Comunidad discursiva y felicidad en la publicidad de Coca-Cola en tiempos de COVID-19
Bibliographic record
Abstract
En el presente artículo se aborda la construcción de una comunidad discursiva desde la publicidad de Coca-Cola, así como las modificaciones en su discurso persuasivo durante la pandemia del COVID-19. Se analizan, en primer lugar, cinco anuncios emitidos durante la pandemia. Posteriormente, se delimitan los rasgos discursivos que comparten estas obras, que revelan la intensificación del discurso mítico, presente ya de manera moderada en campañas anteriores. Este hecho permite valorar cabalmente esta serie de anuncios a la luz de las teorías de Gilbert Durand. Desde el punto de vista formal, permite explicar los procesos de reelaboración que se operan sobre la memoria discursiva presente en este corpus, como los que se dan en la identificación de la marca con la felicidad. Desde el punto de vista referencial, propicia que sea contextualizada la presencia de símbolos culturalmente recurrentes, que, influidos por las circunstancias, se concretan en lo que denominamos Resilience Halo.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.012 | 0.013 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.001 | 0.003 |
| Science and technology studies | 0.005 | 0.002 |
| Scholarly communication | 0.002 | 0.000 |
| Open science | 0.008 | 0.004 |
| Research integrity | 0.001 | 0.004 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".