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Estándar para activar la obligación de comunicar sobre ciberincidentes relevantes en instituciones públicas
(Universidad de Chile, Centro de Estudios en Derecho, Tecnología y Sociedad, 2022)
Las instituciones públicas sufren constantemente ciberincidentes que pueden afectar la infraestructura crítica y el ejercicio de derechos de la ciudadanía. Informar a esta sobre cada ciberincidente sería impráctico, por lo que se propone un estándar para decidir en qué supuestos un ciberincidente sufrido por una institución pública debe comunicarse a la sociedad, y cómo debe ser la información para colmar el derecho a la información. Para ello se presenta el marco jurídico mexicano de ciberseguridad y de derecho a la información, sustentando la razón de por qué la atribución pública de ciberataques no sustituye al deber de informar a la sociedad. Finalmente, se analizan casos emblemáticos de ciberincidentes en instituciones públicas mexicanas aplicando el estándar propuesto.
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Patrones de consumo alimentario con enfoque socialmente responsable
(Universidad del Zulia, Facultad de Ciencias Económicas y Sociales, 2024-01-01)
Leyva-Hernández, Sandra Nelly
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Arango-Ramírez, Paola Miriam
It is possible for countries through socially responsible consumption, sustainable growth, and achieving goal 12 of the United Nations Agenda. Therefore, it is essential to know food consumption patterns to develop effective communication strategies; however, after the COVID-19 pandemic, consumption patterns were modified, focusing on health care and the environment, among others. This study aims to develop the segmentation of socially responsible food consumers according to their behavior patterns after the COVID-19 pandemic. An exploratory and cross-sectional study collected a sample of 834 adults from the metropolitan region of Mexico City. A segmentation analysis was performed by two-step cluster analysis: Hierarchical and k-means. Three segments of socially responsible consumers were identified: Those concerned about the environment and society, the rational, and health caretakers. Knowledge of the characteristics of these consumers can allow the development of appropriate marketing strategies and public policy programs that promote this consumption ©Revista de Ciencias Sociales (RCS). Facultad de Ciencias Económicas y Sociales. Universidad del Zulia
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La mejora de la competencia comunicativa docente mediante propuestas dramáticas teatrales: un estudio cualitativo
(Universidad Panamericana, Escuela de Pedagogía, 2023)
Iglesias Martínez, Marcos Jesús
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Camús Ferri, María del Mar
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Lozano Cabezas, Inés
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Universidad Panamericana. Campus Ciudad de México. Escuela de Pedagogía
Didactic communication is a key element in the management of educational and pedagogical processes that take place in the classroom. This allows to organize effective and efficient learning environments in the classroom and promotes environments of communicative exchange with students that generate interest, thought and emotion for education. In the educational stages related to childhood, it is especially relevant to guide the construction of knowledge and the acquisition of skills and abilities. However, it is still subtly promoted in university spaces; and the attempts to train teachers in communicative competence are reduced, in general, to the practice of oral presentations, far removed from the school communicative reality. Multisensory theater pedagogy is another way of learning to communicate in the classroom. The main objective of this research is to analyze the development of learning situations based on theater pedagogy as a teaching strategy that improves didactic communication in teaching-learning processes from the narratives of teachers and teachers. The results indicate that it is a valuable pedagogical tool for the development of communication and pedagogical skills in teachers in general, and for those who are being trained in particular.
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Localization strategies in fashion influencer marketing: an exploratory study
(Universidad Panamericana, Escuela de Comunicación, 2023)
Tentori, Maddalena
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SanMiguel, Patricia
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Torregrosa, Marta
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
The Internet is an environment without borders, where fashion brands connect with their consumers, especially through social networks. Instagram, TikTok or YouTube have become the preferred channels to establish a personal and bidirectional communication with followers and at the same time a commercial communication channel. One of the social media marketing strategies that fashion brands are using the most is Influencer marketing. In recent years, academic studies in relation to influencer marketing have increased significantly. However, the literature shows that there are still many gaps in which it is desirable to develop studies. In this sense, marketers are often faced with the dilemma of carrying out campaigns with global influencers or, on the contrary, localizing their strategies using influencers from the countries, cities, or areas where the communication and marketing campaign will be developed, allowing a better interaction with the language, traditions, and culture of the target audience. This exploratory study aims to provide a better understanding of the relationship between influencer marketing and localization strategies. To do so, it analyzes the influ encer marketing strategies of five fashion and lifestyle brands (Daniel Wellington, Sephora, APM Mónaco, H&M, and Dolce & Gabbana) observing the global or local approach of their actions with influencers and their consequences.
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El valor de lo prohibido en la campaña realizada para promocionar un perfume de la marca Givenchy. Estudio de caso
(Universidad Panamericana, Escuela de Comunicación, 2023)
Canga Sosa, Manuel
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
This paper is focused on the contents of an advertising communication campaign designed to promote a Givenchy brand perfume, whose interest lies in its way of representing the female figure in the context of a transgression phantasy. For this, this study will explore the main contributions of three theorical disciplines specialized in the study of visual configurations, meaning production, and the subtle intentionality and hidden desire depicted in those kind of productions. The textual analysis will help to clarify the questions of an impeccably crafted production focused on the desire of a young woman who is ready to overcome several obstacles in order to achieve her goals. This article shows the result of a work in progress and could contribute to reaching an understanding of the meaning of an advertising campaign that has not been studied yet. It could help to fuel a debate on the ethical impact of certain activities and trends in the current advertising world, which seems to have adopted the questioning of social conventions as a value.
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El discurso del amor romántico en ficciones de moda: el caso de los fashion drama
(Universidad Panamericana, Escuela de Comunicación, 2023)
Pérez-Escartin, Alejandra Beatriz
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
This paper analyzes the discourse on romantic love constructed by Vogue Spain magazine in one of their short films Fashion Drama. Thanks to the textual analysis of one of the videos –based on the intertextuality of Hollywood romantic comedies and the pastiche of generic conventions– it is concluded that, through humor, this fiction reproducts a discourse that criticizes the hegemonic values of romantic love in heterosexual relationships and simultaneously strengthens the gender roles traditionally attributed to women.
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Identidad y gestión del cambio en la industria de la moda
(Universidad Panamericana, Escuela de Comunicación, 2023)
García Barriga, María
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Existing theories about the dynamics of fashion revolve around the decline and disappearance of some products and the birth of new ones (Rogers, 1962), but does this really happen? Do fashion products and their message completely disappear when their life cycle is complete? Do these models fit within the current reality oriented towards the circular economy and the progress of artificial intelligence? Fashion can not only be understood as a visual message (Barthes, 1983) in the form of color and texture that communicates the true or false identity of the wearer; but, as an interdisciplinary and multifaceted field that it is (Kaiser, 2012) it can filter from a business perspective like a “river that never stops flowing” (Stone, 2008) at the edge of a market ecosystem whose brands develop individual identities. (Aaker, 1997) that represents a collective or social identity (Simmel, 1971) to build and maintain its value through a visual object in the mind of the consumer. Unlike other disciplines, the identity of fashion brands is made up of a system of attributes in constant transformation (Collins & Porras, 1994) and, therefore, the coherent and consistent change in the attributes of identification and differentiation (Saviolo, 2000) of a brand must be managed in motion, not through a static system anchored to a specific time and space (Kapferer, 2008), based on the programmed obsolescence of clothing items (Rogers, 1962), as the that we have known so far. This theoretical reflection aims to deepen the way in which we are approaching the product life cycle in fashion brands and is a “call to action”, as proposed by Wanik & Bazaki, (2023), on the need for new models of diffusion of innovations and product development in the fashion industry.
28 185
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Musealización de tejidos y preservación de la historia: el caso del vestido expuesto en el Museu do Doce de Pelotas/RS
(Universidad Panamericana, Escuela de Comunicación, 2023)
Pereira da Silveira, Laiana
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Robaina Iglécias, Daisiane
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Through this study it is possible to observe how the clothing exhibited in museums the museum evidences their history, keeps in evidence the history, highlighting the importance of the clothing objects kept and preserved in the collections of museological institutions. To confirm this observation, the research presents - through bibliographic research and visits - a case study in which the main object is a garment, an object belonging to the collection of the Museu do Doce, located in the city of Pelotas, in the interior of Rio Grande do Sul (Brazil).. The museumized and exhibited dress represents a specific culture of the city that drives tourism and economy, among other factors. The study concludes, through observation, the importance that exists in the conservation and preservation of textile objects in the museological institution in question, since, they are rich sources for the preservation of local history and future studies on a particular society or era.
3 103
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Online reputation management in spanish public hospitals. A quantitative analysis
(Universidad Panamericana, Escuela de Comunicación, 2023)
Medina Aguerrebere, Pablo
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Medina, Eva
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González Pacanowski, Toni
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Spanish public hospitals face an increasingly complicated situation because of limited budgets, patients’ new requirements and the development of private hospital groups. To deal with this challenging framework and reinforce their strategic positionings in the health market, some public hospitals have implemented corporate communication strategies based on social media platforms. This paper aims to analyze how Spanish public hospitals manage Facebook, Twitter, and Youtube, as well as their corporate websites, to promote their brands and reinforce their strategic positionings. To do that, we conducted a literature review about health communication, and then we resorted to 48 indicators to analyze how the 100 best Spanish public hospitals used their websites and these three social media platforms for branding purposes. We concluded that most public hospitals in this country resorted to their corporate websites to disseminate journalistic content; they used Facebook and Twitter to publish visual information about the hospital (logo, videos, etc.); and they managed Youtube to describe medical treatments and internal protocols.
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Los medios digitales de moda, ¿son los más efectivos? Metodología Mier Uribe (MeMU): Nueva medición de la efectividad de la publicidad en los medios de comunicación
(Universidad Panamericana, Escuela de Comunicación, 2023)
Mier Uribe, Alejandro
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Rojo Gutiérrez, Marco Antonio
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Since the launching of social media such as Facebook, Instagram, Pinterest and recently TikTok, to mention some of the most successful ones, adopting this type of digital media has generated an unprece-dented attraction, mainly in the younger generations. However, at the advertising level, are these the most efective media? Could it be that traditional offline media — old fashioned for the new generations— are no longer effective for advertising? Historically, the adverising industry has had several methods to measure its results; however, over the last decades, industry leaders have pointed out many shortcomings in the measuring techniques and doubts as to whether the chosen media are the most effective ones (greater impact at lower cost). Moreover, uncertainty grows as traditional offline media are joined by a great diversity of online digital media. The new Mier Uribe Methodology (MeMU) aims to answer these and many other questions, with the ul-timate goal of ensuring that the most effective media are selected for advertising. Through four research studes, MeMU identifies the specific market of the product to be advertised, the media consumed by that market, the level of impact of each of those media and, finally, a cost comparison. As a result, MeMU guarantees to show-case the most effective media for advertising.
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