Issue 19 – Communication, Strategic Design, and Marketing at a Quarter of the 21st Century
Twenty-five years have passed since the beginning of the 21st century, and during this time the creative industries—communication, strategic design, and marketing—have undergone significant change and evolution.
From the perspective of communication, we have witnessed the evolution of streaming platforms and the emergence of new formats such as podcasts, which now extend across a wide range of audiovisual platforms on the internet. Viral streaming programs such as La casa de Yeik, whose multiplatform distribution reached more than 80,000 people through YouTube and excerpts on TikTok, Facebook, and X, have raised questions about the capacity of traditional television to produce content capable of generating similar levels of audience engagement. Not only have media changed, but audiences have as well: young people increasingly rely less on Google and more on prompting tools such as ChatGPT, or turn to TikTok as a source of information.
Strategic design has not fallen behind. In a service-dominated economy, there is growing demand for knowledge and methodologies focused on service design, with an emphasis on innovation and sustainability. Technology and digitalization have also reshaped this discipline, leading to increased growth and demand in areas such as user experience and user interface (UX/UI). Artificial intelligence has even prompted a redefinition of the role of designers within creative teams.
Advertising and marketing strategies have likewise been transformed, requiring reinvention in response to content creators and the dynamics of virality on social media.
In short, these disciplines are confronting profound changes and, in response, are adapting and evolving. In this new issue of Revista Abierta, we seek to explore and understand these transformations. We therefore invite authors to submit their studies within any of the journal’s research lines, which include:
- Design management and impact as an agent of social change, sustainable development, or a driver of innovation.
- Production and analysis of traditional or transmedia discourses.
- Audience studies and media competencies, including exposure to misinformation.
- Communication, design, and education: teaching–learning processes, pedagogical innovation in the instruction of these disciplines, among others.
- Theory, practice, and management of integrated marketing communications, digital strategies, and strategic design.
To explore additional topics within these areas, please consult the current research lines defined by Escuela Mónica Herrera at the following link: https://monicaherrera.edu.sv/wp-content/uploads/2025/01/Plantilla-Institucional-2025.pdf
Submission guidelines
Authors must submit their articles or essays by March 31, 2026, to wcarballo@monicaherrera.edu.sv and eecontreras@monicaherrera.edu.sv. Submissions must comply with the requirements and follow the guidelines of Revista Abierta as outlined on the Article Submission page. Authors must also provide their full names, institutional affiliation, and contact email address.
