Bibliographic citations
Trujillo, C., (2021). Análisis del ciberactivismo en relación al rebranding de la marca Negrita de la empresa Alicorp S.S.A. periodo 2020-2021 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/15673
Trujillo, C., Análisis del ciberactivismo en relación al rebranding de la marca Negrita de la empresa Alicorp S.S.A. periodo 2020-2021 []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/15673
@misc{renati/1442979,
title = "Análisis del ciberactivismo en relación al rebranding de la marca Negrita de la empresa Alicorp S.S.A. periodo 2020-2021",
author = "Trujillo Delgado, Carla Beatriz",
publisher = "Universidad de Lima",
year = "2021"
}
This study analyzes cyberactivism related to the case of the rebranding of the Negrita brand, announced in May 2020. This research work begins by describing rebranding processes for similar motivations in four countries: United States, Mexico, Colombia and Peru. The study methodology is qualitative-descriptive and interpretative, based on the use of two qualitative tools, which are the netnographic study and semi-structured interviews, according to Del Fresno's theory (2011). In addition, the netnographic study is conducted on Twitter, the most used social network for studies of controversial issues, according to Mosquera (2018). Likewise, interviews are conducted with two audiences of interest. On the one hand, there are the four activists and/or researchers, who delve into the network discussion on the racialization of Afro-Peruvians in the media and brands. On the other hand, there are four branding and communications specialists, who talk about companies and their growing efforts to support and make diversity visible. In addition, a documentary analysis was conducted to learn about racial profiling and the use of stereotypes in images of brands that, faced with more demanding standards and a more demanding market, decided to revise their portfolios. Two main positions, positive and negative, were identified in response to the announcement of the decision. However, the opinions of experts and activists helped to point out the origin of the phenomenon and how it may develop in the future. On the other hand, the netnography showed the opinions of the participants in the discussion on social networks regarding Alicorp's decision. In conclusion, it was found that new social demands, specially in social media, force companies to abandon racial profiling and the use of stereotypes.
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