Anagramas Rumbos y Sentidos de la Comunicación <p>ISSN (print):&nbsp;<strong>1692-2522</strong>&nbsp;| ISSN (online):&nbsp;<strong>2248-4086&nbsp;</strong>|<strong>&nbsp;</strong>DOI:&nbsp;<strong><a href="" target="_self">10.22395/angr<br></a></strong><em>Anagramas. Rumbos y Sentidos de la Comunicación,</em> is an editorial venture that seeks to publish new knowledge in the communications sector. <em>Anagramas&nbsp;Rumbos y Sentidos de la Comunicación</em> understands communication as a comprehension tool that acts through scientific research of various phenomena that constitute the future of our societies.</p> en-US <p>Total or partial reproduction of the contents of the journal are authorized for educational, investigative or academic purposes as long as the source is cited. In order to make reproductions for other purposes, it is necessary to have the express authorization of the imprint or Sello Editorial of the Universidad de Medellín.</p> (Mauricio Andrés Álvarez Moreno) (Juan Felipe Vargas M) Mon, 31 Dec 2018 00:00:00 +0000 OJS 60 Editorial <p>Con la edición número 33 de la revista Anagramas Rumbos y Sentidos de la Comunicación, y con los retos que han planteado los nuevos estándares de la ciencia, la tecnología y la innovación en Colombia, es pertinente seguir reflexionando sobre los conceptos de la apropiación social de la ciencia. Esta reflexión se ha propuesto en diferentes escenarios y ha generado diversas reacciones en el mundo académico. Algunas reflexiones que he hecho sobre la divulgación pública de la ciencia han sido ideas motivadoras que muestran un camino por construir.</p> Mauricio Andrés Álvarez Moreno ##submission.copyrightStatement## Sat, 13 Apr 2019 22:41:27 +0000 Seeking stakeholders: responsibility and effectiveness as values in letters from CEOS in the CSR reports in Chile <p>This paper shows part of the results of a study on the rhetorical use of values in the communication of corporate social responsibility in Chile: In particular, an analysis of the discourse applied to the letters from Chief Executive Officers (CEOs) which were included in the reports of the ten companies that led the Corporate Sustainability Ranking, prepared in 2017 by the Prohumana Foundation. To face this challenge, a model of rhetorical - communicational analysis that considers argumentation principles by values was elaborated (Perelman and Olbrechts - Tyteca, 1994, Bellenger, 1992).The results show that the letters are addressed to a particular audience (the stakeholders), that they are hybrid rhetorical expressions (of judicial and epidictic nature), and that specific values, such as responsibility and effectiveness, prevail in them. These values pretend to logically and ethically sustain the companies’ argument or story, implying a level of agreement: The reader is committed not to discuss or deny himself in the existence of the validity of values and, from that perspective, he aspires to eliminate resistance or criticism of financial, environmental and social management. In this sense, the premise that sustainability reports are representative texts of corporate identity and strategies is confirmed.</p> Pablo Matus ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 Political propaganda in Mexico and the United States: discordant theoretical - methodological approaches <p>The most used mass communication vehicle between parties or candidates during current electoral processes is the television political propaganda. However, in academic terms, there is no master theoretical framework that can contribute to the disciplinary consolidation of the topic under discussion. In this paper, a systematic review of research trends is carried out. As a result of an exploratory design, the papers regarding the subject were identified, ordered and studied. The theoretical - methodological postulates of a group of Mexican and North American authors, who have analyzed the contents and effects of the political spot, are shown here. The main finding is that there is no disciplinary consolidation in Mexico because the authors make intermittent approaches to the subject. In addition, qualitative methodologies dominate the researches that are undertaken, and usage of statistics has been marginal in quantitative ones. In contrast, in the United States there is a sophistication in the statistical models used, various theoretical assumptions have been tested, and those could make up an element that shapes the incipient analysis of political communication in Mexico and Latin America. It is concluded that the tension between qualitative and quantitative research is regional in nature: In Mexico, the pragmatism of the social sciences dominates the field; In contrast, there is a structured field in the United States.</p> Lucia Alejandra Sánchez-Nuevo, Gustavo Meixueiro Nájera, Nayelli Contreras-Mendoza ##submission.copyrightStatement## Fri, 12 Apr 2019 16:13:26 +0000 Advertising Communication: Constructing Meaning Potential through Disjunctive Grammar <p>Communication through language, irrespective of the model of its structure and deployment, entails the making of meanings. The ways that advertisers produce meaning through disjunctive grammar is the concern of this study. Thus, the analysis considered twelve advertisements for examination for meaning deductions. The Hallidayan ‘below the clause’ was the conceptual facilitator of meanings in texts. With the application of technological tools of the table and graph, the study drew a conclusion that nominal group (NG) is the most employed device to fascinate readers to consumption. Having observed that advertisers utilize health matters, beliefs and values, monetary gifts, contents of commodities, etc. to persuade consumers, the study suggests that advertisements could assist in revealing the true contents of the advertised products for proper decision making on the products to patronize. Such behavior could also sensitize the public from being recalcitrant to reading advertising artifacts which is a gain to advertisers themselves.&nbsp;</p> Taofeek Olaiwola Dalamu ##submission.copyrightStatement## Sat, 13 Apr 2019 00:53:47 +0000 Transmedia journalism and media consumption of the millennial generation <p>The current media scenario, marked by technological and narrative changes, requires journalists to constantly bring themselves up to date in order to maintain the connection with their audience. This article presents transmedia storytelling as the best ally of journalism for the dissemination of facts. This communicative model grants a nature of expansion, multiplicity and depth to the stories, which allows to raise the level of participation of the public in each medium in which information is developed.<br>Specifically, this research seeks to detect the ways in which journalism can use transmedia narrative to reach and generate interaction in the millennial generation. To achieve this goal, a larger study that analyzes the consumption of resources made by young people in the region of Piura, in Peru, specifically, students in 5th year of secondary school in private schools in the area, was taken as a starting point.<br>Thanks to the study, it was found that Piura students consume high, almost massive, amounts of digital media, especially social networks. In addition, they rely heavily on mobile devices as a gateway to the content offered on these platforms. Thus, news stories must be present in these media with attractive content in substance and form, that can satisfy this reader / viewer / millennial user who highly values quality content.</p> Kelly Robledo-Dioses, Tomás Atarama-Rojas ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 Definition, duties and role of the viewer in the face of creative work <p>In this paper, the results of the investigation about the figure of the spectator before a creative work are showed. A review of the state of the art was carried out by reading several authors who have addressed the issue of the viewer, even incidentally. This initial analysis led us to think that there are not enough attempts to define neither the viewer nor its field of action when interacting with a creative work. Consequently, we believe that there is not enough up-to-date scientific literature on the specific concept of the spectator. Thus, the goal of the research showed in this paper was to define the viewer and his links with the creative work. Documentary review, critical reflection, and confrontation of concepts were used as a research approach. The first result was a definition of the spectator: The person who finds a break in the routine through confrontation with a creative work. This encounter can be accidental, or it can be caused by the same spectator. From this contact with the work, it is essential that the person interacts with this expression. Likewise, stemming from the above, the person can obtain ludic, aesthetic or cultural stimuli. In the same way, we propose 13 functions that, in our opinion, all spectators perform: 1. Searching, 2. Creating expectations, 3. Contemplating, 4. Judging, 5. Questioning, 6. Believing, 7. Disbelieving, 8. Discriminating, 9. Criticizing, 10. Flattering, 11. Vilifying, 12. Accepting, 13. Rejecting. Likewise, we think that the spectator only assumes himself as such, when he has exceeded a certain level of knowledge about certain types of works, genres, or authors.</p> José de Jesús Flores Figueroa ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 Violence, censorship and media in Colombia: effects of the “Bogotazo” and the collapse in radio broadcasts <p>Colombian historiography has focused mainly on the study of violence from the perspective of the armed conflict but without addressing in depth the impact on other sectors of society, such as telecommunications. That is why, through the method of qualitative analysis of documentary, testimonial, printed and secondary sources, the goal of this paper is to examine the complex relationship between violence and media in Colombia through a case study: The role of the radio after the violent events that occurred in the “Bogotazo” on April 9, 1948.</p> <p>Thus, it is intended to show, on the one hand, the unsuspected reaches of the radio in special conjunctures of violence in which, in addition to being a habitual channel of information, it was transformed into a space to awaken passionate feelings: from harangues and calls to the political struggle, even attempts to placate and persuade the crowds. On the other, it is observed how a violent political event caused a collapse and chaos in the radio broadcasts on a national scale that led to a strong censorship and state intervention, which in turn meant a turning point that opened the way to a series of profound changes in the functioning, trends and content of this media in the second half of the twentieth century.</p> Roger Pita Pico ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 The socioimaginary construction of social protest in the discourse of the latin american press: analysis of the editorials of El Mercurio (Chile) and la nación (Argentina) newspapers in the context of the argentine crisis of 2001 <p>The present research work is proposed as a space for theoretical discussion and empirical analysis around the problematic of the power of the media in contexts of social conflict. Explicitly, this paper aims to analyze the socioimaginary construction of social protest in the editorial discourse produced by El Mercurio (Chile) and La Nación (Argentina) newspapers, based on the popular demonstrations that took place during December 2001 in the framework of the economic crisis in Argentina.</p> <p>To answer our research question and meet the goal of the study, we used a discourse analysis model that was applied to a corpus of 40 leading articles, selected from a sample of 80 journalistic texts published by El Mercurio and La Nación from December 1, 2001 to March 31, 2002.</p> <p>The main findings of the research regarding the mobilizations that took place in the context of the economic crisis in Argentina allow us to show that both newspapers built an imaginary of social protest that was based on a discourse with four categories: Civilization, barbarism, exclusion, and inclusion. Therefore, El Mercurio and La Nación newspapers not only made visible in the public space the events associated with the protests of December 2001, but also, these media channeled, through their leading articles, explanations about the conflict. They also participated in the public debate regarding collective protest actions, constructed representations and imaginary articulations about the events and social actors that participated in the interactions framed in the conflict, and, of course, assumed an ideological position in their quality of actors of the political system regarding the economic crisis and the social conflict that happened in the Argentine society during 2001.</p> Alberto Javier Mayorga Rojel, Luis Alejandro Nitrihual Valdebenito ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 The corporate mascots of video games of the 90s: a symbol of millennials <p>This paper presents a qualitative study that compiles the main and most popular corporate mascots of the video game sector in the 90s, an ephemeral business trend that would disappear in the 21st century and was based on the previous success of the Nintendo and Sega companies with their creations: Mario and Sonic.</p> <p>Through a comparative analysis between these video game characters and the characteristics of the youth of the end of the millennium (the so-called generation Y or millennial ), it has been found that the common pattern of all these mercantile symbols was based on social and cultural representations related to behavior, physical aspect, hobbies and psyche of the youth of the late twentieth century.</p> Pedro Vázquez-Miraz ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 Organizational happiness: mediation between employee valuation and productivity. A look at its management in the state sector <p>This paper addresses the issue of organizational happiness and its impact on the employee-productivity relationship. The goal of the research was to diagnose the state of the perception of organizational happiness of the administrative personnel of a public higher education institution Department of Córdoba (Colombia), relying on four dimensions: Teamwork, satisfaction, commitment, and innovation. Through a qualitative-quantitative and exploratory research, a representative and random sample comprised by 297 administrative employees assigned to three offices located in the municipalities of Montería, Lorica and Berástegui, with a margin of error of 0.03%, was analyzed. The findings show the potential of the teamwork and commitment dimensions to the organization / function, and the need to strengthen job satisfaction and innovation as determining factors in individual expectations and experiences, interpersonal relationships, motivation, adaptability, diversity of methods, work well-being, and appropriation.</p> <p>It is concluded that the university –distinguished by being traditional and influential, with a complex structure, a number of employees that exceeds six hundred people, and subject to surveillance by the State– has made efforts in matters of work climate, but lacks institutional policies that measure organizational happiness as the gear for business development based on employee assessment and productivity.</p> Ana Lorena Malluk ##submission.copyrightStatement## Sat, 13 Apr 2019 22:10:42 +0000 Approach to the state of the art on communication and education in Colombia <p>This paper intends to make an approach to the academic production related to the relationship between communication and education that was published in Colombia from 1991 to 2011. The first part comprises the identification of the main theoretical and conceptual approaches addressed in this paper; the second one addresses the issues and problems of interest; and the third one relates to the central axes of the analyzed works, among which the culture, the language, and the codes are fundamental. The research was carried out with a hermeneutical approach, given the interest to understand how the object “communication-education” in Colombia has been understood. In methodological terms, it was decided to make a “state of the art”. The difficulties in specifying the epistemological place in which educommunication is located are among the most important reflections of this review. However, it is recognized that this is a field that has been built more from social practices and ethical-political approaches than from theoretical ones.</p> Elssy Yamile Moreno Pérez ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 Implementation of audiovisual resources as an educational validation strategy <p>This paper is the outcome of a quasi-experimental research, whose objective was to validate an educational strategy aimed at implementing audiovisual learning resources in educational institutions. Its theoretical foundation was configured through two variables: educational practices (dependent variable), and audiovisual resources (independent variable). With a control group model comprised of 11th grade students from the Institución Educativa Camilo Torres of Mocarí (Montería, Colombia), it was possible to identify the most frequent learning needs of secondary education students, to classify the audiovisual educational resources available to the teachers, and to model, implement and validate an educational strategy by assembling three audiovisual products, three radio programs, and a blog.</p> Julián Darío Forero Sandoval, Estela Mireya Díaz Buitrago ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000 La estética televisiva en las series contemporáneas <p>Entre los aspectos más complejos en el estudio de series de ficción se encuentra la dimensión estética. Desde el origen, los TV Studies se han centrado sobre todo en señalar otras cuestiones más fenomenológicas y técnicas como la evolución de la industria, las incidencias del mercado, el influjo socio-cultural sobre los contenidos, el papel de las ideologías e, incluso, el reflejo del curso de la historia en las obras audiovisuales o lo que estas han aportado a la historia.</p> Ruth Gutiérrez Delgado ##submission.copyrightStatement## Mon, 31 Dec 2018 00:00:00 +0000