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Proper knowledge of a language requires being aware of such interlingua interference as "false friends of a translator". The research conducted with higher school students revealed the fact of misunderstanding and their being confused when dealing with the stratum of terminology under consideration. Therefore, the aim of the paper is to consider 'false friends of a translator' in physics field taking account of their similarities or differences in the pronunciation, meaning and spelling in English and Russian. For realizing this aim the authors empirically surveyed two groups of higher school final-year students to contribute to their language development through good knowledge of terms. The research was conducted on the base of comparison, observation and empirical methods and the teaching-practicing-controlling approach. The results obtained show that proper educating the future specialists to the use of the lexical units under consideration correctly can improve their language knowledge for their professional growth. The results can be used in language teaching practice, in making dictionaries for special purposes, as well as for making some possible contribution to terminology science. [ABSTRACT FROM AUTHOR]

The research supporting this paper addresses the problem of educational communication efficacy using a dual methodology strategy. Over 1.200 questionnaires were given out to professionals in four institutions dedicated to persuasive communication; two traditional --the church and schools-- and two more recently created -- journalism and advertising. Probably they are the four groups with more socialising force in the last centuries; For this paper the educators' responses were specifically analysed to determine their conception of the communication process and the requirements for effective communication, and these were compared with those from the other groups, especially from advertising professionals. Lastly, all the responses were compared to contributions from neuroscience that have been made in recent decades about how the human mind functions, particularly with regards to decision-making, to determine which communication proposals provide a greater guarantee of efficacy. The results indicate the need for educators to break away from a strictly cognitive polarized communication that focuses on transmission. They are more related with guaranteeing the supply than creating a demand, and open up to the communicative potential of emotions, interaction and storytelling. [ABSTRACT FROM AUTHOR]

The paper aims to address the incorporation of technologies of communication and information (ICT) in the feld of education in the Latin American context. The purpose is to discuss the naive conception of ICT that understands them like politically-pedagogically neutral. We will use the theoretical framework of the pedagogy of liberation elaborated by Paulo Freire. This theoretical framework points out that education is always a political fact: we educated to form a kind of citizen and for a kind of society. The article raises four discussions of high political-pedagogical content about ICT: free software vs. proprietary software (or copyrigths vs. copyleft); web peer to peer vs. web server/customer-user; free and secure information and communication vs. mass espionage; knowledge community vs. neocoloniality of knowledge. Finally we argue in favor of the paradigm in ICT that we consider pedagogical, ethical and technically more appropriate for the feld of education especially in the countries of the Latin American context. [ABSTRACT FROM AUTHOR]

The aim of this paper is to identify the possibilities that transmedia offers for the expansion of tangible and intangible legacy in the field of cultural communication in the city of Cuenca in Ecuador. This city has a historical center named Patrimony of the Humanity by UNESCO in 1999. The strategy of heritage communication is based, as in most cities with high cultural and historical potential, in it's tangible heritage seen in a classic way through the relationship between the art work ant it's audience. It is intended to offer, from a background analysis, a different way to streamline its cultural offer to support two basic concepts: first, create a global project that through various platforms offer different interrelated products and independent operation at the same time; the second, to involve users to become prosumers. The work seeks to activate the city by involving the user, valuing the local culture, its landscape, gastronomy, handicrafts, and giving the citizen a voice to tell his own history of the city and promote a knowledge of the territory with a humanistic and environmental education and values, which involves people through their active participation in the construccion of the city'story. [ABSTRACT FROM AUTHOR]

In this paper we attempt to analyze the negotiation of social roles between students and teachers in the new interactive contexts mediated by technological medium. The object of the analysis is a school group in the social network Facebook. From the theoretical framework of Systemic Functional Linguistics and Multimodal Theory, we attempted to account for the realization of interpersonal metafunction in this Facebook group; and, from the methodological apparatus of the ethnography of communication and conversation analysis, we describe the interactions to observe the roles played by participants in their discursive interactions and the resources they use. The study reveals that in a virtual space as Facebook, the traditional roles between teachers and students are reconfigured through resources that relieve the extent of imposition of participants over others and others that promote the care of the image of the partners; while it is enabling the development of trade relations and affection between subjects. The development of an educational virtual space in a social network facilitates communication between subjects and contributes to education in the classroom space, without jeopardizing the social images of teachers and students. [ABSTRACT FROM AUTHOR]

Social advertising is an essential resource in the success of the goals and scopes of Well Living and, therefore, of the Sustainable Development Goals 2030. This paper analyzes its application, its meaning and how its efficacy could be achieved and confirmed. To this end, we present here cases in which education and entertainment, related to social communication, have achieved changes in attitudes and risk behaviors. In such cases, progress has been made in attaining development goals. Finally, we discuss the importance of having a theoretical and methodological basis that supports social campaigns and their products. [ABSTRACT FROM AUTHOR]

The paper shows the analysis of an experiment developed with universitary students of the Audiovisual Communication degree in which a complex and unprecedented issue is addressed in their training: "development of transmedia storytelling through the creative management of sensors of an smartphone" to a pair of independents groups with different teaching methodologies. On the one hand, first group gets the content by the "master" classic way: display of the subject by the professor, recommended readers and double theoretical evaluation (through multiple- choice test) and practice (design of a communication strategy using the resources acquired ). The second group is brought under an immersive experience through the use of ICT's, mainly smartphones. A guided itinerary is set, in which the student with the unique support of his smartphone should search the concept and develop collaboratively with his classmates. This group will be evaluated in the same way as the previous group. The results found measures the differences between the values such as the real degree of knowledge, the exams score, the students satisfaction regarding the content, methodology and teachers who have taught or the decision to use what they has learned in medium-term future in their professional field. [ABSTRACT FROM AUTHOR]

Aiming to achieve an adequate knowledge management many organizations focus on implementing digital platforms that allow information exchanges, but they leave the human component away. In this reflection paper a complementary vision is proposed, based on internal communication as the booster of group interactions, empowering and proper values within the organizational culture for achieving the levels required when knowledge is managed. The conclusions are concentrated on the potentialities of the communication strategy to strengthen the organizational culture and also strengthen the individuals-employees, making the exteriorization, sharing and generation of organizational knowledge. [ABSTRACT FROM AUTHOR]