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INDEXED INTERNATIONAL RESEARCH JOURNAL

© COMUNICAR, 43; XXII

MEDIAEDUCATIONRESEARCHJOURNAL

ISSN: 1134-3478 / DL: H-189-93 /e-ISSN: 1988-3293

Andalusia (Spain), n. 43; vol. XXII

2nd semester, 01 July 2014

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© ISSN: 1134-3478 • e-ISSN: 1988-3293

Comunicar

EDITOR

Dr. J. Ignacio Aguaded

University of Huelva (Spain)

GUEST-EDITED SPECIAL ISSUE

• Dr. Carmen García-Galera, Rey Juan Carlos University (Madrid)• Dr. Angharad Valdivia, University of Illinois (USA)

ASSISTANT EDITORS

• Dr. Enrique Martínez-Salanova, Grupo Comunicar, Almeria • Dr. Mª Carmen Fonseca-Mora, University of Huelva • Dr. Ángel Hernando-Gómez, University of Huelva • Dr. Rafael Repiso, UNIR / EC3, University of Granada • Dr. Mª Amor Pérez-Rodríguez, University of Huelva

INTERNATIONAL COEDITORS

Ecuador:Dr. Diana Rivera, University of Loja (UTPL) • United Kingdom:Dr. Mark Gant, University of Chester (UK) • Chile:Mgter. Andrés Scherman, Diego Portales University

ADVISORY BOARD

• Dr. Ismar de-Oliveira, Universidade de São Paulo, Brazil • Dr. Guillermo Orozco, University of Guadalajara, Mexico • Dr. Cecilia Von-Feilitzen, Nordicom, Suecia • Dr. Geniève Jacquinot, University Paris VIII, Paris, France • Dr. Pier Cesare Rivoltella, Catholic University of Milano, Italia • Dr. Alberto Parola, MED, University of Torino, Italia • Dr. Teresa Quiroz, University of Lima, Perú • Dr. Claudio Avendaño, Diego Portales University, Chile • Dr. Mar Fontcuberta, Catholic University, Chile • Dr. Jacques Piette, University of Sherbrooke, Québec, Canada • Dr. Jesús Arroyave, University of North, Colombia • Dr. Samy Tayie, University of Cairo, Mentor Association, Egipto • Dr. Vítor Reia, University of Algarve, Faro, Portugal • Dr. Sara Pereira, University of Minho, Braga, Portugal •Dr. Armanda Pinto, University of Coimbra, Portugal • Dr. Jorge Mora, University of Cuenca, Ecuador • Dr. Patrick Verniers, IHECS, Belgium • Dr. Graça Targino, University UESPI/UFPB, Brazil • Dr. Tania Esperon, Federal University of Pelotas, Brazil • Dr. Vania Quintão, University of Brasilia, Brazil • Dr. Gustavo Hernández, ININCO, Central University, Venezuela • Dr. Gerardo Borroto, CUJAE, La Habana, Cuba • Dr. Ciro Novelli, University of Cuyo, Mendoza, Argentina • Dr. Jorge Cortés-Montalvo, UACH/REDECA, Mexico • Dr. Patricia Cortez, Catholic University of Cochabamba, Bolivia • Dr. Silvia Contín, University of Patagonia, Argentina • Dr. Karina P. Valarezo, University Téc. Part. Loja, Ecuador • Dr. Carlos Muñiz, Autonomous University of Nuevo León, Mexico • Dr. Evgeny Pashentsev, Lomonosov Moscow University, Rusia • Dr. Fahriye Altinay, Near East University, Turkey • Mr. Paolo Celot, EAVI, Bruxelles, Belgium • Mr. Jordi Torrent, ONU, Alliance of Civilizations, NY, USA • Ms. Kathleen Tyner, University of Texas, Austin, USA • Ms. Marieli Rowe, National Telemedia Council, Madison, USA • Ms. Yamile Sandoval, University ofSantiago, Cali, Colombia

EDITORIAL BOARD

• Dr. Joan Ferrés-i-Prats, Pompeu Fabra University, Barcelona • Dr. Agustín García-Matilla, University of Valladolid • Dr. Miguel de-Aguilera, University of Malaga • Dr. Manuel Ángel Vázquez-Medel, University of Sevilla • Dr. Javier Marzal, Jaume I University, Castellón • Dr. Francisco García-García, Complutense University, Madrid • Dr. Concepción Medrano, University of Pais Vasco • Dr. Manuel Cebrián-de-la-Serna, University of Malaga • Dr. Ana García-Valcárcel, University of Salamanca • Dr. Julio Cabero-Almenara, University of Sevilla • Dr. Manuel Lorenzo, University of Granada • Dr. Donaciano Bartolomé, Complutense University, Madrid • Dr. Javier Tejedor-Tejedor, University of Salamanca • Dr. Gloria Camarero, University Carlos III, Madrid • Dr. Pere Marquès, Autonomous University, Barcelona • Dr. Domingo Gallego, UNED, Madrid • Dr. Manuel Area, University of La Laguna, Tenerife • Dr. Elea Giménez-Toledo, CSIC, Madrid • Dr. Ramón Reig, University of Sevilla • Dr. Xosé Soengas, University of Santiago • Dr. J. Manuel Pérez-Tornero, Autonomous University, Barcelona • Dr. Rosa García-Ruiz, University of Cantabria • Dr. Juan de Pablos-Pons, University of Sevilla • Dr. Manuel Fandos-Igado, International University of La Rioja • Dr. Juan Antonio García-Galindo, University of Malaga • Dr. Begoña Gutiérrez, University of Salamanca • Dr. Ramón Pérez-Pérez, University of Oviedo • Dr. Carmen Echazarreta, University of Girona • Dr. Jesús Valverde, University of Extremadura • Dr. Victoria Tur, University of Alicante • Dr. José María Morillas, University of Huelva • Dr. Felicísimo Valbuena, Complutense University, Madrid

BOARD OF MANAGEMENT

• Dr. Inmaculada Berlanga, International University of La Rioja • Dr. Mar Rodríguez-Rosell, UCAM, Murcia • Dr. Vicent Gozálvez, University of Valencia • Dr. Paloma Contreras, University of Huelva • Mr. Francisco Casado-Mestre, University ofHuelva • Dr. Isidro Marín-Gutiérrez, University of Huelva /UTPL (Ecuador) • Dr. Jacqueline Sánchez-Carrero, University of Huelva • Ms. Águeda Delgado-Ponce, University ofHuelva • Dr. Margarita García-Candeira, University of Huelva • T

RANSLATIONS:Mr. Noel Byde

• D ESIGNEDBY(Cover): Mr. Enrique Martínez-Salanova • C

OMMERCIALMANAGER:Mr. Alejandro Ruiz

MEDIAEDUCATIONRESEARCHJOURNAL

XXII,43

C O N T E N T S

Comunicar, 43, XXII, 2014

FOREWORD

•Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . .4/5 Editorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7/8

DOSSIER

0.Introduction: Media Prosumers / Prosumidores mediáticos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-13

Carmen García-Galera & Angharad Valdivia. Madrid (Spain) & Illinois (USA)

1.Media Literacy Education for a New Prosumer Citizenship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15-23

Educación en alfabetización mediática para una nueva ciudadanía prosumidora

Rosa García-Ruiz, Antonia Ramírez-García & María M. Rodríguez-Rosell. Santander, Córdoba & Murcia (Spain)

2.Online and Mobilized Students: The Use of Facebook in the Chilean Student Protests. . . . . . . . . . . . . . . . 25-33

Estudiantes conectados y movilizados: El uso de Facebook en las protestas estudiantiles en Chile

Cristian Cabalin. Santiago de Chile (Chile)

3.Engaged Youth in the Internet. The Role of Social Networks in Social Active Participation. . . . . . . . . . . . . 35-43

Jóvenes comprometidos en la Red: El papel de las redes sociales en la participación social activa

María-Carmen García-Galera, Mercedes del-Hoyo-Hurtado & Cristóbal Fernández-Muñoz. Madrid (Spain)

4.Internet as a Haven and Social Shield. Problematic Uses of the Network by Young Spaniards. . . . . . . . . . 45-53

Internet como refugio y escudo social: Usos problemáticos de la Red por jóvenes españoles Flávia Gomes-Franco-e-Silva & José-Carlos Sendín-Gutiérrez. Madrid (Spain)

5.News Consumption among Chilean Adolescents: Interests, Motivations and Perceptions on the News Agenda. .55-64

El consumo de noticias de los adolescentes chilenos: Intereses, motivaciones y percepciones sobre la agenda informativa

Rayén Condeza, Ingrid Bachmann & Constanza Mujica. Santiago (Chile)

6.Media prosumers in political communication: Politainment on YouTube. . . . . . . . . . . . . . . . . . . . . . . . . . . 65-72

Prosumidores mediáticos en la comunicación política: El "politainment» en YouTube Salomé Berrocal, Eva Campos-Domínguez & Marta Redondo. Valladolid (Spain)

7.Young People as Users of Branded Applications on Mobile Devices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73-81

Los jóvenes como usuarios de aplicaciones de marca en dispositivos móviles Francisco-Javier Ruiz-del-Olmo & Ana-María Belmonte-Jiménez. Malaga (Spain)

8.Active Audiences: Social Audience Participation in Television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83-90

Audiencias activas: Participación de la audiencia social en la televisión Natalia Quintas-Froufe & Ana González-Neira. Coruña (Spain)

9. Active Audiences in the Regulation of the Audiovisual Media. Consumer versus Citizen in Spain and Mexico. . .91-98

Las audiencias activas en la regulación de los medios: la dialéctica consumidor-ciudadano en España y México

Carmen Fuente-Cobo, Juan-María Martínez & Rogelio del-Prado. Madrid, Valencia (Spain) & North Mexico (Mexico)

10. Knowledge and Assessment of Crowdfunding in Communication. The View of Journalists and Future

Journalists . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101-110

Conocimiento y valoración del crowd-funding en Comunicación: La visión de profesionales y futuros periodistas

María Sánchez-González & María-Bella Palomo-Torres. Malaga (Spain)

Media prosumers.

Participatory culture of audiences

and media responsibility

© ISSN: 1134-3478 • e-ISSN: 1988-3293

Comunicar, 43, XXII, 2014

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Comunicar, 43, XXII, 2014

BINNACLE

11. Media Education and Brazilian Educational Policies for the Enhancement of Learning...............113-122

La educación en medios y las políticas educativas brasileñas para la mejora del aprendizaje Alexandra Bujokas-de-Siqueira & Danilo Rothberg. Uberaba & Bauru (Brazil)

12. Educating Teens about the Risks on Social Network Sites. An intervention study in Secondary Education.123-131

Enseñar a los adolescentes los riesgos de las redes sociales: Una propuesta de intervención en Secundaria

Ellen Vanderhoven, Tammy Schellens & Martin Valcke. Gante (Belgium)

13. The Digital Divide in the University: The Appropriation of ICT in Higher Education Students from Bogota

La brecha digital universitaria: La apropiación de las TIC en estudiantes de educación superior en Bogotá (Colombia)

Cristian Berrío-Zapata & Hernando Rojas. Marília (Brasil) & Madison (USA)

14. Managing Creativity in Collaborative Virtual Learning Environments: A DL Corporate Project..........143-151

Gestión de la creatividad en entornos virtuales de aprendizaje colaborativos: Un proyecto corporativo de EAD

Felipe Chibás-Ortíz, Gerardo Borroto & Fernando De-Almeida. São Paulo (USP) (Brazil) & La Habana (Cuba)

15. eRubrics in Cooperative Assessment of Learning at University..................................153-161

Las eRúbricas en la evaluación cooperativa del aprendizaje en la Universidad

Manuel Cebrián-de-la-Serna, José Serrano-Angulo & Mayerly Ruiz-Torres. Malaga (España) & Bucaramanga (Colombia)

16. Uses of the Internet in Educative Informal Contexts. Implication for Formal Education...............163-171

Usos de Internet en contextos educativos informales: Implicaciones para la educación formal Sebastiano Costa, Francesca Cuzzocrea & Antonella Nuzzaci. Messina & L'Aquila (Italia)

17. Perceived Social Support as a Factor of Rural Women's Digital Inclusion in Online Social Networks....173-180

El apoyo social percibido como factor de inclusión digital de las mujeres de entorno rural en las redes sociales virtuales

M. Ángeles Rebollo & Alba Vico. Sevilla (Spain)

18. Adolescent Television Consumers: Self-perceptions about their Rights...........................181-188

Adolescentes consumidores de televisión: Autopercepciones sobre sus derechos María-Ángeles Espinosa, Esperanza Ochaíta & Héctor Gutiérrez. Madrid (Spain)

19. Common Uses of Facebook among Adolescents from Different Social Sectors in Buenos Aires City.....189-197

Usos comunes de Facebook en adolescentes de distintos sectores sociales en la Ciudad de Buenos Aires

Joaquín Linne. Buenos Aires (Argentina)

20. The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos........199-206

Claves de la publicidad viral: De la motivación a la emoción en los vídeos más compartidos

Alberto Dafonte-Gómez.Vigo (Spain)

VISUAL STORIES210/213

REVIEWS214/239

NEXT TITLES240

QUALITY CRITERIA243

KALEIDOSCOPE

C O N T E N T S

© ISSN: 1134-3478 • e-ISSN: 1988-3293

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Comunicar, 43, XXII, 2014

© ISSN: 1134-3478 • e-ISSN: 1988-3293

1. GENERAL INFORMATION

"Comunicar», Media Education Research Journal, is publi shed by Grupo Comunicar Ediciones (VAT: G2111 6603).

This established non-profit pro fessional group, foun ded in 1988 in Spain, specialises in the field of media education. The

journal has been in print continuously since 1994, published every six months in March and Oc tober of each year.

Contents are moderated by means of peer review, in accordance with the publication standards established in the

APA (American Psychological Association) manual. Com pliance with these re quirements facilitates indexation in the main

databases of inter na tional journals in this field, which increases the dissemination of the papers pu blished and therefore

raises the profile of the authors and their centres.

"Comunicar» is indexed in the Social Sciences Citation Index (SSCI), Journal Citation Reports (JCR), Scisearch,

Scopus and over 210 databases, catalogues, search engines and international repertoires worldwide.

Each issue of the journal comes in a printed (ISSN:134-3478) and electronic for mat (www.comunicarjournal.com)

(e-ISSN: 1988-3293), identifying each submission with a DOI (Digital Object Identifier System).

2. SCOPE AND POLICY

2.1. Subject Matter: Fundamentally, research papers related to communication and education, and espe cially the in -

tersec tion between the two fields: media edu cation, educational media and resources, educational technology, IT and elec-

tronic resources, audio vi sual, tech nolo gies... Reports, studies and experiments relating to these subjects are also accepted.

2.2. Contributions:"Comunicar» publishes research results, studies, state-of-the-art articles and bibliographic re -

views es pecially in relation to Latin America and Europe and re garding the conver gence between edu ca tion and commu

nication, preferably written in Spanish although sub missions are also accepted in English. The contri butions to this journal

may be: Research papers, Reports, Studies and Proposals (5.000-6,000 words of text, refe rences in clu ded), State-of-the-

art articles: (6,000-7,000 words of text, including references), and Reviews (620-640 words).

Unsolicited manuscripts sent in by authors are initially placed in the Miscellaneous section of the journal. The Topics

section is organized by an editor through a system of Call for Paper and specific commissions to experts in the field. If we

receive manuscripts within the deadline for a particular topic, the journal editor can pass on the manuscript to the Topics

editor for assessment and possible publication in this monographic section. The deadline for each Topic section is at least

nine months before publication.

3. EDITORIAL PROCESS

"Comunicar» confirms receipt of all articles submitted by authors and keeps the au thors informed of the process of

acceptance/rejection, as well as the editing process, in the event of acceptance. The webpage www.comunicar -

journal.com also provides in for mation about manuscript editing procedures, full guidelines for publication, as well as the

Annexes: review protocol prior to submission, manuscript structure protocol, ex ternal review protocol...

In general, once the external reports have been seen, the criteria that justify the editors' decision to accept or reject

submissions are as follows: a) Topical and new. b) Relevance: applicability of the results to the resolution of specific pro

blems. c) Originality: valuable information, repetition of known results. d) Significance: advancement of scientific know

ledge. e) Reliability and scientific validity: verified methodological quality. f) Organisation (logical coherence and material

presentation). g) Presentation: good wri tten style.

4. PRESENTATION AND STRUCTURE OF ORIGINAL PAPERS

Manuscripts must be sent exclusively through the journal management centre (http:// recyt. fecyt.es/index.php/comu -

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