Knowledge-action integration through the media in indigenous communities in Ecuador

The binomial knowledge/action understood under the biunivocal relationship of both components is the basis of planning from a postmodern approach. Within this binomial, social communication gives appropriate information, nurtures the knowledge that leads to transformative action, promotes participation and enhances the community?s self-esteem and recognition; to deeply reflect on action is a source of new knowledge; and communication fosters the adoption of the new knowledge by the community with new actions that feed the process knowledge/action as a planning source. From this approach the project Radio Message is born as a new communication channel with the aim of offering Andean indigenous communities from the area of Cayambe (Ecuador), a series of multidisciplinary training programs that enable transformative action with a strong effect on the life quality in these communities and their importance as social actors. The contents are designed through participatory communication between the training authorities and the communities themselves, analyzing their opportunities and needs. In this research the impact of social media in the development of more than 100 indigenous communities in Cayambe is analyzed.

50 Years Ago We Marched: What began on the grounds of Lincoln University, ended on the steps of the Alabama State Capitol

LINCOLN UNIVERSITY - On March 25, 1965, a bus loaded with Lincoln University students and staff arrived in Montgomery, Ala. to join the Selma march for racial and voting equality. Although the Civil Rights Act of 1964 was in force, African-Americans continued to feel the effects of segregation. The 1960s was a decade of social unrest and change. In the Deep South, specifically Alabama, racial segregation was a cultural norm resistant to change. Governor George Wallace never concealed his personal viewpoints and political stance of the white majority, declaring “Segregation now, segregation tomorrow, segregation forever.” The march was aimed at obtaining African-Americans their constitutionally protected right to vote. However, Alabama’s deep-rooted culture of racial bias began to be challenged by a shift in American attitudes towards equality. Both black and whites wanted to end discrimination by using passive resistance, a movement utilized by Dr. Martin Luther King Jr. That passive resistance was often met with violence, sometimes at the hands of law enforcement and local citizens. The Selma to Montgomery march was a result of a protest for voting equality. The Student Nonviolent Coordinating Committee (SNCC) and the Southern Christian Leadership Counsel (SCLC) among other students marched along the streets to bring awareness to the voter registration campaign, which was organized to end discrimination in voting based on race. Violent acts of police officers and others were some of the everyday challenges protesters were facing. Forty-one participants from Lincoln University arrived in Montgomery to take part in the 1965 march for equality. Students from Lincoln University’s Journalism 383 class spent part of their 2015 spring semester researching the historical event. Here are their stories: Peter Kellogg “We’ve been watching the television, reading about it in the newspapers,” said Peter Kellogg during a February 2015 telephone interview. “Everyone knew the civil rights movement was going on, and it was important that we give him (Robert Newton) some assistance … and Newton said we needed to get involve and do something,” Kellogg, a lecturer in the 1960s at Lincoln University, discussed how the bus trip originated. “That’s why the bus happened,” Kellogg said. “Because of what he (Newton) did - that’s why Lincoln students went and participated.” “People were excited and the people along the sidewalk were supportive,” Kellogg said. However, the mood flipped from excited to scared and feeling intimidated. “It seems though every office building there was a guy in a blue uniform with binoculars standing in the crowd with troops and police. And if looks could kill me, we could have all been dead.” He says the hatred and intimidation was intense. Kellogg, being white, was an immediate target among many white people. He didn’t realize how dangerous the event in Alabama was until he and the others in the bus heard about the death of Viola Liuzzo. The married mother of five from Detroit was shot and killed by members of the Ku Klux Klan while shuttling activists to the Montgomery airport. “We found out about her death on the ride back,” Kellogg recalled. “Because it was a loss of life, and it shows the violence … we could have been exposed to that danger!” After returning to LU, Kellogg’s outlook on life took a dramatic turn. Kellogg noted King’s belief that a person should be willing to die for important causes. “The idea is that life is about something larger and more important than your own immediate gratification, and career success or personal achievements,” Kellogg said. “The civil rights movement … it made me, it made my life more significant because it was about something important.” The civil rights movement influenced Kellogg to change his career path and to become a black history lecturer. Until this day, he has no regrets and believes that his choices made him as a better individual. The bus ride to Alabama, he says, began with the actions of just one student. Robert Newton Robert Newton was the initiator, recruiter and leader of the Lincoln University movement to join Dr. Martin Luther King’s march in Selma. “In the 60s much of the civil rights activists came out of college,” said Newton during a recent phone interview. Many of the events that involved segregation compelled college students to fight for equality. “We had selected boycotts of merchants, when blacks were not allowed to try on clothes,” Newton said. “You could buy clothes at department stores, but no blacks could work at the department stores as sales people. If you bought clothes there you couldn’t try them on, you had to buy them first and take them home and try them on.” Newton said the students risked their lives to be a part of history and influence change. He not only recognized the historic event of his fellow Lincolnites, but also recognized other college students and historical black colleges and universities who played a vital role in history. “You had the S.N.C.C organization, in terms of voting rights and other things, including a lot of participation and working off the bureau,” Newton said. Other schools and places such as UNT, Greenville and Howard University and other historically black schools had groups that came out as leaders. Newton believes that much has changed from 50 years ago. “I think we’ve certainly come a long way from what I’ve seen from the standpoint of growing up outside of Birmingham, Alabama,” Newton said. He believes that college campuses today are more organized in their approach to social causes. “The campus appears to be some more integrated amongst students in terms of organizations and friendships.” Barbara Flint Dr. Barbara Flint grew up in the southern part of Arkansas and came to Lincoln University in 1961. She describes her experience at Lincoln as “being at Lincoln when the world was changing.“ She was an active member of Lincoln’s History Club, which focused on current events and issues and influenced her decision to join the Selma march. “The first idea was to raise some money and then we started talking about ‘why can’t we go?’ I very much wanted to be a living witness in history.” Reflecting on the march and journey to Montgomery, Flint describes it as being filled with tension. “We were very conscious of the fact that once we got on the road past Tennessee we didn’t know what was going to happen,” said Flint during a February 2015 phone interview. “Many of the students had not been beyond Missouri, so they didn’t have that sense of what happens in the South. Having lived there you knew the balance as well as what is likely to happen and what is not likely to happen. As my father use to say, ‘you have to know how to stay on that line of balance.’” Upon arriving in Alabama she remembers the feeling of excitement and relief from everyone on the bus. “We were tired and very happy to be there and we were trying to figure out where we were going to join and get into the march,” Flint said. “There were so many people coming in and then we were also trying to stay together; that was one of the things that really stuck out for me, not just for us but the people who were coming in. You didn’t want to lose sight of the people you came with.” Flint says she was keenly aware of her surroundings. For her, it was more than just marching forward. “I can still hear those helicopters now,” Flint recalled. “Every time the helicopters would come over the sound would make people jump and look up - I think that demonstrated the extent of the tenseness that was there at the time because the helicopters kept coming over every few minutes.” She said that the marchers sang “we are not afraid,” but that fear remained with every step. “Just having been there and being a witness and marching you realize that I’m one of those drops that’s going to make up this flood and with this flood things will move,” said Flint. As a student at Lincoln in 1965, Flint says the Selma experience undoubtedly changed her life. “You can’t expect to do exactly what you came to Lincoln to do,” Flint says. “That march - along with all the other marchers and the action that was taking place - directly changed the paths that I and many other people at Lincoln would take.” She says current students and new generations need to reflect on their personal role in society. “Decide what needs to be done and ask yourself ‘how can I best contribute to it?’” Flint said. She notes technology and social media can be used to reach audiences in ways unavailable to her generation in 1965. “So you don’t always have to wait for someone else to step out there and say ‘let’s march,’ you can express your vision and your views and you have the means to do so (so) others can follow you. Jaci Newsom Jaci Newsom came to Lincoln in 1965 from Atlanta. She came to Lincoln to major in sociology and being in Jefferson City was largely different from what she had grown up with. “To be able to come into a restaurant, sit down and be served a nice meal was eye-opening to me,” said Newsom during a recent interview. She eventually became accustomed to the relaxed attitude of Missouri and was shocked by the situation she encountered on an out-of-town trip. “I took a bus trip from Atlanta to Pensacola and I encountered the worse racism that I have ever seen. I was at bus stop, I went in to be served and they would not serve me. There was a policeman sitting there at the table and he told me that privately owned places could select not to serve you.” Newsom describes her experience of marching in Montgomery as being one with a purpose. “We felt as though we achieved something - we felt a sense of unity,” Newsom said. “We were very excited (because) we were going to hear from Martin Luther King. To actually be in the presence of him and the other civil rights workers there was just such enthusiasm and excitement yet there was also some apprehension of what we might encounter.” Many of the marchers showed their inspiration and determination while pressing forward towards the grounds of the Alabama Capitol building. Newsom recalled that the marchers were singing the lyrics “ain’t gonna let nobody turn me around” and “we shall overcome.” “ I started seeing people just like me,” Newsom said. “I don’t recall any of the scowling, the hitting, the things I would see on TV later. I just saw a sea of humanity marching towards the Capitol. I don’t remember what Martin Luther King said but it was always the same message: keep the faith; we’re going to get where we’re going and let us remember what our purpose is.” Newsom offers advice on what individuals can do to make their society a more productive and peaceful place. “We have come a long way and we have ways to change things that we did not have before,” Newsom said. “You need to work in positive ways to change.” Referencing the recent unrest in Ferguson, Mo., she believes that people become destructive as a way to show and vent anger. Her generation, she says, was raised to react in lawful ways – and believe in hope. “We have faith to do things in a way that was lawful and it makes me sad what people do when they feel without hope, and there is hope,” Newsom says. “Non-violence does work - we need to include everyone to make this world a better place.” Newsom graduated from Lincoln in 1969 and describes her experience at Lincoln as, “I grew up and did more growing at Lincoln than I think I did for the rest of my life.”

AS INOVAÇÕES TECNOLÓGICAS E OS INTERMEDIÁRIOS DA PRODUÇÃO E DO ACESSO À INFORMAÇÃO JORNALÍSTICA

O jornalismo é um dos principais meios de oferta de temas para a discussão e formação da opinião pública, porém depende de um sistema técnico para ser transmitido. Durante mais de cem anos as informações produzidas pela imprensa foram emitidas, armazenadas, transmitidas e recebidas pelos chamados veículos de comunicação de massa que utilizam a rede centralizada cujas características estão na escassez material, produção em série e massificação. Esse sistema separa no tempo e no espaço emissores e receptores criando uma relação desigual de força em que as grandes empresas controlaram o fluxo informativo, definindo quais fatos seriam veiculados como notícia. Em 1995, a internet cuja informação circula sob a tecnologia da rede distribuída, foi apropriada pela sociedade, alterando a forma de produção, armazenamento e transmissão de informação. A tecnologia despertou a esperança de que esta ferramenta poderia proporcionar uma comunicação mais dialógica e democrática. Mas aos poucos pode-se perceber novas empresas se apropriando da tecnologia da rede distribuída sob a qual circula a internet, gerando um novo controle do fluxo informativo. Realizou-se nessa pesquisa um levantamento bibliográfico para estabelecer uma reflexão crítica dos diferentes intermediários entre fato e a notícia tanto da rede centralizada como na rede distribuída, objetivando despertar uma discussão que possa oferecer novas ideias para políticas, bem como alternativas para uma comunicação mais democrática e mais libertária.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

MÍDIAS SOCIAIS DIGITAIS: ESPAÇO DE RELACIONAMENTO E COMUNICAÇÃO ESTRATÉGICA

O trabalho tem como proposta avaliar a postura das organizações nas mídias sociais digitais, considerando o fato de que esses novos ambientes virtuais têm modificado drasticamente a maneira pela qual elas promovem o relacionamento com seus públicos estratégicos. O objetivo principal da pesquisa é identificar e compreender como as organizações se posicionam diante de comentários desfavoráveis nas mídias sociais digitais que possam impactar sua imagem e reputação, bem como mostrar a importância de monitorar constantemente o consumidor e dialogar com ele nos canais digitais para evitar riscos à marca. A metodologia aplicada denomina-se Estudo de Casos Múltiplos, por meio da qual analisaram-se os comentários desfavoráveis às marcas: Vivo, Tim e Oi, na página do Facebook, durante o mês de setembro de 2015. Construiu-se um protocolo de pesquisa, e realizou-se o acompanhamento dessas marcas analisando-lhes os posts e os comentários desfavoráveis coletados no período. Constatou-se, após tais procedimentos que as operadoras apresentam frequentemente dificuldades para se relacionar com os públicos nas mídias sociais digitais, o que as coloca em risco quanto à sua imagem e reputação.

Transmedialidad: series de ficción y redes sociales. El caso de Pulseras Rojas en el grupo oficial de Facebook (Antena 3. España)

Analizamos el Facebook de la teleserie Pulseras Rojas emitida en España por Antena 3, en tanto recurso transmedia y fuente de oportunidades para estimular el engagement del espectador. Estudiamos el tráfico generado durante la emisión de la segunda temporada, entre julio y agosto de 2013. Siguiendo la propuesta de Askwith (2007), se pueden identificar siete modalidades de touchpoints, es decir, puntos de contacto con la narración, adicionales a la propia emisión televisiva: acceso expandido, contenido adaptado, contenido expandido, productos de marca, actividades relacionadas, interacción social e interactividad. El estudio exploratorio se basa en el análisis del contenido del grupo de la serie en Facebook e identifica las modalidades de touchpoints y sus resultados. Facebook se revela como un potente instrumento para involucrar al espectador, aunque la estrategia comunicativa de la cadena de televisión presenta una gestión incipiente, poco evolucionada, que desaprovecha el carácter interactivo y bidireccional de la red social.

#DressCodePM & Re-Framing The Niqab: News Sources, Hashtag Activism, and Media Representation

This thesis originates from my interest in exploring how minorities are using social media to talk back to mainstream media. This study examines whether hashtags that trend on Twitter may impact how news stories related to minorities are covered in Canadian media. The Canadian Prime Minister Stephen Harper stated the niqab was “rooted in a culture that is anti-women” on 10 March 2015. The next day #DressCodePM trended in response to the PM’s niqab remarks. Using network gatekeeping theory, this study examines the types of sources quoted in the media stories published on 10 and 11 March 2015. The study’s goal is to explore whether using tweet quotes leads to the representation of a more diverse range of news sources. The study compares the types of sources quoted in stories that covered Harper’s comments without mentioning #DressCodePM versus stories that mention #DressCodePM. This study also uses Tuen A. van Dijk’s methodology of asking “who is speaking, how often and how prominently?” in order to examine whose voices have been privileged and whose voices have been marginalized in covering the niqab in Canadian media from the 1970s and until the days following the PM’s remarks. Network gatekeeping theory is applied in this study to assess whether the gated gained more power after #DressCodePM trended. The case study’s findings indicates that Caucasian male politicians were predominantly used as news sources in covering stories related to the niqab for the past 38 years in the Globe and Mail. The sourcing pattern of favouring politicians continued in Canadian print and online media on 10 March 2015 following Harper’s niqab comments. However, ordinary Canadian women, including Muslim women, were used more often than politicians as news sources in the stories about #DressCodePM that were published on 11 March 2015. The gated media users were able to gain power and attract Canadian Media’s attention by widely spreading #DressCodePM. This study draws attention to the lack of diversity of sources used in Canadian political news stories, yet this study also shows it is possible for the gated media users to amplify their voices through hashtag activism.

Appropriating Bimby on the Internet: Perspectives on technology mediated meals by a virtual brand community

It was Christmas day when an intriguing news piece about a kitchen technology was published in the Wall Street Journal in 2013 (Kowsmann, 2013). Immediately after, the piece went viral in the Portuguese (social) media (TV, blogs, press). It reported an odd 'obsession' of Portuguese consumers with a pricey German-made kitchen appliance - the Bimby (Figure 7.1) - during a difficult period of 'painful budget slashing in return for an international bailout'. The news piece served to unveil the irony: how come ''Western Europe's poorest country' could afford such an expensive technology 'that outsells high-end iPads [...] and is more popular on Facebook than the country's best-known rock band?' The journalistic piece advanced explanations for this technology craze: 'But the Portuguese love gadgets and seem determined, despite hard times, to maintain their tradition of regularly getting together for dinner. In this explanatory attempt, Bimby is portrayed as an intermediary that opens up the possibility for thinking about meal practices in a particular way, in this case, linking nation and meals through ideas around commensality.

Influência das redes sociais na intenção de compra das marcas

O presente trabalho de investigação pretende compreender a influência da presença das marcas nas redes sociais, nomeadamente no Facebook, na intenção de compra do consumidor no ponto de venda.É feita uma revisão de literatura à panóplia de conceitos de marketing e comunicação de marketing digital, ao consumidor e à decisão de compra e ao social media online, sendo dado maior enfâse à relação entre consumidor e as marcas presentes no Facebook. A investigação é dividida em duas fases, uma fase qualitativa de análise à estratégia digital das marcas e uma fase quantitativa de análise ao comportamento do consumidor.

The pragmatics of computer-mediated communication between South African and Mexican drug traffickers

South Africa and Mexico are ripe with drug trafficking. The gangs and syndicates running the drug businesses in these two countries collaborate occasionally. Communication between these international drug business partners takes place on social media. Their main language of communication is English, mixed with some limited use of Spanish and Afrikaans. The key purpose of the interactions between the South African and Mexican parties is the organisation of their business activities. This study aims at examining how the drug traffickers position each other and themselves regarding their common business interest and how their relationship evolves throughout their interactions. Moreover, it is of interest to look at how these people make use of different social media and their affordances. For this a qualitative analysis of the interaction between two drug traffickers (one South African and one Mexican) on Facebook, Threema and PlayStation 4 was performed. Computer-mediated communication between these two main informants was studied at various stages of their relationship. Results show that at first the interaction between the South African and Mexican drug traffickers consists of interpersonal negotiations of power. The high risk of the drug business and gang/syndicate membership paired with intercultural frictions causes the two interlocutors to be extremely cautious and at the same time to mark their position. As their relationship develops and they gain trust in each other a shift to interpersonal negotiations of solidarity takes place. In these discursive practices diverse linguistic strategies are employed for creating relational effects and for positioning the other and the self. The discursive activities of the interactants are also identity practices. Thus, the two drug traffickers construct identities through these social practices, positioning and their interpersonal relationship.

Mélanges de philosophie relativiste, contribution à la culture philosophique,

Le but de la vie chez Schopenhauer et chez Nietzsche.--Sur la sociologie des sens.--La notion de valeur.--Le christianisme et l'art.--Du réalisme dans l'art.--La philosophie de l'aventure.--La religion et les contrastes de la vie.--Métaphysique de la mort.--Sur le matérialisme historique.--De l'essence de la philosophie, etc.

Kvinnligt och manligt på sociala medier : En kvantitativ studie om medieanvändning och negativa känslor

In the present study the use and experience of using social media was examined in men and women in order to evaluate a possible relationship to gender. Particular emphasis was placed upon negative emotions. A questionnaire was constructed and submitted via Facebook by an online survey. There were 61 women and 50 men who completed the questionnaire. It was found that women and men used social media similarly with regard to frequency and the kind of social media they approached. Both genders used social media on a daily basis and both had profiles on the most popular social network sites as Facebook, Instagram, YouTube and Snapchat. The main purpose for using social media was to maintain already established friend relationships and to take part of other peoples content. A majority of the women but not the men used blogs, whereas a majority of the men but not the women used Twitter more frequently. The study also indicated a sex difference concerning the contents they took part of in the social media. More women took part of content that was related to a female stereotypic image whereas more men took part of content that was related to a male stereotypic image. There was no gender difference concerning contents such as fashion, entertainment, humour, news or politics. In the women there was a significant relationship between the use of social media and negative emotions. However, in the men, such a relationship was not found. The results indicate that more women tend to experience negative emotions when active on social media. More women experienced life as meaningless and boring, as well as stress after consuming contents in social media. They also did compare their life with others on social media leaving them with negative feelings. Such relationships could not be found in the men. In conclusion the present study indicated that for many aspects the use of social media is similar in women and men. However there seems to be a difference with regard to the experience of negative emotions in relation to the use of social media in women but not in men. 

MÍDIAS SOCIAIS ON-LINE: o consumidor fala, mas quem escuta?

Sob o prisma da comunicação mercadológica, esse trabalho se propõe investigar o novo perfil de consumidor que, conectado a uma ampla rede de pessoas, influencia e até comanda diversas mudanças na forma de produzir e vender bens e serviços. A comunicação passa a ser mais horizontal do que vertical, pois os consumidores manifestam-se nas mídias sociais on-line e interagem com seus pares, e muitas empresas demonstram dificuldades em perceber o início desse crescente poder de manifestação do consumidor. O propósito desta pesquisa é investigar até que ponto os consumidores estão conseguindo ser ouvidos pelas empresas por meio das mídias sociais on-line. A metodologia aplicada foi o Estudo de Casos Múltiplos de empresas do setor de telefonia celular. Construiu-se um instrumento de pesquisa e, por meio de análise de conteúdo dos comentários coletados durante três meses nas páginas da TIM e da CLARO no Facebook, os resultados apontam uma dificuldade muita grande das empresas do setor de telefonia em ouvir os consumidores.

ESTRATÉGIAS DE COMUNICAÇÃO ORGANIZACIONAL DIGITAL: O ESTUDO DE CASO DA EMBRAPA

Com o surgimento da internet e sua posterior utilização como meio de comunicação, torna-se necessário conhecer, por meio de análise de bibliografia sobre comunicação e internet, além de observação empírica do ambiente digital, que possibilidades de melhoria nos processos de comunicação organizacional se abrem a partir da incorporação do uso da internet (mídias e redes sociais) às estratégias de comunicação das instituições. O estudo tem por finalidade analisar o processo de inserção da Embrapa no ambiente das mídias e redes sociais, quais as estratégias que adotou para se preparar para ingressar de maneira institucional nesse ecossistema e como ela utiliza-se das estratégias de comunicação organizacional digital para divulgar suas ações e fortalecer o relacionamento com seus públicos de interesse. Além disso, serão apresentados modelos de estratégias e abordada a importância do planejamento (com estabelecimento de objetivos, definição de públicos) e do monitoramento quando se pretende atuar no ambiente digital de maneira estratégica. O método consiste em um estudo de caso no qual será analisada a atuação da Embrapa na rede social Facebook, por meio de uma revisão de literatura, pesquisa documental, análise de conteúdo e entrevistas semiestruturadas.