• 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”.

  Acceso restringido temporalmente
• 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.

  Acceso restringido temporalmente
• 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.

  Acceso restringido temporalmente
• 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.

  Acceso restringido temporalmente
• Challenges for communication managers: artificial intelligence and reputation management

  Olivos-Farfán, Gabriela; Guillén-Arruda, Claudia; Chávez-Chuquimango, María (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2024-01-01)

  The present study analyzes the challenges faced by communication managers in strategically managing their clients’ reputations in an environment where artificial intelligence (AI) and Deepfakes are on the rise. A qualitative approach with an ethnographic design is employed. Semi-structured interviews are applied with ten directors of communication agencies in Lima, Peru. For the analysis of results, a thematic analysis was developed to understand in depth their perspectives, strategies and challenges in relation to reputation management in the face of the propagation of AI-generated content. As a result, there is evidence of a lack of planning to address the emerging problem due to the lack of specific cases linked to Deepfakes, which has limited the preparation for possible crises, highlighting the need to anticipate potential scenarios for an effective response. Risks and challenges are identified, highlighting the importance of a solid reputation for clients and the management of a crisis plan.

  Acceso abierto

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