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Examinando Periodismo por Autor "Andrés Sebastián, Muñoz Morales"
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- 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.