Charo SádabaUniversidad de Navarra | UNAV · Department of Media Management and Media Economics
Charo Sádaba
Ph.D. Communication
About
113
Publications
40,283
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1,101
Citations
Citations since 2017
Introduction
My first research works were focused on the impact of the Internet on advertising. Since then I have moved to the impact of the Internet on media business models especially in audiences.
In the last years I have been also involved in several research projects dealing with children, teens and their use of technology. With and international scope I have trying to guess how these technologies are shaping their lives' experiences, their learning and socialization processes.
Additional affiliations
June 2017 - June 2017
September 2012 - present
Position
- Professor (Associate)
Description
- As Professor I am in charge of undergraduate course on "Integrated Brands Communications", "Digital Marketing", "Placement Strategies". I also teach Master courses: "Digital Marketing".
September 1999 - August 2012
Education
September 1995 - June 1999
September 1990 - June 1995
Publications
Publications (113)
The crisis triggered by the effects of Covid-19 has created a new context for work among journalists. High unemployment rates in Europe, particularly worrying among the youth, are yet another reason to think about working conditions in the media sector, which has been considered crucial to the health of democratic societies. The practice of communi...
The funding model crisis for newspapers is a matter of public concern; and it is not only a business issue, but also a social and political one, as news organisations are considered to have an irreplaceable function in democratic systems. Technological and social changes have transformed the business model of news organisations so that, in a digita...
This research aims to gain insight on the perception that minors have of viral challenges as an entertainment format and the motivations behind their participation in this digital entertainment phenomenon. A qualitative study was performed by way of twelve focus groups with sixty-two minors aged between eleven and seventeen years from Spain. For mi...
Purpose
Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are expo...
In search of profitability, digital media have for years been exploring innovative strategies to produce and finance their content. Specifically, digital-native media, those news organisations that operate solely in digital networks, have generally evolved from an ad-based free content model to multi-revenue stream business models in which formulas...
Para prevenir el avance de la COVID-19, países como Ecuador adoptaron medidas de confinamiento obligatorio, el teletrabajo y la educación remota. Durante estos periodos, las personas recurrieron al uso de sus teléfonos móviles, al igual que a otros dispositivos, con el fin de informarse, socializar y trabajar. Este estudio buscó identificar los efe...
This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This s...
Quienes hoy se forman en las facultades de comunicación deben adquirir las herramientas, habilidades y conocimientos que les permitan hacer su trabajo en un contexto digital, más ágil, pero siempre de manera rigurosa. La alfabetización digital se convierte así en un reto en la tarea docente, pero también en la investigación y en la transferencia de...
Los menores están expuestos a diversos contenidos en su navegación por internet y el presente estudio explora específicamente aquellos creados por influencers en formatos híbridos que mezclan diversos fines, incluidos los comerciales, y que además representan un reto mayor para ser identificados correctamente. Desde la óptica de la alfabetización p...
Aunque se ha presumido tradicionalmente una actitud de oposición al mundo adulto y establecido por parte de los y las más jóvenes, algunas condiciones sociales actuales, además de la propia tecnología digital, lo hacen ahora más presente. El activismo en redes sociales se ha convertido en un cauce frecuente para que este grupo de edad presente sus...
En un contexto donde el marketing de influencia crece, es relevante cuestionarse por el rol que juegan los influencers en las decisiones de consumo de los menores. La especial cercanía que estos creadores de contenido son capaces de generar con sus seguidores, puede establecer un marco de credibilidad que se extienda también a sus publicaciones con...
Children’s preference for mobiles as a means of accessing the Internet has been globally verified. Content consumption by minors and companies’ current and future commercial interests in this age group are closely related. In addition to the technological options cell phones allow for, the personal nature of mobile use opens up strategic and ethica...
La presencia de contenidos comerciales en espacios de juego digital consumidos por menores es una realidad consolidada y creciente. Por dicho motivo, el objetivo de este artículo es registrar y analizar el tipo de publicidad que reciben los niños de 10 a 14 años cuando juegan con aplicaciones de videojuegos en su teléfono móvil y comprobar cómo int...
Estudio sobre la desinformación en la sociedad española, desarrollado por la Unión de Televisiones Comerciales en Abierto (UTECA) y la Universidad de Navarra. El informe, realizado a través de entrevistas mediante un cuestionario estructurado a un panel online compuesto por 1.224 a españoles mayores de 18 años, radiografía el sentir ciudadano en to...
El engagement es una concreción instrumental de la interactividad, propia del entorno digital. Se extiende a las experiencias o percepciones emocionales e intuitivas de las personas al utilizar un medio concreto en un momento determinado. Este trabajo analiza en qué medida los medios digitales españoles emplean las redes sociales y cuáles son las m...
Social ads, along with apps, display and geolocation are the most used actions in the context of mobile marketing. Adolescents are also identified as the main target audience for mobile marketing because they are very active users, they have a sound command of technology and their role as prescribers, especially in social networks. For this reason,...
Introducción: La desinformación se ha convertido en un problema clave para las sociedades democráticas contemporáneas. Para contrarrestar esta amenaza, las autoridades públicas de numerosos países han puesto en marcha diversas iniciativas legales, tecnológicas y educativas. Este artículo aporta una revisión bibliográfica y de textos legales, que ev...
The Information and Knowledge Society demands the development of skills for the critical and responsible consumption and use of technology for leisure, personal, professional, academic development, and citizen participation. The international frameworks of “21st Century Competences” underline the importance of digital competence as the axis to enha...
It has been traditionally estimated that children begin to understand the persuasive intent of advertising at about the age of 8 which is when they acquire the skills of adult consumers. The ability to identify and interpret the persuasive content that minors are exposed to via mobile phones was analyzed through semi-structured interviews of childr...
Introduction:The ever-progressing transformation of the media as a result of digitization trends, the new characteristics of the communication environment and the associated communication practices and forms of user behaviourresult in new educational needs and demands. Their reassessment in the context of current scientific discourses takes the for...
La crisis provocada por la pandemia del COVID-19 trajo consigo un estado de incertidumbre, a nivel mundial, que pudo incidir, en mayor o menor medida, en el grado de bienestar de la población. No en vano se ha hablado del incremento de problemas relacionados con la salud mental durante la pandemia. En el caso particular de El Salvador, el estado de...
This paper presents partial results of the research Personal well-being in quarantine, developed by a research group with representatives from Spain, Argentina, Chile, Ecuador, El Salvador, Guatemala, Mexico, Peru, Uruguay and Venezuela. The objectives of the research are: 1. To understand the repercussions of the current coronavirus situation on p...
The smartphone revolution has placed powerful, multipurpose devices in the hands of youth across the globe, prompting worries about the potential negative consequences of these technologies on mental health. Many assessment tools have been created, seeking to classify individuals into problematic and non-problematic smartphone users. These are iden...
Despite its relevance, the difficulty in reaching consensus on the definition of digital competence slows down its implementation. The need of prior development of specific skills to advance in digital development has been recently reported. The acquisition of skills involves making the most of the opportunities offered by the digital environment....
Hoy todo periodismo es digital. Superada la distinción entre medios digitales y analógicos, el nuevo ecosistema periodístico muestra dos modelos de medios emergentes: los nativos digitales y los no nativos. Los nativos cuentan con estructuras y técnicas adaptadas con naturalidad al entorno digital. Los no nativos, por su parte, derivan de marcas pe...
This study analyzes the presence of entertainment in the daily usage of mobile phones among Chilean children ages 10 to 14. Special attention is paid to children consumption of YouTube and video games and to the perception their parents have regarding the use of mobiles by their children. Use patterns of minors and how this mismatch parental percep...
Being entertained is a major aim among minors online, whether via their smartphone or
otherwise. The digital environment responds to this by offering new formulas that combine entertainment with other interests, such as commercial ones, compared with what was traditionally delivered by the media. This hybrid advertising appears to find a good fit b...
The COVID-19 pandemic has affected the lives of millions of people worldwide. This study aimed to analyze the effects of several psychological factors (self-esteem, self-control, and emotional stability) over lifestyle-related variables (time spent on leisure activities) and the levels of satisfaction (family, friends, work, and leisure satisfactio...
This paper aims to investigate Google’s role in European media sustainability. In order to understand the implication of this digital intermediary in the news industry, we have analysed all of the projects funded through Google’s DNI Fund from 2016 to 2020. After revising each report, we have classified the data available, including the full amount...
Digital news publishers strive to balance revenue streams in their business models: as standard advertising declines, alternatives for sustaining digital journalism arise in the forms of sponsored content, user donations and payments—one-off purchases, subscriptions or memberships, public or private grants, electronic commerce, events and consultin...
Objetivo:
Describir el estado de la salud mental de los adultos ecuatorianos durante la pandemia por COVID-19 de marzo a agosto de 2020. Para este fin, se analizaron los datos de un estudio más amplio que involucró varios países hispanohablantes. La investigación tuvo un diseño no experimental, cuantitativo, transversal de tipo descriptivo donde se...
Influencers have established themselves as key allies for brands by cultivating a powerful public image to promote them. In the case of Instamoms, these collaborations can offer moms a means of achieving economic stability while allowing them to stay at home and fulfill their role as mothers. In a country like Mexico, where the gender gap in the la...
Introduction: Faced with an imminent digital era marked by globalization and technological innovation, different organizations raised the importance of innovating education with the so-called 21st-century competencies. The need for new skills to participate in digital culture is highlighted in the different proposals, where digital competence is fu...
Introducción: Ante una inminente era digital marcada por la globalización y la innovación tecnológica, diferentes organismos plantearon la importancia de innovar la educación con las denominadas competencias del siglo XXI. La necesidad de nuevas habilidades para participar de la cultura digital es destacada en diferentes propuestas, donde la compet...
Digitization, digital convergence and digitalization are well-known terms that have caused a huge impact on the media landscape in the last two decades. The embedded consequences of the increase of free information online or the lack of stable profits for media companies are present in the day-to-day practices of news companies. However, there is a...
This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as their following of influencers, who commonly refer to consumer goods. The main purpose of this articl...
Este artículo presenta los resultados de una investigación que analiza la capacidad del menor para identificar los mensajes publicitarios que recibe a través de las redes sociales de más uso entre este perfil de audiencia (YouTube e Instagram). Se midió la aptitud de niños y niñas para reconocer la intencionalidad persuasiva en una selección de eje...
Coordinada por Luis Miguel Pedrero Esteban y Ana Pérez Escoda (Universidad Nebrija), esta obra ofrece las claves para interpretar un ecosistema mediático determinado por la mediatización intensiva, la transformación y la convergencia digital, los nuevos fenómenos de participación y aprendizaje, el papel activo de las audiencias, la sobreinformación...
Media Literacy and Academic Research is a scientific journal focused on the academic reflection of media and information literacy issues, media education, critical thinking, digital media and new trends in related areas of media and communication studies. The journal is devoted to addressing contemporary issues and future developments related to th...
t is common to identify the ability to recognize advertising as a requirement for the development of a critical attitude towards commercial content. This paper reflects on the perception parents have of their children who, as active users of mobile devices, are recipients of advertising. We thought interesting to draw a comparison between parent an...
Estudio exploratorio sobre la densidad publicitaria a la que se enfrentan los menores cuando emplean el teléfono móvil. Pasan gran parte de su tiempo conectados en plataformas como YouTube, apps de juegos e Instagram, en las que existe un nivel de exposición publicitaria (14 minutos por hora de uso, o 23%) ligeramente superior al de medios como la...
Evitar contenidos comerciales durante el consumo de medios no es un fenómeno nuevo. La teoría reconoce distintos mecanismos para identificar esta conducta y el uso de bloqueadores de publicidad se puede reconocer como una respuesta comportamental activa y consciente a este tipo de contenido. Es interesante ahondar en los motivos que pueden explicar...
Millones de personas en distintos países se han visto confinadas en sus hogares con motivo de la pandemia del SARS-CoV-2, lo que ha dado lugar a una experiencia social, personal y psicológica sin precedentes. En un estudio internacional, con más de 9.300 respuestas en países de habla hispana, los autores han detectado que la mayoría de los particip...
The following research has as its starting point the previous existence of different approaches to the study of digital literacy, which reflect a specialisation by area of study as well as connections and complementarity between them. The paper analyses research from the last 50 years through 11 key terms associated with the study of this subject....
This research focuses on analyzing children's attitude towards advertising they perceive on the mobile in terms of detection, level of attention and trust, which are key variables in the ability to mediate with the ads persuasive effect. To this avail, 501 boys and girls aged 10 to 14 years and living in the Metropolitan Region of Santiago de Chile...
CONTENT OF ISSUE:
Cold And Distant Or Hearty And Human? The Visual Portrayal Of Vladimir Putin
On Russian Television (Magdalena Kaltseis)
Challenges And Limits Of Current Student Magazine Production – Case Study (Monika Prostináková Hossová, Magdaléna Švecová)
Jom Main! (Let's Play!): Promoting The Values Of Malaysia Traditional Children's
Games...
Training Based on Imitation of Elements of Television: a New Approach to
Organizing Lessons in Education in Pedagogical Universities of Vietnam
D. Thi Ngoc Anh …………………….…………………………………………….................................... 463
The Organization of Ecological Education of Per-school Children by Means of
Media Literacy Education: Theory, National Poli...
The objective of this study is to present research findings on the state of application of practice-centred teaching and learning about media at Slovak schools. The basis is the analysis and description of its curriculum status in the main stages of the development of media education at schools in the context of content reforms up to the present (2...
The management of diversity and inclusion is a major challenge for businesses in developing inclusive products and marketing strategies focused on people with disabilities. Universities can foster positive attitudes toward inclusiveness if they facilitate student recognition of differences as assets and enable them to appreciate the creation of com...
El desarrollo de las noticias digitales añade complejidad al consumo informativo al incrementar las posibilidades de elección de los usuarios. La relación entre audiencias y cibermedios cambia con la irrupción de las redes sociales, el desarrollo de nuevos contenidos como el podcast, y la práctica de bloquear los anuncios de los sitios web. Palabra...
In recent years, journalism in Latin America has been undergoing profound transformations. Confronting the stagnation or even decline of a large part of the big media industry, hundreds of digital native publications are surging up to challenge the traditional journalism landscape of this region. From the Caribbean to Patagonia, all 20 Latin Americ...
La alfabetización digital favorece el uso seguro y crítico de las TIC para el empleo, el aprendizaje, el desarrollo personal y la participación en la sociedad. Las comunidades virtuales, como ecosistemas que fomentan el intercambio de experiencias, información, conocimiento y el aprendizaje colaborativo a través de sus interacciones, tienen el pote...
Digital literacy involves a safe and critical use of ICTs for employment, learning, personal development and participation in society. Online communities as ecosystems based on the exchange of experiences, information, knowledge and collaborative learning through their interactions, have the potential to empower its members making Internet a tool f...
Over the past twenty years, the high penetration of mobile phones as a means of interpersonal communication, especially among adolescents, has facilitated access to broader social environments outside their own family. Through the extension of their social environment, teenagers are able to establish new and more extensive relationships, while faci...
This handbook has been written as a result of the research done in the "CreBiz - Business Development Laboratory Study Module for Creative Industries" project.
The objective of the Study Module is to enhance the business knowledge of undergraduate and graduate students of arts, humanities and media and communications, i.e. individuals, who have pot...
If there is one point that stands out in our information society it is that we are in the midst of a technological invasion and that we, and particularly young people, feel the need to be permanently connected. These and other traits are what give shape to the era of hyperconnectivity (Reig y Vilchez, 2013). Regarding this reality, there are those...
Elders have embraced the technology at a later stage than the rest of population due, mainly, to their difficulty to keep pace of the evolution of the technology, life situations that usually do not require a big exposure to the internet, and the age-related physical limitations such as failing eyesight or reduced dexterity. But in a context of pro...
In order to secure its future in the new digital landscape, the media industry is increasingly convinced that innovation is required. However, in recent years the need to innovate has become even more pressing and complex, due to the fast pace in which digital technology is evolving. Several media organizations, particularly in the Western world, h...
Este libro analiza las principales innovaciones y desarrollos de los medios digitales en España, sobre la base de experiencias reales llevadas a cabo en más de una veintena de casos de estudio seleccionados. El estudio se centra en aquellos cibermedios que destacan por su relevancia, eficacia, éxito demostrado o novedad en alguna de las siguientes...
Periodismo y democracia son dos conceptos fuertemente aso-ciados en nuestro imaginario. Entre ellos existen múltiples in-terdependencias. Sin el primero no existe la segunda. El pe-riodismo sirve para múltiples funciones democráticas como la información, la investigación, el análisis, la creación de víncu-los sociales y comunidades, el debate públi...
Orrialde hauek etorkizuneko hiritarrak hezteko erantzukizuna eta zeregina dutenei lagungarri izateko helburua dute. Lehen zein bigarren hezkuntzako ikasgeletan hiritar hezkuntzarekin lotutako eduki edota ikasgaiak irakasten dituzten irakasleei zuzenduta dago.
Liburuko honek jasotzen dituen testuak Nafarroako Unibertsitateko Hiritar Parlamentuko ike...
This booklet aims to be useful for anyone who is concerned with or who works on educating our future citizens. It is intended for teachers who are implementing civics-related contents or subjects in both primary and secondary classrooms.
The texts in this volume are the result of work carried out by researchers from the University of Navarra Civic...
Podemos saber qué significa ser buen ciudadano, pero hay que querer serlo. Nuestra propuesta es
apostar por actitudes sociales comunes a toda actuación propia de un buen ciudadano: el altruismo
optimista, la responsabilidad –tanto social como política–, el respeto, la lealtad y la justicia.
Un buen ciudadano sabe y siente que forma parte del conjun...
The technological landscape in relation to the minors presents numerous challenges facing the telecommunication industry, with families and schools. However, academic literature still remains silence in showing the strategic policies that the industry is managing in order to address these challenges. Therefore, this article has two aims: to provide...
La afinidad de los ninos con las pantallas de Internet, celulares, videojuegos y television suscita interes de investigacion al tiempo que plantea la necesidad de educar, legislar y proteger eficazmente a este grupo en un contexto de cambio tecnologico continuo y poco controlable. La investigacion que se presenta en este articulo ofrece los datos q...
The presence of the Internet and all kind of digital devices is clear in developed countries, especially among youngsters. But technology access and usage is also growing in developing societies, where minors are in most cases at the forefront of the adoption of these new services, exploring the opportunities. The present proposal intends to analyz...
The importance of play in the social and personal development of children has been recognized long ago. However, in the last decades new forms of entertainment such as video games have developed and became very popular among young people. The aims of the analysis, which is based on a large sample of Spanish children and teen-agers under 18 who play...
The importance of play in the social and personal development of children has been recognized long ago. However, in the last decades new forms of entertainment such as video games have developed and became very popular among young people. The aims of the analysis, which is based on a large sample of Spanish children and teen-agers under 18 who play...
El presente artículo se entiende dentro de una interesante iniciativa promovida por la Universidad do Minho que vio la luz por primera vez en octubre de 2004. El I Seminario Internacional de Comunicación Persuasiva planteó una cuestión más que relevante: publicidad y cultura, ¿es provocación o parte de la dinámica social?...