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Investigación multimedia: el análisis de contenido en la Era Digital
Esta edición nos acerca a un nuevo enfoque de investigación, empleado con frecuencia en todas las áreas relacionadas con los medios: el análisis de contenido. Este método se basa en su eficacia para analizar los contenidos mediáticos. La convergencia tecnológica propiciada por la llamada Revolución Digital constituye un conjunto de tecnologías cuyas aplicaciones abren un amplio abanico de posibilidades a la comunicación humana.
La gestión de la Comunicación organizacional. Un enfoque ecléctico desde la publicidad y las relaciones públicas
La publicidad y las relaciones públicas conforman las principales áreas sobre las que pivota la gestión de la comunicación organizacional ya que tanto las empresas como las instituciones y otras entidades de diversa naturaleza lanzan mensajes publicitarios y relacionistas, estratégicamente diseñados, con el objetivo de: -Promocionar sus productos, marcas o servicios a través del sistema de comunicación comercial. -Gestionar eficazmente las relaciones con los públicos de su en-torno a través del sistema de comunicación relacionista. Desde esta perspectiva, una amplia diversidad de fenómenos tales como la publicidad de productos y marcas, el advergaming, el subvertising, los programas de relaciones públicas, la gestión del riesgo reputacional, la publicidad de relaciones públicas o la organización de actos, el ceremo-nial y el protocolo, conforman la realidad cotidiana del fenómeno comunicativo aplicado a la gestión de la comunicación de empresas e instituciones tanto del sector privado como del público.
Passing
Passing: Two Publics in a Mexican Border City is an ethnography of the public sphere in Tijuana based on intensive fieldwork in 2006 and 2007 and numerous subsequent brief visits. Its central contribution is to develop an ethnographic method for apprehending how the border marks collective subjectivities in ways that illuminate the basic impasses of publicness in general. She examines major communicative genres such as print news, street demonstrations, internet forums, and popular ballads, as well as a variety of minor genres: family discussions, thank-you notes at religious shrines, police encounters, workplace banters, and personal interview. The question of collective subjectivity that she traces through all these examples is particularly live, politically and socially, at the border, where US legal categories forcefully shape the logics of class exclusion-and thus national membership and democratic possibility-that are general in Mexico.
The Global Middle Classes
Surging middle-class aspirations and anxieties throughout the world have recently compelled anthropologists to pay serious attention to middle classes and middle-class spaces, sentiments, lifestyles, labors, and civic engagements. Middle classness has become a powerful category for self-identification, as political and corporate leaders increasingly hail "the middle classes" as the ideal subject-citizenry. Ethnographically rich and culturally particular, the essays in this volume elucidate middle-class experience and discourse and in so doing add critical nuance to theories of class itself.
Words of Passage
Migration fundamentally shapes the processes of national belonging and socioeconomic mobility in Mexico—even for people who never migrate or who return home permanently. Discourse about migrants, both at the governmental level and among ordinary Mexicans as they envision their own or others’ lives in “El Norte,” generates generic images of migrants that range from hardworking family people to dangerous lawbreakers. These imagined lives have real consequences, however, because they help to determine who can claim the resources that facilitate economic mobility, which range from state-sponsored development programs to income earned in the North. Words of Passage is the first full-lengt...
Utopias in Latin America
Latin America has historically been a fertile ground where utopian projects, movements, and experiments could take root and thrive. Each of the thirteen authors in this collective volume address a particular case or specific aspect of Latin American utopianism from colonial times to the present day. The America that the Spanish and Portuguese discovered became, from the sixteenth century onwards, a space in which it was possible to imagine the widest variety of forms of human coexistence. Utopias in Latin America reconsiders the sense and understanding of utopias in various historical frames: the discovery of indigenous cultures and their natural environments; the foundation of new towns and cities in a vast colonial territory; the experimental communities of nineteenth-century utopian socialists and European exiled intellectuals; and the innovative formulae that attempts to get beyond twentieth-century capitalism.
Daily Report
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