Bibliographic citations
Miranda, A., (2021). El ciberartivismo en la estrategia digital publicitaria de Project Pietà para promover identidad [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659035
Miranda, A., El ciberartivismo en la estrategia digital publicitaria de Project Pietà para promover identidad [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659035
@misc{renati/1291682,
title = "El ciberartivismo en la estrategia digital publicitaria de Project Pietà para promover identidad",
author = "Miranda Cerna, Alessandra Melissa",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This study analyzes how the verb-visual resources of cyber-activism are used, a phenomenon that combines art and activism as a social transformer on the Internet, and how they develop in Project Pietà's digital advertising strategy to promote identity in its consumers. This fashion brand presents an artistic and socially committed concept when working with people deprived of their freedom. A qualitative methodology was chosen, where through the snowball sampling technique 20 semi-structured interviews were conducted with young workers and consumers of the brand between 25 and 34 years old. The study concludes that cyber-activism does not develop solely as part of an advertising strategy, instead, it has the ability to be the brand's strategy per se. Authenticity and representativeness are the pillars that promote identity in its consumers, build their personal identities and reinforce that of the advertising brand, building a terrain of favorable perceptions.
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