Objective: The objective is to describe the linguistic identity of the students of the Juliaca Public Pedagogical Higher Education School from the various Quechua and Aymara-speaking ecozones of the Puno region. Theoretical Framework: This research deals with linguistic identity of the students, in the context the use of the Spanish language in communication is a priority, as it is considered an official language. In the research we confirmed that the students have a favorable linguistic identity towards the Quechua and Aymara languages, because these languages have utility value and a symbol of cultural identity in the Puno region. In addition, in intercultural educational policies the use of the Quechua and Aymara languages is recognized. Therefore, it is essential to use it in the family, communal and institutional context. Method: The most predominant qualitative-ethnographic methodology was used, complemented by the quantitative methodology, as well as with the help of interview, participant observation and performance techniques, which allowed us to glimpse linguistic identities. The research sample considered was 128 students, with a statistical affixation in a proportional manner, according to the student population of each specialty of the school. Results: The study glimpses the identity with the Quechua, Aymara and Spanish languages. The results show the factors that influence the student to prefer to speak in Spanish and not in Quechua or Aymara and finally the perceptions about the linguistic identity of the students, in the context of coexistence in the higher education institution and in the family. Contribution: In this research we glimpse the existence of the diversity of languages linked to the different linguistic families; Spanish as the official language is spoken in various institutional spaces and Quechua and Aymara in communal and family contexts.

Social media is a tool for digital communication in various human activity scenarios, TikTok being one of them, has become an effective instrument for fulfilling the role of advertising, where young people are influenced by this platform in their purchasing attitudes towards goods and services. The objective is to determine the relationship between advertising on TikTok and the consumption attitudes of university students in Peru. The research approach used was quantitative, non-experimental, and cross-sectional, for which, university students from the largest universities in Peru have been surveyed. The results show that advertising on TikTok through short videos is directly and significantly related to consumption attitudes, with a high correlation of r= 0.761 and significance level of 0.000, where tourism-related messages are shared by 15%, with other categories lower than this percentage. However, more than 40% of students did not share any messages. Only 8% of students participated in environmental conservation actions as an indicator of consumption.

During the pandemic, governments implemented virtual education to prevent student dropout and the loss of the academic year due to the digital divide in the educational field. The objective of this study was to determine the relationship between digital divides and academic performance under the "Aprendo en Casa" strategy. The research design was non-experimental, cross-sectional and correlational; The representative sample was made up of 476 students to whom a survey was applied. Among the most relevant findings, it was highlighted that most students lack adequate housing for better academic performance, as well as technological equipment with sufficient memory and inefficient connectivity due to low broadband capacity. Therefore, it is concluded that there is a significant association (p value < 0.005) between the digital divide and students' academic performance, reflected in socioeconomic aspects such as inappropriate housing, equipment with capacity limitations and inefficient connectivity, which has a negative impact on academic performance.