The body as a brand in social media : analyzing digital fitness influencers as product endorsers

New social actors have emerged with the social media. Among them, we highlighted the digital influencers, people who have millions of online followers, and induce them in favor or against products and brands to be consumed. Therefore, we aimed to analyze this endorsement process carried out by digital influencers in their online profiles, having as research field the fitness market that encourages people to evaluate and work tirelessly in their bodies. We used the Semiotic Image Analysis to investigate the postings of three Brazilian digital fitness influencers and identified four categories that configure the post format: body exposure, body extension, interaction between influencer and brand/product, and interaction between influencer and followers. By means of these categories, we identified that these influencers act as brand avatars, creating an intense link with these products, exposing their bodies in advertisements and extending the meanings of their good shape to endorsed goods and services

RETINAL DEGENERATION IN A PIT BULL DOG: ELECTRORETINOGRAPHIC FINDINGS

Electroretinogram (ERG) is a non-invasive electrophysiologic test widely used in both human and veterinary ophthalmology to evaluate retinal function. Case report: due to recent cases of severe visual impairment in Pit Bull dogs in our clinic, we decided to evaluate the retinal function by full-field ERG in a 5-month-old male Pit Bull dog whose owner have noticed visual impairment since 40 days of age. Under general anesthesia, the dog was submitted to full-field ERG testing, according to ISCEV (International Society for Clinical Electrophysiology of Vision) standard protocol. ERG recordings were obtained in one eye after 30 minutes of dark adaptation from a fully dilated pupil, using a monopolar contact lens electrode. Non-detectable scotopic and photopic responses were found, confirming the devastating effect of the retinal degeneration. Conclusion: ERG was able to quantify the severity of retinal degeneration on retinal function. We believe that heredogram study of these animals may be helpful to better understand this new retinal condition affecting Pit Bull dogs.O eletrorretinograma (ERG) consiste em exame objetivo, não invasivo, capaz de avaliar a função retiniana tanto na oftalmologia humana como na veterinária. Caso Clínico: com o recente surgimento em São Paulo, de cães da raça Pit Bull apresentando déficit visual severo, optou-se por realizar ERG de campo total em um filhote macho, 5 meses de idade, com baixa de visão desde os 40 dias de idade, com intuito de avaliar sua função retiniana. O animal, sob anestesia geral, foi submetido ao ERG, segundo o protocolo padrão da ISCEV (International Society for Clinical Electrophysiology of Vision). Em um dos olhos foi adaptado eletrodo de lente de contato monopolar, após adaptação ao escuro por 30 minutos e dilatação completa da pupila. As respostas escotópicas e fotópicas mostraram-se não detectáveis, confirmando o efeito devastador da degeneração na função retiniana. Comentários conclusivos: o Erg foi capaz de detectar a severidade da degeneração retiniana e acredita-se que o estudo do heredograma destes animais possibilitará melhor compreensão desta nova doença

Comparison of corneal morphologic parameters and high order aberrations in keratoconus and normal eyes

The aim of this study is evaluating the influence of corneal geometry in the optical system’s aberrations, and its usefulness as diagnostic criterion for keratoconus.159 normal eyes (normal group, mean age 37.8 ± 11.6 years) and 292 eyes with the diagnosis of keratoconus (keratoconus group, mean age 42.2 ± 17.6 years) were included in this study. All eyes received a comprehensive ophthalmologic examination. A virtual 3D model of each eye was made using CAD software and different anatomical parameters related with surface and volume were measured. Statistically significant differences were found for all anatomical parameters (all p < 0.001). AUROC analysis showed that all parameters reached values above 0.7, with the exception of the total corneal surface area (TCSAA-S). In conclusion, the methodology explained in this research, that bases in anatomical parameters obtained from a virtual corneal model, allow to analyze the diagnostic value of corneal geometry correlation with optical aberrations in keratoconus pathology.This publication has been carried out in the framework of the Thematic Network for Co-Operative Research in Health (RETICS), reference number RD16/0008/0012, financed by the Carlos III Health Institute–General Subdirection of Networks and Cooperative Investigation Centers (R&D&I National Plan 2013–2016) and the European Regional Development Fund (FEDER)