Comunicación Social
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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 presentedItem La labor periodística y digitalización de los medios de comunicación tradicionales durante la pandemia covid-19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-04) Guerra Benítez, Tommy Alejandro; Proaño Zurita, Jenny de los ÁngelesThe research project with the theme "JOURNALISTIC WORK AND DIGITALIZATION OF TRADITIONAL MEDIA DURING THE COVID-19 PANDEMIC", aimed to describe how was the audiovisual journalistic work and the digitalization of traditional media in the covid-19 pandemic. , through the bibliographic review of books, scientific articles and other sources to compile the most current concepts issued by experts on the subject and in each of the variables with which this research project works, both national and international experts, focused on the most used virtual platforms to date. In addition, the scientific methodology was used with the use of the survey method with the questionnaire instrument of closed questions focused on journalistic production, where it was effectively evidenced that during the pandemic there was a significant change in journalistic production by the techniques used by journalists in Pastaza canton (Puyo), due to the fact that the confinement prevented the physical approach between people, giving rise to the use of digital media for data collection and its dissemination, finally, detailed conclusions are established on the problem treated that help the solution of the effects of this social change that arose from the appearance of a known virus called covid-19 or Sars-Cov2, but also some journalists did not have a relevant incidence despite the emergency situation.Item Canales digitales: La nueva apuesta del periodismo deportivo(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-03) Silva San Lucas, David Andrés; Naranjo Gamboa, Byron OrlandoSports journalism has witnessed a technological transformation that has not left aside this journalistic field, society always seeks to be informed about national and international events around the world and the media have had to migrate to these virtual spaces to be in tune with the current requirements of users. This study investigates the narratives and the main changes that sports journalism has had, trying to renew its dissemination formats, which have allowed to incorporate more entertainment to the products that are consumed. To check the change that sports media and their journalists are constantly making, with the aim of staying current within a world as competitive as communication and journalism, in the first place, a netgraphy also known as virtual etnography has been carried out, seeking from the digital experience itself to contribute the research, in addition, though digital surveys, knows the opinion of users and consumers of sport information and finally, through virtual interviews, talk with communicators within the sports field so that they contribute their academic knowledge and work experience achieved within the profession. This research has allowed to show the benefits it has had in sports journalism, the possibility of complementing with different technological tools, capable of renewing the formats, offering an educational content and at the same time entertaining, which can meet the needs of all users who enjoy different sports.Item Estrategias de Comunicación para el posicionamiento de la Camara de Comercio de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-01) Morales Jácome, Karen Gioconda; Soto Dávila, Omar FabricioRelevance: The research is immersed in the social sphere specifically in the communication and dissemination of information, as the content management guidelines, creation of messages and appropriate dissemination channels for the timely and effective handling of information from the Chamber of Commerce of Ambato. Relevance: The beneficiaries of the results of the research will be the Communication and Public Relations Area of the Chamber of Commerce of Ambato, the partners that will obtain a new alternative to be adequately informed about the services and benefits offered by the institution and the people directly and indirectly involved with the mentioned guild. Dimension: We project ourselves towards the success of the research, since we encourage the institutional and business development of the Chamber of Commerce of Ambato, through a communication plan that strengthens the strategies used and reaches the desired sectors. Feasibility: This research has a 100% viability, since access to information is granted by the representatives of the institution, who are convinced that through this research the established goals will be achieved and provide their partners with an alternative innovative to learn about the management and work that is done daily at the Chamber of Commerce of AmbatoItem Entre los miedos y violencia: La narratología del miedo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Núñez Córdova, Karen Viviana; Brito Alvarado, XavierOne of the most debated topics in the communication in America Latina, had been the fears and social violence, and how the media has created a culture of terror through a narratology tending to combine the various violence and everyday life. Citizens have appropriated of these media narratologies as something close and own, assuming them as part of a normality of the social coexistence. The speeches about fears and violence set up stages that can denominate as post-apocalyptic that have led to live in societies trapped by anxiety and insecurity, and by this form creating a total show where all is visible and to some point the fears and violence have become an entertainment destined to satisfy a voyeuristic and complacent look of the population; the culture of fears and violence are assumed as owns where the citizens live a daily life that is in constant threat leading to formation of a reality or of an imaginary that disturbs the population. The present essay is a theoretical reflection that starts from a critical bibliographic review from a media narratology of violence, cultural and symbolic anthropology, and the various sociological speeches of these categories, and how the ways of telling fears, violence within contemporary journalism have been built.Item El discurso en las fotografias de guerra del conflicto de Vietnam desde 1965 hasta 1975 oublicadas por The Associated press y la opinión pública(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-05) Auz Valencia, Dennis Paul; Viteri Torres, Walter FranciscoThe media, such as the radio, the press and television, were in charge of disseminating different historical events such as wars since the last century, generating public opinion among the citizens of all the societies that have access to this information. In the research we analyze the discourse in the war photographs of the Vietnam conflict from 1965 to 1975 published by The Associated Press and the influence they had on the American society of the time. In order to know the power or the impact that these photographs had and have, the following objectives were proposed: Analyze the discourse in the war photographs of the Vietnam conflict from 1965 to 1975 published by The Associated Press, analyze the influence of public opinion on the speech of said photographs, and choose the photographs according to their most relevant themes. To achieve the aforementioned objectives, a survey of 9 questions was conducted to the 16 teachers of the Social Communication career of the Technical University of Ambato, who responded in the great majority that the mass media, in this case the written press, manipulate the public opinion with the contents they disseminate, and this can change the course of an event as important as a war. All this shows that people know about the media manipulation that exists in the photographs that are published, and therefore, new alternative sources of information are needed to find out about the facts.