Magdalena Mut Camacho
Biographic Data
| ID | 6656857 |
|---|---|
| NAME | Magdalena Mut Camacho |
| GIVEN NAMES | Magdalena Mut |
| FAMILY NAME | Camacho |
| SIGNATURE | CAMACHO M M |
| AFFILIATIONS | Universitat Jaume I |
| ORCID | 0000-0002-1456-8567 |
| VERIFIED | Yes |
| TOTAL WORKS | 11 |
| TOTAL CITATIONS | 2 |
| WORKS AS AUTHOR | 11 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2012 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
Sponsorship of the Tokyo 2020 Olympic Games and the Fifa World Cup Qatar 2022 on X and Instagram
Introduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixed-method study design was conceived, combining an analysis of the quantitative and qualitative content of posts on the global and Spanish X and Instagram accounts of 16 sponsors. These were International Olympic Committee and Spanish Olympic Com…
De qué hablamos cuando hablamos de “propósito”
El propósito corporativo ha emergido en los últimos años como un concepto de referencia en la gestión empresarial a partir de la progresiva exigencia de la ciudadanía sobre el impacto social y medioambiental de las compañías. Esta investigación se propone conocer de manera exploratoria el nivel de expresión de este “propósito” determinando el relato que transmiten y su contexto. El diseño metodológico consiste en una triangulación que combina el …
Videojuegos, un territorio narrativo para las marcas
Los videojuegos se han convertido en una industria cultural lucrativa y relevante en el ocio de la sociedad. Las marcas, sabedoras de esto, quieren participar y han evolucionado en su forma de estar presente en este medio, creando estrategias de comunicación interesantes. El objetivo de las marcas es conectar con el público joven estableciendo una narrativa nueva de la marca que busca la notoriedad y el engagement. En este artículo analizamos la …
Aprendizajes sobre el riesgo reputacional en época de Covid-19
Cuando los profesionales de la comunicación aún se preguntaban cómo deben las empresas sobrevivir y prosperar en la era de la hipertransparencia, teniendo amarrados todos los riesgos reputaciones, ahora sobreviene una situación inesperada que alienta dos problemas que todavía se estaba contemplando cómo integrarlos en la gestión de la reputación corporativa. Por un lado, lograr recoger el riesgo reputacional en la arquitectura de riesgos corporat…
La narrativa transmedia aplicada a la comunicación corporativa
The continuous changes in social, technological and media dynamics have forced the communication strategies of companies to constantly change. In the current context, characterized by low attention rates, the saturation of messages and multi-screen consumption, content has become a distinctive and valuable element to connect with audiences. In this sense, the transmedia storytelling, offer characteristics that encourage the participation and invo…
El paralelismo entre el evento de ayer y el de hoy
The event today is a kind of communication where the ultimate goal is the emotional connection between the company and the public. This is an overall experience where everything communicates, It have the power to communicate through feelings, they are spaces where information lives, feel and touch. Therefore, one can derive that the events are tools used efficiently and creatively, have power and they are a demonstration of power . This technique…
El caso “La Noria”
Tools from the new information and communication technologies have become both allied and enemy of brands, because they allow a release or dissemination of information instantly. Companies should be aware of where they located their messages to manage its reputation from their media plannings. The consumer is more critical and is increasingly more informed, producing a necessary revision of the image we want to project of our brands at any time d…
Estereotipos y contraestereotipos del papel de la mujer en la Gran Guerra. Experiencias femeninas y su reflejo en el cine
The woman has been forgotten by the science of history. For centuries scholars have related the historical events in men key, since were the men who wrote them, producing a strange result, because the world population has always included men and women. As Virginia Woolf said, the non-presence of women in history, produced a story “weird, unreal, uneven” (Ferrus: 2010: 65) and as noted by Lerner (1981: 22): There are women in history and there are…
Dircom, profesión y academia
La revisión de la figura profesional del dircom se halla en un momento trascendente, por un lado la nueva perspectiva de una empresa más unitaria y humana, por otro las exigencias sociales de un mundo más confiable, junto con la evolución del mundo académico para adaptarse al Espacio Europeo de Educación Superior, confluyen en la necesidad de definir a la figura con rigor y visión. Por tanto, desde el mundo académico nos encontramos ante un momen…
Apuntes sobre la opinión pública a pie de calle
This article proposes to reflect on public opinion manifested in the streets of any city in the world. From the first actions that could be considered public opinion in history, until now, has been changing as we discover their potential and influence. From the simple organization of a unanimous opinion to its impact as a movement that seeks social, political, economic, etc. Today, through the mass media, masses of people who come together and me…
Compromiso con la mujer
The society needs to engage with companies on trust. But bet on this value, needs to be a strategy firmness and neatness. This paper reflects about the combination of business and women. Now is necessary exceed formal equality and conquer real equality. This is more difficult target to reach and requires a firm proposal. The aim of this article is to show that when the company chooses to understand the situation of women beyond a mere matter of f…
El paralelismo entre el evento de ayer y el de hoy
The event today is a kind of communication where the ultimate goal is the emotional connection between the company and the public. This is an overall experience where everything communicates, It have the power to communicate through feelings, they are spaces where information lives, feel and touch. Therefore, one can derive that the events are tools used efficiently and creatively, have power and they are a demonstration of power . This technique…
Estereotipos y contraestereotipos del papel de la mujer en la Gran Guerra. Experiencias femeninas y su reflejo en el cine
The woman has been forgotten by the science of history. For centuries scholars have related the historical events in men key, since were the men who wrote them, producing a strange result, because the world population has always included men and women. As Virginia Woolf said, the non-presence of women in history, produced a story “weird, unreal, uneven” (Ferrus: 2010: 65) and as noted by Lerner (1981: 22): There are women in history and there are…
Apuntes sobre la opinión pública a pie de calle
This article proposes to reflect on public opinion manifested in the streets of any city in the world. From the first actions that could be considered public opinion in history, until now, has been changing as we discover their potential and influence. From the simple organization of a unanimous opinion to its impact as a movement that seeks social, political, economic, etc. Today, through the mass media, masses of people who come together and me…
Compromiso con la mujer
The society needs to engage with companies on trust. But bet on this value, needs to be a strategy firmness and neatness. This paper reflects about the combination of business and women. Now is necessary exceed formal equality and conquer real equality. This is more difficult target to reach and requires a firm proposal. The aim of this article is to show that when the company chooses to understand the situation of women beyond a mere matter of f…
Estereotipos y contraestereotipos del papel de la mujer en la Gran Guerra. Experiencias femeninas y su reflejo en el cine
The woman has been forgotten by the science of history. For centuries scholars have related the historical events in men key, since were the men who wrote them, producing a strange result, because the world population has always included men and women. As Virginia Woolf said, the non-presence of women in history, produced a story “weird, unreal, uneven” (Ferrus: 2010: 65) and as noted by Lerner (1981: 22): There are women in history and there are…
Dircom, profesión y academia
La revisión de la figura profesional del dircom se halla en un momento trascendente, por un lado la nueva perspectiva de una empresa más unitaria y humana, por otro las exigencias sociales de un mundo más confiable, junto con la evolución del mundo académico para adaptarse al Espacio Europeo de Educación Superior, confluyen en la necesidad de definir a la figura con rigor y visión. Por tanto, desde el mundo académico nos encontramos ante un momen…
El paralelismo entre el evento de ayer y el de hoy
The event today is a kind of communication where the ultimate goal is the emotional connection between the company and the public. This is an overall experience where everything communicates, It have the power to communicate through feelings, they are spaces where information lives, feel and touch. Therefore, one can derive that the events are tools used efficiently and creatively, have power and they are a demonstration of power . This technique…
El caso “La Noria”
Tools from the new information and communication technologies have become both allied and enemy of brands, because they allow a release or dissemination of information instantly. Companies should be aware of where they located their messages to manage its reputation from their media plannings. The consumer is more critical and is increasingly more informed, producing a necessary revision of the image we want to project of our brands at any time d…
La narrativa transmedia aplicada a la comunicación corporativa
The continuous changes in social, technological and media dynamics have forced the communication strategies of companies to constantly change. In the current context, characterized by low attention rates, the saturation of messages and multi-screen consumption, content has become a distinctive and valuable element to connect with audiences. In this sense, the transmedia storytelling, offer characteristics that encourage the participation and invo…
Aprendizajes sobre el riesgo reputacional en época de Covid-19
Cuando los profesionales de la comunicación aún se preguntaban cómo deben las empresas sobrevivir y prosperar en la era de la hipertransparencia, teniendo amarrados todos los riesgos reputaciones, ahora sobreviene una situación inesperada que alienta dos problemas que todavía se estaba contemplando cómo integrarlos en la gestión de la reputación corporativa. Por un lado, lograr recoger el riesgo reputacional en la arquitectura de riesgos corporat…
Videojuegos, un territorio narrativo para las marcas
Los videojuegos se han convertido en una industria cultural lucrativa y relevante en el ocio de la sociedad. Las marcas, sabedoras de esto, quieren participar y han evolucionado en su forma de estar presente en este medio, creando estrategias de comunicación interesantes. El objetivo de las marcas es conectar con el público joven estableciendo una narrativa nueva de la marca que busca la notoriedad y el engagement. En este artículo analizamos la …
De qué hablamos cuando hablamos de “propósito”
El propósito corporativo ha emergido en los últimos años como un concepto de referencia en la gestión empresarial a partir de la progresiva exigencia de la ciudadanía sobre el impacto social y medioambiental de las compañías. Esta investigación se propone conocer de manera exploratoria el nivel de expresión de este “propósito” determinando el relato que transmiten y su contexto. El diseño metodológico consiste en una triangulación que combina el …
Sponsorship of the Tokyo 2020 Olympic Games and the Fifa World Cup Qatar 2022 on X and Instagram
Introduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixed-method study design was conceived, combining an analysis of the quantitative and qualitative content of posts on the global and Spanish X and Instagram accounts of 16 sponsors. These were International Olympic Committee and Spanish Olympic Com…
Humanities (9 works) · Art (8 works) · Political science (7 works) · Sociology (5 works) · Advertising and Communication Studies (4 works) · Computer Science (4 works) · Business (3 works) · Communication and COVID-19 Impact (3 works) · History (3 works) · Law (3 works)