ABSTRACT
The mandatory home confinement of the Spanish population, implemented in response to the COVID-19 pandemic, presents a unique opportunity to study the use and influence of Information and Communication Technologies (ICT) in people's perception of quality of life during this exceptional situation. This article adapts and validates a psychometric scale designed to identify and measure the main dimensions of the Quality of Life construct perceived through ICT use. To this end, an exploratory and transversal study has been carried out in Spain on a sample of 2,346 participants. Data processing has been carried out with SPSS and EQS. The results provide evidence of the reliability and psychometric quality on the scale, which exhibits adequate consistency that facilitates its application. The confirmatory factor analysis showed a hierarchical model of three correlated factors that account for the dimensions "Satisfaction with life", "Emotional support" and "Social support", which have enough correlation to measure the personal perception of quality of life associated with ICT use and are consistent with previous psychometric studies. The results of the TICO scale indicate that more than 70% of the sample feel ICT have united their family during home confinement and more than 45% experience happy feelings when they use ICT. In home confinement, ICT use has improved users' quality of life, mainly their satisfaction with life and social and family support.
Subject(s)
Coronavirus Infections , Information Technology , Pandemics , Personal Satisfaction , Pneumonia, Viral , Quality of Life , Quarantine/psychology , Adolescent , Adult , Aged , Betacoronavirus , COVID-19 , Cross-Sectional Studies , Factor Analysis, Statistical , Female , Humans , Male , Middle Aged , Psychometrics , SARS-CoV-2 , Social Support , Spain , Surveys and Questionnaires , Young AdultABSTRACT
Introducción. El giro demográfico hacia la madurez, ha generado una serie de cambios socioeconómicos y culturales que transforman el papel y la imagen pública de las personas mayores en nuestra sociedad. Los mayores se han convertido en uno de los segmentos de mercado con mayor futuro. En España apenas se encuentran trabajos que profundicen, desde el punto de vista de la comunicación, en la realidad de este nuevo mercado. Esta investigación analiza la utilización que se hace de la imagen del mayor en la publicidad televisiva, diferenciando entre los anuncios destinados al público de la tercera edad, y aquellos cuyos destinatarios no son los mayores, pero los incorporan en su contenido como actores publicitarios. Material y métodos. Análisis de contenido sobre 2.065 spots grabados en la franja horaria de máxima audiencia (de 20:30 a 22:30 horas) durante la semana del 10 al 16 de noviembre de 2008. La muestra se ha obtenido de las 5 principales cadenas de televisión españolas (TVE 1, La 2, Tele 5, Antena 3 y Cuatro). Dos evaluadores analizaron simultáneamente la misma programación obteniendo un coeficiente de fiabilidad entre jueces de 0,91. Resultados y conclusiones. En general las personas mayores aparecen poco en la publicidad española, especialmente las mujeres. Su presencia es más contundente y visible en campañas dirigidas a diferentes grupos de edad donde se les presenta con una imagen estereotipada, interesada y tradicional(AU)
Introduction. The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. Material and methods. A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. Results and conclusions. In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image(AU)
Subject(s)
Humans , Male , Female , Aged , Aged, 80 and over , Advertising/legislation & jurisprudence , Advertising/trends , Television/statistics & numerical data , Television , Communications Media/ethics , Communications Media/legislation & jurisprudence , Communications Media/standards , Advertising/ethics , Advertising/methods , Advertising/standards , Television/ethics , Communications Media/trends , Communications MediaABSTRACT
INTRODUCTION: The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. MATERIAL AND METHODS: A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. RESULTS AND CONCLUSIONS: In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image.
