Jurisprudencia y Ciencias Sociales
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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 Estrategias de comunicación y su influencia en la relación con los clientes de Marfiro Asesores de Seguros(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09) Jami Cóndor, Franklin Gabriel; Tamayo Rodríguez, Alicia PaulinaThe purpose of this research was to analyze the influence of communication strategies on customer relationships at Marfiro Seguros, considering the importance of communication in the understanding of insurance products and the perception of service by policyholders. The study was conducted using a mixed-methods approach with a descriptive scope, applying interviews to company personnel and surveys to customers from the Light Vehicles and Heavy Vehicles insurance lines. Descriptive statistics, including frequency tables and percentages, were used to process and analyze the collected data. The results showed that Marfiro Seguros has several communication channels and tools, including the Marfiro Insurtech CRM system, post-sales follow-up processes, and customer loyalty strategies. In addition, customers expressed a favorable perception of the support provided throughout the different stages of the business relationship. However, the study determined that the existence of multiple communication channels does not guarantee a complete understanding of policy coverages, exclusions, and contractual conditions. The main influencing factors identified were the technical complexity of insurance terminology, the predominant use of digital communication channels, and the limited interest of some customers in fully understanding the service contracted. The study concludes that the communication strategies implemented by Marfiro Seguros positively influence customer relationships. Nevertheless, it is necessary to strengthen advisory processes, insurance education, and customer follow-up in order to improve service understanding and enhance the customer experience.Item Narrativas apocalípticas del fin de los tiempos: análisis discursivo y construcción de imaginarios sociales a partir del apocalipsis bíblico(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-06) Jácome Pozo, Doménica Romina; Viteri Torres, Walter FranciscoThe work presented here begins with a question that, although it may seem ancient, remains highly relevant today: how do we talk about the end? To address this question, the biblical Book of Revelation was taken as the foundational text, a narrative that for centuries has shaped the way societies imagine their collective destiny. From this starting point, the analysis focused on the meanings surrounding ideas such as judgment, destruction, salvation, and profound social change, paying close attention to how these meanings continue to circulate within contemporary cultural contexts. The research followed a qualitative approach. Biblical passages, media productions, artistic expressions, and an interview with a Catholic religious leader were analyzed. Through comparative analysis matrices, recurring narrative and symbolic patterns were identified, particularly those associated with fear, uncertainty, and perceptions of threat in relation to environmental crises, technological developments, astronomical events, and social tensions. A question that remains difficult to resolve is whether this recurrence is merely circumstantial or whether it has deeper structural roots within human culture; the latter seems more likely, although acknowledging this does not fully explain the phenomenon. The findings show that the apocalyptic imaginary has neither disappeared nor remained confined to sacred texts. Instead, it has evolved, found new channels of expression, and continues to function as a symbolic framework through which human fragility, collapse, and historical transformation are interpreted.Item Disfuncionamiento Familiar y Parentalidad Social(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2026-02-05) Albán Meza, Alexandra Elizabeth; Campoverde Quijano, Edga MaribelThe research titled Family Dysfunction and Social Parenting was conducted in the Ulba parish, part of the Baños de Agua Santa canton. It involved eighty boys and girls, and teenagers and sixty parents who are part of the Project for the Eradication of Child Labor. The study arises from the fragmentation of families in Ecuador caused by migration, job instability, and changes in structure, leading to dysfunction in communication, role distribution, and norms, which influences social parenting—understood as the exercise of parental functions by people outside the family nucleus, potentially affecting the integral development of children. The general objective is to evaluate the influence of family dysfunction on social parenting. The specific objectives are to identify factors in family dysfunction, determine types of social parenting, and analyze the factors of family dysfunction that contribute to social parenting. The methodology is quantitative, allowing for the measurement and analysis of statistical data, with a descriptive, explanatory, and correlational research level. The deductive, hypotheticaldeductive, and analytical-synthetic methods were used. Surveys were applied using previously validated instruments with high reliability and validity: the FF-SIL questionnaire, which evaluates family functioning based on communication, roles, adaptability, and affection, and the MECEP Model questionnaire, which measures the conditions of parents and caregivers, conditions of children and adolescents, and sociocultural conditions. Both questionnaires used a Likert scale to facilitate quantitative analysis. Hypothesis testing confirmed the correlation between the variables, rejecting the null hypothesis (H₀) and accepting the alternative hypothesis (H₁), showing that family dysfunction significantly influences social parenting. From a Social Work perspective, the study allows for the implementation of the program "Families: Communication and Harmony Among Members" to identify the deterioration of the family in terms of roles, communication, and bonds, and to reduce this issue through workshops, support groups, and family trainingItem Uso de la red social Tiktok y la Comunicación Interpersonal de jóvenes de bachillerato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-26) Tirira Morales, Adriana Mishell; Robayo Valencia, Clara ElenaThis research aimed to analyze the impact of TikTok use on interpersonal communication among high school students. A mixed-methods approach was employed, combining quantitative and qualitative methods within a non-experimental, cross-sectional, and correlational design. Data was collected in real-world settings through standardized surveys, semi-structured interviews with educators, and a focus group with students. The target population consisted of adolescents aged 14 to 16 from the Cevallos parish, totaling 1,847 individuals (911 male and 936 female). The study included 148 students from two local educational institutions: 47 from the Alberto Guerra Educational Unit and 101 from the Pedro Fermín Cevallos Educational Unit. The sample was selected randomly. Key findings include TikTok as the most frequently used social media platform, with 66% of students using it in one institution and 68,3% in the other. TikTok is a platform that expresses opinions in a contemporary way, with a marked influence on 73% to 85% of the population, 48% of people acknowledge a preference for virtual interactions over face-to-face ones, and 45% to 57% perceive a negative influence on academic performance. Interviews also mention tensions between school regulations, pedagogical adaptation, and focus groups that highlight soft skills and spontaneous expression, for example. In conclusion, TikTok affects adolescent communication, leading them to conform to fractal and algorithmic patterns. Verbal communication, empathy, and argumentation are seriously affected; however, this presents an opportunity to create a pedagogical environment that incorporates active methodologies and hybrid learning approachesItem Lenguaje e Inteligencia Artificial: Contenido gráfico en campañas publicitarias(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Llumiquinga Pazuña, Génesis Daniela; Ortega Arcos, Wagner EnriqueThe objective of this research is to determine how language and artificial intelligence are used in the creation of graphic content for advertising campaigns, specifically in the creation of visual arts (images). To achieve this, a literature review of academic articles related to the topic was conducted, as well as an analysis of different types of graphic content created by artificial intelligence used in advertising campaigns and a measurement of audience opinion regarding these graphic arts. The methodology included the use of technological tools such as Copilot, Canva, and Facebook, which allowed us to find images created by artificial intelligence for advertising campaigns and images created by graphic designers of advertising brands, which could then be compared and used to gauge public opinion regarding these visual arts. The results highlighted that a large proportion of those surveyed can identify graphic art made by artificial intelligence, but would like graphic designers and advertising agencies to be familiar with AI technological tools so that they can implement them in the creation of images for advertising campaigns. However, when comparing an image created by AI with one created by a graphic designer, it was possible to reveal what each image conveys to the public. Not only was there a differential comparison between the two, but it was also possible to observe what people want to see in the graphic art of an advertising campaign.Item La comunicación en proyectos de responsabilidad social de Gala Importaciones en la ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Chuncha Villegas, Joselyn Abigail; Soto Dávila, Omar FabricioThe current research analyzes communication in corporate social responsibility projects at the company Gala Importaciones from Ambato, with the aim of identifying strengths and weaknesses in the development of communication. This study has focused specifically on the company's internal communication, the perspective of each worker was considered for its prior study and analysis. The process of this investigation was based on a mixed-methods approach, as it considered employing research elements such as surveys and interviews with company personnel to analyze communication effectiveness and the possible deficiencies or weaknesses present within the company. The results of this research deduced the presence of a greater number of social responsibility projects aimed at its employees, recognizing Gala Importaciones as an entity that protects and ensures the personal well-being of the company. However, limitations in the communication processes were revealed due to the perceptions of the internal public. These weaknesses are considered very helpful for bringing about changes in communication management, leading to a greater degree of effectiveness in its communication.Item Los canales digitales en Facebook y sus formas de sostenibilidad en Ambato. Estudio de caso Rey tv Ambato y su contenido(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Guangasi Cahuana, Jesús Alexis; Robayo, Clara ElenaThis research work is about digital channels of Facebook and forms of sustainability in Ambato to stay active and generating content, we analyzed the digital media Rey Tv Ambato and its financing methods to cover its logistics and other requirements that a digital media demands. In view that digital media are growing every day, it is essential to establish strategies or forms of financing that favor the content creator and can direct their project in a market invaded by social networks. The main objective of the research is to know how Rey TV is economically solvent for that the methodology used is a qualitative methodology through an in-depth interview with the director of this media, this allowed to know what kind of advertising manages this channel and its level of complexity to obtain funding. We also present the reach numbers of three transmissions broadcasted by the channel in order to have a record of the data that favor the growth of the media, as well as the offer and acceptance of sponsoring brands. In this research it is verified that the digital native media have managed to sustain over time by implementing various forms of financing as the case of GK and La Posta digital media with high numbers of reach that allow to maintain their project. This paper also exposes other forms of financing for digital media, forms that are viable to achieve economic income, thus concluding that digital media can go beyond traditional media, a digital media can survive from paid advertising, monetization of networks, online stores, virtual workshops and more ways that allow to be allied with their followers.Item Estrategias de comunicación y marketing, y la fidelización en empresas inmobiliarias en la ciudad de Ambato(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales. Carrera de Comunicaciòn, 2025-07-28) Punina Tzucag, Alejandro Israel; Tamayo Rodriguez Alicia PaulinaThe present research project, titledItem Estrategias de comunicación para la construcción de la cultura vial(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-07-24) Flores Dávila, Nury Anahi; Naranjo Gamboa, Byron OrlandoThe present research aimed to analyze the communicational narratives linked to road culture in the province of Tungurahua, through a qualitative, interpretative, and exploratory approach. For data collection, the focus group technique was used, consisting of 17 and 12 participants, respectively, whose interventions were organized into three clearly defined and structured thematic blocks. From these spaces for collective and participatory dialogue and exchange, various relevant narratives were identified, among them: the constant confrontation between road users, the lack of direct communication between them and traffic authorities, as well as the prevalence of selfish behaviors that significantly affect coexistence and safety in public and social spaces. In addition, established dynamics such as recklessness, disrespect for the law, and non-compliance with traffic regulations were evidenced, which reflects a persistent and deeply rooted structural problem in today’s society. Faced with this identified problem, proposals emerged such as including road safety education from childhood and strengthening this knowledge through creative and segmented communication campaigns, adapted to both digital media and different specific target audiences. These actions would help promote responsible habits and foster a real, profound, and lasting change in the collective mindset of citizens. In conclusion, it is recommended that future research address the impact of social media on the construction of civic road culture, considering the fundamental role it plays in the dissemination of messages, the formation of opinions, and the generation of responsible social awareness among the population.