El mundo de la publicidad vive un momento de transición, revoluciona-rio y apasionante, en el que se abren camino nuevas formas de comuni-car. Las ponencias aportadas en estas jornadas, avaladas por la profesio-nalidad y experiencia de sus autores, nos muestran una amplia perspec-tiva del momento publicitario actual, y nos permite detenernos y ubicar-nos en el paisaje que dibuja, para poder no solo contemplarlo, sino en-tenderlo ante los profundos cambios que se viven. Para los profesionales, docentes e investigadores del ámbito de la comunicación publicitaria, es necesario, hacer un alto en el camino y disfrutar de este extenso com-pendio de trabajos.
De la publicidad a la comunicación persuasiva integrada: estrategia y empatía se ha inspirado en una fórmula casi matemática: la comunicación persuasiva es la resultante de la suma de la comunicación estratégica y la comunicación empática. Esta fórmula combina conceptos en los que profundiza el libro, con el objetivo de identificar hacia dónde va la publicidad, término que, desde el punto de vista de las autoras, debe evolucionar hacia el de comunicación persuasiva integrada (CPI), cuyo paradigma proponen. Las autoras se inspiran en la fórmula de las 5W que Lasswell propusiera en 1948 y revisan los elementos básicos de cualquier paradigma comunicativo –quién, a quién, dice qué, cómo lo dice, en qué canal y con qué efectos–, adaptándolos a las particularidades de la revolución comunicativa que vivimos, en el seno de la sociedad colaborativa y la cultura participativa que han promovido las nuevas tecnologías. Si el emisor de la CPI –«¿Quién?»– es un anunciante que busca construir una marca útil, el destinatario –«¿A quién?»– , el famoso prosumer, es un receptor experto en muchas cosas pero, especialmente, en una: en ser persona. Por otro lado, ¿cómo contar de manera sugerente y memorable aquello que el mensaje persuasivo quiere transmitir? El recurso a los insights para conceptualizar creativamente, el storytelling y los contenidos de marca, como el branded content, pueden ayudar. Por su parte, al responder a la cuestión de «¿En qué canal?», las autoras reflexionan sobre cómo la persona se ha convertido en el medio en sí misma y se detienen en la estrategia de medios desde el enfoque de la convergencia mediática y las narrativas transmedia, que han dado lugar a acciones o técnicas que, enmarcadas siempre en el medio digital, avalan las características del paradigma de la CPI. Este manual ve la luz en un momento de profundos y constantes cambios en los pilares del sector de la comunicación, en general, y la industria publicitaria, en particular, por lo que consideramos que será de gran utilidad para diferentes colectivos de estos ámbitos, tanto para estudiantes como para profesionales –ya sean docentes, investigadores o de la propia industria–. El libro incluye más de 180 ejemplos de acciones de comunicación persuasiva, de más de 100 marcas y más de 60 agencias. Todos ellos se encuentran alojados en un repositorio propio, organizado por los capítulos del libro.
The Asia Information Retrieval Societies Conference (AIRS) 2010 was the sixth conference in the AIRS series,aiming to bring together international researchers and developers to exchange new ideas and the latest results in information - trieval. The scope of the conference encompassed the theory and practice of all aspects of information retrieval in text, audio, image, video, and multimedia data. AIRS 2010 continued the conference series that grew from the Information Retrieval with Asian Languages (IRAL) workshop series, started in 1996. It has become a mature venue for information retrieval work, ?nding support from the ACM Special Interest Group on Information Retrieval (SIGIR); the Association for Computational Linguistics and Chinese Language Processing (ACLCLP); ROCLING; and the Information Processing Society of Japan, Special Interest GrouponInformationFundamentals andAccess Technologies(IPSJSIG-IFAT). This year saw a sharp rise in the number of submissions over the previous year. A total of 120 papers were submitted, representing work by academics and practitioners not only from Asia, but also from Australia, Europe, North America, etc. The high quality of the work made it di?cult for the dedicated programcommitteetodecidewhichpaperstofeatureattheconference.Through adouble-blindreviewingprocess,26submissions(21%)wereacceptedasfulloral papers and 31 (25%) were accepted as short posters. The success of this conferencewas only possible with the support of allof the authorswho submitted papers for review, the programcommittee members who constructively assessedthe submissions, and the registered conference delegates. We thank them for their support of this conference, and for their long-term support of this Asian-centric venue for IR research and development.
This book is an extensive investigation of the complexities, ambiguities and shortcomings of contemporary digital activism. The author deconstructs the reductionism of the literature on social movements and communication, proposing a new conceptual vocabulary based on practices, ecologies, imaginaries and algorithms to account for the communicative complexity of protest movements. Drawing on extensive fieldwork on social movements, collectives and political parties in Spain, Italy and Mexico, this book disentangles the hybrid nature of contemporary activism. It shows how activists operate merging the physical and the digital, the human and the non-human, the old and the new, the internal and the external, the corporate and the alternative. The author illustrates the ambivalent character of contemporary digital activism, demonstrating that media imaginaries can be either used to conceal authoritarianism, or to reimagine democracy. The book looks at both side of algorithmic power, shedding light on strategies of repression and propaganda, and scrutinizing manifestations of algorithms as appropriation and resistance. The author analyses the way in which digital activism is not an immediate solution to intricate political problems, and argues that it can only be effective when a set of favourable social, political, and cultural conditions align. Assessing whether digital activism can generate and sustain long-term processes of social and political change, this book will be of interest to students and scholars researching radical politics, social movements, digital activism, political participation and current affairs more generally.
This companion brings together a diverse set of concepts used to analyse dimensions of media disinformation and populism globally. The Routledge Companion to Media Disinformation and Populism explores how recent transformations in the architecture of public communication and particular attributes of the digital media ecology are conducive to the kind of polarised, anti-rational, post-fact, post-truth communication championed by populism. It is both interdisciplinary and multidisciplinary, consisting of contributions from both leading and emerging scholars analysing aspects of misinformation, disinformation, and populism across countries, political systems, and media systems. A global, comparative approach to the study of misinformation and populism is important in identifying common elements and characteristics, and these individual chapters cover a wide range of topics and themes, including fake news, mediatisation, propaganda, alternative media, immigration, science, and law-making, to name a few. This companion is a key resource for academics, researchers, and policymakers as well as undergraduate and postgraduate students in the fields of political communication, journalism, law, sociology, cultural studies, international politics and international relations.
Walter Lippmann wrote his "Public Opinion" at a time when something like the 'mass media' was coming into existence. Prior to the age of electronic communication, the only mechanism for reaching large numbers of individuals was the newspapers. In World War I, he saw how opportunistic nations used the newspapers to serve their often nefarious aims. Lippmann, however, believed that in the hands of super-intelligent, disinterested, omni-benevelont 'experts, ' the 'mass media' could bring about world peace. The school system, the advent of radio, and of course, the television, were arriving or coming along shortly. Each allowed a small group of people the ability to manage a much larger group, inspiring optimism among liberals and progressives that with the right forumula, the horrors seen in World War I would never occur again. Lippmann wrote "Public Opinion" in 1922, shortly after World War I. In 1924, a certain Adolf Hitler would be spending time in jail. If this merited any mention in any newspaper, it is doubtful that no expert paid it any mind. 1939 was, after all, a long way off.
The Media Welfare State: Nordic Media in the Digital Era comprehensively addresses the central dynamics of the digitalization of the media industry in the Nordic countries—Sweden, Norway, Denmark, Finland, and Iceland—and the ways media organizations there are transforming to address the new digital environment. Taking a comparative approach, the authors provide an overview of media institutions, content, use, and policy throughout the region, focusing on the impact of information and communication technology/internet and digitalization on the Nordic media sector. Illustrating the shifting media landscape the authors draw on a wide range of cases, including developments in the press, television, the public service media institutions, and telecommunication.
This textbook focuses on the management challenges of founding a new venture and managing its rapid growth as the firm evolves. It covers crucial management areas in the entrepreneurship context such as entrepreneurial finance, marketing, and human resource management. Also, more hands-on management topics like writing a business plan and choosing a legal form for a venture are covered. A key chapter of the book is dedicated to leadership challenges in managing rapidly growing young firms located in new industries and technology areas. The book is written from a Continental European perspective to cater for its European target audience in entrepreneurship courses to be held in English.
Leading scholars chart the future of studies on technology and journalism in the digital age. The use of digital technology has transformed the way news is produced, distributed, and received. Just as media organizations and journalists have realized that technology is a central and indispensable part of their enterprise, scholars of journalism have shifted their focus to the role of technology. In Remaking the News, leading scholars chart the future of studies on technology and journalism in the digital age. These ongoing changes in journalism invite scholars to rethink how they approach this dynamic field of inquiry. The contributors consider theoretical and methodological issues; concepts from the social science canon that can help make sense of journalism; the occupational culture and practice of journalism; and major gaps in current scholarship on the news: analyses of inequality, history, and failure. Contributors Mike Ananny, C. W. Anderson, Rodney Benson, Pablo J. Boczkowski, Michael X. Delli Carpini, Mark Deuze, William H. Dutton, Matthew Hindman, Seth C. Lewis, Eugenia Mitchelstein, W. Russell Neuman, Rasmus Kleis Nielsen, Zizi Papacharissi, Victor Pickard, Mirjam Prenger, Sue Robinson, Michael Schudson, Jane B. Singer, Natalie (Talia) Jomini Stroud, Karin Wahl-Jorgensen, Rodrigo Zamith
