LICENCIATURA EN COMUNICACIÓN
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Adaptación de los medios de prensa escrita de la provincia Imbabura (el norte y la hora) a las características del ecosistema digital, a través del análisis de sus cuentas en la red social facebook(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2017-11) Benavides García, Nicole CarolinaWith the research process carried out during this titling project it has been possible to determine several important aspects in the context of the traditional media that have adapted to the web. Today, the digitization, the internet and social networks have in many ways transformed the reality of society, and thus have caused innumerable changes in any environment. Journalism and the media have not been left out, in fact they have been objects of transformation and constant adaptation. This work is aimed at analyzing and studying the changes made by the traditional media of Imbabura: El Norte and La Hora, to detect their strengths but above all their weaknesses when the information is disseminated through the network social Facebook. With the data and results collected, it was pertinent to propose and elaborate a digital guide containing recommendations and techniques that can be used by journalists in general and students of Social Communication, so that, in the future, they make quality publications, taking full advantage of all the opportunities that Facebook offers them and especially so that they know how to reach the new audiences betting on the interaction and the use of multimedia.Item Open Access La adicción a las redes sociales en los centros de educación superior. Estudio de caso: estudiantes de la PUCE Sede Ibarra(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2019-08) Enríquez Lovato, Shirley CeleneEspecially regarding the present study, there is a clear and indisputable connection with technology, as far as we are concerned, we focus on the addiction of university students and on the specific causes that lead students to become addicts, acquiring a mental health disorder. Given the technological avalanche, university students can not go offline for more than a few minutes, creating avatars in their fictional worlds where they clearly feel comfortable, calm and happy. The present study, based on a sample of three hundred and forty-five respondents and various interviews with professionals in the psychology and management of social networks, was confirmed that in the Pontifical Catholic University of Ecuador Ibarra Headquarters, there are young people addicted to social networks (clearly on FACEBOOK) for a number of factors that justify it as; We are part of this new digital age, assuming that there is no problem to find a solution for. Faced with this obvious disaster there are many educational alternatives that we have seen in this analytical journey, which will achieve a positive change in young people addicted to social networks; such as, the educational and preventive campaigns of the good management of social networks, the control and care before the technological tsunami and that the university students know the true computer hazards. Going deeper into the case study that are the young addicts of Puce-Si, social networks create a lack of control, a pathological need and a disturbing behavior that causes a lack of sociability in the real world. This generation of young people have forgotten the face-to-face dialogue. For some philosophers the basis of all this technological chaos is located, in which young people feel happy behind the screen, in other words the university students want to pretend a fictitious life, without realizing that reality to the only thing that leads them is to a false happiness. It is irrefutable today the total importance of a like, the reaction or interactivity of the followers, who measure, with a simple figure, the social, labor and economic level of the youngest citizens.Item Open Access Análisis audiovisual de los spots publicitarios de la campaña Grow Up de Mercedes Benz(Pontificia Universidad Católica del Ecuador Ibarra, 2022-04) Clemente Cisneros, Einer AlejandroPublicity can be presented in various formats to the audience and carry a differently targeted message depending on the advertising format used. Publicity spots, specifically those that are composed of the creation of videos and short films, correspond to a versatile type of advertising that has several aspects to analyze in an audiovisual content, such as its shots, duration, plot, narrativity, history, among others. This content will be analyzed in the present investigation having as object of study the advertising spots of the Grow up campaign of the German car brand Mercedes Benz, which are five that have a duration between 3 to 5 minutes each. Mercedes Benz has always been characterized by proposing a different advertising, appealing to creativity and subtle advertising content, that is, the message is not explicit and the product is not sold literally, but rather a message is built that appeals to interaction and entertainment of the recipient to sell the product in an indirect way. This is how the Grow up campaign spots are constructed, in which, although a car corresponding to Mercedes Benz appears, the plot of the advertising spots is constructed away from the advertising aspect, leaving the car as a secondary character that contributes to highlight the qualities of the story shown in the different spots.Item Open Access Análisis comparativo de las funciones de los gestores de la comunicación en tres empresas públicas y tres empresas privadas en las provincias de Imbabura y Pichincha(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2020-08) Cruz Albuja, Mishel CarolinaThe present research work analyzes how the current situation is regarding the communicational environment in Ecuadorian public and private companies; Thus, through a selection of companies, the roles and / or functions that are being fulfilled for the communication management of the different organizations are studied. Public relations, organizational communication and institutional communication, among other branches of communication, have gradually been introduced in Ecuador, to improve their relations with different publics; However, considering that all these areas have had a leading role in developed countries and in renowned companies, in our country not yet established as such all the competencies that professionals in charge of communication should have in regard to companies. . Therefore, to carry out the respective analysis, three public companies have been chosen, including: Consejo de la Judicatura , Emapa-I , Prefectura de Imbabura; and three private companies: Chevrolet, Grupo Tv Cable and DirecTV, in the province of Pichincha. Considering that social communication has the power to deal with various areas of knowledge, the professional who has acquired such instructions would be able to enter any workplace; however, organizations do not delimit such functions but, failing that, encompass an infinite number of roles that entrust a single worker or, in turn, professionals not specialized in communication, who are in charge of said functions. In this investigation, it is possible to observe the different administrative theories that have been applied to organizations since the 90s, where companies and their employees were considered as machines to generate income. Years later, behavioral school theorists allowed themselves to carry out experimental studies. where it is discovered that the most effective for staff performance are human relationships.Item Open Access Análisis comparativo sobre la función informativa de los medios impresos en el Ecuador: caso de estudio diario El Comercio y el Universo en la cobertura periodística del terremoto de abril de 2016(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2019-07) Ramírez Esparza, Andrea PatriciaThe present investigation whose topic is: "COMPARATIVE ANALYSIS ON THE INFORMATIVE FUNCTION OF PRINTED MEDIA IN ECUADOR: CASE STUDY DAILY COMMERCE AND THE UNIVERSE IN THE JOURNALISM COVERAGE OF THE EARTHQUAKE OF APRIL 2016", in its main objective was mission analyze the journalistic work of the print media of the newspapers El Comercio and El Universo through research techniques to determine how information was processed in the earthquake of April 2016. The formal document structure is detailed below: Chapter I, in this part, detailed all the necessary topics that gave meaning to the work and in which the rest was sustained within a theoretical context referring mainly to communication based on the analysis of the two media and their comparative management, the corresponding citations of authors and the regulations of the University for the presentation of this type of documents were respected. Chapter II, here is the diagnosis of the problem of the two printed media in reference to the management carried out in the past earthquake and its diffusive work. Chapter III, contains the proposal of the work and is clearly structured in phases, starting from the comparison of the internal factors of the newspapers, to then move on to the informative valuation, then the qualitative comparison of factors and the corresponding general comparison as a synthesis , to finish with a manual of management of this type of events. Chapter IV, analysis of impacts, here the social, communicational and educational projection was taken into account to culminate in a general reflection that pointed to the determination of the improvement in the quality of life of the people, raising the level of effectiveness of the dissemination of the message and training aspects of individuals based on training and programs to face natural disasters; finally we have the general conclusions and the respective recommendations, concluding with the annexes.Item Open Access Análisis cualitativo de la información publicada en las ediciones digitales de los diarios El Comercio y El Universo referente al mundial de fútbol Rusia 2018(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2019-09) Arteaga Mera, Roger VicenteThe advent of a new World Cup opens the door for digital newspapers to deliver quality products and make themselves better known to their audience. In this context, the purpose of this research work is to analyze how good the information thrown by two of the country's most important media, El Comercio and El Universo. In order to carry out this study, the content analysis sheet (quantitative analysis) with parameters capable of measuring the quality of the information during the World Cup Russia 2018 was carried out. The structured interview (qualitative analysis) was also applied to professionals and commentators specialized in the sport, where their answers made it possible to show the way in which sports information is treated when an event of such magnitude takes place. In this way, it was possible to demonstrate in detail, according to the content analysis sheet, as in the structured interview, if each article published on the web platforms of the media, approached as much as possible the sections shown in the field file, and if each opinion of the journalists corroborated the good use of the information issued in the said articles, obtaining results in each of the instruments applied, helping to answer the research questions.Item Open Access Análisis de contenido de las notas periodísticas referente a la consulta popular realizadas entre septiembre 2017 - febrero 2018 en los medios impresos el universo y el comercio mediante el uso ciudadano del derecho a la información y la réplica(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-10) Rivadeneira Ruiz, Yesenia VanessaJournalism in Ecuador as in many countries of the world are governed by an organic law of communication and when the publications disseminated by the media are under constant scrutiny, rights and obligations sometimes do not go hand in hand. This investigation reveals an analysis of the journalistic notes that were published in two printed media of national character and about a particular case that Ecuador lived on February 4, 2018, as it was the electoral process of Popular Referendum and Consultation promoted by the government of President Lenin Moreno. The objective of this study is a visual and synthetic analysis of six months of publications that turn around the subject and what is the management that the media give to this information, which was relevant for an entire country that sought to be aware of the electoral events, but without the presence of an political blurb.Item Open Access Análisis de contenidos multimedia de las páginas webs de Imbabura(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-01) Medina Onofre, Esteban JavierThe general purpose of the research was to analyse the multimedia contents in the digital media of Imbabura and Carchi, for the promotion of cultural events through qualitative research methods and techniques. The analytical method was worked with content analysis techniques, nine interviews with local experts were carried out, as well as direct observation techniques. Three types of instruments were used through index cards and questionnaires, which improved the qualitative statistics of the methodological analysis of the selected websites. For this, four specific objectives were designed that identified, on the one hand, the contents of production, consumption and cultural practices in web portals, from the theories of communication referring to the new currents of the origins of multimedia, through bibliographic sources for the elaboration of a documented analysis that was sustenance of the investigation. On the other hand, the elaboration of a communicational diagnosis of the digital media of Imbabura and Carchi with the purpose of creating a web platform that would contain the cultural contents and encourage the rescue and the practice of communicational processes as an agenda and cultural guide. Finally, from the pertinent point of view of the research, understand how these have faced the advent of digital technology and the new Internet environment in the transition to the digital age. The methodological exploration of this academic study focused on contributing to the field of communication elements in line with the latest advances in scientific research, specifying from the local point of view that interculturality is promoted as a communication process that is foreign to the global changes of the technology and the new world economies.Item Open Access Análisis de efectividad que tienen los sponsor de Enchufe TV frente a los spot publicitarios tradicionales en los jóvenes ibarreños desde los 17 hasta los 24 años(Pontificia Universidad Católica del Ecuador Ibarra, 2022-05) Saltos Cadena, Andrea NathalyAdvertising and marketing have created a high level of competitiveness in national and international markets over time. Therefore, the demand for advertising strategies by companies is increasing. The timely fulfillment of the three main objectives of advertising – to inform, persuade and remind– is fundamental since these requirements define the special relationship that arises between the consumer and a certain product, brand or service it also needs a better communication strategy to survive in the market Therefore, a company’s use of various persuasion methods and strategies, such as sponsoring something or a person, con be beneficial or not depending on the outcome of the market demand. As such, this study aims to obtain information about the effectiveness of these sponsor of Enchufe TV, in comparison to traditional spot made by conventional communication channels, among the young people of Ibarra. Besides considering that this tool is effective when we include it as an advertising strategy. Alsina (2001) states that “the theory of advertising discourse, as a form of mass communication, is affected by the evolution of communication theories; without forgetting that it is a persuasive communication whose intention is clearly commercial”. This leads to the understanding that advertising communication is about persuading the whole public. Therefore, it is important to know and analyze how to persuade through advertising communications, in this case, from the sponsor created by Enchufe TV, which are compared with advertising in traditional media. The young people of Ibarra will find the most effective advertising, based on a clear questionnaire. This study also help companies determine if this sponsorhip strategy can be an effective way to sell their products or services.Item Unknown Análisis de la adaptación de los miembros de la Puce Sede Ibarra a la nueva imagen del sistema nacional PUCE(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2019-02) Espinosa Montoya, María BelénIn the present investigation called: "Analysis of the adaptation of the members of the PUCE Ibarra Headquarters to the new image of the National System PUCE", is detailed one of the most transcendental challenges an institution can face, the renewal of the image. Currently, innovation becomes a prevailing need in a business context. Nowadays, there are new markets, publics, trends, etc., and the task of appropriating and convincing these innovations to the members that constitute an organization is a task that requires pertinent communication that is efficient to lead to the empowerment of change, without falling into consequences that affect the organizational identity. It is then, that the main objective of this research is to know if the PUCE Ibarra Headquarters fell apart or its institutional identity was affected through the decision of renewing its image, in addition to learning how this assimilation process was developed in the Headquarters; for which a mixed methodology was used that includes a qualitative and quantitative analysis due to its multiplicity and the complementation of different views of a phenomenon, as in this case, data extracted by internal audiences and knowledgeable experts are included (qualitative analysis) . Thus, from the recorded data, specific results were obtained (quantitative analysis) in order to establish the respective conclusions based on the hypothesis raised in the investigation.Item Unknown Análisis de la adaptación del diario el comercio al sistema digital(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-07) Guerrero Obando, Diana EstefaníaThe media, such as radio, television and the press, inform us of the different events and events that take place in the country and the world. However, each one has been marked by an important development and growth. Thus, the television station has gone from reporting in black and white (twentieth century), to arriving at live broadcasts through a high quality image system. That is, an evolution from the size to its content. The radio went from being a medium listened to by a large part of the population, to one characterized by a scarce fragmented audience; surviving in the conventional and digital scenario. While, the press migrated to the multidimensionality, as it shows, to be read by means of new supports. In this way, different theoretical referents and the application of data collection instruments, such as interviews, have been reviewed. The same ones that were applied to journalists of the studied medium, in this case: El Comercio; as well as the local information companies (Sierra Norte) and the teachers of the Pontifical Catholic University of Ecuador Ibarra Headquarters. Consequently, the data served for the execution of a proposal. The project in question tries to get local media to adopt the peculiarity of El Comercio's technological evolution. A national and regional reference of the activity. And, in addition, that communication professionals are trained in the management of media and digital content, especially in the print dynamic. Adapting to the changes that occur.Item Unknown Análisis de la comunicación interpersonal de niños y niñas con síndrome de down y autismo en los institutos de educación especial y centros terapéuticos integrales de Imbabura durante el período abril - septiembre 2018(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-10) Rojas Rojas, Mishel CarolinaAs human beings, as members of a family and of society, everyone has the capacity and the right to communicate with others, to establish loving emotional bonds which make possible personal development. A child with Down Syndrome (DS) or Autism Spectrum Disorder (ASD) develops a form of communication different from that of other children. This study investigates language comprehension, speech and interpersonal communication on the part of children in the province of Imbabura who belong to these two groups. These children are vulnerable in a minimum of three ways. The first being the simple fact that they are of tender age, the second due to their coming from a different culture, and the third because of the intellectual disability that they possess. How do these factors effect the way they are seen by society? That question will be answered by this study. The principal objective of this research is to compare interpersonal communication between these two groups (A and B) which are made up of children from 7 to 10 years of age. Each of them have either DS or ASD to a moderate degree and are immersed in special education institutes and integrated centers in Imbabura. This investigation will test hypotheses of an experimental, comparative and correlational nature. For example, does the lack of social interaction on the part of group B increase their behavioral problem? Or does group A present fewer difficulties pertaining to pronunciation than group B? To ascertain the answers to such questions, this subject will be addressed using a one on one case study approach. This will facilitate an in depth understanding of each group's interpersonal communication.Item Unknown Análisis de la comunicación política de facebook y twitter en la segunda vuelta de las elecciones presidenciales del Ecuador 2017(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-10) Guevara Romero, María MercedesThe thesis of degree: "Analysis of the political communication of Facebook and Twitter in the second round of the Presidential elections of Ecuador 2017" determine how the former candidates for presidents of the Republic of Ecuador 2017 handled political communication, through the Facebook and Twitter platform in the second round of the presidential elections. This research aims to find out if the political figures of Ecuador are prepared for the transition from political campaigns of conventional media to media. That is, if the candidates are making good use of political communication on the Internet, for the dissemination of their ideologies. Analogously, citizens are studied to determine how they perceive the development of candidates in social networks, taking into consideration whether their political message fits the Facebook and Twitter platforms. To solve this inquiry, the techniques of interviewing, observation and content analysis were used, through the instrument: questionnaire for the interview and files for content analysis. Thanks to this research, it is corroborated that the politicians of Ecuador are not prepared for this digital convergence, and although they use political advisors for the use of social networks, they still have shortcomings in their communication messages and audiovisual production, since what they emit is not they are suitable products for social networks.Item Open Access Análisis de la comunicación política de la alcaldía de Ibarra, a través de su página oficial facebook(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-10) Benítez Vargas, Patricio DavidOver time, the social networks are fulfilling an important role in society and in the different areas of daily living, and to communicate governments to their citizens or constituents their management, has not been the exception. That is why the way of doing politics has changed in recent years, as social networks like Facebook, has been the communication support in the case of the mayor of Ibarra in the province of Imbabura in Ecuador. Where, based on interviews with the Communication`s Department of the decentralized autonomous Government of the White City, observation, analysis of the official Facebook page of the mayor of Ibarra and with the support of the software "Fan Page Karma" has come to determine different conclusions, from what today Ibarreños citizens want to consume and interact in a local government page as it is, the mayor's, and how this influences the image of the mayor of the shift Eng. Álvaro Castillo , through the political communication and the discourse that it manages in the publications emitted in the fan page of the mayor, in order to generate more traffic in this social network and to reach more followers with his message, which can influence in the next elections sectional and define their loss or permanence for four more years of local government.Item Open Access Análisis de la educación en valores a través de las materias humanísticas que se imparten desde el departamento de misiones universitarias en la PUCE-SI(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-01) Lita Portilla, Lenin AntonioThe education and the pedagogy based on values constitutes the fundamental piece of the process of construction of an authentic civic-citizen culture. Likewise, its nature alleges an emerging formative model in contemporary democratic societies. From this perspective, this study gathers the humanistic actions of the Pontifical Catholic University of Ecuador Ibarra headquarters and analyzes it from a series of methodical and axiomatic relations, the same ones that respond to the epistemic configuration of educommunication, based on the development and social and productive integration of the north of the country (Ecuador).Item Open Access Análisis de la evolución del rol femenino denominado “Manic Pixie Dream Girl” en los personajes de las películas: “Elizabethtown”, “(500) Days Of Summer” y “Stargirl”(Pontificia Universidad Católica del Ecuador Ibarra, 2022-08) Enríquez Benavides, Ricky RicardoThe purpose of this research is to show whether there is a possible evolution within the archetypal trope called Manic Pixie Dream Girl (MPDG) present in the history of American cinema. The study covers the three most relevant cases of the last 20 years of the 21st century. To this end, the concept of the MPDG was partially defined due to any changes or adaptations it may have had since its conception in 2007. The existence of the MPDG was evidenced, studying its different incarnations over time, obtained data from previous studies to establish research variables, and together with the direct observation of the different films in which this type of character has appeared. It was determined the treatment that these characters have had within the plots of the stories in which they appear over time. Therefore, a qualitative analysis was made of three films that were chosen through a series of filters that helped establish them as canonical representing each decade respectively: "Elizabethtown" (2005), "500 Days of Summer" (2009) and "Stargirl" (2020). From this, a triangulation was developed and a comparison between the plots of the films exposed in advance and evidence the evolution that have had this type of characters in the last two decades of the 21st century.Item Open Access Análisis de la influencia de la red social Facebook en la escritura correcta del lenguaje en los estudiantes de Comunicación Social de la Pontificia Universidad Católica del Ecuador, Sede Ibarra(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-10) Cisneros Proaño, María DoloresSocial networks are going further, they are becoming part of people's lives. When you enter them looking for company, we use a totally different language, and because all words become something out of the ordinary. The seriousness of this is that children, adolescents and young people, when reading so often and insistently these gross errors, may think that certain words are actually written in one way or another or that certain terms are really part of our Spanish, for example the use of: ggggg (hehe hehehe); k (that), k + (what else); xd (by God); 100pre (always); khe, kha (that); oe (hey); x (by); wey (ox); amiguis (friend or friend); mijin (friend); mijina (friend); I love (I love you a lot), bb, bby (baby), just to give some examples of errors of permanent use in the social network. Of course, they forget a sign called tilde and another that gives meaning to ideas, and this is "the comma" (,). It seems that what is involved is writing faster and that incorrectness is the common denominator, which is accentuated if the user chats at the same time with several people. Poor language ours, helpless in the face of so much outrage. It has been seen that many of the young people alter their spelling in a brusque way due to the influence of the various memes or fun images generated in this virtual platform. The biggest transformations have been generated by digital natives, without a doubt, the use of instant messaging and social networks is an important part of their social interaction.Item Open Access Análisis de la información femenina en el periodismo deportivo digital ecuatoriano en el año 2021(Pontificia Universidad Católica del Ecuador Ibarra, 2022-07) Valladares Gómez, Joselyn FabianaEcuador is undoubtedly a country with a great sports history, not only in the field of soccer but also in the different sports categories that exist worldwide, making the country internationally known, winning gold, silver and bronze medals in countless competitions. This research analyzes the information provided by the Ecuadorian digital media of the national sportswomen. Using a mixed qualitative and quantitative methodology in the texts disseminated by these digital media. Beforehand, a diagnosis of the contents imparted by digital media about women's sports was made using observation, and then, a content analysis form was formulated with indicators that allow analyzing the textual content and images, in addition to conducting surveys and structured interviews of communication professionals, as well as female athletes. Thus, having an analytical-descriptive method, the design of the file for the content analysis and pertinent questions to consumer users and sports information and questions for sports journalists, were used as instruments for the extraction of qualitative and quantitative data; obtaining the results by means of a software and digital tools. In this way, the research was triangulated with the review of the state of the art. The samples chosen for the content analysis, were as a first point to look for Ecuadorian digital media that are in force and in continuous publication of sports information, of these media were reviewed all the notes published during a year, from this review were obtained 20 texts of the two digital media that talk about women, dividing 7 texts of the media "CONFIRMADO.NET" and 13 texts of "La República", both, published during the year 2021. xvii From this analysis, an unfavorable result is obtained with Ecuadorian female sports information, since the digital media do not give enough importance to female sports issues and publish few articles about women athletes. When they disseminate information about women, they only publish notes that generate an emotional charge in consumers and most of them are news that are trending and that in turn sell more.Item Open Access Análisis de la inserción laboral de los graduados de la carrera de comunicación social de la Pontificia Universidad Católica del Ecuador Sede Ibarra(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2020-09) Pupiales Quilo, Robinson AlejoThe follow-up analysis of graduates of the Social Communication career of the Pontifical Catholic University of Ecuador Sede Ibarra is oriented with the purpose of knowing in depth the reality that those who have left the classrooms to the working world live, whether they are exercising their profession or in what field they are developing. For the present study, several research methods and techniques were used for data collection, among the most relevant the interview and the survey, which through a questionnaire designed, structured and previously revised was applied to teachers and graduates of the Social Communication career, respectively. These questionnaires were applied online, it can be noted that most of the respondents began their studies between 2010 and 2015, of them most graduates between 2017 and 2019. In addition, 34% are not working, on the other hand, 66% who do work only 56% practice the profession, while 44% are in an occupational field other than their training. These data reveal the reality experienced by PUCESI graduates, who practice in the north of the country. In addition, this research allows us to discover what are the reasons why this phenomenon of unemployment and unemployment occurs, on the one hand, to analyze the quality of education on the part of the university and, on the other, the cultural, social and political factors in which society is currently developing. Furthermore, this research allows to identify the reasons why the phenomenon of unemployment occurs, and so also develops an analysis of the educational quality of the university institution as of exogenous factors that influence the occupational field and that lead to unemployment.Item Open Access Análisis de la interacción que se genera en el entorno de aprendizaje (Aula Virtual) entre docentes y estudiantes de la Escuela de Comunicación Social y Jurisprudencia, de la Pontificia Universidad Católica del Ecuador Sede Ibarra, como herramienta de comunicación entre docentes y estudiantes(Pontificia Universidad Católica del Ecuador Sede Ibarra, 2018-09) Espinosa de los Monteros Carvajal, Carlos AlfonsoThe current investigation carried out the analysis of interactivity that is produced through the virtual classrooms of the Pontifical Catholic University of Ecuador Campus Ibarra, as a tool of communication between teachers and students. Virtual classrooms have been characterized as a support tool in education, because due to its usefulness, it has allowed to innovate teaching-learning process through Tics resources that are available to everyone. When taking into account the valuable use of this platform, in the virtual classrooms of the PUCE-SI, it was decided to analyze two schools belonging to the university house: Social Communication and the school of Jurisprudence. Thanks to the resolution of the sample, it was possible to apply qualitative and quantitative techniques for the collection of fundamental data about the use of virtual classrooms to generate interactivity with students in the mentioned schools. The implementation of these techniques allowed to determinate the lack of interaction that is generated in virtual classrooms between teachers and students, since there is no appropriate use of synchronous tools that motivate the use of this platform to improve academic development. Therefore, a series of dynamic and innovative activities have been developed, as a proposal of the project, by which the teacher can be guided through a video tutorial in which the most representative virtual classroom tools are exposed, such as: forums, wikis, chats and intervaled questions, accompanied by a range of activities that can be used to generate interactivity between teacher-student, encourage collaborative work and promote critical reflection.