20,936 research outputs found

    Comedians without a Cause: The Politics and Aesthetics of Humour in Dutch Cabaret (1966-2020)

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    Comedians play an important role in society and public debate. While comedians have been considered important cultural critics for quite some time, comedy has acquired a new social and political significance in recent years, with humour taking centre stage in political and social debates around issues of identity, social justice, and freedom of speech. To understand the shifting meanings and political implications of humour within a Dutch context, this PhD thesis examines the political and aesthetic workings of humour in the highly popular Dutch cabaret genre, focusing on cabaret performances from the 1960s to the present. The central questions of the thesis are: how do comedians use humour to deliver social critique, and how does their humour resonate with political ideologies? These questions are answered by adopting a cultural studies approach to humour, which is used to analyse Dutch cabaret performances, and by studying related materials such as reviews and media interviews with comedians. This thesis shows that, from the 1960s onwards, Dutch comedians have been considered ‚Äėprogressive rebels‚Äô ‚Äď politically engaged, subversive, and carrying a left-wing political agenda ‚Äď but that this image is in need of correction. While we tend to look for progressive political messages in the work of comedians who present themselves as being anti-establishment rebels ‚Äď such as Youp van ‚Äėt Hek, Hans Teeuwen, and Theo Maassen ‚Äď this thesis demonstrates that their transgressive and provocative humour tends to protect social hierarchies and relationships of power. Moreover, it shows that, paradoxically, both the deliberately moderate and nuanced humour of Wim Kan and Claudia de Breij, and the seemingly past-oriented nostalgia of Alex Klaasen, are more radical and progressive than the transgressive humour of van ‚Äėt Hek, Teeuwen and Maassen. Finally, comedians who present absurdist or deconstructionist forms of humour, such as the early student cabarets, Freek de Jonge, and Micha Wertheim, tend to disassociate themselves from an explicit political engagement. By challenging the dominant image of the Dutch comedian as a ‚Äėprogressive rebel,‚Äô this thesis contributes to a better understanding of humour in the present cultural moment, in which humour is often either not taken seriously, or one-sidedly celebrated as being merely pleasurable, innocent, or progressively liberating. In so doing, this thesis concludes, the ‚Äėdark‚Äô and more conservative sides of humour tend to get obscured

    Novela hist√≥rica, salones y mujeres en La esposa del doctor Thorne (1988), de Denzil Romero, y El perpetuo exiliado (2016), de Ra√ļl Vallejo

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    La presente investigaci√≥n titulada Novela hist√≥rica, salones y mujeres en La esposa del doctor Thorne (1988) de Denzil Romero, y El perpetuo exiliado (2016), de Ra√ļl Vallejo retoma a dos personajes femeninos de la historia pol√≠tica del Ecuador. Separadas por casi un siglo, Manuela S√°enz y Corina Parral comparten el hecho de haber sido compa√Īeras de dos l√≠deres pol√≠ticos y, m√°s a√ļn, el haber llevado una vida social, art√≠stica y cultural, en sus versiones muy particulares de la viej√≠sima tradici√≥n del sal√≥n. El objetivo general es fundamentar te√≥ricamente los conceptos de novela hist√≥rica, sal√≥n literario y personaje femenino para analizar a las protagonistas, Manuela Sa√©nz y Corina Parral, de las dos novelas. Los autores y categor√≠as te√≥ricas que nos servir√°n como perspectiva de an√°lisis son: Fernando A√≠nsa (1994), ‚ÄúNueva novela hist√≥rica y relativizaci√≥n transdisciplinaria del saber hist√≥rico‚ÄĚ, que conceptualiza la novela hist√≥rica; Ana Luengo (2016), ‚ÄúLos salones literarios‚ÄĚ, en el que se define el sal√≥n y su raz√≥n de ser; Rafael Azuar (1987) y Garrido Dom√≠nguez (1993) de los cuales se partir√° para formular el concepto de personaje femenino junto a Gloria Riera (2021) La novela hist√≥rica del Ecuador contempor√°neo. Para alcanzar los objetivos de la investigaci√≥n emplearemos una metodolog√≠a cualitativa, m√°s espec√≠ficamente, el m√©todo de an√°lisis literario, que tendr√° como base la hermen√©utica de Paul Ricoeur (1966), y adem√°s de Garrido Dom√≠nguez (2004). Con estas reflexiones aspiramos a aportar al debate cr√≠tico sobre la literatura ecuatoriana, y concretamente, los estudios en que se han ficcionalizado a personajes femeninos hist√≥ricos.The present investigation entitled Historical novel, salons and women in La esposa del doctor Thorne (1988) by Denzil Romero, and El perpetuo exiliado (2016), by Ra√ļl Vallejo takes up two female characters from the political history of Ecuador. Separated by almost a century, Manuela S√°enz and Corina Parral share the fact of having been companions of two political leaders and, even more, having led a social, artistic and cultural life, in their very particular versions of the very old tradition of the salon. The general objective is to theoretically base the concepts of historical novel, literary salon and female character to analyze the protagonists, Manuela Sa√©nz and Corina Parral, of the two novels. The authors and theoretical categories that will serve as a perspective of analysis are: Fernando A√≠nsa (1994), ‚ÄúNueva novela hist√≥rica y relativizaci√≥n transdisciplinaria del saber hist√≥rico‚ÄĚ, which conceptualizes the historical novel; Ana Luengo (2016), "Los salones literarios", in which the salon and its reason for being are defined; Rafael Azuar (1987) and Garrido Dom√≠nguez (1993) from which he will start to formulate the concept of a female character together with Gloria Riera (2021) La novela hist√≥rica del Ecuador contempor√°neo. To achieve the objectives of the research we will use a qualitative methodology, more specifically, the method of literary analysis, which will be based on the hermeneutics of Paul Ricoeur (1966), and in addition to Garrido Dom√≠nguez (2004). With these reflections we aspire to contribute to the critical debate on Ecuadorian literature, and specifically, the studies in which historical female characters have been fictionalized.Licenciado en Pedagog√≠a de la Lengua y LiteraturaCuenc

    Sobre o Estilo na História Intelectual

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    Style in past Ages denotes general sensibilities that guide thought and action. Attempts to show how style derives from the material circumstances of living remain inconclusive because of the difficulty in deciding which parts of culture past lie at the center of it. The advantages and the drawbacks of modelsand schemes offered by major theorists of the past several generations are used to support the proposition that philosophy is a dubious guide for practicing intellectual historians, who do best when they make their own methods from the materialthey study.O estilo no passado denotava sensibilidades gerais que guiam o pensamento e a a√ß√£o. Tentativas de mostrar como o estilo deriva das circunst√Ęncias materiais da vida permanecem inconclusivas por causa da dificuldade em decidir quais partes da cultura do passado est√£o no centro dele. As vantagens e desvantagens dos modelos e esquemas oferecidos pelos principais te√≥ricos das gera√ß√Ķes passadas s√£o usadas para apoiar a proposi√ß√£o de que a filosofia √© um guia duvidoso para praticantes da hist√≥ria intelectual, que se saem melhor quando criam seus pr√≥prios m√©todos a partir do material que estudam

    Lift EVERY Voice and Sing: An Intersectional Qualitative Study Examining the Experiences of Lesbian, Gay, Bisexual, and Queer Faculty and Administrators at Historically Black Colleges and Universities

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    While there is minimal literature that address the experiences of lesbian, gay, bisexual, and trans* identified students at Historically Black Colleges and Universities (HBCUs), the experiences of Black, queer faculty and administrators at HBCUs has not been studied. This intersectional qualitative research study focused on the experiences of lesbian, gay, bisexual, and queer identified faculty and administrators who work at HBCUs. By investigating the intersections of religion, race, gender, and sexuality within a predominantly Black institution, this study aims to enhance diversity, equity, and inclusion efforts at HBCUs by sharing the experiences of the LGBQ faculty and administrators that previously or currently work at an HBCU as a full-time employee. The research questions that guided this study were 1) How have LGBQ faculty and staff negotiated/navigated their careers at HBCUs? and 2) How do LGBQ faculty and staff at HBCUs influence cultural (relating to LGBQ inclusion) change at the organizational level? The main theoretical framework used was intersectionality and it shaped the chosen methodology and methods. The Politics of Respectability was the second theoretical framework used to describe the intra-racial tensions within the Black/African American community. The study included 60-120 minute interviews with 12 participants. Using intersectionality as a guide, the data were coded and utilized for thematic analysis. Then, an ethnodramatic performance engages readers. The goals of this study were to encourage policy changes, promote inclusivity for LGBQ employees at HBCUs, and provide an expansion to the body of literature in the field pertaining to the experiences of LGBQ faculty and administrators in higher education

    Favela tour virtual: Sobre mobilidades turísticas em favelas no contexto da pandemia de Covid-19 = Favela virtual tour: Tourism mobility in favelas in the context of the Covid-19 pandemic

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    Seletas favelas do Rio de Janeiro se consolidaram como atra√ß√£o tur√≠stica no contexto dos megaeventos. No entanto, desde 2016, uma s√©rie de crises econ√īmicas e pol√≠ticas se desdobraram e provocaram uma redu√ß√£o acentuada do n√ļmero de turistas. Com a pandemia do novo coronav√≠rus, em 2020, a situa√ß√£o se agravou e os projetos de turismo em favelas foram paralisados. Nesse contexto, o grupo de pesquisadores e autores deste artigo, em parceria com moradores de favelas engajadas no turismo, iniciou um projeto para a produ√ß√£o de tours virtuais com o objetivo de manter as favelas no fluxo tur√≠stico global, ainda que de forma virtual. Nesse sentido, este artigo descreve um dos resultados dessa iniciativa, quatro tours virtuais realizados em favelas do Rio em 2020, e analisa o que precisou ser mobilizado para converter as favelas tur√≠sticas em atrativos virtuais. = Some favelas in Rio de Janeiro have become a tourist attraction. However, since 2016, a series of economic and political crises in Rio have caused a sharp reduction in the number of tourists, as well as in investments to these areas. With the covid-19 pandemic in 2020, the situation worsened and tourism projects in favelas were paralyzed. The authors of this article in partnership with favela residents initiated a project to stage virtual tours aiming to keep favelas within the global tourist flow. The article discusses the outcomes of the project, referring to four virtual tours conducted in Rio's favelas in 2020, analyzes what is needed to convert tourist favelas into virtual attractions

    La cartografía como estrategia para rescatar las pérdidas de identidad en el paisaje

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    [ES] Esta tesis doctoral se ha centrado en la cartograf√≠a como dispositivo discursivo para interpretar el espacio habitado. Por tanto, en esta direcci√≥n se ha profundizado en el estado de la identidad del paisaje local de la zona perif√©rica norte de la ciudad de Valencia, a trav√©s del trayecto de una de las ocho acequias hist√≥ricas de la ciudad, en concreto, la denominada Rascanya. De tal forma, este estudio del paisaje ha contemplado una parte pr√°ctica constituida por ocho cartograf√≠as formalizadas en aplicaciones interactivas, donde la reflexi√≥n se ha incentivado a trav√©s de la contraposici√≥n de datos y material del pasado con elementos contempor√°neos. En base a estas premisas, la exploraci√≥n se ha quedado estructurado con un bloque de cartograf√≠a hist√≥rica, ya que se destac√≥ la riqueza y diversidad de los componentes gr√°ficos, pues representaban todo un verdadero relato interpretativo de la zona seleccionada para el trabajo, estos elementos gr√°ficos desvelaban claramente la vinculaci√≥n con el espacio en cada momento hist√≥rico. Por otro lado, se ha realizado una catalogaci√≥n de cartograf√≠a art√≠stica, donde adem√°s, ha tomado especial protagonismo aquellas cartograf√≠as subjetivas, donde prevalec√≠an las experiencias vividas por los individuos en un entorno determinado, por encima de la representaci√≥n oficial del territorio. De igual modo, las cartograf√≠as colaborativas y compuestas con m√ļltiples voces han cobrado inter√©s en este bloque de la cartograf√≠a personal, con la finalidad de combatir las directrices dominantes, y adem√°s ofrecer otras alternativas de visi√≥n y creaci√≥n de espacio. En otro bloque de contenidos se ha realizado un balance de las tendencias contempor√°neas de representaci√≥n, concretamente, en base a las visualizaciones de datos, la tendente datificaci√≥n de la informaci√≥n representada en el espacio. Esta actual vertiente de comunicaci√≥n ha dado como resultado el desarrollo de nuevas cartograf√≠as de significados. Asimismo, en esta parte tambi√©n se ha analizado los cambios tecnol√≥gicos en los √ļltimos tiempos, la incidencia del lenguaje gr√°fico y digital de los medios de comunicaci√≥n en la sociedad vigente. En consecuencia, se elaboraron unos ensayos pr√°cticos con estas influencias en los modos de lectura vigente y con material multimedia. Por otro lado, un bloque de investigaci√≥n sobre la evoluci√≥n del espacio urbano en las ciudades durante las √ļltimas d√©cadas, donde la expansi√≥n acelerada de la urbanizaci√≥n y los efectos de la globalizaci√≥n como modelo econ√≥mico en una escala planetaria han influido paulatinamente, en la p√©rdida de los elementos locales en las urbes. En esta parte tem√°tica, se elabor√≥ un ensayo pr√°ctico que cartografi√≥ la calidad de los elementos patrimoniales distribuidos por el trayecto de la acequia hist√≥rica. En √ļltima instancia, se cierra con un bloque tem√°tico sobre el binomio hist√≥rico entre la huerta y la ciudad, la evoluci√≥n de su relaci√≥n y su estado en la actualidad. De este modo, esta parte adem√°s contiene otros ensayos pr√°cticos donde se intent√≥ profundizar en la actividad productiva de la huerta, acompa√Īado con una especulaci√≥n de la cantidad de beneficios y oportunidades que podr√≠a proveer, sobre las necesidades y problem√°ticas de sostenibilidad existentes en el entramado urbano actual. En definitiva, con todas estas vertientes cartogr√°ficas se ha intentado ampliar y reivindicar la noci√≥n de nuestro paisaje local, de tan incuestionable valor cultural para la historia de la ciudad de Valencia, como es l'Horta Nord.[CA] Esta tesi doctoral s'ha centrat en la cartografia com a dispositiu discursiu per a interpretar l'espai habitat. Per tant, en esta direcci√≥ s'ha aprofundit en l'estat de la identitat del paisatge local de la zona perif√®rica nord de la ciutat de Val√®ncia, a trav√©s del trajecte d'una de les huit s√©quies hist√≤riques de la ciutat, en concret, la denominada Rascanya. De tal forma, este estudi del paisatge ha contemplat una part pr√†ctica constitu√Įda per huit cartografies formalitzades en aplicacions interactives, on la reflexi√≥ s'ha incentivat a trav√©s de la contraposici√≥ de dades i material del passat amb elements contemporanis. Basant-se en estes premisses, l'exploraci√≥ s'ha quedat estructurat amb un bloc de cartografia hist√≤rica, ja que es va destacar la riquesa i diversitat dels components gr√†fics, perqu√® representaven tot un verdader relat interpretatiu de la zona seleccionada per al treball, estos elements gr√†fics desvelaven clarament la vinculaci√≥ amb l'espai en cada moment hist√≤ric. D'altra banda, s'ha realitzat una catalogaci√≥ de cartografia art√≠stica, on a m√©s, ha pres especial protagonisme aquelles cartografies subjectives, on prevalien les experi√®ncies viscudes pels individus en un entorn determinat, per damunt de la representaci√≥ oficial del territori. De la mateixa manera, les cartografies col¬∑laboratives i compostes amb m√ļltiples veus han cobrat inter√©s en este bloc de la cartografia personal, amb la finalitat de combatre les directrius dominants, i a m√©s oferir altres alternatives de visi√≥ i creaci√≥ d'espai. En un altre bloc de continguts s'ha realitzat un balan√ß de les tend√®ncies contempor√†nies de representaci√≥, concretament, basant-se en les visualitzacions de dades, la tendent datificaci√≥n de la informaci√≥ representada en l'espai. Este actual vessant de comunicaci√≥ ha donat com resultat el desenrotllament de noves cartografies de significats. Aix√≠ mateix, en esta part tamb√© s'ha analitzat els canvis tecnol√≤gics en els √ļltims temps, la incid√®ncia del llenguatge gr√†fic i digital dels mitjans de comunicaci√≥ en la societat vigent. En conseq√ľ√®ncia, es van elaborar uns assajos pr√†ctics amb estes influ√®ncies en els modes de lectura vigent i amb material multim√®dia. D'altra banda, un bloc d'investigaci√≥ sobre l'evoluci√≥ de l'espai urb√† en les ciutats durant les √ļltimes d√®cades, on l'expansi√≥ accelerada de la urbanitzaci√≥ i els efectes de la globalitzaci√≥ com a model econ√≤mic en una escala planet√†ria han influ√Įt gradualment, en la p√®rdua dels elements locals en les urbs. En esta part tem√†tica, es va elaborar un assaig pr√†ctic que va cartografiar la qualitat dels elements patrimonials distribu√Įts pel trajecte de la s√©quia hist√≥rica. En √ļltima inst√†ncia, es tanca amb un bloc tem√†tic sobre el binomi hist√≤ric entre l'horta i la ciutat, l'evoluci√≥ de la seua relaci√≥ i el seu estat en l'actualitat. D'esta manera, esta part a m√©s cont√© altres assajos pr√†ctics on es va intentar aprofundir en l'activitat productiva de l'horta, acompanyat amb una especulaci√≥ de la quantitat de beneficis i oportunitats que podria proveir, sobre les necessitats i problem√†tiques de sostenibilitat existents en l'entramat urb√† actual. En definitiva, amb tots estos vessants cartogr√†fics s'ha intentat ampliar i reivindicar la noci√≥ del nostre paisatge local, de tan inq√ľestionable valor cultural per a la hist√≤ria de la ciutat de Val√®ncia, com √©s l'Horta Nord.[EN] This doctoral thesis has focused on cartography as a discursive device to interpret inhabited space. Therefore, in this direction, the state of the identity of the local landscape of the northern peripheral area of the city of Valencia has been deepened, through the route of one of the eight historical ditches of the city, specifically, the so-called Rascanya. In this way, this study of the landscape has contemplated a practical part made up of eight formalized cartographies in interactive applications, where reflection has been encouraged through the contrast of data and material from the past with contemporary elements. Based on these premises, the exploration has been structured with a block of historical cartography, since the richness and diversity of the graphic components were highlighted, since they represented a true interpretive account of the area selected for the work, these graphic elements they clearly revealed the link with space in each historical moment. On the other hand, a cataloging of artistic cartography has been carried out, where in addition, subjective cartographies have taken a special role, where the experiences lived by individuals in a given environment prevailed, over the official representation of the territory. Similarly, collaborative and composite cartographies with multiple voices have gained interest in this block of personal cartography, in order to combat the dominant guidelines, and also offer other alternatives for vision and space creation. In another block of contents, a balance has been made of contemporary trends in representation, specifically, based on data visualizations, the tending dataification of the information represented in space. This current aspect of communication has resulted in the development of new cartographies of meanings. Likewise, this part has also analyzed technological changes in recent times, the incidence of graphic and digital language of the media in current society. Consequently, practical tests were developed with these influences in current reading modes and with multimedia material. On the other hand, a research block on the evolution of urban space in cities during the last decades, where the accelerated expansion of urbanization and the effects of globalization as an economic model on a planetary scale have gradually influenced the loss of local elements in cities. In this thematic part, a practical test was prepared that mapped the quality of the heritage elements distributed along the route of the historic canal. Ultimately, it closes with a thematic block on the historical binomial between the garden and the city, the evolution of their relationship and their current state. In this way, this part also contains other practical tests where an attempt was made to deepen the productive activity of the orchard, accompanied by a speculation of the amount of benefits and opportunities that it could provide, on the existing sustainability needs and problems in the urban fabric. current. In short, with all these cartographic aspects, an attempt has been made to expand and defend the notion of our local landscape, of such unquestionable cultural value for the history of the city of Valencia, as is l'Horta Nord.Guti√©rrez Gonz√°lez, MJ. (2022). La cartograf√≠a como estrategia para rescatar las p√©rdidas de identidad en el paisaje [Tesis doctoral]. Universitat Polit√®cnica de Val√®ncia. https://doi.org/10.4995/Thesis/10251/182250TESI

    Miniserie web ‚ÄúC√≥mo conquistar‚ÄĚ

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    ‚ÄúC√≥mo Conquistar‚ÄĚ es una miniserie web cuyo personaje principal, Am√©rica, planea conquistar al chico de sus sue√Īos. Por lo tanto, elabora una serie de pasos para lograr su objetivo y la comparte con su mejor amiga Leslie. Mientras la serie se desarrolla, Am√©rica cuestiona sus propios ideales en torno al amor y la pareja perfecta. Los cuales provienen de construcciones sociales expuestos en productos audiovisuales a lo largo de su infancia. Este proyecto engloba nuestros propios cuestionamientos sobre el amor y sus diferentes formas. El proyecto naci√≥ de una adaptaci√≥n de la historia ‚ÄúC√≥mo conquistar al ingeniero de tus sue√Īos en 10 pasos‚ÄĚ de la plataforma web Wattpad. Como grupo, adaptamos la historia para seguir las restricciones por la coyuntura actual de la COVID-19. De esta manera, la realizaci√≥n audiovisual se realiz√≥ las grabaciones de manera remota, siendo dirigidos por la plataforma Zoom. El presente trabajo recapitula las propuestas, retos y soluciones de las distintas √°reas como: direcci√≥n de actores, producci√≥n, direcci√≥n de foto, iluminaci√≥n, direcci√≥n de arte, sonido, marketing y difusi√≥n, postproducci√≥n de video y postproducci√≥n de sonido. De forma que todo el proceso creativo se ve plasmado en la pantalla para tratar estas problem√°ticas desde una perspectiva diferente como lo es la comedia."How to get the guy of my dreams" is a web mini-series whose main character, America, plans to conquer the boy of her dreams. Therefore, she devises a series of steps to achieve her goal and shares it with her best friend Leslie. As the series unfolds, America questions her own ideals about love and the perfect partner. These come from social constructs exposed in audiovisual products throughout her childhood. This project encompasses our own questioning of love and its different forms. The project was born from an adaptation of the story "How to get the engineer of your dreams in 10 steps" from the platform Wattpad. As a group, we adapted the story to follow the restrictions due to the current situation of COVID-19. In this way, the recording process was done remotely, being directed through the Zoom platform. This work recapitulates the proposals, challenges and solutions of the different areas such as: direction, general production, filmmaking, gaffer department, art direction, sound department, marketing and video and sound postproduction. So that the entire creative process is captured on the screen to address these issues from a different perspective such as comedy.Trabajo de investigaci√≥

    An√°lisis y desarrollo de la campa√Īa publicitaria para Cocos y Lucas

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    Esta investigaci√≥n es pertinente para la marca Cocos y Lucas, un producto del BCP, puesto que consiste en el desarrollo de la campa√Īa de comunicaci√≥n 360 para su relanzamiento a nivel nacional, resaltando sus principales atributos como la inmediatez y seguridad que son parte de su valor diferencial dentro del sector fintech en el mercado peruano. De esta manera, el objetivo de este trabajo es elaborar una campa√Īa publicitaria a nivel nacional que comunique la nueva funcionalidad del producto a los diversos targets: Cocos y Lucas es una casa de cambio digital para todos los peruanos sin importar el banco al que pertenezcan. El trabajo de campo realizado se bas√≥ en la selecci√≥n de una muestra homog√©nea no probabil√≠stica de hombres y mujeres entre 25 a 55 a√Īos que pertenecen al NSE A/B. La investigaci√≥n tiene un enfoque mixto, ya que se aplicaron encuestas, entrevistas a profundidad y etnograf√≠a digital. Los resultados encontrados fueron los siguientes: en primer lugar hab√≠a un alto desconocimiento de la marca por parte de nuestro p√ļblico objetivo; en segundo lugar, muchos de estos ten√≠an un rechazo a las casa de cambio digitales ya que las consideraban tediosas, no entend√≠an c√≥mo utilizarlas y les causaban desconfianza; en tercer lugar, de las personas que s√≠ conoc√≠an Cocos y Lucas, la raz√≥n por la cual no utilizaban la aplicaci√≥n era porque no cre√≠an en la propuesta de valor de la marca acerca de que tiene un tipo de cambio ‚Äúbuenazo‚ÄĚ; finalmente, el target que s√≠ conoc√≠a la marca tambi√©n la asociaba directamente al uso exclusivo de clientes BCP. Por ello, se propone, darle un giro a la estrategia de marca, retirando de su comunicaci√≥n el tipo de cambio ‚Äúbuenazo‚ÄĚ, y generando una conexi√≥n con sus clientes a partir de sus necesidades, resaltando los siguientes atributos: Cocos y Lucas es una casa de cambio digital para todos los peruanos, es f√°cil, r√°pida y segura de utilizar y tiene un amplio rango horario.This research is relevant for Cocos y Lucas, a digital product of BCP, since it consists of the development of a 360¬ļ communication campaign for its national relaunch, highlighting its main attributes such as immediacy and security that are part of its differential value strategy within the fintech sector in the Peruvian market. Therefore, the aim of this work is to develop an advertising campaign that communicates the new functionality of the product to its various targets: Cocos y Lucas is a digital house exchange for all Peruvians regardless of the bank to which they belong. The field work consists of the selection of a homogeneous non-probabilistic sample of 25 and 55 years old who belong to the A/B socioeconomic status. The research has a mixed focus and the applied instruments are standardized surveys, semi-structured interviews and digital ethnography. The results found were as follows: firstly, there was a high level of ignorance of the brand by our target audience; secondly, many of them had a rejection of the digital exchange houses since they considered them tedious, they did not understand how to use them and they caused mistrust; thirdly, of the people who did know Cocos and Lucas, the reason they didn't use the app was because they didn't believe in the brand's value proposition that it has a ‚Äúgreat‚ÄĚ exchange rate; finally, the target that did know the brand also associated it directly with the exclusive use of BCP clients. For this reason, it is proposed to give a twist to the brand strategy, removing the "great" exchange rate from its communication, and generating a connection with its customers based on their needs, highlighting the following attributes: Cocos y Lucas is a digital exchange house for all Peruvians, it is easy, fast and safe to use and has a wide time range
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