This article studies the process of demonization, its consequences, and how social media contribute to the formalization of its axiology. The demonization of societies aims to create social subjects that fit into the idea of the “other” by exposing them to compulsory invisibility. This research’s main objective was to examine how demonization is used as a weapon of oppression to devalue specific individuals through the hashtag #StopIslam and Instagram’s role in this process. The methodology used for this purpose has consisted of an empirical and quantitative analysis of the most recent (1 January 2020–31 July 2020) posts on Instagram with #StopIslam, analyzing the images and the content. The study has determined how, through social media manipulation, erroneous ideas are transmitted that prevent the Islamic collective’s integration, especially in European countries. The conclusions will reflect hate speech and how the Islamic world’s demonization results in the Muslim community’s stigmatization, racism, and Islamophobia. Although there are different articles related to demonization and hate speech, there are not many scientific resources that explain these variables on Instagram and how it affects the inclusion of the Muslim community in Europe, significantly when the time spent on the Internet is growing.

Purpose This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content. Design/methodology/approach This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories. Findings The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content. Originality/value This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

Este trabajo analiza cómo los medios de comunicación construyen realidad social mediante el lenguaje. La realidad social es revisada como un constructo discursivo fundamentado en el principio antrópico de la información y en el axioma watzlawickiano de que “es imposible no comunicar”. Se tiene como objetivo principal analizar cómo el concepto de “opinión pública” ha evolucionado con el desarrollo de las Tecnologías de Información y Comunicación (TIC). Para ello, se ha realizado una revisión crítica de la literatura científica, realizando un mapeo por las bases de datos WoS y Scopus, para luego determinar a partir de un estado de la cuestión cómo se forman las nuevas definiciones de opinión pública, entendiendo así el ecosistema mediático y las interacciones de los individuos en el plano de la comunicación digital. Como conclusión principal se destaca que la opinión pública ya no es solo creada unidireccional y monopólicamente a través de los medios de comunicación convencionales, sino también con la interacción y participación de la “audiencia prosumidora” en el seno de las redes sociales. Sin embargo, esto no es indicativo de que se ha perdido por completo el rol de los medios de comunicación en el control social a través de estrategias como el framing  (encuadre) y priming (priorización) e incluso han surgido, a partir de esta construcción interactiva de las realidades, nuevos vicios informativos como las fake news (noticias falsas).

Spanish-Moroccan mixed couples exemplify a case of cultural hybridization that reflects the colonial past between these two countries. In this context, social media is a space of opportunity and risk to face discrimination and othering. In this article, we draw upon postcolonial theory and Internet studies to consider TikTok affordances as tools that are relevant to understand how cultural, national, and religious identities are shaped and presented in digital spaces. In this sense, this study constitutes the first exploratory analysis of Moroccan-Spanish mixed couples’ (self)representations and identity construction as reflected by their TikTok content. The memetic and intersectional aspects of the mixed-couple identity emerge as central in the convergent nature of the platform and their lived experiences. Through an initial analysis of 8,653 TikTok videos, we identified 6 creator accounts with more than 10K followers to conduct a deeper multimodal content and discourse analysis of 146 videos. This enabled us to explore how these creators portray their hybrid identity through short, vertical videos harnessing TikTok’s vernaculars and affordances. The results enable us to propose the concept of performative hybridization, which involves discursive markers within these couples’ TikTok content that reflect a fluid integration of two cultures, while the pervading visual and narrative components reflect the dominance of one set of identity traits over the other. In this case, Moroccan culture is more prevalent.

La adopción del framework Ciudades MIL es una propuesta que engloba a las ciudades resilientes, inteligentes, saludables, creativas e innovadoras. En el presente trabajo se propone mostrar cómo la implementación de este paradigma podría contribuir a superar algunos de los problemas estructurales y de salud en las universidades. Para ello, se realiza un análisis exploratorio y comparativo utilizando 13 indicadores inspirados en el paradigma de las ciudades MIL, adaptado a las ciudades universitarias, profundizando en la universidad de Sao Paolo. Como resultado principal se evidencia que aún hay un largo camino por recorrer, antes de que puedan evaluarse los campus universitarios como inteligentes. Se concluye exponiendo que no existe una planificación preventiva sólida para combatir enfermedades y pandemias.