Jurisprudencia y Ciencias Sociales

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    Mecanismos discursivos empleados en campaña electoral por la candidata Diana Caiza a la alcaldía de la ciudad de Ambato y su impacto en la percepción del electorado
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Arroba Freire, Blanca Valeria; Gamboa Orozco, Luis Alberto
    The main objective of this study is to determine how discursive mechanisms were constructed during the electoral campaign of candidate Diana Caiza for the mayoral position in the city of Ambato and to analyze their impact on the perception of the young electorate. To achieve this goal, a qualitative and quantitative methodology was employed. In the qualitative approach, an analysis of the content of the speeches and messages used by the candidate in her electoral campaign was conducted, specifically on Facebook social media platform. Key elements of the discourse were examined, such as the language used, the addressed topics, the presented arguments, and the rhetorical strategies employed. On the other hand, in the quantitative approach, surveys were carried out aiming to evaluate the impact of the candidate's discursive mechanisms on the perception of the young electorate in the Communication field. These surveys collected data on the opinion and attitude of voters towards Diana Caiza's campaign. The results obtained revealed that candidate Diana Caiza employed a variety of discursive mechanisms during her electoral campaign. These include the use of clear and accessible language, the presentation of proposals relevant to the citizens of Ambato, as well as persuasive rhetorical strategies such as emotional appeal and the use of testimonials. The findings of this study indicated that the discursive mechanisms used by Diana Caiza generated a positive effect on the voters' perception towards her candidacy. Convincing speeches and relevant proposals contributed to building trust and credibility in the candidate
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    Comunicación política y el uso de los medios de Comunicación para la campaña electoral de la Alcaldía de la ciudad de Ambato 2019
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-11) Villarreal Caiza, Eteven Fabricio; Ortega Arcos, Wagner
    The city of Ambato, located in the fifth position at the level of cities with the greatest number of inhabitants in the country, is considered as an electoral stronghold, this in the presidential elections and even more in its geographical delimitations. As a great challenge take the candidates who, every four years, fight tirelessly to be the burgomaster of the land of the three Juanes. Thousands of flyers, banners, brochures, T-shirts, among others, are the resources that, without having more study, the candidates carry out, that is, they do not have the real and truthful information that a political communicator could give, far from being conceptualized the latter as an element only of the journalistic world, without taking the necessary attention that all the other virtues of the social communicator generated a higher learning result working together. The realization of a study like the one in this research is a very high economic cost, but that reflected in results is priceless. It seeks to understand how the elector or voter thinks in their different localities, because of which phrases or slogans generate mutual affinity, palpate the different needs that require sectors of the city, taking advantage of the advantages that the town has at the time of opting for the politics. Establishing bonds of communion between traditional media (radio, written press, television) and the use of a political communication is the end, also keeping in mind the differences that can be found. Politics in the country is a subject of great relevance, the dominant elites and the people are the main actors of the democratic system, since without them, and dictatorship and anarchy will prevail, violating the rights and principles of all. Faced with this and without giving it the necessary importance, the participants in honest work in every sense are those who come to power, in the same way you cannot be just an observer, having the resources and skills put to change the styles of government rooted in the country. With the purpose of creating an affinity relationship between the Social Communicator (political communication consultant) and the candidate or politician who is ready with his political campaign, this research is born through the questions that are forming during the course, such as : differentiate the public in each sector of the city, take advantage of technological platforms as an innovative means of mass access, create timely communication strategies, and more, immersed in an electoral campaign plan that people may have as an alternative when it comes to generate more voters related to your party or campaign.