Trabajos de Titulación - Periodismo
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/15
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Ítem Acceso Abierto Propuesta de estudio de sintonía y recepción de gustos y preferencias de las radios FM en Cuenca(Universidad Católica de Cuenca., 2024) Gallegos Mendieta, Jorge Efrén; Cordero Coellar , Edgar Vicente; 0102256419This is a qualitative, ethnographic, descriptive and bibliographic research used to propose a study of tuning and reception of tastes and preferences of Frequency Modulation (FM) radio stations in Cuenca. In turn, developing statistics for the media to make changes in their programming grids and contents. The research was done with a literature review based on the existing bibliography and the history of the different tuning studies to nurture the knowledge and strengthen the topic. Interviews were then conducted with media owners, directors, and businessmen who performed these studies and contributed to their improvement, as well as with expert communication teachers, to carry out the proposal's diagnosis. Finally, surveys were used to collect information directly from the listener. Data was tabulated and the results were obtained with the use of statistical formulas.Ítem Acceso Abierto Los influencers como gestores del marketing digital en las empresas cuencanas(Universidad Católica de Cuenca., 2024) Freire Ramírez, Darío Javier; Argudo Palomeque , Fabián Vladimir; 0705965671This study focuses on the crucial role of influencers in digital marketing in Cuenca. It examines in detail their collaboration with local companies, evaluates their effectiveness in promoting products and services, highlights the evolution of digital marketing in Cuenca, and emphasizes the critical role of influencers in brand building and interaction with digital audiences. The analysis delves into consumers' perception of influencer recommendations, assessing their impact on purchasing decisions and brand identity building in the digital market. The study identifies successful collaborations, revealing key elements for success and addressing the challenges influencers and companies face. It also explores the metrics used to measure the impact of campaigns and emphasizes the importance of authenticity in these collaborations. In addition to providing detailed analysis, the study anticipates future directions and areas for improvement to strengthen collaboration between influencers and local companies. It offers a deeper understanding of how influencers can drive business growth in Cuenca’s specific digital environment. It points out strategic ways for the continued development of this relationship in the digital age.Ítem Acceso Abierto Propuesta de un plan de comunicación estratégico para impulsar un microemprendimiento(Universidad Católica de Cuenca., 2024) Guachisaca Saca, Juliana Marisol; Ochoca Ochoa, Ramiro Bolivar; 1950112688This research is related to the importance of managing organizational communication strategies to enhance the image and level of sales in the “Virgen del Carmen” Producers Association (Asoprovir by its acronym in Spanish) belonging to the Chapintza community in Zamora Chinchipe province. Its general objective was to propose a strategic communication plan to promote this microenterprise operated by members of 14 families from the Chapintza community. The survey conducted among consumers in the area justified this initiative because most of them indicated the necessity of implementing a communication plan focused on content analysis and the use of appropriate channels and tools by the communication department to keep them informed and engaged with their target audiences. The methodology used in this study involved a literature review to learn what communication experts say about strategic communication techniques and the administration of surveys to product consumers. Semi-structured interviews were also conducted with cantonal and provincial authorities, and interviews with experts who validated the research project. This work also includes a document containing the strategies, actions, channels, communication tools, and the budget for implementing the communication plan.Ítem Acceso Abierto Análisis 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.Ítem Acceso Abierto Producción de un libro fotográfico de artesanías del cantón Sígsig.(Universidad Católica de Cuenca., 2024) Ortega Loja, Johnn Jairo; Valverde Lojano, Carlos; 0106095995A photograph is worth more than one imagines. It allows us to express and demonstrate the reality of our surroundings to keep memories, moments, and emotions of yesterday and today. It will enable new generations to recreate events and experiences. This photographic book aims to exalt the masters of ancestral and hereditary art in different parts of Ecuador. However, this research focuses on the arts of the canton of Sigsig, highlighting the talent of admirable characters in this sector. Unfortunately, many artisans have disappeared over time due to rigorous changes in society and the social behavior adopted by the new generations, influenced by globalization, the rise of the technological era, and adaptation to it. In this context, the small number of artisans still preserving the trade remains to be determined. They fear being replaced by industrialization and becoming the last generation of artisans with a legacy and trajectory likely to be forgotten.Ítem Acceso Abierto Análisis 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.Ítem Acceso Abierto Propuesta de creación de un medio de comunicación digital informativo para redes sociales en Paute(Universidad Católica de Cuenca., 2023) Saguay Cabrera, Henry David; Cordero Coellar, Edgar Vicente; 0105899553This qualitative study aims to create informative digital media for social networks in Paute. For the implementation of this project, methods and techniques such as observation, surveys, and interviews were applied to build a compelling proposal to meet the needs of audiences and ensure access to information framed in the principles of professional practice. Digital media are platforms that use technologies like the Internet to disseminate information, news, entertainment, and other content to an online audience. Social networks provide an interactive environment where people can share and discuss news, opinions, and events. These digital media have become a fundamental part of many people's daily lives and have transformed how they access information and connect with the world.Ítem Acceso Abierto Análisis del tratamiento informativo sobre el caso de María Belén Bernal(Universidad Católica de Cuenca., 2023) Bravo Rivera, Dayanna Michelle; Cordero Coellar , Edgar; 0106140064This research employs a qualitative and virtual ethnographic approach to examine how information related to María Belén Bernal's case has been managed in digital media such as Teleamazonas, El Universo, and La Posta. As a central public interest figure, María Belén Bernal has generated constant debate in the digital media sphere. Content analysis investigated how these media have addressed and presented the events related to the case, including details, perspectives, and approaches. It seeks to understand the construction of narratives, the selection of sources, the representation of the actors involved, and the impact. The findings of this research will provide critical insight into how digital media influences the perception and understanding of controversial events. Furthermore, it will contribute to understanding media ethics and responsibility in covering high-profile legal cases in the digital era.Ítem Acceso Abierto Propuesta de un plan de comunicación y marketing estratégico para empresas privadas en Cuenca(Universidad Católica de Cuenca., 2023) Sánchez Álvarez, Francis Milena; Illescas Reinoso, Diego; 010757915This research is qualitative, descriptive, and bibliographic in nature. It aims to design a strategic communication and marketing plan for Cuenca private companies focusing on improving their visibility in the local market and increasing their competitiveness. A strategic communication plan is a program that seeks to coordinate all communication actions —internal and external— of a company. This plan includes specific objectives the company tries to achieve in the short, medium, and long term. A scientific literature review was conducted to build a theoretical axis to support this research. The observation of the company was used as a case model to describe communicative actions in digital and traditional media and to visualize the strategies applied. In addition, in-depth interviews were performed with experts to understand the proper execution of a communication and marketing plan and propose new strategies to enhance companies' visibility in Cuenca.Ítem Acceso Abierto La influencia de la inteligencia artifical en el periodismo. Uso de herramientas y aplicaciones(Universidad Católica de Cuenca., 2023) Palacios Tapia, Ana Gabriela; Illescas Reinoso, Diego; 0106502842This qualitative research aims to analyze the influence of Artificial Intelligence (AI) in journalism, and describe the use of some tools and applications. Artificial Intelligence is a technology with a great transforming capacity increasingly used as a work tool. This research attempts to understand what AI involves to develop the skills to understand, explain, and discuss its implications and possibilities in journalism. Initially, a review of scientific literature was used to explore what has been written on the subject, which is helpful in understanding and focusing on the topic of study. In addition, observation was applied, enabling the description of various applications and tools to elaborate on their use. The in-depth interviews provided an analysis from the experts' perspective regarding how Artificial Intelligence is employed in the implementation of systems for generating informative products based on data and algorithms. This includes automating the writing of texts with a novel narrative approach and facilitating the composition of journalistic pieces with predictable structures and formulas, which are sufficient for repetitive events of routine coverage.Ítem Solo Metadatos Producción de una revista digital para promover la cultura y las artes en Cuenca(Universidad Católica de Cuenca., 2023) Paucar Morocho, Tamara Isabel; Illescas Reinoso, Diego; 0106925100This research is qualitative, with the primary objective of producing a digital magazine to promote Cuenca's culture and arts. For this investigation, information collection techniques such as observation, semi-structured interviews, and in-depth interviews were applied to experts knowledgeable in the proposed topic. Currently, digital communication is a process of information exchange that occurs through electronic and digital media. This type of communication can be accomplished through different platforms, such as digital magazines, social networks, and instant messaging. Unlike traditional communication, digital communication permits a two-way process; therefore, interacting and receiving an immediate response is possible. A digital magazine is a powerful tool that enables reaching a worldwide audience, leveraging technology to enrich the reader's experience, facilitating content dissemination, and adapting to the shifting needs of the digital world. Its importance lies in its ability to combine the tradition of magazines with the advantages and possibilities offered by the digital era.Ítem Acceso Abierto Análisis del manejo de tik tok en el desarrollo de marketing digital en empresas cuencanas(Universidad Católica de Cuenca., 2023) León Siguencia, Mayra Jazmín; Illescas Reinoso, Diego; 0302303748This qualitative research aims to analyze the management of the social network Tik Tok in enterprises from Cuenca. The rapid growth of Tik Tok has led to the daily addition of a considerable number of users and, with them, well-known brands, turning this network into a tool for the development of digital marketing. The application of research techniques such as observation, semi structured interviews, and in-depth interviews has permitted the analysis of this social network and the application of digital communication strategies that improved the communication processes for the promotion of enterprises. Tik Tok provides segmentation and analysis tools that let brands identify and target specific groups of people through more precise and effective marketing strategies, contributing to achieving visibility, generating interaction, and significant results in digital marketing. Presenting a predominantly young user base offers brands to connect with a generation of potential consumers that will generate long-term loyalty.Ítem Solo Metadatos Análisis de las radios online universitarias de cuenca, como instrumento de estrategia comunicativa académica(Universidad Católica de Cuenca., 2023) Cajamarca Moposita, Bryan Geovanny; Cordero, Edgar; 0106244601This research is qualitative, ethnographic, descriptive, and bibliographic. This scientific article is intended to contribute and propose information about Online University Radios in Cuenca by collecting information and the observation method, interviews with experts of university radio, and directors of the four online university radios. Digital platforms in the current era have become a tool for academic, technical, and professional preparation of students in communication careers; however, in some institutions, programming, pre-professional practices, and technical equipment are not the same due to low budget and poor plan structure for students to carry out activities learned in the classroom. For future communication professionals, it is important to analyze how internships contribute to the student’s professional training.Ítem Acceso Abierto Análisis 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.Ítem Acceso Abierto Análisis 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.Ítem Solo Metadatos Análisis 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.Ítem Acceso Abierto Análisis 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.Ítem Solo Metadatos Propuesta de creación de una agencia de noticias digitales en Cuenca(Universidad Católica de Cuenca., 2021) Pulgarín Prado, Mónica Yadira; Illescas Reinoso, Diego Vicente; 0106979214This descriptive-qualitative research aims to contribute and propose the necessary theory for the creation of a digital news agency for Cuenca through the collection of information based on structured interviews with experts in digital communication, semi-structured interviews with local digital journalists, and non-participant observations to international news agencies. A paramount element is a digital communication, defined as the exchange of information and knowledge using the available digital tools made available by research and technological development. The constant changes in technologies make digital communication allow the journalist to evolve and create stories using elements such as multimedia, text, and audio.Ítem Acceso Abierto Página web periodística para promocionar el turismo comunitario en la parroquia Taday(Universidad Católica de Cuenca., 2020) Cumbe Sacta, Édgar Marcelo; Cordero, Édgar; 0302626522For decades the relationship between tourism, journalism, culture, and development is mentioned in articles, books, and publications from various perspectives. The acceptation of Cultural Tourism has become, improvised and hastily, in the practical concretion of all the theoretical disquisitions, it has a wide literature and infinity of associations and entities that, with greater or lesser fortune, run through a wide field of action, imprecise at times and extremely specific at others. This acceptance of Cultural Tourism as the absolute sum of the compendium of relationships between tourism, culture, and development can be considered, in any case, as restrictive of the potentialities that the interaction between these three areas implies and as risky, also, due to a certain elitist style. The practical application of the so-called Cultural Tourism has not gone beyond, in most cases, a small selective portion of a large tourist market, which already has certain cultural contents globally, but not in the context of what some define as Culture. For this reason, the importance of its study and application in the practical context to improve the tourist conditions of excluded sectors within the framework of the promotion of their scenic wealth and intangible heritage, perhaps because they are far from the metropolis and located in rural areas, such as the parish of Taday, in the Azogues canton, which has the potential treasure of the so-called community tourism. Little diffused tourist value, in a world marked by accelerated connectivity and social presence in cyberspace. Communication and digital journalism are one of those expressions with a preponderant role in contemporary society, and even more relevant in the post-pandemic era as it has become one of the main connection mechanisms between human beings on a global scale. The use of tools and applications on the Internet reinforced the importance and importance of the exercise of digital journalism. This evolution is a new expression of journalism, focused specifically on the new Information and Communication Technologies, and its manifestation in 4 digital environments - media and social networks - one of the best and complete expressions of journalism are reflected in a digital magazine that allows the storage and analysis of information, as well as the promotion and dissemination of cultural and tourist activities in a community.Ítem Solo Metadatos Análisis del impacto de la comunicación ambiental en el entorno del sistema hidroeléctrico del Azuay: Caso de estudio Complejo Hidroeléctrico Paute integral(Universidad Católica de Cuenca., 2020) Guazhambo Loja, Jhon Paul; Bonilla Macas, Jorge Gilberto; 0105869259The purpose of this research is to analyze the treatment of environmental communication in the context of hydroelectric generation projects, specifically in the Paute Integral Hydroelectric Complex. In any hydroelectric project construction process, the role of internal and external communication is transcendental. The problem we pose is to identify if the communication policy of the Corporación Eléctrica del Ecuador values the treatment of the environmental impact generated by the production of nature-friendly energy. The research method is of a qualitative nature within the descriptive type of research. The applied techniques are the bibliographic review, field observation and expert interviews. The research aims to identify whether there are environmental communication strategies inside and outside the hydroelectric project. The management of natural resources requires an environmental communication policy.
