Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
676 results
Search Results
Item Influencers y Belleza: Las narrativas mediáticas de Tammy Parra y la Fashionista en Instagram(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Morales Cacpata, Kerly Lisbeth; Viteri Torres, Walter FranciscoCurrently, social media has become a highly impactful platform, even constructing and disseminating certain ideals about beauty, particularly on Instagram. Through this medium, many content creators have influenced users regarding aesthetic standards. Therefore, the objective of this study is to describe the media narratives of beauty created by influencers Tammy Parra and La Fashionista on Instagram through their posts. The methodology applied was a qualitative approach based on analyzing the content of both content creators' posts. An analysis matrix was created to identify the narrative elements linked to beauty. The results revealed that both content creators construct different narratives about beauty. One identifies with and is based on traditional standards, while the other presents a more inclusive narrative based on breaking stereotypes and creating authenticity. In this way, it becomes clear that narratives are not solely defined by physical or aesthetic aspects, but also incorporate feelings, emotions, and identity. There are publications that promote selfimprovement and humor, creating a stronger connection with their followers. Each content creator has a significant impact and influences the perception of beauty. In conclusion, we can see how social media plays an important role today and how influencers are setting their own trends, which their users follow. This, in turn, shapes the discourse on beauty, breaking down stereotypes among their fansItem Discurso y poder: Análisis crítico de la narrativa de resistencia en “Another Brick in the Wall Pt. 2”. De Pink Floyd(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Espinoza Guerrero, Diego Salomon; Naranjo Gamboa, Byron OrlandoThe persistence of authoritarian structures within the educational system has generated processes of control, discipline, and homogenization that limit critical thinking and individual autonomy. In this context, cultural products emerge as spaces for the representation and questioning of these power dynamics. This study analyzes how the song Another Brick in the Wall Pt. 2 by Pink Floyd constructs a narrative of resistance against such structures, from the perspective of critical discourse analysis. A qualitative descriptiveinterpretative methodology was employed, based on discourse and semiotic analysis, as well as a review of the socio-historical context of the work. The results show that the educational system is represented as a space of control and homogenization, where both students and teachers reproduce relations of domination. The music video reinforces this critique through symbols of dehumanization, mechanization, and loss of identity. The discussion suggests that the work not only reproduces these relations but also challenges them, promoting a critical reading and possibilities for symbolic resistance. It is concluded that the song constitutes a cultural product with strong ideological content that makes visible structures of social control.Item Estereotipos y tabúes frente a la vinculación de la mujer en el periodismo deportivo en la ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Mata Samaniego, Edwin Alexander; Ortega Arcos, Wagner EnriqueIn recent years, the presence of women in sports journalism has increased, but there are still stereotypes, job barriers and social perceptions that condition their professional recognition in sports media. From there, the objective of the work was to examine the stereotypes and taboos that affect the participation of women in sports journalism in the Discriminación city of Ambato, contextualizing the various gender dynamics that manifests itself in this medium. A mixed approach design was carried out, quantitative and qualitative techniques were used, in the quantitative part a survey was applied to 183 participants from the area of communication and sports, and semi-structured interviews were conducted with women sports journalists, in order to know their experiences and perceptions in the professional field. The results allowed to verify the existence of stereotypes in relation to the professional capacity of women and perceptions related to discrimination, inequality of opportunities and difficulties of access to both sports spaces and positions of greater responsibility. It has also been seen that, although the participation of women has been increasing, there are still obstacles regarding credibility and professional recognition in the world of sports media. It is concluded that sports journalism continues to see its participation and professional evaluation conditioned by traditionally masculinized structures. But there are also advances in the greater presence of women and in the empowerment of new dynamics of participation in the communication and sports sphere.Item La búsqueda de la belleza, aproximación discursiva en Tiktok(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Garcés Freire, Camila Estefania; Viteri Torres, Walter FranciscoThe expansion of TikTok has altered the ways in which digital content is produced and distributed, transforming the platform into a space where meanings about beauty, appearance, and personal care are constructed. In this context, this research aimed to analyze the discursive construction of the pursuit of beauty on TikTok, based on the communication resources and forms of representation present in the content created by female creators on the platform. The qualitative approach of the study was carried out with a descriptive and interpretive perspective. The posts of Nan Jiménez and Bárbara Ramírez were chosen due to their connection with hair care, beauty routines, makeup, and skincare, and were subjected to a semiotic-based digital discourse analysis. The analysis considered the verbal, visual, symbolic, and performative elements of the videos, as well as the audience's perceptions as reflected in their comments. The findings revealed two distinct forms of discourse. In Bárbara Ramírez's work, beauty is built upon a natural, staged image, everyday beauty treatments, and a connection with viewers through hair care, recipes, and makeup. Conversely, in Nan Jiménez's work, beauty is associated with skin health and the demystification of standards like "perfect skin." Furthermore, the comments showed that the audience does not act passively, but rather validates, questions, challenges, and reinterprets the content. It is concluded that TikTok not only reproduces dominant aesthetic models but also allows for their discussion and reformulation. On this platform, beauty is configured as a relational discourse between creators, communication resources, and audiencesItem Procesos de Comunicación interpersonal e imaginarios colectivos de la ruralidad en el cantón Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Arreaga Rodríguez, Angélica Nohemí; Naranjo Gamboa, Byron OrlandoThe objective of this research was to determine how interpersonal communication processes generate collective imaginaries about rurality in the canton of Ambato. The study is based on the understanding that communication constitutes a fundamental process in the construction of shared meanings, social identities, and perceptions of the environment, directly influencing the way people interpret and represent rural reality. The research was conducted using a qualitative approach, with exploratory and descriptive levels. To collect information, focus groups and indepth interviews were carried out with social actors linked to both rural and urban contexts of the canton of Ambato. These techniques made it possible to identify experiences, discourses, and perceptions related to interpersonal communication and the social representations of rurality. The results show that face-to-face communication continues to be the predominant form of interaction in rural communities, as it strengthens trust, closeness, and the sense of community belonging. Likewise, it was observed that digital technologies complement communication processes, although they do not replace the value of in-person relationships. The study also identified the existence of differentiated imaginaries of rurality: while rural inhabitants associate it with identity, production, tradition, and community, some urban sectors maintain perceptions related to backwardness or limited development opportunities. It is concluded that interpersonal communication plays a decisive role in the construction of collective imaginaries, influencing the valuation, understanding, and social representation of rurality in the canton of Ambato.Item Her, un diálogo posthumano más allá de los sentimientos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Almeida Hidalgo, Karen Estefanía; Brito Alvarado, Leonardo XavierThis research describes the representation of communication between humans and artificial intelligence in the film Her within a posthuman context. This study stems from an interest in understanding how cinema represents the fonns of interaction between people and technology in a society marked by hyperconnectivity. To this end, the analysis of this study was conducted using a qualitative approach, employing discourse analysis and compositional interpretation as methodological tools. Similarly, the theoretical framework is grounded in contemporary approaches to communication in times of hyperconnectivity, based on concepts such as modemity, postmodemity, digital communication, Al, posthuman thought, affective relationships in the digital age, cinema, and science fiction. Toe results revealed that the film represents Al as a humanized entity capable of establishing affective bonds with humans. Furthennore, hyperconnectivity was identified as a t:rigger for fo1ms ofemotional isolation in contemporary communication. Finally, it was found that Her is presented in a posthuman context where the boundary between the human and the technological becomes increasinglybluned. Therefore, this study contributes to the reflection on artificial intelligence and its transformation in human relationships, given its ever-increasing presence in contemporary society.Item Percepción de contenidos digitales de la página de Facebook del canal del fútbol durante las transmisiones de la selección ecuatoriana en las eliminatorias mundialistas 2026(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Aldas Aldas, Kevin Joseph; Viteri Torres, Walter FranciscoThis research analyzes the content of the official Facebook page of the Ecuadorian national football team during the 2026 World Cup qualifiers and the perception this content has among users who consume the streaming service. It investigates how the audience perceives the different types of sports content published on this page, as well as the structure of the posts, the text, the information used, and the images that are key to the reaction and interaction of people interested in learning more about the page and what is happening with the Ecuadorian national football team. This study uses communication theories such as mass communication theory, transmedia storytelling, social networks and audience participation, and cultural industries, since new forms of communication and emerging digital media reflect a new way in which users perceive and experience emotions through the digital media interface. A quantitative approach was used, as well as content analysis with an interpretive paradigm, which revealed how the poor broadcasts of the football channel during matches of the Ecuadorian national football team during the 2026 qualifiers contributed to the majority of its users' dissatisfaction.Item Discurso ideológico en el uso de dispositivos simbólicos en una protesta social. El caso de Nepal(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Aguayo Sánchez, Alan Esteban; Naranjo Gamboa, Byron OrlandoThis investigation addresses the study of social protests that took place in Nepal in september of 2025. In a context defined by social dissatisfaction, corruption allegations, and demand of more citizen representation, juvenile protests were characterized by the use of diverse visual and symbolic resources that transcended traditional protest repertoire. This study seeks to analyze how ideological speech influences the use of symbolic devices during social protests. For that, a qualitative focus analysis based on social media posts disseminated during the protests' most meaningful days was adopted. This investigation emanates from the premise that symbols constitute fundamental elements in social communication processes and in collective identity construction. Forms in which certain visual resources are adopted, reinterpreted, and redefined by social actors to express political demands, disagreement feelings, and change aspirations, are examined. Through selected posts' analysis, this study explores the existing relationship between ideological speech, symbolic representation, and collective action, allowing comprehension of how new generations coordinate political participation figures within environments which arr increasingly influenced by digital communication and global cultural flows. Thus, an approach to the juvenile protests phenomenon in Nepal from a communication perspective is offered through this work, highlighting the importance of symbols as expression tools, collective identification, and sense construction within XXI century social protest processes.Item Estrategias de comunicación gubernamental de la Prefecta de Cotopaxi Lourdes Tibán(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09) Acuña Velásquez, Francis Margarita; Aguilar Rodríguez, FredyThis thesis aims to analyze the government communication strategies implemented by the Prefect of Cotopaxi, Lourdes Tibán, during the 2023–2025 period, and their contribution to provincial governance processes, with an emphasis on the dimensions of transparency, citizen participation, and institutional legitimacy. The research was conducted using a qualitative approach. A documentary corpus comprised of ten units of analysis was used, including accountability reports, institutional planning documents, the transparency portal, citizen participation mechanisms developed by the Prefecture, institutional platforms, the official website, and the Cotopaxi Prefecture's Facebook page. The results identified several predominant government communication strategies: informational transparency, accountability, citizen participation, citizen proximity, political-institutional positioning, and institutional legitimacy. It was evident that transparency is primarily concentrated in formal documents and regulatory compliance mechanisms, while citizen participation is mainly developed through consultative spaces such as assemblies and public hearings. Likewise, institutional legitimacy emerges as the most consistent dimension of the analyzed corpus, based on the articulation between Lourdes Tibán's political leadership, territorial and indigenous identity, and the dissemination of management results. It is concluded that the government communication strategies implemented by the Cotopaxi Prefecture contribute to strengthening provincial governance by promoting public information mechanisms, citizen participation, and the building of institutional legitimacy. However, challenges remain related to greater accessibility of public information and the strengthening of participation mechanisms that allow for more direct citizen influence in decision-making processes.Item Estrategias de comunicación y su influencia en la relación con los clientes de Marfiro Asesores de Seguros(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09) Jami Cóndor, Franklin Gabriel; Tamayo Rodríguez, Alicia PaulinaThe purpose of this research was to analyze the influence of communication strategies on customer relationships at Marfiro Seguros, considering the importance of communication in the understanding of insurance products and the perception of service by policyholders. The study was conducted using a mixed-methods approach with a descriptive scope, applying interviews to company personnel and surveys to customers from the Light Vehicles and Heavy Vehicles insurance lines. Descriptive statistics, including frequency tables and percentages, were used to process and analyze the collected data. The results showed that Marfiro Seguros has several communication channels and tools, including the Marfiro Insurtech CRM system, post-sales follow-up processes, and customer loyalty strategies. In addition, customers expressed a favorable perception of the support provided throughout the different stages of the business relationship. However, the study determined that the existence of multiple communication channels does not guarantee a complete understanding of policy coverages, exclusions, and contractual conditions. The main influencing factors identified were the technical complexity of insurance terminology, the predominant use of digital communication channels, and the limited interest of some customers in fully understanding the service contracted. The study concludes that the communication strategies implemented by Marfiro Seguros positively influence customer relationships. Nevertheless, it is necessary to strengthen advisory processes, insurance education, and customer follow-up in order to improve service understanding and enhance the customer experience.