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Introduction
PhD in Communication. ANECA and AQU recognized lecturer.
Currently researching about communication theory, social values, graphic design and social network influence.
Publications
Publications (11)
Extremist parties have become important political actors in the European Parliament and participate in national or regional coalitions. Spanish party Vox defends a combination of tradition, conservatism, nationalism, liberalism, and far-right values. Vox became the third force of the Spanish Parliament growing rapidly amid the harsh social measures...
Los partidos extremistas se han convertido en actores políticos importantes en el Parlamento Europeo y participan en coaliciones nacionales o regionales. El partido español Vox defiende una combinación de tradición, conservadurismo, nacionalismo, liberalismo y valores de la extrema derecha. Vox se ha convertido en la tercera fuerza del Parlamento e...
La investigación que presentamos (1) intenta articular una nueva pro- puesta capaz de explicar las lógicas de administración masiva de men- sajes a través de la red tecnológica, en el marco de un modelo de ges- tión de la significación. El objetivo último de este proyecto es impul- sar el desarrollo de nuevos métodos para prever los efectos en la r...
The use of social networking sites (SNS or social media) often comes with strong self-centered behaviors to promote self-appearance. The relationship between narcissism and social media use has intensively occupied scholars in the last decade, yet not much research has focused on, first, how the intensity of social media use (SNS use) is associated...
Este artículo explora la función de la cartelería tradicional en un momento de digitalización. El estudio analiza los carteles de los principales bancos de España en cuanto a productos, públicos y tratamiento mediante un análisis de contenido. Los resultados muestran que los carteles se dirigen principalmente a profesionales y autónomos, con cuenta...
En este artículo se miden los valores comunicados en la oleada publicitaria que se distribuyó durante la primera etapa crítica de la pandemia de covid-19 en España. La investigación se apoya en la recopilación en línea de 45.000 respuestas a 1.880 test por parte de 470 receptores españoles e iberoamericanos. Cada uno de ellos evaluó 25 valores, tra...
This article measures the values communicated in the advertising wave that was distributed during the first critical stage of the COVID-19 pandemic in Spain. The research is supported by the online compilation of 45,000 responses to 1,880 reception tests by 470 Spanish and Latin American recipients. Each of the receivers evaluated 25 values, after...
The European Union (EU) was founded to promote peace, prosperity and other values between an increasing number of member states (European Commission, 2001). However, Brexit has activated a reputation crisis that reinforces Euroscepticism (Börzel; Risse, 2018). The objective of the study is to identify the differences in the semantic construction an...
En este capítulo se presenta un modelo general para la medición del grado de eficacia comunicativa en todo tipo de mensajes. El modelo aborda la interpretación de la eficacia de la comunicación más allá de las actitudes y jerarquizando todo el proceso comunicativo y a partir de los objetivos del emisor. Esta jerarquía se establece en 4 niveles (umb...
Private label brands have been growing slowly across different countries and have made their place on the shelves and
the sales. Some of them have their own different logos from the retailer, others use the same logo and branding. We
wonder what would happen to a product without a logo. We explore also what would happen if the distribution logo had...
This study explores experimentally the effects of music in the effectiveness of commercial communication in store ambiences. We designed and applied a field experiment of 3 musical variables (loudness, music tempo and product-music coherence) and measured its effects on communication effectiveness, measured by 5 dependent variables (product purchas...