Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
7 results
Search Results
Item Facebook: promoción de emprendimientos juveniles en la ciudad de Latacunga(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-09) Guanoluisa Portugal, Karen Anabel; Herdoiza Mancheno, Franklin GermánicoLiving in an era where technologies continue to advance and digital media now occupy a greater space in everyday life, young entrepreneurs seeking to increase the reach of their products or projects in society must view digital media as a significant advertising advantage and opportunity. That's why this thesis aims to visualize and understand how young entrepreneurs use the digital platform Facebook to promote their products. Specifically, it examines their use of the platform's structure, messaging, timing, and advertising tools such as videos, audios, graphics, and more, which enhance audience engagement within the city of Latacunga. It's important to note that being an entrepreneur involves technical knowledge in various areas. Thus, this research focuses on the communication aspect of digital media combined with advertising. The methodology employed is a mixed approach, utilizing both quantitative and qualitative methods, including content analysis from a qualitative perspective. Techniques such as interviews, surveys, and content analysis were used to gather information thus allowing us to know that Facebook is the best option for network advertising strategy, which has allowed a substantial change in the growth and visibility of businesses, and that also covers their needs such as showing their products, talents, achievements and projects that allow a better relationship with society.Item Contenidos e Identidad Corporativa de la Universidad Técnica de Ambato. Creación de un Manual de Producción y Uso de Contenidos para Facebook(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Ramos Toapanta, Luis Fernando; Herdoíza Mancheno, Franklin GermánicoThis research work focuses on analyzing the content published on the Facebook page of the Technical University of Ambato and understanding the level of perception held by users—both students and teachers—and how this influences the corporate identity of the institution. To achieve this, the current knowledge about digital platforms, social media, and content formats associated with the publication of informative and educational materials has been taken into consideration. The aim is to apply a new style and tone to the university's page through templates. The research highlights the importance of maintaining control over the published content, ensuring a consistent writing style, an appropriate tone, and an academic level that matches the context. It also emphasizes the significance of internal communication regarding the individual management of information published by each faculty, department, or study center, in coordination with the Communication Unit of the Rector's Office of the Technical University of Ambato. This collaboration will contribute to enhancing the institution's image and perception within the university community. Furthermore, this study serves as a diagnostic tool for future investigations and the development of new materials to be included in a manual related to the corporate communication of the Technical University of Ambato. To achieve this, it is necessary to consider the new scenarios, networks, and platforms for information and content dissemination. Therefore, addressing these novel formats is of paramount importance while retaining the educational and informative essence.Item Podcast, una potente manera de entretener a los jóvenes(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-08) Padilla Vega, Elisa Fernanda; Herdoiza Mancheno, Franklin GermánicoThe internet is so wide that it allows to create all kinds of content, every day new ways of entertainment emerge on the web, and the podcast is not left behind because it has come to position itself in the minds of young people, because the topics that can be touched there are very broad, you can listen to it at any time and anywhere, you only need a mobile device to easily access a podcast. The main objective of this research is to analyze the influence of podcasts as a powerful way of entertainment in young people between 19 and 30 years of age, in addition to analyzing the topics that are addressed in the different chapters that are published on various platforms, and the reactions of the audience to them. In order to achieve the proposed objectives, a mixed qualitative and quantitative approach was used, with different methods such as interview, content analysis and survey, which were conducted to producers of podcasts and young people, precisely students of the Communication career of the Technical University of Ambato. The results showed that podcasts are a powerful way to entertain young people since they prefer entertainment podcasts rather than other topics in their free time or boredom, and they would like to participate in the production of a podcast. On the other hand, the producers of the podcasts analyzed deal with topics that are related to youth, such as anecdotes, everyday stories, humor.Item Evolución mediática en procesos de cobertura periodística en la SuperLiga Femenina en Ecuador(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-03) Salazar Moyano, Angie Dayana; Naranjo Gamboa, Byron OrlandoAs with other professions, Ecuadorian communication and sports journalism have adapted to the modern era, digitalization and other aspects present in the daily life of our country, which have forced the expansion of sports content throughout our territory due in large part to its fast, easy and extraordinary method of access; these facilities also opened new disciplines in the media context, being the official Ecuadorian women's soccer tournament, called SuperLiga Femenina (from here on we will use the grammatically correct version: Súper Liga Femenina), one of the most benefited by all of the above. This research project investigates the evolution of the journalistic coverage of the Súper Liga Femenina since its inception in 2019, its objective is to determine through surveys and interviews with those who have been protagonists, which are the media that have more openness and diffusion in the national tournament and what are the main benefits that the players could have with the increased media expansionItem Crowdsourcing como estrategia de comunicación en redes sociales para la campaña electoral a la alcaldía de Ambato 2023(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-07) Martínez Freire, Mirka Liliana; Ortega Arcos, Wagner EnriqueThe tendency to retain certain political mandates and the intention to transform the ideology of one government after another in short periods of time are some of the problems that cause instability and continuous transformations in public policies in Latin America. This problem generates mistrust in political parties or in the State itself, especially when choosing a candidate during elections. The actions and efforts of the candidates to maintain and strengthen the support of the voters have become a critical factor during the electoral period, for which it became essential to develop more effective methods and strategies that foster collaboration and transparent and honest communication between political actors. and the population. Several mandates focus their resources on digital media because they are channels that facilitate the dissemination of the message to a large number of users. Therefore, one of the strategies that adapts to this digital paradigm is crowdsourcing, which is a practice that seeks to solve a problem collaboratively. The main objective of the research project is to determine the incidence of crowdsourcing as a communication strategy in social networks. In addition, the creation of a manual that includes the most important characteristics to develop a crowdsourcing strategy in a political campaign was proposed. For the analysis of the study, a survey was carried out on the population, where the relevance of crowdsourcing in the execution of collaborative policies was determined. These results indicate the importance of collaborative politics as an essential factor when generating strategies.Item Las fakes news expuestas en el portal coronavirusecuador.com y su impacto en los estudiantes del tercer semestre de la carrera de medicina de la Universidad Técnica de Ambato en el período marzo – septiembre de 2020(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-02) Castillo Gutiérrez, Kellie Estefanía; Herdoíza Mancheno, Franklin GermánicoThe objective of this research work was to determine how the fake news exposed in the portal coronavirusecuador.com impacts on the third semester students of medicine at the Technical University of Ambato in the period April-September 2020. For which it was carried out A systematic bibliographic research on the state of the art of the subject, later through the scientific method a survey was applied, the same that was processed in results, which concluded the situation that medical students of the third semester of the Technical University go through of Ambato, at the time of having contact with false news about COVID 19, since this is a problem that arose from the health emergency of 2020, and that has been increasing from then on, causing misinformation in the people who read this type of news and that harms the media, which publish true news, because with the passing of the They have long lost the credibility of their audience, fortunately, this degree project proposes the analysis and exposure of false news, offering users peace of mind that the information is true and certified, finally this work has recommendations that will serve for future researchItem La difusión radial y la música independiente en la ciudad de Ambato(2017-05) Tixilema Tixilema, Luis Patricio; Viteri Torres, Walter FranciscoThis research arises as a result of the poor dissemination of independent music by radio media in the city of Ambato, listening to any radio station in the city is enought to realize the reality and the problem that is raised in this project. It should be noted that the radio broadcasting helps to the development of the musical artists and this has given opportunities to Ecuadorian musicians, this is because they have to fulfill the law imposed by the Supercon, an example of it is the 1 x1. Despite all of this , independent music, continues being excluded, this kind of music involves a diversity of genres such as ska , rock, rap, reggae, noise among others, where their authors are the ones that have to produce and broadcast their musical works by themselves The present researchwork is important and transcendental because it will look for an alternative to include and recognize independent music in radio broadcasting, giving it time and motivivation to the artist and producers,it doesn’t matter if a law exists or doesn’t. However, this seems just like an illusion. In order to create a solution a lot of research has been done, this can bee seen in the development of this investigation, the one that has been subjected to statistical methods in order to test the hypothesis. Because of the lack of inclusión of independent music it’s suggested to create a virtual radio magazine (HAMBA-TU-RADIO) in order to broadcast content without the usual limitation of media and also it’s important to make this tool a site where the artist and the public can be benefited.