Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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    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 Fredy
    The 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 strategies
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    Periodismo gore: sobre las matanzas en las cárceles ecuatorianas en 2021
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) León Oquendo, Esteban; Aguilar Rodríguez, William Fredy
    The 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 material.
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    Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William Fredy
    This research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.