Álvaro Salas Martínez

Bio: Álvaro Salas Martínez is an academic researcher from King Juan Carlos University. The author has an hindex of 3, co-authored 5 publications receiving 45 citations.

La representación de género en las campañas de publicidad de juguetes en Navidades (2009-12)

Abstract: Este trabajo analiza la representacion de los generos en la publicidad infantil espanola mediante el estudio de siete variables: tipos de productos, genero representado, mensajesvalores, voz en off, periodo, acciones representadas e interaccion entre personajes. Estas variables se recogen de trabajos que estudian los usos y las preferencias de seleccion de los juguetes segun el genero del nino y de estudios que analizan los modos y formas de la publicidad para representar a los ninos y a los juguetes. El universo de la muestra lo constituyen 595 anuncios de juguetes emitidos en los canales de television: TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing y Disney Channel durante tres periodos de tiempo: Navidades de 2009, 2010 y 2011. Se ha escogido la Navidad ya que durante este periodo se emiten la gran mayoria de los anuncios de juguetes. Los resultados demuestran que, aunque hay paridad en la representacion de genero en la publicidad infantil de la muestra analizada, existen claras diferencias en las tipologias de los juguetes mas anunciados. La publicidad de figuras de accion alberga mayor porcentaje de personajes masculinos asociados a valores como competencia, individualismo, habilidad y desarrollo fisico, creatividad, poder y fuerza. Sin embargo, los anuncios de munecas tiene mayor porcentaje de personajes infantiles femeninos y estos se asocian a los valores belleza y maternidad.

Los estereotipos de género en la publicidad de los juguetes

Abstract: La investigacion realizada sobre la campana publicitaria juguetera emitida en Espana en la television comercial durante las navidades del 2009-10 manifiesta una clara tendencia a la repeticion de los estereotipos sexuales. Se selecciono una muestra de 379 anuncios emitidos en las cadenas comerciales a las que se aplico una ficha de codificacion de 253 items. Se destacan en los spot todavia valores distintos en atencion al genero como diversion y competicion, riesgo y agresividad para los chicos y belleza, apariencia o la atencion a las tareas del hogar para las ninas. Hemos analizado los juguetes mas anunciados, el color de las marcas, la voz en off vinculada a los productos y los valores asociados a los mismos para determinar el uso dado a estas herramientas.

Teleasistencia no invasiva mediante televisión digital: estudio de los hábitos de consumo de televisión de los mayores

Abstract: Resumen es: Los habitos de consumo de la television de las personas mayores constituyen una referencia de estudio obligada a la hora de disenar herramientas de telea...

Violencia en televisión: análisis de la programación en horario infantil Violence in TV: Analysis of Children´s Programming

Abstract: The concept of Public Service has recently suffered a big transformation. After loosing its educational and positive connotations what remains now is its negative dimension: child protection. The present article shows the first results of an exhaustive and longitudinal research over the television content broadcast during the special protection hours. Focus has been paid to violence infractions. With the classic methodology for this type of content research analysing over 8,100 hours of visual work and codification. The results offer the data from comparative description of infractions on every network: programs, people involved on violence acts, period of time and so on. It also shed some light on the evolution over the last four years of television content from a comparative perspective. The article concludes with the resulting data showing how during the last two years, with a stricter self selection of content by networks, has not alleviated the level of infractions, and violence is still used by networks to increase their share. The final remark is that it seems as if TV channels are victims of their own behaviour when making a choice of content selection. The highest number of infractions are found, in all networks, either public or private, on the programming with which they identify. PALABRAS CLAVE /

Amor y formación de pareja: factores implicados en la adolescencia

Abstract: espanolResumen La presente tesis doctoral tiene como objetivos principales revisar y exponer los factores implicados en el fenomeno del amor y formacion de pareja y su manifestacion en la adolescencia. Para ello se utiliza una metodologia de revision teorica, una busqueda exhaustiva de informacion que facilita el estudio detallado y selectivo, ofreciendo una vision completa y unitaria de la tematica general. Partiendo de estas cuestiones, se muestran cuatro grandes bloques. El primero, engloba una perspectiva amplia del concepto de amor y pareja. Incluye un repaso historico, cultural, teorico y conceptual que permite la contextualizacion de estas nociones. En el segundo, se plasma el desarrollo adolescente en sus diversos aspectos y el salto que suponen con respecto a la infancia. El tercer bloque gira sobre el aspecto biologico del amor, desde planteamientos evolucionistas, hasta sustancias y estructuras cerebrales implicadas y sus funciones. El cuarto incluye la influencia contextual. Por un lado, la familia, que contiene el proceso de edificacion del apego, estilos educativos, maltrato y divorcio. Por otro, los medios de comunicacion y su papel en el refuerzo y expansion de estereotipos, roles de genero y mitos del amor romantico. A modo de conclusion, concretar que los factores expuestos conducen a una comprension general del amor y construccion de la pareja durante la fase adolescente. La revision profunda de esta tematica, al ofrecer una panoramica global, permite aportar matizaciones y limitaciones en torno a aquellos elementos que requieren mayor analisis, asi como sugerencias a posibles futuras vias de investigacion, basadas en el trabajo y adaptacion a las necesidades reales diarias, buscando un incremento en la toma de conciencia tanto de los adolescentes, como de su entorno proximo. El poseer un conocimiento sobre los diversos factores y la forma en la que interactuan entre si, facilita la adopcion de un enfoque mas completo y objetivo sobre lo que implica el amor y la pareja, influyendo en la construccion de relaciones mucho mas saludables actuales y futuras. EnglishABSTRACT The Doctoral Report provides an up-to-date view on the impact of new technologies on labor relations, the lack of specific legal regulation determines that we are facing a quasijurisprudential right of creation and that the constitutional irradiation is stronger than in other areas, That the role of the Constitutional Court is decisive in this area. Even so, it can be said that the terrain is "shifting", because sometimes there are questioned doctrinal changes, which lead to strong doctrinal debates and produce contradictory sentences in the different High Courts of Justice, with the legal uncertainty that this entails. In everything, if it is a question of offering an answer to all the multiple questions that are raised, making a detailed analysis of the most relevant judicial doctrine; At European level, of our High Courts and of the different TSJs of each of the autonomous communities, and finally contrasting the response of the courts with that of the most authoritative doctrine. Therefore, the methodology used has been, on the one hand, to go to the scientific doctrine of the last decades through monographs, magazine articles and even blogs and on the other hand to exhaustively analyze many of the sentences that exist in the matter from the Decade of the eighties of the last century to the present, proceeding to enumerate them according to the jurisprudential evolution they have had, working with three legislative databases. Memory is composed of two parts; The first is called Conceptual Bases and context, is composed of five chapters, which are as follows: 1 st. New technologies and labor relations. 2o. Respect for Constitutional Rights. 3o. Preventive or ordering of the conflict. 4o. Disciplinary decisions: accreditation and sanction of non-compliance. 5th. Aim of Comparative Law. Throughout the different chapters the most relevant judicial pronouncements in the matter are analyzed and they form part of the doctrine, establishing a general and common theory from which to leave and laying down basic premises and conclusions, which are going to be determinant to go To the next part. The second part, called Control of the Worker with and by means of new technologies, is the one to proceed in each of the technologies in question with its own peculiarities and specialties, it is composed of five chapters, which are the following: 1 st. Access to telematic instruments for professional use. (It addresses everything related to access to the employee's computer, emails, web browsing, mobile worker etc.) 2o. Labor control of the worker. (GPS, detectives, video surveillance and other localization mechanisms.) 3o. Control of private behavior. (The different social networks are analyzed). 4o. Biometric magnitudes. 5th. Special work systems. (Teleworking and telemarketing). The conclusions are expressed, mainly, from the systematic analysis of the most relevant judicial doctrine, and with recommendations of lege ferenda, because we move in the anomie, from the legal point of view, in what many call the "laziness" of the legislator In this matter or a bad aging of the labor legislation in the field of new technologies. EnglishAbstract This doctoral thesis main objectives are the review and the exposition of the factors involved in the phenomenon of love and the creation of couples and its manifestation in adolescence. We will use a theoretical review methodology, an exhaustive search of information that facilitates a detailed and selective study, offering a complete and unified vision of the general theme. Based on these issues, we have four large blocks. The first one, comprehends a broad perspective of love and partners. It includes a historic, cultural, theoretical and conceptual review which gives contextualization to these notions. In the second one, adolescent development in its several aspects is shown as well as the contrast between adolescence and childhood. The third block is about the biological aspect of love, from an evolutionary approach, to the involvement of cerebral substances and structures and their functions. The fourth one includes the contextual influence. On one hand, family which is in charge of the attachment building process, educational styles, abuse and divorce. And on the other hand, media and its role in the expansion and the reinforcement of stereotypes, gender roles and romantic love myths. As a conclusion, we point out that exposed factors lead to a general understanding of love and construction of the couple during the adolescent stage. The deep review of this issue, as a global vision, allows us to provide qualifications and limitations to those elements that require further analysis, as well as suggestions for possible future lines of research, based on the work and adaptation to daily needs, looking for an increase in awareness in teenagers and their environment. A knowledge about all these factors and the way in which they interact among themselves, facilitates the adoption of a more complex and objective view on the meaning of love and couples, influencing the creation of much healthier relationships now and in the future.

Just Within the Limits of the Law: Minors from Consumers of Advertising to Creators of Advertising in Spain

Abstract: Children have gone from being consumers of advertising to being creators of advertising. This article provides an overview of the different lines of research on advertising and minors in Spain over the last 10 years and uses it as a basis to argue that the concept of the minor needs to be clarified and multiple regulations need to be unified, which should also be applied to new trends (such as kidgamers and YouTubers). This study highlights the need to find, on a global level, more specialized research lines that are more relevant to current realities, such as the YouTuber advertising that kids are exposed to today.

La representación de género en las campañas de publicidad de juguetes en Navidades (2009-12)

Abstract: Este trabajo analiza la representacion de los generos en la publicidad infantil espanola mediante el estudio de siete variables: tipos de productos, genero representado, mensajesvalores, voz en off, periodo, acciones representadas e interaccion entre personajes. Estas variables se recogen de trabajos que estudian los usos y las preferencias de seleccion de los juguetes segun el genero del nino y de estudios que analizan los modos y formas de la publicidad para representar a los ninos y a los juguetes. El universo de la muestra lo constituyen 595 anuncios de juguetes emitidos en los canales de television: TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing y Disney Channel durante tres periodos de tiempo: Navidades de 2009, 2010 y 2011. Se ha escogido la Navidad ya que durante este periodo se emiten la gran mayoria de los anuncios de juguetes. Los resultados demuestran que, aunque hay paridad en la representacion de genero en la publicidad infantil de la muestra analizada, existen claras diferencias en las tipologias de los juguetes mas anunciados. La publicidad de figuras de accion alberga mayor porcentaje de personajes masculinos asociados a valores como competencia, individualismo, habilidad y desarrollo fisico, creatividad, poder y fuerza. Sin embargo, los anuncios de munecas tiene mayor porcentaje de personajes infantiles femeninos y estos se asocian a los valores belleza y maternidad.

Cultural components of sex differences in color preference

Abstract: Preferences for pink and blue were tested in children aged 4-11 years in three small-scale societies: Shipibo villages in the Peruvian Amazon, kastom villages in the highlands of Tanna Island, Vanuatu, and BaYaka foragers in the northern Republic of Congo; and compared to children from an Australian global city (total N = 232). No sex differences were found in preference for pink in any of the three societies not influenced by global culture (ds - 0.31-0.23), in contrast to a female preference for pink in the global city (d = 1.24). Results suggest that the pairing of female and pink is a cultural phenomenon and is not driven by an essential preference for pink in girls.

Discursive representation: Semiotics, theory, and method

Abstract: Abstract Although representation may be a recurrent theme in research on journalism and advertising, as well as in studies of other social discourses, there may be less clarity regarding its epistemological and methodological aspects. One example is the frequent use of Social Representations Theory (Moscovici), despite its research object is a cognitive phenomenon. Beginning with a literature review in which I examine several sources (for example, sign theory, the philosophy of language, and rhetoric), the following article presents a theory of discursive representation, as well as associated semiotic, epistemological, and methodological theories. My aim is to provide a conceptual framework to help guide and prompt further research in this area.