Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
5 results
Search Results
Item Discurso y estratificación en la campaña de Diana Caiza(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Bejarano Moyolema, Génesis Andrea; Proaño Zurita, Jenny de los ÁngelesThis study will describe the aspects contained in the discourse and stratification in the political campaign of Diana Caiza, which consist of three stages: pre-campaign, campaign and post-campaign. This has a functionalist approach as it explores the function and the relationship between the different discourses that are emitted in traditional and digital media, as well as the social structure evident between the urban and rural sector in the context of social stratification. Part of the research proposal is to analyze the discourse and stratification in Diana Caiza's campaign, which were carried out in the urban and rural sector of Ambato, through the candidate's social networks. Likewise, the elaboration of an analysis matrix is fundamental to analyze the language where power structures and relations are reflected and reproduced. Methodologically, this research opts for Critical Discourse Analysis (CDA) as a qualitative analysis strategy. Evidently the three stages of the campaign are not the same, but each of them has a purpose. In the pre-campaign the political character becomes visible, here the candidate shows the people of Ambateño her work as a councilwoman to generate confidence and her disagreement with the administration that she supported at the beginning, this to make her struggle for the people perceptible. In the campaign the work strategy is already very clear, most of her speeches are directed to women and the stratification between the urban and rural sectors is evident. In the post-campaign, at the beginning, the same discourse directed to women is handled, the same she used in the pre-campaign and campaign, but now she adds a message of union between the urban and rural sectors to generate support for her new administration and, therefore, her position as mayor of the city. It is worth mentioning that in all three stages the same discourse is used, that is, she knows her target audience, so the stratification is consistent with the strategies she usedItem Activismo político de género en el perfil de Instagram Guambras verdes(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Parra Jerez, Paula Emilia; Vayas Ruiz, Eliza CarolinaThis research work focuses on gender political activism in the Instagram profile Guambras verdes. Considering that social discourses have had the need to migrate to digitality and adapt to the media format, because the internet opened social networks and virtual platforms, which provide immediacy, open spaces for debate and allow access to information. The objective of this study is to reflect on political and gender cyberactivism, so a descriptive and explanatory research was developed, of qualitative and quantitative nature, where discourse analysis of the comments left by users on the Instagram profile Guambras verdes and content analysis of the photos and reels published by the movement in the year 2022 were carried out. The results determined that the predominant ideology is radical feminist, however, similar characteristics to socialism and liberal feminism and equality were identified, on the other hand, it was established that there is a hybridization between reality and virtuality, due to the fact that the protests taking place in the streets are disseminated on social networks. Finally, it is concluded that the social, cultural, and economic context influences women's participation in politics. Likewise, it is specified that there is an ideological change between generations, considering that young women are the ones who carry out digital and physical activism, therefore, participate in politics, while adult women minimally belong to the movement or are not part of it.Item El liderazgo femenino y percepción de género en las radios universitarias(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Erazo Torres, Susana Belén; Proaño Zurita, Jenny de los ÁngelesFrom the emergence of communication systems to the present, the media world is one of the main generators of gender ideologies in audiences. Thus, technological advances allowed these spaces of diffusion to become environments where different perspectives of gender about the role of women and men are shared, thoughts consequently exposed in the dynamics of work between the professionals of the Communication. From these spaces arises the role of the academy in the promotion of the theoretical and practical field of future professionals. Thus, the present research revolves around the identification of these gender dynamics and perception of women seen from a leadership perspective, occupying managerial and decision-making positions, all this conglomerate of ideologies is analyzed through University Radios: Radio Primicias de la Cultura 104.1 FM and UTC Radio 102.9 FM. Through the application of a qualitative methodology, the criteria of announcers who are working in both university stations are exposed in detail. The interviews conducted with six voice-over professionals allowed us to discuss different positions on gender, female leadership, the role of women in radio and the dynamics exposed in radio stations. Finally, conclusions are drawn regarding the current use of patriarchal discourses in the media, the perspective of a woman who remains in the private world even in the public world, such as the media and the establishment of a work environment with a gender perspective.Item La imagen publicitaria desde la perspectiva de género en los medios impresos entre la época contemporánea y posmoderna(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Ruiz Durán, Erika Fernanda; Guamán Guadalima, Nelly GabrielaAdvertising plays an important role within society, because through this unimaginable things can be made known that make people have certain behaviors or desires to achieve life or the articles offered by the media through their advertisements. In this way, it is important to highlight that they show ideals or behaviors that minimize, discriminate and undermine the dignity, honor, self-esteem and value of each individual. In the present research work, 14 images between the years 1950 and 2019, belonging to the newspaper "El Heraldo" of the city of Ambato, were analyzed, where they show how over the years the image of women was denigrated, objectified and sexualized for the sale of products. At present, there is another perspective regarding these publications due to certain movements that watch over women's rights, in this case “feminism” and public policies that in some way regulate that women are not taken as a object for consumption. Likewise, the quantitative methodology is of vital importance in this project to understand the proposed phenomenon; The techniques applied were the analysis of contents and indicators that help to understand when? where? and because? these macho publications were stopped.Item Imagen de la mujer en la publicidad social Latinoamericana. Casos: Chile, Ecuador y Bolivia(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Villarruel Burgos, Katherine Paola; Guamán Guadalima, Nelly GabrielaPublicity is an essential part of our society, it reflects much of who we are. And although it is generally directed to the marketing of a product and its sales, it also has a branch dedicated to the social aspects that need to be disclosed. One of them is women, their rights and their fight against the stereotypes that publicity itself has drawn in the collective imagination. This research work includes different cases of campaigns carried out by the states of three Latin American countries; Chile, Ecuador and Bolivia. In the framework of the fulfilment of the Millennium Development Objectives and the Sustainable Development Objectives respectfully. The main interest of the work presented is to analyze if even spots directed to the elimination of stereotypes denote discursive contradictions. Through content analysis, a content card is structured to determine the image that is actually presented about women. Communication provides tools that allow directing any product disclosed to the audiences, in this case it could provide strategies that guide social campaigns towards the creation of new ideological constructions in societies.