2. Universidad Cardenal Herrera-CEU

While many bacterial pathogens are restricted to single host species, some have the capacity to undergo host switches, leading to the emergence of new clones that are a threat to human and animal health. However, the bacterial traits that underpin a multihost ecology are not well understood. Following transmission to a new host, bacterial populations are influenced by powerful forces such as genetic drift that reduce the fixation rate of beneficial mutations, limiting the capacity for host adaptation. Here, we implement a novel experimental model of bacterial host switching to investigate the ability of the multihost pathogen Staphylococcus aureusto adapt to new species under continuous population bottlenecks. We demonstrate that beneficial mutations accumulated during infection can overcome genetic drift and sweep through the population, leading to host adaptation. Our findings highlight the remarkable capacity of some bacteria to adapt to distinct host niches in the face of powerful antagonistic population forces.

Este trabajo parte de una premisa: el advenimiento y generalización de la tecnología digital ha introducido profundos cambios en la manera en que nos comunicamos entre nosotros y en la forma en que la publicidad logra su eficacia. Nuestro trabajo parte de las siguientes hipótesis: en la era digital las marcas precisan de un cambio profundo en sus claves persuasivas para lograr sus metas (H1). Y este cambio provoca como necesidad la generación de nuevos perfiles profesionales (H2). Estos nuevos perfiles afectan a las estructuras de las agencias(H3). Para su validación o refutación el equipo investigador pergeña un constructo metodológico que le permita abordar el fenómeno desde una perspectiva holística atendiendo tanto a los últimos desarrollos en el marco teórico como a la mirada de profesionales reputados. Para ello se han realizado entrevistas en profundidad a planners y directores creativos, un focus group y un Delphi al final para confirmar los resultados. Estos se han estructurado en 6 ejes que han dado como aportación principal la necesidad de que los publicitarios dominen el lenguaje de los nuevos medios, el requisito de huir de los estereotipos y adquirir una relevancia real para las personas y la identificación de cambios en los roles profesionales que gestionan la publicidad. / This study starts from the following premise: the advent and widespread use of digital technology has introduced profound changes in the way we communicate and has significantly affected advertising effectiveness. The project starts from the following main hypothesis: brands require a profound change in their persuasive keys in order to achieve their goals in the digital age (H1). This change leads to the need to generate new professional profiles (H2). The appearance of these new profiles affects agencies’ structures (H3). In order to validate or refute this, the research team employs a methodology addressing the issue from a holistic perspective, taking into account the latest developments in the theoretical framework as well as the views of experienced professionals. To this end, the research has been conducted through in-depth interviews to planners and creative directors, one focus groups and one Delphi at the end to confirm the results. These results have been structured in 6 items. The results highlight the need for advertising professionals to effectively manage the language of the new media. In addition, the need to avoid stereotyped advertising and gain real relevance among people is desirable. Finally, changes in professional roles within the advertising industry were identified.