DSpace

Mostrando 1 - 3 de 3

Representación de género en los discursos políticos: Análisis del lenguaje y las imágenes utilizadas en la campaña política febrero 2025 en Tungurahua
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-21)
Rodríguez Mejía, Valeria Nicole
;
Aguilar Rodríguez, William Fredy
This research proposes a fresh perspective on gender representation in the political discourse of the February 2025 electoral campaign in Tungurahua. The study stems from the need to understand how language, along with the images used by candidates, continues to reproduce social perceptions of femininity and masculinity in the context of political competition. The analysis is framed within a scenario where the participation of both women and men remains marked by symbolic gaps, stereotypes, and power struggles, making it urgent to examine the communicative mechanisms that underpin them. Furthermore, the research articulates both a semiotic and semantic approach, drawing on the contributions of Latin American authors who study discourse, political communication, and gender studies. Additionally, a qualitative analysis methodology was employed, centered on observation matrices, categories of discourse analysis, and critical reading of visual material disseminated on social media, with an emphasis on the communicative congruence between verbal and nonverbal elements. The results show that distinct patterns persist for candidates: while men are associated with effectiveness, authority, and management, women are linked to approachability, sensitivity, and community, limiting their discursive scope. Furthermore, a strategic use of imagery reinforces traditional roles, even when some candidates introduce elements of disruption. The research demonstrates that gender representation in campaigns is not a neutral reflection, but rather a structured process of political signification that directly influences public perception. Therefore, understanding this process paves the way for more equitable communication practices and a greater impact on society
Análisis de la campaña en segunda vuelta presidencial 2023: Caso Daniel Noboa en redes sociales
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02)
Santillán Cabezas, Carolina Elizabeth
;
Aguilar Rodríguez, William Fredy
The investigation focused on analyzing the social media campaign of candidate Daniel Noboa during the presidential runoff in Ecuador. The relevance of using communication strategies on digital platforms to gain recognition and effectively reach voters was highlighted. The methodology used combined qualitative and quantitative approaches in the research line of political communication. Instagram Facebook and Noboa's content was analyzed, with a sample of 116 posts, and a survey of 384 followers was conducted. The instruments used were the social media tab and a survey guide. The research was based on systematic data collection, where the frequency and content of publications were considered key variables. The qualitative approach explored the speech used by the politician, while the quantitative analysis revealed patterns and trends throughout the campaign. The findings highlighted an effective strategy focused on social and economic issues, supported by his wife's Instagram presence and strategic use of videos. The importance of combining digital strategies with territory tactics for effective communication and a greater reach among voters was underlined. This study not only contributes to the understanding of the relationship between politics and social networks, but also offers a solid methodology for future research in this field, evidencing the importance of combining qualitative and quantitative analysis in the context of social networks to understand digital campaign strategies
TikTok, un escenario superficial que busca profundidad: Campaña de segunda vuelta electoral en Ecuador 2021
(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-09)
Ramírez Borja, Fernando José
;
Brito Alvarado, Xavier Leonardo
The central point of this investigation is to indicate how TikTok entered a world where politics was unimaginable. The rigor of a political character is to enter society as a serious person, full of values, willing to help and outside of leisure or entertainment, something totally contrary to the Chinese platform. The Covid-19 pandemic contracted a confinement and social distancing of approximately two years, which caused the electoral campaigns for the elections to the presidency of Ecuador for February in 2021 to require new strategies, new forms and new ways of transporting the message. electoral. The virtual world was the support for people during this confinement, face-to-face classes mutated to digital as well as other social contexts such as work, for example. In this case, the digital networks showed their power to quickly viralize the message, accelerating the change to the virtual was something net of the pandemic, the preparation was a setback and adapting was vital. During the second electoral round in Ecuador, both Guillermo Lasso and Andrés Arauz turned a large part of their communication strategies to digital and traditional media, but it was curious to find that TikTok, a platform that had its peak during the pandemic, the candidates through its strategists strove to be more creative and find a space in young people, which had not been approached.

Jurisprudencia y Ciencias Sociales

Examinar

Filtros

Ajustes

Ordenar por

resultados por página

Resultados de la búsqueda