Elena Bellido-Pérez

This text is based on a study that was done with the aim of analysing the development of university training processes through real entrepreneurship projects. The research was carried out using the study case modality, and it was focused on observing the teaching methodology variations according to the implementation—or not—of a real entrepreneurship project as a method in a certain subject, collecting data of both the faculty and the students. Departing from the current situation of economic crisis and unemployment in Spain and from the despondency and discouragement situation of the students in their latest years of university studies, the self-employment is set up as a new job opportunity for the training projects of these university students. This study departs from the inclusion of an entrepreneurship plan as a method of evaluation and teaching in several subjects belonging to Advertising and Public Relations studies. With this entrepreneurship model, we study the formative consequences for the students and the impact on the society. Results showed a common methodological pattern regardless of the training model of the subject—obligatory entrepreneurship versus optional entrepreneurship—and a faculty interest in alternating several methodologies.

En el presente texto se pretende delinear de manera empírica el perfil ideológico que la prensa online-only española manifiesta en el tratamiento de algunos elementos relativos a la sociedad y a la educación. En línea con investigaciones previas que ya han abordado el estudio ideológico-político de la prensa online-only, y a partir de un marco teórico sobre prensa online e ideología, en este capítulo se utiliza una muestra de los diarios digitales más consultados de España, escogiendo como unidades de muestreo un conjunto de columnas de opinión (género donde el sesgo ideológico suele ser más o menos evidente) publicadas en los meses electorales de mayo de 2011 y junio de 2016. La muestra de columnas de cada mes es sometida a un análisis de contenido centrado (junto a otros elementos) en la variable socio-cultural de la ideología; variable de la que se han escogido cuatro tipos de categorías: los jóvenes, los mayores, las clases sociales y la educación (pública, privada y concertada). Dadas estas categorías, se pretende medir mediante un análisis de frecuencias el grado de conservadurismo o progresismo que posee la prensa online-only española. Para ello, y junto al número de menciones de cada elemento, se tiene en cuenta asimismo la valoración que hace el columnista sobre dichas menciones. Los resultados obtenidos permiten afirmar una evolución progresista de la prensa online-only española.

La relación entre Hijos de la Anarquía y el dramaturgo inglés William Shakespeare ha sido expresamente señalada en varias ocasiones por su creador, Kurt Sutter, y visibilizada con los cuatro versos de Hamlet que ponían punto y final a las siete temporadas de la serie. Sin embargo, se precisa una aproximación académica que analice los rasgos de la tragedia shakespeariana que priman en este producto televisivo. Para ello, el presente capítulo parte de la revisión teórica tanto de autores que, como Northrop Frye, han centrado su estudio en la producción escrita del escritor inglés, como de otras recientes aportaciones que han establecido la necesaria conexión entre Shakespeare y la pequeña y gran pantalla. Así, se centran las bases para la posterior aplicación de estas obras clásicas a la ficción televisiva, de forma que a través de los personajes, relaciones y temas presentes en esta narrativa audiovisual pueda medirse el grado de influencia que Shakespeare ha tenido sobre su protagonista, Jax Teller, y el resto de motoristas y tramas que pueblan la localidad californiana de Charming.

Purpose
The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour.

Design/methodology/approach
This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses were combined – such as frequencies, means, hypothesis testing analyses, principal components analysis or K-means cluster.

Findings
Findings show that the most important motivations to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction (PSI), expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases.

Research limitations/implications
The main limitation of this study is the sample size, which does not make it possible to generalise conclusions.

Practical implications
From this research, it can be said that, due to the importance of establishing a strong relationship with the public, bloggers should try to connect with readers on an emotional level, and brands need to select bloggers very carefully.

Originality/value
This paper reveals Millennials’ attitudes whilst they are visiting a fashion blog and the influence that these attitudes can exercise on their purchase intention.

Since the arrival of digital social networks, the counter-replies to the hegemonic political discourse have boosted greatly. Not only alternative political parties have conveyed against it in these social platforms but they also have offered citizens an ideal agora to comment and confront their shared socio-political reality. Among the different resources used for this purpose, digital memes or imemes have become one of the virtual creations most utilised by Internet users, due to their easiness to be created and shared. The present work analyses the role of imemes in virtual communities taking the Catalan Regional Elections of December 21st, 2017 as a case study. We have focused on the second function that Delia Rodriguez names out of six to describe the different roles of imemes: “(2) to encourage political participation and social criticism through humour” (2013: 116-118). The humorous role of imemes has been also mentioned in other studies approaching its political communication function. For instance, MesoAyerdi, Mendiguren-Galdospín and Pérez-Dasilva affirm that their objective is “showing in a critical way, with humour and satire generally, some relevant fact broadcasted in the mass media” (2017: 64). The Catalan Independence Referendum has currently collapsed this mass media agenda in the Spanish socio-political sphere, involving all its population. These elections motivated the vertiginous growth of populist discourses belonging to the old and new political parties in Catalonia and Spain. As a result, Spain is living a new wave of polarization, where the country is divided between those who support the Catalan goal of the independence and those who protest against it. This fact has also evolved in public demonstration of proud and hate to Spain as a country concept. With this political panorama, Spanish Internet users have fervently positioned themselves for or against the Catalan pro-independence discourse, using humour as a weapon and, consequently, imemes as the medium. Hence, the analysed context can be shown as a sample scenario in which the concept of counter-power belonging to Manuel Castells (2007) has risen, due to the multiple voices that have visibly reacted to the various Catalan and Spanish populist political discourses. These arisen imemes can be labelled as pieces of anti-propagandistic critical discourse (ACD), that is, an ideological communication without power intention but focused against a propagandistic discourse (Pineda, 2008: 209). With this study, we propose to identify the features of the ACD in the imemes about the Catalan independence through a mixed quantitative–qualitative methodology. In this way, our main goal is bringing the coupling political communication and imemes closer to the academic community, and pointing out imemes as a powerful citizen’s tool that favours the democratic system.

* The work presented in this article was performed in the context of the research group IDECO, Grupo de Investigación en Comunicación Política, Ideología y Propaganda (Universidad de Sevilla, SEJ-539).