<span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">La Revista <strong style="box-sizing: border-box; font-weight: bolder; color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">Scripta Mundi (ISSN 2960-8031) <span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">es una publicación electrónica de carácter científico de la FACULTAD DE CIENCIAS DE LA COMUNICACIÓN SOCIAL (FACSO) DE LA UNIVERSIDAD DE GUAYAQUIL. <span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">Es gratuito y de acceso abierto, solo se reciben artículos originales e inéditos en el campo de la comunicación (periodismo, comunicación visual y audiovisual) diseño gráfico, publicidad. También se reciben investigaciones en ciencias sociales de preferencia que tengan alguna relación con la comunicación; educación, turismo, emprendimiento, innovación y marketing. <span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">Es una revista que publica dos números al año, el primer número en enero, corresponde al primer semestre de enero a junio, mientras que el segundo en julio y corresponde de julio a diciembre. <span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">Está dirigido a investigadores, profesores, estudiantes, profesionales y expertos nacionales o extranjeros en el área de la comunicación y otros campos relacionados. <span style="color: rgba(0, 0, 0, 0.87); font-family: Lato, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">A la fecha se encuentra indexada en: Latindex 2.0, GoogleScholar, Dialnet, MIAR, Europub. LATINREV. Miembros de la Red de Editores y Revistas Científicas Ecuatorianas (RERCIE)
Desafíos del periodismo en tiempos de desinformación: Entrevista a Carlos Franco, periodista y profesor chileno
En mi segunda estancia en la Universidad Pompeu Fabra (UPF) de Barcelona tuve la oportunidad (y el privilegio) de entrevistar al Mgter. Carlos Franco, doctorando de la UPF, profesor e investigador de la Universidad Adolfo Ibáñez (UAI-Chile), especializado en desinformación, Fact‑checking y periodismo de datos. Franco dirige el Observatorio de Datos en la Escuela de Comunicaciones y Periodismo de la UAI. Es autor de obras como Donald. De aprendiz a presidente (2018) y Números que hacen noticia: Introducción al periodismo de datos (2015). Durante nuestro diálogo, Franco reflexionó sobre los principales retos éticos y metodológicos que enfrenta el periodismo hoy: desde la verificación de datos en tiempo real y las prácticas de fact‑checking, hasta el rol de los medios en el combate contra la desinformación. Sus reflexiones nos ayudan a ofrecer a la academia un análisis que combina comprensión teórica con las evidencias empíricas, derivadas -estas últimas- de su trayectoria como investigador académico.
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Communication and marketing in the age of artificial intelligence
Communication and marketing are two intrinsically linked disciplines that contribute significantly to the development and success of organizations, whether business, educational, social, or political. Historically, marketing has relied on communication to convey persuasive messages to mass audiences. The integration of communication and marketing continues to evolve, even more so in this new digital age, and the emergence of artificial intelligence (AI) has drastically redefined this relationship, introducing new tools, challenges, and opportunities. In the age of AI, communication becomes an even more strategic pillar for marketing, enabling unprecedented personalization, efficient automation, and a deeper understanding of the consumer. Given the rapid development of new technologies, today we talk about digital communication and marketing. With the advent of AI, this dynamic has evolved from a one-way approach to a highly interactive and adaptive one. In this edition, we present eight research articles: three related to communication, two to marketing, and three related to our thematic areas: graphic design, entrepreneurship, and Educommunication.
Bayesian analysis and digital transformation to optimize internal communication at the Huaquillas Higher Institute
The objective of this study was to identify effective digital tools for internal communication at the Huaquillas Higher Institute within the framework of institutional digital transformation. A mixed-method approach was employed, with a quantitative emphasis on data collection through a structured survey targeting students, teachers, and administrative staff. The Bayesian model was used to estimate the posterior probabilities of the effectiveness of five platforms: WhatsApp, Moodle, institutional email, social media, and Google Meet. The results revealed that the most effective tool was WhatsApp, followed by Moodle, and that internal communication has been functional but mainly sustained through unofficial channels. Conducting interviews to answer the research question in environments known for their scarcity demonstrated the suitability of the Bayesian approach, which integrates empirical data and prior knowledge to guide decision-making. This made it a highly appropriate approach for educational contexts facing technological and organizational constraints. Based on the results, the study proposes institutionalizing the use of hybrid channels, merging formal and informal tools, strengthening staff digital training, and carrying out periodic evaluations of the communication ecosystem. It is also suggested that this model be extended to other technical higher education institutions in order to compare the effectiveness of this study’s model with other statistical methods, such as logistic regression or AHP. Ultimately, the combination of Bayesian analysis with strategic digital communication design can significantly contribute to information management in educational institutions undergoing transformation.
Social marketing campaigns content characteristics in order to promote pet welfare
Animal welfare refers to the recognition of the rights and freedoms of animals to live in an environment that allows them to achieve a positive mental and physical state, satisfying their basic needs. This topic gained greater notoriety since the identification of the “Five Freedoms of Animals” and the subsequent creation of principles and standards between the 1960s and 1970s. However, despite the growing interest, a large part of the population remains unaware of these rights, making education and engagement essential to raising awareness. In this context, “social marketing” is emerging as an effective communication strategy to promote changes in society’s perceptions, behaviors, and values regarding the treatment of animals. Based on the pillars of education and engagement, this study seeks to identify the characteristics that marketing content should have in order to achieve greater reach and effectiveness. An exploratory and conclusive descriptive research methodology was applied. The exploratory phase consisted of a documentary review of qualitative and quantitative data, while the descriptive phase was developed through interviews with three organizations focused on animal welfare and trough a survey to Ecuadorian citizens. The survey was implemented with a probabilistic approach (94% confidence level). The results show that organizations prioritize content that promotes adoption and volunteering; while citizens consider effective campaigns that tell the stories of rescued animals, using formats such as videos, photographs, and documentaries for campaigns that encourage the involvement. For educational purposes, respondents considered it essential to provide information about pet care, the consequences of abandonment, and responsible adoption, preferably in visual formats and articles.
Local tourism in the city of Barcelona: motivating and rejecting factors of a sustainable tourism model
Since the 1992 Olympic Games, the Barcelona’s popularity, supply and demand for tourism have grown exponentially, turning the city into a destination whose sustainable management is increasingly complicated (overtourism). The objective of this research is to analyze the potential that local tourism would have for Barcelona as a medium-term bet in oder to create a more sustainable tourism model, as well as to know the main factors that motivate or reject this type of tourism. A methodological combination of quantitative analysis has been used, both from official secondary sources and from data from a survey (primary source) carried out on residents of Catalonia, in their capacity as potential local tourists. The results reveal that 83.6% of the participants in the study recognize the realization or interest in visiting places close to their residence and that the main factors that determine the decision to visit Barcelona are, in general, the price of the visit and the available time. Furthermore, as the level of education is higher, a greater degree of motivation is shown towards the practice of local tourism if more information is available about the places to visit or if those places do not show signs of tourist overcrowding. It is concluded that local tourism would be an alternative to be explored by companies in the sector and tourism management institutions in the city, since an active predisposition is detected in the target audience to visit the city, mainly those less congested tourist resources
The impact of political memes on Facebook: A look at two media outlets in Ecuador in 2024
In the digital age, social media has transformed the communication, the interaction, and the information consumption. Political memes have become an essential part of online political discourse and a key tool for communication and opinion formation on social media. The objective of this research was to analyze the content, format, and discourse of political memes published on the Facebook pages of two Ecuadorian media outlets during the first quarter of 2024, as well as to evaluate their impact on user perception through the reactions and comments generated. This analysis sought to understand the use of political memes as communication tools in the digital context and their influence on the formation of opinions and attitudes towards political issues in a period marked by significant political events in Ecuador, such as the confrontation between key political figures and debates on violence and national security. A study with a mixed, transversal, and exploratory approach was carried out in which 41 memes published by ‘El suero de la verdad’ and ‘Memes Quito’ were analyzed, pages selected for their relevance in the dissemination of political and humorous content. The results show that 30% of the published memes were political in nature, with satire predominating as the main discourse. The most common reactions were ‘I like it’ and ‘I find it funny’, reflecting positive attitudes, although 27% of the comments showed thematic deviation. The most addressed topics included violence and national politics, reflecting current political events. It is concluded that political memes are effective in capturing attention and amplifying narratives, but their impact on collective action is limited. This study contributes to the understanding of the role of memes in digital political communication in Ecuador, highlighting the need to integrate strategies that enhance their effectiveness in public debate and citizen participation.
The Role of Editorial Design in University Digital Communication: A Case Study of the NotiFACSO Newsletter of the University of Guayaquil
Editorial design has established itself as a strategic component in university digital communication, allowing for the structuring of informative content in a clear, hierarchical, and visually coherent manner. This study analyzes the NotiFACSO digital newsletter of the Faculty of Social Communication Sciences at the University of Guayaquil, with the aim of evaluating the effectiveness of its editorial design in digital environments. The research was conducted in three phases: a visual analysis of the newsletter, an institutional survey administered to students and faculty, and an evaluation of digital metrics on social media. The results demonstrate adequate graphic organization, typographic consistency, and color segmentation, which enhance the reading experience and reinforce the institutional identity. However, opportunities for improvement were identified in accessibility, interactivity, and content personalization. The study concludes that editorial design, when applied strategically, contributes to strengthening institutional communication and the active participation of the academic community in digital environments.
Infodemic and media literacy in the face of the risks of automated disinformation in digital environments
In today’s digital environment, one of the most pressing threats to information quality and public trust is the relentless surge of automated content, especially bots, deepfakes and biased algorithms. Driven by this challenge, the present study sets out to identify and synthesize the most effective media literacy strategies deployed between 2019 and 2025 to neutralize these specific risks. Following the PRISMA-ScR framework, a comprehensive scoping review was carried out in which 42 key studies were rigorously selected and examined through both qualitative and quantitative lenses, including the calculation of an aggregated effect size (Hedges’ g). The analysis shows that a combined approach—training in critical thinking, use of automated verification tools, and basic algorithmic education—delivers the strongest results (g≈0.71), far outperforming any of these tactics alone. The significance of an integrated media literacy paradigm that really increases users’ resistance to automated disinformation is shown by these findings. Lastly, the study offers specific suggestions for incorporating these insights into educational curricula, especially in Latin America, so that people can successfully and unflinchingly traverse the complicated information environment of today.
Aprendizaje móvil, un recurso educativo alineado a las Objetivos del Desarrollo Sostenible. Análisis desde la perspectiva de la docencia universitaria
In the last decade, higher-educational institutions have integrated access to new technologies which has been a fundamental tool that is used as an educational resource to facilitate learning. Hence, the inclusion of new strategies that include "mobile learning" arises as a main mission to enhance the development of knowledge, skills and competencies of students in this new digital era. The objective of this study is to determine whether mobile learning in the field of sustainable education achieves quality education and ensures the implementation of the 2030 Agenda. The methodology with a quantitative approach was used and the survey was used to 200 teachers belonging to four higher education institutions. Among the findings, it was possible to determine that 1) Educational management maintains a correlation coefficient of 0.731; 2) Teacher performance has a correlation of 0.725; 3) The linkage and research shows a correlation of 0.681; and, 4) Infrastructure maintains a coefficient of 0.701, evidencing that mobile learning with respect to the four premises attributed to the alignment of the SDGs is greater than 0.05, allowing it to be established that it is a technological tool that impacts the achievement of the Sustainable Development Goals of University institutions. It is concluded that universities currently have integrative educational models that contribute to the transformation of students' thinking to finally deliver to society human capital that promulgates sustainability and the proper use of resources.
Navegando entre el periodismo y el fact-checking: Carlos Baraibar y sobre cómo combatir la desinformación
Carlos Baraibar Padró , experto en verificación de información, en diálogo con la Dra. Ingrid Estrella explora los desafíos del fact-checking en la era de la infodemia, especialmente con el auge de la inteligencia artificial. Destaca la dificultad de contrarrestar el volumen de desinformación, la necesidad de priorizar la verificación de bulos que impactan la opinión pública, y la importancia de la rapidez en situaciones de emergencia. Además, analiza el rol crucial de la educación mediática para combatir la manipulación y el uso irresponsable de la inteligencia artificial, incluyendo la falta de incentivos por parte de grandes empresas tecnológicas para regularse. También, expresa su preocupación por la creciente influencia de los algoritmos en la difusión de información, lo que -cree- plantea una amenaza a las democracias si no se toman medidas.
Comunicación digital en la era de la inteligencia artificial
La comunicación digital en la era de la inteligencia artificial (IA) ha evolucionado radicalmente, transformando la forma en que los seres humanos interactúan con la información, los medios y entre sí. Como sabemos, existen muchas aplicaciones de la IA en la comunicación a nivel empresarial o educativo, es común ver como la automatización de mensajes mediante chatbots, denominados asistentes virtuales de bancos, corporaciones comerciales e instituciones educativas pueden dar respuestas a los usuarios de manera inmediata a través de sus plataformas web o WhatsApp y hasta personalizada de acuerdo con sus comportamientos. También pueden ofrecer contenidos altamente segmentados como los hacen las redes sociales que utilizan IA y plataformas como Spotify. La IA ha mejorado la accesibilidad en la comunicación digital mediante tecnologías como el reconocimiento de voz, la traducción automática y los sistemas de lectura de pantalla, beneficiando a personas con discapacidades y a comunidades lingüísticamente diversas, también ha permitido el acceso y la visualización de emprendimientos mediante redes sociales, sin embargo, la comunicación digital mediada por IA plantea dilemas éticos en torno a la privacidad y el uso de datos personales. Las plataformas recopilan información masiva para mejorar la personalización, pero esto genera preocupaciones sobre la vigilancia y el control de la información, estos son algunos de los temas que requieren ser analizados por la academia, profundizar la investigación y su difusión en revistas científicas como Scripta Mundi. Los aspectos descritos de manera breve y general son las razones que motivaron a que el Volumen 4 de 2025 tenga como tema central Comunicación digital en la era de la inteligencia artificial.
Perceived value of the quality and sustainability of entrepreneurships proposed by Generation Z in the tourism sector in Salitre, 2024
This research is based on the growing importance of sustainability and quality in the tourism sector, as well as the role of Generation Z as a driver of innovation and local development. The study aimed to analyze the perceived quality and sustainability of tourism entrepreneurships proposed by Generation Z in the tourism sector of the Salitre canton in 2024. A quantitative approach was applied, utilizing a non-experimental cross-sectional design. A survey with 20 Likert-scale questions was administered to a sample of 80 entrepreneurs in the sector. The results indicated a predominantly favorable perception about the quality of the entrepreneurships; however, opinions about sustainability were divided. Deficiencies were identified in infrastructure, technological adoption, financial and commercial guidance, as well as a limited availability of resources for business development. Furthermore, the absence of strategic alliances and sustainable practices with community impact were observed. In response, the study recommends implementing continuous training strategies, strengthening collaboration networks, improving infrastructure, promoting community awareness, and incorporating a monitoring and evaluation system. The findings of this study provide key insights for the design of policies and programs that promote sustainability and competitiveness of tourism entrepreneurships in Salitre, contributing to job creation and the region’s economic and social growth.
Disinformation in the digital age: addressing the post-truth formula in political communication
This article seeks to analyze disinformation in the face of political communication, exacerbated by a post-truth formula. This research explores how disinformation and post-truth spread in the current political context, analyzing their impact on public opinion, democratic debate and trust in institutions. It highlights as one of the important factors opinorophobia and the need to promote media literacy, critical thinking and transparency in political communication to counteract disinformation and strengthen democracy in the digital age. The methodology that was addressed was through a case study of recent political campaigns. In addition, examples of fake news, polarizing speeches and emotional manipulation strategies used in these campaigns are examined, along with the compilation of opinion articles and reflections of the authors for the construction of the concept of "opinorophobia" which is defined as the fear of expressing opinions in a context of polarization and media lynching.
Treatment of the journalistic coverage of natural phenomena in La Hora and El Heraldo newspapers: Eruptive process of the Tungurahua volcano in 2006 and 2012
The journalistic coverage of the eruptive process of the Tungurahua Volcano began in 1999 with the reactivation of the colossus, and reached its peak in 2006 when the greatest emergency occurred with explosions that resulted in the emission of lahars and ash around the city of Baños de Agua Santa. This paper studies the journalistic coverage of the natural disaster by the newspapers La Hora and El Heraldo of the city of Ambato, two local newspapers with provincial and regional circulation. With a descriptive quantitative approach, a 7-year study corpus was constructed. Artificial weeks (week sampling) were established in order to collect the publications to be analyzed with the orientation of the content analysis technique. The results indicate that the event coverage has a conjunctural logic not attached to a consecutive planning but close to the evolution of the emergency. It was identified that the prevailing genre was news followed by reports and briefs, indicating that the media generated information as the emergency unfolded
Las redes sociales como aliadas de la educación
Sin duda alguna, resulta muy interesante recordar los estudios de Abraham Maslow (1908 – 1970), psicólogo norteamericano plasmados en la Pirámide de necesidades humanas, la cual propone que toda persona hace algo para poder satisfacer sus necesidades; es decir, que funcionan como su principal motivación. Y dentro de esta clasificación en tercer lugar, luego de las necesidades físicas y de seguridad, se encuentran las necesidades sociales, donde el ser humano comienza a buscar una aceptación social buscando grupos afines a sus intereses.
Disruptive fintech: agile work methodologies
Technology has quickly taken root in our daily lives, innovating the way we shop, spend, acquire credit, invest, save and interact with the globalized financial system. In this context, the needs of users and consumers have led to a dynamic development of Fintech, combining Finance and Technology, in order to become the mainstay of many companies to minimize distribution costs and market reach. Today, Fintech continues to gain ground, fostering disruptive companies and its main contribution has been the inclusion of unbanked people in the financial sector (financial inclusion), which is why it has become necessary to use methodologies that allow flexibility, adaptation, and agility, according to the needs of the processes with attention to customers/users in a creative and productive way, in product development projects, given an increasingly rigorous environment. The present research was carried out through exploratory, descriptive research of the different sources of information, explanatory, evaluative, and evolutionary, to 2024, allowing to achieve the proposed objectives of exposing the scope and development of Fintech and the most used work methodologies, carrying out an inquiry with the aim of exposing the methodological tools that are being developed in Startup projects, for the creation of innovative products with customer service in the face of the dynamic change of the disruptive market. It was obtained that Fintechs have solved several obstacles with work methodologies that contribute effectively in a creative and productive way, to the planning, execution, control and monitoring in the Startup project, denoting their preference in the use of agile methodologies such as Design Thinking and Scrum.
Training program in digital economy at university level
La economía está sufriendo una profunda transformación como consecuencia de la ola de avances tecnológicos que hoy se conocen como cuarta revolución industrial. El presente artículo tiene como propósito presentar una propuesta de programa de formación en economía digital a nivel universitario. El trabajo está estructurado en cinco aspectos: el concepto de economía y desarrollo digital: sus distintas dimensiones; la economía digital en la educación universitaria; el núcleo de la economía digital en el contexto de América Latina; competencias del programa de estudio en economía digital y propuesta de programa de formación en economía digital. Se considera a la economía digital como parte de una nueva visión del desarrollo que puede actuar como catalizador del cambio estructural, fomentando la inversión de largo plazo, la diversificación de la estructura productiva y la mayor convergencia en los niveles de productividad del conjunto de la economía. La economía digital se desarrolla a partir de recursos intangibles en el aprovechamiento de ideas, más que de cosas materiales, para dar paso al comercio, los servicios en línea y, sin duda, se avanzará hacia el mercado laboral con perspectiva digital. Por lo tanto, debe existir un vínculo entre la economía laboral y la economía digital desde la formación, el empleo y el mercado laboral, para dejar un precedente y un posible soporte para el diseño de políticas públicas que fomenten la habilitación y las competencias de las tecnologías de información y comunicación en las actividades económicas.
Educommunication and transmedia narrative in the development of digital critical thinking.
This work aims to analyze how the convergence between educommunication and transmedia narrative promotes digital critical thinking in students. Through a qualitative bibliographic review method, it is demonstrated that educommunication, by promoting participation and conscious use of the media, and transmedia narrative, by expanding stories on multiple platforms, cultivate analysis and decision-making skills in the digital environment. It is concluded that the combination of these approaches enriches the educational experience and forms critical and responsible citizens in the digital age. However, the need for a teaching intervention that guides the reflective use of technologies is emphasized, in order to guarantee the development of digital critical thinking in students.
“Recordemos que ninguna técnica de comunicación, del teléfono a internet, aporta por sí misma la comprensión. La comprensión no puede digitarse” Édgar Morin En esta sexta edición de la revista Scripta Mundi, (Vol.3 No.2 Jul. - Dic. de 2024), aborda como temática central la comunicación, el periodismo y las redes sociales, se presentan cuatro artículos de investigación y un ensayo. El primer artículo aborda un análisis sobre los cambios producidos en el ámbito mediático, en la que los medios tradicionales de comunicación van perdiendo audiencia, por múltiples razones, mientras que las redes sociales tienen mayor presencia e influencia, sobre todo en el segmento de la población joven, pero también, se han constituido en una problemática por la complejidad de su control, la autora aporta en el debate sobre su regulación, de manera particular en Ecuador (Chavero, 2024) . El segundo artículo realiza un análisis de la aplicación del Lawfare en el Ecuador y como ha sido utilizado como estrategia política, sus consecuencias para la libertad de expresión, la transparencia en la información, y su efecto desestabilizador en la cohesión social, de acuerdo con el autor, respaldado por una amplia revisión documental (Vélez, 2024). A decir del autor, Ramírez (2024) el periodismo de investigación es una actividad y una forma específica de realización del periodismo profesional. Nace, crece, desarrolla y se expande al calor de las cambiantes condiciones sociales adversas: económicas, sociales, políticas, culturales, étnicas. El reconocido editorialista, historiador y sociólogo, presenta un ensayo, en el que hace un recorrido por el papel que desempeña el periodismo, como una acción comunicativa de develamiento y revelación de la verdad sobre diversos hechos, fenómenos y procesos, poniendo al descubierto caso de corrupción, enfrentando a regímenes autoritarios y dictatoriales, por los que los periodistas corren riesgos, más aún en los difíciles momentos en los que vive el Ecuador, por el alto nivel de violencia e inseguridad.
Comparative analysis of brand management on social media: public universities and private universities in Ecuador
This article comparatively examines the brand management on social media of public and private universities in Ecuador, taking as case studies the University of Guayaquil and the Central University of Ecuador on the public universities side, and the Catholic University of Santiago de Guayaquil and the Pontifical Catholic University of Ecuador on the private side. The research is based on the analysis of publications made on Facebook, Instagram and TikTok during a period of six months, from January to June 2024. Key metrics such as the number of posts, interactions (likes, comments, shares) and the effectiveness of interaction with the audience are analyzed. The results allow observing notable differences between the communication strategies and the impact on brand management of the educational institutions studied.
Comunicación mediática y redes sociales: el debate sobre la regulación
The arrival and generalization of social networks and the digital sphere opened new debates about the advantages and risks of this type of platforms, from the most optimistic positions to the most sceptical. Furthermore, it also takes up previous debates already developed in the conventional media sphere, which is the possibility of state intervention through specific regulation of the sector. In this way, the dispute over the regulation of social networks reproduces in some elements the dispute over the regulation of the media. In this work, a review is made of the characteristics of the media and social networks in Ecuador to enter an approach to the possible regulation of the digital public sphere, taking into account the main dimensions of this problem. To do this, a compilation of the main academic literature that addresses the problem is made and the data on the use of social networks for the case of Ecuador is analysed based on the most recent public surveys.
Marketing and advertising in the age of artificial intelligence and its impact on the consumer experience
The objective of this study is to research the effects of artificial intelligence (AI) on marketing and advertising strategies, with a focus on how these technologies influence the consumer experience. Through a qualitative and quantitative analysis approach, the most common applications of artificial intelligence in marketing, including personalization of content and chatbots, are examined, highlighting both their benefits and the associated ethical and practical challenges. The findings suggest that AI has the potential to significantly improve consumer satisfaction by delivering more personalized and relevant experiences; however, concerns about data privacy and distrust of automated technologies are also identified. The study acknowledges certain limitations, such as possible biases in sample selection, difficulties in measuring complex concepts such as consumer perception, and the rapid technological obsolescence inherent in the subject. These limitations underscore the need for future research that continues to integrate mixed approaches and consider the dynamic context of technology and consumer behavior. The research provides an updated view on the transformative role of AI in marketing, while identifying key areas for the ethical and effective development of these technologies for the benefit of both businesses and consumers.
Tourism ventures and their contribution to the economic growth of the city of Manta
The article presented below titled “Tourism Entrepreneurship and its contribution to the Economic Growth of the city of Manta, is a research that aims to analyze how tourism ventures contribute to the economic development of the city. Knowing that tourism has emerged as one of the most dynamic and fastest growing industries in the world, generating significant opportunities for the economic development of various regions, where the city of Manta stands out for its tourism potential, thanks to its beaches, its rich culture and gastronomy. The methodological approach used was quantitative and qualitative, offering a comprehensive vision of the current situation of tourism in Manta. As results of the research, it was obtained that the tourism sector maintains important income in the city's businesses. At the end of the work it is concluded that the contribution of tourism ventures to the economic growth of the city of Manta is very significant.
Communicative action and journalism in difficult times
The purpose of this essay is to determine the communicative action of Ecuadorian investigative journalism, framed in a series of sociocultural and ideological events carried out by certain and concrete social actors, and in which they directly influence and influence different social sectors. In the historical context, a set of economic, social, political and ideological interests, individual and collective, are identified, which directly and indirectly influence the work of the journalist, committed to a free, analytical, critical and relatively independent communicative action, who seeks, by all means, to exercise his profession without these obstacles and blockages. A brief historical synopsis is presented of the most notorious cases of corruption, which the diligence of journalism and the investigative press brought to light in Ecuador between 1960 and 2020. Among the main conclusions, it can be established that investigative journalism, as a communicative action, which becomes a real and effective task in the work of journalists, is nothing other than a form of action. A specialized method, with a lot of responsibility and civic, ethical, and also ideological-political commitment, of “audacity and daring” of those who seek the truth for society. That is why in the communicative action of journalism, especially when it is critical, analytical and objective, there will always be risks.
Lawfare in Ecuador: Impact for communication and society in a context of Elections and political conflicto
Lawfare in Ecuador has been a political strategy used to delegitimize opponents and manipulate public opinion, affecting freedom of expression and information transparency. This phenomenon has generated a profound destabilization in social cohesion, especially in electoral contexts, where justice and the media have been instrumentalized to persecute politicians. In addition, it has contributed to the institutional weakening and increase in political violence, as evidenced by the murder of a presidential candidate in the 2023 elections. This review seeks to offer a critical analysis of the impact of Lawfare on Ecuadorian democracy. Objective: Analyze how Lawfare has been used as a political strategy, its consequences for freedom of expression, transparency in information, and its destabilizing effect on social cohesion. Materials and Methods: This review article is based on a qualitative approach, using a bibliographic-documentary review methodology under the positivist paradigm. 35 articles, 10 books and 5 audiovisual materials were collected and analyzed, selected for their relevance in the study of Lawfare in Ecuador and Latin America. The information was processed using tools such as Excel, Word and ATLAS ti, prioritizing recent and exhaustive studies that address the impact of Lawfare on the media, political culture and electoral processes.
Keywords: Communication, Society, Lawfare, Politics, Democracy
Reflexiones sobre una relación impostergable: comunicación de bien público e inteligencia artificial
La hegemonía de la virtualización en las relaciones sociales y la posterior incorporación de la IA han marcado inflexiones en la concepción, producción, interpretación y socialización de los mensajes. Por ello es válido indagar en el modo que estas tecnologías han condicionado los niveles hermenéutico, semiótico y semántico de la comunicación. Así como identificar los posicionamientos epistemológicos y las apropiaciones disciplinares que ello ha suscitado para las Ciencias Sociales.
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Del Papiro al Metaverso: Carlos Scolari y la evolución de la Comunicación
Conocí a Carlos Scolari en octubre de 2022. En una soleada mañana en Barcelona, en su despacho de la Universidad Pompeu Fabra donde es considerado uno de sus científicos más ilustres. Su nombre también es reconocido en toda Latinoamérica y Europa, porque Scolari es uno de los autores más citados en el campo de la comunicación. Durante nuestra charla en Barcelona me prometió darme una entrevista virtual, cuando regrese a mi país, Ecuador. Como todo un caballero, lo cumplió. Así, desde Guayaquil, y en los estudios de FACSO, pude entrevistarlo y hablar de uno de sus últimos libros, “La guerra de las plataformas”, en el que analiza los conflictos mediáticos desde tiempos remotos hasta la era del metaverso.
Critical analysis of educational inclusion in a megadiverse social environment. Literature Review
The report focuses on inclusive education as a pedagogical approach that guarantees quality education, regardless of its differences, addressing educational environments; supported by legal regulations based on the principles of equity and inclusion, seeking to homogenize education. The objective is: Carry out a critical analysis of the problems faced by educational inclusion in a megadiverse environment. At the international level, the Universal Declaration of Human Rights and the Convention on the Rights of Persons with Disabilities highlight the importance of inclusive educational systems, in the context of megadiverse countries there are additional challenges. Methodologically, this work is based on the positivist paradigm, basic type, non-experimental design, bibliographic-documentary nature of relevant articles indexed in academic sources. It is identified that effective communication, inside and outside educational institutions. Additionally, adequate teacher training and collaboration between school, families, and the community are essential for the effective implementation of these policies. It is concluded that, to build a more just and equitable society, a joint effort is necessary to develop and strengthen inclusive educational strategies, adapting them to the diversity and needs of all students.
Family involvement for the achievement of school learning. A systematic review
This article addresses the systematic review of scientific publications about parental involvement in schoolwork for student learning achievements. This study aims to answer two basic questions: How does parental participation favor their sons and daughters learning achievements? How does the family involve in schoolwork? Which strategies should the school promote for the parental involvement? For this, the analysis of scientific publications was carried out in the period from 2021 to 2023, publications selected based on the methodology of the PRISMA 2020 declaration, assuming specific inclusion and exclusion criteria. The reviewed productions provide empirical and theoretical data in the field of family intervention in the process of parents support in order to reinforce schoolwork from home and the types of involvement in children’s school. The results show that this topic is of interest to researchers concerned with demonstrating that parental involvement becomes a key aspect for the achievement of learning and that the school must be the promoter of the bond that must be created in the family-school binomial..