Da medicalização da comida à gourmetização do medicamento: análise da campanha publicitária que transformou um comprimido efervescente em febre nacional / From the medicalization of food to the gourmetization of medicines: analysis of the advertising campaign that turned an effervescent tablet into a national fever / De la medicalización de los alimentos a la gourmetización de los medicamentos: análisis de la campaña publicitaria que convirtió un comprimido efervescente en fiebre nacional

O aumento da longevidade humana veio acompanhado de uma maior preocupação com os hábitos alimentares e de uma banalização das dietas prescritas, favorecendo um contexto de medicalização da comida, no qual a fronteira entre alimento e medicamento fica imprecisa. Isto tem sido usado mercadologicamente pelas indústrias alimentícias, farmacêuticas e de suplementos alimentares. Este artigo visa discutir como o ecossistema publicitário contemporâneo e a ciberpublicidade são utilizados para naturalizar a presença de suplementos e medicamentos na dieta cotidiana. Usou-se como estudo de caso uma campanha publicitária vietnamita, em que um comprimido foi posicionado como ingrediente culinário. A partir de outros casos descritos na literatura, discutem-se os resultados encontrados no contexto ocidental. Nas considerações finais, apresentam-se alguns desafios regulatórios; apontam-se perspectivas para pesquisas futuras; e defende-se a educação como elemento fundamental para a construção de uma sociedade em que a saúde seja valorizada e exigida como bem coletivo e direito de todos

As human longevity increases, a greater concern with eating habits is visible. Furthermore, the number of people who trivialize prescribed diets increases. This context favors the medicalization of food, in which the boundary between food and medicine is blurred. Industries take advantage of this situation to promote several products. This article discusses how the contemporary advertising ecosystem and the cyber advertising techniques are used to naturalize the presence of supplements and medications in the daily diet. We used as a case study a Vietnamese campaign, in which a tablet was positioned as a culinary ingredient. Based on other cases described in the literature, the results found in the Western context are discussed. In the last section, some regulatory challenges are presented, prospects for future research are pointed out, and education is defended as fundamental for the development of citizens who value Public Health as a collective good and a right of all

El aumento de la longevidad humana ha venido acompañado de una mayor preocupación por los hábitos alimentarios y de una banalización de las dietas prescritas, favoreciendo un contexto de medicalización de la alimentación, en el que la frontera entre alimento y medicamento se esfuma. Esto viene siendo utilizado comercialmente por industrias alimentarias, farmacéuticas y de complementos alimenticios. Este artículo tiene el objetivo de discutir como el ecosistema publicitario contemporáneo y la publicidad cibernética son usados para naturalizar la presencia de suplementos y medicamentos en la dieta diaria. Se utilizó como estudio de caso una campaña publicitaria vietnamita, en la que se posicionó un comprimido como ingrediente culinario. Con base en otros casos descritos en la literatura, se discuten los resultados encontrados en el contexto occidental. En las reflexiones finales, se presentan algunos desafíos regulatorios; se señalan perspectivas para futuras investigaciones; y la educación es defendida como elemento fundamental para la construcción de una sociedad en la que se valore y exija la salud como bien colectivo y derecho de todos.

Alfabetización en medios para promover la satisfacción corporal y la alimentación saludable en adolescentes / Media literacy to promote body satisfaction and healthy eating in adolescents

Resumen Este estudio evaluó la eficacia de un programa de alfabetización en medios (AM) para promover la satisfacción corporal y la alimentación saludable en adolescentes de 12 a 15 años de edad. Es un estudio cuantitativo, cuasiexperimental y longitudinal, con preprueba y postprueba. Participaron 30 mujeres adolescentes de 12-15 años de edad, asignadas aleatoriamente a una de dos condiciones: programa de AM (n = 16) y grupo control en lista de espera (n = 14). Las participantes completaron, en preprueba y postprueba, el Cuestionario de Actitudes hacia la Apariencia Física (SATAQ-3), el Cuestionario de Evitación de la Imagen Corporal (BIAQ) y el Cuestionario de Comportamiento Alimentario (CCA). Hubo una disminución en las puntuaciones obtenidas por el grupo con intervención. Las participantes reportaron comparar menos su cuerpo con relación al cuerpo de las personas que son atléticas (F = 4.17, p = .05), las participantes también consideraron, al finalizar la intervención, que las personas famosas no son una fuente importante de información sobre la moda y sobre cómo ser atractiva (F = 6.87, p = .01). Los programas de AM son herramientas socioeducativas útiles para prevenir la insatisfacción corporal y los comportamientos alimentarios de riesgo, así como para promover conductas saludables.

Abstract This study evaluated the effectiveness of a media literacy (ML) program to promote body satisfaction and healthy eating in adolescents from 12 to 15 years old. The study is quantitative, quasi-experimental and longitudinal study, with pre-test and final post-test. Participated 30 female adolescents aged from 12 to 15 years old, randomly assigned to one of two conditions: ML program (n = 16) and control group on the waiting list (n = 14), who answered the Attitudes to the Physical Appearance Questionnaire (SATAQ-3), the Body Image Avoidance Questionnaire (BIAQ) and the Eating Behavior Questionnaire (CCA). The participants reported comparing their body less with respect to the body of people who are athletic (F = 4.17, p = .05), the participants also considered, at the end of the intervention, that famous people are not an important source of information about fashion and how to be attractive (F = 6.87, p = .01). ML programs are useful socio-educational tools to prevent problems such as dissatisfaction with body image and risky eating behaviors, or to promote healthy behaviors.

Evaluación de un programa nutricional para la prevención de trastornos alimentarios en estudiantes de secundaria / Evaluation of a nutritional program for the prevention of eating disorders in junior high school students

Introducción: Los patrones de belleza establecidos por la sociedad y difundidos por los medios de comunicación han ocasionado que los adolescentes presenten trastornos alimentarios; por lo que se desarrollan estrategias de prevención para contrarrestar dicha problemática. Objetivo: Evaluar el efecto de un programa de prevención universal de trastornos alimentarios en estudiantes de una secundaria del Estado de México. Métodos: Estudio cuantitativo de corte longitudinal, la muestra estuvo conformada por cinco grupos de intervención (n = 183) y un grupo control (n = 38), a los que se les aplicó el test de actitudes alimentarias (EAT-23), el test se aplicó antes y después de la intervención de un programa nutricional. Se utilizó la prueba t de Student para muestras relacionadas entre la preprueba y la posprueba del grupo con intervención. Resultados: Se observaron diferencias estadísticamente significativas en la subescala de patrones y estilos alimentarios (t = 1,94, p = 0,05) y en las preguntas de me gusta comer con otras personas y siento que los alimentos controlan mi vida, se vieron cambios positivos en ambas preguntas. Conclusiones: Los programas interactivos generan mayores resultados que aquellos que se basan en la transmisión de conocimientos, de ahí que se deban desarrollar programas específicos para la alfabetización de los medios de comunicación y así generar una actitud crítica ante la presión que ejercen la publicidad y la moda(AU)

Introduction: Beauty patterns established by society and disseminated by the media have caused that adolescents present eating disorders; therefore, prevention strategies are developed to counteract this problem. Objective: Evaluate the effect of a universal prevention program of eating disorders in students from a junior high school in the State of Mexico. Methods: Quantitative longitudinal study. The sample consisted of five intervention groups (n = 183) and a control group (n = 38), to which the dietary attitudes test (EAT-23) was applied. The test was applied before and after the intervention of a nutritional program. Student's t-test was used for samples related to pre-testing and post-testing of the intervention group. Results: Statistically significant differences were observed in the subscale of eating patterns and styles (t = 1.94, p = 0.05) and in the questions ¨I like to eat with other people¨ and I feel that food controls my life¨, positive changes were seen in both questions. Conclusions: Interactive programs generate greater results than those based on the transmission of knowledge, hence specific programs must be developed for media literacy and thus generate a critical attitude towards the pressure exerted by advertising and fashion(AU)

Las tecnologías de la relación, la información y la comunicación (TRIC) como entorno de integración social / Relation, information and communication technologies (RICTs) as a tool for social integration / As tecnologias da relação, informação e comunicação (TRIC) como ferramentas de inclusão social

Esta investigación analiza cómo las tecnologías de la información y la comunicación (TIC) son una herramienta para la integración social de grupos desfavorecidos. Para ello, se ha estudiado la relación existente entre el grado de competencia digital de un grupo de jóvenes en exclusión social de los Programas de Cualificación Profesional Inicial de la Fundación Federico Ozanam de Zaragoza (España) y su sentimiento de pertenencia al grupo social mayoritario. Se ha evaluado la posesión de capacidades sociales, las denominadas habilidades para la vida establecidas por la Organización Mundial de la Salud, los hábitos relacionales e informativos y el sentimiento de empoderamiento de la muestra en contextos digitales. El objetivo era averiguar si existía una relación directamente proporcional entre estos factores y el sentimiento de integración. Los resultados son positivos en la mayoría de indicadores estudiados.

This research project aims to assess how information and communication technologies (ICTs) are a tool for the social integration of disadvantaged groups. To that end, we studied a group of young people in social exclusion from the Initial Professional Qualification Programs of the Federico Ozanam Foundation in Zaragoza (Spain); we focused on the relationship between their level of digital literacy and their feeling of integration in the main social group. We evaluated their social capacities, their life skills as defined by the World Health Organization, their relational and informative habits and their feeling of empowerment in digital contexts. The goal was to find out if the relationship between these factors and their feeling of integration was directly proportional. The results were positive for most of the indicatives studied.

O estudo visa avaliar se as Tecnologias da Informação e Comunicação (TIC) são ferramentas para a inclusão social de grupos desfavorecidos. Com esse intuito, estudamos um grupo de jovens em exclusão social participantes dos Programas de Qualificação Profissional Inicial da Fundação Federico Ozanam em Zaragoza (Espanha) e a relação entre seu nível de competência digital e seu sentimento de pertença ao grupo social majoritário. Analisamos as capacidades sociais, as chamadas habilidades de vida estabelecidas pela Organização Mundial da Saúde, os costumes relacionais e informativos e o sentimento de empoderamento da amostra em contextos digitais. O objetivo era descobrir se existia uma relação diretamente proporcional entre estes fatores e o sentimento de integração. Os resultados foram positivos na maioria de indicativos estudados.

Tendencias de las publicaciones especializadas en el campo de la educomunicación y alfabetización mediática en Latinoamérica / Research trends in specialist publications from the field of educommunication and media literacy in Latin America / Tendências das publicações especializadas no campo da educomunicação e alfabetização midiática na América Latina

Se analizan tendencias recientes de investigación en comunicación publicadas en revistas de comunicación latinoamericanas más visibles en bases de datos de referencia y citación. La revisión se centra en los artículos de investigación publicados entre 2013 y 2017 en las nueve revistas latinoamericanas de comunicación incluidas en Scopus. La metodología se basa en la consulta de bases de datos, su sistematización a través de gestores bibliográficos y el análisis de contenido cualitativo de los textos recopilados, apoyado con el software de QDA NVIVO11. Se recopilan 167 artículos que abordan temáticas de educomunicación, alfabetización mediática y narrativas transmedia. Predomina la autoría individual y la afiliación a un solo país e institución, entre los cuales destacan Brasil y España. En relación con el contenido, predomina un enfoque temático sobre los medios y los entornos digitales y un abordaje cualitativo de las investigaciones.

This study analyzed recent research trends in communication research published in nine leading communication journals in Latin America. A literature review of scientific articles published between 2013 and 2017 was conducted using the Scopus database. A database query was run, together with the systematization of data using bibliographic management software and qualitative content analysis of selective texts using the QDA software NVivo 11. A total of 167 articles addressing the themes educommunication, media literacy, and transmedia narrative were analyzed. The majority of articles were written by individual authors belonging to a single institution and country, with emphasis on Brazil and Spain. With respect to content, the predominant themes were media and digital environments and the majority of studies used a qualitative approach.

Analisam-se as tendências recentes de pesquisa em comunicação publicadas nas nove revistas de comunicação mais significativas da América Latina. A pesquisa se centra na revisão dos artigos científicos publicados entre 2013 e 2017 em Scopus. A metodologia se baseia na consulta de bases de dados, sua sistematização por meio de gestores bibliográficos e a analise do conteúdo qualitativo dos textos selecionados, com o uso do software QDA NVIVO11. Estudam-se 167 artigos que abrangem temáticas de educomunicação, alfabetização midiática e narrativas transmídia. Pode-se identificar o predomínio da autoria individual, assim como a filiação a uma só instituição e a um só país, com destaque para Brasil e Espanha. A respeito do conteúdo, predomina o foco temático sobre mídia e os entornos digitais, assim como uma abordagem qualitativa das pesquisas.

Analysis and Countermeasure for Xinjiang Medical Students′Media Literacy Under the New Media Environment / 中国医学伦理学

Network, mobile phones and other new media have influence on the thought and behavior of medical students in Xinjiang. To cultivate Xinjiang medical students′ability to perceive, interpret and criticize the media in-formation, especially to promote the ability to criticize and discriminate undesirable political information spread by the hostile forces of domestic and overseas, Strengthening the network media literacy education for Xinjiang medical students.

Undesirable Effects of Media on Children: Why Limitation is Necessary.

Pervasive media environment is a social problem shared by most of the countries around the world. Several studies have been performed to highlight the undesired effects of media on children. Some of these studies have focused on the time spent by children watching television, playing with computers or using mobile media devices while some others have tried to explain the associations between the obesity, postural abnormalities or psychological problems of children, and their media use. This article discusses the recent approaches to curb influence of media on children, and the importance of family media literacy education programs with particular relevance to developing countries.

La competencia mediática en educación infantil. Análisis del nivel de desarrollo en España / Media Competence in Childhood Education Assessment the Level of Development in Spain

Este trabajo indaga en el nivel de desarrollo de la competencia mediática de los niños y niñas de segundo ciclo de infantil. Para ello se aplica un instrumento, diseñado ad hoc, en el marco de una investigación más amplia (todos los niveles educativos del estado español), que toma como referencia una serie de dimensiones para estimar el grado de competencia mediática. Los resultados muestran que es necesario avanzar en políticas educativas de integración de las habilidades y estrategias para esa alfabetización que resulta indispensable para una educación acorde con las necesidades de la sociedad.

This work seeks to analyse the level of development of media competence from a broader perspective, including students belonging to the second cycle of childhood education. For this purpose, we have implemented an ad hoc tool in the framework of a broader study (all educational levels in Spain), using a series of references to determine the level of media competence. The results show that it is necessary to continue with educational policies of skill integration and with strategies for literacy, a necessary resource today for an education in accordance with the needs of society.

Internet y pánico moral: revisión de la investigación sobre la interacción de niños y jóvenes con los nuevos medios / Internet and Moral Panic: A review of research about interaction of children and teenagers with new mass media

La psicología popular así como la investigación académica comparten la preocupación por los riesgos que afrontan niños y adolescentes con el uso de Internet, tales como la adicción, el cyberbullying, el acoso sexual, entre otros. El concepto de riesgo como categoría de análisis se torna imprescindible en la sociedad de la información, así como la búsqueda de respuestas frente a preguntas como: cuáles son, qué prevalencia tienen, y qué tan extendidos están tales riesgos en las sociedades actuales. En esta revisión se retoma el concepto sociológico de pánico moral, como reacción ante la incertidumbre y pérdida de control, generados por los medios de comunicación, debido a las posibilidades que ofrecen de acceso y exposición a contenidos violentos o sexuales desde edades tempranas. Se identifican los principales temas que han sido objeto de estudio, sus alcances, recomendaciones e implicaciones pedagógicas para la reflexión sobre la educación en medios.

Popular psychology as well as academic research share the concern about the risks faced by children and adolescents with the use of Internet, such as addiction, cyberbullying, sexual harassment, among others. The concept of 'risk' as analytical category becomes essential in the information society, as well as in the research oriented to find out answers to questions such as 'which are the risks', 'what prevalence have', and 'how extended are in contemporary societies'. The concept of 'risk in this review ' is related to the sociological concept of 'moral panic' as a reaction to uncertainty and the loss of control generated by media, due to the fact that they make possible to have access and to be exposed to violent and sexual contents since early childhood. The main issues under study are identified, its scope, recommendations and pedagogical implications for reflection on media literacy.

The problems of media literacy in students and the improving paths / 中华医学教育探索杂志

Along with the mediated society,there are the problems in students'current media literacy,such as the alienation of media using,inability to distinguish'media reality'and'objective reality',lacking of media ethics and consciousness of self-discipline.Based on the analysis of these problems,in combination with the actual college education,we put forward the realization ways and the corresponding strategies to improve the students'media literacy.

Preferred Information Media for Providing Clinical Practice Guidelines to Physicians in Japan : A Needs Assessment Study by the Medical Information Network Distribution Service (Minds) / General Medicine

BACKGROUND: The purpose of our study was to compare the characteristics of medical practitioners who prefer using the Internet as their information resource and those who prefer using printed materials.<BR>METHODS: From December 2002 to January 2003, a non-anonymous questionnaire was sent out by post to members of the Japanese Medical Association (JMA) and physicians working in hospitals. Contributing factors were examined by using logistic regression analysis.<BR>RESULTS: The response rates for the questionnaires were 18.7% (n=1868) for JMA physicians and 68.0% (n=5901) for hospital physicians. Factors associated with the preference for using the Internet were: ‘younger age’; ‘use of the Internet to solve clinical problems and uncertainties’; ‘use of personal computers at work’; and, ‘use of personal computers at home’.<BR>CONCLUSION: The results of this study show that, although some younger physicians prefer printed materials, providing medical information via the Internet is better suited for younger physicians who are making full use of computers. In contrast, older physicians prefer printed materials because they tend to be less familiar with using computers and may have limited accessibility to the Internet. Therefore, using both the Internet and printed materials to provide medical information is necessary to meet the needs of the larger physician population.