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La vida cotidiana es motivo de la creación publicitaria, de sus circuitos y de sus intenciones. Es elpunto de partida y de llegada del proceso publicitario en su conjunto, sin el que no se entiende nijustifica. Pero, en ese proceso, la vida cotidiana no se limita a ser el mero receptor, sino que ofrece ala publicidad sus tramas culturales, su lenguaje, su estructura. De esta manera, podemos decir que lavida cotidiana se inventa con y por la publicidad. La esfera de lo público se devalúa en apariencia,bajo el aspecto estimulante de las grandes imágenes publicitarias. La sospecha es que lo publicitadova sustituyendo a lo público. Y la cultura del consumo sustituye a la cultura política. ; Everyday life is the field of advertising creativity. Patterns and symbols are modified and invented bythis phenomenon that substitute political culture.

Con la privatización de las EPM se trata de salirle al paso a las consecuencias que un mercado político imperfecto, con una mayor injerencia en el destino de EPM debida al proceso de descentralización administrativa, y a la elección popular de alcaldes puedan ocasionar en la estructura de EPM. La politización de EPM puede determinar una pesada burocratización a la entidad, y una escalada de la corrupción. Igualmente, con la privatización se evitaría que la toma de decisiones y la asignación de los recursos se convierta en una opción política y no económica, lo que llevaría a la ruina de EPM. Sin embargo, estos mismos riesgos se corren con un fondo de inversiones, y probablemente pueden llegar a ser mayores, porque entre más líquido un activo el riesgo de una enajenación privada ilegal de los activos es más alto, no sólo por parte de los políticos, sino también por los propios funcionarios. Con sólo teclear en la pantalla del computador, los dineros de un fondo de inversiones pueden llegar a cualquier cuenta personal, en cualquier parte del mundo. ¿Cuál raciocinio lleva a pensar al GDE que los políticos respetarían más al FIS que a EPM?./ Abstract. With the privatization of EPM is the way to get you out the consequences of a flawed political market, with a greater say in the fate of EPM due to administrative decentralization, and the popular election of mayors may have on the structure of EPM . The politicization of EPM can determine a heavy bureaucracy of the entity, and an escalation of corruption. Similarly, privatization would prevent the decision-making and resource allocation becomes a political and not economic option, which would lead to the ruin of EPM. However, these same risks are run by an investment fund, and probably can become greater, because the more liquid an asset the risk of illegal private sale of assets is higher, not only by politicians, but also by the officials themselves. By simply typing on the computer screen, the money from an investment fund can reach any personal account anywhere in the world. What reasoning suggests the GDE respected politicians more than FIS EPM?

Una de las características del siglo XXI en América Latina han sido las campañas de los medios de comunicación hegemónicos, en particular los estadounidenses, para desprestigiar a los gobiernos de corte progresista. Esta práctica encuentra buena parte de sus raíces en las políticas de expansión cultural estadounidense de entre guerras y en la institucionalización de la guerra psicológica durante las primeras décadas de la Guerra Fría, siendo la "guerra por los corazones y las mentes" uno de los ejes cruciales en el enfrentamiento bipolar. Entendemos que aproximarnos a esos orígenes puede arrojar luz sobre los acontecimientos actuales. Para ello presentaremos el caso de la revista Life en español durante la década de 1950 y principios de la década de 1960 dando cuenta del modo en que esta publicación –sin necesidad de una bajada de línea explícita de parte del gobierno, pero dentro de una marco ideológico– reprodujo los lineamientos o ciales estadounidenses a partir de un entramado de lenguajes (imágenes, textos políticos, cartas de lectores, publicidad) que promocionaban el "modo de vida americano" en contraposición al "comunismo" (asociado con el antiimperialismo). La revista contribuyó así a la reproducción de la ideología hegemónica, en particular en sus aspectos geopolíticos, presentándose como revista "cultural" y apolítica. ; One of the characteristics of the XXIst Century in Latin America are the campaigns lead by hegemonic mass media, mainly United States media, implemented to discredit progressive governments. is practice nds its origins in the United States policies of cultural expansion in the interwar period and in the psychological warfare institutionalization at the beginnings of the Cold War. e "war for the hearts and minds" became a crucial aspect within the bipolar confrontation. It is considered that those origins can throw some light to comprehend the current situation. In order to do that, it will be presented the case of Life magazine in its Spanish version, between the early fties and the rst years of the sixties. It will be demonstrated the way in which this magazine tended to reproduce the ocial foreign policy guidelines without an explicit command from the government, but within an ideological frame. is was made through a framework composed by di erent languages (photographs, political texts, letters from the readers, advertising) oriented to promote the American Way of Life as opposed to "communism" (associated to anti-imperialism). In this way, the magazine contributed to the reproduction of the hegemonic ideology, mainly regarding geopolitical aspects even though presenting itself as a "cultural" and nonpolitical publication. ; Fil: Romano, Silvina Maria. Universidad de Buenos Aires. Facultad de Ciencias Sociales. Instituto de Estudios de América Latina y el Caribe; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas; Argentina

The issue of quality of life contains the core purpose and natural that everyone pursues instinctively sometimes and in some other cases with clear consciousness and so does the whole society which proposes objectives and goals for better living. Governments, meanwhile, also have final objective or the purpose of achieving uncompromising "general welfare" for their people, but in this context requires a previous reflection, that is premised, to examine in detail such an important concept and so important what the real content and dimension about quality of life. Obviously not all the factors that concur in determining the level of satisfaction are material but on the contrary, although the progressive realization of the modern world and technology seem to ignore it, the main components of quality of life, qualitative by definition, not derived flow of income or the amount consumed as live better means growing demands and virtues that transcend the realm of quantity. ; El tema de la calidad de vida encierra el propósito central y natural que toda persona persigue a veces de manera instintiva y en algunos otros casos con conciencia lúcida e igualmente ocurre con la sociedad entera donde se proponen objetivos y metas para vivir mejor. Los gobiernos, por su parte, también tienen como objetivo final o a ultranza el propósito de lograr "el bienestar general" para sus pueblos, pero en este contexto se impone una reflexión previa, vale decir premisa, para examinar con detenimiento un concepto tan importante y tan trascendente cual es el verdadero contenido y la dimensión de la calidad de vida. Evidentemente no todos los factores que concurren en la determinación del nivel de satisfacción son materiales sino que por el contrario, aunque la progresiva materialización del mundo moderno y su tecnología parezcan ignorarlo, los principales componentes de la calidad de vida, cualitativos por definición, no derivan del caudal de los ingresos económicos o de la cantidad del consumo puesto que vivir mejor implica exigencias y cultivo de virtudes que trascienden el reino de la cantidad.

Being a mother as a gift and, at the same time, an enormous weight, a boulder that one feels, a weight that, the more one takes it on and accepts it, the lighter it becomes. It is as if this weight lightens when accepted as something that is inescapable. Vertical position, ground, correct distribution of weight, breathe, wait, jump and movement, gravity, listening, silence, relationship. Dance as a guide, in which body and soul embrace life, one's own and the one given. Being a mother as a search for a body that is soft and receptive, mobile, rhythmic, in a constant play of balance with the space that moves it, creating more possibilities of movement and freedom. ; Ser madre como un don y, a la vez, un peso enorme, una losa que se siente, un pesar que, como mejor se asume y se acepta, más ligero se vuelve. Como si ese peso, se aligerara cuando se le acepta como algo ineludible. Verticalidad, suelo, correcta distribución del peso, respirar, espera, salto y desplazamiento, gravedad, escucha, silencio, relación. La danza como una guía, en la que cuerpo y alma abrazan la vida, la propia y la que se entrega. Ser madre como una búsqueda de un cuerpo blando y receptivo, móvil, rítmico, en constante juego de equilibrio con el espacio que la mueve, creando más posibilidades de movimiento y libertad.

En el libro II de la Retórica se encuentra un estudio sobre las pasiones, las cuales, como bien lo afirma Aristóteles, influyen en la formación del juicio y por tanto en la toma de decisiones; esto hace pensar en su posible incidencia en la conformación de las comunidades humanas, lo cual puede ser inicialmente abordado desde los vínculos que una retórica de las pasiones tiene con la política y con la ética. En la parte final de este artículo se muestra la cercanía que puede existir entre el término de pasión utilizado por Aristóteles, y el sentimiento moral de P. Strawson y E. Tugendhat, con el fin de iniciar una reflexión sobre el valor que la retórica de las pasiones de Aristóteles puede tener en los estudios contemporáneos. ; In book II of Rhetoric, there is a study on the passions, which, as Aristotle affirms, influence the formation of judgment and therefore in decision-making: this leads one to think of its possible incidence in the formation of human communities, which may be first approached from the ties that a rhetoric of passions has with politics and ethics. In thefinal part of this article, it shows the closeness that there could be between the term ofpassion used by Aristotle and P. Strawson and E. Tugendhat's moral sentiment in order to initiate a reflection regarding the value that Aristotle 's rhetoric ofpassions may have in contemporarystudies.

In western countries, transformation of relationship between genres, and transformation of the traditional sexual division of work, has completely disrupted family support services and, especially, those ones, directed to dependant people. On the other hand, in social and urban politics, the answer to this challenge is being very weak and very different from one country to another, being women, in particular, the ones who need more clearly, specific spatial necessities on the different scales and sectorial aspects of urbanism. This article defines the concepts of "enew veryday life" and "infrastructures for everyday life", and analyzes their historical background and illustrates them with contemporary experiences. The article ends up with a critical reflection about the Spanish case. ; En los países occidentales, la transformación de las relaciones de género y de la tradicional división sexual del trabajo ha trastocado las necesidades de servicios de apoyo a la familia y, en especial, a las personas dependientes. Sin embargo, en las políticas sociales y urbanísticas, la respuesta a esta situación está siendo débil y muy dispar de unos países a otros. Son, además, las mujeres quienes manifiestan necesidades espaciales más diferenciadas en las distintas escalas y aspectos sectoriales del urbanismo. Este artículo define los conceptos de "nueva vida cotidiana" e "infraestructura para la vida cotidiana", analiza sus antecedentes históricos y los ilustra con experiencias contemporáneas.

Aquí se reflexiona sobre el vínculo entre las nociones de vida buena, dignidad y reconocimiento. Para este propósito se ha dividido el presente ensayo en los siguientes apartados: 1. La idea de una vida buena y la búsqueda de la felicidad. 2. La indigencia de lo real y la pregunta por el sentido de la vida. 3. Los filósofos y la idea de una vida buena. 4. Vida buena, reconocimiento y el concepto kantiano de dignidad. ; The article reflects upon the link between the notions ofgood life, dignity and, recognition. With this purpose, the text has been divided in thefollowing sections: I. The idea ofa good life and the pursuit of happiness. 2. The indigence of the real and the question about the meaning of life. 3.Philosophers and the idea of a good life. 4. Good life, recognition and the Kantian concept ofdignity.

The fiber optic communications industry has undoubtedly revolutionized the information and telecommunications technology (ICT) offering higher-performance and more reliable telecommunication links with ever decreasing bandwidth cost [1]. Simultaneously with these developments, fiber optic sensor technology has been associated with the optoelectronic and fiber optic communications industry, and many of the components associated with these industries were often developed for fiber optic sensor applications [1]. Fiber optic sensors take advantages of the exceptional characteristics of the optical fiber, which include compactness and small size, fast response, high resolution and sensitivity, good stability and repeatability, multiplexing capabilities, remote sensing, high flexibility, low propagating loss, affordable fabrication costs, simultaneous sensing ability, and resistance to electromagnetic interference [2–5] [1]. As optics and fiber optics component prices have fallen and quality has improved, the competence of fiber optic sensors to displace traditional sensors has increased [1], [6]. Nowadays, sensors rule the world. Sensors play a fundamental role to control and predict different products and systems, from consumer electronics to industrial environments, passing by the weather monitoring and biological and healthcare diagnosis. Those applied to health care monitoring have many benefits: minimize the cost per analysis, easy access to remote places without laboratory facilities such as vulnerable populations, reduce the treatment time and optimize the resources of the government health care system, among others [7–10]. In Colombia, for example, some transmissible diseases most frequently affect the most vulnerable populations. Since the Ministry of Health and Social Protection in Colombia should guarantees free diagnosis and treatment, and many of Colombia's rural areas have no access to adequate health services due to geographical and demographic 26 Optical Fiber Sensors for measurements in Life Sciences characteristics, along with the difficulties caused by the armed conflict, and other situations of violence; the priority must be given to those rural areas. One of the main purposes of the Ministry of Health and Social Protection is to carry out continuous and systematic monitoring of the epidemiological behavior in transmissible diseases. This monitoring should be performed in accordance with processes established that allow the notification, collection, and data analysis. Thus generating valid and reliable timely information to guide prevention and control measures for those diseases [11]. However, achieving this purpose is very complicated if conventional methods used for the detection of the diseases fail to reach the population affected. Therefore, it is essential to adapt and improve the technology used to detect those diseases when it is required to collect information at the remote zones with difficulties in accessing health services. The optical fiber biosensensing technology exhibits a good promising future to solve the issues that the conventional diagnosis methods used present such as: long procedures, expensive equipment and reagents, specialized personnel, lack of portability, low sensitivities, and need of biomarkers. In addition to the sensitivity and selectivity, one of the fundamental characteristics that makes most biosensors so potential is the possibility of performing the analysis of the substance to be determined directly, i.e. without the need for a marker, and in real time. These two characteristics give biosensors the possibility to perform not only a qualitative and quantitative analysis, but also the possibility of evaluating the kinetics of the interaction (affinity constant, association and dissociation, among others) and, therefore, elucidate the fundamental mechanisms of such interaction. In this thesis it is studied a novel biosensing technology applied to immunoassays (detection of an antigen/antibody binding) based on the single-mode-multimode-single mode (SMS) fiber optic structure. This structure consists of optical fiber that relies on a multimode interferometry operating principle. Optical fiber SMS immunosensors here studied present several advantages: Optical Fiber Sensors 27 • The proposed structure has biosensing parameters comparable to those achieved by more complex structures like long period grating and surface plasmon resonances, which places this immunosensing device as a very promising option for biological and medical applications where high sensitivities, high selectivity and compact structures are required. • The sinusoidal spectrum of the SMS sensors proposed allows a sharp peak corresponding to the fundamental frequency to be observed. Consequently, it is possible to obtain a phase sensitive device by tracking the phase of this fundamental frequency as a function of the parameter to detect. FFT analysis technique is shown to have advantages since it could simplify the detection system making unnecessary the use of sophisticated optical interrogators. • The proposed structure and the bioassay performed is a label free assay, which implies that detection molecules are not labelled or modified. This means easier and lower cost procedures. The main results obtained using this concept of biosensors will be presented along this thesis as is described. First, Chapters 1 and 2, include an overview of the optical fiber sensors field, mainly focused on optical fiber biosensors. The sensors developed as a result of this thesis are presented as contributions in Chapters 3, 4, 5 and 6. These contributions were submitted to peer-reviewed top scientific journals and conferences. Finally, Chapter 7 presents and discusses a series of conclusions, current work, and future perspectives derived from this thesis. ; Doctorado