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.

Floral expression and pollen germination ability in productive mountain papaya ( Vasconcellea pubescens A.DC.) orchards

Mountain papaya ( Vasconcellea pubescens A.DC.) is described as trioecious in the centers of origin of Ecuador, Colombia, and Peru. However, under cultivation conditions in La Serena (30° S, 70° W), Chile, it is found to be dioecious and monoecious. The objective was to learn about the variations in floral expression of mountain papaya. Flowers from monoecious and dioecious plants were therefore identified and quantified during two seasons. In vitro pollen germination ability was also evaluated based on the factors of site, season, and plant sex. Monoecious plant inflorescences are polygamous; female and male flowers are observed, as well as bisexual flowers that are usually deformed. This condition allows them to be classified as an ambisexual plant. The existence of flowers of different sexes appears to depend on the season; the female dioecious plant is maintained as such, independently of climatic conditions. Pollen from male flowers, from both ambisexual and male plants, germinates 75% in summer, while germination decreases to 56% in spring (P ≤ 0.05). Flowering of female plants coincides with the permanent occurrence of male flowers in ambisexual plants, which ensures pollination without the need for male plants as pollinators in orchards. Based on this information, some management practices and possible lines of research about this species are proposed.

Traducci?n comentada del ingl?s al espa?ol y an?lisis de elementos culturales en la obra teatral de derek walcott ?dream on monkey mountain? [sueno en la monta?a del mono]. [recurso electr?nico]

Este es un estudio descriptivo, en el cual se analizaron elementos culturales y marcas coloniales y anticoloniales en la traducci?n de ingl?s a espa?ol de la obra teatral ?Dream on Monkey Mountain? [Sue?o en la Monta?a del Mono] de Derek Walcott. Para llevarlo a cabo se utiliz? el m?todo cualitativo, aunque varios datos son presentados de forma cuantitativa. Parte de la informaci?n fue recogida a trav?s de observaci?n participante en los ensayos de los estudiantes de Arte Dram?tico de la Escuela de Artes Integradas de la Universidad del Valle (Cali, Colombia). Otros datos fueron obtenidos a partir del texto objeto de la traducci?n y la traducci?n misma. En cuanto al proceso de traducci?n, ?ste se sirvi? del m?todo filol?gico o traducci?n cr?tica anotada, m?todo libre y m?todo interpretativo-comunicativo; y se utilizaron t?cnicas tanto de la traducci?n directa como de la traducci?n oblicua. Se identificaron los elementos culturales, elementos coloniales y anticoloniales en el texto de partida y se usaron las t?cnicas de traducci?n que permitieron transferir o no transferir estos elementos a la cultura receptora. Mediante el an?lisis hecho se identificaron 24 diferentes categor?as de culturemas en la obra. Para traducir el texto y procesar los culturemas identificados se utilizaron 19 tipos de t?cnicas de traducci?n. Las t?cnicas utilizadas revelan que la estrategia principal usada por el traductor es domesticaci?n, es decir, en la mayor?a de los casos se opt? por adaptar los culturemas a la cultura receptora con el prop?sito de crear ?en ?sta?el mismo efecto que el texto de partida busc? crear en esa cultura.

Bull's eye leaky wave antenna for terrestrial and space applications

This work presents the study of Bull's eye antenna designs, a type of leaky wave antenna (LWA), operating in the 60 GHz band. This band emerged as a new standard for specific terrestrial and space applications because the radio spectrumbecomes more congested up to the millimetre-wave band, starting at 30 GHz. Built on existing Bull's eye antenna designs, novel structures were simulated, fabricated and measured, so as to provide more exibility in the implementation of wireless solutions at this frequency. Firstly, the study of a 60 GHz Bull's eye antenna for straightforward integration onto a CubeSat is presented. An investigation of the design is carried out, from the description of the radiation mechanism supported by simulation results, to the radiation pattern measurement of a prototype which provides a gain of 19.1 dBi at boresight. Another design, based on a modified feed structure, uses a microstrip to waveguide transition to provide easier and inexpensive integration of a Bull's eye antenna onto a planar circuit. Secondly, the design of Bull's eye antennas capable of creating beam deflection and multi-beam is presented. In particular, a detail study of the deflection mechanism is proposed, followed by the demonstration of a Bull's eye antenna generating two separate beams at ±16° away from the boresight. In addition, a novel mechanically steerable Bull's eye antenna, based on the division of the corrugated area in paired sectors is presented. A prototype was fabricated and measured. It generated double beams at ±8° and ±15° from the boresight, and a single boresight beam. Thirdly, a Bull's eye antenna capable of generating two simultaneous orbital angular momentum (OAM) modes l = 3 is proposed. The design is based on a circular travelling wave resonator and would allow channel capacity increase through OAM multiplexing. An improved design based on two stacked OAM Bull's eye antennas capable of producing four orthogonal OAM modes l = (±3,±13) simultaneously is presented. A novel receiving scheme based on discretely sampled partial aperture receivers (DSPAR) is then introduced. This solution could provide a lower windage and a lower cost of implementation than current whole or partial continuous aperture.

Running Mechanics During the World's Most Challenging Mountain Ultramarathon

The aim of study was to examine the effects of the world's most challenging mountain ultramarathon (Tor des Geants [TdG]) on running mechanics. Mechanical measurements were undertaken in male runners (n = 16) and a control group (n = 8) before (PRE), during (MID), and after (POST) the TdG. Contact (tc) and aerial (ta) times, step frequency (f), and running velocity (v) were sampled. Spring-mass parameters of peak vertical ground-reaction force (Fmax), vertical downward displacement of the center of mass (Deltaz), leg-length change (DeltaL), and vertical (kvert) and leg (kleg) stiffness were computed. Significant decreases were observed in runners between PRE and MID for ta (P < .001), Fmax (P < .001), Deltaz (P < .05), and kleg (P < .01). In contrast, f significantly increased (P < .05) between PRE and MID-TdG. No further changes were observed at POST for any of those variables, with the exception of kleg, which went back to PRE. During the TdG, experienced runners modified their running pattern and spring-mass behavior mainly during the first half. The current results suggest that these mechanical changes aim at minimizing the pain occurring in lower limbs mainly during the eccentric phases. One cannot rule out that this switch to a "safer" technique may also aim to anticipate further damages.

Chatter avoidance in the milling of thin floors with bull-nose end mills: Model and stability diagrams

The milling of thin parts is a high added value operation where the machinist has to face the chatter problem. The study of the stability of these operations is a complex task due to the changing modal parameters as the part loses mass during the machining and the complex shape of the tools that are used. The present work proposes a methodology for chatter avoidance in the milling of flexible thin floors with a bull-nose end mill. First, a stability model for the milling of compliant systems in the tool axis direction with bull-nose end mills is presented. The contribution is the averaging method used to be able to use a linear model to predict the stability of the operation. Then, the procedure for the calculation of stability diagrams for the milling of thin floors is presented. The method is based on the estimation of the modal parameters of the part and the corresponding stability lobes during the machining. As in thin floor milling the depth of cut is already defined by the floor thickness previous to milling, the use of stability diagrams that relate the tool position along the tool-path with the spindle speed is proposed. Hence, the sequence of spindle speeds that the tool must have during the milling can be selected. Finally, this methodology has been validated by means of experimental tests.

Estimating social carrying capacity in protected Mediterranean mountain areas. Methodological orientation

The concept of social carrying capacity, though opens to debate and critique, is a valuable tool that enhances the management of recreational use in protected natural areas. In this study, conducted in Sierra de las Nieves natural park (Spain), we first categorised the hikers making use of the park and then, from the profiles obtained, analysed their perception of crowding on the trails. This assessment was subsequently used to assess levels of user satisfaction and thus to determine the psychosocial carrying capacity of the park. The results obtained can be extrapolated to most of the Spanish natural parks in Mediterranean mountain areas, due to their comparable levels of visitor numbers and to the prevalence of recreational hiking use. The results suggest that management efforts should be directed toward relocating trails outside the core areas, such that user preferences may be satisfied while less impact is made on the areas of highest environmental value.

Athos : the Holy Mountain /

Includes index.

Projeto de Intervenção Educativa - R.E.D. Bull(Ying)

Introdução: A adolescência é uma fase do ciclo vital marcada por diversas alterações físicas, psicológicas e sociais. Desta forma, é possível estabelecer uma relação entre violência e adolescência, dado que é durante esta etapa de vida que os jovens se deparam com o sentimento de ameaça da sua identidade, o que poderá despoletar comportamentos agressivos (Hernández, 2013). O bullying é uma forma de violência escolar que tem vindo a apresentar uma elevada prevalência, tornando-se imprescindível mencionar que este fenómeno não é um evento" normal", e não deve ser um acontecimento que os jovens devam vivenciar durante a transição entre a infância e a adolescência (Andrade, 2012). Com a finalidade de reduzir a prevalência de bullying na comunidade escolar elaboramos o Projeto de Intervenção Educativa "R.E.D. BULL(ying)", no qual definimos os seguintes objetivos específicos: aumentar o nível de literacia para a saúde da comunidade escolar (alunos e docentes), relativamente ao bullying e desenvolver o projeto em todas as turmas do 5º ao 9º ano de um Colégio, incluindo os docentes. Metodologia: A nossa população alvo consistiu num total de 203 alunos do 5º ao 9º ano e 13 docentes de um Colégio. É um estudo transversal de investigação-ação, sendo que foi aplicado um questionário de diagnóstico e realizadas sessões de educação para a saúde, que posteriormente foram avaliadas com a aplicação de um novo questionário. Resultados: Foi possível verificar que após a sessão de educação para a saúde, 93,1% dos estudantes identificaram o que fazer numa situação de bullying, sendo que 62,6% dos estudantes responderam que numa situação de agressão chamavam um adulto; 95,1% referiram que sabiam o que era o bullying, 56,8% associaram o conceito à agressão física e 92,6% referiram conhecer os tipos de bullying, sendo que o bullying físico (71,9%) e o bullying verbal (69,5%) foram os tipos mais mencionados. Na intervenção educativa realizada aos docentes foi aplicado um questionário, onde 76,9% considerou que o ambiente escolar era agradável, 84,6% caracterizou o relacionamento entre os estudantes como "adequado" e 77% afirmou que não vivenciou nenhuma situação de bullying. Conclusões: Deste modo, é possível afirmar que após a intervenção educativa, os alunos adquiriram novos conhecimentos no que diz respeito às questões "Numa situação de agressão o que fazes?", "Sabes o que é o bullying?", "O que é o bullying?" "Conheces os tipos de bullying?" e "Quais são os tipos de bullying?".

Educational Intervention Project "R.E.D. Bull(ying)"

Introduction: Adolescence is a stage of life cycle marked by various physical, psychological and social changes. During this stage, young people are faced with the feeling of threat of identity, which may trigger aggressive behaviours. Bullying is a form of school violence with high prevalence, that shouldn't be a "normal" occurrence or a event that young people should experience during the transition between childhood and adolescent. In order to reduce the prevalence of bullying in the school community, we elaborated the Educational Intervention Project "R.E.D. BULL(ying)", with the specific objectives: Evaluate the knowledge level about bullyng, before and after the Project, and increase the level of literacy about the subject in the school community (students and teachers). Methodology: Our target population consisted in a total of 203 students from 5th to 9th grade and 13 teachers of school. It's a cross-sectional study of research - action, with the application of a diagnostic questionnaire, before and after, we conducted the educational sessions. Results: After the educational sessions, 93,1% of students identified what to do in a bullying situation, and 62,6% of students responded that in an assault situation, called an adult; 95,1% said they knew what was bullying, 56,8% associated the concept to physical aggression and 92,6 % mentioned to know the types of bullying, and physical bullying (71,9%) and verbal bullying (69,5%) were the most mentioned types. Meanwhile, the teachers: 76,9% considered that the school environment was pleasant, 84,6% characterized the relationship between the students as "adequate" and 77% said they didn't experience any bullying situation. Conclusions: We found an overall improvement to the level of bullying related knowledge after the educational intervention. So, we verified that the integrated intervention in the school health teams, allows greater attention to the detection, signalling and routing situations of violence.

EDUCATIONAL INTERVENTION PROJECT "R.E.D. BULL(YING)"

Introduction: Adolescence is a stage of life cycle marked by various physical, psychological and social changes. During this stage, young people are faced with the feeling of threat of identity, which may trigger aggressive behaviours. Bullying is a form of school violence with high prevalence, that shouldn't be a "normal" occurrence or a event that young people should experience during the transition between childhood and adolescent. In order to reduce the prevalence of bullying in the school community, we elaborated the Educational Intervention Project "R.E.D. BULL(ying)", with the specific objectives: Evaluate the knowledge level about bullyng, before and after the Project, and increase the level of literacy about the subject in the school community (students and teachers). Methodology: Our target population consisted in a total of 203 students from 5th to 9th grade and 13 teachers of school. It's a cross-sectional study of research - action, with the application of a diagnostic questionnaire, before and after, we conducted the educational sessions. Results: After the educational sessions, 93,1% of students identified what to do in a bullying situation, and 62,6% of students responded that in an assault situation, called an adult; 95,1% said they knew what was bullying, 56,8% associated the concept to physical aggression and 92,6 % mentioned to know the types of bullying, and physical bullying (71,9%) and verbal bullying (69,5%) were the most mentioned types. Meanwhile, the teachers: 76,9% considered that the school environment was pleasant, 84,6% characterized the relationship between the students as "adequate" and 77% said they didn't experience any bullying situation. Conclusions: We found an overall improvement to the level of bullying related knowledge after the educational intervention. So, we verified that the integrated intervention in the school health teams, allows greater attention to the detection, signalling and routing situations of violence.

Soil associated with rock outcrops in the Brazilian mountain ranges Mantiqueira and Espinhaço.

A Serra do Espinhaço e a Serra da Mantiqueira são duas cadeias de grande importância para o Brasil. Nas partes mais altas destas serras encontramse ecossistemas com características singulares, associados aos afloramentos rochosos, denominados Complexos Rupestres de Altitude. Esses ambientes apresentam características do solo e da vegetação distintas das áreas adjacentes. Os solos são em geral rasos, arenosos, com alta saturação de alumínio e teores variados de matéria orgânica. Neossolos Litólicos, Cambissolos e Organossolos são as classes de solo dominantes, diretamente associadas aos afloramentos, formando um mosaico de solos. Alguns solos encontrados nestes ambientes são endêmicos, em função das características peculiares da rocha matriz, da topografia e da vegetação, e sua preservação é estratégica por se tratar de solos raros e ameaçados de extinção. A matéria orgânica desses solos apresenta alto grau de humificação, com grande quantidade de frações solúveis, e a presença generalizada de fragmentos de carvão. Horizontes espódicos e rios negros estão tipicamente associados às áreas de afloramento de arenito e quartzito, sendo formados pela iluviação de compostos orgânicos, e sendo menos comuns nas áreas de granito. O oligotrofismo destes solos, associado a outras limitações de ordem química e física, induzem o desenvolvimento de estratégias de adaptação fisiológica e morfológica por parte da vegetação. A maioria destes ecossistemas é instável sob a condição climática atual, e a intervenção antrópica é um fator de aceleração do processo de degradação. A descrição detalhada dos solos nestes ambientes é fundamental para um melhor entendimento do seu papel nos processos ecológicos e para o desenvolvimento de políticas de conservação.

Genesis and classification of soils from subtropical mountain regions of Southern Brazil.

Soils formed in high mountainous regions in southern Brazil are characterized by great accumulation of organic matter (OM) in the surface horizons and variation in the degree of development. We hypothesized that soil properties and genesis are influenced by the interaction of parent materials and climate factors, which differ depending on the location along the altitudinal gradient. The goal of this study was to characterize and classify the soil, evaluate soil distribution, and determine the interactive effects of soil-forming factors in the subtropical mountain regions in Santa Catarina state. Soil samples were collected in areas known for wine production, for a total of 38 modal profiles. Based on morphological, physical, and chemical properties, soils were evaluated for pedogenesis and classified according to the Brazilian System of Soil Classification, with equivalent classes in the World Reference Basis (WRB). The results indicated that pedogenesis was strongly influenced by the parent material, weather, and relief. In the areas where basic effusive rocks (basalt) were observed, there was formation of extensive areas of clayey soils with reddish color and higher iron oxide contents. There was a predominance of Nitossolos Vermelhos and Háplicos (Nitisols), Latossolos Vermelhos (Ferralsols), and Cambissolos Háplicos (Cambisols), highlighting the pedogenetic processes of eluviation, illuviation of clay, and latosolization in conditions of year-long, large-volume, well-distributed rainfall and stability of land forms. In areas with acid effusive rocks (rhyodacites), medial or clayey soils were observed with lower iron oxide content, invariably acidic, and with low base content. For these soils, relief promoted substantial removal of material, resulting in intense rejuvenation, with a predominance of Cambissolos Háplicos (Cambisols) and lesser occurrence of Nitossolos Brunos (Nitisols) and Neossolos Litólicos (Leptosols). Soils formed from sedimentary rocks also tended to be more acidic, but with higher sand content, and the soils identified were Cambissolos Háplicos and Húmicos (Cambisols). Cluster analysis separated the soil profiles into three groups: the first and largest was formed by profiles originating from sedimentary rocks and rhyodacites; the second, smaller group was formed by four profiles in the Água Doce region (acidic rocks); and the third was formed by profiles derived from basalt. Discriminant analysis was effective in grouping soil classes. Thus, the study highlighted the importance of geology in the formation of soils in this landscape associated with climate and relief.