Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Comunicación alternativa: evolución y preservación de la identidad cultural del pueblo Salasaka(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Jerez Tubón, Jéssica Patricia; Vayas Ruiz, Eliza CarolinaThis research paper analyses the tools of alternative communication in the Salasaka people, emphasizing their role in preserving cultural identity and the impact of globalization on their traditional methods of communication. Using a mixed methodological approach, this research collects quantitative and qualitative information through surveys and interviews with residents and leaders of this community. The data obtained allow us to analyze the current perception of alternative communication. The Salasaka Kichwa people, located in the Pelileo canton, Tungurahua province, Ecuador, have expressed their history and worldview in unique communication methods that transcend conventional media, such as bull horns, traditional clothing, and general meetings. These communication tools are also symbolic elements that reinforce cultural identity. The main objective of this research is to determine how alternative communication has influenced the change and preservation of the Salasaka cultural identity. The study examines historical and cultural aspects, as well as the evolution of communication tools within this community. The results show that, although ancestral methods face challenges in the face of current technologies, they are still valued as representative symbols of this culture. In addition, the study analyses the population's perceptions regarding the importance of preserving these tools and the integration of contemporary technologies to strengthen community communication. This study highlights the need for strategies that provide an equity of modernity with traditions, ensuring the continuity of the cultural wealth that the Salasaka Parish possesses.Item Narrativas del Sumak Kawsay en la comunicación radial: Radio Latina la Poderosa 90.1 FM(Universidad Técnica de Ambato, Facultad de jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Casa Yugsi, Denis Armando; Naranjo Gamboa, Byron OrlandoThe research on Sumak Kawsay in radio aims to promote sustainable and inclusive development, highlighting interculturality, social justice, and plurinationality. It examines the narratives of Sumak Kawsay in Radio Latina La Poderosa 90.1 FM, analyzing how they are presented and received by the audience, as well as their impact on the community. The research compares the null hypothesis of no significant relationship with the alternative hypothesis that a relationship exists between these narratives and the audience’s perception, contributing to the understanding of their integration into radio communication. Using a mixed approach, both qualitative and quantitative methods are combined, gathering data from 385 people through interviews, surveys, and content analysis, with specialized software like ATLAS.ti and SPSS. The goal is to analyze how these narratives are presented and received, and their impact on the rural audience, promoting intercultural communication and cultural values in community radio. The results reveal a significant relationship between the radio programming and the audience's knowledge of Sumak Kawsay. The station promotes values such as interculturality, cultural preservation, and ecological awareness, and the audience shows familiarity with these concepts, valuing the empathy and solidarity fostered by the programming. The station strengthens local identity and social cohesion, contributing to a fairer and more balanced future. It is concluded that Radio Latina has successfully integrated the principles of Sumak Kawsay, promoting harmony between humans and nature. It is recommended to further promote these values, increase educational programsItem El documental como medio de difusión educativa de cuentos, leyendas, tradiciones del pueblo Kichwa de la parroquia Talag en el año 2020(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-03) Licuy Tapuy, Jumandy Pachacuthec; Tamayo Rodriguez, Alicia PaulinaThe research work shows the importance of communication in daily life and in the education of people, therefore it is necessary to talk about the documentary that is part of communication, since it is the massive tool for the educational dissemination of cultural wealth and cultural. To demonstrate the cultural identity of the Kichwa people of the Talag parish in its different manifestations of the sector, I feel that these have not been reflected in documents or technological resources that help to strengthen the same culture, therefore the research seeks to find incentive actions of cultural value. Transcendence, among these considerations it is known that the Kichwa culture has been practiced by a few and forgotten by many, the Talag sector is a distinctly Kichwa parish and there are cultural values of the sector, so the present investigation through the methodology of the Descriptive research with a qualitative approach determines the p There is little interest in the population, especially young people, in maintaining their own culture, in this sense the research through documentaries made for this purpose aims to massify the contents as stories, legends and traditions of the parish to be considered in the different educational entities as a didactic and audiovisual resource. technological means known as educommunication. As a result of the research, it is recommended that educational institutions include topics with cultural manifestations in the study curriculum as a transversal axis to practice and promote the Kichwa identity of the Talag parish.Item Aproximación para un análisis semiótico del rito de la diablada pillareña(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Balseca Romero, Carmen Lorena; Vayas Ruiz, Eliza CarolinaEvery year in the city of Píllaro is celebrated is the Diablada Pillareña, one of the best known festivals. The tradition takes place the first 6 days of the month of January and with a large number of cultural elements typical of the region, the result of the cultural and religious syncretism of the native peoples of the area. The devil is the result of the resistance to acculturation imposed by the ethnocentrism of the catholic religion towards the aborigines of the locality who had their own culture and who at that time recently underwent a process of transculturation by the customs of the Inca empire. The devil will always be a symbol of rebellion, as he refuses to submit, becoming a symbol of freedom. This figure gave identity to the Pillaro people through the rituality immersed in their dance and clothing. Píllaro's devil is the only known one that does not have a religious connotation in his festival, so its development and evolution go hand in hand with the participants of each of the games Each participant is different from the other because the design of the masks is unique and even preserving similar aspects in their design, the costumes denote individuality because the Pillareño devil does not dance choreographically or in a troupe, each one enjoys the music at their own pace. Therefore, it is necessary to find the rites present in the development and the characters that characterize this popular festival For which a descriptive analysis is carried out of the common aspects present in masks, clothing, and distinctive elements of each participant in order to find similar patterns in the rites that make up the festival. The research includes representative aspects of the semiotic analysis, which is based on discovering the elements present in the rituality of the Diablada Pillareña