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

Inspired by Fyodor Dostoevsky’s novel The Idiot, Au hasard Balthazar (1966) stands as the central film in director Robert Bresson’s body of work. This film marks a qualitative leap in his career, as it is the first time the theme of suicide emerges explicitly in the French filmmaker’s oeuvre. In this article, we explore why Au hasard Balthazar holds such a central place, as well as the significance of its protagonist --a donkey. We also examine what this animal symbolizes and what it represents. We aim to answer the question of what kind of suicide is depicted here, and who or what commits suicide in this and in Bresson’s subsequent films. In conclusion, we propose that Balthazar embodies the filmmaker’s own cinematographic eye --an eye that doesn’t merely look but rather contemplates everything that unfolds around it; an eye that is more internal than external, and therefore akin to what mythology refers to as the “third eye.” Ultimately, we arrive at the conclusion that Balthazar’s eye understands that, at the deepest level --beyond what takes form --there is nothing to see.

This study focuses on the variations and preferences in audiovisual consumption, based on a survey directed at the adult Spanish population, analyzing gender and age parameters using data from 1,007 responses. The findings were examined through the t of Student test and the chi-square test. The comparison between the age groups of 18-24 years and those over 65 years is particularly interesting, as both differences and similarities in audiovisual content consumption are detected. Fiction is shown to be priority content in the preferences of all users. News, although having a high percentage of preference among respondents, are heavily influenced by age, with significant differences observed between the younger and older age groups (18-24 and over 65), as well as in other audiovisual genres such as game shows, reality shows, art and culture programs, and cooking shows. The younger age groups in the study tend to consume audiovisual content mainly through mobile phones, although television remains the primary device for the rest of the groups. In general, the 25 to 34 year old age group exhibits an intermediate behavior in terms of audiovisual content and preferences, positioned between the younger age groups and the rest of the older viewers.

Social media facilitates the encounter between the museum audience and the institution. The bidirectionality that prevails in them suggests that the academy be interested not only in the communication initiated by cultural institutions, and on which there is an extensive bibliography, but in the expressions, more or less spontaneous, published by visitors. These contents are a direct proof of his conception of the museum, experiences lived in them and, even, assigned functions. The consolidation of TikTok as a short video sharing platform, together with the massive adhesion of young profiles and the use of algorithms that favor infinite browsing, support its selection as an object of study. In order to know how the museum is represented in the videos privileged by TikTok, the traits of the cultural influencers and the conversation that their content provokes, a representative sample of audiovisuals and their comments are analyzed. The data reveal a predisposition of young people towards free, participatory proposals that give them a good time. There is debate about the role of influence marketing applied to museums given the call effect that was confirmed through the comments.

This article investigates the response to the feminist movement from two actors: the Youtuber Un Tío Blanco Hetero (UTBH) and the political party Vox. Through the lens of political communication, it explores the competing interpretative frameworks that challenge feminism. The research methodology is, in the case of UTBH, a qualitative content analysis of 23 youtuber videos between 2018 and 2022. For the Vox analysis, one in four equality commissions are randomly analyzed from 2020 to 2023, using the Voyant TOols analysis tool to detect discourse variables. The findings reveal similarities between UTBH and Vox, particularly in their denial of male violence. Both also emphasize motherhood --UTBH as a positive distinction for women, and Vox as a natural female destiny.

On July 26, 2023, the chairman of Indicación Geográfica Protegida (IGP) Morcilla de Burgos, Roberto da Silva, stated on a small local radio station in Burgos that the exhumations of Civil War victims were promoted by relatives to collect “a few euros.” X became a platform for denunciation and a catalyst for the removal of the chairman of the IGP. The research demonstrates, through a case study and primarily quantitative analysis, the role of X in the primacy of social influence, the importance of small opinion leaders in initiating debate, the quantitative impact of corporate accounts, agenda-setting, the breakdown of communication verticality, and two-step verification.

In late Modernity, the advent and use of media, especially digital media, have resulted in the appreciation of information at the expense of narratives, which are in crisis. This crisis of narratives is related to an accelerated pace of life and the development of new technologies, creating an imbalance between sources and receivers. Through exploratory and theoretical analysis, we intend to understand how media usage, rather than fostering balanced globalization between cultures, produces a narrative failure and, consequently, a social fragmentation process: deglobalization. This reflection proposes solutions to try to reverse this process through strategies linked to the study of interculturality and the revitalization of narratives.

In this over-informed society, the use of public relations techniques such as publicity, events or lobbying on issues affecting public health is worrying. While these techniques are effective when marketing pharmaceutical products, their ethically implications are questionable anddepend on the intentionality of the issuer. The spread of information in the field of health and promotion of drugs requires special care, as it can generate false expectations and serious consequences for public health. Legal restrictions make pharmaceutical companies look for new ways to reach their audience, using the media for commercial purposes, which contradicts their Social Responsibility policies and raises doubts about their commitment to information.  Recent reports on semaglutide as a weight-loss solution have raised doubts about the reliability of their content. Obesity is a major health challenge, influenced by sedentary lifestyles, technology and social stigma. The media, urged on by laboratories, present medicines as objects of consumption and the patient as their target audience. A preliminary analysis of the results provides a critical overview of the media’s treatment of the fashionable drug, semaglutide, which addresses a serious health problem in modern societies. The data also point to the need for a wider information context and greater media literacy among citizens to avoid false expectations and potential risks to public health. It brings back the debate on the responsibility of the media and communicators and focuses on the influence of public relations techniques, as well as the need for more ethical and responsible health journalism to protect the public from misleading information.

This research examines recent trends in political communication during electoral campaigns, based on a case study of the Bloque Nacionalista Galego (BNG) campaign for the elections to the Galician Parliament in February 2024. The campaign stands out for its integration of public relations techniques and the effective use of new digital platforms, which were crucial for the wide dissemination of their political messages. Ana Pontón, BNG candidate, played a central role in the party’s communication strategy. The campaign’s personalization highlights the importance of the emotional and political connection through the figure of the candidate, an approach that encourages greater engagement and more authentic communication with voters. BNG’s multiplatform strategy proved to be effective in capturing the attention of the younger electorate, using visual content and interactive formats adapted to the consumption habits of this demographic group. The campaign also benefited from the participation of influential national and international figures, whose testimonies provided credibility and helped amplify the reach of the party’s messages. An innovative aspect was the use of artivism as a communication tool, which not only attracted attention but also facilitated political participation and debate. This technique reflects a shift toward campaigns that prioritize visual narrative and interactivity, moving away from traditional political propaganda formats. Finally, the BNG campaign was characterized by a predominantly positive and non-confrontational tone, avoiding tension and focusing on constructive proposals. This approach appears to have resonated well with voters, especially those tired of political polarization, and suggests a shift toward more ethical and transparent campaign practices.

Agenda 2030 is a United Nations action plan aimed at improving people’s lives and protecting the planet. However, it faces resistance, notably from the Spanish political party VOX, which rejects it and promotes its alternative, Agenda España. This study seeks to analyze the media coverage of VOX’s parliamentary discourse on Agenda 2030 to assess its impact in the press and determine whether disinformation has become a communication strategy for advancing the party’s ideological positions. The research methodology consists of three phases. The first involves a quantitative analysis of the number of congressional sessions in which the topic is mentioned. The second identifies journalistic content referencing Agenda 2030 and the Sustainable Development Goals (SDGs) in relation to VOX and the Spanish Parliament, using MyNews to examine the ten most widely read digital newspapers in Spain. The third phase is a content analysis of news articles and public relations strategies. The findings indicate that VOX references the UN’s objectives and goals in 235 parliamentary sessions. Most media outlets reproduce the party’s discourse on this global action plan. Additionally, disinformation strategies are identified within VOX’s messaging, primarily through conspiracy theories and sensationalist narratives. In conclusion, the impact of VOX’s discourse is limited and generally reported with neutrality. The party does not engage deeply with the SDGs and instead uses disinformation as a political communication strategy to counter Agenda 2030 while reinforcing its own Agenda España. Publicity and dark PR emerge as the party’s primary public relations strategies.

In Spain, college students are at a higher risk of developing skin cancer due to their frequent exposure to harmful sun-related behaviors. In today’s world, where social media spreads misleading content quickly, public relations play a key role in fighting health misinformation through clear communication and reliable information. This study explores how social media influences young people’s attitudes toward tanning and sun protection. Understanding their mindset and the platforms they use helps create better communication strategies for these channels. A survey was conducted with 493 Spanish university students between October 2022 and March 2023. The results show that while students have some knowledge about sun protection, many still have positive attitudes toward tanning and are resistant to using sunscreen. Instagram and TikTok are the main platforms where they see content about tanning and sun exposure risks. Experts in skin cancer prevention should work on addressing the reasons young people avoid sunscreen and continue to raise awareness about the dangers of sun exposure and tanning through these popular platforms.