Citas bibligráficas
Swayne, A., (2022). Iglesia Católica, comunicación publicitaria y comunicación interpersonal: Campaña Ave Marías Gratis del grupo Signo de Contradicción [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/23718
Swayne, A., Iglesia Católica, comunicación publicitaria y comunicación interpersonal: Campaña Ave Marías Gratis del grupo Signo de Contradicción []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/23718
@misc{renati/26263,
title = "Iglesia Católica, comunicación publicitaria y comunicación interpersonal: Campaña Ave Marías Gratis del grupo Signo de Contradicción",
author = "Swayne Obregón, Adriana María",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
After the distrust that catholic institutions have had towards the mass media from 1758 to the end of the 20th century, slowing down its process of adaptation to the new media, the Catholic Church, since 1948, has entered into a new phase where it seeks to evangelize through the different means of communication available, such as digital platforms. One of these proposals is the case of the Ave Marías Gratis campaign created by the Signo de Contradicción group. The objective of this qualitative narrative research, with a descriptive design and a phenomenological approach, is to explore what communication is like in the Ave Marías Gratis 2017 campaign in Lima, Peru. Field observation of the face-to-face activations in the districts of Miraflores, San Miguel and San Luis is carried out, the members of the Signo de Contradicción group are interviewed, and the written and visual rhetoric is analyzed, as well as the sound language of the publications of the Facebook page Mes de María, as well as its statistical record. Finally, it is concluded that the Ave Marías Gratis 2017 campaign in Lima, Peru, has an advertising communication, where in face-to-face activations the interpersonal communication of the participants is circular. In the same way, it is concluded that the Signo de Contradicción group reflects the use that digital natives give to social networks to manifest themselves, and presents the characteristics of the new generation of catholic parishioners who seek to evangelize through graphic and audiovisual pieces using creative styles and trend graphics, with the aim of capturing the attention of a society with a greater interest in the visual and with less time available.
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