Red Bull, un ejemplo paradigmático de las nuevas estrategias de comunicación de las marcas en el entorno digital

Introducción: En la presente investigación nos vamos a centrar en los contenidos on line que ofrece la marca Red Bull ya sea a través de su web www.redbull.tv o de su App Red Bull TV. Red Bull como marca necesita destacar de entre todo el ruido publicitario, necesita hacerse notar y llegar hasta sus consumidores, pero hoy en día las audiencias están fragmentadas, las audiencias no están sometidas al dictado programático de las televisiones. Cada vez más, y sobre todo en el público joven, que es aquel con el que más se identifica esta marca, es un público activo que genera sus propias parrillas de programación, que busca aquello que realmente quiere ver. Entonces, ¿cómo una marca logra que se le escuche? a través del Rock&Love: sorprender y dar amor. Hipótesis: Nuestra hipótesis de partida es que Red Bull, en la búsqueda de conexión con su público, les ofrece contenidos de su interés que les reafirma en su acercamiento a la marca, y así lograr el Rock&Love. Objetivos: De acuerdo con la hipótesis, son tres los objetivos que van a guiar la presente investigación: el primero, conocer las claves de Red Bull en el entorno digital. El segundo, realizar un análisis de los contenidos utilizados por la marca para aproximarse a sus usuarios teniendo en cuenta los nuevos hábitos de consumo. El tercero, analizar la diferencia de contenidos según el medio en que se difunde. Metodología: Para corroborar o no nuestra hipótesis participaremos del método cualitativo y del método cuantitativo. Las técnicas a utilizar son la observación documental y el análisis de contenido. Conclusiones: Este análisis de contenido Ad Hoc ha permitido la obtención de datos cuantitativos y nos ha facilitado la aproximación a nuestros objetivos de forma cualitativa y de esta forma, se ha logrado dar respuesta a la hipótesis de partida y confirmar que la marca recurre al Rock&Love en los contenidos que muestran a través de las diferentes plataformas de Red Bull TV.

Bull's eye leaky wave antenna for terrestrial and space applications

This work presents the study of Bull's eye antenna designs, a type of leaky wave antenna (LWA), operating in the 60 GHz band. This band emerged as a new standard for specific terrestrial and space applications because the radio spectrumbecomes more congested up to the millimetre-wave band, starting at 30 GHz. Built on existing Bull's eye antenna designs, novel structures were simulated, fabricated and measured, so as to provide more exibility in the implementation of wireless solutions at this frequency. Firstly, the study of a 60 GHz Bull's eye antenna for straightforward integration onto a CubeSat is presented. An investigation of the design is carried out, from the description of the radiation mechanism supported by simulation results, to the radiation pattern measurement of a prototype which provides a gain of 19.1 dBi at boresight. Another design, based on a modified feed structure, uses a microstrip to waveguide transition to provide easier and inexpensive integration of a Bull's eye antenna onto a planar circuit. Secondly, the design of Bull's eye antennas capable of creating beam deflection and multi-beam is presented. In particular, a detail study of the deflection mechanism is proposed, followed by the demonstration of a Bull's eye antenna generating two separate beams at ±16° away from the boresight. In addition, a novel mechanically steerable Bull's eye antenna, based on the division of the corrugated area in paired sectors is presented. A prototype was fabricated and measured. It generated double beams at ±8° and ±15° from the boresight, and a single boresight beam. Thirdly, a Bull's eye antenna capable of generating two simultaneous orbital angular momentum (OAM) modes l = 3 is proposed. The design is based on a circular travelling wave resonator and would allow channel capacity increase through OAM multiplexing. An improved design based on two stacked OAM Bull's eye antennas capable of producing four orthogonal OAM modes l = (±3,±13) simultaneously is presented. A novel receiving scheme based on discretely sampled partial aperture receivers (DSPAR) is then introduced. This solution could provide a lower windage and a lower cost of implementation than current whole or partial continuous aperture.

Miositis de músculos masticatorios en un canino west highland white terrier : reporte de caso

Tesis (Médico Veterinario). -- Universidad de La Salle. Facultad de Ciencias Agropecuarias. Programa de Medicina Veterinaria, 2015

Chatter avoidance in the milling of thin floors with bull-nose end mills: Model and stability diagrams

The milling of thin parts is a high added value operation where the machinist has to face the chatter problem. The study of the stability of these operations is a complex task due to the changing modal parameters as the part loses mass during the machining and the complex shape of the tools that are used. The present work proposes a methodology for chatter avoidance in the milling of flexible thin floors with a bull-nose end mill. First, a stability model for the milling of compliant systems in the tool axis direction with bull-nose end mills is presented. The contribution is the averaging method used to be able to use a linear model to predict the stability of the operation. Then, the procedure for the calculation of stability diagrams for the milling of thin floors is presented. The method is based on the estimation of the modal parameters of the part and the corresponding stability lobes during the machining. As in thin floor milling the depth of cut is already defined by the floor thickness previous to milling, the use of stability diagrams that relate the tool position along the tool-path with the spindle speed is proposed. Hence, the sequence of spindle speeds that the tool must have during the milling can be selected. Finally, this methodology has been validated by means of experimental tests.

Projeto de Intervenção Educativa - R.E.D. Bull(Ying)

Introdução: A adolescência é uma fase do ciclo vital marcada por diversas alterações físicas, psicológicas e sociais. Desta forma, é possível estabelecer uma relação entre violência e adolescência, dado que é durante esta etapa de vida que os jovens se deparam com o sentimento de ameaça da sua identidade, o que poderá despoletar comportamentos agressivos (Hernández, 2013). O bullying é uma forma de violência escolar que tem vindo a apresentar uma elevada prevalência, tornando-se imprescindível mencionar que este fenómeno não é um evento" normal", e não deve ser um acontecimento que os jovens devam vivenciar durante a transição entre a infância e a adolescência (Andrade, 2012). Com a finalidade de reduzir a prevalência de bullying na comunidade escolar elaboramos o Projeto de Intervenção Educativa "R.E.D. BULL(ying)", no qual definimos os seguintes objetivos específicos: aumentar o nível de literacia para a saúde da comunidade escolar (alunos e docentes), relativamente ao bullying e desenvolver o projeto em todas as turmas do 5º ao 9º ano de um Colégio, incluindo os docentes. Metodologia: A nossa população alvo consistiu num total de 203 alunos do 5º ao 9º ano e 13 docentes de um Colégio. É um estudo transversal de investigação-ação, sendo que foi aplicado um questionário de diagnóstico e realizadas sessões de educação para a saúde, que posteriormente foram avaliadas com a aplicação de um novo questionário. Resultados: Foi possível verificar que após a sessão de educação para a saúde, 93,1% dos estudantes identificaram o que fazer numa situação de bullying, sendo que 62,6% dos estudantes responderam que numa situação de agressão chamavam um adulto; 95,1% referiram que sabiam o que era o bullying, 56,8% associaram o conceito à agressão física e 92,6% referiram conhecer os tipos de bullying, sendo que o bullying físico (71,9%) e o bullying verbal (69,5%) foram os tipos mais mencionados. Na intervenção educativa realizada aos docentes foi aplicado um questionário, onde 76,9% considerou que o ambiente escolar era agradável, 84,6% caracterizou o relacionamento entre os estudantes como "adequado" e 77% afirmou que não vivenciou nenhuma situação de bullying. Conclusões: Deste modo, é possível afirmar que após a intervenção educativa, os alunos adquiriram novos conhecimentos no que diz respeito às questões "Numa situação de agressão o que fazes?", "Sabes o que é o bullying?", "O que é o bullying?" "Conheces os tipos de bullying?" e "Quais são os tipos de bullying?".

Educational Intervention Project "R.E.D. Bull(ying)"

Introduction: Adolescence is a stage of life cycle marked by various physical, psychological and social changes. During this stage, young people are faced with the feeling of threat of identity, which may trigger aggressive behaviours. Bullying is a form of school violence with high prevalence, that shouldn't be a "normal" occurrence or a event that young people should experience during the transition between childhood and adolescent. In order to reduce the prevalence of bullying in the school community, we elaborated the Educational Intervention Project "R.E.D. BULL(ying)", with the specific objectives: Evaluate the knowledge level about bullyng, before and after the Project, and increase the level of literacy about the subject in the school community (students and teachers). Methodology: Our target population consisted in a total of 203 students from 5th to 9th grade and 13 teachers of school. It's a cross-sectional study of research - action, with the application of a diagnostic questionnaire, before and after, we conducted the educational sessions. Results: After the educational sessions, 93,1% of students identified what to do in a bullying situation, and 62,6% of students responded that in an assault situation, called an adult; 95,1% said they knew what was bullying, 56,8% associated the concept to physical aggression and 92,6 % mentioned to know the types of bullying, and physical bullying (71,9%) and verbal bullying (69,5%) were the most mentioned types. Meanwhile, the teachers: 76,9% considered that the school environment was pleasant, 84,6% characterized the relationship between the students as "adequate" and 77% said they didn't experience any bullying situation. Conclusions: We found an overall improvement to the level of bullying related knowledge after the educational intervention. So, we verified that the integrated intervention in the school health teams, allows greater attention to the detection, signalling and routing situations of violence.

EDUCATIONAL INTERVENTION PROJECT "R.E.D. BULL(YING)"

Introduction: Adolescence is a stage of life cycle marked by various physical, psychological and social changes. During this stage, young people are faced with the feeling of threat of identity, which may trigger aggressive behaviours. Bullying is a form of school violence with high prevalence, that shouldn't be a "normal" occurrence or a event that young people should experience during the transition between childhood and adolescent. In order to reduce the prevalence of bullying in the school community, we elaborated the Educational Intervention Project "R.E.D. BULL(ying)", with the specific objectives: Evaluate the knowledge level about bullyng, before and after the Project, and increase the level of literacy about the subject in the school community (students and teachers). Methodology: Our target population consisted in a total of 203 students from 5th to 9th grade and 13 teachers of school. It's a cross-sectional study of research - action, with the application of a diagnostic questionnaire, before and after, we conducted the educational sessions. Results: After the educational sessions, 93,1% of students identified what to do in a bullying situation, and 62,6% of students responded that in an assault situation, called an adult; 95,1% said they knew what was bullying, 56,8% associated the concept to physical aggression and 92,6 % mentioned to know the types of bullying, and physical bullying (71,9%) and verbal bullying (69,5%) were the most mentioned types. Meanwhile, the teachers: 76,9% considered that the school environment was pleasant, 84,6% characterized the relationship between the students as "adequate" and 77% said they didn't experience any bullying situation. Conclusions: We found an overall improvement to the level of bullying related knowledge after the educational intervention. So, we verified that the integrated intervention in the school health teams, allows greater attention to the detection, signalling and routing situations of violence.

Towards digital facility modelling for Sydney Opera House using IFC and semantic web technology

The challenges of maintaining a building such as the Sydney Opera House are immense and are dependent upon a vast array of information. The value of information can be enhanced by its currency, accessibility and the ability to correlate data sets (integration of information sources). A building information model correlated to various information sources related to the facility is used as definition for a digital facility model. Such a digital facility model would give transparent and an integrated access to an array of datasets and obviously would support Facility Management processes. In order to construct such a digital facility model, two state-of-the-art Information and Communication technologies are considered: an internationally standardized building information model called the Industry Foundation Classes (IFC) and a variety of advanced communication and integration technologies often referred to as the Semantic Web such as the Resource Description Framework (RDF) and the Web Ontology Language (OWL). This paper reports on some technical aspects for developing a digital facility model focusing on Sydney Opera House. The proposed digital facility model enables IFC data to participate in an ontology driven, service-oriented software environment. A proof-of-concept prototype has been developed demonstrating the usability of IFC information to collaborate with Sydney Opera House’s specific data sources using semantic web ontologies.

The impact of spin on Australian real estate journalism : a Queensland study

Regardless of ‘bear’ or ‘bull’ markets, the great Australian dream remains to own your own home. Central to this dream of home ownership is unflagging interest in the property market, reflected in bulging real estate news sections of newspapers in South East Queensland, the focus area for this thesis research. While there has been much scholarly research into other areas of public relations spin and its impact on news-gathering processes, there appears to be next to no research on real estate spin, how it is prepared and by whom, and journalism’s attitude to and the managing of the spin. Real estate spin remains an under-researched topic requiring further investigation not only in South East Queensland but Australia-wide given the ‘big bucks’ allotted to the promotion of real estate and the income it generates for news media outlets, particularly newspapers. This thesis examines the influence of public relations practitioners and journalists specialising in real estate spin through interviews, content analysis, and how real estate spin envelopes itself in today’s society. From content analyses and observations of journalism in the real estate rounds of the two major newspapers in South East Queensland, I found that journalists were using massive quantities of real estate spin supplied by PR practitioners and other associated industry sources. This spin is supplanting investigative newsroom journalism, thus allowing newspapers to operate with minimal staffing levels yet still able to publish large weekly real estate news sections. My research also revealed growing commercialisation of real estate news through increasing outsourcing of journalistic work to a writing bureau, which could jeopardise both the professions of journalism and public relations in the future.

The design and evaluation of a mobile sensor/actuator network for autonomous animal control

This paper investigates a mobile, wireless sensor/actuator network application for use in the cattle breeding industry. Our goal is to prevent fighting between bulls in on-farm breeding paddocks by autonomously applying appropriate stimuli when one bull approaches another bull. This is an important application because fighting between high-value animals such as bulls during breeding seasons causes significant financial loss to producers. Furthermore, there are significant challenges in this type of application because it requires dynamic animal state estimation, real-time actuation and efficient mobile wireless transmissions. We designed and implemented an animal state estimation algorithm based on a state-machine mechanism for each animal. Autonomous actuation is performed based on the estimated states of an animal relative to other animals. A simple, yet effective, wireless communication model has been proposed and implemented to achieve high delivery rates in mobile environments. We evaluated the performance of our design by both simulations and field experiments, which demonstrated the effectiveness of our autonomous animal control system.