All of the articles in this proceedings volume have been presented at the ICOM25 during September 2-4, 2025, in Valdivia. 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...

Early detection of pests in Musa AAB (banana) crops is essential to maximise crop production. However, farmers’ lack of experience can limit their ability to identify and control these pests. Constant advances in agricultural technology and the incorporation of software tools have provided efficient...

The article analyzes the subliminal messages present in the advertising campaign A Rendez-vous (2024) for Chanel No. 5 perfume, focusing on the communication strategies used to attract diverse audiences. Through a narrative approach, it identifies hidden meanings conveyed through images that reinforce...

Currently, television fiction linked to video-on-demand channels, such as HBO or Netflix, is embracing narratives that explore and expand the representations of queer characters on screen. In this context, there are transmedia narratives that elicit fan participation. Therefore, this article has analyzed...

This research analyzes the communication strategies employed by the Club Deportivo “Patrón Mejía” between August 2024 and September 2024 on the digital platform Facebook, using a mixed-methods approach. Through content analysis and metric evaluation, the study examined the communication strategies, the...

In 2024, the decree of a state of internal armed conflict in Ecuador, under the presidency of Daniel Noboa, intensified the challenges for journalistic work, particularly in covering sensitive topics such as environmental crimes. This study analyzes the relevance of the environmental journalism course...

This research analyzes whether young university students, the subjects of our study, are aware of content segmentation on social media, based on filter bubbles or “cookies,” which they approve of. This study uses a triangular methodology: netnography; non-participant observation; a survey of 350 university...

This study explores journalism strategies that Salud con lupa used during the coronavirus global health crisis, focusing on its contribution to health education and reducing incorrect information. Using a study and descriptive quantitative approach, the data was collected through online studies, up to...

This study examines the construction of feminist narratives in the digital edition of Vogue Mexico and Latin America during the 2020-2024 period, through an intersectional and critical approach. Discourses on feminism, diversity, and inclusion are embraced in content regarding fashion, beauty, and journalistic...

This study focuses on highlighting how boudoir photography is perceived by Peruvian women as a transformative tool for the representation of their body and sensuality, collaborating significantly in the construction of their identity. It adopts a qualitative approach with an ethnographic design, focused...

This study focuses on analyzing the uses of participatory photography as a therapeutic tool for rehabilitation and mental health, from the perspective of young university students between 22 and 25 years of age studying medicine. It adopts a phenomenological paradigm that focuses on understanding the...

This study analyzes the role of the documentary heritage of Inca Kola’s advertising photography in the construction of Peruvian cultural identity, based on the perceptions of photographers and advertisers who have worked directly with the brand. From a qualitative approach, the experiences of the participants...

The documentary genre is taught in numerous communication faculties in Latin America. Like any audiovisual product, students are intrinsically instructed in the fundamental stages for its realization: pre-production, filming and post-production. However, the distribution process, although also applied,...

In a global context of narrative warfare, which seeks to influence public belief and manipulate opinions, false and misleading narratives promoting Kremlin interests reached Ecuador in 2019, 2022, and 2023. During these periods of sociopolitical crisis, two Russian media outlets, Russia Today (RT) and...

The digital transformation of journalism prompted by its presence on platforms such as Instagram. This evidence new forms of narrative characterized by hypertextuality, multimediality, and interactivity. The contemporary digital environment reconfigures the relationship between media outlets, information...

The objective of the study was to explore and describe the educommunication or youtubers and influencers in Ecuador in order to know the impact they generate on followers, internet users and liquid audiences through social networks. The research applied the mixed approach with qualitative and quantitative...

Video clips have been part of the music industry since the 1980’s, they evolved, generating stories and adopting diverse narratives, among which we have those that included representations of women. Therefore, this paper is an analysis of the representation and presence of women in salsa music videos...

This research establishes an analysis of citizen perception on the use of digital tools such as text messaging tools (SMS) in the prevention of school dropout in public universities in southeastern Mexico, with emphasis on the Universidad Juárez Autónoma de Tabasco (UJAT). The results obtained from an...

This research analyzes the staging of the transmedia communication strategies of the candidates for the Presidency of Ecuador, Luisa Gonzáles and Daniel Noboa, who is the current president of the Latin American country. The study aims to analyze whether politicians’ campaign strategies include transmedia...

This research aims to analyze how journalism professionals in Ecuador manage data to create journalistic content and use computer tools to produce visualizations, enabling the delivery of journalistic products in a language accessible to all audiences. A data collection form was used to gather detailed...

This research investigates the mediating role of perceived relevance in impulsive buying behaviour in university students. A latent variable structural model was designed, with predictor variables: Community in social networks, Informativity, and Interactivity. The study was conducted with 118 university...

Spain has been characterised as one of the countries with the greatest affective polarisation. Divergences go from being political to fostering social division, and this phenomenon has been aggravated in social media during COVID-19. This article analyses the public discussion held on Twitter (now, X)...

Natural Language Processing (NLP) techniques to detect propaganda are a field in development. Though many works point towards ‘counting’ the persuasion techniques, less attention is dedicated to the actual relevance, beyond frequency. We introduce an operationalization of relevance as the combination...

The incorporation of technology in various sectors has generated profound transformations, and in the field of media. These changes are manifested both in new opportunities for the presentation of content, as well as in the challenges of adapting journalistic routines to meet the growing needs of the...

Despite growing global awareness of online violence against women in politics, empirical research on its prevalence, forms, and consequences in Latin America remains scarce, particularly in the local and regional political level. This study examines digital gender-based political violence (DGPV) against...

As an audiovisual format, the videopodcast has emerged as a relevant narrative medium among young audiences, combining visual language, personal testimonies, and emotionally resonant storytelling. This article analyzes how youth empowerment is promoted among young audiences through Peruvian interview...

The coming-of-age genre, which focuses on the protagonist’s transition into adulthood, frequently explores the search for identity. This trope is particularly effective in portraying the journey of queer identity self-discovery, as characters face challenges related to acceptance, belonging, and self-love....

This article explores the idea of respect within a non-space: Santas Vainas Women’s Prison. In an era marked by narco-warfare, a tool called Creation of a Virtual/Face-to-Face Support Classroom for Access to Luis Vargas Torres Technical University in Esmeraldas (PPL) was deployed to challenge organic...

The transition toward a sustainable development model in Ecuador positions tourism as a key sector for economic diversification, reduction of regional inequalities, and promotion of social inclusion. This study assesses the contribution of tourism to sustainable development from a territorial and multidimensional...

The Ecuadorian wine market is currently saturated with international competitors, with insufficient brand differentiation for a bottle of wine to stand out. This study aims to identify the variables influencing consumption frequency, focusing on Generation Z and Millennials. It considers factors ranging...

Generation Z represents a sociodemographic segment with intriguing sociocultural and political characteristics that significantly distinguish it from previous generations. Access to technology drastically influences the behavior and operational dynamics of this generation, as it is the first population...

This study explores how K-pop groups use transmedia storytelling to construct and promote their brand identity. Drawing on a hermeneutic phenomenological framework, it analyzes both campaign content and fan interpretations to understand how narrative coherence, emotional engagement, symbolic elements,...

This study explores the influence of emotional storytelling in unboxing videos produced by fashion microinfluencers on TikTok and its role in generating brand awareness among young female consumers aged 18 to 25. Using a qualitative, phenomenological-hermeneutic design, data were collected through semi-structured...

Breast cancer remains one of the leading causes of death among women in Peru, with a notable increase in young women in particular, who often present more aggressive tumor characteristics. Despite multiple preventive campaigns, there are communication barriers that limit women’s ability to access and...

The preservation of digital documents poses a strategic challenge for contemporary institutional management. This article presents a structured narrative review of 22 key studies published between 2010 and 2025, focusing on strategic models and international standards for digital preservation. The analysis...

In today’s world of entertainment, Latin American cinematography encompasses a casual audience in pursuit of recreational purposes as a way to clear the mind of duties or work. Audiovisual production companies know and study their audience to offer them what they need, but nevertheless, there are others...

Contemporary television series increasingly strive to construct realistic narratives that engage with current social and political issues. To achieve this, they develop characters and storylines that mirror real-world conflicts and invite the audience to play an active role in the interpretive process....

The present research aims to analyze the impact of digital communication strategies of the Harry Potter fan group through transmedia in 2023 in a Facebook fan group. This franchise is one of the most successful entertainment stories. Its eight books have been adapted on the big screen and won the affection...

Social networks have been fully integrated into daily life. Minors, who are accessing social networks at increasingly younger ages, have become a priority audience, dedicating significant time to these platforms, where they actively consume content. This research aims to analyze how minors exercise ethical...

Femvertising is an advertising strategy that challenges traditional stereotypes that reflect women as a secondary subject and arises from the need for brands to connect with a female audience exposed to cultural changes. Feminist advertising is composed of five elements: intersectionality, empowerment,...

This research examines the impact of organizational image on the academic satisfaction of senior students at a private university in Metropolitan Lima. Using a quantitative explanatory approach with a non-experimental design, 200 students were surveyed face-to-face. A structural equation model was proposed...

This study analyzes the representation of body diversity in Victoria’s Secret “What is Love?” campaign. In a context in which social networks, especially Instagram, play a decisive role in the construction and dissemination of beauty standards, it is relevant to study whether the brand’s consumers perceive...

The study examines the role of YouTube film critics in developing audiovisual competencies among university students. YouTube, one of the most popular platforms globally, stands out for its informal yet emotionally engaging educational content, facilitating learning and interaction between content creators...

Disinformation has become a pressing concern for democratic societies and a central topic in journalism studies. While much research has focused on the spread of false information on social media by non-institutional actors, less attention has been paid to the deceptive practices of digital news media....

During the last two decades, the figure of the influencer has gained great relevance for the teenage audience. It is here where he or she is positioned as a reference, since he or she is considered a role model, generating bonds that vary in intensity. In this context, the teenager is led to think that...

The article presents the Random Forest model used to identify the primary factors contributing to student desertion at the Salesian Polytechnic University. This analysis utilizes academic data in conjunction with the demographic data of this institution of higher education. In comparison with other models,...

This article explores the social meaning of inequality in the context of modern capitalist societies, especially since the crisis of the welfare state and the rise of neoliberalism. It is argued that inequality cannot be understood solely on the basis of material indicators such as income or wealth,...

Transparent communication of public information in the health sector is essential for democratic governance, as it fosters citizen oversight, institutional accountability, and the realization of the right to health. Recent advancements in the digital government sector in Latin America have precipitated...

Public institutions of higher education have a fundamental social commitment, which goes beyond the training of professionals, by becoming actively involved in addressing the problems of the environment. Together with the substantive functions of teaching, research and dissemination of culture, the link...

This research examines the roles of Harry Potter fans in Peru, Colombia, and Bolivia within the participatory transmedia ecosystem of the Harry Potter universe. Using qualitative methodology, thematic analysis of 22 semi-structured interviews revealed three key findings: (1) Creative/informative roles...

Service failures by mobile network operators can generate intensely negative customer experiences that result in brand hatred. This hatred often manifests through negative word-of-mouth (both face-to-face and electronic), severely affecting the company’s reputation. Conversely, customer forgiveness emerges...

Structured play activities can have a significant impact on improving attention span, working memory, planning, and organization when integrated into preschool children’s early learning. The objective of this research is to design an Interactive Memory Game to study the following dimensions: satisfaction,...

This article examines the level of digital transparency in Ecuadorian municipalities with more than 100,000 inhabitants using the Infoparticipa methodology. A mixed-method approach is used, combining a quantitative analysis of 53 structured indicators and a qualitative interpretation of the institutional...