Comunicación Social-Pregrado

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

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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.
Análisis de contenidos del medio de comunicación "La Posta" en Instagram, referente al anuncio del juicio político en contra de Guillermo Lasso, durante el periodo abril a mayo del 2023
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-21) Cadme Cárdenas, Renán Alejandro; Gavilanes Crespo, Byron Damián; Gárate Andrade, Wilson Orlando
This research project analyzed the content published by the Ecuadorian digital media outlet La Posta on its Instagram account, focusing on its coverage of the political impeachment process during the period from April to May 2023 against former President Guillermo Alberto Santiago Lasso Mendoza, who held the presidency of Ecuador from May 24, 2021, to November 23, 2023. The study examines how La Posta's posts captured user attention and engagement, emphasizing the level of interaction generated by politically relevant topics. Furthermore, the influence of La Posta on public opinion was discussed, and recommendations were proposed to enhance digital content strategies and strengthen informational credibility. This thesis aims to contribute to a deeper understanding of the role of digital media in shaping political perceptions in Ecuador.
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.
Análisis del impacto de las Publicaciones en Redes Sociales sobre el Ciberacoso en la Concientización de estudiantes de la Universidad de Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-17) Suárez Mera, Pablo Alejandro; Zavala Sánchez, Fabiola Maytee
This study has as its main axis to analyze the social media posts about cyberbullying in the students of the University of Cuenca. Through the relationship of appropriate theories for this particular topic like. The Setting Agenda, the Global Village, the Frankfurt School, and Cognitive Dissonance, this theory relates behaviors based on the structure of beliefs and values that represent us. The methodology was applied with a mixed approach, between the qualitative and quantitative provided by a survey and content analysis published on Instagram and Tik Tok, verifying what type of content has been published and what recurring characteristics generate the most liked, commented, and more interactions. The survey had a sample of 96 people enrolled in the February-August academic period with a margin of error of 10%. The purpose of this was to analyze opinions, preferences and time spent on social media to determine the types of posts and items college students prefer to view. The main conclusions mention that students believe that social media posts are an effective resource to raise awareness about cyberbullying. They also stated their preferences in choosing experts on the subject of cyberbullying to report in these publications. In addition to pointing out their preferences in creative content and that it be carried out through testimonies, consequences of cyberbullying and the steps to follow in case of being a victim or witness and short films based on empathetic and understanding language.
El uso de las redes de TikTok e Instagram en el ámbito académico de los jóvenes cuencanos
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-15) Coronel Arcentales, Camila Belén; Cevallos Ludeña, Cinthya María
Social media has entered our lives to help simplify various aspects of communication, learning, and entertainment. In this study, we address the case of TikTok and Instagram, as they are the most widely used platforms today. The research focused on analyzing whether these networks are used academically by young people in Cuenca. To carry out this process, an exploratory and descriptive level of depth was implemented with a mixed approach, that is, qualitative and quantitative. In the quantitative section, surveys were conducted among young people between the ages of 20 and 24, and in the qualitative section, interviews with experts with semi-structured questions were conducted. The results show that 45.9% of young people use these networks for entertainment purposes, followed by academic use. However, it is also evident that they have used these social networks for educational purposes. TikTok is the most widely used social network, as it motivates study and facilitates learning, even if they dedicate less than an hour a day to this purpose. For their part, those interviewed agree that social media has become a support tool in the academic field. However, there are also certain disadvantages, such as a lack of self-control, time, and supervision.
Diseño del plan de comunicación digital para promocionar el turismo rural del GAD Parroquial Paccha
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-17) Alvear Deleg, Gabriela Belén; Sánchez Amay, Lizbeth Alejandra; Cevallos Ludeña, Cinthya María
This study seeks to develop a proposal for a digital communication plan to promote rural tourism in the Paccha parish through official channels of the GAD of Paccha. The study was exploratory and descriptive, non-experimental, with a mixed and cross-sectional approach. For the development of the research, information was collected from primary sources through documentary review and semi-structured interviews with experts to determine promotion strategies and recommendations for the planning process. Likewise, key stakeholders of the GAD were interviewed to diagnose the context of the organization in tourism management and communication management. In addition, to determine the digital communication actions applied by the GAD of Paccha and their effectiveness, a content analysis was applied for three months on Instagram, TikTok and the website. As a result, a planning model was developed with strategies and activities focused on promoting a rural tourism destination in digital media that can be taken as a basis for future research.
Análisis de las redes sociales en la difusión cultural de los artistas visuales emergentes en Cuenca
(Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-14) González Armijos, Santiago David; Zavala Sánchez, Fabiola Maytee
This qualitative, phenomenological study analyzes how social media contributes to the cultural dissemination of emerging visual artists in Cuenca, pinpointing the platforms, formats, and narratives that offer the greatest visibility and professional opportunities. The study employs methodological triangulation, which includes 13 semi-structured interviews with artists, 5 interviews with cultural-communication experts, a week-long direct observation of public profiles, and a focus group; this triangulation ensured theoretical saturation and reliability. Findings show that Instagram and TikTok dominate, with reels, stories, and live streams proving most effective tools that boost artist visibility, strengthen digital identity, and open new career pathways. Ultimately, when artists blend personal storytelling with strategic online collaborations, they multiply their professional opportunities and solidify a digital identity as valuable as their artwork.
Propuesta de Plan de Comunicación Integral para el GAD Parroquial de Ricaurte, Cantón Cuenca
(Universidad de Cuenca, 2025-08-05) Carrión Quizhpi, Amanda de los Ángeles; Zeas Bustamante, Freddy Xavier
This investigation focused on the elaboration of a Communication Plan Proposal for the Parochial GAD of Ricaurte of the Cuenca Canton. It was carried out using a qualitative-quantitative methodology, which is based on the application of in-depth interviews, focus group, non-participant observation and the external survey. For this reason, it was possible to demonstrate the low management of communication inside and outside the institution, since according to the information obtained from the interviews carried out with the president of the current administration, Ing. Josué Bravo and the representative of the Communication and Talent Unit Human, Lcdo. Luis Arévalo, there were some negative aspects that according to Daniel Barredo (2017), the author chosen as the basis for this research, are fundamental for the correct development of the processes or activities of a public or private institution. The above, together with the information collected through the application of the other tools mentioned, helped the diagnosis of the institution in communication aspects, which allowed the implementation of the proposal for the Comprehensive Communication Plan, following the line proposed by Andrés Aljure Saab (2015 ).
Comunicación política: análisis de contenido de la segunda temporada del programa de TV El Bunker
(Universidad de Cuenca, 2025-07-18) Guzmán Orellana, Jordy Michael; Ortiz Vizuete, Fernando Herminio
The present work carried out a Content Analysis of the Television Program (also has an online format) entitled El Bunker. Said program deals with Political Communication contents and up to the date of carrying out this investigation it has two seasons on the air. Its second season was broadcast for Ecuador on Radio y Televisión Unidas (RTU) and on the web portal www.elbunkercp.com. It is worth mentioning that said web domain was absorbed by www.cumbre.online starting this year. The motivation to carry out a Content Analysis responds to the need to obtain knowledge of Political Communication and thus understand this branch of Communication from the perspective of Expert Professionals specialized in the different areas of COMPOL (Political Communication) who support their words through what made in the field work. It is important that these professionals do not neglect the theoretical and academic part of Communication, providing definitions of each topic presented. The research is made up of three chapters: The first, provides a context of conceptual references to understand how the field of study (COMPOL) and other elements of Communication (Channel, message) converge; The second consists of the methodological application that allows obtaining the required knowledge through the Content Analysis of the twelve programs of the Second Season of El Bunker; Finally, the results are presented with their conclusions and recommendations of the work carried out.

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