Keywords

Alfabetización Publicitaria, Alfabetización Mediática, Publicidad, Ciencias Sociales, Metainvestigación, Consumidores Críticos

Abstract

El ecosistema mediático, en constante evolución, evidencia la necesidad de alfabetizar mediáticamente a la población. Diversas investigaciones y proyectos académicos suelen centrarse en competencias como el manejo de dispositivos móviles, el reconocimiento de «fake news» en redes sociales, entre otras. El presente artículo se propone conocer cómo la investigación académica aborda la alfabetización publicitaria, componente de la alfabetización mediática que aboga por la formación de ciudadanos críticos desde su papel como consumidores. La alfabetización publicitaria es una competencia fundamental actualmente, los mensajes publicitarios son omnipresentes y pueden inf luir en nuestras decisiones de compra, percepción del mundo y cultura. Desde los enfoques cuantitativo y cualitativo, se realizó una revisión sistemática de los artículos publicados sobre el tema en revistas académicas de Ciencias Sociales indexadas en Scopus. Entre otros resultados relevantes, se encontró que la alfabetización publicitaria se analiza desde hace más de 30 años, y que las revistas que publican sobre el tema y la filiación de los autores se ubican principalmente en Europa y Estados Unidos. Asimismo, vemos que la investigación aplicada, especialmente encuestas y experimentos, ha dominado el análisis del tema frente a la investigación teórica. Destaca también la incidencia práctica de las investigaciones, así como los aportes teóricos. Se concluye que la alfabetización publicitaria es un campo de investigación con amplio potencial de crecimiento, que necesita y merece atención de las industrias educativa y de medios.

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The authors express their gratitude to the Research Department of Universidad Peruana de Ciencias Aplicadas for the support given for this research work through the UPC-EXPOST-2023 project.

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Received: 2023-05-21 | Reviewed: 2023-06-23 | Accepted: 2023-09-01 | Online First: 2023-12-17 | Published: 2024-03-31

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Francisco Arbaiza., Kelly Robledo-Dioses., Giovanni Lamarca. (2024). Alfabetización Publicitaria: 30 Años en Estudios Científicos. Comunicar, 32(78). 10.58262/V32I78.14

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