The Technological Management and Knowledge Ethics research group of the Universidad Pontificia de Salamanca (UPSA) has been researching the key factors of corporate reputation for the past five years. The analysis and the measurement of the perception of different groups of the public of two key sectors of the economy, that of electricity companies and that of insurance companies, has currently given rise to research in an avant-garde field: on-line reputation management.

First day of class at the Faculty of Communication Studies. The lecturer is talking about "the dial" of the radio. The what? Some of the young people are not familiar with the term. They have probably never tried to tune in to a radio station on a traditional radio with its dial and numbers indicating the various frequencies on the Medium Wave (MW) or Frequency Modulation (FM) band. They belong to a generation that has grown up with digital media and with mobile phones that give access to almost all contents. The anecdote dates from the beginning of this academic year and reveals a new situation to which not all traditional means of communication are adapting in the same way.

Aurora Pérez Maíllo and Chelo Sánchez Serrano, lecturers at the Communications Faculty of the UPSA and members of the Media and Audiovisual Culture research group, have been working for years on the possibilities of podcasts, which are sound archives that users download from the internet, both for popularising radio among children and for teaching. Along these lines their most recent project is the creation of a virtual sound reading club model in which podcasts are the main user communication tool.