Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Toma de instalaciones del canal TC en el 2024: Opinión pública en su página oficial de Facebook y tratamiento informativo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Sánchez Guncay, Magerly Zuley; Proaño Zurita, Jenny de los ÁngelesOn January 9, 2024, a significant event shook the news scene in the country: the takeover of the facilities of the TC television channel. This event generated a polarization of opinions among citizens, who expressed their reactions and points of view in the publications shared by said channel on its official Facebook page. As a result of this attack, new topics of news interest emerged, which were not only limited to the coverage of the attack, but also included a series of related political, social and security issues. The TC channel, as a means of communication, became the epicenter of an intense debate in which its followers interacted in various ways. This phenomenon on social networks is presented as an ideal context to analyze the information treatment that the channel carries out through its publications, as well as the way in which users participate in the public conversation. In this sense, the present research focuses on studying two key variables: public opinion and information treatment. Both are essential to understand the interaction of users with the content disseminated on the official Facebook page of the TC channel. Using a qualitative methodology complemented by a quantitative approach, analysis matrices were established for the communication products disseminated, as well as for the comments with the greatest number of reactions. These tools made it possible to identify the strategies used by the media to disseminate the news on the social network and, in turn, provided insight into the importance and the diverse perspectives generated among users. It is concluded that the impact of each news item varied according to the format of the communication products, since some generated greater interaction than others. Likewise, it was observed how Internet users expressed their opinions in the comments, reflecting the diversity of perspectives around the topic.Item La Casa de Papel y las narraciones geopolíticas del capitalismo(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Flores Ramos, Mauricio Alejandro; Proaño Zurita, Jenny De Los ÁngelesWithout a doubt, the political and economic model of capitalism has a significant component in media seduction, as Max Horkheimer and Theodor Adorno (1998) proposed in the cultural industries. This is how the audiovisual industries create powerful communicational products intended to seduce the population within the imaginaries of capitalism. However, among these productions, there are several aimed at creating a critique of capitalism without losing the element of seduction, such as the Netflix series La Casa de Papel (2017), which denounces banking abuses, the geopolitical situations the world faces, and the economic policies of states. It creates a story where the robbers become the heroes and the governments the culprits, giving a twist to the narrative. Research in audiovisual narratives is necessary not only to understand the quantity of stories present but also to analyze the discourses within them to reflect on the societies we inhabit. Hence the interest in investigating these seductive narratives present in TV and streaming series. This research is significant and relevant due to the lack of internal analysis given to the content consumed, where the internal meaning is not examined. In this case, direct messages criticizing capitalism are analyzed. The objectives allow for an extensive and deeper analysis of the series through chosen variables such as political Manichaeism and all that geopolitical context entails. The methodology, through narrative analysis and the aid of matrices, allows for a graphical analysis, detecting symbols. On the other hand, the narrative is analyzed through contexts and dialogues, including flashbacks and the series' songs, which, upon analysis, reveal that these elements also carry messages and critiquesItem Mecanismos discursivos empleados en campaña electoral por la candidata Diana Caiza a la alcaldía de la ciudad de Ambato y su impacto en la percepción del electorado(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Arroba Freire, Blanca Valeria; Gamboa Orozco, Luis AlbertoThe main objective of this study is to determine how discursive mechanisms were constructed during the electoral campaign of candidate Diana Caiza for the mayoral position in the city of Ambato and to analyze their impact on the perception of the young electorate. To achieve this goal, a qualitative and quantitative methodology was employed. In the qualitative approach, an analysis of the content of the speeches and messages used by the candidate in her electoral campaign was conducted, specifically on Facebook social media platform. Key elements of the discourse were examined, such as the language used, the addressed topics, the presented arguments, and the rhetorical strategies employed. On the other hand, in the quantitative approach, surveys were carried out aiming to evaluate the impact of the candidate's discursive mechanisms on the perception of the young electorate in the Communication field. These surveys collected data on the opinion and attitude of voters towards Diana Caiza's campaign. The results obtained revealed that candidate Diana Caiza employed a variety of discursive mechanisms during her electoral campaign. These include the use of clear and accessible language, the presentation of proposals relevant to the citizens of Ambato, as well as persuasive rhetorical strategies such as emotional appeal and the use of testimonials. The findings of this study indicated that the discursive mechanisms used by Diana Caiza generated a positive effect on the voters' perception towards her candidacy. Convincing speeches and relevant proposals contributed to building trust and credibility in the candidateItem La construcción de opinión pública en Twitter por líderes mediáticos e influencers, sobre los contenidos de corrupción durante la pandemia COVID-19: Caso Tania Tinoco (líder mediático) Pedro Granja (influencer)(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-03) Arcos Guerrero, Jonathan Andrés; Proaño Zurita, Jenny de los ÁngelesThe twentieth century has been characterized by the revolution in technology, with this change is achieved to link and interconnect the world generating advances in communication, new virtual platforms and the emergence of social networks changes the ways in which human beings relate, opinions and comments. Among the research question posed for this thesis is the following: What influence does the content on corruption during the COVID-19 pandemic, issued by media leaders and influencers of public opinion, have on public opinion? Is there greater credibility and monitoring of the characters when negative and attacking comments are issued? Mass communication in the digital era and with social networks reaches broad audiences with direct messages because characters like the ones in this research are the influencers and media opinion leaders achieve a legitimization of opinions, so that they get followers and thus give strength to these characters to continue to issue opinions in this case about corruption in Ecuador, Noelle Neuman (2010) in The Spiral of Silence states that "He can agree with the dominant point of view, which reinforces his self-confidence and allows him to express himself without reticence and without the risk of being isolated from those who hold different points of view" (p. 201) Self-communication in these social networks in this case Twitter has become a nest of true and false opinions given by public media characters and social actors (influencers). They use collective indignation such as cases of corruption and messages with negative content, in order to position themselves in the digital medium as social actors of opinion, according to Castells (2011). It is self-communication because one generates the message oneself, defines the possible receptors and selects the specific messages or contents of the web and electronic communication networks that one wants to recover. For the development of the analysis, we proposed to work with a content analysis, emphasizing the first 10 comments of each Twitter about corruption in the accounts of @TinnocoTannia and @PedritoExtranja. We then set out to execute a quantitative approach to obtain greater proximity to the questions posed, using the SPSS program and executing the cross tables for comparison between the characters analyzed. The research has four chapters that are divided into: theoretical framework, methodology, analysis and discussion of results to close with conclusions and recommendations.Item El culto al cuerpo y la opinión pública: caso del Influencer The Yitan(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-03) Mejía Pinto, Danilo Alejandro; Proaño Zurita, Jenny de los ÁngelesThis research work focuses on The cult of the body and public opinion: case of the influencer The Titan. This research starts from the search for information on the two variables to be treated. The same that are objects of primary study for the development of this work. In this way, research is carried out whose primary objective is to establish the impact that body worship has on public opinion through the study of the content of the YouTube channel of the Influencer The Titan. The methodology that frames this research is quantitative, the same that allows the analysis and interpretation of the results obtained. Using as a means of collecting numerical data, the application of a Likert scale, which consists of 12 items, which measure the degree of agreement and disagreement of the people who view the videos of the youtuber The Titan, in turn was carried out the analysis of the content of the youtuber videos, for this analysis we proceeded to collect data through a questionnaire of 10 questions for the 2 videos, which are focused on measuring the degree of interaction, satisfaction and disgust shown by the followers of The Titan through their comments. Demonstrating that the cult of the body is influenced by the active participation of society. Through this research, it was possible to verify and conclude that most people are framed within the beauty standards imposed in society by adopting fashions or trends that constantly emerge.Item La comunicación institucional y el manejo de la información en el Hospital Básico del cantón Pelileo,provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Zurita Alvarado, Verónica Tatiana; Viteri Chavez, Walter FranciscoInstitutional communication, today is very important for both public and private institutions in our country, this leads to maintaining a dynamic of communication with its internal and external public in a way organized by an institution and is aimed at people and groups in the social environment where it carries out its activity, its objective is to establish quality relationships between the institution and the publics it targets, demonstrating empathy and credibility The management of institutional communication in the Basic Hospital Pelileo of the province of Tungurahua and the information it provides to the user has not been handled in an organized way with these two types of public, the community having a lack of knowledge about the services that This health house lends and of which some could be beneficiaries, as for the internal public that works its 8 to 24 hours a day, it always focuses on meeting its working hours but not on an information provider. This research has a quantitative method where information has been collected and a survey has been prepared for two types of public, surveying 37 public servants and 227 Users of this direct observation, which has been carried out in conjunction with the data obtained, and the crossing is made. of variables for the hypothesis of our investigation.Item Análisis de la cuenta de Twitter del presidente Lenín Moreno y la construcción de la opinión pública de enero a marzo de 2018(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-08) Cárdenas Sánchez, Brian Roberto; Soto Dávila, Omar FabricioWe will highlight the importance of social networks today, the speed and what is necessary to become efficiently communicated, not to mention the personal nature of that communication. The investigation is based on the twitters of Lenin Moreno's account, from January 1 to March 31, 2018, including the opinion generated with them. Those twitters selected to exemplify, are the ones that emphasize more with respect to importance if considered. Being an official account and speaking of a relevant person of the Ecuadorian politics we can have a clear reference of popularity and its capacity for the creation of public opinion. Twitter being an international social network, free and easy to access, where you can generate your own opinion and give points of view, is favorable to the research, the interaction that has Twitter allows us to determine the influence on certain topics in the platform, how to be able to know which twitter is the most commented or the most liked, or in turn, which are the twitters with the most informational weight that have been published. By way of conclusion, we know that today social networks are playing an extremely important role in communication and therefore within society, precisely the connection sought between rulers and people is by social networks.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.Item Los memes con contenido políticode la red social facebook y la percepción del lector en al Carrera de Comunicón Social de la Universidad Técnica de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-03) Ávila López, Patricio Humberto; Viteri Torres, Walter FranciscoThis research reflects the replicating characteristics of a meme and how it can generate public opinion through political discourse. It has taken into account a number of researchers who have developed the path for the construction of the meaning of the term meme starting from its etymology and root to the appropriation of the term in social networks or the Internet. Because cyberspace is in mediatic battle, an information war that influences collectively the democratic decisions of citizens, this thesis aims to demonstrate the perceptive capacity of readers in the Communication Career of the Technical University of Ambato about this process that influences the masses generated a cyberculture. Social movements are influenced by the computer hegemony that maintains control of the contents disseminated through spaces of struggle to monopolize the virtual market of the population. The degree of impact that a meme can have on society is determined by its ability to generate controversy and uses hypertextuality to demonstrate the feedback that this takes on citizens.