Communication and Smart Technologies. Proceedings of ICOMTA 2021

Preface
Organization
	Honorary Committee
	International Scientific Committee President
	International Organizing Committee President
	Local Organizing Committee President
	Organizing Committee
	International Scientific Committee
Contents
About the Editors
Digital Communication, Systems and Processes
Absences Predictive Model of for the Outpatient Unit in a Public Hospital
	1 Introduction
	2 Materials and Methods
		2.1 Understanding the Business
		2.2 Understanding the Data
		2.3 Data Transformation
		2.4 Modeling
		2.5 Evaluation
	3 Discussion of Results
	4 Conclusions
	References
Automatic Data Warehouse Generation Model from BI Requirements in Natural Language
	1 Introduction
		1.1 Data Quality
		1.2 Data Integration
		1.3 Natural Language
	2 Scope of the Problem
	3 Work Hypothesis
	4 Proposed Model
	5 Validation
		5.1 Education Domain
		5.2 Conclusions and Future Work
	References
Automation of an Educational Data Mining Model Applying Interpretable Machine Learning and Auto Machine Learning
	1 Introduction
	2 Status of the Issue
	3 Work Hypothesis
	4 Proposed Model
	5 Conclusion and Future Works
	References
Examining the Tech Stacks of Czech and Slovak Untrustworthy Websites
	1 Introduction
		1.1 The Czech and Slovak Untrustworthy Website Landscape
	2 Methods
	3 Results
		3.1 Top-Level Domain Names and Domain Name Registrars
		3.2 Hosting and E-mail Providers
		3.3 Trackers
	4 Discussion
	References
A Prospective Model of a Digital Epidemiological Surveillance 4.0 Based on the Peruvian Public Health System
	1 Introduction
	2 Methods
	3 Results
		3.1 Model Inputs
		3.2 Epidemiological Surveillance Process
		3.3 Planning Phase
		3.4 Execution Phase
	4 Outputs (Social Impact) of the Model
	5 Model Components
	6 Conclusions
	References
The Relevance of Internal Communication in Innovation Processes: The Bosch Case Study
	1 Introduction
	2 Communicating for Innovation
	3 Action Research in an Industrial Company
	4 Results and Discussion
		4.1 Understanding Communication in Project Management Environment
		4.2 Communication Flows and Interaction Difficulties
		4.3 Communication Channels: The Dispersion and Replication of Information
		4.4 Expectations Regarding the Development of a New Communication System
	5 Conclusions
	References
Model Maturity to Determine Student Profile During COVID-19 Pandemic at Public University
	1 Introduction
	2 State of Art
	3 Proposal
		3.1 Phase 1: Characterize the Student
		3.2 Phase 2: Define the Student’s Profile
		3.3 Phase 3: Establish Change Strategies
	4 Validation
		4.1 Phase 1: Characterize the Student
		4.2 Phase 2: Define the Student’s Profile
		4.3 Phase 3: Establishing Change Strategies
	5 Conclusions
	References
Political Communication, Technology and Applications
Social Media and Online Political Activism in Protest Communication Strategies: Friends or Foes?
	1 Introduction: Political Activism, Communication and Democracy in the Context of Social Media
	2 Social Media as an Opportunity for Online Political Activism
		2.1 The Self-mediation of Protest
		2.2 The Civic Monitoring of Power Centres
		2.3 New Opportunities in Shaping the Public Agenda
	3 Social Media as an Obstacle to Online Political Activism
		3.1 Difficulties in Capturing the Interest of Mainstream Media
		3.2 The Structural Dependence on Commercial Social Media
	4 Conclusions
	References
When Memes Become a Serious Business: Memetics as a Political Communication Strategy in the United States and Ecuador
	1 Introduction
	2 The Globalization of Memetics
		2.1 Memetics and Politics
		2.2 Ecuador and United States: Globalized Humor and Politics
	3 Methodology
		3.1 Units of Analysis
	4 Results
		4.1 Making Fun: When the Powerful are Silenced
		4.2 Mocking and Flaming: When Freedom of Expression Finds Limitations
	5 Discussion
	6 Conclusions
	References
Realities and Challenges of a Democracy in Crisis. Impact of Disinformation and Populism on the Media System
	1 Democracy at Stake: Political Leadership and the State of the Public Sphere
	2 Populism and Fake News: Looking for Roots
	3 Fact-Checking for Social Media Platforms
	References
LatamCovidNewsCheck. Meta-classification of Fact Checking Platforms in Latin America During the Covid-19 Pandemic
	1 Introduction
	2 Methodology
	3 Results
		3.1 Formal Aspects of News Verification Agencies
		3.2 Categorization of News About Covid-19. LatamCovidNewsCheck
	4 Conclusions
	References
The Media and the Spanish Monarchy: The Mediating Role of Ideology
	1 Introduction: The Media and Selective Perception
	2 Monarchy: Trust, Ideology and Selective Perception
	3 Objectives, Hypotheses, Method and Variables
	4 News Monitoring and the Impact of Scandal on the Perception of the Spanish Monarchy
	5 Conclusions
	References
Post-feminism and Post-truth in Reggaeton Video Clips on Youtube
	1 Introduction
		1.1 Normalized Machismo in Reggaeton Music Videos
		1.2 New Feminist Proposals in the Reggaeton Industry
	2 Methodology
		2.1 Ethical Considerations
	3 Results and Discussion
		3.1 Sexual Agency in the Female Empowerment Narrative
		3.2 Female Empowerment from the Art Direction
	4 Conclusions
	References
Twitter and Politics: An Analysis of the Account of Former Peruvian President @MartinVizcarraC Before and During the Pandemic
	1 Introduction and Literature Review
	2 Material and Methodology
	3 Analysis of Results
	4 Conclusions
	References
Framing and Immigration: New Frames in Media and Social Networks
	1 Introduction
	2 Related Work
		2.1 Framing Theory
		2.2 Agenda-Setting Theory
		2.3 Stereotypes and Prejudices of the Immigrant Population in Spain
	3 Research Method
	4 Results
	5 Discussion and Conclusion
	References
Posting to Belong: Instagram Features Enhance Marketed Goods Used as Conduits to Leverage Group Affiliation
	1 Introduction
	2 Literature Background
		2.1 The Need to Belong to a Group
		2.2 Belonging-Oriented Consumption and Belonging Conduits
		2.3 Instagram and the Search for Belonging
	3 Methods
		3.1 Sample
		3.2 Data Collection
		3.3 Analysis Procedure
	4 Results
		4.1 Theme 1: Use of Resources Traded in the Market
		4.2 Theme 2: Instagram Extends the Belonging Conduit
		4.3 Theme 3: Music Amplifies the Belonging Conduit
	5 Discussion
	References
Is Facebook a Tool to Achieve True Friendship? A Study from an Ascetic Perspective
	1 Introduction
	2 Literature Review
	3 Results
		3.1 Fellowship
		3.2 Camaraderie
		3.3 Sympathy
	4 Conclusions
	References
Fact-Checking on COVID-19 After a Year of Global Infodemic. Analysis of Digital Misinformation in Spain, Portugal and Latin America
	1 Introduction
		1.1 Fact-Checking as a Reaction to Information Disorders
		1.2 Fact-Checkers in a Global Infodemic Scenario
	2 Method
	3 Results
		3.1 Characteristics of the Fact-Checked Misinformation
		3.2 International Circulation of the Information that Was Fact-Checked
		3.3 Correlation Between Web Search Queries and Publication of Fact-Checks
	4 Discussion and Conclusions
	References
Post-truth of Female Empowerment in the Fake News of Peruvian Reality Shows
	1 Introduction
		1.1 The Peruvian Media Ecosystem and Women Sexualized Representation
	2 Methodology
		2.1 Ethical Considerations
	3 Results and Discussion
		3.1 The Use of Fake News with a Level of Facticity
		3.2 Post-truth of Female Empowerment
	4 Conclusions
	References
YouTuber and Instagrammer Phenomenon in the Andean Community
	1 Introduction
		1.1 Social Media in the Andean Community
		1.2 Phenomenal YouTuber and Instagrammer
	2 Design and Materials
	3 Results
		3.1 Influencer Profile and Language
	4 By Way of Conclusion
	References
Intellectual Disability in Media and Political Agendas and Its Status as a Social Minority
	1 Introduction
	2 The Social Issues of Intellectual Disability
	3 The Agendas’ Role
		3.1 The Media Agenda: A Social Role for Intellectual Disability
		3.2 The Political Agenda: A Public Role for Intellectual Disability
	4 Objectives and Methodology
	5 Results
		5.1 The Political Agenda
		5.2 The Media Agenda
	6 Discussion and Conclusions
	References
The Emotions of the Outbreak. Topics, Sentiments and Politics on Twitter During Chilean October
	1 Introduction
		1.1 Social Context
	2 Review of Literature
		2.1 Twitter, Emotions and Protest Mobilization
	3 Methodology
		3.1 Techniques of Analyses
		3.2 Sample, Textual Corpus
	4 Results
		4.1 Topic Modeling Analysis
		4.2 Sentiment Analysis
		4.3 Discussion
	5 Conclusions
	References
Use of Technological Means and Personal Data in Electoral Activities: Persuasive Voters
	1 Introduction
	2 Use of Technological Means and Personal Data in Electoral Activities: Persuadable Voters
	3 Other Conclusions
	References
Political Communication in Europe. The Role of the Lobby and Its Communication Strategies
	1 Lobby and Political Communication
	2 Strategies of Lobbies in European Union
	3 Communication in the Commission and Parliament
	4 Conclusion
	References
Institutional Advertising in the Face of COVID-19 Hoaxes: Strategies, Messages and Narratives in the Spanish Case
	1 Institutional Advertising in Spain: Definition and Context
	2 Hoaxes, Fake News and Misinformation Regarding COVID-19
	3 Methodology and Objectives
	4 Results
		4.1 Analyzed Videos, Duration and Interactions
		4.2 Strategy, Intentionality, and Discourse of Institutional Advertising Campaigns
		4.3 Institutional Advertising in the Face of COVID-19 Hoaxes
		4.4 Narrative and Filming Techniques
	5 Conclusions
	References
Emotions and Pro-independentist Vote in Catalonia in the Elections of 2017
	1 Introduction
	2 The Political Context: The Catalan “Procés”
	3 The Importance of Emotions in Explaining Political Behaviour
	4 The Study of the Political Behaviour in Catalonia
	5 Conclusions
	References
Media, Applied Technologies and Communication
Media Interactivity in China. Hierarchical Cluster Analysis of China’s English-Language Media
	1 Introduction
	2 Research Questions
	3 Materials and Methods
	4 Results
	5 Hierarchical Cluster Analysis
	6 Discussion
	References
Community Radio in Ecuador: Cayambe Radio Message Case
	1 Introduction
	2 Research Methodology
	3 Research Results
		3.1 Community Radio in Latin America and Its Use in Education
		3.2 Cayambe Radio Message: Alternative Means of Training and Community Development
	4 Discussions and Conclusions
	References
Credibility in Local Journalism, a Look at the Fourth Estate
	1 Introduction
		1.1 Media Representation of Reality
	2 Methodology
	3 Results and Discussion
	4 Conclusions
	References
Marketing and Digital Press: Information Consumption Patterns in Colombia During COVID19
	1 Introduction
		1.1 Journalism and Citizen Journalism in Colombia
		1.2 Digital Journalism vs. Printing
	2 Methodology
	3 Results
	4 Conclusions
	References
National Survey on Educommunication in Spanish Universities During the COVID-19 Pandemic: Methodology and Results
	1 Introduction
	2 Literature Review
	3 Design and Method
	4 Results
		4.1 Baseline Data of the Subjects
		4.2 Students’ Perception About Their Personal Feelings
		4.3 Students’ Perception About the University and Their Actions in the Online Teaching Period
		4.4 Media Competence
		4.5 Difficulties of the Online Method
		4.6 Perception About the Teaching Staff
		4.7 Prospects and General Valuation
	5 Conclusions
	References
Digital Interaction and the Transition in the Information Consumption of the New Generations
	1 Introduction
	2 Digital Consumption of the New Generations
		2.1 New Paradigm
		2.2 Risk of Misinformation
	3 Methodology
		3.1 Research Design
		3.2 Results. Most Used Social Networks and Consumer Preferences: Mexico and Spain
		3.3 Fake News: México and Spain
		3.4 Main Attraction on Social Media: Mexico and Spain
		3.5 Information They Share on Social Media that Impacts the Public Sphere
		3.6 The Importance that Politicians Confer with Leaders on Citizen’s Manifestation on Social Media
		3.7 Contribution of the Social Media to Social Coexistence
	4 Conclusions
	References
Twenty-First Century Trends and International Cross-Cultural Perspective: The Post-dramatic TV Series Model in the United States vs. Spain’s Neoclassical Hesitancy in Television Serial Fiction
	1 Introduction
	2 Methodology
	3 Theoretical Framework
		3.1 TV Series Fiction Post-drama in the United States of America
		3.2 Spain’s Neoclassical Hesitancy in Its Current Serialized TV Fiction
	4 Discussion
		4.1 TV Series Fiction Post-drama in the United States of America
		4.2 Spain’s Neoclassical Hesitancy in Its Current Serialized TV Fiction
	5 Conclusions
	References
Podcast as an Emerging Branded Content Tool: The Case of Luxury Fashion Brands
	1 Introduction
	2 Literature Review
		2.1 Branded Content in the Luxury Industry
		2.2 Podcasting
		2.3 Podcasting as Branded Content Strategy for Luxury Brands
	3 Methodology
	4 Results
		4.1 Chanel Podcast
		4.2 Gucci Podcast
		4.3 Hermès Podcast
		4.4 Dior Podcast
	5 Discussion
	6 Limits and Conclusion
	References
Media, Fear of Crime, and Authority: Focus Groups in Lima (Perú)
	1 Introduction
	2 Agenda-Setting, Fear of Crime, and Legitimacy of the Authorities
	3 Methodology
	4 Results
		4.1 Media and News Consumption
		4.2 News Consumption and Fear of Crime
		4.3 News Consumption and Trust in the Authorities
	5 Discussion and Conclusion
	References
First Studies of the Migration of Television Content to Twitch in Spain
	1 Television in the Current Media Ecosystem
		1.1 Transformation of Audiovisual Consumption Habits
	2 The Origins of the Platform
		2.1 Twitchers and Audiences
	3 Methodology
	4 The Case of Ibai Llanos
	5 Conclusions
	References
Twenty-First Century Trends and International Cross-Cultural Perspective: Cultural Hybridizations and Narrative-Dramatic-Cinematographic Fusions Between Europe and Latin America. The Case of Kiro Russo (Cinematography) and Rodrigo García (Literature)
	1 Introduction
	2 Methodology
	3 Theoretical Framework
	4 Results and Conclusions
		4.1 Kiro Russo (Cinematography)
		4.2 Rodrigo García (Literature)
	References
Coronavirus on Iberic Digital Media. The Most Consumed News by Spanish and Portuguese Readers
	1 News Consumption in Pandemic Times
	2 Methodological Protocol and Data Analysis
	3 Final Considerations
	References
Broadcast Journalism Education Through Quality Parameters in the Information on Television’s Technology System
	1 Introduction
	2 The Methodology of the Quality Parameters in Television Information
	3 The OCITV as an Information System
	4 Results and Discussion
	5 Conclusions
	References
The Tone in Media Coverage of Women Politicians. Comparative Analysis of the Polarity of Journalistic Texts in Spain, France and the United Kingdom
	1 Introduction
		1.1 Women Politicians and Media
	2 Material and Methods
	3 Results
		3.1 Spain: The Media Tone Defined by Ideology
		3.2 France: The Most Positive Treatment for Female Politicians
		3.3 United Kingdom: The Position of Women Defines Coverage
	4 Discussion and Conclusions
	References
Creation and Development of a Sports Cyber-Media: The Adrenalina Deportiva Case
	1 Introduction
		1.1 Evolution from Media to Cyber-Media
		1.2 New Journalistic Languages on the Web
	2 Methodology
		2.1 Qualitative Method
		2.2 Quasi-experimental Method
	3 Results
		3.1 Pre-production
		3.2 Production
		3.3 Creation and Development
		3.4 Creation of the 360º Newsroom
		3.5 Development of Journalistic Routines
		3.6 Hypermedia Management
		3.7 Innovation in the Broadcasting of Sports Information
		3.8 Post-production
	4 Conclusions
	References
Interactive Documentary as a Narrative Form of Expression. Towards a Second Birth and Institutionalization
	1 Introduction
	2 Theoretical Framework
	3 Period Division
		3.1 The Appearance of Interactive Documentary (1980–1990)
		3.2 Emergence and Experimentation (1990–2000)
		3.3 Constitution and Consolidation (2000–2010)
		3.4 Diversification and (Possible) Institutionalisation
	4 Conclusion
	References
Web Experience Effects on Online Purchase Intention by Millennials on Retail Websites in Lima Metropolitan: An Application with Regression Analysis
	1 Introduction
	2 Literature Review
		2.1 Online Purchase Intention
		2.2 Web Experience
	3 Research Model
	4 Methodology
	5 Results
	6 Discussion
	7 Conclusions
	8 Limitations
	9 Future Investigations
	References
Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students
	1 Introduction
	2 Theoretical Framework
		2.1 Brand Equity
		2.2 Perceived Quality
		2.3 Brand Loyalty
		2.4 Brand Image
		2.5 Purchase Intent
	3 Hypothesis and Model
	4 Methodology
	5 Results
		5.1 Cronbach’s Alpha
		5.2 Confirmatory Factor Analysis
		5.3 Re-specification of the Model
		5.4 Cronbach’s Alpha After Model Re-specification
		5.5 Exploratory Factor Analysis
		5.6 Confirmatory Factor Analysis
		5.7 Monotonic Regression
	6 Discussion
	7 Limitations
	References
Affective Support Mediated by an On-Line Constructivist Environment in Times of Covid-19
	1 Introduction
	2 Methodology
	3 Results
	4 Conclusions
	References
Factors that Influence Media Competence of Female Streamers Audiences During the Covid-19 Pandemic
	1 Introduction
		1.1 Media Competence
		1.2 Video Games
	2 Methodology
		2.1 Type of Research, Techniques and Objectives
		2.2 Object of Study, Interest and Justification
	3 Results
		3.1 Languages
		3.2 Ideology and Values
	4 Conclusions
	References
Diagnosis of Digital Teaching Competence: Universidad Viña del Mar
	1 Introduction
		1.1 Digital Teaching Competition
	2 Method
		2.1 Research Design
		2.2 Instruments
	3 Data Analysis
	4 Discussion
	5 Conclusions
	References
Approach to the Operation and Regulation of Digital Platforms in the Pacific Alliance Countries
	1 Introduction
		1.1 The Pacific Alliance and the Regional Digital Marketplace
	2 Methodology
	3 Analysis and Discussion
	4 Conclusions
	References
Approach to the Audiovisual Market of the NETFLIX Streaming Platform in Ecuador
	1 Streaming Platforms. A General Overview
		1.1 Streaming Platforms and Netflix in Ecuador
	2 Methodological Design
	3 Analysis and Results
	4 Conclusions
	References
Economic Sustainability Models for Alternative and Community Media (ACMs): The Venezuelan Case
	1 Introduction
	2 The Venezuelan Case
	3 Methodology and Analysis of Results
		3.1 Identification of Funding Strategies
		3.2 Classification of Economic Sustainability Models
		3.3 Analysis of Venezuela ACMs Economic Sustainability Models
	4 Conclusions
	References
‘Quarantine’ on Google and YouTube During the Covid-19 Pandemic: United States, United Kingdom, Spain and Italy
	1 Context
		1.1 Pandemic
	2 Objective
	3 Method
	4 Results
	5 Discussion and Conclusion
	References
Influence of Short-Term Study Abroad Program Design in Adjustment Experiences
	1 Introduction
	2 Methodology
	3 Results and Discussion
	4 Conclusions
	References
Treatment of Gender Violence in Digital Newspapers of the Andean Region
	1 Introduction and Objective
	2 Approach to the Problem
	3 Media and Gender Violence
	4 Methodology
		4.1 Results and Discussion
		4.2 News Analysis
	5 Conclusions
	References
Sizing Up “Media Twitter”: Exploring Population Extent, Beats, and Utility of Social Media
	1 Introduction
	2 Literature Review
	3 Data Collection
		3.1 Survey Analysis
		3.2 Computational Analysis
		3.3 Research Questions
	4 Methods
	5 Results
	6 Discussion
	7 Conclusion
	References
Analysis of the Publications of the Universities of the South of the Iberian Peninsula on Facebook
	1 Introduction
	2 Objectives
	3 Methodology
	4 Discussion and Results
	5 Conclusions
	References
The Perception of Cyberbullying by Adolescents in Rural and Urban Spain
	1 Introduction
		1.1 Prevalence of Cyberbullying
	2 Methodology
	3 Results
		3.1 Cyber Victims
		3.2 Cyberbullies
		3.3 Cyberbullying by Gender, the School and Academic Year
	4 Conclusions
	References
Author Index