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- ÍtemAcceso AbiertoEl acercamiento de las audiencias a través de un Programa de Denuncias en la Televisión Cuencana(Universidad Católica de Cuenca., 2015) Cabrera Bernal, Adán Marcelo; Cordero Coellar, Edgar Vicente; 0104925250In order to make available to the public Cuenca television program, that allows for reporting of problems and to express the community's strengths, this paper entitled "THE APPROACH OF THE HEARING THROUGH A PROGRAM COMPLAINTS ON TELEVISION CUENCA " in which it is stated the theoretical foundation and practice of a television program focused on the community.
- ÍtemAcceso AbiertoAnálisis de contenidos en medios digitales de la ciudad de Pasaje de octubre a diciembre del 2021 durante la pandemia(Universidad Católica de Cuenca., 2023) Brito Ayala, María Paulette; Valverde Lojano, Carlos; 0750619496This article analyzes digital media content in Pasaje city during the pandemic from October to December 2021. In this context, it compiles information from four radio stations: Emperatriz, Jubones, La Voz de El Oro, and La Voz del Pueblo, and those published in the stations' different digital media. The problem addressed by this research is the need for more data on the contents of radio stations broadcast during the pandemic, so the aim is to compile such information. The article uses a mixed methodology, and its techniques are observation, and in-depth interviews, complemented by surveys. The participants in this research are the inhabitants of Pasaje as primary sources that testify to the object of study of this investigation, the media journalists and experts in the area. The research concluded that radio has a high percentage of credibility and trust by the inhabitants of Pasaje and La Voz de El Oro is the one that published the most content related to the pandemic; the data also revealed that this radio station is the most listened to by Pasaje inhabitants.
- ÍtemSolo MetadatosAnálisis de la campaña ¨Dar una mano sin dar la mano digital¨en las plataformas Twitter, Facebook e Instagram(Universidad Católica de Cuenca., 2022) Andrés Sebastián, Muñoz Morales; Cordero, Edgar; 1712353125Digital communication has acquired great importance due to the use of new information technologies, especially in recent years (Portugal, 2012). Thus, this research will focus on the analysis of both the contents and results of the "Give a Digital Hand" campaign as an institutional digital communication strategy based on a public-private alliance to raise funds for the benefit of low income children, who were affected by the Covid-19 pandemic as well as the lack of educational support from the Ministry of Economics and Social Inclusion (MIES, in Spanish). The objective of the campaign was to fill the institutional gap and provide the required support with the delivery of Tablet and data plans to 2000 families in Ecuador. For this research, the methods of observation, semi-structured, and in-depth interviews with the directors of the campaign and allied institutions, as well as expert consultants in the field of digital and institutional communication were used.
- ÍtemAcceso AbiertoANÁLISIS DE LA CONCIENCIA DE MARCA DE LA UNIVERSIDAD CATÓLICA DE CUENCA EN INSTAGRAM(Universidad Católica de Cuenca., 2023) Novillo Morales, René Alfonso; Cordero Coellar, Edgar Vicente; 0106785348Brand awareness research is the degree of recognition consumers have for a specific brand. This research analyzes the social network Instagram as an object of study to determine the state of brand awareness of the Catholic University of Cuenca, using qualitative and quantitative analysis. The first survey was conducted to consult a person's mental associations when listening to the university’s name. Thanks to this compilation, a word cloud was created that can be used to create a content schedule focused on reinforcing the favorable terms and changing the negative ones. In the quantitative analysis, the behavior of metrics on Instagram was studied from a statistical point of view. The research focused on measuring whether there is a positive correlation between likes and the reach of a publication. Using Excel pivot tables, the average monthly space was analyzed to relate it to the number of posts per month; with this analogy, it was understood how the number of posts published affects the reach. This research concluded that the brand is handled positively because there is a more significant number of mental associations, and the average monthly reach grew during the range of time analyzed. Thanks to this, it is possible to use this communication channel to reinforce brand awareness and maintain a strong positioning against other universities.
- ÍtemDesconocidoAnálisis de la difusión del deporte amateur en los programas deportivos de las radioemisoras en la amplitud modulada de Cuenca(Universidad Católica de Cuenca., 2021) Coello Rojas, Juan Cristóbal; Argudo Palomeque, Fabián Vladimir; 0105945901This research work ''Analysis of the dissemination of amateur sports in the sports programs of the radio stations in amplitude modulated in Cuenca'' aims at investigating what is related to its beginnings within the communication in the city. The growth has had and generates general radiography of how this branch of journalism is nowadays. To carry out this research work, the qualitative method was used, with the techniques to collect data with interviews and testimonies of professionals dedicated to sports journalism, in addition to expanding some concepts issued by researchers, journalists, and teachers.Sports communication has existed since human beings discovered the game and with it the competition, becoming in these times as the favorite information of the public. Despite the growing interest in political, social, and economic issues, the sport remains a favorite.Sports federations recognize the categoryof amateur to differentiate it from competitions in which only professionals play. To this amateur category belong most of the sports activities that are performed regularly, and their organizations are officially recognized as sports entities, which implies a series of advantages among which sports insurance, which covers any accident that may affect the athlete while exercising his or her activity, stands out.Amateur sport is that practiced on a non-profit basis that is why those who practice it are also called amateurs because they do not use the sports activity as a means of earning a living.
- ÍtemDesconocidoAnálisis de la ética en el periodismo digital en la red social Facebook de Unión tv. Radio la voz del Tomebamba y diario el Mercurio.(Universidad Católica de Cuenca., 2019) Gutierrez Suqui, Anais Carolina; Cordero Coellar, Edgar Vicente; 0150054492The present investigation intends to analyze the ethics in Digital Journalism in the social network Facebook of the media of greater coverage and scope of Cuenca. The new digital environment in which journalistic activity takes place requires ethical norms adapted to the new space. For this reason, it is necessary to carry out a study that generates a guide for journalists in the digital age regarding the ethical management of the informative contents that are disseminated on the web. The use of Facebook as a means to publicize the information immediately has become a double-edged sword for communicators. So, if on the one hand this cyberspace tool favors a greater dissemination of information, on the other hand, the rush to multiply the news and deliver it instantly affects the quality and veracity of the same.
- ÍtemDesconocidoAnálisis de la ética en el periodismo digital en los diarios Extra y El Comercio.(Universidad Católica de Cuenca., 2023) Guartán Duchitanga, Edinson Javier; Cordero Coellar, Edgar Vicente; 0706071420This is a qualitative, ethnographic, descriptive, and bibliographical research. This scientific article intends to contribute and propose information on the ethical treatment of event information (red chronicle) in the media: El Extra and El Comercio, in its digital version. Two media with national coverage and located in Guayaquil and Quito, respectively. In this research, the main theoretical references on ethics are detailed, such as the assumptions related to veracity, verification, diversity, and contrast of sources, among other notions of the journalistic profession. It details, analyzes, and infers the criteria of journalism students at the Catholic University of Cuenca regarding the approach to information, as well as the criteria of experts with data based on the technique of observation of the topics and informative content. A scope is sought to understand the analysis and contribution of this type of information in the construction of the criterion of public opinion, goal, and fundamental pillar of the contribution of journalism in contemporary society.
- ÍtemAcceso AbiertoAnálisis de la evolución de las transmisiones deportivas a través de streaming, caso LigaPro(Universidad Católica de Cuenca., 2023) Peña Amoroso, Nicolás Julián; Argudo Palomeque, Vladimir; 0105942684This qualitative research aims to analyze the evolution of sports broadcasts through streaming: “LigaPro” study case, as well as knowing the events developed as a result of the implementation of football broadcasts since the origin of the so-called “LigaPro” in Ecuador. Streaming, in the context of technology and digital entertainment, refers to the real-time transmission of multimedia content, such as videos, music, or games, over the Internet. Instead of downloading all the content before it can be consumed, as was done before, streaming allows users to access and enjoy the content while the transmission occurs. At first, a scientific literature review was used to explore what has been written on the topic, which helped the understanding and focus on the topic of study. In addition, observation was applied, which made it possible to describe some of the applications and tools to detail their use. Analyzing certain characteristics of sports broadcasts through streaming with semi-structured interviews with experts was attempted. For example, the fact that content is sent in small fragments called “packets” played on the user’s device as they arrive allows for continuous and smooth playback without waiting for it to download completely. Additionally, streaming is often supported by high-capacity servers that can handle multiple simultaneous connections. Streaming has become a fundamental part of how we consume media today, promoting a variety of platforms and services.
- ÍtemSolo MetadatosAnálisis de la evolución del periodismo deportivo cuencano hacia la digitalización como concsecuencia de la pandemia covid 19(Universidad Católica de Cuenca., 2022) Barrera Neira, Johnny Renato; Ochoa Ochoa, Ramiro; 0107408478This article is research related to the evolution experienced by the sports journalism of Cuenca towards digitalization, as a result of the Covid 19 Pandemic. Its objective was to know how sports journalists in the capital of the Azuay region had to adapt to new prevailing technological tools. In addition, it shows the situation in which sports journalism from Cuenca develops on digital platforms and social networks. The methodology applied in the research was qualitative, to explain how sports communicators used digitization in times of pandemic; descriptive to choose concepts and experiences; literature review to learn more deeply, what experts say about this topic or problem and observation of the management of digitization in the media in Cuenca. Interviews were applied, including sports journalists and experts in digital communication.
- ÍtemSolo MetadatosAnálisis de la influencia del periodismo ciudadano o participativo en los medios digitales de Cuenca(Universidad Católica de Cuenca., 2022) Calle Guamán, Lisseth Priscila; Illescas Reinoso, Diego Vicente; 0105910251This scientific article is qualitative research that analyzes the influence of citizen or participatory journalism in the digital media of Cuenca to achieve the objectives and contribute with information on what is considered citizen journalism. The data was collected through observation, semi-structured, and in-depth interviews with journalists and professors in the communication area. Some authors consider that "citizen journalism' changes people into citizens and society members into information issuers. This is thanks to technology, since anyone who has an internet connection on their smartphone and witnesses an event, fact or news, and uploads it to social networks, becomes a spokesperson so that the journalist can continue their work. Today, in a new communication ecosystem, audiences are vital players in information distribution; and digital media, with the help of social networks, has become the main channel through which information is broadcast.
- ÍtemAcceso AbiertoAnálisis de la interactividad de los contenidos periodísticos de los diarios cuencanos en Facebook(Universidad Católica de Cuenca., 2019) Vivar Guanga, Juan Andrés; Cordero Coellar, Edgar Vicente; 0107596280With the rise of social networks, newspapers have prioritized the use of these new communication platforms as a means to interact with internet users. It is interesting to know the participation generated by the content in the followers. The axes of this research are oriented in two directions: one has to do with the use of content by newspapers and the other on the interactivity of users. Observation technique was applied to obtain data referring to the published type of content and its interactivity included as “likes”, “comments” and “sharing”, during the election campaign of sectional elections which took place on February 5 and ended on March 21, 2019. Therefore, the article focuses on analyzing the level of interactivity of the journalistic contents in El Mercurio and El Tiempo newspapers on Facebook.
- ÍtemAcceso AbiertoAnálisis De La Memética En El Mundial De Fútbol Qatar 2022: Caso Selección Del Ecuador.(Universidad Católica de Cuenca., 2023) Garnica Ortuño, Jorge Sebastián; Illescas Reinoso, Diego; 0105180293This scientific article aims to analyze memetics in the Qatar 2022 World Cup, considering the material related to the Ecuador national team as a case study, by collecting information through observation and using different types of interviews with experts and specialists in communication and memetics. This research is qualitative, ethnographic, descriptive, and bibliographic. In the new era of communication, the Internet and social networks have become a medium prone to creating new communication strategies — such as memes— leading the way of communicating to a different level. This perspective was adapted by several media in Ecuador, and several of these strategies were used to communicate information related to the participation of the Ecuador national team in the Qatar 2022 World Cup. This paper analyzes the influence, reaction, and interaction caused by the informative meme in the network content consumers, using informative material related to the participation of the Ecuador national team in the World Cup Qatar 2022. It also tries to know whether memes contribute to communication with a good purpose or are simply humorous resources.
- ÍtemAcceso AbiertoAnálisis de la producción de noticias de los medios de comunicación cuencanos en la red social Tik-tok(Universidad Católica de Cuenca., 2023) Cuji Vásquez, Franklin Patricio; Cordero Coellar, Edgar Vicente; 1753263993This is a qualitative, descriptive, and literature review research, which aims to contribute and propose information on the production of news of the media "El Mercurio," "La Voz Del Tomebamba," and "Unsión TV" within the social network TikTok in Cuenca through the collection of information using the observation method and semi-structured interviews with specialists in digital communication and social network areas. The social network TikTok is a recent platform in communication and journalism; these spaces are usually labeled only as entertainment and irrelevant content. However, the audience prefers spaces with which it identifies, so the media must produce news to reach that audience without losing journalistic and ethical qualities. For communication professionals, it is essential to analyze this type of content in the media in Cuenca to find out if it provides information and seeks specific adaptation for TikTok.
- ÍtemSolo MetadatosAnálisis de la red social instagram como herramienta de promoción en emprendimentos de Zaruma(Universidad Católica de Cuenca., 2023) Romero Valarezo, Daymar Elena; Illescas Reinoso, Diego; 1753263993This qualitative research aims to analyze the use and management of the tools of the social network Instagram used to promote Zaruma's businesses. The application of research techniques such as observation, semi-structured interviews, and in-depth interviews allowed the analysis of this social network and the application of digital communication strategies that improved the communicative processes and use in the promotion of companies. Instagram has gained strength in recent years in the digital world, where many followers, national and international brands are added every day, and so, many entrepreneurships are on this social network. As a digital marketing tool, social media aims to spread a brand, service, or product through social networks, websites, and virtual worlds, so Instagram is part of these digital processes that use its tools to achieve this goal.
- ÍtemAcceso AbiertoAnálisis de la representación de la mujer en los medios de comunicación Telerama, Academia Tv y Radio Canela(Universidad Católica de Cuenca., 2022) Morales Moscoso, Doménica Graciela; Illescas Reinoso, Diego Vicente; 0150933208This qualitative research aims to highlight a long-standing concern about how women have been wrongly and unfairly exposed in public. It also intends to encourage new generations of journalists to question themselves about how women have been represented in the media over time. Although there have been several changes regarding the role of women in the media, such asthe fact that they are allowed to be hosts or announcers, this does not mean that their role reflects how women really are and how far we still have to go as a society to ensure that women are included in all spheres of the media. It is essential to consider that the world is in a constant process of learning and evolving about the role of women in society. Thus, this is why it is crucial to write this type of article in which, through observation techniques, interviews, and bibliographical collection, we can contribute to creating a better communicational product.
- ÍtemAcceso AbiertoAnálisis de la temática informativa en tres medios digitales de Cuenca(Universidad Católica de Cuenca., 2024) Campoverde Loja, Juan Fernando; Coronel Crespo, Pedro José; Cordero, Édgar; 0107587560; 0105501589This research focuses on the analysis of the informational themes of three digital media in Cuenca, in order to propose, describe, and substantiate the recurring themes that are presented daily to the public. This analysis is based on qualitative and ethnographic research that uses observation as a technique. The methodological techniques allowed us to identify the preference of these media for the treatment of information on events and the minimum attention that issues related to health, culture, education, among others are given to. Furtheremore, it is evident that the dissemination of crime report generates greater monetization in relation to other types of information, which damages knowledge of other social facts. Therefore, it is essential to return to an agenda and planning from the media to improve the contribution to the formation of public opinion.
- ÍtemSolo MetadatosAnálisis de las artes como medio de comunicación, promoción y difusión cultural(Universidad Católica de Cuenca., 2023) Pesántez Calle, Manolo Sebastián; Argudo Palomeque, Fabián Vladimir; 0150350346This research is qualitative, ethnographic, descriptive, and bibliographic. Through this scientific article, it is intended to contribute and propose information on the arts as a means Of communication, promotion, and cultural diffusion, using the collection of information through the observation method, semi-structured interviews with specialists and artists in the area Of communication, culture, and arts in the cities Of I-Oja and Cuenca, main centers of artistic and cultural issues in the country. The arts, since ancient times, have become a way of communicating and expressing ideas in different ways, as well as showing another side of cities and people strikingly through a specific time and space based on the population 's needs and trends. As future communication professionals, it is crucial to analyze the lack of dissemination Of the arts from different points Of view with experts in the field who can answer the problem to corroborate it and 100k for a solution that can help those involved in the area to make more people aware Of the events they carry out and their purpose.
- ÍtemAcceso AbiertoAnálisis de las características, cualidades y estereotipos de un presentador de entretenimiento de la televisión en Cuenca(Universidad Católica de Cuenca., 2020) Castillo Guerrero, Gabriela de los Ángeles; Illescas Reinoso, Diego; 0107128597The main goal of this research is to analyze the characteristics, qualities and stereotypes of a TV entertainer in Cuenca, the role of TV entertainers as a key factor in the overall success or failure of any TV show. Therefore, considering and analyzing their figure is an aspect that all television networks should be aware of. Focusing on entertainment categories, the current research provides an in-depth study of the entertainer. Using a qualitative methodology based on literature reviews, interviews with current prime time contest hosts to establish the essential qualities and standards of entertainers in today's national TV in Cuenca.
- ÍtemSolo MetadatosAnálisis de las caricaturas durante el paro de octubre de 2019 en los diarios del Tiempo y el Mercurio de Cuenca(Universidad Católica de Cuenca., 2020) Álvarez Santacruz, Paúl Alexander; Ochoa Ochoa, Ramiro; 0104996996This research work considered the historical context of the political cartoons in the printed media of Cuenca, starting from the problem: What is the message of the analysis of the political caricature regarding the unemployment between October 2 and 11, 2019 in the newspapers “El Mercurio” and “El Tiempo”? The objective was to chronologically analyze the political cartoons about the October strike between October 2nd and 11, 2019. The media that have been taken into account in this study, have been cataloged as the most important in the city. The methodology applied was the qualitative approach and content analysis. The technique used to collect the information: journalistic genres, physical and digital documentary review, analysis of the copies from Wednesday, October 2nd to Friday, October 11th, as well as interviews with experts. The research reflected that the space in the editorial section where the cartoons appear in the newspaper El Mercurio, a private newspaper, tried to manage independence in the situation, published 100% of the cartoons of the 10 days of analysis, while the newspaper El Tiempo, a public newspaper, had a direction in favor of the government of the day and published only 20% of the cartoons in the 10 days of research analysis.
- ÍtemSolo MetadatosAnálisis de las estrategias en marketing con influencers para impulsar la marca en facebook, twitter e instagram(Universidad Católica de Cuenca., 2022) Reino Jara, José Paúl; 0105924278This research aimed to analyze the impact of influencers on the brand positioning of the organization Voluntarios en Acción Azuay on Facebook, Twitter, and Instagram; also, know the movement of this company on the networks. The strategic management observation for positioning in social networks was expanded with the analysis and concepts of experts in the field, including marketing managers of local companies. The interviewed experts recommended starting with a well-structured communication plan, identifying the objective to be given the highest priority when developing strategies in social networks. It has to be channeled through a funnel where we can identify the target audience, the method to communicate, and which places the company wants to reach, among others—generating a plan and a schedule of how the strategy will be developed with influencers and the posts.