Comunicación Social
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Item De qué manera percibe el grupo ASORCALI, acerca de la producción audivisual(Universidad Santiago de Cali, 2024) Zapata Garcia, Yaris Sarai; Jordán Trochez, Marisol (Asesora)Item Tratamiento periodístico de la Revista Semana sobre las acciones de gobierno del presidente Gustavo Petro en 2023(Universidad Santiago de Cali, 2025) Giraldo Ramírez , Kelly Tatiana; Arizala Rodríguez , Gisela; Echeverry Vásquez, Georgie Alexander (Asesor)This paper aims to analyze the journalistic treatment of Semana magazine on the actions of President Gustavo Petro, Colombia's first left-wing president, whose administration has been marked by widespread controversy and political debate since he came to power in August 2022. Based on 50 articles published in 2023 on Semana's website, a categorical content analysis was carried out, taking into account criteria related to public policy decisions, reforms, international management, political conflicts, and other events linked to the head of state's administration. This allowed for the identification of discursive trends that reveal a mostly critical coverage focused on political conflicts and institutional tensions. The study discusses the relevance of information dissemination in shaping public opinion and its impact on government legitimacy, highlighting the power of the media in the contemporary political arena.Item El Fundraising como campo estratégico de comunicación para fortalecimiento de la captación de recursos: análisis del estado del conocimiento entre el 2011 y el 2025(2025) Tapias Hio, Katherin Julieth; Florez Ospina, Valentina; Velásquez Lopez, Miguel Augusto (Asesor)Fundraising has been a methodology in constant evolution over the past fifteen years, opening new possibilities for Third Sector organizations that, through strategic communication, seek external funding and cooperation opportunities to promote initiatives with social and environmental impact. However, the methodological application of fundraising has gone through different stages of transformation, which can be analyzed through academic production from recent years. For this reason, this monographic work compiles and analyzes Spanish language research on the implementation of fundraising, aiming to identify commonalities, differences, and emerging trends. The bibliographic review included thirty academic documents published between 2011 and 2025, focused on characterizing the approach to fundraising from the perspective of strategic communication and examining the methodological, conceptual, and technological transformations that accompany it. The analysis identified shared trends, differentiated approaches, and persistent challenges. The results show that organizations integrating strategic communication into their fundraising processes achieve greater visibility, credibility, and trust among donors and partners. Practices such as strengthening institutional identity, the use of storytelling and emotional communication, the digitalization of campaigns through crowdfunding platforms, audience segmentation, and the creation of cross-sector partnerships stand out as essential components for organizational sustainability and the strengthening of relationships with civil society.Item Difusión de los saberes ancestrales y culturales del municipio de Villa Rica, Cauca(Universidad Santiago de Cali, 2025) Arizala Micolta, Karol Johana; Garcia Saa, Karoll Sofía; Muñoz Joven, Luis Fernando ( Asesor)The memory of older adults, their events, experiences, and knowledge in the municipality of Villa Rica, Cauca, can be lost if new generations are not informed. Communication can contribute to the preservation of knowledge and wisdom from the past. The objective of this work was to build a digital ecosystem for the dissemination of ancestral and cultural knowledge in the municipality of Villa Rica, Cauca. The qualitative method was used to identify and describe categories of knowledge through interviews with municipal figures and the review of representative historical documents. The results show the architecture of a website that serves to present types of narrative and journalistic content. The community's wealth of knowledge, its highly valued culture, and its expertise were discovered. The digital ecosystem was organized into 18 sections, divided into cultural and ancestral knowledge, and featured interactivity with Facebook, Instagram, and Spotify. It is concluded that the purpose of preserving and disseminating this knowledge conceives social communication as a strategic tool to foster community participation in the protection of Afro-descendant intangible heritage, adapting to the contemporary world.Item El tratamiento periodístico de la violencia de género en el diario El País de Cali entre octubre y diciembre del 2023(Universidad Santiago de Cali, 2025) Suarez Osorio, Juliana; Ardila Behar, Ana Carolina (Asesora)The way the media informs society contributes to how people perceive reality, especially in cases of gender-based violence. In this context, both society and the media play a key role, as they have the power to influence readers’ perceptions and attitudes toward social issues. For this reason, the present research article focuses on an analysis of news content on gender-based violence published by one of the most well-known regional media outlets, El País of Cali, between October and December 2023. The purpose of the article is to examine how El País addresses and communicates gender-based violence, using the content analysis technique to understand how the issue is approached and represented in the selected outlet. Throughout the article, the term GBV will be used to refer to gender-based violence, which includes any act or behavior of violence against a person because of their gender. Finally, the results show that El País de Cali treatment of gender-based violence has several approaches, including the use of descriptive headlines and the omission of authorship through a collective byline. The forms of violence most frequently covered are femicide and sexual violence. Likewise, there is a noticeable tendency for the outlet to focus mainly on reporting crimes rather than on victims or perpetrators. In addition, there is little diversity of sources, scarce educational content, and limited use of stereotypes. This analysis makes it possible to understand how a media outlet constructs social narratives around gender-based violence.Item La producción documental acerca del patrimonio cultural del ferrocarril de Cali(Universidad Santiago de Cali, 2025) Ospina Chavez, Juan Pablo; Tapué Belalcazar, Edgar Alveiro; Bedoya Sandoval, Claudia Liliana (Asesora)This work describes the research–creation process of the documentary “El Ferrocarril de Cali: Rieles de Memoria y Futuro”, an audiovisual production aimed at rescuing and promoting the historical, cultural, and symbolic value of Cali’s railway heritage. Through a qualitative and interdisciplinary approach, a process of exploration, creation, and reflection was developed to reconstruct the collective memory surrounding the railway, integrating testimonies, archives, and visual and sound resources. The documentary seeks to contribute to the preservation of local cultural heritage and to the achievement of Sustainable Development Goal No. 11 on sustainable cities and communities.Item Estrategia de comunicación en el geriátrico cuidado vital en casa para la alfabetización digital en adultos mayores, durante el periodo 2023(Universidad Santiago de Cali, 2024) Londoño Ruiz, Cristian David; Riascos Bravo, Yaira Lisett; Velásquez López, Miguel (Directora)Thais project aimed to contribute to improving the quality of digital life of older adults residing in the Care Vital at Home geriatric home, located south of Cali. The research was structured in three key phases: in the first phase, the current use of digital communication in this specific group was analyzed; In the second, we investigated how older adults appropriate digital communication technologies; and finally, in the third phase, communication processes aimed at digitally literate this segment of the population were designed and executed. The main objective was to develop a digital communication strategy that addressed the weaknesses identified during the previous phases. The aim was to strengthen the quality of life of older adults through more effective, inclusive and enriching communication. Beyond overcoming digital barriers, the project was aimed at empowering older adults, allowing them to fully take advantage of the benefits of digital communication in their daily lives. In this sense, the aim is not only to facilitate access to technology, but also to promote active and meaningful participation in the digital world, thus promoting a more connected, informed and enriching aging.Item Percepción la verosimilitud de las noticias políticas del canal Caracol en 2021(Universidad Santiago de Cali, 2023) Chavez Gutierrez, Santiago; Munera Mendez, Valentina; Aguilera González, Pedro PabloThe present investigation was carried out at the Santiago de Cali University, located in the City of Cali-Colombia, it was carried out with the university students of the Social Communication program. Through this research, we sought to especially highlight the opinions of the university students of said career to identify the credibility of a news item in a traditional medium. In a very general way, the opinion and behavior of future Social Communicators was exalted, focusing on a particular generation, since by being able to identify techniques and/or tools to discover fake news, the profession and the different programs are further strengthened. Therefore, in the research carried out, it is inferred that Social Communication university students often prefer to keep what the media injects without looking for third-party sources, even so, having more ease of technology, they prefer to use the internet in a negative way only. for social networks, often due to ignorance, not knowing how to search, due to distrust of sources or simply due to lack of interest. This analysis will favor first of all the Social Communication university students to ask themselves how many sources are being consulted, if they are exercising their profession well, if the techniques or tools to identify false news are known. Likewise, it will support in an investigative way that the Social Communication program be strengthened and they can see how the university students are in knowledge. Finally, nationally, it will support more and more informed people and thus be able to make decisions or give opinions rationally and with arguments, strengthening communication in all its aspects.Item Una revisión del tema la comunicación estratégica en lengua inglesa y castellana en la base de datos Web of Science entre 2019 y 2023(Universidad Santiago de Cali, 2023) Galvis Chiquito, Karen Catalina; Solarte Gallego, Francis; Aquilera González, Pedro PabloThis study is a quantitative analysis of recent academic research on strategic communications to summarize the current state and key developments in the field. For this, the study corpus has been the Web of Science (WOS) database. Specifically, 124 peer-reviewed scientific articles on strategic communication published between 2019 and 2023 and included in the WOS evaluation database were collected and analysed. After reviewing the text, the research question was formulated, namely, how much has the topic of strategic communication expanded in high-impact scientific literature in the last five years? Our objective is to identify the most relevant authors, languages of publication, and scientific literature in Spanish in the field of strategic communication, as well as the areas of special attention. The quantitative technique was content analysis, which focused on the following elements: the author's theme and the most significant geo-cultural characteristics, magazines, countries and authors in these years in the analysis theme. The results show the research trends in the last five years at a global level but with a focus on Latin America.Item Desarrollo estratégico de marca personal(Universidad Santiago de Cali, 2023) Marin Suarez, Eveling; Castañeda, Diana LissethItem Análisis de la representación comunicativa del homosexual en la telenovela colombiana Café con aroma de mujer 2021(Universidad Santiago de Cali, 2023) Aguilar Mosquera, Yina Marcela; Cabrera Quintero, Andrea Liseth; Muñoz Joven, Luis ArmandoIn the following work, an analysis is observed regarding the communicative representation of the homosexual in the telenovela Café Con Aroma de Mujer 2021, through elements with which relevant information can be collected, such as content analysis, which consists of the observation in this case of audiovisual pieces. The results of this analysis show that the homosexual character is made up of many communicative characteristics, which allow the role to be played correctly. Through this interpretation it was possible to conclude the importance of this character in the construction of society's values. On the other hand, it is known that each performance, movement or expression that the author has is in order to communicate something, the entire script is designed to convey a message and the interpretation given by the actor allows it to be clear and concise. It is affirmed that the communicative representation of this novel is very well characterized by what the character develops the role in an implacable way, where aspects such as acting, expressive control, reality, among others, are involved, which allow the correct transmission to the public of what was intended to be displayed.Item Estrategia de comunicación en el geriátrico cuidado vital en casa para la alfabetización digital en adultos mayores, durante el periodo 2023(Universidad Santiago de Cali, 2024) Londoño Ruiz, Cristian David; Riascos Bravo, Yaira Lisett; Velásquez López, Miguel AugustoThais project aimed to contribute to improving the quality of digital life of older adults residing in the Care Vital at Home geriatric home, located south of Cali. The research was structured in three key phases: in the first phase, the current use of digital communication in this specific group was analyzed; In the second, we investigated how older adults appropriate digital communication technologies; and finally, in the third phase, communication processes aimed at digitally literate this segment of the population were designed and executed. The main objective was to develop a digital communication strategy that addressed the weaknesses identified during the previous phases. The aim was to strengthen the quality of life of older adults through more effective, inclusive and enriching communication. Beyond overcoming digital barriers, the project was aimed at empowering older adults, allowing them to fully take advantage of the benefits of digital communication in their daily lives. In this sense, the aim is not only to facilitate access to technology, but also to promote active and meaningful participation in the digital world, thus promoting a more connected, informed and enriching aging.Item Plan de marketing digital para el lavado de autos a domicilio uff qué carro(Universidad Santiago de Cali, 2019) Aguirre Álvarez, Yeraldin; Barbosa Arana, Karol Vanessa; Rodríguez Gomez, Juan Pablo; Guzmán Beltrán, Ingrid Jovanna (Directora)The creation of a digital marketing plan for the brand UFF QUÉ CARRO car wash at home in the city of Cali, aims to help position it in the first places of social networks specifically on Facebook and Instagram, offering with its digital publications a wide variety of products, services and experiences including different car wash plans, business packages and experiences that favor users of the services, as well as the realization of campaigns and activations by UFF QUÉ CARRO with which it is intended to provide a series of benefits that guarantee the preference of customers. Under these arguments, and after analyzing different organizational and market factors, a new digital marketing plan for UFF QUÉ CARRO is outlined, in which a closer communication strategy with greater affinity to the target audience will be developed, applying the use of tactics and tools to increase interactions, achieve the objectives set and the preference of customers.Item Diseño de una estrategia de comunicación para el instituto central de comercio y bachillerato del municipio Santiago de Cali(Universidad Santiago de Cali, 2020) Rojas Badillo, Luisa María; García Molta, Luz ÁngelaItem Plan estratégico de marketing digital para el posicionamiento de la marca ANNYKATH BOUTIQUE(Universidad Santiago de Cali, 2020) Montoya Díaz, Yulieth Stephany; Lozano Diaz, Katherin; Guzmán Beltrán, Ingrid JovanaMediante la aplicación de los conceptos aprendidos en el DIPLOMADO DE COMUNICACIÓN ESTRATÉGICA Y MARKETING DIGITAL y con el acompañamiento de los docentes, se ha creado un plan estratégico de marketing digital para el posicionamiento de la marca ANNYKATH BOUTIQUE, dentro de las redes sociales Instagram y Facebook; donde el planteamiento de objetivos, metas y métodos para resaltar dentro del e-commerce y la industria de la moda, son pilares necesarios en la estrategia para la marca. El informe se desarrolló durante el trimestre de junio, julio y agosto, con el fin certificar el proceso realizado para ANNYKATH BOUTIQUE, dentro del cual se encuentra el diagnóstico del entorno, el DOFA de la organización, el enfoque, el análisis de contexto, los objetivos y todo un trabajo de campo necesario para que el fortalecimiento a nivel corporativo, se vea reflejado en el contenido de las redes sociales de emprendimiento.Item Estrategia de marketing digital para productos Ceralia S.A.S(Universidad Santiago de Cali, 2020) Pasquel Pasquel, Diana Carolina; Álvarez Zamorano, Andrés Mauricio; Quijano Mosquera, Viviana; Cruz, Carlos Andrés (Director)This project proposes a digital marketing strategy for the company Products Ceralia SAS, established in 2005 in the city of Santiago de Cali, providing a detailed analysis of the brand's situational status in the digital environment, developing a strategic proposal for digital communication. In social networks, based on the interpretation of the data obtained with the previous study of the opportunities, we identify the use of effective communication of the brand in a strategic way where it is proposed to create primarily digital community with the aim of achieving scale positioning of brand where the result will generate customer confidence towards the brand.Item Plan de comunicación estratégica y marketing digital para la marca Donatella Store(Universidad Santiago de Cali, 2020) Ramírez Londoño, Valentina; Mejía Gutiérrez, Estefany; Soracá Mora, Valery Alexandra; Peña Arenas, Claudia PatriciaA Strategic Communication and Digital Marketing Plan was implemented in Donatella Store. The plan is supported in two strategies that will increase visibility and expand the brand's niche. The first strategy identified internal problems of the virtual store, a DOFA was established, the main objectives with the identification of the target audience. A Buyer person designed with the type of person most fitting to the brand and its personalized message. The plan is complemented with the schedule and periodicity of the advertising pieces with the budget that could be assumed to the company to implement. The second strategy is a Style Manual in which the visual image of the brand was redesigned. A logo with a fresher style and typography that generates assertiveness, style, and connection with the target audience was proposed. The company's color palette was defined, explaining the allowed and not allowed colors. Finally, future applications with the new company logo could be displayed to shirts, bottles, bags, even the logo will be used in expansive media such as walls, advertising meshes and visualizations in digital media such as YouTube, Facebook and Instagram. As a result, it was possible to identify the poor communication of Donatella Store with its customers and the failing flaw on its logo and social network posts. A logo of a cat with a youthful and flirtatious touch is proposed, a color palette was defined. Blue, yellow, and green tones are the most according to the target audience which is women between 18 to 27 years old, adolescents between 14 and 17 years old, and young couples.Item Afrodescendientes también son gente análisis de la representación de los afrodescendientes en la sección ‘gente’ del periódico El País de Cali(Universidad Santiago de Cali, 2020) Tascon Mulato, Rony Stiven; Bedoya Sandoval, Claudia LilianaItem Propuesta de plan estratégico de comunicación externa, para el lanzamiento de la marca valle unido en las redes sociales Facebook e Instagram(Universidad Santiago de Cali, 2020) Ortiz Carmona, María Paula; Meneses Medina, LorenaThe following report aims to propose external communication strategies for the official launch of the Valle Unido brand on social networks, after establishing which network or networks provide the best tools to meet the immediate needs of the brand. Strategies" are understood as determining the type or lines of content, the communicational tone, among other characteristics of the identity or personality of a brand, company or organization. All of this is done with the purpose of delivering the message and transmitting the values of the brand to the target audience, generating and maintaining a link between the members of the organization (internal and external audiences). In this way, a community is created where Valle Unido is taken into account as a reference for the support of young athletes in Valle del Cauca.Item Análisis de la calidad del contenido del periódico utópicos de la facultad de comunicación y publicidad de la Universidad Santiago de Cali en las ediciones del año 2018(Universidad Santiago de Cali, 2020) Rojas Durán, Juan Camilo; Aguilera, Pedro PabloThe present work focused on the analysis of the quality of the content of the newspaper Utópicos of the Faculty of Communication and Advertising of the University of Santiago de Cali in the editions of 2018. For this purpose, each copy of the 2018 edition was reviewed, contrasting it with the rules and principles of the style manual of that publication. From this analysis of form and content, the journalistic quality was evaluated. The contents of the Utópicos newspaper were evaluated to corroborate whether the themes, genres, graphics and other aspects of its structure have met the editorial criteria defined previously. The work was carried out by means of media analysis sheets with variables that allowed a quantitative and qualitative decomposition of journalistic text. The study showed that the newspaper largely complies with the editorial guidelines of the Style Manual of the Utópicos newspaper in the informative treatment conclusion that demonstrates the value of training space in the highest journalistic standards of us students of social communication, being a very reliable media.