Vol 19, No 38 (2021): Enero-Junio

Companies try to innovate in their communication strategies for offering information about their goods and services and other information related with the RSC activities performed by the company. Currently, RSC communication is very important and little is known about the best way to perform it. Thus, social networks have become an important communication channel between companies and consumers. Through social networks, individuals share information with other users but also support the company in the broadcasting of the information related to their activities. This type of broadcasting in virtual contexts is known as eWOM.

The goal of this research is to analyze the role of the eWOM in the broadcasting of the RSC information of the company. For that, it performs a study based in content analysis that compares if the company’s publications in the Facebook social network with RSC content generate more interactions by the consumers than the publications with commercial information. The results corroborate that the company achieves a greater broadcasting of their information in terms of eWOM when their publications have RSC information, given that those publications achieve a greater number of ‘likes’ and comments, and are shared more widely at the same time.

This article is the result of a research of the Model for the co-creation and production of open educational contents through a virtual platform (Modelo para la cocreación y producción de contenidos educativos abiertos mediante el uso de una plataforma virtual) This model aims towards making a contribution in the strengthening of digital education in the department of Antioquia. The goal of this research was implementing a model for the co-creation and production of open educational contents, REA in Spanish, through the use of a virtual platform. This model, that is the main product of this research, is restricted within three main components: educational, production and technologic, which are aligned through autonomy, interaction, flexibility and mediation as transversal principles that encompasses the creation of open educational contents. The fundamental purpose of this research is promoting an education in which the teaching-studying processes are improved through the REA by making use of technology and the elements necessary for making more productive and efficient contents. At the same time, the study aims to implement its distribution under licenses that allow its re-use, adaptation and transformation without intellectual property restrictions. The educational component, in which an emphasis is made in this article, emerges from the analysis of different theories, strategies and methodologies for teaching and learning that are used in mediated technology through information and communication (CIT). This component of the model is fundamented in connectivism as a learning theory that bases the creation processes of open educational resources. 

This article has as its main goal making evident the importance that social networks have in the current political scenario as a fundamental communicative tools for the work of the political communicator, whom is responsible for designing and developing a full political communication strategy, i.e., as complementary instruments to the traditional media associated with its context and profession. For that, the research employs a mixed, descriptive, and exploratory methodology based in the observation, polling and non-structured interview techniques for displaying the crucial relation existing between social networks and political communication. In this context, social networks are a strategic communication media and are part of the success of a political campaign. For making evident this relation, the research employed three stages: 1) documents exploration and citizen behaviors surrounding the use of social networks as a political mechanism; 2) analysis and perception by experts in the field; and 3) correlation of the exploration and previous analysis for the generation of results and conclusions. The above proves the existence of a great interest in this new electoral contest associated with virtuality, which has to be considered and analyzed for understanding the course taken by this important process of social participation, as well as how to take advantage of it to reach the present political success. In this sense, the research concludes that social networks today are a transcendental communication media, which has to be articulated alongside the usual ways of performing politics while bearing in mind necessarily this new reality. 

The interactive installation is currently an important alternative for disseminating works in museums and calling on new audiences, but one of its limitations is the early diagnosis of potential problems that may occur in the interactive communication process. Faced with this initial hypothesis, the aim of this work was to create an educational audiovisual laboratory capable of evaluating and diagnosing possible difficulties in this communicative process and help to establish strategies to advance alternative proposals and improve the interaction between the works at the museum and the public. As a result, a test laboratory was adapted in a television studio where the emot-brain test was applied: a method for evaluating user experience to the installation -Uno se muere y sigue aprendiendo a pintar- (Even dead one keeps learning how to paint, in English) with a focus group of students and professors from Universidad del Valle. The test yielded thymic indicators that were recorded through the Emotiv-epoc® device and chronemic and proxemic relationships that were systematized through participant observation, infrared and high sensitivity cameras and interviews. The evaluations provided evidence of the practical strengths and limitations of the works exhibited and allowed the interactive relationships to be noticed, understood and enriched. With these inputs, the corrections were adjusted, and the work was disseminated. The experience constitutes a support resource to guide students and creators in the face of uncertainty about the functionality of their works with evidence to support creative processes, revealing aspects that creators do not notice in the conception of the works.

The global economic crisis that started in 2008 has generated a decrease in purchasing power, reduced consumption and a contraction in the economy. However, in the midst of the crisis, a technological maelstrom develops, which goes hand in hand with a new capitalism through the increase in the use of digital devices. The objective of this work is to analyze the new keys to a technological capitalism generated by the democratization of the consumption of digital goods and services and a technological archeology with increasingly shorter periods of obsolescence. The understanding of these types of changes is relevant since they allow us to observe the relationship between man and technology and its usesthe uses made of it, with a focus on improving their quality of life and closing gaps, such as the digital one. This work uses a documentary type methodology of secondary worldwide data on technological consumption and its use through data from ITU, Cepal, Eurostat and others. In addition, a temporal analysis of the Smartphone was carried out since 2008 to establish its growth, since it is one of the most widely used technologies. Among the most notorious findings, it is evidenced that more than 75 % of the world population has a mobile phone, concluding that this technology facilitates the management of daily life in all aspects: work, family, educational, social, etc. This is how the Smartphone becomes a “Swiss Army knife” that facilitates the daily life of human beings.

Disinformation emerges as a worldwide phenomenon that affects public opinion. The article’s purpose is to analyze the contents evaluated as disinformation by three fact-checking media during Colombia’s national strike (November 21st, 2019). Specifically, the objective is to understand how disinformation negatively affects the intangible assets (legitimacy, reputation, and trust) of social & political actors, and institutions. Methodologically, we carried out both quantitative and ethnographic content analysis to analyze data and, identify the prominent arguments and relationships. Through this, we linked the disinformation and the costs of the intangible assets associated with these actors and institutions. The results highlight that the disinformation contents’ key drivers were the violence and punishable acts that affected both social actors and the Public Force, particularly the Esmad and the police. These contents delegitimized and discredited both the reasons for the protest and the function of guaranteeing public order and security. Regarding the disinformation linked to political actors, the leader of the left-side was the most affected due to inaccurate content that polarized and proclaimed extreme positions close to subversion. Finally, we discuss the implications of disinformation and how it affects legitimacy, reputation, and trust. Moreover, disinformation imitates media outlet aesthetics as a necessity of a kind of legitimacy and credibility set of news practice in the eye of the beholder. 

The purpose of this article is to describe the experiences that young Mexican university students from the city of Guadalajara, Mexico, have with Instagram TV. Engagement is a relevant concept to measure the investment of time, attention and the triggers that motivate a person to consume a certain platform or content, especially social networks; through it, is possible to have elements to quantify with clear indicators the quality of the users’ experience with the digital media they consume, which is made up of various attributes like perception, attention and emotion effect, cognition and feedback. Instagram, a social network for sharing still and moving images, is one of the platforms with the highest level of growth in recent years. Through the quantitative methodology using a factorial analysis, the main engagement attributes that young Mexicans perceive to experience with IGTV were established. The results suggest that young Mexicans consume Instagram TV motivated by entertainment needs, by their interest in various topics and in people who share the information they are interested in. IGTV generates value for them regarding purchase decisions and information relevant to their life and, in short, challenges them to think, reflect and to emotionally connect with communities and people.

Joker is a film that gained relevance for two aspects: the praise of the critics after its presentation at the Venice Film Festival (August 28 to September 7, 2019) when it received the highest award of the event, Golden Lion, and due to the controversy generated prior to its premiere to the public. In this sense, the purpose of this work is to identify the qualitative relationships between the premiere of the Joker film and the collective hysteria expressed in socio-digital networks, based on the postulates of social-functionalism in communication. This phenomenon acquires meaning from the news presented by the media prior to the premiere of the film and the response of the public, which was polarized. The analysis of a non-probabilistic sample is used as evidence to address the insufficiency of functionalist analogies in their attempt to portray phenomena that are directly linked to the logic of the new digital media.

The popularity of sports in general and soccer in particular has always been on the Colombian radio agenda; it has been a process of more than ninety years where different sports disciplines have been covered journalistically from innovative formats, styles, languages, narrations, and broadcasts that have impacted the audience nationally and internationally, placing Colombian sports journalism as one of the best in the world. In view of the above, the transformation of the analog to digital sports radio of four programs with greater tuning and informative scope is being investigated: El pulso del fútbol and El alargue by Caracol Radio, Planeta fútbol by Antena 2 of RCN Radio and Blog deportivo by Blu Radio, in order to configure the new profiles, competencies, and trends of the sports journalist of this century.

For this, mixed, descriptive, exploratory, and correlational research is carried out through the method ofanalysis of analog and digital content supported by surveys, interviews, discussion groups and observation. These radio sports spaces are transferring the same analogous content to their digital platforms, the demand and depth of their content and analysis have decreased in quality, the copying of programs, narratives, and languages from other countries is repetitive, comments and news prevail on soccer, the chronicle and the report are sacrificed for speculation. Despite this, these programs preserve the creativity, immediacy, and cutting-edge technologies that have always characterized them.

This work is a partial result of the Prolim Study Group - Processes and Languages of Media Images - CNPq, qualitative research whose main object of study is the soundtrack of the 2018 Christmas commercial from Apple, entitled “Share Your Gifts”, analyzing your media interaction with the consumer from the production and distribution in storytelling. The use of the storytelling format in his 2018 Christmas commercial, employed a soundtrack that is highlighted as an emotional connection between the brand and the subject, which contributes to their market relations, something that leads us to verify the interference and attention generated in the interlocutors from the soundtrack used. We started with the discourse analysis method, we verified through the analysis of this video that the way the interlocutors transmit a message intervenes directly in the story told by the company, that way, we perceive the need to understand the techniques used by storytelling in the campaign, as well as media and marketing practices to strengthen the brand, direct influence on the relationship between subject and means of communication. In this exchange in the means of communication, we also take into account emotional issues - these present in this storytelling soundtrack, which is part of this globalized communication trend; at the same time, we verify the message in its dissemination format that stands out among the big brands and their media influences. We realize that the use of storytelling has become one of the means of communicational convergence of major brands, they tend to focus on media interaction with the subject and to leverage the positioning of these brands in the market, it was found that the current consumer has also become the spokesperson for online dissemination - an active consumer, directly influencing these mediations of messages.