Suchergebnisse

Las transformaciones que el sector comunicativo está experimentando en los últimos años ponen de manifiesto necesidades formativas que el mercado laboral demanda. La digitalización de los contenidos, el cambio de la relación marca-consumidor o la organización de eventos son sectores especialmente necesitados de nuevos perfiles profesionales. Los eventos como espacios singulares que ofrecen un valor añadido transformados por la presencia digital en medios sociales, la contribución de influencers, la utilización de apps, el uso del streaming o la gamificación, es uno de los sectores con mayores necesidades. En este sentido el objetivo del trabajo que aquí se presenta es realizar un estudio exploratorio descriptivo de las titulaciones que actualmente ofrecen estos estudios en las universidades españolas. Se lleva a cabo una metodología mixta cuantitativa-cualitativa y un análisis de contenido como técnica de estudio de la muestra analizada: todas las titulaciones de posgrado y grado relacionadas con la Organización de Eventos publicadas en RUCT (Registro de Universidades, Centros y Títulos). Entre otros resultados concluyentes, la investigación refleja la tímida apuesta que la universidad española hace por la formación en un sector que en este país mueve grandes cifras y puestos de trabajo, así como cierta carencia en cuanto a la incorporación de perfiles emergentes adaptados a la evolución del sector.Palabras clave: Organización de eventos, universidad, grado, máster, retos, perfil del egresado. Abstract The events sector moves around 6,900 million euros a year, and provides jobs for thousands of professionals. The digitization of our era has transformed the way we communicate and, therefore, the way events are organized, presented and disseminated. On the other hand, the transformations that the communication sector has undergone in recent years highlight the training needs that the labor market demands. The digitization of content, the change in the brand-consumer relationship or the organization of events are sectors that are especially in need of new professional profiles. Events as unique spaces that offer added value transformed by the digital presence in social media, the contribution of influencers, the use of apps, the use of streaming or gamification, are some of the tools that need this update in training. The management of good digital communication in events allows, among other things, to identify experts and prescribers, create a community around the event, broadcast live activities, virtual networking, create an online debate before, during and after the event, etc. Therefore, future event organizers should have a multidisciplinary training and with very defined skills such as knowledge of new 2.0 technologies, versatility and adaptability, as well as creative and strategic capacity. In fact, not all actions communicate by themselves, they must be accompanied by quality actions and commitments. The need for new professional profiles in the different areas of communication is a reality pointed out and studied both from the institutional and academic spheres. The objective of the work presented here is to carry out a descriptive exploratory study of the degrees currently offered by these studies in Spanish universities, to check whether they respond to the training needs demanded by the sector at present. The methodological approach used to address the study presented is qualitative-quantitative, specifically using content analysis as an ideal technique in social science studies related to communication. A mixed quantitative-qualitative methodology and a content analysis are carried out as a study technique of the analyzed sample: all postgraduate and undergraduate degrees related to the Organization of Events published in RUCT (Registry of Universities, Centers and Titles). In the first term, the more formal aspects of the sample degrees are analyzed, both in master's degrees and in degrees, to establish their basic characteristics in analysis files that collected the following qualitative variables: name of the university, type of degree. Second, a content analysis of the study plans of the selected postgraduates is carried out, using the information hosted on the web pages of each university as a source of access. Among other conclusive results, the research reflects the timid bet that the Spanish university makes for training in a sector that moves a large number and jobs in Spain. Especially in the public university, since only one university offers a postgraduate degree in this area, compared to the six offered by the private university. Likewise, it is found that professional careers change according to work scenarios, and a certain lack of incorporation of emerging profiles into the evolution of the sector is observed, so a more precise interrelation between profile-task / function-specialization should be established. Keywords: Events management, university, postgraduate degree, bachelor´s degree, challenges, graduate profile.

El protocolo, desde sus inicios, se ha ido adaptando a la gran transformación que ha ido experimentando nuestra sociedad y se ha modernizado hacia un mayor funcionalismo y practicidad para ir aportando las soluciones que la realidad va requiriendo. Un protocolo cada vez más simple y efectivo que ha ido dejando atrás la pompa y el boato de antaño. Aun así los medios de comunicación no reflejan esta realidad y siguen representando el protocolo como algo "anclado en el pasado", casi como obsoleto. Por lo tanto, el objetivo de este artículo es poner de manifiesto la negativa realidad que vive el protocolo en la prensa de nuestro país, para manifestar, en último término, la perjudicial influencia de esta representación para la imagen que esta disciplina tiene en nuestra sociedad. La representación que del protocolo hace la prensa es esencial para una correcta percepción del mismo. Tras llevar a cabo un riguroso análisis del discurso, se pondrán de manifiesto las negativas connotaciones del discurso del protocolo en la prensa, con sus desfavorables consecuencias para la percepción del mismo en la sociedad. En este artículo, por tanto, se reivindica la importancia del binomio protocolo-medios de comunicación, imprescindible para una buena gestión de la comunicación.

La diplomacia ha existido siempre a través de los tiempos y casi siempre de un modo tradicional. Sin embargo, los tiempos evolucionan y la comunicación, elemento esencial de la diplomacia, ha sufrido una auténtica revolución que implica un cambio de paradigmas en la sociedad y, como consecuencia, en las relaciones internacionales y en uno de sus principales sustentos: la diplomacia. A lo largo de este trabajo aportaremos las razones por la que la diplomacia y sus variantes deben adaptarse a las circunstancias para dar las soluciones a la relación entre Estados ―la diplomacia en sentido puro― y con los ciudadanos de esos Estados ―la diplomacia pública―. Esta adaptación ha pasado de la diplomacia tradicional a la diplomacia 2.0, pasando por la diplomacia multilateral y, por supuesto, por la diplomacia pública, conceptos todos ellos que contextualizaremos para determinar cómo los actuales Gobiernos se posicionan ante las redes sociales y hasta qué punto suponen una herramienta de ayuda o por lo contrario, se pueden convertir en un gran riesgo.

The events sector moves around 6,900 million euros a year, and provides jobs for thousands of professionals. The digitization of our era has transformed the way we communicate and, therefore, the way events are organized, presented and disseminated. On the other hand, the transformations that the communication sector has undergone in recent years highlight the training needs that the labor market demands. The digitization of content, the change in the brand-consumer relationship or the organization of events are sectors that are especially in need of new professional profiles. Events as unique spaces that offer added value transformed by the digital presence in social media, the contribution of influencers, the use of apps, the use of streaming or gamification, are some of the tools that need this update in training. The management of good digital communication in events allows, among other things, to identify experts and prescribers, create a community around the event, broadcast live activities, virtual networking, create an online debate before, during and after the event, etc. Therefore, future event organizers should have a multidisciplinary training and with very defined skills such as knowledge of new 2.0 technologies, versatility and adaptability, as well as creative and strategic capacity. In fact, not all actions communicate by themselves, they must be accompanied by quality actions and commitments. The need for new professional profiles in the different areas of communication is a reality pointed out and studied both from the institutional and academic spheres. The objective of the work presented here is to carry out a descriptive exploratory study of the degrees currently offered by these studies in Spanish universities, to check whether they respond to the training needs demanded by the sector at present. The methodological approach used to address the study presented is qualitative-quantitative, specifically using content analysis as an ideal technique in social science studies related to communication. A mixed quantitative-qualitative methodology and a content analysis are carried out as a study technique of the analyzed sample: all postgraduate and undergraduate degrees related to the Organization of Events published in RUCT (Registry of Universities, Centers and Titles). In the first term, the more formal aspects of the sample degrees are analyzed, both in master's degrees and in degrees, to establish their basic characteristics in analysis files that collected the following qualitative variables: name of the university, type of degree. Second, a content analysis of the study plans of the selected postgraduates is carried out, using the information hosted on the web pages of each university as a source of access. Among other conclusive results, the research reflects the timid bet that the Spanish university makes for training in a sector that moves a large number and jobs in Spain. Especially in the public university, since only one university offers a postgraduate degree in this area, compared to the six offered by the private university. Likewise, it is found that professional careers change according to work scenarios, and a certain lack of incorporation of emerging profiles into the evolution of the sector is observed, so a more precise interrelation between profile-task / function-specialization should be established.

La diplomacia es una de las artes más antiguas del mundo, que han jugado un papel esencial en el buen desarrollo de las relaciones internacionales, a lo largo de la historia. Hoy en día, el protocolo internacional y la diplomacia continúan siendo imprescindibles para cualquier país, ya que marcan su imagen frente al mundo. Ambas disciplinas han ido adaptándose a la política internacional a través del conflicto, punto de inflexión para la evolución y el desarrollo. Por este motivo, queremos poner de relieve el papel que juegan a la hora de conseguir el orden mundial establecido, desde el punto de vista del conflicto, motor del cambio histórico. A través de un análisis pormenorizado de las raíces del protocolo y de la diplomacia, y de un modesto pero no menos riguroso análisis empírico, estudiaremos cómo el conflicto ha marcado la evolución de ambas disciplinas y hasta qué punto son herramientas imprescindibles para su gestión. ; The diplomacy is one of the oldest art in the world and it has been played an essential roll in the international affairs, along our history. Actually, the international protocol and diplomacy are essential to any country, because it focus its image in front of the world. Both disciplines have adapted to the international politics through the conflict. That is why, we want to emphasize the diplomacy and the protocol's roll in the world, from the point of view of the conflict. Through detailed studied of protocol's origin, we will analyze what conflicts have focus the diplomacy and the protocol's evolution and we will define the future of both disciplines.

La diplomacia ha existido siempre a través de los tiempos y casi siempre de un modo tradicional. Sin embargo, los tiempos evolucionan y la comunicación, elemento esencial de la diplomacia, ha sufrido una auténtica revolución que implica un cambio de paradigmas en la sociedad y, como consecuencia, en las relaciones internacionales y en uno de sus principales sustentos: la diplomacia. A lo largo de este trabajo aportaremos las razones por la que la diplomacia y sus variantes deben adaptarse a las circunstancias para dar las soluciones a la relación entre Estados ―la diplomacia en sentido puro― y con los ciudadanos de esos Estados ―la diplomacia pública―. Esta adaptación ha pasado de la diplomacia tradicional a la diplomacia 2.0, pasando por la diplomacia multilateral y, por supuesto, por la diplomacia pública, conceptos todos ellos que contextualizaremos para determinar cómo los actuales Gobiernos se posicionan ante las redes sociales y hasta qué punto suponen una herramienta de ayuda o por lo contrario, se pueden convertir en un gran riesgo. ; Diplomacy has always existed throughout the ages and almost always in a traditional way. However, the World evolves continuously and communication, an essential element of diplomacy, has undergone a veritable revolution that implies a paradigm shift in the Society and, as a consequence, in International Relations and in one of their main supports: The Diplomacy. Throughout this work we shall provide the reader with the reasons why the diplomacy and its variants must update in order to adapt itself to the actual circumstances so to give solutions to the relationship between States ―strictu sensu― and with the citizens of those States ―the public diplomacy―. This update implies the travel from traditional diplomacy to an eDiplomacy, passing through multilateral diplomacy and, of course, by public diplomacy, concepts all them that we shall put in place to determining how the current Governments are positioned in regard to social media and to what extent those social media are a true aid or otherwise, they can become a great risk. ; post-print ; 407 KB