GESTIÓN DE LA COMUNICACIÓN Y SU INCIDENCIA EN LA DESINFORMACIÓN DE MEDIOS DIGITALES EN EL CANTÓN DE QUEVEDO
| dc.contributor.advisor | Urquiza Mendoza, Liliana Ivett | |
| dc.contributor.author | López Jijón, Santiago Alexander | |
| dc.date.accessioned | 2025-06-11T15:15:59Z | |
| dc.date.available | 2025-06-11T15:15:59Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18595 | |
| dc.description | This study examines the influence of digital media communication management on the generation and dissemination of misinformation in the canton of Quevedo. In a world where digital platforms are booming, it is essential to analyse local dynamics that present unique characteristics, especially in areas with a high use of social networks and restricted access to educational resources. The research adopts a mixed approach combining qualitative and quantitative methods to assess the effectiveness of local digital media in conveying reliable information. To do so, surveys of media consumers, interviews with members of local leadership and journalists about digital media, and a content analysis of relevant posts on social media and news websites in the canton were conducted. The findings reveal that a lack of training in fact-checking techniques and the pressure to generate content quickly are crucial factors that fuel misinformation. In addition, limited use of technological tools to effectively cross-check sources was observed, along with weak implementation of editorial policies that promote transparency and ethics. The study also reveals that local audiences are particularly vulnerable to misinformation due to low levels of digital literacy. This combination of factors creates an environment conducive to the spread of fake news, rumours and biased content, which in turn affects trust in the media and social cohesion in the community. The paper concludes with a series of proposals to improve communication management, such as training programmes for communicators, the implementation of fact-checking technologies and educational campaigns aimed at the population. These initiatives seek to strengthen the local media ecosystem and encourage a critical consumption of information in the canton of Quevedo. Through this analysis, the aim is to enrich the understanding of local dynamics of communication and disinformation, laying the groundwork for future research in similar contexts. | es_ES |
| dc.description | This study examines the influence of digital media communication management on the generation and dissemination of misinformation in the canton of Quevedo. In a world where digital platforms are booming, it is essential to analyse local dynamics that present unique characteristics, especially in areas with a high use of social networks and restricted access to educational resources. The research adopts a mixed approach combining qualitative and quantitative methods to assess the effectiveness of local digital media in conveying reliable information. To do so, surveys of media consumers, interviews with members of local leadership and journalists about digital media, and a content analysis of relevant posts on social media and news websites in the canton were conducted. The findings reveal that a lack of training in fact-checking techniques and the pressure to generate content quickly are crucial factors that fuel misinformation. In addition, limited use of technological tools to effectively cross-check sources was observed, along with weak implementation of editorial policies that promote transparency and ethics. The study also reveals that local audiences are particularly vulnerable to misinformation due to low levels of digital literacy. This combination of factors creates an environment conducive to the spread of fake news, rumours and biased content, which in turn affects trust in the media and social cohesion in the community. The paper concludes with a series of proposals to improve communication management, such as training programmes for communicators, the implementation of fact-checking technologies and educational campaigns aimed at the population. These initiatives seek to strengthen the local media ecosystem and encourage a critical consumption of information in the canton of Quevedo. Through this analysis, the aim is to enrich the understanding of local dynamics of communication and disinformation, laying the groundwork for future research in similar contexts. | es_ES |
| dc.description.abstract | Este estudio examina la influencia de la gestión de la comunicación a través de medios digitales en la generación y difusión de desinformación en el cantón de Quevedo. En un mundo donde las plataformas digitales están en auge, resulta esencial analizar las dinámicas locales que presentan características únicas, especialmente en áreas con un alto uso de redes sociales y un acceso restringido a recursos educativos. La investigación adopta un enfoque mixto que combina métodos cualitativos y cuantitativos para evaluar la efectividad de los medios digitales locales en la transmisión de información confiable. Para ello, se llevaron a cabo encuestas a los consumidores de medios, entrevistas con miembros del liderazgo local y periodistas sobre los medios digitales y un análisis de contenido de publicaciones relevantes en redes sociales y sitios web informativos del cantón. Los hallazgos revelan que la falta de capacitación en técnicas de verificación de datos y la presión por generar contenido de manera rápida son factores cruciales que alimentan la desinformación. Además, se observó un uso limitado de herramientas tecnológicas que permiten contrastar fuentes efectivamente, junto con una débil aplicación de políticas editoriales que promuevan la transparencia y la ética. Asimismo, el estudio revela que las audiencias locales son especialmente vulnerables a la desinformación debido a bajos niveles de alfabetización digital. Esta combinación de factores crea un entorno propicio para la propagación de noticias falsas, rumores y contenido sesgado, lo que a su vez afecta la confianza en los medios y la cohesión social en la comunidad. El trabajo concluye con una serie de propuestas para mejorar la gestión comunicacional, tales como programas de capacitación para comunicadores, la implementación de tecnologías de verificación de datos y campañas educativas dirigidas a la población. Estas iniciativas buscan fortalecer el ecosistema mediático local y fomentar un consumo crítico de información en el cantón de Quevedo. A través de este análisis, se pretende enriquecer la comprensión de las dinámicas locales de comunicación y desinformación, sentando las bases para investigaciones futuras en contextos similares. | es_ES |
| dc.format.extent | 94 P | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Quevedo | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Gestión | es_ES |
| dc.subject | Comunicación | es_ES |
| dc.subject | Medios Digitales | es_ES |
| dc.subject | Desinformación | es_ES |
| dc.subject | Veracidad | es_ES |
| dc.title | GESTIÓN DE LA COMUNICACIÓN Y SU INCIDENCIA EN LA DESINFORMACIÓN DE MEDIOS DIGITALES EN EL CANTÓN DE QUEVEDO | es_ES |
| dc.type | bachelorThesis | es_ES |
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