Belén Moreno
Belén Moreno is an Assistant Professor of Advertising at the School of Journalism and Mass Communications. She began her experience at SJSU as a visiting scholar in the Communication Studies Department, having previously worked as a predoctoral professor and researcher at the University of Malaga in Spain. She was elected as a young representative for the International Communications section of ECREA, the European Communication Research and Education Association. She is also a Major/Minor Advisor at JMC and the Faculty Advisor for the Spartan Advertising Club.
Among her goals, she intends to develop a pedagogical approach based on a combination of theory and hands-on experience. Thus, she has transformed the former course Broadcast and New Media into Introduction to Branded, with a curriculum that includes designing and implementing a branded content experience for a real client. As part of this initiative, her course has been collaborating with the College of Humanities and the Arts for the past two semesters.
Current Projects
Professor Moreno's main research line is branded content and brand storytelling. She focuses on analyzing the transmission and perception of organizational messages in order to create a model for brands to become lovemarks. She combines research tools, social action, community involvement, and result evaluation into a methodology aimed at creating impact.
The San Antonio Festival
Funded by the College of Humanities and the Arts' Artistic Excellence Programming Grant, this project aims to revitalize the Paseo de San Antonio through a local event: The San Antonio Festival. Based on a branding strategy and a collaborative approach between SJSU and local organizations, the event intends to highlight and make visible the problem of empty storefronts in the area through a family-friendly event that includes live performances, a pop-up market and a workshop for little biz. The combination of these interactive activities allow the local community to reimagine the Paseo through a reconceptualization of the space.
Related to that practical project, the Lab's team is developing an environmental impact study based on three methods: photovoice, content analysis, and interviews. This research will evaluate the influence of the event in the reactivation of the area, and allow the proposal of a model that other local agents could implement as a city branding tool.
Student Research Assistants
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Creative Advertising/BS in progress |
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Clara Lee Communication Studies/BA in progress |
