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.

A communication partner training program: Assessing conversational behaviors and attitudes towards communication in Persons with Aphasia and their Communication Partners

This study examined the conversational behaviors of eleven dyads consisting of a person with aphasia (PWA) and their familiar communication partner (CP), and investigated changes in behaviors as a result of attending a communication partner-training program CPT). Attitudes about communication were examined and related to conversational behaviors observed pre- and post- training. Results indicated that CPs and PWA used significantly more facilitating behaviors than barrier behaviors, although most dyads experienced some barriers. A comparison of pre-and post-CPT conversations revealed a significant interaction between time and type of behavior, with the increase in the number of facilitators approaching significance. Overall, persons with aphasia and their conversational partners expressed positive attitudes about communication. There were no significant correlations between scores on attitude surveys and behaviors pre or post-training. This study demonstrated that these dyads employed facilitative conversational behaviors even before CPT, and that facilitative behaviors can increase after a one-day training workshop.

LA REINVENCIÓN DE LA PRODUCCIÓN EDITORIAL EN LA ERA DIGITAL; DENTRO DEL PROCESO DE GENERACIÓN Y TRANSFERENCIA DEL CONOCIMIENTO

Analiza la producción editorial a la luz de los cambios propuestos por los avances de la tecnología de los sistemas de información y comunicación. Señala impactos de internet en la producción y difusión de contenidos en ambientes y organizaciones de enseñanza e investigación. Enfatiza la responsabilidad compartida de la bibliotecología y ciencias de la información con la industria editorial, en el proceso de transferencia de información y la creación de conocimiento.

On the implementation of a Laboratory of Digital Television according to the ISDB-Tb standard

Este artículo resume el proceso de implementación del Laboratorio de Televisión Digital (DTV) de la Universidad de Cuenca, que surge como un entorno confiable de experimentación e investigación que hace uso de las características asociadas al estándar ISDB-Tb adoptado por Ecuador en el año 2010 para la transmisión de señales de televisión abierta. El objetivo de este artículo es documentar los aspectos que se han considerado para simular un escenario real en el que un Transport Stream (TS) formado por contenido audiovisual y aplicaciones interactivas, primero se genera, para luego transmitirse a través del canal de comunicaciones, y finalmente ser recibido en una televisión con receptor ISDB-Tb. Así, se facilita el desarrollo y la experimentación de nuevos servicios aprovechando el nuevo formato de DTV.

Brief report: preliminary proposal of a conceptual model of a digital environment for developing mathematical reasoning in students with Autism Spectrum Disorders

There is clear evidence that in typically developing children reasoning and sense-making are essential in all mathematical learning and understanding processes. In children with autism spectrum disorders (ASD), however, these become much more significant, considering their importance to successful independent living. This paper presents a preliminary proposal of a digital environment, specifically targeted to promote the development of mathematical reasoning in students with ASD. Given the diversity of ASD, the prototyping of this environment requires the study of dynamic adaptation processes and the development of activities adjusted to each user’s profile. We present the results obtained during the first phase of this ongoing research, describing a conceptual model of the proposed digital environment. Guidelines for future research are also discussed.

Ambiente digital de aprendizagem promotor do desenvolvimento do raciocínio matemático em alunos com perturbações do espetro do Autismo

A utilização das tecnologias é considerada um meio eficaz para trabalhar conteúdos académicos com alunos com Perturbações do Espetro do Autismo (PEA) possibilitando a criação de ambientes criativos e construtivos onde se podem desenvolver atividades diferenciadas, significativas e de qualidade. Contudo, o desenvolvimento de aplicações tecnológicas para crianças e jovens com PEA continua a merecer pouca atenção, nomeadamente no que respeita à promoção do raciocínio dedutivo, apesar desta ser uma área de grande interesse para indivíduos com esta perturbação. Para os alunos com PEA, o desenvolvimento do raciocínio matemático torna-se crucial, considerando a importância destas competências para o sucesso de uma vida autónoma. Estas evidências revelam o contributo inovador que o ambiente de aprendizagem descrito nesta comunicação poderá dar nesta área. O desenvolvimento deste ambiente começou por uma etapa de criação e validação de um modelo que permitiu especificar e prototipar a solução desenvolvida que oferece modalidades de adaptação dinâmica das atividades propostas ao perfil do utilizador, procurando promover o desenvolvimento do raciocínio matemático (indutivo e dedutivo). Considerando a heterogeneidade das PEA, o ambiente desenvolvido baseia-se em modalidades de adaptação dinâmica e em atividades ajustadas ao perfil dos utilizadores. Nesta comunicação procurámos dar a conhecer o trabalho de investigação já desenvolvido, bem como perspetivar a continuidade do trabalho a desenvolver.

Política pública e educação digital no ensino fundamental em Natal/RN: análise de eficácia da atuação dos objetivos do Proinfo Municipal

The present work turns on the public politics of digital inclusion and of the impact of the Technologies of the Information and Communication in the formation of the citizenship. For this, it was opted for doing an analysis of effectiveness of the performance of the objectives of the Proinfo (National Program of Computer Science in the Education) municipal district of Natal-RN. As instrument of collection of data, three types of questionnaires were used. The collected data were analyzed and discussed starting from it analyzes it descriptive of averages and analyze of multiple regression. The results of the research pointed that the teachers and the students use the computer science in a restricted way. On the other hand, the digital education is not still totally contemplated in the schools beneficiaries' digital rérumé by Proinfo municipal and thus, the inefficacy of the program was verified with relationship the educational training and the students' digital inclusion

Information and communication technologies in tourism: challenges and trends

The integration of Information and Communication Technologies (ICT) in the tourism industry is an essential element for the success of any tourism enterprise. ICTs provide access to information of tourism products from anywhere and at any time. Tour companies may also reach out to target customers around the world through a series of emerging technologies. This paper aims to make a review of the main key factors of ICT in Tourism. Aspects such as the quality of the website, Digital Marketing, Social Networking, Multimedia, Mobile Technologies and Intelligent Environments are discussed.

Energy Cooperation in Energy Harvesting Communication Systems

In energy harvesting communications, users transmit messages using energy harvested from nature. In such systems, transmission policies of the users need to be carefully designed according to the energy arrival profiles. When the energy management policies are optimized, the resulting performance of the system depends only on the energy arrival profiles. In this dissertation, we introduce and analyze the notion of energy cooperation in energy harvesting communications where users can share a portion of their harvested energy with the other users via wireless energy transfer. This energy cooperation enables us to control and optimize the energy arrivals at users to the extent possible. In the classical setting of cooperation, users help each other in the transmission of their data by exploiting the broadcast nature of wireless communications and the resulting overheard information. In contrast to the usual notion of cooperation, which is at the signal level, energy cooperation we introduce here is at the battery energy level. In a multi-user setting, energy may be abundant in one user in which case the loss incurred by transferring it to another user may be less than the gain it yields for the other user. It is this cooperation that we explore in this dissertation for several multi-user scenarios, where energy can be transferred from one user to another through a separate wireless energy transfer unit. We first consider the offline optimal energy management problem for several basic multi-user network structures with energy harvesting transmitters and one-way wireless energy transfer. In energy harvesting transmitters, energy arrivals in time impose energy causality constraints on the transmission policies of the users. In the presence of wireless energy transfer, energy causality constraints take a new form: energy can flow in time from the past to the future for each user, and from one user to the other at each time. This requires a careful joint management of energy flow in two separate dimensions, and different management policies are required depending on how users share the common wireless medium and interact over it. In this context, we analyze several basic multi-user energy harvesting network structures with wireless energy transfer. To capture the main trade-offs and insights that arise due to wireless energy transfer, we focus our attention on simple two- and three-user communication systems, such as the relay channel, multiple access channel and the two-way channel. Next, we focus on the delay minimization problem for networks. We consider a general network topology of energy harvesting and energy cooperating nodes. Each node harvests energy from nature and all nodes may share a portion of their harvested energies with neighboring nodes through energy cooperation. We consider the joint data routing and capacity assignment problem for this setting under fixed data and energy routing topologies. We determine the joint routing of energy and data in a general multi-user scenario with data and energy transfer. Next, we consider the cooperative energy harvesting diamond channel, where the source and two relays harvest energy from nature and the physical layer is modeled as a concatenation of a broadcast and a multiple access channel. Since the broadcast channel is degraded, one of the relays has the message of the other relay. Therefore, the multiple access channel is an extended multiple access channel with common data. We determine the optimum power and rate allocation policies of the users in order to maximize the end-to-end throughput of this system. Finally, we consider the two-user cooperative multiple access channel with energy harvesting users. The users cooperate at the physical layer (data cooperation) by establishing common messages through overheard signals and then cooperatively sending them. For this channel model, we investigate the effect of intermittent data arrivals to the users. We find the optimal offline transmit power and rate allocation policy that maximize the departure region. When the users can further cooperate at the battery level (energy cooperation), we find the jointly optimal offline transmit power and rate allocation policy together with the energy transfer policy that maximize the departure region.

Andamos - Agência de Marketing Digital para Micro Empresas e PMEs

Nos últimos anos, tem sido evidente o crescimento exponencial das novas tecnologias e da utilização frequente de plataformas digitais. A tendência de mercado é a continuação deste aumento, contribuindo para que cada vez mais, surjam prestações de serviços e vendas de produtos no âmbito digital. As agências ocupam um lugar de destaque neste tipo de oferta, no entanto, as mais pequenas tem por vezes dificuldade em subsistir, devido à maioria do seu target serem pequenas e médias empresas. Tendo em conta esta realidade, foi criado o projeto Andamos, que consiste na criação de uma agência de marketing digital, adequada à realidade portuguesa, sendo o seu target micro, pequenas e médias empresas, mas que consiga criar uma estrutura de custos muito reduzidos, potenciando um negócio viável e lucrativo. Nesse sentido, foi desenvolvido uma descrição de projeto, que pretende detalhar o mercado através de benchmark, desenvolver o planeamento estratégico, o plano de marketing e comunicação e o modelo de negócio. Com o intuito de sustentar a validade do projeto, foi efetuado numa primeira fase um estudo, utilizando um questionário segundo o método Delphi, que demonstrou com base nas respostas apuradas, que existe necessidade no mercado, justificando a existência da Andamos. Numa segunda fase foi estudada a viabilidade do projeto, através de um planeamento financeiro, utilizando o modelo FINICIA, do IAPMEI. Por conseguinte, foi possível analisar os indicadores mais importantes, como a TIR, VAL, cash flow e payback period, entre outros, que suportaram a exequibilidade do negócio e a sua capacidade de gerar lucro.

Optical Wireless Communication for Mobile Platforms

The past few decades have witnessed the widespread adaptation of wireless devices such as cellular phones and Wifi-connected laptops, and demand for wireless communication is expected to continue to increase. Though radio frequency (RF) communication has traditionally dominated in this application space, recent decades have seen an increasing interest in the use of optical wireless (OW) communication to supplement RF communications. In contrast to RF communication technology, OW systems offer the use of largely unregulated electromagnetic spectrum and large bandwidths for communication. They also offer the potential to be highly secure against jamming and eavesdropping. Interest in OW has become especially keen in light of the maturation of light-emitting diode (LED) technology. This maturation, and the consequent emerging ubiquity of LED technology in lighting systems, has motivated the exploration of LEDs for wireless communication purposes in a wide variety of applications. Recent interest in this field has largely focused on the potential for indoor local area networks (LANs) to be realized with increasingly common LED-based lighting systems. We envision the use of LED-based OW to serve as a supplement to RF technology in communication between mobile platforms, which may include automobiles, robots, or unmanned aerial vehicles (UAVs). OW technology may be especially useful in what are known as RF-denied environments, in which RF communication may be prohibited or undesirable. The use of OW in these settings presents major challenges. In contrast to many RF systems, OWsystems that operate at ranges beyond a few meters typically require relatively precise alignment. For example, some laser-based optical wireless communication systems require alignment precision to within small fractions of a degree. This level of alignment precision can be difficult to maintain between mobile platforms. Additionally, the use of OW systems in outdoor settings presents the challenge of interference from ambient light, which can be much brighter than any LED transmitter. This thesis addresses these challenges to the use of LED-based communication between mobile platforms. We propose and analyze a dual-link LED-based system that uses one link with a wide transmission beam and relaxed alignment constraints to support a more narrow, precisely aligned, higher-data-rate link. The use of an optical link with relaxed alignment constraints to support the alignment of a more precisely aligned link motivates our exploration of a panoramic imaging receiver for estimating the range and bearing of neighboring nodes. The precision of such a system is analyzed and an experimental system is realized. Finally, we present an experimental prototype of a self-aligning LED-based link.

Dual Quorum Quenching Capsules: Disrupting two bacterial communication pathways that lead to virulence

Healthcare Associated Infections (HAIs) in the United States, are estimated to cost nearly $10 billion annually. And, while device-related infections have decreased, the 60% attributed to pneumonia, gastrointestinal pathogens and surgical site infections (SSIs) remain prevalent. Furthermore, these are often complicated by antibacterial resistance that ultimately cause 2 million illnesses and 23,000 deaths in the US annually. Antibacterial resistance is an issue increasing in severity as existing antibiotics are losing effectiveness, and fewer new antibiotics are being developed. As a result, new methods of combating bacterial virulence are required. Modulating communications of bacteria can alter phenotype, such as biofilm formation and toxin production. Disrupting these communications provides a means of controlling virulence without directly interacting with the bacteria of interest, a strategy contrary to traditional antibiotics. Inter- and intra-species bacterial communication is commonly called quorum sensing because the communication molecules have been linked to phenotypic changes based on bacterial population dynamics. By disrupting the communication, a method called ‘quorum quenching’, bacterial phenotype can be altered. Virulence of bacteria is both population and species dependent; each species will secrete different toxic molecules, and total population will affect bacterial phenotype9. Here, the kinase LsrK and lactonase SsoPox were combined to simultaneously disrupt two different communication pathways with direct ties to virulence leading to SSIs, gastrointestinal infection and pneumonia. To deliver these enzymes for site-specific virulence prevention, two naturally occurring polymers were used, chitosan and alginate. Chitosan, from crustacean shells, and alginate, from seaweed, are frequently studied due to their biocompatibility, availability, self-assembly and biodegrading properties and have already been verified in vivo for wound-dressing. In this work, a novel functionalized capsule of quorum quenching enzymes and biocompatible polymers was constructed and demonstrated to have dual-quenching capability. This combination of immobilized enzymes has the potential for preventing biofilm formation and reducing bacterial toxicity in a wide variety of medical and non-medical applications.

Creación y diseño de la plataforma web y aplicación móvil para la realización de la revista digital de carácter académico-estudiantil (ARKHÉ).

El proyecto titulado Creación y diseño de la plataforma web y aplicación móvil para la realización de la revista digital de carácter académico-estudiantil (Arkhé), tuvo como objetivo instaurar un medio propio para la Carrera de Comunicación Social, destinado a la publicación de trabajos e investigaciones de docentes y estudiantes. El proyecto fue estructurado visual y conceptualmente. En cuanto a la estructura visual, se crearon elementos que identifican a la revista, como: logotipo, colores y todo lo relacionado al diseño visual y funcional de la página y su aplicación móvil. En lo referente a la parte conceptual, se elaboraron las bases fundamentales para que exista una revista como: misión, visión, sostenibilidad, concepto de su nombre, creación de la línea editorial, Consejo Editorial, políticas de calidad y normas de publicación; para convertir a Arkhé en una fuente de referencia confiable con posibilidades de indexación. El presente proyecto comprende una investigación teórica y práctica. En el primer capítulo se partió de un marco teórico y se desarrollaron conceptos indispensables para la elaboración de una revista digital. En el segundo se mostró los resultados de la aplicación de encuestas y entrevistas realizadas a estudiantes y profesores. En el tercero se elaboraron las bases de la revista académica y de la estudiantil. Finalmente en el cuarto capítulo se creó el espacio web en donde consta toda la información de la revista para que puedan publicar sus trabajos. En consecuencia, Arkhé es un medio que apoya al proceso de aprendizaje, en el que profesores y estudiantes desarrollan sus habilidades a través de la práctica.

Análisis de las narrativas transmedia. Estudio de caso Comunica-Girón en la esfera digital

El periodismo ha dado grandes saltos hacia la modernidad digital pasando por la multimedialidad, convergencia digital y transmedialidad. La hipertextualidad e interactividad son características que definen a la Web 2.0 que rompen con la comunicación lineal y unidireccional permitiendo a los periodistas, medios de comunicación y usuarios estar estrechamente conectados. Para la investigación se realizó un análisis de las narrativas transmedia, el ciberperiodismo y las características que definen a un periodista digital. Se procedió a conocer y posteriormente a realizar un estudio de recepción del medio de comunicación Comunica-Girón, que asienta su estructura funcional en la esfera digital, para lo cual se aplicaron métodos y técnicas de investigación de alcance descriptivo-exploratorio, proceso de observación, recopilación documental y tabulación de la información.

Plataforma digital de promoción y difusión musical

La industria musical a nivel mundial atraviesa una etapa de transición en varios procesos análogos a digitales y también de formatos físicos, como CD´s por mp3, esto representa para los artistas, nuevos caminos para generar ingresos y facilidades de introducción en la industria. En Ecuador, no se puede hablar de industria musical pues, lo que se ha desarrollado hasta este momento es solo una “escena musical” en donde los artistas intentan salir hacia mercados extranjeros utilizando diferentes herramientas de difusión tanto tradicionales como digitales, siendo pocos quienes consiguen este objetivo y además, rentabilidad en sus carreras musicales. El proyecto de intervención denominado “Construcción de una plataforma digital para la promoción y difusión de artistas musicales del género pop y rock de la ciudad de Cuenca, fundamentado en estrategias digitales creadas bajo el concepto ‘Mezcla de comunicaciones de marketing’, período 2015 -2016”, genera un modelo de negocio experimental basado en soportes digitales y estrategias de marketing y comunicación que benefician la difusión, venta y promoción de los artistas y su material musical. Todo esto con miras a aportar al desarrollo de la escena musical en Ecuador. El modelo de negocio experimental se basa en tres actividades que el Staff 4.32 (nombre de la plataforma digital) brindará como servicios a sus consumidores: 1) generador de contenidos con temáticas referentes a la industria musical, 2) distribución digital de música en tiendas online y 3) sello representante de artistas que forman parte del catálogo de músicos del Staff.