Comunicación Social
Permanent URI for this collection
Browse
Recent Submissions
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 AugustoEl presente proyecto se propuso contribuir a mejorar la calidad de vida digital de los adultos mayores residentes en el geriátrico Cuidado Vital en Casa, ubicado al sur de Cali. La investigación se estructuró en tres fases claves: en la primera fase, se analizó el uso actual de la comunicación digital en este grupo específico; en la segunda, se investigó cómo los adultos mayores se apropian de las tecnologías de la comunicación digital; y finalmente, en la tercera fase, se diseñaron y ejecutaron procesos de comunicación destinados a alfabetizar digitalmente a este segmento de la población. El objetivo principal fue desarrollar una estrategia de comunicación digital que abordara las debilidades identificadas durante las fases anteriores. Se buscó fortalecer la calidad de vida de los adultos mayores mediante una comunicación más efectiva, inclusiva y enriquecedora. Más allá de superar las barreras digitales, el proyecto se orientó a empoderar a los adultos mayores, permitiéndoles aprovechar plenamente los beneficios de la comunicación digital en su vida cotidiana. En este sentido, se aspira no solo a facilitar el acceso a la tecnología, sino también a promover una participación y significativa en el mundo digital, fomentando así un envejecimiento más conectado, informado y enriquecedor.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 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.Item Diseño de una estrategia comunicativa para el uso del correo electrónico institucional, como herramienta de comunicación interna de los funcionarios del área de comunicaciones y educación ambiental del departamento administrativo de gestión del medio ambiente – dagma, 2018 - 2019(Universidad Santiago de Cali, 2020) Moreno Arrechea, Laura Isabel; Ramírez, Clara HildaThis research work made it possible to identify the use of institutional email in the Administrative Department of Environmental Management (ADEM), in addition to proposing a communication strategy that allows the use of this network, as an internal communication tool for officials of the Area of Communications and Environmental Education. The research technique used was observation and surveys applied to the 30 officials involved in this area, the selection process was carried out taking into account the seniority and type of contract that is handled in the Communications and Education Area Environmental, since they are officials who, for the most part, have witnessed continuous improvement processes, focused on the implementation of Information and Communication Technologies (ICTs), which allows them to create brand identity and reflect a better corporate image . The observation process was carried out in each of the aforementioned areas, from January 9 to 18, 2019, during the working day; This analysis made it possible to identify that there is a certain degree of disinterest on the part of the officials of the Communications and Environmental Education Area to use the mail as a tool that optimizes the internal communication processes of the entity. The investigation also made it possible to identify that the processes aimed at the implementation of Information and Communication Technologies (ICT) that are being carried out through the Technological Management Area of the Municipal Mayor's Office of Santiago de Cali, are not being monitored of a training and awareness process for internal staff who are the ones who benefit the most from these tools. The data obtained through this research made it possible to develop a communication plan focused on improving the use of institutional email in the areas with the greatest dissemination of information from the Administrative Department of Environmental Management (ADEM); This plan was drawn up taking into account the contributions of authors such as Paul Capriotti and Van Riel, based on their theories of organizational communication and brand identity. Finally, a basic guide on the use of institutional email is presented, which focuses on the way in which the messages sent through this medium should be constructed, in order to make themselves understood in front of the receiver and generate bonds of trust. and security to the processes and information that is disseminated through this public entity.Item El tratamiento periodístico del diario el país frente a hechos en los que se han visto implicadas pandillas y bandas criminales en la ciudad de Cali en los años 2016 y 2017(Universidad Santiago de Cali, 2020) Bustamante Fernández, Jennifer; Bedoya, Claudia LilianaThe purpose of this degree work is related to the journalistic treatment of the newspaper the country on the phenomenon of gangsterism in the city of Cali in the first quarter of 2016 and 2017. This study assumes a mixed approach from the perspective of the journalistic information of the area of events about a relevant topic such as the phenomenon of gangsterism, which is presented journalistically in different ways and with different styles. This taking into account that the interest of the readers and that now, thanks to the development of communication and information technologies (telephones, satellites and internet), the news is instantly known, has become closer and closer, awakening a great interest and acquiring an unknown relevance so far. The objective was to analyze the news about gangs published during the first trimesters of 2016 and 2017. The analyzes show that during the six months the highest percentage of news was related to homicides, followed by robberies. And the main journalistic style is the alarmist. Among the conclusions is the fact that journalism is not contributing to gang deterrence, or campaigns that tend to decrease, on the contrary, they sponsor them by presenting a news, metaphorical, sensationalist body without presenting the characteristics of who, who , in what way and educational campaign.Item Estrategia de marketing digital con enfoque en potencialización de marca a través de redes sociales para el instituto de educación Técnicatomedent(Universidad Santiago de Cali, 2020) Tenorio Córdoba, Esteban; Gúzman, Ingrid JovanaItem Plan estratégico de marketing digital para el fortalecimiento online de la avícola Irma Hernández de Montoya(Universidad Santiago de Cali, 2020) Montoya Vélez, María Camila; Forero Giraldo, Daniela; Peña Arenas, Claudia PatriciaItem Estrategia de posicionamiento de marca y cultura organizacional(Universidad Santiago de Cali, 2020) Ocampo Cabal, Daniel Esteban; Cortes Giraldo, Hover Alejandro; Gómez Lozano, Laura Viviana; Meneses Medina, LorenaThe next job will show a brand positioning strategy based on an internal and external context analysis for the fast food restaurant “MAVAMOS PIZZA”. this within the strategy communication and digital marketing area. To develop this strategy, it had to analyze each of the weaknesses, strengths, opportunities and threats of the organization. said analysis will help to the company to recognize its context and go forward with the strategy that favors the efficiency of the same establishment and its collaborators.Item Estrategia de posicionamiento en la red social Facebook para la Secretaría de cultura Valle del Cauca(Universidad Santiago de Cali, 2020) Muñoz Reina, Juan Diego; Portocarrero Mayo, Jhon Alexander; Soto González, Carlos Enrique; Cruz, Carlos AndrésSocial networks became a source of communication of vital importance in the world, if we take into account that with the number of registered users, an image, a message or a brand can be quickly spread, becoming a very powerful Marketing tool. used in the past. Although the Secretary of Culture of Valle del Cauca has focused on advertising through traditional media with a constant and varied work on social networks, the effects have been unsatisfactory for the entity in charge of Culture and Art in the departamento. That is why this undergraduate project proposes a Positioning Strategy on the Facebook Social Network with the purpose of generating a greater impact from the cultural initiatives that take place in Valle del Cauca municipalities and the objectives of the Secretary of Culture of Valle del Cauca.Item “Narraciones de los hechos ocurridos en el aro, Antioquia, en octubre de 1997”(Universidad Santiago de Cali, 2020) Navarrete Rivera, Pablo Manuel; Muñoz Joven, Luis ArmandoItem "Aportes de la educomunicación al área de lengua castellana"(Universidad Santiago de Cali, 2020) Rodríguez Ortiz, María Camila; Collazos Aguirre, Valeria; Ospina Nieto, YovanyItem “Análisis de los registros retóricos de los presentadores del magazine tardes del sol”(Universidad Santiago de Cali, 2020) Buriticá Galvis, Dayana; Fernández Soto, Luisa Fernanda; Muñoz, Luis ArmandoItem “Tratamiento informativo del medio digital las 2 orillas a las campañas presidenciales de 2018 en Colombia, de los candidatos Gustavo petro e Iván duque”(Universidad Santiago de Cali, 2020) Daza Cabal, Laura Daniela; Gallego Méndez, Solanlly; Aguilera, Pedro PabloThe informative treatment of the platform Las 2 Orillas at 2018 presidential campaigns in Colombia, of the candidates Gustavo Petro and Iván Duque, is a project that seeks to analyze the way in which an issue of national political order was developed, such as electoral campaigns in the second round period, through the use of: content analysis template, a media characterization file and a significant process of journalistic and opinión text compilation and selection. For the present investigation, the following problem question was started: How was the informative treatment of the subject of the 2018 presidential campaigns in Colombia, of the candidates Gustavo Petro and Iván Duque, in the digital media Las 2 Orillas? Whose answers were obtained from a bibliographic search and theoretical contributions based on concepts such as: agenda setting and discourse analysisItem “Calidad y dignidad en el trabajo: el caso de diez trabajadores informales del sistema integrado de transporte masivo - masivo integrado de occidente (sitm-mio) de la ciudad de Cali en el primer trimestre del año 2020”(Universidad Santiago de Cali, 2020) Herrera Fuentes, Julián David; Rojas Diusa, Robert Eleuterio; Quinayá Ocampo, Diana PatriciaThe following research project will address the problem of the quality and dignity of work from the base of social theory and critical social theory, which will be approached from the case study of ten informal workers who carry out work activities within the stations of the MIO integrated mass transit system. In this project it is important to highlight that, from a perspective of critical social theory, not only the concept of quality and dignity at work will be problematized, but also the daily experiences of a part of these workers, thus managing to recognize and analyze the type of conditions that these workers experience in informal conditionsItem “Propuesta de creación de un perfil en Instagram para el negocio de comidas rápidas orejas Burger de guacarí para dar a conocer sus productos”(Universidad Santiago de Cali, 2020) Montenegro Jiménez, Jhon Edward; Benavides Cadena, Mairon Alejandro; Cruz, Carlos AndrésThis project is the proposal of a communication strategy for the social network Instagram that helps creating awareness of the products offered by the fast food business Orejas Burger of the municipality of Guacarí, Valle del Cauca. In order to achieve this, this document has different sections that give account of the local and national context in which the business operates. Also, it has the theoretical bases that justify the development of this project, especially In social networks. The most important characteristics of Orejas Burger were also outlined so that the reader understands the way the business works and the problem identified that supports the execution of the project. The problem found consists, mainly, in the non-existent presence of this fast food business on the internet, understanding that now the social networks are a fundamental part of growth within the market. The research has a general objective and three specific objectives. The general objective pursues the creation of an Instagram profile to advertise the Orejas Burger products and the specific ones have the purpose of making a SWOT analysis, a communication proposal for that profile and a logo for the business. In the final section, this document presents the conclusions of the entire research process.Item “¿Cuál es la construcción que se hace del estereotipo de reina de belleza desde la publicidad de la revista cromos en la marca armonía durante el reinado de belleza en la década de 1997-2007?”(Universidad Santiago de Cali, 2020) Rivera González, Jacobo; Espinosa Cabrera, Tatiana Alejandra; León Muñoz, John JairoAlong the different centuries and different cultures, the concept of beauty has been evolving and adapting to the tastes and preferences of each era incorporating in each moment an endless number of meanings. In their effort to look and feel good, women of all times have adopted beauty care such as the use of cosmetics, eating habits, headdresses, hairstyles and dressings; common and socially accepted practices. The Colombian beauty reign and different types of promotion in different brands, in this case specifically, the promotion of the brand Harmony in the Cromos magazine, combine the use of “real” models with that of increasingly thin or voluptuous bodies that contrasts with what should be understood as beautiful. The following text is organized in such a way in which the reader clearly understands from where and at what time the different theories of the female stereotype in beauty reigns are known, both internationally and nationally. A brief justification will be given as to why it is important that we learn about this subject and the aims that we intend to achieve for ourselves and for all readers