Realidad virtual inmersiva aplicada al discurso de campañas sobre violencia de género en Argentina

N. 1 VOL. 5 the mainstream review on communication VOL. 5, N. 1 institucional.us.es/irocamm https://revistascientifi cas.us.es/index.php/IROCAMM Authors guarantee the authorship and originality of the articles, and assume full and exclusive responsibility for damages that may occur as a result of third party claims regarding content, authorship or ownership of the content of the article. © Editorial Universidad de Sevilla 2022 PUBLISHERS University of Seville PUBLISHING LOCATION Seville – Spain E-MAIL AND WEBSITE [email protected] / [email protected] http://institucional.us.es/irocamm https://editorial.us.es/es/revistas/irocamm-international-review-communication-and-marketing-mix ORIGINAL DESIGN LA HUERTA www.lahuertaagencia.com ISSN 2605-0447 DOI https://dx.doi.org/10.12795/IROCAMM 4.0 FOCUS AND SCOPE IROCAMM (International Review Of Communication And Marketing Mix) publishes peer-reviewed scientific articles, reviews and essays related to commercial, persuasive, journalistic or audiovisual communication with special interest and priority in researching the communication and marketing mix, especially the intersection of both: advertising, public relations, media, consumption, commercial communication, commercial distribution, strategy... Reports, studies and experiences in these same fields are also accepted. Texts with interdisciplinary, original approaches and innovative contributions that rigorously use the methodology of the field are especially welcome. The journal is published in open access, is multilingual and reflects future trends affecting communication. It is aimed at academic researchers, whether consolidated or in training, who wish to disseminate the results of their research through scientific publication. It aims to provide a service to the international scientific community by fostering a space for exchange where academic scientific production derived from research applied to social communication can be shared, promoted and disseminated. There is no charge to authors for processing or publishing an article. 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Average time for the review process: 30 days. And, in any case, the evaluation periods shall not exceed 6 months. Once accepted, the text is published in the section IN EDITION waiting for the closing of the issue. INDEXING EVALUATION SYSTEMS: Latindex (Directory, Catalogue v. 2.0 38/38 criteria and journals online), Dialnet Métricas, MIAR, ERIHPLUS, Dulcinea, REDIB, Academic Resources Index, Cite Factor. DATABASES:DOAJ, Google Scholar, DRJI. DIFUSION PORTALS:Dialnet, WorldCat, BASE, CRUE. PLATFORMS AND METADATA: PlatCom, Crossref. CONTACT ADDRESS Faculty of Communication (University of Seville). B2 Office. N/n Americo Vespucio, 27, 41092. SPAIN. EDITOR Ph.D. Gloria Jiménez-Marín (University of Seville) GUEST EDITOR - SPECIAL ISSUE Ph.D. Gloria Olivia Rodríguez Garay (Autonomous University of Ciudad Juarez - Mexico) Ph.D. Martha Patricia Álvarez Chávez (Autonomous University of Ciudad Juarez - Mexico) Mtra. María del Carmen Cevallos (Independent researcher - Ecuador) DEPUTY EDITORS Ph.D. Irene García Medina (Glasgow Caledonian University - UK) Ph.D. Rodrigo Elías Zambrano (University of Seville - Spain) Ph.D. Pedro A. Correia (Universidade da Madeira- Portugal) Ph.D. María del Mar Ramírez Alvarado (University of Seville - Spain) Ph.D. Cristina González-Oñate (Universitat Jaume I - Spain) Ph.D. Paloma Sanz-Marcos (University of Cadiz - Spain) TECHNICAL SECRETARY Ph.D. Elena Bellido-Pérez (University of Seville - Spain) Ph.D. st. José Vázquez-González (University of Seville - Spain) Ph.D. st. Pablo González Sánchez-Ferrer (University of Seville - Spain) ADVISORY BOARD Ph.D. Sandra Bustamante Martinez (Universidad de Belgrano, Buenos Aires, Argentina): [email protected] Ph.D. Francisco Cabezuelo Lorenzo (Universidad Complutense de Madrid, España): [email protected] Ph.D. Lindsey Carey (Glasgow Caledonian University – UK): [email protected] Ph.D. Pedro Cuesta Valiño (University of Alcala, Spain): pedro[email protected] Ph.D. Carlos Fanjul Peyró, Universitat Jaume I, España Ph.D. Patricia M. Farias Coelho (U. Santo Amaro, Brasil): [email protected] Ph.D. Susan Giesecke (University of California Berkeley): [email protected] Ph.D. Mònika Jiménez Morales (Universitat Pompeu Fabra): [email protected] Ph.D. Ferran Lalueza Bosch (Universitat Oberta de Catalunya): [email protected] Ph.D. Umberto León Domínguez (U. de Monterrey): [email protected] Ph.D. Juan Monserrat Gauchi (University of Alicante): [email protected] Ph.D. Isabel Palomo-Domínguez (Mykolas Romeris University): [email protected] Ph.D. Aránzazu Román-San-Miguel (University of Seville): ar[email protected] Ph.D. Nuria Sánchez-Gey Valenzuela (University Pablo de Olavide): [email protected] Ph.D. Carmen Silva Robles (Universitat Oberta de Catalunya): csilv[email protected] SCIENTIFIC COMMITTEE Ph.D. Eduardo Ahumada-Tello (Autonomous University of Baja California - MX): [email protected] Ph.d. Ana Almansa Martínez (University of Malaga- SP): [email protected] Ph.D. Alejandro Álvarez Nobell (University of Malaga - SP): [email protected] Ph.D. Víctor Álvarez-Rodríguez (University of Cadiz - SP): victor[email protected] Ph.D. Lindsey Carey (Glasgow Caledonian University – UK): [email protected] Ph.D. Bárbara Castillo-Abdul (University of Huelva - SP): barbar[email protected] Ph.D. Pedro Cuesta Valiño (University of Alcala - SP): pedro[email protected] Ph.D. Carmen Echazarreta Soler, University of Girona - SP): [email protected] Ph.D. Rodrigo Elías Zambrano (University of Seville - SP): [email protected] Ph.D. Patricia M. Farias Coelho (U. Santo Amaro / U. Metodista de São Paulo - BRl): [email protected] Ph.D. Jesús Miguel Flores Vivar (Complutense University of Madrid - SP): [email protected] Ph.D. Araceli Galiano-Coronil (University of Cadiz - SP): ar[email protected] Ph.D. Edgar Julián Gálvez Albarracin (Valley University, COL): [email protected] Ph.D. Susan Giesecke (University of California Berkeley - USA): [email protected] Ph.D. Cristina González Oñate (University Jaume I - SP): [email protected] Ph.D. Guillermo Antonio Gutiérrez Montoya (U. Don Bosco University - SAL): [email protected] Ph.D. Begoña Gutiérrez San Miguel (University of Salamanca - SP): [email protected] Ph.D. Emily Harmer (University of Liverpool - UK): [email protected] Ph.D. Judith J. Hernández García de Velazco (La Costa University CUC, COL): [email protected] Ph.D. Javier Herrero-Gutiérrez (University of Salamanca - SP): ja[email protected] Ph.D. Tatiana Hidalgo-Marí (University of Alicante - SP): [email protected] Ph.D. Bertil Hultén (Kalmar University - SW): [email protected] Ph.D. Mònika Jiménez Morales (Universita Pompeu Fabra - SP): [email protected] Ph.D. Montserrat Jurado Martín (Miguel Hernández University - SP): [email protected] Ph.D. Antonino Lagan (Universitat de Messina – IT): [email protected] Ph.D. Ferran Lalueza Bosch (Universitat Oberta de Catalunya - SP): [email protected] Ph.D. Umberto León Domínguez (U. de Monterrey - MX): [email protected] Ph.D. Ursula Maier-Rabier (University of Salzburg - AU): ursula.maier-r[email protected] Ph.D. Rosalba Mancinas-Chávez (University of Seville - SP): [email protected] Ph.D. Carmen Marta Lazo (Universidad of Zaragoza - SP): [email protected] Ph.D. Marcos Rogério Martins Costa (Unified University of the State of São Paulo - BR): [email protected] Ph.D. Javier Marzal Felici (University Jaume I - SP): [email protected] Ph.D. Julie McColl (Glasgow Caledonian University - UK): [email protected] Ph.D. Juan Monserrat Gauchi (University of Alicante - SP): [email protected] Ph.D. Antonio Naranjo Mantero (University of Silesia – POL): a.nar[email protected] Ph.D. Estela Núñez Barriopedro (Universidad of Alcala - SP): [email protected] Ph.D. Isabel Palomo-Domínguez (Mykola Romeris Universiti, Lt): [email protected] Ph.D. Elisa Palomino (University of the Arts London - UK): [email protected] Ph.D. Marco Pedroni (U. di Ferrara – IT): [email protected] Ph.D. Pedro A. Correia (Universidade da Madeira - PT): [email protected] Ph.D. Christian Plantin (Université de Lyon - FR): [email protected] Ph.D. Belén Puebla Martínez (University Rey Juan Carlos - SP): [email protected] Ph.D. Marina Ramos Serrano (University of Seville - SP): [email protected] Ph.D. Rafael Ravina-Ripoll (University of Cadiz - SP): rafael.r[email protected] Ph.D. Hermes Renato Hildebrand (State University of Campinas - BR): [email protected] Ph.D. Paulo Ribeiro Cardoso (Universidade Fernando Pessoa - PT): [email protected] Ph.D. Heitor Romero Marques (Dom Bosco University - BR): [email protected] Ph.D. Jordi de San Eugenio Vela (University of Vic - SP): [email protected] Ph.D. Ricardo San Martín (University of California Berkeley - USA): [email protected] Ph.D. Jesús Segarra-Saavedra (University of Alicante - SP): jesus.segarr[email protected] Ph.D. Luis B. Tobar-Pesántez (Salesian Polytechnic University - EC): [email protected] Ph.D. Victoria Tur Viñes (University of Alicante - SP): [email protected] Ph.D. Sandra Vilajoana Alejandre (Universitat Ramón Llul - SP): sandr[email protected] Ph.D. Kent Wilkinson (Texas Tech University - USA): [email protected] Ph.D. Sung-Un Yang (Indiana University - USA): y[email protected] 5 2022 YEAR Vol. 5(1) Biannual journal Published in Seville (Spain) by EUS (Editorial Universidad de Sevilla) ISSN: 2605-0447 IROCAMM International Review Of Communication And Marketing Mix INDEX IROCAMM, V. 5, N. 1 (January - June 2022) Guest editors: Ph.D. Gloria Olivia Rodríguez Garay (Autonomous University of Ciudad Juarez, Mexico) Ph.D. Martha Patricia Álvarez Chávez (Autonomous University of Ciudad Juarez, Mexico) Mtra. María del Carmen Cevallos (Independent researcher, Ecuador). Centennials: La búsqueda del ser en un universo digital Carlos Arango (Universidad de Bogotá Jorge Tadeo Lozano. Colombia) 9-20 Digital Darwinism: Digital transformation, marketing and public higher education in Greece Nektarios S. Makrydakis (University of the Aegean. Greece) 21-35 Publicidad digital y comunicación integrada del marketing en empresas de yoga: netnografía española y mexicana en Facebook Laura María Elena Miranda Hernández, Carmen Patricia Jiménez Terrazas, Armando Ojeda Arredondo (Universidad Autónoma de Ciudad Juárez. México) 36-49 Realidad virtual inmersiva aplicada al diseño de campañas sobre violencia de genero en Argentina Andrea Jhaneth Vaca Vaca (Universidad de las Artes de Cuba) 50-56 La optimización de la comunicación POSM “Point Of Sale Materials” en productos de compra por impulso mediante neuromarketing Antonio González-Morales (Universidad de Sevilla. España) 57-71 Pasarelas de moda, año cero: cambio y percepciones tras la Covid-19. Carmen Cristófol-Rodríguez, Eduardo Villena-Alarcón & Ángela de la Cruz Domínguez García (Universidad de Málaga. España) 72-82 The communication of sexual diversity in social media: TikTok and Trans Community Francisco J. Olivares-García (University of Seville. Spain) 83-97 MISCELLANEOUS MONOGRAPHIC SECTION: CHALLENGES AND SCOPE OF ADVERTISING IN THE DIGITAL ENVIRONMENT IROCAMM VOL. 5, N. 1 - Year 2022 Received: 16/12/2021 | Reviewed: 20/01/2022 | Accepted: 25/01/2022 | Published: 31/01/2022 DOI: https://dx.doi.org/10.12795/IROCAMM.2021.v05.i01.04 Pp.: 50-56 e-ISSN: 2605-0447 Andrea Jhaneth Vaca Vaca Realidad Virtual Inmersiva Aplicada al Discurso de Campañas sobre Violencia de Género en Argentina Andrea Jhaneth Vaca Vaca Universidad de las Artes de Cuba andreav[email protected] ORCID: https://orcid.org/0000-0002-4493-5903 50 Immersive Virtual Reality Applied to the Discourse of Campaigns on Gender Violence in Argentinal Resumen En los últimos años, las nuevas tecnologías aplicadas al discurso de campañas sobre violencia de género han forjado una relación diferente entre el consumidor y las instituciones que lo abordan. La implementación de la realidad virtual o de 360º con capacidad inmersiva utiliza herramientas de la realidad virtual que son diseñadas por las empresas publicitarias para que sus campañas lleguen a espacios más diversos. En este sentido, las campañas publicitarias y de marketing enfocadas en tratar la violencia de género han comenzado a explorar la relación de la realidad virtual y lo inmersivo con sus consumidores, y a través de este nexo generar una comunicación reflexiva desde una estructura de storytelling que marca una nueva manera de narrar la violencia desde espacios interactivos. Palabras clave Campaña; discurso; publicidad; realidad virtual; violencia de género. Abstract In recent years, new technologies applied to the discourse of campaigns on gender violence have forged a different relationship between the consumer and the brand. The implementation of the immersive or 360º format with immersive capacity uses virtual reality tools that are designed by brands so that their campaigns reach more diverse spaces. In this sense, the advertising and marketing campaigns focused on treating gender violence have begun to explore the relationship of the immersive with its consumers, and through this nexus generate a reflective communication from a storytelling structure that marks a new way of narrating the violence from interactive spaces. Palabras clave Advertising; campaign; discourse; gender violence; virtual reality.