Presentación de líneas de investigación y de marco conceptual acerca del estudio de la innovación en Comunicación.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Victoria-Mas, Juan Salvador

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Repositorio Institucional de la Universidad de Málaga

Innovation in Communication

Repositorio Institucional Universidad de Málaga

Juan Salvador Victoria Masjsvictoria@uma.esSchool of Communication. Audiovisual Communication and Advertising DepartmentUNIVERSITY OF HALMSTAD27 TH MAYWhy Halmstad University?• Center for Innovation: New business models for Communication companies and technology for Communication (ICT).• School of Health and Welfare.• Media and Communication Studies.And of course…Topics of my research• 1. Innovation in Communication. Trends in Communication. • 2. Communication of Health and Scientific Dissemination.• a. Communication in Andalucian Hospitals.• b. Communication and Scientific Dissemination of Byotechnology SMEs• 3. Reputation of Media. MEDIA REPUTATION LAB.1. Innovation in Communication• 1.0. Globalization and Technology (Proximity and Immersivity)• 1.1. Personalization and Anthropologization• 1.2. Interactivity and Dialogue (Pull) and Integration• 1.3. Liquidity, Ubiquity and Hybridization: Non conventional media• 1.4. Metalanguage and Narrative (Story Telling)• 1.5. Experience and Emotion (Gamification)• 1.6. Materialization and Eventualization• 1.7. Eastern Influence (Kansei): Simplicity, Health and Ecology• 1.8. Demonstrative and Retro• 1.9. Neurosciences• 1.10. Slow Sensitivity1.0. Globalization and Technology • Globalization, as we know, is the big context but Technology rigth nowhas 2 trends:• Proximity: Trying to close the reality understood as the everyday (QR Codes, Bluetooth and Augmented Reality)… https://www.facebook.com/pg/Antropolog%C3%ADa-Cultura-digital-y-Medios-no-Convencionales-147078645412286/posts/?ref=page_internal• Immersivity: On the other hand, trying to wrap yourself with the five senseshttps://www.youtube.com/watch?v=Gle4Y63yGxQ&fbclid=IwAR2_kF7aIKVsXMLYSeVIqNNctgcKy3BrwcnPLV7UZVKisud_oa2z1nqgfHk1.1. Personalization and Anthropology• Big data has no sense if there is not real Personalization, even more: Antropologization, what means return to the original sense of:• Communication: Common-Union, Communion (etymology). https://www.youtube.com/watch?v=oBwOac2A4gI&fbclid=IwAR1ND35oR91gOJfQIQFS8j9N34ACFM_jxOYol0Y8SMlt2RE449CTtIbAZys• Person: living being through others of the same nature. https://www.youtube.com/watch?v=0g2mZdqqy6g&t=2s&fbclid=IwAR0N9cMbweDQL7o0AeMoMOw-UoJeb2Ks3Y_FD5-rrCaTb35bAt5e-fwKA281.2. Interactivity (Pull) and Integration• A new sensivity about not pushing, soft: not impose, just propose…• Do not interrupt: then Integrationhttps://www.youtube.com/watch?v=vNCtXrdBfis&fbclid=IwAR3bs7IOA7TgbFJ91jIPoX4w9skkB6h9NAnKlQWF2P8MrwKT7gOcsCPgSOk1.3. Liquidity, Ubiquity and Hybridization• In the sense of Bauman (Liquid Modernity) we see most of the new forms in Commmercial Communication: product placement, brandedcontent, but mainly virality and social media… They create somehownew spaces before called “non conventional media”.https://www.youtube.com/watch?v=gp81af73keA&fbclid=IwAR0qjqmecSo78io5nmyHbLGUGZgeaEBVfQmr1RI5f3SNehaMvkQ6SrUiqBs1.4. Metalanguage and Narrative• Communication about communication, advertising on advertising… “Scientific” experiments or making offs likehttps://www.youtube.com/watch?v=jD8tjhVO1Tc&t=1s&fbclid=IwAR25zal6JwaxlJ5UHBUPFcPBW8wV3PIhoW0dYcX1ap_MXSl7V3BJDrn_B90• Stories with approach, node and outcome (Story Telling) https://www.youtube.com/watch?v=lXNBiTe2onQ&fbclid=IwAR2W2p67vnphBaBYMS5SFz7TDoK-9t3ihRP-zt-MKCDQMo7fxi_itV47pkA1.5. Experience and Emotion (Gamification)• Experience is another fashion word, in the academic and professionalworld, frequently without anthropological content: basically it needs5 aspects: https://www.youtube.com/watch?v=b9WYHN-NlLE&t=24s&fbclid=IwAR149qg47iT-HO0LMPGwCHNstvQxTtAoO1igIwGB-IuQj1OOmNo-gubZmn0• Reason (Logos)• Relation• Interaction• Senses• Emotion (Pathos)1.6. Materialization and Eventualization• We need hearing, sight, smell, touch and taste every Communication untilnow too intangible… https://www.youtube.com/watch?v=QBMW-Vl4aYs&fbclid=IwAR1avSrRXieIEqRu3jBjA1mxEJ-uEdrsnVi3OBqyOx8loam9W_bhdu8KRig• Then many times we summon for the communication to a space and a time: eventualization (maybe just as a reaction against the distance of thefirst digital proposal; but in anycase there is more communion here…) https://www.youtube.com/watch?v=FSfkE4emoBE&fbclid=IwAR04WudfbAPGEhAAMb5myfvtUFnm3znZr8MvbiotGkBv9mm-QcWy5mXmqDY1.7. Eastern Influence (Kansei)• Kansei means:• Sensuality of Communication. Reivindication of Product• Special sensivity about topics that interest now to the global public: Simplicity, Health and Ecology• Harmony between Cutting Edge Technology-Naturehttps://www.youtube.com/watch?v=IQovoot_ZUM&fbclid=IwAR2lxcWviqyiXvk7B0q-oILhCeR2adW3_J9_0Og0kwtGgyBMVzb9898GUpo1.8. Demonstrative and Retro• Demonstratives were call the spots that show “scientifically” theadvantages of the product or of the idea of an awareness campaignhttps://www.youtube.com/watch?v=XUWCFeNfzWk&fbclid=IwAR3X1bv3AxPtPOdNgNSbG8-quE3Hx9AJuJod-wkXrTXgaNjNKKS7Hl-IOOkhttps://www.youtube.com/watch?v=R22WNkYKeo8&fbclid=IwAR06XpbtFprOdY_RxQzYyBrDYQubAwSAaGSgOjwRTkQZcyJl1aibdlEdgTw• We like increasingly the old resources of Communication, and no justthe resources, also the ways and even contents of the past1.9. Neurosciences• “Master in Neuroscience applied to Communication”, but not ask mayabout methodologies. Most of the professors are medicals…https://www.youtube.com/watch?v=aGx8Z4nimIo&fbclid=IwAR3mVsNtsDM5wCSija19pS2StbtAKnld3cWcVNcuMhI3VT2-jvqaCXuZ9Fwhttps://www.youtube.com/watch?v=65XFxXlo4OI&fbclid=IwAR1Mpdw3-xcTFKl-7jQXgJ7tSaQngaJlIrJJ8cA6xAaTDXm3_8BbcuvhbX41.10. Slow SensitivityTopics of research• 2. Communication of Health and Scientific Dissemination.• a. Communication in Andalucian Hospitals.• b. Communication and Scientific Dissemination of Byotechnology SMEs• 3. Reputation of Media. MEDIA REPUTATION LABMEDIA REPUTATION LAB• Looks for stablish a Ranking of media according Reputation in 10 countries of Europe among wich we want Swedeen… The countries where there are researchers working on the project are: Austria, United Kingdom, Poland, Portugal, Romania, Germany, Italy, France, The Nederland, plus the initial research developed in Spain.• Bassically you might do a list of the relevant media in your country -5 newspapers including digital, 3 TVs and 2 radios- and a list of 10 media professionals to interview (by phone, and do it) about the subject.• Subsequently you will receive the data about a poll with 100 of "informed population" and you will be able to explote the data with a chapter for a book and an article... THANK YOU!jsvictoria@uma.es

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Innovation in Communication

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Repositorio Institucional Universidad de Málaga