Bibliographic citations
Gallegos, D., Morales, A., Garrido, A. (2022). Estructura jerárquica, público objetivo, financiamiento y plan de marketing del medio digital Capullanas [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/23197
Gallegos, D., Morales, A., Garrido, A. Estructura jerárquica, público objetivo, financiamiento y plan de marketing del medio digital Capullanas []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/23197
@misc{renati/537414,
title = "Estructura jerárquica, público objetivo, financiamiento y plan de marketing del medio digital Capullanas",
author = "Garrido Lujan, Alexandra Dora",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
Currently, the traditional media in Peru do not usually apply the gender approach in journalistic treatment and coverage, nor do they report on gender issues. However, when they do, they focus on sexual violence and femicide. On the other hand, feminist groups and activist media accounts that apply the gender approach and report on sexuality, reproduction, diversity, and other topics, usually do so in a confrontational, academic way and directed at a public with prior knowledge on gender. In this context, the digital journalistic media Capullanas was born. Our goal is to report on gender issues, focusing on the three axes: sexual education, diversity and machismo. Our hypothesis is that with a fresh, simple and non-confrontational language, our information will reach our audience, which is young people between 20 and 30 years old, who are not very familiar with gender topics, but who consider it necessary to learn and understand about them in order to build a rightful and egalitarian society. The most important result we obtained was that, of all the formats explored in this project, the most successful were the reels on TikTok, which confirms the growth of this social network among young people in Peru and the world. In conclusion, we can affirm that we maintained our mission and journalistic vision by striving to be a digital space for reflection by telling stories and giving curious information, but it is vital to publish it according to the situation and in a trending audiovisual format such as TikTok reels.
This item is licensed under a Creative Commons License