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La Innovación Docente a Debate. Aplicaciones En Torno a La Comunicación Audiovisual, Publicidad, Relaciones Públicas Y Periodismo

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La Innovación Docente a Debate. Aplicaciones En Torno a La Comunicación Audiovisual, Publicidad, Relaciones Públicas Y Periodismo La innovación docente a debate. Aplicaciones en torno a la Comunicación Audiovisual, Publicidad, Relaciones Públicas y Periodismo Coordinado por Javier Herrero-Gutiérrez, Jesús Segarra-Saavedra y Tatiana Hidalgo-Marí 15 Entidades patrocinadoras Universidad de Salamanca Facultad de Ciencias Sociales de la Universidad de Salamanca Departamento de Sociología y Comunicación de la Universidad de Salamanca Colaboradores Departamento de Comunicación y Psicología Social (Facultad de Ciencias Económicas y Empresariales) de la Universidad de Alicante. PLATCOM (Plataformas de Revistas de Comunicación) Universidad de Salamanca (España). 20-23 de octubre de 2020 La innovación docente, a debate. Aplicaciones en torno a la Comunicación Audiovisual, Publicidad, Relaciones Públicas y Periodismo Colección Mundo Digital Directores Victoria Tur-Viñes | Universidad de Alicante | [email protected] Jesús Segarra-Saavedra | Universidad de Alicante | [email protected] Coordinadores Javier Herrero-Gutiérrez | Universidad de Salamanca | [email protected] Jesús Segarra-Saavedra | Universidad de Alicante | [email protected] Tatiana Hidalgo-Marí | Universidad de Alicante | [email protected] Diseño y maquetación Jesús Segarra-Saavedra | Universidad de Alicante | [email protected] Fotografía de portada y contraportada Miguel Ángel Villar | www.miguelangelvillar.com Universidad de Alicante, España, 2020. ISBN: 978-84-09-25936-6 doi.: 10.14198/MEDCOM/2020/15_cmd Promueve Grupo de investigación COMPUBES (Comunicación y Públicos Específicos) Alicante, noviembre de 2020 Las fotografías incluídas en el texto provenientes de fuentes diversas se insertaron bajo el principio de "fair use", dado que la presente obra es de tipo académico y no tiene fines comerciales. La cesión de derechos se realiza bajo la licencia Creative-Commons Reconocimiento Compartir Igual 3.0 (CC BY-SA 3.0 ES) de España. Pide tu ejemplar en papel y te lo enviamos a casa * Queda expresamente autorizada la reproducción total o parcial de los textos publicados en este libro, en cualquier formato o soporte imaginable, salvo por explícita voluntad en contra del autor o autora o en caso de ediciones con ánimo de lucro, señalando siempre la fuente. Las publicaciones donde se incluyan textos de esta publicación serán ediciones no comerciales y han de estar igualmente acogidas a Creative Commons. Harán constar esta licencia y el carácter no venal de la publicación. El hecho de que un manuscrito sea publicado en Colección Mundo Digital no significa que su equipo comparta ni se adhiera a las opiniones expresadas en él. Índice Prólogo 5-6 Begoña Gutiérrez-San-Miguel 1 Creatividad al poder: Ideas, "personas" y redes definen la 7-25 Comunicación Publicitaria actual. "Marca - Persona", "Brand - Person", en femenino Teresa Martín-Casado 2 Youtubers adolescentes: diferencias de género y prácticas 27-36 publicitarias Rebeca Suárez-Álvarez y Antonio García-Jiménez 3 Las ondas radiofónicas como auxiliares de educación y cultura. Los 37-46 inicios de la radio en Asturias en el acceso al conocimiento Cristina Natal-Gutiérrez 4 Análisis de las hipermediaciones como sistema complejo: El caso 47-64 de las comunidades virtuales de fans Jimena-Yisel Caballero-Contreras 5 Ruta Desarrollo de Marca. Herramienta metodológica para la 65-79 gestión de marcas conscientes Vanesa Sanguino-García 6 Publicidad y diseño de destacamento en un futuro presente 81-90 Caio Vitoriano-Carvalho, Gonçalo Gomes y Fátima Pombo 7 Las asignaturas de Metodología, a distancia, durante la 91-95 contingencia por el covid 19: aciertos y desaciertos Luis-Alfonso Romero-Gámez 8 La COVID-19 como oportunidad para mejorar la reputación de la 97-105 banca a través de su comunicación en Twitter durante el primer estado de alarma en España David Sánchez-Hervás, Blas-José Subiela-Hernández y María- Ascensión Miralles-González-Conde 9 Los públicos universitarios y los nuevos procesos de comunicación 107-115 organizacional Yolanda López-Lara y Sergio-Manuel de-la-Fuente-Valdez 10 Publicidad de bebidas alcohólicas y efectos para la salud en 117-129 opinión de estudiantes universitarios, Campus Mederos, UANL Sergio-Manuel de-la-Fuente-Valdez y Yolanda López-Lara 11 Teatro posdramático en la era de las nuevas tecnologías; prácticas 131-138 artísticas inmersivas y participativas Liuba González-Cid 12 La espectacularización de la información: lenguaje narrativo y 139-152 prosumidores Marta Mori-Cureses 13 Comunicación creativa, un debate teórico para las industrias 153-162 culturales, creativas y de contenidos Ingrid Zacipa-Infante 14 Metacognición y herramientas didácticas para la adquisición de la 163-172 competencia comunicativa en la adolescencia Gloria Gil-Talavero 15 Las Relaciones Públicas como narrativa de las marcas en redes 173-191 sociales. Estudio de los principales anunciantes en España (2019) Emma Torres-Romay y Silvia García-Mirón Dra. Begoña GUTIÉRREZ-SAN-MIGUEL Universidad de Salamanca. España. [email protected] Prólogo Muchos investigadores a lo largo de la historia han reflexionado sobre el ser humano, sobre sus planteamientos, motivaciones, formas de actuar ante la vida y sus producciones culturales. Líneas que provienen de las hipermediaciones, de la creación a través de las industrias culturales, de la publicidad, de la radio, de cómo se fundamentan los pensamientos y las investigaciones, de la educación, en definitiva, de las disciplinas derivadas del mundo contemporáneo que las genera. Estos aspectos quedan aludidos en los siguientes capítulos, bien para cuestionar algunos de sus preceptos, bien a modo de constatación de los hechos analizados en la búsqueda de una fundamentación que confirme el pensamiento de los autores. Este hecho sirve para hablar de una cuestión evidente que no es otra que el capital cultural de sus autores que además de tenerlo, huyen permanentemente de lo opaco, buscando lo claro y el entendimiento por parte del lector. No es un libro para leer de golpe como si de una novela se tratase; es un libro para tener y saborear lentamente porque conlleva la reflexión. Los valores forjan al ser humano como tal. A lo largo de todo el texto los autores contraponen varios tipos de investigaciones permanentemente contrastadas a través de comentarios, investigaciones y análisis de las cuestiones relacionadas con la vida y el ser humano. Y esto proviene nada menos que de la cuestión de los universales que definen esencialmente la interrelación de una serie de problemas, algunos de los cuales surgen del área de la psicología cognitiva, otros de la epistemología, y otros de disciplinas más recientes como las plataformas digitales en diversas variantes. En otras palabras, los temas tratados forman parte del pensamiento, del saber, del conocimiento y del planteamiento de la realidad del hombre como ser humano pensante. A lo largo de todo su desarrollo los capítulos utilizan lo simbólico, lo metafórico, la estadística o la observación para llevar al lector por el camino del pensamiento y la reflexión de los acontecimientos y hechos cotidianos, tomados del mundo actual que está en constante trasformación sujeto a confrontación ética o dianoética. Este tipo de debates se podría decir que pudo haber comenzado con Heráclito, antiguo pensador griego que definía el movimiento como un concepto de raciocinio, puesto que no existía al no estar "nunca dos veces en el mismo río". En el tiempo que nos toma mover el pie para dar el segundo paso, el agua ha continuado corriendo presurosa hacia delante, los bancos han cambiado un poco, y el río ya no es el mismo. Como nunca nada se mantiene igual de momento a momento, cualquier conocimiento que creamos que poseemos es obsoleto ya antes de que lo adquiramos. Los conceptos universales los retoma en el renacimiento Pedro Abelardo (1079-1142), figura prototípica del intelectual del siglo XII impulsor del método escolástico, planteándolos desde la lógica. Su perspectiva ética estaba inspirada en el valor de la tolerancia, lo que sin duda también le acarrearía numerosos problemas. Sus aportaciones permitieron independizar a esta disciplina de la metafísica, sentando así las bases del futuro sistema escolástico. Hasta entonces la lógica –otro de los conceptos universales que aparece permanentemente en el libro– había sido un procedimiento dialéctico aplicado al comentario de textos por el que se pretendía descubrir no tanto la certeza o el error de sus proposiciones cuanto las esencias subyacentes a los términos o palabras. Concepción simbólica que había dado lugar a la polémica intelectual más importante del siglo XII: la querella de los universales. Sostenía que los universales implicaban realidades intelectivas, cognoscitivas. Los universales no eran pues sino la función lógica atribuida a determinadas palabras que permitían adecuar el lenguaje al nivel de la abstracción, y por lo tanto al de la reflexión. Y es en este contexto donde se sitúan los diferentes capítulos. Gutiérrez-San-Miguel, B. (2020). Prólogo. En J. Herrero-Gutiérrez, J. Segarra-Saavedra y T. Hidalgo-Marí (Coords.), La innovación docente, a debate. Aplicaciones en torno a la Comunicación Audiovisual, Publicidad, Relaciones Públicas y Periodismo (pp. 5-6). Alicante: Colección Mundo Digital. https://doi.org/10.14198/MEDCOM/2020/15 Es un libro valiente porque afronta algunas temáticas contrarias a los que defienden el pensamiento único, pregonando lo que es “políticamente correcto” alzando este concepto a “dictadura universal” en donde si dices lo contrario estás contra mi doctrina lo que lleva a coartar la libertad individual
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