Maestría en Comunicación Política (tesis)

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Mostrando 1 - 20 de 33
  • Ítem
    Voces de cambio : mujeres al frente, mujeres liderando
    (Universidad EAFIT, 2023) Yepes Gallo, Juanita; Zapata Pérez, Daniel Gustavo; Taborda Valencia, María Isabel; Silva Jaramillo, Santiago
    This investigation reviews and evidences the overview that female participation has for the Latin-American women under the participative governance approach. Understanding the challenge that inclusion represents for them in power spheres and doing an adequate literature review of the development that this phenomenon has had in the region to propose communication strategies directed to increase the feminine participation index while making inputs to the construction of a more fair and inclusive society. In addition to that, it will be carried out an interdisciplinary work with women and men that are leaders on different organizations in various fields to promote a dialogue with sufficient information about the challenges, learnings and opportunities that brings the feminine participation
  • Ítem
    El Concejo de Medellín : percepción vs cifras
    (Universidad EAFIT, 2023) Rojas Álvarez, Julián Andrés; Monsalve Usuga, Héider Alexánder; Salazar Martínez, Carlos Andrés
  • Ítem
    La comunicación en la gobernanza para el cambio climático - el caso del carbón en Amagá
    (Universidad EAFIT, 2023) Valencia Bedoya, Andrea del Mar; Cadena Gaitán, Carlos
    After the harmful effects of climate change, decarbonization through energy transition is projected as a great goal for the year 2050, and along this path, climate governance triggers collective actions and interactions which determine how power is exercised to care for the planet. This article, based on a qualitative-interpretive study, investigates the existence of communication conditions for a climate governance in Amagá, a coal mining municipality in the department of Antioquia.
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    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 Gonzalo
    Public 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.
  • Ítem
    Elementos de profesionalización en la campaña presidencial de Gustavo Petro (2022-2026)
    (Universidad EAFIT, 2023) Angarita Ospina, Juan Diego; Restrepo Echavarría, Néstor Julián
    The objective of this article is to analyze the elements of professionalization of the campaign of Gustavo Petro, president of Colombia 2022 - 2026, understanding the term as the use of strategies and tactics that prioritize the intensive use of technological innovations and mass media, with in order to captivate voters. For this purpose, the methodology (Restrepo-Echavarría, Rodríguez-Díaz and Castromil, 2018) was used, which allowed establishing the level of professionalization in the political campaign through the organizational and communicative dimensions, in which four categories were developed in which eight indicators were taken into account: “Campaign command: centralized vs. Decentralized”; "Presence of external consultants in command areas"; "Sources of autonomous financing"; "Professionalization of the campaign group"; “Paid militancy”; "Advertising insertions in mass media"; "Use of new resources"; “Support from opinion leaders”. In Colombia, electoral contests move between opinion voting and machine voting, with an increasingly preponderant role for public opinion, particularly in large urban centers. Recent campaigns have included new social actors, as well as new techniques and tools. This is the case of the participation of agents such as 'k-poppers', digital influencers, as well as alternative media. Similarly, the space occupied by social networks such as TikTok and Twitch, WhatsApp or the segmentation of direct messages via Instagram is increasingly notorious. On the other hand, new digital platforms for the registration of militants have gained space, as well as alternative sources of financing through tools such as Vaki, among others. In this context of permanent technological innovation, the main finding of the research was that the level of professionalization of the Gustavo Petro 2022 presidential campaign was medium-high (1.61).
  • Ítem
    Comunicación pública en las empresas : una apuesta reputacional
    (Universidad EAFIT, 2023) Gómez Tinoco, Stephanie Liseth; Bonilla Vélez, Jorge Iván
    The 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.
  • Ítem
    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 Iván
    This 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.
  • Ítem
    Estrategias de comunicación política en Colombia y Perú : análisis de las campañas de Gustavo Petro 2022 y Alberto Fujimori 1990
    (Universidad EAFIT, 2022) Rentería Valencia, Gladys Zabrina; Restrepo Echavarría, Néstor Julián
    Political communication strategies have varied over the years; Therefore, the purpose of this article is to analyze the communication strategies implemented during the presidential campaigns of Peru in 1990 whose winner was Alberto Fujimori and the Colombian presidential campaign of Gustavo Petro in 2022. The development starts from considering whether both Campaigns have similar characteristics within their political communication strategies or, on the contrary, differentiating elements in each one of them despite occurring at different times. Consequently, it is emphasized that both candidates use populist strategies on which they focused their campaign issues; while the most differentiating component was given from new political scenarios such as the use of social networks. finally, both presidential campaigns made use of the tools they considered necessary to understand the disagreements and needs of the electorate and translate them into an opportunity to win the vote that led them to victory.
  • Ítem
    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 Julián
    The 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.
  • Ítem
    Reír a pesar de todo : el humor gráfico como medio difusor de la política en Antioquia
    (Universidad EAFIT, 2022) Henao Castro, Santiago; Alzate Medina, Daniel; Restrepo Echavarría, Néstor Julián
  • Ítem
    Manejo de la crisis en el proceso de negociación y acuerdo entre víctimas y empresarios del puerto internacional Pisisi, Urabá, 2021
    (Universidad EAFIT, 2022) Vega Medina, Gerardo; Carrión Suárez, Jaime Alberto
    In Colombia the Victims and Land Restitution Law has been implemented since 2011. The initial target of government policies was to restitute land in 360.000 cases of previous dispossession. Of this target only 8,9 has been realized. For this reason, it is important to document experiences which can facilitate the return of land by alternative means. This research presents a descriptive case study by means of a systematization of the negotiation between victims of dispossession of land in the hamlet of Casanova and the company Sociedad Portuaria in Port Pisisi, municipality of Turbo. In this systematization, 14 learned lessons are being identified, and relevant positive and negative practices are revealed which are relevant in the negotiation and have impact on the final agreement. The systematization shows that the direct negotiation contributes to the reparation of the survivors of the Colombian conflict and that it is possible for victims and businessmen to cooperate for shared interests. This experience shows that every negotiation is unique. Even if one can draw from established techniques, methods and studies about how to approach conversations and actions in the different stages, always the participating individuals will be different and have their own legitimate interests, ways of representation, capacity-building, styles of leadership, which have impact on the realization of an agreement. This case study and analysis is based on the conceptual framework of PhD in social communication, Mario Riorda on crisis management and PhD in Human Development, Budjac Corvette on techniques of conflict resolution.
  • Ítem
    “Falsos positivos”: eufemismos y otras estrategias que influyen en las representaciones mentales
    (Universidad EAFIT, 2022) Valencia Gil, Juan Carlos; López Franco, Sonia Inés
    The Jurisdicción Especial para la Paz (JEP) revealed that at least 6,402 people were killed in Colombia between 2002 and 2008 to present them as casualties in combat. This is the period with the most cases of these homicides committed, to a large extent, by members of the Public Force, events that are known in the country as “false positives”. The article intends to explore the effects that the use of the phrase “false positives” generates in the mental representations of readers, based on identifying discursive strategies, such as euphemism. From the sociocognitive analysis of discourse, proposed by Teun van Dijk, we reviewed 20 press headlines issued by Colombian media in 2021, in which we found that the use of “false positives” is a euphemism positioned in the discourse of the media, which contributes to strategically cover up a criminal phenomenon that victimized thousands of civilians.
  • Ítem
    ¿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 Julián
  • Ítem
    Modernización de las campañas electorales a nivel subnacional caso sur del Valle de Aburrá
    (Universidad EAFIT, 2022) Escobar Torres, Jairo Alberto; Restrepo Echavarría, Néstor Julián
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