Educational policies in the face of the pandemic caused by the COVID-19 virus took an unexpected turn in Latin America. Virtuality constituted a key opportunity for the continuity of basic fundamental services in the citizen’s right to education. The objective of this research was to analyze the educational public policies adopted by governments in Latin America in the face of the pandemic. The methodology was an integrative documentary review of the main international organizations whose documents provided relevant information on the actions to be implemented in fourteen Latin American countries. The results obtained show that the priority was to reestablish the continuity of educational services using mass communication resources, such as radio, television, digital platforms, making visible the inequity in the access to the Internet at home. It was also identified a deficiency in the competencies and digital resources of the educational community, dis-crimination and inclusion of people with some type of disability or different languages, especially in urban or rural areas because they do not have technological means. It was concluded that the educational policies in Latin America proposed during the COVID-19 period were designed with-out a real situational diagnosis in each country, to meet the demands of urban and rural areas in an equitable manner with the will of governments, providing budgets and resources that benefit the educational community, as an achievement of state policies.

The mental health of college students has been the source of research, projects, and public policies involving education, health, and psychology professionals. Having as its axis the study of mental health and the phenomenon of psychological illness, this systematic review aims to characterize mental health programs directed to college students, as well as the forms of interventions offered to reduce the incidence of psychological disorders. From the proposal, a survey was conducted in the databases Scopus, Lilacs, and the repository Alicia, in the period between 2010 and 2021, choosing the search phrase “Programas de saúde mental para universitários” in Portuguese, “Mental health projects for university students” in English, and “Proyectos en salud mental para estudiantes universitarios” in Spanish. The research areas spanned humanities and social sciences, with peer-reviewed and open access articles. The questions that instigated the study were as follows: What are the mental health problems affecting college students? What type of strategy has been adopted to map the demands of university students in relation to mental illness? How can the university space reorganize itself to work on interventional-preventive aspects, according to the studies? Initially, 740 203 articles were obtained, and after sifting through 13 productions, using the PRISMA systematization. Despite several research interrelating mental health and university space, most were dedicated to data collection, using questionnaires, inventories, and scales, standardized and non-standardized. Only three studies described intervention projects and programs to reduce the problems of psychological distress in college students. Unanimously, the investigations emphasize the need for monitoring the higher education population regarding mental health and, in parallel, the implementation of institutional public policies to meet the students' demands and reduce the rates of problems in the educational field.

Several authors have determined concepts related to the inclusion of social problems in advertising. One of them is brand-cause fit, which refers to the condition in which a brand and a social problem—with which the target audience feels identified—are conceptually united in a single communication proposal. The purpose of this study was to analyze how university students perceive the brand-cause fit as a communication strategy in Sprite's “You Are Not Alone” campaign. A qualitative methodology was adopted and semi-structured interviews were conducted with 24 university students of which 12 belonged to the LGBT community and 12 were heterosexual. The participants positively perceived the brand-cause fit used as an advertising strategy in Sprite's campaign. Not only do they value the fact that brands include social issues and problems in their communication, but they also claim that it is the brands’ responsibility to do so.

The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the actual dimension of the harmful gender stereotypes impeded a debate to leave without arguments to those who believe that the use of stereotypes is ethical. Professional advertisers have lost part of the necessary connection with ethics and find it hard to deal with these dilemmas because they do not identify the damage caused by gender role stereotypes in society.

This study aims to analyze the emotions aroused by tropical Andean music—popularly known as chicha—present in the advertising of a well-known beverage brand in university students. The power music exerts in advertising is already commonly known as well as how it can intensify the effect of the message and trigger an emotional reaction in the consumer. This Peruvian musical genre is usually closely related to Peruvian identity and attributes of its population such as racial and cultural intermixing, creativity and self-improvement. In recent years, this sound resource has been established in the commercial communication of Peruvian brands aimed at the modern neo-Limenian; many of them descendants of migrants, proud of their origin and culture. This study is qualitative with a phenomenological approach. Through 16 interviews, the study shows how the presence of this musical genre can arouse positive emotions in the sample. In addition, the choice of music has to be coherent with the narrative structure of the advertising message to ensure optimal emotions.

The pandemic caused by COVID-19 has created an uncertain scenario for independent films, forcing them to explore other exhibition opportunities and having streaming as the protagonist. In this context, identifying the access gaps that Peruvian cinema have for entering the international market in a digital environment is a topic of current interest. This article aims to identify the difficulties encountered by Peruvian independent films in order to enter the main platforms (Netflix, HBO, Amazon Prime, among others). The methodology used is based on semi-structured interviews conducted to Peruvian filmmakers who have had the experience of having their films via streaming. In order to understand better the object of study, an in-depth interview was conducted to the General Management of Guarango Cine y Video, which is a production studio specialized in post-production, delivery and preparation of films for digital platform. For analyzing the results, there is a classification proposal of difficulties: technical, economical, production and socio-cultural. These four categories and their effect on film circulation are the central axis of this research. The most important findings of the research suggest that economic issues and the lack of knowledge or planning in terms of distribution possibilities are the main and transversal difficulties encountered by independent Peruvian filmmakers to exhibit on streaming platforms.

Peruvian auteur cinema has faced problems of distribution and cinematographic exhibition in the windows of massive scope. Most of the exhibition windows have been monopolized by big Hollywood productions. Currently, the mandatory confinement due to COVID-19 has accelerated and materialized a digital transformation process that was under development. That is why the main objective of the research seeks to analyze how the digital transformation in the distribution and exhibition channels contributes to Peruvian auteur cinema. In order to carry out this objective, an interpretative research was conducted with a qualitative data methodology. The selected categories were: auteur cinema, digital transformation and distribution and exhibition channels. Semi-structured interviews were conducted with specialists in marketing and film production. In conclusion, from the perspective of the specialists, it is indicated that such transformation allows opening markets and serving audiences that were historically neglected before. Finally, there was a lack of specialization in the different areas of distribution and audience development, demonstrating the importance of the participation of professionals specialized in marketing to lead these processes. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Este estudio analizó los códigos de dadvertising asociados a la equidad de género. El dadvertising es un tipo de publicidad paternal que promueve representaciones cercanas y multifacéticas de los hombres en su rol de padres dentro del hogar. Al ser una tendencia emergente, no hay suficientes estudios enfocados en construir mensajes publicitarios empáticos e inclusivos dirigido a los padres. Se adoptó una metodología cualitativa para analizar el spot “Más tiempo para crecer” de la marca bancaria Interbank. Se realizaron entrevistas semiestructuradas a 15 padres de familia de 25 a 39 años de edad. Como resultado, los códigos de dadvertising asociados a la equidad de género en el spot son: protección, satisfacción, compañerismo, empoderamiento emocional, valores de equidad, expresión emocional y equilibrio trabajo-familia. Estos códigos contribuyen a la construcción de un discurso publicitario alejado de estereotipos tradicionales, para generar una identificación y actitud positiva de marca con los padres de familia.

This research addresses the dynamics that developed on the official Twitter account of Peru’s former president, Martín Vizcarra, before and during the Covid-19 pandemic. In the analysis, four trends crucial to political activity via Twitter are explored. These are the predominance of the emotional and affective component, the growing influence of fake news, deepening polarization that prevents dialogue, and the use of the platform as an information window. Results show that the pandemic effected a change in the account’s dynamics and audience participation: posting frequency on the @MartinVizcarraC account decreased, but Twitter users’ engagement more than doubled compared with the pre-pandemic period. In addition, the account strongly tended toward predominance of the emotional and affective component and informative value was the second most relevant topic for Vizcarra’s account. The communication of @MartinVizcarraC was unidirectional, focusing on the dissemination of content and avoiding conversation.

This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.