3. Producción
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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, Cine actual y representación queer: la heteronormativa fórmula de la industria cinematográfica(Pontificia Universidad Católica del Perú, 2023-11-22)Cinema is a form of artistic expression that has a significant impact on society, which implies that it is not limited to entertainment, but that its content also has great relevance in the perceptions of individuals. Thus, through film productions, topics such as racism, classism, machismo, among others, have been addressed. In particular, this essay will address the representations of the LGBTIQ+ community, which has had more and more relevant characters on the screen; which, although it seems like an important advance in community acceptance, hides still latent stigmatizations. In that sense, this essay aimed to demonstrate that LGBTIQ+ representations in films and series of the 21st century, for the most part, are denigrating and inappropriate because they have been constructed from heteronorm. To support this statement, the archetypes present in the cinema that constructs queer characters were studied and their condition as reinforcers of stereotypes was demonstrated. In this way, techniques are evident within the film industry that prevent full inclusion in respect of sexual identities. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, About victims and perpetrators: The domestic violence representation in the Peruvian contemporary telenovelas(Universidad de Chile, 2025-01-01)Este artículo analiza la configuración de los sujetos víctima y victimario en telenovelas peruanas que representaron la violencia de género entre 2015 y 2020, periodo durante el cual el movimiento feminista “Ni Una Menos” tomó fuerza en Perú. Seleccionamos tres telenovelas: Valiente Amor (2016), En la piel de Alicia (2019) y Mi vida sin ti (2020). A partir de un enfoque teórico sobre la violencia de género contra las mujeres y la importancia de las representaciones en la construcción de significados, este artículo entiende la telenovela como un dispositivo cultural que dialoga con la vida cotidiana de sus audiencias y que ha sido históricamente asociada al universo y experiencias de las mujeres, por lo que es relevante observar el fenómeno audiovisual desde una perspectiva de género.2