Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller
Descripción del Articulo
This research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and detail...
| Autores: | , |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2023 |
| Institución: | Universidad Peruana de Ciencias Aplicadas |
| Repositorio: | UPC-Institucional |
| Lenguaje: | inglés |
| OAI Identifier: | oai:repositorioacademico.upc.edu.pe:10757/673103 |
| Enlace del recurso: | http://hdl.handle.net/10757/673103 |
| Nivel de acceso: | acceso embargado |
| Materia: | Activism Advertising Afro-descendant women Influencer Storytelling |
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| dc.title.es_PE.fl_str_mv |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| title |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| spellingShingle |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller Egusquiza-Bellido, Andrea Activism Advertising Afro-descendant women Influencer Storytelling |
| title_short |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| title_full |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| title_fullStr |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| title_full_unstemmed |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| title_sort |
Representation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storyteller |
| author |
Egusquiza-Bellido, Andrea |
| author_facet |
Egusquiza-Bellido, Andrea Castro-Bernardini, Maria José |
| author_role |
author |
| author2 |
Castro-Bernardini, Maria José |
| author2_role |
author |
| dc.contributor.author.fl_str_mv |
Egusquiza-Bellido, Andrea Castro-Bernardini, Maria José |
| dc.subject.es_PE.fl_str_mv |
Activism Advertising Afro-descendant women Influencer Storytelling |
| topic |
Activism Advertising Afro-descendant women Influencer Storytelling |
| description |
This research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and details their main stereotypes in the media. A qualitative approach was used in which 15 interviews were conducted with Afro women in Lima. The main result was that storytelling is representative when there is evidence of reliable activism, identity strengthening and intersectionality in the narrative. These characteristics construct a digital advertising storytelling that represents Afro-descendant women without stereotypes or racist prejudices. |
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2023 |
| dc.date.accessioned.none.fl_str_mv |
2024-03-18T16:19:25Z |
| dc.date.available.none.fl_str_mv |
2024-03-18T16:19:25Z |
| dc.date.issued.fl_str_mv |
2023-01-01 |
| dc.type.es_PE.fl_str_mv |
info:eu-repo/semantics/article |
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article |
| dc.identifier.doi.none.fl_str_mv |
10.1109/ICALTER61411.2023.10372942 |
| dc.identifier.uri.none.fl_str_mv |
http://hdl.handle.net/10757/673103 |
| dc.identifier.journal.es_PE.fl_str_mv |
Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 |
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2-s2.0-85183023553 |
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SCOPUS_ID:85183023553 |
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0000 0001 2196 144X |
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10.1109/ICALTER61411.2023.10372942 Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 2-s2.0-85183023553 SCOPUS_ID:85183023553 0000 0001 2196 144X |
| url |
http://hdl.handle.net/10757/673103 |
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eng |
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eng |
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| dc.publisher.es_PE.fl_str_mv |
Institute of Electrical and Electronics Engineers Inc. |
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Universidad Peruana de Ciencias Aplicadas (UPC) Repositorio Academico - UPC |
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Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 |
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a34844fea3e0d8ae217c7d8ab06705c1290ffb9f972f3334af176bb00b683da3Egusquiza-Bellido, AndreaCastro-Bernardini, Maria José2024-03-18T16:19:25Z2024-03-18T16:19:25Z2023-01-0110.1109/ICALTER61411.2023.10372942http://hdl.handle.net/10757/673103Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 20232-s2.0-85183023553SCOPUS_ID:851830235530000 0001 2196 144XThis research approaches the characteristics of digital advertising storytelling in campaign development that representing Afro-descendant women and give space to share their social discourse. To do so, it starts from the historical analysis of the representations of Afro-descendant women and details their main stereotypes in the media. A qualitative approach was used in which 15 interviews were conducted with Afro women in Lima. The main result was that storytelling is representative when there is evidence of reliable activism, identity strengthening and intersectionality in the narrative. These characteristics construct a digital advertising storytelling that represents Afro-descendant women without stereotypes or racist prejudices.Revisión por paresODS 5: Igualdad de géneroODS 10: Reducción de las desigualdadesODS 16: Paz, justicia e instituciones sólidasapplication/htmlengInstitute of Electrical and Electronics Engineers Inc.info:eu-repo/semantics/embargoedAccessUniversidad Peruana de Ciencias Aplicadas (UPC)Repositorio Academico - UPCProceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023reponame:UPC-Institucionalinstname:Universidad Peruana de Ciencias Aplicadasinstacron:UPCActivismAdvertisingAfro-descendant womenInfluencerStorytellingRepresentation of Afrodescendant Women in Digital Advertising. Case: Natalia Barreda as a Digital Storytellerinfo:eu-repo/semantics/articleLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorioacademico.upc.edu.pe/bitstream/10757/673103/1/license.txt8a4605be74aa9ea9d79846c1fba20a33MD51false10757/673103oai:repositorioacademico.upc.edu.pe:10757/6731032024-07-27 15:18:09.983Repositorio académico upcupc@openrepository.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 |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
