Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item La comunicación institucional y la perspectiva de género en los GAD cantonales de la provincia de Tungurahua(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Paredes Sánchez, Christian Andrés; Tamayo Rodríguez, Alicia PaulinaIn order to include the gender perspective in the cantonal governments of the country, actions have been incorporated in order to strengthen inclusion and gender equality in public administration. The general objective of this research work was to determine the influence between institutional communication and the gender perspective in the cantonal governments of the province of Tungurahua. For this purpose, a mixed methodology (qualitative-quantitative) was developed, centred on the application of surveys to civil servants (22 participants) who work in the communication units of the different municipalities, as well as interviews with the directors (9 participants) of each unit. The main results of the survey highlighted that men tend to get a better monthly remuneration; 19.04% of respondents have noticed gender inequality in the Communication Units; despite the fact that there is no institutional policy on gender equity. On another issue, for 38% the gender perspective is fully applied in the distribution of activities. The interview results found that the working environment in the unit is equitable, assignments and activities are based on individual skills and competencies without considering gender. Equal opportunities, diversity and the promotion of transparent policies are promoted. The presence of mutual support among the employees of the Communication Unit was found to be present, when exchanging information and experiencesItem La percepción de la comunicación institucional y la información oficial que se difunde a través de la red social Facebook del Gobierno Autónomo Descentralizado del Cantón San Pedro de Pelileo(Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-09) Sánchez Veloz, Karina Alexandra; Viteri Torres, Walter FranciscoThe main purpose of this research is to determine the perception of institutional communication and official information through two publications taken by the means of the fan page of the Facebook social network of the Municipal Autonomous Decentralized Government of the San Pedro de Pelileo. A content analysis was carried out on the reactions, comments and times shared on the fan page, which reflects that there is a high rate of empathy and agreement with the activities carried out by the Municipality. The research approach was quantitative, with this method content analysis was applied to obtain data in order to strengthen this project. In addition, the qualitative approach was applied, through the execution of interviews with key informants, allowing to obtain better results for the investigation, so that in this way the feelings oof the users are reflected in the publications of the fan page of the institution.Item La comunicación institucional y el manejo de la información en el Hospital Básico del cantón Pelileo,provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Zurita Alvarado, Verónica Tatiana; Viteri Chavez, Walter FranciscoInstitutional communication, today is very important for both public and private institutions in our country, this leads to maintaining a dynamic of communication with its internal and external public in a way organized by an institution and is aimed at people and groups in the social environment where it carries out its activity, its objective is to establish quality relationships between the institution and the publics it targets, demonstrating empathy and credibility The management of institutional communication in the Basic Hospital Pelileo of the province of Tungurahua and the information it provides to the user has not been handled in an organized way with these two types of public, the community having a lack of knowledge about the services that This health house lends and of which some could be beneficiaries, as for the internal public that works its 8 to 24 hours a day, it always focuses on meeting its working hours but not on an information provider. This research has a quantitative method where information has been collected and a survey has been prepared for two types of public, surveying 37 public servants and 227 Users of this direct observation, which has been carried out in conjunction with the data obtained, and the crossing is made. of variables for the hypothesis of our investigation.Item La comunicación institucional y la imagen corporativa en el Centro de salud de Izamba, cantón Ambato, provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Oyaque Vásconez, Luis Miguel; Tamayo Rodríguez, PaulinaIn this research, the importance of institutional communication, the approach of communication strategies and the consolidation of an adequate corporate image of the Izamba Health Center were determined. It was considered to work from a critical - purposeful research methodology; because it diagnoses and analyzes the current situation, and with a qualitative and quantitative approach. Qualitative because it seeks understanding between society in general and qualitative because it can define institutional communication and the corporate image of the Izamba Health Center. Within the research, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying the communication strategies used that have worked and which have not, interviews were applied to the authorities of the institution, in order to have In-depth information and a closer view of the Izamba Health Center. Institutional communication ends up being a transversal axis for the improvement of the corporate image of a public institution, for which reason it is essential to work in accordance with it to establish the direction of the Izamba health center, around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between users, which will undoubtedly be the best reference point for an institution; and even more so when its employees are empowered to improve the corporate image, to be considered as a public health institution that provides quality services and care, with an appropriate infrastructure, which must be known through the social communication media, applying institutional communication strategies that improve the corporate image of said institution and that its trajectory is impregnated in the collective memory.Item La comunicación institucional y la imagen corporativa del Gobierno Autónomo Descentralizado Parroquial Augusto Nicolás Martínez(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-06) Vega Gamboa, Jessica Yesenia; Ortega Arcos, WagnerThis research presents and analyzes the institutional communication and the corporate image of the Autonomous Decentralized Parochial Government Augusto Nicolás Martinez, with the intention of achieving greater profitability and scope of the objectives in the organization, since institutional communication has become a tool viable to optimize performance, given that its purpose is to integrate into the institution innovative elements that place the organization in a clear situation of competitive advantage. In addition, in the present work a literature, field and action research is employed, as well as using a data collection plan; where, the investigation techniques are the interview and survey, the same ones that were applied to the authorities and residents; obtaining as a result the importance of developing an optimal institutional communication, so that the corporate image of the GAD improves remarkably. Also, the development of an academic article has been taken into consideration, in which the relevant factors that must be taken into account are exposed so that the institutional communication, in any of the organization, favors the value formation process corporate, in the same way that gives a broad and dizzying vision of those who work; in a way that leads to the progress of the institution.Item Las nuevas tecnologías de la Comunicación institucional y la imagen corporativa del Gobierno Autónomo descentralizado Parroquial Rural de Totoras, Cantón Ambato, Provincia de Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-04) Canseco Suárez, Gabriela Michelle; Ortega Arcos, Wagner EnriqueInstitutional communication and corporate image are elements that allow the organization to achieve positioning and maintain a good reputation with internal and external audiences, through the management of institutional information to generate trust and transmit credibility, prestige and quality with the use of tools technologies to obtain, receive, transmit and disseminate information faster and appropriate. The present work was carried out under the interpretive paradigm to deepen the knowledge and understanding of the reason why of a reality. Moreover, through the socio - critical paradigm that will encourage participation and transformation, with the contribution of ideas to the object of study, through a process of construction and successive construction of theory and practice. It has been said that "The new technologies of institutional communication and the corporate image of the Autonomous Decentralized Parochial Rural Government of Totoras, Ambato canton, Tungurahua province", were not handled in an appropriate manner, for which surveys were applied to the internal public and external and interviews, which allows to verify the hypothesis and the work of the company. Based on the results achieved, a communication plan based on the use of new communication technologies was proposed, where the institution is the main producer of the information that will be issued, with responsible and appropriate communication management institutional and corporate image.Item La comunicación externa y la imagen corporativa en la Municipalidad del Cantón Mocha(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Gavilánez Carrera, Karen Gabriela; Jiménez Sánchez, ÁlvaroThe research work focuses on the study of external communication and corporate image, considering that the communication is a tool that favors in the improvement of the interpersonal relations focusing on the external client, increasing the selfesteem and belonging to the institution what Favors in labor relations; The work integrates in the methodology the critical paradigm purpose, with the quantitative and quantitative approaches; In addition, in the basic modality field research was used that favored the collection of direct information, the documentary bibliographic study made it possible to obtain information from previous work, contributing in the theoretical framework in the interpretations and in the writing of conclusions, the Exploratory type contributed to examine the problem in its causes and effects for a greater understanding was descriptive because it analyzes the variables establishes a correlation between external communication and corporate image, the population integrates thirty-two employees of the Municipality of the Mocha canton; Determining the need to develop strategies for the improvement of institutional and organizational communication.Item Comunicación institucional e imagen corporativa de la compañía de seguros Sweaden de la Ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Villafuerte Caicedo, Gabriela Alejandra; Viteri Torres, Walter Francisco"Institutional Communication and Corporate Image of the Sweaden Insurance Company of the City of Ambato" The Insurance Company Sweaden is a private institution, the same one that was born from the initiative of a group of businessmen/ partners that he has the vision of a service of quality and important attributes and aggregate values of their products/ services. At the present time Sweaden cia. Insurance is among the 15 most important companies in the country and appointed by the Superintendency of Banks and Insurance, your constant and balanced growth is based on the leadership of its founder and Executive Chairman, who with his management has gained the recognition in the market of your brand. Focuses the research, analysis, training and improvement of complex variables that make up communicative processes in Sweaden The Insurance Company of the city of Ambato, will help to promote the interrelation between their internal and external audiences for its strengthening and improvement of the image and performance of the same, in turn establish a principle of integration, as it is an institution with a flow of information and communication, for the arrival and the fulfilment of its mission and objectives.Item Comunicación institucional y la imagen corporativa del gobierno Autónomo Parroquial rural de Totoras(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Ortiz Toscano, Lizeth Alexandra; Tamayo Maldonado, Alex RodrigoThe Autonomous Decentralized Parochial Rural Government of Totoras is an entity of Public Law, with political, administrative and financial autonomy, has as main objective the achievement of the welfare of the community of Totoras, through the satisfaction of the collective needs derived from the parish. Therefore, this research focuses on meeting one of the objectives of the entity with the elaboration of a Communication Plan; this Plan contains new communication strategies, which are followed through a set of activities in the medium and long term, with the purpose of improving the corporate image of the Rural Parish of Totoras. Also this Communication Plan allows the communication developed by the entity to respond to professional criteria, a methodology and a strategic approach and that is not simply a series of disjointed actions. Thus, this research contains general strategies that address key issues that contribute to the implementation of coherent and effective policies. In this order, the Parochial Government must assume its role, that is to follow up this document through effective and strategic actions, as this will allow the institution to improve its corporate image, allowing different audiences and stakeholders to identify it and at the same time clearly conceive the works and activities that the Parochial Government carries out for the benefit of the community.Item La comunicación institucional y la imagen corporativa en el GAD Parroquial Belisario Quevedo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Guerra Sánchez, Álvaro Sebastián; Tamayo Rodriguez, Alicia PaulinaThe present investigation arises as a result of the poor management of communication within the parish GAD Belisario Quevedo as well as with the public outside the organization, it should be emphasized that the optimal management of communication between steakholders helps the development and positioning of the parish in relation to the other autonomous governments and in this way gain recognition that helps the growth of each of the residents. In addition to the lack of knowledge about the proper use of the brand and each of the components that are part of the corporate image is another of the disadvantages for which this research was developed. The research focuses on the development of a brand manual that contains an image with a simple, clear and precise explanation; That helps the understanding and facilitates the identification of each one of the components of the image, on the part of the parochial GAD as in turn for each one of the residents of the parish to get all the steakholders associate the mark and to make that the Brand position in the minds of each of the people, creating a space for free dialogue; Where both parties obtain benefits of being part of the parish Belisario Quevedo. For this reason the parish GAD Belisario Quevedo will assume a significant role, which through the proper use of institutional communication and the correct management of the corporate image allows him to improve his image, and thus to publicize the services that the organization offers Towards the different publics and that the interested parties identify and at the same time clearly conceive its activity.