in order to account for non-Abelian gauge symmetries, and are the following: low-energy Lorentz invariance, emergence of massless vector fields describable by an action quadratic in those fields and their derivatives, and self-coupling to a conserved current associated with specific rigid symmetries. Using a bootstrapping procedure, we prove that these conditions are equivalent to the emergence of gauge symmetries and, therefore, guarantee that any theory satisfying them must be equivalent to a Yang-Mills theory at low energies.Comment: 15 pages, no figures; v2: Added minor changes in text to match published versio

Effect of sodium nitrite, nisin and lactic acid on the prevalence and antibiotic resistance patterns of Listeria monocytogenes naturally present in poultry

The impact of treating minced chicken meat with sodium nitrite (SN, 100 ppm), nisin (Ni, 10 ppm) and lactic acid (LA, 3000 ppm) on the levels of some microbial groups indicating hygiene quality were investigated. Specifically, aerobic plate counts and culture-based counts of psychrotrophic microorganisms and enterobacteria were obtained. Additionally, the prevalence of Listeria monocytogenes and the resistance of 245 isolates from this bacterium to 15 antibiotics were documented. L. monocytogenes was isolated using the ISO 11290-1:2017 method and confirmed with polymerase chain reaction using the lmo1030 gene. Antibiotic resistance was established using the disc diffusion technique (EUCAST and CLSI criteria). Twenty-four hours after treatment, the microbial load (log10 cfu/g) was reduced (p 0.05) of samples. All strains showed resistance to multiple antimicrobials (between 3 and 12). In all, 225 isolates (91.8%) showed a multi-drug resistant (MDR) phenotype, and one isolate (0.4%) showed an extensively drug-resistant (XDR) phenotype. The mean number of resistances per strain was lower (p < 0.01) in the control samples, at 5.77 ± 1.22, than in those receiving treatment, at 6.39 ± 1.51. It is suggested that the use of food additives might increase the prevalence of resistance to antibiotics in L. monocytogenes, although additional studies would be necessary to verify this finding by analyzing a higher number of samples and different foodstuffs and by increasing the number of antimicrobial compounds and concentrations to be tested.Junta de Castilla y León | Ref. LE018P20Agencia Estatal de Investigación | Ref. RTI2018-098267-R-C33Agencia Estatal de Investigación | Ref. PID2022-142329OB-C3

Effect of low doses of biocides on the antimicrobial resistance and the biofilms of Cronobacter sakazakii and Yersinia enterocolitica

The susceptibility of Cronobacter sakazakii ATCC 29544 (CS) and Yersinia enterocolitica ATCC 9610 (YE) to sodium hypochlorite (10% of active chlorine; SHY), peracetic acid (39% solution of peracetic acid in acetic acid; PAA) and benzalkonium chloride (BZK) was tested. Minimum inhibitory concentration (MIC) values (planktonic cells; microdilution broth method) of 3,800 ppm (SHY), 1,200 ppm (PAA) and 15 ppm (BZK) for CS, and 2,500 ppm (SHY), 1,275 ppm (PAA) and 20 ppm (BZK) for YE, were found. In some instances, an increase in growth rate was observed in presence of sub-MICs (0.25MIC, 0.50MIC or 0.75MIC) of biocides relative to the samples without biocides. The cultures exhibited an acquired tolerance to biocides and an increase in antibiotic resistance after exposure to sub-MICs of such disinfectants. Strains were able to form strong biofilms on polystyrene after 48 hours (confocal laser scanning microscopy), with average biovolumes in the observation field (14,161 µm2) of 242,201.0 ± 86,570.9 µm3 (CS) and 190,184.5 ± 40,860.3 µm3 (YE). Treatment of biofilms for 10 minutes with disinfectants at 1MIC or 2MIC reduced the biovolume of live cells. PAA (YE) and BZK (CS and YE) at 1MIC did not alter the percentage of dead cells relative to non-exposed biofilms, and their effect of countering biofilm was due principally to the detachment of cells. These results suggest that doses of PAA and BZK close to MICs might lead to the dissemination of live bacteria from biofilms with consequent hazards for public healthMinisterio de Ciencia, Innovación y Universidades | Ref. RTI2018-098267-R-C33Junta de Castilla y León | Ref. LE164G1

Relaciones entre el consumo de tabaco y la práctica de actividad físico-deportiva en una muestra de la población de Madrid. (The relationship between smoking and leisure time physical activity in a sample of the population of Madrid).

<b>Resumen</b><p align="justify">El principal objetivo del presente estudio fue aportar más evidencias sobre la relación entre el consumo de tabaco y la práctica de actividad física, así como sobre el efecto modulador que podrían ejercer las variables sexo y edad en la misma. Se efectuó un estudio transversal con una muestra de 625 personas. El muestreo fue polietápico, utilizándose un cuestionario ad hoc. Los resultados obtenidos mostraron que la práctica de actividad física y el consumo de tabaco eran conductas relacionadas [2(1)=7,373; p=,007; φ=,11]. Esa relación se explicaba por una incidencia del sedentarismo superior a la esperada (p menor que ,01) entre fumadores (51,9%). Además, dicha asociación difería según sexo [2(1)=12,172; p=,000; φ=,20] y se daba sólo en determinados grupos de edad: 15-19 [2(1)=5,012; p=,025; φ=,27] y 20-29 años [2(1)=7,580; p=,006; φ=,20]. Por tanto, de los resultados de este estudio se desprende que el tabaquismo y la práctica de actividad física son conductas que parecen estar inversamente relacionadas. No obstante, esta asociación se da en los varones, pero no en las mujeres y, en función de la edad, solamente entre jóvenes y adolescentes.</p><p>Abstract</p><p align="justify">The aim of this study was to provide more evidence about the relationship between smoking and leisure time physical activity. We also clarified the effect of sex and age on this relationship. A descriptive study with cross sectional design was used and 625 people were selected. Sampling was multistage and an ad hoc questionnaire was used. A significant relationship between leisure time physical activity and smoking [2(1)=7.373; p=.007; φ=.11] was found. A sedentary life was prevalent among smokers (51.9%) but not among non smokers (40.5%). This association was different by sex [2(1)=12.172; p=.000; φ=.20] and exist only in some age groups: 15-19 [2(1)=5.012; p=.025; φ=.27] and 20-29 [2(1)=7.580; p=.006; φ=.20]. Tobacco consumption and leisure time physical activity seem to be inversely related among men and amongst the young and adolescent of both sexes.</p

Minimum Inhibitory Concentration (MIC) and Minimum Bactericidal Concentration (MBC) for Twelve Antimicrobials (Biocides and Antibiotics) in Eight Strains of Listeria monocytogenes

[EN]When selecting effective doses of antimicrobials, be they biocides or antibiotics, it is essential to know the minimum inhibitory concentrations (MICs) and minimum bactericidal concentrations (MBCs) of these substances. The present research determined the MICs and MBCs for three biocides, sodium hypochlorite (SH), benzalkonium chloride (BC), and peracetic acid (PAA), and nine antibiotics in eight strains of Listeria monocytogenes of varying serotypes. Marked intra-species differences were observed in the resistance of L. monocytogenes to the biocides and antibiotics. The MICs (ppm) for the biocides ranged between 1750 and 4500 for SH, 0.25 and 20.00 for BC, and 1050 and 1700 for PAA. Their MBCs (ppm) ranged from 2250 to 4500 for SH, 0.50 to 20.00 for BC, and 1150 to 1800 for PAA. The MICs (ppm) for antibiotics lay between 1 and 15 for ampicillin, 8 and 150 for cephalothin, 20 and 170 for cefoxitin, 0.05 and 0.20 for erythromycin, 4 and 50 for chloramphenicol, 3 and 100 for gentamicin, 2 and 15 for tetracycline, 2 and 80 for vancomycin, and 160 and 430 for fosfomycin. The corresponding MBCs (ppm) were from 5 to 20 for ampicillin, 9 to 160 for cephalothin, 70 to 200 for cefoxitin, 4 to 5 for erythromycin, 9 to 70 for chloramphenicol, 5 to 100 for gentamicin, 3 to 30 for tetracycline, 3 to 90 for vancomycin, and 160 to 450 for fosfomycin. Notably, erythromycin showed considerable efficacy, demonstrated by the low values for both MIC and MBC. Based on EUCAST and the CLSI criteria, all strains were susceptible to erythromycin. All strains were resistant to cephalothin, cefoxitin, gentamicin, and fosfomycin. Further values for resistance were 87.50% for ampicillin and vancomycin, 75.00% for tetracycline, and 62.50% for chloramphenicol. The high prevalence of antibiotic resistance is a matter for concern. A positive correlation was found between MIC and MBC values for most of the biocides and antibiotics. The higher the hydrophobicity of the cell surface, the higher the susceptibility to biocides, suggesting that surface characteristics of bacterial cells influence resistance to these compounds.SIThis research was founded by the Junta de Castilla y León (Consejería de Educación, Spain, grant number LE018P20), and the Ministerio de Ciencia, Innovación y Universidades (Spain, grant number RTI2018-098267-R-C33)

Sexuality in Postmenopausal Women with Genital Prolapse

Background: One of the most common complaints among menopausal women concerns changes in sexual function. This is attributed to various factors, including anatomical defects in the genital tract, with pelvic organ prolapse (POP) being one of the most prevalent problems affecting women during this stage of their lives. Additionally, symptoms resulting from gonadal hypofunction can also contribute to the development of sexual dysfunction during menopause. This research aimed to explore the way in which postmenopausal patients with POP experienced their sexuality in our setting. Methods: To achieve the proposed objective, we conducted a descriptive, crosssectional study involving a total of 133 postmenopausal women with POP. Results: The results of our series are consistent with the scarce literature available in our setting and suggest a high rate of sexual dysfunction in postmenopausal patients with POP. Conclusions: We can conclude that POP is associated with the presence of female sexual dysfunctio