The emotional structure of the advertising message in radio

Radio advertising is suffering from a remarkable crisis of creativity as it has yet not found its role in a radio model based on voice locution and information genres. This article suggests the need for implementing a peripheral or heuristic strategy to attract and hold listeners’ attention. Within this framework, the narration and scene representation are proposed as suitable persuasion techniques. The objective is to design a useful conceptual tool for an efficient creative conception of narration at the service of certain commercial strategy. First, the concept of narrative persuasion is grounded according to the possibilities of the sound code. Second, the keys of scene representation and commercial strategy (brand, product, advantage, benefit and target) within the sound message are presented. And third, these keys are articulated in a model. This model is pre-tested by means of analyzing eight different case-radio ads.

Measuring the Diversity and the Integration of Film Production in Mercosur: A Social Network Analysis

Based on an original and comprehensive database of all feature fiction films produced in Mercosur between 2004 and 2012, the paper analyses whether the Mercosur film industry has evolved towards an integrated and culturally more diverse market. It provides a summary of policy opportunities in terms of integration and diversity, emphasizing the limiter role played by regional policies. It then shows that although the Mercosur film industry remains rather disintegrated, it tends to become more integrated and culturally more diverse. From a methodological point of view, the combination of Social Network Analysis and the Stirling Model opens up interesting research tracks to analyse creative industries in terms of their market integration and their cultural diversity.

Utilizing ICT to prevent loneliness and social isolation of the elderly. A literature review

Ageing of the population is a worldwide phenomenon. Numerous ICT-based solutions have been developed for elderly care but mainly connected to the physiological and nursing aspects in services for the elderly. Social work is a profession that should pay attention to the comprehensive wellbeing and social needs of the elderly. Many people experience loneliness and depression in their old age, either as a result of living alone or due to a lack of close family ties and reduced connections with their culture of origin, which results in an inability to participate actively in community activities (Singh & Misra, 2009). Participation in society would enhance the quality of life. With the development of information technology, the use of technology in social work practice has risen dramatically. The aim of this literature review is to map out the state of the art of knowledge about the usage of ICT in elderly care and to figure out research-based knowledge about the usability of ICT for the prevention of loneliness and social isolation of elderly people. The data for the current research comes from the core collection of the Web of Science and the data searching was performed using Boolean? The searching resulted in 216 published English articles. After going through the topics and abstracts, 34 articles were selected for the data analysis that is based on a multi approach framework. The analysis of the research approach is categorized according to some aspects of using ICT by older adults from the adoption of ICT to the impact of usage, and the social services for them. This literature review focused on the function of communication by excluding the applications that mainly relate to physical nursing. The results show that the so-called ‘digital divide’ still exists, but the older adults have the willingness to learn and utilise ICT in daily life, especially for communication. The data shows that the usage of ICT can prevent the loneliness and social isolation of older adults, and they are eager for technical support in using ICT. The results of data analysis on theoretical frames and concepts show that this research field applies different theoretical frames from various scientific fields, while a social work approach is lacking. However, a synergic frame of applied theories will be suggested from the perspective of social work.

¿Qué hay en un nombre? –Akko-Ptolemais–´Akka-Acre

La actual ciudad de Akko in Israel, ha tenido muchos nombres a lo largo de los siglos de su prolongado asentamiento. El nombre de Acre, con el que se le conoce en el mundo Occidental, es el residuo del nombre de San Juan de Acre que le dieron sus habitantes cruzados en el s. XII de la era Cristiana. Sin embargo, el nombre de ‘Akko y sus derivados, tienen una larga historia. Bajo tal nombre, aparece ya en las fuentes escritas de comienzos el II Milenio a.C., cuando e produjo la primera urbanización del lugar. Se mantuvo como ‘Akko, ‘Ake, etc…a lo largo de los siglos posteriors, a pesar de los inentos de varios dirigentes de cambiarelo. El asentamiento se trasladó, a causa de los cambios en la línea de costa y del río Na’aman o Belos, desde el antiguo Tel Akko a la bahía, en la que se estableció un puerto artificial,reconstruido y renovado reiteradamente durante más de 2000 años. El primer nombre conocido del sitio original del asentamiento, el tell, data de época de los cruzados. Este sufrió una alteración de su nombre, reflejo de la transformación de la historia de Akko, en la que la intervención occidental (europea9, jugó un papel decisivo.

Programas de tertulia política en Twitter: un modelo neurocomunicativo de análisis del discurso

En este trabajo aplicamos a la red social Twitter un modelo de análisis del discurso político y mediático desarrollado en publicaciones previas, que permite hacer compatible el estudio de los datos discursivos con propuestas explicativas surgidas a propósito de la comunicación política (neurocomunicación) y de la comunicación digital (la red como quinto estado, convergencia, inteligencia colectiva). Asumimos que hay categorías del encuadre discursivo (frame) que pueden ser tratadas como indicadores de habilidades cognitivas y comunicativas. Analizamos estas categorías agrupándolas en tres dimensiones fundamentales: la intencional (ilocutividad del tuit, encuadre interpretativo de las etiquetas), referencial (temas, protagonistas), e interactiva (alineamiento estructural, predictibilidad; marcas de intertextualidad y dialogismo; afiliación partidista). El corpus consta de 4116 tuits: 3000 tuits pertenecientes a los programas Al Rojo Vivo (La Sexta: A3 Media), Las Mañanas Cuatro (Cuatro: Mediaset) y Los Desayunos de TVE (RTVE), 1116 tuits de seguidores de los programas, que corresponden a 45 tuits de cada programa. Los resultados confirman que el modelo permite establecer diferentes perfiles de subjetividad política en las cuentas de Twitter.

Proprioception in ankle sprain from exercises and bandages

Ankle sprains are the most common injuries in sports, usually causing damage to the lateral ligaments. Recurrence has as usual result permanent instability, and thus loss of proprioception. This fact, together with residual symptoms, is what is known as chronic ankle instability, CAI, or FAI, if it is functional. This problem tries to be solved by improving musculoskeletal stability and proprioception by the application of bandages and performing exercises. The aim of this study has been to review articles (meta-analisis, systematic reviews and revisions) published in 2009-2015 in PubMed, Medline, ENFISPO and BUCea, using keywords such as “sprain instability”, “sprain proprioception”, “chronic ankle instability”. Evidence affirms that there does exist decreased proprioception in patients who suffer from CAI. Rehabilitation exercise regimen is indicated as a treatment because it generates a subjective improvement reported by the patient, and the application of bandages works like a sprain prevention method limiting the range of motion, reducing joint instability and increasing confidence during exercise. As podiatrists we should recommend proprioception exercises to all athletes in a preventive way, and those with CAI or FAI, as a rehabilitation programme, together with the application of bandages. However, further studies should be generated focusing on ways of improving proprioception, and on the exercise patterns that provide the maximum benefit.