«Drama e comunicação», MONTEIRO, Paulo Filipe (2012)

 

Comunicación y culturaLibros

Todo o mundo é um palco? Este livro defende que sim, sem deixar de examinar os argumentos contrários: existe uma dimensão dramática não apenas nas artes como, por exemplo, na política e nos media; ela é um elemento constitutivo da comunicação, no espaço público e mesmo no privado. Depois de discutir essa representação na vida quotidiana e os contributos da antropologia do espectáculo, aborda-se o drama enquanto género da estética, assim como a tragédia e a comédia. São tratadas as principais teorias do drama, de Aristóteles aos “pósdramáticos”, bem como os principais elementos do espectáculo. A organização é temática, não cronológica, mas acaba por ir expondo a teatralidade ao longo dos séculos, dos fundadores aos futuristas, de Appia a Pina Bausch. Um livro que ajuda a conhecer o teatro e o teatro do mundo. Fundamental tanto para os que se interessam pela comunicação como para os que estão ligados às artes cénicas.

«Social Media. Métricas y análisis», LOVETT, John (2012)

 

LibrosPublicidad y comunicación organizacional

Las redes sociales están de moda hoy en día con cientos de millones de potenciales clientes. Son muchas las empresas que utilizan los Social Media para sus campañas de marketing. Pero, ¿cómo valorar el éxito de estas estrategias empresariales? Hay una necesidad desesperada de entender el impacto que tienen las redes sociales en las empresas, y probar cualquier iniciativa nueva en Social Media debería basarse en un enfoque métrico. De hecho, si no puede cuantificar los resultados de las nuevas inversiones, ¿cómo espera mejorarlos? Con el objetivo de ayudar al lector, esta obra no solo expone los diferentes tipos de métricas sino también sus herramientas y su aplicación en la estrategia empresarial. El libro incluye consejos y ejemplos reales basados en la experiencia del autor, casos de éxito e ideas generadas por algunas de las mentes más brillantes que trabajan en los Social Media hoy en día. Cuenta además con códigos QR que le proporcionarán información adicional.

«Moving Data: The iPhone and the Future of Media», SNICKARS, Pelle; VONDERAU, Patrick (Eds.) (2012)

 

LibrosSociedad de la información

The iPhone has revolutionized not only how people communicate but also how we consume and produce culture. Combining traditional and social media with mobile connectivity, smartphones have redefined and expanded the dimensions of everyday life, allowing individuals to personalize media as they move and process constant flows of data. Today, millions of consumers love and live by their iPhones, but what are the implications of its special technology on society, media, and culture?

Featuring an eclectic mix of original essays, Moving Data explores the iPhone as technological prototype, lifestyle gadget, and platform for media creativity. Media experts, cultural critics, and scholars consider the device’s newness and usability—even its “lickability”—and its “biographical” story. The book illuminates patterns of consumption; the fate of solitude against smartphone ubiquity; the economy of the App Store and its perceived “crisis of choice”; and the distance between the accessibility of digital information and the protocols governing its use. Alternating between critical and conceptual analyses, essays link the design of participatory media to the iPhone’s technological features and sharing routines, and they follow the extent to which the pleasures of gesture-based interfaces are redefining media use and sensory experience. They also consider how user-led innovations, collaborative mapping, and creative empowerment are understood and reconciled through changes in mobile surveillance, personal rights, and prescriptive social software. Presenting a range of perspectives and arguments, this book reorients the practice and study of media critique.

«El periodismo en el ámbito del deporte. Un análisis desde 2101 al 2011», FERNÁNDEZ, Luís (2012)

 

LibrosPeriodismo

Herramienta indispensable para conocer la realidad de una de las áreas informativas más importantes. La actualidad deportiva alcanza altas cuotas de interés popular y requiere un enfoque singular y en profundidad. Esta obra analiza todos los aspectos que envuelven los fenómenos deportivos y el tratamiento que ha de ofrecer un profesional de los medios de comunicación, mostrándose como una referencia imprescindible en esta especialidad.

«En torno a la semiótoca de la cultura», SERRA, Marcello (Coord.) (2012)

 

LibrosTeorías de la comunicación y metodología

Semiótica de la cultura hace referencia ante todo a la escuela semiótica que se ha desarrollado, principalmente, alrededor de la figura de Yuri M. Lotman. En noviembre de 2110, en Madrid, el GESC (Grupo de Estudio de Semiótica de la Cultura) organizó un congreso internacional para reflexionar sobre la herencia temática y conceptual de esta tradición disciplinaria, comprobando su actualidad y haciéndola dialogar con otras miradas dirigidas a la comprensión y descripción de la cultura. Este volumen, resultado de tres días de debate, contiene tanto contribuciones teóricas como análisis de los más diversos objetos culturales. Los textos, obra de autores de diferentes proveniencias geográficas, están prevalentemente escritos en castellano o italiano; algunos se presentan en francés o inglés.

«La magia del planner», ÁLVAREZ RUIZ, Antón (2012)

 

LibrosPublicidad y comunicación organizacional

Este libro explica, de forma completa y amena, cuál ha sido el desarrollo del planning y cómo aplicar sus técnicas, que permiten traducir los datos del mercado a ideas estratégicas, dotando a la comunicación de un nivel de profundidad antes desconocido y cultivando una relación emocional con el consumidor.

El autor aprovecha su dilatada experiencia en el mundo de la publicidad, su temprana relación con las técnicas del planning y su trabajo como profesor de esta disciplina en diferentes universidades, para ofrecer una obra accesible pero que recoge los matices y complejidades del planning estratégico y del planner, el profesional especializado en su aplicación.

Todos los capítulos van acompañados de ejemplos que analizan diversos casos prácticos. Y la obra incluye un capítulo específico sobre el uso de los insights y una metodología estructurada para trabajar con ellos.

Enormemente útil para publicitarios, especialistas en comunicación persuasiva y profesionales del marketing y la estrategia.

Índice:

PRESENTACIÓN de Gem Romero.- PRÓLOGO: «El cocinero Antón» de Miguel Ángel Furones.- Introducción.- La lenta irrupción del «planning».- Funciones del «planner».- El trabajo de investigación.- La formulación de la estrategia.- La redacción del «briefing».- Negociando con el cliente.- La sutilidad de los «insights».- Mañana, más.- BIBLIOGRAFÍA.

«Touching Photographs», OLIN, Margaret (2012)

 

Expresiones audiovisualesLibros

Photography does more than simply represent the world. It acts in the world, connecting people to form relationships and shaping relationships to create communities. In this beautiful book, Margaret Olin explores photography’s ability to “touch” us through a series of essays that shed new light on photography’s role in the world.

Olin investigates the publication of photographs in mass media and literature, the hanging of exhibitions, the posting of photocopied photographs of lost loved ones in public spaces, and the intense photographic activity of tourists at their destinations. She moves from intimate relationships between viewers and photographs to interactions around larger communities, analyzing how photography affects the way people handle cataclysmic events like 9/11. Along the way, she shows us James VanDerZee’s Harlem funeral portraits, dusts off Roland Barthes’s family album, takes us into Walker Evans and James Agee’s photo-text Let Us Now Praise Famous Men, and logs onto online photo albums. With over one hundred illustrations, Touching Photographs is an insightful contribution to the theory of photography, visual studies, and art history.

«Engineering Play. A Cultural History of Children's Software», ITO, Mizuko (2012)

 

Historia de la comunicaciónLibros

Today, computers are part of kids’ everyday lives, used both for play and for learning. We envy children’s natural affinity for computers, the ease with which they click in and out of digital worlds. Thirty years ago, however, the computer belonged almost exclusively to business, the military, and academia. In Engineering Play, Mizuko Ito describes the transformation of the computer from a tool associated with adults and work to one linked to children, learning, and play. Ito gives an account of a pivotal period in the 1981s and 1990s, which saw the rise of a new category of consumer software designed specifically for elementary school–aged children. “Edutainment” software sought to blend various educational philosophies with interactive gaming and entertainment, and included such titles as Number Munchers, Oregon Trail, KidPix, and Where in the World Is Carmen Sandiego?.

The children’s software boom (and the bust that followed), says Ito, can be seen as a microcosm of the negotiations surrounding new technology, children, and education. The story she tells is both a testimonial to the transformative power of innovation and a cautionary tale about its limitations.

About the Author

Mizuko Ito is a cultural anthropologist who studies new media use, particularly among young people, in Japan and the United States, and a Professor in Residence at the University of California Humanities Research Institute.

«Media Now: Understanding Media, Culture, and Technology, 7th Edition», STRAUBHAAR, Joseph; LAROSE, Robert; DAVENPORT, Lucinda (2012)

 

Estructura y políticas de la comunicaciónLibros

MEDIA NOW, Seventh Edition, encourages students to think critically about the media and its effects on culture by providing them with a thorough understanding of how media technologies develop, operate, converge, and affect society. MEDIA NOW develops students' media literacy skills to prepare them for their encounters in the expanding fields of the Internet, interactive media, and traditional media industries through engaging, up-to-date material that covers the essential history, theories, concepts, and technical knowledge they need to thrive. Extensively updated in a new seventh edition, MEDIA NOW provides a comprehensive introduction to today's global media environment and ongoing developments in technology, culture, and critical theory that continue to transform this rapidly evolving industry and affect our daily lives.

«Networked The New Social Operating System», RAINIE, Lee; WELLMAN, Barry (2012)

 

LibrosSociedad de la información

Daily life is connected life, its rhythms driven by endless email pings and responses, the chimes and beeps of continually arriving text messages, tweets and retweets, Facebook updates, pictures and videos to post and discuss. Our perpetual connectedness gives us endless opportunities to be part of the give-and-take of networking.

Some worry that this new environment makes us isolated and lonely. But in Networked, Lee Rainie and Barry Wellman show how the large, loosely knit social circles of networked individuals expand opportunities for learning, problem solving, decision making, and personal interaction. The new social operating system of “networked individualism” liberates us from the restrictions of tightly knit groups; it also requires us to develop networking skills and strategies, work on maintaining ties, and balance multiple overlapping networks.

Rainie and Wellman outline the “triple revolution” that has brought on this transformation: the rise of social networking, the capacity of the Internet to empower individuals, and the always-on connectivity of mobile devices. Drawing on extensive evidence, they examine how the move to networked individualism has expanded personal relationships beyond households and neighborhoods; transformed work into less hierarchical, more team-driven enterprises; encouraged individuals to create and share content; and changed the way people obtain information. Rainie and Wellman guide us through the challenges and opportunities of living in the evolving world of networked individuals.

About the Authors

Lee Rainie is Director of the Pew Research Center’s Internet & American Life Project and former managing editor of U.S. News and World Report.

Barry Wellman is the S. D. Clark Professor of Sociology at the University of Toronto, where he directs NetLab.

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