Graphosmedia

Editorial

Edgardo Murgas Álvarez — 2025-08-21

the emotions´s power

Marisol Del Vasto Bermúdez — 2025-08-21

Currently, marketing has undergone immense changes due to the advancement of technologies and changing trends, which has caused the current consumer to present different types of demands than those achieved in past decades, now being guided by their emotions and feelings, companies have been forced to develop strategies that can satisfy, attract and primarily connect with current consumers.

Determine the relationship between Experiential Marketing and the Humanization of Brands to Connect with the Postmodern Audience. A bibliographic review of 13 research articles on topics related to the main objective of the research has been carried out. It has been determined that there is a relationship between Experiential Marketing and the Humanization of Brands, since both appeal to the emotional and sentimental side of the consumer, in this way the consumer becomes an active subject within this marketing style.

public relations beyond ethical practices

Maritza Mosquera de Sumich — 2025-08-21

In this essay we aim to demonstrate the dangers in the exercise of public relations science as a scientific discipline. That is why we will address one of the current obstacles in its practice that threatens the institutionality of organizations, such is the case of disinformation and one type of its variants that are dark or black public relations. We will demonstrate the scientific rigor of PR and the importance of the ethical exercise of this profession as a basis to counteract the scourge of misinformation and the imperative need to design trust and credibility strategies that guarantee good practice in this profession.

Relevance of the journalist in the digital world

Damgela de León — 2025-08-21

This paper contains the results of a scientific analysis based on the search for competencies of journalists in the twenty-first century to perform inside and outside the country, for this, research instruments were applied in 2021 to third- and fourth-year Journalism students at the University of Panama. To analyze the professional and personal skills of journalists in training in the face of the demands in the professional world. A focus group, structured interviews, comparison of syllabus, mock test, survey and questionnaire were applied. The students' deficiencies were: syntax, cultural baggage, analysis, proactivity, digital tools, motivation, lack of reading, interpretation and expression. 83.3% of third-year students stated that they reinforced knowledge apart from their career, and 16.7% did not. The University can improve in: digital tools, guidance, extracurricular activities, internships and infrastructures. Fourth-year subjects prefer the traditional field of work. Journalists do not have international participation due to a lack of investigations. The skills that journalists need to develop nationally and internationally are the same. Third-year subjects do not meet the required skills; In writing, reading comprehension and ethics were deficient. The admissions process is flawed in admitting applicants without knowing their aspirations. The lack of stimulation and oversaturated field make journalists unable to practice their profession.

the urban iconosphere

Bladimir Enrique Cedeño Vega — 2025-08-21

This article explores the urban iconosphere at the intersection of art, advertising, and visual perception, examining how images and visual messages intertwine and shape the contemporary visual landscape in urban environments. Based on Román Gubern's conceptualization, it analyzes how the boundaries between art and advertising blur, allowing aesthetic and commercial elements to converge and create new visual meanings. Additionally, it emphasizes the active role of the spectator, highlighting how they co-construct visual meanings based on their cultural context and personal experiences, drawing from theories such as those proposed by John Berger. This approach not only enriches the academic understanding of contemporary visual culture but also provides relevant perspectives for advertising practice and theoretical studies in visual communication, contributing to the discourse on the evolution and impact of images in modern society.

Influence of general systems theory on the perception of the business-society relationship

Víctor M. Rodríguez B. — 2025-08-21

This article determines the influence of General Systems Theory on the perception of the business-society relationship, in order to expand knowledge about the real influence of corporate social responsibility on the strategic management of organizations, demonstrating how the practices of one side influence the other. The methodology is based on documentary techniques, analyzing 41 secondary sources; the qualitative strategy for selecting and evaluating information included consulting academic databases and thematic categorization of sources. The results show that General Systems Theory redefined organizational understanding by conceiving of companies as open systems in constant interaction with their environment, establishing the basis for integrating corporate social responsibility into management. Considering organizational complexity, GST continues to provide grounds for legitimizing the need for companies to maintain harmonious and symbiotic relationships with society. The discussion demonstrated that the system’s perspective transforms this relationship by highlighting its interdependence, where business success and social well-being feed off each other in a cycle of mutual adaptation. This perspective promotes corporate responsibility, transparency in governance, and the creation of shared value through strategic alliances. Accordingly, it is concluded that General Systems Theory offers an important framework for understanding the complex and interdependent relationship studied here, promoting corporate social responsibility integrated into organizational strategy.

Online advertising and its strategies, in the department of promotion, media and technology, of the school of advertising, of the faculty of social communication

Ricardo Augusto Trujillo Fuentes — 2025-08-21

Online advertising and its strategies are a fundamental focus within the Department of Promotion, Media, and Technology at the School of Advertising, part of the Faculty of Social Communication. This area of study focuses on analyzing and applying the various digital tools available for the creation, management, and dissemination of advertising campaigns in virtual environments. Through the use of platforms such as social media, search engines, websites, email, and mobile applications, specific strategies are developed that allow for reaching segmented audiences with high levels of precision and effectiveness. The department's approach not only considers technical mastery of these tools but also an understanding of digital consumer behavior, data analysis for decision-making, and constant adaptation to technological changes. At the same time, it promotes a strategic and innovative vision that responds to the demands of the contemporary market, thus consolidating comprehensive training for future advertisers in the digital environment. Indeed, this article will use a qualitative methodology, with content analysis, and its respective conclusions and recommendations.