Madurez sintáctica: influencia de las TIC en sus índices y estudio comparativo entre las generaciones pre y post-internet

There is a growing concern about the poor quality of the writing of children and teenagers because of the continuous and constant exposure to the new technologies. Increasingly parents complain that their children spend too much time with their phones, tablets, computers, video games, etc. There is also an increase in the number of teachers who complain about their students’ writing skills. Some of the most prominent criticisms are loss of vocabulary, simplified syntax and the poor spelling of the compositions. To verify if these criticisms are motivated or not by the use of information and communication technologies (ICT) is what moved us to initiate this doctoral dissertation entitled “The influence of ICT on ratings of syntactic maturity: a comparative study between pre- and post-internet generations”. We aim to know if a daily and constant exposure to the ICT can affect the syntactic maturity rates of children and teenagers. We also want to find out if there are differences between the levels of syntactic maturity of today’s students and those of the 1990s, when there were no ICT and internet. In order to do this, we have carried out a quantitative analysis taking as a reference previous studies by generativist researchers in the Anglo-Saxon and Hispanic world and we have used the same units of measure (T-unit and clause). We collected a corpus of 382 essays, half argumentative and half descriptive, from 191 individuals. We have analyzed them according to ten dependent variables or syntactic maturity rates and other independent variables (Hours in internet, Course, Sex, Location, Type of school) by applying techniques of descriptive and inferential statistics...

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.