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Aesthetics and affective resistance in manga in Latin American digital culture
This paper seeks to address how the study of manga allows us to think critically about contemporary social, political, and cultural challenges in Latin America. It argues that the relevance of manga lies not only in its mass appeal or entertainment value, but also in its potential to activate forms of sensitivity, reflection, and resistance that allow us to question the hegemonic structures that shape everyday life in globalized capitalism. Through its visual, aesthetic, and affective narratives, manga offers a space for intercultural mediation where meanings, values, and emotions are brought into play and can be reinterpreted from local Latin American contexts, enabling new forms of critical reading and symbolic appropriation. In contexts such as Latin America, it is important to highlight manga’s ability to incorporate critical discourses on neoliberalism, precariousness, and collective trauma. From a cultural communication perspective, manga creates a space where meanings, affections, and forms of micro-political resistance are negotiated, favoring readings that integrate the intimate and the structural, the global and the local. Thus, it becomes a key tool for thinking critically about the contemporary world from a predominantly digital culture. On the other hand, access to manga has historically been mediated by unofficial technological practices, such as piracy, fansubbing, and scanlation, which allowed Latin American fan communities to access content that was not available in their languages or countries. These practices not only facilitated access, but also generated new forms of active participation, where fans were not mere consumers, but translators, curators, and mediators of meaning, marking a pioneering form of digital literacy, collective use of software, collaborative online work, and decentralized distribution.
Copyright (c) 2025 Luciana Arcanjo Olave (Author) https://creativecommons.org/licenses/by/4.0
The visible that does not transform: simulated activism, digital aesthetics, and symbolic power in brand culture
This paper critically analyzes brand activism in digital culture, using the lingerie brand Savage X Fenty, founded by Barbadian singer Robyn Rihanna Fenty, as a case study. The text studies the social inclusion promoted by this and other brands and how visibility does not necessarily imply structural transformation, but rather favors an aesthetic and symbolic strategy within digital capitalism. Through concepts such as simulacrum, aestheticization, aesthetic citizenship, and symbolic consumption, it examines how difference is represented in a spectacular way, but with its disruptive potential deactivated. The text draws on the theories of Baudrillard, Han, Butler, Zafra, Canclini, and Reguillo to show the impact of digital platforms, their algorithms, and transmedia narratives on the configuration of subjectivities, desires, and forms of effective participation. The paper warns that the visibility of diverse bodies, far from questioning the status quo, can reinforce power structures by turning difference into a commodity. In this case, brand activism is shown to be a form of symbolic management of dissent, where politics becomes spectacle. The authors propose rethinking digital communication not only as a channel of representation, but as a space for symbolic contestation with high transformative potential.
Copyright (c) 2025 Eduardo Romero Cano, Karla Duarte Crespo (Author) https://creativecommons.org/licenses/by/4.0
Using YouTube to teach reading and writing workshops
Teaching practice in upper secondary education, in an increasingly digital global context, cannot ignore the fact that high school students currently use cell phones and social media for many hours a day and for various purposes, and are therefore familiar with and knowledgeable about the use of these technological resources. On the other hand, the COVID-19 pandemic led to the creation of educational videos to teach the Reading and Writing Workshop course in the Advanced High School and Higher Education System (SABES) in Guanajuato, as an emerging teaching strategy in response to the need for effective remote communication with high school students. This strategy was refined in the post-pandemic period through a dedicated YouTube channel, which is now incorporated into the teaching plan for the subject. In this plan, basic content is prioritized and synthesized, topics are selected, and then shared with students. The short duration of the 72 videos, no more than four minutes, is due to the limited amount of time that a teenager can maintain attention on a specific topic. During the pandemic, the videos were shared via WhatsApp and other technical and pedagogical resources used in virtual classes through the Teams platform. Currently, they are used as teaching aids in face-to-face classes. Based on this teaching experience, the objective of this work is to analyze, using the action research method, the impact of digital media on student learning at SABES.
Copyright (c) 2025 José Porfirio Bravo Moreno, Rosalía López Paniagua (Author) https://creativecommons.org/licenses/by/4.0
Freedom of expression and the right to communication in Latin American constitutionalism
This article analyzes the rights to freedom of expression and communication in the context of Latin American constitutionalism, highlighting the influence of classical liberalism and its critiques from Marxist thought and the political economy of communication. It presents a historical evolution that ranges from entrepreneurial freedom of the press, through its professionalization, to international recognition as a collective right. However, limitations are identified, such as media concentration, the commodification of information, and legal restrictions that affect media plurality and social responsibility. The concept of the “right to communication” emerges as an extension that seeks to guarantee equal access to the media and promote diversity of voices in a context of media concentration and globalization in Latin America. A comparative analysis of the constitutions of Mexico, Cuba, Argentina, and Bolivia reveals different perspectives, ranging from liberal approaches to models focused on social ownership and the protection of collective rights. The research highlights the need to strengthen the legal framework for effective democratization of communication and to guarantee universal rights in the region.
Copyright (c) 2025 Raúl Escalona Abella (Author) https://creativecommons.org/licenses/by/4.0
Symphony of the Damned. Infrapolitics of the Cuban rock community virtual community in the context of the Cuban crisis (2020-2024)
This article describes some of the infrapolitical practices and discourses of the metal community in the Facebook group Mundo Rock Cubano within the context of the multidimensional Cuban crisis (2020-2024). In a context marked by historical censorship and state regulation of cultural otherness, the article explores the subtle, everyday, and non-confrontational ways in which this virtual community negotiates its symbolic space and reaffirms its cultural identity in the digital environment. The research is based on a qualitative methodology that combines digital ethnography with non-directive interviews conducted with active members of the group. This approach allows for capturing the communicative dynamics and strategies of symbolic resistance that manifest infrapolitics as a mode of cultural resistance. Thus, everyday practices are identified that are expressed through discourses, symbols, codes, and narratives that creatively and discreetly challenge official cultural restrictions and policies. Furthermore, it examines how digital platforms, particularly Facebook, enable spaces for culturally marginalized communities to meet and express themselves, fostering the circulation of ideas and the construction of alternative identities in authoritarian contexts. Ultimately, it provides a deeper understanding of cultural resistance in digital spaces and contributes to studies on infrapolitics in contexts of high political and cultural regulation.
Copyright (c) 2025 Junior Hernández Castro (Author) https://creativecommons.org/licenses/by/4.0
Digital Business Designs in Latin America: A 2025 Literature Review
Digital transformation in Latin America has evolved from mere technological adoption to a strategic approach of "digital-native design," where technology is organically integrated into business models. This 2025 literature review identifies a critical tension between the push for frontier technologies (AI, IoT) and regional structural constraints: infrastructure gaps, human capital, and fragmented regulatory frameworks. The success of digital businesses depends less on technological sophistication and more on the organizational capacity to manage this complex interaction. The study is structured around four thematic pillars: 1) The "twin transition" (integration of digitalization and sustainability), which faces contradictions by excluding SMEs with limited resources; 2) Frontier technologies, which widen sectoral gaps (e.g., AI in 80% of banks vs. 15% of manufacturing SMEs); 3) Business model innovation (fintech, e-commerce); and 4) Foundational asymmetries, such as regulatory fragmentation that fosters "regulatory arbitrage" (digital rates ranging from 8% in Peru to 35% in Argentina). A scoping review using bibliometric (VOSviewer) and qualitative (NVivo) methods reveals an 81% concentration of publications in Brazil, Mexico, and Chile, while Bolivia and Paraguay show a critical lag. The findings reveal urgent thematic gaps: only 12% of studies address gender, 8% digital sovereignty, and 5% resilience. It is proposed to expand the concept of "twin transition" to include resilience and sovereignty, developing a scalable maturity model that integrates critical socioeconomic dimensions for an equitable digital transformation in the region.
Copyright (c) 2025 José Humberto Puente (Author) https://creativecommons.org/licenses/by/4.0
Aesthetics of resistance: hashtags and Cuban artivism
Growing tensions between the independent art scene and cultural institutions in Cuba, intensified by censorship and widespread access to the Internet, have given rise to new forms of digital resistance. This paper analyzes Cuban artivism through the hashtags #00BienalDeLaHabana (2017-2018) and #NoALaBienalDeLaHabana (2021-2022), with the aim of examining how these campaigns shape critical discourses and produce new forms of aesthetic and political expression. The analysis of 300 Instagram posts associated with both hashtags allowed us to observe how digital artivism has redefined the modes of circulation of countercultural art and reorganized the Cuban cultural field. As Lev Manovich argues, technologies and platforms not only change the tools of creation, but also the epistemological structures from which we think and relate to image, authorship, and visual culture. Using a historical-critical approach combined with digital methods, the research traces a cartography of dissent, identifies visual patterns, and maps transnational networks. This paper proposes a situated reading of Cuban digital artivism as a practice of resistance that reactivates the languages of contemporary art and activism. Following Jacques Rancière, it argues that hashtags not only communicate, but also suspend ordinary sensory experience by challenging the hierarchies between seeing, saying, and acting. Despite the ephemeral nature of hashtags, they are powerful tools for questioning ossified institutional structures and opening up interstitial spaces in authoritarian contexts.
Copyright (c) 2025 Rossana Bouza Fajardo (Author) https://creativecommons.org/licenses/by/4.0
The creation of educational content on physics in digital social networks: a challenge in professional training
Digital social networks are essential spaces for interaction in the lives of Internet users. When used in moderation, they can be a constructive tool for learners and students in training, although their potential as a complement to educational activities has not been widely explored. In view of this, this research presents the results of a study carried out at the Rubén Martínez Villena Teacher Training College in the province of Artemisa, which aims to analyze the use of digital social networks among students training to be secondary school teachers specializing in physics. The methodological basis of this study is mixed, quantitative, and qualitative, and consists of a survey applied to students and a series of interviews with students and teachers, with statistical work counting frequencies and percentages in the survey and interpreting meanings in the testimonies obtained in the interviews. The importance of the educational use of this type of network by students is highlighted, within the framework of collaborative learning.
Copyright (c) 2025 Andry González Pacheco (Author) https://creativecommons.org/licenses/by/4.0
Analysis of the aestheticization of presidential candidate Javier Milei on TikTok during the 2023 election campaign in Argentina
This research describes the aestheticization of political communication by then-presidential candidate Javier Milei on the digital social network TikTok during the August–November period of the 2023 election campaign in Argentina. The study adopts a qualitative and descriptive approach from an aesthetic perspective to address the phenomenon. Through a comparative analysis of the aesthetic resources used in the content of the official account @javiermileii and the most influential support account, among the many linked to the candidate, @elpelucamilei, to understand how the aesthetic elements expressed in the audiovisual discourse contributed to the consolidation of his political image. Documentary literature review and unstructured interview techniques, as well as historical-logical, analytical-synthetic, comparative, and dialectical methods, complete the methodological structure of this study. The results reflect the strategic use of aestheticization and personalization in the communication of then-candidate Javier Milei, allowing him to effectively channel popular frustration and anger in an Argentina characterized by multiple crises. The constant break with the codes of the Argentine political establishment, young voters as the target audience, and the sensitive mobilization of his content are some of the characteristics that distinguished the libertarian, whose electoral victory joins those of Donald Trump in the United States and Jair Bolsonaro in Brazil, in a trend toward conservative and radical positions in the hemisphere that requires urgent and comprehensive analysis.
Copyright (c) 2025 María Karla Acosta Toledo, Roxana Romero Rodríguez, Ernesto Teuma Taureaux (Author) https://creativecommons.org/licenses/by/4.0
Clean look, dirty politics: visual neo-fascism and fashion as a weapon
During the COVID-19 pandemic, three fashion trends served as a harbinger of the rise of neo-fascism in the US. These trends are considered to have systematically promoted racism, nepotism, social inequality, and patriarchy. These trends are: old money, Tradwife, and the clean look, trends that have become popular on social media and which were a silent cry foreshadowing a change of regime. This paper will expose the intrinsic relationship between fashion as a tool of power, the resurgence of neo-fascism, and seduction as invisible and desired coercion, where digital social media has constructed the appropriate stage for the aesthetic presentation of certain political communities, as the media is the privileged space for political mediation. This paper draws a historical parallel with Benito Mussolini's fascist Italy, where fashion was used in a similar way. At that time, clothing served to accentuate differences with “the other” and, at the same time, to forge a hegemonic aesthetic that reinforced the values of the regime, similar to what Trumpist neo-fascism has done with its MAGA sect. Thus, this analysis highlights how fashion, both in the past and in the present, can be a subtle but powerful vehicle for the dissemination of political ideologies.
Copyright (c) 2025 Elizabeth Sánchez Vázquez (Author) https://creativecommons.org/licenses/by/4.0
Animation and affective performance: Kimetsu no Yaiba and K-pop Demon Hunters as contemporary aesthetic devices
Animation has ceased to be a marginal medium and has become one of the most influential languages of contemporary culture, articulating image, music, narrative, and symbolic corporeality. This work analyzes Kimetsu no Yaiba and K-pop: Demon Hunters as aesthetic devices that reconfigure the way audiences see, feel, and act, activating aesthetic experiences that transcend the screen. Drawing on the approaches of Jean-Louis Déotte, Jan Mukařovský, Gilles Deleuze (via Spinoza), and Diana Taylor, this paper proposes a reading in which animation operates as a technical, normative, affective, and performative device. Both works break established narrative and visual codes, generate affects that modulate the viewer's power, and stimulate bodily practices that shape community repertoires (cosplay, dance, fan art) as living forms of cultural transmission. It concludes that contemporary animation not only produces images, but also organizes collective sensibility and is embodied in the bodies of its audiences, becoming a relational and embodied art.
Copyright (c) 2025 Maria Cynthia Alquicira Vasquez (Author) https://creativecommons.org/licenses/by/4.0
Disinformation in presidential campaigns on TikTok: the case of the 2024 presidential elections in Mexico
This study analyzes the misinformation spread on TikTok during the 2024 Mexican presidential campaign, with an emphasis on its possible influence on electoral behavior. The research is based on the context of the growing use of social media as a space for political communication, where TikTok has established itself as a key platform due to its capacity for virality and its reach among young audiences. The most relevant hoaxes debunked by the fact-checking sites Animal Político and Verificado between March and June 2024 are examined, categorizing their textual and visual narratives, as well as their discursive resources and manipulation strategies. The methodology combines content analysis, critical discourse analysis, and semiotic analysis, along with interviews with fact-checkers and specialists in political communication. The areas analyzed include political gender violence, the delegitimization of political actors, the use of deepfakes, and strategies to reconfigure the political agenda. This work seeks to contribute to the understanding of how false content can influence voting intentions, the perception of candidates, and the civic engagement of citizens, particularly young voters. The results aim to contribute to the academic debate on the challenges facing democracy in the digital age and the need to strengthen verification practices and media literacy.
Copyright (c) 2025 Daniella Pérez Muñoa (Author) https://creativecommons.org/licenses/by/4.0
Hegemonic masculinity based on the American presidential model
Hegemonic masculinity seeks to subjugate femininity through the legitimization of power provided by patriarchy. At a structural level, hegemonic masculinity normalizes inequalities between genders and within the various factors of intersectionality. These inequalities lead to the exclusion of human rights for vulnerable groups, both non-hegemonic men and women. The effects of hegemonic masculinity will be analyzed from the particular case of the power dynamics exercised by President Trump and the factors that, from his position of power, cause him to exercise this model of masculinity. From the actions and policies of the US government, a discourse and ideology that seeks to preserve power where it is can be seen. Through governance, a president can establish and preserve a system of domination such as hegemonic masculinity. The reflection of this research is: how is the position of power used to continue feeding the system that defends hegemonic masculinity? A critical sense in these reflections is essential in order not to reproduce a hegemonic model of masculinity. That said, it is important to note that there can be no human rights without the depatriarchalization of the discourse on rights and the material sphere, recognizing the structures that hinder the guarantee of substantive equality.
Copyright (c) 2025 Diego Antonio Maza Calviño (Author) https://creativecommons.org/licenses/by/4.0
Communication in relation to the fulfillment of Educiac's strategic objectives: an organizational intervention.
This article presents an organizational intervention at Educiac, a civil society organization dedicated to promoting human rights, with the aim of analyzing how communication affects the implementation of its strategic planning. A qualitative-descriptive methodology was used, based on participatory action research, which included interviews, surveys, non-participant observation, and a focus group. The findings indicate that, although there are functional communication channels and participatory spaces, limitations persist, such as the absence of a communication strategy, overload of the area in charge, and a focus on communication production over processes of this type. These conditions hinder the alignment between daily actions and strategic objectives. The analysis identified strengths (professionalism of the team, horizontal management) and weaknesses (lack of planning and systematic evaluation). Based on the diagnosis, an improvement plan was designed to professionalize the communication area, establish feedback mechanisms, strengthen the organizational culture, and align communication with the institutional strategy. The intervention is based on a perspective that articulates theory and practice and demonstrates the value of organizational communication as a tool for improving strategic implementation and, thereby, organizational effectiveness.
Copyright (c) 2025 Dayron Martínez Rodríguez, Raúl E. Padilla Morales, Bismario Saldiña Silvera (Author) https://creativecommons.org/licenses/by/4.0
Digital competence of upper secondary school teachers in Havana
Technological changes in society have made it necessary to transform various sectors. The educational sphere of the 21st century requires the incorporation of digital technologies into teaching and learning processes. In the Cuban context, the incorporation of technologies into education has been a growing objective. Therefore, evaluating teachers' digital competence has become a fundamental task. The research has a representative sample of upper secondary school teachers in Havana, covering the following areas of teaching: pedagogy, professional technical education, and pre-university education. The data were collected using the Digital Competence Scale for Teachers proposed by García (2023), with a quantitative approach. This was done in order to characterize teachers' digital competence and compare it with other sociodemographic or contextual variables. The study proposes a detailed theoretical review in a national context where this topic has been vaguely studied. It also provides useful and novel results. In this sense, it was found that the five competency areas studied indicate that upper secondary school teachers in Havana have a second-level (basic) competency level. Furthermore, gender does not have a significant influence on any of the competencies studied, while the type of teaching and work experience do influence some of them. Finally, age, access to digital devices and resources, and the frequency of social media use condition the development of various digital teaching competencies.
Copyright (c) 2025 Evelyn Rabí Isla, Alberto Antonio Carballo Soca (Author) https://creativecommons.org/licenses/by/4.0
International Law, Transnational Corporations, and Human Rights: An Approach to the Political and Economic Conditions and the Actors Involved
This article analyzes the relationship between international law, transnational corporations (TNCs), and human rights, highlighting the political, economic, and social conditions that influence this dynamic. Driven by globalization, TNCs have accumulated power that challenges the regulatory capacity of states, especially in developing countries. Historically, attempts to regulate them have ranged from proposals for binding treaties to voluntary corporate social responsibility mechanisms, such as the Global Compact and the UN Guiding Principles, although the latter have been criticized for their lack of effectiveness. The roles of the actors involved are also examined: TNCs, which often evade responsibility; states, divided between geopolitical interests; and civil society, which plays a key role in reporting violations. The conclusion is that the problem lies in an imbalance of power and a struggle of interests, underscoring the need for political solutions so that international law can be effective in protecting human rights in the face of corporate power.
Copyright (c) 2025 Ernesto Moreira Sardiñas (Author) https://creativecommons.org/licenses/by/4.0
Social Media, Humanism, and Democracy: The Role of TikTok in the 2024 Presidential Campaign in Mexico
This article will address the use of TikTok as a political communication tool in Jorge Álvarez Máynez's presidential campaign in the 2024 Mexican elections. In a context of apathy toward traditional politics and the exponential growth of social media, TikTok is emerging as one of the main platforms in the electoral battlefield, where more than competing for ideas, it's competing for the attention of young audiences. Theoretical Foundation: The research is based on contributions from digital political communication, emotional technopolitics, and algorithm theory. Authors such as Castells (2009), Gerbaudo (2018, 2022), Cervi, Tejedor and Blesa (2023) and Rodríguez (2025) explain how digital environments reconfigure the political map, privileging aesthetics, charisma and virality over programmatic argumentation. Methodology: A qualitative content analysis was carried out on thirty videos officially published on Máynez's account, between March and May 2024. The speeches, performative elements, musical and humorous resources, as well as citizen interaction were studied, paying special attention to user reception and participation. Results: The campaign was characterized by a strategic and intensive use of the platform, with visual and emotional narratives that generated high levels of interaction. In a poorly regulated electoral environment, Máynez achieved an unprecedented communication advantage, driven by algorithms that favored performative and emotional discourses, giving her disproportionate visibility compared to her opponents. Conclusion: TikTok doesn't democratize, but rather personalizes; it doesn't equalize but fragments; and far from strengthening democratic deliberation, it displaces it toward an attention market dominated by algorithmic logic.
Copyright (c) 2025 Yolier Izquierdo Cuellar, Carlos Daniel Hernández Orozco (Author) https://creativecommons.org/licenses/by/4.0
Addressing bullying through peer support groups. An approach based on sociometrics and the ecological model
This Intervention Plan corresponds to the Final Degree Project of the Bachelor's Degree in Psychology at Universidad Siglo 21, Río Cuarto. After the analysis carried out at I.P.E.M N°193 José María Paz in the town of Saldán (Córdoba), it is suggested to implement a peer support group, to reduce the prevalence of bullying. The first stage of the Action Plan consists of the administration of questionnaires to students and the subsequent analysis of the data collected. These instruments are: "Sociometric Questionnaire for Pre-adolescents", "Peer Roles in Fights" and "Questionnaire to Evaluate the Social Climate of the School Center". The second stage comprises 5 sessions with the students who make up the support group, together with a meeting with their parents; 2 collaborative workshops with teachers and individual interviews with students who have been assaulted and also with those who actively participate in conflicts. Once this stage is completed, the impact of the intervention is evaluated through the administration of the questionnaires above. The third stage culminates with a closing ceremony for the support group.
Copyright (c) 2025 Rocío Nicola, Fernanda Ghio (Author) https://creativecommons.org/licenses/by/4.0
Criminal profiling of cybercriminals: Analysis on motivations and traits of hackers
The present research conducted an approach to the criminal profiling of cybercriminals, based on the analysis of criminal behavior and statistics of hackers. This descriptive and explanatory analysis, carried out through interviews, surveys, and data collection from cybercrime victims, news, and laws, examined various behaviors, patterns, and traits of hackers. It was possible to conclude the lack or outdated nature of legal regulation on the subject. It is necessary to update our legislation to adapt to the technological changes that occur every day. Despite the fact that the inherent characteristics of cybercrimes involve occurrences in an intangible space, getting to know the types of individuals who commit them could help in preventing them.
Copyright (c) 2025 Rocío Magalí Méndez , María Inés Lanza (Author) https://creativecommons.org/licenses/by/4.0
Virtual influencers as an advertising medium for brands and products: The Noonoouri case
This research aimed to analyze and identify the key resources used by the virtual influencer Noonoouri as an effective advertising medium, along with other emerging technologies that have arisen with the rapid growth of digitization. Virtual influencers are a phenomenon worthy of analysis for the development of advertising strategies. This study took an exploratory approach, collecting data through posts, audiovisual material, articles, and subsequent evaluation of this content. The results successfully identified specific aspects and elements of virtual influencers that effectively position them as advertising mediums, while also highlighting the associated collaborative advantages. In the conclusions, the importance of authenticity, values expressed through storytelling, the adaptation of the virtual character, and the presence of aesthetics and integration of elements into the virtual environment were emphasized. Beyond contributing insights for future professionals, this research prompted reflection on the importance of influence and communication in the advertising realm.
Copyright (c) 2025 Nadia Alejandra Seelaff , Ignacio Pagliano (Author) https://creativecommons.org/licenses/by/4.0
The evolution and classification of digital scams in the technological age
Introduction The purpose of the study was to analyze the phenomenon of cyber scams in Argentina, a problem that has become increasingly relevant in recent years. It was observed that the widespread use of information technology has created a new criminal landscape, where digital scams affect both individuals and institutions. According to data from the Specialized Cybercrime Prosecution Unit and CERT.ar, between 2022 and 2023 there was a significant increase in the number of computer incidents, especially fraud and identity theft, highlighting the expansion of the problem. Development The paper addressed the main types of cyber scams, such as phishing, pharming, ransomware, vishing, malware, and social engineering, highlighting their sophistication and ability to adapt to new technologies. It also examined current Argentine legislation, in particular Law 26,388 on computer crimes and the Penal Code, noting that, although there had been regulatory advances, the provisions were insufficient to cover the complexity of these practices. Weaknesses were also identified in judicial specialization and inter-institutional coordination in the fight against cybercrime. Conclusion The analysis concluded that cyber scams were a real and growing threat. It highlighted the need to update the legal framework, strengthen cooperation between public and private agencies, and promote digital education as a prevention tool. The fight against this type of crime required a comprehensive legal and technological approach that kept pace with digital transformation.
Copyright (c) 2025 Sabrina Ivana Bof (Author) https://creativecommons.org/licenses/by/4.0
Social media marketing and brand recognition: multilevel evidence
Introduction: The article analyzed how social media marketing transformed the way brands built recognition, positioning, and links with consumers. It argued that these platforms were no longer just channels of dissemination but had become interactive spaces where value was co-created between users and companies. It also argued that brand recognition operated as a decisive element for purchase intention, trust, and loyalty, articulating cognitive, emotional, and social dimensions. Development: Based on international, national, and local evidence, the study described how social media marketing strategies positively influenced variables such as brand image, recall, and purchase intention. It showed that sustained digital activity, consistent visual management, and two-way interaction with users strengthened brand positioning. Theoretically, it integrated social identity theory, which explained belonging to brand communities on social media, and dual-process theory, which allowed for interpreting how consumers recognized and chose brands both automatically and deliberately. In addition, it defined operational dimensions of digital marketing—content dissemination, network presence, and customer interaction—and dimensions of brand recognition—familiarity, emotion, visual simplicity, and social reputation. Conclusions: The article concluded that social media marketing was a strategic tool for competitiveness, as it generated visibility, credibility, and emotional connection. It pointed out that brands with an active, coherent, and aesthetically consistent presence achieved higher levels of trust, preference, and recommendation. Finally, it stated that digital interaction translated into symbolic and commercial capital, and that the ability to connect authentically with the public became a differentiating and sustainable factor.
Copyright (c) 2025 María De Los Angeles Espinoza-Valentín, Seidy Janice Vela-Reátegui (Author) https://creativecommons.org/licenses/by/4.0
Use of the cell phone in the classroom as a tool to promote self-regulated learning at the IPEM José María Paz
The purpose of this work is to promote healthy practices regarding the use of cell phones in the classroom so that students learn to incorporate this device as a tool that promotes self-regulated learning. To achieve this objective, different informative, playful and reflective activities related to the theme are diagrammed. To evaluate the results of the plan, it was decided to apply two pre- and post-intervention tests: one ad hoc "The cellular device as a learning tool" and the other called "Self-efficacy Inventory for Study". It is expected that after carrying out the plan, students will be able to notice the positive impact of cell phone use on their academic performance and an increase in their perception of self-efficacy regarding the performance of their tasks. In this way, it is concluded that cell phones are part of the new ways of learning and teaching in the educational field. For this reason, it is considered that it is no longer possible to deny their presence in the classroom since more and more students choose to learn through their cell phones.
Copyright (c) 2025 María Luz López , Fernanda Ghio (Author) https://creativecommons.org/licenses/by/4.0
Social media marketing and brand recognition in companies in the hotel sector in Tarapoto, 2023
In nowadays digital, companies seek to remain present in the psyche of their customers to generate a positive image of their brand and to be remembered at the mention of their name. To this end, they have resorted to the use of social networks, an effective tool in this process. In this context, the goal was to analyze the connection between brand recognition and social media marketing in the tourism industry of Tarapoto. This study is framed within a quantitative, non-experimental and relational methodology. Two surveys were used, directed to a sample of 384 guests and potential clients. The findings showed that more than 50% of respondents perceive both social media marketing and brand awareness in the hotel industry as insufficient. In addition, moderate correlations were found between the various dimensions of brand awareness and social media marketing. It was deduced that there is a significant relationship between these two variables, with a Spearman correlation index equal to .687 and the significance level equal to .001 in hotel companies in Tarapoto, for the year 2023.
Identity and belonging in adoption integration: legal, psychological, and social análisis
Introduction Integration adoption in Argentina was presented as a legal concept regulated by Law 24,779 and the Civil and Commercial Code, designed to recognize the socio-emotional bond between the child and the biological parent's partner. The analysis was framed from a legal, psychological, and social perspective, highlighting the exceptional and subsidiary nature of the measure, the mandatory intervention of interdisciplinary teams, and the protection of the best interests of the child and their right to identity. Development The regulatory framework (principles, procedures, and effects) was described, and practical ambiguities—such as cohabitation criteria and post-adoption follow-up guidelines—that conditioned its application were pointed out. The construction of the child's identity and sense of belonging was examined, as well as the challenges for the adoptive family, integrating theoretical frameworks: attachment (Bowlby), resilience, family systems (Bowen), and developmental ecology (Bronfenbrenner). It was shown that the best results were associated with sustained support (psychological and community), preservation of sibling bonds, effective listening to the child, and school-family-service coordination. It was also noted that social stigmas, gaps in professional training, and insufficient state resources limited full integration. Conclusion It was concluded that the adoption of integration was an ideal tool for adapting family law to new emotional configurations, provided that uniform judicial criteria, mental health and social work mechanisms, and public policies for support and social awareness were strengthened. It was stated that the convergence of regulatory adjustments and psychosocial support ensured more stable, identity-wise solid, and emotionally secure trajectories for children.
Copyright (c) 2025 Cristian Eric Gómez (Author) https://creativecommons.org/licenses/by/4.0
Retention and trust strategies in competitive digital environments
Introduction: The study addressed the relationship between customer retention and digital personalization, highlighting its importance in a context marked by digitalization and global competition. It analyzed how marketing strategies based on data and technology contributed to strengthening customer loyalty, satisfaction and experience, essential pillars of organizational growth. The research considered both international and national antecedents, evidencing the relevance of personalization as the axis of loyalty in sectors such as banking and telecommunications. Development: At the international level, research such as Lesmes et al. (2021) and Abarca et al. (2022) demonstrated that digital personalization strategies, by incorporating interactive channels and adaptive recommendations, generated greater engagement and retention. At the national level, studies by Suárez and Rodríguez (2021) and Pérez (2022) confirmed that banking digitalization strengthened financial inclusion and consumer trust. The theoretical review evidenced that the commitment-trust theory allowed explaining how satisfaction and loyalty derived in a sustained relationship between customer and brand. Digital personalization, through the use of artificial intelligence and data analytics, facilitated the creation of unique experiences, improving the user's perception of value and emotional attachment. Conclusions: The study concluded that customer retention was sustained by the interplay between satisfaction, loyalty and emotional attachment, reinforced by smart digital strategies. Thus, digital personalization was consolidated as a strategic tool to generate sustainable loyalty and strengthen competitive advantage in highly technological environments.
Copyright (c) 2025 Kleydhin Hipolito Saavedra Chávez , Dina Sadi Castillo-Malca, Lady Diana Arévalo-Alva (Author) https://creativecommons.org/licenses/by/4.0
TikTok, a digital communication tool for election campaigns
TikTok generated a significant impact in the way people communicate today, mainly in the teen public. In terms of users reached and downloads made, the importance of Tik Tok in the world of social networks is remarkable and it has positioned itself as an ideal communication tool for sharing, interacting and creating various types of content, even in the field of policy. This work highlights both the relevance of this platform and its key role in the development of electoral campaigns and institutional communication in this field. Some accounts used by politicians and government institutions in Argentina between October 2022 and April 2023 were selected to describe and analyze the tactics used in this regard. From the analysis obtained, the proposal arises to take advantage of the use of TikTok to reach the young public, demonstrating throughout the investigation, how political communication -in its form and content- get benefits from the rules of this social network, where it prevails interaction with users.
Copyright (c) 2025 María Milagros Bustos Marcos , Carolina Cerruti (Author) https://creativecommons.org/licenses/by/4.0
Popularity on TikTok, the case of Talleres de Córdoba
This study sought to understand the reason why the Club Atlético Talleres de Córdoba was more popular on the TikTok social network in the month of July 2022 than clubs with a greater number of members such as Club Atlético Independiente, Club Atlético Newell's Old Boys, Racing Club and Club Atlético San Lorenzo. The study was exploratory, qualitative and with a non-experimental design of a transectional nature. 10 publications of the Club Atlético Talleres and 8 of the other clubs, 2 of each one, were taken as samples to make a contrast or comparison. An ad hoc configured grid was used as an analysis instrument. The results showed that Talleres has a higher engagement than the other clubs. Conversation themes were very similar across all clubs, with the conversation being mostly one-way. And as objectives of "content marketing" most had the loyalty of current customers. As a main conclusion, we found that Club Atlético Talleres generated more valuable content for the fans than the rest of the clubs.
Copyright (c) 2025 Juan Cruz Olmos , Ignacio Pagliano (Author) https://creativecommons.org/licenses/by/4.0
The world of the use of network marketing and influencer marketing in companies selling agricultural implements
This final degree project, aims to analyze the valuation and motivating causes of the uses of social media marketing and the influence marketing by companies dedicated to the sale of agriculture implements. In the first stage, a bibliographical review and relevant background information related to the mentioned case was carried out. Followed by three investigations: two of them are exploratory focused on the representatives of selected Argentinian brands and the profile analysis of agroinfluencers; and the third, is a descriptive quantitative research aimed at 384 individuals who follow the companies accounts under analysis. Among the outstanding results, it was obtained that 100% of the analyzed companies have a social media strategy, which is not coincident with the use of an influencers strategy since it is only being adopted by multinational companies but not by national ones. Likewise, it was observed that 34% of the target audience does not follow agroinfluencers accounts.
Copyright (c) 2025 Javier Romero , Ayelèn Leiva (Author) https://creativecommons.org/licenses/by/4.0
Building healthy digital habits in adolescents
This final degree project presents an intervention plan aimed at addressing the risks associated with inappropriate use of social media (SM) and the internet among adolescents. The project will be implemented at Instituto Santa Ana, a private bilingual school in the city of Córdoba, focusing on first-year secondary students. The primary purpose of the plan is to educate and raise awareness among adolescents about the safe use of SM and the internet, in order to reduce and prevent risky behaviors associated with their improper use. This intervention design includes the development and implementation of three educational workshops for adolescents aged 12 and 13. Various sources indicate that this age group is a key moment for initiating the use and adoption of virtual platforms, and it is also described as a period of heightened vulnerability due to clear emotional, physical, and psychosocial immaturity. It is expected that, following the intervention, students will acquire self-care strategies for a fulfilling life, establish healthy relationships, and use SM responsibly and safely.
Copyright (c) 2025 Griselda de los Ángeles Sánchez , Fernanda Ghio (Author) https://creativecommons.org/licenses/by/4.0