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Memes en los medios de comunicación de la red social instagram, caso El Comercio
| dc.contributor.advisor | Lemos Beltrán, Daniel | |
| dc.contributor.author | Posligua Carriel, Coraima Sharally | |
| dc.date.accessioned | 2023-06-29T22:57:47Z | |
| dc.date.available | 2023-06-29T22:57:47Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14632 | |
| dc.description | The research "Memes in the Media of the Instagram Social Network, El Comercio Case" aimed to determine the impact of the use of memes on the Instagram account of the El Comercio newspaper. For its realization, a qualitative approach methodology was used and the bibliographic review, the observation sheet and the Focus Group were used. Memes have become a new way to transmit information, they fulfill the informative role and at the same time they add a humorous tone to the publications. As a result, it was obtained that El Comercio uses memes to generate greater engagement with its audience and increase the reach of its publications. To achieve this, 12 publications corresponding to the month of October, November and December were analyzed; In the Focus Group, on the other hand, it was evident that most of the participants found the use of memes in the news as something innovative and creative. Therefore, the use of memes in the journalistic publications of El Comercio on Instagram is an effective strategy to reach a young audience and increase the reach of its content. It was concluded that the use of memes by El Comercio contributes to strengthening its presence and positioning in the social network. For this reason, it is recommended to study the impact of memes on the content strategy of other media on Instagram to compare the effectiveness of this strategy in different contexts and determine if it can be an effective strategy in other media. | es_ES |
| dc.description | The research "Memes in the Media of the Instagram Social Network, El Comercio Case" aimed to determine the impact of the use of memes on the Instagram account of the El Comercio newspaper. For its realization, a qualitative approach methodology was used and the bibliographic review, the observation sheet and the Focus Group were used. Memes have become a new way to transmit information, they fulfill the informative role and at the same time they add a humorous tone to the publications. As a result, it was obtained that El Comercio uses memes to generate greater engagement with its audience and increase the reach of its publications. To achieve this, 12 publications corresponding to the month of October, November and December were analyzed; In the Focus Group, on the other hand, it was evident that most of the participants found the use of memes in the news as something innovative and creative. Therefore, the use of memes in the journalistic publications of El Comercio on Instagram is an effective strategy to reach a young audience and increase the reach of its content. It was concluded that the use of memes by El Comercio contributes to strengthening its presence and positioning in the social network. For this reason, it is recommended to study the impact of memes on the content strategy of other media on Instagram to compare the effectiveness of this strategy in different contexts and determine if it can be an effective strategy in other media. | es_ES |
| dc.description.abstract | La investigación "Memes en los Medios de Comunicación de la Red Social Instagram, Caso El Comercio" tuvo como objetivo determinar el impacto del uso de memes en la cuenta de Instagram del Diario El Comercio. Para su realización se utilizó una metodología de enfoque cualitativo y se empleó la revisión bibliográfica, la ficha de observación y el Focus Group. Los memes se han convertido en una novedosa forma para transmitir información, cumplen con el papel informativo y al mismo tiempo le aportan un tono humorístico a las publicaciones. Cómo resultado se obtuvo que El Comercio utiliza los memes para generar mayor engagement con su audiencia y aumentar el alcance de sus publicaciones. Para llegar a esto se analizaron 12 publicaciones correspondientes al mes de octubre, noviembre y diciembre; en el Focus Group en cambio, se evidenció que la mayoría de los participantes encontraban la utilización de memes en las noticias como algo innovador y creativo. Por lo que la utilización de memes en las publicaciones periodísticas de El Comercio en Instagram es una estrategia efectiva para llegar a un público joven y aumentar el alcance de su contenido. Se concluyó que la utilización de memes por parte de El Comercio contribuye a fortalecer su presencia y posicionamiento en la red social. Por esto se recomienda estudiar el impacto de los memes en la estrategia de contenido de otros medios de comunicación en Instagram para comparar la efectividad de esta estrategia en diferentes contextos y determinar si puede ser una estrategia efectiva en otros medios de comunicación. | es_ES |
| dc.format.extent | 52 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Memes | es_ES |
| dc.subject | El Comercio | es_ES |
| dc.subject | Comunicación emergente | es_ES |
| dc.subject | es_ES | |
| dc.title | Memes en los medios de comunicación de la red social instagram, caso El Comercio | es_ES |
| dc.type | bachelorThesis | es_ES |
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