Jurisprudencia y Ciencias Sociales

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

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Tema: search.filters.subject.ANALISI VISUAL

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    Item type:Ítem,
    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