«Universitas-XX1» is a bilingual scientific journal from Universidad Politécnica Salesiana of Ecuador specialized in Social and Human Sciences and its interdisciplinary lines such as Communication, Political Science and Sociology.

  • Non-Gubernamental Organizations and Gender Violence: Case Nuevo Leon, Mexico
    por Pedro César Cantú-Martínez el día agosto 4, 2021 a las 4:15 pm

    This paper addresses the role of non-governmental organizations, providing solidarity support and disinterested in the problem of violence against women. In Mexico this social problem has been difficult to solve, because it has social and cultural roots. The stage is presented in the national framework and we also see government structuring such as the non-governmental organization through civil society that hosts this social eventuality in Nuevo Leon. A descriptive methodology was used and qualitative representation, reports and documents were accessed, that allowed us to delimit the object of study. Nuevo León's scenario repeats social situation and violence that persists in Mexico. Nuevo Leon has 4.3% of the country's women, violence persists in 59.3% of them. First cause was in a communal way, following the one imposed by his partner. Government structure provides legal and care services. However, civil society has organized to address this contingency, and in Nuevo León there are organizations that 4.87% are related to women's care in these cases. They perform care functions, human rights, self care, education and guidance, mental health services, capacity building and social reintegration.

  • Social capital and political participation of Facebook users
    por Enrique Ivan Noriega-Carrasco el día agosto 4, 2021 a las 4:10 pm

    Mexico has witnessed some social movements initiated in social networks, which foster connections that enable social capital, the latter being closely related to political participation. This citizen power linked to democracy can have repercussions on institutions and economic development. In this context, this research has as its objective to determine the relationship of the social capital of Facebook users with their political participation. This investigation uses a quantitative approach through a survey applied to 389 Facebook users in the city of Culiacán, Sinaloa, as it is one of the Mexican cities with the highest percentage of internet users in Mexico in order to explain the phenomenon supported in a statistical analysis of correlations and linear regressions from data captured in Likert scales. The findings show that social capital in its online bonding dimension, as well as its online bridging and traditional dimensions through political participation online of Facebook users, significantly influence their traditional political participation, in other words, social capital of Facebook users affects political participation offline. It is concluded that social media social capital represents an opportunity to increase political participation, online and offline, and therefore pressure the authorities to meet the needs of their population.

  • Punitive populism and far right in the Iberian space
    por Alfonso A. López Rodríguez el día agosto 4, 2021 a las 4:05 pm

    Abstract: The entry of extreme right-wing populist formations into the institutions of Spain and Portugal represents a qualitative change in their political systems. One relevant issue is the electoral use of the strategy of punitive populism, a tool already used extensively by other more veteran formations within this ideological family in Europe. The question addressed in this text is to what extent they have used this strategy, and whether they have made any particular modulation of it in their electoral manifestos in force during the elections for entry into the parliamentary chambers of each of the Iberian countries.

  • Semiotic and discourse analysis of the children’s program PJ Mask or Héroes en pijamas
    por Briggette Dayanna Vega-Barriga el día agosto 4, 2021 a las 4:04 pm

    This investigative work analyzes the discourse of the children’s series PJ Masks. The objective of our study is to determine the visual and linguistic resources used in the construction of the message. This analysis will allow us to recognize the recurring discursive characteristics, regarding the language used and the elements of visual semiotics, which allow a positive response from the children’s audience. A qualitative methodology was proposed through observation cards and discourse analysis, the linguistic and graphic characteristics present in two seasons of the children’s series were identified. In the series we recognize a simple language, words and phrases that are repeated in all episodes. The message revolves around a problem that one of the heroes must face, the conflicts that this creates for him and how with the support of his friends he overcomes it. The visual semiotic part reinforces the speech, allows the children to identify the colors of the costumes and the special places. The discursive strategies used in the PJ Mask series respond to a series of messages that seek to reinforce values in children, through the formula of continuous repetition of a message, changing the negative to the positive. With regard to the semiothic, saturated and intense colors, unique locations and symbols that identify each character are worked, each hero has a color and a symbol.

  • Evolution of digital marketing: case of the ecuadorian brand Forestea
    por Diego Bravo Torres el día agosto 4, 2021 a las 4:02 pm

    The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea laun-ched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products were analyzed including: composition, color factors, typography, message, content and form of diffusion. Followers’ in-teraction with their Facebook web page was observed. The data obtained were systematized in observa-tion files. This made it possible to determine the tools and resources that Forestea has used to strengthen its digital marketing through Facebook. The products published on the social network were counted, the months of January, June and December from the years 2013 to 2018; Due to the fact that the sales of the product have an increase of 45 % in the national and international market in the month of January. In December it falls by 50 % and in June they remain balanced. The stored data were summarized in tables per year, with a total of 24 observation files throughout the investigation. Since 2013, the brand’s digital marketing has evolved by changing colors, typography and the way images are presented on the social network. But they still need to strengthen the credibility of the followers and retain them to the brand.

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