Aplicación de modelos semióticos al análisis de poesía narrativa popular ecuatoriana difundida en audiovisuales

Se expone una fundamentación teórica, lógica y metodológica de tres modelos semióticos: los elementos y funciones de la comunicación de Jakobson; el modelo actancial de Greimas; y los mundos: real, referencia y posible de Eco, aplicados al análisis de poesía narrativa popular difundida en distintos formatos audiovisuales.

Museums and youth: between misunderstanding and disappointment. Youth perceptions and arguments about the cultural consumption of museums in Chile

Young people are less explored in museum audience research; this is a paradoxical situation when considering its strategic location in the cultural reproduction and if considering the high performing cultural consumption compared with other sectors. The phenomenon of museums consumption by young Chileans who are self recognized as public and non-public museums is explored from a qualitative approach. It was conducted with focus groups in the three largest cities in Chile (Santiago, Valparaíso and Concepción). They identify the museum as a cultural institution in full force. However, in questioning museums activity youth reveal the specificity of their cultural matrix. This is referred to a social temporality based on the fragment, the discourse of familiarity, proximity and instead of breaking and critical. They claim a museum aesthetic / historical experience based on pleasure and enjoyment. An overview is proposed to further clarify the youth cultural consumption to characterize more precisely the place of the museum in the set, to design more effective policies museums.

Diversity and television in Argentina: the case of the Audiovisual Technology Hub Programme

This paper describes and analyses the Audiovisual Technology Hub Programme (Programa Polos Audiovisuales Tecnológicos - PPAT), which has been implemented in Argentina between 2010 and 2015 as part of the public policy of former administration of Cristina Fernández de Kirchner. The main goal was to promote a television industry that reflects the cultural diversity of Argentina by dividing the national territory in nine into nine audiovisual technology hubs, where national public universities acted as centres that gathered a range of regional stakeholders. Considering the 18 TV seasons that were produced for television between 2013 and 2014, the text analyses the diversity of sources and genres / subgenres and its restricted marketing. The article closes with a brief set of conclusions about this initiative.

Análisis Crítico y Complejo de los discursos periodísticos verbovisuales entre Bolivia y Chile en el contexto de la demanda por la soberanía marítima boliviana

Los medios de prensa tienen un rol determinante en la construcción, legitimación y representación de distintas realidades socioculturales, las cuales a su vez generan lineamientos institucionalizados de unas identidades nacionales sobre otras, creando relaciones desiguales en base de prejuicios y estereotipos. Los países vecinos cuentan con historias de unidad y conflictos, pero el tiempo a veces no es suficiente para cerrar viejas heridas, como ocurre con la Guerra del Pacífico (18791883). En este contexto se analizaron las noticias de los medios con mayor injerencia a nivel país: La Razón (Bolivia) y El Mercurio (Chile), donde, por medio de una herramienta metodológica de Análisis Crítico y Complejo del Discurso Verbovisual, se buscó dilucidar los procesos de construcción discursiva de cada Estadonación y confirmar cómo éstos se mantienen a través del tiempo.

El interés de la audiencia por las intervenciones televisivas de Pablo Iglesias: estrategia comunicativa de Podemos

Este artículo analiza la eclosión mediática y política del partido político Podemos durante sus primeros meses de vida tras las elecciones europeas. Comprobaremos si el interés que despierta el partido en sus inicios, en intención de voto, se traslada a las audiencias de televisión con dos hipótesis que muestran la estrategia comunicativa de Podemos y su repercusión: la H1 afirma que los programas en los que participa Pablo Iglesias obtienen mayor audiencia de la habitual y la H2 plantea que la apuesta del líder de Podemos por el medio televisivo es muy superior y con mejores resultados con respecto a los partidos clásicos. Los resultados demuestran que los programas en los que participa (N=14) crecen un 62% y baten récord de audiencia. Concluimos que la estrategia comunicativa de Podemos da importancia a la televisión, además de continuar con la estrategia en redes aprendida en el 15M.

The consumer before the infoxication in the press discourse

In the media current context, the user is exposed every day to an informative saturation without precedents. The variety of the media by means of that it receives information, together with the revolution to all the levels that has supposed the Internet integration, it does that the consumer is bombarded literally by multitude of messages. But this bombardment does not imply an informative quality, but it can suppose an imbalance between the number of information and the quality of the same ones, avoiding so the user know the reality with veracity and depth. This article analyzes exhaustively the phenomenon of this overexposure named infoxication, the true dangers that it encloses, the possible solutions and how it affects the user and the Journalism in the production of written and audiovisual products through different mass media.

Influences and advice of theatrical consumption. A study about the effect of the theatre critics and other instances of evaluation in the habits of theatre attendance

This article analyses the influence that different criticism stages of proceedings exert in the habits of theatre attendance. The study is based on the survey carried out specifically for this research in which 210 people, who attended a theatrical representation, were interviewed in three different theatres in the city of Valencia. The study has revealed the mouth to mouth importance in the decision of attending the theatre and its stronger influence on the audiences who less frequently go to theatrical representations. The results obtained have also made clear the existence of a narrow relation between the advice effect of the theatre critics and the patterns of attendance to the theatre, just like its bigger influence between theatres with commercial orientation and those which are addressed to the broad audiences.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

El debate de la medición digital: Una piedra en el camino para la consolidación de la inversión publicitaria

La llegada de ingresos provenientes de la distribución digital de la prensa continúa siendo reducida. A pesar de su volumen de lectores, el aumento de posibilidades dentro de los formatos publicitarios, la capacidad de medición del retorno de la inversión que ofrece el medio digital y la aparente unificación en la medición de audiencia que desde 2012 está presente en el mercado. De esta manera, los diferentes medios continúan sin conseguir rentabilizar la migración digital que cada día conlleva continuos gastos sin ofrecer beneficios. La audiencia como moneda de cambio en la comercialización de espacios publicitarios ha perdido todo su valor, pese al retorno de la inversión que ofrece. Este trabajo describe esta problemática y los cambios realizados antes y después del «fin del debate de la medición de audiencias» con el objetivo de poner en valor la venta de los espacios publicitarios digitales. En concreto se analiza el caso de los diarios digitales por su elevada lectura y sus escasos ingresos.

College radio as coaching professional. Analysis of the relationship between the degrees and Spanish university radio

College radio is subject to constant transformation. The rise of information and communications technologies has allowed its development and modernization as well as the proliferation of new professional profiles. This research aims to analyze the connection of the Spanish university stations with the relevant qualifications. To do this, we use a comparative methodology based on examination of descriptors and specific principal subjects of degrees such as Audiovisual Communication and Journalism, although we will be using other degrees that are acquiring more responsibilities in a radio station, such as the degree in Information and Documentation. In conclusion, structural weaknesses in the university environment are observed, but future possibilities are detected as well: A college radio station is a place of convergence between the training of students from different degrees and reality itself, a versatile medium that provides the relevance of being the first professional contact of college students with the labor market.

Telenovela’s orality: from medium to a linguistic-discursive construction

Telenovela’s orality: from medium to a linguistic-discursive construction. Studies about telenovelas usually highlight their "orality". However, a literature review, specifically for Latin American telenovelas, shows that the term "orality" has been used with varying senses. In contrast with those devoted to telenovelas, literary studies have addressed the question by conceptualizing it as fictional orality. This paper takes fictional orality as a key concept to explain telenovela’s discursive peculiarities, and on that base, it distinguishes several dimensions of linguistic and discursive variation, in which such orality is being portrayed.