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1
artículo
Publicado 2018
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This paper offers the results of a content analysis on how Spanish media are using the 360º video feature. Unlike other conventional ways of storytelling, this new modality provides the viewer with a sensation of being really present in a reality that is only being represented, which favors a deeper and more meaningful understanding of it. The study consists of a sample of 147 360º video features produced by 19 Spanish media between January 2015 and December 2017. The results confirm a slight increase in the number of publications in 2017 and a preference for using this format to cover social issues. The main purpose of these features seems to be to show the events in their context. The use of the several techniques to increase the sense of presence is still low.
2
artículo
Publicado 2018
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This paper offers the results of a content analysis on how Spanish media are using the 360º video feature. Unlike other conventional ways of storytelling, this new modality provides the viewer with a sensation of being really present in a reality that is only being represented, which favors a deeper and more meaningful understanding of it. The study consists of a sample of 147 360º video features produced by 19 Spanish media between January 2015 and December 2017. The results confirm a slight increase in the number of publications in 2017 and a preference for using this format to cover social issues. The main purpose of these features seems to be to show the events in their context. The use of the several techniques to increase the sense of presence is still low.
3
artículo
Publicado 2023
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The interest of religions in communicating in the new virtual environments has led to the emergence in recent years of multimedia initiatives that seek to inform and bring their message to many people. Such is the case of 'The Pope Video', a project of the Pope's Worldwide Prayer Network (Apostleship of Prayer) born in 2016 and supported by Vatican Media, with the purpose of launching the Holy Father's monthly intentions on a global level, through the dissemination of video messages on the web and social networks. The aim of this research is to analyze this project of the Church in the audiovisual media and as a methodology we have carried out a quantitative and qualitative content analysis of the videos (n=75) published between 2016 and 2021, in order to understand its evolution in terms of the themes highlighted, the quality and use of images and sounds, the audiovisual production and ...
4
artículo
Publicado 2013
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The understanding of democracy as a political organization form, has in many scenarios the debate on how pure is in a representative form and how effective is when is “pure” or direct democracy, as well as thought for the “polis” or places with an specific geographic location, contrary to the Saskia Sassen concept of “global cities”. From this discussion, we can address the television as a twentieth century mass media, funded and operated by governments or private companies, exercising symbolic power in a nation, as seen by the John B. Thompson power forms in modern societies, and as an organizational form that clearly exemplifies a representative democracy from the choice of themes, characters, speech and even workflow technology.
5
artículo
Publicado 2013
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The understanding of democracy as a political organization form, has in many scenarios the debate on how pure is in a representative form and how effective is when is “pure” or direct democracy, as well as thought for the “polis” or places with an specific geographic location, contrary to the Saskia Sassen concept of “global cities”. From this discussion, we can address the television as a twentieth century mass media, funded and operated by governments or private companies, exercising symbolic power in a nation, as seen by the John B. Thompson power forms in modern societies, and as an organizational form that clearly exemplifies a representative democracy from the choice of themes, characters, speech and even workflow technology. The Web 2.0 TV not only allows this massmediatic TV to migrate to a ubiquitous environment, flexible and powerful (that of cloud computing and mob...
6
artículo
Publicado 2021
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El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.
7
tesis de grado
Publicado 2024
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El presente trabajo se propone determinar la relación entre la percepción del Social Media Short Video Marketing y el Brand Awareness en consumidores de productos de accesorios de cuero. Para este estudio se desarrolló un tipo de investigación cuantitativa siguiendo un diseño no experimental que se aplicó de manera transversal correlacional, se utilizó como técnica la encuesta y el instrumento fue un cuestionario. Utilizando una muestra de 383 participantes, se obtuvo como resultado que las tres dimensiones del Social Media Short Video Marketing están positiva y significativamente correlacionadas con el Brand Awareness, lo que indica que la estrategia de video mantiene una dependencia directa con el alcance de marca, por lo que al aumentar una también se incrementa la otra. También existe una correlación significativa entre el Brand Awaraness y la experiencia basada en escena...
8
artículo
Publicado 2022
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This research aims to fill the existing void in academic research on fan films based on video games as a transmedia expansion strategy. The objective is to analyze how video game followers apply the principles of transmedia narrative when appropriating the fictional world of video games in their fan films and whether they respect or subvert them. The methodology is descriptive and based on a content analysis of 89 films based on current video game sagas created by fans and stored in fan film repositories and on YouTube; it delves into the characters, the events, the duration, and the realism of the footage as compared to the official canon. The results demonstrate the interest in creating original experiences but respecting the interactive franchise with short films that fill in the plot gaps while expanding the game universe with new characters and events. The study reveals the professi...
9
artículo
Publicado 2022
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This research aims to fill the existing void in academic research on fan films based on video games as a transmedia expansion strategy. The objective is to analyze how video game followers apply the principles of transmedia narrative when appropriating the fictional world of video games in their fan films and whether they respect or subvert them. The methodology is descriptive and based on a content analysis of 89 films based on current video game sagas created by fans and stored in fan film repositories and on YouTube; it delves into the characters, the events, the duration, and the realism of the footage as compared to the official canon. The results demonstrate the interest in creating original experiences but respecting the interactive franchise with short films that fill in the plot gaps while expanding the game universe with new characters and events. The study reveals the professi...
10
artículo
Publicado 2010
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En esta investigación se precisan las semejanzas y diferencias entre los spots comerciales, sociales y educativos. Se analizan el problema de la eficacia de los spots y el papel de la creatividad. Además, se plantea la necesidad de contar con un modelo apropiado de evaluación de spots educativos que tome en cuenta ciertos principios de la teoría del aprendizaje significativo de David Ausubel. Finalmente, se diseña y propone un modelo de evaluación creativa —tipo lista de cotejo— que es sometido a una prueba experimental y cuyos resultados apoyan el planteamiento.
11
artículo
Publicado 2024
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In the current context of social media, vertical video has become an emerging format for sharing content. From the perspective of audio-visual communication, the proliferation of mobile devices has promoted the popularity of the vertical video format on social platforms. This trend raises the need to understand its relationships, implications and influence. Objective: In this context, this research focuses on analyzing images on three leading platforms: TikTok, Instagram Reels and YouTube Shorts. Methodology: A comparative study was carried out on the three social platforms to know the characteristics and variables of genre, image (format, type, camera placement, recording space, shots, scenes, montage, continuity, audio and overlays) and time (structure, order and duration), and in total 1,194 audio-visual pieces were studied. Conclusions: From the sample it can be deduced that in the t...
12
artículo
Publicado 2020
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Cender U. Quispe-Juli recibe financiamiento del Fondo Nacional de Desarrollo Cient?fico, Tecnol?gico y de Innovaci?n Tecnol?gica (FONDECYT).
13
artículo
Publicado 2018
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Storytelling is a human action. Humankind practices it from memorial times until these days. Stories are important for species survival since through these knowledge is transfer from generation to the next one and social identity of communities is built. Each era is defined by social and cultural changes as well as technological innovations. At the same time, these three concepts weighs in the creation of stories, as set out today: stories are produced and widespread on social media as communicational actions, which are linked by a new teller: the media prosumer
14
artículo
Publicado 2024
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TikTok’s popularity in Peru during the COVID-19 pandemic confirmed that public entities linked to the health sector such as the Ministry of Health and EsSalud must define an active digital communication strategy. This research describes which characteristics of COVID-19 vaccination campaign videos in those accounts were the most effective in going viral. In conclusion of content analysis, short videos with at least one hashtag usually get more interaction and views; while dance challenges and newstype videos were frequently used by both accounts. The popularity of the videos also responds to the participation of health personnel and the immunized population. This research also provides a guide for TikTok’s narrative videos related to the public health context.
15
artículo
Publicado 2024
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TikTok’s popularity in Peru during the COVID-19 pandemic confirmed that public entities linked to the health sector such as the Ministry of Health and EsSalud must define an active digital communication strategy. This research describes which characteristics of COVID-19 vaccination campaign videos in those accounts were the most effective in going viral. In conclusion of content analysis, short videos with at least one hashtag usually get more interaction and views; while dance challenges and newstype videos were frequently used by both accounts. The popularity of the videos also responds to the participation of health personnel and the immunized population. This research also provides a guide for TikTok’s narrative videos related to the public health context.
16
artículo
Media convergence and transmediality have led fictional worlds originally developed in graphic novels to be expanded in more recent media such as video games, where environments and characters become playable and where storytelling elements intertwine with game mechanics and rules. This work aims to study the graphic novel saga Blacksad (Díaz Canales and Guarnido, 2001) and the video game Blacksad: Under the Skin (Pendulo Studios, 2019) in order to shed light on how the storytelling in the graphic novels is complemented by that of the video game, and what specific affordances of video games amplify the experience of the Blacksad universe. Both the graphic novel saga and the video game are analysed from the perspectives of media ecology, game studies, the foundations of transmedial worlds and the aesthetics of new media. Comics and video game coexist in a logic of transmediality and inte...
17
artículo
Publicado 2025
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TikTok’s rapid rise and popularity pose challenges to young users. This study applies a mixed-methods approach to examine the impact of advertising on generation Alpha through the analysis of 500 child-targeted videos and the Delphi method with 12 psychologists. The quantitative content analysis reveals that TikTok’s short, dynamic videos cater to children’s preferences, with significant gender-based segmentation: boys are more frequently exposed to political and sports content, while girls encounter more beauty and lifestyle content. Experts indicate that the app’s fragmented, fast-paced content diminishes attention spans and fosters addictive purchasing behaviors among the youngest audience. Furthermore, the subtle nature of influencer-driven advertising complicates children’s ability to identify promotional content, potentially heightening their consumerism and anxiety. Thes...
18
tesis de grado
Publicado 2022
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La experiencia didáctica se vivenció con el 1° de educación secundaria en la I. E. 1182 El Bosque, del distrito San Juan Lurigancho, 2019. La intención ha sido compartir, sistemáticamente, que los vídeos educativos tienen impacto positivo la enseñanza de comunicación escrita en inglés, con estudiantes del primero secundaria. Esta experiencia, se ubicó en el diseño cuasi experimental, utilizando como muestra cincuenta y ocho estudiantes pertenecientes al primer grado de educación secundaria, seleccionados de forma intencional. Se observó que los vídeos educativos tienen impacto positivo en el manejo del idioma inglés en la comunicación escrita.
19
tesis de grado
Publicado 2019
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Antorcha es un cantautor peruano que se está abriendo paso en la escena musical desde el 2018. Tiene más de diez temas compuestos, mucha creatividad y talento; sin embargo, carece de conocimientos de management y marketing. La razón de nuestra alianza es ayudarlo a que su música sea escuchada en el país. Para lograrlo, decidimos centrar la estrategia en un entregable concreto y bien producido: el videoclip de su primer single. La razón de nuestra elección se basó en el previo estudio de campañas de lanzamiento de otros artistas peruanos, tales como Temple Sour, We The Lion, e internacionales. Al producir el videoclip, tendremos más opciones de contenido para activar una campaña de marketing digital basada en el concepto de este; como el lanzamiento de teasers, fotos, making-of, etc. Asimismo, la canción elegida “Algo fuera de mi ciudad”, podrá encontrarse en Spotify, You...
20
Publicado 2018
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El objetivo de este trabajo de investigación es el video educativo se puede definir como un contenido audiovisual que permite a un maestro o moderador presentar información de un medio electrónico, preciso, estructurado, de fácil acceso, y refuerza un tema específico al permitir que los estudiantes o espectadores que visualicen lo hagan asimilar mucho mejor la información presentada. Es por este motivo que una de las mejores formas para transmitir conocimientos que podemos utilizar actualmente es el video educativo, ya que es el mismo medio de aprendizaje que constantemente emplean nuestros alumnos. Además, si realizamos una breve historia del video en sus inicios, podemos encontrar que en 1956 fue posible por primera vez grabar una señal transmitida por televisión en cinta magnética. Ese mismo año, se presentó la primera videograbadora, Mark IV, en la reunión anual de la As...
