Teresa Piñeiro-Otero

Bio: Teresa Piñeiro-Otero is an academic researcher from University of A Coruña. The author has contributed to research in topics: Mobile radio & The Internet. The author has an hindex of 8, co-authored 34 publications receiving 204 citations.

Understanding Digital Marketing—Basics and Actions

Abstract: This chapter provides a technical outline of the basics of online marketing. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses planning and the most important tools used to maximise communication through social media. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an active and effective Web presence.

Los memes en el activismo feminista en la Red. #ViajoSola como ejemplo de movilización transnacional

Abstract: The appropriation of the Web 2.0 by feminist activism has enabled a greater participation of women in public discourse, providing them with the right tools to launch, disseminate and obtain support for their demands or social and political protests. From the case study of #Viajosola as a transnational feminist mobilization, we performed an analysis of memes in the conversation 2.0. This study has highlighted the common trends in the use of memes in activism 2.0 against gender inequality, mistreatment of women or media sexism.

Para comprender la política digital – Principios y acciones

Abstract: The emergence of the Internet has forced a reformulation of communication in all areas and at all levels. Politicians and candidates have been forced to adapt to a constantly changing environment, where the rules of one-way communication are lost, but the technical possibilities and scope of the messages are multiplied. This article makes an approach to the tools and practices of technopolitics as well as the tactical and strategic use of digital tools for organization, communication and action. To this end, it highlights the main platforms linked to the internet such as websites, social networks, instant messaging platforms and, more recently, smartphone applications for only political use. It also analyses the current trends linked to the celebration of the candidate, the use of memes, hashtags as a vertebral and transversal element in digital communication, the analysis of big data as the last frontier and the participation through (semi-)automated users or bots. From the point of view of communicative noise, two of the main problems of political communication are addressed, namely astroturfing - in all its variants - and fake news, linked to the growing discourse of hate on digital platforms. Finally, and after the analysis carried out, it is proposed what, in the opinion of the authors, are the keys to understanding the politics that are to come. From the point of view of communicative noise, two of the main problems of political communication are addressed, namely astroturfing - in all its variants - and fake news, linked to the growing discourse of hate on digital platforms. Finally, and after the analysis carried out, it is proposed what, in the opinion of the authors, are the keys to understanding the politics that are to come.

La radio móvil en España: Tendencias actuales en las apps para dispositivos móviles

Abstract: The invasion of the Internet brought on a genuine revolution to the radio by multiplying its scope far beyond the sound field. The multiplied increa- se in mobile devices is but a fresh step in this process. This text discusses the establishing of mobile radio in Spain.

Los podcast en la educación superior. Hacia un paradigma de formación intersticial

Abstract: La incorporacion de las herramientas de la web 2.0 a la practica educativa ha favorecido la flexibilizacion de las instituciones de educacion superior, asi como un mayor control del estudiante sobre su propio aprendizaje. Entre dichas herramientas adquieren especial relevancia los podcast en cuanto que, ademas de beneficiarse de las potencialidades didacticas vinculadas al audio, permiten disociar el proceso de ensenanza-aprendizaje de cualquier tipo de espacio fisico o temporal. En los ultimos anos, el fenomeno podcasting ha vivido una importante expansion gracias a la creciente penetracion de internet, la facilidad de acceso y consumo de estos contenidos de caracter fundamentalmente sonoro, y el exponencial crecimiento de los dispositivos moviles entre el publico joven. Una expansion que no puede desaprovecharse desde el punto de vista educativo y que ofrece multiples posibilidades para el desarrollo de una metodologia de mobile learning.

A Virtuous Circle: Political Communications in Postindustrial Societies

Abstract: A Virtuous Circle: Political Communications in Postindustrial Societies. Pippa Norris. New York: Cambridge University Press, 2000. 398 pp. $59.95 hbk. $21.95 pbk. The main finding of Pippa Norris's study is that exposure to the news media is positively related to citizens' levels of political knowledge, trust, and participation, even after controlling for demographics, attitudinal factors, and cultural differences. Although various positive contributions of exposure to news media already have been documented in other research, never was the amount of evidence as monumental as in this book. Norris analyzed European Community, Eurobarometer, European Election and Post-election, British Campaign Panel, U.S. National Election, and Pew Center for the People and the Press surveys, providing individual and aggregate level, over-time and cross-sectional evidence supporting her virtuous media thesis. The book is set up as a challenge to "conventional wisdom" or "unquestioned orthodoxy" of media malaise theories that argue that "exposure to the news media discourages learning about politics, erodes trust in political leaders and government institutions, and dampens political mobilization." The problem is that there is a huge gap between the abundance of glib charges and the scarcity of empirical evidence of negative effects of news media. Consequently, Norris mostly relies on Michael Robinson's long ago retracted videomalaise claim and strays away from her main line of theorizing by reviewing studies that deal with the issues well outside the scope of her own study, such as effects of framing news stories, political advertising, and television entertainment. Findings of negative media effects in contexts other than elections and those tapping more specific types of media content and their particular features remain unchallenged by the Norris study. Norris acknowledges that "we need to compare the effects of variance in the media messages so that we can see whether people who consistently use one distinctive source (such as crime-focused local TV news) differ from those who use others (such as rightwing talk radio)" and that "our measures of media habits are often diffuse and imprecise," but she is still restricted in her research to measures of frequency of general newspaper and television news use. Nevertheless, Norris urges us to stopblaming the news media for political problems and instead to direct our attention to "the problems themselves." This call, without showing that media in many of their specific content characteristics or structures are not a part of problems that extend beyond voting and political campaigning, seems premature at best. However, Norris's study makes a significant contribution to communication research by most convincingly showing that the news media may be an important part of solutions to some of the social ills. …

La historia religiosa de la España contemporánea : balance y perspectivas

Abstract: La historia religiosa de la Espana contemporanea: balance y perspectivas presenta un amplisimo estado de la cuestion de la historia contemporanea de la religion en Espana en el siglo XXI. Un nutrido grupo de especialistas espanoles e internacionales escriben en torno a la produccion historiografica sobre diversos ambitos cronologicos, tematicos o espaciales, reflexionando sobre los avances producidos y los retos aun pendientes para la historia religiosa. Su lectura y consulta resultara fundamental tanto para el especialista en materia como para un publico general que se interese por un campo historiografico en pleno proceso de normalizacion.

Examining the Impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign

Abstract: This article explores the uses of Web 2.0 and social media by the 2008 Obama presidential campaign and asks three primary questions: (1) What techniques allowed the Obama campaign to translate online activity to on-the-ground activism? (2) What sociotechnical factors enabled the Obama campaign to generate so many campaign contributions? (3) Did the Obama campaign facilitate the development of an ongoing social movement that will influence his administration and governance? Qualitative data were collected from social media tools used by the Obama ‘08 campaign (e.g., Obama ‘08 Web site, Twitter, Facebook, MySpace, e-mails, iPhone application, and the Change.gov site created by the Obama-Biden Transition Team) and public information. The authors find that the Obama ‘08 campaign created a nationwide virtual organization that motivated 3.1 million individual contributors and mobilized a grassroots movement of more than 5 million volunteers. Clearly, the Obama campaign utilized these tools to go beyond educating the public and raising money to mobilizing the ground game, enhancing political participation, and getting out the vote. The use of these tools also raised significant national security and privacy considerations. Finally, the Obama-Biden transition and administration utilized many of the same strategies in their attempt to transform political participation and civic engagement.