The mandatory lockdown in Peru wich lasted over three months made the telecommunication companies redefine their strategies to fase pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru in order to identify their narratives, the way the faced the pandemic, the audiovisual resources thay had to use, and the way they turned to social advertising to strengrhen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to constrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connectio, wich was in line with their Brand purpose, based mainly in emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tolos to strengthen brand equity, but m...

The mandatory lockdown in Peru, which lasted over three months, made the telecommunication companies redefine their strategies to face the pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru to identify their narratives, how they faced the pandemic, the audiovisual resources they had to use, and how they turned to social advertising to strengthen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to contrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connection, which was in line with their Brand purpose, based mainly on emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tools to strengthen brand equity, but mainly ta...

Presenta una investigación sobre masculinidades representadas en la ficción televisiva peruana. Para ello, se eligió la miniserie peruana La reina de las carretillas (Del Barrio Producciones – América Televisión, 2012). A partir de la construcción de una matriz de análisis y de trabajo cualitativo sobre las formas de representación, se analiza las masculinidades en cinco de los personajes masculinos del relato. La propuesta supone una representación de diversas masculinidades, alejadas de la masculinidad patriarcal, en un relato que está principalmente dominado por personajes femeninos empoderados, proactivos, con agencia, respondiendo a una representación de la crisis de la masculinidad patriarcal.

The mandatory lockdown in Peru, which lasted over three months, made the telecommunication companies redefine their strategies to face the pandemic. This Project analyzes the TV spots of the three main telecommunication companies in Peru to identify their narratives, how they faced the pandemic, the audiovisual resources they had to use, and how they turned to social advertising to strengthen their brands. We worked with an analysis matrix and semi-structured interviews with marketing managers to contrast our main findings. The priority for these companies was to answer to the emergency by guaranteeing connection, which was in line with their Brand purpose, based mainly on emotional speeches and positioning themselves as solutions for their clients during the pandemic scenario. We conclude that the narratives were used as social advertising tools to strengthen brand equity, but mainly ta...