Browsing by Author "Labarca, Claudia"

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    Aliens, spies, and staged vandalism: Disinformation in the 2019 protests in Chile
    (Wiley Blackwell, 2022) Bachmann C., Ingrid; Grassau Bustos, Daniela Constanza; Labarca, Claudia; Wasserman, Herman; Madrid-Morales, Dani; Pontificia Universidad Católica de Chile; Pontificia Universidad Católica de Chile
    Academic research has paid a great deal of attention to “fake news” and disinformation, but most of this has been in the context of the US and Europe. On October 9, 2019, President Sebastian Pinera – a conservative millionaire, himself the former owner of a private TV network – declared to reporters that Chile was a “true oasis with a stable democracy,” less than ten days later, chaos ensued, including looting, vandalism, violent clashes with police and military forces, and human rights violations. The aftermath altered the political landscape of the country and the daily routine of Chileans, and served as fertile ground for exposure and distribution of a varied mix of disinformation and hard-to-believe real news that further confounded the tension on the streets. This chapter addresses the political, social, and media-related factors involved in such a scenario
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    Competing Frames and Melodrama: The Effects of Facebook Posts on Policy Preferences about COVID-19
    (2021) Valenzuela Leighton, Sebastián Andrés; Bachmann Cáceres, Ingrid Andrea; Mujica, Constanza; Grassau, Daniela; Labarca, Claudia; Halpern, Daniel; Puente, Soledad
    The tension between health and economic considerations regarding COVID-19 has resulted in a framing contest, in which proponents and adversaries of strong containment measures hold oppositional frames about the pandemic. This study examines the effects of competing news frames on social media users' policy preferences and the moderation of framing effects played by melodramatic news treatment. Results from a pre-registered online survey experiment in Chile (N = 518) show that participants exposed to Facebook posts with an economic frame were significantly less supportive of measures that restrict mobility (e.g., quarantines) than participants in the control group. Contrary to expectations, exposure to a public health frame also reduced support for stay-at-home orders, and the presence of melodramatic features had no significant impact on users' preferences. Other variables, however, did alter these framing effects, such as fear of COVID-19 and frequency of social media news use. These findings paint a rather complex picture of framing effects during the pandemic in a digital media environment.
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    MEDIA AND POLITICAL TRUST IN LATIN AMERICA: AN INDIVIDUAL AND CONTEXTUAL ANALYSIS OF THE ROLE OF NEWS ON GOVERNMENT AND STATE TRUST
    (2022) Labarca, Claudia; Valenzuela, Sebastian; Bachmann, Ingrid; Grassau, Daniela
    What is the relationship between news exposure and political trust in Latin America? Does this relationship change according to freedom levels of media systems and degrees of political polarization? To answer these questions, this study analyzes data from 10 Latin American countries included in the last round of the World Values Survey (2017-2020) (N = 11,769), as well as indices of governments' intervention in the news system and polarization by the V-Dem project. Statistical results show that, in general, exposure to news on social media is negatively related to trust in government and state institutions. However, context makes a significant difference: the higher the level of media freedom and polarization, the more negative this relationship becomes. In contrast, traditional media news use is positively associated with political trust, regardless of contextual factors. This confirms the importance of considering micro and macro news media contexts when analyzing trust in Latin America.
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    Mucho más que una profesión: una introducción a la publicidad
    (Ediciones Creativa_Mente, 2025) Aldunate Garcés, Cristián; Avaria Jofré, Valentina Andrea; Ayala, Alejandro; Cárdenas, José Ramón; Condeza, Ana Rayén; Simone Polania, Rosa Liliana de; Dussaillant Balbontín, Patricio; Fernández Valdés, Gregorio Patricio; Gómez Lorenzini, María Paulina; Guevara Iturbe, Antonia; Julio Pohlhammer, Pablo; Labarca, Claudia; López Escarcena, Ignacio; Mardones Apablaza, Olga; Matus Lobos, Pablo Ignacio; Montero Liberona, Claudia Alicia; Morales Durán, Gastón Andrés; Parra, Gonzalo; Pimentel Varas, Gianluigi; Porath Campos, William; Vergara Leyton, Enrique; Guevara Iturbe, Antonia; Matus Lobos, Pablo Ignacio
    Este libro está destinado a estudiantes de publicidad y a los jóvenes que están considerando la publicidad como una opción profesional. Reúne parte del conocimiento y la reflexión de profesores de la Facultad de Comunicaciones UC, y de algunos representantes de entidades gremiales, sobre los más diversos temas relativos a la disciplina. Desde qué es la publicidad y qué es una campaña, hasta cómo definir y estudiar una marca, cómo entender a las audiencias y de qué maneras dialoga la publicidad con el storytelling y la ética. En ese sentido, esta obra aspira a ser un libro de cabecera, que acompañe a los estudiantes durante todo su proceso de formación. Además, buscando representar el carácter dinámico del proceso publicitario, el libro invita al lector a intervenirlo en ciertos espacios, gracias a su diseño y composición. Es, en definitiva, un texto que busca dar vida a la premisa de los editores: la publicidad es más que una profesión; es una forma de mirar el mundo.
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    Mujer y consumo a través de la gráfica en Chile
    (2022) Vergara Leyton, Enrique; De Simone Polania, Rosa Liliana; Gómez Lorenzini, María Paulina; Labarca, Claudia
    Este artículo, analiza algunos relatos sobre la imagen de la mujer a través de la publicidad en revistas femeninas en Chile. El objetivo fue relevar los aportes de la gráfica publicitaria en la construcción del imaginario femenino de consumo y su capacidad para representar los cambios culturales. El análisis de piezas se realizó desde una interpretación semiótica, donde se identificaron patrones tipológicos y estereotípicos de la mujer consumidora. Se concluyó en los casos analizados, que la relación entre representación y consumo es un complejo espacio de negociación y ampliación de los tradicionales roles asignados a las mujeres.
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    Representación de la mujer en el Chile autoritario. Una aproximación desde la publicidad
    (2024) Vergara Leyton, Enrique; Simone Polania, Rosa Liliana de; Gómez Lorenzini, María Paulina; Labarca, Claudia; Guevara Iturbe, Antonia
    Este artículo analiza la publicidad dirigida a la mujer en el contexto de la dictadura en Chile (1973-1990). La publicidad, vista retrospectivamente, constituye un recurso testimonial de gran importancia y es una expresión elocuente de las transformaciones que experimentó Chile en el contexto autoritario. A partir de una metodología mixta, que integró el análisis de contenido y la semiótica, se advierte en los resultados un énfasis modernizador en el imaginario femenino de consumo, asociado a valores propios del orden neoliberal impuesto que instaló discursivamente al consumo como uno de los principales articuladores de las relaciones sociales. Sin embargo, esta propuesta modernizadora no alteró significativamente los roles que tradicionalmente la publicidad ha asignado a la mujer.
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    THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL
    (UNIV DIEGO PORTALES, 2017) Vergara, Enrique; Porath, William; Labarca, Claudia; Gomez Lorenzini, Paulina
    This article explores the relationship between artistic mythological representations and its influence in Chilean retail advertising. The study is based on 747 printed ads, published in the mainstream media - newspapers and magazines- in 2013, and aims to establish the link between these ads and mythological representation. Of the total of pieces analyzed, four were selected, which clearly reveal the compositional and symbolic similarities between the advertising graphic of retail and classical mythology.
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    The Representation of Women in Chilean Advertising: Changes and Continuities in the Context of the Establishment of a Consumer Culture (1980–2013)
    (John Wiley and Sons Inc, 2024) Porath Campos, William; Vergara Leyton, Enrique; Labarca, Claudia; Gómez Lorenzini, María Paulina; Ortega Gunckel, Constanza
    This paper comparatively analyses the representation of women in Chilean print advertising in 1980 and 2013, years that represent the beginning and consolidation of a modernisation process, in which consumption became one of the main axes of social life and advertising, a major actor in the public space. Notwithstanding the far-reaching process of modernisation and the major transformations in Chilean society, advertisements in 2013 still depict stereotypical gender representations. For example, women assume passive roles that do not reflect their growing independence as a result of their integration into the labour market.
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    Trust as a contextual variable for public relations: Reflections from Latin America
    (2022) Labarca, Claudia; Mujica, Constanza
    This conceptual paper contends, considering the Latin American context, that public relations as a discipline and practice needs to address the relevance of trust in understanding of and theorizing on public relations practice. Furthermore, it hopes to critically address the current gap within the academic literature by placing generalized and institutional trust as key contextual variables in the study of public relations phenomena, and a factor to consider when analysing stakeholder perceptions and needs.
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    Wokebranding: causas sociales como estrategias de marca. Un estado del arte en Chile
    (2022) Goldsack-Trebilcock, Sebastián; Labarca, Claudia; Mujica, Constanza
    Las marcas han escogido diferentes modos de generar adhesión entre los consumidores, desde modelos basados en atributos, beneficios y valor, hasta la toma de posturas políticas críticas y el abrazar causas sociales; esto se conoce como Wokebranding. Basada en la recopilación de datos primarios y desde una perspectiva cualitativa y exploratoria, esta investigación pretende ayudar a entender el estado del arte de esta tendencia en Chile. El caso de estudio muestra las dificultades que se presentan para la adopción de este tipo de tendencias en el marco de una industria publicitaria debilitada. Este trabajo, así, intenta contribuir a la escasa atención académica que se la ha puesto a estos temas en América Latina.