Juan Salvador Victoria Mas
Biographic Data
| ID | 6286241 |
|---|---|
| NAME | Juan Salvador Victoria Mas |
| GIVEN NAMES | Juan Salvador Victoria |
| FAMILY NAME | Mas |
| SIGNATURE | MAS J S V |
| AFFILIATIONS | Universidad de Málaga |
| ORCID | 0000-0002-1818-7438 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 5 |
| WORKS AS AUTHOR | 13 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1970 |
| LATEST PUBLICATION YEAR | 2023 |
| H-INDEX | 1 |
Crowdfunding in the production of video games in Spain
This research addresses the use of crowdfunding platforms for the development of video games in Spain. It is part of the group of platform-centred research in order to develop a quantitative analysis of the data contained in them. Specifically, the data provided by Kickstarter for Spanish video game development projects is analysed. Normality tests indicated that the variables do not follow a normal distribution, hence non-parametric tests were u…
Plataformas de contenidos audiovisuales y el product placement
Desde muy pronto, en la primera mitad del siglo pasado, con el desarrollo del cine como industria, el product placement o emplazamiento de producto ha estado presente en muchas de las obras, cobrando cada vez más importancia e insertándose - al mismo tiempo - en todo tipo de formas artísticas y culturales. En los últimos años, con la aparición y creciente desarrollo de las SVOD (Subscription Video On Demand), el product placement no ha tardado en…
Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework
Viral communication has experienced noticeable changes since its first definition by Rushkoff in 1994. Some changes have been of such a nature that they have rendered the notions employed at the end of the last century and at the start of the 21st century obsolete. This present article tries to update and synthesize the concept of virality as the backbone of the current forms of communication and, especially, those that are born and triggered in …
Web-based video services. A quantitative and descriptive study
A quantitative and descriptive analysis of two hundred web-based video services is presented with an aim to shape the characteristics of these new audiovisual media and their relationship with users. The convergence of traditional television features with new media functionalities is determined via a statistical analysis based on observational techniques. Through a statistical analysis we identify the relationships between the established variabl…
Herramientas digitales y Comunicación de Crisis
La gestión estratégica de la comunicación en crisis se enfrenta a grandes cambios a los que las instituciones tienen que adaptarse con agilidad. La irrupción de las redes sociales supone un reto para las agencias o profesionales de comunicación que actúan como first responders en la gestión de una crisis. Conocer el papel que juega el social media en los planes de comunicación de crisis deviene en aspecto determinante. A través del método Delphi,…
Rhetoric and scientific disclosure. A proposal for the web of biotechnology companies
Rhetoric as a theory of argumentation and persuasion specially relates to a specific way of approaching scientific disclosure, which is no longer regarded as mere literacy, but as a dialogue. Such a change involves the active participation of society in making decisions on the course of science. With this framework, we believe that companies such as biotechnology whose activity arouses philias and phobias among the public — which can make its bec…
Facebook y la metáfora. La comunicación retórica en las redes sociales digitales = Facebook and metaphors. Rhetorical communication in digital social networks
The article presents the results of an investigation into the use of rhetorical devices in social networks. The content analysis of 16 micro networks (200 Facebook users), showed that communication was rhetorical. In particular, the research suggested that even in a digital context, our common ways of thinking and being in contact with others are metaphorical
Advertising from the perspective of festivals
In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to sh…
Empresas biotecnológicas y divulgación de la ciencia. El caso de las pymes biotecnológicas asentadas en parques biotecnológicos de Andalucía
Las empresas biotecnológicas no pueden desestimar que el interés social por esa franja de conocimiento es muy alto, genera expectativas y recelos, y cubrir esa demanda no solo compete a los organismos públicos. Para comprobar cuál es su realidad enfocamos en este trabajo a las 32 pymes asentadas en cuatro parques tecnológicos de Andalucía. Utilizamos metodologías variadas para comprobar cómo es su presencia en los periódicos locales de referencia…
La web corporativa en las empresas biotecnológicas de los Parques Tecnológicos de Andalucía (2013). Una propuesta de análisis de prácticas de comunicación a través de plataformas online
As demonstrated frequently in numerous studies, Spanish SMEs own web often offers the digital space as a mere ‘window’, a barely interactive exhibition which presents a conventional exposition of products and services. This research assumes that such an approach persists in the case of biotechnology companies websites. For the sites in this sector, we find lack of interactivity to their own public, and also to the public that make the rest of soc…
El nacimiento del “Emplazamiento de Producto” en el contexto de la I Guerra Mundial
Both the First and the Second World War meant the beginning of most of the technologies, concepts and formats that have to do with contemporary communication, especially with regard to propaganda and commercial communication. This research proposes the period of World War I as the most significant framework in establishing the model and concept of the technique named “product placement”, as applied to film production and circumscribed, especially…
Ethos, pathos and logos in Facebook. User networking
One of the «black holes» of academic research in Communication is the shallowness of reflections on the classic origins of Communication, its aims and points of entry. In this respect, the study of communicative processes on the Internet becomes particularly relevant (specifically the social networks processes) when observed from the classic rhetorical perspective. We focus on the use of persuasion strategies (ethos, pathos, logos) as well as the…
Advertising from the perspective of festivals
In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to sh…
Ethos, pathos and logos in Facebook. User networking
One of the «black holes» of academic research in Communication is the shallowness of reflections on the classic origins of Communication, its aims and points of entry. In this respect, the study of communicative processes on the Internet becomes particularly relevant (specifically the social networks processes) when observed from the classic rhetorical perspective. We focus on the use of persuasion strategies (ethos, pathos, logos) as well as the…
Crowdfunding in the production of video games in Spain
This research addresses the use of crowdfunding platforms for the development of video games in Spain. It is part of the group of platform-centred research in order to develop a quantitative analysis of the data contained in them. Specifically, the data provided by Kickstarter for Spanish video game development projects is analysed. Normality tests indicated that the variables do not follow a normal distribution, hence non-parametric tests were u…
Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework
Viral communication has experienced noticeable changes since its first definition by Rushkoff in 1994. Some changes have been of such a nature that they have rendered the notions employed at the end of the last century and at the start of the 21st century obsolete. This present article tries to update and synthesize the concept of virality as the backbone of the current forms of communication and, especially, those that are born and triggered in …
El nacimiento del “Emplazamiento de Producto” en el contexto de la I Guerra Mundial
Both the First and the Second World War meant the beginning of most of the technologies, concepts and formats that have to do with contemporary communication, especially with regard to propaganda and commercial communication. This research proposes the period of World War I as the most significant framework in establishing the model and concept of the technique named “product placement”, as applied to film production and circumscribed, especially…
Advertising from the perspective of festivals
In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to sh…
El nacimiento del “Emplazamiento de Producto” en el contexto de la I Guerra Mundial
Both the First and the Second World War meant the beginning of most of the technologies, concepts and formats that have to do with contemporary communication, especially with regard to propaganda and commercial communication. This research proposes the period of World War I as the most significant framework in establishing the model and concept of the technique named “product placement”, as applied to film production and circumscribed, especially…
Ethos, pathos and logos in Facebook. User networking
One of the «black holes» of academic research in Communication is the shallowness of reflections on the classic origins of Communication, its aims and points of entry. In this respect, the study of communicative processes on the Internet becomes particularly relevant (specifically the social networks processes) when observed from the classic rhetorical perspective. We focus on the use of persuasion strategies (ethos, pathos, logos) as well as the…
La web corporativa en las empresas biotecnológicas de los Parques Tecnológicos de Andalucía (2013). Una propuesta de análisis de prácticas de comunicación a través de plataformas online
As demonstrated frequently in numerous studies, Spanish SMEs own web often offers the digital space as a mere ‘window’, a barely interactive exhibition which presents a conventional exposition of products and services. This research assumes that such an approach persists in the case of biotechnology companies websites. For the sites in this sector, we find lack of interactivity to their own public, and also to the public that make the rest of soc…
Facebook y la metáfora. La comunicación retórica en las redes sociales digitales = Facebook and metaphors. Rhetorical communication in digital social networks
The article presents the results of an investigation into the use of rhetorical devices in social networks. The content analysis of 16 micro networks (200 Facebook users), showed that communication was rhetorical. In particular, the research suggested that even in a digital context, our common ways of thinking and being in contact with others are metaphorical
Advertising from the perspective of festivals
In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to sh…
Empresas biotecnológicas y divulgación de la ciencia. El caso de las pymes biotecnológicas asentadas en parques biotecnológicos de Andalucía
Las empresas biotecnológicas no pueden desestimar que el interés social por esa franja de conocimiento es muy alto, genera expectativas y recelos, y cubrir esa demanda no solo compete a los organismos públicos. Para comprobar cuál es su realidad enfocamos en este trabajo a las 32 pymes asentadas en cuatro parques tecnológicos de Andalucía. Utilizamos metodologías variadas para comprobar cómo es su presencia en los periódicos locales de referencia…
Rhetoric and scientific disclosure. A proposal for the web of biotechnology companies
Rhetoric as a theory of argumentation and persuasion specially relates to a specific way of approaching scientific disclosure, which is no longer regarded as mere literacy, but as a dialogue. Such a change involves the active participation of society in making decisions on the course of science. With this framework, we believe that companies such as biotechnology whose activity arouses philias and phobias among the public — which can make its bec…
Web-based video services. A quantitative and descriptive study
A quantitative and descriptive analysis of two hundred web-based video services is presented with an aim to shape the characteristics of these new audiovisual media and their relationship with users. The convergence of traditional television features with new media functionalities is determined via a statistical analysis based on observational techniques. Through a statistical analysis we identify the relationships between the established variabl…
Herramientas digitales y Comunicación de Crisis
La gestión estratégica de la comunicación en crisis se enfrenta a grandes cambios a los que las instituciones tienen que adaptarse con agilidad. La irrupción de las redes sociales supone un reto para las agencias o profesionales de comunicación que actúan como first responders en la gestión de una crisis. Conocer el papel que juega el social media en los planes de comunicación de crisis deviene en aspecto determinante. A través del método Delphi,…
Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework
Viral communication has experienced noticeable changes since its first definition by Rushkoff in 1994. Some changes have been of such a nature that they have rendered the notions employed at the end of the last century and at the start of the 21st century obsolete. This present article tries to update and synthesize the concept of virality as the backbone of the current forms of communication and, especially, those that are born and triggered in …
Plataformas de contenidos audiovisuales y el product placement
Desde muy pronto, en la primera mitad del siglo pasado, con el desarrollo del cine como industria, el product placement o emplazamiento de producto ha estado presente en muchas de las obras, cobrando cada vez más importancia e insertándose - al mismo tiempo - en todo tipo de formas artísticas y culturales. En los últimos años, con la aparición y creciente desarrollo de las SVOD (Subscription Video On Demand), el product placement no ha tardado en…
Crowdfunding in the production of video games in Spain
This research addresses the use of crowdfunding platforms for the development of video games in Spain. It is part of the group of platform-centred research in order to develop a quantitative analysis of the data contained in them. Specifically, the data provided by Kickstarter for Spanish video game development projects is analysed. Normality tests indicated that the variables do not follow a normal distribution, hence non-parametric tests were u…
Art (7 works) · Computer Science (7 works) · Political science (7 works) · Humanities (6 works) · World Wide Web (6 works) · Advertising and Communication Studies (5 works) · Business (5 works) · Digital Marketing and Social Media (5 works) · Advertising (4 works) · Sociology (4 works)