Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Información en Salud de enfermedades crónico no transmisibles de los servidores universitarios de la Universida Técnica de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-11) Quinatoa Caba, Luis Javier; Vayas Ruiz, Eliza CarolinaThis research work deepens the true dimensions of communication and its relationship with other sciences (health and education). Based on this analysis, the communication management that the Technical University of Ambato through its University Welfare Department has regarding health issues for university servers is diagnosed. The research identifies and analyzes communication strategies for the promotion and prevention of diseases, issued during the 6 previous academic periods corresponding to the years 2016, 2017, 2018 and at the same time interprets its communication intent. The objective of the research is; determine what treatment is given to health information for the preventive education of chronic non communicable diseases of university servers. Therefore, the communicational strategies that the University Welfare Department carries out continuously are analyzed and the level of knowledge about ECNT that the studied public has acquired so far is measured. To obtain results, a virtual survey was applied to university servers, which produced qualitative quantitative data of 86 people (teachers and administrative staff) who answered questions about NCDs. After analyzing the results, the low level of knowledge about chronic non communicable diseases and disinterest in the practice of healthy lifestyle habits is contemplated. On the other hand, the importance of educating and raising awareness in people through audiovisual productions with symbolic load is highlighted to make the jump from the informative to the formative. The new communication proposals must adapt to the new scenarios where the community is housed, speeches must generate impact to motivate the participation and social appropriation of knowledge.Item La posverdad y la hipervisibilización: análisis comparativo del dsicurso entre Donald Trump y Rafael Correa(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-11) Gómez Pila, Mariela Elizabeth; Vayas Ruiz, Eliza CarolinaPolitical discourse in electoral campaigns is necessary to present short and long term proposals for the future of a country, the degree of commitment that those interested in running a government can be determined. However, has been separated from arguments based on the reason and sticks to communicative strategies that cause the banalization of events. In this investigation were analyzed comparatively discourse of Donald Trump and Rafael Correa issued in electoral campaigns from post truth and hypervisibilization. At the same time it was considered to use the inductive method to analyzed the linguistic and bodily particularities in the videos selected on the YouTube website determined as a secondary source. Thus, from a qualitative approach with non participant observation were established similarities and differences in the themes that politicians managed to persuade the population. The communication strategies used by the candidates are presented as grandiloquent promises, this generates the prominence of an emotional dissertation that goes beyond the substantial veracity of what is exposed at the moment and it is complex to be located in a scenario in which citizen participation is more active every day but that are subject to mastery of their emotions. Thus, the ‘power’ of the word breaks down the barriers of a communication that was previously believed possible only for the higher entities. The verbal manipulation that is used is not visible in people's eyes and unconsciously they take it as the only truth and the effect it produces in the brain is pleasure because of the convictions acquired in the experiences, with this, the verisimilitude works without doubt with motivations that exploit the image of the politician and do his stability as a leader necessary.Item El personaje de la Mama Negra com representación social y su simbología en la fiesta de la Santísima tragedia o capitanía realizada en septiembre en Latacunga(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-09) Corrales Landázuri, Francisco Alejandro; Sánchez Peña, Marco IvánThe present work of investigation has determined the Symbology of the Feast of the Most Holy Tragedy or Captaincy held in the month of September in the Latacunga city, obtaining as a general objective: To establish which are the symbolic and social representations of the character of the Black Mama in the popular party of Latacunga, to give fulfillment to this end was preceded by interviews with the characters of the Black Mama, Organizer, Prioste, a Historian and a Journalist about the festival of the " Santísima Tragedia¨, ", once the Results We proceeded to the interpretation by analyzing the testimonials identifying quantifiable variables according to the premise of the research or hypothesis. And as a result of this research project, it focused on the production of an informative magazine about this cultural expression, which is aimed at the general public, valuing in such a way that the Black Mama festivity is a relevant cultural phenomenon, representing a symbiosis of indigenous, Spanish and African cultures. The reason for the execution of an informative magazine is given by the fact that the mediatization of the representations and symbols of the Traditional festival of Santísima Tragedia o Capitanía held in September have a low character in the dissemination of its elements structuring and celebration, limiting the knowledge of the cluster of all its elements even by the native inhabitants of the city, in this way it is expected to awaken interest in citizenship and begin to value this cultural expression even more in order to follow preserving this type of Intangible Cultural HeritageItem Las industrias culturales y su contribución al fortalecimineto de la identidad cultural ambateña(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-09) Alvarez Córdova, Andrés Sebastián; Naranjo Gamboa, Byron OrlandoCultural industries through its content, through its programming, mould the form and way of perceiving reality creating stereotypes which are ways of acting and thinking in a Western way, assimilating foreign customs as their own, thus is taken behaviors of other countries and attempts to reflect as ideals of perfection. It is necessary to portray the cultural identity in a society believed on the cultural and intercultural communication content seen with respect, understanding it in its global perspective, creating through their cultural heritage products communication to generate with their reflection on the history, and as the main emblematic characters messages created enlightenment's ideals. That is why this work intends to carry the cultural identity through a content that reflects the history, traditions, heritage, cultural aspects, which are in accordance with each society, creating information on cultural aspects that serve to the population this aware about aspects that are part of the cultural identity.Thus in an era each more globalized where connection and broadcast content is made more naturally, without depending on a conventional platform such as a newspaper, radio or tv; images and video are the preferred way to transmit information, as well as music that is heard comes from outside, from industrial powers that form a homogenization of tastes and come to the society as a mere market.That's why this paper seeks to provide a solution to preserve the cultural roots, indigenous values and cultural heritages, transmitting this information in a creative way so that people interested in their own environment and the things that are part of the history of the city. The present work was developed under proactive critical paradigm and is determined as the cultural industries to contribute to the strengthening of cultural identity, so it will use surveys and interviews of key players; resulting in a vacuum on the scope of the history of the city, on the legacy of their main emblematic characters, traditions, their worldview, their cultural heritage aspects that are not taken into account by the industries cultural and can be a contribution to form a cultural identity in the people.Item 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 AlbertoIntercultural 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.Item Entre los miedos y violencia: La narratología del miedo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Núñez Córdova, Karen Viviana; Brito Alvarado, XavierOne of the most debated topics in the communication in America Latina, had been the fears and social violence, and how the media has created a culture of terror through a narratology tending to combine the various violence and everyday life. Citizens have appropriated of these media narratologies as something close and own, assuming them as part of a normality of the social coexistence. The speeches about fears and violence set up stages that can denominate as post-apocalyptic that have led to live in societies trapped by anxiety and insecurity, and by this form creating a total show where all is visible and to some point the fears and violence have become an entertainment destined to satisfy a voyeuristic and complacent look of the population; the culture of fears and violence are assumed as owns where the citizens live a daily life that is in constant threat leading to formation of a reality or of an imaginary that disturbs the population. The present essay is a theoretical reflection that starts from a critical bibliographic review from a media narratology of violence, cultural and symbolic anthropology, and the various sociological speeches of these categories, and how the ways of telling fears, violence within contemporary journalism have been built.Item E-Educomunicación en laprevención de enfermedades crónicas no transmisibles en la Universidad Técnica de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Cuji Moreno, Cristhian Nicolás; Vayas Ruiz, Eliza CarolinaIn this research work is intended to diagnose the presence of chronic noncommunicable diseases and their risk factors in the servers of the Technical University of Ambato (UTA) in order to design a tool that allows to reduce the risk factors that entail this type of ailments. Mobile applications in terms of disease prevention, health promotion or tools facilitating the routine of the individual, are gaining space today in stores for both Android and iOS. What becomes an inspiration to work on the use of ICTs to provide educommunicative messages regarding health concerns. For the purposes of the study, a cross-sectional type of research was carried out, which allows the research to be carried out in a specific period of time, which comprises, from September 2018 to June 2019, thanks to the application of an On-Line survey as a data collection, we obtained qualitative and quantitative data of 217 people between teaching and administrative personnel, who answered a list of 20 questions between open and closed, designed to obtain data about life habits, ECNT, food, number of hours dedicated to the practice of physical exercises and leisure, etc. What can be highlighted from the research is the presence of risk factors that lead to the appearance of NCDs as well as diseases such as diabetes, cancer and more non-communicable diseases. It is then that the present investigation is available to any person interested in expanding data and results that allows it to make a relevant contribution in the development and advancement of society.Item El manejo de la comunicación organizacional en la Asociación escuela de la Facultad de Jurisprudencia y Ciencias Sociales para fortalecer el desarrollo integral estudiantil(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Paredes Pilco, Luis Jaime; Vayas Ruiz, Eliza CarolinaIn the present research project, the importance of organizational communication in the Student Association of the Faculty of Jurisprudence and Social Sciences (Aso. FJCS) was analyzed, and how communication strategies promote the integral development of students. It has been used as a resource two different types of surveys, one aimed at officials of Aso FJCS and another applied to the student body of the Faculty of Jurisprudence and Social Sciences, these surveys have applied techniques considered of field, with methodological processes, reflective and systemic for the investigative process, in order to determine the relationships that maintain the variables described in a quantitative approach. The investigation made it possible to know to what extent the performance in communication tasks of Aso. FJCS is effective. And to what extent their work influences the integral development of students. With this research project has been determined a common problem in the student which is: the lack of knowledge and guidance on possible challenges within their academic stay. In conclusion, the FJCS students have a critique of the communication strategies of Aso FJCS in which they express feeling a lack of assertiveness in the communication systems. As a consequence, another conclusion in the investigation suggests that Aso FJCS officials consider communication feedback deficient. This indicates that the use of communicative strategies and structured plans to transmit and receive information becomes essential in Aso FJCS. Using a communicational system of mathematical style has been shown in research that is not effective in a student political body, therefore it is necessary to understand the feedback for future actions. It was also concluded that internal communication is essential to maintain a record of the documentation of the institution (offices, projects, budgets, etc.), thus achieving a solid internal institutional image that can be reflected in front of external audiences. Finally, a healthy environment, joint learning and a timely graduation can be guaranteed, through accompaniment and counseling processes from Aso FJCS, through the management and creation of scenarios for cultural, social, sports, recreational and academic support. All this favoring the integration of the students and promoting the integral development of the student body within the Institution, as well as promoting their relationship with society, thus becoming part of the integral student developmentItem Análisis de la cuenta de Twitter del presidente Lenín Moreno y la construcción de la opinión pública de enero a marzo de 2018(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Cárdenas Sánchez, Brian Roberto; Soto Dávila, Omar FabricioWe will highlight the importance of social networks today, the speed and what is necessary to become efficiently communicated, not to mention the personal nature of that communication. The investigation is based on the twitters of Lenin Moreno's account, from January 1 to March 31, 2018, including the opinion generated with them. Those twitters selected to exemplify, are the ones that emphasize more with respect to importance if considered. Being an official account and speaking of a relevant person of the Ecuadorian politics we can have a clear reference of popularity and its capacity for the creation of public opinion. Twitter being an international social network, free and easy to access, where you can generate your own opinion and give points of view, is favorable to the research, the interaction that has Twitter allows us to determine the influence on certain topics in the platform, how to be able to know which twitter is the most commented or the most liked, or in turn, which are the twitters with the most informational weight that have been published. By way of conclusion, we know that today social networks are playing an extremely important role in communication and therefore within society, precisely the connection sought between rulers and people is by social networks.Item La producción periodística y la prevalencia de la difusión de contenidos educativos (Art. 8 de la Ley de Comunicación) en el Diario Ambateño(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Santos Mejía, Lenin Mauricio; Viteri Torres, Walter FranciscoThis investigation is based on the analysis made to the El Ambateño newspaper according to the (LOC, 2013), in its Art. 8 about the prevalence of educational content in the media, obtaining as the result a weekly analysis on the production of educational content that looking for reconfigure the way in which the communication is understood inside the medium, for redistribute the space´s amount destined to educational production, balancing it through an educational input printed weekly. The methodology used is based on the quantitative approach together with the bibliographic-documentary research modality. As for the technique used for data collection, the quantitative content analysis was applied together with the analysis card tool. Once that the study was completed it was found that the El Ambateño newspaper doesn’t comply with the prevalence in the diffusion of educational content as indicated by (LOC, 2013), developing a production different from that proposed in the law.