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Número Especial RICE Vol. 8 Año (2021) Núms. 190-212 págs. 1-344 Número Especial RICE Comunicación más allá de los medios: educomunicación, instituciones y construcción cultural 201. Televisión comunitaria y comunicación popular en Índice Número Especial tiempos actuales. Caso de estudio TV MICC Cotopaxi – Ecuador. Tania Villalva, Pablo Romero, Presentación de número especial. Patricia Villagómez. Pags. 160-175 Palmira Chavero y Paulo López-López 202. Claves para establecer una estrategia de reputación 190. La televisión educativa en Ecuador y el aprendizaje de de Gobierno. Cusot, Gustavo. Pags.176-188 valores en los niños edad escolar. María Augusta Calvopiña. Pags. 1-14 203. La televisión local y la programación como refuerzo de Identidad cultural. Kruzkaya Ordóñez, 191. Estado de derecho e educomunicación: la realidad en Ana, Isabel Rodríguez, Abel Suing. Pags.189-206 la educación para el uso de las redes sociales virtuales Alessandro Rezende y Werner Vásquez Pags. 15-25 204. Google imágenes, profesiones, género y sexualidad. Álvaro Jiménez, Eliza Vayas, Carlos Palacio, 192. El Observatorio de medios de Unemi: alcances y re- Fernando Endara. Pags.207-223 sistencias en su andadura. Gabriela Sánchez y Juan Carlos Cevallos. Pags. 26-37 205. Representación mediática de la Reserva Van der Hammen en Colombia: ¿Conflicto socioambiental o 193. Análisis de la propuesta de contenidos digitales en re- conflicto político? Ana María Lozano. Pags.224-236 des sociales de escuelas del cantón Yaguachi, Ecua- dor. Paola Ulloa, Elena Paucar, 206. Análisis del discurso de los padres de familia en torno Ana Patricia Rodríguez Pags. 38-49 al maltrato a la niñez. Viviana Suntaxi Barzallo. Pags.237-246 194. La competencia mediática en la educación infantil en Ecuador Margoth Iriarte, Diana Rivera, 207. El perfil ideal del periodista, según los medios. Una Stephany Celly Pags. 50-63 radiografía del nuevo perfil en el contexto digital. Paulina Escobar, Andrés Jaramillo. Pags.247-262 195. Investigar y publicar en comunicación: Ecuador en la ruta científica mundial. 208. Redes de comunicación, acción colectiva y organiza- María Isabel Punín y Daniela Calva. Pags. 64-75 ciones de ciclistas de Quito. Rodríguez, Andrés. Pags.263-280 196. La construcción mediática del discurso de la descolo- nización en Bolivia durante la formación hegemónica 209. A pesar de la culpa. Trabajo sexual y la producción de del Movimiento Al Socialismo (MAS). Gonzalo Meru- contradiscursos en contextos de violencia. via Salinas. Pags.76-92 Marco Panchi. Pags.281-292 197. Soy chola, soy vieja, soy rural. ¿Qué soy?”: Diseño de 210. Diversidad política femenina ¿Cómo construyen y plataforma digital para la difusión del decolonialismo proyectan su imagen las mujeres ecuatorianas? Este- Daniela Idrovo, Ángel Torres, José Juncosa. fanía Luzuriaga y Gabriela Baquerizo. Pags.293-309 Pags.93-112 211. Análisis del discurso xenófobo hacia la migración ve- 198. El papel de los eventos en las estrategias de marke- nezolana en los comentarios de las publicaciones de ting y comunicación comercial. Alba María Martínez y Facebook pertenecientes a los diarios locales: El Mer- Concepción Campillo. Pags.113-127 curio y El Tiempo. Galo Altamirano y Ángel Torres. Pags.310-325 199. Uso de big data y data mining en los procesos de au- tomatización de la comunicación de las organizacio- 212. Acciones públicas del recuerdo: reconstruir la memo- nes. Cesibel Valdiviezo-Abad y Tiziano Bonini. ria de las dictaduras de Hugo Banzer (1971-1978) y Luis Pags.128-142 García (1980-1981) en Bolivia. Ramírez López, Daniel Alejandro. Pags.326-344 200. Análisis del Plan Estratégico de Comunicación de la Feria de Loja, según el modelo RACE. Javier Vire y An- tonio Castillo. Pags. 143-159 3 3 GIGAPP Estudios Working Papers ISSN 2174-9515. Año (2021), Vol.8. Núms. 190-212, págs. 01-344 Presentación Número Especial RICE Comunicación más allá de los medios: educomunicación, instituciones y construcción cultural Chavero, Palmira (coordinadora) FLACSO Sede Ecuador/ GIGAPP [email protected] ORCID ID: 0000-0001-8310-3600 López-López, Paulo Carlos (coordinador) Universidad Santiago de Compostela, España [email protected] ORCID ID: 0000-0002-8101-7976 Los medios de comunicación son, tradicionalmente, una de las principales áreas de estudio, tanto en su estructura y composición como en lo referido a la construcción de mensajes y los efectos que éstos generan. Sin embargo, hay otras áreas en la Comunicación que configuran el debate público, las instituciones o la propia sociedad y cuyo estudio tiene también una larga tradición. Este número especial se enfoca en algunas de estas dimensiones, en las que incursiona a partir de estudios de casos de diferentes puntos de la región. El primer bloque de trabajos está centrado en la educomunicación, entendida como la relación (y aplicación) entre las herramientas comunicacionales (incluidos los medios) y los procesos edu- cativos, así como en las competencias mediáticas, configuradas como la base para la construc- ción de sociedades críticas. En el artículo que abre este especial, Calvopiña propone un estudio de los valores transmitidos por la televisión educativa en niños ecuatorianos. Rezende y Vás- quez, en segundo lugar, profundizan en el uso de las redes sociales en el sistema educativo, una línea compartida por el trabajo que presentan Ulloa, Paucar y Rodríguez para el caso ecuato- riano. En este recorrido, Iriarte, Rivera y Celly nos proponen un trabajo sobre las competencias mediáticas en la educación infantil y Sánchez y Cevallos presentan los resultados del proyecto puesto en marcha por una universidad pública, consistente en un observatorio de medios. Por último, Punín y Calva cierran este bloque con un análisis sobre la evolución de la investigación en comunicación de Ecuador con relación a otros países de la región. Presentación Número Especial RICE: Comunicación más allá de los medios: educomunicación, instituciones y construcción cultural A caballo entre la utilización de las herramientas comunicacionales en el sistema educativo y en las instituciones, dos trabajos de este especial nos alertan sobre la relación entre la comunica- ción y los procesos de construcción de identidad, analizados a partir de los estudios de decolo- nialidad. Así, Meruvia propone un trabajo sobre el discurso de la descolonización como caracte- rística identitaria del partido MAS en Bolivia, en tanto que Idrovo, Torres y Juncosa realizan un trabajo sobre la difusión del decolonialismo en el entorno rural. Entrando ya en el uso y los efectos de la comunicación y el marketing en las instituciones, el siguiente bloque de artículos realiza aportes sobre cómo las herramientas que las instituciones y organizaciones utilizan para fortalecer su imagen y difusión. En primer lugar, Martínez y Cam- pillo realizan una aproximación al rol de los eventos como herramienta de difusión. Valdiviezo y Bonini dan un paso más en la comunicación organizacional a través del estudio del uso del big data en esta área. Vire y Castillo, por un lado, y Cusot, por otro, realizan sendas aproximaciones a la comunicación estratégica en diferentes instituciones públicas. Por último, distintos autores (Villalva-Romero-Villagómez y Ordóñez-Rodríguez y Suing) nos traen aportes en torno a la construcción de identidad a través de la comunicación popular. Por último, en este número especial se presenta un conjunto de trabajos en el que la comunica- ción se configura en el eje articulador de distintos temas de debate: género (Jiménez, Vayas, Palacio y Endara; Luzuriaga y Baquerizo), conflictos políticos (Lozano), contradiscursos y violen- cia (Panchi; Suntaxi), procesos migratorios (Altamirano y Torres), perfiles profesionales y acción colectiva en el contexto digital (Escobar y Jaramillo; Rodríguez) y procesos de construcción de memoria (Ramírez). De esta manera, la comunicación no necesariamente mediática retoma el protagonismo en la medida en que se convierte en el área que conecta las instituciones y organizaciones (incluidos los gobiernos) con la sociedad civil, permitiendo de esta manera no sólo la interacción, sino la mejora de los procesos públicos e institucionales de cada caso. Este es el segundo especial que publicamos centrado en los procesos comunicacionales, fruto de la colaboración estrecha entre GIGAPP y la Red de Investigadores en Comunicación de Ecua- dor (RICE). Esperamos que lo disfrute. 5 GIGAPP Estudios Working Papers ISSN 2174-9515. Año (2021), Vol.8. Núm. 190, págs. 1-14 La Televisión Educativa en Ecuador y el aprendizaje de valores en los niños y niñas en edad escolar Calvopiña, María Augusta Tecnológico Pichincha, Ecuador [email protected] ORCID ID: 0000-0002-3139-7085 Documento recibido: 15 noviembre 2019 Aprobado para publicación: 17 noviembre 2020 Resumen Este trabajo tiene como objetivo describir cómo se elaboró el programa educativo, “Mi voz, Mi mundo”, de la franja de Educa Tv de Ecuador e identificar la manera en que los niños de cuarto de básica de la Unidad Educativa San Francisco de Quito perciben los valores presentes en dicho programa. Aguaded (2016), Fuenzalida (2005), Rincón (2010) y Sánchez (1997) permitirán entender a la televisión como un medio de aprendizaje; Bar- bero (1987) y Orozco (2010) ayudarán a comprender la percepción activa que tienen los menores frente a los contenidos de la televisión educativa. En este trabajo se utiliza una metodología cuali-cuantitativa, por un lado, se realiza un análisis de contenido para iden- tificar los valores presentes en los programas y, por otro lado,
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