El diseño gráfico como indicador de las transformaciones sociales

Palabras clave: Narrativa, entorno digital, cambio social, publicidad social

Resumen

Objetivo: El objetivo del artículo implicó el estudio empírico de la correlación entre el uso del diseño gráfico y la percepción de las transformaciones sociales en la sociedad. Metodología: En la investigación se utilizaron encuestas, pruebas, diagnósticos de adaptación sociopsicológica, diferenciaciones semánticas privadas, Escala EPA (Evaluación - Potencia -Actividad). Los cálculos estadísticos se realizaron mediante análisis factorial, prueba U de Mann-Whitney y coeficiente de correlación de Pearson. El grupo de expertos seleccionó 5 artículos de publicidad social de 40 muestras. Según los expertos, estas muestras cumplen con los criterios de desempeño artístico profesional e incluyen fuertes significados emocionales. Las muestras seleccionadas por el grupo de expertos se utilizaron como material de estímulo. Resultados: Hay una división de publicidad provocativa y publicidad no provocativa sobre la base de la forma artística y la naturaleza del mensaje de información. Los datos obtenidos atestiguan que el diseño de publicidad social es un indicador de cambio social en la sociedad. El diseño gráfico puede influir en el estado de ánimo y dar forma a la percepción de la cosmovisión del producto publicitario. El diseño gráfico ayuda a estudiar la preparación de los encuestados para la introducción de una narrativa particular en el discurso, es decir, para formar la opinión pública.

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Biografía del autor/a

Maryna Kolosnichenko , Kyiv National University of Technology and Design, Kyiv, Ukraine.

Doctor of Technical Sciences, Professor, Dean of the Faculty of Design, Kyiv National University of
Technology and Design, Kyiv, Ukraine.

Oleksandra Kolisnyk, Kyiv National University of Technology and Design, Kyiv, Ukraine.

Doctor of Philosophical Sciences, Professor, Department of Fine Arts and Graphic Design, Faculty of
Design, Kyiv National University of Technology and Design, Kyiv, Ukraine.

Yevhen Gula, Kyiv National University of Technology and Design, Kyiv, Ukraine.

Professor, Head of the Department of Fine Arts and Graphic Design, Faculty of Design, Kyiv National
University of Technology and Design, Kyiv, Ukraine.

Antonina Dubrivna, Kyiv National University of Technology and Design, Kyiv, Ukraine.

PhD in Art Studies, Associate Professor of the Department of Fine Arts and Graphic Design, Faculty of
Design, Kyiv National University of Technology and Design, Kyiv, Ukraine.

Tetyana Nikolayeva, Kyiv National University of Technologies and Design, Kyiv, Ukraine.

PhD in Technical Sciences, Associate Professor of the Department of Ergonomics and Design, Kyiv
National University of Technologies and Design, Kyiv, Ukraine.

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Publicado
2022-09-08
Cómo citar
Kolosnichenko , M., Kolisnyk, O., Gula, Y., Dubrivna, A., & Nikolayeva, T. (2022). El diseño gráfico como indicador de las transformaciones sociales. Revista De La Universidad Del Zulia, 13(38), 893-915. https://doi.org/10.46925//rdluz.38.47