IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM <p class="p2"><strong>IROCAMM-International Review Of Communication And Marketing Mix</strong></p> <p class="p2"><strong>IROCAMM - Intenational Review Of Communication And Marketing Mix</strong> is a <strong>digital scientific journal</strong> whose objectives are the <strong>dissemination of scientific articles on commercial and corporate communication,</strong> as well as marketing and market research (including the 4 variables of the mk mix: Product, Price, Communication and Distribution).</p> <p class="p2">IROCAMM - Intenational Review Of Communication And Marketing Mix is a<strong> biannual academic journal published in digital format. </strong>Since 2019 it publishes issues in the months of <strong>January </strong>and<strong> July </strong>each year.</p> <p class="p2">IROCAMM - International Review of Communication And Marketing Mix journal arises from the need to <strong>transfer knowledge to society</strong> about each of the fields of communication, as a variable of the marketing mix and their respective influences or consequences, such as<strong> commercial advertising, public relations</strong> of commercial companies or the <strong>price and distribution variables</strong> themselves, always from the point of view of their <strong>influence on the communication variable.</strong></p> <p class="p2">With an <strong>international scope</strong> and open to professors and researchers from all countries, IROCAMM aims to cover a wide range of topics within the field of studies on commercial communication and its relationship with the rest of the marketing mix variables: price, product and distribution.</p> <p class="p3"> </p> <p class="p3"><strong>Knowledge areas: </strong></p> <p class="p4">Audiovisual communication; advertising and public relations; communication sciences, marketing.</p> en-US <p><em>International Review Of Communication And Marketing Mix</em> provides unrestricted access to its contents from the moment of publication in this electronic edition, and is therefore an open-access magazine. The originals published in this magazine are the property of the University of Seville and it is obligatory to cite their origin in any total or partial reproduction.' All content is distributed under a Creative Commons Attribution 4.0 (CC BY-NC-ND 4.0) license. This should be expressly stated in this way where necessary. You can consult the informative version and the legal text of the license.</p><p>The authors who publish in this journal agree to the following terms:</p><ol start="1"><li>The assignment of rights is made under the Creative Commons license.</li><li>Authors may separately make additional arrangements for the non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgement of its initial publication in this journal.</li><li>Authors are allowed and encouraged to disseminate their work electronically (e.g. in institutional repositories or on their own website) before and during the submission process, as this can lead to productive exchanges, as well as earlier and more extensive citation of published work.</li><li>The dissemination of the articles will be carried out on general social networks, ResearchGate, Mendeley, Academia.edu, Cosis, e-lis and other databases or full text repositories on the Internet with whom the journal establishes an agreement for their dissemination and visibility.</li><li>Copyright is of two kinds: moral rights and economic rights. Moral rights are perpetual prerogatives, unrenounceable, untransferable, inalienable, unattachable and imprescriptible. Economic rights refer to the benefits obtained by the use or disclosure of the works. IROCAMM - International Review of Communication And Marketing Mix is exclusively authorized to make or authorize by any means the use, distribution, dissemination, reproduction, adaptation, translation or transformation of the work.</li></ol><p><em> </em></p><p><em>International Review Of Communication And Marketing Mix </em>does not charge fees for submission of papers, nor does it charge fees for publication of its articles.</p> gloria_jimenez@us.es (Gloria Jiménez Marín) cuentas@lahuertaagencia.com (Dolores Costa Zafra) Sat, 02 Jan 2021 00:00:00 +0000 OJS 3.2.1.2 http://blogs.law.harvard.edu/tech/rss 60 PEMO: PERIODISMO MÓVIL CAFETERO https://revistascientificas.us.es/index.php/IROCAMM/article/view/12198 <p>Con el advenimiento de la era digital llegaron las nuevas tecnologías de la información y la comunicación y<br />con ellas los dispositivos móviles, que cambiaron definitivamente la manera en que la humanidad se comunica<br />tanto en el día a día como de forma profesional. Cambiaron las formas de interacción interpersonales, las<br />formas de producción de periodismo y las formas de acceso a la información. Este texto explora un proyecto<br />con un marcado interés por las prácticas que se dan en las salas de redacciones tradicionales, relacionadas con<br />el periodismo escrito, y el uso de celulares inteligentes y tabletas para la producción de contenidos periodísticos<br />publicables en sus plataformas digitales. PEMO Cafetero, en corto, es un proyecto de investigación creación<br />que quiere dar cuenta de las prácticas de uso de celulares inteligentes y tabletas en las salas de redacción de<br />tres medios de comunicación tradicionales del Eje Cafetero colombiano: La Patria de Manizales, El Diario de<br />Pereira y La Crónica del Quindío de Armenia.</p> Ricardo Bustamante-Echeverry, Franklyn Molano Gaona Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/12198 Sat, 02 Jan 2021 00:00:00 +0000 Un nuevo enfoque de marketing social en las redes sociales. https://revistascientificas.us.es/index.php/IROCAMM/article/view/14220 <p>Las redes sociales representan unas importantes herramientas de comunicación que no han pasado desapercibidas por las Organizaciones No Gubernamentales de Desarrollo (ONGD). Una apropiada gestión, uso y seguimiento de las mismas puede aumentar la visibilidad de estas organizaciones y por lo tanto, mejorar sus resultados. Existen diversos estudios científicos sobre aspectos concretos relacionados con estas herramientas y su aplicación por parte de las ONGDs como pueden ser su utilización o efectividad. Sin embargo sería apropiado contar con un marco conceptual que explicase cómo considerar a los medios sociales como instrumentos de marketing social. Para ello el presente artículo ofrece una visión sobre los factores que influyen en el uso de las redes sociales como herramientas del <em>Social Marketing</em>, con una base teórica fundamentada en las investigaciones llevadas a cabo por expertos en el tema. Como resultado se muestran diversos modelos que han estudiado tanto el comportamiento en el marketing social como la consideración de factores que influyen en la consecución de un determinado comportamiento en las redes sociales, ofreciendo por lo tanto una visión del uso de los medios sociales desde la perspectiva del marketing social.</p> Araceli Galiano Coronil Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14220 Sat, 02 Jan 2021 00:00:00 +0000 Ciberactivismo árabe: del papel a la red https://revistascientificas.us.es/index.php/IROCAMM/article/view/12202 <p class="western" style="margin-bottom: 0cm; line-height: 100%;" lang="en-US" align="justify"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span lang="en-US">El activismo en el mundo árabe ha sido representado en la clandestinidad. Destaca el uso de la caricatura, que ha sido un elemento clave, debido a que a través de símbolos el caricaturista era capaz de convertirse en un activista de la pluma. No obstante, con el desarrollo del ciberespacio esa fuente de activismo marcada en el papel se tradujo a la red, haciendo que la caricatura cobrara aún más importancia al poder transmitir ideas de una manera más directa, al mismo tiempo que desarrollaba una forma de activismo virtual. Por ello, este trabajo pretende estudiar y analizar la historia de la caricatura árabe para ver su cristalización en una forma de activismo revolucionario, así como también pretende reflejar cómo se ha generado una comunidad virtual en torno a ello. Se ha usado una metodología cualitativa, empleando un método histórico que permita recolectar informacion sobre la historia de las caricaturas en el mundo árabe. Luego, se ha desarrollado un método visual etnográfico que permita estudiar el uso de las caricaturas usadas. Por tanto, los resultados y la discusión esperados son demostrar que la caricatura es una forma de revolución y activismo, que se ha afianzado con el uso de internet. </span></span></span></p><p style="margin-bottom: 0cm; line-height: 100%;" lang="en-US" align="justify"> </p><p style="margin-bottom: 0cm; line-height: 100%;" lang="en-US" align="justify"><span style="color: #000000;"><span style="font-family: Helvetica Neue, serif;"><span style="font-size: small;"><span lang="en-US"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span lang="en-US"><strong>Palabras clave: </strong></span></span></span></span><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span lang="en-US">Dibujo, revolución cultural, Árabe, identidad cultural, medio de comunicación de masas. </span></span></span></span></span></span></p><p style="margin-bottom: 0cm; line-height: 100%;" lang="en-US" align="justify"> </p><p style="margin-bottom: 0cm; line-height: 100%;" lang="en-US" align="justify"><span style="color: #000000;"><span style="font-family: Helvetica Neue, serif;"><span style="font-size: small;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><strong>Abstract:</strong></span></span><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span lang="en-US">Activism in the Arab world have been represented in hiding. One of the most important forms has been political cartoons which have been an important tool that has been consolidated over time because cartoonists were able to become activists thanks to the use of symbols. However, the development of cyberspace translated cartoons into the network, by making them even more important as they transmitted ideas in a more direct way and developed a form of virtual activism . Therefore, the aim of this research is to study and analyze the history of the Arab political cartoons to see how it has consolidated in a form of revolutionary activism. Additionally, the attempt to this research is to reflect how a virtual community has been generated around that figure. As a result, a qualitative methodology has been used to carry out this research. A historical method has been used to collect information about the history of cartoons in the Arab world. Then, an ethnographic visual method has been developed to study the use of cartoons used. The results and discussion are to demonstrate that the cartoon is a form of revolution and activism which has strengthened itself with the use of the internet. </span></span></span></span></span></span></p> Salud Adelaida Flores Borjabad Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/12202 Sat, 02 Jan 2021 00:00:00 +0000 Community journalism in the province of Santa Elena, Ecuador https://revistascientificas.us.es/index.php/IROCAMM/article/view/14877 <p>This article begins by fixing the concept and some of the main characteristics of “community journalism”. This phenomenon has been developing for several decades but has undoubtedly taken on new vigour with the development and potentialof information and communication technologies. This widespread situation in today’s society makes it possible in our case not only to multiply the so-called media hearings, but also to contribute to the construction of their contents, information and opinions, such as expression of citizenship and democracy. In addition to an exhaustive bibliographic and documentary review, the research uses the application of content analysis to address the experience of two paradigmatic media: the “Radio Amor” broadcaster and the “The Peninsula” section of the “Super” newspaper, both of the Santa Elena Province, Ecuador. The data evidence different behaviors and results between one medium and another, which also sees the place that for both, occupies the life and sociocultural affairs of the community.&nbsp;</p> Norma Allyson Armijos Triviño, Ingrid Viviana Estrella Tutivén, Ph.D. Juan Salvador Victoria Mas Copyright (c) 2020 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14877 Sat, 02 Jan 2021 00:00:00 +0000 The importance of the communication strategy in tourism micro-enterprises in Seville https://revistascientificas.us.es/index.php/IROCAMM/article/view/14372 <p>In the context of excess information that we live in the XXI century, institutional communication becomes essential. Big enterprises and institutions clearly see the need to invest in this aspect, however small and micro-enterprises do not have it so assumed. The aim of this paper is to analyze the role of institutional communication in tourist micro-enterprises in Seville. It is carried out from the interview with 6 managers of micro-enterprises and is complemented by 2 interviews with experts. From the results, it is possible to verify that the organizations that implement communication elements manage to position themselves better.</p> Gladys Arlette Corona-León, Rosalba Mancinas-Chávez Copyright (c) 2020 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14372 Sat, 02 Jan 2021 00:00:00 +0000 Thoughts on the role of architecture in visual merchandising as an integral part of the strategic communication plan for events https://revistascientificas.us.es/index.php/IROCAMM/article/view/14643 <p>The aim of this paper is to check how Visual Merchandising should be integrated into the strategic communication plan. We also seek to enhance the role of architecture within the overall profitability and communication plan for an event, emphasising the benefits obtained when we put the consumer experience at the centre of architectural design. This is clearly shown when we observe a path that is designed in such a way that it stimulates all human senses, thus generating certain emotions that will modify the perception of the identity of a corporation or an event. We propose, therefore, to project ourselves into the future and investigate new concepts and trends (digital and new technologies) that will be applied in the field of visual merchandising and that will have an impact on corporate or other types of events. And we position visual merchandising as a reflection of the constant evolution of new technologies. Therefore, visual merchandising is constantly reinventing itself in relation to the new emerging codes, thus facilitating communication between generations.</p> Rita González Marzal Copyright (c) 2020 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14643 Sat, 02 Jan 2021 00:00:00 +0000 A reflexion on the hate speech in Brazilian social networks https://revistascientificas.us.es/index.php/IROCAMM/article/view/14879 <p>This work aimed to identify as psychic manifestations present in the dissemination of the medium of discourses on social networks, as well as to identify as drives that govern this behavior and to define the mechanisms of defenses involved, including the constitution of the identity of individuals and the behavior in group. The methodology used was a qualitative documentary research, based on a sample of hate speech published in the quarantine period in 2020, on the Ministry of Health’s Facebook page. The target audiences for this research were registered on Facebook, literate, with varied education and of both sexes, whose age met the criteria for creating a profile in this network and are therefore over 14 years old. These were analyzed qualitatively from a psychoanalytic perspective, in which the presence of the manifestation of the drive world was found in the messages, as well as the expression of narcissism and the use of defense mechanisms such as denial, projection and rationalization.</p> Naomy Ester Mello e Marques, Thalita Lacerda Nobre Copyright (c) 2020 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14879 Sat, 02 Jan 2021 00:00:00 +0000 A influência da tecnologia da informação sobre os relacionamentos amorosos na modernidade líquida https://revistascientificas.us.es/index.php/IROCAMM/article/view/12388 <p>El objetivo de la investigación es estudiar la influencia de la tecnología de la información en las relaciones amorosas presentes en la sociedad occidental de hoy. Se basa en el supuesto de que, a lo largo de los años, el concepto de amor, así como las relaciones, han cambiado. La metodología utilizada fue una encuesta bibliográfica de autores en el campo de la psicología y similares. Se buscó, a partir de la bibliografía planteada, llevar a cabo una discusión sobre el concepto de amor, la formación y desarrollo de la sociedad, la modernidad líquida, la revolución tecnológica, el psicoanálisis como forma de conectar y comprender el escenario y los temas investigados. Como resultado de ello, se constató que el actual malestar amoroso puede ser el resultado de varios factores como: la dificultad para profundizar las relaciones relacionadas con el pensamiento de red; el narcisismo sobrealimentado (dificultad para tolerar la frustración); la relación alterada con el tiempo (asociada a la expectativa excesiva de una relación feliz, sin la capacidad de maduración de la misma) y los modelos anteriores considerados infructuosos.</p> Thalita Lacerda Nobre, Camila Xavier Umbelino, Livia Onofre Alves Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/12388 Sat, 02 Jan 2021 00:00:00 +0000