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.

Creación de una filmoteca de prácticas para la Facultad de Ciencias de la Información de la UCM: Adecuación de espacio y estrategias de catalogación

En el presente trabajo se da el primer paso para la creación de una Filmoteca de Prácticas en la facultad de Ciencias de la Información de la Universidad Complutense de Madrid. El Patrimonio Fílmico se ve gravemente expuesto al paso del tiempo y el abandono por lo que se necesita un rescate urgente. Mediante un riguroso trabajo de investigación, en el que se estudian diferentes propuestas y normativas expuestas por organismos especializados, se redacta un manual de inicio. Se han investigado, diseñado y propuesto las herramientas básicas y útiles para poner en funcionamiento la primera Filmoteca de Prácticas en el ámbito universitario español.

Alien gosd in the new epics: Noah remythologised through the ancient astronaut hypothesis in Abel's Montagut's "La gesta d'Utnoa"

Modern scientific world-view has undermined traditional myths, the functional survival of which seems to depend today in the West on a positivist justification. This would place them in the field of real History, through their study and revitalization by pseudoscientific disciplines such as the Atlantis and the ancient astronaut hypotheses. These have inspired new epic poems in (regular) verse that combine classic and/or biblical myths with a (pseudo)scientific modern world-view. For example, the critical rewriting of Noah’s myth by using the ancient astronaut hypothesis as a fictional device to produce a contemporary kind of plausibility allowed Abel Montagut to renew epic poetry, updating it also by adopting science fiction chronotopes in order to structure his fictional construction and to generate a high ethical sense for our time. Thus, his Poemo de Utnoa (1993) / La gesta d’Utnoa (1996), which has become a major classic of the literature in Esperanto thanks to its original version in this language, is a landmark of both science fiction and neo-biblical epics. This poem is written from a secular and purely literary perspective.

The photography and the motion landscape in the urban expressway

A new kind of photographic representation, called movement-image is proposed and discussed to record the visual experience of the journey through urban highways. It consists of performing long exposure photographic shots while the track is traversed, thus registering a time-panorama which includes landscape signs and inner spaces of the ways involved. This proposal is linked to the limitations of representing these expressways, if they are understood as structures of instrumental origin, where the resulting experience comes from moving at high speed through the territory. In al almost all cases the aesthetic approach or urban integration with the city and landscape are excluded. In this sense, although such structures may be an opportunity to collect, build and colonize the urban landscape, the lack of adequate representation of the phenomenon causes a difficulty in its understanding and transformation. The options for representation using photography is assumed, knowing its own particular tradition in the use of long exposures, for the expression of the mobile, and the multiple visual attention, divided or weakened.

"Ad nostram scientiam referatur": la supervisión administrativa imperial de la aplicación de las leyes durante la dinastía constantiniana

Constantino y sus sucesores, Constancio II, Constante y Juliano, expresaron su particular interés por supervisar la aplicación de determinadas leyes imperiales mediante el uso de la fórmula ad nostram scientiam referatur y de otras similares. Constantino fue el príncipe que la empleó con más frecuencia, especialmente durante el período de 313-324, exceptuando el intervalo de 315-316, cuando la confrontación con Licinio le obligó a renunciar a atender directamente las cuestiones administrativas. La progresiva disminución de la inclusión de estas cláusulas en los textos legales imperiales a partir de la unificación del Imperio en 324 se debe poner en relación con la aparición de los curiosi y luego de los agentes in rebus, como oficiales encargados de vigilar la observancia de las normas vigentes.

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.

Of Marx and Makers: an Historical Perspective on Generative Justice

In Marxist frameworks “distributive justice” depends on extracting value through a centralized state. Many new social movements—peer to peer economy, maker activism, community agriculture, queer ecology, etc.—take the opposite approach, keeping value in its unalienated form and allowing it to freely circulate from the bottom up. Unlike Marxism, there is no general theory for bottom-up, unalienated value circulation. This paper examines the concept of “generative justice” through an historical contrast between Marx’s writings and the indigenous cultures that he drew upon. Marx erroneously concluded that while indigenous cultures had unalienated forms of production, only centralized value extraction could allow the productivity needed for a high quality of life. To the contrary, indigenous cultures now provide a robust model for the “gift economy” that underpins open source technological production, agroecology, and restorative approaches to civil rights. Expanding Marx’s concept of unalienated labor value to include unalienated ecological (nonhuman) value, as well as the domain of freedom in speech, sexual orientation, spirituality and other forms of “expressive” value, we arrive at an historically informed perspective for generative justice.