Irene Ramos-Soler

Presencia y representación de las personas mayores en la publicidad televisiva, el caso español

INTRODUCTION The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. MATERIAL AND METHODS A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. RESULTS AND CONCLUSIONS In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image.

Percepción de riesgo online en jóvenes y su efecto en el comportamiento digital

Una parte importante de las investigaciones actuales sobre riesgos online estan encaminadas a analizar las ciberagresiones, su frecuencia y forma. En cambio, hay menos acumulacion de conocimiento cientifico centrado en la percepcion de riesgo, el analisis de sus componentes y la medicion e impacto sobre la actuacion de los menores en la red. Por ello, el objetivo principal del estudio es establecer una clasificacion de menores a partir de su percepcion de riesgo, habitos de consumo digital, factores de proteccion familiares y/o educativos y flujos de comunicacion. Se ha aplicado un cuestionario estructurado a una muestra de 865 menores, de 10 a 17 anos de la Comunidad de Madrid. Los datos se han procesado con SPSS 15.0 y SPAD 5.0. Tras un analisis factorial y de clasificacion se han obtenido siete grupos diferenciados. El perfil predominante, en un 42% de los casos, es el de «prudentes», caracterizado por tener una alta percepcion de riesgo, no pasar excesivo tiempo en la red, evitar comportamientos no seguros, conversar con los padres sobre las dificultades online, recibir consejos y tener normas claras sobre el uso de Internet. La percepcion de riesgo se muestra como un constructo relevante en relacion a otros indicadores como la intervencion educativa de los padres, el tiempo que se pasa en Internet, la dependencia del dispositivo y el tipo de comportamiento digital.

Online risk perception in young people and its effects on digital behaviour

An important part of current research regarding online risks is aimed at analysing cyber aggression according to its frequency and type. By contrast, there is less scientific knowledge available on risk perception, the analysis of its components, and the measurement and impact on the behaviour of minors on the Internet. Therefore, the main objective of this study is to establish a classification of minors based on their perception of risk, digital consumption habits, family and/or educational protection factors, and the flow of communication. A structured questionnaire was used from a sample of 865 minors aged 10 to 17 from the Autonomous Region of Madrid. Data were processed using SPSS 15.0 and SPAD 5.0. After a factor and classification analysis was conducted, seven different groups were obtained. The predominant profile, in 42% of the cases, is that of a ‘prudent person’, characterized by a high perception of risk, not spending an excessive amount of time on the Internet, avoiding unsafe behaviour, talking with parents about online difficulties, receiving advice, and having clear rules on Internet use. The perception of risk is shown as a relevant construct in relation to other indicators such as child-rearing techniques used by parents, the time children spend on Internet, dependency on the device, and the type of digital behavior involved.