Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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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 Tenía que ser el Chavo del 8, discursos y estigmas sociales en las narrativas de la vecindad(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Shambi Cantos, Elena Cristina; Brito Alvarado, Leonardo XavierThe central point of this research is to analyze the television discourse in the media narratives of the comedy show "El Chavo del 8." Five episodes produced by Roberto Gómez Bolaños were selected as the material for analysis: two from the second season of 1973, one from the fourth season of 1975, and the final two episodes from the fifth season of 1978. The objective is to understand how the program evoked numerous emotions and feelings in the television audience through melodramatic elements in its narratives. Additionally, the study examines how the combination of images and linguistic text has a significant impact on the collective social imagination. Furthermore, the research analyzed the language used in the discourses by conducting a lexical survey to determine the quantity of repeated words within the production of the five episodes. This was done to identify the established stigmas surrounding each of the main characters of the program, encompassing behavioral, ideological, physical, and social stereotypes. The research is supported by a bibliographic and theoretical review, drawing from relevant authors in the field to establish argumentative and methodological connections that help comprehend the dynamics constructed through the discourses of the television show.Item Actitudes de la Audiencia respecto a las narrativas epleadas en Radio Máxima Caracol de la Ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-04) Suárez Fiallos, Fernando Fabricio; Naranjo Gamboa, Byron OrlandoThe present investigation is focused in studying the attitudes of the hearings on the implementation of the radial narratives of Maxima Radio Caracol of the city of Ambato. For them it has been chosen to use methodology of qualitative and quantitative approach in where it was applied the due surveys to the inhabitants of the city of Ambato, in addition to one it interviews directed to the Director of programming of the radio in mention. In the harvesting made for the investigation in general context we can deduce that the women were the sex that dominates within the sample, in addition that the rank of dominant age is of between the 26 to 35 reaching the conclusion which the radial means are dominated by a hearing of adolescent and adult public, followed very of near a young public that includes between the 15 to 25 years, a little relegated is the hearing greater to 35 until the 45 years, that is to say, the radio divides equally a young hearing - adult with formed criterion. Within the activity to which she is dedicated in the sample we have students followed of housewives and people who dedicate to exert the law which they are the most dominant groups, with this is reflected that the radio is still considered like means of company for people who exert an activity that she requires of the same one. But we happened to the point in where we realize which the people who listen to radio in their majority do not know on the narratives, that is to say, that the radio listens to it empirically. Nevertheless at the time of establishing a listing of narratives people incline that the radios of the city of Ambato apply to the use of the narrative jokes, reaching the conclusion that the local radio chooses to entertain and to amuse its listeners, but emphasize in the investigation the fact that people do not know in her majority if the radio uses a specific format for its programming. In addition they show that they see of extreme importance that a program before leaving to the air must be planned of a correct way to avoid to fail and to obtain the rejection of the hearing still more when a competitive market within radial means exists, but they reach the conclusion who the radios if they make previous studies to define his programming and selection of target, maintains their position that is of extreme importance of the use of a correct language on the part of the speaker to go to its listeners. Although previously we presented that people are connected with the radial world, by means of her exigencies, the result includes in its majority that the people do not consider consuming assets but they have a favorite program at the time of tuning the radio, nevertheless do not feel an attachment or identification towards the radio that listens for that reason it is that the implementation of a manual of identity is recommended or marks of the even radio that can occur to know the best way and to implement communicational strategies that help to fortify the image. To stress that music is fundamental to define its tastes or preference of a program, this accompanying by a good production of sound effects that help to complete an ambient harmony and coexistence, without leaving of side the use of the technology that is indispensable so that the listener can participate and have greater opening within a radial program.