Browsing by Author "Zea Montero, Pedro Xavier"

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Análisis de contenido de las campañas publicitarias emprendidas por el departamento de relaciones públicas del Club Deportivo Cuenca a través de las redes sociales facebook y twitter durante el año 2016
(2017) González García, Byron Enrique; Peña Fernández, Jorge Isaac; Zea Montero, Pedro Xavier
This research is an analysis of the content of the publicity campaigns that were launched using the official Twitter and Facebook accounts of Club Deportivo Cuenca in 2016. To do this analysis, we selected campaigns from Twitter and Facebook because they are the main social media outlets of Deportivo Cuenca, and are used to communicate the club's strategies. We collected all of the main theories about this topic, and have analyzed the importance as well as the effects of digital communication on a soccer club. After that, we researched the chronology of all communications in Deportivo Cuenca to determine the most important facts. Finally, we did both qualitative and quantitative research, analyzing all of the posts via Twitter and Facebook. We determined how the club carried out the publicity campaigns to offer final conclusions and inferences about the club's use of the team’s social media platforms.
Análisis de contenido del programa “caída y limpia” transmitido a través de la emisora “FM 88”, durante el periodo diciembre 2015 - marzo 2016
(2017) Castro Palacios, Sonia Alexandra; Zea Montero, Pedro Xavier
The goal of this research is to know about the type of content that the Caída and Limpia program transmits through the local broadcasting station Fm 88; we try to contribute with concepts and statistical data through the technique of content analysis. This shows the quality of the messages broadcast, through the radio formats with entertainment classification. The first chapter deals with aspects related to history, the concepts of content analysis, the application of the technique. The second chapter dealt with the radio’s history, with the first radio transmissions in Ecuador and Cuenca, the initial stages of the station Fm 88. In the third chapter, it is shown how the economic, political and advertising powers play an important role in the production, creation and diffusion of the news and entertainment spaces. In the fourth chapter, we present the way we worked with the audios obtained from the Caida y Limpia program broadcasted in the months of December 2015 through March 2016 related to the intervention or sample analysis. In addition. In the fifth chapter, the content analysis was done for this, tables were made in Microsoft Excel from which statistics were obtained that allowed graphs elaboration that showed the type of subjects that are transmitted in the air.
Análisis de efectividad publicitaria audiovisual en cines de Cuenca
(Universidad de Cuenca, 2025-03-14) Idrovo Palacios, Felipe Esteban; Zea Montero, Pedro Xavier
This study seeks to determine the analysis of audiovisual advertising effectiveness in movie theaters in Cuenca by identifying the degree of effectiveness of advertising and the impact of the message transmitted in theaters. For the development of the research, primary and secondary sources were analyzed to learn about advertising regulations in force in the country and determine the relevant factors of success for the development and dissemination of the audiovisual message in the cinemas of the city, then, an exploratory cross-sectional study was carried out through semi-structured personal interviews with 5 clients who have carried out advertising in movie theaters in recent years, which served to determine the formats and advertising standards required by Multicines and in turn to identify the satisfaction of customers with respect to advertising. Subsequently, a focus group of 22 people who regularly attend the cinema was carried out to determine the impact of the advertising transmitted in theaters with the audience in Cuenca. In order to determine the critical success factors for the development and dissemination of the audiovisual message for movie theaters. The evidence indicates that the Multicines company presents several advertising alternatives and is very strict in terms of audiovisual advertising formats and release times. Its clients are satisfied with the advertising package, since they have achieved the desired results and the impact generated was the right one.
Análisis de la comunicación externa del Instituto Tecnológico Sudamericano
(Universidad de Cuenca, 2022-03-02) Niola León, Flor Valeria; Zea Montero, Pedro Xavier
External communication is a fundamental point within any institution, to communicate means to issue messages to the public with a certain purpose, to achieve objectives that help the development of the company. Institutions have several tools that allow them to reach a large number of people, these tools can be social networks, press, radio, among others, which, used in the right way generate a great impact on the public. The South American Technological Institute, thanks to the use of external communication has achieved national recognition, becoming a highly recognized institute by the media. Thus, the aim is to know the management of external communication in order to analyze whether its operation is optimal or deficient.
Análisis de la gestión de comunicación externa de la empresa minera Ecuagoldmining durante el periodo 2018
(Universidad de Cuenca, 2023-06-02) Campoverde Pesántez, Karla Marissa; Zea Montero, Pedro Xavier
Using the mixed method, through the interview technique and content analysis; the data collection instruments corresponded to questionnaires and content analysis sheets for the selected channels: Facebook, press releases and community newspaper. The object of study is the management of external communication, which is contemplated in the Environmental Management Plan, specifically the subprogram of Information and Participation with the Communities where they establish objectives of periodic and permanent communication with stakeholders, in order to share the objective of the Rio Blanco project: to make legal, responsible and sustainable mining. To determine the relevance of the channels used, interviews were conducted with experts in community communication and CSR, where it was determined that the selection of external communication channels was correct, as well as their management. After the content analysis of the Facebook social network, it was determined that 94% the communication disseminated a message with CSR overtones, with the environmental factor being its main component. The last channel studied was the community newspaper where it was evidenced that its content was relevant and adequate according to the established objectives and the target audience.
Análisis de los contenidos comunicacionales publicados en la red social Facebook y del medio impreso de la Corporación Mucho Mejor si es hecho en Ecuador
(2019-04-24) Montalvo Villavicencio, María del Cisne; Morocho Parapi, María Belén; Zea Montero, Pedro Xavier
The purpose of this investigation was analyze the communicational contents published on Facebook and the Magazine “Emisario de Calidad” in the Corporación Mucho Mejor si es hecho en Ecuador, during July 2017 to July 2018. Our main objective was analyze the management of the external communication of the Corporation. The methodology used was: Bibliographic Review, Interviews and Content Analysis. We investigated on: Communication, Organizational Communication, Mass Media; Magazine and Digital Media; Facebook and Content for social networks and Magazine. Monica Malo, talked about the Corporation, and Sofia Maldonado, talked about social networks and the magazine For Content Analysis we guide ourselves in experts and for the application of parameters we selected 286 publications and 3 Magazines The results showed that only 2 objectives are compliments It was recommended to create a protocol to make magazines and define content strategies.
Análisis de los procesos de preproducción, producción y postproducción audiovisual publicitaria en Aliem Films, YDAR producciones y Pangea. Tv
(Universidad de Cuenca, 2022-10-13) Córdova Granda, Karen Fabiana; Zea Montero, Pedro Xavier
This study focuses on analyzing the audiovisual production process of three Ecuadorian production companies, with the aim of identifying the activities carried out in each of the preproduction, production and post-production phases, as well as the resources, both human, material, intellectual and financial, which are considered indispensable in the process. The method to be used to obtain the required information was qualitative, through semi-structured interviews applied to the directors of each production company, the information obtained was recorded in a table, classifying each phase with its corresponding activities and the resources necessary for each activity. The results reveal the production processes developed by the different audiovisual production companies, the specific activities carried out in each phase of the process, the elements necessary to carry out these activities, in addition to the factors that intervene in the allocation of costs and preparation of the budget. final. On the other hand, it was identified that the production companies carry out less planning activities and more efforts in assembly or editing and, despite considering different tasks, similar results are obtained. Likewise, each of them has its base resources that vary according to its work model. Finally, when analyzing the preparation of the budget, it was determined that they have their own method of assigning costs to the final production, the same one that is designed focusing on the needs of each advertising spot.
Análisis de preferencias de consumo de contenido comunicacional en redes Facebook e Instagram de Colineal
(Universidad de Cuenca, 2024-10-22) Urgilés Hurtado, Renato Paúl; Zea Montero, Pedro Xavier
Colineal is a renowned furniture company of Cuenca origin, with a constant growth and presence at the national level. Also, the company has been recognized for its commitment to excellence and innovation, dabbling in the sale of products online and with presence in digital communication channels: Facebook, Instagram, Tik Tok, Twitter, YouTube and Pinterest. For this reason, it is important to analyze Colineal’s digital communication since it is a form of interaction and current information, essential for organizations. Therefore, the present study aims to analyze the consumption preferences of communicational content of the networks Facebook and Instagram Colineal during 2023, for which it is proposed: an interview with the marketing manager, analysis of digital communication channels, interviews to understand consumer perception and focus groups to identify the communicational impact. The results indicate that the communication plan focuses on selling and informing about products through both networks, through videos, photographs, reels and stories, with a greater impact on the target audience (women between 25 and 45 years old). It was found that factors such as brand, design, guarantee, quality and price are essential in the purchase decision, and that Colineal's communication content motivates and generates an emotional identification with consumers. This study highlights the importance of well-structured digital communication and its positive impact on consumer perception and behavior, offering recommendations such as improving price information, expanding presence on Instagram and adapting content to better reflect the preferences of the target audience.
Análisis del impacto de la comunicación emitida por el proyecto Tranvía 4 Ríos
(Universidad de Cuenca, 2023-04-06) Mendieta Velasco, Sofía Belén; Salazar Alvear, María Cristina; Zea Montero, Pedro Xavier
The research delved into the external communication management of “Proyecto Tranvía 4 Rios”, considering that it seeks to maintain a correct image before the public. However, a communication plan is not always fully implemented, since it may not have been adequately carried out. Therefore, the purpose of this thesis was to examine the impact of the communication issued by “Proyecto Tranvía 4 Rios”, analyzing the information published in official media taking into consideration the communication needs of its target public. A mixed research approach was chosen, and data was collected through two surveys conducted with users of the tramway service, an interview with the Director of “Proyecto Tranvía 4 Rios”, and an evaluation instrument of posts on the social networks of the aforementioned project. One of the most important findings is that social networks are the most used means of communication by tramway users. The findings show that certain aspects should maintain their quality, while others, such as the variety of topics to be addressed in social networks and their digital redaction, must improve. This investigation allows understanding of the relevance of successful management in the area of external communication, since, as demonstrated, a good communication plan affects the development of appropriate messages, the optimal choice of channels to be used, knowing the needs of the audience, additionally focusing communication activities accordingly.
Análisis del uso de herramientas de inteligencia artificial en la producción de comunicación externa
(Universidad de Cuenca, 2024-09-02) Serrano de Grazia, Carlos Alejandro; Zea Montero, Pedro Xavier
Artificial intelligence is a tool that mimics human thoughts and actions through artificial neural networks based on algorithms; its exponential development has benefited the communication field in the production of external communication, making it possible to think, create, and edit texts, images, audio, and more. This research analyzed the changes in the external communication production processes with the use of artificial intelligence, focusing on productivity when incorporating the tool. For the analysis, a documentary review was first conducted to relate and justify the use of AI in communication, and then the Delphi method was used to gather information from six specialists who implement artificial intelligence in their production; subsequently, the effects of using AI for external communication production were reflected upon. The results suggest that implementing artificial intelligence in external communication production processes can benefit by improving user productivity in areas such as time, personnel involved, necessary knowledge, finances, and vital energy; concerning other variables, the trend is towards equal or greater needs in material resources, equipment, space, and information. Additionally, motivational topics, process changes, advantages and disadvantages of using artificial intelligence, and how to use it effectively and efficiently are addressed
Análisis del uso de las herramientas empleadas por los profesionales de la comunicación organizacional en las empresas cuencanas
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-20) Carmona Solis, Camila Nicole; Zea Montero, Pedro Xavier
The communications department employs various tools in its daily activities. This research examines the application of these tools for the planning and management processes. First, this research employed a qualitative approach, utilizing in-depth interviews to assess the perceptions of experts in communications and management positions. These interviews identified the tools they use in each of the Cuenca companies where they work, their features and functionality, and the knowledge and skills necessary for their employability and that of the team. It is understood that interdisciplinary work is sometimes necessary. Indeed, it is important to know how to select which tools contribute constructively to these processes and implement new ones if necessary. In conclusion, a comparison is made between the knowledge provided by academia and the discovery of new contributions by the experts.
Comunicación y carisma político: opinión de los estudiantes de la Facultad de Filosofía, Letras y Ciencias de la Educación de la Universidad de Cuenca sobre los rasgos carismáticos del prefecto del Azuay y del alcalde de Cuenca
(Universidad de Cuenca, 2020-12-08) Coronel Peralta, María Gabriela; Zea Montero, Pedro Xavier
Communication practitioners/consultants might tend to assume the inevitable task of "socially legitimizing," the candidates. This strategy aims to support their mandate in an increasingly romanticized context, which includes image strength within the performance evaluation criteria. Thus, the charismatic image is managing the personality traits of the candidate based on what political consultants think and know the target audiences need/want. This research analyzes the charismatic profile of Pedro Palacios (Mayor of The City of Cuenca, Ecuador), and Yaku Pérez (Azuay's Province Prefect) and draw some considerations about the desired charismatic profile proposed by the students of the Department of Philosophy at University of Cuenca. The political charisma is neither manageable or assumable in preestablished doses of "extraordinary" qualities. On the contrary, constructions appear as calculated characteristics included in the communication strategy of the politician's public image. It can be concluded that charisma is a stimulus that is part of the political image and that is identified by young people and managed by the communication team with the general idea of closeness, although the messages of the politicians are not personalized and therefore, not really close
La creación de estereotipos sociales en el caso de los migrantes colombianos. Análisis de Contenido en los espacios noticiosos de dos principales medios televisivos en Ecuador (Ecuavisa, TC Televisión) desde julio de 2016 hasta enero de 2017
(2017) Chamba Calle, Mónica Paulina; Huachichulca Buñay, Laura Cristina; Zea Montero, Pedro Xavier
The media performs an important role in building opinion in society. With the following research, it is attempted to understand how the media elaborates the informative content about Colombian citizens; if it exhibits them in a positive way, it would contribute to give good news, but if, on the other hand, it does it in a negative way, it will collaborate with the creation of stereotypes about Colombian nationality in our country. The main objective of this study is to analyze the informative content of two television networks based on Colombian migrants residing in Ecuador. In order to determine if these television networks create stereotypes or otherwise emit information in a timely manner, we used the methodology in Content Analysis that allowed to see how they handle the informative content in their newscasts. Likewise, there were found evidences that support the presence of stereotypes within certain informative notes.
Diagnóstico de la comunicación externa para el grupo Mi Mueble Cuencano
(2019-05-18) Calle Loja, Paula Nicole; Zea Montero, Pedro Xavier
The present graduation project under the modality of investigation in the group Mi Mueble Cuencano, aim to identify diagnose the handling of the external communication of the group in favor of the objectives of the association, which is developed in the city of Guayaquil in the months of July and October, 2018, through the evaluation with different tools such as surveys, interviews, hidden customer file, among others. Achieving thus determine parameters for correct handling of external communication that will allow an increase in the level of communication in the different channels of the group. The evaluation of the communication is indispensable for decision making in the organizations since it is necessary to maintain a relation of the company with its publics. External communication is a factor that helps us and facilitates the management of the same, besides decision making which will let us to succeed and good management of campaigns, which will permit us to have a relationship that lasts.
Diagnóstico de la reputación corporativa de la Universidad de Cuenca
(2019-04-16) Muñoz Vélez, María Elisa; Soliz Zabala, Renato Israel; Zea Montero, Pedro Xavier
During the time we have studied at the University of Cuenca, we have noticed that within this institution research regarding the reputation of this university is nonexistent. For this reason, we have carried out a thorough study in order to find out about the perceptions that people who work and those who study in this higher education institution have toward this university. Besides the perceptions of the participants, we wanted to find out about the shortcomings and the advantages the University of Cuenca has. Based on the information we gathered, we have generated several recommendations aimed at improving the university’s reputation as well as maintaining the high status it possesses nowadays.
El uso de Twitter en los estudiantes de la Facultad de Filosofía de la Universidad de Cuenca
(2020) Leon Martinez, Fredy Eduardo
This research was conducted in order to learn which are the current trends related to the use of digital platforms and their influence in the training, education, consumption, interactivity, and entertainment among young university students of the Faculty of Philosophy of University of Cuenca. Regarding the methodology, a literature review was used as an analytical framework for conducting descriptive research about the consumers of Twitter. 401 surveys were applied to collect the data. The findings demonstrate that first, the most used network among young people is Facebook. Second, the School of Communication is where Twitter is mostly used. Third, almost all the students will like to include in their major curriculum the social media management course.
Plan de comunicación para la difusión del protocolo de prevención y actuación de acoso, discriminación y violencia de la Universidad de Cuenca
(Universidad de Cuenca, 2024-09-06) Manzo Neira, Karla Paola; Gómez Berrezueta, Kleber Mateo; Zea Montero, Pedro Xavier
This intervention project aims to increase the dissemination of the Protocolo de Prevención y Actuación en casos de acoso, discriminación y violencia basada en género, identidad de género y orientación sexual de la Universidad de Cuenca. This protocol is essential for protecting the rights of the university community, especially students, making its adequate communication and dissemination crucial. The project begins with a diagnosis of the protocol’s communication, gathering information from the social media of University Welfare and through an interview with the person responsible for the prevention area, who also monitors the project in all its stages. This analysis identified communication needs such as the low level of educommunicational resources, low dissemination, and low student participation in the creation and dissemination of the material. Theoretically grounded strategies were proposed and implemented to address these issues. After review and approval, these strategies were quantified and compared with the initial situation. A final interview evidenced the progress made. The project results showed a significant increase in the dissemination of the protocol, an increase in the number of educommunicational resources, and greater student involvement n the communication process. Thus, the general objective of the project was achieved, leading to a greater dissemination of the protocol’s information.
Publicidad y memoria: impacto de los anuncios publicitarios en la mente de los consumidores
(Universidad de Cuenca, 2023-03-16) Ospina Suescun, Daniela Valentina; Pacheco Sánchez, Dagmar Francesca; Zea Montero, Pedro Xavier
The publicity, together with human memory, plays a fundamental role in brand recall. The objective of this research is to determine the impact of advertisements of a fictitious brand and an existing brand in the memory of consumers between 18 and 22 years old, male and female students of the Faculty of Philosophy, Sciences and Letters of Education of the University of Cuenca. First, a fictitious advertisement will be created and compared with a real advertisement. Then, in order to measure the impact of both advertisements, surveys will be conducted in two time periods with an interval of one month to measure the level of recall in the consumer's memory and to observe the most relevant elements. It can be concluded, for the case study, that the level of brand recall can be high, even for a non-existent brand, and could compete and even position itself better than the real brand, if the right strategies are used when creating an advertisement, for example, cognitive biases, sensory marketing, advertising insights, among others. It is worth mentioning that memory is fragile, which is why the frequency of exposure of an advertisement with the consumer is important to position the brand.
Realización de un documental audiovisual sobre Osmara de León, vida y legado
(Universidad de Cuenca, 2020-08-21) Rojas Once, Ana Cristina; Zea Montero, Pedro Xavier
This degree work aims to preserve the socio-cultural and media contribution of Osmara de León in the city of Cuenca through the preparation of an audiovisual documentary, for the academic, journalistic, historical and cultural uses corresponding to the city, as well as country. Initially, for theoretical support, the bibliographic review method was used as a learning resource and support for work, based on the biographical documentary, the strategic planning to preserve historical memory in the field of culture. Here, social intervention is also argued through research, which allows to preserve Osmara's legacy. With the results raised through in-depth interviews with people who shared with Osmara the representative moments of his life as a dancer, communicator and person, it was possible to record information of great interest to the Cuenca community, testimonies that attest to the work de Osmara and recognize her as the precursor of dance in the city of Cuenca, as well as a communicator and cultural promoter of great importance for the southern community. In this way, a proposal is presented to boost the name of Osmara de León and his work, with a useful record to be applied in the education of the Cuenca and Ecuadorians, the documentary will allow to spread their memory to the new generations and dancers of the country.
Representaciones mediáticas y redes sociales: análisis de la construcción del contenido del caso “Mangajo” en la ciudad de Cuenca
(Universidad de Cuenca, 2021-12-02) Martines Tola, Pablo Mateo; Merchán Cordero, Juan Andrés; Zea Montero, Pedro Xavier
The present degree work was intended to demonstrate how was the approach of the local media El Tiempo and El Mercurio and the groups Movimiento Sororidad and Feminismo De Ley through the analysis of the publications on the Mangajo case between July 2018 and June 2019. A bibliographic compilation methodology was applied that allowed conceptualizing the characteristics that publications of both media and groups should have in cases of gender violence, such as the Mangajo case, which gave way to obtaining variables to structure a content analysis file for the media and groups, which evidenced the approach that the media and groups carried out during the period of time established in the Mangajo case. The results established that on the part of the media El Tiempo and El Mercurio the content that marked the approach to the Mangajo case was informative, giving special attention to the process of the complaint, trial and sentence of the case while on the part of the groups the content focused on making the case visible, denouncing the case and calling for action towards citizens.