(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-07-24)
Castillo Maita, Kevin Israel
;
Brito Alvarado, Leonardo Xavier
This thesis conducts a film analysis of John Carpenter's They Live (1988) to show how it
portrays ideas of media power, social control and consumption as forms of contemporary
subjectification. Using a qualitative approach, a procedure was followed that looks at key
frames. The research shows that They Live combines visual resources, symbols and
narrative to present an ideological critique that unmasks how power is normalised and
alienated subjects are produced in a culture dominated by consumerism and the media.
Thus, the study demonstrates that film analysis, when supported by a rigorous theoretical
framework and a precise methodology, can contribute to the understanding of
contemporary communication and cultural processes.
