Jurisprudencia y Ciencias Sociales

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    Comunicación educativa y aprendizaje emocional en el aula: caso en la Unidad Educativa Madre Gertrudis Comensoli
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-26) Guerrero Chasig, Doménica Belén; Martínez Bonilla, Carlos Alberto
    The present research, titled “Educational Communication and Emotional Learning in the Classroom: Case Study at Unidad Educativa Madre Gertrudis Comensoli”, aims to analyze how educational communication influences the progress of students’ emotional learning in the classroom, with the purpose of understanding the pedagogical activities that strengthen emotional and educational skills within the learning process. Educational communication is essential in the teaching–learning process, especially for strengthening the teacher–student relationship and supporting emotional development. For the development of the study, a qualitative approach was applied, with a descriptive and exploratory scope, using an ethnographic model for fieldwork. This approach made it possible to identify the work of the teacher, students, and authorities, highlighting the use of clear communication, gestures, eye contact, repetition of instructions, audiovisual materials, and dynamic activities to promote better understanding and motivation. The communicative style observed was respectful, assertive and clear, creating an appropriate educational environment where students could express themselves and participate more effectively. The playful activity facilitated a better understanding of the teacher–student relationship, resulting in a positive response from the children toward their teacher. Overall, the findings conclude that educational communication is a crucial element in the teaching and learning process, affirming its influence on how students connect with the content, express emotions, and engage in group dynami
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    Emociones y viralidad: estrategias de creadores de contenido en Tiktok
    (Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-07-31) Macías Carrasco, Ariana Elizabeth; Vayas Ruiz, Eliza Carolina
    Society, in its accelerated evolution, is currently in the moments in direct contact with the use and management of communication and information technologies in all areas; one of the aspects is the access and consumption of platforms (social networks), that occupy a significant amount of time and resources of children, teenagers, and adults; this study refers to the research on a specific social network (TikTok) based on the impact it generates on its users; sets as a general objective: Identify emotions and virality as well as the strategies of content creators on TikTok; to achieve the proposed objective uses a methodology with a quantitative approach, using information gathering instruments, surveys to collect data from audiences and content creators on TikTok, in order to obtain a broad and representative view of the perceptions and emotional reactions of users. From a sample of 384 users they were divided into two age groups, 18 to 24 years old and 25 to 30 years old, using statistical tools, the data means were established, the correlation between the variables analyzed, the perception of the content creators who follow, frequency of access and the impact generated by the content they visit. The results show that there is no significant difference between the impact of TikTok on the target audience of the two age groups there is a correlation between the emotions analyzed, virality and the strategies of content creators.
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    Acompañamiento Familiar en personas con adicciones a sustancias psicoactivas.
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2025-07-30) Vaca Barrionuevo, Eslendy Dayana; Balseca Basantes, Jeanneth Elizabeth
    In the midst of an issue as complex as psychoactive substance use, the family often becomes the only possible refuge. Despite the strain, uncertainty, and pain that this reality generates, it is also at home where the first signs of recovery can emerge. Under this premise, the present research aimed to analyze family support for people with addictions at the “Un Nuevo Amanecer” Foundation, located in the canton of Quero, province of Tungurahua. The methodology was based on a qualitative approach, with the entire population, 25 families of users in treatment, and three professionals from the institution. Two semi-structured interviews, validated by expert judgment, were administered, one aimed at families with ten questions and the other at professionals with five questions, to gather experiences, perceptions, and strategies. The findings reveal that family support directly influences the recovery process, but also identified difficulties such as the emotional overload of caregivers, misinformation about addiction, social isolation, and the feminization of care. Despite this, significant efforts by family members to maintain hope were identified, and families demonstrated commitment and willingness to provide support. It is concluded that family support is essential but needs to be strengthened through emotional support, education for families, and joint work. This research offers relevant contributions to improve intervention in this context, placing the family as a key actor in the therapeutic process.
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    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 Paulina
    The present research project, titled
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    Estrategias de comunicación digital y la percepción de los usuarios de redes sociales durante la campaña electoral de Daniel Noboa a la presidencia de la república en octubre 2023
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Andrade, José Luis; Viteri Torres, Walter Francisco
    This project focuses on the analysis of Daniel Noboa's presidential campaign in Ecuador during the 2023 elections, with an emphasis on communication strategies and persuasive elements used to connect with the electorate. The problems that Noboa addressed, such as insecurity, unemployment and lack of opportunities for young people, are examined, allowing him to establish an emotional connection with the population by demonstrating a deep understanding of their concerns. The campaign is notable for the use of cardboard dolls, known as "Cardboard Noboa", which became a distinctive symbol. In addition, the communication tools used are analyzed, such as social networks, interviews in traditional media and the construction of messages and the color violet used in the campaign. The methodology includes a qualitative study on communication strategies and their impact on the perception of the electorate. The objectives of the analysis are to evaluate the persuasive impact of the positioning strategies applied in favor of the candidate, identify the tactics used by other candidates and compare their effectiveness. The national reality is also considered, including the assassination of Fernando Villavicencio, which influenced the vote by generating an emotional response among Ecuadorians. This comprehensive approach provides a clear vision of how communication strategies managed to connect with voters and position Noboa as a viable option to lead the country
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    Social Media marketing en las empresas comerciales: una herramienta que influye en la comunicación digital e intención de compra del usuario del cantón Ambato
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Barragán Vilcaguano, Roberth Andrés; Proaño Zurita, Jenny De Los Ángeles
    Despite the benefits and opportunities offered by digital communication through consumer-oriented social media marketing, a series of problems and challenges associated with this practice have also been identified, such as information overload, trust and credibility. Therefore, the objective of the research was to analyze the impact of the social media marketing tool on the digital communication of commercial companies for the interpretation of the purchase intention of the digital consumer of the Ambato canton. To this end, it was decided to use the mixed approach, since it will allow data to be collected from a representative sample of the study population, which will facilitate the extrapolation of the results to the entire population of the Canton. To determine the study sample, 5% of the error level and 95% of confidence were considered, where the total value was 383 surveys for the research, which resulted in 383 economically active users. To tabulate the results, the SPSS statistical software was used, which was used to carry out the descriptive analyses, the factor analysis in order to extract the main components and the testing of hypotheses through Spearman's Rho. The analyzes show that three key factors: Social media, open market orientation and behavioral intentions together explain 70% of the variation in the data. This important contribution demonstrates that these factors are not only fundamental to understanding consumer behavior, but are also key success factors in identifying and understanding consumer motivation. Finally, these results highlight the importance of incorporating these aspects into your digital marketing tactics to achieve effective and specific communications in the social media environment
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    Integración de la Inteligencia Artificial con otras tecnologías en la creación decontenidos para redes sociales
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-10) Cabay Calderon, Cristopher Gabriel; Proaño Zurita, Jenny de los Ángeles
    Artificial Intelligence (AI) has revolutionized the market in different parts of the world, making users' lives easier and improving interaction between companies and customers. This research project focuses on the adoption of Artificial Intelligence in social media content creation strategies. AI possesses a great transformative power, although it also presents challenges such as mistrust, security risks, and concerns about unemployment. However, ArtificialIntelligence is rapidly evolving and represents significant potential for social benefit. The overall objective of this study is to evaluate how the integration of Artificial Intelligence enhances the effectiveness of content creation and personalization on social media platforms for companies. This will help determine the feasibility of its application in communication strategies, contrasting with manual content creation methods. Data wascollected through surveys conducted in the provinces of Pichincha and Cotopaxi. Artificial Intelligence emerges as a valuable and promising tool in the business environment, as it can generate substantial benefits and improvements in areas such as content personalization, brand positioning, and communication process optimization. However, it is crucial to consider the associated ethical and social challenges and establish comprehensive strategies that combine technology with human talent
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    Tik Tok, una estrategia de marketing digital en los negocios ambateños
    (Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-10) Salazar Guamán, Vanessa Stephaníe; Guamán Guadalima, Nelly Gabriela
    ABSTRACT Social networks have become fundamental communication tools for mankind, this has allowed social, cultural, political, economic and entertainment spaces to be linked and strengthened. Thanks to these digital platforms, access to information has been much faster, even the brand positioning of companies and organizations have benefited. The pandemic caused businesses to decline economically due to the loss of customers, that is when the solution for entrepreneurs was the use of TikTok, it is already a dynamic and creative social network that attracts the attention of the public, it is clear that previously other networks such as Instagram and Facebook were already used, but TikTok caused a stir for being a different platform to the others, and different refers to the fact that it has a number of editing tools, broadcasting and content creation. At this point, the objective of the present research is to explain the importance and level of knowledge of the use of TikTok as a digital marketing tool. For this, a quantitative and qualitative methodology has been implemented, where an interview was conducted with a digital marketing specialist, digital surveys directed to 67 entrepreneurs in the city of Ambato; in addition, using the Likert scale, the level of importance of the use of TikTok as a tool for buying and selling products and services was measured. The results showed that TikTok is useful and important for brand positioning, as long as several parameters are taken into account, including communication strategies, knowledge in editing, target audience to which the content is directed, use of hashtags, among others.
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    Estrategias de comunicación innovadoras y la confianza ciudadana en las instituciones públicas de Ambato
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-09) Naranjo Espín, Erika Pamela; Guamán Guadalima, Nelly Gabriela
    Communication is a key factor in the development of social and professional relationships. For this reason, the development of information and communication technologies (ICT) has encouraged public and private institutions to adapt their strategies to the new needs of the population, as they have the ability to project credibility to build social trust. However, they are also a tool that can discredit the image of a person or institution, such as what is happening in the political sector in Ecuador, as citizens distrust the actions of the president, assembly members, mayors and councilors. In this context, the objective of this research is to find whether there is innovation in the communication products of four public institutions in Ambato, and to analyze the state of citizen trust. For this purpose, the research used qualitative and quantitative methodology, with interviews to five communication specialists, surveys applied to 385 people and comparative analysis of 25 publications describing the content on the social network Facebook. According to the data obtained, there is evidence of a lack of innovation in communication strategies and the style of presenting information, even though, in the case of the Municipality of Ambato, "El Informative" was implemented. In addition, the lack of socialization, compliance with proposals and promotion of citizen participation were also cited as reasons for distrust.
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    La Comunicación mediante el uso de la aplicaciones móviles de medicina en tiempos de pandemia
    (Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-09) Llerena Medina, Jennifer Gabriela; Martínez Bonilla, Carlos Alberto
    Mobile applications are portable tools that allow users to benefit from multiple services. In the context of the Covid-19 pandemic, mobile technology was one of the protagonists in several areas of social life. Apps in the medical field made it possible for users to maintain sporting habits that enable them to cope with stress, and telemedicine services facilitated the resources for medical care to be provided if necessary, and with these options ensured social isolation. This study reflects on the importance and benefits of the use of mobile medical applications in times of pandemic from a communicative point of view. In this sense, the development of the research is feasible because the necessary theoretical background exists, in addition to having all the human and material resources to obtain results in this study. It is also important to point out that a mixed methodology (qualitative and quantitative) was used in this research, in order to expose technological, theoretical and methodological elements, considering also the application of a survey to obtain the necessary data for the analysis and evaluation of results to the students of the Communication degree of the Technical University of Ambato. The main results showed that mobile applications in times of pandemic were important elements for students in the medical area. This allows us to reflect on the role of technology today and its social importance. It also proposes social criticism on the importance of applying efficient communicative alternatives in technology so that the broadcasting of messages of collective interest can successfully reach the target audience.