Storytelling como herramienta de concientización escolar en el spot “Voces contra el Bullying”
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Authors
Cusman Barriga, Ana LuciaAdvisors
Gallardo Echenique, ElianaIssue Date
2023-08-24Keywords
PublicidadProblema social
Acoso escolar
Narración de cuentos
Análisis cualitativo
Advertising
Social problem
School bullying
Story telling
Qualitative analysis
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Storytelling as a school awareness tool in the spot "Voces contra el Bullying"DOI
http://doi.org/10.19083/tesis/673463Additional Links
https://audio.com/raupc/audio/7268Abstract
En este estudio se reconoce la importancia del storytelling dentro de campañas sociales para producir concientización dentro del receptor y la forma en la que ayuda a que la marca conecte bidireccionalmente de manera emocional con el público. Presentando un paradigma y diseño fenomenológico, al analizar el bullying escolar, el cual es uno de los problemas sociales que se presenta en mayor medida alrededor del mundo. Asimismo, se mantiene un enfoque cualitativo, en el cual se investiga sobre el bullying escolar, así como las consecuencias que se presentan en los estudiantes que han sido víctimas o agresores. Analizando los resultados de esta investigación a través de entrevistas semiestructuradas a 16 estudiantes a partir del séptimo ciclo de la carrera de Educación Secundaria de la PUCP, teniendo como objetivo de investigación el identificar los tipos de bullying escolar que perciben en el spot “Voces contra el bullying”. Como principal hallazgo, se resalta que no todos los informantes lograron identificar los cuatro tipos de bullying, sin embargo, debido al storytelling que se utilizó en el spot se llegó a generar concientización en ellos sobre el bullying escolar. Finalmente, se definieron cuáles eran los potenciadores del bullying escolar y los tipos de bullying que se presentan dentro de la sociedad peruana.This study recognizes the importance of storytelling within social campaigns to produce awareness within the receiver and the way in which it helps the brand connect bidirectionally in an emotional way with the public. Presenting a phenomenological paradigm and design, by analyzing school bullying, which is one of the most prevalent social problems around the world. Likewise, a qualitative approach is maintained, in which school bullying is investigated, as well as the consequences that occur in students who have been victims or aggressors. Analyzing the results of this research through semi-structured interviews with 16 students from the seventh cycle of the career of Secondary Education of the PUCP, having as research objective to identify the types of school bullying that they perceive in the spot “Voces contra el bullying”. As the main finding, it is highlighted that not all the informants were able to identify the four types of bullying, however, due to the storytelling used on the spot, it was possible to generate awareness in them about school bullying. Finally, it was defined which were the drivers of school bullying and the types of bullying that occur in Peruvian society.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessLanguage
spaDescription
Posible publicación en revistas indexadasEmbedded videos
ae974a485f413a2113503eed53cd6c53
http://doi.org/10.19083/tesis/673463
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Except where otherwise noted, this item's license is described as info:eu-repo/semantics/embargoedAccess