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Item type:Publication, Rebranding as a Strategy to Avoid Racism in Representing Corporate Identity: From "Negrita" to "Umsha"(Scientific Association Icono14, 2023-01-01)Activism against the social gaps and systemic as well as structural racism during the last years of the 20th century has led to erroneous representations of minority ethnic groups in Peru being revised within the context of advertising and in every other social sphere. Consequently, brands, regardless of their trajectory, have opted to apply strategies such as rebranding. These strategies enable them to reconsider their identity and perfectly fit within the contemporary market context. The objective of this study was to perform a phenomenological study that helps understand the application of "Negrita" rebranding, a Peruvian brand that belongs to the Alicorp Corporation, which has 60 years in the market, to "Umsha" to make apparent their commitment to diversity and opposition to racism. The analysis was addressed from the perspective of Afro-Peruvian activists' parents to demonstrate structural racism underneath the use of rooted stereotypes in Peruvian advertising. It was concluded that the "Negrita" case, by banishing the elements from its previous image, met the demands for change regarding anachronistic archetypes with which Afro-Peruvians are represented. Ultimately, this change was positive despite the brand assets that would be left aside.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Doing-Together with Words: The Sequential Unfolding of a Moment of Meeting in a Psychoanalytic Therapy Session(Frontiers Media SA, 2023-01-01)Changes in psychoanalytic therapy have been traditionally attributed to self-knowledge (insight) in the client, provided by the therapist’s interpretations. In recent years there has been growing realization that such changes can also be the consequence of the development of new forms of relatedness through client–therapist interaction, particularly through special intersubjective moments called moments of meeting. Drawing on the methods and findings of Conversation Analysis about the sequential organization of psychotherapeutic interaction, this single-case study examines the unfolding of a moment of meeting in the final session of a brief psychoanalytic therapy in Peru (in Spanish) with a female client victim of domestic violence. Our analysis shows that the moment of meeting, which resolves a challenge to the intersubjective relationship posed by a now moment, comes about interactionally through a sequentially accomplished shared practice of co-animation. In this sequence the client, who had previously assumed a passive role, exercises her own agency to assume an active role, which the therapist ratifies through his response. In this way, a momentary but significant transformation in the here-and-now relationship between client and therapist occurs. Thus, our analysis contributes to the understanding of how a transformation of relation—the transitory emergence of a new form of relatedness—can take place in and through sequentially organized talk and action in psychotherapy. Our study also sheds light on the role of language in moments of meeting, as the moment of meeting in our segment does not occur in parallel with the exchange of linguistic utterances between client and therapist, but through the exchange of such linguistic utterances and through the sequence of actions carried out by that exchange. In this way, the sequential doing-together with words leads to a moment of meeting, bringing about change, at least momentarily, in the implicit ways-of-being-with-others of the client. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Sequential Emergence of New Forms of Relatedness in Moments of Meeting: Applying Conversation Analysis to Psychoanalytic Therapy Sessions(Springer Science+Business Media, 2025-01-01)In this chapter we present Conversation Analysis (CA) as a qualitative research method and its application to psychotherapy research. In the first part, we give an overview of CA and its application to the study of psychotherapy interaction. In the second part, we illustrate this application with two examples of our research, where we apply a CA sequential model to the interactional unfolding of two moments of meeting in psychoanalytic therapy sessions, in which new forms of relatedness emerge between patients and therapists in brief psychoanalytic therapies in Peru. Finally, we reflect on the particular contribution of CA to the qualitative research of psychotherapy process in Latin America.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Los «inicios» del diseño gráfico peruano: entre la tradición extranjera y la persistencia de lo local(Pontificia Universidad Católica del Perú, 2025-12-10)Official Peruvian historiography has consistently pointed to the late 1950s as the early years of professional graphic design in Peru. Characterized by the commercial expansion of the country’s major economies, the decade also saw the arrival of foreign graphic artists in Lima and the emergence of educational institutions linked to the teaching of the discipline. Thus, approaches to these “early years” have primarily prioritized the “modernizing” narrative of foreign influence as part of its consolidation as a professional practice and have overlooked other traditions such as pre-Columbian influence or the predecessor work of great artists such as Elena Izcue and Julia Codesido. Undoubtedly, the presence of advertising agencies in the mid-20th century and the arrival in Peru of designers, mainly from Switzerland, contributed to the professional development of a first generation of Peruvian graphic designers, who not only developed graphic visuals for companies and brands, but also incorporated new references and techniques into their practice. Based on five interviews with some representatives of this “first generation,” this article explores the importance of foreign tradition for the development of professional practice and also analyzes the presence of pre-Columbian influence in their work. The text concludes that most of the interviewees highlight foreign influence —specifically from the Swiss tradition—as the starting point for professional practice in Peru; however, they also note the importance of pre-Columbian tradition, which is mainly utilitarian for their work.2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, César Ferreira (editor). Nueve asedios a País de Jauja de Edgardo Rivera Martínez. Lima(Pontificia Universidad Católica del Perú, 2025-01-01)[No abstract available]4