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The purpose of this study is to develop a magnetic resonance imaging (MRI)-safe iron-free electrical actuator for MR-guided surgical interventions.

The paper deals with the design of an MRI compatible electrical actuator. Three-dimensional electromagnetic and thermal analytical models have been developed to design the actuator. These models have been validated through 3D finite element (FE) computations. The analytical models have been inserted in an optimization procedure that uses genetic algorithms to find the optimal parameters of the actuator.

The analytical models are very fast and precise compared to the FE models. The computation time is 0.1 s for the electromagnetic analytical model and 3 min for the FE one. The optimized actuator does not perturb imaging sequence even if supplied with a current 10 times higher than its rated one. Indeed, the actuator’s magnetic field generated in the imaging area does not exceed 1 ppm of the B₀ field generated by the MRI scanner. The actuator can perform up to 25 biopsy cycles without any risk to the actuator or the patient since he maximum temperature rise of the actuator is about 20°C. The actuator is compact and lightweight compared to its pneumatic counterpart.

The MRI compatible actuator uses the B₀ field generated by scanner as inductor. The design procedure uses magneto-thermal coupled models that can be adapted to the design of a variety actuation systems working in MRI environment.

The aim of this research is to analyze the territorialization strategy developed by the Spanish brewing company Cruzcampo through its campaign #ConMuchoAcento (#With a strong accent) launched in January 2021.

The work is framed within the case study methodology. Semiotics will be the discipline used to establish the set of cultural units or signs that the company puts into play in its campaign #ConMuchoAcento.

Cruzcampo beer makes use of place branding by highlighting the Andalusian accent as a way of creating a unique positioning strategy. By doing so, the brewing company faces the issue of being associated with the negative Andalusian stereotype, sometimes regarded as if it were uneducated and low class. The use of dialectic must be seen as a step further in place branding strategy since it brings locality to the commercial message.

The social effects of the cultural units brought into play by the #ConMuchoAcento campaign remain to be analyzed, that is, the political dimension of this exercise of signifying agency of Andalusian culture. In other words, it remains to be seen how the accent represents that romantic Andalusian ideal of “authenticity” as that form of subjectivity at the margins of the cultural and rational organization of modern global capitalism.

This study is one of the first to be conducted on the multi-award-winning #ConMuchoAcento campaign. Furthermore, it will analyze the place branding strategy carried out by the brand from a semiotic perspective.

This research is located at the intersection of communication, memetics, and the study of the imaginary. As a presupposition, we put forward the existence of a communicational imaginary, in which the contemporary person functions through their competencies in social networks, by meeting the demands of the public and the private, managing the obsessiveness of the sharing of intimacy and the exorbitant number of images. Considering memes as a significant aspect of this communicational imaginary, we seek to understand the dynamics and path of memes in the midst of this plethora of images. From the concept of iconophagy, we deal with the exacerbated multiplication of the images and the path of memes starting from a marginalized environment until it is integrated into social roles and a rational level of thought. Thus, it is the general objective of this research to understand the dynamics and the path of memes amidst the plethora of images in the context of communicational imagery and to investigate the multiplication of memes as representative of the myriad images in contemporary imagery.