Comunicación Social-Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/176

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Influencia del Podcast como herramienta educativa en jóvenes de 19 a 22 años de la carrera de Comunicación de la Universidad de Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-05-10) Yanzaguano Condo, Joseline María; Vásquez Guevara, Denisse Helena
The present study has as main objective to know the influence of the podcast as an educational tool in young people from 19 to 22 years of age of the Communication career of the University of Cuenca. The podcast is a digital tool that has gained popularity in recent times, providing with the opportunity to access informative and entertaining content in a practical and flexible way. The general objective of this research is to analyze how the content of podcasts influences university students from 19 to 22 years of age in the Communication major at the University of Cuenca. To achieve this, specific objectives were set: Determine the educational uses that the podcast can provide as sources of information, describe the content broadcast on the podcast channels preferred by university students, and define the impact that the podcast content has on audiences of young people such as information and entertainment medium. To achieve the objectives of this research, a survey was designed that allowed the collection of data for this study, in which results were obtained that contributed to understanding the influence siof the podcast on university students. The results obtained will contribute to broaden the knowledge about its use and the effectiveness of this tool in the educational field, in addition to knowing the preferences and perceptions about the content of podcasts. At the same time, it is intended to promote the use of digital resources such as the podcast as a tool in the learning process of students.
Storytelling como estrategia para posicionar una organización: caso “El Molino” Panadería y Pastelería
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-05-05) Arteaga Machuca, Karla Daniela; Orellana Angamarca, Verónica Marisol; Zavala Sánchez, Fabiola Mayte
The purpose of this research was to design and implement a strategic storytelling plan for the social media platforms of El Molino Bakery and Pastry Shop in order to optimize its digital positioning and strengthen its relationship with the audience. The study originated from several identified issues in the company’s digital communication, such as disorganized content, limited user interaction, and the absence of a strategic narrative capable of creating an emotional connection with customers. A mixed-method approach was employed, integrating both qualitative and quantitative techniques. The instruments used included content analysis of Facebook posts, interviews with staff members, evaluation of customer service through WhatsApp, and surveys conducted with consumers. The intervention was structured according to Xifra’s IPEE method, which includes the stages of research, planning, execution, and evaluation. As part of the proposal, a digital communication plan based on storytelling was developed, creative and relevant content was produced, a digital product catalog was implemented, and customer service was optimized through tools such as WhatsApp Business and a CRM system. The results showed a significant increase in reach, interaction, and the number of Facebook followers, as well as greater emotional connection, trust, and purchase intention among customers.In conclusion, strategic storytelling proved to be an effective tool for strengthening the brand’s digital presence and improving customer experience.
Análisis de las claves para realizar una transmisión futbolística en Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-04-28) Saa Loaiza, Pedro Antonio; Zúñiga Zúñiga, Juan Martín; Soto Alemán, Hernán Leonel
This research analyzed the keys for soccer broadcasting in Cuenca, Ecuador. The study was born out of the need to establish parameters to guide new local sports journalists, given the absence of previous work on this topic. The general objective was to analyze the keys for soccer broadcasting in Cuenca. A mixed methodology was used, with surveys to one hundred consumers of sports broadcasts and interviews to referential journalists. The need for professional and technical training of sports journalists in aspects such as previous research, voice management, technical and tactical knowledge along with oral expression is highlighted, also, production is crucial, since it is in charge of the logistics for a correct transmission. It is important to have a good understanding of the specific roles in a broadcast. Starting with the narrator who must have his own emotional style; the commentator will provide the tactical strategic analysis; the reporter or field edge will add data on the context of the match and the players; the commercial voice will be in charge of mentioning the advertising guidelines without interrupting the highlights of the match. It is concluded that the Cuenca’s audience prefers emotional narratives, valuing quality tactical analysis and excellent audio. There is also a migration to digital platforms, especially among young people. For a broadcast in Cuenca, technical skill, impartiality, technological adaptation and understanding of audience preferences are fundamental. This thesis contributes significantly to the training of future sports journalism professionals in the region.
La influencia de la publicidad de las instituciones públicas en los contenidos informativos de los medios de comunicación en Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-04-16) Rúa Cabrera, José Reynaldo; Vázquez, Pablo Antonio
This research aimed to examine the relationship between advertising practices of state agencies and news reports disseminated by regional media outlets in the city of Cuenca, focusing on identifying similarities in topics and narratives. The investigation employed a mixed-methods approach, integrating numerical and narrative procedures within an interpretive framework and a descriptive-critical study design. The methodological process consisted solely of examining press materials published by Radio La Voz del Tomebamba, the newspaper El Mercurio, and the online news portal Crónica Cuenca, as well as quantifying levels of citizen participation in online environments. The findings reveal that news reports frequently contain press releases and statements from officials, particularly those concerning infrastructure projects, social services, and government activities. Furthermore, a correlation was found between the topics covered and the language used by public entities and the content published by the media outlets reviewed. Engagement data indicates that these topics elicit a high level of user response in the area, demonstrating their social importance, although this does not establish causal links or direct financial subordination. The report concludes by stating that, in the Cuenca region, the discourse of authorities carries significant weight in the news agenda, generating moral dilemmas about how to separate the work of the press from state communication. However, the information evaluated does not provide definitive proof of systemic monetary dependence or coercion of editorial freedom; therefore, the conclusions remain at the level of mere description and data analysis.
Análisis del impacto de las estrategias de comunicación utilizadas en el Parque Nacional Galápagos de la Isla San Cristóbal para educar y sensibilizar al público turístico nacional sobre la importancia de la conservación ambiental del archipiélago
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-04-19) García Velasco, Dasha Isabel; Zea Montero, Pedro Xavier
This study assesses the impact of the Galápagos National Park's communication strategies on San Cristóbal Island to educate and raise awareness among tourists about the importance of conserving the archipelago. The research emphasizes the need to promote responsible behaviors within a delicate and unique ecosystem. A mixed-methods approach was employed, including the analysis of the strategic plan, interviews, and surveys of tourists to gauge perceptions and impact. The findings indicate that, although there is a plan with clear objectives and targeted audiences, it faces limitations in coherence and structure, which reduces its effectiveness. Digital campaigns and BTL activities have raised some awareness, but they still do not significantly influence conservation behaviors. Additionally, opportunities are identified to improve planning, follow-up, and systematization of actions, making them more aligned with protection goals. The research concludes that, despite progress in the communication plan, challenges remain that hinder its full impact. Implementing more integrated and coherent strategies could strengthen environmental education, awareness, and ecosystem conservation, leading to more effective and responsible tourism management. This analysis can serve as a foundation for refining the park's efforts, boosting its ability to promote sustainable practices and safeguard one of the planet’s most fragile ecosystems.
Análisis sobre la influencia del periodismo activista durante las manifestaciones en octubre de 2019 en Cuenca, Ecuador en la red social facebook
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-02-25) Durán Morales, Pedro Gustavo; Tello Carrión, Teodoro Ricardo
The research analyzes the influence of activist journalism during the protests in October 2019 in Cuenca, Ecuador, starting from the nationwide protests that occurred in October 2019, which received coverage from both conventional and digital media. Journalism was present, and the handling of information is key to this study. This work arises due to the great importance of activist journalism, in which the journalist actively seeks to promote a specific cause or denounce a problem. Often, activist journalists in Ecuador focus on social or political issues and use their work as a means to address specific problems and promote changes in society. Some examples of activist journalists in Ecuador could include individuals who are dedicated to exposing government corruption, denouncing injustice in society, or promoting equality and social justice.
Análisis de comunicación interna corporativa del Gobierno Autónomo Descentralizado Municipalidad de Ambato
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-01-19) Ortiz Villegas, Alejandra Nicole; Zeas Bustamante, Freddy Xavier
This research analyzes internal corporate communication within the Autonomous Decentralized Government of the Municipality of Ambato, with the aim of identifying strengths, weaknesses, and opportunities for improvement that influence organizational development and operational efficiency. A mixed-methods approach was applied, integrating qualitative techniques such as in-depth interviews and focus groups, along with quantitative techniques through structured surveys. The evaluation of communication processes was conducted using Daniel Barredo’s integrated evaluation model, which allowed for the examination of key dimensions including organizational structure, resources, protocols, internal and external communication, and strategic projection. The results reveal an institutional commitment to continuous improvement in communication, reflected in initiatives such as educommunication aimed at promoting active employee participation. However, significant limitations were identified, including the excessive use of informal channels, the lack of information systematization, and weaknesses in feedback mechanisms across hierarchical levels, which negatively affect the work environment. Based on these findings, the study proposes recommendations focused on formalizing digital communication channels, continuous staff training, and the implementation of an integrated feedback system to strengthen communication efficiency and support the achievement of the strategic objectives of the Ambato GAD.
Análisis Y Sistematización Del Medio Incidentes Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-01-20) Sisalima Cadmelema, Mario Santiago; Garate Andrade, Wilson Orlando
The work addressed the analysis and systematization of a media outlet, using the communication venture “Incidentes Cuenca” as a case study. The central issue related to the need to design a growth and positioning plan in a highly competitive social media environment. The overall objective was to structure expansion and consolidation strategies, while the specific objectives focused on analyzing audience demands, applying the Canvas Model, and evaluating digital interaction. The results showed that “Incidentes Cuenca” established itself as a high-impact citizen media outlet, although it required verification protocols and content diversification to strengthen its sustainability. Among the most relevant authors reviewed were Becerra (2014), Cruz (2012), Ramos (2023), and Díaz de León & De la Garza-Montemayor (2023), who contributed to the analysis of digital communication and its challenges.
Análisis del impacto de las publicaciones en Instagram como plataforma de difusión de contenidos de Medikaluah durante el periodo del 20 de noviembre al 20 de diciembre del 2022
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-11-10) Castillo Cisneros, Jose David; Zavala Sánchez, Fabiola Maytee
The objective of this research was to evaluate the performance of posts published between November 20 and December 20 on the Instagram account “Medikaluáh,” in terms of reach, engagement, and audience response. The methodology followed a quantitative approach and document review, using content analysis techniques and the digital platform Meta Business, from which metrics such as likes, comments, reach, saves, follows, and shares were collected during the selected study period. During the analysis of the content published by “Medikaluáh” on Instagram, a strong use of short reels was identified, with a total reach of 52,329 views. The average engagement was moderate, with likes and saves standing out the most. Engagement was higher in posts featuring emotional or festive content. In conclusion, reel- type posts dominated Instagram reach, with December 10 standing out for its technical content. Engagement was moderate, with saves being particularly notable. The highest engagement was achieved with emotional and visually appealing content.
Análisis de las estrategias de comunicación para la conservación del patrimonio cultural de la ciudad de Zaruma
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-11-07) Lazo Tapia, Erika Anabel; Macas Toro, Rosario Camila; Zavala Sánchez, Fabiola Maytee
This research analyzes the communication strategies implemented for the preservationof the cultural heritage of Zaruma, a city located in El Oro province and recognizedasaCultural Heritage of Ecuador. The study adopts a qualitative approach to understandtheperceptions, experiences, and challenges faced in promoting social engagement withheritage. In-depth interviews with experts in communication and heritage, a focus groupwithlocal residents, and participant observations of heritage-related activities were conducted, applying thematic coding and data triangulation to ensure the validity of the findings. Theresults revealed that, although efforts have been made to raise awareness and preserveheritage, these lack strategic planning, diversified content, and the adaptability requiredtoinvolve different audiences, especially younger generations and communities withweaker connections to institutional initiatives. Through this research, key weaknesses in institutional communication were identified, as well as significant opportunities for designing participatoryand inclusive strategies that enable heritage preservation to move beyond institutional boundaries and foster a meaningful social impact within the Zaruma community.
Análisis de las estrategias de comunicación empleadas por el partido político Revolución Ciudadana durante el último periodo electoral
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-28) Arévalo Carpio, Mateo Ismael; Villavicencio Vera, Nathaly Elizabeth; Soto Alemán, Leonel Hernán
This research analyzed the communication strategies employed by the political movement Revolución Ciudadana during the runoff of the most recent electoral period. A qualitative methodological approach was used, including document review, observation, and interviews with experts in political communication. This study aims to establish a precedent to guide future research on communication strategies in electoral campaigns, based on the identification of such strategies, the analysis of their context, and their execution. The findings indicate that the strategies prioritized symbolic and emotional elements, positioning the candidate, Luisa González, as a resilient and approachable figure. However, weaknesses were identified, such as limited feedback from the electorate, insufficient technical argumentation, and a lack of symbolic coherence at certain moments of the campaign. Overall, the strategies did not fully align with the political and social context of the country, which affected their effectiveness.
Análisis de la Violencia Laboral en Mujeres Periodistas de Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-30) Avila López, Evelyn Michelle; Falcón Huartacho, Flor María; Tello Carrión, Teodoro Ricardo
This study addresses the workplace violence to which women journalists in Cuenca are exposed, recognizing that, although journalism entails risks inherent to the profession, professionals face specific challenges related to their gender. The main objective was to analyze the various forms of violence they experience in their daily work. To do so, a mixed methodology was used, including a documentary review, questionnaires, and in-depth interviews. The objective was to comprehensively understand the journalists' experiences. The results revealed that the majority of female journalists in Cuenca have suffered multiple types of violence, including sexual, psychological, physical, economic, symbolic, and digital violence. It is essential to emphasize that these forms of violence do not occur in isolation but coexist and interconnect, which exacerbates their impact on the journalists' mental health, who in many cases have had to resort to psychological and even psychiatric treatment. This reality has affected not only their professional careers but also their personal and family well-being. Understanding the status of women journalists' working conditions is vital for creating effective support protocols, thus promoting the eradication of gender-based violence in the city's journalistic landscape.
Análisis de TikTok e Instagram como canales de comunicación que inciden en el uso del lenguaje y su identidad en los estudiantes de la Carrera de Comunicación de la Universidad de Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-28) Peralta Quito, Ángel Sebastián; Samaniego Dumas, Diego Oswaldo
The present study analyzes the influence of TikTok and Instagram on the use of language and the identity of students in the Communication program at the University of Cuenca. It is essential to understand how the digital media environment conditions the ways language is used and identity is constructed, influencing their academic and personal development. Regarding methodology, a quantitative approach was employed, using structured surveys for data collection, analyzing responses through Google Forms and Excel. Among the main findings, a high daily frequency of use of both platforms was identified, with an evident influence on vocabulary and references to memes or pop culture. Likewise, it was found that students intentionally manage their digital identity and connect with global and local cultures. Finally, the skills acquired are considered very useful for their training and are frequently applied by the students themselves in academic projects. In conclusion, TikTok and Instagram shape language and identity, defining themselves as valuable spaces for creativity and the development of professional competencies.
Análisis del desempeño actual del periodista deportivo en los medios de comunicaciones digitales en Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-28) Yumbo Yumbo, Kevin Alexis; Gárate Andrade, Wilson Orlando
Faced with the crisis and the threat of the gradual disappearance of traditional media, journalists and communicators have been forced to adapt to digital environments. Journalism has incorporated the use of technologies and developed new digital skills. This thesis analyzed the current performance of sports journalists in digital media in the city of Cuenca. To this end, three specific objectives were set: first, it explored how sports journalists integrate digital tools into their professional practice, which was achieved through a content analysis of posts on the social network Facebook. Second, through the use of in-depth interviews, specific professional experiences were recorded that demonstrate the use of emerging technologies to inform and connect with audiences. Third, the main best practices in the production and dissemination of sports content in digital media were identified; this was achieved through the analysis of these experiences. The research adopted a mixed approach, combining content analysis with qualitative interviews. Among the most relevant conclusions, it is noteworthy that sports journalists incorporated new digital tools into their daily work. Likewise, it was evident that there is no formula for achieving greater reach and impact on audiences, as each professional develops their own dissemination strategy, selection of specific topics, and builds their own model for managing media, sponsors, and audiences in a particular way.
Documental audiovisual sobre los valores culturales de los skaters en Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-23) Luzuriaga Ordóñez, Nayeli Estefanía; Mosquera Illescas, Nestor Saniels; Vázquez, Pablo Antonio
This degree project documented the urban skater subculture in the city of Cuenca, Ecuador, highlighting its cultural values such as solidarity, individuality, resilience and constancy. The objective of the documentary was to present skateboarders as a community with a singular and unique identity. The methodology used was qualitative, with an ethnographic approach, with a cross-sectional temporality, and descriptive level. The theoretical frameworks of Symbolic Interactionism, Social Identity Theory, and the Theory of Communicative Action were used to interpret the interactions and the construction of their identity within this subculture. Data collection was done through in-depth interviews, participant observation and the review of previous studies related to skateboarding; everything collected was captured both in writing and in the audiovisual documentary. These elements were mixed within the film, which combined the journalistic genre with cinema verité techniques and an ethnographic perspective, employing the principles of the “painter” documentarian to capture the essence of skater culture in Cuenca.
Diseño de un plan estratégico de comunicación digital para el GAD Parroquial de Baños
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-20) Bermeo Bernal, Andrés Leonardo; Palomino Sinche, John Maikol; Soto Alemán, Leonel Hernán
The purpose of this research is to design a strategic digital communication plan for the GAD Parroquial de Baños, in response to the need to improve and adapt new digital communication strategies. The problem identified lies in the limited citizen interaction with the institution through social media, which affects transparency and citizen participation. The research was conducted using a mixed approach, combining qualitative and quantitative methods. Interviews were conducted with digital communication experts, observations of official platforms, and surveys were conducted with 96 parish residents. The study revealed a lack of digital strategies, as well as a lack of community interest in the institution's information and content. Based on the results, a communication plan was designed, comprising actions and strategies that seek to increase citizen participation within the digital community through campaigns, resources, and surveys. Ultimately, the proposed objective was met, achieving the structure of a viable plan, with the aim of generating valuable content and strengthening the community's trust and connection with the GAD Parroquial de Baños.
Propuesta de estrategias de comunicación para la concientización sobre el bullying en la Unidad Educativa Santiago de Compostela
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-22) Saquipay Murillo, Esteban Josué; Peralta Arcentales, Pedro Andrés
This research proposes communication strategies to promote bullying awareness among students of the Santiago de Compostela Educational Unit. Through a quantitative approach, structured surveys were applied to a representative sample in the upper grades of the educational institution. With the intention of identifying perceptions, channels of preference and level of knowledge about bullying. The results obtained indicated the need to strengthen communication channels in the school environment and take advantage of accessible tools, such as social networks and visual materials, to generate messages that appeal to the empathy and high impact of students. The proposal is based on multiple communication theories such as the spiral of silence, the narrative and the channel, and finally proposes a communication strategy adapted to the reality of the educational context, aimed at preventing and raising awareness of the problem without generating stigmatization.
Análisis del impacto de la campaña comunicacional “Proyecto Protégeme” en la prevención del abuso sexual infantil en estudiantes de 4to a 7mo grado de la Unidad Educativa Eugenio Espejo, Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-18) Gordillo Morales, Ana Paula; López Brito, Pamela Nicole; Avila Nieto, Caroline
The present research analyzes the impact of the communicational campaign “Proyecto Protégeme” on the prevention of child sexual abuse among students from 4th to 7th grade at the Eugenio Espejo Educational Unit, in Cuenca. Through a quantitative and descriptive approach, structured surveys were applied to 130 students, complemented with documentary analysis of the campaign materials. The results show important achievements at an individual level: a significant increase in knowledge about sexual abuse, greater identification of support figures, and a better willingness to act in risky situations. However, these advances did not translate into sustained collective appropriation, nor into replication dynamics among peers. Uneven reception by the public was identified, as well as inequality in the reception of graphic and symbolic resources, which suggests the need to diversify formats and adapt content to different levels of children’s understanding. The synthesis of this study defines that although various strategic persuasive communicational processes were carried out, within its impact the need to consolidate several structural and operational aspects is evident as recommended; the same research highlights greater coverage of differentiated materials, inclusion of peer-to-peer communicational strategies, continuous evaluation, and active incorporation of the child’s voice. In sum, the research validates the power of communication as a preventive tool but warns that its effectiveness depends on its strategic articulation and the use of effective and efficient techniques and procedures.
Análisis de la credibilidad de los medios de comunicación digitales por usuarios de Facebook en Cuenca. Estudio de caso medio de comunicación digital: TVR EC
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-21) Rodríguez Vintimilla, Iván Alexander; Cevallos Ludeña, Cinthya María
The advancement of new technologies and the emergence of social media have transformed the way people consume information. Platforms like Facebook have revolutionized the way humans communicate. This research aims to analyze Facebook users' perceptions of the credibility of the digital media outlet "TVR EC" in the city of Cuenca. A mixed-method approach was used through a structured qualitative interview and multiple-choice Likert-scale surveys with a representative sample. The results show that more than 90% of the media outlet's followers consider it credible. It is concluded that the outlet enjoys a good perception of credibility; however, there are several areas for improvement that should be addressed to maintain or increase credibility in the future.
Uso de la Inteligencia Artificial en la radio Smart FM de Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-21) Idrovo Hidalgo, Joan Josue; Peralta Cárdenas, María Emilia; Zumba Campos, Aníbal Alfredo
This investigation is based on analyze the characteristics of the use of the Artificial intelligence in the radio Smart FM in Cuenca. A case study with a methodology with a qualitative approach with transversal typology that seeks to examinate how radio station implements the AI in their processes of preproduction and production in the dairy programming. Actually, Smart FM, is catalogued as the first radio station in Ecuador controlled with Artificial Intelligence, whose use is present in: Cloning and creation of voices for locution and commercials, programs, segments, text generation for script development and creation of music playlists for the general programming. Also, the following were implemented three personal interviews with deep questions, in addition, it was an indirect observation to listen the programming of the radio and identify the use of the AI. Finally, the Artificial Intelligence, is a tool that fulfills several functions, being a fundamental pillar in the production and content generate of the radio station.

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