Rut Martínez-Borda
Biographic Data
| ID | 1376535 |
|---|---|
| NAME | Rut Martínez-Borda |
| GIVEN NAMES | Rut |
| FAMILY NAME | Martínez-Borda |
| SIGNATURE | MARTÍNEZ-BORDA R |
| AFFILIATIONS | Universidad de Alcalá |
| ORCID | 0000-0002-3841-6402 |
| VERIFIED | Yes |
| TOTAL WORKS | 9 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 9 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Hashtags and resistance on TikTok: Cultural, discursive, and algorithmic dimensions
TikTok’s algorithmic curation and short-form, remixable features create a fertile ground for everyday forms of resistance and civic expression. This study examines how AI-related conversations on TikTok convey resistance through the strategic utilization of platform affordances. We compiled a corpus of 1,497 videos and conducted a three-stage analysis: (1) hashtag co-occurrence to identify thematic clusters; (2) examination of engagement metrics …
Digital Conversations Around Fortnite: Digital Fan Communities and the Cultural Industry
Fortnite is a predominantly social game with highly positive reviews, produced by Epic Games. Although it is known for its constant innovation, few studies have analyzed the digital interactions between the voice of the company and digital fan communities. This study thus analyzes digital texts generated by the Fortnite digital fan communities on social networks to examine the role of the producer and its marketing strategies in shaping digital c…
Perfil periodístico y competencias digitales en redes sociales: Estudio de caso de Ángel Martín en TikTok
The main objective of this research is to analyse the evolution of the information professional’s profile, as well as their competence in the use of social networks as a means of communication. To this end, the TikTok profile of Ángel Martín has been analysed as an example of the adjustment of the news format to the consumption habits of young audiences. Regarding methodology, a mixed approach has been used, which combines quantitative and qualit…
La cuenta de Instagram de la marca Nike: Un espacio estratégico para representar la diversidad
Las empresas se apoyan en la realidad social para instrumentalizar determinadas categorías socioculturales que fundamenten sus estrategias de comunicación de marca. A través del discurso corporativo, las marcas buscan representar categorías culturales no estereotipadas de la realidad globalizada de nuestro tiempo. El objetivo de esta investigación se fundamenta en inferir cómo la marca Nike representa la diversidad sociocultural por medio de su e…
Imaginarios emergentes del fútbol femenino
Los imaginarios sociales son concebidos como esquemas que permiten percibir algo como real, explicarlo e intervenir operativamente en lo que las sociedades contemporáneas consideran como realidad. Este trabajo busca inferir las representaciones sociales que emanan de las estrategias publicitarias que fueron producidas y difundidas por la UEFA (Union of European Football Associations), así como por sus patrocinadores oficiales, en la promoción del…
Qualidade Jornalística e Estabilidade Democrática em Tempos de Crise: Reflexões Empíricas de Jornais Espanhóis
No contexto social e político em que vivemos, com um incremento de atores sociais neopopulistas e um cenário de instabilidade democrática, é fundamental entender a qualidade do jornalismo na pós-democracia. A situação de infodemia, que vivemos durante a pandemia da COVID-19, ressaltou os aspetos negativos do uso das redes sociais como ferramenta de informação que ajuda a desenvolver as competências básicas para exercer uma cidadania ativa na demo…
Approaching metaverses: Mixed reality interfaces in youth media platforms
The general aim of this paper is to examine mixed reality settings present in the media practices of young people, exploring the future metaverses in which interactive narrative experiences will be carried out. First, the emergent design of metaverses is approached, going from their conception to their current state. Second, a selection of preferred platforms for young people is proposed and then the interfaces of these platforms are analyzed bas…
Narrativas culturales: La celebridad Deportiva como referente heroico de nuestro tiempo
Los discursos publicitarios son concebidos como procesos de producción de sentido y significación simbólica que instituyen social y culturalmente. Los objetivos de nuestro estudio se basan en interpretar los fundamentos míticos latentes que se encuentran presentes en la representación discursiva evocada por la corporación Nike. La metodología empleada se fundamenta en el análisis crítico del discurso de Norman Fairclough y en el enfoque de anális…
Guided participation in youth media practices
Youth has to deal with some digital practices and develop media discourses on their own. Our study aims to deepen these concepts from the point of view of the guided participation, understood in this case as a collaborative process of media literacy based on culturally significant activities. Our data comes from a series of workshops that took place at the Telefonica Flagship Store (Madrid, Spain) with teens between eight and 14 years old. The ev…
No prominent works on this page.
Guided participation in youth media practices
Youth has to deal with some digital practices and develop media discourses on their own. Our study aims to deepen these concepts from the point of view of the guided participation, understood in this case as a collaborative process of media literacy based on culturally significant activities. Our data comes from a series of workshops that took place at the Telefonica Flagship Store (Madrid, Spain) with teens between eight and 14 years old. The ev…
Approaching metaverses: Mixed reality interfaces in youth media platforms
The general aim of this paper is to examine mixed reality settings present in the media practices of young people, exploring the future metaverses in which interactive narrative experiences will be carried out. First, the emergent design of metaverses is approached, going from their conception to their current state. Second, a selection of preferred platforms for young people is proposed and then the interfaces of these platforms are analyzed bas…
Narrativas culturales: La celebridad Deportiva como referente heroico de nuestro tiempo
Los discursos publicitarios son concebidos como procesos de producción de sentido y significación simbólica que instituyen social y culturalmente. Los objetivos de nuestro estudio se basan en interpretar los fundamentos míticos latentes que se encuentran presentes en la representación discursiva evocada por la corporación Nike. La metodología empleada se fundamenta en el análisis crítico del discurso de Norman Fairclough y en el enfoque de anális…
La cuenta de Instagram de la marca Nike: Un espacio estratégico para representar la diversidad
Las empresas se apoyan en la realidad social para instrumentalizar determinadas categorías socioculturales que fundamenten sus estrategias de comunicación de marca. A través del discurso corporativo, las marcas buscan representar categorías culturales no estereotipadas de la realidad globalizada de nuestro tiempo. El objetivo de esta investigación se fundamenta en inferir cómo la marca Nike representa la diversidad sociocultural por medio de su e…
Imaginarios emergentes del fútbol femenino
Los imaginarios sociales son concebidos como esquemas que permiten percibir algo como real, explicarlo e intervenir operativamente en lo que las sociedades contemporáneas consideran como realidad. Este trabajo busca inferir las representaciones sociales que emanan de las estrategias publicitarias que fueron producidas y difundidas por la UEFA (Union of European Football Associations), así como por sus patrocinadores oficiales, en la promoción del…
Qualidade Jornalística e Estabilidade Democrática em Tempos de Crise: Reflexões Empíricas de Jornais Espanhóis
No contexto social e político em que vivemos, com um incremento de atores sociais neopopulistas e um cenário de instabilidade democrática, é fundamental entender a qualidade do jornalismo na pós-democracia. A situação de infodemia, que vivemos durante a pandemia da COVID-19, ressaltou os aspetos negativos do uso das redes sociais como ferramenta de informação que ajuda a desenvolver as competências básicas para exercer uma cidadania ativa na demo…
Perfil periodístico y competencias digitales en redes sociales: Estudio de caso de Ángel Martín en TikTok
The main objective of this research is to analyse the evolution of the information professional’s profile, as well as their competence in the use of social networks as a means of communication. To this end, the TikTok profile of Ángel Martín has been analysed as an example of the adjustment of the news format to the consumption habits of young audiences. Regarding methodology, a mixed approach has been used, which combines quantitative and qualit…
Hashtags and resistance on TikTok: Cultural, discursive, and algorithmic dimensions
TikTok’s algorithmic curation and short-form, remixable features create a fertile ground for everyday forms of resistance and civic expression. This study examines how AI-related conversations on TikTok convey resistance through the strategic utilization of platform affordances. We compiled a corpus of 1,497 videos and conducted a three-stage analysis: (1) hashtag co-occurrence to identify thematic clusters; (2) examination of engagement metrics …
Digital Conversations Around Fortnite: Digital Fan Communities and the Cultural Industry
Fortnite is a predominantly social game with highly positive reviews, produced by Epic Games. Although it is known for its constant innovation, few studies have analyzed the digital interactions between the voice of the company and digital fan communities. This study thus analyzes digital texts generated by the Fortnite digital fan communities on social networks to examine the role of the producer and its marketing strategies in shaping digital c…
Art (4 works) · Humanities (4 works) · Advertising and Communication Studies (3 works) · Media and Digital Communication (3 works) · Narrative (3 works) · Political science (3 works) · Sociology (3 works) · Communication and COVID-19 Impact (2 works) · Digital Games and Media (2 works) · Media, Gender, and Advertising (2 works)