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[Resumen] El objetivo de este trabajo es estudiar el enfoque utilizado en las investigaciones sobre las crisis dentro del ámbito de la comunicación, determinando la importancia otorgada a los públicos desde la perspectiva relacional. Se parte de la hipótesis de que su estudio desde esta perspectiva es bastante menor que el producido desde otros enfoques. Presentamos una investigación exploratoria y transversal de tipo correlacional, con un análisis de contenido sobre 630 publicaciones académicas del ámbito de la comunicación de los últimos 50 años. La muestra se obtiene a través de Dialnet métricas durante febrero y marzo de 2022. Los resultados muestran los tipos de crisis estudiados dentro del ámbito de la comunicación, sus enfoques temáticos y el peso de los diferentes tipos de públicos. Evidenciándose una agrupación de temática de las crisis en cuatro marcos definidos y una falta de segmentación de públicos afectados por las mismas, corroborándose la hipótesis inicial. [Abstract] The aim of this paper is to study the relational approach used in crisis research in the fields of communication, and to assess the importance attributed to audiences from this perspective. The study is based on the hypothesis that relational studies of the phenomenon of crisis are considerably less common than those produced from other perspectives. The study consists of an exploratory cross-sectional correlational analysis based on a content analysis of 630 academic publications in the field of communication from the last 50 years. The sample was obtained using Dialnet metrics during February and March 2022. The results show a thematic grouping of the crises into four defined frameworks and a lack of segmentation of the audiences affected by them, thus corroborating the initial hypothesis.

Some events are drivers for a change in the way we live life. When these events are not controllable, as has been the case with the coronavirus pandemic, everything is precipitated and the mechanisms of change are accelerated regardless of the type of culture, society, or economy in which they take place. Possibly it is the circumstances that directly affect the health of the population that are the most critical and are the ones that cause the greatest concern and change. This is the first time in history that we have had the opportunity to study lockdown behavior at a global level, analyzing how it affects citizens’ way of life. The most widespread restrictions in most countries of the world have revolved around increasing physical distance, lockdowns (total, by districts, or by specific areas), curfews (variable depending on the severity of the situation of each place), mandatory isolation in the case of testing positive for the infection, the suppression of all kinds of activities (cultural, sports, leisure), and the promotion of remote working to avoid, as much as possible, being in contact with others. The two main characteristics of mandatory isolation are, on the one hand, complete physical isolation from family and friends and, on the other, the absolute restriction of free movement. Both measures, also being combined with other factors, can generate significant changes in the levels of anxiety and stress of confined people. This is due to these people experiencing emotions of fear regarding illness and death, the possible loss of their jobs, the consequent economic problems, and the probability of increasing their level of being sedentary as a result of not being able to go outside to exercise. In this study, we propose, from a theoretical point of view, the precedents and consequences of lockdown behavior regarding the dimensions that we consider fundamental in people's lives. We analyze how lockdown influences lifestyle, from eating habits to sleeping patterns, digital behavior, physical activity, and emotional state, reaching the theoretical conclusion that all of these aspects can be significantly altered.

Smartphones have revolutionized the tourism industry due to their ability to create and improve the tourist experience, mostly among young users, especially those belonging to the Generation Y (Gen Y). Millennials, as the Generation Y is often referred to, stand out for their ability to travel more frequently and for longer periods, as well as for their often-addictive use of smartphones. Despite nomophobia is not a recent phenomenon, there are few research works on information and communication technologies and tourism that address the effects of smartphone use on the tourist experience. The objective of this exploratory study is to describe the feelings Gen Y experiences as a result of use smartphones during their travels, their tourism functionality, and the relationship between the two. The study is based on the application of an online survey to a representative sample. The results confirm the problems associated with smartphone use, especially among young people (16–19) and the existence of a correlation between smartphone use for tourist purposes and a positive travel experience. It has confirmed that they experience negative feelings and emotions. The study presents crucial information that destination marketing organizations can use to successfully integrate smartphones into their digital marketing and communication strategies.

Smartphone use influences teenagers’ behaviors and lifestyles, not always in a positive way. Abuse and dependence on the use of this device is what has led to the study of nomophobia. The objective of this research is to measure the level of nomophobia in adolescents, and to study their digital consumption habits. The study seeks to analyze the relationships between risk of nomophobia, digital behavior, age and smartphone use. A structured questionnaire has been applied to a sample of 850 students aged 12 to 16. The data has been analyzed with SPSS and SPAD. Multivariate statistical characterization, one of the most recent data mining techniques, has been used to study differences in teenagers’ behaviors according to their risk of nomophobia, and to find related explanatory variables. Teenagers’ nomophobia risk ranges from mild to moderate, showing a relation with age, academic performance and intensity of use of mobile social networking apps. The risk of nomophobia responds to differences in students’ digital, social, relational and educational behaviors, and exhibits differences according to academic performance, age, gender, motivation and self-perception.

The mandatory home confinement of the Spanish population, implemented in response to the COVID-19 pandemic, presents a unique opportunity to study the use and influence of Information and Communication Technologies (ICT) in people’s perception of quality of life during this exceptional situation. This article adapts and validates a psychometric scale designed to identify and measure the main dimensions of the Quality of Life construct perceived through ICT use. To this end, an exploratory and transversal study has been carried out in Spain on a sample of 2,346 participants. Data processing has been carried out with SPSS and EQS. The results provide evidence of the reliability and psychometric quality on the scale, which exhibits adequate consistency that facilitates its application. The confirmatory factor analysis showed a hierarchical model of three correlated factors that account for the dimensions “Satisfaction with life”, “Emotional support” and “Social support”, which have enough correlation to measure the personal perception of quality of life associated with ICT use and are consistent with previous psychometric studies. The results of the TICO scale indicate that more than 70% of the sample feel ICT have united their family during home confinement and more than 45% experience happy feelings when they use ICT. In home confinement, ICT use has improved users’ quality of life, mainly their satisfaction with life and social and family support.

Una parte importante de las investigaciones actuales sobre riesgos online están encaminadas a analizar las ciberagresiones, su frecuencia y forma. En cambio, hay menos acumulación de conocimiento científico centrado en la percepción de riesgo, el análisis de sus componentes y la medición e impacto sobre la actuación de los menores en la red. Por ello, el objetivo principal del estudio es establecer una clasificación de menores a partir de su percepción de riesgo, hábitos de consumo digital, factores de protección familiares y/o educativos y flujos de comunicación. Se ha aplicado un cuestionario estructurado a una muestra de 865 menores, de 10 a 17 años de la Comunidad de Madrid. Los datos se han procesado con SPSS 15.0 y SPAD 5.0. Tras un análisis factorial y de clasificación se han obtenido siete grupos diferenciados. El perfil predominante, en un 42% de los casos, es el de «prudentes », caracterizado por tener una alta percepción de riesgo, no pasar excesivo tiempo en la red, evitar comportamientos no seguros, conversar con los padres sobre las dificultades online, recibir consejos y tener normas claras sobre el uso de Internet. La percepción de riesgo se muestra como un constructo relevante en relación a otros indicadores como la intervención educativa de los padres, el tiempo que se pasa en Internet, la dependencia del dispositivo y el tipo de comportamiento digital, An important part of current research regarding online risks is aimed at analysing cyber aggression according to its frequency and type. By contrast, there is less scientific knowledge available on risk perception, the analysis of its components, and the measurement and impact on the behaviour of minors on the Internet. Therefore, the main objective of this study is to establish a classification of minors based on their perception of risk, digital consumption habits, family and/or educational protection factors, and the flow of communication. A structured questionnaire was used from a sample of 865 minors aged 10 to 17 from the Autonomous Region of Madrid. Data were processed using SPSS 15.0 and SPAD 5.0. After a factor and classification analysis was conducted, seven different groups were obtained. The predominant profile, in 42% of the cases, is that of a ‘prudent person’, characterized by a high perception of risk, not spending an excessive amount of time on the Internet, avoiding unsafe behaviour, talking with parents about online difficulties, receiving advice, and having clear rules on Internet use. The perception of risk is shown as a relevant construct in relation to other indicators such as child-rearing techniques used by parents, the time children spend on Internet, dependency on the device, and the type of digital behavior involved

Una parte importante de las investigaciones actuales sobre riesgos online están encaminadas a analizar las ciberagresiones, su frecuencia y forma. En cambio, hay menos acumulación de conocimiento científico centrado en la percepción de riesgo, el análisis de sus componentes y la medición e impacto sobre la actuación de los menores en la red. Por ello, el objetivo principal del estudio es establecer una clasificación de menores a partir de su percepción de riesgo, hábitos de consumo digital, factores de protección familiares y/o educativos y flujos de comunicación. Se ha aplicado un cuestionario estructurado a una muestra de 865 menores, de 10 a 17 años de la Comunidad de Madrid. Los datos se han procesado con SPSS 15.0 y SPAD 5.0. Tras un análisis factorial y de clasificación se han obtenido siete grupos diferenciados. El perfil predominante, en un 42% de los casos, es el de «prudentes», caracterizado por tener una alta percepción de riesgo, no pasar excesivo tiempo en la red, evitar comportamientos no seguros, conversar con los padres sobre las dificultades online, recibir consejos y tener normas claras sobre el uso de Internet. La percepción de riesgo se muestra como un constructo relevante en relación a otros indicadores como la intervención educativa de los padres, el tiempo que se pasa en Internet, la dependencia del dispositivo y el tipo de comportamiento digital. An important part of current research regarding online risks is aimed at analysing cyber aggression according to its frequency and type. By contrast, there is less scientific knowledge available on risk perception, the analysis of its components, and the measurement and impact on the behaviour of minors on the Internet. Therefore, the main objective of this study is to establish a classification of minors based on their perception of risk, digital consumption habits, family and/or educational protection factors, and the flow of communication. A structured questionnaire was used from a sample of 865 minors aged 10 to 17 from the Autonomous Region of Madrid. Data were processed using SPSS 15.0 and SPAD 5.0. After a factor and classification analysis was conducted, seven different groups were obtained. The predominant profile, in 42% of the cases, is that of a ‘prudent person’, characterized by a high perception of risk, not spending an excessive amount of time on the Internet, avoiding unsafe behaviour, talking with parents about online difficulties, receiving advice, and having clear rules on Internet use. The perception of risk is shown as a relevant construct in relation to other indicators such as child-rearing techniques used by parents, the time children spend on Internet, dependency on the device, and the type of digital behavior involved. Este manuscrito difunde resultados del proyecto de investigación «Auctoritas doméstica, capacitación digital y comunidad de aprendizaje en familias con menores escolarizados», financiado por el Plan Nacional (CSO2013-42166-R) en el marco del Programa de Actividades sobre Vulnerabilidad Digital, PROVULDIG (S2015/HUM-3434), cofinanciado por la Comunidad de Madrid y el Fondo Social Europeo.

Aunque no se trata de un fenómeno reciente, la Nomofobia (No Mobile Phone Phobia) entendida como una adicción comportamental que implica un alto temor a quedarse sin teléfono móvil, está siendo objeto de investigación desde diferentes disciplinas dada las importantes consecuencias que se están observando entre la población más joven. Sin embargo, son pocos los instrumentos capaces de medir esta adicción no reconocida como tal por el DSM-V. En el presente trabajo se ha llevado a cabo el proceso de adaptación y validación de la escala de medición de la Nomofobia de Yildirim y Correia. Para ello se procedió a una adaptación lingüística y cultural de la misma, seguida de una revisión por parte de expertos en la materia. La decisión del grupo de expertos supuso una modificación de la redacción y la inclusión de un nuevo ítem. La escala resultante se aplicó a una muestra de 372 estudiantes de Educación Secundaria Obligatoria, en institutos públicos de la provincia de Alicante. Los resultados permitieron la validación de la escala objeto de este estudio. Although is not a recent phenomenon, Nomophobia (No Mobile Phone Phobia), understood as a behavioral addiction that implies a high fear of being left without a mobile phone, is being researched from different disciplines given the important consequences that are being observed between the younger population. However, there are few instruments to measure this addiction not recognized by the DSM-V. In the present work the process of adaptation and validation of the measurement scale of the Nomophobia of Yildirim and Correia has been carried out. A linguistic and cultural adaptation of the scale was carried out, followed by a review by the experts in the field. The group of experts proposed a modification of the wording and the inclusion of a new item. The final scale was applied to a sample of 372 students of Compulsory Secondary Education, in public institutes of the Province of Alicante. The results allowed the validation of the Yildirim and Correia scale.

El envase ha sido considerado un comunicador silencioso. Para los juguetes sin inversión publicitaria en otros medios, el envase representa un elemento clave en la comunicación con el consumidor. Tras una revisión de la literatura se identifican tres dimensiones básicas de estudio -forma, función y comunicación- configuradas por 24 variables. Las preguntas de investigación formuladas son: ¿Qué aspectos formales caracterizan los envases de juguetes? ¿Qué utilidades presentan? ¿Existe un tratamiento diferenciado del envase en las distintas categorías de juguetes? ¿Se identifican diferencias entre los envases según el origen del fabricante? Se investiga el contenido de 301 envases de juguetes de 82 fabricantes (70% internacionales) y se realizan dos análisis: descriptivo y caracterizante. Se concluye que formalmente son bastante convencionales y, sin embargo, contienen conceptos novedosos de producto, resultando paradójico. Funcionalmente, cubren satisfactoriamente las necesidades de contención, protección, transporte y almacenamiento aunque se desaprovecha como elemento comunicativo creador de experiencias emocionales. La gestión estratégica del envase en el sector de juguetes es potencialmente mejorable. Packaging has been considered by Marketing experts as a silent sales agent. Specially, for those toys without advertising support, packaging represents the key element to communicate with the end consumer. After revising all published articles about this matter, we found three dimensions to be considered: formal, functional, and communicational, all them aggregating a number of 24 different considerations. The questions we have formulated are as follows: Which are the formal aspects we can consistently find in the Toy industry packaging? Which are the utilities found in those Toy packaging? Is there a particular treatment of packaging depending on the Toy category? Can we find packaging peculiarities considering the origin of the manufacturer? We have investigated 301 different packaging coming from 82 different manufacturers (70% of those manufacturers were not spanish manufacturers) and we have made a deep analysis considering both, structure and characteristics. We conclude that formally, packaging is quite similar and conventional but they have some very special products inside and this is not what this should be. Under the point of view of functionality, packaging are good enough to cover, protect, transport and warehouse the products, but they do not take advantage of the potential communication and emotional influence on the end consumer. We conclude that the strategic treatment of packaging inside Toy industry is something that could be improved. Esta investigación ha sido financiada por el proyecto “Análisis estructural comparado del proceso comunicativo sobre características de los juguetes de las Empresas Valencianas vs. Empresas Internacionales –LUDICOM- (IMDEEA/2011/15) en la convocatoria pública competitiva del programa de desarrollo estratégico del Instituto de la Mediana y Pequeña Industria Valenciana (IMPIVA) dependiente de la Consellería de Economía, Industria y Comercio de la Generalitat Valenciana.

Introducción: El giro demográfico hacia la madurez, ha generado una serie de cambios socioeconómicos y culturales que transforman el papel y la imagen pública de las personas mayores en nuestra sociedad. Los mayores se han convertido en uno de los segmentos de mercado con mayor futuro. En España apenas se encuentran trabajos que profundicen, desde el punto de vista de la comunicación, en la realidad de este nuevo mercado. Esta investigación analiza la utilización que se hace de la imagen del mayor en la publicidad televisiva, diferenciando entre los anuncios destinados al público de la tercera edad, y aquellos cuyos destinatarios no son los mayores, pero los incorporan en su contenido como actores publicitarios. Material y métodos: Análisis de contenido sobre 2.065 spots grabados en la franja horaria de máxima audiencia (de 20:30 a 22:30 horas) durante la semana del 10 al 16 de noviembre de 2008. La muestra se ha obtenido de las 5 principales cadenas de televisión españolas (TVE 1, La 2, Tele 5, Antena 3 y Cuatro). Dos evaluadores analizaron simultáneamente la misma programación obteniendo un coeficiente de fiabilidad entre jueces de 0,91. Resultados y conclusiones: En general las personas mayores aparecen poco en la publicidad española, especialmente las mujeres. Su presencia es más contundente y visible en campañas dirigidas a diferentes grupos de edad donde se les presenta con una imagen estereotipada, interesada y tradicional. Introduction: The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. Material and methods: A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. Results and conclusions: In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image. Esta investigación es fruto de un proyecto de investigación subvencionado por la Conselleria d’Educació de la Generalitat Valenciana dentro del programa público de ayudas a la realización de proyectos precompetitivos de I + D para equipos de investigación. REF: GVPRE/2008/302. Bajo el título «Mayores y publicidad: análisis y efectos del uso de la imagen de las personas mayores en la publicidad en España», el proyecto se desarrolló en la Universidad de Alicante por las autoras de este artículo.

El objetivo central del estudio es tratar de averiguar si exis­ ten diferencias significativas entre los países miembros de la Unión Europea y los candidatos desde una perspectiva novedosa: los medios de comunicación y la publicidad. De esta forma, mediante el análisis des­ criptivo y el de conglomerados jerárquicos se comprueba la coherencia entre los resultados que se obtienen de este análisis y los requisitos para formar parte de la Unión. Los primeros análisis corroboran las evaluaciones efectuadas a los países candidatos y resoluciones de la Comisión. Todo ello conduce a motivar un debate sobre las implica­ ciones sociales y económicas, que no creativas ni éticas, del mercado publicitario y de medios en el contexto de la Unión Europea.

La comunicación y la publicidad viven actualmente inmersas en un proceso de cambio y evolución constantes, alimentados por la revolución social, cultural y tecnológica que ha supuesto la web 2.0. El trabajo que se presenta tiene como objetivo conocer las principales líneas de trabajo académico en el ámbito de las redes sociales y la web 2.0 en España, estudiando la proyección y el uso que se da a cada una de las metodologías de investigación científica. Para la realización del análisis se han seleccionado las publicaciones sobre este tema en las principales revistas de comunicación en España. Communication and advertising currently live immersed in a process of change and constant evolution, powered by social, cultural and technological revolution that web 2.0 has brought. This work aims to determine the main lines of academic work in the field of social networks and web 2.0 in Spain, studying the projection and the use given to each of the scientific research methodologies. To carry out the analysis it has been done a selection of publications on this topic in major communication journals of Spain.

El artículo estudia el uso de Twitter como canal de comunicación corporativa y publicitaria. Para ello se realiza un análisis de contenido sobre los perfiles en este soporte de los principales anunciantes en España según el ranking de InfoAdex. Las variables definidas se centran en la descripción de los perfiles de los anunciantes, la frecuencia de publicación, el tipo de publicaciones y la repuesta e interacción que se obtiene de los usuarios, analizando la capacidad de los anunciantes de difundir contenidos y generar conversación, por una parte, y la reputación obtenida en esta red de microblogging, por otra. The article studies the use of Twitter as a corporate and advertising communication channel. With this purpose, it is carried out an analysis of content on profiles on this platform of main advertisers in Spain, according to the ranking of InfoAdex. The studied variables focus on the description of profiles of advertisers, the frequency of publication, the type of publications and the interaction obtained from users, analyzing the ability of advertisers to disseminate content and generate conversation, on the one hand, and the reputation gained in this microblogging network, on the other.

La coyuntura de crisis afecta al sector publicitario no solo en términos económicos. El auge de los medios no convencionales, el rol activo del destinatario, el aumento de la inversión en Internet y el afán de conectar emocionalmente con el público son otras de las características más relevantes de la comunicación publicitaria actual. En este contexto, nos encontramos con una nueva tendencia en el discurso publicitario: el interés por narrar historias que afectan directamente al ciudadano, apelando al compromiso con unos valores. The current situation regarding to the economic crisis not only affects the advertising industry. The peak of the no conventional media, the active rol of the consumer, the increase of the investment on the Internet and the need to connect emotionally with the target are others of the most notable characteristics of the advertising communication nowadays. In this context, we are right in front of a new tendency in the advertising speech: the interest for narrating histories that affect directly to the citizen, appealing to the commitment with some values.

Las personas mayores se han convertido en un segmento de mercado muy interesante debido a su peso económico y demográfico, siendo sus miembros grandes consumidores de los medios de comunicación. En este sentido y desde ámbito de la investigación académica en comunicación, el público senior se presenta como un tema de investigación oportuno y actual. El objetivo general de este trabajo es conocer cómo se ha procedido en la investigación científica en los estudios sobre personas mayores y publicidad, realizando para ello un análisis de contenido de los artículos publicadas durante el periodo 1976-2012. Los resultados de este estudio muestran la metodología y los temas preponderantes por décadas e identifican, entre otros aspectos, las variables de estudio más analizadas. Older people have become a very interesting market segment due to its economic and demographic weight, its members being large consumers of media. In this sense and from academic research field of communication, the senior public comes as a appropriate research topic and current. The overall objective of this study was to determine the projection and the use given to each of the research methodologies in studies of elderly and advertising doing a content analysis of articles published during the period 1976-2012. The results of this study show the methodology and predominants themes for decades and identify, among other things, the study variables analyzed.

Esta investigación analiza la representación de los mayores en la publicidad televisiva española desde un enfoque de género. Se examina el contenido de 2065 spots de la franja horaria de máxima audiencia durante una semana en 2008 y de cinco cadenas españolas (TVE 1, La 2, Tele 5, Antena 3 y Cuatro). Los resultados revelan que las mujeres mayores están infrarrepresentadas en comparación con los datos demográficos. Igualmente los personajes femeninos y masculinos se muestran con características asociadas al estereotipo de género. Las conclusiones de este estudio están en consonancia con investigaciones previas de otros países. Entre las implicaciones destacan aquellas que atienden a la aplicación de un modelo más igualitario bajo la consideración de sus posibles efectos en el objetivo de la publicidad. This study examines the representation of elderly in Spanish television advertising from gender perspective. This inquiry employed a content analysis of 2065 advertisements on prime time television by a week of 2008 from five major spanish channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). The results revealed that older females were underrepresented in comparison to demographic reality. Also, female and males characters were showed with attributions of the gender stereotype. Many of these findings are in accordance with previous studies from other parts of the world. Among the implications of the findings, the authors emphasize the study of a type of communication to transmit more egalitarian models under consideration of their potential impact on the goal of advertising.

The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement.A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91.In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image.