Jurisprudencia y Ciencias Sociales

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

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Discurso y poder: Análisis crítico de la narrativa de resistencia en “Another Brick in the Wall Pt. 2”. De Pink Floyd
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10)
Espinoza Guerrero, Diego Salomon
;
Naranjo Gamboa, Byron Orlando
The persistence of authoritarian structures within the educational system has generated processes of control, discipline, and homogenization that limit critical thinking and individual autonomy. In this context, cultural products emerge as spaces for the representation and questioning of these power dynamics. This study analyzes how the song Another Brick in the Wall Pt. 2 by Pink Floyd constructs a narrative of resistance against such structures, from the perspective of critical discourse analysis. A qualitative descriptiveinterpretative methodology was employed, based on discourse and semiotic analysis, as well as a review of the socio-historical context of the work. The results show that the educational system is represented as a space of control and homogenization, where both students and teachers reproduce relations of domination. The music video reinforces this critique through symbols of dehumanization, mechanization, and loss of identity. The discussion suggests that the work not only reproduces these relations but also challenges them, promoting a critical reading and possibilities for symbolic resistance. It is concluded that the song constitutes a cultural product with strong ideological content that makes visible structures of social control.
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
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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.
Narrativa del storytelling en la construcción de la imagen política en el antes y después del atentado de Donald Trump
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-06)
Alvarez Constante, Ariel Mateo
;
Aguilar Rodríguez, William Fredy
This research focuses on analyzing the narrative of storytelling in the construction of Donald Trump's political image before and after the attack that occurred on July 13, 2024, in Butler, Pennsylvania. The study uses political communication, political marketing, storytelling, political image, and visual communication as theoretical foundations to understand how discourses, images, and symbols can influence the public perception of a leader or political figure. For this thesis, a qualitative, descriptive-comparative methodology was used, employing visual and discursive content analysis. Specifically, an analytical matrix was applied to selected communication products before and after the attack, considering categories such as political image, visual and nonverbal communication, language, symbols, storytelling, and emotions. The results showed that before the attack, Donald Trump's political image was built on the foundation of a confrontational, polarizing, and anti-establishment leadership style. While at the time of the attack, the image shifted, acquiring a stronger visual and symbolic dimension, especially in the photograph where Trump appears wounded, with blood on his face and raising his fist, a sign of victory and resilience. Thus, after the attack, the narrative was reinforced through a story of survival, resistance, strength, sacrifice, and divine intervention, with Trump being chosen as the savior of the United States.
Estrategias de comunicación para la construcción de la cultura vial
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-07-24)
Flores Dávila, Nury Anahi
;
Naranjo Gamboa, Byron Orlando
The present research aimed to analyze the communicational narratives linked to road culture in the province of Tungurahua, through a qualitative, interpretative, and exploratory approach. For data collection, the focus group technique was used, consisting of 17 and 12 participants, respectively, whose interventions were organized into three clearly defined and structured thematic blocks. From these spaces for collective and participatory dialogue and exchange, various relevant narratives were identified, among them: the constant confrontation between road users, the lack of direct communication between them and traffic authorities, as well as the prevalence of selfish behaviors that significantly affect coexistence and safety in public and social spaces. In addition, established dynamics such as recklessness, disrespect for the law, and non-compliance with traffic regulations were evidenced, which reflects a persistent and deeply rooted structural problem in today’s society. Faced with this identified problem, proposals emerged such as including road safety education from childhood and strengthening this knowledge through creative and segmented communication campaigns, adapted to both digital media and different specific target audiences. These actions would help promote responsible habits and foster a real, profound, and lasting change in the collective mindset of citizens. In conclusion, it is recommended that future research address the impact of social media on the construction of civic road culture, considering the fundamental role it plays in the dissemination of messages, the formation of opinions, and the generation of responsible social awareness among the population.
Narrativas del Sumak Kawsay en la comunicación radial: Radio Latina la Poderosa 90.1 FM
(Universidad Técnica de Ambato, Facultad de jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20)
Casa Yugsi, Denis Armando
;
Naranjo Gamboa, Byron Orlando
The research on Sumak Kawsay in radio aims to promote sustainable and inclusive development, highlighting interculturality, social justice, and plurinationality. It examines the narratives of Sumak Kawsay in Radio Latina La Poderosa 90.1 FM, analyzing how they are presented and received by the audience, as well as their impact on the community. The research compares the null hypothesis of no significant relationship with the alternative hypothesis that a relationship exists between these narratives and the audience’s perception, contributing to the understanding of their integration into radio communication. Using a mixed approach, both qualitative and quantitative methods are combined, gathering data from 385 people through interviews, surveys, and content analysis, with specialized software like ATLAS.ti and SPSS. The goal is to analyze how these narratives are presented and received, and their impact on the rural audience, promoting intercultural communication and cultural values in community radio. The results reveal a significant relationship between the radio programming and the audience's knowledge of Sumak Kawsay. The station promotes values such as interculturality, cultural preservation, and ecological awareness, and the audience shows familiarity with these concepts, valuing the empathy and solidarity fostered by the programming. The station strengthens local identity and social cohesion, contributing to a fairer and more balanced future. It is concluded that Radio Latina has successfully integrated the principles of Sumak Kawsay, promoting harmony between humans and nature. It is recommended to further promote these values, increase educational programs
Tenía que ser el Chavo del 8, discursos y estigmas sociales en las narrativas de la vecindad
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09)
Shambi Cantos, Elena Cristina
;
Brito Alvarado, Leonardo Xavier
The central point of this research is to analyze the television discourse in the media narratives of the comedy show "El Chavo del 8." Five episodes produced by Roberto Gómez Bolaños were selected as the material for analysis: two from the second season of 1973, one from the fourth season of 1975, and the final two episodes from the fifth season of 1978. The objective is to understand how the program evoked numerous emotions and feelings in the television audience through melodramatic elements in its narratives. Additionally, the study examines how the combination of images and linguistic text has a significant impact on the collective social imagination. Furthermore, the research analyzed the language used in the discourses by conducting a lexical survey to determine the quantity of repeated words within the production of the five episodes. This was done to identify the established stigmas surrounding each of the main characters of the program, encompassing behavioral, ideological, physical, and social stereotypes. The research is supported by a bibliographic and theoretical review, drawing from relevant authors in the field to establish argumentative and methodological connections that help comprehend the dynamics constructed through the discourses of the television show.

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