Conference Presentations by Geovanna Salazar-Vallejo
The rise and visibility of social networks has created a new scenario for the creation and mass d... more The rise and visibility of social networks has created a new scenario for the creation and mass diffusion of audiovisual products. In this environment, YouTube is positioned as the audiovisual network par excellence where thousands of Internet users express themselves through videos on various topics; this is how YouTubers arise, users that upload their own production videos and capture a representative number of subscribers and visualizations, even with important sponsorships. The aims of the research are: to determine the trends on YouTube of the five main YouTubers in Latin America and to carry out a comparative analysis with their accounts on Facebook and Twitter, to establish if there is similarity and approximation, or if their rise and popularity only have effect on YouTube. The methodology that was used is quantitative based on the data and indexes provided by the SocialBlade tool for YouTube and Fan Page Karma tool for Facebook and Twitter. It is concluded that YouTube is positioned as the ideal platform for the diffusion of audiovisual content capturing millions of visualizations in themes focused on entertainment, beauty, comedy, horror; the index of followers on Facebook and Twitter accounts of the Latin American YouTubers varies substantially compared to YouTube.
In this research it is analyzed the existing advertising in the prime time of the Ecuadorian tele... more In this research it is analyzed the existing advertising in the prime time of the Ecuadorian television. Through a quantitative methodology it is intended to measure the percentage and index that occupy the advertisements within the televise programming, using a monitoring form utilized in the prime time Ecuadorian programs of Ecuavisa, TC Television and Ecuador TV, from September 12 to 16 of the year 2016. It can be determined that advertising in the slot with bigger audience varies in the three television stations analyzed, in the same way it is modified between the days of the week, denoting that the transmission of advertising on channels responds to certain interests in the audience or specific objectives that it seeks to achieve.
The research aims to determine the preferences of consumption of audiovisual media and trends of ... more The research aims to determine the preferences of consumption of audiovisual media and trends of use of Internet by teenager high school students of Ecuador in 2015, in order to do it, qualitative and quantitative methodology is employed through a survey to students from public and private high schools of Ecuador as well as interviews with experts in digital content production, teachers and parents as well as focus groups. Internet and social media are information and entertainment alternatives, according to the parents the network is used in homework. Young people use the open signal and paid television, their consumption is in relationship to the digital possibilities associated with Internet and it provokes changes in households but they can't stop recognizing and demanding local content that meet their needs.
Advanced education in journalism and communication in Ecuador phases a period of transition norma... more Advanced education in journalism and communication in Ecuador phases a period of transition normalized by the Organic Law of Higher Education and by the Organic Law of Communication that present's regulations to optimize teaching and research in Ecuadorian universities and ensure the rights of citizens in the media, to comply with regulations involving the reformulation of academic offerings regardless of joint policy, but integrating the study of new digital communication as an ubiquitous and immediate environment. The investigation seeks to determine whether meshes meet academic training in journalism and digital communication. It is proposed to analyze the academic meshes of the qualifications approved by the Council of Higher Education on November 12, 2016, using content analysis as a fundamental tool. The sample consists in academic meshes approved by the Council of Higher Education of the universities San Francisco, Politécnica Salesiana and Universidad Católica del Ecuador, branch Ibarra. The research hypotheses are: 1) The contents of the academic meshes include studies on digital journalism; 2) Each university proposes an academic mesh with a structure that differs between the three institutions of higher education analyzed. From the research, it is concluded that Ecuadorian universities present subjects in favor of training in digital communication as a channel to establish a free and autonomous journalism, in addition to establishing contents that contemplate theoretical training in journalism, linked to the inclusion of pre professional practice and projects linked with society.
The Organic Law in Advanced Education drives and promotes in Ecuador the redesign of careers unti... more The Organic Law in Advanced Education drives and promotes in Ecuador the redesign of careers until 2016. This process, where communication careers are involved, is a strategy to guarantee the quality of education in advanced education, while at the same time seeking satisfaction for the abilities demanded by the future professionals of the communication. In this sense, an appropriate approach to ownership in redesigning projects is fundamental to establish standards and guidelines that are adapted to the strategic needs of the environment where they are developed, also reflected in the content of the subjects raised in the curriculum grid of the communication degrees. With this background, the present research aims to determine if the academic mesh of the Social Communication career of the Universidad Técnica Particular de Loja (UTPL) responds to the pertinence raised in its curricular redesign, using content analysis as a research methodology. The research hypotheses are: 1) There is evidence of congruence between the relevance of the redesign of the Social Communication career and its curricular mesh; 2) The mesh responds to the development needs of the zone 7 of Ecuador. The research concludes that the relevance of the career of Social Communication of the UTPL is consistent with the established curriculum in the career, suggesting within the curriculum subjects to cover the needs of the surround or environment (Zone 7).
La publicidad en televisión representa una forma de comunicación persuasiva, cuyo fin es difundir... more La publicidad en televisión representa una forma de comunicación persuasiva, cuyo fin es difundir un bien o servicio. En el prime time y debido al número de audiencia, representa la posibilidad de lograr un posicionamiento que atiende a la creatividad y calidad de las campañas publicitarias realizadas por los anunciantes, en un medio donde el estímulo hacia un determinado producto o servicio se constituye en un aspecto esencial. En este contexto surgen interrogantes como, ¿Los anuncios presentados en el prime time responden a las necesidades de la audiencia estelar? ¿Se mantienen índices similares durante la semana o el nivel de publicidad es potenciado algún día en particular? La presente investigación pretende determinar cuáles son las temáticas que predominan en los espacios publicitarios del prime time durante la semana de programación regular, a través de un análisis cuantitativo de los espacios publicitarios en las estaciones líderes en Ecuador (Ecuavisa, TC Televisión y Ecuador TV). Las hipótesis de investigación son: 1) La publicidad del prime time está centrada principalmente en temáticas de bienes de consumo; 2) Los canales ecuatorianos, de acuerdo a su categoría (público, privado o incautado) presentan diferencias en el contenido de los anuncios difundidos durante los espacios publicitarios.
El patrimonio audiovisual se constituye en un mecanismo para salvaguardar a largo plazo documento... more El patrimonio audiovisual se constituye en un mecanismo para salvaguardar a largo plazo documentos audiovisuales propios de la identidad local y nacional, permitiendo exponer la trayectoria y recorrido de diversas áreas, gobiernos e instituciones, para que presentes y futuras generaciones visualicen archivos que marcaron e influyeron en la sociedad actual. En este sentido, la Universidad Técnica Particular de Loja (UTPL) pretende mantener vigente sus memorias y que éstas resulten útiles para estudiantes, autoridades, trabajadores, maestros y público en general, además de convertir a este material en el sustento y base de nuevas producciones audiovisuales para resaltar su legado histórico. La presente investigación propone establecer los resultados del Proyecto "Recuperación y Catalogación del Patrimonio Audiovisual de la UTPL" para determinar de forma cuantitativa y con la participación de estudiantes de la Titulación de Comunicación Social de la UTPL el número de videos localizados, el soporte del material audiovisual y la cantidad de géneros localizados. Las hipótesis de investigación son: 1) Los archivos audiovisuales reúnen las condiciones físicas y de memoria histórica suficientes para proyectar la identidad local y nacional; 2) La producción audiovisual en la universidad va incrementándose con el paso del tiempo. Universidad de La Laguna, 2017 Libro colectivo enlínea: http://www.revistalatinacs.org/16SLCS/libro-colectivo-edicion-2.html Keywords: narrativa audiovisual, comunicación audiovisual, accesibilidad, cultura audiovisual, consumo masivo
The processes of accreditation of higher education in communication in Latin America are present ... more The processes of accreditation of higher education in communication in Latin America are present from 15 years ago through the management of the Consejo Latinoamericano de Acreditación de la Educación en Periodismo y Comunicación (CLAEP). According to the CLAEP accreditation is a process by which a group of colleagues from an academic program evaluates and reviews different institutional aspects, academics, curriculum and financial institution to establish the state of its academic quality. One of the standards proposed in the policies of accreditation is "curriculum" that investigates the study plans of the academic units and the contents that allow students to obtain skills to work in a democratic society, inclusive and global. The indicators that allow you to verify the compliance with standard relate to: 1) The implementation of the laws and principles of freedom of expression and prey; 2) An understanding of the role that the professionals and the media have in the formation of public opinion; and, 3) The insertion of the ethics in the academic meshes. The purpose of the investigation is to contrast the academic offer of the Faculties and Schools of Communication of the universities accredited to the CLAEP in 2016 to verify the compliance of the standard "curriculum". The methodology applied is qualitatively from the analysis of the contents of all the academic meshes and interviews with students and teachers. The findings help to guide the development of studies of social communication around the principles of freedom of expression.
The processes of accreditation of higher education in communication in Latin America are present ... more The processes of accreditation of higher education in communication in Latin America are present from 15 years ago through the management of the Consejo Latinoamericano de Acreditación de la Educación en Periodismo y Comunicación (CLAEP). The Council is dedicated to fostering and promoting excellence in the vocational education of journalism and communication, considers that the students of the universities that they attend a career in journalism and/or communication may be better prepared in the professional exercise if the institution is governed by international quality standards specific to the professions of journalism and communication. Accreditation is a process by which a group of colleagues from an academic program evaluates and reviews different institutional aspects, academics, curriculum and financial institution to establish the state of its academic quality. The purpose of the investigation is to verify compliance with the standards of accreditation CLAEP by part of the Degree in Social Communication of the la Universidad Técnica Particular de Loja (UTPL), in Ecuador, in the year 2016. The standards studied are: Mission, government and administration; Curriculum; teaching body of full time and part time; research, creative activity and professional; services to students; budget, facilities and equipment; and, service to the Community, Extension and graduates. The methodology utilized is qualitative and quantitative from the information provided by the academic unit. The conclusions revolve around the levels of compliance with the standards. There are conditions and frameworks that compromise the work of the Degree in Social Communication of UTPL and help for the implementation of plans of best in constant relationship with their environment and international trends of the profession.
Resumo -El auge de los medios sociales representa cambios sustanciales en la configuración de con... more Resumo -El auge de los medios sociales representa cambios sustanciales en la configuración de contenidos de televisión en Ecuador. En este escenario surgen inquietudes: ¿Cómo están integradas las redes sociales en los diferentes tipos de contenido? ¿El impacto logrado en la audiencia es similar en televisión y medios sociales? La investigación procura establecer a través de una metodología cuantitativa, tendencias en medios sociales en relación a la clasificación de contenidos efectuada por la Ley Orgánica de Comunicación de Ecuador, para determinar el impacto de los contenidos tanto en televisión como redes sociales.
En Ecuador se realizan rediseños de las carreras de comunicación pertinentes a las necesidades de... more En Ecuador se realizan rediseños de las carreras de comunicación pertinentes a las necesidades de la zona de asentamiento de casa Escuela o Facultad para cumplir con la Ley Orgánica de Educación Superior; cada rediseño se justifica en razón de horizontes epistemológicos, núcleos estructurantes y tendencias de la profesión. La mayoría de la carreas oferta estudios presenciales por ello se importante establecer las características de los rediseños curriculares en de modalidad a distancia considerando la acogida de la modalidad sobre todo en públicos jóvenes. Esta comunicación analiza a través de métodos cualitativos y cuantitativos la pertinencia en el rediseño de la carrera de comunicación de la Universidad Técnica Particular de Loja (UTPL) en modalidad a distancia a través de encuestas, entrevistas y revisiones documentales. La hipótesis de investigación es: El rediseño de la oferta académica de licenciatura en comunicación de la UTPL es pertinente a las necesidades del país.
In this research work, the management of the social networks of the transmedia project "EnchufeTV... more In this research work, the management of the social networks of the transmedia project "EnchufeTV" is analyzed. The methodology is quantitative and qualitative, four monitoring tools of social media ware applied to gather information and collect statistical data between June and July 2015. The research was complemented by interviews to experts in the subject. It can be seen that social media is the ideal platform for new content, viralization and wider dissemination and expansion of the content, although EnchufeTV does not fully exploits the advantages of social media and it does not post in largescale. It is ratified that projects such as "EnchufeTV" mean a breakthrough in terms of audiovisual content on the Web in Ecuador.
Papers by Geovanna Salazar-Vallejo
Interactive Digital Journalism and Training of Journalists in Ecuador
INTED2017 Proceedings, 2017
Involvement of the Criterion "Curriculum" in the Accreditation of Communication Studies in Latin America
Contenido 1. Introducción 2. Metodología 3. Resultados 4. Conclusiones Referencias bibliográficas
Niño phenomenon in Ecuador: its impact on television and social networks DOI Geovanna salazar, ca... more Niño phenomenon in Ecuador: its impact on television and social networks DOI Geovanna salazar, carlos ortiz, abel suinG
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Conference Presentations by Geovanna Salazar-Vallejo
Papers by Geovanna Salazar-Vallejo