RESUMEN Los Centennials presentan más disposición para comprar en redes sociales, aunque son evidentes las diferencias sobre el uso y consumo de contenidos e información de Instagram entre los miembros de esta generación, lo que sugiere que su comportamiento de compra también puede diferir Por ello en esta investigación se propone clasificar el comportamiento de compra de los Z en esta red social basados en su actitud hacia la publicidad y el uso de la aplicación. Se abordó un enfoque cuantitativo a través de un análisis factorial confirmatorio seguido de una prueba de conformación de clúster jerárquicos en una muestra de 494 participantes entre los 18 a 29 años de ciudades y municipios colombianos y de diversos niveles socioeconómicos. Se encontró que las dimensiones de uso, acciones de compra, consumo de contenidos, interés social, agrado por la publicidad, atencionalidad a la publicidad y seguridad están presentes en el comportamiento de los usuarios en la red social. Estas variables se usaron para exponer tres tipologías de comportamiento concluyendo que existen diversos comportamientos de compra y actitud hacia la publicidad desplegada en el medio digital.

RESUMO Os Centennials estão mais dispostos a comprar nas redes sociais, embora existam diferenças evidentes na utilização e consumo do Instagram entre os membros desta geração, o que sugere que o seu comportamento de compra também pode ser diferente. Portanto, nesta pesquisa, propõe-se classificar o comportamento de compra do Z no Instagram com base na sua atitude em relação à publicidade e ao uso do aplicativo. Abordou-se uma abordagem quantitativa por meio de análise fatorial confirmatória seguida de teste hierárquico de formação de cluster em uma amostra de 494 participantes entre l8 e 29 anos das principais cidades intermediárias e pequenas do país e de diversos níveis socioeconómicos. Verificou-se que as dimensões uso, ações de compra, consumo de conteúdo, interesse social, gosto pela publicidade, atenção à publicidade e segurança estão presentes no comportamento dos usuários na rede social. Estas variáveis foram utilizadas para expor três tipologias de comportamento, concluindo que existem diversos comportamentos de compra e atitudes face à publicidade veiculada no meio digital.

ABSTRACT Centennials are more willing to buy on social networks, although not all of them have the same behavior differences observed by inner members of this generation, which suggests that their buying behavior may also differ For this reason, in this research it was proposed to classify the purchasing behavior of generation Z in the social network Instagram based on their attitude towards advertising and the use of the application. A quantitative approach was used through a confirmatory factor analysis followed by a hierarchical cluster confirmation test in a sample of 494 participants from 18 to 29 years old, residents in main, intermediate and small cities in the country and of various socioeconomic levels. It was found that the dimensions of use, purchase actions, content consumption, social interest, liking for advertising, attention to advertising and security are present in the behavior of users on the social network. These variables were used to expose three types of behavior, concluding that there are different purchasing behaviors and attitudes towards advertising displayed in digital media.

Abstract: This research studies the economic motivations of the Law for the Transparency, Prevention and Combat of Improper Practices in Advertising Contracting, published in 2021. The analysis is based on economic theories relating to moral hazard in contracting and networked platforms. It describes the general functioning of the advertising industry and documents the structure of the industry in Mexico. The main prediction in the economics of platform networking is that companies look for the price mix on each side of the market to optimize their results and can charge little or even below costs to media or advertisers that help them expand their network. Typically, they serve publishers and advertisers. The Advertising Law establishes absolute prohibitions for a company to serve publishers and advertisers, and to broker spaces, and assigns to the Federal Economic Competition Commission the function of enforcing the law. However, the conduct raised by the initiative that led to the law is not of market abuse, nor are they per se illegal. The absolute prohibitions that are established, if applied, would affect not only traditional agencies, but would force the breakup of large digital platforms that are properly intermediaries in advertising markets.

Resumen: Esta investigación estudia las motivaciones económicas de la Ley para la Trasparencia, Prevención y Combate de Prácticas Indebidas en Materia de Contratación de Publicidad, publicada en 2021. El análisis se basa en las teorías económicas relativas al riesgo moral en la contratación y a las plataformas en red. Se describe el funcionamiento en general de la industria de publicidad y se documenta la estructura de la industria en México. La predicción principal de la economía de redes en plataforma es que las empresas buscan la mezcla de precios en cada lado del mercado para optimizar sus resultados, y pueden cobrar poco o incluso debajo de costos a medios o anunciantes que les ayudan a ampliar su red. Típicamente, sirven a editores y a anunciantes. La ley de publicidad establece prohibiciones absolutas para que una empresa atienda editores y anunciantes, y para que haga intermediación de espacios, y asigna a la Comisión Federal de Competencia Económica (COFECE) la función de hacer cumplir la ley. Sin embargo, las conductas planteadas por la iniciativa que derivó en la ley no son de competencia económica, ni son en general indebidas. Las prohibiciones absolutas que se establecen, de aplicarse, afectarían no sólo a las agencias tradicionales, sino que obligaría a la escisión de las grandes plataformas digitales que son propiamente intermediarias en mercados de publicidad.

Abstract Instagram is a fashion showcase with more than 1 billion users. This work investigates the accounts of Cristiano Ronaldo and Lionel Messi, as two of the influencers with the most followers on Instagram. Their activity in the social network of photographs is analyzed quantitatively and qualitatively, during a calendar year, from July 2019 to July 2020. It is concluded that promotional publications do not exceed 30% of total publications; only 3% of the followers give a like; less than 1% comment; and photo posts still prevail over video posts, although Instagram offers several formats (short videos, IGTV, reels and featured stories).

Resumen Instagram constituye un escaparate de moda con más de 1.000 millones de usuarios. Este trabajo investiga las cuentas de Cristiano Ronaldo y Lionel Messi, como dos de los influencers con más seguidores en Instagram. Se analiza cuantitativa y cualitativamente su actividad en la red social de fotografías, durante un año natural, de julio de 2019 a julio de 2020. Se concluye que las publicaciones promocionales no superan el 30% del total de las publicaciones; apenas el 3% de los seguidores dan un like; menos del 1% hace un comentario; y todavía priman los posts de fotografías sobre los posts de vídeos, aunque Instagram ofrezca varios formatos (vídeos cortos, IGTV, reels y stories destacados).

Resumo Instagram é uma vitrine de moda com mais de 1 bilhão de usuários. Este trabalho investiga os relatos de Cristiano Ronaldo e Lionel Messi, como dois dos influenciadores com mais seguidores no Instagram. A sua atividade na rede social de fotografias é analisada quantitativa e qualitativamente, durante um ano civil, de julho de 2019 a julho de 2020. Conclui-se que as publicações promocionais não ultrapassam 30% do total de publicações; apenas 3% dos seguidores gostam; menos de 1% comentário; e as postagens de fotos ainda prevalecem sobre as postagens de vídeo, embora o Instagram ofereça vários formatos (vídeos curtos, IGTV, carretéis e histórias em destaque).

Abstract: The digital platform ecosystem has a mix of new players, innovations, and trends. To this must be added an increase in political disaffection, polarization, and disinformation. Twitch was created to entertain; here, we study its use for political communication, positing whether it can reach specific age segments, such as young people. The study presents an exploratory analysis of the Twitch profiles of the main political partiesofthe Spanish Congressof Deputies, specifically, PSOE and VOX, theonly ones with a presence on that network. Profiles of Spanish, European and international political representatives and parties are also explored to broaden the scope of the analysis. Among the advantages are modernity, loyalty capacity, the potential to reach new voters in times of polarization, and the possibility to monetize content to fund campaigns. Challengesincludetheneedto experiment withnewformats, theincrease of politainment, the need to create own narratives, and the opportunity to create new channels or increase the presence in existing ones. Twitch can contribute to the rapprochement between the political class and the citizenry, especially in young segments, moredistantfrom politics. Tryingoutnewproposals andrhetoricofproximity, connecting directly and persuasively with the most elusive audience and breaking the most inoperative polarizations may be some of the benefits derived from using Twitch due to its characteristics: livestream hegemony, interaction, engagement, loyalty, low advertising saturation, and a young audience.

Resumo: O ecossistema de plataformas digitais tem uma mistura de criação de novos atores, inovações e tendências. Também há que acrescentar o aumento da desinfecção política, polarização e desinformação. O Twitch foi criado para entreter e seu uso para comunicação política está sendo estudado, considerando se pode atingir segmentos etários específicos, como os jovens. O estudo apresenta uma análise exploratória dos perfis do Twitch dos principais partidos políticos do Congresso dos Deputados da Espanha, neste sentido, de PSOE e VOX, os únicos a ter um perfil nessa plataforma. Além disso, são explorados outros perfis de representantes políticos e partidos espanhóis, europeus e internacionais para ampliar o alcance da análise. Entre as vantagens, descreve-se a modernidade, a capacidade de fidelização, a potencialidade de chegar a novos eleitores em momentos de polarização, bem como a possibilidade de monetizar os conteúdos para financiar campanhas. Como desafios, propõe-se a necessidade de experimentação com novos formatos, o aumento do politainment e a criação de narrativas próprias, ao mesmo tempo a oportunidade de criar novos canais ou aumentar a presença nos já existentes. O Twitch pode contribuir à aproximação entre a classe política e a cidadania, sobretudo em segmentos jovens, que são mais distantes da política. Testar novas propostas e retóricas de proximidade, conectar-se de forma direta e persuasiva com o público mais esquivo e romper as polarizações mais inoperantes podem ser alguns dos benefícios do Twitch, por suas características: hegemonia do direto, interação, engajamento, fidelização, baixa saturação publicitária e um público jovem.

Resumen: El ecosistema de plataformas digitales tiene una mezcla de creación de nuevos actores, innovaciones y tendencias. A ello se debe añadir un incremento de la desafección política, la polarización y la desinformación. Twitch fue creada para entretener; aquí, se estudia su utilización para la comunicación política, planteando si puede llegar a segmentos de edad específicos, como los jóvenes. Se presenta un análisis exploratorio de los perfiles de Twitch de los principales partidos políticos del Congreso de los Diputados de España, específicamente el PSOE y VOX, los únicos con presencia en esa red. Asimismo, se exploran perfiles de representantes y partidos españoles, europeos e internacionales para ampliar el alcance del análisis. Entre las ventajas se cuenta la modernidad, la capacidad de fidelización, la potencialidad de llegar a nuevos votantes en momentos de polarización, y la posibilidad de monetizar los contenidos para financiar campañas. Como retos, se plantea la necesidad de experimentación con nuevos formatos, el aumento del politainment y la creación de narrativas propias, y se discute la oportunidad de crear nuevos canales o aumentar la presencia en los ya existentes. Twitch puede contribuir al acercamiento entre la clase política y la ciudadanía, sobre todo en segmentos jóvenes, más distantes de la política. Ensayar nuevas propuestas y retóricas de proximidad, conectar de forma directa y persuasiva y romper las polarizaciones más inoperantes pueden ser algunos de los beneficios dadas sus características: hegemonía del directo, interacción, compromiso, fidelización, baja saturación publicitaria y una audiencia joven.

Resumen El propósito de este estudio es determinar la efectividad de la publicidad en términos de recordación de la marca mediante el empleo de la publicidad intrusiva en la red social YouTube. La investigación es de carácter exploratorio y descriptivo que se sitúa dentro del paradigma interpretativo. Se seleccionaron a los estudiantes de marketing y publicidad del primer semestre de 2023 bajo la figura de un muestreo no probabilístico por conveniencia. De la muestra analizada participaron 48 estudiantes que pertenecen a una misma universidad. Los resultados demuestran que la mayoría de los mensajes publicitarios pasan desapercibidos ante los ojos del público online y, en lugar de generar atención, interés o recordación, lo que producen en la audiencia es molestia y experiencia negativa. Ante esta situación, se sugiere el marketing de atracción o de contenido para que el público online sea partícipe en los quehaceres de las marcas en vez de interrumpirlo, ofreciéndole un valor agregado y un mensaje mucho más personalizado.

Abstract The purpose of this study is to determine the effectiveness of advertising in terms of brand recall through the use of intrusive advertising on the YouTube social network. The research is exploratory and descriptive and is situated within the interpretive paradigm. The students of marketing and advertising of the first semester of 2023 were selected under the figure of a non-probabilistic sampling for convenience. Of the sample analyzed, 48 students belonging to the same university participated. The results show that most advertising messages go unnoticed in the eyes of the online public, and instead of generating attention, interest or remembrance, what they produce in the audience is annoyance and negative experience. In this situation, it is suggested the marketing of attraction or content so that the online audience can participate in the brands' activities instead of interrupting them, offering them an added value and a much more personalized message.

ABSTRACT This study set out to analyze the academic discourse on internationalization as deployed by English teachers who took part in Seminário Internacional da Associação Brasileira de Professores de Língua Inglesa da Rede Federal de Ensino Básico, Técnico e Tecnológico (2020) [2020 International Seminar of the Brazilian Association of English Language Teachers in the Federal Network of Basic, Technical and Technological Education]. Grounded in Dialogic Discourse Analysis, we built a corpus with five oral presentation summaries extracted from the conference’s book of abstracts. We found that internationalization was predominantly associated with learning English but less strongly regarded as an institutional imperative. Our findings were thus indicative of dialogic relationships amongst academic, theoretical, official and advertising discourses. In the arena where opinions meet, there emerged two mutually complementing perspectives on internationalization efforts: one focused on the role of integral education and another focused on institutional conformation against an international backdrop. Básico 2020 (2020 [202 Basic Education. Education . Education] Analysis conferences conference s abstracts imperative theoretical discourses meet efforts backdrop 202 (202 [20 20 (20 [2 2 (2 [ (

RESUMO O objetivo deste artigo é analisar o discurso acadêmico de professores de inglês sobre a internacionalização no contexto do Seminário Internacional da Associação Brasileira de Professores de Língua Inglesa da Rede Federal de Ensino Básico, Técnico e Tecnológico (2020). A partir da Análise Dialógica do Discurso, é analisado um corpus de cinco resumos de comunicações orais publicados no caderno de resumos da terceira edição do evento. A análise dos dados aponta para a internacionalização relacionada, predominantemente, à aprendizagem da língua inglesa, e, menos frequentemente, a uma necessidade institucional, revelando relações dialógicas entre o discurso acadêmico, o teórico, o oficial e o publicitário. No palco de encontro de opiniões, duas perspectivas sobre a internacionalização se complementam: uma voltada para a função da educação integral e outra voltada para a conformação institucional em um cenário internacional. Básico 2020. 2020 . (2020) Discurso evento relacionada predominantemente inglesa frequentemente teórico publicitário opiniões complementam internacional 202 (2020 20 (202 2 (20 (2 (

Abstract: The main objective of this study was to develop a learning activity with a collaborative/cooperative focus, based on using a social network to acquire digital competencies. The study, evaluative in nature, compiles the process of developing and validating the activity in university classes involving advertising and public relations. The acquisition of digital competencies is evaluated by comparing the results of the learning activity (quantitative) with the results of a survey (quantitative/qualitative). In the survey, students evaluate their learning (self-evaluation) and the teachers verify it. The results confirm the effectiveness and relevance of the proposed learning activity, as it favors student acquisition of digital competencies by using the educational social network of Edmodo, based on the premises of collaborative/cooperative learning.

Resumen: El objetivo principal de este trabajo consistió en el desarrollo de una práctica docente de enfoque colaborativo-cooperativo, basada en el uso de una red social, para la adquisición de competencias digitales. El estudio, de carácter evaluativo, recoge el proceso de desarrollo y validación de dicha práctica en el ámbito de los estudios universitarios en publicidad y relaciones públicas. La adquisición de las competencias digitales se evalúa cotejando los resultados de la práctica docente (cuantitativos) con los de unas encuestas (cuantitativos-cualitativos); en estas, los alumnos valoran su aprendizaje (autoevaluación) y los docentes lo verifican. Los resultados confirman la eficacia y pertinencia de la práctica docente propuesta, en la medida en que favorece la adquisición de competencias digitales mediante la integración de la red social educativa Edmodo y a partir de las premisas del aprendizaje colaborativo-cooperativo.

ABSTRACT Aim The aim of our study was to analyze the content related to dentistry published on Instagram ® and to investigate the students’ profiles related to the use of social networks in a sample from a Dentistry School. Methods This study was carried out in two stages. First, research was conducted to analyze content published on Instagram® related to dentistry. The second part investigated the profiles of students’ from a dental school in relation to the use of social networks through a questionnaire. A descriptive analysis was performed and associations between the variables were tested using Fisher’s exact test. Results We found a diversified and large amount of content related to dentistry published on Instagram ® , and publications that involved advertising were more prevalent in our study. There are also many publications that are violating the Code of Dental Ethics. In addition, in the second part of our study, we observed an enormous use of social networks by dental students (98.4%). Conclusions As a result, we believe that it is important to update professionals about the ethical infractions related to social networks which could be approached during graduate courses in universities. Finally, the analyzed social network seems to be an interesting alternative for disseminating health information in order to dialogue with greater proximity to the large number of users who participate in it.

ABSTRACT: The incessant changes in the modes of interrelation arising from ICT (Information and Communication Technologies) bring avant-garde ways of communicating, especially among the new generations. Social networks seem to have become the agora of postmodernity and any discourse that aspires to consolidate itself must adapt to them. Mixed realities (MRe), exemplified by virtual reality (VR) and augmented reality (AR) do not escape this axiomatic truth. The main networks natively integrate AR filters as layers of enriched information. Advertisers, eager to reach an elusive audience, have realized its storytelling potential. The objective is to test the compatibility of AR as a resource for advertising campaigns in RRSS supported by advergames with a transmedia strategy. The methodology is based on a triangulation whose vertices comprise a case study, a discourse analysis and a focus group (FG). The results derive from the analysis of two emblematic actions embedded in TikTok, a social network of exponential growth among the generation z. The campaigns under review are “WeStart” by Ma French Bank’s and “You’re On” by Ray Ban’s. A series of reflections are brought to discussion regarding the advantages and peculiarities of integrating these strategies as an advertising story. As general conclusions, generation z seems to be called to adopt immersion as something proper to their social modes and cybercultural iconography, including this premise to transmedia advertising. In addition, AR advergames in social media find in transmedia a catalyst to reach their maximum performance.

RESUMEN: Los incesantes cambios en los modos de interrelación surgidos desde las TIC (Tecnologías de la Información y la Comunicación) traen vanguardistas maneras de comunicar, especialmente entre las nuevas generaciones. Las redes sociales (RRSS) parecen haberse convertido en el ágora de la postmodernidad y todo discurso que aspire a consolidarse debe adaptarse a las mismas. Las realidades mixtas (RMe), ejemplificadas en la realidad virtual (RV) y la realidad aumentada (RA), no escapan a esta verdad axiomática. Las principales redes integran nativamente filtros RA a modo de capas de información enriquecida. Los anunciantes, ávidos de alcanzar a un público esquivo, se han percatado de su potencial narrativo. Se expone como objetivo comprobar la compatibilidad de la RA como recurso para campañas de publicidad en RRSS apoyadas en advergames con estrategia transmedia. La metodología se sustenta en una triangulación cuyos vértices comprenden un estudio de caso, un análisis del discurso y un focus group (FG). Los resultados derivan del análisis de dos acciones emblemáticas insertas en TikTok, RRSS de crecimiento exponencial entre la generación z. Las campañas a examen son WeStart de Ma French Bank y You´re On de Ray Ban. Se trae a discusión una serie de reflexiones respecto a las ventajas y peculiaridades de integrar estas estrategias como relato publicitario. Como conclusiones generales, la generación z parece estar llamada a adoptar la inmersión como algo propio de sus modos sociales y de su iconografía cibercultural, incluyendo esta premisa a la publicidad transmedia. Además, los advergames RA en RRSS encuentran en el transmedia un catalizador para alcanzar su máximo rendimiento.

Resumen Este artículo presenta los resultados de una investigación llevada a cabo en micro y pequeñas empresas de publicidad de Bogotá (Colombia). Su objetivo fue identificar las herramientas en línea usadas en sus estrategias de marketing digital, entre ellas el uso de las redes sociales y acciones de medios sociales. La metodología fue de tipo exploratorio-descriptivo, mediante la técnica de análisis de contenido, en una muestra estadísticamente representativa de 365 empresas. Se hicieron, además, 140 encuestas a empresarios como forma de contraste al análisis. Entre los resultados principales se encontró que la mayoría de micro y pequeñas empresas publicitarias aún no tienen plataformas de comercio electrónico ni realizan acciones de posicionamiento en buscadores. Las redes sociales más usadas son Facebook e Instagram, donde en mayor medida difunden imágenes y contenidos propios. En conclusión, las empresas de este tamaño aún no usan de modo eficiente o estratégico los recursos digitales para su autopromoción. Se evidencia la necesidad de capacitación específica para los empresarios del sector, fortalecimiento en la representación gremial y se vislumbra una oportunidad para este tipo de empresas en relación con las economías creativas, si emprenden procesos de digitalización.

Abstract This article presents the results of an investigation carried out in micro and small advertising companies in Bogotá-Colombia. The objective was to identify the online tools used in their digital marketing strategies, including the use of social networks and social network actions. The methodology used was exploratory-descriptive, using the content analysis technique performed on a statistically representative sample of 365 companies. In addition, 140 surveys were conducted on entrepreneurs as a way of contrasting the analysis. The main results show that the majority of micro and small advertising companies do not yet have an e-commerce platform or perform search engine positioning actions. The most used social networks are Facebook and Instagram, where, to a greater extent, they disseminate their own images and content. The research allowed concluding that companies of this size still do not make efficient or strategic use of digital resources for their self-promotion. The need for specific training for businesspeople in the sector is evident, as well as the reinforcement of the union and envisioning a relation with creatives with these typee of companies if digitalization processes are carried out.

Resumo Este artigo apresenta resultados de uma investigação realizada em micro e pequenas empresas de publicidade de Bogotá - Colômbia. Objetivo: identificar as ferramentas online utilizadas em suas estratégias de marketing digital, entre elas o uso das redes sociais e ações de mídias sociais. Metodologia: tipo exploratório - descritivo, mediante técnica de análise de conteúdo realizada em uma amostra estatisticamente representativa de 365 empresas. Adicionalmente, realizaram-se 140 pesquisas de opinião com empresários, como forma de contraste à análise. Resultados principais: a maioria das micro e pequenas empresas publicitárias ainda não possuem plataforma de comércio eletrônico e não realizam ações de posicionamento em plataformas de busca. As redes sociais mais usadas são Facebook e Instagram, onde compartilham imagens e conteúdos próprios. Conclusões: as empresas deste tamanho ainda não fazem uso eficiente ou estratégico dos recursos digitais para autopromoção. Evidencia-se a necessidade de capacitação específica dos empresários do setor, fortalecimento da representação em conselho, e se vislumbra uma oportunidade para este tipo de empresas em relação às economias criativas, caso avancem em processos relativos ao meio digital.

When COVID-19 rapidly spread across the globe in 2020, and people were either encouraged or forced to self-isolate and stay at home, for many, the only way to "keep in touch" with family, friends, peers and colleagues was via virtual environments. The use of digital platforms such as Skype, WhatsApp, Google Meets, Zoom, House Party, and Microsoft Teams, among others, quickly became the only way in which to "reach out" to others. As the physical boundaries of touch were being redrawn and aggressively (re)policed in public spaces, and, as "keeping in contact" with loved ones and colleagues was increasingly operationalised through digital technologies, traffic on the digital superhighway increased significantly. Although many people had already travelled on that road in the past, activities usually conducted in face-to-face environments quickly migrated to the digital realm. At the same time, through strategic advertising campaigns, many mobile network companies in South Africa promised that their networks provided opportunities for seamlessly sustaining both leisure and work activities online by using catchphrases that highlighted "being together" and "staying connected" while on the Internet. Thus, through strategic marketing strategies, togetherness and connection were quickly presented as the basis of a new form of "keeping in touch" with others. With reference to theorists on touch and digital communication, as well as visual examples of advertisements, prototypes and artworks, in this article I investigate the following questions that arise from this situation. What forms of touch are afforded by digital communication technologies? How is our embodied experience of sociality being transformed by digital networked communication? To what extent might the digital screen be considered an interface for embodied interaction? In short, this article explores how embodied perception and touch are presented, performed and experienced in remote digital environments, and draws some conclusions about the future of touch in the digital landscape. While it is certainly not a novel observation that digital technologies assist in establishing and maintaining intimate social relationships at a physical distance, it does appear that this situation has been accelerated by the social impact of the pandemic. Carlos Velasco and Marianna Obrist (2020) argue that "the pandemic appears to be changing the game entirely". While many people had never imagined going online to attend a funeral, a birthday party, an exhibition opening, or to take a game drive, these, and many other social activities, have become part of what is widely being referred to in the media as "the new normal". Despite the inequalities inherent in the digital communication economy, especially in developing countries such as South Africa, the increased digitisation of human experience and the seamless integration of offline and digital worlds into "a sort of mixed reality" (Velasco & Obrist 2020) appears to have taken place. In her analysis of haptic modes of visuality, Martine Beugnet (2013) calls for an interrogation of what embodied perception means in light of the rise of new technologies. This interrogation is needed at a time when we are experiencing a material and technological crisis of the flesh and different - often polarised - opinions regarding the possibility of embodied experience within the realm of the digital. This is because the digital is often regarded as entirely immaterial (see Coleman 2007). Revisiting embodied perception is thus an important extension of these debates as is the question of whether or not digital communication technologies satisfy our human desire for connection. In this article, therefore, critical theories on digitality are discussed in relation to a selection of advertisements, prototypes, images on social media platforms and artworks to show that, while touch has been actively sought out in digital environments, for many it remains an elusive experience. I begin by exploring the significance and boundaries of touch in social life. I immediately try to put my finger on the significance of touch for being human, and briefly demonstrate the cultural construction of acceptable (and unacceptable) forms (and sites) of touch. I show that while the boundaries of touch have been strictly redrawn owing to the global COVID-19 pandemic, our tactile senses have never been free from some or other form of ideological policing. That touch is multiple or "manifold," as Mark Paterson (2007:3) puts it, assists in giving shape to the discussions that follow. Thereafter, I reflect on Edward Casey's (2013) and Sherry Turkle's (2015) ruminations on how technologically mediated conversations impede deep dialogical engagements with others, ultimately leading to an inability, or reduced capacity, for empathy. The work of two South African artists, Jenna Burchell and Magdel Fourie (now Van Rooyen), who have reflected on this very dilemma powerfully and insightfully illustrate these arguments. Their works hint at the promise, but ultimate failure, of remote digital communication technologies to facilitate a deep or intimate feeling of presence between families or loved ones in online communication. In the next section, I track the history of developments in haptic technologies which have attempted to facilitate the sense of "presence" or "copresence" in digital environments. Thereafter, I extend this discussion into the present-day to trace more recent attempts at addressing the lack of touch in digital communication. I discuss the Heartbits app, the Kissenger device and the various prototypes that have emerged from the IN-TOUCH project at University College London (UCL). Finally, I try to grasp what the future of touch might hold in digital environments, based on insights drawn from a recent artwork entitled Towards Telepathy (2017) produced by the South African artist, Katherine Bull and the French artist, Emmanuel de Montbron. These artists explore connection between individuals through the mode of "haptic visuality" as formulated by Laura Marks (2000).

As gevolg van die vinnige verspreiding van die nuwe koronavirus en die COVID-19-pandemie is die fisiese grense van aanraking in 2020 verskuif en aggressief in openbare ruimtes (her)polisieer. Gevolglik word "om kontak te behou" met geliefdes en kollegas toenemend deur middel van digitale tegnologieë bedryf. Deur strategiese reklameveldtogte belowe verskeie mobielenetwerkmaatskappye dat hulle netwerke geleenthede bied vir naatlose aanlyn voortsetting van sowel ontspanning as werkbedrywighede. Hulle slagspreuke beklemtoon dat "samesyn/saamwees" en "kontak behou" voortgesit kan word terwyl jy op die internet is, en samesyn en verbinding is vinnig voorgehou as die grondslag van 'n nuwe wyse van kontak behou met ander mense. In hierdie artikel ondersoek ek, aan die hand van kritiese teorieë oor digitaliteit in verhouding met advertensies, prototipes, beeldmateriaal op sosialemediaplatforms en kunswerke, spesifieke kwessies wat uit hierdie situasie voortspruit. Daardeur verken hierdie artikel die manier waarop beliggaamde persepsie en aanraking in afstand- digitale omgewings voorgehou, uitgevoer en ervaar word, en illustreer hoe die belofte van digitale aanraking nie heeltemal buite ons bereik is nie.

Abstract Biblical and missionary societies began to distribute Protestant Bibles and texts in Spain on a regular basis in the 1830s, through agents. One of the most important of these agents was James Graydon. He operated in Barcelona, where he published the Nou Testament in Catalan (1836) and the Biblia (1837) in Spanish. Both works were printed at the workshop of Antonio Bergnes de las Casas, in addition to other polemic and apologetic Protestant, which the colporteur distributed throughout the Mediterranean coast. Bergnes’ network of agents and the role played by press advertising were essential for the distribution of these Protestant works. They were met by a notable response from Catholics, in newspapers and in anti-Protestant texts, which deepened the debate on religious freedom and the freedom of worship.

Resumen Las sociedades bíblicas y misioneras comenzaron a distribuir Biblias y textos protestantes en España de manera regular a través de agentes en los años treinta del siglo XIX. En esta estrategia de distribución jugó un papel clave James Graydon. En Barcelona publicó el Nou Testament en catalán (1836) y la Biblia (1837) en español. Ambos fueron impresos en el taller de Antonio Bergnes de las Casas, además de otros impresos protestantes, de tono polémico y apologético, que el colportor distribuyó por toda la costa mediterránea. La red de agentes de Bergnes y el papel jugado por la publicidad en prensa fueron esenciales para la distribución de estos impresos protestantes, generando una importante respuesta católica en los diarios y en textos antiprotestantes, contribuyendo a profundizar el debate sobre la libertad religiosa y la libertad de cultos.

Resumo Este artigo objetiva avaliar o conhecimento de médicos sobre marketing de serviços de saúde. Trata-se de estudo prospectivo transversal com formulário autoaplicado que abarcou dados sociodemográficos, conhecimentos acerca da publicidade e opinião sobre o tema. Os resultados apontam que 60,7% e 67,5% dos médicos formados em instituições privadas e públicas, respectivamente, afirmam não ter tido contato com o tema durante a graduação, 62,9% declararam já ter enfrentado dificuldade por falta de conhecimento no assunto, e 94,5% sentiram necessidade de se atualizar depois de responder ao questionário. Os médicos participantes mostraram bom conhecimento, com dificuldades específicas sobre a divulgação de títulos, produtos e informações de alerta à população. Conclui-se ser necessário abordar o assunto no currículo formal durante a graduação e elaborar medidas educativas mais objetivas.

Abstract This article aims to evaluate doctors’ knowledge on medical marketing through a prospective cross-sectional study, using a self-applied questionnaire that included sociodemographic data, knowledge and opinion on the topic. Results show that 60.7% and 67.5% of doctors graduated from private and public institutions, respectively, claimed having no contact with the subject during their undergraduate studies; 62.9% said they had faced difficulties due to lack of knowledge regarding the topic; and 94.5% felt the need to learn more after answering the questionnaire. The participants showed good knowledge, with specific difficulties regarding the dissemination of works, products and population-wide health warnings. In conclusion, undergraduate courses should include the topic in their formal curriculum and elaborate more objective educational measures.

Resumen Este artículo tiene como objetivo evaluar el conocimiento de los médicos sobre marketing de servicios de salud. Se trata de un estudio prospectivo transversal con un formulario autoaplicado que incluyó datos sociodemográficos, conocimientos sobre publicidad y opinión sobre el tema. Los resultados muestran que el 60,7% y el 67,5% de los médicos formados en instituciones privadas y públicas, respectivamente, afirman no haber tenido contacto con el tema durante su carrera; el 62,9% manifiestan que ya han enfrentado dificultades por desconocimiento del asunto; y el 94,5% sienten la necesidad de actualizarse después de responder el cuestionario. Los médicos participantes mostraron buen conocimiento, con dificultades específicas en la difusión de títulos, productos e información para alertar a la población. Se concluye que el currículo formal de la graduación debe abordar el asunto y desarrollar medidas educativas más objetivas.

Resumo Sugere-se, neste artigo, que os cantos homofóbicos entoados pelas torcidas de futebol operam como dispositivos discursivos das masculinidades. No escopo de nossas reflexões, compreendemos tais discursos como corresponsáveis por propagandear/propagar discursos de ódio contra a população gay, como partícipes de uma rede discursiva que envolve outras modalidades de práticas homofóbicas (tais como os assassinatos) e, ainda, como dispositivos pedagógicos que, nos estádios e também para além deles, ensinam sobre os modos possíveis/interditados de ser homem.

Abstract It is suggested in this text that the homophobic chants sung by the soccer fans operate as discursive devices of masculinities. In the scope of our reflections, we understand such discourses as co-responsible for propagating and advertising hate speech against the gay population, as participants in a discursive network that involves other modalities of homophobic practices (such as murders) as well as pedagogical dispositives that, in stadiums and beyond, teach about the possible/restricted ways of being a man.

Resumen Introducción. El estudio de las redes sociales entre los jóvenes se ha convertido en una línea de investigación en crecimiento. Aunque existen numerosas investigaciones al respecto, el estudio de la apropiación y consumo social de la tecnología nos permite determinar cómo los jóvenes utilizan plataformas como Instagram y las incorporan de distintas formas a su vida diaria. Objetivo. Por ello esta investigación tiene como objetivo descubrir y examinar las prácticas de apropiación y consumo de Instagram por parte de los estudiantes universitarios. Método. El presente artículo presenta los resultados de un estudio en el cual se aplicó un cuestionario a 210 estudiantes, con edades entre 18 y 24 años de la Facultad de Ciencias Sociales de la Universidad de Costa Rica. Resultados. Los resultados indican que los estudiantes universitarios utilizan esta red social como herramienta de interacción social, documentación, expresión personal y mirar lo que los otros hacen, así como un espacio de interacción con usuarios, marcas e influencers. Conclusiones. Según los datos existen una serie de formas y prácticas por medio de las cuales los jóvenes universitarios hacen uso de Instagram, en especial su interés por usuarios de tipo influencers, que permiten comprender sus procesos de socialización y consumo de información a través de redes sociales.”

Resumo Introdução. O estudo das redes sociais entre os jovens tem se tornado uma linha de pesquisa crescente. Embora existam inúmeras investigações a este respeito, o estudo da apropriação e do consumo social da tecnologia permite-nos verificar como os jovens utilizam plataformas como o Instagram e como as incorporam de diferentes formas no seu quotidiano. Objetivo. Portanto, esta pesquisa tem como objetivo conhecer e examinar as práticas de apropriação e consumo do Instagram por estudantes universitários. Método. Este artigo apresenta os resultados de um estudo no qual foi aplicado um questionário a 210 alunos, com idades entre 18 e 24 anos, da Faculdade de Ciências Sociais da Universidade da Costa Rica. Resultados. Os resultados indicam que os universitários utilizam essa rede social como ferramenta de interação social, documentação, expressão pessoal e observação do que os outros fazem, além de espaço de interação com usuários, marcas e influencers. Conclusões. De acordo com os dados, há uma série de formas e práticas pelas quais jovens universitários fazem uso do Instagram e principalmente com usuários do tipo influencers que lhes permitem compreender processos de socialização e consumo de informação por meio das redes sociais.

Abstract Introduction. The study of social networks among young people has become a growing line of research. Although there are numerous investigations in this regard, the study of the appropriation and social consumption of technology allows us to determine how young people use platforms such as Instagram and incorporate them into their daily lives. Objectiv. Therefore, this research aims to discover and examine the practices of appropriation and consumption of Instagram by university students. Method. This article presents the results of a study that applied a questionnaire to 210 students of the Faculty of Social Sciences of the University of Costa Rica within the age range of 18 to 24 years old. Results. The results indicate that university students use this social network as a tool for social interaction, documentation, personal expression and to look at what others do, as well as a space of interaction with users, brands and influencers. Conclusions. According to the data, there is a variety of ways and practices through which young university students use Instagram, especially their interest in influencers, that allow to understand their processes of socialization and consumption of information through social networks.