La concientización de la salud mental de los adolescentes en el spot de UNICEF

Maria Fernanda Gálvez-García; Eliana Gallardo-Echenique

doi:10.31921/doxacom.n42a3050

Authors

Maria Fernanda Gálvez-García Peruvian University of Applied Sciences https://orcid.org/0000-0003-4836-9707
Eliana Gallardo-Echenique Peru University https://orcid.org/0000-0002-8524-8595

DOI:

https://doi.org/10.31921/doxacom.n42a3050

Keywords:

Mental health, anxiety, depression, storytelling, audiovisual

Abstract

Mental health is a topic of interest, since due to COVID-19 it has been identified that there was an increase in Peruvians suffering from depression, anxiety and, among other problems. The study aims to analyze the feelings and values perceived by students at a private university regarding UNICEF's #ENMIMENTE campaign to raise awareness about mental health. The research was carried out under the phenomenological paradigm and design, with a qualitative approach, since there is a need to know the perspective that is constructed through the use of storytelling in social advertising. Using the semi-structured interview data collection technique, 20 interviews were conducted with students in the final stages of their psychology degree. The results identify that the advertising discourse revolves around raising awareness of mental health and the change in attitude that it produces in the interviewees to reflect on this problem. In conclusion, through eight elements of advertising, positive and negative emotions can be transmitted. Likewise, interviewees can perceive values through four elements.

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Author Biographies

Maria Fernanda Gálvez-García, Peruvian University of Applied Sciences

Bachelor in Communication and Advertising from the Universidad Peruana de Ciencias Aplicadas [Peruvian University of Applied Sciences] (UPC). Digital marketing professional with experience in comprehensive social media management, content creation, campaign and advertising strategy development, and market research, applying data-driven approaches and methodologies aimed at optimizing results. Main research areas: impact of advertising messages on behavior and mental health, social communication, trend analysis, and ethical evaluation of campaigns in digital environments.
Eliana Gallardo-Echenique, Peru University

Ph.D. in Educational Technologies: e-learning and knowledge management from Rovira i Virgili University (Spain). Recognized as a CONCYTEC researcher in the National Registry of Science, Technology and Technological Innovation – RENACYT (Code P0030507). Principal research professor at the School of Communications of the Universidad Peruana de Ciencias Aplicadas [Peruvian University of Applied Sciences] (UPC). Senior Researcher at IEEE: Institute of Electrical and Electronics Engineers (Education Sector). Digital Ambassador of the Red Educativa Mundial [World Educational Network] (REDEM). Author of more than 150 research articles published in high-impact scientific journals, scientific conferences, and book chapters. She has been part of various research project teams funded by national and international organizations, both public and private. She completed a research stay in the “Learning Sciences” Doctoral Program (DTP-LS) at Ludwig Maximilian University of Munich, Germany. She has been a workshop leader and speaker at various scientific events and conferences in Germany, Belgium, Spain, Portugal, Turkey, Mexico, Colombia, Chile, Ecuador, and Peru. Expert in qualitative and mixed methods. Main research areas: digital communication, digital competence, digital technologies, e-learning.

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