Search

Esta investigación presenta un análisis de las sedes web de 20 universidades cubanas adscritas al Ministerio de Educación Superior (MES) de Cuba. Su diseño está basado en la construcción de la representación analítica de cuatro dimensiones fundamentales: contenido, apariencia, accesibilidad y posicionamiento SEO. El objetivo esencial del trabajo es analizar el estado de los sitios webs de las universidades cubanas. Para ello, se procede a la definición y aplicación de un grupo de indicadores que nos permitirá analizar los contenidos, la apariencia, la accesibilidad y posicionamiento SEO respectivamente. Con base en la literatura científica sobre gestión de la comunicación digital y, de manera específica, sobre la gestión de sedes webs universitarias, se definieron esos indicadores y una serie de parámetros que permitieron evaluar la situación actual de la universidad cubana. Este estudio en las sedes web universitarias cubanas evidencia resultados no muy alentadores en la gestión de contenidos y, sobre todo, deficiencias sobre la comunicación y difusión de las funciones de estos centros, como instituciones que vinculan la docencia e investigación con el desarrollo social.

This chapter offers a longitudinal study on the financing of public relations projects through the State Plans for Scientific and Technical Research and of Innovation between the years 2013 and 2020. This is a descriptive paper, whose main object is to analyze the research evolution executed in the discipline of public relations via the latest State Plans for Scientific and Technical Research and of Innovation. The conclusions of the chapter reveal that in the last year the granting of research aid has increased substantially. Within the set of communication, public relations are still the most relevant topic receiving priority attention in research.

En las sociedades democráticas los medios de comunicación juegan un papel clave como elemento facilitador de la conexión entre los poderes políticos y la ciudadanía. La percepción pública de la reputación mediática puede suponer un factor clave para fortalecer la confianza y activar el compromiso ciudadano. Este artículo presenta un estudio de la reputación de la prensa en papel, la prensa digital, la radio y la televisión en 10 países europeos: Austria, Bélgica, Francia, Alemania, Italia, Polonia, Portugal, Rumanía, Suecia y Reino Unido. El análisis desarrollado sigue una metodología empírica, basada en la realización de una encuesta para conocer la reputación atribuida a los medios de comunicación por parte de una muestra de la población informada de esos países (1000 residentes, mayores de edad, usuarios de medios al menos dos o tres veces por semana). Se caracteriza, así, el concepto de reputación en su asociación con medios de comunicación, identificándose los atributos integradores de la reputación mediática y valorando su incidencia en la reputación de cada medio. Los resultados indican que, aunque la televisión es el medio más usado, la prensa en papel goza de mayor reputación en la mayoría de los países analizados, apreciándose una destacada asociación de este medio con los atributos de credibilidad y rigor informativo. El artículo ofrece una detallada descripción de las valoraciones de cada atributo integrante de la reputación mediática en cada uno de los países analizados. Finalmente, se aporta un ranking de los medios que gozan de mayor reputación en los países europeos examinados, así como una descripción del posicionamiento reputacional de cada medio estudiado. Abstract Democracy is considered to be the ideal foundation of societies today. In a democratic society, news media play a highly relevant role as avenues by which public and political powers can interact with society and facilitate civic participation. The public’s perception of the news media’s reputation is a crucial factor for enhancing trust and citizen engagement. This article presents a study of the reputation of the media (paper press, digital press, radio and television) in ten European countries: Austria, Belgium, France, Germany, Italy, Poland, Portugal, Romania, Sweden, and the United Kingdom. A quantitative method was applied to the results of a survey conducted to determine the reputation of news media among a sample of the informed population in those countries (1,000 residents of legal age who used media at least two or three times a week). The concept of reputation is thereby characterized in its association with the media, identifying its integrating attributes and assessing its incidence in each type of medium. The results indicate that, although television is the most widely used medium, the printed press enjoys a higher reputation in most of the countries studied, being seen as having the attributes of credibility and informative rigor. This study provides a detailed analysis of the scores given to media reputation attributes in the considered countries. It also offers a ranking of the media with the highest reputation in the countries examined, as well as a description of the reputational position of each medium.

Introducción: Esta investigación se ocupa de estudiar cómo los think tanks españoles utilizan el medio digital para difundir su actividad y transmitir sus ideas. Metodología: A través del análisis de contenido, se analiza qué tipos de herramientas de comunicación emplean en los espacios digitales que implementan de manera oficial (webs y medios sociales), así como la utilización de estas como canales unidireccionales o bidireccionales. Resultados: Se muestra que los unidireccionales se centran en la difusión de la identidad de estas organizaciones, muy vinculada a las actividades formativas. Entre los bidireccionales, cobran relevancia los medios sociales, que se emplean para la generación de compromiso con sus públicos. Discusión y conclusiones: Los thinks tanks utilizan la comunicación digital como estrategia de difusión de sus actividades. Eso supone potenciar la prospectiva de advocacy y una pretensión de participar en los temas de discusión pública con propuestas sobre sus encuadres (Bürger, 2015, Misztal, 2012).

This work analyzes the relationships between interest in the campaign for the 2019 Spanish general elections, the type of media used to follow it, and participation through conversations, disseminating electronic messages about the elections, and voting. A secondary data analysis of surveys published by the Spanish Centre for Sociological Research (CIS) is carried out. The existence of relationships between the variables is determined by using the chi-squared hypothesis test, while the strength of the associations is measured by means of the Cramér’s V and the contingency coefficient. Trends are examined by analyzing the conditioned relative frequencies. The results show a strong association between interest in the campaign and the type of medium chosen to obtain information. Likewise, there is a remarkable relationship between the interest of voters and their participation in conversations, especially in family environments, and in the dissemination of digital information about the elections. In contrast, the candidates’ arguments and pledges are not significantly related to the reason for voting. Similarly, demographic variables are weakly related with interest in the campaign, following it on the media, and participation by voting, with educational level being the only characteristic exhibiting moderately strong associations.

This paper analyses the use of the “buy one give one” model as part of the cause-related marketing activities that firms can develop. The specific case of the firm TOMS is studied as a paradigm for the application of this type of model. First, the model is described, and a reflection is made about the main advantages and disadvantages of its application. Second, the temporal evolution of the model is detailed. Since its creation (2006), TOMS has applied the “buy one give one” model. During that trajectory, a clear three-phase evolution is apparent: an initial stage and classic application of the “buy one give one” model (starting in 2006), a stage of slight evolution of the initial model (starting in 2014), and the current stage (starting in 2015) in which the model is further relaxed through the creation of a donation fund. Currently TOMS is managing to combine the classic “buy one give one” model with more sophisticated formulas while always keeping profits above 30%.

This compilation and analysis of the initiatives related to social responsibility and sustainability in 71 Spanish university libraries obtained information primarily from web sites and print materials: activities reports, brochures, strategic plans and collection management documents. To organise and analyse the information, a list of 5 categories was developed, covering 21 elements. In 61 (85.9%) of the universities analysed, some type of library activity related to social responsibility and sustainability was identified.

This study analyses the gender stereotypes, sex and violence in advertisements in all media except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female.The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media – Television 83 – Press – 149 – Outdoor 9 – Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July 2008 and November 2008. Finally the messages from Outdoor came from 50 visits to locations where they were placed between July 2008 and November 2008 in Lisbon and Badajoz.

Este estudo pretende analisar os estereótipos de género, o sexo e a violência presentes em anúncios de todos os meios de comunicação, com exceção da rádio, em Portugal e Espanha. Realizámos o estudo após termos verificado que os estereótipos de género bem como as cenas de cariz sexual e violento são integrados nos anúncios para que estes permaneçam mais facilmente na memória dos espetadores. Esta análise publicitária tem por objetivo explorar os estereótipos de género, o sexo e a violência nos anúncios lançados no mercado publicitário de Portugal e Espanha. Selecionámos uma amostra de 245 mensagens de anúncios portugueses e espanhóis, tendo também recorrido a uma grelha específica para esta análise. Utilizámos material proveniente de todos os meios de comunicação, exceto a rádio, referente ao período de julho a novembro de 2008. As mensagens foram extraídas das seguintes categorias de produtos: alimentação e bebidas não alcoólicas, automóveis e acessórios, restaurantes e superfícies comerciais, serviços financeiros e seguros, produtos do lar, aparelhos eletrónicos e comunicações, vestuário e bebidas alcoólicas. As mensagens publicitárias foram selecionadas com base no critério das personagens. Todas as mensagens deviam ter pelo menos uma personagem masculina ou feminina.Os resultados obtidos em Portugal e Espanha sobre os estereótipos de género confirmam estudos publicitários anteriores realizados noutros países, demonstrando que estes prevalecem apesar das mudanças no papel da mulher no mundo. Refira-se, no entanto, que quase não foram observadas situações de discriminação de mulheres ou em que as mulheres fossem colocadas em papéis subalternos aos homens. Os resultados também revelaram que o sexo e a violência se posicionam num patamar inferior da publicidade produzida em Portugal e Espanha. Usámos uma base de dados composta por 245 (181 de Portugal e 64 de Espanha) mensagens publicitárias de todos os meios de comunicação - Televisão 83 - Imprensa - 149 - Cartazes 9 - Internet 4. Os anúncios televisivos foram selecionados a partir de 200 horas visionadas em horário nobre entre julho e novembro de 2008 em todas as emissões de sinal aberto em Portugal e Espanha; os anúncios da imprensa foram extraídos de 300 títulos consultados entre julho e novembro de 2008, incluindo 22 revistas mensais, 5 revistas semanais e imprensa diária e semanal; os anúncios da Internet foram selecionados a partir de 90 consultas aos sítios mais visitados em Portugal e Espanha; por último, as mensagens dos cartazes foram recolhidas em 50 visitas a locais onde tinham sido colocados entre julho e novembro de 2008, em Lisboa e Badajoz.

We analyze the online corporate communications of 17 institutions of the library and information science area, selected from those contained in the Anuario de bibliotecas espanolas 2009 (Spanish libraries yearbook) of the Fundacion Alonso Quijano. We analyze the management and communication effectiveness of the brands present on their portals, based on a model designed for this purpose. Online communication options affect the image and reputation of companies and, therefore, it is essential to take care of them.

In an increasingly competitive environment in which Internet occupies a prominent place, transferring a brand from the offline to the online environment has become a vital issue for companies. Usability and accessibility have become crucial to enable adequate online brand communication. Ensuring websites are usable and accessible will facilitate web navigation, will improve the company’s image, and will favour loyalty towards the brand.This article presents the results of an investigation measuring the extent to what small and medium enterprises (SMEs) employ usability and accessibility as supporting pillars of brand in the online environment to communicate with their audiences. The results indicate that usability is in fact taken into account by SMEs, but it is seen more as a technological element than as a promotion tool for the brand. Accessibility, on the other hand, is of secondary concern in the design of websites analysed, since they are not certified by any standard and are not fully accessible. Thus, it can be argued that the concern to transmit the brand online is incipient but, currently, SMEs do not take advantage of all the potential offered by the Web.

Este trabajo presenta un análisis de la comunicación realizada por parte de las bibliotecas universitarias españolas a través de las nuevas las herramientas de la web 2.0 (redes sociales, plataformas de fotografías y vídeos, blogs, etc.). Estas herramientas facilitan en gran medida la interacción con los usuarios y prueba de ello es que la mayoría de las bibliotecas universitarias disponen de ellas. Debido precisamente a su alto grado de utilización y a su importante nivel de utilidad es recomendable realizar un análisis con el objetivo de establecer una serie de pautas para optimizar la comunicación que se lleva a cabo en este tipo de soportes.

Este trabajo presenta un análisis de la efectividad de los websites como herramienta que utiliza la totalidad de las universidades españolas. El estudio realizado explora en qué medida son empleadas las variables relativas a la marca y las diferencias en su utilización por parte de las distintas universidades españolas. Los datos de las páginas web de todas las universidades españolas se han analizado a través de una combinación de análisis de contenido y análisis multivariable. Los resultados indican que las universidades españolas prestan más atención a los valores funcionales, relacionados con las básicas actividades de educación e investigación. Sin embargo, las instituciones que presentan un planteamiento más desarrollado de sus estrategias de comunicación y marca online van otorgando cierta relevancia a los factores de carácter emocional, destacando entre ellos la proyección internacional. This paper shows an analysis of the websites effectiveness as a tool that is used by the totality of the Spanish universities. The study explores the variables related to the brand, in what extent they are used and the differences of use by the different institutions. Spanish universities websites has been analyzed by a combination of content and multivariable analysis. Results show that Spanish universities pay more attention to the functional values, related to the traditional activities of teaching and researching. Despite this, those institutions that have more developed communication and online branding strategies start to focus their attention to emotional factors, specially their brands’ international projection.

La aplicación de las herramientas de Internet, y la interactividad que propician, ha modificado la forma de relacionarse de las empresas con sus públicos. Las sedes webs corporativas, como principal herramienta de comunicación planificada, deberían adaptarse a los requerimientos del medio y favorecer la interacción entre los usuarios y la organización. El presente trabajo analiza, mediante un análisis de contenidos y un análisis factorial, la predisposición de las Pequeñas y Medianas Empresas (PYMES) a la interacción con sus públicos en sus sedes webs y ofrece una panorámica de la situación actual. Los resultados obtenidos ofrecen una visión poco alentadora sobre la importancia que conceden a la interacción con sus públicos de interés a través de sus sedes webs corporativas ya que, aunque existe preocupación por garantizar la participación, no hay interés en fomentar la comunidad. The application of Internet tools, especially interactivity, has changed the way companies interact with their stakeholders. This paper analyzes, using a content analysis and a factorial analysis, small and medium-sized enterprise (SMEs) predisposition to interact with their audiences on their corporate websites, the main tool to planned communication, and provides an overview of the current situation. The results offer a very bleak picture of the importance SMEs give to interactivity on their websites. Even if there is concern to ensure participation, no interest in fostering community can be demonstrated.

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation.

El salto a la web de las empresas tiene implicaciones, derivadas de las características intrínsecas del medio, que repercuten inevitablemente en la comunicación corporativa de éstas. Esta comunicación con los públicos de interés, se gestiona principalmente, mediante el site corporativo de las compañías, que permite entablar relaciones directas con los usuarios. El usuario se convierte ahora en creador de contenidos en el entorno online y demanda una experiencia personal y diferenciada, que le haga establecer lazos duraderos con la organización. No obstante, la confusión terminológica existente en torno al término personalización del mensaje on line puede dar lugar a una incorrecta aplicación de la misma como recurso para mejorar la comunicación con los públicos de interés. Así, el presente trabajo pretende delimitar conceptualmente el término mediante la realización de un estudio longitudinal y hacer algunas recomendaciones a seguir por las empresas para establecer relaciones directas y duraderas con sus stakeholders en la red. In the corporate migration to the web companies need to take into account the new rules if they want the corporate communication to be successful. In any case, one can say that any online marketing strategy is based on the main communication tool that companies have in the online environment: its website though which manage communication and build long-lasting relationship. The Internet has created active users who now demand a more personal and differentiated experience, permitting them to establish long-lasting ties within the Organization. But this has led to a terminological confusion which in itself may give rise to an incorrect application of this term as a communication tool. Consequently, the present study is an attempt to delimitate conceptually the term making a longitudinal study and to suggest some recommendations for Companies to follow in order to establish direct and long-lasting relationships with their stakeholders in the Network.

En este artículo se recopilan los recursos de la Web 2.0 utilizados por las bibliotecas universitarias españo-las y se analizan su finalidad y principales rasgos. Se combina la metodología de la visualización en línea y el análisis de contenido para estudiar la utilización que de dichos recursos hacen las 63 bibliotecas universitarias españolas. Entre las herramientas más empleadas destacan el acceso al OPAC 2.0, las redes sociales y los blogs. Por otra parte, entre los recursos menos empleados se encuentran los marcadores sociales y las plataformas para compartir archivos de imágenes o videos, como Flickr o YouTube, entre otros.