Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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Subject: search.filters.subject.JUVENTUD

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Now showing 1 - 4 of 4
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    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 Ángeles
    Music 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.
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    Estrategias de comunicación digital y la percepción de los usuarios de redes sociales durante la campaña electoral de Daniel Noboa a la presidencia de la república en octubre 2023
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Andrade, José Luis; Viteri Torres, Walter Francisco
    This project focuses on the analysis of Daniel Noboa's presidential campaign in Ecuador during the 2023 elections, with an emphasis on communication strategies and persuasive elements used to connect with the electorate. The problems that Noboa addressed, such as insecurity, unemployment and lack of opportunities for young people, are examined, allowing him to establish an emotional connection with the population by demonstrating a deep understanding of their concerns. The campaign is notable for the use of cardboard dolls, known as "Cardboard Noboa", which became a distinctive symbol. In addition, the communication tools used are analyzed, such as social networks, interviews in traditional media and the construction of messages and the color violet used in the campaign. The methodology includes a qualitative study on communication strategies and their impact on the perception of the electorate. The objectives of the analysis are to evaluate the persuasive impact of the positioning strategies applied in favor of the candidate, identify the tactics used by other candidates and compare their effectiveness. The national reality is also considered, including the assassination of Fernando Villavicencio, which influenced the vote by generating an emotional response among Ecuadorians. This comprehensive approach provides a clear vision of how communication strategies managed to connect with voters and position Noboa as a viable option to lead the country
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    La difusión de las actividades que realiza la Casa de la Cultura Ecuatoriana Benjamín Carrión núcleo de Tungurahua y la participación de la juventud
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales , Carrera de Comunicación Social, 2016-05) Hernández Carrillo, Santiago Javier; Naranjo Gamboa, Byron Orlando
    The mechanisms of communication that are presented in this investigative work are key factors to determine the participation of the youth sector in activities organized by ‘’Casa de la Cultura Ecuatoriana Núcleo de Tungurahua’’ or other institutions that promote cultural values and artistic talent of young locals. Diffusion is a transcendental component, as information management that media reléase (citations, symbols, phrases, images) exerts a huge influence and intervenes in the answer of the population. According to the promotion of the activities of a cultural institution, the youth sector – as the studied population – largely does virtual activites of entertainment or social interest that occur outside of a computer, of a mobile phone, a tablet or other technological devices of the new era. The present study shows various theories of communication and information, contributions of sociology according to a cultural scope and social participation during the XXI century This investigation is based in legal, philosophical and other aspects. The statistical contribution through data collection, suggests the paths that should be approached during the present invetigative work when facing different threats that may appear during the investigative work. The exercise of oportunities from the analysis and interpretation of the results, proposes to land on firm soil and give a coherent answer to the present work, through concrete solutions, trusted and easily aproached that allow access and liking of the studied population.
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    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, Walter
    El 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.