Five researchers from LIACOM participated in the 9th Iberian Seminar on Youth Research, held on April 24 and 25, bringing together young academics and early-career researchers to discuss the main challenges and dynamics shaping contemporary youth.

The opening session, on April 24, featured the participation of LIACOM researcher Jorge Veríssimo, reinforcing the center’s engagement with critical debate on the contemporary phenomena that affect younger generations.

On April 25, LIACOM researchers contributed to several moments of the program. A highlight was the keynote lecture entitled “Intersectional Narratives and Youth: Communication and Gender in the 21st Century”, delivered by LIACOM researcher Filipa Subtil. The session was also moderated by Jorge Veríssimo, in his role as a member of the Scientific Committee of the seminar’s 9th edition.

On the same day, LIACOM researchers took part in the panel “Social Media: Influence and Virality”, where two papers addressing current issues in communication, youth, and consumption were presented.

The first paper, titled “Advertising, Youth and Polarization: How Brands in Portugal Communicate Women’s Empowerment in the Face of the Emerging Wave of Conservative Values in Generation Z”, was presented by Hadassa Oliveira, Alexandra Miguel, and Jorge Veríssimo. The second paper, “Racial Representation in Cosmetic Advertising Campaigns and Its Impact on Brand Image, Brand Love, and Purchase Intention Among Generation Z – The Case of Sephora”, was presented by Iara Moreira Parsotamo, an ESCS student, in co-authorship with Jorge Veríssimo.

The seminar concluded with the participation of LIACOM researcher Sandra Miranda  in the closing session, highlighting the relevance of youth research in the Iberian context.