Publicidad de Guerrilla: Estudio de la campaña Coronita Save the Beach

En el presente artículo se realiza una reflexión sobre la relación existente entre las nuevas formas publicitarias de Guerrilla y el arte conceptual de los años setenta; en concreto refiriéndose a una campaña como es Coronita Save the Beach de la compañía mexicana de cervezas Coronita. Estas formas publicitarias de guerrilla han surgido como solución a la crisis de los formatos tradicionales de los medios de comunicación y a la saturación publicitaria. Son, a su vez, formatos novedosos en el ámbito publicitario, pero se ejecutan en base a esquemas artísticos del siglo XX surgidos a raíz de la crisis del objeto artístico de los años setenta. Esta crisis supuso el origen del arte conceptual, movimiento artístico que buscaba la supremacía de la idea frente al objeto artístico en sí. El arte siempre ha sido vanguardia cultural y social. Desde este punto de vista, se ha analizado esta campaña que se vale de estas vías alternativas de comunicación, estableciendo una relación entre arte y publicidad.

Diversity of functional groups in the vegetation sandy seashore of the Grande, Anclitas and Caguamas Cays (Jardines de la Reina Archipelago, Cuba)

Sandy shores are known to be extreme ecosystems where the vegetation has evolved many morphological and physiological adaptations for its survival. With the aim of identify possible relationships between the vegetation´s functional diversity with abiotic factors and its corresponding quantification, we collected data on the abundance and richness of the sandy coast vegetation complex in Grande, Anclitas and Caguamas keys. Its flora is largely characterized by the dominance of hemicryptophytes and chamaephytes plants with nanophyllous leaves and displaying dispersal syndromes such as zoochory and anemochory. However, the functional groups´ richness, in the present study, varies from one key to another. Functional diversity is similar between the wet and dry seasons, and its spatial variation is influenced by the interplay of the set of abiotic factors herein studied.

Use and access to ICT in students of public secondary schools in Chihuahua City, Mexico: inclusion in teaching and digital literacy

This paper addresses the issue of the digital divide in students of public secondary schools at Chihuahua City, Mexico. It seeks to identify potential inequality of opportunities with regards to subjects’ access to information, knowledge and education through the ICT (internet, mobile telephony, broadband and television). The study takes three schools as investigative stage, using the survey as a data collection instrument, identifying patterns of behavior regarding: general knowledge of them, access to computer equipment and internet, and characterization of their use. Other aspects of analysis are the identification of the educational level of parents and access to technology resources available for academic and non-academic purposes in various application areas (home, school and social environment). The proposal concludes, that it is through the recollection of alternatives suggested by the teachers themselves to incorporate ICT for teaching purposes in a systematic and planned fashion, whose greatest reflection manifests in better digital literacy indicators.

Latin American migration in the central area of Iquique: New fronts of residential location and unequal forms of access to housing

Historically the central area of the city of Iquique has been established as residential space migrants choosing from different backgrounds , however since the late 2000s migration flows are diversified being mostly Latin American immigrants who live in precarious conditions , accessing tugurizados properties , deteriorated in an increasingly growing informal market. The results presented here are derived from quantitative residential location of migrants , as well as the implementation of 13 in-depth interviews . From these results emerge that Latin American migrants access to the same places where once lived internal migrants, however they inhabit a restrictive market , uneven and inadequate living conditions lease, but allows them to articulate residence and proximity to industrial networks , social and popular trade.