Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item La búsqueda de la belleza, aproximación discursiva en Tiktok(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Garcés Freire, Camila Estefania; Viteri Torres, Walter FranciscoThe expansion of TikTok has altered the ways in which digital content is produced and distributed, transforming the platform into a space where meanings about beauty, appearance, and personal care are constructed. In this context, this research aimed to analyze the discursive construction of the pursuit of beauty on TikTok, based on the communication resources and forms of representation present in the content created by female creators on the platform. The qualitative approach of the study was carried out with a descriptive and interpretive perspective. The posts of Nan Jiménez and Bárbara Ramírez were chosen due to their connection with hair care, beauty routines, makeup, and skincare, and were subjected to a semiotic-based digital discourse analysis. The analysis considered the verbal, visual, symbolic, and performative elements of the videos, as well as the audience's perceptions as reflected in their comments. The findings revealed two distinct forms of discourse. In Bárbara Ramírez's work, beauty is built upon a natural, staged image, everyday beauty treatments, and a connection with viewers through hair care, recipes, and makeup. Conversely, in Nan Jiménez's work, beauty is associated with skin health and the demystification of standards like "perfect skin." Furthermore, the comments showed that the audience does not act passively, but rather validates, questions, challenges, and reinterprets the content. It is concluded that TikTok not only reproduces dominant aesthetic models but also allows for their discussion and reformulation. On this platform, beauty is configured as a relational discourse between creators, communication resources, and audiencesItem Narcocultura y prestigio social; representacionesnarrativas y estereotipos en la serie "Griselda"(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Lema Osorio, Evelyn Roxana; Guamán Guadalima, Nelly GabrielaThis research analyzes how the series “Griselda” represents narco-culture and social prestige linked to the context of organized crime in Ecuador. A mixed approach was applied, combining discourse analysis and content analysis, in order to examine stereotypes and narrative constructions in audiovisual production, as well as linking them to the Ecuadorian media. The results show a female figure who achieves power and respect through violence, luxury, and manipulation, challenging traditional methods in criminal environments. On the other hand, the media reinforces fear and violence; 50% of the news items analyzed report on deaths, contract killings or extortion, money laundering, politics (corruption), and drugs. It is concluded that narcoculture is normalized through representations disguised as power, ostentation, and authority. These narratives influence the perception of drug trafficking; that is, representations shape values and attitudes toward organized crimeItem Representación mediática y contenido digital: El caso de los niños afroecuatorianos de Las Malvinas(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Arévalo Arcos, Nahomy Anahí; Vayas Ruiz, Eliza CarolinaThis research describes how the case of Afro-Ecuadorian minors in Las Malvinas was represented in the media and digital content. The question to be answered is: How are media Tepresentations of Afro-Ecuadorian children in Las Malvinas perceived by the audience? To this end, a mixed methodology is used, with survey techniques for the Afro-Ecuadorian and mestizo populations, as well as content and discourse analysis in the digital media Primera Plana ECU and Ecuador TV. By applying these techniques, it is found that the Afro population is not represented in the media, and that the case of Afro-Ecuadorian minors is exposed in the media two weeks after their disappearance. The media outlets in the sample do not mention the ethnic identity of the victims of forced disappearance. When compared with other studies, it is determined that discrimination and racism are still present in Ecuador. However, this is not a problem unique to the country, but rather an international issue. Furthermore, it is noted that there is no significant Afro-Ecuadorian presence in the media. Therefore, it is concluded that there is invisibility and inequality in the media sphere towards the Afro-Ecuadorian people. In addition, public perceptions are divided, with some in favor of the government and others seeking justice, transparency, and clarification of the Las Malvinas case.Item Análisis del discurso narrativo y la crítica social de la serie El Chavo del 8(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Sánchez Gutiérrez, Carlos Andrés; Viteri Torres, Walter FranciscoThis thesis analyzes the narrative discourse and social critique present in the television series El Chavo del 8, created by Roberto Gómez Bolaños. Using a qualitative approach based on discourse analysis, it examines the linguistic, symbolic, and thematic elements that shape the series' narratives, as well as its ability to reflect social issues in Latin America, such as poverty, inequality, exclusion, and symbolic violence. The study focuses on a representative sample of episodes, identifying recurring discursive patterns and situations that highlight social tensions through a humorous and seemingly innocent lens. It argues that, despite its popular comedy format, El Chavo del 8 serves as a mirror of urban marginality and power relations, using humor as a tool to soften criticism and facilitate its acceptance in the collective imagination.The research concludes that the series, beyond its cultural value and entertainment function, contains a complex social discourse that encourages reflection on structural issues such as social injustice, child poverty, informal education, and the stigmatization of the poor. In this way, El Chavo del 8 is positioned as a television product with deep symbolic and critical significance, one that has influenced multiple generations and remains relevant in Latin American sociocultural analyItem De Fake News a infodemia: los cuentos mediáticos del COVID-19(2025-07-28) Gavilanes Villarroel, Leslie Belén; Brito Alvarado, Leonardo Xavier; Uniersidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales. Carrera de Comanicaciòn SocialThis research paper examines fake news and infodemia as unethical journalistic discourses during the Covid-19 pandemic. From an analytical and reflective perspective, the study aims to clarify the impact that misinformation and manipulation of information had on public opinion and trust in journalism, both globally and in Ecuador. During the health crisis, false news flooded everyday life, generating fear, uncertainty, and even apocalyptic scenarios. The technical and complex language used by scientists to communicate about the pandemic hindered public understanding, contributing to a widespread sense of fear. Communication and journalism failed to fully explain how the pandemic affected public health and the socioeconomic dimensions of countries. To highlight the presence of fake news in pandemicera media discourse, the study analyzes news from national and international outlets such as El Comercio, El Universo, BBC, CNN, RTVE, and El Universal. This crisis marked a turning point in political and social contexts, revealing an informational divide between governments, scientists, and civil society. In this scenario, journalism faced a major challenge due to the flood of false information rapidly spreading across digital platforms. The urgency to report news instantly, often without verifying facts, led to errors that damaged the profession’s reputation. Ultimately, this research seeks to contribute to the debate on journalistic ethics during global crises, proposing ideas and strategies to combat misinformation and restore public trust in the media.Item La construcción del enemigo en la protesta social en el Ecuador: Caso paralización de octubre 2019(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Ibarra Grefa, Lesly Jhaela; Tamayo Rodríguez, Alicia PaulinaSocial protests in Ecuador are a representation of social struggle and resistance to the events that a country is going through, that is, they are a channel through which people can express their claims, demands, disagreements or annoyances. These protests are spread through media that inform society and communicate the facts. In October 2019, social protests in Ecuador occurred in response to economic measures implemented by President Lenin Moreno, known as the “economic package.” Within these measures were economic adjustments that negatively affected the most vulnerable sectors. vulnerable members of Ecuadorian society as workers and indigenous people. These protests stood out due to their massive intensity with demonstrations throughout the country, which were accompanied by violent clashes, repression by the authorities and, as a consequence, injuries and deaths. In this research, the role of journalism and the construction of the enemy during the October 2019 strike in Ecuador and the role that is developed are studied, all through the qualitative analysis of media discourses, discursive strategies and the impact of the construction. of the enemy in public perception through the decoding of 50 journalistic notes from the traditional media Ecuavisa and the digital media scoops. This research is part of the research project Neoliberal discourse in Ecuadorian journalism: racism in social protest 2019 -2022, which is carried out by teachers of the communication career of the Faculty of Jurisprudence and Social SciencesItem Difusión de contenido digital en redes sociales de los medios de comunicación durante la pandemia covid19(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Montero Ortiz, Alex Bolívar; Proaño Zurita, Jenny De Los ÁngelesIn this project, we set out to analyze the digital content on social media from Ecuadorian media outlets ecuavisa.ec and elcomercio.ec during the COVID19 pandemic. The goal was to comprehend its impact, consumption, and audience engagement. To achieve this, we established specific objectives that guided us through the research. The comparison of news published by both outlets revealed a diversity of approaches and communication strategies, emphasizing the importance of understanding how information about the pandemic is presented. Quantitative measurement of the impact and consumption of news on social media provided valuable data, allowing us to identify trends and audience preferences. Analyzing interactions on social media, especially on Facebook, highlighted the active participation of the audience. Feedback, comments, and shares became crucial indicators of content engagement and resonance, offering valuable insights into how the community perceived and responded to the news. Identification and analysis of participation patterns provided valuable information about audience preferences and behaviors. These findings are essential for adapting communication strategies and optimizing content delivery more effectively. Our conclusions underscore the importance of continuous analysis of social media content to adapt to changing audience preferences and needs. A more personalized approach in content generation is recommended, understanding individual preferences to enhance resonance and emotional connection with the audienceItem Los discursos periodísticos del miedo en tiempos de covid-19: estudio analítico diario el comercio-febrero 2020.(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Tapia Landeta, Ana Estefanía; Ortega Arcos, Wagner EnriqueThe fear speeches have been used since ancient times, in the context of the COVID19 pandemic it was one of the most prevalent speeches around the virus. For this reason, the purpose of this research is to contribute to the analysis of this discourse and thus be able to raise a debate on the strategic construction of journalistic discourses of fear, for which this research introduces historical elements, theoretical and methodological perspectives that were used. to investigate the Covid-19 pandemic around communication. This work aims to investigate a series of narrative elements present in one of the main newspapers in the country, and through the field of communication to understand and explain the discursive phenomenon of fear that manifests itself, and that on many occasions we do not notice it. At the same time, a brief analysis of fear in a social way is proposed, as well, about fear and its link with the media, about some epidemics that are also managed with the discourse of fear, and as is often imposed control through it. Finally, it is analyzed as one of the main newspapers through a specific lexicon published almost daily news that terrified society in the context of the pandemic, and especially at the height of this historic event. Through a qualitative methodology focused on discourse analysis and content analysisItem Narración mediática de la muerte en torno al Covid 19 en el Ecuador, en medios televisivos internacionales(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Andachi Trujillo, Sebastian Israel; Vayas Ruiz, Eliza CarolinaThe media are a fundamental part in the formation of criteria and are considered protagonists in society; violence and death are considered important topics, above all other programming. The media narrative of death has a special treatment due to its economic importance and is taken into account as an element of entertainment, sensationalism and spectacle. Chapter I explores, from theoretical assumptions that analyze the media narratives on death, the treatment of the news within the context of the Covid 19 pandemic in Ecuador. Chapter II proposes a methodology that is executed in Chapter III, where through a descriptive analysis, studies and explains the different phenomena present in the audiovisual products broadcasted by international television channels about what was happening in Ecuador during the coronavirus health emergency, to close with the conclusions in Chapter IV.Item Tensiones mediáticas en el gobierno de Rafael Correa: caso las sabatinas(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Guzmán Cajilema, Evelyn Fernanda; Proaño Zurita, Jenny de los ÁngelesThe present research entitled "MEDIA TENSIONS IN THE GOVERNMENT OF RAFAEL CORREA: THE CASE OF THE SABATINAS", is part of a series of studies, where the analysis of the speech issued by former President Correa to the private media was carried out, this in order to identify the tensions that existed between these two actors within the Sabatinas, the statements analyzed were taken from the segment "Freedom of expression belongs to all". The methodology used was based on the elaboration of political discourse analysis matrices containing categories such as: time, place and media resources used, repetition, dramatization, feelings, emotions, irony and humor, communicational context, type of ethos, actors present in the discourse, role of the media and the role of citizens. On the other hand, the thesis is divided into: Chapter I, theoretical framework, dedicated to strengthen a solid theoretical base with various authors who addressed issues such as political communication, communication strategies and media. Chapter II, methodology, where a qualitative study was presented and developed. Chapter III, analysis and discussion of results, this chapter presented the development of the results obtained through the application of the methodology, together with the answer to the research question. Finally. Chapter IV, where the conclusions reached in the research were presented