Jurisprudencia y Ciencias Sociales

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

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Comunicación gubernamental en Tik Tok. Análisis de caso Daniel Noboa
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09)
Villamarín Chacón, Jaime Joel
;
Viteri Torres, Walter Francisco
Government communication on social media has become a relevant field for understanding how governments inform, build institutional image, and seek closeness with young audiences. This study aimed to analyze the perception of Communication students from the Technical University of Ambato regarding government communication content shared by Daniel Noboa on TikTok about citizen security. The research was conducted through a quantitative approach, with a nonexperimental, descriptive, and cross-sectional design. A structured survey was applied to students of the program, organized into dimensions related to TikTok use, audiovisual format, message clarity, credibility, perception of security, institutional image, political closeness, and assessment of the platform. The results showed a moderately favorable perception, especially in the recognition of TikTok as an appropriate medium for spreading political messages and in the evaluation of its audiovisual resources. However, an important presence of neutral responses was also identified in aspects such as trust, message coherence, and sense of security. It is concluded that TikTok represents a useful tool for government communication aimed at young people, although its effectiveness depends on clarity, credibility, and the relationship between political discourse and citizens’ reality.
Entre el desafío y el peligro: usos y gratificaciones de las batallas live (retos) en la red social tiktok
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-26)
Tuapanta Tayupanta, Joselyn Estefania
;
Vayas Ruiz, Eliza Carolina
This research analyzed live battles on Tiktok as a sociocultural phenomenon that combines competition, social influence, and economic dynamics among young people in Quisapincha, Ecuador. The objective was to understand the uses and rewards associated with participating in and observing challenges carried out in real time during these virtual competitions. A mixed descriptive design was applied, integrating surveys of 321 young people and interviews with five local TikTokers, complemented by statistical analysi and thematic coding. The results showed high averages in variable related to entertainment, economic motivation, and social recognition, as well as a moderate perception of risk despite the identification of dangerous behaviors. Correlation showed that entertainment reduced the perception of danger and was linked to economies incentives. It is concluded that live battles constitute a hybrid space where digital economies, the search for visibility, and social pressure converge, shaping practices that influence youth identity and behavior
Uso de la red social Tiktok y la Comunicación Interpersonal de jóvenes de bachillerato
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-26)
Tirira Morales, Adriana Mishell
;
Robayo Valencia, Clara Elena
This research aimed to analyze the impact of TikTok use on interpersonal communication among high school students. A mixed-methods approach was employed, combining quantitative and qualitative methods within a non-experimental, cross-sectional, and correlational design. Data was collected in real-world settings through standardized surveys, semi-structured interviews with educators, and a focus group with students. The target population consisted of adolescents aged 14 to 16 from the Cevallos parish, totaling 1,847 individuals (911 male and 936 female). The study included 148 students from two local educational institutions: 47 from the Alberto Guerra Educational Unit and 101 from the Pedro Fermín Cevallos Educational Unit. The sample was selected randomly. Key findings include TikTok as the most frequently used social media platform, with 66% of students using it in one institution and 68,3% in the other. TikTok is a platform that expresses opinions in a contemporary way, with a marked influence on 73% to 85% of the population, 48% of people acknowledge a preference for virtual interactions over face-to-face ones, and 45% to 57% perceive a negative influence on academic performance. Interviews also mention tensions between school regulations, pedagogical adaptation, and focus groups that highlight soft skills and spontaneous expression, for example. In conclusion, TikTok affects adolescent communication, leading them to conform to fractal and algorithmic patterns. Verbal communication, empathy, and argumentation are seriously affected; however, this presents an opportunity to create a pedagogical environment that incorporates active methodologies and hybrid learning approaches
Relatos de identidad digital: el trastorno límite de la personalidad en tiktok
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-19)
Espín Aguilar, Génesis Dayane
;
Guamán Guadalima, Nelly Gabriela
This thesis analyzes how people diagnosed with Borderline Personality Disorder (BPD) construct their digital identity narratives on the social network TikTok. Using a mixed- method approach and content analysis as the main method, it studies various videos posted by content creators who share experiences, emotions, and stories related to their diagnosis. The research is based on the hypothesis that these individuals construct their narratives by mixing vulnerability, aesthetics, humor, emotional intensity, and elements specific to TikTok culture in order to connect with their audience. Through analysis, narrative patterns, symbolic resources, and recurring emotional approaches are named, as well as visual strategies used to generate a sense of belonging, validation, and connection with other people. The results reveal that TikTok functions not only as a platform for individual expression, but also as a collective space where new forms of identity and community are formed around BPD. These digital representations make an often stigmatized disorder visible, but at the same time, they open up the debate about the boundaries between self-expression and mental health on social media. This highlights the lack of professional training in the areas of psychology and psychiatry among content creators, resulting in a performance that under no circumstances should be a substitute for professional medical care.
Marketing y publicidad digital para el posicionamiento del emprendimiento de quesos de hoja “san Joaquín” de Latacunga utilizando la red social tik tok
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08)
Salgado Carate, Rieter Ismael
;
Ortega Arcos, Wagner Enrique
The research project "Marketing and digital advertising for the positioning of the leaf cheese venture SAN JOAQUÍN de Latacunga using the social network TikTok" explores how digital transformation can benefit the Ecuadorian dairy industry, particularly in the post-pandemic context that has modified consumption habits towards national products. In an environment where the dairy industry is vital to the Ecuadorian economy, the research focuses on the province of Cotopaxi and its value chain, highlighting the challenges faced by producers, especially women, and the need to overcome the intervention of intermediaries that affect product quality and prices. The rationale for the study is based on the socioeconomic importance of the dairy sector in Ecuador, the growth of dairy consumption and the need for digital marketing strategies, especially in social networks such as TikTok, to improve the positioning and competitiveness of local products. The research highlights the relevance of digital marketing as an essential tool for two-way communication, customer loyalty and accurate measurement of results, proposing innovative strategies for dairy companies to adapt and thrive in a constantly changing market. The study implemented a field research methodology with a quantitative approach, using the social network TikTok as the main tool to collect data and promote "San Joaquín" leaf cheese. Resources such as encyclopedias, digital repositories and material tools were used to conduct interviews and questionnaires. The results show that most respondents consider it necessary to improve product presentation and use TikTok to search for food, being familiar with social networks and considering the platform suitable for promoting food products. Marketing campaigns on TikTok are seen as attractive, and customers show willingness to interact with the brand through discounts, contests and entertaining content. The perception of cheese quality is predominantly excellent, and there is wide recognition and consumption of the "San Joaquín" brand in Latacunga
TikTok como herramienta educomunicacional de la Unidad Educativa Joaquín Lalama
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-09)
Sinchiguano Tandazo, Johana Maricela
;
Naranjo Gamboa, Byron Orlando
In the present research TikTok as an educommunicational tool of the Joaquín Lalama Educational Unit, the weaknesses and strengths of this platform as a means of learning for the students of the Eighth Year of Basic Education of the Joaquín Lalama Educational Unit were investigated.Exploratory and descriptive methods were used to obtain information on the use of TikTok and through the bibliographic methodology, to know how this platform can be integrated into the educational system.This research seeks to determine if students learn better about different specialties of science with the TikTok platform and if it allows them to improve their knowledge and if it turns out to be an adequate study tool for students and teachers. The study population with which we worked consisted of 70 students and 9 teachers of the eighth year of EGB. The relevant results found were: students learn better about General Culture, Language and Literature, Art and Creativity, if digital platforms are used that allow them to interact and participate, which is why teachers must adapt and integrate this type of tools. and improve their knowledge about the management of social networks, to improve the teaching process and not be just a distraction.
El lenguaje en uso de la red social TikTok y su significación en los adolescentes de la Primera Iglesia Bautista Filial de la ciudad de Baños de Agua Santa
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03)
Castillo Hernández, Sarahí Elizabeth
;
Naranjo Gamboa, Byron Orlando
This research was focused on understanding the language used in the TikTok social network and the terms used by influencers or creators of audiovisual content. There was the participation of 10 teenagers between 12 and 17 years old from the Primera Iglesia Bautista Filial of Baños de Agua Santa city. The main objective is to determine the significance of the language in use of TikTok social network in the unit of analysis. The method was based on a qualitative approach and a qualitative-interpretative paradigm. The research made use of interviews to adolescents between men and women. The work was based on Analysis Discourse as a study discipline to understand the meaning of some terms based on the "Theory of speech acts" proposed by John Searle (1994) and as a reference the text "How to do things with words” by John Austin (1955) to analyze the illocutionary act (intention) and the perlocutionary act (reaction). In the research, the terms were identified from the language in use of TikTok social network, then was analyzed how this language is used by teenagers, and next it was described the significance that this had in the unit of analysis. The findings allowed to understand that the use of the terms only applies when they talk with their group of friends and they come to use it even without knowing its meaning because others do. It was verified that the significances of the language in use in the social media TikTok for the teenagers have stationary terms. It was concluded that this language is constantly changing and other words appear that adolescents adopt in their vocabulary, but anyone said that its use brings them something positive or useful
Análisis de la imagen corporativa de Helados Bogati de la sucursal ubicada en el Mall de los Andes de la ciudad de Ambato, durante los meses de enero a marzo del 2022 en las redes sociales Facebook y TikTok.
(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2023-03)
Malla Gaona, Tayron Vinicio
;
Gamboa Orozco, Luis Alberto
This research work analyzes the organizational communication and corporate image of the Stylo Propio microenterprise in order to determine the shortcomings that it presents in its corporate image and organizational communication and through this determination propose communication strategies to strengthen entrepreneurship. Thisstudy was carried out from March to June 2022, during which time it was possible tomonitor the business and its different areas in order to develop the research based ona technical-scientific process. The fundamental objective of this research is to identify the main problems that the Stylo Propio business has in terms of its institutional image and the internal communication it manages, therefore, in this research project it examines each area that makes up the image of the business to know how It is projected to its target audience, analyzing it from the inside out. The tools that allowed obtaining general and conclusive data was the content analysis where it was possible to study each of their social networks such as: Facebook and TikTok in order to determine their level of impact on networks, in addition a survey was applied to each of them. the workers of the advertising agency to be able to determine their level of knowledge about the institutional image and organizational communication, since one of the several problems this company has is the lack of a communicator, and for this reasonthe workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from thecontent analysis and the interviews were organized by means of matrices where the data obtained from the investigation are reflected; Regarding the content analysis, Excel cakes were used to determine the percentages of the data and regarding the interviews, the answers issued by each of the interviewees were copied verbatim to carry out the corresponding interpretation through these data.
Tik Tok, una estrategia de marketing digital en los negocios ambateños
(Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-10)
Salazar Guamán, Vanessa Stephaníe
;
Guamán Guadalima, Nelly Gabriela
ABSTRACT Social networks have become fundamental communication tools for mankind, this has allowed social, cultural, political, economic and entertainment spaces to be linked and strengthened. Thanks to these digital platforms, access to information has been much faster, even the brand positioning of companies and organizations have benefited. The pandemic caused businesses to decline economically due to the loss of customers, that is when the solution for entrepreneurs was the use of TikTok, it is already a dynamic and creative social network that attracts the attention of the public, it is clear that previously other networks such as Instagram and Facebook were already used, but TikTok caused a stir for being a different platform to the others, and different refers to the fact that it has a number of editing tools, broadcasting and content creation. At this point, the objective of the present research is to explain the importance and level of knowledge of the use of TikTok as a digital marketing tool. For this, a quantitative and qualitative methodology has been implemented, where an interview was conducted with a digital marketing specialist, digital surveys directed to 67 entrepreneurs in the city of Ambato; in addition, using the Likert scale, the level of importance of the use of TikTok as a tool for buying and selling products and services was measured. The results showed that TikTok is useful and important for brand positioning, as long as several parameters are taken into account, including communication strategies, knowledge in editing, target audience to which the content is directed, use of hashtags, among others.
Uso de la plataforma Tik Tok y el aprendizaje en estudiantes de bachillerato durante la pandemia de Covid 19
(Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-09)
Ibarra López, Alison Nicole
;
Viteri Torres, Walter Francisco
ABSTRACT This research will focus on the study of the reasons why young people between 15 and 18 years old, during the covid 19 pandemic, have been attracted to digital platforms, especially TikTok, because it has increased in number of downloads in the last two years and generation Z is the most vulnerable to this type of entertainment. This work will show the changes that have been taking place in this generation Z, where young people are the most connected with technology, social networks and the consumption of entertainment platforms. During the Covid 19 pandemic, society has presented sudden changes in all aspects, however, the accelerated process of adaptation in generations has been evidenced, so it is necessary to know that social networks currently influence development in many cases Of the youngs. Part of the work carried out with this research is knowing a threat, which may not be considered that way, but it significantly influences development if it is not controlled by everyone. Research techniques are also necessary to be able to investigate in depth on the subject, as long as the sources are effective to obtain good conclusions, since social networks increasingly play a fundamental role as an intermediary piece in the interaction.

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