Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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2022 - 20264

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Tipo de acceso: Acceso abiertoTema: search.filters.subject.INFLUENCERS

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Mostrando 1 - 4 de 4
  • Miniatura
    Item type:Ítem,
    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 Francisco
    Currently, 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 fans
  • Miniatura
    Item type:Ítem,
    Entre influencers y celebridades: Impacto en las decisiones de compra de la generación Z en jóvenes universitarios de la Carrera de Comunicación de la Universidad Técnica de Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20)
    Macías Salazar, Angie Lizbeth
    ;
    Lomas Chacón, Pablo Esteban
    This study examines the influence of influencers and celebrities on the purchasing decisions of Generation Z, focusing on students from the Communication program at the Technical University of Ambato. Using a mixed-methods approach, the research integrates a quantitative content analysis of a celebrity and five Ecuadorian influencers with a focus group designed to explore perceptions of trust, credibility, and emotional connection among young audiences. Findings show that posting frequency alone does not ensure high levels of engagement. Instead, credibility, authenticity, and message coherence are the factors that most strongly shape the relationship between influencers and Generation Z. Participants expressed a clear rejection of explicit advertising, which aligns with the low engagement rates identified in promotional content. In contrast, lifestyle-oriented posts—presented organically—were perceived as more trustworthy and had greater influence on purchasing decisions. Additionally, the study reveals that Generation Z values transparent communication, consistent behavior, and relatable content from digital creators. While both influencers and celebrities exert persuasive power, the audience’s trust depends on the alignment between the creator’s discourse and actions. Overall, the results highlight that effective digital marketing strategies must prioritize authenticity, emotional connection, and interaction quality rather than follower count or publication volume
  • Miniatura
    Item type:Ítem,
    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 Rodrigo
    This 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 criticism
  • Miniatura
    Item type:Ítem,
    Contenidos mediáticos de la influencer de estilo de vida Paulie Dahl en la red social tik tok y la intervención de sus Seguidores
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-06)
    Pérez Peralvo, Joselyn Andrea
    ;
    Viteri Torres, Walter Francisco
    Social networks have had significant growth in the last decade, displacing even traditional media, so influencers have gained ground today, on YouTube, Instagram and Tik Tok. The general objective of this research is to determine the relationship between the media content of the lifestyle Influencer Paulie Dahl in the Tik Tok social network and the intervention of her followers. The methodology used is quantitative, bibliographic and descriptive, the selected technique is content analysis, applying an evaluation sheet to five videos. The following dimensions were evaluated: attributes, influence variables, discursive procedures, followers of the influencers and content through a scale that measures the level of satisfaction of the communication elements present. The findings show that the level of satisfaction with the videos is medium low in relation to the information they provide to the followers, on the other hand it is medium in the affirmation, entertainment and inspiration approach, participation also obtains a medium low index, but It has a large number of followers. Pearson's correlation is low and medium between the dimensions evaluated, the p value does not show significant relationships. It is concluded that the influencers develop videos of interest to their followers, with a focus on entertainment and inspiration, but they are less informative, created with the purpose of obtaining likes or "I like it"