Victor Hernandez-Santaolalla

Social media has been a participant of the growth of the role of the influencer as a new model of opinion leader who combines personal branding with a prescriber role, including messages with political content. In this context, this research has applied a content analysis to 790 messages from ten Spanish influencers with a high impact on Twitter. We analyzed in particular the pursued objectives, the topics discussed and the ideological content of the tweets. In this regard, although these messages reflected an ideological-political objective, the discourse is quite moderate, if not de-ideologized.

Introduction. The objective of this research is to explore the relationship between the voter turnout and the new forms of participation of young Chileans and Spaniards, as well their perception about politics and the forms of participation which seem most relevant to them. Methodology. In order to do this, a comparative analysis between the two countries, with a sample of 928 university students between the ages of 18 and 24 is realized. Results. The data showed some distrust of the current democratic system. Additionally, while voter turnout decreases in Chile and Spain, other unconventional –offline and online– political activities increase. Conclusions. Definitively, young people are seeking greater participation as citizens in political affairs. Likewise, although many students use social networks as channels to keep abreast of the activities of politicians, this use is still low compared to that of other public figures.

This article presents a framework for the analysis of audience’s perceptions about political leaders. Specifically, we focus on the perceptions of two Spanish leaders: José Luis Rodríguez Zapatero,
the former Prime Minister, and Mariano Rajoy, the current Prime Minister. We wanted to test how young people perceive and evaluate the dentity of these two political leaders. We also tried
to determine the role played by media in the formation of these complex images. After the analysis of data collected from a sample of 108 participants, significant differential effects concerning the way people perceive both leaders have not been found. Results indicate that in crisis periods leaders lack authenticity, thus voters have a negative perception of them. It has also found some positive
correlation between the authentic leadership’s variables and the Big Five personality factors. Throughout this paper, theoretical and methodological problems of such an approach are discussed.

At present it is increasingly complicated to set limits between
advertising, entertainment and information. This hybridization of genres (Imbert, 2003) is responsible for brand new formats between fiction and entertainment, such as advertainment, or between information and entertainment, such as infotainment. These are hybrid proposals designed to respond  the commercial
interests of the audiovisual business, on the one hand, and the changing consumers tastes, on the other. This scenario is getting complicated by the penetration of internet  and web 2.0 that have made possible both the establishment of communities as well as the interaction between creators and users, between brands and consumers.
Thus, halfway between fandom and User Generated Content (UGC), there are narrative productions created by the TV series fandom, who decide to keep the plot generating new narratives linked to the original. In this process of narrative construction, the consumer of television series becomes not only a fictional content
producer, but also and specially an advertisement diffuser.
The purpose of this paper is to present an overview of the different  discursive productions from the TV shows fandom, as well as to analyze if they could be studied from the commercial communication standpoint.

The most appropriate term to define the current communication environment seems to be “hybridization”. Thus, halfway between fandom and User Generated Content, there are productions created by fandom. In this process of construction, the consumer becomes not only a fictional content producer, but also an advertisement diffuser. The purpose of this forum discussion is to examine the new concept of ‘fanadvertising’.

Definida por primera vez por Hans Robert Jauss en la conferencia inaugural de la Universidad de Constanza el 13 de abril de 1967, la teoría o estética de la recepción pretendía una revolución en la concepción de la relación autor-receptor de la obra literaria, que sería trasladada, posteriormente, al resto de manifestaciones artísticas. En esta línea, y relacionada con la teoría de los efectos de la comunicación de masas y, en concreto, de la comunicación persuasiva, el presente trabajo propone un análisis de la publicidad desde los presupuestos básicos de dicha Teoría de la Recepción, entendiendo que es el público de los anuncios el que realmente configura su sentido final.

El concepto de hipermodernidad surge en el campo de la sociología sobre la década de 1990 para designar un periodo caracterizado por un clima de inseguridad, incertidumbre y riesgo
global. Entendida como la radicalización de los principios básicos de la posmodernidad, la era hipermoderna genera un individuo vulnerable, que por un lado se centra en el goce del presente, mientras que por otro lado se afana en imponer mecanismos de prevención y control con respecto a un futuro incierto. En dicho contexto, el consumo, que también se hace extremo, adquiere especial significado en la definición de la identidad del sujeto; ello se manifiesta en el discurso publicitario, dirigido a satisfacer instantáneamente los deseos del individuo, ofrecerle experiencias individualizadas, otorgarle un mayor poder de elección y alertarle de la importancia de cuidarse a la vez que le garantiza seguridad  y confianza. Hasta qué punto la publicidad se contagia del clima imperante y se apropia de los elementos de la hipermodernidad para construir sus argumentos, es el objetivo de este estudio pragmático, que analiza un corpus de anuncios para determinar si el discurso publicitario se configura según los principios de la era hipermoderna.

--------------------------------

The concept of hipermodernity appears within the sociology sphere in the decade of 1990’s to designate a period characterized by a climate of insecurity, uncertainty and global risk. The hipermodern era, which is conceived as the radicalization of the basic principles of posmodernism, generates a vulnerable individual; this subject focuses on enjoying the present time while putting a lot of effort into imposing control and prevention mechanisms concerning an uncertain future as well. In such context, consumption, which also turns extreme, acquires a special meaning when it refers to defining the subject’s identity; that aspect manifests in the advertising discourse, oriented to instantly satisfy the individual’s desires, to offer individualized experiences to him/her, to provide him/her with the power of decision and to warn him/her about the importance of taking care of themselves while guaranteeing security and confidence. To what extent advertising is influenced by the predominant climate and how it makes use  of hypermodern elements to construct its arguments is the aim of this pragmatic study, which analyzes a sample of commercials to determine if advertising discourse is configured by the principles of the hypermodern era.

A comienzos de la década de los noventa, diferentes teóricos del campo de la sociología, en su mayoría franceses, comenzaron a popularizar el término hipermodernidad para designar una nueva realidad social que ya no seguía los principios marcados por la
posmodernidad, pero que aún así no se alejaba por completo de la evolución originada en la denominada era moderna. En este sentido, teniendo en cuenta que los mensajes publicitarios son producto del contexto en el que se insertan, resulta lógico pensar que el argumento de los anuncios actuales estará construido en función de los pilares básicos de la era hipermoderna.

--------------------------

The term hypermodernity was first used at the beginning of the 1990’s by several  French sociologists with the aim of designating a new reality which was somehow different from the postmodern bases, but not completely dissimilar from the evolution initiated in the modern era. In this sense, taking into account that advertisements are the result of the context where they are born, it is logical to think that their current arguments are based upon basic hypermodernistic principles.

La investigación se plantea como un análisis en sentido doble: a) un análisis referencial de las campañas publicitarias presentes en revistas masculinas, y b) un análisis retórico, es decir, tópico, isotópico y entimemático de las mismas. Se parte de la hipótesis que afirma que la publicidad utiliza el tópico de la cualidad, así como los valores propios del individualismo, para mantener la ideología capitalista. El corpus está formado por la publicidad gráfica presente durante el mes de Abril de 2009 en tres revistas masculinas: GQ, Nox y Men’s Health.

-------------------------------------------------------------------------------


The research is presented as an analysis in double sense: a) a referential analysis of advertising campaigns in men´s magazines, and b) a rhetorical analysis, that is to say, topic, isotopic and enthymematic of the same ones. It starts from the hypothesis which affirms that advertising uses the topic of the quality, as well as the individualism own’s values, to support the capitalist ideology. The corpus is formed by the graphic advertising in three men´s magazines during April 2009: GQ, Nox and Men’s Health.

El receptor y su contexto cumplen un papel primordial a la hora de interpretar el significado de las películas, algo que se ha visto eclipsado por la importancia que la historia del cine ha otorgado a los distintos directores o al valor inmanente de sus filmes. Este artículo realiza un recorrido que partirá de la Teoría de la Recepción literaria y terminará en los actuales estudios de la recepción aplicados al cine, repasando, asimismo, el lugar que las distintas disciplinas han concedido al espectador a lo largo de la historia.

------------------------------------------------------------------------------------

The recipient and his context play an essential role in the interpretation of the movies meaning, something that has been outshone by the importance given to the different directors and the immanent value of their films since the beginning of cinema. This article makes a journey from the Literary Reception Theory to the last reception studies applied to cinema, reviewing, as well, the place the dioughout history.

La publicidad recurre a la retórica para la construcción de sus mensajes, y utiliza los lugares comunes o “topoi” para facilitar la comprensión de su público. De todos los lugares comunes, el tópico de la cualidad es uno de los más utilizados. Así pues, la publicidad es un discurso marcadamente individualista condicionado por la situación política y socioeconómica en la que está inmerso, lo que ayuda a entender la preeminencia del tópico de la cualidad frente a otros existentes.

----------------------------------------------------------------------------------------

Advertisement makes use of rhetoric to convey its message, and of commonplaces, or topoi, to encourage audience’s understanding. Among these commonplaces, quality is one of the most frequently used topics. Thus, advertising is a markedly individualistic discourse, conditioned by the political and socioeconomic situation it is immersed in. This helps to understand why, of all existing topics, quality is the most pre-eminent one.

La influencia de los mass media es uno de los temas que mayor interés y preocupación ha provocado a lo largo de la historia de la comunicación, y cobra hoy en día, por el contexto mediático y de recepción actuales, una nueva relevancia. Que los medios de comunicación provocan efectos sobre el público es una cuestión ampliamente aceptada, pero el consenso es menor cuando se habla de cuáles son y cómo se producen dichas consecuencias. En esta línea, el volumen repasa las teorías planteadas por diferentes autores y escuelas con el objetivo de analizar la evolución y situación actual del campo de estudio.