Browsing by Author "Gamboa Orozco, Luis Alberto"

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Análisis de la imagen corporativa de Helados Bogati de la sucursal ubicada en el Mall de los Andes de la ciudad de Ambato, durante los meses de enero a marzo del 2022 en las redes sociales Facebook y TikTok.
(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2023-03) Malla Gaona, Tayron Vinicio; Gamboa Orozco, Luis Alberto
This research work analyzes the organizational communication and corporate image of the Stylo Propio microenterprise in order to determine the shortcomings that it presents in its corporate image and organizational communication and through this determination propose communication strategies to strengthen entrepreneurship. Thisstudy was carried out from March to June 2022, during which time it was possible tomonitor the business and its different areas in order to develop the research based ona technical-scientific process. The fundamental objective of this research is to identify the main problems that the Stylo Propio business has in terms of its institutional image and the internal communication it manages, therefore, in this research project it examines each area that makes up the image of the business to know how It is projected to its target audience, analyzing it from the inside out. The tools that allowed obtaining general and conclusive data was the content analysis where it was possible to study each of their social networks such as: Facebook and TikTok in order to determine their level of impact on networks, in addition a survey was applied to each of them. the workers of the advertising agency to be able to determine their level of knowledge about the institutional image and organizational communication, since one of the several problems this company has is the lack of a communicator, and for this reasonthe workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from thecontent analysis and the interviews were organized by means of matrices where the data obtained from the investigation are reflected; Regarding the content analysis, Excel cakes were used to determine the percentages of the data and regarding the interviews, the answers issued by each of the interviewees were copied verbatim to carry out the corresponding interpretation through these data.
La comunicación corportiva y el posicionamiento de la marca en el Gobierno Autónomo Descentralizado Parroquial Rural Augusto N. Martinez del Canton Ambato
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-03) Carrillo Sánchez, Pablo Israel; Gamboa Orozco, Luis Alberto
This research work analyzes corporate communication and the positioning of the Augusto N. Martínez del Cantón Ambato Autonomous Parochial Autonomous Government brand, with the purpose of achieving a greater identity and scope of the organization's objectives, since the theories of communication and information and organizational development are fundamental tools in the creation of positioning communication strategies in order to achieve an efficient labor context, from the authorities to the residents and that leads to the progress of the Government Institution and the parish itself. Communication is understood as a system with elements that interact with each other, being modified in various circumstances, that is why this research uses a field bibliographical and research, in addition to a data collection plan with techniques of investigation as the survey, applied to the authorities and residents of the parish, achieving as a result an average of 94% in the transcendental and important that can be the corporate communication, favoring the process of creation of corporate values and even to position a brand, because an organization with an optimal flow of information and communication reaches its objectives.
El contenido subliminal de la publicidad de Coca-Cola y su repercusión en los consumidores
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Romo Chagüezá, Tamara Lissette; Gamboa Orozco, Luis Alberto
The present study will develop a research plan where the influence of subliminal messages will be demonstrated, taking into account that subliminals are unconscious reactions of human beings interfering with both visual and auditory messages. The word subliminal means that it goes below the threshold of consciousness and that is why most human beings allow themselves to be influenced by this type of messages through messages and act unconsciously. Taking into account that human beings live in a society of consumerism where it givesus pleasure to spend on the desired product, advertising through this type of subliminalmessages and especially in the Coca-Cola campaign shows us an innate happiness thatwhen acquiring the drink we are going to be happy or have a united family as shown in the campaign, but in reality it is a frustration of desire. The main objective of this research is to reveal the subliminal messages within the different Coca-Cola campaigns, both visual and auditory, to generate some type of emotions. This discourse analysis methodology is based on a pragmatic approach, withan inquiry of type Qualitatively, a questionnaire was carried out to a group of studentsfrom the Technical University of Ambato in the seventh semester, which consisted of both open and closed questions, and a quantitative approach was carried out by observing three Coca-Coca videos
Estrategias de comunicación y el posicionamiento de marca: El caso de la casa de apuestas Ecuabet en Ambato
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-03) Herrera Lescano, Fabricio Sebastián; Gamboa Orozco, Luis Alberto
The presence in social networks is crucial for the success of companies, especially in the betting industry. Within a country in which sports betting games come into existence thanks to a legal vacuum that governs Ecuador. Faced with an uncertain economic future, the Ambato city agency of the Ecuabet betting house seeks to implement some communication strategies to improve its positioning and its relationship with customers. For this research to be possible, it was analyzed considering a qualitative and quantitative approach and the deep analysis of the designs of the publications that Ecuabet posted on its social networks, from the message it projects, to the type of color it uses to attract new clientele
La función educativa en los contenidos de la radio FM y el nivel de conocimientos de la audiencia del sector urbano en el Cantón Pelileo
(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-08) Pilla Balseca, Eduardo Javier; Gamboa Orozco, Luis Alberto
The present research work was based on the analysis of the contents of the FM radio and on the level of knowledge of the audience of the urban sector in the Pelileo canton, which determined that the radios with FM radio station in the locality There are two: Radio Stereo Única and Fantasma, where the radio with the largest audience is Stereo Única. In addition, the analysis of a focus group was carried out, with two professionals who are experts in the area of communication. The objective of this research work was to analyze the importance of the educational function in the contents of the radio and the level of knowledge of the urban audience of the canton; The inquiry was based on a qualitative-quantitative paradigm with the purpose of directing the present process of radio communication of educational content, in such a way as to increase the knowledge of the audience, taking into consideration the programming that is transmitted in the different schedules in the different radios. The techniques applied were, in the first instance, the survey that was directed at radio listeners, then the content analysis was carried out, which consisted of an intellectual operation that sought to objectively describe the study of radio content, and, finally, the group of discussion that is characterized by recovering the active participation of those involved.
Las herramientas social media y su aplicación en los medios Online
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-04) Córdova Agreda, Wilson Marcelo; Gamboa Orozco, Luis Alberto
The aim of this research work is to analyze the relationship between the study variables of the digital transition of newspapers and the adaptation of their contents for readers. The present investigation was carried out to subjects of study linked directly with sports athletes of Ambato canton. This investigation is based on legal, philosophical or other aspects. The statistical contribution through the collection of information suggests the ways in which this investigation should be conducted in the face of the different threats and weaknesses that may arise during the course of the investigation. The exercise of the opportunities presented from the analysis and interpretation of results, proposes to land on the mainland and give a coherent response to the work, through concrete, accessible and reliable solutions, allowing both access and cultural action of the population studied. For this, a research was carried out with an ethical approach and based on a structured methodology, oriented to the verification of the hypothesis, which states that the digital transition of the newspapers and the adaptation of its contents for young readers of the Ambato, this is demonstrated through the real statistical data obtained in the collection technique and the statistical verification method.
Imaginario social de la pandemia Covid -19 en la niñez ambateña. Contrastacion urbano- rural
(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Toscano Palma, Cristina Alexandra; Gamboa Orozco, Luis Alberto
This research analyzes “Social Imaginary of the COVID -19 pandemic in Ambateños children. Urban-rural contrast”, in a group of children from the Rural and Urban sector. As a preamble, it was investigated about COVID-19, its origin and how it has gained importance worldwide with economic, social and educational effects, the information was collected through bibliographic and digital resources, the study was carried out qualitatively through the ethnographic method. To obtain accurate information, interviews were carried out with children who are going through the problems generated by the COVID-19 pandemic and the types of social imaginaries that can be found in Ambateños children with reference to the subject were analyzed. It can be concluded that this problem has affected everyone, but we can highlight the affectation in the educational, emotional and familiar environment in children both in the urban and in the rural sector, it was also evidenced that children, despite receiving virtual classes, did not manage to learn all the contents and there is a desire to go back to their schools because they miss everything related to their traditional way of education. The contrast was verified in the urban and rural sectors, showing that there is a greater impact on children in the rural sector as they have fewer technological resources and access to information is limited.
El impacto del reality Show "BLN la competencia" y su incidencia en al comunicación verbal y no verbal en los adolescentes de noveno y décimo de la escuela de educación básica "Teniente Hugo Ortiz" del Cantón Ambato de la Provincia de Tungurahua
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-02) Carrillo Vasco, Estefanía Alejandra; Gamboa Orozco, Luis Alberto
The research is based on the program of reality show "BLN competition" and the impact it causes on the ninth and tenth students of the School of Basic Education "Teniente Hugo Ortiz", in order to obtain the appropriate information, adolescents were surveyed to know what are the behaviors that students adopt when looking at this type of programming. The stereotypes that television is creating are role models that host the majority of viewers, whether by imitating fashion, the vocabulary that is often vulgar words or gestures that are often used by competitors, attitudes that do not match the adolescents' age, all this together create inappropriate behavior for students and leaving aside the respect that both women and men deserve. To deepen the topic, we started by researching the variables in encyclopedias, books, scientific articles and observing the same program to draw conclusions from the same, with the information already processed can perform a qualitative and quantitative analysis of the variables with these results. proceeds to verify the hypothesis. It can be concluded that the students feel identified with the program, because of the behavior presented by the participants of the reality, they show supposed realities that catch the attention of the viewers, with this research they try to fight the incidence that it provokes in the young people.
La inclusión social de los comunicadores no videntes en la producción de programas en medios radiales en la ciudad de Ambato
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Lizano Bermeo, Adriana Rebeca; Gamboa Orozco, Luis Alberto
In this present research work, one must consider as an objective: whether or not there is the social inclusion of non-visionary communicators in the production of radio programs in the city of Ambato, if there is what percentage, and if the result is not Are the causes that cause that there are no clairvoyants and propose a strategy to be included. This will be carried out during the period from October 2016 to September 2017, aiming to guarantee an inclusion of blind communicators in the radios of the city of Ambato and provide work opportunities to this group of priority attention. In this sense, the knowledge proposed in the proposal will help the inclusion of non-visionary communicators so that they have the facility of the sources of work and can perform in the media without having as obstacle their disability. The theoretical-practical workshops will provide training, experience and knowledge in the professional performance of the visionary communicators, blind people and students who have approved the radio fundamentals module. This project is planned to be carried out in the "Community Linkage Project "Will establish relationships Human relations between these groups will follow up on each progress that is obtained from each strategy carried out in the workshops, they will have three phases: The first phase will be dictated by theory so that sighted communicators and blind people have knowledge of the history of radio, Evolution, characters that influenced the same among other data of great importance, taking into consideration that there are empirical communicators. The second phase will deal with what has been learned theoretical form is put into practice, forming working groups for the realization of radio pre-recorded segments, live programs in Radio Primacies of the Culture the same that belongs to the UTA and is located in The Faculty of Jurisprudence and Social Sciences. Third stage with the training done will be delegated to each group to a radio where they develop in a program proposed as a project taking into account the union, planning, coexistence, collaboration of each member of the group before all that the participation of the blind people is equal To the visionaries, thus executing the stipulated by the law on the right of inclusion.
El manejo de la información en las estaciones radiales y la Aparición de Conflictos Sociales en el Cantón Ambato.
(2013) Gamboa Orozco, Luis Alberto
El propósito de este trabajo de investigación es la implementación de un departamento de contenidos para la difusión de productos informativos que no generen espacios de reacción en respuesta a mensajes verbales donde se deslegitiman a las personas, por el inadecuado uso de la palabra. Para lograr este objetivo se consideran aspectos en los que Jürgen Habermas plantea a la acción comunicativa como mediación en el proceso de evolución socio- cultural, donde no se entiende al proceso de evolución social como racionalización-cosificación de la conciencia sino como una racionalización comunicativa de las estructuras simbólicas del mundo de la vida. Los mensajes tendrán una fuerza vigorizante con principios “del yo” como generador de mediación. Aspectos que influyen para fomentar una cultura que oriente los sentidos para mejorar la calidad de las relaciones interpersonales y así disminuir los potenciales eventos adversos que pueden afectar una convivencia y, por tanto, la calidad de vida en los ecuatorianos. Descriptores: comunicación asertiva, homofilia, empatía, catarsis, interacción, feed back, mediación, efecto de la información, funcionalismo, orientación de sentidos.
Mecanismos discursivos empleados en campaña electoral por la candidata Diana Caiza a la alcaldía de la ciudad de Ambato y su impacto en la percepción del electorado
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Arroba Freire, Blanca Valeria; Gamboa Orozco, Luis Alberto
The main objective of this study is to determine how discursive mechanisms were constructed during the electoral campaign of candidate Diana Caiza for the mayoral position in the city of Ambato and to analyze their impact on the perception of the young electorate. To achieve this goal, a qualitative and quantitative methodology was employed. In the qualitative approach, an analysis of the content of the speeches and messages used by the candidate in her electoral campaign was conducted, specifically on Facebook social media platform. Key elements of the discourse were examined, such as the language used, the addressed topics, the presented arguments, and the rhetorical strategies employed. On the other hand, in the quantitative approach, surveys were carried out aiming to evaluate the impact of the candidate's discursive mechanisms on the perception of the young electorate in the Communication field. These surveys collected data on the opinion and attitude of voters towards Diana Caiza's campaign. The results obtained revealed that candidate Diana Caiza employed a variety of discursive mechanisms during her electoral campaign. These include the use of clear and accessible language, the presentation of proposals relevant to the citizens of Ambato, as well as persuasive rhetorical strategies such as emotional appeal and the use of testimonials. The findings of this study indicated that the discursive mechanisms used by Diana Caiza generated a positive effect on the voters' perception towards her candidacy. Convincing speeches and relevant proposals contributed to building trust and credibility in the candidate
Narrativa erótica publicitaria y espectacularización de la imagen de la mujer en la red social Instagram
(Universidad Técnica de Ambato, Facultad d e Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Chiliquinga Turusina, Alfonso Vladimir; Gamboa Orozco, Luis Alberto
In this research entitled "THE ADVERTISING EROTIC NARRATIVE AND SPECTACULARIZATION OF THE WOMEN'S IMAGE IN THE SOCIAL NETWORK INSTAGRAM". First, it starts from a bibliographic reading with the purpose of knowing how the social network Instagram has turned eroticism into an effective advertising strategy to persuade a product or service and capture the attention of consumers through the sexualization of feminine images, through an erotic visual appeal. Then, it analyzes how content creators use the female figure to sell products or services through images related to feminine spectacularization, where only physical appearance, superficial beauty and fulfilling stereotypes matter. It also addresses the impact of publishing erotic images where the woman becomes a non-subject object, generating gender inequality. Likewise, the qualitative method was applied to analyze the images in order to understand their sexual connotations, the language they convey, whether the image provokes desire or seduction, the beauty stereotypes they use, female empowerment and whether women are considered an object or a subject. In the same way, the quantitative research method was used to know the reactions and comments of users in the publications. Then the results obtained after the quantitative and qualitative analysis, indicate that the female image does not have a clear empowerment because the woman is seen as an object for man's consumption, meeting beauty standards such as: thin and toned body, perfect skin without imperfections, thin and toned body, long and shiny hair, symmetrical faces, youthful faces without aging, big and expressive eyes, light skin, perfect curves, it must also present sensuality, erotic clothing, sensual poses. In the same way, advertisements repeat beauty stereotypes, pretending a natural beauty, which attracts society and generates greater persuasion about the product or service and the woman. Then, the woman is reduced to an object of male consumption that aims to serve and attract by fulfilling beauty stereotypes to generate persuasion and mass consumption. Finally, in order for women to achieve empowerment, they must be known for their skills, knowledge, decisionmaking, economic equality at work, and not for their beauty and sexualization
La plataforma digital Whatsapp y la interacción con la audiencia en las radios públicas FM de la ciudad de Ambato.
(2023) Castro Ramos, Walter Eriberto; Gamboa Orozco, Luis Alberto
Hace años los medios tradicionales dominaban los espacios comunicativos, siendo la radio, la prensa escrita y la televisión las fuentes hegemónicas de información, que tenían a sus pies a las audiencias cautivas. En ese contexto apareció la radio, que, debido a su capacidad de recibir y difundir mensajes de forma rápida, por mucho tiempo fue el medio favorito en los hogares de las personas, sin embargo, la incursión del internet en la cotidianeidad del ser humano, ha transformado la manera de concebir a la comunicación, pues con la aparición de plataformas digitales, la audiencia cautiva, incursiona en nuevos roles transformándose en un prosumidor, con la libertad y facilidad de elegir el contenido que se adapte a sus necesidades. Este cambio del comportamiento de las audiencias, representa para la radio, una búsqueda de alternativas, para establecer contacto con las multitudes dispersas, en medio de los medios, pues al tener tantos canales de comunicación es difícil mantener en el caso de la radio una atención total de sus oyentes. xii En referencia a lo anterior el presente trabajo de investigación tiene el propósito de evidenciar la convergencia digital de la radio pública, y sobre todo analizar el uso de la plataforma WhatsApp para la interacción con la audiencia en las radios públicas FM de la ciudad de Ambato. Con la información recopilada se identifican las ventajas y los efectos que conlleva la utilización de nuevas plataformas como el WhatsApp para la transmisión de información, además los obstáculos que se presentan en el camino hacia la adaptación digital. Finalmente, en base a los resultados obtenidos, a manera de recomendaciones se plantean estrategias para la aplicación de las plataformas digitales, que pueden contribuir a la mejora en la interacción de la radio, con la audiencia, generando un impacto positivo en el medio y la sociedad, pues al estar la radio pública al servicio de la colectividad, es necesario estar en continuo y cercano contacto.
La producción intercultural de radio Primicias de la Cultura 104,1 F.M y el impacto en la Comunidad universitaria
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-09) Yauli Santos, Erika Cristina; Gamboa Orozco, Luis Alberto
Intercultural production within the media (press, radio, television) became one of the important aspects when disseminating content, by the provision of the Organic Law of Communication (OLC) promulgated since 2013 next to point 1.8 of the first chapter of theNational Plan for Good Livingin Ecuador, that seek to rescue and strengthen the knowledge of Ecuadorian cultures, their customs, traditions, clothing, music, everything that characterizes, to improve coexistence and defend their right to communication and access to media. This research work is developed in the analysis of the intercultural radio program Primicias de la Cultura 104.1 F.M, and its impact on the university community (students, teachers, authorities, administrative staff), a public medium of the Technical University of Ambato, which has uninterrupted programming and a variety of contents.For this, researched about intercultural programming on radio, in general, and on university radios. To complement the knowledge interviewed people linked to the media and culture to know their point of view, because they live, they perceive this reality. Besides, they even recommended what should be done.For data collection, 164 surveys were applied to the university community of Huachi and Ingahurco campus. The results showed the reduced level of tuning that the radio has, despite being from their universityand as regards intercultural communication, full support was shown for its dissemination, and they suggested that the contents be presented in a different way to those that most of the media transmit in order to comply with the provisions of the LOC, that is to say that it is done by own decision and not by obligation. Also, there was a limited number of staff within the environment and the concern that the students of Social Communication of the university do not participate in the medium.
Los productos comunicacionales y la difusión turística que genera el Gobierno Provincial de Tungurahua en Facebook
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020) Medina López, Karen Valeria; Gamboa Orozco, Luis Alberto
Tourism is one of the main sources of economic income nationwide, the Ecuadorian State has implemented advertising campaigns to publicize the natural wonders that the country has; Millions of dollars have been invested in tourism marketing. And to have a greater reach today, social networks are used, especially the Facebook platform, in addition to being a social distraction tool, it is used to promote all types of businesses through the network. In Tungurahua, the Provincial Government uses communication products and tourist dissemination through its official Facebook account, making known the different tourist destinations that the province has; by using the virtual platform not only that it manages to reach users across the country and the world, but it can also be configured to determine which section of the population is expected to reach with that publication; that is to say, it is the same social network that allows the segregation of people that allows publication while browsing.
Uso de podcast como herramienta tecnológica para potenciar la difusión de las producciones realizadas en Radio Primicias de la Cultura.
(2024-04) Álvarez Beltrán, María Eugenia; Gamboa Orozco, Luis Alberto
Los recursos digitales evolucionan de manera constante y desde el aparecimiento del podcast, en el año 2004, hay quienes lo están utilizando como una herramienta alternativa que permite abrir espacios a nuevas voces y flexibilizar los contenidos a fin de conectar de una mejor manera con aquellas audiencias que se encuentran en la búsqueda de otras formas de comunicar a través del lenguaje radiofónico. Una de las novedades que presenta el podcast es la posibilidad de crear contenidos bajo demanda que son de carácter global y se encuentran orientados a públicos específicos, quienes descargan aquellos que son de su agrado para escucharlos en el momento que les resulte más cómodo. Esta autonomía con la que cuenta el oyente para escuchar lo que le resulte de interés, en el momento que el elija, crea un lazo bastante fuerte con quienes producen este tipo xi de contenidos, dando lugar a que se generen comunidades en torno a determinados programas que trabajan con este formato y, además, ejerce una presión en los medios de información tradicionales para que éstos empiecen a elaborar sus propios podcasts con contenidos que les resulten atractivos a la gente. El presente trabajo de investigación tiene en consideración la importancia que tienen en la actualidad las herramientas digitales, cuya multiplicidad de canales abiertos para la difusión de contenidos, las convierten en instrumentos bastante útiles para ser aplicados en medios tradicionales tales como la radio, cuyo impacto social e incidencia en las sociedades de todo el mundo es sumamente considerable, ya que diariamente es escuchada por un significativo número de personas que se identifican con sus contenidos. Debido a esta característica que tiene este medio, se hace necesario potenciar su consumo entre las nuevas audiencias, a fin de que se pueda crear con ellas un sentido de pertenencia a una comunidad.