NEW WORLD, NEW STRATEGIES, NEW COMMUNICATIONS
EXPLORE IED BARCELONA
 

Project: NAVIA: People, the city, the sea | Management

Project: NAVIA: People, the city, the sea

NEW WORLD, NEW STRATEGIES, NEW COMMUNICATIONS

What are the consumption needs subliminally transmitted to us by horror films? How is a country’s branding constructed? How has interpersonal communication changed with the advent of new technologies and social media? 

Students from the BA (Hons) in Fashion Marketing and Communication have investigated some of these topics in their final projects. Before finishing their degrees, they must address some critical issues affecting the fashion system today. But that’s not all; they must also investigate how marketing and communication are evolving, the role that new technologies play in the emergence of new languages, the role of society and its interests, and the strategies that companies employ in a bid to move closer to the youngest users.

Further, in this edition, students have focused on topics that go beyond the world of fashion but play a fundamental role in the way we currently interact with each other, consume and project ourselves. In short, they reflect the changing lifestyles of the contemporary world.

The role of nudity in art, communication in times of global crisis, country branding, interpersonal relations in the era of social networks, the universe of horror films as a strategy for impulsive consumption, and social movements as a discursive business tool are some of the topics that have been developed. 

A selection of some of them are outlined below:

Inés Gibernau

This final project aims to evaluate the influence of new technologies and social networks on interpersonal communication. To this end, the student has explored different levels of interconnection between the physical and digital worlds.

The research primarily focuses on understanding interpersonal relationships from a psychological point of view, by delving into an assessment of the effects of social media use on getting to know people, as well as how it affects the definition of the concept of relationships in contemporary society. 

The project concludes by highlighting the importance that virtual influencers will have in cyberspace and the exponential growth of the user experience in the metaverse, to match that of the physical realm.

Andreas Bernardo Petersson

The research addresses the concept of Nation Branding, its raison d’être, nature and characteristics. To this end, the student focuses on Sweden, their native country, analysing some of the most commonly used agents in awareness raising through communication and marketing channels. 

It is a country characterised by values that are always implicit in its messages: innovation, openness, care and authenticity. Nevertheless, it presents diverse contradictions throughout its history, such as its relationship with indigenous populations or the mass production of fast-moving consumer goods. Popular media figures stand out as standard-bearers for messages that will always remain in the collective imagination, such as Abba, Ingmar Bergman, Olof Palme and even Greta Thunberg. But what is behind this image projected by the country? 

Luca Simone

This project looks at the strategic and discursive use that certain brands make of social movements. In order to do so, the research provides an in-depth analysis of the context, the psychology of the consumer society, stratification and cognitive implications. It also analyses the differences between collectivism and individuality, and draws on different case studies. 

Following this analysis, the student concludes that it is big brands that are driving these movements, and that collectivism is increasingly disappearing, turning society into a less critical and more sleepy mass. 

Catinca Negut

The student analyses the role of horror films in the contemporary world. This film genre, which is characterised by its fantasy and mysticism, implies psychological connotations driven by emotions and passion that establish an emotional engagement with consumers. 

In a similar vein to neuromarketing, the messages conveyed by the films generate a deeper connection with the viewer and create a more emotional consumer relationship. In fact, several designers and firms have chosen to take up elements from this genre in different actions as part of their marketing strategy.

Eduardo Tornero

This thesis seeks to understand the evolution of the individual expression of the nude figure in art, changes related to popular culture, and its role in the education system.

Over the course of the centuries, the evolution of the human being has suffered censorship related to the freedom of representation and expression of nudity, and it is unclear whether such restrictions have been overcome in the present day, particularly with the rise in social media and the penalties they apply in this regard.

In a bid to solve this issue, the student highlights the importance of marketing and advertising as tools to educate society, through more transparent images and transmitting critical thinking that enables the analysis of different realities in order to understand their contexts, as well as underlining the importance of collective and inclusive thinking that represents the whole community.