All of the articles in this proceedings volume have been presented at the ICOM24 during September 4-6 2024 in Lima. These articles have been peer reviewed by the members of the Scientific Committee and approved by the Editor-in-Chief, who affirms that this document is a truthful description of the conference’s...

The digital era has made internet omnipresence a transformative factor in how we live, work, and learn. However, excessive internet use, particularly among students, has emerged as a concern, potentially interfering with daily life and academic performance. This study addresses the gap in literature...

This study reflects on how the processes of content creation and tans-media strategies and the design thinking methodology are compatible to establish digital communication projects in communities with little presence in socio-digital platforms. Based on the analysis of the digital performance of the...

This study addresses academic stress among university students and the effectiveness of collaborative assessments, highlighting the use of digital tools such as Mural. The methodology employs a qualitative approach and semi-structured interviews with students at the School of Communications in the Graphic...

The implementation of financial education programs, especially in digital format, increased due to the economic crisis brought by the Covid-19 pandemic. These programs are part of the Corporate Social Responsibility strategy of companies. Based on the rankings published by the Corporate Reputation Business...

This study focuses on analyzing the perception of the role of documentary photography as a tool for preservation and environmental education in the Paracas National Reserve, from the perspective of park rangers and documentary photographers. The methodology employed has an interpretive paradigm with...

This research aims to understand the perceptions of young university women about advertising photography and the Body Positive movement, to analyze how it impacts the representation of women who defy socially established beauty stereotypes. The study focuses on the opinions of young female university...

This study explores the potential of documentary photography and spatial remote sensing as complementary tools to address deforestation in the Amazon. Documentary photography possesses the unique ability to capture and communicate the human impacts of deforestation, giving voice to affected communities...

This study addresses the use of body positive in the content of Peruvian brands such as Sicurezza and Capittana, where we seek to know the perceptions of women between 20 and 30 years old who follow the accounts of these brands on Instagram about the management of diversity and inclusion in fashion....

During the last few years, the high percentage of animal abuse in Latin America has become evident. Therefore, this study analyzes the use of photography as a tool for the dissemination of content against animal abuse in the PETA Latino (People for the Ethical Treatment of Animals) account on Instagram....

This study is immersed in the analysis of climate change which is cause by an increase of 0.85℃ in the last decades with global consequences attribute to human activities as contamination and deforestation. Therefore, this investigation has the target to know the vision about the use of the visual narrative...

K-pop, known for its idols and iconic groups, has gained prominence worldwide, especially in Asia and Europe. This article focuses on the use of music videos as a tool for dance learning, specifically in Lima, Peru, to understand the perceptions and impact on the learning of culture among young K-Pop...

The Covid-19 pandemic boosted the rise of massive open online courses (MOOCs); seeking to position themselves as a viable and effective alternative. However, after this, the course dropout rate reached 90%; generating a loss of potential users in a market estimated at US $ 20.8 billion worldwide by 2023....

The objective of this research is to analyze the relationship between the consumption of anime and the influence it has on its cultural appropriation based on Japanese culture. From this, it will be analyzed how anime affects various cultural aspects of the lives of young Peruvians and the impact that...

The purpose of this research was to gain a detailed understanding of how gender stereotypes are manifested and perpetuated in the dating show, using the south korean dating show ‘Single’s Inferno’ as a case study. The study adopts a qualitative approach using content analysis to evaluate the narrative...

For a long period of time, female characters were not able to have their own voice to tell their stories, because of this, women in the film industry decided to create a space where the story is told by and for the understanding of women. This paper aims to analyze the influence of feminism in the construction...

This research is specifically directed towards the emerging phenomenon of “virtual idols”, with a particular focus on the case of Miquela Sosa. To this end, the theories and guides on narration from prominent authors such as Aristotle [1], Greimas [2] and Rimmon-Kenan [3], among others, were explored....

Autistic characters in current TV series and films are not a realistic representation of autism. Thus, autistic people seek to see themselves reflected in alternative media, such as fanfiction. Hence, the main objective of this research is to analyze the representation of autistic characters in fanfiction....

The analysis focuses on the perception of players in horror video games, particularly in Resident Evil (Biohazard in Japan), recognized for its narrative and challenges. It investigates how audiovisual elements, such as setting and music, influence the experience. The results underline the importance...

‘La Casa de los Famosos México’ reached great audience records by being trending on social networks during its transmission. This research seeks to identify the uses and gratifications of the mentioned reality in the millennial audience. The method is qualitative. The design is phenomenological. Data...

This article is about a longitudinal analysis using the Current Population Survey (CPS) databases published by the United States Census Bureau, specifically the Annual Social and Economic Supplements for the years 1995, 2000, 2005, 2010, 2015, 2020 and 2023, the purpose is to observe the changes and...

This article shows the results of a research study whose purpose was to create and implement a non-formal environmental education program that promotes the reflection of the participants based on four prioritized environmental problems of Manta city. Design Based Research was used, and 10 activities...

This paper is based on a study of Jair Bolsonaro’s disintermediated discourse, specifically his Instagram account during the pre-electoral period leading up to the 2022 presidential elections in Brazil. By communicating directly with his audience, Bolsonaro exemplifies how new technology disrupts traditional...

Univision and Telemundo are the two leading Spanish-language television networks in the U.S. and their nightly newscasts have an audience of more than two million combined. Both networks have in recent years founded fact-checking websites to combat that increase in disinformation to help their Spanish-speaking...

This study examines the innovative collaboration between Balenciaga and Fortnite, two giants in their respective fields, to explore the dynamics of in-game advertising, specifically in-game advertising and advergaming. With a particular focus on the Peruvian gaming community, the research aims to understand...

When a group of people acts together to achieve community objectives, they develop a series of strategies that are called social capital, with the emergence of social networks this capital is manifesting itself through virtual communities, so the objective of this research is to examine the concept of...

The influence of celebrity endorsement on consumer behavior is a well-documented phenomenon, but its impact on the positioning and loyalty of a new brand in today’s competitive market remains an emerging field of study. This study focuses on how Rare Beauty, a makeup and personal care brand founded by...

This study delves into the application of journalism and infotainment in YouTube channels dedicated to football dissemination in Spanish-speaking countries such as Peru, Argentina, Mexico, Colombia, and Spain. Through an analysis of predominant journalistic genres, characteristics of infotainment, and...

This research examines the perceptions of Peruvian women aged 21 to 23 years old, residents of Lima and belonging to the NSE A and B, on the advertising campaigns of the lingerie brands Victoria’s Secret and Savage x Fenty, carried out in 2014 and 2020 respectively. Using a qualitative methodology, interviews...

YouTube has become the great meta-media where a diversity of content creators with different levels of audiovisual quality converges. Soccer YouTubers are among the most viewed within the sports category, which is why this research aims to analyze the stages audiovisual production and post-production...

Intangible cultural heritage (ICH) is made up of customs, traditions and knowledge that are transmitted from generation to generation, which due to the lack of resources and knowledge for its preservation are at high risk of disappearing tags. This research aims to describe how university documentaries...

The When communication students need to learn specific audiovisual narratives, such as those of the documentary genre, educational challenges arise because their prior knowledge is formed around audiovisual narrative in general. Thus, learning by doing becomes a practical solution for acquiring these...

During the Covid-19 pandemic, TikTok became famous as an entertainment platform at the beginning of 2020. Such has been its success that it has been the subject of international investigations to decipher its algorithm and functionality. However, research has been scarce in Peru, particularly in the...

MOOCs are an emerging phenomenon in online education. There has been little investigation into the diversity of typologies within this new mode of teaching. This has grown significantly both in formal and informal educational settings. Despite the increasing number of research studies on teaching through...

In the increasing advertising saturation, product placement remains a distinctive tactic in brand communication, subtly integrating into audiovisual content. This research focuses on unraveling how this strategy is perceived by viewers in Lima, concentrating on the dramatic television series Succession....

The beginning of journalism clubs in Loja took place in the nineties of the last century. They embraced the potential of the media as a tool for teaching, skills development and participation in public opinion. Today, after the emergence of the COVID-19 pandemic where students self-taught themselves...

Education through non-traditional ways and in a non-formal context has boomed in recent years. Various platforms have become the best allies in the education process. It is in this context that YouTube is presented as the perfect option to learn music through video tutorials. This article addresses the...

This study examines the communicative strategies employed by Organized Criminal Groups (OCGs) in Ecuador through the analysis of their audiovisual communications disseminated via social media platforms. Amidst Ecuador’s most violent period on record, OCGs utilize social media channels to convey messages...

Cancel culture, originating on social networks and widely spread, is a social phenomenon of great magnitude. Its apparent objective is to point out and discredit those who deviate from socially accepted ideas or attitudes. Although it was born with the intention of promoting justice and making unnoticed...

The research analyzes ideological positions on social networks during and after the events of October 11 and 12, 2019. Rhetorical resources are identified on Twitter, media and interviews published by those days. A methodological vision and analysis of results is applied, based on the complexity of the...

Streaming services have changed the way films and TV shows are consumed. Different companies are constantly competing to attract and keep their subscribers, with Netflix being the leader in the Peruvian market. The present research aims to know the Netflix consumption experience of young Peruvians in...

Film festivals play a crucial role in promoting audiovisual literacy. Therefore, this research explores the strategies employed by these events in the Peruvian context. The study applied a qualitative approach through semi-structure interviews conducted with managers of Peruvian film festivals of various...

Influencers are effective in specialized markets as informative and persuasive tools, although their reach in sustainability-related sectors is limited and questioned. Therefore, this study examines the influence of source credibility in electronic word-of-mouth affecting purchase intention through trust...

The purpose of this study was to analyze how humor used in social advertising can generate a more inclusive view of what disability is. The advertising spot “Stand Up with Purpose” of the Entel brand was chosen as a case study because it presents three people with functional diversity with a humorous...

This work is a current diagnostic study of journalistic ethics, involving three hundred journalists from Ecuador. They described the environment in which they perform their activities and the ethical difficulties these conditions provoke. Compliance with ethical principles based on their self-regulations...

Social media marketing has positioned consumers in a leading role, as they have the power to give a positive or negative image to brands. Their favorable appreciation of certain products contributes to the consolidation of industries such as natural cosmetics. Therefore, this study aims to investigate...

The lack of digital curation in general in Latin America, which promotes memory about printed journalistic products in the region, has led to the attempt to create a research-creation product such as the curatorship titled “Images of Peruvian Society at the Dawn of the Centennial of the Independence...

Building a musician’s personal brand on social networks has become important in recent years, since it allows them to stand out in an industry that is constantly changing. The digital revolution has allowed musicians to reach international audiences outside their country of origin. They employ strategies...

This study analyzes the levels of work engagement of collaborators of socio-environmental companies of the Kunan Network in Peru, to contribute to the professionalization of human capital management in the ecosystem and the economy of resources to be used in such management. The study was positioned...

This study explores the influence of Twitch streamers as emerging journalistic figures on public perception in the digital age. Using an interpretative paradigm, the research analyzes responses from 20 participants aged 16 to 23, revealing a shift in media consumption habits toward dynamic, interactive...

This study examines the impact of transmedia journalism on two major Peruvian newspapers, El Comercio and La República, through qualitative research that included interviews with 20 followers aged 20 to 25. The findings reveal how both newspapers have effectively integrated multimedia formats such as...

Many brands around the world use celebrity endorsement as part of their marketing strategy to take advantage of a celebrity’s fame to promote a product. Usually, this strategy is linked to positive results. However, there are times when a celebrity may be involved in a scandal, producing negative associations...

Reverse product placement provides many benefits to products positioned with this marketing strategy. This is the case of the Duff beer brand, an originally fictitious product presented in The Simpsons. Through content analysis, this research unravels the modes of representation and functions of reverse...

Romantic comedy is one of the most profitable and widely watched cinematic genres worldwide. It is characterized by depicting the pursuit of love through comedic situations, presenting this pursuit as the ultimate goal for everyone. This genre portrays models of masculinity and femininity, seeking to...

War cinema is a film genre focused on war, with World War II being the most depicted conflict. Due to Hollywood’s influence, Western audiences are more familiar with American war films and their perspective on the conflict, while there is a few or null familiarity with the perspective of Russian war...

This article investigates disaster films, particularly the genre of docudramas. Docudramas address social issues with the aim of sparking debate and generating discussions on social and political matters that are often in the public eye. Disaster cinema docudramas explore the theme of survival as a common...