Tendencias de la Comunicación. El Ecosistema Mediático Contemporáneo. Discusiones sobre audiencias, estrategias de comunicación y resultados. Vol. II PDF Download
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Author: Santiago Estrella Silva
Publisher: Dykinson
ISBN: 841324837X
Category : Social Science
Languages : en
Pages : 230
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Book Description
La peculiaridad del presente libro es que son dos libros en uno. Los primeros 5 capítulos se presentan bajo el subtítulo “Conocer a las Audiencias” y en ellos se abordan temas que tienen a las audiencias contemporáneas y sus procesos de consumo cultural y de interacción mediática y digital como centro de la discusión; mientras que los siguientes 5 capítulos se agrupan bajo el subtítulo: “Posicionarse a las Nuevas Estrategias para Nuevos Sectores” y ofrecen temas variados relacionados a la publicidad, los modelos de negocio y las nuevas situaciones del mercado mediático, abordajes sobre turismo y la situación nueva de turistas en tanto receptores de información con demandas más puntuales a la ofertada tradicionalmente. El capítulo final es un ensayo elocuente sobre el comportamiento comunicacional de sectores de la audiencia vinculados a Internet frente a una teleserie de la televisión clásica en Ecuador. Y si bien estos dos conjuntos de capítulos difieren en sus temáticas concretas, conllevan en común la búsqueda de nuevas definiciones, nuevos diseños metodológicos y nuevas conceptualizaciones de sus temas específicos.Los autores aquí reunidos proceden del ámbito iberoamericano, hispano y luso parlante, americano y europeo, lo cual ofrece una singular muestra internacional de trayectorias, intereses académicos y abordajes a los temas seleccionados.
Author: Santiago Estrella Silva
Publisher: Dykinson
ISBN: 841324837X
Category : Social Science
Languages : en
Pages : 230
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Book Description
La peculiaridad del presente libro es que son dos libros en uno. Los primeros 5 capítulos se presentan bajo el subtítulo “Conocer a las Audiencias” y en ellos se abordan temas que tienen a las audiencias contemporáneas y sus procesos de consumo cultural y de interacción mediática y digital como centro de la discusión; mientras que los siguientes 5 capítulos se agrupan bajo el subtítulo: “Posicionarse a las Nuevas Estrategias para Nuevos Sectores” y ofrecen temas variados relacionados a la publicidad, los modelos de negocio y las nuevas situaciones del mercado mediático, abordajes sobre turismo y la situación nueva de turistas en tanto receptores de información con demandas más puntuales a la ofertada tradicionalmente. El capítulo final es un ensayo elocuente sobre el comportamiento comunicacional de sectores de la audiencia vinculados a Internet frente a una teleserie de la televisión clásica en Ecuador. Y si bien estos dos conjuntos de capítulos difieren en sus temáticas concretas, conllevan en común la búsqueda de nuevas definiciones, nuevos diseños metodológicos y nuevas conceptualizaciones de sus temas específicos.Los autores aquí reunidos proceden del ámbito iberoamericano, hispano y luso parlante, americano y europeo, lo cual ofrece una singular muestra internacional de trayectorias, intereses académicos y abordajes a los temas seleccionados.
Author: C. Scolari
Publisher: Springer
ISBN: 1137434376
Category : Social Science
Languages : en
Pages : 108
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Book Description
In this book, the authors examine manifestations of transmedia storytelling in different historical periods and countries, spanning the UK, the US and Argentina. It takes us into the worlds of Conan the Barbarian, Superman and El Eternauta, introduces us to the archaeology of transmedia, and reinstates the fact that it's not a new phenomenon.
Author: Walter Lippmann
Publisher:
ISBN: 9781947844568
Category :
Languages : en
Pages : 282
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Book Description
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.
Author: Jennifer Lees-Marshment
Publisher: Manchester University Press
ISBN: 9780719060175
Category : Business & Economics
Languages : en
Pages : 270
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Book Description
Demonstrates how British political parties have begun to use comprehensive political marketing in order to gain electoral success. They conduct focus groups and opinion polls in an attempt to elicit what voters want from them and then try to adjust their behaviors accordingly...
Author: Álvaro Rocha
Publisher: Springer Nature
ISBN: 9813341831
Category : Technology & Engineering
Languages : en
Pages : 783
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Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Author: Jose Esteban Castro
Publisher: Earthscan
ISBN: 1849773750
Category : Business & Economics
Languages : en
Pages : 392
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Book Description
Focusing on how to provide clean water for all - one of the key Millennium Development Goals, this book integrates technical and social perspectives. A broad, international range of case studies are provided, from developed, middle income and developing countries, in Europe, Asia, Africa, and the Americas.
Author: Gérard Cliquet
Publisher: John Wiley & Sons
ISBN: 1786305801
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities whether local or international. The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques.
Author: Christina Spurgeon
Publisher: Routledge
ISBN: 1134086202
Category : Language Arts & Disciplines
Languages : en
Pages : 240
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Book Description
This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China. Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.
Author: Todd Makse
Publisher: Oxford University Press
ISBN: 0190926341
Category : Political Science
Languages : en
Pages : 228
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Book Description
Political yard signs are one of the most ubiquitous and conspicuous features of American political campaigns, yet they have received relatively little attention as a form of political communication or participation. In Politics on Display, Todd Makse, Scott L. Minkoff, and Anand E. Sokhey tackle this phenomenon to craft a larger argument about the politics of identity and space in contemporary America. Documenting political life in two suburban communities and a major metropolitan area, they use an unprecedented research design that leverages street-level observation of the placement of yard signs and neighborhood-specific survey research that delves into the attitudes, behavior, and social networks of residents. The authors then integrate these data into a geo-database that also includes demographic and election data. Supplemented by nationally-representative data sources, the book brings together insights from political communication, political psychology, and political geography. Against a backdrop of conflict and division, this book advances a new understanding of how citizens experience campaigns, why many still insist on airing their views in public, and what happens when social spaces become political spaces.
Author: Laura DeNardis
Publisher: Yale University Press
ISBN: 0300181353
Category : Law
Languages : en
Pages : 297
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Book Description
A groundbreaking study of one of the most crucial yet least understood issues of the twenty-first century: the governance of the Internet and its content
