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 Narrativas representativas y el surrealismo de la imagen de la mujer en los selfies en Instagram(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Tustón Landa, María Belén; Viteri Torres, Walter FranciscoThe analysis of selfies in everyday life reveals this practice as a form of creative expression that serves as a contemporary social model. It reflects the subtle evolution of the female image over time and highlights the significant impact of cultural industries in the digital age, often characterized by surreal elements. These factors illustrate how communication and culture contribute to the formation of new identities. This study aims to explore the narratives and surreal qualities tied to how women are represented in selfies. It focuses on the unconscious messages young women communicate when taking and sharing selfies on Instagram. The research delves into how they see themselves, the motivations behind their self-presentation choices, and how others perceive them. Using a qualitative approach, the study employed a subjective methodology, including a focus group of five participants. The findings indicate that women unknowingly create and replicate images at a large scale. These images often reflect societal beauty standards and ideas of female empowerment, shaped by cultural and social expectations and heavily influenced by cultural industries.Item 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 La Casa de Papel y las narraciones geopolíticas del capitalismo(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Flores Ramos, Mauricio Alejandro; Proaño Zurita, Jenny De Los ÁngelesWithout a doubt, the political and economic model of capitalism has a significant component in media seduction, as Max Horkheimer and Theodor Adorno (1998) proposed in the cultural industries. This is how the audiovisual industries create powerful communicational products intended to seduce the population within the imaginaries of capitalism. However, among these productions, there are several aimed at creating a critique of capitalism without losing the element of seduction, such as the Netflix series La Casa de Papel (2017), which denounces banking abuses, the geopolitical situations the world faces, and the economic policies of states. It creates a story where the robbers become the heroes and the governments the culprits, giving a twist to the narrative. Research in audiovisual narratives is necessary not only to understand the quantity of stories present but also to analyze the discourses within them to reflect on the societies we inhabit. Hence the interest in investigating these seductive narratives present in TV and streaming series. This research is significant and relevant due to the lack of internal analysis given to the content consumed, where the internal meaning is not examined. In this case, direct messages criticizing capitalism are analyzed. The objectives allow for an extensive and deeper analysis of the series through chosen variables such as political Manichaeism and all that geopolitical context entails. The methodology, through narrative analysis and the aid of matrices, allows for a graphical analysis, detecting symbols. On the other hand, the narrative is analyzed through contexts and dialogues, including flashbacks and the series' songs, which, upon analysis, reveal that these elements also carry messages and critiquesItem Politización del sexo: a propósito de la película “Cincuenta sombras de Grey”(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Escobar Galarza, Doménica Carolina; Brito Alvarado, Leonardo XavierWithin the cultural industries, music, cinema or the consumption of pornographic magazines have been debated, but one of the least debated aspects in Ecuador has been the consumption of sexuality due to biases full of taboos. Since the publication of the novel “Fifty Shades of Grey” in 2011, which was a publishing success, sex once again had an important place in social debates, therefore, it is a controversial topic that politicizes old scenarios and create new ones. The methodology approach that will be used in this research with a perspective of politicization of sex will be classified into two parts: the first will be the analysis of the feminist and sexual discourse of the film “Fifty Shades of Grey” to complement information and findings from it. , the content analysis through a matrix where the stereotypical social constructions and gender models referring to sexual relations that appear in the film will be detailed with the aim of discussing erotic cinema and the experience of the producers in the form of semantic functional models. The second part will be a comparative matrix with various points of view of the authors with which this research will be worked, on the erotic cinema that problematizes the sexual in the cultural industries to contrast the statements and hypotheses that politicize sex. Without a doubt, sexuality and sex are two topics that are latent in the debates of the Social Sciences and Communication, this is understood by the sharp views and conservative charges within the academy, these are the main ideas by which. The aim is to develop this research, to open the communication debate on sexuality within cultural industries that function as mechanisms of seduction in the buying and selling of objects. This allows us to weave other perspectives that can be used by new students to focus and follow a same line of research on these controversial and highly complex topics