Jurisprudencia y Ciencias Sociales

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

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Fecha de inicio: 2020Tema: search.filters.subject.COMUNICACIÓN AUDIOVISUAL

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    Item type:Ítem,
    La mediación audiovisual en la cobertura de la fiesta de las flores y frutas, y su incidencia en la construcción de la identidad local en Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-07)
    Benavides Freire, Katherine Nicole
    ;
    Tamayo Maldonado, Alex Rodrigo Tamayo Maldonado
    This research analyzes audiovisual mediation in the media coverage of the Fiesta de las Flores y Frutas and its influence on the construction of local cultural identity in the city ofAmbato. This celebration is considered one ofthe most representative cultural manifestations in Ecuador and an important symbol of collective memory and social belonging among the citizens of Ambato. In this context, the study seeks to understand how audiovisual content disseminated through traditional media and digital platforms influences the cultural perception of the population. The research was developed using a mixed-methods approach that combined quantitative and qualitative techniques. Surveys were applied to a sample of 384 inhabitants ofAmbato, along with semi-structured interviews conducted with key informants related to communication and cultural management. In addition, an audiovisual content analysis of media materials disseminated during the celebration was carried out. The study was based on interpretative, positivist, and critical paradigms, allowing both the analysis of citizens” perceptions and the symbolic meanings present in media coverage. The results show that most respondents consume audiovisual content related to the Fiesta de las Flores y Frutas, mainly through digital platforms such as Facebook, TikTok, and Instagram. Likewise, the audiovisual coverage includes cultural and symbolic elements associated with Ambato's identity, such as floats, flowers, fruits, artistic expressions, and local traditions. These media resources contribute to strengthening the sense of belonging and preserving the cultural memory of the community. The study concludes that audiovisual mediation plays an important role in the dissemination and representation of the Fiesta de las Flores y Frutas, making the identity elements of the city of Ambato more visible and strengthening the construction of local cultural identity. Audiovisual media fulfill not only an informative function, but also a symbolic and cultural one, actively participating in the transmission of values, traditions, and collective representations linked to the celebration.