Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item La industria de la música y la construcción de identidades en la juventud(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Freire Lescano, Mateo Alexander; Proaño Zurita, Jenny de los ÁngelesMusic is a part of everyone’s life. From the moment we become aware, music can be enjoyed, but it also serves as a means of expression, a form of communication, and a set of values or customs. It is important to consider that youth is a stage in life where people can explore and learn about various topics, as it is the transition to adulthood. For this reason, music can be a tool to address these topics, alleviate intrusive thoughts, manage emotions, and serve as a means of connection with peers or older individuals. The research project “The Music Industry and the Construction of Identities in Youth” analyzes the musical genres listened to by young people as a means of constructing identities during youth, not merely as a form of entertainment. The objective of this research is to determine the relationship between different musical genres and the construction of identities in youth. The methodology used is quantitative, with a sample of 377 young students from the Universidad Técnica de Ambato at the Huachi Campus. A survey was conducted asking about musical preferences and various situations in which music is listened to. The study highlights those genres such as Pop, Hip-Hop, Rock, and Reggaeton, along with platforms like YouTube and Spotify, shape young people’s musical preferences and, consequently, their identities. This validates the hypothesis that music influences youth identity. It is concluded that music not only reflects individual values and emotions but also serves as a link for young people to integrate into groups with shared interests. This is reinforced by the ability of cultural industries to project musical genres that connect both locally and globally.Item Más allá de la hibridación metamorfosis cultural enfocada a los atuendos tradicionales de la comunidad(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Dias Toaquiza, Blanca Verónica; Vayas Ruiz, Eliza CarolinaThe project developed below aims to make visible the existence or not of a cultural hybridization focused on the traditional clothing of the Panzaleo community. It begins by contextualizing a little of the history, organization, beliefs, customs and traditions of the inhabitants of Cotopaxi, reinforcing what is described from three categories: territorial, symbolic and economic. To summarize the above, we studied the theoretical arguments based on authors such as Canclini, Flores and Velasco, who share similar concepts around a cultural hybridization and territorial detachment that exists in the Panzaleo community. This is a consequence of globalization, which not only impacts the economic environment of indigenous peoples, but also distorts their customs and traditions. The symbolic analysis takes as referring to their traditional festivals where the main characteristic feature of their celebrations is reflected especially in their garments, created on the basis of their beliefs and ideologies and shaped by their embroidery and necklaces that adorn and identify them. In addition, the economic situation of the Panzaleos has a history since the arrival of the Spaniards and the introduction of new anti-agricultural regulations in the 1980s and 1990s by the state, where the consequences of these changes are increased poverty and migrationItem La percepción del mensaje historico- cultural de la fiesta del Inga Palla por parte de los niños y niñas de Tisaleo(Universida Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-03) Monge Martinez, Gloria Estefanía; Viteri Torres, Walter FranciscoPopular festivities are high cultural richness traditions. With them we can look back in time and identify high important events that catalyzed the sociocultural expressions, where elements like transculturation, acculturation, communication, identity, culture and values get together. The celebration of the Feast of the Inga Palla in the Tisaleo canton is of vital importance to search, recover and preserve the memory of the place Children play a remarkable role in the festivity, they are consumers, producers and diffusers of this cultural events. That is why is so necessary to understand their perceptions and produce guides for the development and learning of this cultural identity events. In order to describe and understand the phenomenon based on their experience built from the individual point of view and from their collective perspective, it was necessary to use qualitative methodology within an empirical phenomenological interpretative framework. In addition, semi-structured interview techniques were used with characters that participate in the celebration directly and indirectly and; graphic elucidation with children. The results determined that children give very positive value meanings to this historical and cultural event, they provide a less devotional meaning but magnify it as a space for cooperation maintaining a high degree of belonging to it. Direct observation, participation and interpersonal oral communication, especially with their parents, are the main ways in which they acquire knowledge regarding the party because there are no communication strategies addressed to them.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 La comunicación organizacional y la imagen corporativa del Gobierno Autónomo descentralizado Parroquial de Rio Negro del Cantón Baños de Agua Santa de la Provincia de Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-04) Veloz Cárdenas, Esteban Gonzalo; Sánchez Peña, Marco IvánThis thesis focuses on the research and analysis of organizational communication and the corporate image of the Autonomous Decentralized Parochial Government of Río Negro of the Baños de Agua Santa canton of the Province of Tungurahua. Its content includes important aspects regarding the achievement of the established objectives, in order to benefit the chosen institution and strengthen the knowledge acquired in regard to the population. It is important to note that the first data were collected in the same place through surveys of the population and an interview given by one of the officials of the Parish. Their interpretation and analysis contributed to the collection of information to formulate conclusions and recommendations that are consistent with the reality of the institution. The research project consists of six chapters in which different topics were studied to help identify the dynamics and flow of organizational communication of the Autonomous Decentralized Parochial Government of Río Negro of the Baños de Agua Santa canton of Tungurahua province, in order to analyze the importance of corporate image. Once the necessary information was acquired, the proposal was made, which contains the corporate brand and identity manual focused on improving organizational communication and the corporate image of the government institution thus achieving its positioning in image, identity, recognition and reputation. through a joint empowerment with officials and their inhabitants.Item Tradición oral como herramienta de preservación cultural del pueblo Salasaka(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-09) Sánchez Paredes, Johanna Elizabeth; Vayas Ruiz, Eliza CarolinaPresent research conducted an analysis of the relationship of the teenage members of the Salasaca people with their identity traits, especially with its oral tradition. Established type of orality, the determining cultural narrative features seen in the community, and the degree of influence that has identity into the younger generation. The fundamental interest of this research exercise lies in the rescue of the traditional expressions of the Salasaca, disseminate knowledge originating in parties, stories, songs, music, myths and legends, as well as ensure the understanding of the determining role in the community. Investigative background, was used to raise more than a theoretical framework that is rich in details about cultural identity and the role of the traditional orality in the historical thread; A quantitative approach allows the approach to the object of study and works in a hypothetical-deductive analysis of the variables of the case to clarify that actually oral tradition acts as a beneficial tool which promotes the preservation of identity cultural village, allowing more young people rating their ancestral roots and the word of the progenitors of the Salasaca history.Item El fotoperiodismo y su influencia en la identidad de los adolescentes en el Cantón Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales , Carrera de Comunicación Social, 2015) Cañarte Chacha, David Ricardo; Guevara, JorgeItem La gestión de la comunicación y la desinformación de las comunidades locales respecto de la actividad minera del proyecto Curipamba Sur(2015) Gómez Salazar, Fausto Enrique; Martínez, AlejandroEl proyecto de investigación cuyo tema es: “La Gestión de la Comunicación y la Desinformación de las Comunidades Locales respecto de la actividad minera del Proyecto Curipamba Sur”, tiene el propósito de ser una contribución para quienes son parte de la actividad minera y su problemática con grupos antagónicos que buscan menoscabar la identidad, imagen y reputación de las empresas mineras como Curimining S.A. que buscan el desarrollo de la zona de influencia del Proyecto Curipamba Sur. Con este proyecto se pretende optimizar los recursos comunicacionales para una óptima gestión comunicacional en los diferentes departamentos que conforman la empresa, y de esta manera generar confianza en los habitantes de la localidad. El plan comunicacional constituirá el eje primordial de las relaciones entre la empresa y los stakeholders, pues con la implementación de los diferentes proyectos propuestos en el plan se construirán las bases de una confianza mutua, ya que a través de la comunicación se llega a la información acerca de las características de una organización para hacerla merecedora de la confianza y selección de sus públicos. Es por ello que se debe trabajar en consolidar la relación identidad – cultura – comunicación – imagen.Item Las manifestaciones Culturales y la identidad del pueblo Salasaka(2013) Masaquiza Masaquiza, José BernardoLa globalización de la información derivada, entre otras cosas, el acelerado avance de las telecomunicaciones ha llevado a que con gran facilidad se pueda acceder al conocimiento de otras culturas y tradiciones. Debido a ello es común ver como la sociedad han venido apropiándose de modas y patrones culturales extranjeros dejando de lado las raíces culturales y folclóricas autóctonas, perdiendo con ello valores e identidad cultural. Para la investigación sobre las manifestaciones culturales del pueblo Salasaka en los diferentes espacios, hemos tomado como punto de partida el pueblo Salasaka, donde se manifiestan todas aquellas relaciones de poder e igualdad entre el hombre, mujer y la sociedad en general. Para luego ver cómo aquellas relaciones son insertadas en los espacios públicos como el cabildo, la organización y el campo educativo. Es importante reconocer que la identidad cultural genera sentido de pertenencia y contribuye al fortalecimiento de valores autóctonos.