Anagramas Rumbos y Sentidos de la Comunicación
DOI: 10.22395/angr Electronic ISSN: 2248-4086 Print ISSN: 1692-2522 Anagramas Rumbos y Sentidos de la Comunicación (Anagrams: Directions and Meanings of Communication) an international peer-reviewed journal using the double-blind method, is a scientific venture that seeks to publish and disseminate new knowledge in the field of communication, highlighting research in the field from various perspectives, both theoretical and empirical or applied, on current topics related to: cultural studies, entertainment, public communication, advertising, public relations, journalism, political communication, memory, and cultural industries. The journal publishes research and review articles. It is an open access journal since 2015 and it is addressed to professors, researchers, students, and professionals in the field of communication and other related fields. Anagramas Rumbos y Sentidos de la Comunicación follows ethical principles aligned with COPE’s Ethical Guidelines for Peer Reviewers, is highly visible in several databases, and includes standardized ORCIDs and DOIs for search engines. The journal includes the following sections: Editorial or dossier presentation: describes the issue’s content and the relevance of the topics addressed. Free topic: includes articles about various research interests, emphasizing cultural studies, public communication, advertising, public relations, journalism, political communication, memory, and cultural industries Dossier: gathers articles about a specific topic, which were submitted in response to a call for papers created by the Editorial Team. The journal has a different section structure in issues that include exclusively free topic articles, as the Dossier section does not appear. The journal declares that all articles received are uploaded to the Turnitin tool, which focuses on detecting plagiarism text matches; that the content published in the journal’s digital version is open access and can be downloaded as PDF files; that authors must declare that the manuscript was written by them, that it has not been published before, and that they respect the intellectual property rights of third parties. As for peer reviewers, they must declare in the review form that they do not have conflicts of interest regarding the authors and topics they will review. Financing model Anagramas Rumbos y Sentidos de la Comunicación is an open access journal. It is financed and edited by Universidad de Medellín as a non-profit. Peer review duration The average evaluation time of manuscripts by peer reviewers is two (2) months from the receipt of the manuscript. The estimated time for the publication process of an article is four (4) months from the acceptance of the manuscript by the peer reviewers and the verification of the Editorial Team of the journal. Total average time from receipt of manuscript to publication: six (6) months
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Rural Territories Represented as Capixabas in a soap opera called Telenovela A Dona do Pedaço
This article aims to analyze the representations of rural spaces in a soap opera called telenovela A Dona do Pedaço (2019). It is set in Espírito Santo, a territory in the Southeast of Brazil. During the screening, discussions arose about the capacity of the images to allude to that state and the settings used in its composition, located in the South of the country. Based on this assumption, through a survey and a text analysis published about the (soap opera) telenovela on the Capixaba portal A Gazeta, the “deterritorialization” of the story was identified, even in the production phase, motivated by aesthetic ideals. Based on the triad “paradise,” “hell,” and “purgatory” proposed by Fernando Cristóvão (1994), the meanings produced by the plot were identified. A dispute between the Matheus family and the Ramires family marked the beginning of the narrative. Their members were conditioned to conflict, describing the space as “hellish.” The state of the family changed to “purgatory” when the descendants of the Amadeu and Maria clans fell in love, but this did not last, and they returned to their previous state. This type of conception was considered outdated due to the new rural arrangements in vogue since the 1990s, when the plot began. At the end of the research, 48 Federal University of Espírito Santo (UFES) students provided questionnaires to discuss the territories imagined as Capixabas. These comments were qualitatively evaluated based on Stuart Hall’s (2016) approach, which included “mimetic” and “constructivist” perspectives. Although the majority expressed a “mimetic” perspective, the students quantitatively confirmed the rural images in A Dona do Pedaço (2019), indicating that these images could represent the state in which they reside.
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The Use of Transmedia Storytelling in Maceió (Brazil)
Transmedia storytelling, within the framework of social communication theory, is situated within the context of an information revolution, in which individuals collaborate in constructing a narrative universe. Tourism, in turn, is a socioeconomic and cultural phenomenon that generates well-being and development, and which uses communication to connect tourists with destinations. In this context, the objective of this article was to analyze the use of transmedia storytelling in the tourism sector through an empirical case study of Maceió, the capital of the state of Alagoas, a tourist destination in Northeastern Brazil. This exploratory study is justified by an identified theoretical gap in the relationship between a transmedia approach to narrative and tourism, and, at the same time, by a potential for applied results that this approach offers to tourist destinations. Accordingly, the methodology consisted of a case study using the destination of Maceió. The study began with a bibliometric literature review, followed by a document analysis. In-depth interviews were then conducted. The study found a partial use of transmedia storytelling in both tourism studies and the case study analyzed. Research contributed to expanding the theoretical framework of the transmedia storytelling approach in tourism. Regarding practical contributions, findings revealed a lack of knowledge and training concerning the subject of study and its application in promoting tourist destinations. Recommendations focus on communication in digital and social media, as well as adherence to the principles of transmedia storytelling to implement it in tourism promotion.
Copyright (c) 2025 Anagramas Rumbos y Sentidos de la Comunicación https://creativecommons.org/licenses/by-nc-nd/4.0
Social Organizations’ Journalistic Narrative on Media During Demonstrations in 2017 and 2021
One of the key sources of information for a wide audience is digital news outlets. However, these often foreground institutional discourses focused on immediacy, privileging government information and marginalizing the voices and actions of social actors, peasant organizations, and Indigenous peoples. This research work is based on the assumption that newspapers respond to hegemonic media structuring their discourse in line with exclusive editorial stances that respond to commercial or political interests prevailing in national and regional newspapers. In this article, we aim to analyze contents published by newspapers La Opinión (a regional newspaper) and El Espectador (of countrywide circulation) in their internet editions dealing with narratives on social, peasant, and Indigenous organizations during popular demonstrations in 2017 and 2021 in the Northern Santander department. A qualitative approach was followed to analyze the contents of 118 news stories taken from La Opinión and El Espectador. This corpus shows that both news outlets informed about daily events adopting digital narrative elements, such as interactivity, multimediality, and hypertextuality. Findings include identifying categories of analysis dealing with violence, denunciation, grassroots collectives joining together, seeking guarantees, environmental calls for action, blockades, State neglect, seeking social consensus, and nonviolent protests. Also, we highlight La Opinión’s narrative about the pacific nature of 2021 demonstrations, contrasting with the complex violence dynamics that have been common throughout the history of this department on the border area with Venezuela.
This article takes as a case study the film Joker (2019) to show the fusion of two opposing paradigms. The cultural influence of cinema on society and the adaptation of cultural industries to social trends suggests that the superhero film industry has adopted some of the aesthetics and ideas of postmodernism, while postmodern aesthetics have infiltrated more classic superhero films, turning villains into acclaimed protagonists. Has Joker put an end to the classic hero? This article follows a method consisting on a narrative and aesthetic analysis of the Joker film and other relevant films from the last few decades dealing both with superhero films and postmodern cinema. This confirmed our hypothesis: Superhero movies, despite their evolution, have remained in the mainstream trend with a more classic audiovisual language. However, superheroes and specifically Marvel and DC Studio films became influenced by postmodernity and, as conclusions show, their protagonists, plots, and relationships with other characters have subsided to the values associated with postmodernism, including both their aesthetics and values. This leads us to conclude that the Joker film has marked a turning point leading to the transformation of postmodern protagonists into acclaimed serial killer villains.
Winning women in the category: Unpublished Song at the Vallenata Legend Festival (Valledupar, Colombia)
This article analyzes the narratives of vallenato music in the works of women who won the Unreleased Song category at the Festival de la Leyenda Vallenata (Valledupar, Colombia). The study focuses on the role of Colombian women such as Hortensia Lanao de Rozo, Margarita Doria Carrascal, Martha Guerra Muñoz, and Antonia Daza Sarmiento, as well as women involved in vallenato music and its narratives. The study also includes cultural initiatives such as the Evafe Festival: Encuentro Vallenato Femenino (Women’s Vallenato Encounter), which, since 2016, has been working to highlight the presence of women’s musical production within the vallenato context. A qualitative methodology was used to analyze the narratives and themes presented in the songs.
News Consumption Habits of Generation Z: A Case Study of Social Communication Students in the Dominican Republic and Puerto Rico
This article aimed to analyze Generation Z university students’ news consumption habits in the Dominican Republic and Puerto Rico. This is considered within a context of increasing digitalization, information fragmentation, and the circulation of disinformation, drawing on uses and gratifications theory and contemporary contributions to media ecology and digital culture. Methodologically, a mixed-methods approach was applied, conducting structured surveys with a sample of 175 Social Communication students, complemented by two focus groups, one for each country. Results indicated that social media constitutes the students' main source of information, far surpassing traditional media. Thus, their news consumption is characterized by its incidental nature, a preference for entertainment content, and an ambivalent assessment of online credibility. Memes are emerging as legitimate information formats among young people, used as resources to summarize information and conduct social critique. While students expressed awareness of misinformation, their fact-checking practices are sporadic and dependent on their thematic interests. Furthermore, differences were observed between countries regarding thematic preferences and verification strategies, suggesting the influence of sociocultural and institutional factors on shaping young people’s news consumption. Finally, it is concluded that students did not show a lack of interest in information, but rather that they are reconfiguring their practices based on digital devices, algorithmic logic, and the cultural dynamics of their generation.
Cosplay and Otaku Culture: Notes on Japan’s Transcultural Impact in Latin America
This article aims to problematize some conceptualizations about cosplay, which is often seen as one of the most representative fandom subcultures, particulary Otaku, or Japanese culture fans. The increasing visibility gained by this activity worldwide is evident in its media mentions on traditional and streaming channels. Against this backdrop, there is a justified need to delve into the ways cosplay is shaped, both in terms of common sense and academia. To look at the conceptualizations of this practice, we conducted a systematic review of the literature that round up the state of the art on this phenomenon. Also, those formulations were contrasted with our own findings stemming from observation and qualitatively analyzed interviews, both face to face and online, conducted during anime events and on related social media. Three common axes were identified as related to Cosplay, as (a) an art, (b) a game and carnival phenomenon, and (c) a collaborative and creative activity. Likewise, regarding its use by scholars to reflect upon issues dealing with youth cultures, genres, and sexualities, we conclude that it is important to apply an expanded intersectional and intercultural approach to include dimensions that have been scarcely examined, such as nationality, race, and class, cleavages that also cut across the heterogeneity of cosplay.
Electoral Estrogen: The Rise of Female Representation in Mayoral Offices in Manabí (Ecuador) in 2023
This study analyzes the increase in female representation in the mayoral offices in the province of Manabí, Ecuador, following the 2023 elections. It seeks to define the concept of electoral estrogen by understanding the factors that contributed to the election of six female mayors in a region characterized by machismo, inequality, and gender-based violence. The research is justified by the need to evaluate how gender equality policies, campaign strategies, and voter perception influenced these results. A mixed methodology was employed. It was qualitative, with media, social networks, and regulatory framework content analyses, and it was quantitative, through the review of electoral data and surveys on voting intentions and public perception. The most relevant finding is the interaction of multiple factors in the election of women, including legislative changes, communication strategies, the management of intangibles such as reputation and trust, and a growing social awareness of gender equality. The concept of Electoral Estrogen was adopted to describe this phenomenon, understanding that female representation responds not only to gender quotas but also to cultural and political changes that favor female leadership. Electoral Estrogen explores how specific conditions and strategies can contribute to women's success in challenging political environments. It also highlights the complex interaction between cultural, social, and political factors that can be mobilized to overcome systemic barriers and improve women's representation in politics. The elements described above comprise a robust framework that not only explains how traditional obstacles can be overcome but also how these successes can be replicated in other contexts.
Italian-Brazilian Voices: Anthologies of a Multifaceted Italy
This article aims to point toward a new concept of identity, detached from a sense of belonging limited to geography and nationality, resulting from contemporary individuals’ decentering process. To this end, an Italian-Brazilian initiative in the field of intercultural communication was chosen as the object of analysis: Brazil-Italy literary competitions promoted by COMITES (Committee of Italians Abroad) São Paulo, an official body of the Italian government under the coordination of the Ministry of Foreign Affairs and International Cooperation, whose function is to represent Italian citizens residing in consular districts outside of Italy. The competitions in question gave rise to a series of bilingual paradidactic anthologies “Voci italo-brasiliane” (Italian-Brazilian Voices), products with the potential to reiterate both the parent culture (Italian) and its descendant nuances (in this case, Italian-Brazilian); therefore, they are characterized as glocal communication products. From 2016 to 2021, competitions were conceived and coordinated by the cultural advisor of COMITES São Paulo at that time, writer and educator Rosalie Gallo. The methodology employed to develop this article included a literature review based on cultural studies, contemporary research on communication and interculturality, and existentialist phenomenology, to address possible relationships between identity, interculturality, perception, and intentionality. Several meetings (both in-person and online) were held with Rosalie Gallo, providing a deep understanding of the initiative and its relevance in promoting the concept of italicità, a new glocal Italian identity. Studies related to this new identity paradigm highlight the importance of intercultural communication, which extends beyond representation and the imaginary to broaden the foundations for deeper relationships in the political and economic spheres.
Strategic Communication 360: Uses and Impacts in Social Organizations and Formative Research
Currently, addressing social problems by third-sector organizations—which include various public, private, and academic stakeholder groups—and planning activities that enable the multiplication of efforts through collaborative work aimed at transforming the unfavorable conditions of the communities in which they operate, in pursuit of their mission and corporate objectives, requires a 360-degree relationship process. This article aims to reflect upon the impact that developing a 360-degree strategic communication approach had on Fundación Social Crecer (Funcrecer). This impact is seen through the views of the actors involved, that is, social workers looking for a solution to social issues, young students in formation looking to apply strategic communication to social development, and faculty, supporting educational and territorial processes. It aims at identifying the potentialities of strategic communication applied to social work and to view this experience as a way to challenge and disrupt communication and teaching learning models. This article describes social issues faced by an urban community in downtown Bogota, as well as Funcrecer organization's actions, even though it is also subject to varied pressures. The communicational strategy facilitates the achievement of the various goals by various actors and encourages reflection on the challenges that this entails.
A Study of the Sources Used in Coverage of the Brazilian Secondary Education Reform in an Intercultural Context
This article investigates the discursive strategies used by the website of Veja, a weekly general interest magazine with the highest circulation in Brazil, to engage its audiences and establish reading contracts, promoting citizenship and respect for diversity in an intercultural setting, within the framework of a national public policy. The study is justified by the need to delve deeper into research linking education and media, considering the fragmentation of the Brazilian context, its cultural diversity, and a secondary education reform in the country. To this end, the journalistic sources used in articles related to Brazilian secondary education reform were identified and mapped during two distinct periods relevant to the debate: 2016/2017 (creation and enactment of the reform) and 2022/2023 (implementation and suspension of the reform). Qualitative and quantitative analyses, supported by graphs, were used to identify the frequency of use of the sources and understand the meaning attributed to them. The study concludes that journalistic sources have played an important role in the intercultural landscape, fostering empathy and a sense of connection between the Veja magazine website and its diverse audiences. However, by emphasizing the voices of their peers, they weaken the plurality of the debate on education in the country and contribute to political polarization and the intensification of tensions between progressives and conservatives.
Diagnosis of Corporate Communication in Pasto City through the 2019-2020 Pasto Chamber of Commerce, Colombia Business Census
This study analyzes corporate communication, based on the 2019-2020 Business Census conducted by the Pasto Chamber of Commerce, to consolidate the state of communication processes in affiliated companies. This allows for the identification and diagnosis of their communication practices, their approach, and the role professionals play in these organizations. Using a survey technique, a data collection instrument with ten categories of analysis was applied: general information, organizational structure, institutional philosophy, strategic planning, strategic audiences, communication processes, crisis management, corporate identity and image, organizational culture and climate, and CSR. The survey was administered to 70 companies in the municipality of Pasto, using non-probabilistic purposive sampling. Among the most relevant findings was that neglecting the communication needs of target audiences and failing to implement a strategic communication plan (SCP) are warning signs that improvement actions and a strategic planning culture focused on communication management processes are necessary. This lack of planning leads to improvised actions due to a lack of foresight and timely responses to crisis situations. The study contributes to strengthening the performance of professionals in the field, strategic communication process improvement in organizations, and strengthening the academic community through training and research in corporate communication, thus becoming a benchmark to highlight the region's business sector’s characteristics, trends, strengths, weaknesses, and needs for communication.
Influencers with social and environmental impact through content creation on social media
In this article, we acknowledge the important role of both social media—in the light of changes on relationships between individuals brought about by virtual environments—and influencers on social and environmental impact, which are vital to protect our society nowadays. A qualitative scoping review was conducted to identify, characterize, and analyze any elements that drove users to the consumption of contents posted on the Instagram platform. Additionally, key factors for sustainable consumption and content creation for wide-reach media platforms were defined, and strategies were developed to reach a wide audience through influencers. This is part of a research project aiming to advance strategies to attract fresh resources and donors, as a part of Corabastos’ social, business, and communicative policy. It aims at reducing food waste due to imperfections and valuing them. The methodological design turned to a nethnographic analysis of content created by the influencers @soycampesinocol, @los_ escachaitos, @lagranjadelborrego y @la.ecostantino, since they are considered success cases in social media. Among our findings, we highlight how these influencers have succeeded in raising awareness and mobilizing their audiences toward sustainable practices through the way they handle information, connecting with their audiences’ interests and generating an interactive and reciprocal relationship through online communication.
Institutional Values at Stake: A Study on the Relationship Between Organizational Discourses and Educational Outcomes in São Paulo Community Universities
This article aims to reflect on the relationship between the organizational discourses of non profit community universities in the State of São Paulo and the educational outcomes observed in national and international rankings. To this end, French-style discourse analysis, based on the contributions of Orlandi, Fiorin, and Citelli, was employed as the theoretical framework underpinning the methodological approach to the non-profit field of Brazilian higher education. The first part presents the context of the article, outlining the construction of the university in Brazil from its historical context, beginning with colonization, and continuing through establishing an institutional corporate field that negotiates values with government authorities, international educational groups, and religious and denominational communities. The preamble highlights the relevance of academic institutions as organizations embedded in multiple disputes within the educational market. Subsequently, the research corpus and the theories that underpin it are defined, with a special focus on national authors who work at the intersection of media literacy and the analysis of discourses that permeate the conceptual field of education. Finally, anticipating the concluding notes of an ongoing research project, an analysis is conducted of the institutional values expressed on the websites of non-profit universities in São Paulo, giving voice to what each institution has publicly stated as the basis of daily practices with internal audiences, while also impacting external audiences.
Political and Electoral Violence: The Case of X Platform During 2024 Presidential Elections in Mexico
2024 saw the most important election process in recent times in Mexico. Addresses and debates reflecting party polarization in the different scenarios of political confrontation have extended to digital media through social media, where attacks and hostile treatment are increasingly frequent. This study aims to analyze the interactions in both male and female presidential candidates’ posts on X platform. Through an exploratory correlational study with a mixed-methods approach, the quantitative component measures variables based on a dataset collected from official accounts, while the qualitative study analyzes information categories through interactions in posts, particularly those containing openly hostile contents, so as to identify the main ways in which political-electoral violence is expressed in that social media platform. This research work showed a low volume of campaign proposals discussed in the posts from the accounts under analysis. This contrasts with the great volume of varied aggressions faced by contenders. Also, we witnessed the recreation of partisan discussions, debates, and conflicts transcending the digital sphere. As a conclusion, we present contributions relevant in the Mexican political electoral context, which can be extrapolated to other electoral processes.