Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Narrativa erótica publicitaria y espectacularización de la imagen de la mujer en la red social Instagram(Universidad Técnica de Ambato, Facultad d e Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Chiliquinga Turusina, Alfonso Vladimir; Gamboa Orozco, Luis AlbertoIn this research entitled "THE ADVERTISING EROTIC NARRATIVE AND SPECTACULARIZATION OF THE WOMEN'S IMAGE IN THE SOCIAL NETWORK INSTAGRAM". First, it starts from a bibliographic reading with the purpose of knowing how the social network Instagram has turned eroticism into an effective advertising strategy to persuade a product or service and capture the attention of consumers through the sexualization of feminine images, through an erotic visual appeal. Then, it analyzes how content creators use the female figure to sell products or services through images related to feminine spectacularization, where only physical appearance, superficial beauty and fulfilling stereotypes matter. It also addresses the impact of publishing erotic images where the woman becomes a non-subject object, generating gender inequality. Likewise, the qualitative method was applied to analyze the images in order to understand their sexual connotations, the language they convey, whether the image provokes desire or seduction, the beauty stereotypes they use, female empowerment and whether women are considered an object or a subject. In the same way, the quantitative research method was used to know the reactions and comments of users in the publications. Then the results obtained after the quantitative and qualitative analysis, indicate that the female image does not have a clear empowerment because the woman is seen as an object for man's consumption, meeting beauty standards such as: thin and toned body, perfect skin without imperfections, thin and toned body, long and shiny hair, symmetrical faces, youthful faces without aging, big and expressive eyes, light skin, perfect curves, it must also present sensuality, erotic clothing, sensual poses. In the same way, advertisements repeat beauty stereotypes, pretending a natural beauty, which attracts society and generates greater persuasion about the product or service and the woman. Then, the woman is reduced to an object of male consumption that aims to serve and attract by fulfilling beauty stereotypes to generate persuasion and mass consumption. Finally, in order for women to achieve empowerment, they must be known for their skills, knowledge, decisionmaking, economic equality at work, and not for their beauty and sexualizationItem Narrativa de la literatura infantil ecuatoriana con respecto a la individualidad(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Constante Rodríguez, Ashly Ariadne; Viteri Torres, Walter FranciscoThe study focuses on analyzing the narrative of Ecuadorian children's literature in relation to individualism, aiming to describe how this theme is approached in the selected works. An exhaustive bibliographic search was conducted to establish analysis parameters, and detailed matrices were defined to break down relevant narrative elements. The results revealed a coherent representation of individuality in the selected books, where it was found that the structure and narrative elements contribute effectively to conveying this concept. However, some difficulties in understanding the moral were identified by children in certain stories, suggesting the importance of selecting books that promote this theme in an accessible manner for their audience. In summary, this study highlights the significance of children's literature as a tool for addressing topics such as individualism and promoting ethical values among young readersItem Metamorfosis del Superhéroe: Batman. Análisis narrativo audiovisual de las películas “El Caballero Oscuro(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Duchi Otorongo, Christian Leonardo; Viteri Torres, Walter FranciscoThe central point of this research is to present the audiovisual narratives of the character Batman as a source of teaching for the audience on issues that are found in everyday life and that they tend to evolve over time. Therefore, this thesis shows a comparison between the superhero movies: Batman: The Movie (1966), Batman (1989) and Christopher Nolan's trilogy (2005-2012), all part of the world of DC Entertainment belonging to the United States. At the same time, it exposes the debate on the ideological and political discourse that is created around the films with respect to the social, economic, military, cultural and political issues that American society is going through in each of the eras. It also contemplates a brief description of the main characters, detailing their physical features, psychological aspects, existing changes, and the role they play in each installment, to perform a discourse analysis based on the Teun Van Dijk and Patrick Charaudeau theory of the most important scenes of the three films, in which we try to highlight the changes that are raised in each production. With the results obtained, it was possible to reflect how these films created a new way of looking at superhero cinema, in which more realistic or critical narratives about the contemporary world can be shown.