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Introduction: This study analyzes the use that the main NGO in Chile and Spain make of their profiles on Facebook and Instagram. Specifically, we study how they manage their public presence on these social networks, what issues they focus their activity on, how they are connecting with their audiences and the engagement they achieve. Methodology: the content analysis of the publications made by 50 NGO during a month has been used, taking into account quantitative and qualitative variables; the sample has been made up of 25 organizations from each country, selected by means of a non-probability sampling according to predefined criteria. Results: a total of 2,103 publications have been analyzed, which show that Facebook is the most used network, especially in Spain, and also the network with the largest number of followers; the use that NGO give to their profiles is basically informative, but there are differences between Spain and Chile and also by sector of activity of the organizations; the most used format for posting is text and notably the use of hashtags; the most common topics deal with the activities and projects of the NGO with a formal tone. Discussion: taking into account the social nature and the need to generate dialogue and connection with society, NGO should make more effort in their social media profiles given the scope and potential for generating engagement with their audiences. Conclusions: the communication strategies of the NGO in social networks do not take advantage of the power that these channels have to dialogue and establish relationships of trust with their audiences. [ABSTRACT FROM AUTHOR]

Introduction: Public media are essential to offer a service of general interest to the population to have equitable access to information, culture, democratic participation and equal opportunities. However, they continue to transmit biases and gender stereotypes that can have a great social scope, also in its digital editions, where a large part of the imbalances presents in traditional media have been transferred and adapted. Methodology: This paper analyzes the representation of gender on the Twitter profile of the regional channel Canal Sur Noticias. For this, a content analysis of a total of N=754 tweets published in September and October 2022 is carried out to find out if there is an underrepresentation of women in news coverage and if gender biases and stereotypes are perceived in the sections, spheres of action, authorship, external sources and in the audiovisual content. Results: The findings reveal that women are clearly underrepresented in this social network, not only as protagonist, also as authors and external sources, and a relegation to the background, in sections and areas of lesser weight, in addition biases persist and stereotypes such as gender markings, traditional roles, or sexist language in text and images. Discussion and Conclusions: This paper show an imbalance in the representation of gender in the Twitter of the public channel, which adapts the same biases present in its traditional format, hindering the social advancement of women in the digital space. [ABSTRACT FROM AUTHOR]

Introduction: Recent debates concerning problems in the digital environment have promoted different conceptualizations of digital rights. However, current problems of digital communication are often discussed separately from earlier debates pertaining to the democratization of the media. This article argues for the regrounding of digital rights debates to address systemic communication problems. Methodology: Intended as a conceptual contribution, this article connects recent critical research on digital rights to the body of literature on democratic media activism through an analysis of problem representations. The article draws on the “What is the problem represented to be?” approach to study problem representations in the academic accounts of mobilizations and to identify common themes that describe systemic problems of communication. Results: The results identify problem representations that have emerged in and been defined by mobilizations over time and illustrate persistent themes with examples from the digital and mass media eras, including inequalities in the distribution of communicative resources, ownership and economic model of the communication system, and problems of participation and exclusion. Discussion: Focusing on problem representations enables identification of alternatives to current dominant discourses and offers grounds for collaboration at the nexus of activism and scholarship. Conclusions: Future research can benefit from a further dialogue between the framework of democratic media activism and rights-based approaches to the digital communication environment. [ABSTRACT FROM AUTHOR]

Introduction: Corporate social responsibility (CSR) is the mechanism through which organizations integrate the Sustainable Development Goals (SDGs) into their corporate strategies. On the other hand, the communication of responsibility and commitment initiatives with citizens is an important factor in achieving social legitimacy for the company. Moreover, digital communication tools, including corporate podcast, are powerful allies for disseminating a corporate brand message aligned with sustainability, commitment and social responsibility. Therefore, the main objective of this article is to analyze how the banking sector uses corporate podcast as a tool for communicating content related to the SDGs. Methodology: A content analysis of the headlines and explanatory texts of the podcast deliveries issued by the largest financial institutions in Spain during the year 2022 was carried out. Results: 36.1% of the podcasts analyzed address the SDGs, with 12 of the 17 SDGs set by the United Nations being represented. Discussion: The results show a significant use of corporate podcasts as a SDGs communication tool, which is consistent with companies' growing commitment to a more engaged communication linked to CSR. Conclusions: This research represents a further step in understanding how organizations use the communicative possibilities provided by digital platforms, specifically podcasts, to communicate CSR-related issues. [ABSTRACT FROM AUTHOR]

Introduction: Innovation in undertaking responsible and sustainable business models is currently at the top of the list of the European Union's priorities, in line with the Sustainable Development Goals set by the United Nations in its international Agenda expected to be reached by 2030. The creation and development of activities, projects, and companies aware of their impact on the planet in the short, medium, and long term, generate much more value when this leadership comes from a female entrepreneurial vocation, by enriching and optimising the value of diversity in the management of resources, traditionally directed by the male ecosystem. Methodology: a methodological triangulation is applied through in-depth interviews with international key informants, analysis of digital contents in the regions of Andalusia (Spain) and Aveiro (Portugal) and the review of previous scientific literature. Results: The new Spanish-Portuguese startups are still mostly led by men, while the share of female entrepreneurial leadership represents the 26.5% of the total sample. Discussion: although there is a wide range of improvement in presence and communication, women are increasing their entrepreneurial and innovative activity. In any case, co-responsibility with the community and care for the environmental legacy are still latent values for professional differentiation. Conclusions: the research highlights current international objective data on entrepreneurial corporate digital communication, providing a complete picture of the reality of women who are committing to business models whose mission, vision and values are focused on sustainabilit [ABSTRACT FROM AUTHOR]

The article titled "Multiple and Convergent Perspectives on Neurocommunication and Neuromarketing" presents a selection of nineteen scientific texts that address innovative topics such as Neurocommunication and Neuromarketing. These texts explore different approaches and combine transdisciplinary, interdisciplinary, and multidisciplinary perspectives. The book aims to provide the reader with a variety of reflective, critical, factual, and propositional views on the future of this field of knowledge. The importance of neuromarketing and neurocommunication as theoretical and practical tools for the study and analysis of communication in immersive digital environments is highlighted. Topics such as the impact of sensory experience on advertising and purchasing decisions, as well as ethics in neuromarketing, are also addressed. The use of technologies such as Eye tracking and brain-computer interaction is also discussed in the book. In summary, this book offers a diverse and inspiring reading on neurocommunication and neuromarketing, with relevant texts for various areas of knowledge. [Extracted from the article]

Introduction: This work focus on the study of how spanish think tanks use digital media to spread their activity and transmit their ideas. Methodology: Through content analysis, we analyze what types of communication tools are used in the digital spaces that are officially implemented (web sites and social media), as well as the use of these tools as unidirectional or bidirectional channels. Results: It shows that the unidirectional focus on dissemination of these organizations identities, closely linked to educative activities. Among the bidirectional, social media become relevant, and are used to generate engagement with its stakeholders. Discussion and Conclusions: Think tanks use digital communication as a strategy to disseminate their activities. This fact enhance the prospective of advocacy and a pretension to participate in the topics of public discussion with proposals on its framings (Bürger, 2015, Misztal, 2012). [ABSTRACT FROM AUTHOR]

The implementation the new Information and Communication Technologies (ICT) have diversified the media, according to the evolution and adaptation of the use of technological devices in human life. With the hybridization of the media, the media ecology arises in which new ways of carrying out the communicative act emerge, with this the media adapts to communicative practices and are condensed in this new ways of communicating. Studying the scope and significant levels of convergent models in digital communication processes not only bring us closer to the media landscape, also glimpse the capabilities of platforms and devices in the social context. In the following document we will discuss how the implementation of digital tools and transmedia narratives can generate a significant contribution to the appropriation of knowledge by users. Recognize the levels of significance of all the actors involved in the community, allows us to understand how participatory and collaborative dynamics bring us closer to the democratization of knowledge. To understand both the process of appropriation of knowledge and the relationship that exists between society and technology, it is necessary to define the process of appropriation in a conceptual way, the media ecosystem in which the media narratives are linked and the relationship that exists between digital technology, transmedia narratives and the processes of appropriation of knowledge in users. [ABSTRACT FROM AUTHOR]

This article analyzes the new forms of communication and awareness, specifically in the digital field through a case study of the ECOALF fashion brand, unique in the world for its contribution to the sector through the cleaning of the oceans. The use of unlimited expression by ECOALF through digital media leads to environmental awareness, a key message of its online strategies. It is a corporately responsible practice in the digital medium, especially of its social networks with which it communicates interactively and inspires the prosumer. It will deepen in how it transmits its business purpose and its good corporate practices through Instagram, Facebook, Twitter, as well as its website. A qualitative methodology is applied, using categorization processes, supported by discourse analysis and NVIVO11 software where the company's online publications from its first five years have been analyzed. As a conclusion, the main values that the brand transmits are discovered through its written language and the visual besides its complementarity between both languages when it comes to building their online strategies. In addition, you can see how the fashion company converts its production process into audiovisual material to be used for environmental awareness purposes worldwide for different fashion consumers, social networks, ecologists, cultural leaders and trend hunters, among others, without forgetting the digital literacy work that emerges from all this. [ABSTRACT FROM AUTHOR]

Introduction. In this empirical research we analyse the introduction of technology subjects offered by Spanish universities (public and private) through the Journalism / Communication graduate studies. Methodology. In the article we analyse, through the technique of content analysis, thirtyeight degree study plans out of a universe of more than one thousand nine hundred subjects. Results. The research discloses interesting findings, like implementations and emerging technologies are being reflected in the designs of current curricula in Spain. Conclusions. We also indicate which are the Spanish universities with the highest credit load and number of subjects offered in terms of technology. [ABSTRACT FROM AUTHOR]

To continue fulfilling the imperative need to generate and transfer knowledge and innovation, universities must meet the growing demands of a society that is undergoing an unstoppable process of global digital migration. In this sense, since its creation in 2009 to the present, the Platform for Innovation and Experimentation in Digital Diversity (PIEDD) of the University of Santiago de Compostela has carried out R&D projects in technology innovation and vocational training in the context of design, generation and management of all kinds of digital content, which constitutes a pioneering experience of collaboration between almost one hundred prestigious researchers working from as heterogeneous and concomitant disciplinary fields as computer sciences, ICT, applied physics, mathematics, journalism and audio-visual communication and advertising. [ABSTRACT FROM AUTHOR]

This article presents the results of a study on the current and future use of different online communication techniques by Spanish advertisers, as well as their perception of the level of digital competence of professionals working in the advertising sector. Methods: The study is based on an online survey applied to a national sample of 301 advertising and marketing directors working for a variety of Spanish companies in terms of size, geographical scope and sector of activity. Results and conclusions: Companies are expected to gradually increase their budget for digital marketing and, thus, the advertising sector is expected to experience greater professionalisation and greater demand for experts in new technologies and digital communication. At present, advertisers are developing communication strategies that are based on traditional and easy-to-implement online communication techniques, leaving aside the more sophisticated techniques whose implementation requires more qualified and specialised professionals. In this sense, there is a lack of training in digital skills in the sector. [ABSTRACT FROM AUTHOR]

Introduction. This article offers an analysis of "clickbait", one of the latest strategies employed by online news media to lure users into clicking a hyperlink through the use of non-journalistic values. Methods. The study is based on the analysis of the news headlines found on the front and inner pages of general-information newspapers of the 28 EU member countries. Results. The main consequence of the use of clickbait is that the news headline has gone from being just a key element to provide information to also crucial element to persuade the reader to stay on the page for as long as possible. Discussion. The results confirm the presence of clickbait in most of the newspapers analysed, to the detriment of traditional journalistic values in the writing and editing of headlines. Conclusions. The study concludes that general-information newspapers in the 28 EU member countries generate clicks not through quality content but rather, in nearly half the cases, through catchy, provocative and sensationalist front-page headlines that aim to exploit the curiosity in users. [ABSTRACT FROM AUTHOR]

Introduction: Social networks represent an opportunity for communication management in museums. This work analyses the joint initiative of five museums on Twitter during the most important milestone events of the year for the sector: The International Museum Day and the Night of Museums. The relevance of the study lies in the confluence of different disciplines and approaches: the humanities, corporate communication, digital communication and public relations. Moreover, these types of institutions are not a common object of study, despite their great relevance in the museum sector: The Lázaro Galdiano Museum; The Museum of Romanticism; The Cerralbo Museum; The National Museum of Decorative Arts; and The Sorolla Museum. Methods: The study is based on the content analysis of the Twitter accounts of the aforementioned museums as means to evaluate the campaign's content management and generation of participation in the social network. Results and Conclusions: The results indicate these museums need to develop a more defined strategy that takes advantage of the potential of social networking sites, given that content is not used as a strategy and user participation is not as high as expected during these very relevant events. [ABSTRACT FROM AUTHOR]

Introduction: This article analyses how the digital revolution has forced Ecuador's public organisations to redesign their strategies in order to promote their services and interact with citizens. Method: The study follows a non-experimental, exploratory and descriptive approach based on a questionnaire survey applied to the chief communications officers of 52 public institutions. Results: The main findings are related to the structure of the communication departments of public institutions; the stage of development of public organisations in the design of social media strategies; the social networks and resources most commonly used by public institutions; and the tools used to measure their effectiveness. Discussion: The results indicate that public organisations need to professionalise their social media management team and to elevate their relationship with citizens to a strategic level. Conclusions: It is necessary to generate a professional strategy and structure to improve the management of social media. [ABSTRACT FROM AUTHOR]

This research presents blogs as an innovative and rich tool for political communication. Blogs may be able to provide a new two-way communication and true interaction between citizens and politicians. The article analyses the content, use and characteristics in-depth of five weblogs of Aragonese politicians. The study detects a few weaknesses in the current use of blogs by politicians. However, it finally encourages political parties to use blogs and some other online resources to rekindle the reputation of political leaders not only during electoral campaigns but more often, especially in situations of crisis and some other special moments of interest for the citizenship. The study proves that the use of blogs by Aragonese politicians is not a weird phenomenon anymore and it has become a true reality. Also, it is stated that the blog function is mostly pre-electoral, and it is not an element of communication used often to promote democracy. It has been observed the existence blogs by politicians as a tool to overcome crisis or pot-holes. Blogs are used to compensate negative opinions result of certain awkward actions. [ABSTRACT FROM AUTHOR]

The introduction and development of Digital Terrestrial Television (DTT) in the Community of Madrid respond to the need of adjusting broadcasting to the new technological requirements, and to the firm, very ambitious and carefully designed political objective of making the Community of Madrid the leader in the implementation of DTT in Spain. This article aims to show the more relevant policies carried out by the government of this Community during 2008 and 2009 for the digital switchover. This article acknowledges that the Community of Madrid's technological adjustment policy is framed within a wider national policy called PlanAvanza (2009-2012), which greatly supports, in its Infrastructures section, the nationwide implementation of DTT, and issubsequently determined by the National Technical Plan for DTT(PTNTDT). Based on the collected data, this article studies the level of DTT household penetration in the Community of Madrid during 2008-2009, the informative effectiveness of the campaigns designed to promote awareness about this technological change and ensure the necessary social support, and the effectiveness of the policies. [ABSTRACT FROM AUTHOR]

El The growth and implementation of the Digital Terrestrial Television (DTTV or DTT) in the Community of Madrid arise from a technological issue of adjustment towards the new land based (terrestrial) signals broadcasting requirement, as well as the political decision to reach very ambitious targets, carefully designed, and supported with sufficient budgets to achieve their objectives. As the Community of Madrid pretends to take the leadership of the implementation of the Digital Terrestrial Television into Spain, this essay seeks to display the more relevant political actions carried out by the government of this Community within the years 2008-09 for the switchover of the Analogue Terrestrial Television Broadcast. It is remembered in this essay that this regional policy of technological adjustment leaded by the Community of Madrid is framed within a policy at national level, called -El Plan Avanza (The Advance Plan) (2009-2012)- that it establishes, according with the Infrastructure section, an important support for the implementation of the DTT at national level and that, as well, comes determined by the National Technical Plan from Digital Terrestrial Television(NTPDTT). This research studies the degree of the DTT establishment around the hole Community homes during 2008-2009, as well as the informative campaigns elaborated to spread the knowledge of this technological change to ensure necessary social support, and analyzing the effectiveness of the political actions from the collected data. [ABSTRACT FROM AUTHOR]

The relationships between institutional communication and media communication influence the shaping of social representations of public issues. This research article analyses these relationships based on the case study of the external communication of a public institution, the press releases of Spain's Youth Institute (Instituto de la Juventud, aka, Injuve), during three years and their repercussion in the press during the same period of time. The results obtained in this research allowed drawing conclusions on the types of communication production of the aforementioned institution and the news treatment of such pieces of information by the printed and digital media. The press releases and the news items were studied using quantitative media content analysis which focused, especially, in referential issues like the information treatment, the thematic analysis, youth representations in the case of the releases; and the visibility of the press releases in the making of news. [ABSTRACT FROM AUTHOR]

The relationship between institutional communication and mediated communication contributes to shape social representations on public issues. In the research that is presented next, these relations are analyzed taking into account the external communication of a public institution, which has been studied through the Instituto de la Juventud press releases during three years, and its repercussion in the press during this period of time. The results obtained in this research allowed to draw conclusions on the forms of communication production of the aforementioned institution and the news treatment of information by the press and the digital media. The study of both the press releases and the news was approached from qualitative media content analysis and it focused, especially, in referential issues like the information treatment, the thematic analysis, and youth representations in the case of the releases; and in the visibility of the press releases in the elaboration of news. [ABSTRACT FROM AUTHOR]

This research presents blogs as an innovative and rich tool for political communication. Blogs can facilitate two-way communication and true interaction between citizens and politicians. The article analyses in depth the content, uses, and characteristics of five weblogs written by Aragonese politicians. Although the study detects some weaknesses in the current political use of blogs, it encourages political parties to use blogs and other online resources, not only during electoral campaigns to improve the reputation of political leaders but also continuously and particularly in situations of special interest for the citizenship. The study shows that the use of blogs by Aragonese politicians is no longer just a transitory phenomenon and has become a reality. The article also demonstrates that politicians use blogs mostly as a pre-electoral tooland to a much lesser extent as an element of communication to promote democracy. It has been observed that politicians' blogs are used as a tool to overcome situations of crisis and to compensate negative opinions caused by questionable acts. [ABSTRACT FROM AUTHOR]

The current article aims at describing and analyzing non profitable media background and future expectations as well as regulations when facing digitalization in Spain. The research is carried out from an inductive perspective which implies using the documentary analysis, consultations to several sources and, eventually, interviews. Additionally, this paper aims at contributing to reflect on media social role. [ABSTRACT FROM AUTHOR]

The management of the radio-frequency spectrum that has organized national and international broadcasting throughout the 20th century is under review. Not only there are new actors that demand a portion of this intangible and limited resource, but also a large and growing number of services put additional pressure on the traditional logics that regulate spectrum management. In this context, a key issue refers to the potential uses that will be given, as well as the benefits that will be obtained, from the amount of spectrum that will be freed up in the switchover from analogue to digital broadcasting. Therefore, the objective is to understand which are the opportunities and challenges the so called digital dividend will bring about: analyzing the transformations affecting traditional spectrum management, and considering the positions some countries are already developing (specially Spain and the United Kingdom). [ABSTRACT FROM AUTHOR]

This paper presents an analysis of the actors that today are pushing the main research activities in the so-called information society and digital communication fields (referred here as informational research). This analysis shows a narrow link between informational research and several economic and corporative sectors, which are generating the dominant discourse on these fields. The paper argues that the current informational research presents the same limitations as the USA administrative research of the 20th Century, due to the same out-of-context approach also focused mainly on the effects . [ABSTRACT FROM AUTHOR]

DTT is one of the existing platforms that can deliver audiovisual content and digital services. Such profile is precisely what includes it in the European Union's agenda to ensure access to the benefits of Information Society (IS) and presents it as the natural successor for the role of offering universal television services once switch-off has taken place. In 1993, a new phase in the history of the European audiovisual policy began, characterized by the concern around the IS and the Convergence. In this context, a positioning regarding digital television arose, conditioning the European policies related to the digitalization of the terrestrial nets in a polarized and subordinated sense. To the study of these DTT policies is devoted this article, which defends the need of its democratization to reach a more efficient terrestrial television service, enabling at the same time, a digital platform that could offer IS services to the whole population. [ABSTRACT FROM AUTHOR]

This article analyses the challenge that Internet has involved to traditional mass media. The author thinks about how enlínea media have evolved to a hybrid between traditional media with digital characteristics and contents of main doors. The "medio-portal" begins, whereas main doors create channels of news to prevent the loss of users. This article collects the main informative differences between both media. [ABSTRACT FROM AUTHOR]