Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Toma de instalaciones del canal TC en el 2024: Opinión pública en su página oficial de Facebook y tratamiento informativo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Sánchez Guncay, Magerly Zuley; Proaño Zurita, Jenny de los ÁngelesOn January 9, 2024, a significant event shook the news scene in the country: the takeover of the facilities of the TC television channel. This event generated a polarization of opinions among citizens, who expressed their reactions and points of view in the publications shared by said channel on its official Facebook page. As a result of this attack, new topics of news interest emerged, which were not only limited to the coverage of the attack, but also included a series of related political, social and security issues. The TC channel, as a means of communication, became the epicenter of an intense debate in which its followers interacted in various ways. This phenomenon on social networks is presented as an ideal context to analyze the information treatment that the channel carries out through its publications, as well as the way in which users participate in the public conversation. In this sense, the present research focuses on studying two key variables: public opinion and information treatment. Both are essential to understand the interaction of users with the content disseminated on the official Facebook page of the TC channel. Using a qualitative methodology complemented by a quantitative approach, analysis matrices were established for the communication products disseminated, as well as for the comments with the greatest number of reactions. These tools made it possible to identify the strategies used by the media to disseminate the news on the social network and, in turn, provided insight into the importance and the diverse perspectives generated among users. It is concluded that the impact of each news item varied according to the format of the communication products, since some generated greater interaction than others. Likewise, it was observed how Internet users expressed their opinions in the comments, reflecting the diversity of perspectives around the topic.Item Comunicación Mediática en redes sociales y el conocimiento sobre la producción del café en Ecuador. El caso de Coffe(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-03) Alvarez Narvaez, Lissette Estefania; Viteri Torres, Walter FranciscoIn the new technologies, media communication is presented as an alternative to create a coffee culture in Ecuador, since users have a preference for information through social networks, and in this case Facebook. Coffee Humboldt, an Ecuadorian agribusiness, is a company that aims to create a coffee culture through its official Facebook page, disseminating content about coffee production in the country. For this purpose a direct observation of the person in charge of the management of social networks was carried out, in addition to interviewing the executive president and coffee grower of the company, resulting in this purpose being born from the need to give prominence and value to the coffee grower, from whom the information that is subsequently shared through posts comes from. The research aims to find out if there is knowledge of users about coffee production in Ecuador, through a descriptive, explanatory and evaluative research with a qualitative and quantitative approach through a content analysis of three most relevant publications and the interview of a focus group of eight prominent followers of the official Facebook page of Coffee Humboldt, resulting in favorable responses that show that users do acquire knowledge about coffee through the content disseminated by the brand, and also share it so that more people know about the subject. Giving prominence and appreciation to the coffee grower's work is the objective of the company and through the information disseminated they will be able to promote the coffee cultureItem 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 Análisis de la comunicación y la difusión de contenidos en el grupo de Whatsapp Tránsito Mashca(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Pérez Calala, Cindy Monserrat; Soto Dávila, Omar FabricioThe purpose of this Research Work is to analyze the Communication and the dissemination of content in the WhatsApp group "TRÁNSITO MASHCA", an online questionnaire was applied in which 235 people belonging to the group chat participated, asking multiple choice questions for the obtaining information. For the development and analysis of the research, a methodology with a mixed approach was used, which collects and analyzes quantitative and qualitative data for the interpretation of results. With the results obtained after the research process, a communication problem may be evidenced within the interaction of the participants, due to the presence of noises that interrupt the reception of the message to the recipient. The contents frequently broadcast are topics related to police operations and transit accidents. Therefore, it is concluded that there is good group communication, despite this the form of communication is not appropriate due to the use of code language used by certain participants and the presence of advertising does not allow messages to be received clearly and sequential. Within the content dissemination analysis, the members issue the information responsibly.Item La memoria histórica musical y la reproducción de la música tradicional ecuatoriana por parte de los estudiantes de la Unidad Educativa Ambato(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Costales Bravo, María Katalina; Naranjo Gamboa, Byron OrlandoTraditional Ecuadorian music is full of cultural richness. This allows us to look back in time and identify events of socio-cultural identity expressions that are reflected in the era where elements of acculturalization in music and transcendental changes are combined by the entrance to the Internet. The objective is to identify if the diffusion of the Ecuadorian traditional music affects the musical historical memory of the young people; which; in addition we resorted to the techniques of Interview in indirect form by means of the platform of zoom / Wassap and Messenger which was handled this way since we were in sanitary emergency by the world-wide pandemic Sars-Covid-19; that's why it was done virtually and the surveys that were done physically to young students coming to the conclusion that Ecuadorian music is one of the most beautiful in the world; since its rhythms are unique played with instruments of nature in many of the rhythms of all our regions: and its lyrics are the experiences of the performers, stories of our mother earth, the pain of a people who suffer poverty, the discrimination of the oppression of those in power, the romanticism of those in love; which have been lost in the musical memory of our youth by the introduction of the reggaeton and other musical rhythms that have been positioned in the psyche of young people; This is due to the fact that both the corresponding governmental entities have not given the necessary importance for the youth to enjoy our musical roots and spread it in a natural way without the obligation of someone or something, but to have the self-esteem for who we are through the traditional music and give it the necessary importance. It is clear that due to the lack of incentive young people are losing that taste for spreading traditional music, even though they are still curious about it and knowing who we are culturally and through music; but there is still no one who is really interested in not losing this musical identity with young people.Item Participación de los oyentes en el diseño y contenido de la programación de la radio Primicias de la Cultura(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2019-01) Caiza Ailaca, María Elena; Tamayo Rodriguez, Alicia PaulinaThe radio as a means of communication, is a means to reach an end, consolidated by its ease of access to inform, its structure tends to be more intimate, since there is more connection between the speaker and his audience, an advantage that allowed him to transcend in time, in front of the other means of mass communication. To form a radio, you must have the passion to do it, highlight the cost of its production because it is not so high, so you can acquire the equipment with a certain degree of ease and its diffusion allows you to reach new frontiers, currently it has adhered to different technological platforms of innovation and development, adapting to the demands of the communicative sciences. The online radio has not been the radio revolution that many predicted, but a great technological leap and an opportunity that can and should be exploited. In that sense, the advantages provided by online radio are positive since it allows having a greater number of followers and opting for technological tools that improve the journalistic work. In addition, the audio provided by the online radio, does not stay hosted on the server but is being played continuously and can be heard by anyone anywhere in the world in real time while it is transmitted. The contents that are generated are diverse due to the ease of themes that exist today, and those who participate are dynamic interlocutors that allow creating a reality with the affinity that the listener requires. The purpose of this project is to position the online radio Primicias de la Cultura of the Technical University of Ambato among its listeners with a quality programming grid, coordinated and directed by students of the Social Communication career.Item Comunicación promocional en la difusión de música independiente de interpretes ambateños(2018-04) Correa Santamaría, Jéssica Ximena; Vayas Ruiz, ElisaThe objective of the present study is to analyze a socio-cultural phenomenon, to evaluate the promotional communication and its relation to the development of independent music by performers from Ambato, by conducting interviews with musicians that have a several years of experience, as well as musicians who have started their careers. Using investigative antecedents and a referential theoretical frame, the theories and knowledge of each one of the variable were strengthened, by classifying the line of study, the obstacles and inconveniences of the musicians from Ambato were manifested, through a qualitative approach, based on this, the use of life stories is the technique through which information was collected from those directly involved in the study subject, whose purpose is to find the key issues that allow us to know why there are limitations on this issue. Concluding that, the national and local music market is limited on its diffusion, because the economic investment required to manage and maintain their artistic development, and lack of financial resources, it prevents the realization of its musical productions, as well as the promotion and diffusion of them. Taking into account the results of this project, it intends to use the viral marketing as a solution strategy, specifically the "BOCA A DIGITAL MOUTH", reaching a snowball effect that allows the increase of followers and expand the target audience, without requiring an economic investment by the independent musicians of Ambato or his followers.Item La difusión musical en la radio y la percepción de la Audiencia sobre la música alternativa independiente en la ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-04) German Ramírez, Bianca Azucena; Medina Guerra, FranklinThe purpose of this research work is to know how radio programming influences its audience and how it affects the perception of it, towards independent alternative music. Based on the Organic Law of Communication that rules the country, where the dissemination of music by national artists is dictated, an analysis has been made of how inclusive this opinion is and how it is being applied by the radio media in the city. Where we find that there is no inclusion or diversity of musical genres, directly affecting the work of independent musicians, who do not have the goal to be number one on the lists of hits of the moment, but to arrive with their message to society . It was concluded that radio, for the most part, simply responds to the music industry, to the commercial. Its programming has been limited to mere entertainment, with a lack of quality content, which does not positively contribute to its listeners. Generating consumer societies, without identity, without self-esteem, that venerate what comes from outside and despise and ignore the local. It is proposed the implementation of a radio space for both local and national music of musicians of alternative genres, with the aim of disseminating their work, providing new musical alternatives to society that would enrich their knowledge as well as their culture as well as generate identity, and finally, diversity would be generated to radio programs.Item Difusión de programas culturales y la participación de estudiantes de Comunicación Social en la Radio On Line Primicias de la Cultura de la Universidad Técnica de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-06) Maruri Calle, Alexis Fernando; Tamayo Rodriguez, Alicia PaulinaThe importance of radio as a means of mass diffusion is concentrated in the impact it generates, by its nature and structure tends to be more intimate with the user or the listener, an advantage that other mass media can hardly achieve. Among the factors of great relevance of the radio emphasize the cost of production that is reduced and the reach of diffusion that obtains through the electromagnetic waves; Now this platform of communication is adhered to the new technologies of information and communication transforming itself to adapt itself to the new demands that the sciences of the communication demand as it is the incursion in the internet. Online radio has not meant the radio revolution that many predicted, but a great leap in technology and an opportunity that can and should be used. Online radio uses streaming technology to transmit audio or video in real time. Basic operation starts from a computer which transmits audio to a web server with streaming software. This audio is not hosted on the server, it is happening continuously and can be heard by anyone anywhere on the planet in real time while transmitting. The content that a radio broadcasts will seek to bring its target audience closer to its reflection, its history, its ancestors, its customs. Plurinational States require the appropriation of diversified, freely accessible and inexpensive spaces for intra and intercultural strengthening and development. The new generations on line lack educational, cultural and linguistic offerings in their own languages that allow them to maintain with great vitality their knowledge and knowledge in their own mother tongue. The purpose of this project is to position the radio on line Culture Prizes of the Technical University of Ambato among its listeners with a grid of quality programming, coordinated and directed by students of the career of Social Communication.Item El Rap como manifestación cultural y su difusión en radio Turbo 93.3 FM medio local de la ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-05) Romo Muñoz, Ricardo Patricio; Barrios Mesa, ReinierThe objective of this research is to analyze the relationship between the study variables Rap and Diffusion. The present investigation was carried out to study subjects directly linked to Ambato’s Rap, in order to define communication strategies that would guarantee its diffusion in Radio Turbo 93.3 FM local medium of the city of Ambato. This research is based on legal, philosophical or other aspects. The statistical contribution through the collection of information suggests the ways in which this research should be used in the face of the different threats and weaknesses that may arise during the course of the investigation. The exercise of the opportunities presented by the analysis and interpretation of results, proposes to land on the mainland and give a coherent response to the work, through concrete, accessible and reliable solutions, allowing both access and cultural action of the population studied. For this, a research was carried out with an ethical approach and based on a structured methodology, oriented to the verification of the hypothesis which shows that the Rap as a cultural manifestation affects its diffusion in Radio Turbo 93.3 FM, this was demonstrated by the data Real statistics obtained in the collection technique and the method of statistical verification.