Jurisprudencia y Ciencias Sociales

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

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2017 - 201912020 - 20261

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Tema: search.filters.subject.COMUNICACIÓN AUDIOVISUAL

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  • Miniatura
    Item type:Ítem,
    La mediación audiovisual en la cobertura de la fiesta de las flores y frutas, y su incidencia en la construcción de la identidad local en Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-07)
    Benavides Freire, Katherine Nicole
    ;
    Tamayo Maldonado, Alex Rodrigo Tamayo Maldonado
    This research analyzes audiovisual mediation in the media coverage of the Fiesta de las Flores y Frutas and its influence on the construction of local cultural identity in the city ofAmbato. This celebration is considered one ofthe most representative cultural manifestations in Ecuador and an important symbol of collective memory and social belonging among the citizens of Ambato. In this context, the study seeks to understand how audiovisual content disseminated through traditional media and digital platforms influences the cultural perception of the population. The research was developed using a mixed-methods approach that combined quantitative and qualitative techniques. Surveys were applied to a sample of 384 inhabitants ofAmbato, along with semi-structured interviews conducted with key informants related to communication and cultural management. In addition, an audiovisual content analysis of media materials disseminated during the celebration was carried out. The study was based on interpretative, positivist, and critical paradigms, allowing both the analysis of citizens” perceptions and the symbolic meanings present in media coverage. The results show that most respondents consume audiovisual content related to the Fiesta de las Flores y Frutas, mainly through digital platforms such as Facebook, TikTok, and Instagram. Likewise, the audiovisual coverage includes cultural and symbolic elements associated with Ambato's identity, such as floats, flowers, fruits, artistic expressions, and local traditions. These media resources contribute to strengthening the sense of belonging and preserving the cultural memory of the community. The study concludes that audiovisual mediation plays an important role in the dissemination and representation of the Fiesta de las Flores y Frutas, making the identity elements of the city of Ambato more visible and strengthening the construction of local cultural identity. Audiovisual media fulfill not only an informative function, but also a symbolic and cultural one, actively participating in the transmission of values, traditions, and collective representations linked to the celebration.
  • Miniatura
    Item type:Ítem,
    La difusión turistica y los productos comunicacionales que genera el GAD Municipal de Tisaleo en Facbook
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11)
    Escobar Guerrero, Flor Guadalupe
    ;
    Barriga Tamay, Marcelo Gustavo
    The research seeks to make visible the relevance of generating communicative content in social networks, in this case we analyze the Facebook platform, the most popular among the inhabitants of the canton Tisaleo. Developing content to position a brand implies guiding itself in the philosophy of such product or service, based on this; the communication axes that guide the process are created. In social networks the emphasis is on keeping information updated, with daily data so that followers do not abandon groups. The purpose was to demonstrate that the Internet can generate interest in potential travelers to opt for the canton, through interaction, quality audiovisual production that carries an appealing message and this gets a response. Field research was carried out, when analyzing the social networks of the GAD, observe how they generate their audiovisual products and talk with the Tisaleños about the promotion that is given to tourist sites or activities, which is weak because complete formats are needed , Which have not been fully exploited.