Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

Desacordar el acuerdo: la disputa pública entre parlamentarios por la implementación del tratado de paz en ColombiaDesacordar o acordo: a disputa pública entre parlamentares pela implementação do tratado de paz na ColômbiaUpon signing the peace deal between the Colombian state and the Revolutionary Armed Forces of Colombia (FARC, from its initials in Spanish) in 2016, political parties and the social sectors that they represented, radicalized favorable and unfavorable positions on the implementation of the agreements. This article aims to analyze one of these disputes involving two deputies of opposing political parties that was broadcast live on a debate radio show. The analysis method is interpretive and inductive, focused on the verbal attacks and defenses displayed. Results emphasize the problem of democratic representation and combat tactics to guide public opinion. In conclusion, the analytical walk-through highlights the centrality of verbal combats mediated by streaming opinion radio and the narrowness of the victory-defeat scheme in public discussions. The article contributes to interpreting the current public discord, at the historical time of transition towards peace with the Colombian guerrillas. The analysis shows how opposing political forces fight for and against the implementation of the signed deal. For the opposition sector, it is about “undoing the agreement” based on the “No” victory in the peace referendum. This claim of denied victory blocks the implementation of the deal and causes contradictors to fight in public arenas.Para citar este artículo / to reference this article / para citar este artigoOlave, G. (2019). Desacordar el acuerdo: la disputa pública entre parlamentarios por la implementación del tratado de paz en Colombia. Palabra Clave, 22(2), e2226. DOI: 10.5294/pacla.2019.22.2.6Recibido: 09/03/2018Aceptado: 30/04/2018

La comunicación de la marca de las cadenas hoteleras a través de sus sedes web: propuesta de un modelo para su gestiónA comunicação da marca das cadeias hoteleiras através de seus sites: proposta de um modelo de gestãoTourism is key to socioeconomic progress and involves a large number of agents, including hotel chains. This article intends to propose a model to manage brand communication of hotel chains through their websites. In this context, brand value is based on appropriate communication management through messages on certain variables comprising it. These variables materialize in intangible resources that help explain brands, including corporate identity (what organizations are), their corporate social responsibility (what they are willing to do for the benefit of society over what they are required to do) and their corporate reputation (the result of their behavior and the positive perceptions of their audiences). Founded on the review of recent literature, an initial model is established and described using a series of variables, parameters and items that define the appropriate way for hotel chains to transmit brand messages on their websites. The initial model was submitted for validation to a Delphi panel of twenty-six tourism and communication experts. The resulting model is an instrument to plan/review website communication of hotel chains and other tourism-related organizations in order to correctly send their brand messages.Para citar este artículo / to reference this article / para citar este artigoCastillo, A., Carrillo-Durán, M. V. y Luengo-Chávez, G. (2019). La comunicación de la marca de las cadenas hoteleras a través de sus sedes web. Propuesta de un modelo para su gestión. Palabra Clave, 22(2), e22211. DOI: 10.5294/pacla.2019.22.2.11Recibido: 15/04/2018Aceptado: 26/06/2018

Cinema as a Delayed Mirror: The Concept of Transfer in André Bazin and Stanley CavellO cinema como espelho diferido: o conceito de transferência em André Bazin e Stanley CavellThis article revives André Bazin’s vision to suggest its relevance at the time of dealing with the ever-changing nature of cinema, specifically with new cinematographic forms. Bazin’s theory is based —in an apparently paradoxical way— on the identity between the actual model and its photographic image, a complex premise that would be elaborated decades later by the American philosopher Stanley Cavell. This paper states first the meaning of this identity. In order to delimit the scope and repercussions of this ontological identity in the perception of a cinematographic image, the concept is approached in relation to those of similarity and causality. Then, its scope is explained from the concept of transfer. To arrive at a thorough understanding of this process, the way in which it is expressed in both theorists’ works is analyzed. One of the main conclusions is that realism is not something to be conferred by the subject on the photographic image, but its property by virtue of the transfer of reality from the object to the image. This shows how the film viewer, in front of the screen, carries out a process analogous to that of everyday perception: recognizing a reality depicted on the screen.Para citar este artículo / to reference this article / para citar este artigoEsqueda-Verano, L. (2019). El cine como espejo diferido: el concepto de transferencia en André Bazin y Stanley Cavell. Palabra Clave, 22(3), e2234. DOI: https://doi.org/10.5294/pacla.2019.22.3.4Recibido: 01/03/2018Aceptado: 11/10/2018

Narrativas de la crisis económica: el nacionalneoliberalismo en la publicidad española (2008-2017)Narrativas da crise econômica: o neoliberalismo nacional na publicidade espanhola (2008-2017)Advertising, in addition to spreading discourses about products and brands, creates specific representations of society. Considering the economic crisis that Spain has been experiencing since 2008, this research aims to identify the narratives that have been produced about it in Spanish advertising between 2008 and 2017. Using a questionnaire administered to 45 advertising professionals in Spain, 31 spots that directly refer to the crisis have been identified. A qualitative content analysis inspired by narrative semiotics has been performed on these spots. Results show three dominant prototypical narratives that join together around two ideological trends: nationalism and neoliberalism. There are no story lines about the causes of the crisis or those responsible for it, while its solution is transferred to citizens, who must overcome it through cognitive and emotional changes and by being supportive with their kin. Those potentially critical elements of neoliberalism are neutralized by linking them with the discourses of political and economic elites.Para citar este artículo / to reference this article / para citar este artigoRuiz, F. X. y Sánchez-Sánchez, C. (2019). Narrativas de la crisis económica: el nacionalneoliberalismo en la publicidad española (2008-2017). Palabra Clave, 22(2), e2228. DOI: 10.5294/pacla.2019.22.2.8Recibido: 05/03/2018Aceptado: 06/11/2018

Las enfermedades raras y su representación en la prensa españolaAs doenças raras e sua representação na imprensa espanholaThis article derives from a research project focused on the media attention given by Spanish newspapers El País, ABC, El Mundo and La Razón to rare diseases (RDs) between October 1, 2016 and September 30, 2017. This is a live issue of social interest that contributes to spotlighting a serious health problem suffered by less than five out of 10,000 people. These pathologies are chronic, life-threatening and highly likely to cause disability and dependency. By means of a content analysis method, thematic areas are identified, and the treatment given to them by such newspapers is quantified, analyzed and compared. Results show that it is a relevant emerging issue in the national press, which is dealt with in generic texts that are mostly posted in the society section and prepared with little depth and hardly any explanations or opinions using a single source. The most recurrent themes are medicine/diseases, research and courts. Therefore, RDs are present in Spanish newspapers that convey a view to society that is comparable to other diseases and provide a general approach. However, their presence increases in December, February and March (64.3 %), which coincide with celebrations or the publication of sensationalist news that attracts great media attention. The need for specialized professionals and expert sources is also confirmed.Para citar este artículo / to reference this article / para citar este artigoSantos, M. T. y Pérez, J. A. (2019). Las enfermedades raras y su representación en la prensa española. Palabra Clave 22(1), e22110. DOI: 10.5294/pacla.2019.22.1.10

The Aporia of Death: Communication between the Living and the DeadA aporia da morte: comunicação entre vivos e mortosThe purpose of the article is to approach the social construction of death from some contributions of Jacques Derrida, who originated deconstruction as a writing and analysis strategy. The main objective is not to exhaustively explore the author’s work —exhaustiveness that would go against his ontological proposal—, but rather to take some analytical categories and make them available to communication between the living and the dead. The theoretical-methodological strategy is based on a qualitative research design from the analysis of stories within an interpretive biographical framework. It starts from interviews that narrate personal experiences of any communication with the dead or reflections on the belief about the possibility of this contact in order to problematize the life/death communication register and account for the operability of the Derridian logic. The paper is part of a research process that verifies the main assumptions that shape the social meaning of death, whose preliminary results emphasize the need to transcend binarism and dichotomies to accommodate contradictory and paradoxical aspects of life and death. The conclusion, and hence the contribution of this approach that advocates spectral becoming, is that life/death polarization provides substantial elements to reintroduce the reflection on communication understood as a hermeneutical device; that is, death becomes a metaphor for thinking about communication.Para citar este artículo / to reference this article / para citar este artigoMazzetti, C. (2019). La aporía de la muerte: comunicación entre vivos y muertos. Palabra Clave, 22(3), e2236. DOI: https://doi.org/10.5294/pacla.2019.22.3.6Recibido: 13/04/2018Aceptado: 11/10/2018

El uso de publirreportajes de radio (RA) en emisoras de radio españolasO uso de anúncios de rádio (RA) em estações de rádio espanholasRadio advertorials (RA) are long advertisements broadcasted within the programming and executed by journalists to imitate editorial content. An analysis of their presence, use and characteristics confirms that journalists and radio owners are not rigorous in the application of the codes of conduct that regulate this advertising feature in Spain. This work focuses on these rules and propose a matrix of variables, such as time slot, product category, type of endorser, advertiser identification, format and copy text style, which identifies these inappropriate practices in the sample under study. The results show that RAs are more prevalent during time slots with higher audience ratings and in programmes hosted by well-known radio personalities. Also, most RAs are embedded within the editorial content of programmes and are formatted as interviews, and their copy style is informative.Para citar este artículo / to reference this article / para citar este artigoParelló-Oliver, S. & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave, 22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.7Recibido: 25/02/2018Aceptado: 21/09/2018

Egalitarian Masculinity Model and Indicators in Galician TV Fiction: The Case of Televisión de Galicia’s Fontealba and SerramouraModelo e indicadores de masculinidade igualitária na ficção televisiva galega: caso de Fontealba e Serramoura de Televisión de GaliciaFrom television studies, fiction set in the receiver’s contemporary reality is a privileged opportunity to consolidate social regulations, but also to make latest trends visible. In order contribute to the field of masculinity studies, this article analyzes two successful dramatic series of Television de Galicia (TVG) in 2017 as proximity stories that could represent new alternative masculinities to the traditional model. For this, the type of masculinity prevailing in these TV productions has been evaluated by analyzing the characterization and social interactions of their main male characters. The applied method has included in-depth reading and mapping of paradigmatic relationships among characters, together with multivariable content analysis that showed correlations between characters’ age and social class and the type of masculinity. Results hold greater affinity with hegemonic masculinity as the power exercised by the character in the public or labor spheres increases. A correlation between social class and masculinity model is established, but not for the age variable. And although different approaches to more egalitarian masculinity models are depicted, the characters that embody them dissociate themselves from the labor sphere as a key element of identity construction. All this leads to conclude that, despite the growing diversity in the representation of masculinities in the TV shows concerned, the patriarchal model defined from the public sphere remains hegemonic.Para citar este artículo / to reference this article / para citar este artigoPichel, A., Gómez-Puertas, L. y Medina, P. (2019). Modelo e indicadores de masculinidad igualitaria en la ficción televisiva gallega: caso de Fontealba y Serramoura de Televisión de Galicia. Palabra Clave, 22(3), e2239. DOI:  https://doi.org/10.5294/pacla.2019.22.3.9Recibido: 14/03/2018Aceptado: 21/09/2018

Discursive Strategies in Child-Directed Audiovisual Advertising of Low Nutritional Value Products: Happiness, Courage and ObesityEstratégias discursivas na publicidade audiovisual de produtos de baixo valor nutricional dirigidos ao público infantil: felizes, corajosos e obesosSpanish children see an average of 9,000 advertising campaigns on television per year, mostly for low nutritional value foods. Given childhood obesity rates, the close relationship between advertising targeting this group and consumption of this type of food, Spain passed the Child-Directed Food Advertising Self-Regulation (PAOS) Code in 2005. This article intends to analyze the discursive strategies used in low nutritional value food campaigns in relation to the contents of the PAOS Code. It uses a mixed method that integrates quantitative techniques to analyze audiences and qualitative ones to study the advertising discourse. Research concludes that, unlike other types of foods, low nutritional value product advertising focuses its discursive strategy on words and semantic fields linked to happiness, action, fun, etc. Conclusions also point to the need to review the contents of the PAOS Code and further involve the Spanish food industry, agencies, and advertisers so that advertising content self-regulation becomes truly effective. The original contribution of this article lies in the theoretical and empirical inputs that take childhood obesity in Spain as a starting point and interrelate it with discursive strategies employed in low nutritional value product advertising aimed at minors and the existing regulatory framework.Para citar este artículo / to reference this article / para citar este artigoJiménez-Morales, M., Montaña, M. y Vàzquez, M. (2019). Estrategias discursivas en la publicidad audiovisual de productos de bajo valor nutricional dirigidos al público infantil: felices, valientes y obesos. Palabra Clave, 22(3), e22310. DOI: https://doi.org/10.5294/pacla.2019.22.3.10Recibido: 04/05/2018Aceptado: 11/10/2018

The New Golden Age of Mexican Cinema: A Local View of the Global Horizon of the Film MarketNova época de ouro para o cinema mexicano: um olhar local no horizonte mundial do mercado cinematográficoThis paper aims to highlight the recovery of third millennium Mexican cinema in relation to the conditions of production, exhibition and attendance at commercial movie theaters that have prevailed in the country between 2010-2017, after a serious crisis that almost made it disappear in the 1990s. The study is part of a line of research into the political economy of Mexican cinema that has been conducted using a mixed method, combining documentary research, content analysis, surveys, and interviews. Results suggest that, since 2000, the Mexican film industry has been improving its production, attendance and box office indicators. Still, this is not reflected in the exhibition of national films at commercial movie theaters, which is conditioned by inequitable legislation for the sector that was amended to meet the demands of global capitalism. Results are also compared with indicators of other Ibero-American countries and supplemented by empirical data obtained from local studies about the audiences attending commercial movie theaters of an important city in northeastern Mexico. This study seeks to contribute knowledge to the field of cultural industries in Latin America.Para citar este artículo / to reference this article / para citar este artigoHinojosa, L. (2019). Nueva época de oro para el cine mexicano: una mirada local en el horizonte mundial del mercado cinematográfico. Palabra Clave, 22(3), e2235. DOI: https://doi.org/10.5294/pacla.2019.22.3.5Recibido: 27/05/2018Aceptado: 19/10/2018