Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item El discurso en la canción "This is not America" y sus connotaciones sociopolíticas(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Llerena Chinachi, Tamara Aracelly; Viteri Torres, Walter FranciscoThe present thesis analyzes the sociopolitical connotations in the song This is Not America by Residente, identifying how its discourse denounces historical oppression, economic exploitation, and the cultural invisibilization of Latin America. The main objective is to describe these sociopolitical connotations, addressing elements of cultural resistance and criticism of imperialism. The research is primarily based on Van Dijk's Critical Discourse Analysis theory, complemented by Wittgenstein's concept of the language game to interpret the song's lyrics. The methodology employed is qualitative, utilizing the technique of critical discourse analysis. The analysis matrix was the main instrument used to break down the content into sociocultural, political, and linguistic dimensions. The analysis identified recurring themes, such as the resistance of indigenous peoples, symbolized through historical and cultural Latin American references. The results highlight that the song articulates a discourse that brings to light the struggles of marginalized groups in South America, while also redefining the concept of "América" from an inclusive perspective and celebrating the cultural diversity of the continent.Item Connotaciones del discurso publicitario de Coca-Cola en tiempos de Covid-19 en diferentes contextos geográficos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Segovia Jarrín, María Fernanda; Viteri Torres, Walter FranciscoThe present work has gathered key information to understand the connotations of advertising discourse conveyed through effective communication management by CocaCola to create and maintain an emotional connection with its customers worldwide. This project includes a historical overview of the company's advertising, emphasizing its ability to position itself in the global market as a leader in the use of emotional marketing, adapting to the realities of each locality. Additionally, it examines how the company adapted to new cultural and social dynamics that emerged during the Covid-19 pandemic. Through the analysis of advertising discourse, the study explores the messaging strategies employed during this period, highlighting crucial aspects such as the call for change, resilience, love, unity, and the importance of human connections. These narratives were tailored to the particularities of each geographic context. Thus, this research contributes to the field of advertising discourse analysis by providing a better understanding of the advertising strategies applied in contexts of despair and uncertainty. This project seeks to analyze and describe the connotations conveyed by Coca-Cola's advertising spots aired during the Covid-19 pandemic. The study employs a qualitative methodology through the application of a discourse analysis matrix, which is essential for obtaining results. It aims to uncover the deeper aspects embedded in these Coca-Cola advertising campaigns and demonstrate how employing strategies that emotionally connect with consumers can be the key to success, allowing the brand to be positively perceived in the minds of its target audienceItem Cultura e ideología en el capitalismo: una crítica desde la serie Malcolm in the Middle(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Ramos Villacís, Kevin Daniel; Brito Alvarado, Leonardo XavierThe research analyses the series Malcolm in the Middle as a critique of capitalist ideology, exploring how narratives and characters represent the social and economic tensions of the American middle class. Through an interdisciplinary methodological approach based on discourse analysis, the hegemonic values and resistance mechanisms that emerge in the family and social dynamics of the characters were identified. The series, through the use of humour and irony, not only reflects the aspirations and frustrations of the middle class, but also denounces the inequalities and limitations imposed by the capitalist system. The results highlight how media discourses reinforce or question power structures, providing a space for critical reflection on the relationship between subaltern classes and dominant ideologies.Item Semiótica y Discursos “Metadiscurso en la película Arrival” los problemas del lenguaje interespecie(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Duque Panchi, Kevin Eduardo; JProaño Zurita, enny de los ÁngelesSemiotics and the Study of Objects Semiotics, as a discipline that studies signs and their meanings, has its roots deeply embedded in ancient civilizations. This field emphasizes how humans have transformed everyday objects into cultural symbols, assigning them both social and individual significance. From early tools to contemporary artifacts, these objects not only reflect functionality but also embody cultural values, applied technologies, and historical contexts. The Meaning of Objects Objects, according to the Royal Spanish Academy, are things perceived or that become subjects of human thought. Beyond their technical definition, they represent extensions of the human body, mediating between human action and the environment. Tools, such as hammers, not only fulfill practical functions but also carry memories associated with their use, contributing to the creation and perpetuation of cultural meanings. Homo Faber: Humanity as a Creator Before becoming a rational being, humans were homo faber, or toolmakers. This distinctive ability to shape and transform the environment, beyond merely satisfying immediate needs, sets humans apart from other species. This creative process is both conscious and intentional, resulting in a world molded by human action. Objects become extensions of human physical and psychological capabilities, facilitating life and enhancing control over nature. Methodological Approach My methodological approach focuses on qualitative research, a strategy aimed at capturing and accurately describing the context in which a phenomenon, behavior, or situation occurs. To achieve this, I have designed a semiotic analysis applied to a selection of key scenes from the film Arrival (2016). This movie, situated within the science fiction genre, offers a unique perspective on the relationship between language and reality, serving as an ideal starting point to delve into the study of interactions between communication, perception, and culturally constructed meaningsItem Discurso político y perspectiva religiosa en campañas electorales digitales: El caso de las elecciones seccionales de 2023 en Baños de Agua Santa(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Delgado Moposita, Jonathan Stalin; Viteri Torres, Walter FranciscoThis study examines the use of religious discourse in digital electoral campaigns during the 2023 sectional elections in Baños de Agua Santa, Ecuador. Using an interdisciplinary approach, it explores candidates’ strategies to connect with voters and legitimize their proposals. Discourse analysis was employed as the main tool to identify the prevalence of religious elements and evaluate their impact on voter decisions. Grounded in insights from Michel Foucault, Roland Barthes, and Teun van Dijk, the research shows how candidates used religious references to build a moral leadership image within a predominantly Catholic community. It also emphasizes the role of digital platforms like Facebook and Instagram in amplifying these messages. The study concludes that religious discourse reinforces collective identity and bridges personal beliefs with political proposals, while questioning its authenticity in the electoral sphereItem Politización del sexo: a propósito de la película “Cincuenta sombras de Grey”(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Escobar Galarza, Doménica Carolina; Brito Alvarado, Leonardo XavierWithin the cultural industries, music, cinema or the consumption of pornographic magazines have been debated, but one of the least debated aspects in Ecuador has been the consumption of sexuality due to biases full of taboos. Since the publication of the novel “Fifty Shades of Grey” in 2011, which was a publishing success, sex once again had an important place in social debates, therefore, it is a controversial topic that politicizes old scenarios and create new ones. The methodology approach that will be used in this research with a perspective of politicization of sex will be classified into two parts: the first will be the analysis of the feminist and sexual discourse of the film “Fifty Shades of Grey” to complement information and findings from it. , the content analysis through a matrix where the stereotypical social constructions and gender models referring to sexual relations that appear in the film will be detailed with the aim of discussing erotic cinema and the experience of the producers in the form of semantic functional models. The second part will be a comparative matrix with various points of view of the authors with which this research will be worked, on the erotic cinema that problematizes the sexual in the cultural industries to contrast the statements and hypotheses that politicize sex. Without a doubt, sexuality and sex are two topics that are latent in the debates of the Social Sciences and Communication, this is understood by the sharp views and conservative charges within the academy, these are the main ideas by which. The aim is to develop this research, to open the communication debate on sexuality within cultural industries that function as mechanisms of seduction in the buying and selling of objects. This allows us to weave other perspectives that can be used by new students to focus and follow a same line of research on these controversial and highly complex topicsItem Connotación sociopolítica del discurso de la música: canción protesta(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) López Saltos, Hipatia de los Ángeles; Viteri Torres, Walter FranciscoMusic plays a fundamental role within society, so many human beings identify with various songs of multiple genres, however, music also transmits feelings and emotions, and in certain cases helps to express disagreements. stipulated in the society. Many artists or singers have embraced music as a new form of liberation to attack the systems or institutions of society, in addition, they seek to imbue a new mentality in audiences in order to generate uprisings to solve certain problems. That is why this project seeks to analyze the discourse emitted by the protest song by the musical group Aterciopelados, with the aim of identifying the message that exists behind the lyrics of this song. This project uses qualitative methodology and discursive analysis. of an object of study, in addition, strengthens its theoretical section with the use of discursive analysis matrices that will be the key factor for obtaining results. This project seeks to raise awareness and, in turn, establish that everything communicates, songs always tend to have a deeper analysis than what is easily heard