Comunicación y Periodismo
Recent Submissions
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Virtual Vanguard: Virtual Vanguard: Content Creators as Pillars of Modern Digital Marketing(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)The study investigates how it analyzes the effect of marketing strategies on content creators’ broadcasts and their influence on brand recognition. In the study conducted with 300 consumers, it was revealed that strategies integrating creativity and emotion into the content are much more effective than direct promotions. Content creators who organically and creatively incorporate brands into their content foster greater interest and preference for these brands among their audience. These findings suggest a shift towards digital marketing strategies focused on the creative and natural integration of brands into content, which is crucial for improving their perception. This approach, which prioritizes harmonious narrative between brands and content creators, marks a future for digital marketing that transcends the transactional, seeking to emotionally connect with audiences and generate genuine dialogue in the dynamic environment of live streaming.Acceso restringido temporalmente
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Innovating Journalism Education with Podcasts: A Revolutionary Teaching Tool(IEEE Computer Society, 2023-01-01)As digital platforms continue to rapidly replace traditional forms of media; journalism students require new skills to succeed in their future careers. This article examines the innovative use of podcasts as a teaching tool in journalism education, offering students the opportunity to develop storytelling and digital communication skills. The benefits and challenges of integrating podcasts into the curriculum are discussed, along with examples of successful podcasting projects. The importance of innovation in journalism education is emphasized to keep up with the changing media landscape. The potential of podcasts to transform journalism education and prepare students for a career in the digital age is underscored. By exploring the use of podcasts as a revolutionary teaching tool in journalism education, this paper reveals a new frontier in the field.Acceso restringido temporalmente
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Twitter y la comunicación política en tiempos de pandemia en Perú(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2022-01-01)This research addresses the dynamics that developed on Twitter for the case of the five Peruvian politicians who were perceived as the most powerful in Peru in 2020, during the pandemic period: Martín Vizcarra, Walter Martos Ruiz, Manuel Merino De Lama, María Antonieta Alva and César Acuña. The results of the study show that there was a considerable increase in the publication of content and in the activity of Twitter users around the accounts of these politicians; which allows us to talk about the importance of Twitter for political communication in Peru. This work is an advance of a research project that also contemplates the qualitative assessment of the phenomena that take place on Twitter in relation to political activity.
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Populism on the Web: Presidential Elections in Bolivia, Ecuador, Peru, and Colombia (2020–2022)(MDPI, 2023-03-01)Populism has become one of the main features of political action worldwide. This research aims to characterize the populist discourse in the tweets of presidential candidates in the Andean Community in recent elections (2020–2022). Accordingly, we analyze the characteristics of their social network profiles, as well as the content and latent discourse of their tweets. We demonstrate that the differences and similarities of their discourse go beyond their right and left association. The differences result from how they construct their identity and establish their relationship with their electorate. Our analysis reveals that this type of discourse is ideological as well as performative. It is ideological because, in the candidates’ discourse, they recontextualize the actual meanings of “us” and “them”. It is performative because it is carried out by a charismatic leader who acts in a specific way to define himself or herself as the embodiment of “the people” and “the good”.Acceso abierto
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Common behaviors related to corruption in Lima university students(Associação Ibérica de Sistemas e Tecnologias de Informação, 2020-12)Corruption is one of the main problems in Peru, along with crime and citizen insecurity, violence against women, drug use, poverty and unemployment. The latter has increased in recent months due to the COVID-19 pandemic. The objective of the study was to determine common behaviors associated with corruption among university students from Lima, Peru. Among the common behaviors identified, it was found that students, at least once, had bought pirated products (94.4%), offered false excuses to their parents to justify where they were (88.5%), and cheated on exams (74.4%). These behaviors were observed in both men and women. The results show that these behaviors are the result of a broader educational problem that has permeated the morals and ethics of society.Acceso abierto
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Studygrammers: Learning influencers(Grupo Comunicar, 2020-01-01)Today's learning ecologies stand out due to their variety, dynamism and mutability, demanding an observation that matches them. This paper focuses on emerging youth informal learning cultures, with the main objective of recognizing and characterizing a new figure in online social media: the studygrammer. Using questionnaires (N=256), discussion groups organized using Philips 66 (N=56) and Atlas. ti (thematic analysis), as well as participant observation, we analyzed: practices of academic use of social networks by Communication students outside the institutional environment, the opinion about the #Studygram community, and the analysis of profiles. The main results are centered on a proposed definition of the studygrammer: namely the student who works as a mentor and peer leader in Instagram's academic field. This profile not only shares notes (which stand out for their neatness and detailed aesthetics), but also conveys advice, support and experiences. In fact, studygrammers keep influencer genetics by prioritizing aesthetics and monetization in their publications. The conclusion is that the academic purpose adds exclusive characteristics to the community, where the visual code functions as a lingua franca between fields of study. In fact, studygrammers have followers from various academic backgrounds who seek "know-how" (management and planning of their own learning) as well as a fundamentally rational adherence.Acceso abierto
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Interactivity in Cybermedia News: An Interview with Journalists in Colombia, Peru, and Ecuador(MDPI AG, 2019-05)Interactivity is a factor on which cyber journalism is based and summarizes participation options between a user and the medium, a user with other users, and a user with editors. In this study, we focus on the latter in three countries-Colombia, Peru, and Ecuador-, which have been identified owing to their technological gap and the emerging importance of online communication for their respective societies. Through 35 in-depth interviews with journalists from these countries, we analyzed the concept of interactivity of these professionals and their relationship with users. The results revealed that the journalists positively valued civic contributions as a space for diagnosis, although they do not perceive its informational value, as they relate them to the context of opinions. These results verify the prevalence of journalism as strongly influenced by conventional offline production routines.Acceso abierto
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Consumo y confianza de los cibermedios en Perú. Un estudio sobre los estudiantes universitarios(Associacao Iberica de Sistemas e Tecnologias de Informacao, 2018-11)The virtual public space tends to be articulated as an extension of the contemporary public sphere. However, this is a process that is not being developed horizontally at a global level, there are countries that, like Peru, are identified by the predominant mediation of traditional media, as a consequence of the digital divide, according to which approximately half of the population is still not connected. This study presents the results of a survey of 720 university students in Peru, and our interest lies in describing aspects such as the relationship between trust and consumption of digital media in this country; the main characteristics required of an informative website; the most used interaction mechanisms; and, ultimately, how a group so relevant to Peruvian democracy, such as young university students, tends to channel their participation and experience online.Acceso abierto
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Construction of the Figure of "Artemio" and the Shining Path in the Journalistic Discourse of the Peruvian Newspapers El Comercio and La Republica(USC Annenberg Press, University Southern Cafifornia (USA), 2015-03-06)This article examines the journalistic construction of the figure of “Artemio,” one of the leaders of the terrorist organization Shining Path (Sendero Luminoso). The research focuses on his capture in 2012 by analyzing the journalistic discourse employed for this news in two mainstream Peruvian newspapers with different editorial lines, El Comercio and La República. We chose El Comercio and La República because both papers closely covered the events during the 1980s and ’90s at the peak of terrorist violence in Peru.Acceso abierto