• Application of digital technologies: the case of virtual Masses

  Hidalgo-Díaz, Pedro; Noborikawa-Ajito, André; Valdivia-Marquina, Mario; Vega-Holguin, Diego; Tomás-Rojas, Ambrosio; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  In times of adversity, such as the recent COVID-19 pandemic, the bishops and priests of the Peruvian Catholic Church took on the task of transmitting Masses through digital environments. The aim of this study is to measure the reception that the transmission of the “virtual” Mass reached among the Catholic faithful of Lima and the evaluation of this experience. Its approach was quantitative with a correlational design. The online questionnaire “Experience of the Mass during the pandemic” was applied to identify the way in which 836 Catholic faithful from Lima have lived the experience of the transmission of “virtual” Masses. The findings showed that the use of technology and virtual media for religious practice is valued differently, with women being more religious than men. It was observed that young people have a greater understanding of the inequality between “face-to-face Mass” and “virtual Mass”.

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• Between Invasion and Excitement: Decoding YouTube Advertising Tolerance among Lima’s Youth

  Ramos, Rodrigo; Arbaiza, Francisco (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study explored the attitudes of young urban consumers (18-28 years old) in Metropolitan Lima towards advertising saturation on YouTube. Aligning with the increasing interaction between brands and consumers on social networks, and how this impacts advertising effectiveness and purchase behavior, the research applied a qualitative interpretive paradigm, using a phenomenological design. In-depth interviews were conducted to gain detailed insights into perceptions of invasive advertising and receptivity towards short ads with high emotional content and artistic quality. This phenomenological approach revealed a tendency toward a preference for advertising that resonates emotionally and is aesthetically pleasing, despite a widespread resistance to excessive ads. The findings suggest that brands could benefit from advertising strategies that emphasize personalization and emotional connection to increase acceptance among young consumers.

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• Age, Empowerment and TikTok: Redefining the Image of Older Women in the Digital Space

  Castro-Bernardini, María José; Arbaiza, Francisco; Saavedra, Giancarlo (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  This study analyzes the representation and participation of older women on TikTok, an emerging social platform. Through a thorough content analysis of selected videos and profiles, it addresses how these women are challenging conventional media representations. The research details their participation in activities such as dances and challenges, which contradicts traditional perceptions of obsolescence and conformity to domestic roles. The findings reveal a meaningful and creative participation of older women, redefining their image in the digital context. This shift not only disproves common stereotypes, but also suggests a change in the societal perception of this demographic. This study contributes to a deeper understanding of the agency and vitality of older women in social networks, offering valuable insights for future research in advertising communication and media studies.

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• Transmedia narrative and representation of the gamer to generate emotional connection: Pepsi Case

  Pardo-Price, Aaron; Castro-Bernardini, María José (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  The study analyzes the perception of young gamers (18-28 years old) in the district of San Miguel (Lima, Peru) about the emotional connection in the representation of video gamers, focusing on Pepsi’s “1 Slurp = 1 Blue” campaign. Using a qualitative case study approach, three categories are explored: transmedia narrative, gamers’ representation and emotional connection. This allows for a more direct and personalized experience, challenging negative stereotypes about gamers. The key role of music and sound in video games in intensifying the emotional user experience is highlighted. The findings suggest that the campaign succeeds in authentically representing video gamers, building a strong emotional connection through interactive challenges, inclusion of local influencers and diverse representation. It effectively captured the preferences and needs of the target audience, maintaining authenticity and building a genuine emotional connection with the audience.

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• Web Application for Early Cataract Detection Using a Deep Learning Cloud Service

  Galindo-Vilca, Fatima Dayana; Astorayme-Garcia, Fredy Daniel; Aliaga-Cerna, Esther (Springer Science and Business Media Deutschland GmbH, 2024-01-01)

  Cataracts are a degenerative disease that causes opacity in the crystalline lens. They represent one of the leading causes of blindness worldwide, making early detection crucial to prevent severe damage to patients. Current studies on cataract detection face limitations, particularly due to the high cost of imaging devices and their limited accessibility for users. In this study, we propose a web application that utilizes a Deep Learning service to analyze fundus images and provide a cataract diagnosis. This application aims to assist healthcare personnel in medical centers lacking specialist ophthalmologists or facing limited resources for cataract diagnosis. We designed the physical architecture of the application using Azure services, enabling its deployment and operation in the cloud. Azure Custom Vision facilitated the training of our model with a dataset of 1446 fundus images, encompassing both cataract and non-cataract cases. Subsequently, we implemented the web application using React.js and Express.js technologies, integrating the Deep Learning model to perform diagnoses through the web interface. The results demonstrated that the model achieved sensitivity, specificity, precision, and accuracy levels exceeding 90%, showcasing that our proposed tool allows for reliable initial cataract diagnoses in patients without the need for high-cost equipment.

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