Browsing by Author "Herdoiza Mancheno, Franklin Germánico"

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Facebook: promoción de emprendimientos juveniles en la ciudad de Latacunga
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-09) Guanoluisa Portugal, Karen Anabel; Herdoiza Mancheno, Franklin Germánico
Living in an era where technologies continue to advance and digital media now occupy a greater space in everyday life, young entrepreneurs seeking to increase the reach of their products or projects in society must view digital media as a significant advertising advantage and opportunity. That's why this thesis aims to visualize and understand how young entrepreneurs use the digital platform Facebook to promote their products. Specifically, it examines their use of the platform's structure, messaging, timing, and advertising tools such as videos, audios, graphics, and more, which enhance audience engagement within the city of Latacunga. It's important to note that being an entrepreneur involves technical knowledge in various areas. Thus, this research focuses on the communication aspect of digital media combined with advertising. The methodology employed is a mixed approach, utilizing both quantitative and qualitative methods, including content analysis from a qualitative perspective. Techniques such as interviews, surveys, and content analysis were used to gather information thus allowing us to know that Facebook is the best option for network advertising strategy, which has allowed a substantial change in the growth and visibility of businesses, and that also covers their needs such as showing their products, talents, achievements and projects that allow a better relationship with society.
La programación de la radio pública universitaria y las expectativas de las audiencias: Caso Radio Primicias de la Cultura de la Universidad Técnica de Ambato y de Radio UTC de la Universidad Técnica de Cotopaxi
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Gordillo Tisalema, Evelyn Dayana; Herdoiza Mancheno, Franklin Germánico
The study titled “Programming of Public University Radio and Audience Expectations: A Case Study of Radio Primicias de la Cultura at the Universidad Tecnica de Ambato and Radio UTC at the Universidad Tecnica de Cotopaxi” allows to identify key elements of the programming for these two university public radios and understand the expectations of their audiences. To achieve this, the research used content analysis and a mixed methodology with both quantitative and qualitative approaches. These approaches provided a comprehensive understanding of the content and editorial management of the radios. The quantitative method measured the impact of programming on audiences and their preferences through a researched conducted with 168 communication students from the Universidad Técnica de Ambato and 152 communication students from the Universidad Técnica de Cotopaxi. The qualitative method explored the nature, structure, and objectives of the content through interviews with the directors of Radio UTC and Radio Primicias de la Cultura. The results show that Radio UTC’s content is more popular among students from the Universidad Tecnica de Cotopaxi. In contrast, Radio Primicias de la Cultura needs to adjust its programming to better align with the preferences of students at the Universidad Técnica de Ambato. The study concludes that university radios should consider audience expectations and design their programming to match listener preferences.
La Mediación Pedagógica Intercultural desde la red social Facebook en Ambato
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-08) Mariño Pérez, Sara Marena; Herdoiza Mancheno, Franklin Germánico
Technology has become one of the elementary axes in the daily work of human beings, because it has become a widely used tool in all areas, especially in the communication field. In addition, it is understood the degree of information that involves media that use new ways of disseminating information using technology. Therefore, the question arises as to whether the content contributes to the education of those who receive it, or whether it is mediated for the understanding of the receivers. The objective of this work is to analyze the contents disseminated through the web page of the GAD Municipalidad de Ambato, in order to promote an effective and efficient communication, with the emission of messages directed and captured by the target audience proposed by the institution; in addition, it seeks to generate dissemination proposals using pedagogical mediation. The research applies a quantitative and qualitative approach, employs a descriptive method and the instrument used is a structured survey that verifies the effectiveness of the mediated content in the publications made in the months of August - October 2022. The instrument was applied to 383 people between 18 and 65 years of age, part of the community of beneficiaries of services of the GAD Municipality of Ambato. With the results, it is concluded that the implementation of pedagogical mediation is necessary to promote a positive impact that promotes citizen participation, to know their feelings and needs of the followers of the GAD Municipality of Ambato. Finally, it is proposed to use communication strategies in other networks such as blogs, explanatory videos, and podcasts that would serve for a massive dissemination and highlight the importance of the management carried out.
Percepciones y preferencias de la audiencia respecto a los programas de Radio Ambato
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Curipallo Manobanda, Paulo Ricardo; Herdoiza Mancheno, Franklin Germánico
The work, entitled "Preferences and Perceptions of the Audience regarding Radio Ambato's Programs" was fundamental in the strategic adaptation of programming and online interactions. This study not only strengthened the connection with the audience, but also informed key decisions to maintain the relevance, quality and diversity of content, essential in the competitive context of the media. The methodology applied was based on a quantitative approach. Surveys were used to collect numerical data and further data processing. The sample consisted of 375 people. The principal investigator was Paulo Ricardo Curipallo Manobanda, under the mentorship of Mgs. Franco Herdoiza Mancheno. The methodology seeks to gain a detailed and objective understanding of the audience's preferences. The results highlighted that the active participation of 67% of the audience in Radio Ambato's social networks and digital platforms evidenced a solid commitment through online channels. The 61% rating for content quality demonstrated Radio Ambato's effectiveness in delivering high-quality sound, as an essential element in maintaining audience loyalty. The demographic distribution highlighted a mostly young audience, with 32% in the 20-30 age range, highlighting the importance of tailoring programming to meet their preferences. These findings supported the described need to implement more interactive strategies, invest in technology upgrades to maintain quality, and adjust programming to attract and retain the young audience
Podcast, una potente manera de entretener a los jóvenes
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-08) Padilla Vega, Elisa Fernanda; Herdoiza Mancheno, Franklin Germánico
The internet is so wide that it allows to create all kinds of content, every day new ways of entertainment emerge on the web, and the podcast is not left behind because it has come to position itself in the minds of young people, because the topics that can be touched there are very broad, you can listen to it at any time and anywhere, you only need a mobile device to easily access a podcast. The main objective of this research is to analyze the influence of podcasts as a powerful way of entertainment in young people between 19 and 30 years of age, in addition to analyzing the topics that are addressed in the different chapters that are published on various platforms, and the reactions of the audience to them. In order to achieve the proposed objectives, a mixed qualitative and quantitative approach was used, with different methods such as interview, content analysis and survey, which were conducted to producers of podcasts and young people, precisely students of the Communication career of the Technical University of Ambato. The results showed that podcasts are a powerful way to entertain young people since they prefer entertainment podcasts rather than other topics in their free time or boredom, and they would like to participate in the production of a podcast. On the other hand, the producers of the podcasts analyzed deal with topics that are related to youth, such as anecdotes, everyday stories, humor.