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This paper aims to analyze several specific forms of filmmaking very related to neoliberalism as an economic, political and cultural system, taking as reference the affective turn to explore this link. For this, it will be considered the different contributions that, from different fields of social sciences, have linked the evolution of capitalism with the conquest of the sphere of affections and emotions, and it will use the methodology of film analysis to verify, in a set of concrete works, the features of that relationship. From this intersection between theoretical proposals and case analysis, the article wants to show an expressive strategy based on the humanization of certain behaviors, through the cinematographic narrative, which normalizes some attitudes and values due to decisions which work on the construction of the story an the aesthetics of the work. This strategy will be verified in three very significant films: The Social Network, Steve Jobs and The Founder. [ABSTRACT FROM AUTHOR]

Branded content creation is seeing a surge in response to the gradual loss of effectiveness of conventional advertising. This paper analyzes the degree of suitability of the radio medium for the development of the branded content technique, in contrast to podcasting, from the perspective of professionals in both sectors. To this end, exploratory research is proposed, through a methodological triangulation. Specifically, open interviews are conducted with 6 managerial professionals linked to these media, which are completed with a survey of 50 professionals from the radio company and a content analysis of the advertising rates in force in 2023 of the 31 generalist and thematic stations included in the General Media Study. The research shows that, at a formal level, despite the obstacles experienced in terms of the commercialization of the technique, radio is a valid medium for branded content and that the prestige provided by certain stations, their audience and expertise, in terms of the production of journalistic products, provide added value to the brand. However, considering the tactical nature of the medium, depending on the objectives and results pursued by the brand, podcasting may be the most appropriate spoken sound medium. [ABSTRACT FROM AUTHOR]

The selective power of digital audiences, fragmented and multiplatform, produces a discrepancy between what the media offer as most relevant in their agenda and what the public prefers to consume or share. A ‘news coverage gap’ that is analysed in this paper applied to the case of the Ukrainian war in the international press. For this purpose, the news highlighted on the frong page, the most read by the web audience and the most shared by Twitter/X users of the digital editions of El País (Spain), Público (Portugal), The Guardian (UK) and The New York Times (US) is collected for four weeks of 2022. The initial sample (N=1680) forms a final useful sample (N=259) on the Russian-Ukrainian conflict to which a content analysis is applied around four categories: journalistic narrative, multimedia, interactivity and tabloidization treatment. The main results show that three of the four media dedicate less than 25% of their front page to the Ukrainian war. A breaking news coverage, augmented by ‘hook’ headlines, which decreases as time goes by and which barely finds interest in the audience, with consumption and dissemination rates between 10% and 3%. This disparity between the most relevant journalistic selection and the preferences of the public reflects an audience that disregards the criteria of journalistic relevance and media that fail to capture their interest or attention regarding the coverage of the conflict. [ABSTRACT FROM AUTHOR]

Healthy behaviors have traditionally been promoted through persuasive messages that provide information about figures or arguments and are designed with an openly persuasive objective. However, other strategies have recently been established, such as the use of narrative messages and mixed formats (which combine information and tell a story). The evidence is not conclusive about the efficacy of these three modalities of persuasion (informational, narrative, and mixed) nor about the mechanisms responsible. Methodology: Two experiments were carried out that compared the effects of the three modalities of persuasive messages mentioned and that were designed to promote sleep hygiene as a factor in controlling body weight. In addition, the role of involvement with the theme of the message and the need for cognition were considered as possible moderator variables. Results: It was observed that the informational message exerted significant indirect effects on the perceived effectiveness of the message, beliefs, and behavioral intention through the self-reference mechanism. In contrast, the narrative and mixed messages owed their persuasive effectiveness to emotional activation, narrative transport, and identification with the protagonist. Conclusions: This paper advances knowledge about persuasion and the most effective strategies to design campaigns to control body weight through the promotion of sleep hygiene. [ABSTRACT FROM AUTHOR]