Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Influencers y Belleza: Las narrativas mediáticas de Tammy Parra y la Fashionista en Instagram(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Morales Cacpata, Kerly Lisbeth; Viteri Torres, Walter FranciscoCurrently, social media has become a highly impactful platform, even constructing and disseminating certain ideals about beauty, particularly on Instagram. Through this medium, many content creators have influenced users regarding aesthetic standards. Therefore, the objective of this study is to describe the media narratives of beauty created by influencers Tammy Parra and La Fashionista on Instagram through their posts. The methodology applied was a qualitative approach based on analyzing the content of both content creators' posts. An analysis matrix was created to identify the narrative elements linked to beauty. The results revealed that both content creators construct different narratives about beauty. One identifies with and is based on traditional standards, while the other presents a more inclusive narrative based on breaking stereotypes and creating authenticity. In this way, it becomes clear that narratives are not solely defined by physical or aesthetic aspects, but also incorporate feelings, emotions, and identity. There are publications that promote selfimprovement and humor, creating a stronger connection with their followers. Each content creator has a significant impact and influences the perception of beauty. In conclusion, we can see how social media plays an important role today and how influencers are setting their own trends, which their users follow. This, in turn, shapes the discourse on beauty, breaking down stereotypes among their fansItem La búsqueda de la belleza, aproximación discursiva en Tiktok(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Garcés Freire, Camila Estefania; Viteri Torres, Walter FranciscoThe expansion of TikTok has altered the ways in which digital content is produced and distributed, transforming the platform into a space where meanings about beauty, appearance, and personal care are constructed. In this context, this research aimed to analyze the discursive construction of the pursuit of beauty on TikTok, based on the communication resources and forms of representation present in the content created by female creators on the platform. The qualitative approach of the study was carried out with a descriptive and interpretive perspective. The posts of Nan Jiménez and Bárbara Ramírez were chosen due to their connection with hair care, beauty routines, makeup, and skincare, and were subjected to a semiotic-based digital discourse analysis. The analysis considered the verbal, visual, symbolic, and performative elements of the videos, as well as the audience's perceptions as reflected in their comments. The findings revealed two distinct forms of discourse. In Bárbara Ramírez's work, beauty is built upon a natural, staged image, everyday beauty treatments, and a connection with viewers through hair care, recipes, and makeup. Conversely, in Nan Jiménez's work, beauty is associated with skin health and the demystification of standards like "perfect skin." Furthermore, the comments showed that the audience does not act passively, but rather validates, questions, challenges, and reinterprets the content. It is concluded that TikTok not only reproduces dominant aesthetic models but also allows for their discussion and reformulation. On this platform, beauty is configured as a relational discourse between creators, communication resources, and audiencesItem La construcción del discurso idílico sobre el romanticismo moderno de Farid Dieck y sus estrategias de difusión en redes sociales(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09) Lozada Gonzales, Alicia Nahomi; Romero Ortega, Aldo BenitoThe objective of this work is to study the construction of the idyllic discourse on modern romanticism in Farid Dieck's content and its dissemination on social media. It is based on the premise that romantic love is a sociocultural construction fueled by the narratives and symbols of platforms like TikTok, YouTube, and Facebook Reels. Dieck, a renowned Mexican content creator and speaker, mass-impacts millions of followers through a unique style that fuses audiovisual storytelling with a deep emotional and introspective core. The research adopted a qualitative, documentary, descriptive-analytical, and exploratory approach. A discursive content analysis sheet was applied to six selected videos based on their relevance and interaction, identifying the narrative and symbolic elements, as well as the strategies that favor their viralization. The findings show that Farid Dieck constructs an idealized affective discourse adapted to digital logic, where love is presented as a deep and authentic experience through short sentences, metaphors, and relatable audiovisual resources. Likewise, his production aligns with the ephemeral consumption of social networks through short formats and structures that enhance interactivity. In conclusion, modern romanticism is resignified in the digital environment through emotional enunciation and communication strategy. This allows for a critical reading of how social networks construct ideal affective imaginaries, symbolically legitimizing the content creatorItem La comunicación digital en redes sociales y el acoso escolar en la Unidad Educativa Pedro Fermín Cevallos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Landa Gonzales, Wendy Solangue; Viteri Torres, Walter FranciscoThis research analyzes how digital communication through social media influences the emergence of school bullying situations among first- and second-year high school students at Unidad Educativa Pedro Fermín Cevallos, located in the canton of Cevallos, in the province of Tungurahua. The problem arises from the observation of offensive messages, comments, and posts circulating on platforms such as WhatsApp, Instagram, TikTok, and Facebook, which form part of the everyday environment of adolescents. The theoretical framework is based on contributions from authors such as Manuel Castells, Alejandro Piscitelli, and Dan Olweus, who help explain how social networks shape communication and relationships, offering a more human understanding of young people's experiences within the world of technology. Castells explains the role of social networks and their impact on communication, identity, and interaction among youth; Piscitelli provides insight into how students learn, express their identity, and connect within digital environments; and Olweus, recognized as the father of bullying research, helps identify aggressor–victim dynamics and how these patterns are transferred to digital spaces. The methodology used in this study was both quantitative and qualitative. Surveys were administered to students, and interviews were conducted with teachers and DECE staff, allowing the identification of behavioral patterns and communication types related to school bullying on social mediaItem Estrategias de comunicación digital y la imagen corporativa del Preuniversitario FUNDEL(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Lalaleo Altamirano, Adriana Michelle; Ortega Arcos, Wagner EnriqueThis research project aims to determine the relationship between digital communication strategies and the corporate image of the FUNDEL pre-university institution, considering the role of digital platforms in institutional positioning within the contemporary educational environment. The research is based on background information demonstrating that strategic digital communication management directly impacts the reputation, perception, and credibility of organizations, especially in the education sector. The theoretical framework addresses communication as an essential social process, applied to the organizational sphere and strengthened in the digital environment due to its dynamic, interactive, and immediate nature. Furthermore, it conceptualizes corporate image as comprised of institutional identity, image, and reputation—elements that influence public trust and the consolidation of a strong educational brand. The importance of visual consistency, institutional values, and reputation as determining factors in building a positive image is highlighted. Methodologically, the study adopts a mixed-methods approach, combining quantitative and qualitative data, with a non-experimental, descriptive, and explanatory design. Likert-scale surveys were administered to a sample of 132 students from the FUNDEL preuniversity school in the city of Ambato, supplemented by semi-structured interviews with administrators. These techniques allowed for the analysis of student perceptions, communication practices, and digital planning. Ultimately, the results show that effective management of digital channels and informative, persuasive, and interactive content strengthens the institution's image, improves its positioning, and reinforces its connection with the educational community.Item Impacto de las redes sociales en la opinión pública sobre la desaparición y muerte de la influencer ecuatoriana Mariana Sofía Jurado(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Gordillo Medina, Jonathan Arturo; Tamayo Maldonado, Alex RodrigoThis research examines the predominance of social media in shaping public opinion regarding the death and disappearance of Ecuadorian influencer Mariana Sofía Jurado. From a methodological standpoint, this is a qualitative, correlational, bibliographic, and explanatory study. The method used was content analysis, which was applied to viral TikTok and Instagram posts from February 24 to 28, 2025. Additionally, a semi-structured interview was conducted with three communication experts. The results revealed that social media platforms are spaces for collective opinion, become venues for deliberation, consolidate agenda-setting, and serve as tools of symbolic power. The content analysis reveals that users responded with feelings of concern, sadness, and indignation. At the same time, the comments expressed demands for justice, solidarity with the family, and condemnation of violence, all combined with political criticism or moral judgments about the influencer’s lifestyle. This was especially the case when it was announced that her death was a suicide rather than a homicide. It is established that social media had a direct effect on shaping public opinion about the case of Mariana Sofía Jurado, the influencer. This has happened because Instagram and TikTok have become platforms for disseminating information, sharing collective narratives, and also for social criticismItem Narrativas audiovisuales y estrategias de comunicación transmedia en la serie Stranger Things: una mirada desde Netflix y redes sociales.(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Bayas Martinez, Eduardo Santiago; Tamayo Rodriguez, Alicia PaulinaThis research analyzes how the audiovisual narratives and transmedia communication strategies of the series Stranger Things, articulated between the Netflix platform and its official social media accounts, shape specific forms of participation among digital audiences. Drawing on communication studies, digital culture and transmedia storytelling, it is designed as basic exploratory-descriptive research with a quantitative approach, using content analysis of official Instagram and TikTok posts related to the fourth season. Through a categorical matrix that classifies narrative functions, canonical or paratextual status, representational modalities and performance measured in likes, comments and shares, the study identifies the communicative elements that structure the expansion of the series” universe and its circulation within the algorithmic environment. Keywords: Transmedia storytelling, digitalItem Gestión de estrategias de comunicación en microempresas de la ciudad de Ambato: caso Almacén Agrícola La Mano Amiga(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Pantoja Pérez, Diego Fernando; Ortega Arcos, Wagner EnriqueThis research analyzes the management of communication strategies in microenterprises in the city of Ambato, focusing on the case of Almacén Agricola La Mano Amiga. The study begins by identifying communicational shortcomings in the business, particularly regarding its digital presence and informal use of platforms such as Facebook and WhatsApp. Using a qualitative and quantitative methodology, surveys were applied to the company's regular clients and a situational diagnosis was conducted using a SWOT matrix. The results show a positive evaluation ofthe customer service and trust in the business, but also highlight a lack of planning and coherence in communication. In response, a strategic communication plan was designed, adapted to the real capacities of the store, proposing concrete actions to strengthen its identity, digital presence, and relationship with key audiences. The study concludes that implementing this plan could significantly improve the perception of the business, expand its reach, and professionalize its image in the local market.Item Gestión de la comunicación. Caso de estudio: Mushuc Runa Sporting Club de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn Artículo Académico, 2025-08-01) Rea Lindo, Christian Ariel; Guamán Guadalima, Nelly GabrielaItem Contenido visual en la cuenta de Facebook de Radio Única FM y su relación con la percepción de las audiencias.(2025-07-28) Llerena Sánchez, Leslie de los Angeles; Viteri Torres, Walter Francisco; Universidad Técnica de Ambato. Eaculatad de Jurisprudencia y Ciencias Sociales. Carrera de Comunicaciòn Social.The main objective of this research, entitled “Visual content in the Facebook account of Radio Única FM and its relationship with the perception of audiences”, is to analyze the content displayed on the Facebook account of the radio station and how it could help to build, expand and ratify the perception of audiences. Social networks are important tools to communicate easily and quickly, they are useful when wanting to be informed of what is happening in the environment and also anywhere in the world regardless of distance. For the development of this research, a quantitative and qualitative approach was taken, which allowed to analyze the contents exposed on the Facebook page of Radio Stereo. A content analysis of 8 of the most reacted publications between April and the middle of May was developed, only the format of events such as: robberies, traffic accidents and murders was chosen. An online survey was also applied, where 250 responses were obtained from the page's followers. The questions focused on user interaction, preferences, and perceptions of the content generated on the Facebook page. A semi-structured interview was also conducted with the radio station's president to study how the outlet uses visual elements to attract and retain its users' attention, as well as to determine which content is most relevant to its audience. The results demonstrate that the content generated on Radio Stereo Única's Facebook page manages to retain its users' attention, especially the events format, as mentioned above. Thus, it is concluded that the radio station's content not only informs but also broadens and builds a more active perception, where this type of post generates more interaction.