Maestría en Comunicación Política (tesis)
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Publicación Análisis de emociones para campañas políticas en Twitter : estudio comparativo de las campañas a la alcaldía de Bogotá y Medellín de Claudia López y Daniel Quintero en las elecciones regionales de Colombia del 27 de octubre de 2019(Universidad EAFIT, 2020) Duque Giraldo, Santiago; Salazar Martínez, Carlos AndrésPublicación Análisis de las estrategias de comunicación institucional en los municipios de Rionegro, La Ceja y La Unión : un estudio y diagnóstico de sus concejos municipales(Universidad EAFIT, 2022) Arango Cardona, Paula Andrea; Bedoya Cardona, Catalina María; Henao Londoño, Robinson; Restrepo Echavarría Néstor JuliánThe following research aims to analyze the incidence of citizen participation and trust in the corporations of the municipal councils of Rionegro, La Ceja and La Unión, taking into account the characteristics of each municipality and the importance of strengthening the relationship with citizens from the public institutions. This research presents a historical journey regarding the municipal councils in Colombia, and its updated functionality in three municipalities of Eastern Antioquia in which an analysis is carried out regarding the legitimacy and trust in these corporations. The municipal councils are legitimate according to the constitutional precepts and regulations from the law 136 of 1994; through the application of qualitative and quantitative tools, it is possible to find that these corporations recognize the loss of confidence in public institutions due to the triggering of factors such as acts of corruption in the Colombian scenario, in addition, an inalienable relationship is identified between the municipal councils, the public communication and citizen participation. It is expected from the research, carried out through surveys of citizens and interviews with council members, to propose an effective communication model for strengthening the relationship with people, which enhances the management of strategic information and communication processes of municipal councils, encourage participation, and legitimize them as an institution. It is a model that can be applied according to the contexts of each municipality, which will reduce the personification of politics and turn them into a more solid and reliable entity.Publicación Análisis de percepción de la implementación de la política pública de medios y procesos de comunicación alternativos, independientes, ciudadanos y comunitarios de Medellín desde la perspectiva de sus beneficiarios(Universidad EAFIT, 2023) Rivera Posada, Ana Isabel; Betancur Betancur, Juan GonzaloPublic policies aim to address various types of public issues that affect a specific sector. The Public Policy for Alternative, In dependent, Citizen, and Community Media and Communication Processes in Medellín, which came into effect in 2019, seeks to contribute to the strengthening of all stakeholders in the sector and ensure the right to communication in the city. Additionally, it aims to support economic, social, and legal sustainability. Although the development of this policy is still in its early stages, this work intends to provide an initial analysis of its implementation and the main challenges for subsequent phases. Thus, th is text presents a review of some categories framed within the right to communication and how much the public policy has favored the strengthening of media and communication processes and, through its qualification, its impact on the public sphere.Publicación Análisis del nivel de profesionalización de la campaña ganadora en Cartagena de Indias en las elecciones locales de 2019(Universidad EAFIT, 2021) Reyes Torres, María Dilia Rosa; Restrepo Echavarría, Néstor JuliánThis article analyzes the campaign of William Dau, an outsider who won the Cartagena de Indias elections in 2019 with the slogan of the fight against corruption. In the first place, a conceptualization of the framework of political communication is presented, and secondly, a journey through the history of subnational elections in Colombia is presented. Third, the Inproco methodology is applied to measure the level of professionalization of the Dau campaign. Subsequently, the result obtained is explained and, finally, the interpretation of how this leader defeated the political clans of the city is exposed.Publicación Campañas al Concejo en la era digital : impacto y revolución a través de las redes sociales en las elecciones de Medellín(Universidad EAFIT, 2023) González Gómez, Daniel; Restrepo Echavarría, Néstor JuliánPublicación Campañas electorales en escenarios subnacionales : estrategia, territorio y liderazgo en la disputa por la Alcaldía de Rionegro, Antioquia(Universidad EAFIT, 2026-05-15) Ciro Martínez, Lina Marcela; Restrepo Echavarría, Néstor JuliánThe present study analyzes how electoral campaigns are designed and executed in subnational contexts, starting from the case of the municipality of Rionegro (Antioquia, Colombia) in the period 2015-2023. The research proposes a comprehensive strategic model for campaign planning and management, built from empirical evidence and based on the articulation between political communication, territorial analysis and campaign organization. Unlike approaches that conceive campaigns as a set of tactics or isolated tools, this study demonstrates that their effectiveness depends on the strategic coherence between four interrelated dimensions: (1) territoriality, (2) political communication, (3) digital ecosystem and (4) leadership. In this framework, the campaign is understood as an integrated architecture of production of legitimacy, ordering of meaning and construction of credibility. Methodologically, the research takes a qualitative approach with triangulation of sources, combining semi-structured interviews with campaign actors, analysis of visual material and review of open sources. This approach makes it possible to identify not only practices, but also explanatory mechanisms of electoral effectiveness at the local level. The results show that successful campaigns in Rionegro are structured from: (i) the construction of coalitions and territorial networks that operate as symbolic capital, (ii) the definition of dominant narrative frameworks (framing) that simplify political competition, and (iii) the production of credibility situated through recognizable territorial practices. These elements are underpinned by coherent leadership, understood not only as a communicative attribute, but as a source of social trust and political legitimacy. Based on these findings, the study formulates a strategic proposal applicable to subnational campaigns, which translates evidence into an operational structure that integrates territorial diagnosis, communication architecture and campaign organization. In conclusion, the research provides an analytical reading of local campaigns that goes beyond the instrumental approach, conceptualizing them as complex political processes where language, culture, territory and power are articulated.Publicación ¿Cómo se realiza una campaña electoral a nivel subnacional? Una propuesta de análisis desde los municipios de Colombia(Universidad EAFIT, 2022) Cadavid Arango, Manuela María; Restrepo Echavarría, Néstor JuliánPublicación Comunicación pública con perspectiva de género. Análisis del caso de la Universidad EAFIT, 2019-2023(Universidad EAFIT, 2024) Mendoza Ortiz, Nathaly; Bonilla Vélez, Jorge IvánThis article examines the public communication strategies implemented by Universidad EAFIT from 2019 to 2023 with a gender perspective. Using a mixed-method approach, the study assessed gender representation and inclusion in the university's official website and Instagram posts. The results indicate a positive evolution in promoting gender equality, especially after the appointment of a female rector in 2021. However, significant disparities persist in female representation at the specialization and postdoctoral levels, as well as in leadership positions in STEM areas. The research highlights the need to implement proactive strategies to promote female leadership, develop mentorship and support programs for women in STEM, review and adjust recruitment and promotion processes, and ensure an integrated and coherent communication strategy. These recommendations are based on a detailed evaluation of the quantitative and qualitative data collected, as well as an interview with a female leader at the university.Publicación Comunicación pública en las empresas : una apuesta reputacional(Universidad EAFIT, 2023) Gómez Tinoco, Stephanie Liseth; Bonilla Vélez, Jorge IvánThe public communication today has a wide scene in business environments. It is not exclusive to public institutions, nor is it restricted to companies that provide products or services for mass consumption. Why? Because today's world, the companies and brand´s narratives reach larger audiences than just those people who are directly related to the focus of the business, which requires thinking from the place and the purposes of public communication to manage reputation, as the center of corporate sustainability. This article relates the concepts of public communication, traditional corporate communication, and comprehensive corporate communication and, through interviews, presents experiences and visions of how these communication dynamics are lived today.Publicación Comunicación, caricatura y política en tiempos de la hegemonía conservadora (1886-1930)(Universidad EAFIT, 2021) Mejía Espinosa, Rafael Esteban; Maya Salazar, Adolfo LeónPublicación Comunicar para gobernar : la comunicación de lo “político” para la implementación del Plan Integral de Seguridad y Convivencia Ciudadana PISCC de Medellín 2020- 2023(Universidad EAFIT, 2024) Agudelo Botero, Juan Diego; Restrepo Echavarría, Néstor JuliánPublicación Consideraciones sobre comunicación política y ciencias del comportamiento y la decisión en la agenda pública de cultura ciudadana en la Alcaldía de Medellín desde el 2004 hasta el 2019(Universidad EAFIT, 2020) Guisao Crespo, Lina Marcela; Echeverri Álvarez, JonathanPublicación Cromas : mujer, arte y Colombia : la visibilidad del arte femenino de los salones nacionales de artistas a través de una narrativa transmedia(Universidad EAFIT, 2021) López Suaza, Vanessa; Vélez López, Ana CristinaPublicación ¿Cuál es la estrategia de comunicación política de las alcaldías de Medellín y Bogotá en el escenario del paro nacional, las protestas sociales y las medidas para enfrentar el Covid-19?(Universidad EAFIT, 2021) Montoya Echavarría, Juan Camilo; Velásquez Hurtado, Omar MauricioThis is an analysis of the political communication strategies of the Mayor of Medellin and the Mayoress of Bogota, as they faced, at the beginning of their governments, the protests in the cities against the National Government and the management of the pandemic until May 2020. The analysis gathers testimonies, interviews, news and the way they communicated measures and decisions to citizens.Publicación De la comunicación pública a la comunicación política : un análisis de la estrategia comunicativa en los gobiernos de Envigado 2020-2024(Universidad EAFIT, 2024) Ángel Carvajal, Juan Sebastián; Restrepo Echavarría, Néstor JuliánPublicación Del otro al centro : reivindicación latina y discurso anticolonial en el espectáculo de medio tiempo de Bad Bunny en el Super Tazón LX(Universidad EAFIT, 2026-06-02) Zarco Fuentes, David Alejandro; Ramírez Vallejo, Dora AlejandraPublicación El Concejo de Medellín : percepción vs cifras(Universidad EAFIT, 2023) Rojas Álvarez, Julián Andrés; Monsalve Usuga, Héider Alexánder; Salazar Martínez, Carlos AndrésPublicación El cubrimiento mediático del Paro Nacional de la Revista Semana. Dimensión simbólica de la realidad, poder simbólico y medios de comunicación(Universidad EAFIT, 2024) Bedoya Moncada, Santiago; Bonilla Vélez, Jorge IvánPublicación El derecho de réplica en el Estatuto de Oposición en Colombia : un intento por democratizar la comunicación política gubernamental(Universidad EAFIT, 2025) Echeverri Martínez, Jorge Daniel; Cadavid Escudero, Ana María; Bonilla Vélez, Jorge IvánPublicación El partido Comunes en Twitter : agendas, discursos, interacciones y sentimientos durante la campaña electoral al Congreso en 2022(Universidad EAFIT, 2023) Gómez Zapata, Valentina; Varela Johnson, Samantha; Bonilla Vélez, Jorge IvánThis article seeks to explain the use that the political party Comunes gave to the social network Twitter and the agenda it established on the platform, through an analysis of the publications and interactions that took place in the profile of @ComunesCol during October 1, 2021, and March 13, 2022. A socio-historical context is made on the transformation of the guerrilla group FARC- EP to Political Party Comunes, the challenge of the party in an upcoming electoral contest and the results they obtained for the elections to the Congress of the Republic in 2018 and 2022 are presented. Finally, some categories of analysis are established according to the dynamics of the social network and in general of the current concept of public sphere.
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