To obtain useful, valid, and reliable results, it is essential to carry out a cross-cultural adaptation process when using measurement instruments developed in other cultures, contexts, and populations with a different language from the original one. An instrumental study was conducted to determine the validity and reliability of the 'Students' knowledge and use of digital technology during the COVID-19 pandemic' questionnaire, developed in another context and different culture from the original one. The participants were 139 students of the Communications program of a private higher education institute in Lima, selected by non-probabilistic convenience sampling. The study presents a proposal consisting of eight factors and 56 items, as opposed to the original structure composed of seven factors and 77 items. The analyses show that the instrument is valid and reliable among the populatio...

Presentación realizada para el concurso Tesis en 3 minutos UPC 2019. / Carrera de Comunicación y Publicidad

Descripción: Este curso de especialidad en la carrera Comunicación e Imagen Empresarial, de carácter teórico- práctico, dirigido a los estudiantes de octavo ciclo, inicia el trabajo de investigación académica conducente a la obtención del grado de bachiller. Este curso orienta, guía y capacita al estudiante en el ámbito de las metodologías de la investigación (cualitativa y cuantitativa) referidas al campo de la comunicación en las organizaciones. Propósito: El curso Metodología del Conocimiento ha sido diseñado con el propósito de darle la posibilidad al futuro profesional de elegir un tema de investigación dentro de las temáticas de su especialidad. El curso contribuye directamente al desarrollo de las competencias generales de Comunicación Escrita, y Manejo de la Información en nivel tres.

Descripción: Este curso de especialidad en la carrera Comunicación e Imagen Empresarial, de carácter teórico- práctico, dirigido a los estudiantes de octavo ciclo, inicia el trabajo de investigación académica conducente a la obtención del grado de bachiller. Este curso orienta, guía y capacita al estudiante en el ámbito de las metodologías de la investigación (cualitativa y cuantitativa) referidas al campo de la comunicación en las organizaciones. Propósito: El curso Metodología del Conocimiento ha sido diseñado con el propósito de darle la posibilidad al futuro profesional de elegir un tema de investigación dentro de las temáticas de su especialidad. El curso contribuye directamente al desarrollo de las competencias generales de Comunicación escrita y oral, y Manejo de la Información para el pensamiento crítico en nivel tres.

Descripción: Este curso de especialidad en la carrera Comunicación e Imagen Empresarial, de carácter teórico- práctico, dirigido a los estudiantes de octavo ciclo, inicia el trabajo de investigación académica conducente a la obtención del grado de bachiller. Este curso orienta, guía y capacita al estudiante en el ámbito de las metodologías de la investigación (cualitativa y cuantitativa) referidas al campo de la comunicación en las organizaciones. Propósito: El curso Metodología del Conocimiento ha sido diseñado con el propósito de darle la posibilidad al futuro profesional de elegir un tema de investigación dentro de las temáticas de su especialidad. El curso contribuye directamente al desarrollo de las competencias generales de Comunicación Escrita, y Manejo de la Información en nivel tres.

La suplementación con micronutrientes para prevenir o combatir la anemia viene siendo por años la estrategia de salud con mayor respaldo, sin embargo los resultados obtenidos no han sido satisfactorios. Los factores que lo han impedido ha sido la calidad de mensaje brindado sobre el producto, la atención brindada por el personal de salud, ya que respondían con inmediatez y no explicaban a detalle. Por esa razón, se desarrolló un proyecto comunicacional para fortalecer esas debilidades, donde comunicadores en conjunto con el personal de salud, desarrollaron e implementaron estrategias comunicacionales en la salud para fortalecer la importancia de la suplementación con micronutrientes. Las estrategias comunicacionales que se ejecutaron han sido evaluadas con criterios que evalúan el posicionamiento de un producto mediante la percepción de las usuarias

This study analyzes the perception of young Peruvian women between 23 and 33 years of age, graduates of a private university in Lima, Peru, on the manipulation of photographic images of the female body in advertising, based on stereotypes of beauty and male gaze in the campaign of the perfume J’adore by Dior. For this purpose, this study is positioned in the interpretative paradigm, qualitative approach with an ethnographic design. The information was collected through semi-structured interviews with 20 young women graduates of the Faculty of Communications and Administration. As a result, it was evidenced the excessive use of Adobe Photoshop, the conception of beauty, the aspirational image, among others. Therefore, it is suggested to continue with this line of research to know the perceptions of other study groups about male gaze and its relationship with photographic manipulation.

Currently, there is a great demand for online courses on platforms such as Coursera, Domestika, among others. This growth has increased since the Covid-19 pandemic. Therefore, this study analyzes the perceptions of young university students between 20 and 30 years of age from the Faculty of Communications of a private university in Lima, Peru, to understand what the elements of purchase decision in the advertising communication of the Domestika e-learning platform through pre-roll content on YouTube are. The approach of the study is qualitative with a case study design. Sixteen semi-structured interviews were conducted with university students who use the YouTube platform as an educational, entertainment, etc. tool. Accordingly, the purchase decision components were determined: the quality of the teachers, the self-improvement discourse, and the online proposal in pandemic.

This study analyzes the perceptions of young people between the ages of 20 and 26 on the use of emojis as an advertising language tool for the positioning of the “Interbank, eres tú” campaign. It seeks to describe the changes generated in the advertising language and identify how the use of emojis is related to brand positioning. The methodology used is under an interpretative paradigm with a qualitative approach and an ethnographic design. Semi-structured interviews were conducted with 20 young users of Interbank mobile banking. The findings identified are to build a brand image, delimit the target audience and reinforce attributes and benefits related to its products and services. It is recommended to continue the research with some questions that arose from this study, such as whether emojis could completely replace the use of images in advertising and whether emojis can generate...

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 ...

The purpose of this study is to analyze the perception of communication strategies for the inclusion of mobile banking among women traders in the San Pedro market, located in the province of Cusco, Peru. For this reason, the Yape mobile application of Banco Crédito del Perú (BCP) was chosen, which has resulted in the affiliation of more than 10 million people and the inclusion of 2.2 million people in the financial system. For this study, an interpretive paradigm, qualitative approach with ethnographic design was applied. Twenty semi-structured interviews were conducted with women workers of Mercado San Pedro about Yape’s communication strategies. The research findings indicate that the most effective financial inclusion is direct marketing that communicates about the financial system to an audience that does not constantly consume digital and traditional media.

This study analyzes the representation of Andean identity in three travel photographs shared about Cusco by Brand Peru on Instagram from 2023. Its approach is qualitative with an ethnographic design. Nineteen semi-structured interviews were conducted to learn about and interpret the perceptions of university students of Tourism and Anthropology at the Universidad Nacional San Antonio de Abad (Cusco). The results show that the photographs do not represent the Andean identity because they do not include the diversity of elements that make it up. Instead, the images tend to disseminate mercantilist, stereotyped and superficial discourses about the city of Cusco and its Andean characteristics. Due to the scarce information in this context, it is recommended to continue with research along the lines of the analysis of the representation of Andean identity in photographs on various social medi...

The purpose of this study is to analyze the perceptions of long-time photography specialists regarding photographic archives in Peruvian publishing companies. This is due to the need to know what is needed to raise awareness about the importance of conservation and what are the criteria for the selection of photographic archives. The qualitative methodology was applied with an ethnographic approach, conducting ten interviews with specialists with more than 20 years of experience in archiving, curatorship and conservation, who have worked in emblematic newspapers such as El Comercio, La República and El Peruano. The following findings have been identified and evidenced: lack of recognition and official protection of archives, lack of public management, long-term digitization, preventive conservation, safeguarding collective and visual memory, among others.

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 ...

The growth of social networks and their influence have taken an important role in the purchase decision process of users. Therefore, it is relevant to understand and know what corporate communication strategies can generate in the digital reputation of the brand. For that reason, this study aims to analyze the perceptions of user mothers of the Babysec brand on the management of digital corporate communication through Instagram communities to generate corporate reputation. Its approach is qualitative, it is positioned in the interpretive paradigm and case design. Interviews were applied to six young mother’s consumers of the brand. From this, experiences were shared about the construction of a community on Instagram, immediate responses and attention by the brand, concern for accessible prices and products for different types of users, among others.

This study aimed to analyze the reception of the transmission of the “virtual mass” among the Catholic faithful in Lima. It was positioned in the qualitative phenomenological paradigm. An online questionnaire was conducted with 1,235 Catholic faithful from the city of Lima (Peru). Some faithful considered the advantages of the “virtual mass” to be its greater reach, saving time and money, and the possibility of seeing the celebration repeatedly, among others. The disadvantages indicated were idleness, laziness, lack of commitment, the possibility of distraction, and the absence of community. The majority of participants considered that the “virtual mass” is not equivalent to the in-person celebration.