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Percepción de contenidos digitales de la página de Facebook del canal del fútbol durante las transmisiones de la selección ecuatoriana en las eliminatorias mundialistas 2026
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10)
Aldas Aldas, Kevin Joseph
;
Viteri Torres, Walter Francisco
This research analyzes the content of the official Facebook page of the Ecuadorian national football team during the 2026 World Cup qualifiers and the perception this content has among users who consume the streaming service. It investigates how the audience perceives the different types of sports content published on this page, as well as the structure of the posts, the text, the information used, and the images that are key to the reaction and interaction of people interested in learning more about the page and what is happening with the Ecuadorian national football team. This study uses communication theories such as mass communication theory, transmedia storytelling, social networks and audience participation, and cultural industries, since new forms of communication and emerging digital media reflect a new way in which users perceive and experience emotions through the digital media interface. A quantitative approach was used, as well as content analysis with an interpretive paradigm, which revealed how the poor broadcasts of the football channel during matches of the Ecuadorian national football team during the 2026 qualifiers contributed to the majority of its users' dissatisfaction.
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.
El rol de la mujer y la desigualdad en el periodismo deportivo en Ambato
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-08)
Tisalema Quinaucho, Edwin Ismael
;
Proaño Zurita, Jenny de los Ángeles
At present, despite the fact that we are in the 21st century, there is still inequality in the daily work environment of people between men and women and more so in the field of sports journalism, because the taboo that sports are exclusively for men is maintained, for this reason sports journalism linked to women has not been able to progress.The present investigative work was based on determining the role of women and inequality in sports journalism in Ambato and the methodology that was used was quantitative and qualitative, in the quantitative surveys it was done to 20 male journalists who have a lot of experience in this field of work. In the qualitative one, the interviews that were carried out were with three sports journalists who have extensive experience in the field of journalism in the city of Ambato.The study on the role of women and inequality in sports journalism reveals that the role of women within the radio is to conduct interviews, comments and field border in soccer broadcasts, in addition there is inequality at the time of receiving a salary, since it was possible to diagnose that male journalists are the ones who earn more money and female journalists take a small percentage.It is concluded that in the city of Ambato there is still inequality in the field of sports journalism, either in the functions that are carried out within the radio as in the economic revenue that each of them receives each month

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