Francisco Javier Ruiz del Olmo

Los jóvenes como usuarios de aplicaciones de marca en dispositivos móviles

This paper analyzes the role of young consumers in the context of new communication processes arising from emerging technologies. It examines the use of mobile device applications that activate new, more complex social and communicative uses of technology. The applications for smartphones which link to commercial advertising and enable online purchases are a recent priority for communicative actors such as trademarks, banking and technology companies. In this context, this paper describes and encodes qualitatively how young users as prosumers understand, perceive and use these corporate branding applications. Research techniques were applied to four focus groups of Spanish undergraduates of Communication Studies, as they are users that show a predisposition towards an early adoption of these practices. The coding and grouping of their responses enabled us to develop a qualitative analysis of usage and interaction with trademark applications. These focus group responses also allowed us to classify such communicative practices. In conclusion, active consumers interact with commercial content, establishing social networks with the backing of the brand culture and image as a form of group cohesion. Other uses are related to entertainment and enquiries for information, but users are still reluctant to pay for products or services through their mobile devices.

Lenguaje e identidad colectiva en Buñuel : propaganda en el filme 'España 1936'

The Spanish Civil War occupies an important place in the European collective memory. The film language and depiction of that conflict provide an important platform from which to study certain features of the European cultural matrix. This paper examines propaganda films produced by the Republican government, especially those produced under the supervision of Luis Bunuel, the Spanish surrealist filmmaker. At the start of the war, the Aragonese filmmaker returned to Paris following a summons by the Spanish Foreign Ministry to collaborate with the Spanish embassy in Paris in counterespionage and propaganda. Bunuel’s main task was to gather, organize and edit pro-Republican footage. Unlike films made for viewing in Spain, the Paris-produced propaganda films were aimed at audiences in Europe with the objective of changing the doctrine of non-intervention in the conflict. They are also characterized by Bunuel’s theories and conception of documentary film-making, in which reflection and the psychological resources that motivate action or move an individual conscience predominate. This paper describes and analyses the film language and practice of that era, in particular the unique and emblematic film «Espana 1936» (1937).

Herramientas para el autoaprendizaje en procesos creativos y de prototipo de interfaces para la gestión de contenido audiovisual. El caso de VertexZenit.

VertexZenit is a project developed at the university level teaching of Fine Arts at the University of Malaga, Spain, with an artistic long-term research component based on the programming of audiovisual behaviours, and the building of interfaces and their communication with the machine. The evolution of research shows that both technology and applied programming can be applied in different social environments through an alternative use of it. We have built our own interactive machines that can mutate according to the needs of their environment as part of the developed work. The study focuses on three thematic areas: the work of both virtual and physical design of these interfaces (for making electronic music and as auto-generated video), the participation as an element of production, and finally the possibility of a repository of collective knowledge. These three ideas are formalized through various prototypes that have been experienced in recent years and listed as general conclusions of this text.