Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias

Nuevos instrumentos interdisciplinares para la caja de herramientas metodológica de la investigación sobre la publicidad

2025-01-09T12:15:38+00:00

Estrategias de inclusión en la moda deportiva: evaluación de las marcas Nike y Adidas en Instagram

2025-01-09T12:15:45+00:00

The inclusion in the content published by brands on Instagram is crucial to strengthen their social commitment and establish meaningful connections with their audiences (Viglia et al., 2023). This approach responds to the growing representation and visibility of traditionally marginalized groups, such as people with functional diversity. Brands like Nike and Adidas have led inclusion initiatives by developing adapted products and addressing functional diversity in their campaigns. However, the challenge of consolidating a market that fully integrates these values persists (Caerols, Tapia & Carretero, 2013). In this context, inclusive posts become strategically significant for influencing users' perceptions and promoting greater social acceptance (Udupa & Sharma, 2023). This research, using a mixed methodology that combines content analysis, focus group and a survey, analyzes the communication strategies of Nike and Adidas on Instagram, assessing the impact of their posts related to inclusion. The objectives include examining the elements that make up these contents and understanding their reception among Centennial users. The results reveal that neither of the brands pays adequate attention to inclusion issues. In fact, 96% of users believe that the brands do not include people with functional diversity in their advertising campaigns.

Media Strategies on Digital Platforms: Coverage of Drug Trafficking on X (formerly Twitter) by 24 Horas TVN and Radio Cooperativa

2025-01-09T12:15:42+00:00

In this study, we examine the media strategies of 24 Horas TVN and Radio Cooperativa for covering drug trafficking on X (formerly Twitter) during the period from January 2022 to January 2023. This analysis is conducted within a media environment where digital platforms have transformed the communication industry and redefined how media outlets produce and distribute content. In this context, X emerges as a key methodological tool to illustrate how media outlets construct narratives, prioritize public agendas, and engage with their audiences.

To carry out this research, we employed a mixed-methods approach, combining quantitative and qualitative analyses. First, we calculated publication frequency, hashtag usage, and audience interaction through likes, retweets, and comments. This allowed us to process large datasets using Python and generate visualizations with pandas and matplotlib. Subsequently, we conducted a qualitative analysis to explore not only the distinct media strategies but also the narratives and discursive strategies of both outlets, analyzing their communication styles and approaches.

The results revealed significant differences. Radio Cooperativa implemented a regional media strategy, with a higher number of publications and the use of specific hashtags, generating greater interaction and engagement with its audience. Conversely, 24 Horas TVN presented an institutional and centralized media strategy, characterized by fewer publications and the use of general hashtags, leading to lower levels of audience participation.

Navigating in the post-digital age: strategies against ageism for effective generational inclusion

2025-01-09T12:15:54+00:00

This study examines the role of artificial intelligence (AI), digital advertising and the silver economy in the context of a post-digital society facing the challenge of ageism. The silver economy has generated significant opportunities due to population aging and the purchasing power of the 50+ age group, transforming representations of age in media and consumer markets. However, digital systems and algorithmic platforms have perpetuated age stereotypes that exclude this sector of the population. Through a content analysis of advertising campaigns and a case study of companies with inclusive policies, it describes how technological advances can be ethically integrated to benefit older adults, eliminating biases that reinforce ageism. The results evidence the need to adapt AI communication and design to an inclusive and culturally aware perspective, promoting a digital society that values age diversity. Finally, possible interventions by the public and private sectors to ensure that AI development and digital communication promote a dignified and active representation of the aging population in the post-digital society are discussed.

Communicating another type of consumption. Singularities of Social and Solidarity Economy (SSE) communication in Buenos Aires and its tensions with advertising

2025-01-09T12:15:51+00:00

Communication constitutes a key function of Social and Solidarity Economy (SSE) organizations to make their ideas and practices visible, dispute meanings and values, establish links with citizens, and also to promote another consumption model. This article investigates the characterization of this communication and its approaches and differences with advertising, identifies the positions of its protagonists and poses challenges for the communicational construction of the consumption proposal within the framework of the SSE. The text arises from an investigation from a qualitative perspective based on the contrast of perspectives of people linked in different ways with this object of study in the Autonomous City of Buenos Aires (CABA), Argentina, and expanded with a diversity of secondary sources of information.

The «clickbait» factor in the face of the alleged jihadist threat of Champions League matches. Analysis of newspaper headlines and their impact on social media

2025-01-09T12:15:48+00:00

The purpose of this paper is to analyse the impact of the terrorist threat of the Champions League matches. To do so, the headlines chosen by digital media on this event will be studied, as well as observing which image they choose to accompany the headline. Likewise, through the BuzzSumo tool, the impact on social networks of each news item will be studied. This will allow us to know which words in the headline have the greatest effect on social networks, thus generating the phenomenon of “clickbait”. Through this application, it will be possible to observe which of the news items that incorrectly carried the “IS threat” in the headline had a major impact on social networks. Likewise, it will be possible to see how sports media made use of exclamations to emphasize the supposed jihadist threat that was projected. Given all of the above, and assuming that headlines with the words “threat” or “Islamic State” were the most shared on social media, the following main question arises: What words did digital media use that had the most impact on jihadist propaganda?