Herramientas de comunicación en el cine: análisis y propuesta de promoción en cartelería y redes sociales

La promoción cinematográfica es una parte fundamental dentro de la industria. Una buena promoción marcara el devenir del proyecto a presentar. En la actualidad hay multitud de herramientas y soportes a disposición de los profesionales para realizar esta labor, todas ellas tienen sus características y saber cuál usar y en qué momento y de qué manera es una importante labor. Es por ello, que, al ser una parte tan sustancial de todo proyecto cinematográfico, se quiere hacer hincapié en esta fase mediante este trabajo. Se pretende, por un lado, realizar una labor teórica con la que explicar la composición de determinadas herramientas de comunicación cinematográfica para, posteriormente, ponerlas en práctica, lo que dará como resultado la creación de una campaña de promoción propia y creativa para una película enfocando el contenido en su difusión por redes sociales. Con esta propuesta se pretende, por un lado, dar solución a la falta de contenido promocional que tiene esta película, y, por otro lado, presentar una forma alternativa de orientar una promoción en redes basada en la participación y en la difusión de un contenido original y creativo.Máster en Economía de la Cultura y Gestión Cultura

El desarrollo tecnológico de la tienda física del siglo XXI

Nuestra forma actual de comprar ha cambiado respecto a la de años atrás, las exigencias y necesidades del consumidor ya no son las mismas, en la actualidad la sociedad está completamente digitalizada y orientada a descubrir cada vez nuevas experiencias y momentos, tanto en el ocio, como en el trabajo y en el consumo. Es por esto por lo que las empresas tienen que adaptarse a esta nueva forma de comprar que se ha impuesto en la sociedad y en los clientes, para ello, las empresas han de cambiar la forma de vender, orientar sus esfuerzos al público y complacer sus requerimientos. La forma de abordar este cambio es adaptando la tienda física al modelo que impera en la sociedad actual: La digitalización, el cambio tecnológico y la innovación. La transformación de la tienda física se basará en la digitalización de procesos que con anterioridad se realizaban de manera convencional, en la modernización tecnológica de los elementos y objetos presentes y en la innovación en materia digital y de nuevos sistemas de comunicación entre empresa y cliente.Grado en Comerci

Análisis de la función de EWS-FLI1 en la patogenia del Sarcoma de Ewing

[ES]El sarcoma de Ewing es una neoplasia pediátrica de huesos y tejidos blandos que se caracteriza por la presencia de una translocación cromosómica que da lugar a la formación de proteínas quiméricas. La mayoría de estas proteínas de fusión son factores transcripcionales aberrantes, cuyos genes diana están relacionados con el ciclo celular, la proliferación, la apoptosis o el desarrollo. La fusión génica mayoritaria es la que une el extremo amino-terminal de la proteína de unión a ARN, EWS con el dominio carboxi-terminal de un factor de transcripción de la familia ETS, FLI-1 en el 90% de los casos (translocación (11;22)(q24;q12)). El contexto celular es fundamental dado que la introducción de las fusiones en diferentes modelos celulares genera fenotipos muy diferentes. Se desconoce la célula de origen aunque se cree que puede ser de la cresta neural o por contra células madre mesenquimales. El uso de la técnica de ARN de interferencia en líneas celulares de sarcoma de Ewing nos ha permitido analizar la fusión y sus dianas identificando nuevas dianas directas como TOPK, una quinasa involucrada en la proliferación y motilidad celular. A su vez hemos descrito a LRRC48 como una nueva diana directa de TOPK. TOPK y EWS-FLI1 reprimen la expresión de LRRC48. La inhibición de EWS-FLI1 reduce el potencial tumorigénico celular, disminuye el crecimiento tumoral in vivo, impide la migración celular y hace que las células sean más sensibles a la apoptosis y a la acción de inhibidores de la vía de IGF-1/IGF-1R.Hemos tratado de determinar si las células madre humanas mesenquimales adultas obtenidas de médula ósea eran el nicho celular propicio para la generación del sarcoma de Ewing. La introducción de las fusiones EWS-ets en las mismas no ha logrado per se reproducir el fenotipo tumoral in vitro así como tampoco la inhición de p16 lo que demuestra que las fusiones, si bien son imprescindibles en la patogénesis den esta sarcoma, necesitan la colaboración de un evento adicional, que no es la pérdida de p16. Así mismo hemos comparado los perfiles de expresión genómica y proteómica de las células madre mesenquinales adultas de médula ósea de pacientes con sarcoma de Ewing y donantes sanos de cara a identificar eventos oncogénicos tempranos.[en]Ewing sarcoma is a paediatric neoplasia of bone and soft tissues characterized by the presence of chromosomal translocations that give rise to oncogenic fusion proteins. Most of these chimeric fusions behave as aberrant transcription factors altering genes related to cell cycle, proliferation, apoptosis or development. The main fusion is the one that fuses the amino-terminal domain of RNA-binding protein EWS with carboxi-terminal domain of an ETS transcription factor, FLI-1 in 90% of cases (t(11;22)(q24;q12)). Cellular context is very important as introduction of gene fusions in several cellular models generates very different phenotypes. Cell of origin is unknown but it could be from the neural crest or a mesenchymal stem cell.The use of RNA interference in several Ewing sarcoma cell lines has allowed us a detailed analysis of EWS-FLI1 and its targets and the discovery of new direct ones as TOPK, a quinase involved in cellular proliferation and motility. We have described LRRC48 as a new direct target of TOPK. TOPK and EWS-FLI1 repress LRRC48 expression. EWS-FLI1 inhibition reduces tumorigenic potential, decreases cellular growth in vivo, blocks cellular migration and renders cells more sensitive to both apoptosis and the action of IGF-1/IGF-1R pathway inhibitors.We have tried to know if adult human mesenchymal stem cells obtained form bone marrow were the right cellular context to give rise Ewing sarcoma. EWS-ets transfection in these cells does not generate per se the oncogenic phenotype in vitro neither the p16 knock-down; this fact proves that gene fusions are necessary in the pathogenesis of Ewing sarcoma but they need the cooperation of a second oncogenic event that itŽs not p16 loss. We have also checked the genomic and proteomic expression profiles of adult human mesenchymal stem cells obtained from bone marrow of Ewing sarcoma patients and healthy donors in order to identify early events in tumorigenesis

An upper bound for the magnetic force gradient in graphite

Cervenka et al. have recently reported ferromagnetism along graphite steps. We present Magnetic Force microscopy (MFM) data showing that the signal along the steps is independent of an external magnetic field. Moreover, by combining Kelvin Probe Force Microscopy (KPFM) and MFM, we are able to separate the electrostatic and magnetic interactions along the steps obtaining an upper bound for the magnetic force gradient of about16 microN/m, a figure six times lower than the lowest theoretical bound reported by Cervenka et al. Our experiments suggest absence of MFM signal in graphite at room temperature.Comment: 14 pages, including supplemetary informatio

Southern European Journalists' Perceptions of Discursive Menaces in the Age of (Online) Delegitimization

In a new communication context, factors such as the rise of hate speech, disinformation, or a precarious financial and employment situation in the media have made discursive menaces gain increasing significance. Threats of this kind challenge the legitimacy of institutional news media and professional journalists. This article contributes to the existing literature on the legitimization of journalism and boundary work through a study that seeks to understand the perceptions of Southern European journalists of the threats that they encounter in their work and the factors that help explain them. To this end, a survey of 398 journalists in Spain, Italy, and Greece was conducted to learn what personal or professional factors influenced their views and experiences of discursive and non-discursive menaces. Results show that discursive threats, such as hateful or demeaning speech and public discrediting of one’s work, are the most frequent to the safety of journalists, while expressions of physical violence are less common. Younger and more educated journalists tended to perceive themselves as having been victims of discursive menaces more often, although not many significant differences were observed between different groups of journalists. Even though it could show a worrying trend, this finding can also indicate a growing awareness about menaces of this kind

La ruta de señalización WNT en la determinación de progenitores pancreáticos

1 página. IX Jornadas Andaluzas Salud Investiga. Cádiz 20-22 octubre, 2010.Nuestro laboratorio trata de determinar los mecanismos moleculares implicados en la formación de los distintos tipos celulares pancreáticos adultos a partir de células progenitoras. Este conocimiento es fundamental para comprender las bases de enfermedades tan terribles como el cáncer pancreático. Además, es absolutamente necesario para el desarrollo de protocolos de formación in vitro de células beta productoras de insulina, una atractiva estrategia terapéutica para la diabetes. A este respecto, el papel de la ruta de señalización embrionaria Wnt parece ser importante ya que estudios previos han demostrado que la activación de esta ruta es necesaria para la formación de células pancreáticas a partir de células embrionarias. En nuestro proyecto nos hemos planteado determinar el efecto de la ruta Wnt sobre la formación de páncreas sobreactivando dicha ruta en progenitores pancreáticos en el ratón.Peer reviewe

The elimination of an adult segment by the Hox gene Abdominal-B

Hox gene activity leads to morphological diversity of organs or structures in different species. One special case of Hox function is the elimination of a particular structure. The Abdominal-B Hox gene of Drosophila melanogaster provides an example of such activity, as this gene suppresses the formation of the seventh abdominal segment in the adult. This elimination occurs only in males, and is characteristic of more advanced Diptera. The elimination requires the differential expression or activity of genes that are downstream Abdominal-B, or that work togetherwith it, andwhich regulate cell proliferation or cell extrusion. Here,we reviewthe mechanisms responsible for such elimination and provide some new data on processes taking place within this segment. © 2015 Elsevier Ireland Ltd. All rights reserved.Ministerio de Economía y Competitividad (BFU2008-00632 and BFU2011-26075), the Consolider Program (CSD2007-0008) and an Institutional Grant from the Ramon Areces FoundationPeer Reviewe

A modular and convergent synthetic route to supramolecular cyclic dimers based on Amidinium-Carboxylate interactions

We describe herein the optimized design and modular synthetic approach towards supramolecularly programmed monomers that can form discrete macrocyclic species of controllable size and shape through amidinium-carboxylate interactions in apolar and polar mediaFunding from MCIN (RED2018-102331-T, PID2020-116921GBI00, and TED2021-132602B-I00) and AEI (PID2020-116112RJ-I00) is gratefully acknowledged. F.A. is grateful to MCIN and Next Generation EU funding for a “Ramon-y-Cajal” fellowship (RyC2021-031538-I). I. L. M. and J.V. H. are grateful to MINECO for a FPI grant (PRE2018-085692) and to the Comunidad de Madrid for the PEJ-2021-AI/IND-22931 contract, respective

Fluvial sedimentation and its reservoir potential at foreland basin margins: A case study of the Puig-reig anticline (South-eastern Pyrenees)

Fluvial fans represent one of the dominant sedimentary systems at the active margins of non-marine foreland basins. The Puig-reig anticline at the north-eastern margin of the Ebro Foreland Basin (SE Pyrenees, Spain) exposes continuous outcrops of Late Eocene-Early Oligocene fluvial deposits, from proximal to medial fluvial fan environments. The proximal deposits are found in the north limb of the anticline, especially in the northwest zone. These deposits are characterised by conglomerates with minor interbedded sandstones, with thick and wide sheet-like geometries with unscoured or variably scoured basal surfaces. These are interpreted to be the deposits of unconfined flash floods and wide-shallow channel streams. The medial deposits, covering the rest of the anticline, consist of interbedded conglomerates, sandstones and claystones. These are interpreted to have been deposited from braided to meandering channel streams and overbank areas. Distal deposits are found towards the south, beyond the anticline, and are characterised by sandstone and clay deposits of terminal lobes and lacustrine deltas. This study assesses the impact of the primary depositional characteristics, diagenesis and deformation of the most heterolithic portion of the system, with implications for increasing our understanding of folded fluvial reservoirs. Diagenetic processes, mainly mechanical compaction and calcite cementation, resulted in overall low intergranular porosity, with limited relatively high porosity developed in sandstone lithofacies in the medial deposits. Deformation associated with thrusting and fold growth resulted in the formation of abundant fractures, with relatively high fracture intensities observed in sandstone lithofacies in the anticline crest. This study shows that post-depositional processes can both improve and diminish the reservoir potential of basin proximal fluvial deposits, through the development of fracture networks and by compaction-cementation. The comparison of the Puig-reig anticline with other similar settings worldwide indicates that foreland basin margin locations may be potential areas for effective reservoirs, even in the case of low intergranular porosity

Activation of stylolites as conduits for overpressured fluid flow in dolomitized platform carbonates

This study investigates the Late Aptian-earliest Albian platform carbonates of the Benicàssim area (Maestrat Basin, Spain) in order to assess the relationship between bed-parallel stylolites and the flow of diagenetic fluids during dolomitization and subsequent hydrothermal alteration. Dolostones and burial dolomite and calcite cements were studied by a combination of field geology and standard petrographic and isotope analysis. Field data indicate that dolostones are closely associated with seismic-scale synsedimentary faults, preferentially replace grain-dominated facies and typically show wavy dolomitizing fronts that mostly correspond to bed-parallel stylolites. The dolostones are corroded and contain bed-parallel pores that are filled with hydrothermal saddle dolomite and blocky calcite cements. This late calcite cement frequently engulfs clasts of the host dolostones, suggesting that hydraulic brecciation likely associated with overpressured fluid occurred. Results indicate that stylolites play a key role in the distribution of dolostones and subsequent hydrothermal mineralization. During the replacement stage, stylolites acted as baffles for the dolomitzing fluids controlling lateral fluid flow and resulting in the stratabound dolostone distribution. During the post-dolomitization stage, stylolites became preferred pathways for overpressured hydrothermal corrosive and mineralizing fluids that likely came from the underlying basement, and increased bed-parallel stylolitic porosity and probably also permeability