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Permanent URI for this communityhttps://scripta.up.edu.mx/handle/20.500.12552/1

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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.
27 64
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10 proposals for the consolidation of a public service music radio in Spain
(Universidad Panamericana, Escuela de Comunicación, 2023)
Costa Gálvez, Lola
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Music, with its profound ability to evoke emo-tions and bridge cultural divides, holds a significant place in our collective consciousness. Within the rich artistic heritage and passionate melodies of Spain, public music radio has played a vital role in shaping the na-tion’s cultural landscape. This article draws upon the author’s doctoral research, conducted at the Autonomous University of Barcelona in 2015, which explored the profound impact of public music radio on Spanish society. Reflecting on the research and subsequent ac-ademic articles published (Costa Gálvez, 2015, 2016a 2016b, 2017), the author identifies the primary focus of defining a public service music radio. This article presents an opportunity to revisit and update 10 proposals for establishing and strengthening public service mu-sic radio in Spain, highlighting ten enduring principles deemed valuable in the year 2023. Through this examination, the article aims to contribute to the consolidation of public service music radio as an essential component of Spain’s cultural landscape
8 91
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The evolution of the podcast as a marketing tool in fashion luxury brands
(Universidad Panamericana, Escuela de Comunicación, 2023)
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Garcia Hiljding, Isabel
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
March 2020 changed the history of the world. And it also changed the fashion luxury industry. A virus attacked the whole world, whole nations were in look down and time stopped. This study’s aim is to examine how the brands used their podcasts as a marketing tool during the periods of pre-COVID and post-COVID. The four selected fashion luxury brands were: Chanel, Hermés, Dior and Gucci. Additionally, this study also aims to identify the frames, the longevity, the duration, related media and the language used and to compare them before march 2020 and after in order to understand how the podcasts are becoming a successful strategic marketing tool for luxury brands and if these brands have changed and modified their content due to the pandemic. In conclusion of the study and after analyzing the four podcasts of the world’s leading fashion luxury brands, it can be said that we have not detected significant changes in the way the podcast is managed by the brands or the content broadcasted, between pre- and post-COVID episodes.
36 146
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The rock music scene on the US/Mexico border: cultural translation and adaptation
(Universidad Panamericana, Escuela de Comunicación, 2022)
Sánchez, José
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Soto-Vázquez, Arthur
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
This study addresses how rock music integrat-ed into the local culture of a region where the dominant music genres were Tejano and other Mexican-influenced forms. Using a series of in-depth, qualitative interviews with long-practicing musicians, we discuss how rock was shaped and melded into local customs and practic-es. Musicians discussed being flexible in their live performances, playing British invasion songs right after a corrido, being pushed to the margins, and performing at ranches outside the city limits when clubs would not feature them. Nevertheless, the local rock music scene developed in South Texas and became a unique cultur-al hybrid. We use this example to discuss what cultur-al hybridity looks like in the context of music performance, the role of new media in advancing it, and what it means for border identity
16 131
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The Mustang Diaries: un estudio de México en Red Dead Redemption 1
(Universidad Panamericana, Escuela de Comunicación, 2022)
Aldape, Javier
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Can a form of play be used to portray the past in popular culture? Can a person engage in such an act and acquire agency of a particular time in history? Play constitutes many forms—but for the sake of this paper, it will be used in the context of video games. Using the two main schools of thought for the study of these, nar-ratology and ludology, I intend to highlight the potential for games to not only recreate history but also inter-act with events and how they can provide new ways of understanding history. I will focus mainly on the Mexi-can Revolution and the U.S.-Mexico border relations in Rockstar’s epic western: Red Dead Redemption 1
35 92
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Exploring affect, identity, and populism in and around Todd Phillips’ Joker
(Universidad Panamericana, Escuela de Comunicación, 2022)
Sreepada, Nihar
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Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
Cultural identity has become a fluid concept in which several positionalities converge; most of them are influenced greatly by popular culture, causing a con-stant individual negotiation between their real lives and the image on the screen. In 2019, Todd Phillips’s Joker achieved worldwide success not only at the box office but also in critical appraisal. Unlike previous representations of this villain as a disruptive social persona, Jok-er showed the main character as a political figure that gives agency and voice to the people who are socially repressed. The impact of this representation transcended Anglo cultures to the extent of symbolizing a popu-list uprising and a growing anti-government sentiment. Nevertheless, this figure’s appropriation brings two problematic ideological standpoints to the goal these groups aim: violence as the only alternative to restoring equality in society and color blindness that silences the struggles that cultures face depending on their context
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