Despite the economic relevance and distinctiveness of family firms, little attention has been devoted to researching their nature and functioning. Traditionally, family firms have been associated both to positive and negative features in their relationships with the stakeholders. This can be linked to different orientations toward corporate social responsibility. Thus, this research aims to identify the approaches that Spanish family firms maintain about social responsibility, based on the model developed by Quazi and O' Brien Journal of Business Ethics 25, 33-51 (...) (2000). An empirical study carried out for 112 Spanish family firms gives support to our initial assumption about these organizations not being a homogeneous group in terms of their orientation towards corporate social responsibility. The differences in perceptions do not seem to be associated to biographical characteristics. These results lead to some relevant academic and practical implications that suggest interesting lines for future research. (shrink)

The last three decades have seen much important work on powers and dispositions: what they are and how they are related to the phenomena that constitute their manifestation. These debates have tended to focus on ‘paradigmatic’ dispositions, i.e. physical dispositions such as conductivity, elasticity, radioactivity, etc. It is often assumed, implicitly or explicitly, that the conclusions of these debates concerning physical dispositions can be extended to psychological dispositions, such as beliefs, desires or character traits. In this paper I identify some (...) central features of paradigmatic dispositions that concern their manifestation, stimulus conditions, and causal bases. I then focus on a specific kind of psychological disposition, namely character traits, and argue that they are importantly different from paradigmatic dispositions in relation to these features. I conclude that this difference should lead us to re-examine our assumption that character traits are dispositions and, by implication, whether we can generalize conclusions about physical dispositions to psychological dispositions, such as character traits and their manifestations. (shrink)

This paper addresses whether the often-bemoaned loss of unity of knowledge about humans, which results from the disciplinary fragmentation of science, is something to be overcome. The fragmentation of being human rests on a couple of distinctions, such as the nature-culture divide. Since antiquity the distinction between nature (roughly, what we inherit biologically) and culture (roughly, what is acquired by social interaction) has been a commonplace in science and society. Recently, the nature/culture divide has come under attack in various ways, (...) in philosophy as well as in cultural anthropology. Regarding the latter, for instance, the divide was quintessential in its beginnings as an academic dis-cipline, when Alfred L. Kroeber, one of the first professional anthropologists in the US, rallied for (what I call) the right to ignore—in his case, human nature—by adopting a separationist epistemic stance. A separationist stance will be understood as an epistemic research heuristic that defends the right to ignore a specif-ic phenomenon (e.g., human nature) or a specific causal factor in an explanation typical for a disciplinary field. I will use Kroeber’s case as an example for making a general point against a bias towards integration (synthesis bias, as I call it) that is exemplified, for instance, by defenders of evolutionary psychology. I will claim that, in principle, a separationist stance is as good as an integrationist stance since both can be equally fruitful. With this argument from fruitful sepa-ration in place, not just the separationist stance but also the nature/culture di-vide can be defended against its critics. (shrink)

The term ‘human nature’ can refer to different things in the world and fulfil different epistemic roles. Human nature can refer to a classificatory nature (classificatory criteria that determine the boundaries of, and membership in, a biological or social group called ‘human’), a descriptive nature (a bundle of properties describing the respective group’s life form), or an explanatory nature (a set of factors explaining that life form). This chapter will first introduce these three kinds of ‘human nature’, together with seven (...) reasons why we disagree about human nature. In the main, this chapter focuses on the explanatory concept of human nature, which is related to one of the seven reasons for disagreement, namely, the scientific authority inherent in the term ‘nature’. I will examine why, in a number of historical contexts, it was attractive to refer to ‘nature’ as an explanatory category, and why this usage has led to the continual contestation of the term within the sciences. The claim is that even if the contents of talk about ‘nature’ varied historically, the term’s pragmatic function of demarcation stayed the same. The term ‘nature’ conveys scientific authority over a territory; ‘human nature’ is a concept used to divide causes, as well as experts, and thereby conquer others who threaten to invade one’s epistemic territory. Analysing this demarcation, which has social as well as epistemic aspects, will help us to understand why the explanatory role has been important and why it is unlikely that people will ever agree on either the meaning or the importance of ‘human nature’ as an explanatory category. (shrink)

The paper discusses the aesthetic aspects of place‑making practices in the urban environment of Western metropoles that are struggling with the progressive undifferentiation of their space and the weakening of communal and personal bonds. The paper starts by describing the general characteristics of an urban environment as distinct from the traditional vision of a city as a well‑structured entity, and in relation to formal and informal aesthetics and participatory design ideas. The author then focuses on two contrary but complementary tactics (...) for translating a space into a positively evaluated p l a ce: by dome ticating it through introducing nature into an urbanscape; and by accentuating its alienness with the example of the urban exploration movement. The growing popularity of the latter is presented in relation to the discourses related to the decline of cities and the romantic endeavours for reaching into the realm of the unknown or the uncanny in order to rediscover and enrich the unique identity of a place. The paper ends with conclusions that present the necessity for the cultivation of a multidimensional aesthetic awareness and an aesthetic engagement as a crucial issue in the complex task of endowing places with a density of meaning. (shrink)

O objetivo deste artigo é fornecer uma elucidação do conceito de pessoa. Para tal, pretendo em primeiro lugar apresentar a caracterização desse conceito fornecida por Strawson, como sua solução para o problema tradicional da relação mente/corpo. Na medida em que a caracterização do conceito de pessoa fornecida por Strawson se revela incompleta, pretendo então, investigar a tese de Frankfurt segundo a qual o conceito de vontade livre deve ser considerado como o critéri decisivo para caracterização de uma pessoa. Aceitando, com (...) Frankfurt, que apenas entidades às quais atribuímos liberdade podem ser consideradas como pessoas, pretendo contra Frankfurt mostrar que o aspecto crucial para a distribuição entre pessoas e outras entidades não é fornecido pelo conceito de vontade libre, mas pela nossa compreensão de liberdade como autodeterminação. (shrink)

The present paper aims to view three ways of thinking time by Emmanuel Levinas. We distinguish existential, historical, and eschatological time demonstrating how they are connected with his central notion of responsibility toward the Other. The following analysis reorders and interprets what Levinas has said in response of Martin Heidegger’s and Hegel’s position. The text does not make any other claims but aims to offer a possible reading and exegesis of Levinas’s philosophy and open a further discussion on these topics.

The relation between the concepts of the subject of apperception, the phenomenal self, and the noumenal self has long puzzled commentators on Kant’s theoretical account of the self. This paper argues that many of the puzzles surrounding Kant’s account can be resolved by treating the subject of apperception and other transcendental predicates of thinking as a dimension of the noumenal self. Yet this interpretation requires a clarification of how the transcendental predicates of thinking can be attributed to the noumenal self (...) without violating the thesis of noumenal ignorance. The clarification is achieved through a careful analysis of the meaning of the latter thesis. The paper’s interpretation is then shown to be consistent with Kant’s rejection of traditional ontology and with the dual-aspect view. The paper’s final section argues that transcendental predicates are properly construed as logical predicates but must be distinguished from ordinary examples of the latter. (shrink)

(1998). T.H. Green as a phenomenologist: linking British idealism and continental phenomenology. Angelaki: Vol. 3, Impurity, authenticity and humanity, pp. 77-88.

Despite the economic relevance and distinctiveness of family firms, little attention has been devoted to researching their nature and functioning. Traditionally, family firms have been associated both to positive and negative features in their relationships with the stakeholders. This can be linked to different orientations toward corporate social responsibility. Thus, this research aims to identify the approaches that Spanish family firms maintain about social responsibility, based on the model developed by Quazi and O Brien Journal of Business Ethics 25, 33–51 (...) (2000). An empirical study carried out for 112 Spanish family firms gives support to our initial assumption about these organizations not being a homogeneous group in terms of their orientation towards corporate social responsibility. The differences in perceptions do not seem to be associated to biographical characteristics. These results lead to some relevant academic and practical implications that suggest interesting lines for future research. (shrink)

I aim to show how Confucian philosophy can contribute to the contemporary resurgence of virtue ethics education by arguing that it has the resource to address a lacuna in Aristotelian ethics. Aristotelian ethics, which is arguably the main resource of contemporary virtue ethics, lacks a virtue that corresponds to the notion of loving each person as one’s self or the Golden Rule. To be more precise, Aristotelian ethics has no virtue about loving all people as one’s self, although philia comes (...) close but is precisely limited because it lacks universality. However, I believe that Dai Zhen’s interpretation of the Confucian virtues of shu and zhong does have this universal scope which philia lacks. For Dai, the ground for loving another is not any characteristic that a particular group of people have in common, such as, in the case of philia, being virtuous. Rather, the ground is universal human nature itself. (shrink)

We explored the home learning environments of 173 Mexican preschool children in relation to their numeracy performance. Parents indicated the frequency of their formal home numeracy and literacy activities, and their academic expectations for children’s numeracy and literacy performance. Children completed measures of early numeracy skills. Mexican parent–child dyads from families with either high- or low-socioeconomic status participated. Low-SES parents reported higher numeracy expectations than high-SES parents, but similar frequency of home numeracy activities. In contrast, high-SES parents reported higher frequency (...) of literacy activities. Path analyses showed that operational numeracy activities were positively related to children’s numeracy skills in the high- but not in the low-SES group. These findings improve the understanding of the role of the home environment in different contexts and provide some insights into the sources of the variable patterns of relations between home learning activities and children’s numeracy outcomes. They also suggest that SES is a critical factor to consider in research on children’s home numeracy experiences. (shrink)

ABSTRACTIn this paper, I argue for an Aristotelian way of accommodating supererogation within virtue ethics by retrieving an account of moral heroism and providing a picture of different degrees of virtue. This, I claim, is the most appropriate virtue-ethical background allowing us to talk about supererogation without falling prey to several dangers. After summarizing the main attempts to deny the compatibility of virtue and supererogation, I will present some recent proposals to accommodate supererogation within virtue ethics. Next, I will argue (...) that these proposals raise substantial worries. I will then offer an analysis of heroism and the degrees of virtue to outline my own alternative definition of supererogation in terms of heroic virtue. (shrink)

Author: Werner Maria TITLE: EPISTEMOLOGICAL AND METHODOLOGICAL GROUNDS OF HIPPOLYTE TAINE’S THEORY OF ART (Teoriopoznawcze i metodologiczne podstawy filozofii sztuki Hipolita Taine’a) Source: Filo-Sofija year: 2006, vol:.6, number: 2006/1, pages: 223-237 Keywords: TAINE, THEORY OF ART, METHODOLOGY, POSITIVIST PHILOSOPHERS Discipline: PHILOSOPHY Language: POLISH Document type: ARTICLE Publication order reference (Primary author’s office address): E-mail:Taine postulates that the status of the humanities should be equal with that of the sciences. The claim is based on a conviction, shared by other positivist (...) philosophers, that both kinds of knowledge should share the same methodology. Thus, all knowledge turns out to be a collection of facts and relations among them. The facts are subordinate to some major facts being their “causes” or “principal features”. The task of a work of art is to extract such facts. The emergence of the characteristic feature of a phenomenon allows us to describe a work as a perfect one. The value of the work depends on the kind of a characteristic feature, being more or less universal. (shrink)

Author: Werner Maria Title: VICTOR BASCH’S INTERPRETATION OF KANTIAN THEORY OF THE SUBLIME (Victora Bascha interpretacja Kantowskiej teorii wzniosłości) Source: Filo-Sofija year: 2005, vol:.5, number: 2005/1, pages: 189-201 Keywords: BASCH, KANT, THEORY OF THE SUBLIME Discipline: PHILOSOPHY Language: POLISH Document type: ARTICLE Publication order reference (Primary author’s office address): E-mail: www:The article shows the critical analysis of the analytics of the sublime from Kant’s Critique of Judgment, presented by V. Basch. In his work Essai critique sur l’esthetique de Kant (...) Basch tries to prove Kantian division between the mathematical and dynamically sublime superfluous. In his interpretation of the problem also other aspects of Kant’s theory of the sublime (such as referring to the idea of the infinity and his description of the process of ‘grasping and uniting’ in the experience of mathematical sublime) are needless. On the grounds of his criticism Basch gives his own theory of the sublime. According to it the very nature is sublime, and the glorification of human nature is given not in calling to the ideas of reason, but in the uniting with nature. (shrink)

This paper focuses on Aristotelian phronesis and aims at highlighting its nature as an eye on particulars with general ends in sight. More specifically, it challenges the particularistic interpretation of phronesis and Aristotelian ethics in order to argue for a “qualified generalism.” After sketching a radical Particularistic Reading (PR), the paper defends an interpretation it calls the Priority of Particulars Reading (PPR). First, it shows how PPR effectively accounts for the Aristotelian priority assigned to practical perception while at the same (...) time counterbalancing that priority by means of two interpretive strategies. Then it offers further support to PPR by appealing to its own reading of Aristotle's phronesis. It aims to show that it is possible to defend a legitimate form of PPR without ending in holding PR, and that Aristotle's own theory and work ground the moderate reading. Finally, it draws some implications by analyzing educational practice. (shrink)

This original and compelling book argues that previous studies of John Stuart Mill's work have neglected his egalitarianism and thus seriously misunderstood his views. Morales demonstrates that Mill was fundamentally concerned with how the exercise of unjust or arbitrary power by some individuals over others sabotages the possibility of human well-being and social improvement. Mill therefore believed that 'perfect equality'--more than liberty--was the foundation of democracy and that democracy was a moral ideal for the organization of human life in all (...) of its dimensions. By reinterpreting Mill, Morales also challenges twentieth-century views of liberalism, and addresses its contemporary communitarian and feminist critics. (shrink)

The spirit of modern utopia was to state the primacy of planning on the reparation, conservation, and reformation of reality and the view that we should destroy what already exists and start again from the beginning in order to build something rational and good. In this paper Maria Moneti sketches out some aspect of the history of utopian thought from the modern rationalism to its decline in the contemporary age. The ‘bankruptcy’ of utopia as philosophical and literary genre has (...) swept away also the need to imagine the ‘ideal city’. At the end of this path, a first balance seems to suggest a post-modern utopia which nourishes more modest ambitions than its modern version and aims at keeping and respecting the world where we live. (shrink)

Can Confucian ethics contribute to diagnosing the root causes of video games’ toxicity and formulating design requirements for redressing it? Contemporary Confucian studies on technology have not addressed these questions, although video games have become an important part of contemporary human life. This paper advances Confucian-inspired ethical studies on technologies by bringing attention to the moral dimension of this underexamined aspect of contemporary life. By focusing on League of Legends (one of the most popular toxic online multiplayer games), we argue (...) that League’s toxic environment hinders the cultivation of ren (仁), shu (恕), and he (和), but Confucian conceptual resources can inspire the formulation of at least three design recommendations against League’s toxicity. The first is to eliminate killing in the game by banking on players’ desire to express their skillfulness. The second is to include a rewatching feature to sanction toxic players with the aim of inculcating sympathy in them. The last is to add a procedure before and after each match, where players can cordially interact with each other and develop mutual respect. (shrink)

The genome of two completely unrelated individuals is quite similar apart from minor variations called single nucleotide polymorphisms which contribute to the uniqueness of each and every person. These single nucleotide polymorphisms are of great interest clinically as they are useful in figuring out the susceptibility of certain individuals to particular diseases and for recognizing varied responses to pharmacological interventions. This gives rise to the idea of ‘personalized medicine’ as an exciting new therapeutic science in this genomic era. Personalized medicine (...) suggests a unique treatment strategy based on an individual’s genetic make-up. Its key principles revolve around applied pharmaco-genomics, pharmaco-kinetics and pharmaco-proteomics. Herein, the ethical and legal aspects of personalized medicine in a new genomic era are briefly addressed. The ultimate goal is to comprehensively recognize all relevant forms of genetic variation in each individual and be able to interpret this information in a clinically meaningful manner within the ambit of ethical and legal considerations. The authors of this article firmly believe that personalized medicine has the potential to revolutionize the current landscape of medicine as it makes its way into clinical practice. (shrink)

La idea de convergencia es una de las nociones más difundidas en el lenguaje tecnocientífico actual. Sin olvidar el éxito que está teniendo en el diseño de la política europea, no cabe duda de que es un concepto clave en la financiación de las investigaciones integradas en el marco de lo que se ha denominado las NBCI (nano-bio-cogno-info-tecnologías). Con ello, pretendemos analizar hasta qué punto se está difundiendo algún sesgo axiológico a través de esta noción. Algo que cobra especial interés (...) si tenemos en cuenta la acogida que está teniendo en los recientes estudios sobre el nuevo modo de producción del conocimiento tecnocientífico (Gibbons, Nowotny, Funtowicz…) y el giro económico que estos han experimentado en los últimos años. (shrink)

Examinarei aqui dois textos políticos de Sade que propõem um procedimento a ser instituído na elaboração das leis de tal modo que se possa efetivamente fazer da lei a expressão da soberania popular, como queria a constituição republicana francesa de 1793. Os textos em questão são a Adresse au roi des français, de 1791, antes da proclamação da constituição daquele mesmo ano, e Idée sur le mode de la sanction des lois, de novembro de 1792, e que, portanto, precede a (...) constituição republicana de 1793. (shrink)

RESUMEN El concepto heterotopía, definido por Michel Foucault como espacio otro, es retomado en este artículo, desde un enfoque crítico, para analizar los procesos de construcción, gestión y puesta en marcha del Museo Itinerante de la Memoria y la Identidad de Los Montes de María, El Mochuelo. Bajo la premisa de que el desarrollo de los procesos de memorialización debe atenderse más allá del cumplimiento normativo por parte del Estado, puesto que estas prácticas de memoria territoriales en El Mochuelo subvierten (...) el estatismo y la homogeneidad con los cuales se instauran las verdades oficiales. ABSTRACT Heterotopia concept, defined by Michel Foucault as another space, is taken up in this article to analyze the processes of construction, management, and implementation of the Museo Itinerante de la Memoria y la Identidad de Los Montes de María, El Mochuelo (Itinerant Museum of Memory and Identity of Los Montes de María, El Mochuelo). Under the premise that the development of memorialization processes must be addressed beyond regulatory compliance by the State since these territorial memory practices in El Mochuelo subvert the statism and homogeneity with which official truths are established. (shrink)

In this paper, I show that the conception of a virtue in positive psychology is a mishmash of two competing accounts of what virtues are: a Common Sense View and an Aristotelian View. Distinguishing the strengths and weaknesses of these two frameworks leads also to a reconsideration of an old debate, namely, that concerning the Unity of the Virtues thesis. Such thesis is rejected by positive psychologist, as well as by some philosophers among the virtue-ethical field, on the basis, I (...) argue, of a lack of accuracy in defining the very meaning of the concept of what virtues are, before examining the issues at stake. In the first part of the paper, I show to what extent the conceptions of virtue employed by the different voices diverge and the consequences of this divergence for the UV problem. Then, I go on by arguing for one of the two competing accounts, namely, the Aristotelian View, over the other, that is, the Common Sense View. Finally, I show to which of CSV theses positive psychologists are committed, so to explain their rejection of the UV thesis, and to highlight their need for a clearer account of what a virtue is. (shrink)

The nautical environment has been challenging for women. However, interviewing experienced female sailors, we noticed that despite the adversity they face, they consider the experience of sailing as something profoundly impactful and powerful in their lives. This research discusses the power of the aesthetic experience of sailing for women, thus adding to the gender discussion. In order to do so, we make use of a theoretical framework that addresses the relationship between being and the materiality of the world. In describing (...) these aesthetic experiences lived in the body, Bachelard’s phenomenology of the image stands out. By productive imagination and poetic images found in the field research and characterized as powerful by the sailors, the social construction of gender and the images between adventure and delicacy appears. (shrink)

The Meeting, as a theological category from Paul Ricoeur’s book causes a reflection on the Being. The identity that is built on otherness in relation to the other which meets another deeper himself and the understanding of himself requires acceptance of himself as hopelessly another. The meeting is a key experience that enables the growth of the being through the other, it is dialogue experience, donation and constitutive reception of the history of being, which refers to the search for the (...) transcendent. In this dynamic there is the appropriation of different realities that allow the reformulation of something new. Hardly someone goes out a meeting in the same way. Another important aspect is the fertility of otherness that prints an ethical-theological reflection, a call for acceptance of diversity and respect for others, which allows the realization of justice. (shrink)

En este trabajo critico la interpretación moralizada de la obligación política en Hobbes que defiende Luciano Venezia. Exploro una lectura diferente que evita una dicotomía tajante entre las razones prudenciales y las razones morales y subraya en cambio la discontinuidad entre la normatividad subjetiva de la ley natural y la normatividad objetiva de la ley positiva. Sostengo que el contrato de sujeción política establece obligaciones objetivas recién cuando el soberano exige el cumplimiento de los contratos. La obligación política es entonces (...) una forma de obligación jurídica. Además, enfatizo que la comunidad moral de Hobbes solo es posible dentro del Estado. In this paper, I criticize Luciano Venezia's moralized interpretation of the Hobbesian concept of political obligation. I explore a different reading that avoids a clear-cut dichotomy between prudential and moral reasons and underscores instead the discontinuity between natural law's subjective normativity and civil law's objective normativity. I contend that the pact of political subjection establishes objective obligations only when the sovereign requires the fulfillment of contracts. Political obligation is then a form of legal obligation. In addition, I emphasize that Hobbes's moral community is only possible within the State. (shrink)

En las últimas décadas, se han incrementado los estudios críticos acerca del vínculo entre el pensamiento de Martin Heidegger y de Walter Benjamin. Este trabajo intenta contribuir a este debate desde la perspectiva de la teología, problematizando su relación con la filosofía, su rol metodológico y sus derivas en la subjetividad en los escritos de la década del veinte de Heidegger y Benjamin. Este punto problemático al nivel de sus consideraciones teológicas permite conducir el análisis hacia la cuestión de la (...) temporalidad. Las lecciones tituladas Introducción a la fenomenología de la religión [Einleitung in die Phänomenologie der Religion], impartidas por Heidegger en el período 1920-1921, habilitan la introducción de nuevas líneas de discusión en torno a la teología y el tiempo -vinculadas a las tradiciones del cristianismo y el judaísmo- que permiten nuevos contrastes entre el pensamiento heideggeriano y el benjaminiano. (shrink)

En los últimos años, la relación entre la filosofía de la Ilustración y el cinismo ha logrado atraer la atención de los especialistas. En ese marco, los críticos suelen identificar las filosofías de Diógenes y Diderot. El objetivo del presente trabajo es revisar el vínculo que existe entre ambos con el fin de demostrar que el mismo es problemático y que, por esa razón, desborda las interpretaciones que se han presentado hasta el momento. Esto, por otra parte, arrojará luces sobre (...) la relación entre el materialismo de Diderot y su teoría ético-política. In recent years the relationship between the philosophy of the Enlightenment and cynicism has managed to attract the attention of scholars. In this framework, critics often identify Diogenes and Diderot's philosophy. The aim of this paper is to examine the relationship between Diderot and Diogenes in order to demonstrate that it is a problematic relationship that goes beyond the interpretations that have been presented so far. This, on the other hand, will shed light on the relationship between Diderot's materialism and his ethical and political theory. (shrink)

The study explores communication strategies of ethno-nationalist terrorists with respect to their framing and identity building. Strategies of eight ethno-nationalist terrorist groups were analyzed using 70 articles published on the groups’ websites. Three cluster-analytic procedures and a correlational analysis were applied to strategies of problem definition, cause and responsibility attribution, treatment recommendations, and identity building. The analysis revealed various dimensions on which terrorists frame their content. No group-specific strategies of framing and identity building have been found yet, suggesting that the (...) strategies were universal across terrorist groups, and they were applied on a case-by-case basis. Knowledge about these strategies should advance counter-terrorism efforts, and assist in development of alternative identities among ethnic groups at risk of conflict. (shrink)

Abstract:This essay traces the intellectual journey of the Queer/Cuir/Cuyr Américas Working Group, a dedicated network of queer scholars from across the Americas who came together to address how knowledge is produced and constructed as Anglocentric and North-centric and how it circulates across the hemisphere. I discuss how this occurs by placing heteronormativity at the center to cross-examine the multiple ways in which it feeds both socialist and capitalist regimes. Thinking cuir as well as thinking cuir feminista confronts gender, sexual, racial, (...) and/or ethnic determinism. (shrink)

Resumen Este trabajo analiza los anuncios de televisión y prensa de la compañía española de telefonía móvil Yoigo para explorar cómo la publicidad usa la apelación emocional para persuadir al consumidor a adquirir un servicio. El marco teórico se basa, por una parte, en el concepto de efecto social del acto comunicativo : 577–603) y el de actividad de imagen : 175–198), entendiendo la imagen social desde las categorías básicas de autonomía y afiliación con sus manifestaciones grupal e individual, Actos (...) de habla y cortesía en el español. Munich: Lincom Europa). Por otro lado, se parte de las propuestas de identidad de Spencer-Oatey, Face, Communication and Social Interaction ) y los tipos de valores centrales e individuales de los que se nutren tanto la imagen social como la identidad, 268-290). Los resultados de los análisis demuestran que en los anuncios de Yoigo los valores de honestidad y originalidad están presentes en las estrategias comunicativas elegidas, lo que supone una serie de actividades de imagen donde la afiliación y la autonomía – tanto de grupo como individual – se ponen de manifiesto. Así, las estrategias realizadas por los anuncios utilizan atributos conocidos de la identidad del consumidor español y de su imagen social para lograr su propósito persuasivo: convencerle para contratar el servicio ofrecido. (shrink)