La evolución de los periódicos digitales frente a los convencionales como soporte publicitario

Research performed in this thesis studies the growth and evolution of advertising investment in digital media compared to traditional printed media, in particular daily newspapers. By means of advertising inserts in printed newspaper and online newspapers, the study’s objective was to confirm that digital media consolidate as an advertising platform. Throughout this study we used different quantitative and qualitative tools to demonstrate the starting hypothesis of this thesis. We used a combined methodology that included: a) joint analysis of printed newspaper “El Mundo” and online newspaper “elmundo.es” advertising content; b) analysis of advertising investment state-of-the-art; c) deep interviews to different media professionals, including advertisers, publicists, media planning, and researchers. A comparative study between the printed newspaper “El Mundo” and the online newspaper “elmundo.es” supported the analysis of contents in a realistic situation. Therefore a deep study of advertising inserts in both the printed and online version of “El Mundo” was performed. The main goal of this work was to show how advertising invesment is moving from traditional printed media to digital media The results of this study reveal that investment in digital media increases, meanwhile investment reduces in traditional media. At the same time, new reading habits along with technological innovation attracts readers to digital platforms. As a consequence, traditional printed newspapers have the immediate need to somehow engage online-newspaper readers into printed platforms. Hence, many advertisers already invest large sums of money in digital media, with marketing strategies and plans focused to online advertising campaigns in Internet. It is also true that in recent years printed and online media stopped “fighting”, which lead to the possibility of joint marketing and communication strategies between the aforementioned digital and online media. This research has different implications, one of them is that printed media seems to be a bussiness model which needs to be reinvented to adapt itself to the media’s current situation in order to be profitable and not to disappear. On the other hand, digital media must have a well-defined strategy with concrete and viable goals in online investment. Finally, it is important that new readers are taken into account by newspapers, this is: new readers mostly use digital platforms, thus interaction between readers and newspapers is much different than what it used to be when only printed newspapers existed. Media must go and be where the new reader is.

Thematic patterning in English and Spanish: contrastive annotation of a bilingual newspaper corpus for liguistic and computational applications

Thematization is recognized as a fundamental phenomenon in the construction of messages and texts by di erent linguistic schools. This location within a text privileges the elements that guide the reader in the orientation and interpretation of discourse at di erent levels. Thematizing a linguistic unit by locating it in the rst-initial position of a clause, paragraph, or text, confers upon it a special status: a signal of the organizational strategy which characterizes di erent text types playing a role as a variable in the distinction of registers, text types and genres. However, in spite of the importance of the study of thematization for message and textual structuring, to date there are no linguistic studies that have undertook the task of validating its aspects in a comparative manner, either for linguistic or computational purposes. This study, therefore, lls a research gap by implementing a methodology based on contrastive corpus annotation, which allows to empirically validate aspects of the phenomenon of Thematization in English and Spanish, it also seeks to develop a bilingual English-Spanish comparable corpus of newspaper texts automatically annotated with thematic features at clausal and discourse levels. The empirically validated categories (Thematic Field and its elements: Textual Theme, Interpersonal Theme, PreHead and Head) are used to annotate a larger corpus of three newspaper genres news reports, editorials and letters to the editor in terms of thematic choices. This characterization, reveals interesting results, such as the use of genre-speci c strategies in thematic position. In addition, the thesis investigates the possibility to automate the annotation of thematic features in the bilingual corpus through the development of a set of JAVA rules implemented in GATE. It also shows the e cacy of this method in comparison with the manual annotation results...

An empirical study of the recreationalexpressive and referential roles of the cell phone among young students and their potential applications to advertising

The cell phone has become a means of finding persuasive content, making friends and accessing information. For this reason it is of great interest in analyzing is use by young people during their formative years. Regarding this point, the objectives of the research are: to obtain percentage data on the distraction call phones cause among students; to define their habits re fun activities and their study responsibility in their personal and academic lives; and to identify leisure-expressive and referential trends. It was decided to analyze the Spanish discourse found on Twitter. To do so, a quantitative and qualitative methodology was used, with a linguistic pattern extraction tool which allows us to obtain categories of meaning. The sample was 10,000 tweets in Spanish, with key words such as “cell” and “study” and all possible derivatives. The data were gathered between 30 May and the 6 June 2014, which coincides with the start of the exam period in Spain. Finally, the potential applications of the research to the specific field of publicity and advertising is discussed as a possible solution to the current needs of the brands, which have to find participative formats taking into account the students’ leisure trends.