Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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Análisis de la campaña en segunda vuelta presidencial 2023: Caso Daniel Noboa en redes sociales
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Santillán Cabezas, Carolina Elizabeth; Aguilar Rodríguez, William Fredy
The investigation focused on analyzing the social media campaign of candidate Daniel Noboa during the presidential runoff in Ecuador. The relevance of using communication strategies on digital platforms to gain recognition and effectively reach voters was highlighted. The methodology used combined qualitative and quantitative approaches in the research line of political communication. Instagram Facebook and Noboa's content was analyzed, with a sample of 116 posts, and a survey of 384 followers was conducted. The instruments used were the social media tab and a survey guide. The research was based on systematic data collection, where the frequency and content of publications were considered key variables. The qualitative approach explored the speech used by the politician, while the quantitative analysis revealed patterns and trends throughout the campaign. The findings highlighted an effective strategy focused on social and economic issues, supported by his wife's Instagram presence and strategic use of videos. The importance of combining digital strategies with territory tactics for effective communication and a greater reach among voters was underlined. This study not only contributes to the understanding of the relationship between politics and social networks, but also offers a solid methodology for future research in this field, evidencing the importance of combining qualitative and quantitative analysis in the context of social networks to understand digital campaign strategies
Humor y familia: identificación de las metáforas cotidianas, en la audiencia ecuatoriana, con la serie Malcolm in the Middle
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-19) Espinoza Hidalgo, Matías Santiago; Aguilar Rodríguez, William Fredy
This thesis analyzes how Ecuadorian audiences identify with family and humorous representations through everyday metaphors present in the series Malcolm in the Middle, with the aim of understanding the social and cultural factors involved in this identification. From a qualitative perspective, a content analysis of critical scenes from the program was conducted, along with a discourse analysis of interviews with communication students at the Technical University of Ambato. The idea was to capture everyday metaphors from both the audiovisual narrative and the subjects' experiences. It was found that the series brings together household disorder, maternal discipline, paternal overprotection, and poverty as central themes in its portrayal of family life through comedy. Thus, situations that are initially foreign to the Ecuadorian context are recognized by the audience as part of their own daily lives. Thus, the study demonstrates that television reception is not passive, but rather an interpretive process in which young people reinterpret messages in their sociocultural environment. In this way, the study highlights the value of humor and metaphor as mediators between television fiction and contemporary family experience.
Narrativa del storytelling en la construcción de la imagen política en el antes y después del atentado de Donald Trump
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-06) Alvarez Constante, Ariel Mateo; Aguilar Rodríguez, William Fredy
This research focuses on analyzing the narrative of storytelling in the construction of Donald Trump's political image before and after the attack that occurred on July 13, 2024, in Butler, Pennsylvania. The study uses political communication, political marketing, storytelling, political image, and visual communication as theoretical foundations to understand how discourses, images, and symbols can influence the public perception of a leader or political figure. For this thesis, a qualitative, descriptive-comparative methodology was used, employing visual and discursive content analysis. Specifically, an analytical matrix was applied to selected communication products before and after the attack, considering categories such as political image, visual and nonverbal communication, language, symbols, storytelling, and emotions. The results showed that before the attack, Donald Trump's political image was built on the foundation of a confrontational, polarizing, and anti-establishment leadership style. While at the time of the attack, the image shifted, acquiring a stronger visual and symbolic dimension, especially in the photograph where Trump appears wounded, with blood on his face and raising his fist, a sign of victory and resilience. Thus, after the attack, the narrative was reinforced through a story of survival, resistance, strength, sacrifice, and divine intervention, with Trump being chosen as the savior of the United States.
Periodismo gore: sobre las matanzas en las cárceles ecuatorianas en 2021
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) León Oquendo, Esteban; Aguilar Rodríguez, William Fredy
The phenomenon of gore journalism and its impact on society is the subject of study of this thesis. It is argued that this research focused on analyzing journalistic practices and digital content related to the dissemination of explicit and violent material in the media and social networks. Therefore, several conceptual frameworks were identified in which "gore journalism" can be defined, its implications and consequences, in addition to arguing how this special type of journalism surpasses sensationalism. It is important to highlight that the results obtained were through a qualitative methodology of discourse analysis and data collection, which emphasize that this journalism has the ability to create collective imaginaries, as well as decontextualized perceptions about violence, contributing to the imposition of respect through death, becoming a necropolitical tool. In addition, the social and cultural consequences of the dissemination of this type of content were analyzed. In conclusion, this study highlighted the importance of studying violence, its discourses to dilute the media narratives of fear and the intentions behind the dissemination of bloody material.
Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William Fredy
This research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.
Representación de género en los discursos políticos: Análisis del lenguaje y las imágenes utilizadas en la campaña política febrero 2025 en Tungurahua
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-21) Rodríguez Mejía, Valeria Nicole; Aguilar Rodríguez, William Fredy
This research proposes a fresh perspective on gender representation in the political discourse of the February 2025 electoral campaign in Tungurahua. The study stems from the need to understand how language, along with the images used by candidates, continues to reproduce social perceptions of femininity and masculinity in the context of political competition. The analysis is framed within a scenario where the participation of both women and men remains marked by symbolic gaps, stereotypes, and power struggles, making it urgent to examine the communicative mechanisms that underpin them. Furthermore, the research articulates both a semiotic and semantic approach, drawing on the contributions of Latin American authors who study discourse, political communication, and gender studies. Additionally, a qualitative analysis methodology was employed, centered on observation matrices, categories of discourse analysis, and critical reading of visual material disseminated on social media, with an emphasis on the communicative congruence between verbal and nonverbal elements. The results show that distinct patterns persist for candidates: while men are associated with effectiveness, authority, and management, women are linked to approachability, sensitivity, and community, limiting their discursive scope. Furthermore, a strategic use of imagery reinforces traditional roles, even when some candidates introduce elements of disruption. The research demonstrates that gender representation in campaigns is not a neutral reflection, but rather a structured process of political signification that directly influences public perception. Therefore, understanding this process paves the way for more equitable communication practices and a greater impact on society