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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

El ciberartivismo en la estrategia digital publicitaria de Project Pietà para promover identidad / Cyber-activism in Project Pietà's digital advertising strategy to promote identity

Miranda Cerna, Alessandra Melissa 20 November 2021 (has links)
Este estudio analiza cómo son utilizados los recursos verbo-visuales del ciberartivismo, fenómeno que combina el arte y activismo como trasformador social en la red, y cómo se desenvuelven en la estrategia digital publicitaria de Project Pietà para promover identidad en sus consumidores. Esta marca de moda presenta un concepto artístico y socialmente comprometido al trabajar con personas privadas de su libertad. Se optó por una metodología cualitativa, donde a través de la técnica de muestreo por bola de nieve se realizaron 20 entrevistas semiestructuradas a jóvenes trabajadores y consumidores de la marca entre los 25 a 34 años. El estudio concluye que el ciberartivismo no se desenvuelve únicamente como parte de una estrategia publicitaria, en cambio, posee la capacidad de ser la estrategia per se de la marca. La autenticidad y representatividad son los pilares que promueven la identidad en sus consumidores, quienes edifican sus identidades personales y refuerzan el de la marca anunciante construyendo un terreno de percepciones favorables. / This study analyzes how the verb-visual resources of cyber-activism are used, a phenomenon that combines art and activism as a social transformer on the Internet, and how they develop in Project Pietà's digital advertising strategy to promote identity in its consumers. This fashion brand presents an artistic and socially committed concept when working with people deprived of their freedom. A qualitative methodology was chosen, where through the snowball sampling technique 20 semi-structured interviews were conducted with young workers and consumers of the brand between 25 and 34 years old. The study concludes that cyber-activism does not develop solely as part of an advertising strategy, instead, it has the ability to be the brand's strategy per se. Authenticity and representativeness are the pillars that promote identity in its consumers, build their personal identities and reinforce that of the advertising brand, building a terrain of favorable perceptions. / Tesis

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