Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Estrategias de comunicación digital y la percepción de los usuarios de redes sociales durante la campaña electoral de Daniel Noboa a la presidencia de la república en octubre 2023(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Andrade, José Luis; Viteri Torres, Walter FranciscoThis project focuses on the analysis of Daniel Noboa's presidential campaign in Ecuador during the 2023 elections, with an emphasis on communication strategies and persuasive elements used to connect with the electorate. The problems that Noboa addressed, such as insecurity, unemployment and lack of opportunities for young people, are examined, allowing him to establish an emotional connection with the population by demonstrating a deep understanding of their concerns. The campaign is notable for the use of cardboard dolls, known as "Cardboard Noboa", which became a distinctive symbol. In addition, the communication tools used are analyzed, such as social networks, interviews in traditional media and the construction of messages and the color violet used in the campaign. The methodology includes a qualitative study on communication strategies and their impact on the perception of the electorate. The objectives of the analysis are to evaluate the persuasive impact of the positioning strategies applied in favor of the candidate, identify the tactics used by other candidates and compare their effectiveness. The national reality is also considered, including the assassination of Fernando Villavicencio, which influenced the vote by generating an emotional response among Ecuadorians. This comprehensive approach provides a clear vision of how communication strategies managed to connect with voters and position Noboa as a viable option to lead the countryItem El contenido subliminal de la publicidad de Coca-Cola y su repercusión en los consumidores(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Romo Chagüezá, Tamara Lissette; Gamboa Orozco, Luis AlbertoThe present study will develop a research plan where the influence of subliminal messages will be demonstrated, taking into account that subliminals are unconscious reactions of human beings interfering with both visual and auditory messages. The word subliminal means that it goes below the threshold of consciousness and that is why most human beings allow themselves to be influenced by this type of messages through messages and act unconsciously. Taking into account that human beings live in a society of consumerism where it givesus pleasure to spend on the desired product, advertising through this type of subliminalmessages and especially in the Coca-Cola campaign shows us an innate happiness thatwhen acquiring the drink we are going to be happy or have a united family as shown in the campaign, but in reality it is a frustration of desire. The main objective of this research is to reveal the subliminal messages within the different Coca-Cola campaigns, both visual and auditory, to generate some type of emotions. This discourse analysis methodology is based on a pragmatic approach, withan inquiry of type Qualitatively, a questionnaire was carried out to a group of studentsfrom the Technical University of Ambato in the seventh semester, which consisted of both open and closed questions, and a quantitative approach was carried out by observing three Coca-Coca videosItem Habla serio sexualidad sin misterios y la prevención de embarazos en adolescentes de 15 a 17 años(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-05) Rodríguez Mayorga, Ricardo Giovanni; Jiménez Sánchez, ÁlvaroThe Research Graduation analyzes the communication deficiency in the campaign´s communication" speak seriously, sexuality without mysteries" and the pregnancies´ prevention in adolescents from 15 to 17 years old of the Canton Ambato in the Tungurahua Province, consequently that the programs, events, talks, conferences and more prepared activities that they do not have the due reception, since they do not reach the majority of the researched population, it is being necessary to look for the way of attending and participating, since it is a duty and citizen obligation to be active participants. Once the problem has been defined through exploratory research, a poor relationship between parents and children is detected and the theoretical framework is constructed to properly base the variables based on the information gathered from books, brochures, magazines and the internet about Strategic communication with adolescents. Already the methodology was established, surveys were developed as adequate tools for the processing that serve to make the quantitative and qualitative analysis of the data obtained, thus establishing the relevant Conclusions and Recommendations. Based on the research revealed the proposed solution, which includes an update with active communication strategies that will strengthen the intercommunication that must exist in a way that improves the relationship so that there may be mutual support, especially with adolescents so that it is strengthened within the social sphere.Item Las redes sociales y el comportamiento en el aula de los estudiantes de noveno y décimo año de Educación Básica de la Unidad Educativa Quisapincha, Provincia de Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales , Carrera de Comunicación Social, 2016-11) Tusa Carrillo, Luis Tarquino; Martinez Bonilla, Carlos AlbertoSocial networks are a means of communication between the people who use it for various purposes, such as: connect with friends or family nearby, far away and even to establish new relationships, and share content, views on different issues, the proper use of these has effects on the behavior of students enrolled years high school, where there is more evidence problems of low ratings desertions, bad behaviour in the classroom and home. For this reason, a study was made to students in the ninth and tenth years of basic education of the educational unit Quisapincha, which currently is having problems in regards to social networks and conduct of students, due to the lack of attention in classes, what is claimed is to carry out an awareness in the same campaign also workshops, conferences, test, and posters communication to determine the effects of the abuse of social networks, and the limited control by parents will be raised. The importance of analyzing the consequences of the abuse of social networks is to let them know about the consequences such as: free access to inappropriate content, the risks of isolation i.e. do not come into contact with. Unknown, another result is harassment violation of her privacy, phishing by unscrupulous people, who use fake profiles to become friends of young people, on the other hand, this causes alterations in the behaviour of students, making them withdrawn, and away from student groups, and their behavior is altered, also produces a confusion between the intimate private and public, as also the loss of sense of time, spend hours and hours on social networks, without control of their parents, causing this problems the cyberbullying, Grooming, and Sexting. While talking about the behavior of students caused by the excessive use of social networks, is to understand the factors, causes and effects that influence the behavior of adolescents in the ninth and tenth years of the educational unit of Quisapincha, in the parish of Quisapincha, Ambato, Tungurahua, and with this province propose a solution to this problem.