A Personal Agent Architecture for Task Automation in the Web of Data. Bringing intelligence to everyday tasks

Internet está evolucionando hacia la conocida como Live Web. En esta nueva etapa en la evolución de Internet, se pone al servicio de los usuarios multitud de streams de datos sociales. Gracias a estas fuentes de datos, los usuarios han pasado de navegar por páginas web estáticas a interacturar con aplicaciones que ofrecen contenido personalizado, basada en sus preferencias. Cada usuario interactúa a diario con multiples aplicaciones que ofrecen notificaciones y alertas, en este sentido cada usuario es una fuente de eventos, y a menudo los usuarios se sienten desbordados y no son capaces de procesar toda esa información a la carta. Para lidiar con esta sobresaturación, han aparecido múltiples herramientas que automatizan las tareas más habituales, desde gestores de bandeja de entrada, gestores de alertas en redes sociales, a complejos CRMs o smart-home hubs. La contrapartida es que aunque ofrecen una solución a problemas comunes, no pueden adaptarse a las necesidades de cada usuario ofreciendo una solucion personalizada. Los Servicios de Automatización de Tareas (TAS de sus siglas en inglés) entraron en escena a partir de 2012 para dar solución a esta liminación. Dada su semejanza, estos servicios también son considerados como un nuevo enfoque en la tecnología de mash-ups pero centra en el usuarios. Los usuarios de estas plataformas tienen la capacidad de interconectar servicios, sensores y otros aparatos con connexión a internet diseñando las automatizaciones que se ajustan a sus necesidades. La propuesta ha sido ámpliamante aceptada por los usuarios. Este hecho ha propiciado multitud de plataformas que ofrecen servicios TAS entren en escena. Al ser un nuevo campo de investigación, esta tesis presenta las principales características de los TAS, describe sus componentes, e identifica las dimensiones fundamentales que los defines y permiten su clasificación. En este trabajo se acuña el termino Servicio de Automatización de Tareas (TAS) dando una descripción formal para estos servicios y sus componentes (llamados canales), y proporciona una arquitectura de referencia. De igual forma, existe una falta de herramientas para describir servicios de automatización, y las reglas de automatización. A este respecto, esta tesis propone un modelo común que se concreta en la ontología EWE (Evented WEb Ontology). Este modelo permite com parar y equiparar canales y automatizaciones de distintos TASs, constituyendo un aporte considerable paraa la portabilidad de automatizaciones de usuarios entre plataformas. De igual manera, dado el carácter semántico del modelo, permite incluir en las automatizaciones elementos de fuentes externas sobre los que razonar, como es el caso de Linked Open Data. Utilizando este modelo, se ha generado un dataset de canales y automatizaciones, con los datos obtenidos de algunos de los TAS existentes en el mercado. Como último paso hacia el lograr un modelo común para describir TAS, se ha desarrollado un algoritmo para aprender ontologías de forma automática a partir de los datos del dataset. De esta forma, se favorece el descubrimiento de nuevos canales, y se reduce el coste de mantenimiento del modelo, el cual se actualiza de forma semi-automática. En conclusión, las principales contribuciones de esta tesis son: i) describir el estado del arte en automatización de tareas y acuñar el término Servicio de Automatización de Tareas, ii) desarrollar una ontología para el modelado de los componentes de TASs y automatizaciones, iii) poblar un dataset de datos de canales y automatizaciones, usado para desarrollar un algoritmo de aprendizaje automatico de ontologías, y iv) diseñar una arquitectura de agentes para la asistencia a usuarios en la creación de automatizaciones. ABSTRACT The new stage in the evolution of the Web (the Live Web or Evented Web) puts lots of social data-streams at the service of users, who no longer browse static web pages but interact with applications that present them contextual and relevant experiences. Given that each user is a potential source of events, a typical user often gets overwhelmed. To deal with that huge amount of data, multiple automation tools have emerged, covering from simple social media managers or notification aggregators to complex CRMs or smart-home Hub/Apps. As a downside, they cannot tailor to the needs of every single user. As a natural response to this downside, Task Automation Services broke in the Internet. They may be seen as a new model of mash-up technology for combining social streams, services and connected devices from an end-user perspective: end-users are empowered to connect those stream however they want, designing the automations they need. The numbers of those platforms that appeared early on shot up, and as a consequence the amount of platforms following this approach is growing fast. Being a novel field, this thesis aims to shed light on it, presenting and exemplifying the main characteristics of Task Automation Services, describing their components, and identifying several dimensions to classify them. This thesis coins the term Task Automation Services (TAS) by providing a formal definition of them, their components (called channels), as well a TAS reference architecture. There is also a lack of tools for describing automation services and automations rules. In this regard, this thesis proposes a theoretical common model of TAS and formalizes it as the EWE ontology This model enables to compare channels and automations from different TASs, which has a high impact in interoperability; and enhances automations providing a mechanism to reason over external sources such as Linked Open Data. Based on this model, a dataset of components of TAS was built, harvesting data from the web sites of actual TASs. Going a step further towards this common model, an algorithm for categorizing them was designed, enabling their discovery across different TAS. Thus, the main contributions of the thesis are: i) surveying the state of the art on task automation and coining the term Task Automation Service; ii) providing a semantic common model for describing TAS components and automations; iii) populating a categorized dataset of TAS components, used to learn ontologies of particular domains from the TAS perspective; and iv) designing an agent architecture for assisting users in setting up automations, that is aware of their context and acts in consequence.

Atención al cliente y medios sociales en la empresa

online donde el contenido es creado por los propios usuarios mediante el uso de las tecnologías de la web 2.0, que facilitan la edición, la publicación y el intercambio de información, de tal manera que los social media están democratizando las comunicaciones. Según datos publicados por eMarketer, casi el 25% del total de la inversión publicitaria mundial para el 2014 estará dirigida a medios digitales. Los medios de comunicación tradicionales están sumidos desde algún tiempo en una profunda crisis. En los comienzos de Internet, los protagonistas de este sector han creído en la red como un medio de publicación de contenidos en una única dirección, esto es la web 1.0, personas conectándose a páginas web. El típico lector de revista y seminario se ha convertido en un nuevo consumidor con necesidades muy distintas. El lector de un medio tradicional se encuentra con contenido cerrado, sin posibilidad de ser filtrado, que busca dirigir su opinión. Con el método tradicional no es posible ni personalizar el contenido ni la experiencia de uso. De ahí el nacimiento de la web 2.0, personas conectándose a personas (redes sociales). En un futuro cercano, van a triunfar las empresas, sectores y marcas que sepan adaptarse a la llegada de los social media, y que además de desarrollar su línea de negocio habitual, se conviertan en plataformas para la conversación y la construcción de contenidos en colaboración. En este proyecto voy a desarrollar el caso particular de una empresa de telecomunicaciones con una estrategia que use los social media como plataforma de atención al cliente, y para interaccionar también con su almacén en DHL. Los servicios añadidos que dicha empresa de telecomunicaciones ofrece a sus seguidores, clientes externos e internos se pueden agrupar en las siguientes funcionalidades:  Hacer un volcado del sistema de gestión de incidencias de una empresa de telecomunicaciones en las redes sociales, a través de mensajes privados. Dichos mensajes privados se enviarán a las páginas de Facebook y Twitter de los clientes.  Seguimiento por parte del cliente de puestas en marcha de los nuevos servicios a través de mensajes privados en Facebook y Twitter. Mediante este servicio el cliente podrá comprobar a través de las redes sociales el estado de su pedido e intercambiar información de utilidad con la empresa.  Desarrollar a través de las redes sociales una herramienta de marketing para interaccionar con los clientes y posibles seguidores. A través de los canales de los social media se proporciona a los seguidores información de valor sobre novedades del mercado de las telecomunicaciones, soporte técnico, dudas, consejos sobre implementaciones técnicas, equipos de telecomunicaciones,.etc.Es decir, crear una plataforma de conversación entre usuarios, que aporte a los seguidores conocimientos y soluciones útiles para la problemática de sus negocios.  Usar Facebook como base de datos y medio de comunicación entre nuestra empresa de telecomunicaciones y el almacén externalizado en DHL. Supongo que la primera pregunta que debo responder sería, ¿por qué un cliente de una empresa de telecomunicaciones estaría interesado en seguir a su proveedor a través de redes sociales? Facebook tiene en 2014 1,28 billones de usuarios activos. Twitter, la cuarta plataforma social por número de usuarios tras Facebook, alcanzó los 255 millones de usuarios en los primeros meses de 2014. La segunda red social en número de seguidores es Youtube, con un billón de usuarios. El 61,5% de los usuarios de Facebook visita la red todos los días. Los twitteros envían 110 millones tweets por día, tienen fama de muy activos, especialmente por la mañana. En 60 días, se sube más contenido de vídeo a YouTube que el producido por las tres principales cadenas de televisión estadounidense durante 60 años. Como conclusión, las redes sociales están ganando cada día más terreno, es un entorno de comunicación bidireccional en auge cada vez más extendido, por lo cual los usuarios no tienen que dedicar tiempo extra a conocer la herramienta de atención al cliente de su empresa, al usar ésta un canal fácil, conocido, rápido, versátil y gratuito como son las redes sociales. ABSTRACT. Social media are platforms of online communication where content is created by users themselves using technologies of web 2.0, which facilitate the editing, publication and the exchange of information, so that the social media are democratizing communications. According to data published by eMarketer, nearly 25% of the total global ad spend for 2014 will target digital media. The traditional media are trapped for some time in deep crisis. In the early days of the internet, the players of the sector have believed in the network as a means of publishing content in a single direction, this is the web 1.0, connecting people to websites. The typical magazine reader has become a new consumer with very different needs. Traditional medium readers encounter a closed content, unable to be filtered, which seeks handle their opinion. The traditional method doesn’t allow to customize the content and user experience. Hence the birth of Web 2.0, connecting people to people. In the near future, will succeed companies, sectors and brands who can adapt to the advent of social media, and further to develop their line of business as usual, become platforms for conversation and building collaborative content. In this project I will develop the particular case of a telecommunications company with a strategy to use social media as a platform for Customer Service, and also to interact with DHL warehouse. The additional services that the company offers telecommunications followers, external and internal customers can be grouped into the following functionality:  Make a dump of the incident management system of a telecommunications company in social networks through private messages. These private messages are sent Facebook and Twitter clients.  Monitoring by the client launched new services through private messages on Facebook and Twitter. Through this service, customers can check through the social networks of your order status and share useful information with the company.  Develop through social media as a marketing tool to interact with customers and potential followers.Our telco will provide to followers through social media channels valuable information on market developments in telecommunications, technical support, questions, advice on technical implementations, telecommunications equipment,etc. Then we create a platform for discussion between users, to provide followers useful knowledge and solutions to their business problems.  Use Facebook as a database and means of communication between our telco and outsourced telecommunications in DHL warehouse. I guess the first question that must be answered is why a customer of a telecommunications company would be interested in following your provider via social networks. Facebook has 1.28 billion active users in 2014. Twitter, the fourth social platform for many users after Facebook reached 255 million users in the first months of 2014. The second social network on number of followers is YouTube, with a billion users. 61.5% of Facebook users visit the network every day. The twitter users send 110 million tweets per day, have a reputation for very active, especially in the morning. In 60 days, it is produced more video content to YouTube by the three major US television for 60 years. In conclusion, social networks are gaining more ground every day. It is an environment of two-way communication on the rise, so users do not have to spend extra time to learn the tool of Customer Care telco, by using this easy, known, fast, versatile and free channels as are social networks.

Discourses and values underpin public debate on fracking in Spain: a case study at the crossroad

In the EU context extraction of shale and oil gas by hydraulic fracturing (fracking) differs from country to country in terms of legislation and implementation. While fossil fuel extraction using this technology is currently taking place in the UK, Germany and France have adopted respective moratoria. In between is the Spanish case, where hydrocarbon extraction projects through fracking have to undergo mandatory and routine environmental assessment in accordance with the last changes to environmental regulations. Nowadays Spain is at the crossroad with respect to the future of this technology. We presume a social conflictt in our country since the position and strategy of the involved and confronted social actors -national, regional and local authorities, energy companies, scientists, NGO and other social organization- are going to play key and likely divergent roles in its industrial implementation and public acceptance. In order to improve knowledge on how to address these controverted situations from the own engineering context, the affiliated units from the Higher Technical School of Mines and Energy Engineering at UPM have been working on a transversal program to teach values and ethics. Over the past seven years, this pioneering experience has shown the usefulness of applying a consequentialist ethics, based on a case-by-case approach and costs-benefits analysis both for action and inaction. As a result of this initiative a theoretical concept has arisen and crystallized in this field: it is named Inter-ethics. This theoretical perspective can be very helpful in complex situations, with multi-stakeholders and plurality of interests, when ethical management requires the interaction between the respective ethics of each group; professional ethics of a single group is not enough. Under this inter-ethics theoretical framework and applying content analysis techniques, this paper explores the articulation of the discourse in favour and against fracking technology and its underlying values as manifested in the Spanish traditional mass media and emerging social media such as Youtube. Results show that Spanish public discourse on fracking technology includes the costs-benefits analysis to communicate how natural resources from local communities may be affected by these facilities due to environmental, health and economic consequences. Furthermore, this technology is represented as a solution to the "demand of energy" according to the optimistic discourse while, from a pessimistic view, fracking is often framed as a source "environmental problems" and even natural disasters as possible earthquakes. In this latter case, this negative representation could have been influenced by the closure of a macro project to store injected natural gas in the Mediterranean Sea using the old facilities of an oil exploitation in Amposta (Proyecto Cástor). The closure of this project was due to the occurrence of earthquakes whose intensity was higher than the originally expected by the experts in the assessment stage of the project.

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.”

Bola na rede: uma análise das estratégias comunicacionais de empresas esportivas no ambiente digital conectado

O uso das mídias sociais digitais como meio de divulgação de produtos, serviços e conteúdos organizacionais tem crescido nas últimas décadas e ganhou especial atenção nos planejamentos de comunicação organizacional e nos estudos acadêmicos sobre o tema. Nesse sentido, o segmento de empresas esportivas atua com destaque, despertando o interesse e a empatia do consumidor. Por meio de análise bibliográfica e estudo empírico, esta pesquisa teve como objetivo investigar as ações de comunicação mercadológica do segmento esportivo no ambiente digital conectado, através de um estudo de caso múltiplo das empresas Nike e Adidas. Para a obtenção dos dados, foram realizadas entrevistas em profundidade com profissionais do mercado e aplicado um protocolo de investigação de redes sociais digitais nos perfis das duas empresas. Após a coleta dos dados, estes foram analisados à luz das teorias estudadas nos capítulos iniciais (que abordaram temas como comunicação organizacional, comunicação digital, esporte e comunicação esportiva), e foi possível concluir, entre outros pontos, que, no universo do segmento esportivo, a comunicação digital conectada não prioriza o diálogo com seus públicos de interesse, sendo essencialmente baseada na divulgação unilateral de conteúdos, nem tampouco explora a potencialidade de cada uma das plataformas digitais disponíveis, replicando conteúdos em diferentes ambientes. Ficou evidente, também, o uso dos elementos constituintes do universo esportivo como argumentos estratégicos de comunicação das empresas, decorrente de sua capacidade de estreitar os laços relacionais com os públicos de interesse, por meio de seus apelos simbólicos de fácil identificação social

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.

COMUNICAÇÃO INSTITUCIONAL E UNIVERSIDADE: diretrizes para a divulgação científica no estado de Mato Grosso

O estudo visa identificar as iniciativas de Divulgação Científica empreendidas pela Universidade Federal de Mato Grosso (UFMT) e Universidade do Estado de Mato Grosso (Unemat), com vistas à atualização e ao aperfeiçoamento da comunicação institucional, maior interação com interlocutores e fortalecimento da imagem do estado como produtor de CT&I. Foram empreendidas pesquisas bibliográficas e documentais, áreas prioritárias de fomento e difusão científica; entrevistas; auditoria de imagem na mídia estadual; diagnóstico dos principais produtos de jornalismo científico desenvolvidos pela UFMT e Unemat, assim como iniciativas conjuntas (revista Fapemat Ciência e Rede de Divulgação Científica). O método investigativo adotado pode ser caracterizado como Pesquisa Participante, concebido em estreita associação com resolução de problemas, tomada de consciência ou produção de novos conhecimentos (THIOLLENT, 1996, 1997). Tal estratégia agrega distintas técnicas de pesquisa social, definidas em função de cada fase do processo de investigação. A partir da análise dos conteúdos científicos publicados nos jornais estaduais, foi possível verificar que essas IES públicas ainda não ocupam lugar relevante em tais veículos, o que pode ser justificado pela inadequação de linguagem ou canais de relacionamento, assim como, pela necessidade de uma política de divulgação mais eficiente. O mapeamento dos portais e canais de mídias sociais institucionais evidenciou que a utilização desses veículos ainda pode ser mais bem dinamizada. Por fim, as conclusões apontam que diferenças culturais e institucionais entre as duas IES inviabilizam a adoção de uma Política de Comunicação Científica integrada, comum entre UFMT e Unemat. O que pode ser considerado, é o desenvolvimento de ações para a dinamização de divulgação dessas instituições, no âmbito do Sistema Estadual de CT&I.

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.

La formación especializada del community manager en el ámbito del estado español: análisis y propuestas

Este trabajo de investigación se encuadra en en el campo de estudio de los nuevos perfiles profesionales surgidos de la evolución de los social media, las redes sociales en Internet y la incorporación de las entidades y empresas a la sociedad digital con fines comerciales y de comunicación. Su temática central analiza una profesión de reciente aparición y en continua evolución, marcada por la innovación de las propias redes sociales para, con posterioridad, estudiar la componente de especialización profesional. Esta segunda finalidad se ha conseguido mediante el análisis de acciones formativas de posgrado y de formación complementaria, dirigidas a universitarios que han finalizado sus estudios de grado o están en proceso de finalizarlos y buscan completar los conocimientos adquiridos, con el deseo de especializar su perfil profesional orientándolo hacia la gestión de redes sociales, para adquirir mayores capacidades de empleabilidad. Para describir estos fenómenos y en especial el ámbito de la proliferación de la oferta formativa para profesionales del social media, y de manera especial del perfil del community manager, comenzó a gestarse hace tres años esta tesis doctoral, que culmina en el frontispicio del año 2015, cuando la crisis económica parece comenzar a superarse...

The Perceived Effects of Dance for Individuals with Parkinson’s Disease and Healthy Amateurs

The objective of the present study was to compare the effects of dance participation on physical and psychological functioning as perceived by two distinct groups of dancers: dancers with Parkinson's disease (PD) and healthy amateur (HA) dancers. Dancers in the Parkinson's sample group were gathered from participants in the Dance for PD® program, while healthy amateur dancers were recruited from university dance departments and through social media. Both groups were administered measures related to affect, self-efficacy, quality of life, and which aspects of dance classes were most helpful and/or challenging. Several open-ended questions for both groups were included, along with questions specific to each group. Results of the study indicated that there was no difference between the two groups on positive affect experienced while dancing, but that HA dancers experienced higher levels of negative affect than PD dancers. HA dancers exhibited higher levels of self-efficacy, but there was no difference between the groups on perceived quality of life. Additionally, both groups identified the same two components of dance classes as the most helpful: "moving and getting some exercise" and "doing something fun." Thematic analysis of responses to open-ended questions found that, in general, HA and PD dancers identified similar factors which made dance unique from other forms of exercise. The primary differences were that HA dancers more strongly emphasized artistic and spiritual components of dance, whereas PD dancers focused on the importance of the dance instructors and tailoring movements to individuals with PD. More differences were found between the two groups with respect to the negative aspects of dance classes. Notably, PD dancers identified almost no negative aspects, while HA dancers described internal and external pressure, criticism, and competition as problematic. Future research could benefit from ensuring that both groups are administered the same standardized measures to allow for additional comparisons between groups and with normative samples.

Redes sociales para mayores y/o mayores en las redes sociales

La consolidación de la Web 2.0 y los medios sociales en nuestra sociedad coincide en el tiempo con el paulatino afianzamiento de un mercado emergente, el de las personas mayores. El objetivo de esta investigación es analizar, en el contexto de las redes sociales, cómo se gestiona la comunicación con el público maduro en España. Dos de los criterios que las empresas normalmente consideran cuando evalúan nuevos mercados son su peso económico y demográfico; en ambas áreas las personas mayores se han convertido en un grupo importante, convirtiéndose en uno de los mercados con mayor futuro del que además habría que destacar no sólo su tamaño y densidad, sino también su carácter heterogéneo, su variedad (Hudson, S., 2010; Westerhof et al., 2010; Imserso, 2009; Sudbury, L. y Simcock, P.,2009; Furlong, 2007; Kohlbacher y Herstatt, 2008: Thornhill y Martin, 2007). ¿Cumplen las redes sociales con las expectativas de los mayores, como público específico? Las redes sociales para mayores ¿son comunidades basadas en actitudes o conocimientos? (Matías Fernández, 2006) Los mayores, además de elegir redes y contenidos, ¿son internautas reales de redes sociales?, ¿son activos en la generación de contenidos hasta controlar la comunicación?... No existen precedentes y el trabajo persigue averiguar el papel de las personas mayores en las redes sociales específicas, así como el papel de las nuevas tecnologías en la comunicación de y con las personas mayores. Además, las conclusiones permitirán definir las hipótesis de estudios posteriores.

Improving subjectivity detection using unsupervised subjectivity word sense disambiguation

En este trabajo se presenta un método para la detección de subjetividad a nivel de oraciones basado en la desambiguación subjetiva del sentido de las palabras. Para ello se extiende un método de desambiguación semántica basado en agrupamiento de sentidos para determinar cuándo las palabras dentro de la oración están siendo utilizadas de forma subjetiva u objetiva. En nuestra propuesta se utilizan recursos semánticos anotados con valores de polaridad y emociones para determinar cuándo un sentido de una palabra puede ser considerado subjetivo u objetivo. Se presenta un estudio experimental sobre la detección de subjetividad en oraciones, en el cual se consideran las colecciones del corpus MPQA y Movie Review Dataset, así como los recursos semánticos SentiWordNet, Micro-WNOp y WordNet-Affect. Los resultados obtenidos muestran que nuestra propuesta contribuye de manera significativa en la detección de subjetividad.

DIANA: análisis del discurso para la comprensión del conocimiento

DIANA es un proyecto coordinado en el que participan el grupo de Ingeniería del Lenguaje Natural y Reconocimiento de Formas (ELiRF) de la Universitat Politècnica de València y el grupo Centre de Llenguatge i Computació (CLiC) de la Universitat de Barcelona. Se trata de un proyecto del programa de I+D (TIN2012-38603) financiado por el Ministerio de Economía y Competitividad. Paolo Rosso coordina el proyecto DIANA y lidera el subproyecto DIANA-Applications y M. Antònia Martí lidera el subproyecto DIANA-Constructions.

Computational approaches to subjectivity and sentiment analysis: Present and envisaged methods and applications

Recent years have witnessed a surge of interest in computational methods for affect, ranging from opinion mining, to subjectivity detection, to sentiment and emotion analysis. This article presents a brief overview of the latest trends in the field and describes the manner in which the articles contained in the special issue contribute to the advancement of the area. Finally, we comment on the current challenges and envisaged developments of the subjectivity and sentiment analysis fields, as well as their application to other Natural Language Processing tasks and related domains.

ADRSpanishTool: una herramienta para la detección de efectos adversos e indicaciones

Presentamos una herramienta basada en coocurrencias de fármaco-efecto para la detección de reacciones adversas e indicaciones en comentarios de usuarios procedentes de un foro médico en español. Además, se describe la construcción automática de la primera base de datos en español sobre indicaciones y efectos adversos de fármacos.