Comunicación Social
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Item La fuerza ilocutiva y perlocutiva en el discurso religioso en los actos del habla entre interlocutores en congregaciones religiosas(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Bejarano Sailema, Fernanda Azucena; Vayas Ruiz, Eliza Carolina Vayas RuizWithin religious congregations, the good use of the message is important being a bridge of communication between the pastor and the believers, where speech acts are tools of great value in terms of linguistics, since they do not only seek to inform, but also have functions in society, whether social or religious. The objectives of this research are: 1) To describe through pragmalinguistics the illocutive and perlocutive force that religious discourse possesses in speech acts between interlocutors in religious congregations; 2) To elaborate and analysis matrix to identify the illocutive and perlocutive force of religious discourse in speech acts between interlocutors of religious congregations; 3) To analyze religious discourse in speech acts and the illocutive and perlocutive force between interlocutors of religious congregations, based on the analysis matrix. The methodology applied is qualitative, using discourse analysis and ethnography, on 2 Sunday worship services, in which 10 variables were analyzed (speech acts, linguistic acts, tone of voice, gestures, among others). The results reveal the presence of the assertive act, accompanied by the pastor's illocutive and perlocutive force, with a soft tone of voice, making the believers show interest in the sermons and be direct participants in them.Item El movimiento (contra) cultural punk y la crítica al capitalismo industrial(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Oñate Guanochanga, Jimmy Alexander; Naranjo Gamboa, Byron OrlandoThe present research, “The (counter) cultural Punk Movement and Critique of Industrial Capitalism”, is based on a solid theoretical framework and provides a comprehensive view of the relevant research background of the punk movement and its cultural impact. In this study, employing cultural and musical analysis methods allows for an in-depth exploration of the lyrical, narrative, and historical social contexts of the selected punk songs. These songs not only reflect punk themes but also critically and provocatively address issues related to marginalization and resistance to systems of oppression. The study reveals how punk became a powerful vehicle for denouncing social injustice. Through its lyrics and aesthetics, punk expressed the anger and resistance of those oppressed by the power structures and industrial capitalism. Additionally, it provides a platform to highlight marginalized realities, such as street children, and offers an opportunity to discuss the experiences of the most vulnerable. The findings emphasize punk's ability to question and challenge the status quo, providing a unique perspective on social and economic struggles. The study underscores the importance of punk as a form of (counter)culture that not only critiques the capitalist system but also offers potential for societal change by proposing alternatives and new ways of understanding reality. Through detailed and critical analysis, this research contributes to a deeper understanding of the punk movement and its impact on culture and society. These results not only enrich the understanding of punk as a significant artistic and social expression but also lay the groundwork for future research in this area. Finally, the study highlights the importance of punk in critical reflection on oppression and marginalization and its role as an agent of change in a world dominated by industrial capitalismItem De tambores, banderas y cantos: Análisis semiótico de las barras bravas ecuatorianas(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Marchán Segovia, Iván Alejandro; Brito Alvarado, Leonardo XavierThe present work entitled: Of drums, flags and chants: Semiotic analysis of the barras bravas of Ecuadorian soccer, is the result of a research carried out with the purpose of detecting and analyzing from the semiotic the elements immersed in a barra brava of national soccer. The study focused specifically on how these dynamics are developed in Ambato, therefore the selected barra was: "Ultras 94" of Club Social y Deportivo Macará. In order to carry out the previously mentioned analysis, qualitative research methods and techniques were used, so that the information obtained for the discussion is first-hand. In order not to separate them from the context in which the facts take place - in this case the Bellavista Indoamerica University Stadium in the city of Ambato - non-participant ethnographic observation was the methodological basis. A series of interviews with different members of the club's supporters' club helped to gather several versions that in themselves give a voice to the subjects, while at the same time providing an overview of the behavior of the Ambato fan. In addition to this, a photographic tour becomes a support during this methodological path, adding representation to the direct actors of this phenomenon. This debate will also be subject to a discourse analysis with a semiotic base that allows deciphering different categories immersed in the chants of the barra, all this in order to find underlying meanings and intentions in the stands of the sports scenarios. These elements can be taken into account as processes of mediation, selection, endowment of meaning, response or creativity. Specifically, this analysis seeks to: identify within the barras bravas semiotic elements that enclose a relationship between soccer discourse and society; understand the diverse expressions that revolve around the barras in a soccer match; and, discuss the most representative empirical findings to validate this analysis from the perspective of communicationItem El disfrute de la melancolía: la “rockola” estéticas musicales ecuatorianas(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Galarza Díaz, Rómulo José; Brito Alvarado, Leonardo XavierThe present research work, entitled "THE ENJOYMENT OF MELANCOLIA: THE "ROCKOLA" ECUADORIAN MUSICAL AESTHETICS", starts from a bibliographic review related to the central theme, where from the melodrama present in the cultural industries of literature, radio, television, film and music, we seek to understand the social everyday life of the popular class, because in Latin America through the melodrama is built its history and cultural identity, observing how the discourse of love has been used as a strategy to sensitize people at the time of observing the differences in social and cultural classes. Transferring this context to Ecuador, the study of Ecuadorian music is carried out, especially the rock music genre, to understand how the elites exclude popular cultures and all the contents produced and related to them, so this study based on rock music, seeks to understand the ways of life of the Ecuadorian people based on the melodramatic attitude and its discourse of love and melancholy that engages through emotional narratives a series of enjoyable and empathetic contents with Ecuadorian audiences. A methodology based on the elaboration of aesthetic and musical discourse analysis matrices present in the rock and roll genre from the melodramatic section is used, which indicate information such as: musical characteristics, use of rhetorical figures, rhythm and musical tone, assonant and consonant rhyme, language forms, discourse intentionality, structure of the musical discourse. This thesis is divided into: Chapter I, theoretical framework, aimed at refuting, defending and contextualizing this study from the assessment of different theorists who dominate and know the subject of melodrama and cultural industries. Chapter II, the methodology used in this study presents the model in which this research is worked and developed. Chapter III, in the section of discussion and analysis of the results, indicates the information obtained by applying the methodology and theoretical knowledge to the musical songs selected for this study, finally. Chapter IV indicates the conclusions obtained at the end of this research workItem Análisis Crítico del discurso del enunciado “Nos quieren débiles, divididos, confrontados(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Ponce García, Flavio Cesar; Proaño Zurita, Jenny De Los ÁngelesThe problem that is intended to be addressed in this research is the critical analysis of the discourse of the statement "They want us weak, divided, confronted" published on "X" previously called Twitter by President Guillermo Lasso, for this reason a bibliographic survey has been carried out to analyze various theories applied in theses and research articles from various parts of Latin America. Reflexivity is sought through critical discourse analysis, because it implies becoming aware of certain beliefs, prejudices and human values, which can be part of and influence the development of the research and the analysis of the results. This research is important because it allows us to build social meaning, in this way knowing the abuse of power in society, domination, inequality, which could be found immersed in discourses that are massively disseminated on social networks to a certain segment, seeking to persuade the decisions of citizens. Within the Ecuadorian context there are different ways of constructing a discourse, depending on the ideologies of the different existing social parties. In this case, a publication made on Twitter is analyzed, intended to communicate to Ecuadorians the situation the country is going through on the issue of insecurity and drug trafficking, which has grown exponentially during the current president's government period, with 88 votes in favor. in favor, 23 against and 5 without a vote, having more than half of what was required, the National Assembly approved the impeachment of Guillermo Lasso for alleged misappropriation of public funds on May 8, 2023. With an orientation that seeks to benefit the University community in its learning process, as well as researchers, critical analysts and society in general, who are familiar with or wish to delve deeper into political aspects and critical analysis in the proposed research. Ideology is transmitted through the language and political discourses used by movement leaders in society; therefore, from Van Dijk's perspective, it is the set of values and beliefs that build power structures, many social actors, such as politicians, educational institutions and the media support itItem Discurso y estratificación en la campaña de Diana Caiza(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Bejarano Moyolema, Génesis Andrea; Proaño Zurita, Jenny de los ÁngelesThis study will describe the aspects contained in the discourse and stratification in the political campaign of Diana Caiza, which consist of three stages: pre-campaign, campaign and post-campaign. This has a functionalist approach as it explores the function and the relationship between the different discourses that are emitted in traditional and digital media, as well as the social structure evident between the urban and rural sector in the context of social stratification. Part of the research proposal is to analyze the discourse and stratification in Diana Caiza's campaign, which were carried out in the urban and rural sector of Ambato, through the candidate's social networks. Likewise, the elaboration of an analysis matrix is fundamental to analyze the language where power structures and relations are reflected and reproduced. Methodologically, this research opts for Critical Discourse Analysis (CDA) as a qualitative analysis strategy. Evidently the three stages of the campaign are not the same, but each of them has a purpose. In the pre-campaign the political character becomes visible, here the candidate shows the people of Ambateño her work as a councilwoman to generate confidence and her disagreement with the administration that she supported at the beginning, this to make her struggle for the people perceptible. In the campaign the work strategy is already very clear, most of her speeches are directed to women and the stratification between the urban and rural sectors is evident. In the post-campaign, at the beginning, the same discourse directed to women is handled, the same she used in the pre-campaign and campaign, but now she adds a message of union between the urban and rural sectors to generate support for her new administration and, therefore, her position as mayor of the city. It is worth mentioning that in all three stages the same discourse is used, that is, she knows her target audience, so the stratification is consistent with the strategies she usedItem Entre la fe y el fanatismo: discursos de sanación en el programa “milagros de fe” en la Iglesia Universal Ecuador(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Morales Zuñiga, William Agustin; Viteri Torres, Walter FranciscoThe present research entitled: "BETWEEN FAITH AND FANATISM: HEALING SPEECHES IN THE PROGRAM "MIRACLES OF FAITH" IN THE UNIVERSAL CHURCH ECUADOR" begins with the bibliographical compilation with the objective of describing the illocutionary and perlocutionary force in the narrative discourse of faith in the Universal Church Ecuador through the speech of the "divine mantle." In the present project a descriptive exploratory methodology was carried out within a qualitative approach. It was based on a discourse analysis matrix on healing that was modified according to the needs present in this study. These contain the speech acts: assertive, directive, committing, expressive and declarative. In the same way linguistic acts like: locutive, illocutionary and perlocutionary. The thesis is divided into: Chapter I, theoretical framework, which contains authors who speak about religion, pastoral power, media faith and pragmatics. Chapter II indicates the proposed methodology and its qualitative approach. Chapter III, the analysis of the results and the development of the research are demonstrated. Finally, Chapter IV indicates the conclusions of the interpretation of the data. The main conclusions were that religion is present in the day to day of people through the churches whether they are Catholic or Protestant. Those who guide these religious cults have a power of conviction thanks to their charisma and knowledge about the divine. Understanding that pragmatics plays a fundamental role in understanding the context and the diverse meaning that each of the statements presented in the dialogue between the pastor and the believer can expressItem Divide y vencerás: el discurso del juego del poder presente en el videoclip “Angst” de la banda alemana de metal industrial Rammstein(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-03) Velásquez Quintanilla, Jennifer Nicole; Viteri Torres, Walter FranciscoTransforming sound flows into true works of visual art is one of the commercial activities complementary to the cultural industries that make up today's society. Video clips or music videos cover a large part of the world consumption through platforms such as YouTube. The present research is born from an idea, "metal as a subgenre of rock, also develops social criticism", so the purpose of the work is to analyze the discourse of power play present in the video clip “Angst” of the German industrial metal band Rammstein. The methodology used is qualitative and bibliographic, making use of the critical discourse analysis proposed by Van Dijk, applied in an analysis matrix with crucial factors for the research. Context, theoretical approach, ideological position and discursive load are some of the variables that allowed the study of the video by planes. The results highlight the importance of the musical production, which, by piercing the veil of entertainment, establishes starting points for the generation of human social criticism from the interpretation, relating the facts of the video with the historical and social context of these times. Technological advances and innovations put in check the new generations where surveillance, overinformation and violence are normalized. In conclusion, interpretation depends on the "truth" of the viewer to establish spaces for criticism and self-reflection. Not every audiovisual product has the capacity to incite the consumer to criticize and relate everything he or she watches to his or her own experiencesItem El discurso ideológico-pedagógico en el cine de ficción. analogía entre la película “Contagio” de Steven Soderbergh (2011) y la pandemia del Covid–19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-04) Chávez Lemache, David Sebastián; Martínez Bonilla, Carlos AlbertoThe Covid-19 pandemic has radically affected society's daily life, and the global health crisis has brought to the forefront situations that were thought to be distant and improbable. However, this type of events have been repeatedly treated in narratives, mainly in fiction films. For this reason, many people used movies with themes related to the virus and pandemic to understand what was going on around them and even to seek answers to those questions that science could not answer clearly. The objective of the research is to analyze science fiction cinema as an ideological pedagogical narrative in the face of health crises, for which the aim is to carry out an analysis of the filmic discourse from the perspective of communication, social sciences and cinema, linked to a qualitative approach where through the reflection of the film "Contagion" (2011) by Steven Soderberg, linked in an analogical way to the analysis of news in the context of the covid-19 pandemic in the United States, United Kingdom, Spain, Brazil and Ecuador, allows understanding how these discourses can influence society. It is concluded that fictional cinema, rather than rehearsing a spectacle of catastrophe and destruction scenarios and leaving open the arrival of the end of humanity, can help social criticism, understand with its narratives responses and decisions of the collective imaginary, reactions to similar scenarios and learn to understand the behavior of people in different social contexts.Item Representación de la homosexualidad en las telenovelas colombianas "Betty la fea" y "Enfermeras(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-04) Sevilla Guevara, Daniela Lizbeth; Viteri Torres, Walter FranciscoThe soap opera is the most important media cultural product in Latin America, a subject of which it’s pertinent to open new debates oriented to the LGBT issue, for which the soap opera and the discourses of homosexuality must be related. The issues related to this social group are in constant cultural and academic debate, given this, the soap opera has assumed part of this social debate, making homosexuality visible outside the stereotypes of sin, evil, abnormality that have been present over time in Latin America. The objective of the research is to compare the narratives of homosexuality in the Colombian soap operas "Yo soy Betty, la fea" and "Enfermeras", for which it is intended from the perspective of communication, social sciences, homosexuality and soap opera, carry out an analysis of gender discourse, linked to a qualitative approach that allows to understand the changes presented by the representation of homosexuality in Colombian soap operas, which have in their plot at least one gay character that is the object of analysis, to obtain the required results from those. It's concluded that the representation of homosexuality in telenovelas, after 20 years, has had a change, because the gay is no longer shown as the effeminate, nor that person capable of assuming roles considered socially as feminine, on the contrary, now his social circle cannot detect if he is homosexual, now he is cautious and reserved about his sexual orientation.