Víctor Hernández-Santaolalla

Víctor Hernández-Santaolalla
Universidad de Sevilla | US · Audiovisual Communication and Advertising

PhD Communication Studies

About

57
Publications
13,510
Reads
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291
Citations
Citations since 2017
29 Research Items
273 Citations
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Introduction
Víctor Hernández-Santaolalla holds a PhD in Communication Studies. He is currently Associate Professor at the Department of Audiovisual Communication and Advertising at the University of Seville. His research interests focus on the effects of mass communication, political communication, propaganda, surveillance and social media, and the analysis of advertising discourse. He has lectured in international conferences and published papers in international journals.
Additional affiliations
October 2010 - November 2015
Universidad de Sevilla
Position
  • Lecturer
October 2010 - January 2016
Universidad de Sevilla
Position
  • Lecturer

Publications

Publications (57)
Article
From a communication perspective, social movements of international significance such as the Arab Spring, Toronto G20, Spanish 15M or Occupy Wall Street have been characterized by the use of mobile communication and social media as tools for video activism and counter-surveillance against the abuse of power committed by the state forces. A represen...
Article
Full-text available
En un contexto en el que el activismo sociopolítico dispone de numerosas herramientas y canales para su desarrollo, diversos trabajos ponen en cuestión la eficacia de las acciones online. Al respecto, en el presente artículo se plantea un debate teórico en torno a dos cuestiones: las ventajas e inconvenientes del denominado activismo de salón, y la...
Article
Full-text available
Los peligros del desarrollo tecnológico han sido objeto de numerosos relatos a lo largo de la historia, planteando escenarios distópicos en los que el ser humano ha sido vencido por su propia creación, ya sea porque las máquinas se han rebelado o, simplemente, porque el ciudadano ha quedado totalmente alienado e hipnotizado por sus posibilidades. E...
Article
Following an extended tradition in cross-cultural research about individualism and collectivism as defining features of national cultures, this article aims to go in depth by taking into account the implications of these complex concepts. Under the premise that advertising is a product that reflects cultural values, this article focuses on a compar...
Article
Full-text available
Like a distorted mirror, mass culture products generally give back an exaggerated reflection of the sociocultural context. In this regard, from a historical perspective, 9/11 attacks launch a warning to global society that no individual or nation was completely safe. This has created a climate of fear that would be intensified with the Iraq war and...
Article
Advertising creativity has been scarcely operationalized and, considering the irregular lists of formats drawn up to date, few are the studies that have addressed the classification of the formulas or sources that help to create advertising messages. The aim of this study is to make a contribution in this respect by positing audiovisual narrative g...
Chapter
Social media brings to the forefront two very important factors to today's politics: the prominent role of the internet and the importance of personalisation which is closely tied to a tendency of political candidates to overexpose their private lives. This does not mean that the candidate becomes more relevant than the political party or the ideol...
Article
Full-text available
Since its origins in the mid-1970s, the slasher has been defined as a subgenre of horror in which a serial or mass killer stalks and massacres middle-class youngsters, and preferably attractive young women, using cutting weapons or projectiles. In that regard, the twenty-first century has seen a revival of the slasher, combining the release of orig...
Article
The international health crisis caused by Covid-19, more serious than those caused by SARS, MERS, influenza A, and Ebola, poses an unprecedented challenge for all institutions around the world in combating the infodemic. The main objective of this work is to analyze institutional behavior through Twitter to determine whether it is possible to deduc...
Article
The city mysteries were a nineteenth-century bestselling transnational literary phenomenon that combined radical politics and sensational fiction, adapting historical events along with devices from already existing popular narratives. Born as answers to the new megalopolis, these mysteries were supposed to work as calls to political action by expos...
Article
In the process of normalizing some surveillance dynamics in a society that has become increasingly more accustomed to infringements of privacy, citizens have been provided with a series of tools that allow them to control their peers. Thus, this paper relates interpersonal electronic surveillance to the negative implications that social networks ma...
Article
In a context where the media tend to simplify political and social news through entertaining and storytelling, the candidate's image and the personalization of politicians becomes important in electoral campaigns. In this way, although personalization is not something new and its study can be traced back to the 1960s and 1970s, it is true that in r...
Article
Social networking sites and mobile communication have progressively encouraged the proliferation of certain surveillance and control practices employed by users on a daily basis. Platforms like Facebook and Instagram and devices such as mobile phones have normalised forms of horizontal surveillance, which have begun to be accepted by citizens as th...
Chapter
Darth Vader is one of the most iconic supervillains in popular culture. As an evil archetype, Vader’s unequivocal villainy is predicated upon the enigma of his origin and the good versus evil polarity that arguably underpins the Star Wars franchise. However, the Star Wars prequel trilogy complicates the oversimplified dualism of this thematic premi...
Article
It’s been argued that every good superhero needs an equally compelling supervillain. The Supervillain Reader sheds light on why “it’s all about the villain.” The editors have assembled a collection of both reprinted and original essays that tries to answer the question, Why are we so fascinated with the villain in our storytelling? The obsession wi...
Article
Full-text available
La idea de “postverdad” se ha hecho común en el lenguaje mediático, si bien utilizada en ocasiones como sinónimo de mentira y en otras como una tendencia a usar con mayor profusión la argumentación emocional que la racional en la construcción de los mensajes. Al mismo tiempo, existe un creciente uso del discurso intimidatorio en Internet y redes so...
Article
Full-text available
Las redes sociales han visto crecer la figura del influencer como un nuevo modelo de líder de opinión que debe combinar la gestión de su marca personal con el rol de prescriptor, incluyendo los mensajes de contenido político. En este contexto, esta investigación aplicó un análisis de contenido a 790 mensajes de diez influencers españoles con alto i...
Book
La influencia de los mass media es uno de los temas que mayor interés y preocupación ha provocado a lo largo de la historia de la comunicación, y cobra hoy en día, por el contexto mediático y de recepción actuales, una nueva relevancia. Que los medios de comunicación provocan efectos sobre el público es una cuestión ampliamente aceptada, pero el co...
Article
La estrategia de comunicación desarrollada en Twitter por el equipo de comunicación de Izquierda Unida, La Cueva, durante las elecciones generales de 2015 y 2016, consiguió notoriedad por el lenguaje utilizado y la alta participación de los seguidores y simpatizantes. El artículo analiza los tweets generados desde la cuenta del partido y la del can...
Article
Full-text available
The advent of new technologies in everyday life has brought about a major shift in determining both the relationships between subjects, and the ways in which reality is interpreted and understood.Therefore, media literacy is posed today as an indispensable discipline in educational systems worldwide. This article presents the results of an experime...
Article
Full-text available
Introduction. The objective of this research is to explore the relationship between the voter turnout and the new forms of participation of young Chileans and Spaniards, as well their perception about politics and the forms of participation which seem most relevant to them. Methodology. In order to do this, a comparative analysis between the two co...
Article
La irrupción de las nuevas tecnologías en la vida cotidiana ha supuesto una enorme revolución a la hora de determinar tanto las relaciones entre los sujetos como de comprender e interpretar la realidad. Por ello, la alfabetización mediática se plantea hoy como una disciplina indispensable en los sistemas educativos de todo el mundo. Este artículo r...
Chapter
En la actualidad, en un contexto en el que los mecanismos de acción social quedan profundamente influenciados por la comunicación a través de los medios online , el ajusticiamiento social parece haber pasado de las plazas públicas a las redes sociales. En un mundo en el que la reputación online es tenida tan en cuenta, los social media son utilizad...
Conference Paper
As Manuel Castells points out in Communication Power, the main problem of the current political crisis is not the lack of concern of the population for major social issues, but many of these problems are too abstract and complex to be understood by a wide audience. To solve this problem, Castells intends to present these issues in the language of i...
Article
In a context where socio-political activism is developed through many tools and channels, several studies question the effectiveness of online actions. In this regard, this article proposes a theoretical approach concerning two different issues: the advantages and inconveniences of the so-called slacktivism, and the controversies of the citizen emp...
Book
Como reflejo de un nuevo modelo de villano, el asesino en serie se ha convertido en uno de los protagonistas fundamentales y principal reclamo en numerosos títulos de la ficción televisiva contemporánea. De este modo, series de éxito como Dexter, Hannibal, Bates Motel, The Following o True Detective se instalan en la programación como narrativas ce...
Chapter
Aunque cada una puede plantearse unos fines diferentes o moverse en una marco de referencia e ideológico distinto, todas las sectas, por definición, comparten unos puntos comunes, como la creación de una identidad social que posicione el "nosotros" frente al "ellos", o la tarea continua de apostolado que llevan a cabo sus adeptos para convertir a l...
Article
Full-text available
The fact that the public has abandoned its traditional passive role concerning the media is evident in several areas, such as the focus of the present article: persuasive communication. Brands managers, who are aware of this new part played by increasing active consumers and the benefits that it implies, design communication strategies meant to enc...
Article
Full-text available
El objetivo de este articulo es estudiar el fenomeno publicitario del advertainment – entendido como un tipo de branded content en formato de entretenimiento– desde una perspectiva semiotico-narrativa que toma como modelo analitico el Programa Narrativo de Greimas y el concepto narratologico de “actante”. El advertainment supone una formula mercado...
Article
Full-text available
Since its origins, architecture has been at the service of those who hold power in order to communicate their authoritarian position over the rest of the citizens. This tradition was later inherited by companies and public institutions as a way of spreading their corporate identity and gain notoriety, for which they hire internationally renowned ar...
Article
Full-text available
This article presents a framework for the analysis of audience’s perceptions about political leaders. Specifically, we focus on the perceptions of two Spanish leaders: José Luis Rodríguez Zapatero, the former Prime Minister, and Mariano Rajoy, the current Prime Minister. We wanted to test how young people perceive and evaluate the identity of thes...
Article
Full-text available
The most appropriate term to define the current communication environment seems to be “hybridization”. Thus, halfway between fandom and User Generated Content, there are productions created by fandom. In this process of construction, the consumer becomes not only a fictional content producer, but also an advertisement diffuser. The purpose of this...
Article
Full-text available
At present it is increasingly complicated to set limits between advertising, entertainment and information. This hybridization of genres (Imbert, 2003) is responsible for brand new formats between fiction and entertainment, such as advertainment, or between information and entertainment, such as infotainment. These are hybrid proposals designed to...
Conference Paper
Full-text available
1. Antecedentes: Cuando la idea de lo posmoderno aún resuena con fuerza en determinadas esferas, un nuevo término aparece para definir un tiempo lleno de contradicciones como el actual, en el que el miedo a un futuro incierto y la inseguridad ante amenazas globales resultan factores determinantes. Se trata de la hipermodernidad, entendida como una...
Conference Paper
As television alternative, video online sites are becoming an important tool in order to spread content (news and entertainment) fairly among internet users. However, despite the new channel’s possibilities, it’s just conceivable that individuals will use these portals in a diffe- rent way according to their personal characteristics and leading to...
Article
Full-text available
A comienzos de la década de los noventa, diferentes teóricos del campo de la sociología, en su mayoría franceses, comenzaron a popularizar el término hipermodernidad para designar una nueva realidad social que ya no seguía los principios marcados por la posmodernidad, pero que aún así no se alejaba por completo de la evolución originada en la denom...
Article
Full-text available
El receptor y su contexto cumplen un papel primordial a la hora de interpretar el significado de las películas, algo que se ha visto eclipsado por la importancia que la historia del cine ha otorgado a los distintos directores o al valor inmanente de sus filmes. Este artículo realiza un recorrido que partirá de la Teoría de la Recepción literaria y...
Article
Full-text available
Advertisement makes use of rhetoric to convey its message, and of commonplaces, or topoi, to encourage audience’s understanding. Among these commonplaces, quality is one of the most frequently used topics. Thus, advertising is a markedly individualistic discourse, conditioned by the political and socioeconomic situation it is immersed in. This help...

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Project (1)
Project
Este proyecto vincula la interactividad de las redes sociales con las políticas de cambio y la mejora de la comunicación institucional. El objetivo fundamental es contribuir al conocimiento sobre el uso político de las redes sociales en Andalucía y al debate sobre la “nueva política” y las relaciones políticos-ciudadanos, en un contexto de cambio social. Se trata de un estudio sistemático y longitudinal de la comunicación que los principales partidos políticos de Andalucía mantienen con la ciudadanía en Twitter, YouTube e Instagram, con el fin de comprobar si esta comunicación es interactiva y participativa. Para ello, se determinará cuáles son los partidos andaluces que evidencian una mayor actividad digital y cómo están fomentando la interactividad, qué temas están comunicando y qué funciones cumplen sus mensajes. También se averiguará si la interactividad está vinculada con la novedad del partido. Por otro lado, se estudiará tanto la percepción que los usuarios andaluces tienen del uso político de estas redes sociales como la importancia que la clase política concede a la comunicación bidireccional en el entorno digital. Los datos se obtendrán de una triangulación metodológica que consiste en análisis de contenido, un diseño experimental, varios focus groups y entrevistas en profundidad. Este proyecto contempla las oportunidades que ofrecen los nuevos medios tanto a los dirigentes como a los ciudadanos, obteniendo resultados directamente aplicables a la realidad andaluza, y arroja luz sobre hasta qué punto el uso de las redes sociales está modificando la cultura política andaluza.