Luis M Romero-RodriguezKing Juan Carlos University | URJC · Departamento de Comunicación y Sociología
Luis M Romero-Rodriguez
PhD in Communication Studies
About
193
Publications
141,595
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1,964
Citations
Citations since 2017
Introduction
Professor of Strategic Communication. Ph.D. in Communication. MSc. in Social Communication. PGCert in International Law and Politics and in University Teaching. Bachelor of Science in Social Communication, minor concentration in Corporate Communication, and Bachelor of Laws (LL.B.). He has published more than 90 articles in high-impact scientific journals and has been the editor and author of several publications in prestigious publishing houses.
Website: http://romero-rodriguez.com/
Additional affiliations
April 2019 - present
March 2018 - April 2019
January 2017 - September 2018
Education
June 2012 - December 2014
October 2011 - June 2012
June 2007 - October 2010
Publications
Publications (193)
The quality of information from communication media is a topic that has been dealt with by various theorists through the analysis of the final products of information. This research work offers an analysis model of the quality of information of printed news media by the use of three indexes of categories and structured dimensions that will allow fo...
The current information ecosystem, crossed by a logic mediamorphosis, is increasingly generating the emergence of digital and information portals that do not follow the formal publishing procedures of conventional media. The crisis of traditional media has also changed the way we become informed. However, information quality remains a factor for di...
The current communicative ecosystem has profoundly transformed journalistic work and the media, generating with great eagerness the emergence of digital native media that do not follow the logic of their conventional peers. Although the advent of these media is not entirely negative, as they create multiple voices that contribute to pluralism, thei...
In a context marked by the emergence of new platforms and interfaces, digital native media face the challenge of organizing and presenting their content in an effective and eloquent way. This milestone requires ongoing work toward the identification and conceptualization of the dimensions that map the structural and formal requirements necessary fo...
Millennials and centennials are two generations highly involved with social issues at
a political and technological level. This interest has been raised in many of these individuals, some
members of «woke» communities, a search for politically correct language both in networks and
contemporary audiovisual fiction usually consumed on streaming pl...
The current audiovisual landscape via streaming is characterized by images loaded with aesthetics and violence. Therefore, the main objective of this study is to decipher the audience’s feelings about the violent and dystopian plots that saturate the current panorama of audiovisual entertainment through a survey aimed at millennials and centennials...
Viewers are increasingly used to the link between entertainment and technology in the current media ecosystem. The success of consuming streaming platforms when watching movies and series shows how the audience is more involved in new forms of viewing, at any time, at any moment, and with any content. This research examined the perception of millen...
In the current era of the attention economy, users find themselves in social networks over-saturated with advertising that tends not to catch the public’s attention or have great credibility. In this sense, brands are trying to get closer to their audiences by using non-invasive, user-generated storytelling strategies with a more natural and experi...
Wars, insurgent groups, dictatorships, and economic crises are the main reasons for forced migration. Displaced persons, asylum seekers, and refugees often face public stigmatization, as they are treated by the media as a social problem and, in many cases, seen as economic and social threats. This article presents the results of in-depth interviews...
Researchers primarily dedicate their time to teaching in Latin American universities. For this reason, it is essential to determine how teaching time affects (or contributes to) the scientific productivity of researchers working under these conditions. We analyzed the incidence of gender, groups taught at undergraduate and graduate levels, the rese...
This study presents a taxonomy to analyze the Corporate Visual Identity (CVI) through the theoretical construction of iconographic variables. The instrument was validated by an expert panel and a pilot test that examined the CVI of the 50 leading pharmaceutical companies in Spain. The instrument was organized by graphic elements: iconographic sign,...
La presente investigación examina la identidad visual de las 72 principales entidades financieras que operan en España a través de un modelo de análisis de contenido iconográfico-simbólico construido ad hoc. Para ello se diseña y valida una ficha de análisis provista de variables teóricas donde cada objeto de muestra responde a las categorías agrup...
This research examines the visual identity of the 72 leading financial institutions operating in Spain through an ad hoc analysis model of iconographic-symbolic content. For this purpose, an analysis sheet is designed and validated, with theoretical variables where each sample object responds to categories grouped by similarity and under formal cri...
In Spain, the COVID-19 pandemic forced absolute confinement from March 15 to July 21, 2020. On the other side of the screen, YouTubers girls and boys, creators of specific content for their peers, took the opportunity to increase their productions. This research examines 73 creations made during the confinement period by six Spanish YouTubers girls...
Purpose
This study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the phenomenon, explore academic interest in the topic and identify areas of limited thematic coverage.
Design/methodology/approach
A systematic review of existing scientific l...
The forced confinement caused by the COVID-19 health crisis has required companies to change their production dynamics, digitalizing workplaces, abandoning physical spaces and infrastructures, focusing on promoting remote work, as well as mechanics and dynamics of organizational communication exchanges with their different stakeholders through digi...
We are living through a time of major political changes due to the rise of populist leaders and the resurgence of extreme ideological movements. The emergence of this phenomenon is due, to a large extent, to the ease with which these political actors can disseminate and spread their messages without any limits through social networks, leaving aside...
Purpose
This study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement....
En un contexto marcado por la eclosión de nuevas plataformas e interfaces, los medios nativos digitales afrontan el de-safío de organizar y presentar sus contenidos de forma eficaz y elocuente. Este hito requiere un trabajo recurrente en la identificación y conceptualización de las dimensiones que cartografían los requisitos estructurales y formale...
La relación cada vez más compleja entre medios de comunicación convencionales, plataformas digitales, actores políticos y audiencias, amerita un análisis exhaustivo sobre las funciones y relaciones entre estos y las percepciones sobre los medios y la manipulación mediática desde las audiencias juveniles. Esta investigación aborda la manipulación de...
El torture porn, las referencias constantes al giallo italiano o al cine de explotación, los mensajes anticapitalistas, la moda distópica en las narrativas audiovisuales y la po-pularización y el asentamiento definitivo de las plataformas de streaming a causa de la pandemia del COVID-19 han dado lugar al establecimiento de una nueva moda: la ten-de...
RESUMEN Desde los albores de la modernidad, cuando apareció el leviatán de Hobbes, el pesimismo de Schopenhauer, la voluntad de poder nietzscheana o el psicoanálisis freudiano, la epidemia de lo negativo, tal como lo plasmó Schopenhauer, se ha considerado culturalmente como un elemento que se define como lo primigenio en el ser humano. Así, desde l...
The popularization of new interaction spaces brings new narratives and social phenomena that merit attention from the scientific community. Based on the existing literature on the new challenges facing the communication discipline with these emerging narratives, this editorial summarizes the empirical and theoretical contributions of the thematic i...
Libro que recapitula capítulos de profesores universitarios acerca de aplicación de metodologías y técnicas docentes innovadoras y buenas prácticas en el marco europeo tecnológico de Bolonia en un momento de transición de internet del 2.0 al 3.0. Las coordinadoras han compuesto un prólogo introductorio en el que apuntan hitos de este nuevo panorama...
Los MOOCs han venido ganando importantes espacios dentro de la oferta de formación en línea, incluso siendo ámbitos de expansión de relevantes universidades alrededor de todo el mundo. Sin embargo, desde muchas voces de la comunidad académica, se ha puesto en duda la efectividad de estos cursos abiertos por sus bajas tasas de culminación (entre 5-8...
The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their exp...
La identificación de la crueldad como algo intrínseco y no externo al ser humano es una de las grandes cuestiones que afrontaron las artes escénicas, especialmente el cine y el teatro, desde los albores del siglo XX. Los principales objetivos del presente estudio han sido identificar las principales características del cine de la crueldad de André...
Hasta no hace mucho era común encontrarnos debates académicos como los que ya planteaba en 1964 Umberto Eco en Apocalípticos e Integrados. Más allá de que es una discusión estéril en la actualidad porque los desarrolladores de tecnología no es-cuchan -ni esperan- las opiniones de los académicos; tampoco los que nos dedicamos al estudio de la Comuni...
Purpose
The present research aims to study the correlations among organizational climate, academic satisfaction and organizational commitment as factors that influence happiness at work by applying a structural equation model to Spanish National Police cadets.
Design/methodology/approach
A descriptive, quantitative, correlational, exploratory and...
Esta investigación explora la correlación entre el nivel de consumo de información formal y realidad percibida de fake news, así como la influencia que tienen estas últimas con las actitudes políticas de eficacia, alienación y cinismo. Para ello, se aplicó una encuesta por muestreo probabilístico por conglomerados a estudiantes de grados y postgrad...
This research examines the correlations between populist attitudes, perception of public opinion, and opinions about the media in students of Communication Sciences in Colombia and Spain. Methods: Based on an exploratory-correlational approach and a quantitative design, this research has analyzed the reflections and priorities of a group of n=499 u...
El populismo ha experimentado un crecimiento preocupante en la última década en diferentes enclaves del planeta. Este proceso, de cariz globalizador, se ha visto potenciado por las características de inmendiatez, interacción y participación de las redes sociales, los cibermedios y otras plataformas digitales. En este contexto, la percepción que la...
l poder que tienen los medios de comunicación en la opinión pública y en la cons-trucción social de la realidad precisa de reflexión y pensamiento crítico sobre cómo se redactan las noticias y sus efectos. Las noticias sobre atentados terroristas disponen de un contexto social e histórico que perdura a lo largo de los años, por lo que es fácil enco...
This study aims to diagnose how the cinema of cruelty has been inserted into mainstream culture through the current streaming series, analysing the elements of the eroticism of perversity and the cinema of cruelty in the series Chernobyl and Years and Years (HBO: 2019). This is done with the design of a content analysis sheet based on the interpret...
This research reflects, from a theoretical perspective, how most of the international events that reach the rest of the media are disseminated through news agencies, causing the well-known «ventriloquist effect»: multiple media, a single voice; and explores how online platforms have fostered this phenomenon, causing a structural increase in misinfo...
Esta investigación reflexiona, desde una perspectiva teórica, cómo a través de las agencias de noticias se difunden la mayoría de los acontecimientos internacionales que llegan al resto de los medios de comunicación, provocando el conocido «efecto ventrílocuo»: múltiples medios, una sola voz; y se indaga sobre cómo las plataformas onlinehan fomenta...
Esta investigación reflexiona, desde una perspectiva teórica, cómo a través de las agencias de noticias se difunden la mayoría de los acontecimientos internacionales que llegan al resto de los medios de comunicación, provocando el conocido «efecto ventrílocuo»: múltiples medios, una sola voz; y se indaga sobre cómo las plataformas onlinehan fomenta...
The current media environment is complex and has important effects on all aspects of life, including beauty and health. In this sense, YouTube has become one of the main contexts for the dissemination of tutorials and content related to medical procedures such as the application of Botox. Thus, the present study constitutes the first exploratory an...
Este libro analiza el cine de la crueldad, sus inicios, sus referentes internacionales, así como pone en práctica un análisis cualitativo de contenido sobre algunas series contemporáneas, como Years and Years y Chernobyl, para reconocer exploratoriamente los elementos que caracterizan la crueldad narrativa en la era actual.
Actualmente, alejados de aquellos tiempos de guerra entre el cine y la televisión de masas e inmersos en una cultura de las series cada vez más accesibles gracias a las plataformas streaming, las series empiezan a ser reconocidas como obras de arte que critican a las altas esferas de poder, signo propio de la tercera edad dorada de las series, y do...
Social networks are consolidated as spaces for the exchange of valuable content. It is not surprising to find spaces for the exchange of good teaching practices in virtual learning communities, so the objective of this study is to analyze, through the case study of #ElClaustrodeIG on Instagram, the educational content focused on teaching that is sh...
The following research studies, from a theoretical perspective, the different forms of symbolic and discursive violence and the transmission of hate speech through new media. The main objective is to understand the consequences of symbolic violence through language and how this affects freedom of expression. Reflective and critical argumentation is...
Uso de la gamificación en MOOCs universitarios. El objetivo de la presente investigación es evaluar de qué manera la gamificación incide en el engagement de los participantes de MOOCs y si una correcta aplicación de estas estrategias disminuye las tasas de abandono (dropout), mejorando las tasas de culminación.
El poder que tienen los medios de comunicación en la opinión pública y en la cons-trucción social de la realidad precisa de reflexión y pensamiento crítico sobre cómo se redactan las noticias y sus efectos. Las noticias sobre atentados terroristas disponen de un contexto social e histórico que perdura a lo largo de los años, por lo que es fácil enc...
La presión de la inmediatez, la dictadura del clic y la avalancha cada vez mayor de fake news han impactado sobre el día a día del periodismo. Los ciudadanos se muestran especialmente escépticos ante la información que reciben de los medios de comunicación, sobre todo de la prensa online. En un escenario que la OMS ha tildado de ‘infodémico’, el pe...
This paper analyzes and describes public television in Andean America through the historical, hermeneutic, and non-participating observation method, carrying out a critical review of the literature, legal provisions, and official websites. The research reveals the appearance and precariousness of Andean-American public television, its financing, an...
No está permitida la reproducción total o parcial de este libro, ni su tratamiento informático, ni la transmisión de ninguna forma o por cualquier medio, ya sea electrónico, mecánico, por fotocopia, por registro u otros métodos, sin el permiso previo y por escrito de los titulares del Copyright. Derechos reservados © 2021, respecto a la primera edi...
The following chapter of the study manual aims to:
1. To understand that internal communication and public relations are fundamental for coordinating all the organization's processes.
1. To understand that internal communication and public relations are fundamental for coordinating all the organization's processes.
2. To highlight the importance o...
En el presente capítulo se realiza una revisión pormenorizada de los principales espacios de divulgación de investigaciones sobre educomunica-ción en Iberoamérica, tomando como referencia revistas de alto impacto (JCR/Scopus), publicaciones en índices emergentes (ESCI), publicaciones históricas de reconocida trayectoria y congresos de referencia in...
The pressure of immediacy, the dictatorship of the click, and the growing avalanche of fake news have impacted journalism. Citizens are particularly skeptical about the information they receive from the press, especially in the digital media. Journalism is faced with the need – or almost the urgency – to rethink, reinvent and redefine messages, rou...
Se presentan los resultados de una investigación sobre la cobertura mediática de la reciente e intensa migración venezolana con destino a Colombia, como principal país de acogida. El objetivo del estudio es analizar el proceso de construcción de la agenda informativa y los encuadres mediáticos (news framing) predominantes, durante los últimos años,...
The Gartner Hype Cycle for Emerging Technologies highlights “augmented human technologies” as one of their emerging trends, while the Future Today Institute alludes to the potential of extended reality (digitally manipulated environments encompassing virtual and augmented reality) for the development of new applications with great informative value...
This article studies the process of demonization, its consequences, and how social media contribute to the formalization of its axiology. The demonization of societies aims to create social subjects that fit into the idea of the "other" by exposing them to compulsory invisibility. This research's main objective was to examine how demonization is us...
This research analyzes the presence of advertising and radio mentions of alcoholic beverages and sports betting, two products that represent harmful behaviors for the audiences' health. To do this, a quantitative content analysis was undertaken for all of the programming of the three most listened radio stations in Spain (Cadena Ser, COPE, and Onda...
The present research carries out a detailed review of the main
spaces for disseminating research on educommunication and media literacy in the Iberoamerican space, taking as a reference high impact journals (JCR/Scopus), publications in emerging indexes (ESCI), historical publications of recognized trajectory and congresses of international referen...
El Gartner hype cycle for emerging technologies destaca las "tecnologías humanas aumentadas" como una de las ten-dencias emergentes; mientras que el Future Today Institute alude al potencial de la realidad extendida (entornos mani-pulados digitalmente que abarca la realidad virtual y aumentada) para el desarrollo de nuevas aplicaciones de gran valo...
This research aims to examine the role played by some women's clothing fashion influencers in Spain in promoting sustainable brands with initiatives based on the circular economy. For this purpose, a quali-quantitative content analysis was carried out on 15 videos in the Haul category of the three main Spanish YouTubers in the fashion category, hav...
Paulatinamente las pantallas han comenzado a ser parte de nuestro quehacer, convirtiéndose en la actividad que más ocupa nuestras horas de actividad diaria. Por ello no resulta baladí estudiar de qué manera son utilizadas, sobre todo cuando la formación sobre las mismas ha sido, en la mayoría de los casos, autodidáctica. En esta línea surge la comp...
This research aims to examine the role played by some women’s clothing fashion influencers in Spain in promoting sustainable brands with initiatives based on the circular economy. For this purpose, a quali-quantitative content analysis was carried out on 15 vídeos in the Haul category of the three main Spanish YouTubers in the fashion category, hav...
This research analyses the contents of the videos of the ten Spanish children's YouTube channels with the highest number of followers and video plays to identify correlations between the thematic axes of the videos and the increase in digital engagement data. Little is known about the topics that the most popular Spanish-language YouTube influencer...
Purpose - This study evaluates the correlations between the universities' type of property (public, private associative and private corporate), institutional seniority (<20, 20-45 and> 45 years), and the presence and position in national and international university rankings.
Design/methodology/approach - It considers 90 Peruvian universities certi...
Youth is increasingly learning in non-conventional contexts, such as social networks or video platforms, courses, and tutorials. This research aims to diagnose the role of participatory culture, digital resources, social networks, and, specifically, YouTube, in learning processes and the acquisition of Science, Technology, Engineering, and Mathemat...
Purpose
This paper aims to analyze the interrelationship that exists between expectancy-value and achievement goals as factors that are decisive for participants’ higher engagement in 12 massive open online courses (MOOCs) on energy sustainability and to determine the profile of participants achieving higher success rates.
Design/methodology/appro...
El actual ecosistema comunicativo, las ingentes exigencias de una sociedad cada vez más hiperconectada, más compleja, y el raudo avance de las tecnologías de la información y la comunicación hacen necesarios nuevos perfiles profesionales que se adapten a las cambiantes dinámicas de hábitos de uso y consumo de contenidos, pero también de nuevas narr...
Lees un artículo sobre el tsunami del Índico en 2004 y, de inmediato, en alguna red social te aparece un contenido publicitario que te invita a visitar algún resort en Sumatra. Tienes muchos contactos en tus redes que viven en Colombia y en Youtube emerge un vídeo publicitario sobre la Feria de Cali. Detrás de esta «adivinación», millones de algori...
El presente manual busca ser una obra de referencia pedagógica para la enseñanza-aprendizaje de la comunicación corporativa, diseñado en función de una estructura didáctica piramidal, comenzando con la «radiografía» de algunos activos intangibles fundacionales de las organizaciones -como personalidad de marca, identidad, cultura e imagen corporativ...
Este trabajo analiza cómo los medios de comunicación construyen realidad social mediante el lenguaje. La realidad social es revisada como un constructo discursivo fundamentado en el principio antrópico de la información y en el axioma watzlawickiano de que “es imposible no comunicar”. Se tiene como objetivo principal analizar cómo el concepto de “o...
En el presente artículo se identifican las temáticas de interés en el estudio del campo de la opinión pública y las técnicas de investigación
predominantes en el abordaje del objeto de estudio, a través de una revisión en la base de datos Scopus de los artículos de investigación publicados por investigadores latinoamericanos, así como de España y P...
Massive Online Open Courses (MOOCs) are open educational activities that allow for distance learning and professional updating, although the academic community has questioned their effectiveness due to their low completion rates. This research analyzes which factors (personal, family, social, labor, and instructional design) are involved in the val...
This paper analyzes the critical thinking on mass communication and culture industries, getting an epistemological perspective on the media as creators of and formative influences on social realities in favor of commercial exploitation and a model of man as a consumer. Contributions made by major members of the Frankfurt School (Max Horkheimer, The...
A search for specific criteria and boolean algorithms is carried out in WoS and Scopus on «otherness» [AND] «social exclusion», to then submit the emerging results to a co-occurrence matrix by citations with VOSViewer v. 1.6.13. From the relation tree of the most cited documents [min=7] of the downloaded articles, a critical/analytical reading is m...
Information and Communication Technologies (ICT) have revolutionized all human interactions, creating new spaces and platforms for consumption and entertainment. In that regard, marketing and advertising have had to adapt by refocusing existing tools, as well as creating new strategies to reach their target audiences. Among these emerging tools are...
Los MOOC han ganado popularidad como plataformas educativas de aprendizaje permanente no formales. Sin embargo, han sido criticados por su baja tasa de finalización y su poca capacidad para crear redes de colaboración. A partir de lo descrito, la investigación siguió un proceso de tres etapas. Primero, se realizó una revisión exhaustiva de la liter...
Education within universities should consider the promotion of training activities aimed at training people who are creative, innovative, enterprising and aware of their environment and needs. The purpose of this paper is to present the preliminary results of the piloting of three instruments for a methodological proposal aimed at measuring the lev...
Contribution: This article analyzes the correlation between users' digital competencies and their tendencies to successfully complete energy sustainability massive online open courses (MOOCs). In addition to reviewing whether digital competencies are a predictor of the effective completion of the course, this article analyzes whether participants a...
