Comunicación Social

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/60

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Now showing 1 - 14 of 14

El Megáfono: nueva imagen corporativa del medio de comunicación La Coima
Rodríguez-Parra, Lady Marcela; Zambrano-Cruz, Oscar Javier
This degree project has as its main objective the creation of the corporate identity of the media outlet La Coima, with a focus on its presence on digital platforms and media. It began with an exhaustive analysis of how the public and stakeholders currently perceive the image of La Coima, identifying its strengths, weaknesses, opportunities and threats. Subsequently, a detailed evaluation of the results was carried out, analyzing each aspect of the image and corporate identity. This study will serve as a basis for the development of a corporate image and identity manual that will include specific guidelines and regulations for the correct use of the image in different contexts and digital platforms. The new corporate image not only aims to update and modernize the visual perception of La Coima, but also to reinforce its identity and consolidate its presence in the digital sphere, improving its communication and relationship with the target audience.
Same Gender: la nueva categoría que rompe con los roles de género y la desigualdad en la danza
Higuera-Rodriguez, Claudia Patricia; Pedraza-Martinez, Luisa Fernanda; Zambrano-Cruz, Óscar Javier
This research-creation work analyzes the Same Gender, a new category in salsa and bachata, exploring how the inclusion of same-sex-gender couples in artistic competitions and presentations is redefining gender dynamics in dance by questioning the stereotypes imposed by society on gender roles on stage. In addition, the effects that this category generates on the self-identity of artists and the dance guild are observed, making visible how dance in same-sex-gender couples seeks to normalize sexual and gender diversity by confronting the heteronormative ones that characterize dance since its inception. As a result of the research, an audiovisual report with a focus on mobile journalism was produced entitled "Same Gender: Road to Inclusion", which seeks to publicize the ignorance and almost non-existent record that exists about gender roles in dance, by the hand of one of the pioneers of the same in Colombia, also proposes a conceptualization of the term Same Gender strengthening the visibility and recognition of all gender identities in the artistic field and thus promote a more inclusive environment in the artistic field. the world of dance.
Masculinidades: Permanencias, cambios y transformaciones
Forero-García, Luis David; Bohórquez, Martha
The main objective of this research is to raise awareness among university students of the Social Communication Program of the last semesters of the Universitaria agustiniana Uniagustiniana on the topic of masculinities. To achieve this, various aspects related to masculinity's social construction, its impact on society, and the importance of promoting an inclusive and equitable gender perspective in communication are addressed.
Diseño de estrategia de comunicación 360° para la Fundación Integral para el Cuidado del Adulto Mayor “ALOIS”.
Pachón-Sánchez, Daniel Steban; Avendaño-Tocanchon, Melissa
Communication has become an essential element for the success of any organization, including social organizations such as foundations that work with the elderly. It is crucial for these foundations to have an effective communication strategy to strengthen their services and reach a larger number of beneficiaries. The goal of this internship is to develop a communication strategy for the Fundación Integral para el Cuidado del Adulto Mayor "ALOIS." This foundation is a non-profit organization that, despite offering various programs and services to improve the quality of life for seniors, faces difficulties in promoting its services and reaching a broader audience. Therefore, the aim is to strengthen the foundation by designing a strategy. Objectives will be set focusing on improving various aspects of the organization, increasing awareness of services among the target population, and encouraging the participation of the elderly in offered activities and programs. Finally, actions were identified for the implementation of necessary tools within the applied process, developing a mixed methodology by using quantitative tools such as surveys and results analysis, as well as the creation of qualitative marketing resources that will be mentioned later. This is for the promotion of services on social networks and the establishment of a monitoring and evaluation system for the strategy.
Propuesta de estrategia para la introducción de una mascota universitaria en la Uniagustiniana
Parra-Perdomo, William Sebastian; Avendaño-Tocanchón, Melissa
The present study focuses on the evaluation and proposal of a strategy to introduce a university mascot at the Universitaria Agustiniana with the purpose of strengthening institutional identity and cultivating a greater sense of belonging, especially among students. The mixed methodology approached the research in two phases: the first consisted of a survey that reached 241 students, 54 administrative staff, 37 graduates and 34 professors, providing quantitative data on perceptions and attitudes. The second phase adopted a qualitative approach through personal interviews with managers and administrators, providing a more detailed understanding. The resulting implementation strategy, designed from survey and interview findings, involved a drawing contest for the mascot, supported by a SWOT analysis of the survey and interviews. The results reveal strong support for the mascot, but highlight the need to address concerns and ensure effective representation. The strategy includes actions such as participation in events and an active social media presence to strengthen the community's emotional connection to the mascot and the university as a whole.
Fundación Retorno a la Libertad Diseño del Plan de Comunicación Externa “Comunicando Horizontes”
Martínez-Torres, Valentina; Rivera-Gómez, Jessica Stefania; Ladino-Marin, Paola Consuelo
This project presents the design and development of an external communication plan for the non-profit foundation "Retorno a la Libertad", whose objective was to make visible the social services offered by the organization to vulnerable communities. The research methodology was of a mixed nature and descriptive approach, its purpose was to identify the channels and contents preferred by the organization's audiences, as well as the communication interests of the directors, which allowed establishing a tactical plan aligned with the objectives of the stakeholders. The process began with an external communication diagnosis. Subsequently, communication actions were defined to highlight the organization's services with the programs: "We are all Freedom Challenge", "Reality for change", "Freedom for change" and "Open arms”. Then, the performance of the actions of the plan implemented at the Fundación Retorno a la Libertad was measured. From this process, we were able to organize the corporate image of each program in line with its identity. Content was generated for the Instagram and LinkedIn social networks, where the services offered were presented. In addition, a newsletter was created to present the organization's management and highlight the agreements in which it works, as well as the production of an institutional video to strengthen the Foundation's digital presence. From this process, it was concluded that the external communication plan allowed for a greater presence and dissemination of the services through different platforms.
Las competencias digitales y usabilidad de los recursos educativos abiertos (REA) en el ámbito universitario, estudio de caso en el programa de Comunicación Social de la Uniagustiniana
Martínez-Camelo, Angie Vanesa; Ladino-Marin, Paola Consuelo
The objective of this research project was to characterize the use of open educational resources and the development of digital skills of the teachers of the Uniagustiniana Social Communication program. The aim was to understand how teachers integrate and adapt these resources in their classes. With a quantitative and descriptive methodology of three phases, digital competences, the use of OER and their applicability were recognized, and the tool was a questionnaire with multiple-choice closed questions. The results obtained showed that 100% of teachers use various online resources and that they vary according to the thematic approaches of the career (journalism, organizational communication, community and audiovisual communication). Also, 100% of teachers are characterized by promoting teamwork, having a high attention to detail, stimulating creativity and research on the web. Thus, digital skills are the acquired qualities that allow a strengthening of new technologies. The three categories are: instrumental, that is, cognitive faculties. Interpersonal skills referring to multidisciplinarity and systemic skills or practical methods of each teacher. Finally, as conclusions, it is highlighted which are the most used and recognized platforms and applications that, at a comprehensive and total level, promote the creation, design and management of technologically and formatively adaptable projects in favor of the participation of all the actors in the higher education process.
Propuesta de usabilidad para la revista Perspectivas en Inteligencia de la Escuela de Inteligencia y Contrainteligencia del Ejército Nacional de Colombia
Arana-Castro, Ana María; Guanumen-Martínez, Michael Stiven; Prada-Penagos, Rodolfo
The objective of this research was to make a usability proposal for the page of the Perspectives on Intelligence magazine of the School of Intelligence and Counterintelligence of the National Army of Colombia, based on the improvement of the navigability characteristics that make up the website. The method used was to carry out a usability test on five research experts, who in turn answered a questionnaire to measure the usability of the site. This was divided into categories and subcategories that make up a usability page, rated according to efficiency, effectiveness and satisfaction. At the end of the questionnaire, an open question was asked that rated the characteristics of the website in terms of usability. This yielded qualitative and quantitative data that denoted strengths and weaknesses of the page in question. At the end of the analysis of said data, a usability proposal based on improvements regarding the communication and navigability of the magazine page was proposed.
Estrategia de comunicación: la prevención del maltrato y la promoción del cuidado de las mascotas en la Fundación Animal Voices
Fonseca-Hernández, Esteban; Forero-Cruz, Luisa Fernanda; Gómez-Cristancho, Laura Yisela; Bohorquez-Isaza, Martha Cecilia
The objective of this work is to design a digital strategy for communication for the Animal Voices Foundation, in order to solve the needs of the community of followers of the @FundacionAnimalVoices account, focused on the prevention of mistreatment and responsible ownership of animals. This design strategy in three moments, a diagnostic stage, where the needs of the public, the creation and application of the strategy, which seeks to generate all the content in relation to the themes obtained in the diagnostic stage and the respective analysis, through metrics and the understanding of the social needs of the communication processes. The application of this strategy is used understanding the content and the possibilities offered by social networks, taking into account all the social function that these have within the current media and dissemination of information.
Plan de comunicación digital para impulsar el crecimiento comercial de la Agencia de Publicidad Dedo Gordo
Frasica-Machado, Maria Paula; Ladino-Marin, Paola Consuelo
This project proposes the design of a digital communication plan for the Dedo Gordo Advertising Agency with the general objective of reinforcing the commercial strategy of the organization and attracting new clients. The study had a mixed research methodology, descriptive in nature that first identified from a survey of potential customers the consumption habits of products and / or advertising services, such as content and communication channels through which they acquired these services. Subsequently, digital tactics of the competition were recognized, to build a plan that would respond to market demand and allow improving commercial management alternatives and an assessment by the commercial team from a structured interview. Finally, a series of tactics were developed that responded to the needs and trends identified in the market, concluding with the creation of a web portal, the design of a portfolio of services and the generation of commercial content in the lines of printing, web design, stands, signage and pop material for corporate communication channels with email and the WhatsApp social network, recognized in the study as spaces of consultation and search for these types of services by the target audience. The results obtained from the market survey, provided valuable information that allowed to trace a route for the development of the plan where opportunities for improvement in the promotion of the agency's services were identified and messages with valuable content were designed to attract potential customers.
Análisis de la Reconstrucción de Memoria Histórica del origen del Narcotráfico: Un estudio de Caso de la Película Colombiana Pájaros de Verano
Cadena-Ortiz, Laura Julieth; Ibagué-Ariza, Dayan Ximena; Cadena-Botero, Juan David
This investigation focused on investigating and knowing if the cinema can be considered a source of information about a historical event, in addition to this, it was analyzed if the Colombian film Pájaros de Verano shows a real panorama of the origin of drug trafficking. This monograph was divided into two chapters, the first exposes the origins of drug trafficking and how, narratively, this was reconstructed in the feature film. In the second chapter the composition of the film was technically analyzed, in the chapters the theory proposed by Casetti and Di Chio in their book How to Analyze a Film was taken into account. It was concluded that the film does reconstruct the real events, however, it also mixes fiction through characters created for the story. Although the film Pájaros de Verano is a representation of the origin of drug trafficking, it is not as accurate as a documentary would be, for this reason it is considered a fictional film based on real events, it fulfills the function of entertaining and at the same time contextualizes the viewer about this fact. The present investigation is important because the cinema shows new ways of communicating information, in this case it does so about a historical fact, through the reconstruction of the historical memory about the origin of drug trafficking, mixing reality and fiction to build its story and contextualize the viewer about what the Marimbera Bonanza was, an event that marked a before and after in the history of Colombia.
Protocolo de comunicación digital para las microempresas del barrio Valladolid, en la localidad de Kennedy
Gaitán-Morales, Yorleny; Rodríguez-Kórdon, Laura-Camila; Avendaño-Tocanchon, Melissa
This research was carried out in the city of Bogota, Valladolid neighborhood of the town of Kennedy in the year 2023, aimed at the MSME merchants in the sector, this analysis focused on the creation of a communication protocol that helps and guides merchants on the importance and good management of digital communication in social networks for their businesses, thus showing greater recognition for their brands and sales, where fieldwork is carried out through surveys and interviews with both merchants in the area and with clients, in addition to having interviews with experts in digital communication, with the information obtained, a communication protocol was carried out to promote the knowledge of micro-entrepreneurs and generate the dissemination of their products and services through social networks. The protocol carried out yielded encouraging results, demonstrating its effectiveness through the improvement of merchants when using the social networks of their businesses.
Visibilización del fenómeno social de los presos sindicados en Bogotá
Alfonso-Villegas, Juan Pablo; Zambrano-Cruz, Óscar Javier; Rodríguez-Quintero, Fabián Eduardo
The accused prisoners in Colombia are subjects who are investigated by law in order to later prosecute them for their alleged participation in a crime, however, these individuals are redirected to penitentiary centers such as prisons, immediate attention centers (CAI) or police stations without even having been charged with the crime of which they are accused, therefore, not only are they subject to being presumed innocent until proven guilty, but their judicial procedural guarantees are not invalidated. Consequently, they are at the mercy of deprivation of liberty because they are a possible risk to society, which leads to multiple criminal injustices against them, such as violation of the right to liberty, violation of the principle of the presumption of innocence, discomfort in unworthy and unsafe spaces caused by overcrowding, This makes the accused prisoners become victims of the State and of the penitentiary entities, and their lives are marked by stigma and discrimination against them because, due to their background in prisons, they are subsequently prevented from achieving a good life and a good standard of living, which hinders the resocialization of the former prisoner. Therefore, the following research aims to make visible, through a series of chronicles, the criminal injustice of the accused prisoners in prisons or police stations in Bogotá.
Salva, adopta y ama: campaña de comunicación estratégica en el barrio El Tintal para promover la adopción responsable de animales callejeros.
Martínez-Morales, Silvia Alejandra; Peralta-Cañon, Shara Valentina; Avendaño-Tocanchon, Melissa
The situation of stray animals affects communities worldwide, in the face of this problem it is essential to take action, promote the adoption and responsible ownership of animals. This research work is focused on the design of a strategic communication campaign entitled "Save, adopt and love" as a bet to reduce the problem of animal abandonment from responsible pet ownership in the El Tintal neighborhood. For this, the objective is to design a strategic communication campaign from the Salva Colitas adoption service, which informs the community of the Alborada area of the El Tintal neighborhood about the problem of animals living on the streets, the importance of adoption and responsible ownership as a contribution to its mitigation. This was carried out through the implementation of tools and means, such as the active presence in social networks, promoting strategic alliances to strengthen the responsible adoption network in the El Tintal neighborhood, and making use of the loudspeaker in the detailed area, with informative flyers, promoting adoption and responsible ownership of furry dogs for adoption that are part of Salva Colitas.

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