Browsing by Author "Zeas Bustamante, Freddy Xavier"

Now showing 1 - 20 of 29

Aborto por violación” investigación periodística y guion para reportaje audiovisual
(Universidad de Cuenca, 2022-11-21) Reyes Bravo, Leyre Diana; Ortiz Placencia, Patricio Santiago; Zeas Bustamante, Freddy Xavier
The media importance on the issue of abortion in Ecuador, but especially abortion for rape, has aroused interest in including it on the agendas of the digital and traditional media. The fourth power, as communication and journalism are called, is responsible for much of the existing public opinion, including to address the rights, and freedoms allowed. The objective of this thesis is the compilation of legal, social, historical, testimonial and media information about abortion for rape in Ecuador and how feminist movements, the media and the law have gone hand in hand with the issue. The death of thousands of women due to abortion, as a public health issue, cannot be omitted because it also annually causes the integral development of the lives of thousands of girls and women who are forced to give birth in the country and also of those who access clandestine and unsafe abortions and are penalized for doing so. Journalism has the tools and the responsibility to be sufficient in society; therefore, the development of a script for the production of an audiovisual report and interviews with experts around abortion due to rape in Ecuador are the ideal instruments to expose the subject. Journalism can be used to massively communicate messages, which in one way or another, cannot be carried only in conventional ways such as social debate and representations in public spaces by different groups of civil society
Análisis de impacto en los jóvenes de la Facultad de Filosofía, Letras y Ciencias de la Educación de la Universidad de Cuenca respecto a la utilización de estrategias de publicidad interactiva web
(Universidad de Cuenca, 2021-03-04) García Meza, Darío Javier; Riera Pizarro, David Fernando; Zeas Bustamante, Freddy Xavier
Interactive advertising has currently established new guidelines and ways of communicating products or services by companies. Digital platforms are more easily adapted to the individual needs of each user, in this way messages and content are received with greater attention and understanding by viewers. Interactivity is not only focused on selling; it is also focused on the ability to generate a different experience which can be differentiated as an advantage over the competition. The purpose of this research is to determine the perception of interactive digital advertising, this analyzed within the Faculty of Philosophy, Letters and Education Sciences, and the way in which students interact with it. All this because this type of message constitutes an unavoidable factor in today's daily life. We must determine in what way the consumer stops being a mere passive receiver of information and begins to play a more leading role and it is this same who generates a much more direct participation with the advertising with which they have contact.
Análisis de la agenda mediática del noticiero estelar del canal de televisión Ecuavisa durante la segunda vuelta de la campaña electoral presidencial 2023 en Ecuador
(Universidad de Cuenca, 2024-09-06) Cando Espinoza, María Cristina; Encalada Pesantez, José Daniel; Zeas Bustamante, Freddy Xavier
The political crisis and internal upheaval in Ecuador resulted in the declaration of cross-death, anticipating presidential and assembly elections. In this context, the media becomes a key platform for information and public influence. This project aimed to analyze the media agenda of the prime-time news program on Ecuavisa television channel during the 2023 Ecuadorian presidential runoff campaign. A mixed methodology was employed, using quantitative content analysis with a sample of 1140 units from 38 Televistazo newscasts spanning from August 21 to October 12, 2023. Additionally, interviews were conducted with experts in political communication and professionals within the Ecuavisa media members. The results reveal how the media, despite the growing diversification of information sources, remain powerful actors in shaping public opinions and constructing political images. Patterns of favoritism towards certain candidates are identified, as well as the influence of the channel's editorial line on the presentation and treatment of topics.
Análisis de la percepción ciudadana frente a la gestión pública del alcalde de Cuenca, Pedro Palacios
(Universidad de Cuenca, 2023-10-11) Ordóñez Cevallos, Arturo Daniel; Zeas Bustamante, Freddy Xavier
The present study entitled "Analysis of citizen perception regarding the public management of the mayor of Cuenca, Pedro Palacios" focuses on evaluating the perception of citizens about the management of mayor Pedro Palacios in Cuenca. To achieve this, a mixed methodology was used that combined quantitative and qualitative approaches. The objectives of the research consisted of theoretically characterizing the analysis of citizen perception regarding public management, collecting information from citizens and experts, and interpreting the results obtained from citizens about the management of Mayor Pedro Palacios through surveys, interviews in-depth and bibliographic review. The main results revealed that based on the key dimensions of effective public management established by Alarcón (2020), citizens expressed a negative perception towards the administration of Pedro Palacios. Inefficient areas within administrative management were identified, indicating the need to improve efficiency and transparency in public management. The contribution and relevance of this study lies in providing valuable information for future mayors and politicians, highlighting the importance of strengthening transparency in management, promoting citizen participation and improving efficiency in the provision of public services. The need to implement formal feedback mechanisms to collect the needs and opinions of citizens is highlighted, using this information for decision-making and continuous improvement of public management. In conclusion, this analysis of citizen perception provides a critical view of the management of Mayor Pedro Palacios in Cuenca, pointing out areas for improvement and highlighting the importance of effective public management oriented to the well-being of the community.
Análisis de la reputación corporativa del club Independiente del Valle de Ecuador
(Universidad de Cuenca, 2023-10-13) Calle Ponce, Emerson Renato; López Guambaña, Juan Fernando; Zeas Bustamante, Freddy Xavier
The research entitled "Analysis of the corporate reputation of the Independiente del Valle de Ecuador club" aimed to examine the club's reputation by characterizing its corporate philosophy. Information was collected and compared in the media and with journalists to analyze the club's corporate reputation in terms of awards, quality, innovation and social responsibility. The research approach was based on a qualitative methodology, which included techniques such as documentary analysis, media analysis and interviews with sports journalists. The analysis was based on the model proposed by Francisca Castilla, which considers these dimensions as key indicators of reputation. The results reveal that the club has built a positive reputation thanks to its outstanding sporting achievements, focus on quality, capacity for innovation and socially responsible actions. These aspects contribute to its recognition as a successful, reliable and committed club both nationally and internationally.
Análisis de las estrategias de responsabilidad social implementadas en el proyecto minero Loma Larga de las parroquias de San Gerardo del cantón Girón, Chumblín del cantón San Fernando y Victoria del Portete del cantón Cuenca
(Universidad de Cuenca, 2022-10-17) Guartasaca Jadán, Diana Isabel; Balarezo León, Darwin Fernando; Zeas Bustamante, Freddy Xavier
Social responsibility is a new field of study, as a set of strategies and activities that a company develops in a given community, seeking sustainable development. Once the purpose of SR is understood, companies design strategic plans to mitigate the impact that said the organization is causing in an environment. Therefore, the objective of this research is to analyze the different SR strategies carried out by the Loma Larga Mining project in the parishes of Chumblín, San Gerardo, and Victoria del Portete, achieving to demonstrate that the cooperation plans executed in these areas have helped solve the needs that these parishes had years ago, however, it is necessary to emphasize that there are different aspects to improve in the development and execution of social responsibility activities. In this way, the strategic plans of SR could be improved, following new trends and practices focused on sustainability; an example of this could be: the ISO 14001 STANDARD, the Sustainable Development Goals, and other guides that currently exist, thus achieving the objective of sustainable growth between company and society, understanding that SR is not about doing philanthropy, but rather, it is about seeking to create new opportunities for the beneficiaries, generating a positive impact on society.
Análisis de las nuevas tendencias de los tiktokers destacados cuencanos: último trimestre de 2023
(Universidad de Cuenca, 2024-10-9) Lucero Pesantez, Ana Paula; Villamagua Valdivieso, Daniela Andrea; Zeas Bustamante, Freddy Xavier
This research was oriented to analyze the new trends created by prominent tiktokers from Cuenca during the last quarter of 2023. The process was carried out through a mixed approach, in which the data collection tools for this research were the content analysis of the accounts of each tiktoker during the last quarter of 2023, focus group to prominent cuencanos tiktokers and semi-structured interview to experts in the area of communication and marketing. The main findings of the study show that the most used trends during the months of October, November and December was comedy because that way they connect with their audience in an emotional way, through the focus group it was possible to understand that the cuencan audience likes to feel identified with humorous or emotional situations. On the other hand, what helped these content creators to form trends was the use of hashtags indicating the topic of the video. However, thanks to the content analysis, animated texts, sound effects and short transitions help to capture more audience and at the same time build customer loyalty by obtaining likes and views to create a local trend.
Análisis de las nuevas tendencias de los tiktokers ecuatorianos durante el último trimestre de 2021
(Universidad de Cuenca, 2023-03-09) Espinoza Capelo, Joseline Angélica; Orellana Carpio, Erica Margarita; Zeas Bustamante, Freddy Xavier
Social networks is useful for information sharing, and let us to create and interact with people of similar interests. A global platform has recently been developed, and it allow us to bring together all these characteristics in a more participatory and interactive way, TikTok. This social network presents a peculiarity about its content and the artificial intelligence that is applied to the algorithm, thereby obtaining great popularity. The acceptation increasing of TikTok and trends apparition give rise to the questions raised in this degree project, such as algorithms, trends, hashtags and more are covered, from both a professional and tiktokers perspective, starting from a content analysis carried out on 6 Ecuadorian creators and being complemented by primary information collection tools. With the analysis realized, it was concluded that trends in TikTok do not always guarantee that the videos get viral, and it may be the content generated by the tiktoker, the one that has the greatest reception by its public. The algorithm, hashtags and other tools offered by the platform are also great allies of virality and allow society to consider them more useful than any internet search engine.
Análisis en el uso de la comunicación en redes sociales para impulsar el método de compra en la Importadora Piojitos durante la pandemia en Cuenca
(Universidad de Cuenca, 2022-12-08) Silva Beltrán, Gabriel Alexander; Vera Delgado, Paula Christina; Zeas Bustamante, Freddy Xavier
The present degree work analyzed the use of communication in social networks to promote the purchase method in the Importadora Piojitos during the pandemic in Cuenca. The research was based on a qualitative methodology and its techniques, the in-depth interview, focus groups and the observation of social networks. The interviews were conducted with experts in communication and electronic commerce. The focus groups were directed to the administrative staff to recognize the strategies and tools in the Importer from before the pandemic and during the health emergency and, on the other hand, focus groups to the organization's clients. Finally, with the analysis of the information, a SWOT was carried out, which includes the strengths, weaknesses and aspects to improve in the entity. The investigation concludes that the positive aspects of using digital tools in the methods of buying and selling in the entity were recognized. In addition, problems and the misuse of elements within the organization regarding the operation and management of post-pandemic platforms are identified. Finally, this research includes a list of recommendations for the entity to resolve these errors.
Campaña de concientización en la red social Facebook sobre el uso de fundas plásticas en supermercados de la ciudad de Azogues
(Universidad de Cuenca, 2021-11-09) Urgilés Vaca, Nicole Cristina; Zeas Bustamante, Freddy Xavier
The indiscriminate use of plastic bag is one of the most relevant factors that generate environmental pollution. in Azogues’s city, where there is a municipal ordinance signed in 2019 for the reduction of single-use plastics, however, little has been done to comply with what is said in it. Starting from this an environmental marketing campain is carried out in order to reduce the use of plastic bags in the most important supermarkets of the city and at the same time, to provide alternatives for transporting products that are responsible for the environment. For the correct campain’s applications, citizen’s polls were realized and among the most relevant results of the survey is that 52% of people surveyed use plastic bags and just 22% of them used reusable bags, this is thanks to the fact that plastic bags are easy to acquire. This campain is divided in 4 important strategies that are: creation of a fan page on Facebook, development of awareness poster s for supermarkets, speeches for workers, visiting communication’s media and finally activation with submission of a total of 2800 free reusable bags for customers of different supermarkets that are “Jerez, La Bodega, CCA y Suiza.” This is done through the collaboration of several private companies in the city. Key Words: Environmental marketing. Single-use plastic. Community manager. Stakeholder.
Creación de un docudrama para la difusión de la producción agrícola del penco en el cantón Nabón
(Universidad de Cuenca, 2023-12-09) Buestán Nieves, Marjorie Alexandra; Fárez Brito, Angélica Belén; Zeas Bustamante, Freddy Xavier
Ecuador is a country of fertile soils and a great agricultural variety, that is why this project seeks to highlight the products derived from these lands, generating a social interest that goes beyond knowing the elaboration processes and rather shows the territory where they are produced, which are full of culture, history and landscapes that need to be shown. To achieve the main targets, this drama documentary is a renovating option that opens the way to a new vision of communication, it takes place in Nabón city, exactly in the community of Ñamarin where there are two distillers that are dedicated to manufacture chaguarmishqui tequila. Starting from an ancient plant such as Penco, but rather than knowing more about the elaboration of this curious liquor we are going to find out the memories, that over the years this humble profession has left, at the same time making visible, promoting the work of the craftsmen and generate curiosity for this beautiful agricultural city. After all the work, the docudrama allows us to look at this territory from a more attractive and touristic perspective, and above all, it generates more inquiry about it, beyond highlighting agriculture, it manages to highlight culture, traditions, tourism and the kindness of the people, leaving an open field to work in the classroom in community journalism. Understanding that making an audiovisual product requires commitment, vision and especially a strong economic investment.
Diagnóstico sobre el manejo de la comunicación digital externa en redes sociales (Facebook, y Twitter) en las campañas digitales del año 2017 realizadas por la Alcaldía de Cuenca
(2019-05-07) Neira Alvarado, Diego Mauricio; Zeas Bustamante, Freddy Xavier
This research, we aimed to diagnose the management of external digital communication of the social networks like Facebook and Twitter of the Mayoralty of Cuenca based in the campaigns realized in the year 2017, for which it has been executed in the first place a bibliographic review about theories and communicational concepts. The City Hall of Cuenca, being a public institution, must manage the communication channels in the best way to be able to inform about their works, events and activities, so social networks such as Facebook and Twitter have become an essential channel for it. Through the interview tool it was possible to obtain information about the campaigns carry out by the mayors office. With the information obtained in the bibliographic review, a qualitative and quantitative investigation was carried out in which the content analysis tool was used to select, analyze and record the data obtained and diagnose how these networks are being managed and take conclusions based on their content in which are the campaigns carried out in that period.
Estrategias de comunicación para el management y visibilización musical de artistas independientes en la escena cuencana
(Universidad de Cuenca, 28-09-09) Picón García, Dana Gabriela; Ordóñez Urgilés, José Francisco; Zeas Bustamante, Freddy Xavier
This collaborative graduation project, carried out in partnership with the bands AmyRoot, Equinoccio, and Ivenno, aimed to apply communication strategies for the management and musical promotion of independent artists in the Cuencan scene. The project involved various activities, ranging from internal training initiatives to external dissemination strategies. Through the consolidation of suitable presentation materials for dissemination, the project successfully met the requirements for participation in festivals. Additionally, multimedia content was generated for promotion on social media platforms, while a robust database and contacts were established, facilitating the development of long-lasting relationships. The project effectively implemented communication strategies to enhance the management and promotion of independent artists in the Cuencan scene. The achieved results provide artists with the necessary tools for their professional development and the establishment of meaningful connections in the music and cultural industry.
Estudio de la comunicación organizacional en la Cooperativa de Ahorro y Crédito ERCO Ltda. en sus espacios físicos y virtuales
(2018) Bernal Vacacela, Nube Cristina; Uzhca Paredes, Juan Diego; Zeas Bustamante, Freddy Xavier
The present work of certification, with the modality of investigation applied to Cooperativa de Ahorro y Crédito ERCO Ltda., Has the objective to contribute to improve the attention and service to the client in each one of its agencies inside the city of Cuenca and in the virtual spaces of the institution, by means of the evaluation in the first instance in order to propose new strategies that help and promote a better communication and service that allows the clients to stay satisfied and continue using the services of the Cooperative. The customer service is an aspect that institutions, like in this case financial, should always be concerned and above all, be aware of new ways of communicating to be closer to their customers while attracting more people and thus showing itself better than the existing competition in the market.
Fútbol femenino cuencano: evolución y su cobertura en medios tradicionales.
(Universidad de Cuenca, 2023-04-03) Erreyes Armijos, Mariuxi del Carmen; Rojas Llivicura, Selena Estefanía; Zeas Bustamante, Freddy Xavier
This degree project focused on an analysis of women's soccer in Cuenca: its evolution and coverage in traditional media in the city of Cuenca and how much the creation of a professional league for women influenced its development, named by the Ecuadorian Soccer Federation as the Women's Super League, for its growth and progress. The making of this project is based on the mythology qualitative that made posible interviewing, investigating reconstruct and interpret the information and the stories of women who played futbol and that keep doing until the present. One of the most useful resources to show results was the interview that let us talk with soccer players, coaches and coaches, journalists and some sports interviewers in historíe about women in this sport, which has been conditioning for them for several years. The story of the beginning of women in soccer is told and the covering informative that was going on a nacional and local level, to compare to the reality. In addition, research was carried out in the cities traditional media like the diaries of el mercurio and Radio la Voz tomebamba consider the oldest of Cuenca with the purpose of knowing and analysis the covers brought on futbol practice of women in the austro ecuatoriano. The media outlets have always been in the difusión of the information about the incursion in women when they play futbol, in the start with little difusión due to the minimum demand that’s this generated however the investigation that lead us to see an big evolution in the nación, that seen we had to follow step by step, and the rise of what was happening around the world with womens soccer.
Gestión de la comunicación digital de facebook del Ministerio de Salud durante la crisis sanitaria por la pandemia de la Covid-19”
(Universidad de Cuenca, 2022-08-10) Cabrera Ramón, Jessica Johomara; Salinas Ramírez, Camila Elizabeth; Zeas Bustamante, Freddy Xavier
This study aims to analyze the communication management of the Ministry of Public Health of Ecuador on the social network Facebook during the months of March-July 2020, in the context of the health crisis due to the Covid-19 pandemic. What are the parameters for effective communication during times of crisis like a pandemic? Communication, particularly risk communication, plays a substantial role in ensuring the protection of vulnerable sectors outside emergencies of all kinds, even more so in the context of health crises. From this point of view, content monitoring is necessary to establish effective communication patterns in the context of a crisis. Therefore, the research is approached through a non-experimental cross-sectional study, with a mixed approach; same as through bibliographic research and content analysis, it allows contrasting the publication parameters of the posts of the Ministerio de Salud Pública del Ecuador and the guidelines suggested by different entities such as the World Health Organization, Centers for Disease Control and Prevention, Centers for Medicare & Medicaid Services and Office of Disease Prevention and Health Promotion. In this way, effective risk communication is characterized by being clear, coherent, transparent, and empathic. Understanding this, as a communication focused on the target audience and their needs and their social context; in a way that encourages individual and collective behavior change, and in turn, protects the safety and well-being of the population. For the case study, it can be concluded that the effectiveness of the messages that are issued during a health crisis depends to a large extent on how they are prepared and how strategic they are when communicating risk situations.
Gestión de la comunicación organizacional interna en el Instituto Tecnológico Superior Alquimia
(Universidad de Cuenca, 2023-10-16) Méndez Andrade, Sofía Salomé; Zeas Bustamante, Freddy Xavier
This intervention project is the result of a deep and complete communicative research process of the Instituto Tecnológico Superior Alquimia (Alquimia -INSTAL-). The scientific study explored the relationship between SERVQUAL and the Service Gap Model of Parasuraman, Zeithaml, and Berry in 1985, and internal communication at the Alquimia -INSTAL- through the comunicative strategies proposed by Paul Capriotti (2021) in the book: DircomMAP Dirección Estratégica de Comunicación. The results demonstrated the adaptability of the SERVQUAL theory with Capriotti's communication strategies, allowing the generation of a broad analysis to improve internal processes. This is how a base-line for Alquimia -INSTAL- is established, which explains its target audiences, influencers audiences and strategic audiences based on business needs. The research presents us with a two-way and multimedia communication, driven by the effective interaction of its audiences. These findings contribute to the field of organizational communication, especially internal, and provide valuable insights for the effective management of internal communication in the education sector.
Los youtubers como referente de los comportamientos comunicacionales y relacionales en los adolescentes de la Unidad Educativa Panamá
(Universidad de Cuenca, 2022-03-02) Deleg Loja, Diego Armando; Guanuquiza Pérez, Adriana Elizabeth; Zeas Bustamante, Freddy Xavier
For several years now, there has been talk about the influence of the media, this phenomenon gains strength with the arrival of the internet and along with it the evolution of the different platforms that we can find in it, today contemporary society is part of a more digitized world, in which various aspects of our lives are involved, within them it is very important to point out the impact that these media have on the training of adolescents, as part of this instruction is what young people see in these virtual networks, YouTube is one of the platforms most used today by teenagers, as a consequence, the influence of this medium may be evident. For this, we will address this issue using qualitative and quantitative methodology, using surveys and focus groups as research tools in order to collect information about the influence of YouTube on adolescents. The results obtained in the research were clear when expressing that there is influence of this platform, however, adolescents are not aware of this impact, also the reach that this platform generates at a social level, it demands an endless amount of content that is exposed to the public and to a great extent what they see on this platform is not controlled.
Medición de preferencias de usos de canales de comunicación interna de la Universidad de Cuenca
(2018) Rodas Cusco, Erika Cristina; Ruiz Cruz, Carolin Anabel; Zeas Bustamante, Freddy Xavier
The communication within the organizational and internal context represents a highly significant component and incident within the collective performance, as it is considered a structural quality that allows the improvement of the effectiveness of the individual processes, which applies to the case of an educational institution such as University of Cuenca, house of studies where multiple groups coexist internally: students, teachers and administrative staff, among which a constant flow of communication is generated, which merits an adequate constitution of its information channels. On the basis of the above, the present project aims to present a descriptive study of the level of use and preferences of the communication channels of this house of studies in the public, a focus of the direction of a survey and a group approach to members of each group, which is supported by conducting a series of interviews with the deans of the various faculties. This will generate a situational diagnosis about the use of these information transmission tools, in consideration of their possible strengths and weaknesses. Therefore, it is expected that this project represents a level of evaluation of the internal contexts of an organization, in this case applied to an institution of Higher Studies, considering the testimonies of all the groups that make life in it, in significance of the importance of collective coexistence. Traditional and digital media are considered as an object of study.
Mejoramiento de la atención al cliente de Colombia Pizza
(2018) Medina Puchaicela, Sonia Esperanza; Zeas Bustamante, Freddy Xavier
The present work of graduation, with the modality of systematization and practices of intervention applied in Colombia Pizza, has like objective contribute to the improvement of the attention to the customer inside the institution, through the creation and application of the best strategies of communication that benefit the clients, creating satisfaction and at the same time loyalty of the same. For this purpose, a research was first carried out to measure the satisfaction and expectations of the clients, this allowed us to create the communicative strategies that were applied within the company to correct the relationship between the staff and the clients, giving a positive image to the institution. It is important that companies periodically apply communicative practices to achieve customer satisfaction, so when choosing a service, they will prefer one in which all their expectations were met. On the other hand the company will have its competitive advantage with others of its same branch of service, as far as the organizational culture refers