Jurisprudencia y Ciencias Sociales
Permanent URI for this communityhttp://repositorio.uta.edu.ec/handle/123456789/892
Browse
99 results
Search Results
Item Influencers y Belleza: Las narrativas mediáticas de Tammy Parra y la Fashionista en Instagram(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Morales Cacpata, Kerly Lisbeth; Viteri Torres, Walter FranciscoCurrently, social media has become a highly impactful platform, even constructing and disseminating certain ideals about beauty, particularly on Instagram. Through this medium, many content creators have influenced users regarding aesthetic standards. Therefore, the objective of this study is to describe the media narratives of beauty created by influencers Tammy Parra and La Fashionista on Instagram through their posts. The methodology applied was a qualitative approach based on analyzing the content of both content creators' posts. An analysis matrix was created to identify the narrative elements linked to beauty. The results revealed that both content creators construct different narratives about beauty. One identifies with and is based on traditional standards, while the other presents a more inclusive narrative based on breaking stereotypes and creating authenticity. In this way, it becomes clear that narratives are not solely defined by physical or aesthetic aspects, but also incorporate feelings, emotions, and identity. There are publications that promote selfimprovement and humor, creating a stronger connection with their followers. Each content creator has a significant impact and influences the perception of beauty. In conclusion, we can see how social media plays an important role today and how influencers are setting their own trends, which their users follow. This, in turn, shapes the discourse on beauty, breaking down stereotypes among their fansItem La búsqueda de la belleza, aproximación discursiva en Tiktok(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Garcés Freire, Camila Estefania; Viteri Torres, Walter FranciscoThe expansion of TikTok has altered the ways in which digital content is produced and distributed, transforming the platform into a space where meanings about beauty, appearance, and personal care are constructed. In this context, this research aimed to analyze the discursive construction of the pursuit of beauty on TikTok, based on the communication resources and forms of representation present in the content created by female creators on the platform. The qualitative approach of the study was carried out with a descriptive and interpretive perspective. The posts of Nan Jiménez and Bárbara Ramírez were chosen due to their connection with hair care, beauty routines, makeup, and skincare, and were subjected to a semiotic-based digital discourse analysis. The analysis considered the verbal, visual, symbolic, and performative elements of the videos, as well as the audience's perceptions as reflected in their comments. The findings revealed two distinct forms of discourse. In Bárbara Ramírez's work, beauty is built upon a natural, staged image, everyday beauty treatments, and a connection with viewers through hair care, recipes, and makeup. Conversely, in Nan Jiménez's work, beauty is associated with skin health and the demystification of standards like "perfect skin." Furthermore, the comments showed that the audience does not act passively, but rather validates, questions, challenges, and reinterprets the content. It is concluded that TikTok not only reproduces dominant aesthetic models but also allows for their discussion and reformulation. On this platform, beauty is configured as a relational discourse between creators, communication resources, and audiencesItem La construcción del discurso idílico sobre el romanticismo moderno de Farid Dieck y sus estrategias de difusión en redes sociales(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09) Lozada Gonzales, Alicia Nahomi; Romero Ortega, Aldo BenitoThe objective of this work is to study the construction of the idyllic discourse on modern romanticism in Farid Dieck's content and its dissemination on social media. It is based on the premise that romantic love is a sociocultural construction fueled by the narratives and symbols of platforms like TikTok, YouTube, and Facebook Reels. Dieck, a renowned Mexican content creator and speaker, mass-impacts millions of followers through a unique style that fuses audiovisual storytelling with a deep emotional and introspective core. The research adopted a qualitative, documentary, descriptive-analytical, and exploratory approach. A discursive content analysis sheet was applied to six selected videos based on their relevance and interaction, identifying the narrative and symbolic elements, as well as the strategies that favor their viralization. The findings show that Farid Dieck constructs an idealized affective discourse adapted to digital logic, where love is presented as a deep and authentic experience through short sentences, metaphors, and relatable audiovisual resources. Likewise, his production aligns with the ephemeral consumption of social networks through short formats and structures that enhance interactivity. In conclusion, modern romanticism is resignified in the digital environment through emotional enunciation and communication strategy. This allows for a critical reading of how social networks construct ideal affective imaginaries, symbolically legitimizing the content creatorItem Maquiavelismo en el ciberacoso en adolescentes(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2026-07-08) Ormaza Moncayo, Sabrina Osiris; Martinéz Bonilla, Carlos AlbertoThis research study analyzes the relationship between Machiavellianism and cyberbullying in adolescents, considering that both issues have gained significant relevance today due to the constant use of social media and digital platforms by young people. The interest in conducting this study arises from the need to understand how certain personality traits, characterized by manipulation, self-interest, lack of empathy, and control over others, may influence the emergence of aggressive behaviors within virtual environments. The research was conducted using a quantitative approach, with a non-experimental, descriptive-correlational, and cross-sectional design. For data collection, surveys were administered to adolescents within the educational context, using instruments that made it possible to identify both the levels of Machiavellianism and the different manifestations of cyberbullying present in the studied population. The study is framed within the psychosocial and educational field of Social Work, focusing on issues that affect coexistence, social interaction, and the emotional well-being of adolescents. The importance of this research lies in the fact that it provides relevant information about the influence of certain personality traits on the dynamics of digital violence. In addition, the results obtained make it possible to propose prevention and intervention strategies aimed at strengthening socio-emotional skills, promoting healthy relationships, and building safer digital coexistence within educational institutions.Item Contacto cero y los vínculos de pareja en jóvenes(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2026-07-08) Muylema Bonilla, Gabriela Jhorled; Campoverde Quijano, Egda MaribelThe present research addresses the zero contact and its influence on the couple bonds of young people in the La Libertad neighborhood of the Pelileo canton, considering that currently youth sentimental breakups are influenced by emotional dynamics, social networks and new forms of digital communication. This work allows us to know how young people live the emotional distancing after a sentimental breakup and the emotional and social difficulties they face in this process. A qualitative work was done through semi-structured interviews with young people in the sector. The data were analyzed using a thematic categorization based on the principles of qualitative analysis, based on Visio methodologies.it, for the identification of emerging categories of emotional dependence, post-breakup emotional impact, social networks and emotional coping. The findings show that several young people have difficulties to implement zero contact, the emotional attachment that leads to the rupture of the love bond, to the dissatisfaction of affective needs, to the oversaturation of access that generates the emotional state as a result of social network interactions. In most young people, love disappointments produce feelings of sadness, anxiety, emotional emptiness and frustration. However, other study participants were able to initiate successive processes of affective readjustment supported by family and friends and their participation in activities to cope emotionally with their situation. This work is within the research line "Patterns of social behavior”, since it aimed to publicize the emotional dynamics and affective behaviors that young people show when they have broken up in love.Item La comunicación digital en redes sociales y el acoso escolar en la Unidad Educativa Pedro Fermín Cevallos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Landa Gonzales, Wendy Solangue; Viteri Torres, Walter FranciscoThis research analyzes how digital communication through social media influences the emergence of school bullying situations among first- and second-year high school students at Unidad Educativa Pedro Fermín Cevallos, located in the canton of Cevallos, in the province of Tungurahua. The problem arises from the observation of offensive messages, comments, and posts circulating on platforms such as WhatsApp, Instagram, TikTok, and Facebook, which form part of the everyday environment of adolescents. The theoretical framework is based on contributions from authors such as Manuel Castells, Alejandro Piscitelli, and Dan Olweus, who help explain how social networks shape communication and relationships, offering a more human understanding of young people's experiences within the world of technology. Castells explains the role of social networks and their impact on communication, identity, and interaction among youth; Piscitelli provides insight into how students learn, express their identity, and connect within digital environments; and Olweus, recognized as the father of bullying research, helps identify aggressor–victim dynamics and how these patterns are transferred to digital spaces. The methodology used in this study was both quantitative and qualitative. Surveys were administered to students, and interviews were conducted with teachers and DECE staff, allowing the identification of behavioral patterns and communication types related to school bullying on social mediaItem Estrategias de comunicación digital y la imagen corporativa del Preuniversitario FUNDEL(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Lalaleo Altamirano, Adriana Michelle; Ortega Arcos, Wagner EnriqueThis research project aims to determine the relationship between digital communication strategies and the corporate image of the FUNDEL pre-university institution, considering the role of digital platforms in institutional positioning within the contemporary educational environment. The research is based on background information demonstrating that strategic digital communication management directly impacts the reputation, perception, and credibility of organizations, especially in the education sector. The theoretical framework addresses communication as an essential social process, applied to the organizational sphere and strengthened in the digital environment due to its dynamic, interactive, and immediate nature. Furthermore, it conceptualizes corporate image as comprised of institutional identity, image, and reputation—elements that influence public trust and the consolidation of a strong educational brand. The importance of visual consistency, institutional values, and reputation as determining factors in building a positive image is highlighted. Methodologically, the study adopts a mixed-methods approach, combining quantitative and qualitative data, with a non-experimental, descriptive, and explanatory design. Likert-scale surveys were administered to a sample of 132 students from the FUNDEL preuniversity school in the city of Ambato, supplemented by semi-structured interviews with administrators. These techniques allowed for the analysis of student perceptions, communication practices, and digital planning. Ultimately, the results show that effective management of digital channels and informative, persuasive, and interactive content strengthens the institution's image, improves its positioning, and reinforces its connection with the educational community.Item Impacto de las redes sociales en la opinión pública sobre la desaparición y muerte de la influencer ecuatoriana Mariana Sofía Jurado(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Gordillo Medina, Jonathan Arturo; Tamayo Maldonado, Alex RodrigoThis research examines the predominance of social media in shaping public opinion regarding the death and disappearance of Ecuadorian influencer Mariana Sofía Jurado. From a methodological standpoint, this is a qualitative, correlational, bibliographic, and explanatory study. The method used was content analysis, which was applied to viral TikTok and Instagram posts from February 24 to 28, 2025. Additionally, a semi-structured interview was conducted with three communication experts. The results revealed that social media platforms are spaces for collective opinion, become venues for deliberation, consolidate agenda-setting, and serve as tools of symbolic power. The content analysis reveals that users responded with feelings of concern, sadness, and indignation. At the same time, the comments expressed demands for justice, solidarity with the family, and condemnation of violence, all combined with political criticism or moral judgments about the influencer’s lifestyle. This was especially the case when it was announced that her death was a suicide rather than a homicide. It is established that social media had a direct effect on shaping public opinion about the case of Mariana Sofía Jurado, the influencer. This has happened because Instagram and TikTok have become platforms for disseminating information, sharing collective narratives, and also for social criticismItem Narrativas audiovisuales y estrategias de comunicación transmedia en la serie Stranger Things: una mirada desde Netflix y redes sociales.(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Bayas Martinez, Eduardo Santiago; Tamayo Rodriguez, Alicia PaulinaThis research analyzes how the audiovisual narratives and transmedia communication strategies of the series Stranger Things, articulated between the Netflix platform and its official social media accounts, shape specific forms of participation among digital audiences. Drawing on communication studies, digital culture and transmedia storytelling, it is designed as basic exploratory-descriptive research with a quantitative approach, using content analysis of official Instagram and TikTok posts related to the fourth season. Through a categorical matrix that classifies narrative functions, canonical or paratextual status, representational modalities and performance measured in likes, comments and shares, the study identifies the communicative elements that structure the expansion of the series” universe and its circulation within the algorithmic environment. Keywords: Transmedia storytelling, digitalItem Los comentarios difamatorios en Facebook y el Derecho al honor(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Derecho, 2025-08-04) Mullo Salazar, Frederman Ricardo; Romo Santana, José LuisThis thesis addresses the issue of defamatory comments on Facebook and their impact on the right to honor in Ecuador. The proliferation of social media interactions presents new legal challenges for protecting individual reputation in cyberspace. The main objective was to analyze the legal protection of the right to honor against defamation on Facebook in Ecuador. A gap was identified between existing regulations and the rapid evolution of cybercrimes, specifically digital defamation. The methodology employed was qualitative, based on case studies and legal analysis. Interviews were conducted with judges and systems engineers, which allowed for the collection of relevant information on the application of laws and the technical complexities of identification and sanction, leading to a comprehensive understanding of the phenomenon. The results reveal that, although the Ecuadorian legal framework protects the right to honor, its application in the digital environment is limited due to the cross-border nature and immediacy of social media. The interviews confirmed the need to update and specialize laws, as well as to train legal operators. In conclusion, it is essential to implement agile and specialized judicial processes for cases of defamation on social media. It is proposed to strengthen digital law training for judges and prosecutors, and to explore alternative dispute resolution methods such as mediation. This seeks to ensure effective protection of the right to honor against the challenges of the digital ecosystem.