This work is based on the Theory of Uses and Gratifications and its application in the digital age, specifically to networks. It was born from the consideration of this theory being applied to traditional media, however ...

The current management of traditional media has undergone several structural changes in relation to the time they were created, in addition to the arrival of new technologies that facilitated their use. Currently, radio ...

This study aims to analyze how political jingles are integrated into political campaign strategies and their close relationship with popular music. The focus of the research is on the sectional elections of Ecuador in 2023, ...

This degree project proposes to make use of educommunication and digital literacy through participatory workshops and trainings that allow the use of different strategies and tools in the inhabitants of the parish El Retiro ...

Our work applies to the modality of investigative titling, which is based on an evaluation process in the car dealerships of FORD and SUZUKI in the city of Machala, in order to analyze BTL advertising communication strategies ...

This research work aims to develop a comprehensive guide to sponsorship and patronage for a non-profit organization, third sector, forming links with companies through social responsibility. In the first instance, the ...

The main means of social interaction today are social networks, that is, we are facing a much more digitized society than in other times, this can be seen in the culture of the population, practices and customs, as well ...

Brand image is an important element to project the activity performed within a certain area and must have fundamental characteristics such as being functional, understandable and aesthetic so that the target audience can ...

At present, visual identity has managed to be recognized as an elementary factor of an organization and be an of and be a communication tool of differentiation, considering that we are in a more globalized context and ...

This research analyzes the communication tools used to manage the social media accounts of Centro de Educación Continua by Universidad Técnica de Machala, from March 29th until April 2nd, 2021; days when it was triggered, ...