Publicidad subliminal en campañas electorales: entre el mito y la realidad

El interés por la publicidad subliminal ha ocupado un lugar destacado en las últimas décadas en el seno de distintas disciplinas científicas, si bien no termina de haber un consenso acerca de su verdadero poder. Sin embargo, en el campo de la Comunicación Política apenas se encuentran referencias a esta práctica por más que se vengan reportando en los medios desde hace años supuestos casos de anuncios subliminales en campañas electorales. En el presente artículo se propone una aproximación al uso de lo subliminal en la política, para intentar dilucidar si nos encontramos tan sólo ante un mito, como se ha dicho tantas veces al hablar de esta técnica, o por el contrario ante una realidad.

The divulgation of hygiene-sanitation matters at the start of Spanish radio (1933-1957)

The work analyse from a journalistic point of view the history radio divulgation of health during the Second Republic and the start of the Franco era. For it, printed sources of the health broadcast conferences have been analysed. The most frequently used radio genre was a combination of informative monologue and monologue opinion. Questions relating to maternal-juvenile health were the most disseminated. In general, the radio language employed responded to the needs for clarity, as well as adapting the message to the target audience. With Francoism, the political slogans were incorporated and the gender discussions were given more importance.

From labelling to social aid for immigrants in the 21st Century

Migration is as old as humanity, but since the 1990s migration flows in Western Europe have led to societies that are not just multicultural but so-called «super-diverse». As a result, Western towns now have very complex social structures, with amongst others large amounts of small immigrant communities that are in constant change. In this paper we argue that for social workers to be able to offer adequate professional help to non-native residents in town, they will need balanced view of ‘culture’ and of the role culture plays in social aid. Culture is never static, but is continually changing. By teaching social workers about how to look at cultural backgrounds of immigrant groups and about the limitations of then role that culture plays in communication, they will be better equipped to provide adequate aid and will contribute to making various groups grow towards each other and to avoid people thinking in terms of ‘out-group-homogeneity’. Nowadays, inclusion is a priority in social work that almost every social worker supports. Social workers should have an open attitude to allow them to approach every individual as a unique person. They will see the other person as the person they are, and not as a part of a specific cultural group. Knowledge about the others makes them see the cultural heterogeneity in every group. The social sector, though, must be aware not to fall into the trap of the ‘inclusion mania’! This will cause the social deprivation of a particular group to be forgotten. An inclusive policy requires an inclusive society. Otherwise, this could result in even more deprivation of other groups, already discriminated against. Emancipation of deprived people demands a certain target-group policymaking. Categorized aid will raise efficiency of working with immigrants and of acknowledging the cultural identity of the non-natives group. It will also create the possibility to work on fighting social deprivation, in which most immigrants can be found.

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 State of the Nation Debate as part of the democratic parliamentary ritual: Rajoy and Rubalcaba discourse analysis, 2014

In this article we analyze the Debate on the State of the Nation 2014. The methodology consists in coding the speeches of the prime minister, Mariano Rajoy (PP) and the then opposition leader Alfredo Perez Rubalcaba (PSOE) through extracting word clouds, branched maps and word trees that have shown the most common concepts and premises. This preliminary analysis of two dimensions, quantitative and qualitative, makes it much easier and viable subsequent discourse analysis where we focus on the different types of arguments in the communicative act: claim/solution, circumstantial premises, goal premises, value premises, meansgoal premises, alternative options/addressing alternative options.

The impact of political and economic crisis on the polarization of the Spanish media

In this paper the characteristics of the cyclical political polarization of the Spanish media system are defined. From this study, a prospective analysis raises doubts about this scenario remains unchanged because of the political and economic crisis. It seeks to define the role played by political and media actors in polarization focusing on the two legislatures where the tension reached higher levels (1993-1996 and 2004-2008) and compares it with the developments faced by them in the current economical and political context of crisis. To achieve these aims, it has been performed an analysis of media content (since 1993) and looked through primary sociological sources and the scientific literature about polarization. This is an exploratory, critical and descriptive case analysis.

The management of bone tools from the Bronze Age site of El Portalón of Cueva Mayor, Sierra de Atapuerca, Burgos

In this paper we analyze the set of Bronze Age bone tools recovered at the archaeological site of El Portalón of Cueva Mayor in the Sierra de Atapuerca (Burgos). The Bronze Age cultural period is the best represented in the cavity and its study has forced us to unify the different excavation and stratigraphical criteria undertaken from the earliest archaeological excavations developed by J.M. Apellániz during the 70s until the excavations of the current research team (EIA) since 2000. We propose here for the first time a relationship between the initial system of “beds” used by Apellániz and our recent sedimentary sequence that recognizes eleven stratigraphic levels radiometrically dated from the late Upper Pleistocene to the Middle Age. Within the bone industry assemblage we recognize a large variety of utensils and ornamental elements, with native and allochthonous features, that make evident a regional as well as long distance relationships of these populations of the interior of the Iberian Peninsula during the recent Prehistory.

Fronteras en construcción: Diferenciación social y desterritorialización en el Sur ibérico (siglos IX-VI a.C.)

Durante las tres últimas décadas, numerosos/as arqueólogos/as han discutido extensamente sobre el ritual funerario original de las poblaciones del sur ibérico entre los siglos ix y vi a.c., esto es, cremación o inhumación. Este debate está además conectado con la existencia o no de complejidad social antes de la llegada fenicia, con la aparición de una élite “orientalizada” y con la adopción de nuevos objetos y prácticas por las poblaciones locales. En este artículo hago uso del concepto deleuziano de “desterritorialización” y lo asocio con el de “frontera” desarrollado por anzaldúa para interpretar la sociedad del sur ibérico. Para ello, analizo la evidencia funeraria indígena y cuestiono la división estricta entre cremación e inhumación en la región; así como examino la profundidad y significado de los cambios funerarios en las comunidades locales.

Argaric Sociology: Sex and Death

The detailed, rich and diverse Argaric funerary record offers an opportunity to explore social dimensions that usually remain elusive for prehistoric research, such us social rules on kinship rights and obligations, sexual tolerance and the role of funerary practices in preserving the economic and political organization. This paper addresses these topics through an analysis of the social meaning of Argaric double tombs by looking at body treatment and composition of grave goods assemblages according to gender and class affiliation. The Argaric seems to have been a conservative society, scarcely tolerant regarding homosexuality, and willing to celebrate ancestry associated to certain places as a means of asserting residence and property rights.

Late Bronze Age in Eastern Iberian Peninsula: Archaeological Bases and Periodization

Research surrounding the transition from II to I millennium cal BC in Eastern Iberian Peninsula has a large and extensive tradition of investigation. However, the chances to do research on this historical process have been limited by the lack of a well contextualized and dated stratigraphic sequence. For this reason, recent studies in this topic have followed the periodic proposals which were developed in closer regions and areas, especially in the South East and North East of the Peninsula. The investigation perspective about the Late Bronze in Eastern Iberian has however now improved, with the development of several archaeological investigations, the increase in the number of sites being dated and more recent studies into the region helping to bring about this change. As such, it is now in the correct state to be able to propose a new periodization and delve into the changes which occurred in the transition between 1500 and 725 cal BC.

Preliminary results of the roman camp of La Cabeza del Cid (Hinojosa, Guadalajara, Spain)

The recent archaeological works in Hinojosa, allowed us to discover a camp from Roman republic period. It is located in the center of the Celtiberian area and its study could open interesting perspectives to study this historical period. This paper shows the results of its preliminary studies.

Cova dels Jurats at Calescoves (Alaior, Minorca). A Cave Shrine in the Talayotic context?

Excavations carried out in the Cova dels Jurats between 2010 and 2012 served to establish that, unlike the rest of the caves Calescoves, this one functioned as a sanctuary, with two different phases. The first one corresponds to the Final Talayotic Period, as the first cave shrine documented in the Talayotic culture. In Roman times, the place was still used as a sanctuary, but with a totally different ritual, linked to the inscriptions discovered at the entrance of the cave.