Papers by Alfonso Freire-Sánchez
Revista Latina de Comunicación Social, 2024
El Trust in Artificial Intelligence: a global study(Gillespie et al., 2023) refleja un... more El Trust in Artificial Intelligence: a global study(Gillespie et al., 2023) refleja un sesgo en la percepción de la IA entre los Baby Boomersy la Generación X respecto de Millennialsy Generación Z. ¿A qué se debe esta brecha intergeneracional? Influyen elementos socioculturales y contextuales, así como la transferencia de valores que configuran el imaginario colectivo occidental a las nuevas generaciones mediante los medios audiovisuales.Este imaginario cinematográfico viene imperado, en parte, por el determinismo científico y los argumentos capitales relacionados con laIA como la rebelión de las máquinas, la otredad y la construcción de distopías apocalípticas. Metodología: Combinando el método hermenéutico inductivo con el análisis de discurso cinematográfico, se identifican patrones comunes en las diferentes narraciones socioculturales. El corpusse ha concretado en las 20 películas más valoradas (IMDB, julio 2023) con presencia de IA y su aplicación a la robótica en el cine de animación dirigido al público infantil.Resultados: Los resultados posicionan al cine de animación infantojuvenillejos del posthumanismo y de los mitemas del ser humano contra la máquina o el mito de Prometeo. Asimismo, la figura del robot inteligente en el cine infantil asume el rol de amigo, mentor o héroe. Discusión y conclusiones: Por tanto, los imaginarios de la Generación Z no se caracterizan por una IA que suponga un peligro, ni el fin de la especie humana o su sustitución, sino simbolizan esperanza, heroísmo o compañerismo.Elementos que, según la discusión de los resultados, han contribuido considerablemente a acrecentar la brecha entre generaciones respecto del imaginario cultural sobre la IA aplicada a la robótica.
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Con A de Animación, 2024
Invitamos a los lectores y lectoras de CAA a sumergirse en este monográfico que ha estado inspira... more Invitamos a los lectores y lectoras de CAA a sumergirse en este monográfico que ha estado inspirado por la simbiosis animación-emoción y el binomio arte-movimiento. Consideramos que la conjugación de diferentes miradas y ámbitos de conocimiento enriquece una número especial que, holística-mente, supone un avance en el conocimiento sobre el tratamiento de la representación de la salud mental en diferentes obras de arte animadas
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Cuadernos.info, 2024
This article provides a systematic review of the literature on the concept of corporate purpose (... more This article provides a systematic review of the literature on the concept of corporate purpose (CP) and reflects on its relationship with other concepts such as sustainability, CSR, SDGs, and communication. The definition and activation of corporate purpose in companies is a trend in the current management of intangible assets in organizations. After searching for articles in Web of Science and Scopus and applying the appropriate filters, 50 articles were analyzed using quantitative and qualitative techniques. Five main areas of knowledge dealing with CP were identified (corporate governance, business management, law, economics, and communication) as well as eight common criteria in the different definitions proposed. The analysis of the results allowed us to conclude that, in contrast to the close relationship between corporate purpose and CSR and sustainability, there is little literature that studies that addresses the link to the SDGs, as well as literature that examines how a company’s raison d’être and its social narratives are communicated. Finally, a new definition of CP is provided that attempts to standardize criteria and provide certain parity in a concept that has multiple interpretations and considerations.
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European Public & Social Innovation Review, 2024
Introduction: The series Upload presents a futuristic satire on consumerism, capitalism, and mark... more Introduction: The series Upload presents a futuristic satire on consumerism, capitalism, and marketing trends in a context of capitalist realism and posthumanism, where a digital version of citizens allows them to extend their existence in a second, artificially recreated life after death. Our study focuses on decoding and contextualizing the elements of the main marketing theories and consumer behavior principles that are reproduced in the cinematic discourse of the series. Methodology: A literature review on marketing and advertising was conducted, from which 21 variables related to marketing axioms or strategies were extracted. Through these variables, the study reflects on post-mortem marketing strategies depicted in Upload using content analysis. Results: The series fulfills 19 out of 21 of the contrasted marketing strategies. Discussions: Traditional and contemporary marketing theories are developed within the narrative framework of the series, suggesting that if the technology enabling this hypothetical second life existed, these strategies could be replicated in reality. Conclusions: A fictitious scenario is proposed that allows developing an application of the proposed post-mortem marketing.
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Austral Comunicación, 2024
Este estudio se centra en el fenómeno de las brand playlist de actividad. Estas listas musicales ... more Este estudio se centra en el fenómeno de las brand playlist de actividad. Estas listas musicales están concebidas para ser escuchadas mientras se realizan actividades relacionadas con los productos o servicios que la marca representa. La estrategia permite a la marca captar la atención de la audiencia y compartir tiempo con ella. Planteado desde el prisma de la economía de la atención, el objetivo es determinar los criterios de curación para la selección y agrupación de las canciones, y comprobar si responden adecuadamente con el propósito de la marca o, por lo contrario, si son resultado de un trabajo arbitrario. Para ello, se han analizado 50 brand playlists de actividad pertenecientes a 7 marcas. El análisis cualitativo y cuantitativo se ha realizado a partir de variables extraídas de la literatura especializada, que determinan las características de la selección musical y agrupación: contexto, género musical, valencia emocional, duración, idioma, semántica y notoriedad, lo que constituye un modelo original e inédito de análisis para esta categoría de listas. A partir de la discusión de los resultados, es posible concluir que las brand playlists responden a un tipo de contenido no intrusivo que transmite los valores y la personalidad de marca a través de la música, adquiriendo la apariencia editorial de la plataforma. De este modo, cabalgan entre el branded content y la publicidad nativa. Asimismo, dentro de la economía de la atención, responderían a la categoría de un contenido que realza la experiencia de consumo, siendo resultado de una selección y agrupación musical que responde a criterios adecuados y no arbitrarios.
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Cuadernos.info, 2020
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Revista Española de Drogodependencias, 2023
This research analyzes the narrative and the construction of the characters in the Peaky
Blinders... more This research analyzes the narrative and the construction of the characters in the Peaky
Blinders series (Knight, BBC, 2013-2022), inspired by the real events that the criminal gang of the same
name starred in at the beginning of the 20th century in Birmingham. The study aims to determine the
different perspectives of its protagonists regarding addictions and drug abuse in the context of their
time. Method: Through a methodological design based on the conceptual integration (Ruíz de Mendoza,
2009) of the theories on audiovisual narrative (Canet and Prósper, 2009), film criticism (Orellana, Almacellas and Watt, 2019), the mythical structure and creation of characters (Vogler, 2020) and the film
and documentary analysis (Brisset, 2011), we analyze the characters of Peaky Blinders, their plots, narrative arcs and their role in the different seasons of the series. This study’s purpose is to examine how
drugs are represented in fiction and how they reflect the social imaginaries and the success and fall of
characters and their time.
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Austral Comunicación, 2023
The evolution of technologies such as augmented reality, virtual environments or the development ... more The evolution of technologies such as augmented reality, virtual environments or the development of artificial intelligence applied to different convergent media is a constant challenge for the conceptualization of terms that have been developing over the last decade from the original theories on media convergence and transmedia narratives. Indeed, definitions of concepts such as storyworld, multiverse or transmedia worlds lead to significant asynchronisms between different interpretations and affect the perception of the concept of transmedia universe and the applied analysis of cases. This asynchronism has accelerated the proliferation of similar terms that occasionally add complexity and confusion to scientific research. To this end, this paper aims to update the term transmedia narrative universe with the aim of delimiting and defining the dimensions that comprise it, as well as proposing a new definition. The method is based on a systematic literature review carried out in the Web of Science Core Collection covering the period 2010-2021 from the perspective of communication, journalism and advertising, applying the filters Communication and Film Radio Television when searching for articles. After analysing the review sample, the results allowed three areas of knowledge around the subject of study to be defined: the creation of stories or storyworlds, mixed narratives, and the essential, cross-disciplinary elements that connect the different transmedia worlds and multiverses. The analysis of the articles has resulted in the identification of some contributions that facilitate the definition of the term.
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index·comunicación, 2023
Thenew narratives of the main youtuber channels related to the film industry are investigated. A ... more Thenew narratives of the main youtuber channels related to the film industry are investigated. A model is proposed that combines quantitative and qualitative data collection and interpretation with content analysis, digital ethnography and semiotic/discursive observation and exploration methods. Through quantification, it is deduced which are the typologies of the most de-manded new audiovisual narratives. It also discussed the type of content gen-erated by third parties and the current strategies of youtubersin the film sector to maintain an influx of followers.
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Fotocinema, 2023
This research aims to detect, codify and quantify the main scientific themes and con... more This research aims to detect, codify and quantify the main scientific themes and conflicts presented in sitcoms Futuramaand Rick & Morty. The manuscript aims to provide a different view to the existing filmic and narrative analysis of both series, in order to determine how they build the scientific discourse, which disciplines of the natural and applied sciences are present and what kind of treatment they give to science and to the scientists. Using a methodology based on grounded theory, the scientific disciplines and specific topics were quantified and subsequently coded in order to determine whether there is a direct relationship to a specific approach and representation of reality. The results show that both series do not picture an apocalyptic and dystopian vision as historically science fiction films have done, although they present scientific concepts in a hyperbolized and inaccurate way, tending to ridicule both the scientific character and the scientific application in problem solving.
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Revista de Medicina y Cine, 2024
Currently there is a trend towards the introduction of mental health problems in the protagonists... more Currently there is a trend towards the introduction of mental health problems in the protagonists of films, particularly in antiheroes. This fact contrasts with the traditional association of these diseases with villains. This manuscript has the objective of detecting the mental health problems that villains and antiheroes have in the cinema to find out if they receive the same treatment and if there are stigmatized diseases linked to each other. From the quantitative and qualitative analysis of the results, patterns, trends and contrasts have been identified between the narratives of mental health between villains and antiheroes. The findings show that post-traumatic stress disorder is the most frequent in antiheroes, while in villains it is narcissistic personality disorder, which shows the existing stigmas in the cinematographic imaginary.
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Arte, Individuo y Sociedad, 2023
Resumen. Inteligencia artificial, ChatGTP y OpenAI son algunos de los términos más buscados en Go... more Resumen. Inteligencia artificial, ChatGTP y OpenAI son algunos de los términos más buscados en Google en la actualidad según Google Trends (2023). Sin embargo, parte de la concepción de la inteligencia artificial y, sobre todo, de sus posibles aplicaciones tecnológicas en la robótica avanzada, derivan de imaginarios sociales y culturales que se han construido gracias a su representación en la literatura, el cine, las series y los videojuegos. Concretamente, en el cine, películas como Blade Run
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Multidisciplinary Journal of School Education, 2024
This manuscript investigatesthe reproduction of the classic figure of the mentor/educator and how... more This manuscript investigatesthe reproduction of the classic figure of the mentor/educator and how, in re-cent times, it has transformed into the archetype of the circumstantial fa-ther in video games. Research methods and structure of the article: Through the discourseanalysis of the narrative of four popular video games: God of War, The Lastof Us, Bioshock Infinite and The Walking Dead, we propose: identify the plotconflicts derived from the fact that the character is a father circumstantialand discern the identifying features of this pseudo-father figure from the213ISSN 2543-7585 e- ISSN 2543-8409
structural patterns of the monomyth or hero's journey and relate its char-acteristics with those of the classic figure of the mentor/educator.Brief description of the context of the problem: Do video games show educational models in their stories? The characters in the audiovisual narra-tive are a representation of the particular and universal dimension of the environment and the social context of their time. This conception of multi-cultural humanity allows us to understand the potential of the narrative el-ements that are developed in different stories and stories, such as archetypesor tropes. In the video game industry in particular, the advances in anima-tion techniques and the community's interest in social and human issueshave meant greater depth in the construction of characters and the inclu-sion of figures away from conventional patterns.Research findings and their impact on the development of educationalsciences: The findings allow us to conclude that there is a trend towards re-placing the classic archetype of the mentor with the figure of the circum-stantial father.
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Obra Digital, 2024
Juegos de realidad alternativa (ARG) e implicación del fandom en el universo narrativo de Taylor ... more Juegos de realidad alternativa (ARG) e implicación del fandom en el universo narrativo de Taylor Swift Alternate reality games (ARG) and fandom involvement in Taylor Swift's narrative universe ARTICLE Universidad Abat Oliba CEU Lucía Garrido is a graduate in Advertising and Public Relations from Abat Oliba CEU University. She holds a certificate as an expert in Communication Management and Event Planning from the International School of Protocol and has studied Communication as part of the Exchange Program at Florida International University. She has the distinction of having organized and presented the XVII edition of the GoliADs UAO CEU Awards and of having obtained the CEU Mérit100 scholarship for academic merit. She has worked as an Account Management Trainee at Havas Media and in Production at the agency La Diferencia.
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Ámbitos: Revista Internacional de Comunicación, 2024
Although the phenomenon of fandom had its origins in the 19th century, in recent years, it has un... more Although the phenomenon of fandom had its origins in the 19th century, in recent years, it has undergone significant evolution, becoming a fundamental component of the expansion and proliferation of transmedia universes. Currently, one of the largest and most globalised fan communities is ARMY, the fandom of the K-pop group BTS. The purpose of this manuscript is to reflect on the distinctive elements that characterise the ARMY community, understand its unique relationship with BTS in relation to contractualist theories, and analyse the peculiarities of its content production. Through a questionnaire-type survey directed at BTS followers, with the participation of 275 people in English and 128 in Spanish, quantitative information was collected. The goal was to extrapolate, through structured procedures, certain aspects of the behaviour of BTS fans. The results obtained allow for establishing the points of connection between the band and its fandom, understanding the importance of narrative as a driver of fan loyalty, evaluating the predominant influence of YouTube compared to other content consumption channels, and finally extrapolating these characteristics as a model that stimulates fan communities through fundamental elements of contractualism.
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Revista Latina de Comunicación Social, 2024
Intergenerational differences on the cultural imagery of AI in the storytelling and iconicity of ... more Intergenerational differences on the cultural imagery of AI in the storytelling and iconicity of animated films for children and young people
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ZER, 2024
Una estrategia de creación de contenido basada en Bangtan, el universo narrativo transmedia de la... more Una estrategia de creación de contenido basada en Bangtan, el universo narrativo transmedia de la banda de k-pop BTS Bangtan
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Revista de Medicina y Cine, 2024
Currently there is a trend towards the introduction of mental health problems in the protagonists... more Currently there is a trend towards the introduction of mental health problems in the protagonists of films, particularly in antiheroes. This fact contrasts with the traditional association of these diseases with villains. This manuscript has the objective of detecting the mental health problems that villains and antiheroes have in the cinema to find out if they receive the same treatment and if there are stigmatized diseases linked to each other. From the quantitative and qualitative analysis of the results, patterns, trends and contrasts have been identified between the narratives of mental health between villains and antiheroes. The findings show that post-traumatic stress disorder is the most frequent in antiheroes, while in villains it is narcissistic personality disorder, which shows the existing stigmas in the cinematographic imaginary.
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Uploads
Papers by Alfonso Freire-Sánchez
Blinders series (Knight, BBC, 2013-2022), inspired by the real events that the criminal gang of the same
name starred in at the beginning of the 20th century in Birmingham. The study aims to determine the
different perspectives of its protagonists regarding addictions and drug abuse in the context of their
time. Method: Through a methodological design based on the conceptual integration (Ruíz de Mendoza,
2009) of the theories on audiovisual narrative (Canet and Prósper, 2009), film criticism (Orellana, Almacellas and Watt, 2019), the mythical structure and creation of characters (Vogler, 2020) and the film
and documentary analysis (Brisset, 2011), we analyze the characters of Peaky Blinders, their plots, narrative arcs and their role in the different seasons of the series. This study’s purpose is to examine how
drugs are represented in fiction and how they reflect the social imaginaries and the success and fall of
characters and their time.
structural patterns of the monomyth or hero's journey and relate its char-acteristics with those of the classic figure of the mentor/educator.Brief description of the context of the problem: Do video games show educational models in their stories? The characters in the audiovisual narra-tive are a representation of the particular and universal dimension of the environment and the social context of their time. This conception of multi-cultural humanity allows us to understand the potential of the narrative el-ements that are developed in different stories and stories, such as archetypesor tropes. In the video game industry in particular, the advances in anima-tion techniques and the community's interest in social and human issueshave meant greater depth in the construction of characters and the inclu-sion of figures away from conventional patterns.Research findings and their impact on the development of educationalsciences: The findings allow us to conclude that there is a trend towards re-placing the classic archetype of the mentor with the figure of the circum-stantial father.
Blinders series (Knight, BBC, 2013-2022), inspired by the real events that the criminal gang of the same
name starred in at the beginning of the 20th century in Birmingham. The study aims to determine the
different perspectives of its protagonists regarding addictions and drug abuse in the context of their
time. Method: Through a methodological design based on the conceptual integration (Ruíz de Mendoza,
2009) of the theories on audiovisual narrative (Canet and Prósper, 2009), film criticism (Orellana, Almacellas and Watt, 2019), the mythical structure and creation of characters (Vogler, 2020) and the film
and documentary analysis (Brisset, 2011), we analyze the characters of Peaky Blinders, their plots, narrative arcs and their role in the different seasons of the series. This study’s purpose is to examine how
drugs are represented in fiction and how they reflect the social imaginaries and the success and fall of
characters and their time.
structural patterns of the monomyth or hero's journey and relate its char-acteristics with those of the classic figure of the mentor/educator.Brief description of the context of the problem: Do video games show educational models in their stories? The characters in the audiovisual narra-tive are a representation of the particular and universal dimension of the environment and the social context of their time. This conception of multi-cultural humanity allows us to understand the potential of the narrative el-ements that are developed in different stories and stories, such as archetypesor tropes. In the video game industry in particular, the advances in anima-tion techniques and the community's interest in social and human issueshave meant greater depth in the construction of characters and the inclu-sion of figures away from conventional patterns.Research findings and their impact on the development of educationalsciences: The findings allow us to conclude that there is a trend towards re-placing the classic archetype of the mentor with the figure of the circum-stantial father.