‘Branded webseries’. Acciones estratégicas del anunciante basadas en la ficción ‘online’ corporativa y el ‘marketing’ de contenidos

Desde antaño, anunciantes y marcas se han adherido a los contenidos audiovisuales, televisivos y cinematográficos, a través del patrocinio de producción, emplazamiento publicitario y bartering. Se trata de una estrategia básicamente accesible a presupuestos prominentes. Pero los cambios en la comunicación y la democratización de la creación y difusión de contenidos han abierto esta táctica al resto de anunciantes cuyas partidas publicitarias tratan de unir valores de marca y entretenimiento a través de las branded webseries. Se presenta un estudio de carácter exploratorio sobre la creación, difusión, promoción, recepción y socialización de webseries, historias de marcas basadas en la ficción y en el uso de Internet. Desde la triangulación metodológica, se aborda el estudio del caso de Risi y las tres temporadas de la webserie ¿Por qué esperar? mediante las entrevistas en profundidad con sus creadores, el análisis descriptivo de estas, así como el análisis cuantitativo de la audiencia y sus interacciones. Los resultados comparativos permiten describir el uso de la creatividad, los personajes famosos afines al público objetivo y el efecto generado por este tipo de historias generadoras de engagement.

Regulation on ‘cross-border portability’ of online content services: Roaming for Netflix or the end of copyright territoriality? CEPS Commentary, 15 February 2016

In a communication to the Parliament and the Council entitled “Towards a modern, more European copyright framework” and dated 9 December 2015,1 the European Commission confirmed its intention to progressively remove the main obstacles to the functioning of the Digital Single Market for copyrighted works. The first step of this long-term plan, which was first announced in Juncker’s Political Guidelines2 and the Communication on “A Digital Single Market strategy for Europe”,3 is a proposal for a regulation aimed at ensuring the so-called ‘cross-border portability’ of online services giving access to content such as music, games, films and sporting events.4 In a nutshell, the proposed regulation seeks to enable consumers with legal access to such online content services in their country of residence to use the same services also when they are in another member state for a limited period of time. On the one hand, this legislative proposal has the full potential to resolve the (limited) issue of portability, which stems from the national dimension of copyright and the persisting territorial licensing and distribution of copyright content.5 On the other hand, as this commentary shows, the ambiguity of certain important provisions in the proposed regulation might affect its scope and effectiveness and contribute to the erosion of the principle of copyright territoriality.

PMU-basierte Zustandsabschätzung in Smart Distribution

Otto-von-Guericke-Universität Magdeburg, Fakultät für Elektrotechnik und Informationstechnik, Dissertation, 2016

Eliciting Euphoria Online: The Aesthetics of “ASMR” Video Culture

“Autonomous Sensory Meridian Response” (ASMR) is a term that has emerged online to describe a mysterious tingling sensation that some people experience in response to particular audiovisual and interpersonal “triggers.” Initially coalescing via discussion threads on health forums, ASMR culture quickly began using platforms like YouTube and Reddit to exchange trigger videos. This paper frames the emergence of ASMR video culture as an example of how bodies and algorithms are conspiring to bring into being new cultural forms that can seem literally inexplicable on first encounter. Treating videos as “inputs,” judged not as messages to be understood or interpreted but by their ability to elicit particular affective and somatic “outputs,” ASMR communities cultivate a quasi-cybernetic relationship with the moving image, using video as a vehicle for “feeling out” phenomena that seem to thwart linguistic articulation and rational comprehension.

Personal privacy as a positive experience of shopping:an illustration through the case of online grocery shopping

Purpose - This paper aims to demonstrate the need for an improved understanding of the opportunities offered by privacy online. This is contextualized in the case of supermarket purchases of food in particular, often described as an intimate and personal choice. In the case of grocery shopping, the "intimacy" may be at the household level between members or/and between e-grocers' food offerings, and their other "non-food" related services Design/methodology/approach - This paper draws upon social practice theory research, retailing and consumer behaviour in order to develop a conceptual framework for understanding the value of positive privacy. The research uses 39 in-depth interviews of e-grocery shoppers in the area of Portsmouth (UK). Findings - This paper suggests a framework for embedded elements of positive privacy into retailing strategy as a driver for growth in the e-grocery sector. Three meta-themes requiring different approaches to privacy are uncovered. Positive privacy is dynamic and contextual at the consumer/household levels as well as for product/e-grocery brands. Research limitations/implications - This paper advocates the building of long-term sustainable relationship through sharing, offering, and exchange of information rather than pure technological chasing of data. Originality/value - A consumer centred bottom-up approach is employed demonstrating the value of two-way dialogues with consumers on sensitive issues. E-grocery is used as an illustration that involves regular re-purchase of a basket of staple goods over a long period of time where privacy becomes a latent long-term concern. © Emerald Group Publishing Limited.

Utilising online shopping environment attributes holistically to create competitive advantage

As more consumers shop online, it becomes crucial for marketers to know how online shopping environments (OSEs) can be used to gain competitive advantage. This dissertation aims to explain theoretically how OSE attributes work together holistically to produce desirable consumer responses, applying and extending a theory from the environmental psychology literature to the online context. Firstly, the study conceptualises OSEs as virtual environments which may be perceived and experienced both cognitively and affectively through a technology-mediated interaction with a computer screen. A multi-disciplinary approach identifies key characteristics of OSEs: they involve consumers; they are more complex than their offline counterparts; they are likely first apprehended holistically; and they can elicit high levels of emotions and cognition. Secondly, the research uses a gestalt approach and extends Kaplan and Kalan’s (1982) Preference Framework, taking account of the specific characteristics of OSEs, which one visits specifically to obtain product information. The results support the proposition that OSEs are perceived in terms of their Sense-making and Exploratory attributes. Thirdly, the research explains how OSE attributes work together to produce desirable consumer responses. As hypothesised, Exploratory potential produces both Hedonic and Utilitarian value, and both kinds of value contribute to Site commitment. An unexpected result is that Sense-making potential does not produce Utilitarian value directly, but only through the mediation of Exploratory potential. The research contributes to marketing theory by: (1) identifying ways the internet has changed the nature of the shopping experience; (2) extending Kaplan and Kaplan’s Preference Framework to explain how consumers perceive OSEs holistically; (3) identifying the distinction between page-level and site-level perceptions, and (4) distinguishing between different sources of information (marketer vs. non-marketer). Managerially, the research provides a model for marketers to conceive and design retail websites whose attributes work together to create competitive advantage.

Investigating the role of capacitive coupling between the operating table and the return electrode of an electrosurgery unit in the modification of the current density distribution within the patients’ body

Background: Electrosurgery units are widely employed in modern surgery. Advances in technology have enhanced the safety of these devices, nevertheless, accidental burns are still regularly reported. This study focuses on possible causes of sacral burns as complication of the use of electrosurgery. Burns are caused by local densifications of the current, but the actual pathway of current within patient's body is unknown. Numerical electromagnetic analysis can help in understanding the issue. Methods: To this aim, an accurate heterogeneous model of human body (including seventy-seven different tissues), electrosurgery electrodes, operating table and mattress was build to resemble a typical surgery condition. The patient lays supine on the mattress with the active electrode placed onto the thorax and the return electrode on his back. Common operating frequencies of electrosurgery units were considered. Finite Difference Time Domain electromagnetic analysis was carried out to compute the spatial distribution of current density within the patient's body. A differential analysis by changing the electrical properties of the operating table from a conductor to an insulator was also performed. Results: Results revealed that distributed capacitive coupling between patient body and the conductive operating table offers an alternative path to the electrosurgery current. The patient's anatomy, the positioning and the different electromagnetic properties of tissues promote a densification of the current at the head and sacral region. In particular, high values of current density were located behind the sacral bone and beneath the skin. This did not occur in the case of non-conductive operating table. Conclusion: Results of the simulation highlight the role played from capacitive couplings between the return electrode and the conductive operating table. The concentration of current density may result in an undesired rise in temperature, originating burns in body region far from the electrodes. This outcome is concordant with the type of surgery-related sacral burns reported in literature. Such burns cannot be immediately detected after surgery, but appear later and can be confused with bedsores. In addition, the dosimetric analysis suggests that reducing the capacity coupling between the return electrode and the operating table can decrease or avoid this problem. © 2013 Bifulco et al.; licensee BioMed Central Ltd.

Writing online:a guide to effective digital communication at work

Online writing plays a complex and increasingly prominent role in the life of organizations. From newsletters to press releases, social media marketing and advertising, to virtual presentations and interactions via e-mail and instant messaging, digital writing intertwines and affects the day-to-day running of the company - yet we rarely pay enough attention to it. Typing on the screen can become particularly problematic because digital text-based communication increases the opportunities for misunderstanding: it lacks the direct audio-visual contact and the norms and conventions that would normally help people to understand each other. Providing a clear, convincing and approachable discussion, this book addresses arenas of online writing: virtual teamwork, instant messaging, emails, corporate communication channels, and social media. Instead of offering do and don’t lists, however, it teaches the reader to develop a practice that is observant, reflective, and grounded in the understanding of the basic principles of language and communication. Through real-life examples and case studies, it helps the reader to notice previously unnoticed small details, question previously unchallenged assumptions and practices, and become a competent digital communicator in a wide range of professional contexts.

Az e-businesstől az online reklámozásig a versenyképesség tükrében

A „Versenyben a világgal” c. kutatási program 2009-es adatfelvételének két fő aspektusát vizsgálja a tanulmány. Az egyik az e-business / elektronikus kereskedelem területe, a másik a marketing, azon belül is online megoldások területe. Az infokommunikációs technológiák alkalmazása teszi lehetővé a vállalatok számára, hogy online jelenlétükkel és aktivitásukkal hatékonyabbá vagy épp sikeressé tegyék működésüket. Dolgozatunkban azt vizsgáljuk, hogy az egyes iparágak milyen mértékben használják az online marketing és az elektronikus kereskedelem eszközeit. Úgy véljük, hogy fontos hozadéka tanulmányunknak a két terület kérdéskörének kritikája és újrastrukturálására tett javaslatunk a kérdőív szintjén. A kutatásunk eredményei alapján elmondhatjuk, hogy a hazai vállalatok többsége használ valamilyen csatornát vagy eszközt működése során, de az eszközök megoszlása korántsem egyenletes. Míg egyes iparágak változatos megoldásokat használnak, mások szerényebb eszközkészlettel dolgoznak. Megállapításainkat ugyanakkor óvatosan kell kezelni, mivel a mintában a termelő vállalatok felülreprezentáltak voltak, elsősorban a kereskedő és különféle szolgáltató ágazatok rovására. Kvalitatív interjú segítségével vizsgáltunk két vállalatot, hogy megértsük az egyes eszközök (akár online marketing, akár e-kereskedelmi) használata és kerülése mögött álló lehetséges okokat. ________ In our study, we explore two aspects of the program titled „Competing with the world”, conducted in 2009. The field of e-business / e-commerce and online marketing is addressed. Application of info communication technologies through online presence make companies capable of a more competitive and more effective functioning. We examine the extent of use of online marketing and e-commerce tools in various industries. We believe that our critical approach and recommendations based on the structure and textual form is an important increment of our study in the reform and amendment of future research questionnaire. Based on our research, we might pronounce that majority of Hungarian companies use some kind of online channel or tool, however, distribution is not uniform. Some industries work with richer, more diverse tool sets; others use only a single channel or tool. However, we must be careful with our statement, due to the composition of the sample: manufacturing companies were overrepresented in the sample at the expense of commercial and different supplier industries. We examined two different companies through qualitative interviews to understand the reasons behind the use or avoidance of different tools (online marketing and e-business as well).

Online Pricing Practice for Hotel Room Rates in China: The Case of Shanghai

Travel websites that enable hotel room reservations have created unprecedented business opportunities. However, they have also overloaded hotel customers with information. This situation is particularly true of China, an emerging country with the largest population in the world and the most promising growth prospect in tourism. This study investigated the room-rate pricing practice of five online distribution channels, measured by the lowest available rates. These online channels priced hotels of different categories in Shanghai, China’s largest city. Empirical findings indicated that local websites offered lower room rates than international websites for the selected hotels in different categories. Specifically, Chinatravel consistently offered the lowest room rates for the selected hotels.

Distribution, density and abundance of Antarctic ice seals off Queen Maud Land and the eastern Weddell Sea

The Antarctic Pack Ice Seal (APIS) Program was initiated in 1994 to estimate the abundance of four species of Antarctic phocids: the crabeater seal Lobodon carcinophaga, Weddell seal Leptonychotes weddellii, Ross seal Ommatophoca rossii and leopard seal Hydrurga leptonyx and to identify ecological relationships and habitat use patterns. The Atlantic sector of the Southern Ocean (the eastern sector of the Weddell Sea) was surveyed by research teams from Germany, Norway and South Africa using a range of aerial methods over five austral summers between 1996-1997 and 2000-2001. We used these observations to model densities of seals in the area, taking into account haul-out probabilities, survey-specific sighting probabilities and covariates derived from satellite-based ice concentrations and bathymetry. These models predicted the total abundance over the area bounded by the surveys (30°W and 10°E). In this sector of the coast, we estimated seal abundances of: 514 (95 % CI 337-886) x 10**3 crabeater seals, 60.0 (43.2-94.4) x 10**3 Weddell seals and 13.2 (5.50-39.7) x 10**3 leopard seals. The crabeater seal densities, approximately 14,000 seals per degree longitude, are similar to estimates obtained by surveys in the Pacific and Indian sectors by other APIS researchers. Very few Ross seals were observed (24 total), leading to a conservative estimate of 830 (119-2894) individuals over the study area. These results provide an important baseline against which to compare future changes in seal distribution and abundance.

Diversity, difference and nation: indigenous peoples on screen in Mexico

This paper draws on constructivist theories of identity that regard the self as, paradoxically, coming into existence through interaction with the other, to investigate the discursive formation of indigenous people in the forging of Mexican national identity. The aim of the essay is to show how difference has been managed and deployed in the establishment of national Mexican identities from independence until the present. This is done with reference to visual culture and film and illustrated with examples from the ‘Golden Age’ as well as ‘the New Mexican Cinema’.

Data to Decision in a Dynamic Ocean: Robust Species Distribution Models and Spatial Decision Frameworks

Human use of the oceans is increasingly in conflict with conservation of endangered species. Methods for managing the spatial and temporal placement of industries such as military, fishing, transportation and offshore energy, have historically been post hoc; i.e. the time and place of human activity is often already determined before assessment of environmental impacts. In this dissertation, I build robust species distribution models in two case study areas, US Atlantic (Best et al. 2012) and British Columbia (Best et al. 2015), predicting presence and abundance respectively, from scientific surveys. These models are then applied to novel decision frameworks for preemptively suggesting optimal placement of human activities in space and time to minimize ecological impacts: siting for offshore wind energy development, and routing ships to minimize risk of striking whales. Both decision frameworks relate the tradeoff between conservation risk and industry profit with synchronized variable and map views as online spatial decision support systems.

For siting offshore wind energy development (OWED) in the U.S. Atlantic (chapter 4), bird density maps are combined across species with weights of OWED sensitivity to collision and displacement and 10 km2 sites are compared against OWED profitability based on average annual wind speed at 90m hub heights and distance to transmission grid. A spatial decision support system enables toggling between the map and tradeoff plot views by site. A selected site can be inspected for sensitivity to a cetaceans throughout the year, so as to capture months of the year which minimize episodic impacts of pre-operational activities such as seismic airgun surveying and pile driving.

Routing ships to avoid whale strikes (chapter 5) can be similarly viewed as a tradeoff, but is a different problem spatially. A cumulative cost surface is generated from density surface maps and conservation status of cetaceans, before applying as a resistance surface to calculate least-cost routes between start and end locations, i.e. ports and entrance locations to study areas. Varying a multiplier to the cost surface enables calculation of multiple routes with different costs to conservation of cetaceans versus cost to transportation industry, measured as distance. Similar to the siting chapter, a spatial decisions support system enables toggling between the map and tradeoff plot view of proposed routes. The user can also input arbitrary start and end locations to calculate the tradeoff on the fly.

Essential to the input of these decision frameworks are distributions of the species. The two preceding chapters comprise species distribution models from two case study areas, U.S. Atlantic (chapter 2) and British Columbia (chapter 3), predicting presence and density, respectively. Although density is preferred to estimate potential biological removal, per Marine Mammal Protection Act requirements in the U.S., all the necessary parameters, especially distance and angle of observation, are less readily available across publicly mined datasets.

In the case of predicting cetacean presence in the U.S. Atlantic (chapter 2), I extracted datasets from the online OBIS-SEAMAP geo-database, and integrated scientific surveys conducted by ship (n=36) and aircraft (n=16), weighting a Generalized Additive Model by minutes surveyed within space-time grid cells to harmonize effort between the two survey platforms. For each of 16 cetacean species guilds, I predicted the probability of occurrence from static environmental variables (water depth, distance to shore, distance to continental shelf break) and time-varying conditions (monthly sea-surface temperature). To generate maps of presence vs. absence, Receiver Operator Characteristic (ROC) curves were used to define the optimal threshold that minimizes false positive and false negative error rates. I integrated model outputs, including tables (species in guilds, input surveys) and plots (fit of environmental variables, ROC curve), into an online spatial decision support system, allowing for easy navigation of models by taxon, region, season, and data provider.

For predicting cetacean density within the inner waters of British Columbia (chapter 3), I calculated density from systematic, line-transect marine mammal surveys over multiple years and seasons (summer 2004, 2005, 2008, and spring/autumn 2007) conducted by Raincoast Conservation Foundation. Abundance estimates were calculated using two different methods: Conventional Distance Sampling (CDS) and Density Surface Modelling (DSM). CDS generates a single density estimate for each stratum, whereas DSM explicitly models spatial variation and offers potential for greater precision by incorporating environmental predictors. Although DSM yields a more relevant product for the purposes of marine spatial planning, CDS has proven to be useful in cases where there are fewer observations available for seasonal and inter-annual comparison, particularly for the scarcely observed elephant seal. Abundance estimates are provided on a stratum-specific basis. Steller sea lions and harbour seals are further differentiated by ‘hauled out’ and ‘in water’. This analysis updates previous estimates (Williams & Thomas 2007) by including additional years of effort, providing greater spatial precision with the DSM method over CDS, novel reporting for spring and autumn seasons (rather than summer alone), and providing new abundance estimates for Steller sea lion and northern elephant seal. In addition to providing a baseline of marine mammal abundance and distribution, against which future changes can be compared, this information offers the opportunity to assess the risks posed to marine mammals by existing and emerging threats, such as fisheries bycatch, ship strikes, and increased oil spill and ocean noise issues associated with increases of container ship and oil tanker traffic in British Columbia’s continental shelf waters.

Starting with marine animal observations at specific coordinates and times, I combine these data with environmental data, often satellite derived, to produce seascape predictions generalizable in space and time. These habitat-based models enable prediction of encounter rates and, in the case of density surface models, abundance that can then be applied to management scenarios. Specific human activities, OWED and shipping, are then compared within a tradeoff decision support framework, enabling interchangeable map and tradeoff plot views. These products make complex processes transparent for gaming conservation, industry and stakeholders towards optimal marine spatial management, fundamental to the tenets of marine spatial planning, ecosystem-based management and dynamic ocean management.

Afectividad y creaciones estéticas: intervención social con jóvenes no cualificados

Los jóvenes no cualificados, que participan en los dispositivos educativos de segunda oportunidad, recorren itinerarios de transición al mercado laboral cada vez más complejos. Por lo que conocer sus expectativas y su capacidad de agencia resulta ineludible para mejorar nuestro acompañamiento como profesionales de la intervención sociolaboral. En este artículo exploramos la adaptación de esos jóvenes a una exigencia creciente de cualificación, que los está excluyendo laboralmente. Frente a este proceso, observamos que contraponen una resistencia basada en su capital simbólico, a través de la afectividad y la estética. Nuestro interés por estas respuestas nace de la desorientación percibida entre los profesionales de los programas educativos. Incapaces de comprender las trayectorias divergentes que estos jóvenes plantean, ante los itinerarios homogéneos que se les ofrecen para su inserción social. Tras el análisis de las creaciones artísticas y estéticas de los adolescentes, intuimos que hay dos factores que activan su resistencia a las limitaciones de sus expectativas de éxito. Por un lado, una variable institucional, que apunta a una deficiente planificación de los itinerarios formativos, que los jóvenes perciben que les aboca a la infracualificación y a un mercado laboral precario e inestable. Y por otro lado, una resistencia a la exclusión, que se enraíza en un imaginario de éxito y de movilidad social propio de una juventud globalizada.