Effectiveness of three sampling methods to survey saproxylic beetle assemblages in Mediterranean woodland

The choice of sampling methods to survey saproxylic beetles is a key aspect to assessing conservation strategies for one of the most endangered assemblages in Europe. We evaluated the efficiency of three sampling methods: baited tube traps (TT), window traps in front of a hollow opening (WT), and emergence traps covering tree hollows (ET) to study richness and diversity of saproxylic beetle assemblages at species and family levels in Mediterranean woodlands. We also examined trap efficiency to report ecological diversity, and changes in the relative richness and abundance of species forming trophic guilds: xylophagous, saprophagous/saproxylophagous, xylomycetophagous, predators and commensals. WT and ET were similarly effective in reporting species richness and diversity at species and family levels, and provided an accurate profile of both the flying active and hollow-linked saproxylic beetle assemblages. WT and ET were the most complementary methods, together reporting more than 90 % of richness and diversity at both species and family levels. Diversity, richness and abundance of guilds were better characterized by ET, which indicates higher efficiency in outlining the ecological community of saproxylics that inhabit tree hollows. TT were the least effective method at both taxonomic levels, sampling a biased portion of the beetle assemblage attracted to trapping principles, however they could be used as a specific method for families such as Bostrichiidae, Biphyllidae, Melyridae, Mycetophagidae or Curculionidae Scolytinae species. Finally, ET and WT combination allows a better characterization of saproxylic assemblages in Mediterranean woodland, by recording species with different biology and linked to different microhabitat types.

The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment

This study analyzes the traffic generated on YouTube around television series. We selected a sample of 314 short YouTube videos about 21 Spanish TV series that premiered in 2013 by Spain’s three most popular mainstream television networks (Telecinco, Antena 3, and La1). These videos, which together received more than 24 million views, were classified according to two key variables: the nature (official or nonofficial) of the YouTube channel on which they were located and the exclusivity of their content (already broadcast on TV or Web exclusive). The analysis allows us to characterize the strategies used by TV networks on YouTube and the activity of fans as well as their efforts in the construction of a transmedia narrative universe around TV series.

Communication strategies in civil movements: «Marea Blanca», «Marea Verde» and Telemadrid’s mobilization

This article analyses the importance of the communication strategies applied by three significant social movements: Telemadrid workers’ mobilization (Madrid’s public television), the «Marea Blanca» («White Tide»), which grouped up the healthcare professionals, and the «Marea Verde» («Green Tide»), which was done by teachers. These movements are a practical application of the «indignados» («outraged») movement and, following the 15-M steps, they improved these strategies in what refers to communication and mobilization. For this purpose, we carried out two investigations: twelve in-depth interviews with leading members of these social movements; and an online questionnaire passed to strategic planners who are the experts in communication strategies from the advertising agencies.