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The purpose of this academic paper is to conduct an analysis of the Zonal Directorate 6/District Directorate 01D01 North Basin of the Ministry of Education in order to see the crisis management process of this organization. The methodology used to approach this analysis consisted of on-site observation, interviews to the organization's directors and finally surveys to the collaborators; finding that the entity does not have internal processes for the management, nor tools for a crisis. However, the lack of a crisis manual, the lack of knowledge of the collaborators about their roles and the process, among other important aspects, represents a problem that creates the need to structure a crisis manual, which for various factors has not yet been elaborated.

The purpose of this academic paper is to conduct an analysis of the Zonal Directorate 6/District Directorate 01D01 North Basin of the Ministry of Education in order to see the crisis management process of this organization. The methodology used to approach this analysis consisted of on-site observation, interviews to the organization's directors and finally surveys to the collaborators; finding that the entity does not have internal processes for the management, nor tools for a crisis. However, the lack of a crisis manual, the lack of knowledge of the collaborators about their roles and the process, among other important aspects, represents a problem that creates the need to structure a crisis manual, which for various factors has not yet been elaborated.

The purpose of this investigation was to demonstrate the communication strategies in the social networks of a hotel in Cuenca - Ecuador. In this case, the investigation was carried out at the hotel Santa Mónica, which is located in the aforementioned city. Regarding the execution of the diagnosis, the mixed methodology, quantitative and qualitative techniques were obtained. The information collection tools included: literature review, observation, interviews and surveys. First, an observation was made on the digital platforms of the institution. That allowed to analyze the strategies, tactics and actions that are evidenced in the official accounts of the hotel. Then, interviews were carried out, in order to learn more about the hotel, its history, background, its future projection and aspects related to the digital field. Following this, a surveywas formulated for the Cuenca population, the participants were 121 people, between an age range of 20 and 59 years. Through this method, it was possible to identify the preferences of the public when accessing search channels, as well as comparing and reserving accommodation. Therefore, the importance of image management was identified with respect to Facebook and Instagram posts and comments that are handled in the hotel; tools such as: videos, photographs, images and reviews, which are aspects on which these contents are mainly focused, the same ones that generate an impact on the public's decisions when booking a hotel.

This study analyzed the relevance of the knowledge of the foreign language in the practice of Public Relations in Cuenca. For this, it was determined as the main objective was to carry out an analysis of the relevance of this knowledge within the studies of the future professionals of Social Communication and Public Relations in Cuenca. For the research process in first place the theoretical fundaments were reviewed regarding the practice and study of Public Relations and the professionals of this area, as a second step the context regarding working markets was analyzed in reference to the city of Cuenca in which the professionals will perform and at last the current outlook on the studies of the foreign language by the future professionals of Public Relations was analyzed resorting to a quantitative research methodology that was contrasted with the deductions and conclusions from the first two steps. The analysis of the aspects that were detailed was focused on giving a perspective as much as a direction referring the relevance of the foreign language considering what was recognized into the professional skills, characteristics and competences of a suitable professional in Social Communication and Public Relations, with which it was perceived an agreement within the high importance of the knowledge of the foreign language to obtain a work position or research opportunities and also of the linguistic ability as an essential skill for the training of a professional in the area.

This study analyzed the motivations of the women's audience of the LIBERI podcast on digital broadcast platforms. The applied methodology was an interpretive paradigm, qualitative approach, and exploratory-descriptive scope; we worked with a sample of ten women from the audience and five production team members. The results allowed us to characterize the female audience of the LIBERI podcast, identify their motivations, and determine the perception of the production team regarding the audience's motivations. The main conclusions were: the female audience of the LIBERI Podcast that participated in the research was heterogeneous in age, marital status, educational level, occupation, housing, family income, and coexistence at home, and homogeneous concerning the mestizo and digital culture; the participating audience stated that they were motivated by the contents of the podcast due to the gratifications that it generates related to their cognitive, affective, personal and social integration needs, and the release of tension that it causes them; and that,the perception of the production team was close to the motivations identified in the participating audience. Youtube was the preferred platform for the participating audience to tune in to the podcast. While in the perception of the production team, it was Facebook based on the number of reproductions and followers.

This study analyzed the relevance of the knowledge of the foreign language in the practice of Public Relations in Cuenca. For this, it was determined as the main objective was to carry out an analysis of the relevance of this knowledge within the studies of the future professionals of Social Communication and Public Relations in Cuenca. For the research process in first place the theoretical fundaments were reviewed regarding the practice and study of Public Relations and the professionals of this area, as a second step the context regarding working markets was analyzed in reference to the city of Cuenca in which the professionals will perform and at last the current outlook on the studies of the foreign language by the future professionals of Public Relations was analyzed resorting to a quantitative research methodology that was contrasted with the deductions and conclusions from the first two steps. The analysis of the aspects that were detailed was focused on giving a perspective as much as a direction referring the relevance of the foreign language considering what was recognized into the professional skills, characteristics and competences of a suitable professional in Social Communication and Public Relations, with which it was perceived an agreement within the high importance of the knowledge of the foreign language to obtain a work position or research opportunities and also of the linguistic ability as an essential skill for the training of a professional in the area.

This study emphasizes the critical importance of appropriate communication and its processes in the educational environment to foster cooperation and individual and collective development in social groups. Prior knowledge of communication processes is essential for effective training in organizational settings, as communication has been pivotal in shaping the historical processes of humanity, and its misuse can significantly impact vulnerable sectors of society. In the technological era, it is crucial to develop communication skills beyond language and promote interdisciplinary approaches to enhance learning outcomes. To achieve progress and effective education, the study emphasizes the significance of integration, promoting diversity, and respecting individual differences, which will contribute to creating academic and educational processes suitable for diverse social groups. The organizational culture in education plays a pivotal role in promoting cooperation and the common good among individuals. However, it is essential to be mindful of ideological, cultural, and economic differences that can influence social interactions, particularly in the realm of communication. In summary, this study highlights the value of appropriate communication and its processes in the educational context, focusing on prior knowledge of these processes for effective training in organizational environments while fostering individual and collective development in social groups. Moreover, it advocates for the development of communication skills in the technological era and integration to achieve a more cooperative and inclusive society.

This study analyzed the motivations of the women's audience of the LIBERI podcast on digital broadcast platforms. The applied methodology was an interpretive paradigm, qualitative approach, and exploratory-descriptive scope; we worked with a sample of ten women from the audience and five production team members. The results allowed us to characterize the female audience of the LIBERI podcast, identify their motivations, and determine the perception of the production team regarding the audience's motivations. The main conclusions were: the female audience of the LIBERI Podcast that participated in the research was heterogeneous in age, marital status, educational level, occupation, housing, family income, and coexistence at home, and homogeneous concerning the mestizo and digital culture; the participating audience stated that they were motivated by the contents of the podcast due to the gratifications that it generates related to their cognitive, affective, personal and social integration needs, and the release of tension that it causes them; and that,the perception of the production team was close to the motivations identified in the participating audience. Youtube was the preferred platform for the participating audience to tune in to the podcast. While in the perception of the production team, it was Facebook based on the number of reproductions and followers.

Since social networks were coupled with marketing and communication, they have driven companies to meet their objectives at a high level, due to the multitude of users that exist on these platforms, it is inevitable for companies to have a presence in these media, to know, follow and attract their audiences forming relationships and reinforcing their niche. That is why in this degree work opens the way to the analysis of communication strategies of social networks of the commercial brand “La Victoria”, to know if their strategies are effective towards the public, however throughout this research have seen reciprocal findings of the results obtained through the applied methods, from the ideas and information collected by various authors of books, journals and articles that enriched the process of this research, followed by the results of the surveys carried out to an audience of 18 to 50 years, on their perception on the commercial brand, followed by the data of the observation of social networks to analyze the mode of management, and its communication products, elapsed for 4 months and finally contrast the information collected. Finally, the entire process carried out in the research has provided feedback on various topics reviewed, amplifying the concepts already obtained, such as digital marketing, the importance of audiences in the engagement of communication products and how to effectively manage these guidelines, the same parameters must be implemented for the external environment and for the position of the business presence in social media.

This study emphasizes the critical importance of appropriate communication and its processes in the educational environment to foster cooperation and individual and collective development in social groups. Prior knowledge of communication processes is essential for effective training in organizational settings, as communication has been pivotal in shaping the historical processes of humanity, and its misuse can significantly impact vulnerable sectors of society. In the technological era, it is crucial to develop communication skills beyond language and promote interdisciplinary approaches to enhance learning outcomes. To achieve progress and effective education, the study emphasizes the significance of integration, promoting diversity, and respecting individual differences, which will contribute to creating academic and educational processes suitable for diverse social groups. The organizational culture in education plays a pivotal role in promoting cooperation and the common good among individuals. However, it is essential to be mindful of ideological, cultural, and economic differences that can influence social interactions, particularly in the realm of communication. In summary, this study highlights the value of appropriate communication and its processes in the educational context, focusing on prior knowledge of these processes for effective training in organizational environments while fostering individual and collective development in social groups. Moreover, it advocates for the development of communication skills in the technological era and integration to achieve a more cooperative and inclusive society.

This study analyzed the relevance of the knowledge of the foreign language in the practice of Public Relations in Cuenca. For this, it was determined as the main objective was to carry out an analysis of the relevance of this knowledge within the studies of the future professionals of Social Communication and Public Relations in Cuenca. For the research process in first place the theoretical fundaments were reviewed regarding the practice and study of Public Relations and the professionals of this area, as a second step the context regarding working markets was analyzed in reference to the city of Cuenca in which the professionals will perform and at last the current outlook on the studies of the foreign language by the future professionals of Public Relations was analyzed resorting to a quantitative research methodology that was contrasted with the deductions and conclusions from the first two steps. The analysis of the aspects that were detailed was focused on giving a perspective as much as a direction referring the relevance of the foreign language considering what was recognized into the professional skills, characteristics and competences of a suitable professional in Social Communication and Public Relations, with which it was perceived an agreement within the high importance of the knowledge of the foreign language to obtain a work position or research opportunities and also of the linguistic ability as an essential skill for the training of a professional in the area.

This research objective is to demonstrate the importance of implementing a Communicational Department in the Autonomous Decentralized Parish Government Honorato Vásquez, collecting information through quantitative and qualitative methods. For the quantitative part, the technique of survey was used. On the other hand, for the qualitative part, the interviews technique was used. All this in the internal and external communicational environment of this organization, which will allow us to know the existing problematics and as a result of this, determinate the strategies to get an efficient communication. The Honorato Vásquez parish has approximately 6.226 habitants according to the National Institute of Statistics and Censuses. The growth of the parish has caused a big demand for information, there for the lack of an area in charge of information management provokes consequences as communication mistakes. The communication department is a necessary resource to achieve an approach between the parish GAD and the community, as well as to gain a healthy work environment. To get through this need, this paper presents a plan of incorporating a communication department that will be in charge of managing the internal and external communication processes of the parish GAD.

Studies about the analysis of the LGBT community in advertising are limited. National brands do not feel represented by this population in their advertisements however, the brands inclusive with this group carry a big responsibility. The present work proposes to know how the LGBT population is represented in advertising, identifying its characteristics and also the perception of the general population in regards to inclusivity in national brands. In addition, an examination of how the LGBT group influences the image of the brand would be presented. The approach of the methodology was carried out using a basic descriptive type of research from a mixed approach of collecting and analyzing qualitative and quantitative data. Various research tools were utilized including: observation, surveys and focus group. The results obtained show the ignorance and lack of preparation on the part of national brands when it comes to representing the LGBT population in advertising. The main issue being stereotyping and making visible only gay men and lesbian women, leaving aside the rest of the people who make up this population.

The main objective of the research is to develop a comprehensive cultural marketing plan to increase attendance, satisfaction, and meet the needs of the public that visits the Pumapungo Museum of the Central Bank of Ecuador, for which qualitative-quantitative research is proposed through observation, in-depth interviews and surveys. Thus, the results obtained show that people do not go to museums very often, in addition they do not usually stay in it for a long time, their attention is focused on the exhibitions, despite this they do not interact with them and they make a photographic record, generally their experience. it's good the way in which the Pumapungo Museum is known is usually by referrals and through social networks. For this reason, an action plan was proposed considering axes for an adequate direction of the strategies.

The purpose of this investigation was to demonstrate the communication strategies in the social networks of a hotel in Cuenca - Ecuador. In this case, the investigation was carried out at the hotel Santa Mónica, which is located in the aforementioned city. Regarding the execution of the diagnosis, the mixed methodology, quantitative and qualitative techniques were obtained. The information collection tools included: literature review, observation, interviews and surveys. First, an observation was made on the digital platforms of the institution. That allowed to analyze the strategies, tactics and actions that are evidenced in the official accounts of the hotel. Then, interviews were carried out, in order to learn more about the hotel, its history, background, its future projection and aspects related to the digital field. Following this, a surveywas formulated for the Cuenca population, the participants were 121 people, between an age range of 20 and 59 years. Through this method, it was possible to identify the preferences of the public when accessing search channels, as well as comparing and reserving accommodation. Therefore, the importance of image management was identified with respect to Facebook and Instagram posts and comments that are handled in the hotel; tools such as: videos, photographs, images and reviews, which are aspects on which these contents are mainly focused, the same ones that generate an impact on the public's decisions when booking a hotel.

Since social networks were coupled with marketing and communication, they have driven companies to meet their objectives at a high level, due to the multitude of users that exist on these platforms, it is inevitable for companies to have a presence in these media, to know, follow and attract their audiences forming relationships and reinforcing their niche. That is why in this degree work opens the way to the analysis of communication strategies of social networks of the commercial brand “La Victoria”, to know if their strategies are effective towards the public, however throughout this research have seen reciprocal findings of the results obtained through the applied methods, from the ideas and information collected by various authors of books, journals and articles that enriched the process of this research, followed by the results of the surveys carried out to an audience of 18 to 50 years, on their perception on the commercial brand, followed by the data of the observation of social networks to analyze the mode of management, and its communication products, elapsed for 4 months and finally contrast the information collected. Finally, the entire process carried out in the research has provided feedback on various topics reviewed, amplifying the concepts already obtained, such as digital marketing, the importance of audiences in the engagement of communication products and how to effectively manage these guidelines, the same parameters must be implemented for the external environment and for the position of the business presence in social media.

This research objective is to demonstrate the importance of implementing a Communicational Department in the Autonomous Decentralized Parish Government Honorato Vásquez, collecting information through quantitative and qualitative methods. For the quantitative part, the technique of survey was used. On the other hand, for the qualitative part, the interviews technique was used. All this in the internal and external communicational environment of this organization, which will allow us to know the existing problematics and as a result of this, determinate the strategies to get an efficient communication. The Honorato Vásquez parish has approximately 6.226 habitants according to the National Institute of Statistics and Censuses. The growth of the parish has caused a big demand for information, there for the lack of an area in charge of information management provokes consequences as communication mistakes. The communication department is a necessary resource to achieve an approach between the parish GAD and the community, as well as to gain a healthy work environment. To get through this need, this paper presents a plan of incorporating a communication department that will be in charge of managing the internal and external communication processes of the parish GAD.

This study analyzed the current state of internal communication in the Municipal GAD of Nabón. For this, the main objective was to carry out an analysis of internal communication in the Municipal GAD of Nabón, in the period from February and March 2022 towards the determination of benefits at the institutional level through efficient management of it. For the investigative process, the first step was based on the theoretical foundation on the importance of communication, benefits of internal communication, and work environment. In a second moment, the qualitative-quantitative research methodology was used, where research instruments such as non-participatory direct observation, surveys, and interviews with several keys actors of the GAD were applied to collect data about internal communication processes. The analysis of internal communication focused on analyzing the current situation of the GAD of the Nabón canton, to know its structure. Likewise, versions and points of view of the collaborators of the institution were analyzed, the same ones that allowed identifying situations such as a neutral work environment, lack of organizational planning, little periodicity of existing meetings, inefficient management of internal communication, and use of digital tools. The elements that are concluded must be taken into account towards the improvement of internal communication processes, the work environment and the organizational culture of the institution.

Companies or organizations as technology advances have to evolve at the same time, and if they do not adapt to the changes of the present, they tend to disappear. For this reason, an organization must be in constant change, much more, if is focused on the communication area since we live in the digital age. “A new era of dissemination of messages and information”. The present degree work with an intervention approach in a community aims to improve the digital communication handled by the current administration of the GAD. San Juan del Cid Parish belonging to the Gualaceo canton, on its social networks as main platforms for the dissemination of information. To accomplish most of the proposed goals, it is aims to create a digital communication plan that helps promote and position the parish as a tourist destination, this result is promote to be achieved by working directly and correctly in the tools, strategies and parameters communication tools appropriate to the current situation on the digital platform, namely trends that will help improve the positioning of the parish with its various tourist destinations will be taken into account. In addition, within this digital communication plan, it seeks to increase strategies, actions and creative activities for digital platforms which can be of use to the members of the public organization when generating content for its users. To gather the necessary information that will help identify the problems of the current administration in the area of communication, a mixed method was applied, which consists of quantitative and qualitative research, to achieve this goal, content analysis with a quantitative approach was worked on. In addition, an in-depth interview was carried out with a qualitative approach to know the position of the people on the communicational administration of the GAD. San Juan del Cid Parish. Finally, within this intervention project and through the qualitative tool, we seek to know the results obtained bas

Companies or organizations as technology advances have to evolve at the same time, and if they do not adapt to the changes of the present, they tend to disappear. For this reason, an organization must be in constant change, much more, if is focused on the communication area since we live in the digital age. “A new era of dissemination of messages and information”. The present degree work with an intervention approach in a community aims to improve the digital communication handled by the current administration of the GAD. San Juan del Cid Parish belonging to the Gualaceo canton, on its social networks as main platforms for the dissemination of information. To accomplish most of the proposed goals, it is aims to create a digital communication plan that helps promote and position the parish as a tourist destination, this result is promote to be achieved by working directly and correctly in the tools, strategies and parameters communication tools appropriate to the current situation on the digital platform, namely trends that will help improve the positioning of the parish with its various tourist destinations will be taken into account. In addition, within this digital communication plan, it seeks to increase strategies, actions and creative activities for digital platforms which can be of use to the members of the public organization when generating content for its users. To gather the necessary information that will help identify the problems of the current administration in the area of communication, a mixed method was applied, which consists of quantitative and qualitative research, to achieve this goal, content analysis with a quantitative approach was worked on. In addition, an in-depth interview was carried out with a qualitative approach to know the position of the people on the communicational administration of the GAD. San Juan del Cid Parish. Finally, within this intervention project and through the qualitative tool, we seek to know the results obtained bas

The present degree work consisted of a communication diagnosis and the elaboration of an external communication plan for the GAD of Palmas parish in order to improve the dissemination of information. The methodology applied was based on participatory action research where each of the processes that are carried out within the institution to make all kinds of communications to the parish of Palmas could be evidenced. After analyzing each of these processes, we proceeded to look for the best strategies and communication tools so that the population of Palmas has a better reception of information and through traditional and digital media people of all ages are aware of what happens within the parish GAD. In this way we proceeded to develop the communication plan that helps to have a planning for the management of information and its dissemination through communication tools that will be used as needed by the person in charge of communication of the institution.

The present degree work consisted of a communication diagnosis and the elaboration of an external communication plan for the GAD of Palmas parish in order to improve the dissemination of information. The methodology applied was based on participatory action research where each of the processes that are carried out within the institution to make all kinds of communications to the parish of Palmas could be evidenced. After analyzing each of these processes, we proceeded to look for the best strategies and communication tools so that the population of Palmas has a better reception of information and through traditional and digital media people of all ages are aware of what happens within the parish GAD. In this way we proceeded to develop the communication plan that helps to have a planning for the management of information and its dissemination through communication tools that will be used as needed by the person in charge of communication of the institution.

Companies or organizations as technology advances have to evolve at the same time, and if they do not adapt to the changes of the present, they tend to disappear. For this reason, an organization must be in constant change, much more, if is focused on the communication area since we live in the digital age. “A new era of dissemination of messages and information”. The present degree work with an intervention approach in a community aims to improve the digital communication handled by the current administration of the GAD. San Juan del Cid Parish belonging to the Gualaceo canton, on its social networks as main platforms for the dissemination of information. To accomplish most of the proposed goals, it is aims to create a digital communication plan that helps promote and position the parish as a tourist destination, this result is promote to be achieved by working directly and correctly in the tools, strategies and parameters communication tools appropriate to the current situation on the digital platform, namely trends that will help improve the positioning of the parish with its various tourist destinations will be taken into account. In addition, within this digital communication plan, it seeks to increase strategies, actions and creative activities for digital platforms which can be of use to the members of the public organization when generating content for its users. To gather the necessary information that will help identify the problems of the current administration in the area of communication, a mixed method was applied, which consists of quantitative and qualitative research, to achieve this goal, content analysis with a quantitative approach was worked on. In addition, an in-depth interview was carried out with a qualitative approach to know the position of the people on the communicational administration of the GAD. San Juan del Cid Parish. Finally, within this intervention project and through the qualitative tool, we seek to know the results obtained bas

The present investigation, is the argumentation of a research project to later analyze the communication strategies of two local bands "La Madre Tirana" and "Ilaló" of the city of Cuenca, the focus of the investigation covers the communicational part with a vision to the local musician, identifying their strategies as the image management and diffusion of their musical projects, therefore a series of recommendations and guidelines have been presented as improvements within their public communication and image in the virtual field. The qualitative methodology was used in this research, which is the one that best adapted to this study to analyze how the musician has seen the need to put into action his own communication strategies without the influence of an external agent that fulfills this function, at the same time it was evidenced that in a certain way short-term results were generated but a strategic and planned communication will bring better results in the long term, actors such as: as musicians, social communicator, cultural manager have been key to understand all the multidisciplinary work that the musician exercises to move forward a musical project as a result it was identified the use of self-taught communication tools that in the short term have worked to local bands.

The present investigation, is the argumentation of a research project to later analyze the communication strategies of two local bands "La Madre Tirana" and "Ilaló" of the city of Cuenca, the focus of the investigation covers the communicational part with a vision to the local musician, identifying their strategies as the image management and diffusion of their musical projects, therefore a series of recommendations and guidelines have been presented as improvements within their public communication and image in the virtual field. The qualitative methodology was used in this research, which is the one that best adapted to this study to analyze how the musician has seen the need to put into action his own communication strategies without the influence of an external agent that fulfills this function, at the same time it was evidenced that in a certain way short-term results were generated but a strategic and planned communication will bring better results in the long term, actors such as: as musicians, social communicator, cultural manager have been key to understand all the multidisciplinary work that the musician exercises to move forward a musical project as a result it was identified the use of self-taught communication tools that in the short term have worked to local bands.

Umberto Eco declares "Every culture absorbs elements from far and near cultures, but then they are characterized by the way they incorporate those elements." Today we have a bombardment of cultures through the new digital media, and advertising is a transmitting agent of messages loaded with cultural traits that in the scope of its commercial purpose manages to integrate itself into the mind of the consumer as part of his culture. Although culture is interpretable, the insertion of knowledge or similar characteristics within various social groups make this culture homogenize. The present research aims to determine whether the advertising of food, specifically beverages, transmitted by social networks have the ability to influence the behavior of young people from Cuenca and at the same time their culture, to determine the advertising influence, the following is analyzed: - Social networks as a means of communication and the contact that young people have with these platforms. - Check the cultural characteristics present in the advertising messages of 3 brands: Agua Cielo, Frutaris and Powerade. Y, - Finally, it describes the altered cultural traits in the young students of the University of Cuenca. To collect the necessary information, qualitative and quantitative method techniques were applied that result in a mixed method investigation, through the survey as a quantitative tool, the interview as a qualitative tool and the documentary analysis also a qualitative tool to accurately determines the results.

Umberto Eco declares "Every culture absorbs elements from far and near cultures, but then they are characterized by the way they incorporate those elements." Today we have a bombardment of cultures through the new digital media, and advertising is a transmitting agent of messages loaded with cultural traits that in the scope of its commercial purpose manages to integrate itself into the mind of the consumer as part of his culture. Although culture is interpretable, the insertion of knowledge or similar characteristics within various social groups make this culture homogenize. The present research aims to determine whether the advertising of food, specifically beverages, transmitted by social networks have the ability to influence the behavior of young people from Cuenca and at the same time their culture, to determine the advertising influence, the following is analyzed: - Social networks as a means of communication and the contact that young people have with these platforms. - Check the cultural characteristics present in the advertising messages of 3 brands: Agua Cielo, Frutaris and Powerade. Y, - Finally, it describes the altered cultural traits in the young students of the University of Cuenca. To collect the necessary information, qualitative and quantitative method techniques were applied that result in a mixed method investigation, through the survey as a quantitative tool, the interview as a qualitative tool and the documentary analysis also a qualitative tool to accurately determines the results.

The objective of this work is to develop an intervention plan for the creation of spaces that promote the realization of cultural events that encourage the growth of cuencano’s artists and the rest of the country, said plan will serve as a visual tool that will achieve the dissemination of the various types of art in the City of Cuenca, an example of this we can cite various events held in the city, which have allowed to promote the development of art in the city. There are several artistic collectives that for several years have been holding public events where they have exhibited their art, which has allowed them to achieve important national and international recognition in various areas of artistic expression such as painting or also known as graffiti, music, dance among others. Therefore, based on this, it is proposed to carry out a work that is aimed at a transformation at a social and cultural level where public spaces can be used that allow the development of live art scenes that change the idea of what is aesthetically correct, Therefore, the creation of communication tools, as well as cultural marketing tools, has been proposed in the same way, which constitute important strategies that promote the consumption and appreciation of the artist, as well as his works, which exist as a manifestation in society and for it to build culture and identity.

More than 500 years ago Da Vinci stated, "Nothing strengthens authority like silence" and over time this statement has only become more legitimate. Our history, our being, even our character has taken shape around silence, and silence can only be understood by his side as it both reigns and rebels. According to a communicational approach, silence can be understood from the concept of complement and/or strategy because the definition of word and silence is not a confrontation but rather, they are necessarily reciprocal. That is to say they depend on each other to fulfil one of their goals which is to communicate. The objective of this research is to understand what happens behind the silence originated by a power conflict, which is precisely one of the few response alternatives in an environment in which people are clearly at a disadvantage. Through a triangulation, used as a method of qualitative research, an analysis of three experiences related to political, health or religious environments was carried out. The objective is to understand what happens when silence is invoked as a communicational strategy in order to limit or confront possible damage. Once the results were obtained, they were contrasted with a non-participating observation of social media, which allowed us to determine and contrast to what was said by the interviewees. Thus, silence as a response to crises in power relations is understood as an instrument to perpetuate the will of those in positions of authority, a way to spread behaviours, or as a complex coercion system that involves its members through the impossibility of replication and fear.

The objective of this work is to develop an intervention plan for the creation of spaces that promote the realization of cultural events that encourage the growth of cuencano’s artists and the rest of the country, said plan will serve as a visual tool that will achieve the dissemination of the various types of art in the City of Cuenca, an example of this we can cite various events held in the city, which have allowed to promote the development of art in the city. There are several artistic collectives that for several years have been holding public events where they have exhibited their art, which has allowed them to achieve important national and international recognition in various areas of artistic expression such as painting or also known as graffiti, music, dance among others. Therefore, based on this, it is proposed to carry out a work that is aimed at a transformation at a social and cultural level where public spaces can be used that allow the development of live art scenes that change the idea of what is aesthetically correct, Therefore, the creation of communication tools, as well as cultural marketing tools, has been proposed in the same way, which constitute important strategies that promote the consumption and appreciation of the artist, as well as his works, which exist as a manifestation in society and for it to build culture and identity.

This research entitled "Diagnosis of internal communication in the Morona canton fire department and action proposal to optimize it" contains four chapters. The first chapter deals with the theoretical framework of communication, the second chapter deals with the institutional framework of the Morona Canton fire department, the third chapter narrates the methodology used in the research, this being a quantitative qualitative method and the last chapter describes the proposal of communication for the fire department of the Morona canton. With the diagnosis of internal communication in the Morona Canton Fire Department, a communication action plan is proposed, being an operational internal communication, the internal communication policies are obsolete, the institutional identity manual is not very useful and is unknown to more than be out of date today. The communication processes that are in force within the institution do not have a procedures manual and the managers do not recognize the efforts of the collaborators and listen to what the internal public has to say. Through surveys and interviews, the working conditions in the Morona Canton Fire Department are not so excellent, so most of the personnel do not have a fixed appointment, do not have a fixed salary and the salary they receive is not fair, their work is more than 8 hours without receiving overtime pay, in addition to being very risky the work performed. A design of the internal strategic communication proposal is presented to be implemented in the institution, the objective of which is to implement internal communication strategies that improve the corporate culture, the work environment and the communication process of the Morona Canton Fire Department

The objective of this work is to develop an intervention plan for the creation of spaces that promote the realization of cultural events that encourage the growth of cuencano’s artists and the rest of the country, said plan will serve as a visual tool that will achieve the dissemination of the various types of art in the City of Cuenca, an example of this we can cite various events held in the city, which have allowed to promote the development of art in the city. There are several artistic collectives that for several years have been holding public events where they have exhibited their art, which has allowed them to achieve important national and international recognition in various areas of artistic expression such as painting or also known as graffiti, music, dance among others. Therefore, based on this, it is proposed to carry out a work that is aimed at a transformation at a social and cultural level where public spaces can be used that allow the development of live art scenes that change the idea of what is aesthetically correct, Therefore, the creation of communication tools, as well as cultural marketing tools, has been proposed in the same way, which constitute important strategies that promote the consumption and appreciation of the artist, as well as his works, which exist as a manifestation in society and for it to build culture and identity.

Umberto Eco declares "Every culture absorbs elements from far and near cultures, but then they are characterized by the way they incorporate those elements." Today we have a bombardment of cultures through the new digital media, and advertising is a transmitting agent of messages loaded with cultural traits that in the scope of its commercial purpose manages to integrate itself into the mind of the consumer as part of his culture. Although culture is interpretable, the insertion of knowledge or similar characteristics within various social groups make this culture homogenize. The present research aims to determine whether the advertising of food, specifically beverages, transmitted by social networks have the ability to influence the behavior of young people from Cuenca and at the same time their culture, to determine the advertising influence, the following is analyzed: - Social networks as a means of communication and the contact that young people have with these platforms. - Check the cultural characteristics present in the advertising messages of 3 brands: Agua Cielo, Frutaris and Powerade. Y, - Finally, it describes the altered cultural traits in the young students of the University of Cuenca. To collect the necessary information, qualitative and quantitative method techniques were applied that result in a mixed method investigation, through the survey as a quantitative tool, the interview as a qualitative tool and the documentary analysis also a qualitative tool to accurately determines the results.

More than 500 years ago Da Vinci stated, "Nothing strengthens authority like silence" and over time this statement has only become more legitimate. Our history, our being, even our character has taken shape around silence, and silence can only be understood by his side as it both reigns and rebels. According to a communicational approach, silence can be understood from the concept of complement and/or strategy because the definition of word and silence is not a confrontation but rather, they are necessarily reciprocal. That is to say they depend on each other to fulfil one of their goals which is to communicate. The objective of this research is to understand what happens behind the silence originated by a power conflict, which is precisely one of the few response alternatives in an environment in which people are clearly at a disadvantage. Through a triangulation, used as a method of qualitative research, an analysis of three experiences related to political, health or religious environments was carried out. The objective is to understand what happens when silence is invoked as a communicational strategy in order to limit or confront possible damage. Once the results were obtained, they were contrasted with a non-participating observation of social media, which allowed us to determine and contrast to what was said by the interviewees. Thus, silence as a response to crises in power relations is understood as an instrument to perpetuate the will of those in positions of authority, a way to spread behaviours, or as a complex coercion system that involves its members through the impossibility of replication and fear.

This research entitled "Diagnosis of internal communication in the Morona canton fire department and action proposal to optimize it" contains four chapters. The first chapter deals with the theoretical framework of communication, the second chapter deals with the institutional framework of the Morona Canton fire department, the third chapter narrates the methodology used in the research, this being a quantitative qualitative method and the last chapter describes the proposal of communication for the fire department of the Morona canton. With the diagnosis of internal communication in the Morona Canton Fire Department, a communication action plan is proposed, being an operational internal communication, the internal communication policies are obsolete, the institutional identity manual is not very useful and is unknown to more than be out of date today. The communication processes that are in force within the institution do not have a procedures manual and the managers do not recognize the efforts of the collaborators and listen to what the internal public has to say. Through surveys and interviews, the working conditions in the Morona Canton Fire Department are not so excellent, so most of the personnel do not have a fixed appointment, do not have a fixed salary and the salary they receive is not fair, their work is more than 8 hours without receiving overtime pay, in addition to being very risky the work performed. A design of the internal strategic communication proposal is presented to be implemented in the institution, the objective of which is to implement internal communication strategies that improve the corporate culture, the work environment and the communication process of the Morona Canton Fire Department

Internal and External Communication Plan for the Polytechnic Library and Stationery, the main objective is to know the shortcomings that the company has in the communication area to propose various strategies and activities that improve their development and position themselves in the market. In this proposal, fundamental concepts of communication, organizational communication and its elements, internal and external public, internal and external communication, communication media, social networks and communication plan were established; As part of the methodology is qualitative research and various techniques and tools such as in-depth interviews, focus group and SWOT. A communication plan was also established that includes several activities, mostly communicational, and a detailed good

This research entitled "Diagnosis of internal communication in the Morona canton fire department and action proposal to optimize it" contains four chapters. The first chapter deals with the theoretical framework of communication, the second chapter deals with the institutional framework of the Morona Canton fire department, the third chapter narrates the methodology used in the research, this being a quantitative qualitative method and the last chapter describes the proposal of communication for the fire department of the Morona canton. With the diagnosis of internal communication in the Morona Canton Fire Department, a communication action plan is proposed, being an operational internal communication, the internal communication policies are obsolete, the institutional identity manual is not very useful and is unknown to more than be out of date today. The communication processes that are in force within the institution do not have a procedures manual and the managers do not recognize the efforts of the collaborators and listen to what the internal public has to say. Through surveys and interviews, the working conditions in the Morona Canton Fire Department are not so excellent, so most of the personnel do not have a fixed appointment, do not have a fixed salary and the salary they receive is not fair, their work is more than 8 hours without receiving overtime pay, in addition to being very risky the work performed. A design of the internal strategic communication proposal is presented to be implemented in the institution, the objective of which is to implement internal communication strategies that improve the corporate culture, the work environment and the communication process of the Morona Canton Fire Department

Internal and External Communication Plan for the Polytechnic Library and Stationery, the main objective is to know the shortcomings that the company has in the communication area to propose various strategies and activities that improve their development and position themselves in the market. In this proposal, fundamental concepts of communication, organizational communication and its elements, internal and external public, internal and external communication, communication media, social networks and communication plan were established; As part of the methodology is qualitative research and various techniques and tools such as in-depth interviews, focus group and SWOT. A communication plan was also established that includes several activities, mostly communicational, and a detailed good

The general objective of this study is to evaluate the current situation of internal communication at the "Carrusel" Initial Education Center; as for the creation of an internal communication plan according to their needs. In order to fulfill the purpose of the research, the implemented methodology had a qualitative approach, since it was based on the revision of information regarding the institution. Internal communication was based on the compilation of bibliographic information and communication management was diagnosed through the application of techniques such as: interviews, focus groups and observation cards. Internal communication within an institution plays an important role because it facilitates the flow of messages that occur between internal and external members, it allows to know what are the needs, suggestions or opinions of each member and thus to solve problems that arise and improve the organizational work environment. The results allowed the evaluation of a series of deficiencies and limitations in internal communication between teaching and management staff. The main findings are the lack of motivation, socialization and training in the educational unit, in addition to the lack of communication channels that allow an adequate transfer of information flow. In this context, a communication proposal was designed through the implementation of strategies that mitigate the shortcomings found and contribute in the development of daily activities for the institution. With the application of the proposed strategies you can improve the organizational climate by creating an opportune work environment where all the members feel as an important part of it.

The purpose of the presentation of the investigation was to determine how is the level of internal communication of the Municipal GAD of Azogues, stated as a specific objective "Diagnosis of the current state of internal communication in the Municipal GAD of Azogues, to determine the benefits at the institutional level a through an efficient handling of it ”determining: -Identify the institution's strengths, weaknesses, threats and opportunities in terms of internal communication. -Systematize the information on internal communication in the GAD Municipal de Azogues. A qualitative methodology was used which aims to answer the question: why does it happen? And this is why the results cannot be generalized, because they are only valid within the investigated context. In the same, the opinions and points of various institutional officials were analyzed. For the sampling, various key actors, opinion leaders, department heads, workers and employees were interacted. The internal communication analysis focused on diagnosing the current situation of the GAD in the city of Azogues, which reveals its network. In this sense, communication spaces, social meetings, decision-making, project development and exchanges regarding internal information will be analyzed as one of the fundamental points. In order to obtain results, the techniques described above were used, aimed at finding out the opinion of the different workers regarding aspects related to organizational communication. In order to carry out an investigation, several techniques need to be used to observe, collect and analyze discourses and perceptions; in this case of a qualitative nature; the techniques used were: non-participatory observation, in-depth interview, focus groups and SWOT analysis workshop.

The purpose of the presentation of the investigation was to determine how is the level of internal communication of the Municipal GAD of Azogues, stated as a specific objective "Diagnosis of the current state of internal communication in the Municipal GAD of Azogues, to determine the benefits at the institutional level a through an efficient handling of it ”determining: -Identify the institution's strengths, weaknesses, threats and opportunities in terms of internal communication. -Systematize the information on internal communication in the GAD Municipal de Azogues. A qualitative methodology was used which aims to answer the question: why does it happen? And this is why the results cannot be generalized, because they are only valid within the investigated context. In the same, the opinions and points of various institutional officials were analyzed. For the sampling, various key actors, opinion leaders, department heads, workers and employees were interacted. The internal communication analysis focused on diagnosing the current situation of the GAD in the city of Azogues, which reveals its network. In this sense, communication spaces, social meetings, decision-making, project development and exchanges regarding internal information will be analyzed as one of the fundamental points. In order to obtain results, the techniques described above were used, aimed at finding out the opinion of the different workers regarding aspects related to organizational communication. In order to carry out an investigation, several techniques need to be used to observe, collect and analyze discourses and perceptions; in this case of a qualitative nature; the techniques used were: non-participatory observation, in-depth interview, focus groups and SWOT analysis workshop.

The purpose of the presentation of the investigation was to determine how is the level of internal communication of the Municipal GAD of Azogues, stated as a specific objective "Diagnosis of the current state of internal communication in the Municipal GAD of Azogues, to determine the benefits at the institutional level a through an efficient handling of it ”determining: -Identify the institution's strengths, weaknesses, threats and opportunities in terms of internal communication. -Systematize the information on internal communication in the GAD Municipal de Azogues. A qualitative methodology was used which aims to answer the question: why does it happen? And this is why the results cannot be generalized, because they are only valid within the investigated context. In the same, the opinions and points of various institutional officials were analyzed. For the sampling, various key actors, opinion leaders, department heads, workers and employees were interacted. The internal communication analysis focused on diagnosing the current situation of the GAD in the city of Azogues, which reveals its network. In this sense, communication spaces, social meetings, decision-making, project development and exchanges regarding internal information will be analyzed as one of the fundamental points. In order to obtain results, the techniques described above were used, aimed at finding out the opinion of the different workers regarding aspects related to organizational communication. In order to carry out an investigation, several techniques need to be used to observe, collect and analyze discourses and perceptions; in this case of a qualitative nature; the techniques used were: non-participatory observation, in-depth interview, focus groups and SWOT analysis workshop.

The general objective of this study is to evaluate the current situation of internal communication at the "Carrusel" Initial Education Center; as for the creation of an internal communication plan according to their needs. In order to fulfill the purpose of the research, the implemented methodology had a qualitative approach, since it was based on the revision of information regarding the institution. Internal communication was based on the compilation of bibliographic information and communication management was diagnosed through the application of techniques such as: interviews, focus groups and observation cards. Internal communication within an institution plays an important role because it facilitates the flow of messages that occur between internal and external members, it allows to know what are the needs, suggestions or opinions of each member and thus to solve problems that arise and improve the organizational work environment. The results allowed the evaluation of a series of deficiencies and limitations in internal communication between teaching and management staff. The main findings are the lack of motivation, socialization and training in the educational unit, in addition to the lack of communication channels that allow an adequate transfer of information flow. In this context, a communication proposal was designed through the implementation of strategies that mitigate the shortcomings found and contribute in the development of daily activities for the institution. With the application of the proposed strategies you can improve the organizational climate by creating an opportune work environment where all the members feel as an important part of it.

The general objective of this study is to evaluate the current situation of internal communication at the "Carrusel" Initial Education Center; as for the creation of an internal communication plan according to their needs. In order to fulfill the purpose of the research, the implemented methodology had a qualitative approach, since it was based on the revision of information regarding the institution. Internal communication was based on the compilation of bibliographic information and communication management was diagnosed through the application of techniques such as: interviews, focus groups and observation cards. Internal communication within an institution plays an important role because it facilitates the flow of messages that occur between internal and external members, it allows to know what are the needs, suggestions or opinions of each member and thus to solve problems that arise and improve the organizational work environment. The results allowed the evaluation of a series of deficiencies and limitations in internal communication between teaching and management staff. The main findings are the lack of motivation, socialization and training in the educational unit, in addition to the lack of communication channels that allow an adequate transfer of information flow. In this context, a communication proposal was designed through the implementation of strategies that mitigate the shortcomings found and contribute in the development of daily activities for the institution. With the application of the proposed strategies you can improve the organizational climate by creating an opportune work environment where all the members feel as an important part of it.

The present certification work was carried out with the objective of demonstrating the current state of the communication of Tourism Asoturimazar, through a diagnosis applied to the internal and external communication of the same, with the purpose of promoting the development of the association through of a proposal for improvement. According to the results obtained in the analysis of the information, it was determined that the association does manage the communication with moderate ranges of efficiency, however, there were communicational aspects that should be promoted, so communication strategies were established in favor of improvement and development of the association.

Communication is a fundamental part in every company and in every educational institution; it is a tool of administrative and managerial support to achieve a correct operation system in every business model. In the present investigation an analysis of the internal communication of the Christian Educational Institution "Verbo" was carried out, with the use of methodologies such as bibliographical research and field research, the used tools were: participant observation, focus groups, interviews and surveys. Through these techniques it’s possible to know if the organization used in the institution applies consistent tools of communication to deliver a clear message between their members: administrative assistants, teachers and students. After gathering the results, this research allowed us to develop an internal communication plan proposal which can be applied to the institution needs for the purpose of contributing and achieving a positive change in communication and job performance of Verbo’s internal public. According to the results of the research, it was concluded that the Verbo Christian Educational Unit handles internal communication with moderate efficiency conditions, nevertheless, there were communicational aspects that had to be treated, improved or modified according to the needs of the internal public, in favor of the progress and improvement of the Institution.

The present investigation "Diagnosis and design of communication strategies for the company Conexion Global" had as purpose to know and analyze the context and the reality where this company operates. Also, study the relationship maintained between Conexion Global with its different public, both internal and external, to know how much the customers of the company know and the way the company maintains to communicate and inform its target audience. To this end, several tools will be used, such as the SWOT, Focal Group and Surveys that will serve us for this investigation. By using the SWOT we will know what are the Strengths, Weaknesses, Opportunities and Threats that the Conexion Global company has, which will help to propose strategies that will allow us to know which activities to carry out to combat the weaknesses and threats and how to maintain the strengths and take advantage of opportunities. This diagnosis will also allow us to know the means that the company uses to communicate with different publics and if the channels and tools are the most appropriate and the impact they have on people. Similarly, if the information provided by the company is of interest to their public and if it is coming in the way expected to society.

A diagnosis of the reputation of the breadmaker El Molde Francés was made in the different publics of the city of Cuenca. Where different methods were applied such as: Foda, hypothetical deductive, quantitative, tree of problems of causes and effects; with the participation of the owners of the breadmaker, the collaborators and their customers. It is necessary to implement the communication plan to improve customer service, among other aspects, because they always seek the welfare of their employees and customers.

Communication is a fundamental part in every company and in every educational institution; it is a tool of administrative and managerial support to achieve a correct operation system in every business model. In the present investigation an analysis of the internal communication of the Christian Educational Institution "Verbo" was carried out, with the use of methodologies such as bibliographical research and field research, the used tools were: participant observation, focus groups, interviews and surveys. Through these techniques it’s possible to know if the organization used in the institution applies consistent tools of communication to deliver a clear message between their members: administrative assistants, teachers and students. After gathering the results, this research allowed us to develop an internal communication plan proposal which can be applied to the institution needs for the purpose of contributing and achieving a positive change in communication and job performance of Verbo’s internal public. According to the results of the research, it was concluded that the Verbo Christian Educational Unit handles internal communication with moderate efficiency conditions, nevertheless, there were communicational aspects that had to be treated, improved or modified according to the needs of the internal public, in favor of the progress and improvement of the Institution.

This research search to identify the viability of an area of communication and public relations in the Gobierno Autónomo Descentralizado Parroquial of Tarqui, through a research and information gathering in the internal and external communicational ambit that determined the needs and strategies for an effective communication. The parish has approximately 10,039 inhabitants according to the community census, the population is in the different communities of the parish that are a total of 26. Being a parish so extensive and with a big daily demand of information, some communicational shortcomings have been generated that are aggravated over time due to the scarcity of a person who is responsible for the management and labor of public relations. The scarcity of an area of communication and public relations comes by hand of the lack of a communication plan in the parish GAD of Tarqui, in such a way that sometimes people belonging to the parish GAD of Tarqui and the inhabitants are affected by scarce internal and external communication. In front this necessity, the present diagnostic research work will include the proposal of an internal and external communication plan, waiting with this get an efficient communication in both ambits that guides at the parish GAD of Tarqui towards a positive communication culture based in respect and transparency of the information.