Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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33 articles
Proceedings Article

Peer-Review Statements

Paulo Carlos López-López, Daniel Barredo Ibáñez, Carla Irene Ríos Calleja, José Rúas-Araújo
Proceedings Article

Notes and Advances of the Peruvian Digital Curation of Images from Early 20th Century Printed Magazines

María M. Ramírez-Jefferson, Lorena T. Espinoza-Robles
In Latin America, there is an absence of digital curation promoting the dissemination of graphic information from printed journalistic products for the general public, which could, at the same time, contribute to their country’s memory. For this reason, the article delves into the research-creation project...
Proceedings Article

Psychometric Properties of a Scale on Behaviours Related to Corruption

Ambrosio Tomás-Rojas, Ricardo Morais-Xavier, Úrsula Freundt-Thurne, Eliana Gallardo-Echenique
The aim of this study is to assess the psychometric properties of the ‘Corruption Normalisation Scale’ in students from a private university in Metropolitan Lima across 10 schools. The study has an instrumental design and involves the participation of 1,572 university students between the ages of 18...
Proceedings Article

Empowerment and Objectification in Peruvian K-Pop Dance Cover Girl Group on YouTube

Ana V. Vega-Samamé, Lorena T. Espinoza-Robles, Oscar A. Aybar-Cabezudo
Girl groups, K-pop groups made up of Korean women, generate music videos that promote values associated with genre in their fandom. At the same time, the fandom generates dance covers from these video clips, imitating choreography dance of girl groups taking their aesthetics and visual approach as a...
Proceedings Article

Perception of Scientific Writing and Gamification in Engineering Students: A Mixed Study

Rosa Núñez-Pacheco, Elizabeth Vidal, Evelyn-Paola Guillén-Chávez, Eveling Castro-Gutierrez
The main objective of this study was to analyze engineering students’ perceptions of scientific writing and gamification. A semi-structured questionnaire with five open-ended questions on scientific writing and gamification was applied to 400 engineering students at a Peruvian university. The methodological...
Proceedings Article

Communication Dynamics in Galapagos Islands: An Analysis of Perceptions in 2023

Tania Orbe, Eric Samson, Luis Luengo
The objective of this study was to determine the communication dynamics and the most used means of communication in the 4 populated islands of the Galapagos archipelago, Ecuador. Its 33,000 inhabitants live with limited access to quality telecommunications services and very few media compared to the...
Proceedings Article

Representation of the LGBTIQ+ Community in Three Peruvian Television Series

Alejandra del Carmen Elias Zambrano, Paola Palomino-Flores, Eliana Gallardo-Echenique
Television in Peru is the media with the greatest reach potential, because more than 80% of the population airs television at least once a week. Television has omitted certain social groups in its transmissions such as LGBTIQ+ community. They have historically been a marginalised sector suffering widespread...
Proceedings Article

Extraordinary Gubernatorial Election in Puebla, Mexico, 2019: Negative Political Publicity, Its Regulation, and Its Implications for Discourse and Journalism

Araceli Espinosa-Márquez, Carla Irene Ríos-Calleja, Jesús Mario León-de Rosa, Alejandro Álvarez-Nobell
Electoral processes are always hectic. In the case of Puebla, Mexico in 2019 an extraordinary election was held after the governor elected in 2018 passed away a month after taking office. This article presents a case study where the negative political advertising used in the campaign of the elected candidate...
Proceedings Article

Disinformation in Spain’s Regional and Provincial Press

José Rúas-Araújo, Francisco Javier Paniagua-Rojano, Paulo Carlos López-López
This article aims to analyze how the fight against disinformation is managed in local newsrooms. A survey was completed by those the with the greatest audience, circulation and diffusion of each Spanish province. In total, 26 responses were captured, amounting to half the total number of newspapers and...
Proceedings Article

The Last of Us and Converse: An Analysis of Product Placement and Its Effect on Player Recall

Alexa Lizarraga, Francisco Arbaiza, Giovanni Lamarca
The video game industry has witnessed substantial growth in recent years, resulting in increased brand presence within games due to high consumer engagement. While product placement in games is commonly used for marketing purposes, there are instances where game developers incorporate it to enhance storytelling...
Proceedings Article

Audiovisual Post-production During COVID-19: Perceptions of Ibero-American Sports Journalists

Gerardo Karbaum, Daniel Barredo Ibáñez, Doris Neira, Claudia Chura
In 2020, the Covid-19 pandemic created an environment of fear, uncertainty and confinement. Given the suspension of coverage and sporting events, diverse and contingency audiovisual content had to be generated. For this reason, the objective of this research is to describe the functions that post-production...
Proceedings Article

Femwashing or Femvertising? A Look at Advertising Authenticity

Bianca Alfaro-Ibáñez, Eliana Gallardo-Echenique
Femvertising is a strategy that has become a trend in advertising campaigns. Femwashing is the lack of authenticity perceived by the spectator for not complying with the pillars an authentic femvertising campaign must have. Femwashing has also been called fake activism. This study analyzes the authenticity...
Proceedings Article

Photography as a Therapeutic Art Medium According to the Perspective of Peruvian Art-Therapy Specialists

Amara Tais Delgado-Fernandez-Baca, María Chávez-Chuquimango, Eliana Gallardo-Echenique
Therapeutic photography (also phototherapy) is a branch of art therapy that is an alternative psychotherapeutic approach that offers various material and technique options. Therapeutic photography uses art to promote healing, and it is typically accompanied by a professional psychologist with expertise...
Proceedings Article

Storytelling as a School Awareness Tool Against Bullying

Ana Lucía Cusman-Barriga, Eliana Gallardo-Echenique
Bullying has been present in society and it has been defined as intentionally aggressive and abusive interpersonal behaviour, carried out repetitively by a group of people against a person who becomes the victim. This study is positioned in a phenomenological paradigm to analyse school bullying. Semi-structured...
Proceedings Article

Transformation of Informative Content in Peruvian News During COVID-19

Andrea Jesús-Oré, Miriam Carreño, Gerardo Karbaum
The emergence of COVID-19 in the world affected the production of television news, as they were limited in their search for news. Reporters, cameramen, producers, and directors had to adapt their routines and work dynamics to the existing distancing situation. This work presents the transformation of...
Proceedings Article

Professional Versatility in Audiovisual Sports Media During COVID-19. An Interview with Ibero-American Filmmakers and Journalist (2020–2022)

Gerardo Karbaum, Daniel Barredo Ibáñez, Claudia Chura, Andrea Jesús Oré
Sports programs represent one of the most consumed entertainment products in the world, however, in 2020 the Covid-19 pandemic put this entire media ecosystem into crisis. This study aims to analyze the professional versatility developed by journalists and audiovisual sports media producers in Ibero-America...
Proceedings Article

Advertising and Sustainability in Ecuadorian Digital Media: La Posta and El Comercio on Instagram

Patricia Villagómez-Rodríguez
The transition to digitalization is a challenge for the media in social networks. This study reviews the situation of the Instagram accounts of two Ecuadorian media: La Posta and El Comercio, considering the transformation of digital journalism or cyberjournalism, new narrative forms, and hypertext,...
Proceedings Article

How Fake News Consume Relate with Mindset

Felipe Anderson Rios Incio, Ángel Emiro Páez Moreno, Milagros Thalía Leiva Marín, Francisco Javier Barquero Cornelio
(1) Background: This paper is based on the hypothesis that not only formal education, but also intelligence/mindset should be taken into account when assessing the vulnerability of citizens to fake news. This is how we seek to determine the relationship between media consumption associated with fake...
Proceedings Article

Perception of Corruption in Users of Electronic Government in Mexico: Contextualization in Times of Covid-19

Diego Soto-Hernández, Marcos Ezequiel Díaz-Maldonado
The COVID-19 pandemic generated a lockdown that prevented government procedures and services from being conducted in person, which had an impact on corruption and the use of electronic government (hereinafter GE). The objective of this study is to know the incidence of GE in corruption from the perception...
Proceedings Article

Media Consumption in Ecuador: Are Ultramediaciones Developing for Everyone?

Marco López Paredes, Andrea Carrillo Andrade, Jesús Tapia
Ultramediaciones is a concept developed by the authors that proposes that connectivity dominates beyond devices. In this sense, connectivity is not only on the Internet: it occurs in the digital and analogic world in the relationships that people create. It studies how a detonator (energy) generates,...
Proceedings Article

Perception of Peruvian Gamers About Gender Approach in the Campaign “In My Skin” of Guaraná

Yolanda Fatima Yarango Alcocer, Melina Haydee Mezarina Castilla
The objective of this research is to analyze how the inclusion of the gender approach in video games is being perceived by Peruvian female gamers through the advertising discourse of the Guarana brand with the “In my skin” campaign. The qualitative research methodology was used through 16 semi-structured...
Proceedings Article

Factchequeado: Fake News in Spanish Knows No Borders

Teresa Puente
During the COVID-19 pandemic there was another type of pandemic surging, an infodemic, according to the World Health Organization. The impact of disinformation, sometimes called fake news, has been significantly researched. But there has been little research on disinformation in Spanish and how it spreads...
Proceedings Article

The Role of Advertising in Addressing Online Sexual Harassment: Pilsen’s Male-Focused Campaign During COVID-19

Gabriela Gamarra, Francisco Arbaiza
During the pandemic, brands have rethought their advertising communication around the global crisis, while people immerse themselves even more in the virtual world. It is important to study these changes because the increase in internet usage has led to a deepening of negative behaviors by men, such...
Proceedings Article

Search Engine Repository for the Personalization of Learning for University Students: A Case Study in Guadalajara, Mexico

J. López-Cisneros, A. L. Franzoni-Velaquez
University students participating in a course face the challenge of choosing educational resources when the suggested ones are not suitable. Educational trends encourage the use and development of technologies to improve learning processes. New technological proposals suggest the development of adaptive...
Proceedings Article

Development of Media Literacy in Pedagogical Practice by Teachers During the Covid-19 Pandemic

Allison Villacrez-Cuadros, Victor Omar Vite-León, Christiana Poggi-Parodi
The COVID-19 pandemic created an uncertain scenario for education, encouraging teachers to develop new skills so as not to interrupt the teaching process. Likewise, the presence of new media and technologies in society means that people are forced to develop skills that allow them to interact with them...
Proceedings Article

Breaking Through the Clutter: The Role of Controversy in Enhancing Brand Attitude - the Case of Entel and Susy Diaz

Sebastian Cavero, Francisco Arbaiza
This article examines Peruvian consumers’ trust in controversial famous characters used in advertising by analyzing a series of Entel brand advertisements with a focus on the impact of Susy Diaz as a brand ambassador. The study found that Susy Diaz’s presence in Entel’s advertising generated a positive...
Proceedings Article

Trust and Journalistic Performance: Towards a Typology of Media-Audience Relations Beyond Western Democracies

Grisel Salazar, Rubén Arnoldo González
There has been a recently renewed interest in exploring the relationship between journalists and citizens. However, most studies have only focused on public trust in the media (Kohring and Matthes 2007; Hanitszch et al. 2015), with few analyzing how journalists perceive their audiences and how it affects...
Proceedings Article

Analysis of the Second Presidential Debate in Ecuador 2021: Lasso vs Arauz

Nina Lulushca Aguiar Mariño, Camila Coral García, Roberto Sánchez-Montoya
The presidential debate held during the second ballot between Guillermo Lasso and Andrés Arauz was a defining moment for the 2021 elections. Featured on national television, the debate resulted only in discussions between the candidates. It was structured in 5 main topics present in a synthesized way,...
Proceedings Article

Violence Against Women Journalists in Digital and Physical Spaces. Ecuador Case Study

Michelle Moretti, Kruzkaya Ordóñez, Jeanine Cruz Vaca, Abel Suing
This document gathers some of the results obtained from the study on women journalists facing violence and discrimination in Ecuador, developed by Ecuadorian organisations Consejo de Desarrollo y Promoción de la Información y Comunicación (Consejo de Comunicación), the Universidad Técnica Particular...
Proceedings Article

The Fan Community of Korean Celebrities in Peru, as an Advertising Tool to Promote Various Brands, BTS Case

Mishelle Naysha Gargate Solis, Melina Haydee Mezarina Castilla
The objective of this research is to analyze the fan community of Korean celebrities in Peru, in its use as an advertising tool to promote various Peruvian brands. Such is the case of the musical group BTS, which has achieved great popularity worldwide, highlighting the influence of its fan community...
Proceedings Article

Web Application for the Evaluation of Teacher Work Stress in the “Atahualpa” School of Ecuador

Fernández Villacrés Gustavo Eduardo, Gualpa Jaramillo Guillermo Gonzalo, Arcos Naranjo Gissela Alexandra, Guerrero Aguilar Lorena Fernanda
The objective of this project was: “To evaluate the work stress of the teachers of the Atahualpa Educational Unit, through the use of a web application with client-server characteristics designed for this purpose”. The software was developed applying the SCRUM methodology and free software tools such...
Proceedings Article

Divide et Impera? Populist Digital Anti-media Criticisms

Rui Alexandre Novais
This work aimed to determine how a core ideational dimension of populism and a component of its communicative framework - anti-elitism - was strategically conveyed through tactical attacks on the media via digital platforms. Drawing on a qualitative analysis of the understudied attacks against the press...
Proceedings Article

Antecedent Conditions of Disinformation in Mexico. A Theoretical Framework

Martin Echeverría
Disinformation is a pervasive force in contemporary political communication. Nonetheless, its strength and characteristics are deeply situated by historical and conjunctural political factors of each country. Mexico is one of the Latin American democracies with more acute disinformation operations and...