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.

Crimes em ambiente digital : Investigação da GNR para a obtenção de prova

O presente Relatório Científico Final do Trabalho de Investigação Aplicada está subordinado ao tema “Crimes em ambiente digital – Investigação da GNR para a obtenção de prova”. O tema enunciado tem como finalidade fazer uma análise da investigação criminal da GNR, no que diz respeito à obtenção de prova digital, em inquéritos delegados pela Autoridade Judiciária. Como objetivo geral pretende-se determinar a importância da prova digital para a investigação criminal da GNR. A investigação tem ainda objetivos específicos como a determinação das capacidades e dificuldades das vertentes operativa e criminalística para a obtenção de prova digital e também a determinação dos principais tipos de crime que se suportaram neste tipo de prova. Ao nível das bases lógicas, a presente investigação apoia-se no método hipotéticodedutivo, como tal, o ponto de partida é a conceção das questões de investigação, respetivos objetivos e hipóteses de investigação. No que diz respeito às técnicas de recolha de dados, a presente investigação é apoiada em conteúdo documental, entrevistas e questionários. A análise e discussão dos resultados obtidos permite tecer as conclusões do trabalho que, por sua vez, permitem verificar a veracidade das hipóteses formuladas na fase inicial da investigação. Como principais resultados conseguimos constatar que a prova digital é um tipo de prova que deve ser priorizada para os inquéritos podendo ser obtida num grande espectro de tipologias criminais que são da competência da GNR, em matéria de investigação criminal. Concluímos também que a Guarda ainda tem uma grande margem de progressão até estar completamente capacitada para a obtenção de prova digital, ainda assim, estão a ser desenvolvidos esforços e competências nesse sentido, sendo que alguns Comandos Territoriais se encontram mais desenvolvidos nesta matéria.

A stakeholder perspective on heritage branding and digital communication

How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully. This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication.

PIPP #1 - Pedestrian Interaction Patch Project

The Pedestrian Interaction Patch Project (PIPP) seeks to exert influence over and encourage abnormal pedestrian behavior. By placing an unadvertised (and non recording) interactive video manipulation system and projection source in a high traffic public area, the PIPP allows pedestrians to privately (and publically) re-engage with a previously inactive physical environment, like a commonly used walkway or corridor. This system, the results of which are projected in real time on the architectural surface, inadvertently provides pedestrians with questions around preconceived notions of self and space. In an attempt to re-activate our relationship with the physical surrounds we occupy each day the PIPP creates a new set of memories to be recalled as we re-enter known environments once PIPP has moved on and as such re-enlivens our relationship with the everyday architecture we stroll past everyday. The PIPP environment is controlled using the software program Isadora, devised by Mark Coniglio at Troika Ranch, and contains a series of video manipulation patches that are designed to not only grab the pedestrians attention but to also encourage a sense of play and interaction between the architecture, the digital environment, the initially unsuspecting participant(s) and the pedestrian audience. The PIPP was included as part of the planned walking tour for the “Playing in Urban Spaces” seminar day, and was an installation that ran for the length of the symposium in a reclaimed pedestrian space that was encountered by both the participants and general public during the course of the day long event. Ideally once discovered PIPP encouraged pedestrians to return through the course of the seminar day to see if the environmental patches had changed or altered, and changed their standard route to include the PIPP installation or to avoid it, either way, encouraging an active response to the pathways normally traveled or newly discovered each day.

The old face of 'new' social networks : the republic of letters as a virtual community

This paper explores the idea of virtual participation through the historical example of the republic of letters in early modern Europe (circa 1500-1800). By reflecting on the construction of virtuality in a historical context, and more specifically in a pre-digital environment, this paper calls attention to accusations of technological determinism in ongoing research concerning the affordances of the Internet and related media of communication. It argues that ‘the virtual’ is not synonymous with ‘the digital’ and suggests that, in order to articulate what is novel about modern technologies, we must first understand the social interactions underpinning the relationships which are facilitated through those technologies. By analysing the construction of virtuality in a pre-digital environment, this paper thus offers a baseline from which scholars might consider what is different about the modes of interaction and communication being engaged in via modern media.

Networked reading : using AustLit to assist reading and understanding of texts from the past

In response to a focus on reading, this paper examines the notion of reading online; as such it uses the term ‘networked reading’ to describe any act of reading in an online or digital environment. In accordance with this notion of ‘networked’ reading, the paper provides a broad introduction to AustLit: the Australian Literature Resource. This is followed by an examination of a suite of services and digital tools (LORE) developed by the Aus-e-Lit project that extends the scope of AustLit records and facilitates links to external resources. The focus of the final section of the paper is on a collection of Full Text resources located within the AustLit subset Children’s Literature Digital Resources (CLDR). It proposes a number of ways in which these texts, and an accompanying anthology of critical articles, can be utilised in classrooms across the Primary, Middle and Senior School spectrum.

Self-determination theory as applied to the design of a software learning system using whole-body controls

Whole-body computer control interfaces present new opportunities to engage children with games for learning. Stomp is a suite of educational games that use such a technology, allowing young children to use their whole body to interact with a digital environment projected on the floor. To maximise the effectiveness of this technology, tenets of self-determination theory (SDT) are applied to the design of Stomp experiences. By meeting user needs for competence, autonomy, and relatedness our aim is to increase children's engagement with the Stomp learning platform. Analysis of Stomp's design suggests that these tenets are met. Observations from a case study of Stomp being used by young children show that they were highly engaged and motivated by Stomp. This analysis demonstrates that continued application of SDT to Stomp will further enhance user engagement. It also is suggested that SDT, when applied more widely to other whole-body multi-user interfaces, could instil similar positive effects.

The democratisation of journalism practice for a politically informed citizenry : the capacities of new media to engage citizens in public life - a case study

This research investigates the extent to which the World Wide Web and the participatory news media culture have contributed to the democratisation of journalism since 1997. It examined the different ways in which public service and commercial news media models use digital platforms to fulfil their obligations as members of the Fourth Estate. The research found that the digital environment provides news organisations with greater scope for transparency, interactivity, collaboration and social networking compared to the traditional print and broadcast platforms.

Copyright exceptions beyond the Copyright Act 1968 (Cth)

Exceptions are an important part of the Australian copyright law landscape due to the role they play in delineating the extent of the rights held by copyright owners and, correspondingly, the permitted activities of users of copyright materials. The nature and scope of copyright exceptions has been examined in several reviews of copyright law and are again being considered by the Australian Law Reform Commission (ALRC) as part of the ‘Copyright and the Digital Economy’ review which is currently underway. The ALRC’s terms of reference require it to examine, inter alia, ‘whether the exceptions and statutory licences in the Copyright Act 1968, are adequate and appropriate in the digital environment.’ While the ALRC inquiry focuses on exceptions provided under the Copyright Act 1968 (Cth) (“Copyright Act”), there are several copyright exceptions in other Commonwealth statutes which are of relevance and which should not be overlooked.

Trick or treaty?: The Australian debate over the Anti-Counterfeiting Trade Agreement

The secretive 2011 Anti-Counterfeiting Trade Agreement – known in short by the catchy acronym ACTA – is a controversial trade pact designed to provide for stronger enforcement of intellectual property rights. The preamble to the treaty reads like pulp fiction – it raises moral panics about piracy, counterfeiting, organised crime, and border security. The agreement contains provisions on civil remedies and criminal offences; copyright law and trademark law; the regulation of the digital environment; and border measures. Memorably, Susan Sell called the international treaty a TRIPS Double-Plus Agreement, because its obligations far exceed those of the World Trade Organization's TRIPS Agreement 1994, and TRIPS-Plus Agreements, such as the Australia-United States Free Trade Agreement 2004. ACTA lacks the language of other international intellectual property agreements, which emphasise the need to balance the protection of intellectual property owners with the wider public interest in access to medicines, human development, and transfer of knowledge and technology. In Australia, there was much controversy both about the form and the substance of ACTA. While the Department of Foreign Affairs and Trade was a partisan supporter of the agreement, a wide range of stakeholders were openly critical. After holding hearings and taking note of the position of the European Parliament and the controversy in the United States, the Joint Standing Committee on Treaties in the Australian Parliament recommended the deferral of ratification of ACTA. This was striking as representatives of all the main parties agreed on the recommendation. The committee was concerned about the lack of transparency, due process, public participation, and substantive analysis of the treaty. There were also reservations about the ambiguity of the treaty text, and its potential implications for the digital economy, innovation and competition, plain packaging of tobacco products, and access to essential medicines. The treaty has provoked much soul-searching as to whether the Trick or Treaty reforms on the international treaty-making process in Australia have been compromised or undermined. Although ACTA stalled in the Australian Parliament, the debate over it is yet to conclude. There have been concerns in Australia and elsewhere that ACTA will be revived as a ‘zombie agreement’. Indeed, in March 2013, the Canadian government introduced a bill to ensure compliance with ACTA. Will it be also resurrected in Australia? Has it already been revived? There are three possibilities. First, the Australian government passed enhanced remedies with respect to piracy, counterfeiting and border measures in a separate piece of legislation – the Intellectual Property Laws Amendment (Raising the Bar) Act 2012 (Cth). Second, the Department of Foreign Affairs and Trade remains supportive of ACTA. It is possible, after further analysis, that the next Australian Parliament – to be elected in September 2013 – will ratify the treaty. Third, Australia is involved in the Trans-Pacific Partnership negotiations. The government has argued that ACTA should be a template for the Intellectual Property Chapter in the Trans-Pacific Partnership. The United States Trade Representative would prefer a regime even stronger than ACTA. This chapter provides a portrait of the Australian debate over ACTA. It is the account of an interested participant in the policy proceedings. This chapter will first consider the deliberations and recommendations of the Joint Standing Committee on Treaties on ACTA. Second, there was a concern that ACTA had failed to provide appropriate safeguards with respect to civil liberties, human rights, consumer protection and privacy laws. Third, there was a concern about the lack of balance in the treaty’s copyright measures; the definition of piracy is overbroad; the suite of civil remedies, criminal offences and border measures is excessive; and there is a lack of suitable protection for copyright exceptions, limitations and remedies. Fourth, there was a worry that the provisions on trademark law, intermediary liability and counterfeiting could have an adverse impact upon consumer interests, competition policy and innovation in the digital economy. Fifth, there was significant debate about the impact of ACTA on pharmaceutical drugs, access to essential medicines and health-care. Sixth, there was concern over the lobbying by tobacco industries for ACTA – particularly given Australia’s leadership on tobacco control and the plain packaging of tobacco products. Seventh, there were concerns about the operation of border measures in ACTA. Eighth, the Joint Standing Committee on Treaties was concerned about the jurisdiction of the ACTA Committee, and the treaty’s protean nature. Finally, the chapter raises fundamental issues about the relationship between the executive and the Australian Parliament with respect to treaty-making. There is a need to reconsider the efficacy of the Trick or Treaty reforms passed by the Australian Parliament in the 1990s.

The reader-assembled narrative: Representing the random in print fiction

The growing interest in co-created reading experiences in both digital and print formats raises interesting questions for creative writers who work in the space of interactive fiction. This essay argues that writers have not abandoned experiments with co-creation in print narratives in favour of the attractions of the digital environment, as might be assumed by the discourse on digital development. Rather, interactive print narratives, in particular ‘reader-assembled narratives’ demonstrate a rich history of experimentation and continue to engage writers who wish to craft individual reading experiences for readers and to experiment with their own creative process as writers. The reader-assembled narrative has been used for many different reasons and for some writers, such as BS Johnson it is a method of problem solving, for others, like Robert Coover, it is a way to engage the reader in a more playful sense. Authors such as Marc Saporta, BS Johnson, and Robert Coover have engaged with this type of narrative play. This examination considers the narrative experimentation of these authors as a way of offering insights into creative practice for contemporary creative writers.

FE learners' expectations and experiences of technology

This briefing shares the outcomes of our work on further education and skills students' expectations and experiences of the digital environment and makes recommendations for college leaders and managers.

Cof y Corff

RAE2008 It is a production by mes:a International Performance Collective with support from Diversions and assistance from Chapter. The Wales tour was supported by funding from Arts Council of Wales.

Resource Efficient Configuration of an Aircraft Assembly Line

The design of efficient assembly systems can significantly contribute to the profitability of products and the competitiveness of manufacturing industries. The configuration of a an efficient assembly line can be supported by suitable methodologies and techniques, such as design for manufacture and assembly, assembly sequence planning, assembly line balancing, lean manufacturing and optimization techniques. In this paper, these methods are applied with reference to the industrial case study of the assembly line of a Skycar light aircraft. The assembly process sequence is identified taking into account the analysis of the assembly structure and the required precedence constraints, and diverse techniques are applied to optimize the assembly line performance. Different line configurations are verified through discrete event simulation to assess the potential increase of efficiency and throughput in a digital environment and propose the most suitable configuration of the assembly line.

Privacy in next generation networks

In the modern society, communications and digital transactions are becoming the norm rather than the exception. As we allow networked computing devices into our every-day actions, we build a digital lifestyle where networks and devices enrich our interactions. However, as we move our information towards a connected digital environment, privacy becomes extremely important as most of our personal information can be found in the network. This is especially relevant as we design and adopt next generation networks that provide ubiquitous access to services and content, increasing the impact and pervasiveness of existing networks. The environments that provide widespread connectivity and services usually rely on network protocols that have few privacy considerations, compromising user privacy. The presented work focuses on the network aspects of privacy, considering how network protocols threaten user privacy, especially on next generation networks scenarios. We target the identifiers that are present in each network protocol and support its designed function. By studying how the network identifiers can compromise user privacy, we explore how these threats can stem from the identifier itself and from relationships established between several protocol identifiers. Following the study focused on identifiers, we show that privacy in the network can be explored along two dimensions: a vertical dimension that establishes privacy relationships across several layers and protocols, reaching the user, and a horizontal dimension that highlights the threats exposed by individual protocols, usually confined to a single layer. With these concepts, we outline an integrated perspective on privacy in the network, embracing both vertical and horizontal interactions of privacy. This approach enables the discussion of several mechanisms to address privacy threats on individual layers, leading to architectural instantiations focused on user privacy. We also show how the different dimensions of privacy can provide insight into the relationships that exist in a layered network stack, providing a potential path towards designing and implementing future privacy-aware network architectures.