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Perspectivas En Comunicación OCT/NOV 2012 OCT/NOV 2012 1 Perspectivas en comunicación I 1 2012 !! ! Los$doce$artículos$del$primer$número$de$Communication*Papers$constituyen$la$concreción$ de$una$iniciativa$que$se$creó$para$ofrecer$a$la$comunidad$científica$y$universitaria$un$nuevo$ instrumento$especializado$en$ciencias$de$la$comunicación.$$$La$gran$diversidad$de$temáticas$ que$ se$ incluyen$ en$ este$ ámbito$ nos$ impulsó$ a$ editar$ una$ revista$ con$ un$ hilo$ conductor$ centrado$ en$ los$ estudios$ de$ género$ y$ en$ la$ educación$ mediática,$ con$ una$ manifiesta$ orientación$social.$! $ El$primer$bloque$de$artículos$se$centra$en$la$comunicación$y$el$género.$El$artículo$de$Gladys$ Seguí$“El$marketing$social$como$alternativa$para$combatir$la$violencia$intrafamiliar”,$el$de$ Carla$Guerron$“Black*is*no*beautiful:*gender,*sexuality*and*tourism*in*Panama”,$$el$de$Gemma$ Barberillo$“The*Mahila*Samankhya*program:*Empowering*education*for*women’s*equality*in* India* disanvantaged* communities* and* rural* areas”$ y$ el$ de$ Gema$ Martín$ “La$ mujer$ en$ la$ creatividad$ publicitaria$ del$ siglo$ XXI:$ de$ protagonista$ a$ profesional$ del$ mensaje”,$ y$ la$ entrevista$de$Berta$Rodrigo$a$Leila$Guerrero,$$analizan$distintos$casos$concretos$con$un$eje$ común:$la$preocupación$por$la$igualdad$en$temas$sociales$y$de$género.$Uno$de$los$objetivos$ principales$ de$ Communication* Papers$es$ofrecer$un$espacio$de$debate$alrededor$de$los$ estudios$de$género$y$comunicación.$En$general,$existe$un$gran$número$de$investigaciones$ realizadas$en$este$ámbito;$incentivadas,$en$algunos$casos,$por$instituciones$públicas$que$se$ proponen$ objetivos$ en$ la$ mísma$ línea.$ Sin$ embargo,$ existen$ también$ numerosas$ investigaciones$realizadas$al$margen$de$las$directrices$e$intereses$de$instituciones$públicas,$ con$las$que$se$amplia$y$enriquece$este$objeto$de$estudio$y$sus$objetivos.$$$ $ El$interés$creciente$en$el$estudio$de$la$narratividad$en$los$ámbitos$audiovisual$y$literario,$así$ como$ los$ estudios$ sobre$ los$ medios$ de$ comunicación$ nos$ permiten$ adentrarnos$ en$ el$ segundo$ bloque.$ El$ artículo$ de$ Ali$ AlRShehri$ “Evolución$ y$ ejercicio$ del$ texto$ literario$ en$ ASL”,$ $ el$ de$ Irene$ Romero$ “La$ $ abolición$ del$ patriarcado$ en$ la$ obra$ de$ Jane$ Austen$ y$ su$ representación$en$las$adaptaciones$fílmicas”$se$adentran$en$la$importancia$de$la$narración,$ en$las$historias$que$se$contienen$dentro$de$texto$literario$o$audiovisual.$$Sin$apartarnos$de$ las$narraciones,$el$artículo$de$Luís$Izquierdo$“La$uniformidad$temática$en$las$secciones$de$ internacional$ de$ los$ diarios$ madrileños$ frente$ a$ las$ secciones$ locales”$ ofrece$ al$ lector$ un$ análisis$ pormenorizado$ de$ los$ intereses,$ rutinas$ y$ aspectos$ clásicos$ del$ periodismo,$ aplicados$a$un$ejemplo$real,$fácilmente$extrapolable$a$la$práctica$periodística$actual.$ $ Y$finalmente,$la$publicidad$y$el$entorno$digital,$son$analizados$por$Araceli$Castelló$en$“La$ presencia$de$la$marca$de$distribuidor$en$las$comunicaciones$de$las$empresas$de$distribución$ a$través$de$plataformas$sociales”;$por$Carmen$Echazarreta$y$Manel$Vinyals$en$“Evolución$de$ la$ regulación$ jurídica$ de$ la$ publicidad$ sobre$ medicamentos$ en$ España$ 2001R2011”;$ y$ por$ Raymond$Colle$en$“Odisea$digital$2001R2011:$cómo$ha$cambiado$el$entorno$digital$en$los$ últimos$años”.$$En$este$grupo$de$artículos$$se$analizan$una$serie$de$cambios$relacionados$ con$las$tecnologías$de$la$comunicación$y$la$información,$con$sus$consecuencias$en$cuanto$a$ los$ contenidos,$ comportamiento$ de$ los$ usuarios$ y$ consumidores,$ así$ como$ también$ en$ cuanto$ a$ la$ regulación$ jurídica$ de$ la$ comunicación,$ en$ ámbitos$ específicos$ como$ la$ publicidad,$ las$ relaciones$ comerciales,$ y$ ámbitos$ concretos$ como$ la$ salud;$ donde$ los$ medicamentos,$el$consumo$del$tabaco$y$el$alcohol$son$los$ejes$temáticos$de$investigaciones$ centradas$en$media*literacy.$ $ Manel$Vinyals$ Secretario$de$redacción$de$Communication*Papers$ ! !! ! Las$revistas$científicas$periódicas$constituyen$una$de$las$manifestaciones$tradicionalmente$ más$representativas$de$la$edición$universitaria,$cuyo$objetivo$principal$es$la$divulgación$de$ los$avances$en$la$investigación$de$una$forma$recurrente$según$su$periodicidad.$! ! En$el$plano$de$la$investigación$científica$del$área$de$las$ciencias$sociales$y,$específicamente,$$ del$ámbito$de$la$Comunicación$en$el$territorio$español,$es$importante$destacar$que$todavía$ adolece$de$un$número$significativo$de$publicaciones,$lo$que$las$convierte$en$escasamente$ competitivas$en$el$entorno$internacional.$! ! En$ este$ contexto,$ y$ sin$ ninguna$ pretensión$ que$ no$ podamos$ asumir,$ aparece$ Communication*Papers$en$la$Universidad$de$Girona,$que$nace$con$el$propósito$de$aportar$un$ granito$de$arena$en$la$investigación$de$la$comunicación,$de$la$comunicación$audiovisual$y$ publicitaria,$y$específicamente,$$en$todo$lo$concerniente$a$la$alfabetización$mediática$y$al$ abordaje$del$$Género$y$medios$de$Comunicación.! En$ este$ primer$ número,$ $ ponemos$ a$ consideración$ de$ la$ comunidad$ académica$ un$ panorama$de$perspectivas$e$interpretaciones$sobre$la$comunicación$de$autores$de$fuera$y$ dentro$de$nuestras$fronteras.$Los$artículos$publicados$en$esta$primera$edición$representan$ una$ visión$ actual$ en$ la$ investigación$ de$ la$ comunicación$ desde$ ámbitos$ disciplinares$ distintos$ que$ $ han$ determinado$ el$ título$ de$ este$ primer$ número:$ Perspectivas+ en+ Comunicación.+ + Nuestra$ aspiración$ legítima$ es$ que$ Communication* Papers$$alcance$el$prestigio$y$sea$ reconocida$al$nivel$nacional$e$internacional$al$ser$revisada$por$pares$dentro$de$la$comunidad$ científica,$ en$ un$ intento$ de$ asegurar$ los$ estándares$ de$ calidad,$ así$ como$ su$ validez$ científica.$ De$ esta$ forma,$ conseguiremos$ reunir$ los$ criterios$ de$ calidad$ que$ nos$ lleven$ a$ disponer$de$los$índices$de$impacto$que$la$conviertan$en$una$publicación$de$referencia.+ + El$nombre$de$la$revista,$$Communication*Papers,$obedece$al$espíritu$con$el$que$los$miembros$ del$grupo$de$investigación$ARPA,$acometen$este$proyecto$editorial$con$el$deseo$de$ofrecer$ un$servicio$de$divulgación$y$de$promoción$de$redes$a$la$comunidad$científica,$que$investiga$ la$Comunicación$en$su$más$amplio$sentido$y$con$vocación$internacional.$Y$todo$ello,$con$ honestidad$y$rigor.+ + Quiero$ agradecer$ la$ participación$ de$ los$ investigadores$e$investigadoras$que$han$ participado$ en$ este$ primer$ número$ cuyos$ aportes$ científicos$ ponen$ de$ manifiesto$ su$ talento,$entusiasmo$y$buen$hacer.+ + Por$ último,$ animo$ a$ toda$ la$ comunidad$ científica$ del$ ámbito$ de$ la$ Comunicación$ a$ que$ confíen$ en$ esta$ publicación$porque$es$la$de$todos$y$a$que$envíen$sus$contribuciones$ científicas$para$los$siguientes$números.+ $ $ $ $ $ Carmen$Echazarreta$Soler$ Editora$Communication*Papers! ! Ciudades CreativasCP, 2012 – , Nº 1, pp. 11-16. ISSN 2014-6752. Girona (Catalunya). SEGUÍ LEÓN, Gladys Caridad: EL MARKETING SOCIAL COMO ALTERNATIVA PARA COMBATIR LA VIOLENCIA INTRAFAMILIAR. The Social marketing as alternative to combat the violence intrafamiliar. Recibido: 26/03/2012 - Aceptado: 12/04/2012 EL MARKETING SOCIAL COMO ALTERNATIVA PARA COMBATIR LA VIOLENCIA INTRAFAMILIAR. The Social marketing as alternative to combat the violence intrafamiliar. Autora: SEGUÍ LEÓN, Gladys Caridad Profesora de la Universidad de pinar del Río Hermános Saíz Montes de Oca [email protected] Resumen Abstract La realización de este trabajo demuestra lo necesario que se The realization of this work demonstrates the necessary thing hace en nuestro país el empleo de las técnicas del marketing that one makes in our country the employment of the social para el enfrentamiento a temas tan sensible como la techniques of the social marketing for the confrontation to violencia intrafamiliar. Como a pesar de los tantos esfuerzos topics so sensitive as the violence intrafamiliar. As in spite of realizados en la búsqueda de alternativas para combatirla, la the so many efforts carried out in the search of alternatives to violencia intrafamiliar ejercida por el hombre hacia la mujer en combat her, the violence intrafamiliar exercised by the man el seno de la familia, dentro de la comunidad en ocasiones toward the woman in the breast of the family, inside the permanece invisibilizada y la mujer no se acerca a solicitar community in occasions invisibilizada remains and the woman ayuda a las autoridades pertinentes. doesn't come closer to request help to the pertinent authorities. De acuerdo con las culturas y respetando las características de las comunidades, es necesario establecer un plan de marketing In accordance with the cultures and respecting the social para potenciar el acercamiento de las mujeres que son characteristics of the communities, it is necessary to establish a víctimas de violencia intrafamiliar a la Casa de Orientación a la plan of social marketing for potenciar the approach of the Mujer y la Familia (COMF) women that you/they are victims of violence intrafamiliar to the House of Orientation to the Woman and the Family Este tipo de atenciones y orientación en Cuba son (COMF) absolutamente gratuitas, sin embargo hay elementos que se nos van quedando de la mano como la orientación familiar, el This type of attentions and orientation in Cuba are absolutely desarrollo local y la cultura de la región. gratuitous, however there are elements that are gone being of the hand like the family orientation, the local development and Es importante realizar un estudio periódico al desarrollo de la the culture of the region. violencia
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