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

The study analyzes the tendencies in research of public in strategic communication, that have been published in books and articles of scientific journals, understanding that, they are an integral part of the companies, that want to add value and promote, their development and achievement of objectives investigating in depth the profile of the target audience according to their needs, interests, expectations, that are articulated with those of the companies. However, this stage of determining the profile of the public to allocate strategic communication, has been one of the requirements, that often are not developed as a resource to strengthen the strategic planning of the organization; while the Communication departments have focused more its efforts in managing the diffusion of contents, products or services, that concern the institution, without prior study of the profile of the public, that allows its identification and hierarchization. And although, it has not been consolidated as a professional practice within the competence that concerns the discipline of Public Relations and Organizational Communication, there are several academics who have strived to propose new models, that facilitate the analysis of the current situation of the public with respect to organizations from the Situational Theory of Publics proposed by Grunig (1984); where the present work aims to demonstrate the validity of the public methodology as a resource, that can maximize the efforts to build a good image among its publics. The conclusions we reached allow us to postulate the need to demonstrate how public research is carried out to carry out a strategic communication program, which in practice translates into the need for the intangible value it gives to companies as a resource that favors the success of the management of the strategic communication of the organizations.

Research on engagement processes has multiplied in the last decade, becoming one of the main objects of study on social networks, both in academic and business fields. Its success has extended from the original field of labor relations to others such as marketing, psychology, education, electoral campaigns or the media. Greater involvement leads to disparate benefits such as greater dissemination of messages or an increase in labor productivity. For its measurement in digital platforms, it has been proposed to consider separately variables such as the number of "Likes", Share and Comment, as well as the direct sum in different formulas. The high number of likes has produced biased results of these measurements, so a prior apportionment of the absolute values ​​of each of these variables has been proposed. Finally, the engagement has been defined as context-dependent, in the digital case, of factors such as format, content, moment of publication and the own involvement and participation of the administrators of the page.

Considered as a verbal and visual representation of human language and thought, typography is inserted in everyday life to transform information into texts, with types that not only serve the assimilation of contents, but also have autonomous function and expressiveness. The purpose of this work is to examine how the typographic form and the textual content are articulated to promote meaning effects in printed forms where the typography performs a crucial function, established from the configuration that assumes, that is, by appearing as a "Portrait Typographic". The theme highlights the search for the roots and pathways that typographic aesthetics, which subvert linear writing are tracing in the communication environment.

The article seeks to an interlocution between Public Communication and Information and Communication Technologies (ICT), especially in the Social Network, having the Media Ecology theory as a starting point. This theoretical discussion is relevant because socials networks can be considered as iconic representatives of  interactivity, proximity and instantaneity provided by cybermedia. However, it is necessary to discuss if socials networks can really contribute to increase the democratization of public interest information, since the citizen is inserted in the social networks and makes the social use of them, as well as part of the Brazilian public institutions. Thus, we are based on how Public Communication and its conceptions that come from the understanding of the citizen as a social subject - with developed or to develop competences to access and use of public information of their interest - as well as Social Networks with their interlocution abilities, can be thought of in a useful conjugation that favors democracy. For this, the concepts of Brandão (2009), Matos (2013) and Duarte (2009), with concepts of Levy (1999), Castells (2006) and Recuero (2009), aligned with the vision of Islas (2015) and Landow (2009) will be mixed.

Este artigo tenta demonstrar que The Walking Dead (Frank Darabont, AMC 2010) supera as argumentos freqüentes e os estereótipos do cinema de zumbi, enquanto alcançando uma complexidade maior tanto no desenvolvimento de argumentational deles como na construção dos personagens principais.  Diante do relato no cinema de zumbis, condicionado pela ação e pela funcionalidade das informações oferecidas, a série de televisão permite alcançar novas formulações e desenvolvimentos narrativos, mesmo dentro dos limites do cinema de gênero. Aplicaremos uma metodologia de ensaio para oferecer resultados sobre a diferença na narrativa televisiva em relação à narrativa cinematográfica.

The present paper aims, from the ethical perspective on engagement and interaction, to analyze the performance of Facebook about the production of content against the spread of hate speech on the internet.

A bibliographic review is made about communications plan in a context in which the own means coexist with paid and won ones. A proposal of integrated communication plan is discussed.

El presente artículo trata de presentar los modelos teóricos de Axel Honneth y Adela Cortina —teoría de la lucha por el reconocimiento y ética de la razón cordial, respectivamente— como una respuesta crítica a algunas deficiencias localizadas en la teoría de la acción comunicativa y la ética del discurso habermasiana. Tras exponer los elementos más importantes de los modelos de Habermas, sistematizaré algunos de los problemas fundamentales que se derivan de ellos. En segundo lugar, reconstruiré el significado de la teoría de la lucha por el reconocimiento en el sentido de una superación de la dicotómica separación habermasiana entre sistema y mundo de la vida; para realizar, en tercer lugar, una exposición de la ética de la razón cordial entendida como correctivo tanto al excesivo procedimentalismo de la ética discursiva, como a la negativa habermasiana a incluir también la coordinación comunicativa de las acciones en ámbitos considerados sistémicos.This paper attempts to present the conceptual frameworks proposed by Axel Honneth and Adela Cortina —theory of the struggle for recognition and ethics of cordial reason, respectively— as a critical response to certain deficiencies of Habermas´s theory of communicative action and discourse ethics. Firstly the key elements of Habermas´s theory of communicative action and discourse ethics will be presented, as well as some of its main problems. Secondly the meaning of Honneth´s theory of the struggle for recognition will be reconstructed as an overcoming of one of this problem, namely the Habermasian strict distinction between system and lifeworld. Thirdly the sense of Cortina´s ethics of cordial reason will be presented as a corrective to Habermas´s proceduralism, as well as to the exclusion of communicative rationality from systemic spheres.

Precarisation means more than insecure jobs, more than the lack of security given by waged employment. By way of insecurity and danger it embraces the whole of existence, the body, modes of subjectivation. It is threat and coercion, even while it opens up new possibilities of living and working. Precarisation means living with the unforeseeable, with contingency. In this article I analyse how the new precarious living and working conditions and the privatisation of protection against precariousness are conditions of both a prospering financial capitalism and its concomitant debt economy. This economy is based on the expansion of productivity that involves less work, in the traditional sense, than subjectivation. A new subjectivity is needed to assume responsibility, to take on debt, and to internalise the risks both as guilt and as debt: a personality that is doubly indebted and responsible for oneself.La precarización significa más que empleos inseguros, más que la falta de seguridad que proporciona el empleo asalariado. A través de la inseguridad y el peligro, la precarización abarca toda la existencia, el cuerpo, los modos de subjetivación. Es una amenaza y una forma de coerción, aunque también abre nuevas posibilidades de vivir y trabajar. Precarización significa vivir con lo imprevisible, bajo la contingencia. En este artículo analizo cómo las nuevas condiciones de vida y de trabajo precarias y la privatización de la protección contra la precariedad son condiciones, tanto de un próspero capitalismo financiero, como de su concomitante economía de la deuda. Esta economía se basa en la expansión de la productividad, la cual implica más bien procesos de subjetivación que lo que hemos entendido por trabajo en el sentido tradicional. Se necesita una nueva subjetividad para asumir responsabilidades, para endeudarse e internalizar los riesgos como culpa y como deuda: una personalidad doblemente endeudada y responsable de sí misma.

En el presente ensayo intentaremos exponer algunos aspectos de la crítica de Graeber al capitalismo financiarizado. En el primer apartado introduciremos su concepto de alienación, clave para entender el sentido de su obra. En los apartados posteriores presentaremos las ideas principales que se pueden encontrar en Bullshit Jobs, su último libro. En él expone una teoría de los trabajos basura o inútiles, que considera uno de los pilares fundamentales de la ideología neoliberal, junto con la omnipresencia de la burocracia y la moralidad de la deuda. El fenómeno social de los trabajos basura es estudiado desde diversos niveles: qué son, cómo afectan a los que los realizan, cuáles son las causas económicas y por qué nadie hace nada para acabar con ellos.In the present paper I try to delve into some of Graeber’s critiques of the financialised capitalism. In the first section, I will introduce his idea of alienation, key to understand the sense of his work. In the rest of the paper I will present the main ideas of his last book, Bullshit Jobs. There Graeber presents a theory of bullshit jobs, which he believes to be an important base of the neoliberal system, along with the bureaucracy and the debt. He analyses the social phenomenon of bullshit jobs from different perspectives: what they are, how they affect the people doing them, which are the economic causes and why nothing is done.