Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item El discurso en la canción "This is not America" y sus connotaciones sociopolíticas(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Llerena Chinachi, Tamara Aracelly; Viteri Torres, Walter FranciscoThe present thesis analyzes the sociopolitical connotations in the song This is Not America by Residente, identifying how its discourse denounces historical oppression, economic exploitation, and the cultural invisibilization of Latin America. The main objective is to describe these sociopolitical connotations, addressing elements of cultural resistance and criticism of imperialism. The research is primarily based on Van Dijk's Critical Discourse Analysis theory, complemented by Wittgenstein's concept of the language game to interpret the song's lyrics. The methodology employed is qualitative, utilizing the technique of critical discourse analysis. The analysis matrix was the main instrument used to break down the content into sociocultural, political, and linguistic dimensions. The analysis identified recurring themes, such as the resistance of indigenous peoples, symbolized through historical and cultural Latin American references. The results highlight that the song articulates a discourse that brings to light the struggles of marginalized groups in South America, while also redefining the concept of "América" from an inclusive perspective and celebrating the cultural diversity of the continent.Item El contenido de la programación de Radio Primicias de la Cultura de la Universidad Técnica de Ambato y la construcción de audiencias(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) León León, Andrea Elizabeth; Herdoíza Mancheno, Franklin GermánicoUniversity radio is an effective means of communication to transmit information within an institution of higher education; however, in order to achieve the desired success, it is essential to have an adequate segmentation of audiences. This not only allows to retain current listeners, but also to attract new listeners. In order to understand the importance of audiences in radio stations, the theoretical reference of Mario Kaplúm was used, since he clearly expains the steps that a radio station must follow to become an outstanding media. For this purpose, Radio Primicias de la Cultura of the Universidad Técnica de Ambato was analyzed in order to study it and, with help of the students of the Communication career, provide a different perspective that promotes its growth and innovation.Item Exposición de candidatos a la presidencia de la república en redes sociales y la influencia en la percepción de los electores en las elecciones del 2023(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Grijalva Freire, Nadia Sthefany; Viteri Torres, Walter FranciscoThe present research analyzes the influence of social media on voters' perception during the 2023 presidential elections in Ecuador, focusing on the cases of candidates Luisa González and Daniel Noboa. The study addresses how these digital platforms have transformed political communication through strategies that combine entertainment, emotional content, and political messages. The theoretical framework highlights the contributions of authors such as Manuel Castells, Erving Goffman, and Harold Laswell, who provide perspectives on social interaction, perception, and mass communication techniques in the digital age. The methodology combines quantitative and qualitative approaches, with content analysis based on categories such as message type, tone, and level of interaction on key platforms like TikTok and Instagram. The research is based on the contributions of various authors who have studied political communication and the influence of the media on public opinion. Manuel Castells provides his perspective on the power of communication in the digital age, highlighting how social media has reshaped the relationship between politicians and citizens. Erving Goffman, through his theory of self-presentation, allows for the analysis of how candidates constructed their public image on platforms such as TikTok and Instagram. Meanwhile, Harold Lasswell offers tools for studying propaganda and the persuasive strategies used in the political sphere.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 El Ship post como estrategia de marketing digital y su incidencia en el proceso de compra en los estudiantes universitarios de la ciudad de Ambato, caso KFces(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Fiallos Sánchez, Diego Arnaldo; Proaño Zurita, Jenny de los ÁngelesThe present research, titled "Ship Post as a Digital Marketing Strategy and Its Impact on the Purchasing Process among University Students in the City of Ambato, Case Study: KFCes", aims to analyze the impact of this type of digital publication on brand perception and purchasing behavior. Ship posts, a type of content characterized by humor and alignment with contemporary trends, have become a marketing strategy utilized by various companies to capture the attention of young audiences. For the development of this study, a quantitative approach was adopted, enabling structured and precise measurement of the effectiveness of this content within the realm of digital marketing. Based on a Likert-scale survey, 387 responses were collected from students at various universities in Ambato. The survey questions focused on analyzing brand positioning, user perception of these contents, emotional connection, and purchase motivation. The findings indicate that ship posts are effective in strengthening brand image on social media, as most respondents had a positive view of this type of content. Moreover, the results show that emotional connections are created with consumers, making KFCes more relatable to its users. Additionally, the study found that while ship posts help in brand recall and generating interest, their direct impact on the act of purchasing warrants more in-depth investigation. In terms of feasibility, the implementation of such content proves effective for younger audiences, who highly value publications that evoke positive emotions. This strategy reinforces the synergy between marketing and digital communication, demonstrating that brands can adapt to current consumption trends. In conclusion, ship posts are a significant tool for connecting with consumers, as they strengthen brand presence on social media and enhance purchase motivation, holding notable relevance in the digital sphereItem Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William FredyThis research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.Item YouTube como un espacio de memoria histórica del idioma Kichwa: caso canal Apak Otavalo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Chinlli Cava, Cristian Isaac; Naranjo Gamboa, Byron OrlandoThis research work analyzes YouTube as a key and suitable space for the preservation and historical memory of the Kichwa language, with a focus on the Apak Otavalo channel. It evaluates its communicational contribution, reach in language diffusion, and its impact on Kichwa cultural identity. Using a mixed approach, information was collected from various sources and surveys were applied, with statistical analysis providing measurable results. The findings highlight the relevance of YouTube in cultural and linguistic preservation, strengthening Kichwa identity and heritage in a globalized world. Furthermore, Apak Otavalo positions itself as an essential medium for learning, conservation, and diffusion of the Kichwa language. Additionally, the channel should increase the frequency and diversity of its publications, as well as enhance its visibility through promotional campaigns, collaborations with cultural projects, and the use of other digital platforms. These strategies can foster greater consumption of its content.Item El contenido de la página Tinta Cultural de la Red Social Facebook y el interés sobre la información cultural de sus usuarios(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Poveda Almeida, Evelyn Viviana; Viteri Torres, Walter FranciscoThis research had as its object of study the Facebook portal "Tinta Cultural", a page dedicated to the dissemination of cultural information from Ecuador through cultural notes and curious facts; using an interactive and alternating dynamic to create an approach with the followers. To carry out the research, bibliography and a mixed methodology were used, quantitative in terms of the decoding of statistical data that allow the obtaining of measurable percentages, and qualitative due to the complexity of the analysis of the contents of this portal. One objective of the study was to determine the degree of interest of the users based on the interactions, for this reason an analysis is presented through content analysis matrices, which allowed a detailed observation of aspects and indicators such as the structure, audience, accessibility that are part of a social network. Finally, this research led to a reflection on how to improve the content of this "Tinta Cultural" to awaken more interest in the users and capture a larger audienceItem Impacto de la comunicación promocional sobre el VIH implementadas por el Ministerio de Salud Pública (MSP) entre la juventud de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Chico Chicaiza, Nayeli Anahi; Vayas Ruiz, Eliza CarolinaThis research project entitled: "Impact of Promotional Communication on HIV Implemented by the Ministry of Public Health (MSP) among the Youth of Ambato",", it was investigated how the MSP campaigns affect the perception and behavior of young people regarding VIH. Using a quantitative approach, a questionnaire was randomly applied to 383 young people from Ambato, complemented by a bibliographic review and statistical analysis. The analysis of the information was obtained by means of a Chi-square test, which accepts the null hypothesis that mentions that the HIV campaigns implemented by the MSP do not have a significant impact. The results show that most young people rarely encounter campaigns and they have little impact on their knowledge about HIV. Social media is considered the most effective means of disseminating information, although the Ministry of Public Health (MSP) still mainly uses brochures. The study's findings show that current campaigns do not have a significant impact because they do not use the communication channels preferred by 16-25 years old, such as social media. It is recommended that the Ministry of Public Health (MSP) use social media as its main channel of dissemination. Additionally, it is suggested that they organize talks with experts to help young people better understand and prevent HIV. This study highlights the importance of the Ministry of Public Health (MSP) adapting its communication strategies to improve HIV prevention among the youth of Ambato.Item Gestión de la comunicación y el manejo de situaciones de crisis en el hospital Solca Núcleo de Tungurahua de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Mazaquiza Melgar, Tannia Elizabeth; Guamán Guadalima, Nelly GabrielaThe management of communication and the handling of crisis situations is key for institutions and even more so in health institutions such as the Hospital Solca Núcleo de Tungurahua, because it allows the institution to respond quickly, minimize the impact and scope of the message in crisis situations, demonstrating an environment of transparency and empathy, in addition to maintaining trust it creates a connection between the institution and the users, who place in the hands of the institution and its staff not only their health but also their trust. The objective of this research is to determine how the Hospital Solca Núcleo de Tungurahua handles crisis situations through communication. As this is an institution that provides health services, it is necessary that crisis communication be handled effectively in order to maintain a positive perception of the organization and strengthen the commitment to patients. The present research work has two approaches: qualitative and quantitative, for this, various data collection techniques were used such as the questionnaire applied to 359 users of the Hospital Solca Núcleo de Tungurahua, the interview with the communication coordinator and the content analysis of the publications of the Fanpage of the Hospital on the social network Facebook to obtain a deeper view on the object of study, this allows addressing both the perception of users and institutional communication strategies. The results we obtained through the techniques applied indicate that, the hospital has not yet faced a crisis situation that puts the image and reputation of the institution at risk, it is believed important the creation of the communication plan, to prevent the crisis. In addition, a lack of training of the institution's employees was identified so that in times of crisis they can act as spokespersons who can mitigate the impact and scope of the crisis.