Jurisprudencia y Ciencias Sociales
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Item Discurso ideológico en el uso de dispositivos simbólicos en una protesta social. El caso de Nepal(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Aguayo Sánchez, Alan Esteban; Naranjo Gamboa, Byron OrlandoThis investigation addresses the study of social protests that took place in Nepal in september of 2025. In a context defined by social dissatisfaction, corruption allegations, and demand of more citizen representation, juvenile protests were characterized by the use of diverse visual and symbolic resources that transcended traditional protest repertoire. This study seeks to analyze how ideological speech influences the use of symbolic devices during social protests. For that, a qualitative focus analysis based on social media posts disseminated during the protests' most meaningful days was adopted. This investigation emanates from the premise that symbols constitute fundamental elements in social communication processes and in collective identity construction. Forms in which certain visual resources are adopted, reinterpreted, and redefined by social actors to express political demands, disagreement feelings, and change aspirations, are examined. Through selected posts' analysis, this study explores the existing relationship between ideological speech, symbolic representation, and collective action, allowing comprehension of how new generations coordinate political participation figures within environments which arr increasingly influenced by digital communication and global cultural flows. Thus, an approach to the juvenile protests phenomenon in Nepal from a communication perspective is offered through this work, highlighting the importance of symbols as expression tools, collective identification, and sense construction within XXI century social protest processes.Item Narrativa del storytelling en la construcción de la imagen política en el antes y después del atentado de Donald Trump(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-06) Alvarez Constante, Ariel Mateo; Aguilar Rodríguez, William FredyThis research focuses on analyzing the narrative of storytelling in the construction of Donald Trump's political image before and after the attack that occurred on July 13, 2024, in Butler, Pennsylvania. The study uses political communication, political marketing, storytelling, political image, and visual communication as theoretical foundations to understand how discourses, images, and symbols can influence the public perception of a leader or political figure. For this thesis, a qualitative, descriptive-comparative methodology was used, employing visual and discursive content analysis. Specifically, an analytical matrix was applied to selected communication products before and after the attack, considering categories such as political image, visual and nonverbal communication, language, symbols, storytelling, and emotions. The results showed that before the attack, Donald Trump's political image was built on the foundation of a confrontational, polarizing, and anti-establishment leadership style. While at the time of the attack, the image shifted, acquiring a stronger visual and symbolic dimension, especially in the photograph where Trump appears wounded, with blood on his face and raising his fist, a sign of victory and resilience. Thus, after the attack, the narrative was reinforced through a story of survival, resistance, strength, sacrifice, and divine intervention, with Trump being chosen as the savior of the United States.Item Representación de género en los discursos políticos: Análisis del lenguaje y las imágenes utilizadas en la campaña política febrero 2025 en Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-21) Rodríguez Mejía, Valeria Nicole; Aguilar Rodríguez, William FredyThis research proposes a fresh perspective on gender representation in the political discourse of the February 2025 electoral campaign in Tungurahua. The study stems from the need to understand how language, along with the images used by candidates, continues to reproduce social perceptions of femininity and masculinity in the context of political competition. The analysis is framed within a scenario where the participation of both women and men remains marked by symbolic gaps, stereotypes, and power struggles, making it urgent to examine the communicative mechanisms that underpin them. Furthermore, the research articulates both a semiotic and semantic approach, drawing on the contributions of Latin American authors who study discourse, political communication, and gender studies. Additionally, a qualitative analysis methodology was employed, centered on observation matrices, categories of discourse analysis, and critical reading of visual material disseminated on social media, with an emphasis on the communicative congruence between verbal and nonverbal elements. The results show that distinct patterns persist for candidates: while men are associated with effectiveness, authority, and management, women are linked to approachability, sensitivity, and community, limiting their discursive scope. Furthermore, a strategic use of imagery reinforces traditional roles, even when some candidates introduce elements of disruption. The research demonstrates that gender representation in campaigns is not a neutral reflection, but rather a structured process of political signification that directly influences public perception. Therefore, understanding this process paves the way for more equitable communication practices and a greater impact on societyItem Comunicación política y participación de los pueblos indígenas en los procesos electorales en la provincia de Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Arcos Sánchez, Nicolás Martín; Aguilar Rodríguez, William FreddyThis research analyzes the influence of political communication on the electoral participation of Indigenous peoples in the province of Tungurahua. The study is based on Ecuador’s condition as a plurinational and intercultural State, where political communication plays a key role in democratic processes and in the inclusion of historically marginalized groups. A mixed-methods approach was applied. From a qualitative perspective, discourse analysis was conducted on political messages and audiovisual content disseminated through traditional and digital media, identifying symbolic, cultural, and narrative elements directed at Indigenous communities. From a quantitative perspective, surveys were administered to Indigenous participants to identify media exposure, perceptions of cultural respect in political messages, and factors influencing voting decisions. The findings show that political communication significantly influences electoral participation when it incorporates cultural, identity-based, and community-related elements. Social media and community spaces were identified as key channels for political dissemination and citizen engagement. However, the results also reveal limitations related to the lack of consistent intercultural political communication. The study concludes that culturally appropriate political communication promotes citizen participation and strengthens local democracy, highlighting the need for inclusive and intercultural communication strategies.Item Participación electoral estudiantil a través de las redes digitales en la Universidad Técnica de Ambato.(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales. Carrera de Comunicaciòn, 2026-07) Garcés Toctaquiza, María Paula; Gamboa Naranjo, Byron OrlandoThe main objective of this research, entitled "Student Electoral Participation through Digital Networks at the Technical University of Ambato," is to determine how digital networks influence student electoral participation at the Technical University of Ambato. The influence of digital networks among young people is evident, as they are an easily accessible tool where students can immediately obtain information, share their ideas, and participate in political affairs. The research is methodologically based on two parameters: Initially, a bibliographic review of the proposed topic is conducted to establish a theoretical framework to support the main debates on communication, democracy, and politics in digital networks. The second parameter focuses on the development of an analysis matrix based on a qualitative "focus group" approach. The group consisted of 20 university students, most of whom were attending the political communication course. Ten were female and ten were male. The groups were divided into two groups based on gender. The purpose was to analyze whether there are differences in the use of social networks as a tool for political expression between men and women. The results obtained show that digital networks influence student electoral participation at the Technical University of Ambato. Students quickly obtain political information and learn about candidates and their proposals simply by watching their reels. Similarly, the networks mobilize young people to participate in electoral processes through comments, stories, or short videos. This has made virtual platforms their primary source of information in the political sphere. The importance of young people's participation in politics is fundamental because they contribute new ideas and also help make democracy more fair. Their participation brings innovation to old politics and generates collective change.Item Lenguaje no verbal del candidato Jan Topic en el debate presidencial de la primera vuelta electoral 2023(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Vaca Barrera, Sofía Giovanna; Tamayo Maldonado, Alex RodrigoThe objective of this work is to identify the perception that the students of the Communication major at the Technical University of Ambato have about the candidate Jan Topic, through the interpretation of his non-verbal language in the context of the presidential debate of the first electoral round of the 2023 elections. For the purposes of the investigation, the video of the debate was analyzed and special attention was paid to the interventions of the political subject in question. In this way, it was possible to classify the elements that make up their non-verbal language. Six specific clips were selected, each showing the candidate in a political context and with a different interlocutor. By seeing candidates in action, voters can evaluate not only their proposals, but also their communication skills, leadership and ability to think through adverse situations. In this sense, a presidential debate gives citizens the opportunity to meet the candidates and understand their positions and visions for the country. Then, two focus groups were organized in which students from all levels of the degree were concentrated and they were asked to study, give their opinion and debate aboutthe analysis of the image, smile, facial expression, eye contact and paralinguistics of Topic. Finally, it was possible to identify the student public opinion that was formed through the interpretation of the candidate's non-verbal languageItem Análisis de la campaña en segunda vuelta presidencial 2023: Caso Daniel Noboa en redes sociales(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Santillán Cabezas, Carolina Elizabeth; Aguilar Rodríguez, William FredyThe investigation focused on analyzing the social media campaign of candidate Daniel Noboa during the presidential runoff in Ecuador. The relevance of using communication strategies on digital platforms to gain recognition and effectively reach voters was highlighted. The methodology used combined qualitative and quantitative approaches in the research line of political communication. Instagram Facebook and Noboa's content was analyzed, with a sample of 116 posts, and a survey of 384 followers was conducted. The instruments used were the social media tab and a survey guide. The research was based on systematic data collection, where the frequency and content of publications were considered key variables. The qualitative approach explored the speech used by the politician, while the quantitative analysis revealed patterns and trends throughout the campaign. The findings highlighted an effective strategy focused on social and economic issues, supported by his wife's Instagram presence and strategic use of videos. The importance of combining digital strategies with territory tactics for effective communication and a greater reach among voters was underlined. This study not only contributes to the understanding of the relationship between politics and social networks, but also offers a solid methodology for future research in this field, evidencing the importance of combining qualitative and quantitative analysis in the context of social networks to understand digital campaign strategiesItem Tensiones mediáticas en el gobierno de Rafael Correa: caso las sabatinas(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Guzmán Cajilema, Evelyn Fernanda; Proaño Zurita, Jenny de los ÁngelesThe present research entitled "MEDIA TENSIONS IN THE GOVERNMENT OF RAFAEL CORREA: THE CASE OF THE SABATINAS", is part of a series of studies, where the analysis of the speech issued by former President Correa to the private media was carried out, this in order to identify the tensions that existed between these two actors within the Sabatinas, the statements analyzed were taken from the segment "Freedom of expression belongs to all". The methodology used was based on the elaboration of political discourse analysis matrices containing categories such as: time, place and media resources used, repetition, dramatization, feelings, emotions, irony and humor, communicational context, type of ethos, actors present in the discourse, role of the media and the role of citizens. On the other hand, the thesis is divided into: Chapter I, theoretical framework, dedicated to strengthen a solid theoretical base with various authors who addressed issues such as political communication, communication strategies and media. Chapter II, methodology, where a qualitative study was presented and developed. Chapter III, analysis and discussion of results, this chapter presented the development of the results obtained through the application of the methodology, together with the answer to the research question. Finally. Chapter IV, where the conclusions reached in the research were presentedItem Melopolítica en el gobierno de Rafael Correa. El regreso del melodrama político como forma de gobierno: Caso 30s(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Yanchaliquin Taris, Evelyn Andrea; Brito Alvarado, XavierThe phenomenon of gore journalism and its impact on society is the subject of study of this thesis. It is argued that this research focused on analyzing journalistic practices and digital content related to the dissemination of explicit and violent material in the media and social networks. Therefore, several conceptual frameworks were identified in which "gore journalism" can be defined, its implications and consequences, in addition to arguing how this special type of journalism surpasses sensationalism. It is important to highlight that the results obtained were through a qualitative methodology of discourse analysis and data collection, which emphasize that this journalism has the ability to create collective imaginaries, as well as decontextualized perceptions about violence, contributing to the imposition of respect through death, becoming a necropolitical tool. In addition, the social and cultural consequences of the dissemination of this type of content were analyzed. In conclusion, this study highlighted the importance of studying violence, its discourses to dilute the media narratives of fear and the intentions behind the dissemination of bloody materialItem Análisis del discurso de la frase “El Ecuador del encuentro”, pronunciada por Guillermo Lasso en la campaña electoral de la segunda vuelta de las elecciones de 2021(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Santamaría Apolo, Adrián Sebastián; Viteri Torres, Walter FranciscoDuring the campaign period of the second round of the general elections of 2021 in Ecuador, the then candidate Guillermo Lasso (current president of the Republic) and his political party (Creating Opportunities; CREO) elaborated the phrase "The Ecuadorof the Encounter", making it their main campaign slogan. For this reason, in this academic text the meaning given by Ecuadorians to the phrase in question was analyzed, for this purpose a small virtual ethnography was conducted on the page of the social network Facebook of Guillermo Lasso, in which the criteria of the people issued in the comments with the highest number of reactions, present in the publications where the slogan is mentioned, added to the main criteria of the candidate's campaign team shared in several digital media, were obtained. On the other hand, to meet the objectives set out in this work, bibliographic research was executed,taking as reference two experts in pragmatic discourse analysis, John Austin with the theory of speech acts and Ferdinand de Saussure with the theory of the linguistic sign(signifier and signified). In addition, several academic writings that were previously carried out were taken as a basis for this study, in order to understand the connotation of the phrase and its meaning. With the results obtained, it was possible to reflect divided criteria among citizens, most of them showed attitudes in favor of the candidate, while others took it only as simple demagogy