Revistas
Revista:
FASHION PRACTICE
ISSN:
1756-9370
Año:
2023
Vol.:
15
N°:
1
Págs.:
36 - 63
Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, the information available for consumers on clothing hangtags - price, country of origin, material composition, and (with/without) fair-trade label - was used to study consumer preferences for sustainable fashion products. Furthermore, we examined how consumers ponder the five dimensions of sustainable fashion - functionality, authenticity, exclusivity, localism and equity. Based on a sample of 1,063 respondents, the results indicate that price is still the critical purchasing driver for the average consumer. 31.9% of the sample always chose the lowest price-tag independently of the other attributes. Combining the conjoint results, the attitude towards the five dimensions of slow fashion, and demographics, we identified four clusters of consumers: Sustainability Rejecters, Sustainability Neutrals, Sustainability Believers, and Sustainability Enthusiasts. Ninety-two consumers, 8.65% of the sample, appear to buy sustainable fashion regularly. This endorses and significantly adds to the literature on sustainable fashion consumer behavior in a flourishing market and to the attitude-behavior gap research.
Revista:
JOURNAL OF GLOBAL FASHION MARKETING
ISSN:
2093-2685
Año:
2023
Vol.:
14
N°:
4
Págs.:
374 - 389
Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.
Revista:
JOURNAL OF INNOVATION & KNOWLEDGE
ISSN:
2530-7614
Año:
2023
Vol.:
8
N°:
4
Págs.:
100428
Applying complexity theory tenets in analyzing findings from prior research on the impacts of democracy and authoritarianism on countries¿ quality-of-life and happiness inform answering this question accurately. The study here constructs and empirically tests algorithms on how democracy and authoritarianism impact QOL and happiness. The propositions include the following views. First, full democracy (D) is necessary but insufficient in indicating high QOL and high happiness. The research findings in the present study support this first proposition. Second, full authoritarianism is a necessary condition but its insufficient for indicating nations¿ outcome conditions of high Gini index (Gini), low ethical behavior (~E), and low GDPppp (i.e., ~GDPppp). The findings support a revision to this second proposition: full authoritarianism is sufficient for indicating each of these three outcome conditions. Third, (a) nations having high QOL are high in happiness (H) consistently, (b) even though as variables QOL and H do not exhibit a symmetrical relationship (i.e., some nations having low QOL have high H). This study supports the perspectives that applying complexity theory tenets and asymmetric case-level outcome algorithms are useful for generalizable theory construction, empirical confirmation, and insightful information for enacting national policies that will increase national QOL and happiness.
Revista:
POPULAR COMMUNICATION
ISSN:
1540-5702
Año:
2023
Vol.:
21
N°:
2
Págs.:
114 - 129
Digitalization has reconfigured the landscape in the fashion media ecosystem. New species have emerged within the environment. Today, fashion magazines compete with numerous fashion and lifestyle content providers, questioning their role as the sole authority when it comes to deciding ¿what is fashionable¿ and challenging their monopoly when it comes to prescribing aesthetic tastes. The purpose of this study is to analyze the case of Vogue to illustrate how species can adapt to the ecosystem. Vogue¿s original response, as reflected in the different initiatives we have studied, enables us to draw up a map of players within the fashion industry, one in which the magazine serves as an institution and not only as a member of the media. In this respect, our conclusions highlight the importance of the public, as opposed to the medium itself, based on an understanding of communication as a social rather than a technological phenomenon.
Revista:
REVISTA PANAMERICANA DE COMUNICACIÓN
ISSN:
2683-2208
Año:
2023
Vol.:
5
N°:
1
Págs.:
11 - 22
La revolución digital ha irrumpido con fuerza en las campañas electorales y ha cambiado los paradigmas tradicionales de la comunicación política al insertar nuevos actores que quitan el protagonismo habitual de los partidos políticos como principales actores de las campañas. Así, las campañas hoy en día las hacen ciudadanos anónimos en las redes o grupos organizados en torno a una causa. Este trabajo pone la atención sobre un nuevo factor para las campañas ¿ la moda - y estudia los casos de tres campañas en Latinoamérica donde la moda ha tenido un papel relevante. El artículo desarrolla un marco teórico donde se pueden observar las relaciones entre moda y política, y su poder simbólico y comunicativo. Desde ahí se exploran, mediante el estudio de casos, dos ámbitos donde el juego de la moda es importante para las campañas: 1) el simbolismo de la moda usado en campañas, como con la falta de corbata en el atuendo de Gabriel Boric o los zapatos rojos de Guillermo Lasso, y 2) el uso de la influencia y de los fashion influencers, como en el caso de la mega influencer Mariana Rodríguez, esposa del gobernador elegido en Nuevo León, y su papel en la campaña. Las conclusiones de este trabajo señalan el papel de la moda en la política en el contexto digital, y abren posibilidades nuevas tanto para investigadores como para los expertos en campañas electorales, reforzando la idea de que, para ganar las batallas de la opinión pública, la moda puede ser un elemento más relevante que los discursos.
Revista:
JOURNAL OF HOSPITALITY MARKETING AND MANAGEMENT
ISSN:
1936-8623
Año:
2023
Vol.:
33
N°:
2
Págs.:
233 - 250
The study here assesses the systematic variability of service performance assessments in customer reviews placed in alternative online social media platforms in the travel industry as well as responses to the firm's requests for customer evaluations. The research includes an empirical study conducted by a national (Spanish) hotel chain of nine corporately-owned properties (hotels). Data-analyses were performed of data collected for the nine hotels from TripAdvisor and Booking.com, as well as internal data from the hotel chain's customer data files. The findings support the general conclusion that hotel reviews on different social media platforms vary in systematic ways. TripAdvisor reviews consistently include the largest share of detractors across all social media platforms in this study, ranging from 11 to 51%. This study contributes useful benchmarks for the relative differences in performances in customer experience assessments across different social media platforms.
Revista:
METHAODOS. REVISTA DE CIENCIAS SOCIALES
ISSN:
2340-8413
Año:
2022
Vol.:
10
N°:
2
Págs.:
312-321
Although many cases of the so-called Cancel Culture in the American and British colleges and are taking place nowadays, social science researchers claim for a better understanding of the phenomenon and a clarification of the concept. In this context, cultural perspectives can be an interesting tool to illuminate facts and meanings. This paper tries to contribute to this debate introducing theoretical aspects as well as case studies from the Hispanic context. To achieve this goal, first three different approaches to the Cancel Culture (critical, institutional, and moral) are explained. Then, we examine the role of social media and the new fear of isolation, connecting Cancel Culture with the classic theory of the spiral of silence (Noelle-Neumann, 1974). We complement the theoretical discussion with an exploratory work on cases of Cancel Culture in different Hispanic countries. Observing characteristics of those cases we can conclude that they do not follow the traces of the Anglosaxon world, but they share some aspects of the culture of fear in the new digital context. This is the first academic work in this field for the situation in Latin America and Spain.
Revista:
CUADERNOS DEL CENTRO DE ESTUDIOS EN DISEÑO Y COMUNICACIÓN. ENSAYOS
ISSN:
1668-0227
Año:
2022
Vol.:
174
Págs.:
93 - 122
Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and therefore a better deliverance of the firm to the outside. This paper explores if internal branding is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee¿s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee¿s commitment increases with internal branding, and the lack of strategy alignment in companies that don¿t use internal branding.
Revista:
CUADERNOS DEL CENTRO DE ESTUDIOS EN DISEÑO Y COMUNICACIÓN. ENSAYOS
ISSN:
1668-0227
Año:
2022
N°:
150
Págs.:
19-32
Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápida y frecuente con las marcas. Mediante el estudio de las percepciones que tienen los millennials sobre Zara, H&M, Louis Vuitton y Gucci se busca conocer el posicionamiento de cada una de estas marcas entre el target seleccionado, los millennials españoles, así como también comprender la posición que ocupan entre los millennials. Se observa una asociación moderada entre atributos y marca y un alto grado de reconocimiento y notoriedad.
Revista:
INTERNATIONAL JOURNAL OF ENTREPRENEURSHIP
ISSN:
1099-9264
Año:
2022
Vol.:
26
N°:
Special 4
Págs.:
1 - 22
This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of controllable marketing factors is necessary as the socio-economic evolution must be considered in a business application model. The article explains the reviews the new p¿s and the state of science and proposes new dimensions for strategic decision making in marketing departments and organizations. The proposed model or enlarged P model is composed of 42 variables (4x4=16p) : product, positioning, people, pricing, perceptions, purchase process, prevention, profitability, perdurable, patents, past of time, product life cycle, popularity, promotion, partners, place.
Revista:
REVIEW OF NATIONALITIES
ISSN:
2543-9391
Año:
2021
Vol.:
11
N°:
1
Págs.:
1-13
From a symbolic and cultural approach to the social movements, framing theory has contributed to explain meanings and strategies for mobilization. Also, the theory has evolved in the media research, and media frames have to be also considered in the collective action. This paper clarifies how frames work in this context and describes their ability to give legitimization and congruence to the movement. The case of Black Lives Matter is an example of the use of framing and its consequences for the movement.
Revista:
SUSTAINABILITY
ISSN:
1937-0695
Año:
2021
Vol.:
13
N°:
20
Págs.:
11363
Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content-OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups-two luxury fashion groups (Kering Group and Moet Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H & M Group and Intidex)-are compared. In addition, all of the e-commerce operations of the groups' fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands' e-commerce operations, which are precisely the web pages most visited by consumers.</p>
Autores:
Cantoni, L.; Cominelli, F.; Kalbaska, N.; et al.
Revista:
STUDIES IN COMMUNICATION SCIENCES
ISSN:
1424-4896
Año:
2020
Vol.:
20
N°:
1
Págs.:
121-125
Revista:
PRISMA SOCIAL
ISSN:
1989-3469
Año:
2019
N°:
24
Págs.:
186 - 208
The digital revolution has transformed the way millennials consume information about fashion. The emergence of new digital platforms (blogs, social networks, online magazines, forums...) expand the possibilities of access to different sources of information. Faced with this new reality, professionals and academics pose multiple questions: Do millennials still read fashion magazines or just see magazines web sites? Are they interested in fashion books? Do blogs still have readers or do they only consume information on social networks? Who consumes more information about fashion? This paper aims to answer these questions thanks to the data obtained through the combination of three research techniques: two discussion groups, 22 in-depth interviews and a survey of 1176 millennials. The results show that millennials use multiple sources of fashion information. Magazines are still a source consulted by individuals with a greater interest in fashion. Instagram is the most consulted platform, where millennials are more than 5 hours a day. The websites of fashion brands become key sources of information thanks to the creation of editorial content.
Revista:
REVISTA INTERNACIONAL DE HISTORIA DE LA COMUNICACIÓN
ISSN:
2255-5129
Año:
2018
Vol.:
1
N°:
10
Págs.:
99-121
Los estudios sobre el liderazgo de opinio¿n comenzaron con las aportaciones de Paul Lazarsfeld y sus compan¿eros de la Escuela de Columbia (Katz & Lazarsfeld, 1955), cuando Lazarsfeld desarrollo¿ su teori¿a de ¿the-two-step-flow of communication¿ que incidi¿a en los efectos limitados de los medios. Adema¿s, Lazarsfeld indico¿ que la moda, por su dinamismo, era un campo propicio para el ana¿lisis del papel de la comunicacio¿n personal y del liderazgo de opinio¿n. El presente arti¿culo analiza los estudios en este campo entre los an¿os 1950 y 2000; una evolucio¿n en la que se establecen las bases sobre las caracteri¿sticas de los li¿deres de opinio¿n en moda como medidores de la cultura y valores sociales, fuentes de informacio¿n, fuentes de consejo, modelos de comportamiento en moda, fuentes de seguridad para la aceptacio¿n social. La revisio¿n cronolo¿gica de los estudios permite un ana¿lisis en profundidad en el que aparecen las claves sobre el papel de la comunicacio¿n personal, cuestio¿n relevante en la difusio¿n de las tendencias de moda.
Revista:
STUDIES IN COMMUNICATION SCIENCES
ISSN:
1424-4896
Año:
2018
Vol.:
18
N°:
2
Págs.:
269 - 285
Revista:
JOURNAL OF GLOBAL FASHION MARKETING
ISSN:
2093-2685
Año:
2018
Vol.:
9
N°:
1
Págs.:
40 - 58
The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered influential. Through an analysis of the characteristics of what has been considered "influential" within the field of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are influential, what the attributes are that define them, and how we can locate them.
Revista:
STUDIES IN COMMUNICATION SCIENCES
ISSN:
1424-4896
Año:
2018
Vol.:
18
N°:
2
Págs.:
439-460
Revista:
JOURNAL OF GLOBAL FASHION MARKETING
ISSN:
2093-2685
Año:
2018
Vol.:
9
N°:
1
Págs.:
59 - 72
The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the different prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from different channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also offers a global overview.
Revista:
REVISTA DE COMUNICACION
ISSN:
1684-0933
Año:
2014
Vol.:
13
Págs.:
60-83
Revista:
OBSERVATORIO
ISSN:
1646-5954
Año:
2012
Vol.:
6
N°:
2
Págs.:
109 - 126
La teoría del framing ocupa en la actualidad uno de los lugares más destacados de la investigación en comunicación (Weaver, 2007), y de forma muy especial en la comunicación política (Sádaba, Rodríguez-Virgili & La Porte, 2008). Sin embargo, el framing se ha consolidado como el marco teórico más relevante sin alcanzar todavía la correspondiente clarificación conceptual y metodológica (Vliegenthart & van Zoonen, 2011). La teoría del framing no presenta una clara definición compartida por todos los investigadores y son muchos los estudios que hablan de framing refiriéndose a conceptos diversos. Como anticipaba Robert Entman, se trata de un paradigma fracturado (Entman, 1993). El presente trabajo propone una sistematización de las líneas de investigación en las que el framing puede contribuir al estudio de la comunicación política: objetivista, constructivista, cultural, narrativa, metodológica, profesional, estratégica y simbólica. A través de esta propuesta, se pretende delimitar los campos en los que el framing puede ayudar a la investigación y práctica de la comunicación política, así como recuperar algunas vías de desarrollo de la teoría que aún no han sido suficientemente exploradas con el objetivo de avanzar en la comprensión integral del término.
Revista:
Cuadernos de Informacion y Comunicacion
ISSN:
1135-7991
Año:
2010
Vol.:
15
Págs.:
37 - 54
La Comunicación Política ha experimentado un gran desarrollo en los últimos años tanto en la praxis profesional como en la labor académica. Por lo general, los investigadores se han centrado en las campañas electorales, la comunicación estratégica de las instituciones, los medios de comunicación o los efectos en los electores. Sin embargo, la ficción aparece hoy como un nuevo espacio donde los políticos, los ciudadanos y los medios de comunicación pueden interactuar con otros patrones y mecanismos. Desde el punto de vista académico, escasean los estudios sistemáticos de este género y su relación con la Comunicación Política. Este artículo trata de abrir una línea de estudios en esa dirección, destacando las posibilidades para la Comunicación Política, que incluyen la teoría de la Comunicación Política, la teoría de los efectos, las tendencias actuales y la conexión entre la realidad y la ficción.
Revista:
Comunicacion y Sociedad
ISSN:
0214-0039
Año:
2010
Vol.:
XXIII
N°:
2
Págs.:
179 - 201
Financial institutions are the protagonists of the ongoing economic crisis. Recent financial scandals and dubious management have emerged while an intense debate on the responsibility of business has risen. In academia, the stakeholder management school has earned acceptance; and one question arises: is orderly, coherent management possible when executives embrace the demands of customers and other stakeholders? A case study from the banking sector would be of interest, in order to ascertain if the industry, traditionally branded as opaque and ill-disposed towards public demands, has embraced stakeholder theory assumptions in its management practice. This case allows a deepen thought in the field of communication management, far removed from window-dressing, which stands as a true social dialogic dimension.
Capítulos de libros
Libro:
Fashion Communication in the Digital Age : Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023
Lugar de Edición:
Cham
Editorial:
Ed. Springer. Hegde MV, Zanwar AA, Adekar
Año:
2023
Págs.:
227-237
Libro:
Movimientos sociales y comunicación en una era de cambio
Lugar de Edición:
Valencia
Editorial:
Tirant Lo Blanch
Año:
2022
Págs.:
191-206
Libro:
Fashion Communication
Editorial:
Springer
Año:
2021
Págs.:
219 - 236
The following investigation presents a theoretical framework regarding the concept of fashion activism, a historical overview of its presence during the social and political movements of the past 100 years, and an analysis of corporate activism in the fashion industry. The cases studied in this article were originated mainly in the United States and the United Kingdom, though all of them acquired global character. Social media has become a key element for the transformation of fashion activism throughout the past century, magnifying the visibility of the movements and increasing the participation of public figures like brands and designers. The paper concludes with the fundamental role of fashion in the public opinion and leaves with unanswered questions regarding its true impact and commitment for social issues.
Libro:
Fashion Communication
Editorial:
Ed. Springer
Año:
2021
Págs.:
117 - 128
Libro:
HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, held as part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings
Lugar de Edición:
Cham
Editorial:
Ed. Springer
Año:
2020
Págs.:
504 - 520
The following investigation presents the definitions of cultural heritage, cultural appropriation, corporate reputation to later evaluate how could Cultural Appropriation infringement could be detrimental to a company¿s corporate reputation in the digital context. Two cases of cultural appropriation crisis in the fashion industry are analyzed. On the one hand, the crisis faced by Carolina Herrera due to the similarities of the firm¿s Resort 2020 collection and different cultural elements from communities in Mexico, and on the other hand, the crisis faced by Gucci with a blackface accusation in 2019. The paper leads us to conclude that nowadays cultural appropriation in fashion can lead to a reputational crisis because the different stakeholders of a company in the industry are evolving and demanding from them to be more aware of controversial issues, among those, the misrepresentation of a culture. Also, how digital communication arises new questions for this kind of crisis. Evaluating two of the most recent cases of cultural appropriation helps to shed light on the importance of these issues in the current world.
Libro:
HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, held as part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings
Lugar de Edición:
Cham
Editorial:
Ed. Springer
Año:
2020
Págs.:
521 - 534
This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP) e-commerce webpages are investigated. Therefore, a group of 20 fashion brands was selected: 10 of these brands belonged to the FF category and the other 10 to the LP category. User digital behavior is analyzed using six Key Digital Behavior Variables (KDBV), all performative variables that represent how consumers interact with brands through their web pages, based on web user session analysis. Studying digital user behavior enables us to get to know fashion brand consumers and users better. As we have observed, there are increasingly few differences between the behavior of FF web site users and LP web site users.
Libro:
Fashion Communication in the Digital Age
Lugar de Edición:
Cham
Editorial:
Springer International Publishing
Año:
2019
Págs.:
259-275
Libro:
Kazetaritza politikoaren eta komunikazio estrategikoaren giltzarriak konbergentzia-eszenatokian [Recurso electrónico] = Claves del periodismo político y la comunicación estratégica en el escenario comunicativo convergente
Lugar de Edición:
Bilbao
Editorial:
Universidad del País Vasco UPV/EHU
Año:
2018
Págs.:
299-322
Libro:
Vestir un mundo sostenible : La moda de ser humanos en una industria polémica
Lugar de Edición:
Buenos Aires
Editorial:
LID Editorial Empresarial
Año:
2018
Págs.:
11-13
Libro:
The International Encyclopedia of Media Effects
Editorial:
The Wiley Blackwell-ICA
Año:
2017
Págs.:
1-9
Libro:
Fashion Tales. Feeding the imaginary
Lugar de Edición:
Berna
Editorial:
Petter Lang
Año:
2017
Págs.:
105-124
Libro:
Routledge Handbook of Political Advertising
Lugar de Edición:
New York
Editorial:
Routledge
Año:
2017
Págs.:
198-211
Libro:
Handbook of research on Global Fashion Management and Merchandising
Lugar de Edición:
Hershey
Editorial:
Business Science Reference
Año:
2016
Págs.:
211-230
Libro:
Fashion Spaces. Geographical, Physical and Virtual
Lugar de Edición:
Coimbra
Editorial:
Cojuntura Actual
Año:
2016
Págs.:
61-76
Libro:
La communication politique des Européennes de 2014: pour ou contre l¿Europe?
Lugar de Edición:
Paris
Editorial:
L'Harmattan
Año:
2016
Págs.:
113 - 130
Libro:
Moda en el entorno digital
Lugar de Edición:
Barañain
Editorial:
EUNSA
Año:
2015
Págs.:
111-122
Libro:
La communication politique européenne sans l'Europe: Les élections au Parlement européen de 2009
Lugar de Edición:
Paris
Editorial:
L'Harmatan
Año:
2012
Págs.:
141-160
Libro:
Comunicación y Terrorismo
Lugar de Edición:
Madrid
Editorial:
Tecnos
Año:
2012
Págs.:
172-196
Libro:
Diplomacia Pública y Marca España
Lugar de Edición:
Madrid
Editorial:
Escuela Diplomática
Año:
2012
Págs.:
311-320
Libro:
Un renacentista del siglo XXI: homenaje al profesor Pedro Lozano Bartolozzi.
Lugar de Edición:
Pamplona
Editorial:
EUNSA
Año:
2010
Págs.:
431 - 452
Libro:
Periodismo económico. Viejos y nuevos desafíos
Lugar de Edición:
Barañain
Editorial:
EUNSA
Año:
2010
Págs.:
357-376
Libro:
Globalization and pluralism. Reshaping public tv in europe
Lugar de Edición:
Porto
Editorial:
Formal Press-Media XXI
Año:
2010
Págs.:
177-203
Libro:
La edad de oro de la comunbicación comercial: desde 1960 a 2000
Lugar de Edición:
Sevilla
Editorial:
Comunicación Social
Año:
2010
Págs.:
133 - 159
El objetivo de esta publicación ¿en dos volúmenes y en color¿ es realizar la historia conjunta de la Publicidad y de las Relaciones Públicas en España, desde sus inicios hasta el final del siglo XX. No existía en el panorama editorial español una investigación integrada como la que aquí presentamos. Esta obra aborda de modo unitario la historia de ambas disciplinas, por corresponderse con la naturaleza misma del fenómeno estudiado. «Podemos asegurar que, pese a lo que ocurrió en otros lugares, donde ambas actividades se desarrollaron en ámbitos separados, no sucedió de igual modo en España: la dificultad de discernir entre Publicidad y Relaciones Públicas durante la primera mitad del siglo XX es patente. Cuando, a través de la investigación, se descubren campañas de relaciones públicas, resultan estar desarrolladas desde agencias de publicidad o por profesionales de ese campo y, en ocasiones, se presentan ocultas bajo denominaciones como ¿propaganda¿, ¿publicidad social¿, ¿publicidad educativa¿ o ¿publicidad de prestigio¿.» Esta publicación se presenta dividida en dos partes. El primer volumen, De la nada al consumo, abarca desde los orígenes de estas disciplinas hasta 1960. El segundo, La edad de oro de la comunicación comercial, abarca desde esa fecha hasta el año 2000, y se acompaña de un DVD. La investigación sobre la historia de las Relaciones Públicas ha sido compleja. El término en sí mismo no llegó a España hasta la década de 1950, y ni siquiera entonces fue aplicado