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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
Discurso político y perspectiva religiosa en campañas electorales digitales: El caso de las elecciones seccionales de 2023 en Baños de Agua Santa
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20)
Delgado Moposita, Jonathan Stalin
;
Viteri Torres, Walter Francisco
This study examines the use of religious discourse in digital electoral campaigns during the 2023 sectional elections in Baños de Agua Santa, Ecuador. Using an interdisciplinary approach, it explores candidates’ strategies to connect with voters and legitimize their proposals. Discourse analysis was employed as the main tool to identify the prevalence of religious elements and evaluate their impact on voter decisions. Grounded in insights from Michel Foucault, Roland Barthes, and Teun van Dijk, the research shows how candidates used religious references to build a moral leadership image within a predominantly Catholic community. It also emphasizes the role of digital platforms like Facebook and Instagram in amplifying these messages. The study concludes that religious discourse reinforces collective identity and bridges personal beliefs with political proposals, while questioning its authenticity in the electoral sphere
Análisis Crítico del discurso del enunciado “Nos quieren débiles, divididos, confrontados
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02)
Ponce García, Flavio Cesar
;
Proaño Zurita, Jenny De Los Ángeles
The problem that is intended to be addressed in this research is the critical analysis of the discourse of the statement "They want us weak, divided, confronted" published on "X" previously called Twitter by President Guillermo Lasso, for this reason a bibliographic survey has been carried out to analyze various theories applied in theses and research articles from various parts of Latin America. Reflexivity is sought through critical discourse analysis, because it implies becoming aware of certain beliefs, prejudices and human values, which can be part of and influence the development of the research and the analysis of the results. This research is important because it allows us to build social meaning, in this way knowing the abuse of power in society, domination, inequality, which could be found immersed in discourses that are massively disseminated on social networks to a certain segment, seeking to persuade the decisions of citizens. Within the Ecuadorian context there are different ways of constructing a discourse, depending on the ideologies of the different existing social parties. In this case, a publication made on Twitter is analyzed, intended to communicate to Ecuadorians the situation the country is going through on the issue of insecurity and drug trafficking, which has grown exponentially during the current president's government period, with 88 votes in favor. in favor, 23 against and 5 without a vote, having more than half of what was required, the National Assembly approved the impeachment of Guillermo Lasso for alleged misappropriation of public funds on May 8, 2023. With an orientation that seeks to benefit the University community in its learning process, as well as researchers, critical analysts and society in general, who are familiar with or wish to delve deeper into political aspects and critical analysis in the proposed research. Ideology is transmitted through the language and political discourses used by movement leaders in society; therefore, from Van Dijk's perspective, it is the set of values and beliefs that build power structures, many social actors, such as politicians, educational institutions and the media support it

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