bachelorThesis
Análisis comunicacional de la campaña “Yo Me Cuido” del Gobierno Nacional del Ecuador
Autor
Uca Sornoza, Dayana Jamilet
Institución
Resumen
The following is a case study that interposes the communicational analysis of the campaign “Yo me cuido” of the national government of Ecuador. The objectives to be met are based on contrasting the information obtained from social networks and direct observation to determine citizen feedback on the message proposed for this campaign. In addition, more specific characteristics will be identified in the observation file that help determine the articulation or commitment of all government entities to position the campaign and its message of citizen co-responsibility from different areas. On the other hand, the implementation of the resulting bibliographic research pertinent to the current case study because it allows the inference of new hypotheses through the conceptualization of the dimensions and indicators of the study variables. A preliminary result obtained from the digital media indicates that the “Yo me cuido” campaign fulfills the characteristic of inclusiveness in certain publications that claim the participation of ancestral communities. Finally, the general opinion of society is reflected in the comments of the publications of other official non-governmental sources, generating a tendency of disapproval of the behavioral incongruity caused by certain measures or regulations, contrasting citizen self-determination for positive feedback from the message of this campaign. The following is a case study that interposes the communicational analysis of the campaign “Yo me cuido” of the national government of Ecuador. The objectives to be met are based on contrasting the information obtained from social networks and direct observation to determine citizen feedback on the message proposed for this campaign. In addition, more specific characteristics will be identified in the observation file that help determine the articulation or commitment of all government entities to position the campaign and its message of citizen co-responsibility from different areas. On the other hand, the implementation of the resulting bibliographic research pertinent to the current case study because it allows the inference of new hypotheses through the conceptualization of the dimensions and indicators of the study variables. A preliminary result obtained from the digital media indicates that the “Yo me cuido” campaign fulfills the characteristic of inclusiveness in certain publications that claim the participation of ancestral communities. Finally, the general opinion of society is reflected in the comments of the publications of other official non-governmental sources, generating a tendency of disapproval of the behavioral incongruity caused by certain measures or regulations, contrasting citizen self-determination for positive feedback from the message of this campaign. Se presenta a continuación un estudio de caso que aborda el análisis comunicacional de la campaña “Yo me cuido” del gobierno nacional de Ecuador. Los objetivos por cumplir se fundamentan en contrastar la información obtenida de las redes sociales mediante una observación directa para determinar la retroalimentación ciudadana del mensaje propuesto para esta campaña. Además, se identificarán características más específicas en la ficha de observación que ayuden a determinar la articulación o compromiso de todas las entidades gubernamentales para posicionar la campaña y su mensaje de corresponsabilidad ciudadana desde diferentes áreas. De su parte, la implementación de la investigación bibliográfica resulta pertinente para el actual estudio de caso porque permite la inferencia de nuevas hipótesis a través de la conceptualización de las dimensiones e indicadores de las variables de estudio. Un resultado preliminar obtenido de los medios de comunicación digital indica que la campaña “Yo me cuido” cumple la característica de inclusiva en ciertas publicaciones que aducen la participación de comunidades ancestrales. Por último, la opinión generalizada de la sociedad se denota reflejada en los comentarios de las publicaciones de otras fuentes oficiales no gubernamentales, generando una tendencia de desaprobación ante la incongruencia conductual que provocan ciertas medias o normativas, contraponiendo la autodeterminación ciudadana para una retroalimentación positiva del mensaje de esta campaña.