VergaraV_MA4.pdf

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In Folder: Vergara, Verónica Bautista

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VergaraV_MA4.pdf

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Pealkiri: Mexican Artists’ Visibility in the Digital Platform Era [Calenda] / Mehhiko kunstnike nähtavus digitaalplatvormi ajastul

Autor: Vergara, Verónica Bautista

Märksõnad: Mexican artists; Cultural Representation; Musical Expression; Digital platforms; Service Design

Lühikirjeldus: This thesis explores how service design can support Mexican music creators in improving their visibility on digital platforms, with a focus on YouTube. Algorithm-driven systems often marginalise non-English-speaking cultural narratives, leaving independent Mexican artists at a structural disadvantage. Through interviews with four Mexican musicians, content analysis of three YouTube channels, and a survey of 52 participants from 25 countries, the research examines both creator and audience perspectives. Using a Service Design approach, findings are translated into CALENDA, a curated YouTube platform featuring intimate acoustic sessions by independent Mexican artists. Designed to protect cultural identity while creating a viable financial pathway, CALENDA serves as a replicable model for other underrepresented cultural contexts globally.

Väljaandja: Eesti Kunstiakadeemia

Juhendaja : Armen, Haig; Qureshi, Amna

Kuupäev: 2026

Tüüp: Magistritöö

Formaat, olemus: Text

Õppekava: Teenusedisaini strateegiad ja innovatsioon

Keel: inglise

Õigused: Teos kaitstud autoriõigusega. Kasutamine lubatud üksnes Eesti autoriõiguse seaduses sätestatud juhtudel.

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