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Entre el conflicto y la felicidad: narrativas del fútbol Profesional
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09)
Erazo Boada, David Alejandro
;
Naranjo Gamboa, Byron Orlando
Football, in local spaces, goes beyond the field lines and becomes a social phenomenon that shapes the identity and feelings of citizens, in this sense, the objective of the research is to observe how the dominant stories and narratives about professional football in Ambato have an impact on the processes of conflict and happiness of the audiences. To meet the objective, the qualitative methodology uses the Delphi technique through a panel of five experts linked to local sports journalism, which allows the origin of these stories and their effects to be confronted. It was evidenced that narratives are constructed through family inheritance, media discourse and media action, from which a conflict arises between Técnico Universitario and Macara, in addition to a comparative dynamic in which the defeat of the rival generates greater satisfaction than one's own success, which shows that the polarization of discourses increases social conflict in the face of competing traditions. Therefore, it is concluded that the football imaginary acts as a regulator of the collective mood, establishing patterns of behaviour that are manifested in the rejection of adversarial symbols and segregation of spaces.
Emociones y viralidad: estrategias de creadores de contenido en Tiktok
(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-07-31)
Macías Carrasco, Ariana Elizabeth
;
Vayas Ruiz, Eliza Carolina
Society, in its accelerated evolution, is currently in the moments in direct contact with the use and management of communication and information technologies in all areas; one of the aspects is the access and consumption of platforms (social networks), that occupy a significant amount of time and resources of children, teenagers, and adults; this study refers to the research on a specific social network (TikTok) based on the impact it generates on its users; sets as a general objective: Identify emotions and virality as well as the strategies of content creators on TikTok; to achieve the proposed objective uses a methodology with a quantitative approach, using information gathering instruments, surveys to collect data from audiences and content creators on TikTok, in order to obtain a broad and representative view of the perceptions and emotional reactions of users. From a sample of 384 users they were divided into two age groups, 18 to 24 years old and 25 to 30 years old, using statistical tools, the data means were established, the correlation between the variables analyzed, the perception of the content creators who follow, frequency of access and the impact generated by the content they visit. The results show that there is no significant difference between the impact of TikTok on the target audience of the two age groups there is a correlation between the emotions analyzed, virality and the strategies of content creators.
Las relaciones paterno-filial y empatía
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2024-02)
Ortega Rivas, Ruth Karina
;
Pino Loza, Eulalia Dolores
Parent-child relationships and empathy is a problem that lies in the emotional and affective relationships, where parents must fulfill their roles of raising, educating, and forming their children. This is an indispensable factor for the development of society, since parenting practices influence the evolution of people as good beings in society, generating more empathetic people who can understand and comprehend what the other person needs. The general objective of this research was to analyze the influence of the parent-child relationship and empathy in the students of the Ricardo Dezcalzi Educational Unit of the Ambato Canton. The study group was structured by a total of 170 people, which were distributed among 85 parents and 85 students, where the methodology used was the quantitative approach, descriptive level, applying the hypothetical-deductive method. The first instrument to be used was the Perceived Parental Competence Scale-p (ECPP-p), comprising 22 items, comprising five (5) dimensions related to parent-child relationships and the second instrument was the Interpersonal Reactivity Index (IRI), comprising 28 items, comprising four (4) dimensions related to empathy. The most relevant results show that there are only two significant correlations between the dimensions applied; highlighting personal dedication and perspective taking have a slight correlation, with a Spearman's Rho value of 0.237; also shared leisure and perspective taking have a slight correlation, with a Spearman's Rho value of 0.232. However, perspective taking stands out as one of the most important dimensions, since it encompasses the others. It is concluded that parent-child relationships and empathy are not only interdependent, but also significantly influence the dynamics of the parent-child relationship, opening opportunities for more effective and emotional interventions and family support

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