Abstract: The purpose of this research study is to describe the factors that influence consumers' purchasing decisions in live shopping broadcasts. The proposed research methodology is based on the qualitative paradigm with an interpretative approach. A semi-structured questionnaire is applied to interview 25 people who had participated in live shopping transmissions at least once. The results show eight families codes: (1) motivation, (2) participation, (3) trust, (4) influence of social networks, (5) time pressure, (6) customer satisfaction, (7) distrust and problems, and (8) quality of service. The aesthetic aspect of the seller and the endorsement of a celebrity have no valorization. In conclusion, the purchase decision variables of live shopping broadcasts do not differ significantly with respect to what has been found in previous literature.

Resumen: El propósito de esta investigación es describir los factores que influyen en la decisión de compra de los consumidores en transmisiones de compras en vivo. La metodología está fundamentada en el paradigma cualitativo con enfoque interpretativo. Se ocupa un cuestionario semi-estructurado para realizar entrevistas a 25 personas que han participado en las transmisiones de compra en vivo al menos una vez. El análisis de los datos se realiza mediante la teoría fundamentada de Glaser y Strauss. Los resultados muestran ocho familias de códigos: (1) motivación, (2) participación, (3) confianza, (4) influencia redes sociales, (5) presión por tiempo, (6) satisfacción del cliente, (7) desconfianza y problemas, y (8) calidad del servicio. El aspecto estético del vendedor y la determinación de una celebridad no son valorizables. En conclusión, las variables de decisión de compra de las transmisiones de compra en vivo, en general, no difieren respecto con lo encontrado en la literatura previa.

RESUMEN El trabajo tiene como objetivo, la presentación de una metodología de consideración de la incertidumbre en la integración material y energética para el desarrollo de la industria química y fermentativa. Tomando como base el aval existente en el desarrollo de proyectos inversionista en la industria química y fermentativa considerando la incertidumbre y los esfuerzos en la diversificación de sus productos de forma sustentable a partir de la integración de procesos, se desarrolla una metodología, la cual es resumida en un diagrama heurístico, que tiene en cuenta, de forma novedosa e integrada, la integración material y energética contemplando la utilización de corrientes intermedias dentro del propio proceso o en otros procesos, la disponibilidad de los equipos en el Sistema integrado y el impacto de los balances de masa y energía en el proceso inversionista El análisis de probabilidad del trabajo sin fallo permite identificar el sistema de mantenimiento planificado, su efectividad y la posibilidad de recomendar o no un nuevo plan de mantenimiento lo que permiten disminuir los riesgos en el proceso inversionista.

SUMMARY The objective of this work is to present a methodology for considering uncertainty in material and energy integration for the development of the chemical and fermentative industry. Based on the existing endorsement in the development of investment projects in the chemical and fermentation industry, considering the uncertainty and the efforts in the diversification of its products in a sustainable way from the integration of processes, a methodology is developed, which is summarized in a heuristic diagram, which takes into account, in a novel and integrated way, the material and energy integration contemplating the use of intermediate currents within the process itself or in other processes, the availability of the equipment in the integrated System and the impact of the mass and energy balances in the investment process The analysis of the probability of work without failure allows the identification of the planned maintenance system, its effectiveness and the possibility of recommending or not a new maintenance plan, which allows reducing the risks in the investment process.

The President's power to grant pardons, remit fines, penalties or forfeitures and the nature of the accountability for the exercise of such power remains unclear. The question of accountability relates to whether the President has a constitutional obligation to disclose the reasons for his decision. The nature of the power is broadly formulated and should undergo reform to enhance the attendant accountability. Over the years, there were debates on whether the granting of pardons constitutes administrative action in terms of the Promotion of Administrative Justice Act (PAJA). Because it is a power that potentially has an adverse effect on rights enshrined in the Bill of Rights, it is submitted that it should be construed in terms of PAJA. Similarly, the role of Parliament in exercising oversight over the process is unclear and inadequate. The article submits that the President should exercise the power together with the relevant Cabinet Minister, and subject to legislative endorsement.

ORIENTATION: Industrial Psychologists (IPs) could significantly benefit from integrating neuroscientific evidence into their practices, provided they critically engage with scholarly research rather than rely on unsupported assertions. RESEARCH PURPOSE: The study aimed to assess the prevalence of neuroscientific misconceptions among IPs, student psychologists, and intern psychologists in South Africa as well as advocate for enhanced foundational knowledge in applied organisational neuroscience within industrial psychology. MOTIVATION FOR THE STUDY: The emerging field of organisational neuroscience, which applies brain science to workplace behaviour, is particularly vulnerable to misconceptions that could hinder its development. RESEARCH APPROACH/DESIGN AND METHOD: Using a cross-sectional survey, this research evaluated the knowledge of neuro misconceptions at one point in time within a convenience sample of (n = 98), consisting of registered student psychologists (n = 7; 7%), intern psychologists (n = 8; 10%), and IPs (n = 83; 85%). MAIN FINDINGS: Results indicated that this sample endorses many neuromyth conceptions. There was significant disparity in the endorsement of misconceptions between those with and without neuroscientific training, highlighting a knowledge gap. PRACTICAL/MANAGERIAL IMPLICATIONS: These findings underscore the necessity for improved education in applied organisational neuroscience among IOPs, suggesting integration into training and education programs. CONTRIBUTION/VALUE-ADD: This pioneering study in South Africa emphasises the role of general knowledge, specific training in applied organisational neuroscience, and critical thinking in psychological research as key to combating neuromyths, marking a meaningful contribution to the field.

Waste is an increasing global environmental issue. South Africa's informal sector plays a crucial role in diverting recyclables from landfills. Despite their indispensable contributions, informal recyclers form part of a societal group that is marginalised, negatively labelled and deemed 'disposable' under neoliberal capitalist structures. This article draws on data from interviews held with 21 participants who work in the informal recycling sector in Gqeberha (formerly Port Elizabeth) in South Africa. It investigates the participants' own perceptions of their societal role, of which four became prominent, namely: (1) cleaners of the environment, (2) providers for dependents, (3) informal environmental educators and (4) community uplifters. We argue that the participants' positive self-views can be seen as a powerful counter-narrative that challenges harmful prevailing stereotypes, which allows for a more nuanced perception of their lives and labour. Their positive self-perceptions and resourcefulness should not be interpreted as an endorsement of neoliberal capitalism that compels them to actively combat stigmatisation. Instead, their determination to resist negative stereotypes simultaneously underscores the necessity of confronting stigmatisation in society. TRANSDISCIPLINARY CONTRIBUTION: The parallel themes of agency and autonomy in both informal recycling and entrepreneurship prompt a reconsideration of the conventional entrepreneurial discourse and its applicability to marginalised communities. We recommend that informal recyclers' accumulated knowledge, skill set and well-being be acknowledged to ensure their dignity and that their labour is valued

RESUMO O objetivo deste estudo consiste em analisar os efeitos psicossociais que as áreas de tecnologia e inovação ganharam na atualidade bem como seus impactos na formação profissional. Para tanto, a pesquisa conta com um breve resgate histórico no qual apresentamos como os elementos da inovação tecnológica produzem efeitos locais e históricos que se tornam norteadores da vida urbana contemporânea. A parte empírica apresenta um estudo qualitativo descritivo que conta com depoimentos de cinco docentes engenheiros que atuam em uma universidade pública federal localizada no interior do estado do Paraná. Os resultados demonstram que essa área é conectada às prescrições voltadas ao desempenho laboral e ao enaltecimento do uso da tecnologia no cotidiano. Com isso, ela fica distante de uma análise crítica sobre os efeitos psicossociais trazidos por tais aplicações, especialmente no que se refere à colocação profissional. Como conclusão parcial, destaca-se que as práticas voltadas para a tecnologia e a inovação atendem a demandas populacionais, empresariais e governamentais de diferentes tipos, reafirmando sua importância para a organização social. Ao mesmo tempo, tornou-se evidente o quanto a área carece de uma análise crítica acerca de suas ações na esfera da inclusão e exclusão sociais.

ABSTRACT This study aims to analyze the psychosocial effects gained by technology and innovation areas nowadays, as well as their impacts on professional education. To this end, this research includes a brief historical overview in which we present how elements of technological innovation produce local and historical effects that guide contemporary urban life. The empirical section presents a descriptive qualitative study that includes statements from five engineering professors who work at a public university located in the interior of the state of Paraná, Brazil. The results indicate that engineering is connected to prescriptions focused on work performance and the endorsement of technology use in daily life. Thus, it remains distant from a critical analysis of the psychosocial effects brought about by technological innovations, particularly concerning job placement. As a partial conclusion, we highlight that practices related to technology and innovation meet the demands of different types of populations, companies, and governments, reinforcing their relevance for social organization. At the same time, it is evident that the area lacks a critical analysis regarding its actions in the sphere of social inclusion and exclusion.

RESUMEN El objetivo de este estudio consiste en analizar los efectos psicosociales que las áreas de tecnología e innovación ganaron en la actualidad, así como sus impactos en la formación profesional. Para tanto, la investigación cuenta con un breve rescate histórico en el cual presentamos como los elementos de la innovación tecnológica producen efectos locales e históricos que se vuelvan orientadores de la vida urbana contemporánea. La parte empírica presenta un estudio cualitativo descriptivo que cuenta con testimonios de cinco docentes ingenieros que actúan en una universidad pública federal localizada en el interior del estado de Paraná. Los resultados apuntan que esa área es conectada a las prescripciones volcadas al desempeño laboral y al reconocimiento del uso de la tecnología en el cotidiano. Con eso, ella se queda distante de un análisis crítico sobre los efectos psicosociales traídos por tales aplicaciones, especialmente en lo que se refiere a la colocación profesional. Como conclusión parcial, se pone de relieve que las prácticas volcadas a la tecnología y la innovación atenden a las demandas de populaciones, empresariales y gubernamentales de distintos tipos, reafirmando su importancia para a organización social. A la vez, se volvió evidente lo cuanto el área necesita de un análisis crítico acerca de sus acciones en la esfera de la inclusión y exclusión sociales.

SUMMARY In the emergency care of cancer patients, in addition to cancer-related factors, two aspects influence the outcome: (1) where the patient is treated and (2) who will perform the surgery. In Brazil, a significant proportion of patients with surgical oncological emergencies will be operated on in general hospitals by surgeons without training in oncological surgery. OBJECTIVE: The objective was to discuss quality indicators and propose the creation of an urgent oncological surgery advanced life support course. METHODS: Review of articles on the topic. RESULTS: Generally, nonelective resections are associated with higher rates of morbidity and mortality, as well as lower rates of cancer-specific survival. In comparison to elective procedures, the reduced number of harvested lymph nodes and the higher rate of positive margins suggest a compromised degree of radicality in the emergency scenario. CONCLUSION: Among modifiable factors is the training of the emergency surgeon. Enhancing the practice of oncological surgery in emergency settings constitutes a formidable undertaking that entails collaboration across various medical specialties and warrants endorsement and support from medical societies and educational institutions. It is time to establish a national registry encompassing oncological emergencies, develop quality indicators tailored to the national context, and foster the establishment of specialized training programs aimed at enhancing the proficiency of physicians serving in emergency services catering to cancer patients.

Resumen El presente artículo analiza los principales factores condicionantes de la relación entre la UNRWA y los refugiados palestinos, marcada desde sus inicios por la desconfianza de éstos respecto a las intenciones últimas (el asentamiento definitivo en los lugares de acogida) de la agencia y sus donantes, así como por el reclamo palestino de que ésta permanezca hasta que el derecho al retorno se ejerza. La dedicación exclusiva de esta organización a favor de la mayoría del pueblo palestino, su permanencia como garante de su condición de refugiados y el que prácticamente la totalidad de sus 30 000 empleados sean también refugiados condicionan una relación estratégica para una de las cuestiones más sensibles del conflicto árabe-israelí: el presente y futuro de esta comunidad en el exilio.

Abstract This article analyzes the main determinants of the relationship between UNRWA and Palestinian refugees, which has been marked from the outset by Palestinian mistrust of the ultimate intentions (permanent settlement in host countries) of this agency and its donors, as well as by the Palestinian demand that it remain until the right of return is exercised. This organization’s sole focus on working for most of the Palestinian people, its permanence as an international endorsement of their refugee status, and the fact that almost all of its 30 000 employees are also refugees, define a strategic relationship for one of the most sensitive issues in the Arab-Israeli conflict: the present and future of this community in exile.

From the problematization of statements about the endorsement of the Goiás population to the militarization of public schools in the state network, the study selects and categorizes texts published between 2015 and 2018 in the Goiás newspaper "O Popular" on the theme "military school." From theoretical keys presented by Bourdieu (2008; 1987), it describes and analyzes the positions that emerge there about the militarization process of the schools of the state public network of Goiás. For this, we use the utterance concept in Bakhtin (1997) as an element that makes up the discourse of public opinion, whose characteristics touch on common sense about education and militarization policy. Next, we seek to understand how these positions are engendered and articulated as foundations of a supposed "public opinion." Thus, besides the "sociological vision" prescribed by Bourdieu, the study uses theoretical keys formulated by Marx and Engels. It uses Carvalho (2013) and Aquino (2014) to discuss the dynamics of the school environment. Throughout the text, we present possibilities for understanding the sociocultural bases that energize the positions that "public opinion" manifests. Moreover, the study made it possible to describe the social place in which the discourses that defend the militarization of education in Goiás operate.

Partiendo de la problematización de enunciados que versan sobre la aprobación de la población goiana a la militarización de escuelas públicas de la red estatal, el estudio selecciona y categoriza textos publicados entre 2015 y 2018 en el periódico goiano O Popular sobre la temática "escuela militar". A partir de claves teóricas presentadas por Bourdieu (2008; 1987), describe y analiza los posicionamientos que emergen acerca del proceso de militarización de las escuelas de la red pública estatal de Goiás. Para ello, se utiliza el concepto de enunciados, en Bakhtin (1997), como elemento que compone el discurso de la opinión pública, cuyas características se refieren al sentido común sobre la educación y la política de militarización. A continuación, se busca comprender cómo tales posicionamientos son engendrados y articulados como fundamentos de una supuesta "opinión pública". Así, además del "mirada sociológica" prescrita por Bourdieu, el estudio utiliza claves teóricas formuladas por Marx y Engels. Para hablar sobre dinámicas propias del ambiente escolar, se recurre a Carvalho (2013) y Aquino (2014). A lo largo del texto se presentan posibilidades de comprensión de las bases socioculturales que dinamizan los posicionamientos que la "opinión pública" manifiesta. Además, el estudio permitió describir el lugar social en que operan los discursos que defienden la militarización de la educación en Goiás.

Partindo da problematização de enunciados que versam sobre a chancela da população goiana à militarização de escolas públicas da rede estadual, o estudo seleciona e categoriza textos publicados entre 2015 e 2018 no periódico goiano O Popular sobre a temática “escola militar”. A partir de chaves teóricas apresentadas por Bourdieu (2008; 1987), ele descreve e analisa os posicionamentos que ali emergem acerca do processo de militarização das escolas da rede pública estadual de Goiás. Para isso, utiliza-se o conceito de enunciados, em Bakhtin (1997), como elemento que compõe o discurso da opinião pública, cujas características tangem o senso comum sobre a educação e a política de militarização. Em seguida, busca-se compreender como tais posicionamentos são engendrados e articulados enquanto alicerces de uma suposta “opinião pública”. Assim, além do “olhar sociológico” prescrito por Bourdieu, o estudo utiliza chaves teóricas formuladas por Marx e Engels. Para discorrer sobre dinâmicas próprias do ambiente escolar, ele lança mão de Carvalho (2013) e Aquino (2014). Ao longo do texto apresentam-se possibilidades de compreensão das bases socioculturais que dinamizam os posicionamentos que a “opinião pública” manifesta. Ademais, o estudo possibilitou descrever o lugar social em que se operam os discursos que defendem a militarização da educação em Goiás.

From the problematization of statements about the endorsement of the Goiás population to the militarization of public schools in the state network, the study selects and categorizes texts published between 2015 and 2018 in the Goiás newspaper "O Popular" on the theme "military school." From theoretical keys presented by Bourdieu (2008; 1987), it describes and analyzes the positions that emerge there about the militarization process of the schools of the state public network of Goiás. For this, we use the utterance concept in Bakhtin (1997) as an element that makes up the discourse of public opinion, whose characteristics touch on common sense about education and militarization policy. Next, we seek to understand how these positions are engendered and articulated as foundations of a supposed "public opinion." Thus, besides the "sociological vision" prescribed by Bourdieu, the study uses theoretical keys formulated by Marx and Engels. It uses Carvalho (2013) and Aquino (2014) to discuss the dynamics of the school environment. Throughout the text, we present possibilities for understanding the sociocultural bases that energize the positions that "public opinion" manifests. Moreover, the study made it possible to describe the social place in which the discourses that defend the militarization of education in Goiás operate.

Partiendo de la problematización de enunciados que versan sobre la aprobación de la población goiana a la militarización de escuelas públicas de la red estatal, el estudio selecciona y categoriza textos publicados entre 2015 y 2018 en el periódico goiano O Popular sobre la temática "escuela militar". A partir de claves teóricas presentadas por Bourdieu (2008; 1987), describe y analiza los posicionamientos que emergen acerca del proceso de militarización de las escuelas de la red pública estatal de Goiás. Para ello, se utiliza el concepto de enunciados, en Bakhtin (1997), como elemento que compone el discurso de la opinión pública, cuyas características se refieren al sentido común sobre la educación y la política de militarización. A continuación, se busca comprender cómo tales posicionamientos son engendrados y articulados como fundamentos de una supuesta "opinión pública". Así, además del "mirada sociológica" prescrita por Bourdieu, el estudio utiliza claves teóricas formuladas por Marx y Engels. Para hablar sobre dinámicas propias del ambiente escolar, se recurre a Carvalho (2013) y Aquino (2014). A lo largo del texto se presentan posibilidades de comprensión de las bases socioculturales que dinamizan los posicionamientos que la "opinión pública" manifiesta. Además, el estudio permitió describir el lugar social en que operan los discursos que defienden la militarización de la educación en Goiás.

Partindo da problematização de enunciados que versam sobre a chancela da população goiana à militarização de escolas públicas da rede estadual, o estudo seleciona e categoriza textos publicados entre 2015 e 2018 no periódico goiano O Popular sobre a temática “escola militar”. A partir de chaves teóricas apresentadas por Bourdieu (2008; 1987), ele descreve e analisa os posicionamentos que ali emergem acerca do processo de militarização das escolas da rede pública estadual de Goiás. Para isso, utiliza-se o conceito de enunciados, em Bakhtin (1997), como elemento que compõe o discurso da opinião pública, cujas características tangem o senso comum sobre a educação e a política de militarização. Em seguida, busca-se compreender como tais posicionamentos são engendrados e articulados enquanto alicerces de uma suposta “opinião pública”. Assim, além do “olhar sociológico” prescrito por Bourdieu, o estudo utiliza chaves teóricas formuladas por Marx e Engels. Para discorrer sobre dinâmicas próprias do ambiente escolar, ele lança mão de Carvalho (2013) e Aquino (2014). Ao longo do texto apresentam-se possibilidades de compreensão das bases socioculturais que dinamizam os posicionamentos que a “opinião pública” manifesta. Ademais, o estudo possibilitou descrever o lugar social em que se operam os discursos que defendem a militarização da educação em Goiás.

Resumo O artigo investiga se há evidência de uma “ascensão e queda” das potências emergentes nos últimos 20 anos aos olhos da opinião pública. Comparamos diversos surveys nacionais e regionais sobre a política externa da África do Sul, Brasil e Turquia em busca de indícios de endosso ou reprovação das políticas exteriores mais assertivas exercitadas por esses países. Os resultados sugerem uma ascensão e declínio pronunciados para Ancara, algum declínio para Brasília, mas são inconclusivos para Pretoria. O artigo busca contribuir com o debate sobre status e liderança regional agregando perspectivas de opinião pública e regionalismo comparado, além de oferecer um sumário conveniente de surveys diplomáticos para países do Sul Global.

This article investigates whether there is evidence of a “rise and fall” of emerging powers over the past 20 years in the eyes of public opinion. We compared several national and regional surveys on the foreign policies of South Africa, Brazil, and Turkey in search of signs of endorsement or disapproval of the more assertive foreign policies exercised by these countries. The results suggest a pronounced rise and decline for Ankara and some decline for Brasília; however, the results are inconclusive for Pretoria. The present work seeks to contribute to the debate on status and regional leadership by adding a public opinion and comparative regionalism perspective, in addition to offering a convenient summary of diplomatic surveys for countries of the Global South.

Résumé L’article examine s’il y a des indices d’une « ascension et déclin » des puissances émergentes au cours des 20 dernières années aux yeux de l’opinion publique. Nous avons comparé plusieurs enquêtes nationales et régionales sur les politiques étrangères de l'Afrique du Sud, du Brésil et de la Turquie à la recherche de signes d’approbation ou de désapprobation des politiques extérieures plus assertives menées par ces pays. Les résultats suggèrent une augmentation et un déclin prononcés de la part d’Ankara, un certain déclin pour Brasilia, mais ne sont pas conclusifs pour Pretoria. L’article cherche à contribuer au débat sur le statut et le leadership régional en ajoutant une perspective d’opinion publique et de régionalisme comparé, en plus d’offrir un résumé pratique des enquêtes sur la diplomatie des pays du Sud Global.

Resumen El artículo investiga si hay evidencia de un “ascenso y queda” de potencias emergentes en los últimos 20 años en la opinión pública. Comparamos encuestas nacionales y regionales sobre las políticas exteriores de Sudáfrica, Brasil y Turquía en busca de evidencia de apoyo o desaprobación de las políticas exteriores más asertivas ejercidas por estos países. Los resultados sugieren un pronunciado aumento y declive para Ancara, algo de declive para Brasilia, pero no son ciertos para Pretoria. El artículo busca contribuir al debate sobre status y liderazgo regional agregando una perspectiva de opinión pública y regionalismo comparado, además de ofrecer un resumen conveniente de las encuestas diplomáticas para los países del Sur Global.

Resumen El Tratado de prohibición parcial de los ensayos nucleares (TPPEN) se firmó en 1963 como respuesta al impacto ambiental de las pruebas nucleares. La amplia adhesión a este tratado constituyó un paso decisivo en la prohibición de este tipo de armamentos y fue antecesor de otros instrumentos como el Tratado de no proliferación o el Tratado de prohibición de las armas nucleares. El TPPEN fue además relevante en la discusión sobre la emergencia de una prohibición consuetudinaria de los ensayos nucleares y el progresivo abandono de los mismos por parte de los Estados poseedores de armas nucleares. El presente artículo tiene como objetivo explorar el marco en el que se inscribió la creación del TPPEN hace ya 60 años. A través de un análisis detenido de sus disposiciones, se examinarán las repercusiones que este tratado tuvo en la promoción del desarme nuclear y la prohibición de estas armas de destrucción masiva. Asimismo, se prestará una atención especial a su relevancia en el proceso de formación de costumbre internacional relacionadas con la prohibición de armas nucleares.

Abstract The Partial Nuclear Test Ban Treaty (PNTBT) was signed in 1963 in response to the environmental impact of nuclear testing. The massive endorsement received by this treaty was a decisive step towards banning this type of armament and became the forerunner of such other instruments as the Treaty on the Non-Proliferation of Nuclear Weapons and the Treaty on the Prohibition of Nuclear Weapons. The PNTBT was also relevant in the discussion about the emergency of a customary ban on nuclear tests and their gradual reduction by the States in possession of nuclear weapons. This article aims at exploring the framework within which the PNTBT was inserted 60 years ago. A detailed analysis of its provisions will allow us to examine the type of impact this treaty has had on promoting nuclear disarmament and on prohibiting these weapons of massive destruction. Special attention will also be paid to its relevance to the process by means of which international customary law on the prohibition of nuclear weapons is created.

Expressions such as 'a piece of a man is better than no man', and monna ke kobo, re a apolelana [a man is a blanket, he is shared among us] (read: women) afford hearers a small glimpse about female perceptions on a male body and/or male sexuality. Several African proverbs shed light on the underlying assumption that a male body, despite the man's marital status, can be shared with many women. Also, a glimpse, at certain texts in the Hebrew Bible (cf. Es 2) appears to give readers an impression that a male body, including a married man's body, can be shared with other women. In a nutshell, patriarchal heteronormativity coupled with unhealthy notions of masculinity, seem to take it for granted that a male body is a collective space, not necessarily for female pleasure in marriage, it may be argued, but first and foremost, for the satisfaction of male desire, the entrenchment of the normativity of the male species as well as the endorsement of dangerous notions of masculinities. CONTRIBUTION: Can the pursuit for equality, human and/or woman dignity and reciprocity succeed amid the preceding dynamics of the intersection among power, male sexuality and unhealthy notions of masculinities as revealed in the affirmation and celebration of the notion of the 'male body as communal space' especially in the context of heterosexual unions? The preceding was the main question that this essay sought to answer

Abstract: This work addresses the concepts of testimonials, endorsement and celebrities from an advertising strategy and brand management perspective. Our goal is to study the way in which advertisers and advertising companies have used testimonials and the image of celebrities with commercial or corporate purposes in the context of advertisements included in the Cannes Film Festival from 2010 to 2020, within the Iberoamerican sphere. In order to do this, a content analysis was carried out of 280 pieces. In addition to quantifying the presence and strategic implications of the use of celebrities, it also provided data and conclusions concerning the endorsement technique and the use of advertising testimonials in general. Strategic positioning, types of objective, way of endorsement and celebrities characteristics have been analyzed. Results indicate that testimonials have been used in 41,1% of the commercials, highlighting the common person (62,1%), followed by the celebrity (25,0%). Strategically, hybrid purposes are important (48,3%), user positioning (55,17%) and attributes (42,2%). And the co present mode as the principal way of endorsement (89,3%). According to celebrities characteristics, it can underline familiarity (76,9%), the unique character (51,9%), generation of interest (42,3%) and fame (34,6%). This research concludes the relevance of testimonials in Iberoamerican advertising, in the way that types of endorsement and use of testimonials have strategic implications for branding.

Resumen: El presente trabajo aborda los conceptos de testimonial, endorsement y celebrity desde la estrategia publicitaria y la gestión de marca. Nuestro objetivo pasa por estudiar la forma en que los anunciantes y las empresas de publicidad han usado el testimonial y la figura de la celebridad con fines comerciales o corporativos en el contexto de la publicidad inscrita en el festival de Cannes de 2010 a 2020 en el ámbito iberoamericano. Para ello, se realizó un análisis de contenido de 280 piezas que además de cuantificar la presencia e implicaciones estratégicas del uso de las celebrities, también aportó datos y conclusiones sobre la técnica del endorsement y el uso de testimoniales publicitarios en general. Se analizó el posicionamiento estratégico, la tipología de objetivo, los tipos de testimonial, el modo de endorsement y las características de las celebrities. Los resultados arrojan que un 41,1% de los anuncios analizados han utilizado la figura del testimonial en sus commercials, destacando la persona corriente (62,1%), seguida por la celebridad (25,0%). Estratégicamente, predominan los objetivos híbridos (48,3%), los posicionamientos de usuario (55,17%) y atributos (42,2%) y el copresent mode como modo principal de endorsement, con un 89,3% de la muestra. De las características de las celebrities destaca la familiaridad/reconocimiento (76,9%), el carácter único/extraordinario (51,9%), la generación de interés (42,3%) y la fama (34,6%). El estudio concluyó la relevancia de los testimoniales en la publicidad iberoamericana, en el sentido de que los tipos de endorsements y el uso de testimoniales tienen implicaciones estratégicas muy interesantes para las marcas.

Abstract Our main objective is to study, within the context of neoliberal reforms, the transition of a regulating State to an entrepreneurial State concerning urban management in Lima, Peru since 1990. For this, we have carried out retro-progressive research. Firstly, we analyzed the regulatory framework that established real estate operations in the city. Secondly, we have come to understand the current situation, analyzing the case of Lince district to corroborate and diagnose an entrepreneurial urban development. The methodology applied was to analyze its urban management tools and interviews with neighborhood delegates in order to understand how the city changed not only in its surface, behind and beneath it, , but also in its sociability. The results show that Lima, and Peru in general, assimilates the model of free market as the only way of creating a city and, consequently, with the endorsement of local authorities and real estate agencies, fragmenting and privatizing districts. This paper´s contribution lies in pointing out how Lima, unlike its Latin American peers, has a laissez-faire approach that, far from regressing regulations both on a metropolitan and a local scale, has expanded them in the name of efficiency and the rationality of market logics, creating thus the paradox of a deregulated city.

Resumen Nuestro propósito es estudiar, en el marco de las reformas neoliberales, el tránsito de un Estado regulador a uno empresarial en relación a la gestión urbana desde 1990 hasta la actualidad en Lima, Perú. Por ello, hemos realizado un estudio retroprogresivo. En primera instancia, analizamos el marco regulatorio que fundó las operaciones inmobiliarias en la ciudad; en segunda instancia, comprendemos el estatuto actual, analizando el caso del distrito de Lince para corroborar y diagnosticar una ciudad empresarialista. La metodología empleada fue el análisis de sus instrumentos de gestión urbana local y las entrevistas a delegados vecinales para comprender cómo la ciudad cambió no solo en su superficie, fondo y trasfondo, sino también en su sociabilidad. Los resultados muestran que Lima, y en general el Perú, asimila el modelo del libre mercado como única vía de hacer ciudad y, en consecuencia, bajo el aval de las autoridades e inmobiliarias, fragmenta y privatiza distritos. El aporte de este trabajo muestra como Lima, a diferencia de sus pares latinoamericanos, adopta un tipo de laissez faire que, lejos de hacer retroceder las normativas a escala metropolitana y local, las expandieron en nombre de la eficiencia y de la racionalidad de las lógicas del mercado; creando, así, la paradoja de una ciudad desregularizada.