Jurisprudencia y Ciencias Sociales
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Item 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 Her, un diálogo posthumano más allá de los sentimientos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Almeida Hidalgo, Karen Estefanía; Brito Alvarado, Leonardo XavierThis research describes the representation of communication between humans and artificial intelligence in the film Her within a posthuman context. This study stems from an interest in understanding how cinema represents the fonns of interaction between people and technology in a society marked by hyperconnectivity. To this end, the analysis of this study was conducted using a qualitative approach, employing discourse analysis and compositional interpretation as methodological tools. Similarly, the theoretical framework is grounded in contemporary approaches to communication in times of hyperconnectivity, based on concepts such as modemity, postmodemity, digital communication, Al, posthuman thought, affective relationships in the digital age, cinema, and science fiction. Toe results revealed that the film represents Al as a humanized entity capable of establishing affective bonds with humans. Furthennore, hyperconnectivity was identified as a t:rigger for fo1ms ofemotional isolation in contemporary communication. Finally, it was found that Her is presented in a posthuman context where the boundary between the human and the technological becomes increasinglybluned. Therefore, this study contributes to the reflection on artificial intelligence and its transformation in human relationships, given its ever-increasing presence in contemporary society.Item Plataformas de streaming: usos en jóvenes universitarios en la carrera de comunicación de la Universidad Técnica de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-26) Yanzapanta Chasi, Anthony Joel; Lomas Chacon, Pablo EstebanThis research analyzes the uses and gratifications of streaming platforms among university students enrolled in the Communication degree at the Technical University of Ambato, considering these platforms as an alternative to traditional media consumption. The study is grounded in the Uses and Gratifications Theory, which allows an understanding of the motivations that lead students to choose specific platforms and content, as well as the benefits obtained from their use. A mixed-methods approach was applied, following a descriptive and non-experimental design that combined quantitative and qualitative techniques. A survey was administered to a sample of 160 students from different academic levels of the Communication program, and a focus group with seven participants was conducted to gain deeper insight into students” perceptions, experiences, and meanings associated with streaming consumption. The results indicate that streaming platforms are an integral part of students” daily routines, with frequent use occurring mainly through mobile devices. The most commonly used platforms include TikTok, YouTube, Spotify, and Netflix, which satisfy needs related to entertainment, learning, relaxation, and social interaction. The main gratifications identified correspond to personal, cognitive, and affective dimensions, linked to identity construction, access to information, academic reinforcement, and emotional engagement with audiovisual content. Additionally, the findings reveal that streaming platforms have largely replaced traditional media in students” consumption habits due to their accessibility, content variety, and personalization, positioning them as a key resource in the academic, social, and cultural lives ofuniversity students.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 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 La comunicación digital e imagen institucional de la Subzona de policía Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Villacres Lucintuña, Thalia Monserrath; Tamayo Rodríguez, Alicia PaulinaThe institutional image of the police represents a central element in the perception that citizens have about order and security, therefore, digital communication has opened a new window for state institutions to relate directly and quickly with citizens. The general objective of this research was to study the impact of digital communication on the institutional image of the Tungurahua Police Subzone. Through a mixed methodology (quali-quantitative), a content analysis of the social platforms Facebook, Twitter and Instagram was carried out; in addition to the application of a 10-question survey to 385 citizens of the province. The results of the content analysis highlighted that the material disseminated corresponds, to a large extent, to publications in photographic and audiovisual format. On Facebook, interaction is higher compared to the other social networks, perceiving a more engaged and receptive community. Regarding the survey, 60.52% of the participants stated that digital publications generate a positive perception towards the institution; 33.51% consider the institution trustworthy; while for 28.05% the institutional image of the Police has improved a lot in the last year. Finally, 61.04% say that the institutional image of the Police is improved by its actions and presence in digital media. The influence of digital communication on the institutional image of the Tungurahua Police Sub-zone was determined through the verification of the hypothesis, where the perception of digital communication has a direct impact on a better valuation of the institutional image by citizens.Item Uso de los medios informativos de comunicación digital en el aprendizaje de los estudiantes de secundaria(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Varela Cando, Katerine Paola; Soto Davila, Omar FabricioThe objective of this research was to determine how digital informative media influence the learning of secondary school students. A mixed-method approach was used, combining surveys and focus groups with students from eighth to twelfth grade. The study explored their perceptions, experiences, and practices related to the educational use of digital platforms, social networks, and online media. The results revealed that these tools foster motivation, interest in learning, and the development of digital and critical thinking skills. Of the 95 students surveyed, 92.7% reported frequent use of such resources, with Google and Al tools like ChatGPT and Gemini being the most used. Social media platforms such as Facebook, Instagram, and TikTok were also highlighted as informal learning environments due to their immediacy and accessible language. Additionally, 21.1% of students mentioned using YouTube, particularly documentary content. The findings underline the importance of promoting digital literacy and critical thinking in contemporary education.Item Contenido visual en la cuenta de Facebook de Radio Única FM y su relación con la percepción de las audiencias.(2025-07-28) Llerena Sánchez, Leslie de los Angeles; Viteri Torres, Walter Francisco; Universidad Técnica de Ambato. Eaculatad de Jurisprudencia y Ciencias Sociales. Carrera de Comunicaciòn Social.The main objective of this research, entitled “Visual content in the Facebook account of Radio Única FM and its relationship with the perception of audiences”, is to analyze the content displayed on the Facebook account of the radio station and how it could help to build, expand and ratify the perception of audiences. Social networks are important tools to communicate easily and quickly, they are useful when wanting to be informed of what is happening in the environment and also anywhere in the world regardless of distance. For the development of this research, a quantitative and qualitative approach was taken, which allowed to analyze the contents exposed on the Facebook page of Radio Stereo. A content analysis of 8 of the most reacted publications between April and the middle of May was developed, only the format of events such as: robberies, traffic accidents and murders was chosen. An online survey was also applied, where 250 responses were obtained from the page's followers. The questions focused on user interaction, preferences, and perceptions of the content generated on the Facebook page. A semi-structured interview was also conducted with the radio station's president to study how the outlet uses visual elements to attract and retain its users' attention, as well as to determine which content is most relevant to its audience. The results demonstrate that the content generated on Radio Stereo Única's Facebook page manages to retain its users' attention, especially the events format, as mentioned above. Thus, it is concluded that the radio station's content not only informs but also broadens and builds a more active perception, where this type of post generates more interaction.Item Estrategias de comunicación digital para posicionar la Marca Jiimroy Tattos, estudio de tatuajes en Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-07-24) Chisaguano Chicaiza, Carlos Daniel; Soto Dávila, Omar FabricioThis research analyzes the digital communication strategies employed by the tattoo studio JiimRoy Tattoos to improve its positioning in the Ambato market. Using a mixedmethodological approach, a content analysis was conducted of posts on the official Facebook page, shared between January and May 2025. This analysis identified the most effective topics and formats for capturing the public's attention, highlighting the importance of video reels and tattoos performed on women as key strategies. The results show that the implementation of digital tactics, such as constant posts and emotionally engaging content, has significantly contributed to increasing brand visibility and engagement. A series of strategic recommendations are also proposed, focused on strengthening the emotional connection with the audience and optimizing digital reach to ensure sustainable and effective growth in the tattoo industry.