Abstract

In this article, we describe a work started in 2008 and carried out in two public schools. We analyze the possible contribution of narration (photographic and film languages) to mutual human knowledge and the understanding of the events that surround group knowledge. We think that this type of audiovisual narration is more appropriate than mere texts to relate the affective and rational in Primary school children, as they are a culturally diverse population and, consequently, not all of them are literate in the native language. We envision storytelling as the basis for using of technical resources to encourage not only inter- and intra-group exchanges with these children, but also to encourage mutual understanding among them. We conclude by pointing out how teaching situations mediated by the use of technological resources help the participants to make sense of things, ideas, relationships and life events that are dispersed, as well as to build interpersonal meanings. Finally, through these methods, the protagonists of the audiovisual narrations are able to use the dialogue and the negotiation of meaning as the best way to encourage more democratic, egalitarian and fair practices.

Abstract

Information visualization is reviewed from the communication perspective, which is considered a new formula for disseminating information to a heterogeneous audience of people not specialized in the analysis of quantitative data. The principle of storytelling is incorporated as a tool to hold the attention and direct the reading of the visualizations, and to complement the two traditional bases of the discipline: perception and interaction. The reflection is accompanied by visualizations published in the framework of mass communication, ranging from examples in the English-speaking mainstream press to online applications aimed at making information accessible to the general public.

Abstract

Cognitive neuroscience has provided a better understanding of the impact of media stimuli on cognitive and emotional processing. This article offers an exploratory bibliographic review on the contribution of neuroscience in the design of audiovisual content (N=57). This review was carried out in three stages: a) review of unstructured information; b) analysis, organization, and synthesis of content; c) conclusions. Likewise, interviews with experts in the television field, neuromarketing consultants, and neuroscientists (N=10), support the conclusions from the bibliographic review. Subsequently, the paper provides a set of scientifically endorsed guidelines for the efficient design of TV content for entertainment, education, and information, based on storytelling, edition, and the creation of new platforms. The bibliographic research reveals that emotion and attention are the key indicators of effectiveness for the design of television products.

Abstract

Corporate websites have been challenged to incorporate storytelling narratives that favor emotional bonds with their stakeholders. This paper establishes four categories of implementation in the companies of IBEX 35 and reveals its delay of companies listed in the Dow Jones index. The case studies presented allow us to make recommendations in order to improve the situation.

Abstract

Audiovisual formats are essential for virtual learning. Videos in MOOC courses exercise an informative, educational, and advertising function in the course program and in social networks. In this article, videos for courses are reviewed critically and include proposals for improvement. Videos of 50 courses of the edX platform are analyzed from the point-of-view of the narrative design of their content and audiovisual components. The results show that MOOC videos have a master lesson structure, with the visual and sound codes of classroom lectures. Solutions that incorporate creative languages and audiovisual technologies used in film and television are proposed.

Abstract

In the context of the socioeconomic crisis of recent years in Spain, in which NGOs and social movements have had to face significant communication challenges and opportunities, this paper analyzes the case of Las Kellys, the organization of hotel maids created in 2016, which has used storytelling in its Public Relations actions with the media to successfully transfer to society its claims to improve its labor rights. A qualitative and quantitative methodology has been combined to evaluate the communication tools used and the impact of their actions, making useful contributions to maximize the communicative effectiveness of other organizations, especially NGOs, through first person narratives, with a close and colloquial language full of authenticity.

Abstract

The growing popularity of podcasting is an opportunity for the news industry to identify new ways of delivering journa-lism and to find solutions to the challenges of digital transformation. Podcasts are tools that help the media adapt to the digital sphere by giving prominence to audio to extend their journalistic influence in the sonosphere. Given its disruptive nature, and since it breaks with the traditional content choices available, the analysis of this article focuses on what is offered in the form of podcasts by digital native media brands in Spain. It looks at the extent to which they are committed to this audio content and the type of journalism-based productions they promote and publish. To do this, a qualitative and quantitative content analysis methodology was used. This included an interpretation of data recorded in the Digital media map 2021 (Mapa de medios digitales 2021), updated as part of the Diginativemedia project (2019-2021). An in-depth study of a corpus –or sample– of 29 titles or series of podcasts published by 7 native news brands is also provided. These brands were selected because they publish podcasts and because, according to the Digital news report Spain 2021, they have the largest weekly reach among Spanish internet users. The results of the research show that only 1 in 4 digital media brands that offer podcasts (925) are native (232), and that it is the specialist native media outlets that are most committed to podcasting (140). Native media brands view podcasts as part of their journalism-based products and services, whose presence is beginning to grow as an exploration of their informative and expressive potential. In addition, it is podcasts that tackle current affairs using conversational formats –both audio and video– through serialised, original productions for the media outlet’s website and to provide a range of platforms.

Abstract

The research supporting this paper addresses the problem of educational communication efficacy using a dual methodology strategy. Over 1.200 questionnaires were given out to professionals in four institutions dedicated to persuasive communication; two traditional ?the church and schools? and two more recently created ? journalism and advertising. Probably they are the four groups with more socialising force in the last centuries; For this paper the educators’ responses were specifically analysed to determine their conception of the communication process and the requirements for effective communication, and these were compared with those from the other groups, especially from advertising professionals. Lastly, all the responses were compared to contributions from neuroscience that have been made in recent decades about how the human mind functions, particularly with regards to decision-making, to determine which communication proposals provide a greater guarantee of efficacy. The results indicate the need for educators to break away from a strictly cognitive polarized communication that focuses on transmission. They are more related with guaranteeing the supply than creating a demand, and open up to the communicative potential of emotions, interaction and storytelling.