Jurisprudencia y Ciencias Sociales
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Item Exposición de candidatos a la presidencia de la república en redes sociales y la influencia en la percepción de los electores en las elecciones del 2023(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Grijalva Freire, Nadia Sthefany; Viteri Torres, Walter FranciscoThe present research analyzes the influence of social media on voters' perception during the 2023 presidential elections in Ecuador, focusing on the cases of candidates Luisa González and Daniel Noboa. The study addresses how these digital platforms have transformed political communication through strategies that combine entertainment, emotional content, and political messages. The theoretical framework highlights the contributions of authors such as Manuel Castells, Erving Goffman, and Harold Laswell, who provide perspectives on social interaction, perception, and mass communication techniques in the digital age. The methodology combines quantitative and qualitative approaches, with content analysis based on categories such as message type, tone, and level of interaction on key platforms like TikTok and Instagram. The research is based on the contributions of various authors who have studied political communication and the influence of the media on public opinion. Manuel Castells provides his perspective on the power of communication in the digital age, highlighting how social media has reshaped the relationship between politicians and citizens. Erving Goffman, through his theory of self-presentation, allows for the analysis of how candidates constructed their public image on platforms such as TikTok and Instagram. Meanwhile, Harold Lasswell offers tools for studying propaganda and the persuasive strategies used in the political sphere.Item Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William FredyThis research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.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 Uso de redes sociales y percepción de la imagen corporal en estudiantes universitarios(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2025-02-24) Sinchiguano Quimbita, Melany Pamela; Chiliquinga Vejar, Lorena del CarmenThe use of social media is a very common practice in today's world. It allows us to interact with people who share similar tastes and interests and provides instant access to information. This has changed the way human beings view and perceive themselves. Many times, the content consumed focuses on body stereotypes and specific aesthetics driven by social pressure and comparison. Therefore, this research aims to determine the relationship between social media use and body image perception in students from Universidad Técnica de Ambato, specifically fromItem Percepción de la aporofobia en redes sociales en estudiantes universitarios(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Trabajo Social, 2025-02-20) Chacón Brito, Anthony Josue; Chiliquinga Véjar, Lorena Del CarmenThe research addresses the perception of aporophobia in social networks, focused on university students of the Faculty of Jurisprudence and Social Sciences of the Technical University of Ambato, the study approach was quantitative, using a self-authored questionnaire, carried through a process of validation of content and reliability, designed to measure five dimensions. In recent years, aporophobia has gained relevance in the social and academic sphere, highlighting the urgency of understanding its manifestation in digital environments, where hate speech towards people living in poverty finds a space of propagation, this phenomenon affects the social perception of poverty, reinforces negative stereotypes and generates emotional impacts on users exposed to this content. The results revealed that most students have an average perception of the phenomenon, recognizing aporophobic content in viral publications, but facing difficulty in identifying them in close interactions, which suggests a normalization of the discourse in these contexts, the participants showed sensitivity towards this type of content, although the concrete action to denounce or confront it is limited. In conclusion, the results show the need to generate educational and regulatory spaces that promote an understanding of aporophobia in social networks, promoting respect, inclusion and empathy in digital environments, and also highlight the importance of strategies that empower users to act against discriminatory discourses and contribute to building a more just and egalitarian society.Item 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 Violencia contra las mujeres en redes sociales y la libertad de expresión(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Derecho, 2025-01-29) Garcés Brito, Karen Xiomara; Vayas Castro, Guillermo SantiagoThe present research work has as its core in question the singularization of free speech in social networks of violence against women by this means, a subject considered to be the most popular and extensive means of communication available to any person regardless of age and without restrictions, policies that should evolve according to the new information and communication technologies whose purpose has not been limited to entertainment, communication, education, socialization, etc., but to the simple fact of offending, transgressing, threatening or harassing women's rights by publishing their privacy, stalking them, viralizing them without consent or violating them publicly in social networks, but to the simple fact of offending, transgressing, threatening or harassing the rights of women by publishing their privacy, stalking them, viralizing them without consent or violating them publicly in social networks, which is why currently the free speech has been distorted materializing in violence against women camouflaged as ideas, thoughts, criticisms, disagreement, comments and going to the extreme with insults and threats directly from the anonymity; International instruments have established certain limitations and restrictions to free speech on social networks to prevent this type of violence, but these should be applied in conjunction with national regulations, this would demonstrate the link that exists between a misinterpreted free speech on social networks with the violence suffered by women on social networks, a link that should also be demonstrated with an analysis of current regulations and criteria based on legal professionals in order to support in an exhaustive manner a reality that women live through violence on social networksItem Marketing y publicidad digital para el posicionamiento del emprendimiento de quesos de hoja “san Joaquín” de Latacunga utilizando la red social tik tok(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Salgado Carate, Rieter Ismael; Ortega Arcos, Wagner EnriqueThe research project "Marketing and digital advertising for the positioning of the leaf cheese venture SAN JOAQUÍN de Latacunga using the social network TikTok" explores how digital transformation can benefit the Ecuadorian dairy industry, particularly in the post-pandemic context that has modified consumption habits towards national products. In an environment where the dairy industry is vital to the Ecuadorian economy, the research focuses on the province of Cotopaxi and its value chain, highlighting the challenges faced by producers, especially women, and the need to overcome the intervention of intermediaries that affect product quality and prices. The rationale for the study is based on the socioeconomic importance of the dairy sector in Ecuador, the growth of dairy consumption and the need for digital marketing strategies, especially in social networks such as TikTok, to improve the positioning and competitiveness of local products. The research highlights the relevance of digital marketing as an essential tool for two-way communication, customer loyalty and accurate measurement of results, proposing innovative strategies for dairy companies to adapt and thrive in a constantly changing market. The study implemented a field research methodology with a quantitative approach, using the social network TikTok as the main tool to collect data and promote "San Joaquín" leaf cheese. Resources such as encyclopedias, digital repositories and material tools were used to conduct interviews and questionnaires. The results show that most respondents consider it necessary to improve product presentation and use TikTok to search for food, being familiar with social networks and considering the platform suitable for promoting food products. Marketing campaigns on TikTok are seen as attractive, and customers show willingness to interact with the brand through discounts, contests and entertaining content. The perception of cheese quality is predominantly excellent, and there is wide recognition and consumption of the "San Joaquín" brand in LatacungaItem La comunicación y el posicionamiento en las redes sociales Tiktok y Facebook en la “Liga Deportiva Barrial Eloy Alfaro” en el cantón Latacunga(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Cofre Tipán, Cristian Paúl; Ortega Arcos, Wagner EnriqueThis executive summary offers an overview of the findings and recommendations derived from the quantitative analysis carried out on the communication and presence on social networks of the "Liga Deportiva Barrial Eloy Alfaro". Through social media metrics and surveys distributed to fans, the effectiveness of the league's communication, audience perception, and areas of potential improvement were evaluated. The results show that the league's general communication is mostly perceived as good or excellent, reflecting an effective link with its audience. Social networks, especially Facebook and TikTok, are essential channels for communication, being preferred by the majority of respondents to obtain information about league activities and news. Furthermore, the league's presence and positioning on these platforms are largely considered good, suggesting that the online communication strategy is generating positive results. Most fans check social media posts at least once a week, demonstrating significant engagement and participation with league-generated content. However, areas for improvement are identified, such as the clarity and understandability of the information shared, as well as the diversification of the content offered on social networks to satisfy the varied preferences of the audience. Recommendations include improving the clarity and understandability of content shared on social networks, strengthening the presence and activity on these platforms, diversifying the content offered, encouraging audience interaction and participation, conducting periodic analysis of the performance of publications, and continuing to use surveys. to gather feedback and improve league communication. In conclusion, the quantitative analysis provides a solid basis for making informed and strategic decisions to improve the communication and presence on social networks of the "Liga Deportiva Barrial Eloy Alfaro", with the aim of strengthening its connection with the audience and achieving its goals. institutional and sporting objectivesItem Comunicación estratégica digital en las Redes Sociales de FULL TECNOLOGÍA FULLTEC CIA. LTDA(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Sánchez Gamboa, Richard Raúl; Tamayo Rodríguez, Alicia PaulinaCommunication is an indispensable tool for human beings in any area of their lives, being studied by large companies to know how to transmit a message efficiently. Aspects that were previously believed to be irrelevant to the positioning of a product began to be of greater interest with the development of technology. Diffusion channels began to open at the same time as human development, press, radio, television, were the most used media when wanting to send a message, until the arrival of the internet. Here digital communication is born, starting as a way of adapting traditional methods to the web, until becoming part of the culture of many parts of the world. In this research, the content of the social networks (Instagram, Facebook and TikTok) of the company FULL TECNOLOGÍA FULLTEC CIA is analyzed. LTDA, in order to measure the impact of its communication strategies, finding patterns that can be improved through discussion with authors. For its execution, a matrix was developed where the communicative intention of each image, video, photograph, promotion, etc. was placed, in addition to its respective analysis that highlights the elements with meaning that it presents to us, in order to understand their little or much interaction. At the end of the investigation, little relevance is evident in the content of their social networks, by making strategies that do not use the elements of their context to create interest, by creating publications far from Ecuadorian trends, which avoids a real connection between the company and its followers