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The editors shall thus not be held responsible for any obligation or legal action that may derive from the work submitted in terms of violation of third parties' rights, whether intellectual property, trade secret or any other right. Analysis of hate speech involving Islamophobia on Twitter and its social repercussion in the case of the campaign “Remove the labels from the veil” <p>In the new media ecosystem, social networks become a critical space for channelling hatefilled political beliefs, ideologies and actions. Given the scarcity of empirical studies related to Islamophobic discourse on social networks in Spain, this study offers a rigorous quantitative analysis of social conversation on Twitter generated as a result of the “Remove the labels from the veil” campaign launched in 2019 by Al Fanar Foundation for Arab Knowledge, with the support of Twitter, in order to dismantle stereotypical views of Muslim women. A quantitative analysis of the impact generated by the campaign’s main tweet and the publishing of two subsequent information threads was carried out. The sample (N = 1,545) was made up of each comment registered in the initial tweet of the campaign (N = 747) and in the two subsequent threads (N = 603 and N = 195). The aim was to establish who participated in the conversation, and the main topics, tone and actions that defined it. Subsequently, a critical analysis of the discourse of the five most determining tweets in each of the actions was carried out. Results showed a Western superiority that labels Islam in a derogatory way. Social interaction among participants was limited, and coordinated ideological Islamophobic actions were detected in content promoted by Twitter.</p> Rocío Zamora Medina Pilar Garrido Clemente Jorge Sánchez Martínez Copyright (c) 2021 Rocío Zamora Medina, Pilar Garrido Clemente, Jorge Sánchez Martínez 2021-12-22 2021-12-22 65 1 19 10.5565/rev/analisi.3383 Communication of values in advertising during the fifth wave of COVID-19 in Spain <p>This article measures the values communicated in the wave of advertising launched during the first critical stage of the COVID-19 pandemic in Spain. The research is based on 45,000 on-line responses to 1,880 reception tests by 470 Spanish and Latin American recipients. Each of the receivers evaluated 25 values, after being exposed to a sample of five ads broadcast on TV during the period studied. The methodology is based on four research objectives and is supported by a new scientific measurement instrument: ProtocoloEva ®. Its conclusions reveal a very similar communication strategy in the four sources studied. The values <em>cooperation</em>, <em>well-being</em>, <em>effort</em>, <em>family, health</em>, <em>respect</em> and <em>responsibility</em> were strongly conveyed, and are strongly homogeneous in all the ads studied. In contrast, the values <em>rights</em>, <em>justice-equity</em>, <em>dignity</em> and <em>freedom</em> were perceived with a much lower intensity, and heterogeneously. There was a higher transmission of values among religious people and Latin American people, and a very weak reception of values in people who have suffered COVID-19 directly or closely.</p> Ángel Rodríguez-Bravo David Badajoz Erika Marisol Ruiz Castillo Paulina Guajardo Figueroa Adriana Margarita Hernández-López Copyright (c) 2021 Ángel Rodríguez-Bravo, David Badajoz, Erika Marisol Ruiz Castillo, Paulina Guajardo Figueroa, Adriana Margarita Hernández-López 2021-12-22 2021-12-22 65 21 48 10.5565/rev/analisi.3361 The construction of news in Julen’s case: a comparative study of media coverage <p>The present article, containing a mixed and comparative press study, aims to analyse the media coverage of a news story eventually known as “Julen’s case”. The impact of the story has been analysed with a specific method: First, 72 national and international media sources were analysed using <em>Mynewsonline</em>. Then, these were compared with the different perspectives offered by Spanish newspapers <em>El País</em>, <em>El Mundo</em> and <em>ABC</em>, with special attention paid to the theory of Framing. Julen’s story was selected as the case study due to its extraordinary impact on both local and international media. The results confirm that the coverage analysed in the sample did not merely recount the event in a factual manner. Instead, the media focused on sensationalist angles and criteria, such as emotional conflicts related to sorrow, pain and morbid fascination. In order to increase their income, the media let themselves get entangled in a mediatic circus.</p> Javier Gil-Quintana Sara Osuna-Acedo Carmen Marta Lazo Copyright (c) 2021 Javier Gil-Quintana, Sara Osuna-Acedo, Carmen Marta Lazo 2021-12-22 2021-12-22 65 49 66 10.5565/rev/analisi.3358 Management of social media in Spanish electoral campaigns in 2019 <p>This work analyses the communication strategies on social networks by Spanish political parties during the various elections of 2019. It analyses in detail their activity, their ability to generate a feeling of belonging and the different forms of interaction of these formations, and the most successful formats. We introduce the hypothesis that political parties that are present in all elections and in all electoral constituencies can achieve a higher return on their social media presence. As a methodological technique, the study undertakes an analysis of social networks (ASN) for the Facebook, Twitter and Instagram accounts of these actors, to obtain both quantitative and qualitative data. In total, it analyses the distribution of 2,357,039 fans on Facebook; 3,727,197 followers on Twitter; and 919,731 followers on Instagram. Likewise, 9,938 publications are analysed, which generate an average of 7,066.92 engagements. The conclusions show Vox and Unidas Podemos as the most cyber-active parties and the ones which achieve the most mobilisation through social networks.</p> Juan Enrique Gonzálvez Vallés Almudena Barrientos-Báez David Caldevilla-Domínguez Copyright (c) 2021 Juan Enrique Gonzálvez Vallés, Almudena Barrientos-Báez, David Caldevilla-Domínguez 2021-12-22 2021-12-22 65 67 86 10.5565/rev/analisi.3347 Ortega y Gasset’s message of regressive progress toward internet-based individualism <p>In his works <em>Meditación de la técnica</em> (Meditations on Technique) and <em>La rebelión de las masas</em> (Revolt of the Masses), Ortega y Gasset predicted that the communication media would produce global interdependence, nowadays referred to as “globalisation”. Following the Orteguian criticism of idealism, the text sees the media as a prosthesis added to the human sensorium which endlessly broadens the field of observation limited to the senses. Widespread access to European scientific knowledge by other cultures, as well as the propagation of technical aids resulting from interaction with the internet – a global sphere of face-to-face relationships regardless of distance – is displacing the cultural supremacy of the West, as the Eastern world appropriates scientific and technical knowledge, a situation predicted a century ago by Ortega y Gasset when he warned that Europe would no longer rule the world.</p> Luis Núñez Ladevéze Margarita Núñez Canal Ignacio Álvarez de Mon Copyright (c) 2021 Luis Núñez Ladevéze, Margarita Núñez Canal, Ignacio Álvarez de Mon 2021-12-22 2021-12-22 65 87 101 10.5565/rev/analisi.3343 Sonic identity and audio branding elements in Spanish radio advertising <p>The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.</p> Estrella Barrio Fraile Ana María Enrique Jiménez María Luz Barbeito Veloso Anna Fajula Payet Copyright (c) 2021 Estrella Barrio Fraile, Ana María Enrique Jiménez, María Luz Barbeito Veloso, Anna Fajula Payet 2021-12-22 2021-12-22 65 103 119 10.5565/rev/analisi.3330 Female contributions to communication theories: a teaching and scientific proposal <p>Communication theories are a field of study in which the scientific contributions of female researchers have tended to be silenced. For this reason, the main purpose of this paper is to develop a framework to analyse the field of communication based on leading researchers who historically have tended to remain at the margins of official accounts, despite the importance of their contributions. Starting with a critical review of historical publications and key texts, this paper proposes a genealogy of female researchers from the first generation (1930s-1960s) within the main traditions of communication theories: functionalist, interpretive and critical. As a result, this hermeneutical and critical approach highlights the intellectual context of Columbia as the epicentre of female thought in the mid-twentieth century. Furthermore, the paper recovers certain key figures in the founding of the field of communication, including: Herta Herzog, Hazel Gaudet, Thelma Anderson, Marjorie Fiske, Hortense Powdermarker, Else Frenkel-Brunswik, Mae Huettig, Helen Hughes, Rachel Powell and Mary Q. Innis. This proposal opens up and makes more heterogeneous the official canon of communication theories, historically dominated by male researchers. This paper concludes with the need to include female contributions in the field of communication. This will help overcome the gender bias that still characterises teaching and research in communication theory.</p> Leonarda García-Jiménez Copyright (c) 2021 Leonarda García-Jiménez 2021-12-22 2021-12-22 65 121 135 10.5565/rev/analisi.3327 The Pencil as Weapon: The Graphic Humour response to the Charlie Hebdo Terrorist Attack <p>This paper analyses the graphic humour response to the <em>Charlie Hebdo</em> terrorist attack on January 7, 2015. The paper carries out a semiotic analysis of a series of pieces related to this event collected via the internet. The visual and verbo-visual texts analysed demonstrate condemnation of the terrorist attack and defence of freedom of expression, mostly represented by the image of the pencil as a weapon against terrorism and a symbol of democratic values.</p> Israel V. Márquez Copyright (c) 2021 Israel V. Márquez 2021-12-22 2021-12-22 65 137 154 10.5565/rev/analisi.3302 Children and adolescents, a revolution in audio-visual consumption. The impact of online platforms in Spain <p>One in every three homes connected to the internet in Spain uses payment platforms to view audio-visual content online, substantially altering traditional forms of consumption. The aim of this research is to identify usage practices of these OTT or over-the-top platforms and applications (applications that offer video content over the internet instead of television via cable or satellite) by children and young people in Spain, and to analyse the evolution and trends in reception based on a descriptive study of 648 subjects between 3 and 18 years old carried out throughout Spain. For this purpose, the methodological tool Qualtrics was used, through which two different online questionnaires were developed, one for parents of children from 3 to 12 years old, and another for adolescents from 13 to 18 years old. Analysis of the answers confirms the progressive abandonment of audio-visual consumption from conventional media in the age groups studied, especially among adolescents, as well as the multiplicity of devices through which content is experienced. In addition, interactivity is increasing, especially in the older age group; and the potential for consumption of trans-media products related to audio-visual viewing on these platforms is evident, especially in the lower age groups.</p> María de la Peña Mónica Pérez Alaejos María Marcos Ramos Marta Cerezo Prieto Marina Hernández Prieto Copyright (c) 2021 María de la Peña Mónica Pérez Alaejos, María Marcos Ramos, Marta Cerezo Prieto, Marina Hernández Prieto 2021-12-22 2021-12-22 65 155 172 10.5565/rev/analisi.3292