Partindo da conexão entre comunicação e cultura, este estudo tem como objetivo contribuir para um melhor entendimento acerca das intervenções culturais contrahegemônicas, que tem na Companhia do Latão uma importante referência atual. Com essa proposta, faz-se uso de algumas das proposições metodológicas indicadas por Karl Marx, segundo as quais a apreensão do mundo real não se dá a partir de um método determinado a priori, mas sim que este deve ser deduzido do próprio objeto de estudo. Portanto, o passo inicial e determinante para todo o trajeto é a análise imanente, isto é, o exame crítico do objeto de pesquisa como fonte primeira e da qual deve retirar-se o máximo possível de determinações, bem como os caminhos para pesquisá-lo. Estipulou-se para início da pesquisa a década de 1960, momento que deixou marcas profundas na vida cultural, política, social e econômica de nosso país, podendo ser lido como um ponto chave para a compreensão da história nacional, bem como das diversas tentativas feitas pelos agentes culturais no sentido de buscar um novo tipo de relacionamento com o público receptor. É também nesta década que aparecem, em sua melhor forma, os grupos de teatro de pesquisa, tradição da qual a Companhia do Latão faz parte. Interessa-nos entender quais foram as verdadeiras mudanças, em termos de experiência cultural e política, causadas pelo Golpe de 1964 e o que foi fomentado mesmo sob a repressão do AI-5, bem como as suas consequências nas décadas que o seguiram, principalmente, na arte engajada e de intervenção política. / Based on the connection between communication and culture this study aims to contribute for a better understanding of counter-hegemonic cultural interventions, which has in Companhia do Latão an important reference nowadays. With this proposal, we use some methodological approaches indicated by Karl Marx, which claims that the seizure of the real world is not derived from a method determined in advance, but this goal must be deducted from the object of study itself. Therefore, the initial and determining step for the entire trajectory analysis is immanent, that is, the critical examination of the research object as primary source and of which we should withdraw, as much as possible, the determinations, as well as the ways to research it. The 1960s was stipulated as the starting point of this research, moment that left a deep mark on the cultural, political and economic structure of our country, and can be read as a key point to understand the national history, as well as several attempts made by cultural agents in order to seek a new kind of relationship with the receiver public. Also, in this decade, appears, in its better form, the theater groups of research, a tradition in which Companhia do Latão shares. We want to understand what were the real changes in terms of cultural and political experience caused by the Coup of 1964, and what was promoted even under the AI-5 repression, as well as its consequences in the following decades, mainly in the activist and political intervention art.

Thesis (M.Sc.Eng.) PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you. / This thesis extends existing work on worst-case two party interactive communication to three parties. PX, PY and PZ know random variables X, Y and Z, respectively, and all parties know the joint distribution, p(x; y; z). Using an agreed-upon protocol, the parties communicate over one or more error-free channels. The objective is for PZ to learn X and Y , and cost is measured in worst-case total information bits transmitted. In the two party case, where PZ must learn only X, interactive protocols (in which PZ may send bits) can reduce the cost to approximately the log of the cost when only PX may transmit (Orlitsky, 1990). In the three party case, PZ can learn X and Y separately, however this is not necessarily optimal. Can a three party protocol provide a cost savings over two separate two party protocols? We describe a joint protocol based on that of Naor et al. (Naor et al., 1993) for communicating X and Y in parallel and show that it can provide at most a constant factor savings. We also describe a sequential protocol in which PZ first learns Y and then uses this knowledge to reduce the cost of subsequently learning X. Although there are input distributions for which this type of protocol can provide more substantial savings, we show that for a large fraction of all input distributions, any three party protocol can provide at most a constant factor savings over two separate two party protocols. Finally, we increase the number of parties and show that for some input distributions multi-party interaction can yield a better than constant factor savings. / 2031-01-01

Partindo da conexão entre comunicação e cultura, este estudo tem como objetivo contribuir para um melhor entendimento acerca das intervenções culturais contrahegemônicas, que tem na Companhia do Latão uma importante referência atual. Com essa proposta, faz-se uso de algumas das proposições metodológicas indicadas por Karl Marx, segundo as quais a apreensão do mundo real não se dá a partir de um método determinado a priori, mas sim que este deve ser deduzido do próprio objeto de estudo. Portanto, o passo inicial e determinante para todo o trajeto é a análise imanente, isto é, o exame crítico do objeto de pesquisa como fonte primeira e da qual deve retirar-se o máximo possível de determinações, bem como os caminhos para pesquisá-lo. Estipulou-se para início da pesquisa a década de 1960, momento que deixou marcas profundas na vida cultural, política, social e econômica de nosso país, podendo ser lido como um ponto chave para a compreensão da história nacional, bem como das diversas tentativas feitas pelos agentes culturais no sentido de buscar um novo tipo de relacionamento com o público receptor. É também nesta década que aparecem, em sua melhor forma, os grupos de teatro de pesquisa, tradição da qual a Companhia do Latão faz parte. Interessa-nos entender quais foram as verdadeiras mudanças, em termos de experiência cultural e política, causadas pelo Golpe de 1964 e o que foi fomentado mesmo sob a repressão do AI-5, bem como as suas consequências nas décadas que o seguiram, principalmente, na arte engajada e de intervenção política. / Based on the connection between communication and culture this study aims to contribute for a better understanding of counter-hegemonic cultural interventions, which has in Companhia do Latão an important reference nowadays. With this proposal, we use some methodological approaches indicated by Karl Marx, which claims that the seizure of the real world is not derived from a method determined in advance, but this goal must be deducted from the object of study itself. Therefore, the initial and determining step for the entire trajectory analysis is immanent, that is, the critical examination of the research object as primary source and of which we should withdraw, as much as possible, the determinations, as well as the ways to research it. The 1960s was stipulated as the starting point of this research, moment that left a deep mark on the cultural, political and economic structure of our country, and can be read as a key point to understand the national history, as well as several attempts made by cultural agents in order to seek a new kind of relationship with the receiver public. Also, in this decade, appears, in its better form, the theater groups of research, a tradition in which Companhia do Latão shares. We want to understand what were the real changes in terms of cultural and political experience caused by the Coup of 1964, and what was promoted even under the AI-5 repression, as well as its consequences in the following decades, mainly in the activist and political intervention art.

Pažangių technologijų taikymas nuotoliniame švietime sudaro galimybes pagerinti interaktyvų bendravimą tarp moksleivių bei mokytojų. Visame kame vyksta kaita, ir mes privalome keistis. Keičiantis pasaulio taisyklėms, net be kieno nors valingų pastangų ima trupėti senoji ir kilti nauja, atnaujinta principais, aktualiomis vertybėmis ir siekiamybėmis, švietimo sistema. Švietimo sistema – tai sistema, kuri teikia būtinus įgūdžius, kad mūsų tauta savo vertybes ir dinamiką įvertintų multinacionalinėje arenoje, į kurią žengiame. Šiuolaikinė visuomenė yra priversta vis didesnį dėmesį skirti kiekvieno nario savarankiškam mokymuisi. Mokymasis naudojant naujas informacijos ir komunikacijos technologijas įgyvendina informacinės visuomenės poreik��� mokytis visiems, visada ir visur. Moksleivių tarpe populiarūs tapo mobilūs telefonai. Tinkamai išnaudojus mobiliųjų telefonų galimybes, derinant jas su pažangiomis informacinėmis technologijomis, galima pagerinti bendravimą ir bendradarbiavimą tarp moksleivių bei pedagogų, siekiant gauti geresnių mokymosi rezultatų. Darbe atlikta pažangių technologijų taikymo nuotoliniame švietime analizė, sukurtas internetinis puslapis, į kurį, panaudojant Google galimybes, integruotas įrankis SMS žinučių pasiuntimui prieš įvykį (trumpas priminimas moksleiviams, kad nepamirštų atlikti nurodytų namų darbų, pasiruoštų pamokai ir kt.) į nurodytus mobiliųjų telefonų numerius, siekiant pagerinti moksleivių ir mokytojų interaktyviam bendravimui, bei parengtas... [toliau žr. visą tekstą] / Modern and fast developing information and communication technologies directly influence the development of the information society. They create the assumption to the space electronic to integrate to all the fields of society life: economics, business, culture and education. The society is changing and we must to change too. The education system is renewed by new principles, relevant values and objectives. The education system is the system which provides necessary skills that our nation could appreciate its values and dynamics in the multinational arena. The concept of lifelong learning is one of the assumptions of the development of modern Society. This concept appeal to the attitude that the biggest value of contemporary person is knowledge and constant perfection, and without fear of changes in life. The new method of learning is distance education based on the innovation of information and communication technologies. The virtual environment and mobile technologies are used in the process of learning. These technologies became available for all people independently from living place, the sphere of activity or age. In consideration of the requirement the foundation of virtual university is planned in Lithuania. The use of progressive technologies in distance education creates the possibilities to improve interactive communication between teachers and students. These technologies are used more and more often in secondary schools and the learners improve their... [to full text]

A fundamentação teórica deste estudo baseia-se em pensadores que analisam as culturas modernas e pós-modernas, enfocando as tecnologias da informação e comunicação. Essas tecnologias têm adquirido destaque nos campos da pesquisa acadêmica e da ciência da informação. Com a intenção de aproximar os usuários pesquisadores dos estoques de informação institucionalizada estão sendo criadas as bibliotecas virtuais. A Biblioteca Virtual de Saúde Reprodutiva (BVSR), mantida pela Biblioteca e pelo Departamento de Saúde Materno-Infantil da Faculdade de Saúde Pública da USP, faz parte destas novas tecnologias e encontra-se no centro deste estudo. O objetivo deste trabalho é verificar como está se processando a comunicação entre a BVSR e o seu usuário, pesquisadores da área da saúde reprodutiva, procurando identificar as suas expectativas, se há barreiras nesta comunicação e melhorar as formas de promover uma comunicação interativa para ampliar o significado deste tipo de serviço. O método adotado é de natureza qualitativa e conhecido como grupo focal, que foi aplicado através de três reuniões em salas de chat (Internet relay chat) na Internet. Os resultados apontaram para a pouca divulgação da BVSR e a baixa assimilação da comunicação interativa pela sociedade. Várias sugestões para a melhoria da comunicação da BVSR foram colocadas, como: a criação de um espaço de encontro, integração das bases e outras BVs, disponibilização de fontes validadas, visual mais moderno, com a segmentação de acordo com os perfis de usuários, entre outras. / The theoretical foundation of this study is based on theorists who analyze modern and post-modern cultures, focusing attention on information and communication technologies. These technologies have been achieved importance in academic research and information science fields. The virtual libraries have been created in order to allow the users to get closer to the institutionalized information stock. The Reproductive Health Virtual Library (RHVL), supported by the Library and the Department of Maternal and Child Health of Faculdade de Saúde Pública - USP, is part of these new technologies and is the subject of this study. The objective is to verify the communication process between the RHVL and its user, reproductive health researchers, attempting to identify his or her expectations, to perceive gaps in communication and to improve interactive communication to enhance the meaning of this kind of service. We adopted a qualitative method, known as focal group, which was applied to three meetings at chat rooms (Internet relay chat), on the internet. The results indicated the lack of awareness of RHVL and a poor acquisition of interactive communication by the society. Several suggestions were made, such as: meeting rooms, links among databases and other VLs, availability of validated sources, modern presentation, divisions according to the user profile, among others

A fundamentação teórica deste estudo baseia-se em pensadores que analisam as culturas modernas e pós-modernas, enfocando as tecnologias da informação e comunicação. Essas tecnologias têm adquirido destaque nos campos da pesquisa acadêmica e da ciência da informação. Com a intenção de aproximar os usuários pesquisadores dos estoques de informação institucionalizada estão sendo criadas as bibliotecas virtuais. A Biblioteca Virtual de Saúde Reprodutiva (BVSR), mantida pela Biblioteca e pelo Departamento de Saúde Materno-Infantil da Faculdade de Saúde Pública da USP, faz parte destas novas tecnologias e encontra-se no centro deste estudo. O objetivo deste trabalho é verificar como está se processando a comunicação entre a BVSR e o seu usuário, pesquisadores da área da saúde reprodutiva, procurando identificar as suas expectativas, se há barreiras nesta comunicação e melhorar as formas de promover uma comunicação interativa para ampliar o significado deste tipo de serviço. O método adotado é de natureza qualitativa e conhecido como grupo focal, que foi aplicado através de três reuniões em salas de chat (Internet relay chat) na Internet. Os resultados apontaram para a pouca divulgação da BVSR e a baixa assimilação da comunicação interativa pela sociedade. Várias sugestões para a melhoria da comunicação da BVSR foram colocadas, como: a criação de um espaço de encontro, integração das bases e outras BVs, disponibilização de fontes validadas, visual mais moderno, com a segmentação de acordo com os perfis de usuários, entre outras. / The theoretical foundation of this study is based on theorists who analyze modern and post-modern cultures, focusing attention on information and communication technologies. These technologies have been achieved importance in academic research and information science fields. The virtual libraries have been created in order to allow the users to get closer to the institutionalized information stock. The Reproductive Health Virtual Library (RHVL), supported by the Library and the Department of Maternal and Child Health of Faculdade de Saúde Pública - USP, is part of these new technologies and is the subject of this study. The objective is to verify the communication process between the RHVL and its user, reproductive health researchers, attempting to identify his or her expectations, to perceive gaps in communication and to improve interactive communication to enhance the meaning of this kind of service. We adopted a qualitative method, known as focal group, which was applied to three meetings at chat rooms (Internet relay chat), on the internet. The results indicated the lack of awareness of RHVL and a poor acquisition of interactive communication by the society. Several suggestions were made, such as: meeting rooms, links among databases and other VLs, availability of validated sources, modern presentation, divisions according to the user profile, among others

Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. När pandemin av Covid-19 inträffade gav det konsekvenser som att stanna hemma och social distansering. Detta resulterade i att företagen var tvungna att anpassa sig till de förändrade kosnumentbeteendena. Syfte: Denna studien syftar till att studera hur konsumenter upplevde sabbmode-reklamen på sociala medier under Covid-19-pandemin. Dessutom, hur konsumenter har upplevt individualiserad snabbmode-reklam på sociala medier under pandemin. Slutligen, om reklamen har påverkat konsumenternas köpbeslut under pandemin. Forskningsfrågor: Hur och på vilket sätt har konsumenter upplevt snabbmode-reklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har konsumenter upplevt individualiserad snabbmodereklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har fast fashion-reklamen på sociala medier påverkat konsumenternas köpbeslut under Covid-19-pandemin? Teorier: Det teoretiska ramverket börjar med teorier kopplade till sociala medier som inkluderar reklam på sociala medier och rörlighet. Den består också av individualiserad reklam med teorier om interaktiv kommunikation och beteendereklam online. Slutligen kommer konsumentbeteende där köpbeslut, varumärkesimage och förtroende presenteras. Metod: En kvantitativ metod användes i denna studie med en deduktiv ansats. En enkät skickades ut för att få fram den data som behövdes för denna studie. 312 svar samlades in och analyserades med hjälp av SPSS. Resultat: Baserat på analysen av studiens empiriska data kan det konstateras att svenska konsumenter upplevde reklam på sociala medier och individualiserad reklam om snabbmode under pandemin på olika sätt. Flera faktorer och jämförelser hade inverkan. Samma resultat kunde hittas när det gäller konsumentköpbeslut för snabbmode under pandemin. / Background: Social media have become a platform for communication between companies and consumers. Further, consumers can gather information before a purchase and therefore social media advertising is a strategic tool to target consumers and create needs. However, when the pandemic of Covid-19 occurred it gave consequences such as staying home and social distance. As a result, companies had to adapt to the changed behaviors. Purpose: This research thesis aims to study how consumers experienced fast fashion advertising on social media during the pandemic of Covid-19. Furthermore, how consumers have experienced individualized fast fashion advertising on social media during the pandemic. Lastly, if the advertisement has impacted consumers' purchase decisions during the pandemic. Research questions: How and in what way have consumers experienced fast fashion advertising on social media during the pandemic of Covid–19? How and in what way have consumers experienced individualized fastfashion advertising on social media during the pandemic of Covid-19? How and in what way has fast-fashion advertising on social media affected consumers' purchase decisions during the pandemic of Covid-19? Theoretical framework: The theoretical framework starts with theories connected to social media which includes advertising on social media and vividness. It also consists of individualized advertising with theories about interactive communication and online behavioral advertisements. Lastly, comes consumer behavior where purchase decision, brand image and trust is presented. Methodology: A quantitative method was used in this study with a deductive approach. A survey was sent out to obtain the data necessary for this study. 312 answers were collected and analyzed with the help of SPSS. Findings: Based on the analysis of the study’s empirical data it can be stated that Swedish consumers experienced advertising on social media and individualized advertising about fast fashion during the pandemic in different ways. Several factors and comparisons had an impact. The same result could be found regarding consumer purchase decisions for fast fashion during the pandemic.

Digitalisation is one of the greatest transformations in modern times and has impacted organisations, industry structures and the society as a whole. It provides new opportunities for fashion firms to interact with different stakeholders and has altered the way firms operate in foreign markets. Based on in-depth interviews with managers of Swedish high-end fashion firms, the aim of the study was to explore what impact digitalisation has on managers’ perceived psychic distance in their international operations. In particular, how managers use digital technologies to obtain and interpret information about supply and demand conditions in foreign markets was examined. The empirical findings indicate that digital technologies are essential for firms today, as they have increased information availability, enhanced information usage and improved interactive communication. This, in turn, leads to a reduction of managers’ perceived psychic distance.

Participatory research methodologies and the use of interactive communication technologies (ICTs) such as email are increasingly seen by many researchers, including feminists, as offering ways to enhance women’s inclusion, participation and empowerment. However, from critical and poststructuralist perspectives, some researchers suggest the need for greater caution about claims that participatory methodologies and certain communication technologies automatically enhance inclusion and empowerment. These researchers argue that issues of power, agenda and voice in the research context require greater attention (LeCompte, 1995). The major argument made in this thesis is that feminist researchers need to adopt a more critical and rigorous yet pragmatic approach to evaluating women’s empowerment, inclusion and participation, and that this approach needs to include an analysis of diversity and difference, macro and micro contexts, power-knowledge relations, and the contradictory effects of participation. The outcomes of this study suggest that this approach can create new knowledge and understanding that will enable the development of more effective strategies for women’s empowerment and inclusion. To explore and support this argument, findings are presented from a detailed evaluation and critique of a major feminist action research project that involved women in rural, regional and remote Queensland, Australia and elsewhere, a university research team and several government and industry partners. The project made extensive use of ICTs, including email and the Internet, and aimed to be empowering and inclusive. Given the many contradictory discourses of empowerment that currently circulate, empowerment is seen as a problematic concept. The multiple meanings and discourses of empowerment are therefore identified and considered in the analysis. With the increasing importance of communication technologies in rural community development, this study also evaluates the effectiveness of ICTs as a medium for empowering rural women. The ‘politics of difference’ (Young, 1990) that underpins attempts to include a diversity of rural women in feminist research projects presents many challenges to feminist praxis. Chapters 1 and 2 propose that, in evaluating such projects, researchers need to take diversity and difference into account to avoid reproducing stereotyped images of rural women, and to identify those who are included and excluded. This is because of the complex nature of the identity ‘rural woman’, the multiple barriers to women’s participation, and the diverse needs, agendas and ideologies of participants and stakeholders. The concept of seriality (Young, 1994) is used in this study to avoid reproducing ‘rural women’ and feminist researchers as women with a singular identity. Chapters 1 and 2 argue that a comprehensive and critical analysis of these complex issues requires an eclectic, transdisciplinary approach, and that this can be fruitfully achieved by using a combination of two feminist frameworks of theory and epistemology: praxis feminism and feminist poststructuralism. While there are commonalities between these frameworks, the feminist poststructuralist framework takes a much more cautious and critical approach to claims for empowerment than praxis feminism. The praxis feminist framework draws on feminist theories that view power as social, cooperative and enabling. Women’s diverse needs, values, issues and experiences are taken into account, and the analysis aims to gives voice to women. The purpose of this is to better understand the processes that meet women’s diverse needs and could be empowering and inclusive for women (or otherwise). In contrast, the feminist poststructuralist framework uses Foucault’s (1980) analytic of power as positive and strategic, exercised in all our interactions, and intimately connected to knowledge. The power-knowledge relations, and the multiple and shifting discourses and subject positions that were taken up in various research contexts are identified and analysed. The purpose of this is to highlight the contradictions and dangers inherent in feminist practices of empowerment that often go unnoticed. To achieve its practical and critical aims, this study uses two different, but complementary, research methodologies: participatory feminist evaluation and feminist deconstructive ethnography, and multiple research methods, which are outlined in Chapter 3. This eclectic approach is argued to provide maximum flexibility and creativity in the research process, and to enable the complexity and richness of the data to be represented and understood from a diversity of perspectives. Triangulation of the multiple methods and sources of data is employed to increase the validity and rigour of the analysis. Assessing how well feminist projects that use ICTs have met the aim of including a diversity of women requires an analysis of a wide range of complex social, economic, cultural, technological, contextual and methodological issues related to women’s participation. Analysing these issues also requires giving voice to a diversity of participants’ and stakeholders’ assessments and meanings of ‘diversity’ and ‘inclusion’. The results of this analysis, set out in Chapter 4, suggest that differences in perceptions of diversity and inclusion are strongly related to participants’ and stakeholders’ political and ideological beliefs and values, and their degree of commitment to social justice issues. The evaluation found that a limited diversity of women participated in the project, and identified many barriers to their participation. Feminists argue that women-only activities are often more empowering than mixed gender activities. The evaluation findings detailed in Chapter 5 suggest that the project’s women-centred activities, particularly the workshops and online groups, were very successful in meeting the multiple needs of most participants. However, contradictory or undesirable effects of the project’s activities were also identified. This analysis demonstrates the need to consider the various groups of participants and their diverse needs in assessing how well feminist methods and activities have met women’s needs or are empowering. Chapter 6 identifies various forms and features of empowerment and disempowerment and categorises them as social, technological, political and psychological. A model is developed that illustrates the interrelationships between these four forms of empowerment. Technological empowerment is identified as a new under-theorised form of empowerment that is seen as increasingly important as ICTs become more central to women’s networking and participation. However, the findings suggest that the extent to which participants want to be empowered needs to be respected. While many participants were found to have experienced the four forms of empowerment, their participation was also shown to have had various disempowering effects. The project’s online group welink (women’s electronic link), which linked rural and urban women, including government policy-makers, was assessed as the most empowering project activity. The discourse analysis and deconstructions, undertaken in Chapter 6, identify competing and contradictory discourses of new communication technologies and feminist participatory action research. The various discourses taken up by the researchers and participants were shown to have both empowering and disempowering effects. The analysis demonstrates the intersection between empowerment and disempowerment and the shifting subject positions that were taken up, depending on the research context. It was argued that the discourses of feminist action research operated as a ‘regime of truth’ (Foucault, 1980) that regulated and constrained the discourses and practices of this form of research. An analysis of a highly contentious welink discussion challenges feminist assumptions that giving voice to women will lead to empowerment, and suggests that silence can, in some circumstances, be empowering. This analysis highlights the intersection of voice and silence, the limitations of the gendered discourse of care and connection, and how this discourse, and other factors, regulated the use of more critical discourses. Critical reflections on the study are made in Chapter 7. They include the suggestion that an ‘impossible burden’ was placed on the project’s feminist researchers who used an egalitarian feminist discourse that produced expectations of ‘equal relations’ between participants and researchers. However, these relations had to be established in the context of a university-based project that involved senior academic, government and industry staff. Drawing on the new knowledge and understandings developed, this study proposes several principles and strategies for feminist participatory action research projects that seek the inclusion and empowerment of rural women and use ICTs. They include the suggestion that feminists need an awareness of the limits to the politics of difference discourse when power-knowledge relations are ignored. A further principle is that there is value in adopting a Foucauldian analytic of power, since this enables a better understanding of the complex, multifaceted and dynamic nature of power-knowledge relations in the research context. This approach also provides an awareness of how processes that attempt to empower will inevitably produce disempowerment at certain moments. Principles and strategies for undertaking participatory feminist evaluations are also suggested.

El presente artículo, propone un análisis de los componentes que constituyen la decisión de compra en consumidores de 20 a 30 años a través de contenidos publicitarios pre-roll en la plataforma de YouTube, enlazados a la empresa Domestika, con el objetivo de establecer un conocimiento centrado en los consumidores del servicio digital mencionado. De la misma forma, se estudia la situación en el estado temporal de pandemia, determinando los efectos y cambios desarrollados a nivel educacional en el mundo frente a esta realidad, y la aparición del E-Learning como nueva forma necesaria de aprendizaje. Por otra parte, se destacan las distintas posibilidades que ofrece YouTube, como medio digital para los contenidos publicitarios de las marcas. En adición, se resalta dentro del eje de investigación, la exploración de la importancia esencial que representan las estrategias digitales comerciales, para el desarrollo favorable de las marcas. En relación con todo lo expuesto con anterioridad, se ha llegado a efectuar una metodología a través de la investigación de distintos artículos y fuentes relevantes, en los cuales se ha basado el presente trabajo. / This article proposes an analysis of the components that constitute the purchase decision in consumers aged 20 to 30 years through pre-roll advertising content on the YouTube platform, linked to the Domestika company, with the aim of establishing knowledge focused on the consumers of the digital service. In the same way, the situation in the temporary state of pandemic is studied, determining the effects and changes developed at the educational level in the world in the face of this reality, and the appearance of E-Learning as a new necessary form of learning. On the other hand, the different possibilities offered by YouTube stand out as a digital medium for brand advertising content. In addition, the exploration of the essential importance that commercial digital strategies represent for the favorable development of brands is highlighted within the research axis. In relation to all the above, a methodology has been carried out through the investigation of different articles and relevant sources, on which this work has been based. / Trabajo de investigación