Las narrativas transmedia como constructoras del mensaje publicitario entre marca y consumidor. Estudio de Caso: Red Bull “Can you Make it?”

En les últimes dues dècades el món publicitari ha experimentat una gran evolució a causa de l’aparició dels nous models digitals i l’entorn 2.0. En aquest projecte es recull un anàlisi sobre els orígens de la transmedialitat, les seves característiques i múltiples funcions. A més a més, aprofundirem en el rellevant paper del consumidor en aquests nous formats, en ser un element fonamental que ajuda a tancar el cercle comunicatiu. En concret, s’estudiarà el repte Can You Make It? de la marca Red Bull en ser un cas amb una gran varietat d’elements publicitaris a analitzar.

Trace me if you can: the use of intrinsic biogeochemical markers in marine top predators

Human activities have serious impacts on marine apex predators. Inadequate knowledge of the spatial and trophic ecology of these marine animals ultimately compromises the viability of their populations and impedes our ability to use them as environmental biomonitors. Intrinsic biogeochemical markers, such as stable isotopes, fatty acids, trace elements, and chemical pollutants, are increasingly being used to trace the spatial and trophic ecology of marine top predators. Notable advances include the emergence of the first oceanographic"isoscapes" (isotopic geographic gradients), the advent of compound-specific isotopic analyses, improvements in diet reconstruction through Bayesian statistics, and tissue analysis of tracked animals to ground-truth biogeochemical profiles. However, most researchers still focus on only a few tracers. Moreover, insufficient knowledge of the biogeochemical integration in tissues, fractionation and routing processes, and geographic and temporal variability in baseline levels continue to hamper the resolution and potential of these markers in studying the spatial and feeding ecology of top predators.

Sistema com atmosfera controlada para a caracterização de sensores a gases

This paper describes a sample holder for the electrical measurement of oxides or conducting polymers in the form of pellets or films which are used as gas sensors. The system makes it possible to control the sample temperature, the gas pressure and composition. The temperature in the sample can be changed from 25ºC to 450ºC, and the gas pressure in the chamber is controlled between 5 ¥ 10-4 and 1000 mbar. The performance of the system in resistance measurements of doped tin oxide pellets and polyaniline films deposited on platinum electrodes for methane is analyzed.

Chemical characterization of tin-lead glazed pottery from the Iberian Peninsula and the Canary Islands: initial steps toward a better understanding of Spanish Colonial pottery in Americas

Majolica pottery was the most characteristic tableware produced in Europe during the Medieval and Renaissance periods. Because of the prestige and importance attributed to this ware, Spanish majolica was imported in vast quantities into the Americas during the Spanish Colonial period. A study of Spanish majolica was conducted on a set of 186 samples from the 10 primary majolica production centres on the Iberian Peninsula and 22 sherds from two early colonial archaeological sites on the Canary Islands. The samples were analysed by neutron activation analysis (NAA), and the resulting data were interpreted using an array of multivariate statistical approaches. Our results show a clear discrimination between different production centres, allowing a reliable provenance attribution of the sherds from the Canary Islands.

Estudio de alta resolución de las fallas activas y procesos sedimentarios asociados al Cañón de São Vicente, margen Sudoeste de Iberia

The Southwest Iberian Margin is caracterized by an intense and diffuse seismic activity due to the convergence between Eurasian and African plates...

Can salvage logging affect seed dispersal by birds into burned forests?

The recovery of vegetation in Mediterranean ecosystems after wildfire is mostly a result of direct regeneration, since the same species existing before the fire regenerate on-site by seeding or resprouting. However, the possibility of plant colonization by dispersal of seeds from unburned areas remains poorly studied. We addressed the role of the frugivorous, bird-dependent seed dispersal (seed rain) of fleshy-fruited plants in a burned and managed forest in the second winter after a fire, before on-site fruit production had begun. We also assessed the effect on seed rain of different microhabitats resulting from salvage logging (erosion barriers, standing snags, open areas), as well as the microhabitats of unlogged patches and an unburned control forest, taking account of the importance of perches as seed rain sites. We found considerable seed rain by birds in the burned area. Seeds, mostly from Olive trees Olea europaea and Evergreen pistaches Pistacia lentiscus, belonged to plants fruiting only in surrounding unburned areas. Seed rain was heterogeneous, and depended on microhabitat, with the highest seed density in the unburned control forest but closely followed by the wood piles of erosion barriers. In contrast, very low densities were found under perches of standing snags. Furthermore, frugivorous bird richness seemed to be higher in the erosion barriers than elsewhere. Our results highlight the importance of this specific post-fire management in bird-dependent seed rain and also may suggest a consequent heterogeneous distribution of fleshy-fruited plants in burned and managed areas. However, there needs to be more study of the establishment success of dispersed seeds before an accurate assessment can be made of the role of bird-mediated seed dispersal in post-fire regeneration

Can affinity interactions influence the partitioning of glucose-6-phosphate dehydrogenase in two-phase aqueous micellar systems?

In this work, we provide an investigation of the role and strength of affinity interactions on the partitioning of the glucose-6-phosphate dehydrogenase in aqueous two-phase micellar systems. These systems are constituted of micellar surfactant solutions and offer both hydrophobic and hydrophilic environments, providing selectivity to biomolecules. We studied G6PD partitioning in systems composed of the nonionic surfactants, separately, in the presence and absence of affinity ligands. We observed that G6PD partitions to the micelle-poor phase, owing to the strength of excluded-volume interactions in these systems that drive the protein to the micelle-poor phase, where there is more free volume available.

¿Puede un modelo educativo intercultural combatir la discriminación y la xenofobia? = Can an intercultural education model combat discrimination and xenophobia?

In this article we present a qualitative study conducted with six indigenous and six mestizos from Intercultural University of Chiapas. The aim of the study is to exemplify the mutual perception between different ethno-linguistic groups, as well as the possible change occurred after the admission to the University. That is, opinions about the other group after and before entering the University. We conclude that a higher education intercultural model can promote mutual understanding and relationship between indigenous and mestizos and thus combat prejudices and stereotypes

Lo que no es nuevo puede ser actual: hacia distintos puntos de mira de la didáctica del arte What is not new can be current - towards different approaches of the didactics of art

With this article we want to present a state of affairs of the didactics of art in our context, and at the same time we want todiscuss on its pluri- and interdisciplinary construction. We check the different disciplines that configure it and we analysethe paradigm of artistic education as a discipline (DBAE) and its passage to post-modernity. This example focuses thediscussion about the opportunity of adapting holistic educative models and the transition of the current educativeinnovation towards skill models

Projecte bàsic per a la consolidació de l’accés al pont de maçoneria sobre els FGC entre av. Can Gatxet i l’av. del Carril. Pla de millora de la mobilitat a l’entorn de la cta. de Vallvidrera. Sant Cugat del Vallès.

L’objecte del projecte és la definició de les obres i valoració pressupostària de consolidació de l’accés al pont de maçoneria sobre els FGC que connecta el camí de Can Gatxet i l’Av. del Carril, dintre de l’actuació general de millora de la mobilitat a l’entorn de la carretera de Vallvidrera en l’encreuament amb els FGC a Sant Cugat del Vallès.

Synthesis of indium tin oxide nanoparticles by a nonhydrolytic sol-gel method

Indium tin oxide nanoparticles were synthesized in two different sizes by a nonhydrolytic sol-gel method. These powders were then transformed into ITO via an intermediate metastable state at between 300 and 600 ºC. The presence of characteristic O-In-O and O-Sn-O bands at 480 and 670 cm-1 confirmed the formation of ITO. The X-ray diffraction patterns indicated the preferential formation of metastable hexagonal phase ITO (corundum type) as opposed to cubic phase ITO when the reflux time was less than 3 h and the heat treatment temperature was below 600 ºC. Particle morphology and crystal size were examined by scanning electron microscopy.

Applications of graph transformation in tools for domain-specific modeling languages

The use of domain-specific languages (DSLs) has been proposed as an approach to cost-e ectively develop families of software systems in a restricted application domain. Domain-specific languages in combination with the accumulated knowledge and experience of previous implementations, can in turn be used to generate new applications with unique sets of requirements. For this reason, DSLs are considered to be an important approach for software reuse. However, the toolset supporting a particular domain-specific language is also domain-specific and is per definition not reusable. Therefore, creating and maintaining a DSL requires additional resources that could be even larger than the savings associated with using them. As a solution, di erent tool frameworks have been proposed to simplify and reduce the cost of developments of DSLs. Developers of tool support for DSLs need to instantiate, customize or configure the framework for a particular DSL. There are di erent approaches for this. An approach is to use an application programming interface (API) and to extend the basic framework using an imperative programming language. An example of a tools which is based on this approach is Eclipse GEF. Another approach is to configure the framework using declarative languages that are independent of the underlying framework implementation. We believe this second approach can bring important benefits as this brings focus to specifying what should the tool be like instead of writing a program specifying how the tool achieves this functionality. In this thesis we explore this second approach. We use graph transformation as the basic approach to customize a domain-specific modeling (DSM) tool framework. The contributions of this thesis includes a comparison of di erent approaches for defining, representing and interchanging software modeling languages and models and a tool architecture for an open domain-specific modeling framework that e ciently integrates several model transformation components and visual editors. We also present several specific algorithms and tool components for DSM framework. These include an approach for graph query based on region operators and the star operator and an approach for reconciling models and diagrams after executing model transformation programs. We exemplify our approach with two case studies MICAS and EFCO. In these studies we show how our experimental modeling tool framework has been used to define tool environments for domain-specific languages.

What can and should be legalized in ecological restoration?

After listing the five key elements of ecological restoration, ecology, economics, social values, cultural values, and politics, I celebrate the fact that in Brazil there is legislation on how to perform ecological restoration of degraded tropical forests, as well as an ongoing dialogue among legislators and scientists about this legislation, and also a lively debate among scientists as the best way forward, referring to articles by Brancalion et al. (2010) and Durigan et al. (2010) in this issue of Revista Árvore. Legislators elsewhere, especially megadiversity countries, should take note. I do not take sides in the debate; I think both groups of authors make very good points. Instead I call on the scientists and legislators concerned with restoration to ponder five strategic tools: A. Start with clear concepts. B. Decide where you want to go and why. C. Negotiate who should benefit & how, and who should pay, how, & why. D. Work out how an honest cost-benefit analysis of restoration would look, regardless of the biome in which you are working. Finally, figure out how to make the restoration immediately attractive for private landowners. Otherwise, they will not cooperate as fully as they could or should, and restoration efforts will not achieve its full potential.

Construction Plan Image Service for Mobile Devices

The forthcoming media revolution of exchanging paper documents to digital media in construction engineering requires new tools to be developed. The basis of this bachelor’s thesis was to explore the preliminary possibilities of exporting imagery from a Building Information Modelling –software to a mobile phone on a construction yard. This was done by producing a Web Service which uses the design software’s Application Programming Interface to interact with a structures model in order to produce the requested imagery. While mobile phones were found lacking as client devices, because of limited processing power and small displays, the implementation showed that the Tekla Structures API can be used to automatically produce various types of imagery. Web Services can be used to transfer this data to the client. Before further development the needs of the contractor, benefits for the building master and inspector and the full potential of the BIM-software need to be mapped out with surveys.