Jurisprudencia y Ciencias Sociales
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Item Connotaciones del discurso publicitario de Coca-Cola en tiempos de Covid-19 en diferentes contextos geográficos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Segovia Jarrín, María Fernanda; Viteri Torres, Walter FranciscoThe present work has gathered key information to understand the connotations of advertising discourse conveyed through effective communication management by CocaCola to create and maintain an emotional connection with its customers worldwide. This project includes a historical overview of the company's advertising, emphasizing its ability to position itself in the global market as a leader in the use of emotional marketing, adapting to the realities of each locality. Additionally, it examines how the company adapted to new cultural and social dynamics that emerged during the Covid-19 pandemic. Through the analysis of advertising discourse, the study explores the messaging strategies employed during this period, highlighting crucial aspects such as the call for change, resilience, love, unity, and the importance of human connections. These narratives were tailored to the particularities of each geographic context. Thus, this research contributes to the field of advertising discourse analysis by providing a better understanding of the advertising strategies applied in contexts of despair and uncertainty. This project seeks to analyze and describe the connotations conveyed by Coca-Cola's advertising spots aired during the Covid-19 pandemic. The study employs a qualitative methodology through the application of a discourse analysis matrix, which is essential for obtaining results. It aims to uncover the deeper aspects embedded in these Coca-Cola advertising campaigns and demonstrate how employing strategies that emotionally connect with consumers can be the key to success, allowing the brand to be positively perceived in the minds of its target audienceItem Los discursos periodísticos del miedo en tiempos de covid-19: estudio analítico diario el comercio-febrero 2020.(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Tapia Landeta, Ana Estefanía; Ortega Arcos, Wagner EnriqueThe fear speeches have been used since ancient times, in the context of the COVID19 pandemic it was one of the most prevalent speeches around the virus. For this reason, the purpose of this research is to contribute to the analysis of this discourse and thus be able to raise a debate on the strategic construction of journalistic discourses of fear, for which this research introduces historical elements, theoretical and methodological perspectives that were used. to investigate the Covid-19 pandemic around communication. This work aims to investigate a series of narrative elements present in one of the main newspapers in the country, and through the field of communication to understand and explain the discursive phenomenon of fear that manifests itself, and that on many occasions we do not notice it. At the same time, a brief analysis of fear in a social way is proposed, as well, about fear and its link with the media, about some epidemics that are also managed with the discourse of fear, and as is often imposed control through it. Finally, it is analyzed as one of the main newspapers through a specific lexicon published almost daily news that terrified society in the context of the pandemic, and especially at the height of this historic event. Through a qualitative methodology focused on discourse analysis and content analysisItem Rol de las madres solteras en la crisis económica por Covid-19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2022-09) Zamora Guerrero, Lucía Elizabeth; Naranjo Ruíz, Fidencia VivianaThe descriptive type research, aimed to determine the role of single mothers in the economic crisis due to Covid-19, the study was carried out on a population of 119 single mothers, the sample was obtained through the sample formula. As a result of the pandemic, an economic crisis was generated affecting families, single mothers were forced to restructure their family and work dynamics, the confinement generated an overload of paid and unpaid work in mothers, this was also the trigger for the appearance of other physical and mental affectations. For the execution of the project, a methodology with a quantitative approach was used, a questionnaire previously validated through the expert judgment method was applied, the questionnaire consists of 17 items, made up of 3 dimensions such as the work situation, feelings and maternal role; reliability was piloted to 12 students from UTA's School of Jurisprudence and Social Sciences, and calculated using Pearson's (r) formula in Excel. The research showed that single mothers during the Covid-19 pandemic met household needs, guided children's school activities, worked and started ventures for economic purposes.Item La pandemia del covid-19 y su incidencia en la violencia intrafamiliar en el Ecuador(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Derecho, 2022-09) Toapanta Quinatoa, Lesly Dennise; Guerrero Zuñiga, ÉdisonThe objective of this research project is to carry out an analysis of the factors that most influenced the increase in cases of domestic violence in the COVID-19 pandemic. The investigation is based on the fact that when the total confinement of the population was decreed as of March 19, 2020, several problems began to arise in all areas of life and human development, several of them had to return to coexistence between couples and children that as time passed in each of the members of the household suffocation was taking place, this occurred because more than 90% of the households already had a routine life where each one went out to their economic activity or one of the cohabitants, therefore they did not live a harmonious life of marriage or family coexistence, but after the emergence of the pandemic, family coexistence re-emerged; For many, this was an effect that produced an increase in cases of domestic violence, which occurred in most Ecuadorian homes regardless of their social status. The Constitution of the Republic of Ecuador guarantees the full protection of the family, as the fundamental nucleus within society, this is specifically found within article 67. The line of investigation that will be used within the investigation is Exclusion and social integrity and the descriptive research. Therefore, support mechanisms are proposed for those people who are victims of the social problem which is domestic violence.Item La demanda de pensión alimenticia y el auto de calificación en el estado de emergencia por COVID-19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Derecho, 2022-09) Criollo Sailema, Liliana Paulina; Tite, Segundo RamiroThe objective of the present investigation was to determine the incidence of the demand for alimony in the qualification car in the state of emergency due to covid- It was determined what are the effects of the time it took for the qualification of alimony demands in the state of emergency due to COVID 19, in addition to describing how the state of emergency due to COVID 19 affected the dispatch of alimony demands and Identify what Measures took the advice of the judiciary of theprovince of Tungurahua in the face of the health emergency due to COVID 19. Reaching the conclusions that, the effects of the time it took for the qualification of alimony demands in the state of emergency due to COVID 19 was the violation of the rights of children and adolescents who failed to meet their basic needs, the obligorhad no legal responsibility. Therefore, they were not responsible for contributing financially to the needs of their sons or daughters, they decided to wait until the judicial system resumes and the claim is qualified and after obtaining the pension fixation, they only try to make the payments. During the state of emergency due to COVID 19, the dispatch of alimony claims wastotally affected with the suspension of the judicial system, all claims were left unqualified, and many processes that were already underway were not able to obtain ballots. of pressure, reliquidations, dispatches, for six months the judicial system was totally paralyzed.Item La labor periodística y digitalización de los medios de comunicación tradicionales durante la pandemia covid-19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-04) Guerra Benítez, Tommy Alejandro; Proaño Zurita, Jenny de los ÁngelesThe research project with the theme "JOURNALISTIC WORK AND DIGITALIZATION OF TRADITIONAL MEDIA DURING THE COVID-19 PANDEMIC", aimed to describe how was the audiovisual journalistic work and the digitalization of traditional media in the covid-19 pandemic. , through the bibliographic review of books, scientific articles and other sources to compile the most current concepts issued by experts on the subject and in each of the variables with which this research project works, both national and international experts, focused on the most used virtual platforms to date. In addition, the scientific methodology was used with the use of the survey method with the questionnaire instrument of closed questions focused on journalistic production, where it was effectively evidenced that during the pandemic there was a significant change in journalistic production by the techniques used by journalists in Pastaza canton (Puyo), due to the fact that the confinement prevented the physical approach between people, giving rise to the use of digital media for data collection and its dissemination, finally, detailed conclusions are established on the problem treated that help the solution of the effects of this social change that arose from the appearance of a known virus called covid-19 or Sars-Cov2, but also some journalists did not have a relevant incidence despite the emergency situation.Item Maltrato infantil en niños y niñas de 6 a 12 años durante el confinamiento por pandemia Covid-19(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo social, 2021-12) Oyasa Naranjo, Katherin Mishell; Naranjo Ruiz, Viviana FidenciaThe present study is exploratory and descriptive with a population of 10 teachers and 231 boys / girls from the Pedro Fermín Cevallos Educational Unit, its objective was to, determine how confinement in times of pandemic causes child abuse in boys and girls from 6 to 12 years old. For a long time, one of the problems that afflicts society worldwide and entails serious consequences in the individual, family and social spheres has been child abuse; that is, the aggressiveness that is directed towards children and which has different types of manifestations. Nowadays, with the arrival of the covid, child abuse has increased since their abusers in a large percentage are their parents. There is no doubt that child abuse can be more deadly than the coronavirus as it marks the lives of millions of children around the world. Reason why this research was developed using a methodology with a mixed approach, that is, the combination of qualitative and quantitative approaches, the first one for the analysis of the characteristics that identify child abuse during confinement due to the COVID-19 pandemic, and quantitative by collecting data with numerical measurement. From the results obtained, the hypothesis could be verified, having a positive result that determined that: Confinement in times of pandemic DOES affect child abuse in boys and girls from 6 to 12 years old at the Pedro Fermín Cevallos Educational Unit. In addition, it was identified that the main factor that promotes child abuse during social confinement is economic, since it is true that the economic situation, both national and global, is not going through a good time, which, without a doubt, affects everyone's pocketItem Factores de riesgo de deserción escolar durante la pandemia (Covid-19) en la Unidad Educativa "12 de Noviembre" del cantón Píllaro.(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2021-10) Calderón Ruiz, Lizbeth Estefanía; Naranjo Ruiz, Viviana FidenciaABSTRACT: This research focuses on the risk factors forschool dropout produced by the pandemic and isolation by Covid-19 that affects the education sector since several teaching centers were forced to physically close and opt for the virtual learning modality to protect health of students and teachers. The main objective is to investigate the factors and risk of school dropout during the pandemic (Covid-19) in the Educational Unit "12 de Noviembre". For this, thedescriptive-correlational method was used with a quantitative approach methodology,using the "Questionnaire on school dropout" previously validated and designed by Sancho Álvarez & Grau Vidal (2013) and adapted to this research as a unit of validation of the variables of research: factors and risk of school dropout during the pandemic (Covid-19). The results obtained indicate that in-school and out-of-school factors influence the riskof school dropout. The economic situation, the support and accompaniment of parentsare determining factors to access or not the new virtual education system.To avoid the risk of school dropout, the family is required to be significantly involvedin the academic training of students in the current educational system. Link society through the university community, providing targeted tutorials, intending to train students and parents in addition, as a proposal. For this, the systemic approach that characterizes Social Work is considered, a socioeconomic study is projected through students or professionals of social work.Item Calidad de la atención médica y estabilidad emocional en tiempos de Covid a los pacientes adultos mayores de la parroquia Urbana ciudad Nueva en el Hospital Básico Píllaro(2021-10) Acosta Basantes, Gloria Cristina; Naranjo Ruiz, Viviana FidenciaABSTRACT: The research consists of two variables, such as the quality of medical care and emotional stability in the group of old adults from the parish Ciudad Nueva in the Basic Hospital of Pillaro. The objective was to determine the influence of the quality of medical care on emotional stability in times of COVID-19 to elderly patients of the parish Ciudad Nueva in the Basic Hospital of Pillaro, after the investigation it is determined that the quality of medical care has a great importance on the emotional stability of the individual during COVID-19, which puts them at a greater risk of getting contaged because it is a vulnerable group and they experience different emotions damaging their emotional stability. According to the results obtained, it is shown that it is necessary to create a priority intervention plan from the area of Social Workers in the health field, giving priority to the elderly during their life cycle. The methodology was executed by two questionnaires, for the dependent variable the SERVQUAL questionnaire was used and for the independent variable the BIG FIVE questionnaire was used with the veracity of the data used for a quantitative approach.Item Comunicación interpersonal y la convivencia intergeneracional durante la emergencia sanitaria COVID-19(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-08) Suquillo Aguirre, Jessica Alexandra; Naranjo Gamboa, Byron OrlandoThis research will help intergenerational coexistence during the Covid-19 health emergency, it is important to identify how the interpersonal communication process was carried out in the family, if this daily coexistence relationship was positive or negative, within the same each generation with different needs and ways of thinking, with members of various ages, the research will be carried out to contribute to healthy coexistence within the family nucleus. The research will provide information on how to handle healthy intergenerational communication in difficult times, in times of quarantine, the same that at the beginning united the families, where the first days were rest, but the days passed and the problems began, living with different generations can be a problem, in other cases a way of entertainment and learning. The problem of this research is the clash of generations, each with different thoughts and ways of learning, without a doubt the coexistence intensified in this Covid-19 health emergency and interpersonal communication within the family plays a very important role, as it is where generations learned to get along, they learned to find ways to entertain themselves by agreement. This research was encouraged by the pandemic that the world is suffering, the Covid-19 health emergency made all families change their way of thinking, their way of taking care of themselves, the way of relating and above all it allowed daily coexistence, the pandemic made communication and coexistence become the daily bread with ups, downs, but as a family. This research project has the benefit of healthy intergenerational coexistence and the experiences of a family, which learned to live together and communicate to properly handle not only the news and change with the outside world, but also within the family with children. and big.