Comunicación Social
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Item Comunicación alternativa: evolución y preservación de la identidad cultural del pueblo Salasaka(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Jerez Tubón, Jéssica Patricia; Vayas Ruiz, Eliza CarolinaThis research paper analyses the tools of alternative communication in the Salasaka people, emphasizing their role in preserving cultural identity and the impact of globalization on their traditional methods of communication. Using a mixed methodological approach, this research collects quantitative and qualitative information through surveys and interviews with residents and leaders of this community. The data obtained allow us to analyze the current perception of alternative communication. The Salasaka Kichwa people, located in the Pelileo canton, Tungurahua province, Ecuador, have expressed their history and worldview in unique communication methods that transcend conventional media, such as bull horns, traditional clothing, and general meetings. These communication tools are also symbolic elements that reinforce cultural identity. The main objective of this research is to determine how alternative communication has influenced the change and preservation of the Salasaka cultural identity. The study examines historical and cultural aspects, as well as the evolution of communication tools within this community. The results show that, although ancestral methods face challenges in the face of current technologies, they are still valued as representative symbols of this culture. In addition, the study analyses the population's perceptions regarding the importance of preserving these tools and the integration of contemporary technologies to strengthen community communication. This study highlights the need for strategies that provide an equity of modernity with traditions, ensuring the continuity of the cultural wealth that the Salasaka Parish possesses.Item Narrativas del Sumak Kawsay en la comunicación radial: Radio Latina la Poderosa 90.1 FM(Universidad Técnica de Ambato, Facultad de jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Casa Yugsi, Denis Armando; Naranjo Gamboa, Byron OrlandoThe research on Sumak Kawsay in radio aims to promote sustainable and inclusive development, highlighting interculturality, social justice, and plurinationality. It examines the narratives of Sumak Kawsay in Radio Latina La Poderosa 90.1 FM, analyzing how they are presented and received by the audience, as well as their impact on the community. The research compares the null hypothesis of no significant relationship with the alternative hypothesis that a relationship exists between these narratives and the audience’s perception, contributing to the understanding of their integration into radio communication. Using a mixed approach, both qualitative and quantitative methods are combined, gathering data from 385 people through interviews, surveys, and content analysis, with specialized software like ATLAS.ti and SPSS. The goal is to analyze how these narratives are presented and received, and their impact on the rural audience, promoting intercultural communication and cultural values in community radio. The results reveal a significant relationship between the radio programming and the audience's knowledge of Sumak Kawsay. The station promotes values such as interculturality, cultural preservation, and ecological awareness, and the audience shows familiarity with these concepts, valuing the empathy and solidarity fostered by the programming. The station strengthens local identity and social cohesion, contributing to a fairer and more balanced future. It is concluded that Radio Latina has successfully integrated the principles of Sumak Kawsay, promoting harmony between humans and nature. It is recommended to further promote these values, increase educational programsItem El documental como medio de difusión educativa de cuentos, leyendas, tradiciones del pueblo Kichwa de la parroquia Talag en el año 2020(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-03) Licuy Tapuy, Jumandy Pachacuthec; Tamayo Rodriguez, Alicia PaulinaThe research work shows the importance of communication in daily life and in the education of people, therefore it is necessary to talk about the documentary that is part of communication, since it is the massive tool for the educational dissemination of cultural wealth and cultural. To demonstrate the cultural identity of the Kichwa people of the Talag parish in its different manifestations of the sector, I feel that these have not been reflected in documents or technological resources that help to strengthen the same culture, therefore the research seeks to find incentive actions of cultural value. Transcendence, among these considerations it is known that the Kichwa culture has been practiced by a few and forgotten by many, the Talag sector is a distinctly Kichwa parish and there are cultural values of the sector, so the present investigation through the methodology of the Descriptive research with a qualitative approach determines the p There is little interest in the population, especially young people, in maintaining their own culture, in this sense the research through documentaries made for this purpose aims to massify the contents as stories, legends and traditions of the parish to be considered in the different educational entities as a didactic and audiovisual resource. technological means known as educommunication. As a result of the research, it is recommended that educational institutions include topics with cultural manifestations in the study curriculum as a transversal axis to practice and promote the Kichwa identity of the Talag parish.Item Aproximación para un análisis semiótico del rito de la diablada pillareña(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Balseca Romero, Carmen Lorena; Vayas Ruiz, Eliza CarolinaEvery year in the city of Píllaro is celebrated is the Diablada Pillareña, one of the best known festivals. The tradition takes place the first 6 days of the month of January and with a large number of cultural elements typical of the region, the result of the cultural and religious syncretism of the native peoples of the area. The devil is the result of the resistance to acculturation imposed by the ethnocentrism of the catholic religion towards the aborigines of the locality who had their own culture and who at that time recently underwent a process of transculturation by the customs of the Inca empire. The devil will always be a symbol of rebellion, as he refuses to submit, becoming a symbol of freedom. This figure gave identity to the Pillaro people through the rituality immersed in their dance and clothing. Píllaro's devil is the only known one that does not have a religious connotation in his festival, so its development and evolution go hand in hand with the participants of each of the games Each participant is different from the other because the design of the masks is unique and even preserving similar aspects in their design, the costumes denote individuality because the Pillareño devil does not dance choreographically or in a troupe, each one enjoys the music at their own pace. Therefore, it is necessary to find the rites present in the development and the characters that characterize this popular festival For which a descriptive analysis is carried out of the common aspects present in masks, clothing, and distinctive elements of each participant in order to find similar patterns in the rites that make up the festival. The research includes representative aspects of the semiotic analysis, which is based on discovering the elements present in the rituality of the Diablada PillareñaItem Las industrias culturales y su contribución al fortalecimineto de la identidad cultural ambateña(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-09) Alvarez Córdova, Andrés Sebastián; Naranjo Gamboa, Byron OrlandoCultural industries through its content, through its programming, mould the form and way of perceiving reality creating stereotypes which are ways of acting and thinking in a Western way, assimilating foreign customs as their own, thus is taken behaviors of other countries and attempts to reflect as ideals of perfection. It is necessary to portray the cultural identity in a society believed on the cultural and intercultural communication content seen with respect, understanding it in its global perspective, creating through their cultural heritage products communication to generate with their reflection on the history, and as the main emblematic characters messages created enlightenment's ideals. That is why this work intends to carry the cultural identity through a content that reflects the history, traditions, heritage, cultural aspects, which are in accordance with each society, creating information on cultural aspects that serve to the population this aware about aspects that are part of the cultural identity.Thus in an era each more globalized where connection and broadcast content is made more naturally, without depending on a conventional platform such as a newspaper, radio or tv; images and video are the preferred way to transmit information, as well as music that is heard comes from outside, from industrial powers that form a homogenization of tastes and come to the society as a mere market.That's why this paper seeks to provide a solution to preserve the cultural roots, indigenous values and cultural heritages, transmitting this information in a creative way so that people interested in their own environment and the things that are part of the history of the city. The present work was developed under proactive critical paradigm and is determined as the cultural industries to contribute to the strengthening of cultural identity, so it will use surveys and interviews of key players; resulting in a vacuum on the scope of the history of the city, on the legacy of their main emblematic characters, traditions, their worldview, their cultural heritage aspects that are not taken into account by the industries cultural and can be a contribution to form a cultural identity in the people.Item Etnografía y la identidad cultural de la fiesta de Mama Negra celebrada en los meses de septiembre y noviembre(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-03) Chicaiza Chuquitarco, Erika Nataly; Jiménez Sánchez, AlvaroThe present research focuses on the development of communication products containing cultural information about the Mama Negra festival held in September, in order to strengthen the knowledge and appreciation of this cultural expression. The Mama Negra fest is part of the Latacungueña cultural identity, which has two celebrations in different months: September and November. These are developed in different scenarios since each has its connotation and meaning. The one carried out in September has a religious content and its organization is in charge of the merchants of the markets of the city, whereas the one of November is staged by reason of the independence of the canton and its organizers are local authorities. Also, the cultural event held in November is characterized by economic and tourist purposes, ie there is a commercial sense. Thus, these two celebrations have generated a scenario of symbolic struggles, social imaginaries, ideological conflicts and power relations. That is why this research work focuses on analyzing the differences that exist in these two celebrations, taking into account characteristics such as: characters, organization, clothing among others. Through the surveys, it was possible to know that the latacungueña probation is identified with the celebration of September, because the sense of belonging that they build through this celebration is majorit.Item Etnografía y la identidad cultural de la fiesta de Mama Negra celebrada en los meses de septiembre y noviembre(2017-03) Chicaiza Chuquitarco, Erika Nataly; Jiménez Sánchez, AlvaroThe present research focuses on the development of communication products containing cultural information about the Mama Negra festival held in September, in order to strengthen the knowledge and appreciation of this cultural expression. The Mama Negra fest is part of the Latacungueña cultural identity, which has two celebrations in different months: September and November. These are developed in different scenarios since each has its connotation and meaning. The one carried out in September has a religious content and its organization is in charge of the merchants of the markets of the city, whereas the one of November is staged by reason of the independence of the canton and its organizers are local authorities. Also, the cultural event held in November is characterized by economic and tourist purposes, ie there is a commercial sense. Thus, these two celebrations have generated a scenario of symbolic struggles, social imaginaries, ideological conflicts and power relations. That is why this research work focuses on analyzing the differences that exist in these two celebrations, taking into account characteristics such as: characters, organization, clothing among others. Through the surveys, it was possible to know that the latacungueña probation is identified with the celebration of September, because the sense of belonging that they build through this celebration is majorit.Item Mediación simbólica en Facebook e identidad cultural de los adolescentes en Salasaka(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2016-03-10) Palacios Amancha, Carlos Marcelo; Vayas Ruiz, Eliza CarolinaFacebook xiii ABSTRACT It studies how the symbolic mediation produced by social network “Facebook” can affect cultural identity of indigenous adolescents in the Salasaca´s community. It determines topics as: the symbolic use of media and publications in this social network by salasakas boys; as well as the impact of symbolic production in social representations (clothing, music, ritualism, food, medicine etc.) and family relationships. It contains the analysis of the problem from the qualitative approach through deep interviews and life stories where different cultural retrofits are described which are occurring daily in the Salasaka’s youth. This investigation was applied to the students of the Unidad Educativa Fiscomisional "Fray Bartolome de las Casas". It is concluded that young people are undergoing a process of technological modernization but not about their cultural transformation, being these external mediations which mark their interaction within the social network “Facebook”. It is not excluded that, this social network makes some influence on different cultures.Item Interacción virtual en Facebook e Identidad Cultural de los adolescentes Salasaka de la provincia de Tungurahua.(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2016-07-15) Endara Ibarra, David Fernando; Vayas Ruiz, Eliza CarolinaABSTRACT Teenagers life fluctuate between two spheres physical and virtual facebook, specifyc the chat ( interaction virtual) resets the language in a phenomenon known as “ chat language “in this new discurse gender oral writing characteristics are joined. ¿ in what measure this language of the chat in the ancestral language kichwa as part of the cultural identity of a native town ? The structure of facebook persuade the user to join spanish language. However , it is not only the network that carries to the teenagers to forget kichwa, in the same context the indigenous teenagers that unable the learning of a read writing hichwa and therefore the transfer of the language to the social network. To investigate this phenomenon as a study in the salasaca community it‟s concluded that the network don‟t modify the cultural identity , if not that the visualize at the same time the elements of the cultural identity are adapted to the network.Item La difusión radial de la música nacional ecuatoriana y la identidad cultural de los jóvenes del área rural de la parroquia Izamba(2015) Manobanda Chicaiza, Javier Leonardo; Viteri, WalterEl siguiente trabajo de graduación toma como referencia al proceso comunicativo como elemento fundamental para determinar el grado de incidencia que tiene la Música Nacional en la generación de identidad cultural. Los objetivos con los que se trabajó fueron: Determinar si la escasa difusión radial de la música nacional ecuatoriana afecta la identidad cultural de los jóvenes del área rural de la parroquia Izamba; Analizar si es insuficiente la difusión radial que se le da a la música nacional ecuatoriana; Diagnosticar cómo se encuentra la identidad cultural de los jóvenes del área rural de la parroquia Izamba; Diseñar una alternativa de solución al problema planteado. La metodología se basó en un enfoque mixto: cuali-cuantitativo, con modalidades de investigación de campo y bibliográfica. Una vez realizado el estudio se determinó que A través de la investigación se ha logrado determinar que la incorrecta difusión y socialización de la música ecuatoriana afecta en la identidad cultural de los jóvenes del sector rural de la parroquia Izamba, La difusión radial de la música nacional transmite identidad cultural en la juventud ya que al apoyar o difundir programas , radio revistas en horarios de mayor sintonía sin discriminación a la música nacional nos ayuda a descubrir experiencias, Se analizó que una forma de aumentar el nivel cultural en la juventud es dialogando y conociendo las experiencias que el joven atravesado durante sus años de vida, un gran cambio se daría si los medios de comunicación cumplieran con la actual ley de comunicación existente la que apoya a la producción nacional.