Revista Latina

Metadata - 2012
DOI: 10.4185/RLCS-2012-961

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<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="Election campaign communication in universities through the Web 2.0.”/>
<meta name="DC.creator.personalName" content="Dr. Montserrat Vázquez-Gestal"/>
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<meta name="DC.contributor.editor" content="Dr. José-Manuel de-Pablos-Coello"/>
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<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2012"/>
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<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-2012-961en"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea... and at 2011, in Scopus. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008, 2005-2009 and the years 2008. 2009 and 2010.”/>
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<meta name="DC.contributor.referee I" content="REPORT I :“Election campaign communication in universities through the Web 2.0”. Firstly, the article presents a novel and original theme. I congratulate the author for this aspect, because it sets a good precedent to start reading. In addition, the summary and the introduction are concise and direct; two good introductions to delve into the matter. The keywords summarized well the content and are attractive for readers, which may facilitate the international dissemination of the article. In section 1.1, there is a good introduction with relevant and original examples that enliven the theoretical section. In addition, the examples are attractive to anyone who understands the subject of social networks in depth or wants to do so. The third point is certainly the article’s most interesting and admirable section, because it offers more than a mere description, whose references to websites can expire, and provides definitions, clarifications and data that will serve for the future. The article also includes specific links to references and videos as well as the dates in which they were last consulted.Finally, the conclusions are simple, succinct and direct. I congratulate the author for this achievement, because it is something desirable and, sometimes, little practiced in the scientific literature.--Graciela Padilla, Ph.D. – Complutense University of Madrid."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="REPORT II: It clearly addresses one of the central themes of the agenda in communication studies. In addition, the author connects communication with politics and university life. This is the greatest merit of the work. From the methodological point of view, the article does not explain the problem or the objectives, so it is not possible to know what type of research is being proposed. Although the author establishes a series of initial hypotheses, in most cases they are not deducted from substantive theories. For this reason, the conceptualisation is weak. This fact is also reflected in the theoretical literature, which is insufficient. The work almost exclusively uses specialised hemerographic material written in the Spanish language. Moreover, some core concepts are not defined (e.g. viral political marketing, “electoral communication”, “campaign”, “electoral platform” and “discursive strategy”, among others) which prevents a subsequent empirical analysis and reduces the scientificity of the proposal. In this sense it is also necessary to define notions such as “fictionalisation of the political reality” in order to explain the videos posted on the websites and the concept of “impact”, both at the theoretical and methodology levels in order to be able to measure quantitatively and qualitatively the impact of these campaigns. The work only provides a series of quantitative indicators that do not arise from any theoretically developed variable or concept. At times, the author draws conclusions without sufficient argumentation. For instance, the relation established between “somos quen” and “yes, we can”. Likewise, the author targets a reader informed on contextual issues, which is possible only if the reader shares the same geographical space. In other words, the author is thinking in local and not global readers, who are the potential readers of the Revista Latina. Examples of this situation are: “Disappearance of Marta del Castillo” and “Statements of David Bisbal”. With regards to the method, the article does not describe the ways in which the case study has been limited (time limits, size and nature of the corpus, measurement mode, etc.). In one of the conclusions, the author compares this election campaign with other political moments, but methodologically the study is not comparative in this regard, but only regarding the strategies used by the two candidates. Expressions such as “a change in attitude with respect to other elections…” and “change of attitude of the youngest voters” show confusion regarding the unit of analysis and the point of view of the research. In other words, the article sometimes compares candidates, sometimes messages on the web, and sometimes the attitude of the electorate. Methodologically, each one of these elements would require a different and specific study and a data collection technique. As a consequence some of the items listed in the conclusions are not derived from the empirical work, but are assumptions supported only by the opinions of the author and not by a proper analysis and interpretation of empirical data. I recommend the author to develop a brief conceptual development that sets the bases of the work and the theoretical perspective used to approach the object of study. (The role of technology in today’s society, with special emphasis on political communication, etc., based on classical and well-known communication scholars (e.g. Mattelart, Schmucler Swingewood, to mention but a few). I also recommend the author to explain the design of the research carried out in order to give meaning and relevance to the empirical information and back up the conclusions. The article has been approved for publication, with observations.--Dafne García-Lucero, Ph.D. – National University of Cordoba, Argentina."/>
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<meta name="DC.description.abstract" content="ABSTRACT: Last spring the Internet played a crucial role in the rectorial elections of the University of Vigo. Blogs and social networks ceased being simple platforms to advertise candidates’ campaign proposals and became authentic means of expression in themselves. Two candidates took part in a fierce battle 2.0 in which they used the codes of the Internet to develop controversial viral campaigns, to spread all kinds of rumours, and to try to control the Internet, whose use in university election campaigns was unprecedented. This article presents the results of a comparative analysis of the online communication strategies used by both candidates in order to better understand the new use of online communication."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Election communication, social networks, viral communication, communication strategies."/>
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<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
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<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Vázquez-Gestal, M.; Fernández-Souto, A-B. and Pérez-Seoane, J. (2012): "Election campaign communication in universities through the Web 2.0", Revista Latina de Comunicación Social, 67, pages 388 to 405. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
DOI: 10.4185/RLCS-961en/ CrossRef link"/>