Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
14 results
Search Results
Item El contenido de la página Tinta Cultural de la Red Social Facebook y el interés sobre la información cultural de sus usuarios(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Poveda Almeida, Evelyn Viviana; Viteri Torres, Walter FranciscoThis research had as its object of study the Facebook portal "Tinta Cultural", a page dedicated to the dissemination of cultural information from Ecuador through cultural notes and curious facts; using an interactive and alternating dynamic to create an approach with the followers. To carry out the research, bibliography and a mixed methodology were used, quantitative in terms of the decoding of statistical data that allow the obtaining of measurable percentages, and qualitative due to the complexity of the analysis of the contents of this portal. One objective of the study was to determine the degree of interest of the users based on the interactions, for this reason an analysis is presented through content analysis matrices, which allowed a detailed observation of aspects and indicators such as the structure, audience, accessibility that are part of a social network. Finally, this research led to a reflection on how to improve the content of this "Tinta Cultural" to awaken more interest in the users and capture a larger audienceItem 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 El consumo de información de los seguidores del Diario el Heraldo de Ambato en su red social Facebook(Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-10) Zurita Ruano, Erika Thalía; Guamán Guadalima, Nelly GabrielaABSTRACT The media of the 21st century have adapted to digital journalism due to the advantages offered by the Internet, such as interactivity, the tools offered by platforms for better management of publications and instant communication. The consumption of information by users is of the utmost importance for these communication media that have migrated to the networks, to achieve interactivity with their followers so that there are comments on their publications and thus be able to reach more users.diario El Heraldo de Ambato has its social network on Facebook in which they publish daily and have 58,697 followers who view their publications. In this context, the objective of this research is to analyze the level of information consumption of the followers of the newspaper El Heraldo de Ambato on its social network Facebook. To do this, the quantitative methodology with metrics on the web was used to measure the statistical data of the social network, surveys were also conducted to 382 followers of the media in analysis with questions about the consumption of information from the newspaper in its social network Facebook. Among the data obtained it is evident that there is a high consumption of information of the followers of the newspaper in its social network Facebook and consequently it becomes one of the means of communication most used by people to inform themselves.Item La comunicación de redes sociales e imagen corporativa de la Cooperativa de ahorro y crédito Maquita Ltda.(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-08) Yanchapanta Hurtado, Fausto Ivan; Herdoíza Mancheno, Franklin GermánicoThe Savings and Credit Cooperative Maquita Ltda. " of the city of Ambato., It is committed to the arrangement of monetary administrations, its primary office is situated in the Quisapincha Parish, and it has various branches in a large portion of the country. The association has contributed from Ecuadorian people and families, it likewise projects collaboration. In this examination, it shows a portion of the inadequacies found through an analysis of the Cooperativa de Ahorro y Crédito, Maquita Ltda. In Quisapincha Parish, which has permitted us to bring up the accompanying exploration point, for example, "Computerized media explicitly Facebook and Instagram as a procedure for Customer Loyalty "consequently permitting communication with clients The approach that was utilized in the exploration interaction is the utilization of an overview completed to the individuals from the Cooperative where qualities and requirements could be recognized, on the administration of the agreeable's advanced media, how the data shows up, considering present realities got similar to the job of receptivity and advantages for the helpful, and taking care of the most successive issues, giving more noteworthy benefits, to hold current and future clients. Hence and before an examination, the proposition coming about because of the examination was coordinated towards the improvement of a Social Media Plan, through Facebook and Instagram, which adds to tending to the worries and ideas from the customer and the very an ideal opportunity to extend promoting so that the Institution utilizes advanced media as a procedure to be important for the existence of its customer.Item Tratamiento de la información en la red social digital Facebook sobre la lactancia materna(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Manobanda Yanzapanta, Bélgica Tatiana; Balseca Mera, Johana MaribelSocial networks are a direct, fast and effective communication channel that allows to reach the largest community of users on the Internet. More and more people prefer social networks to make reservations, ask questions, ask for guidance to solve problems, send a message through Facebook® is easier than calling by phone, also offer the possibility to measure the performance of an advertising campaign through statistics, which will help evaluate its effectiveness and if necessary, make changes to achieve better results. This research work aims to identify the Fan Pages that have an incidence on breastfeeding; and the influence they generate on the public through their publications by means of an analysis of them, taking into account each time they do it and the reactions they generate through them. Likewise, this research work has four chapters grouped as follows: Chapter I: The research topic, the background, research, contextualization and rationale. Chapter II: Covers the methodology of the work, as well as the instruments and materials applied to carry out the research. Chapter III: Reflects the interpretation of the data collected in the previous chapter, to proceed to the verification of the hypothesis. Chapter IV: It develops the recommendations and conclusions of the research.Item Net política, movimientos, partidos y alianzas políticas y su incursión en la red social Facebook en la ciudad de Latacunga en los cuarenta y cinco días de la temporada de campaña para las elecciones del mes de marzo(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-07) Chacha Tocte, Deysi Ibeth; Martínez Bonilla, Carlos AlbertoTHEME: "Net politics, movements, parties and political alliances and its incursion in the social network Facebook in the city of Latacunga in the forty-five days of the campaign season for the elections of March". In the center of the country is located the city of Latacunga, capital of the province of Cotopaxi where the research was conducted. Every four years in Ecuador, the sectional elections to elect representatives are held with civility. As technologies continue to advance, changing the way and strategies to reach voters, the research is based on ways to campaign politically, especially on digital social networks such as Facebook. At a national level, we observed an electoral battle that the candidates had during the election season, where they sought victory with their own party and using traditional strategies, getting involved with the booming social networks; but, without a previous study of the strategy required according to the needs, geographical conditions, economy, ideology, culture, among others. Few candidates worked hand in hand with a communicator or political advisor before planning political strategies. For the candidates it was a real challenge to participate in this electoral contest of March 24, 2019. How was the image of the different political parties handled in Facebook, did the propaganda strategy work for this social network, what kind of reception does Facebook have in Latacunga? The level of knowledge of the city of Latacunga regarding the Internet and Information and Communication Technologies (ICT); the objective of the research was to analyze the social network Facebook as a contemporary political space.Item El manejo de Facebook en las campañas publicitarias de la Industria Textil ASOTEXTELLAN en Píllaro(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-07) Pérez Panchi Klever Israel, Klever Israel; Guamán Guadalima, Nelly GabrielaThis research work, investigates the importance that Facebook currently has in the advertising world, also how convenient it is to have technical and theoretical knowledge in digital marketing when managing the Fanpage of an organization or institution. The objective of this research work is to analyze the management of the Facebook social network in digital marketing. Consequently, it will be determined what are the uses that are given to Facebook when the association makes publicity, it will be identified if there is management before applying an advertising campaign and it will be established what are the mistakes made in the administration of the website. To collect the necessary information as part of the fulfillment of the objectives and verification of the hypothesis, we worked with the qualitative approach that aims to collect information by observing the object or phenomenon of study. Three techniques and methodological tools were used: content analysis, interview and comparative analysis, first through tables of content variables, details were detailed that the Fanpage has, second a script was created and it was applied to three people who have managed or administered the page Facebook of the organization, the comparative analysis was finally carried out to contrast information and verify the presumption, it was concluded that effectively the management of the social network Facebook of the Asociación de Producción Textil el Tesoro de los Llanganates (ASOTEXTELLAN) is unfounded Technicians and theorists. It is highlighted that the people interviewed are aware of the deficiencies that the institutional page has on Facebook and how important this social network is if it is used properly to carry out advertising campaigns. The conclusions and suggestions made in this research work should be accepted for the effectiveness in the administration of the Fanpage of ASOTEXTELLAN and of the other organizations that do not have the knowledge to carry out digital advertising campaigns on Facebook.Item Las redes sociales en la generación z del cantón Cevallos: usos y preferencias en la plataforma Facebook(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-07) Tamayo Pico, Shirley Janeth; Martínez Bonilla, Carlos AlbertoThe following work has been done to analyze the uses and preferences thata the z generation from Cevallos has, specifically on the social network Facebook, interest in this topic arises by showing an interaction different from the conventional one, this group that includes from 10 to 24 years prefers to communicate through technological resources like the cellphone and computer, using digital platforms that provide much more than a space for dialogue, but an interaction through different information and entertainment tools. Research background was used for this process, these allowed knowing concepts and referencing the place of research in addition, through a quantitative approach, using the survey's investigative tool, through a questionnaire applied to 330 people, characteristics were obtained that identify this population group better known as digital natives, with a high consumption of the Internet and among the main uses of this communication channel is the use of social networks, such that Facebook is one of them when used by 7 out of 10 people daily and although it is currently in decline due to the demand from other social networks, it is still the most used by this generation, which is constantly in search of spaces that satisfy their technological expectations changing according to consumption categories such as: communication through conversations, entertainment, interest in education and generally interaction. Facebook being the most used network by the Cevallos generation Z, opens the door and imposes a great challenge for technology lovers: maintaining an updated platform and fulfilling the technological wishes of digital natives.Item Los productos comunicacionales y la difusión turística que genera el Gobierno Provincial de Tungurahua en Facebook(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020) Medina López, Karen Valeria; Gamboa Orozco, Luis AlbertoTourism is one of the main sources of economic income nationwide, the Ecuadorian State has implemented advertising campaigns to publicize the natural wonders that the country has; Millions of dollars have been invested in tourism marketing. And to have a greater reach today, social networks are used, especially the Facebook platform, in addition to being a social distraction tool, it is used to promote all types of businesses through the network. In Tungurahua, the Provincial Government uses communication products and tourist dissemination through its official Facebook account, making known the different tourist destinations that the province has; by using the virtual platform not only that it manages to reach users across the country and the world, but it can also be configured to determine which section of the population is expected to reach with that publication; that is to say, it is the same social network that allows the segregation of people that allows publication while browsing.Item Facebook Live y su aplicación en los programas deportivos de las radios de la Ciudad de Ambato(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Villacrés Acosta, Luis Santiago; Naranjo Gamboa, Byron OrlandoThe purpose of this study is to analyze the application of the Facebook Live tool in the sports programming of Ambato radios, analyzing the benefits and harms of new technological tools when disseminating information. People who consume sports information begin to choose to receive information by other means, and now the internet is gaining momentum to know news quickly, there are several social networks that help the information have more scope and one of them is Facebook the most used application worldwide that has the option to broadcast live important events from your personal profile or page to your followers. During the investigative process, the use and benefits of Facebook live in the sports radios of the city of Ambato were unknown, deepening the simple fact of being able to transmit only using a cell phone but handling more technological tools that lead to produce quality products that satisfy the receiver with a crisp signal and great sound quality. The technology allows to reach more people in the world with sports information, breaking limits imposed by Modulated Frequency (FM) or Amplitude Modulated (AM). Transmit on Facebook Live allows users to use the social network Facebook where they can share the video live or simply send direct messages to be able to intervene in the transmission with positive or negative opinions that will be accepted by the people who are generating the information and becoming in a feedback. The tendency to use new tools of diffusion in the traditional means of communication are important in the moment to make known its informative products, the possibility of accompanying with images a radial sports transmission, has been accepted by the society to know that they simply need a network of internet and a Facebook account to know about the local and international events in the world of sports, adding institutional brands and advertising so that the receivers look and identify with the radio media.