Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

Rhetoric has a long tradition in the professional practice and in the scientific-academic researchers in Advertising. This paper presents the research that assumed as main aim to know the rhetorical knowledge of university students of Advertising and Public Relations at the Universidad Complutense de Madrid; for which a structural sample of students of the 3rd year of the Degree in Advertising and Public Relations of the mentioned University belonged to the 2017/2018 academic course was selected, whom an quantitative survey was performed. The results show a student body with little knowledge of Rhetoric who, at the same time, is aware of its shortcomings and of the close link between rhetorical activity and advertising activity. Likewise, the lack of rhetoric training is verified, which affects, mainly, specifically advertising subjects of the curriculum.

The COVID-19 pandemic caused a shift in the management of internal communication in companies globally, and how not to say it, in Latin American companies. A particular case is educational organizations, and specifically for this study: the Universities of Ecuador that, due to their very activity, they saw the need to make changes both in the work modality and in services. It is in this context, that in order to face the changes and adapt to the new normality, it was and is necessary to have a team of collaborators who feel identified and committed to their institution, which is only possible if they know their needs and, therefore, Therefore, they promote an open dialogue that encourages active listening, and that allows for an optimal work environment, accompanied by the organizational leader. And it is precisely these variables that this quantitative research focuses on, which collects, through a survey, the views of the collaborators of the country's public and private universities, allowing to demonstrate the pros and cons of internal communication management in the new normality.

As campanhas de comunicação digital retiraram a criação de comunidades do eixo central de seu planejamento para focar na geração de conteúdo e, junto a esse conteúdo, o uso da diretriz como recurso de segmentação com base nos gostos e preferências de seus públicos, isso O trabalho tem como objetivo investigar as formas como os públicos são percebidos e segmentados pelas organizações na atualidade. Por sua vez, investiga-se o papel do big data e dos algoritmos neste processo e observa-se a sua aplicação.

The objective of this study was to demonstrate how the use of social networks in Higher Education contributes to curricular development and innovation, improving the academic performance of students. For this, two activities were carried out with the students of the ITSCO Corporate Design subject: one that was delivered physically and another that was sent through a group of the subject on Facebook. After an evaluation process that included criteria such as presentation, mastery of content, written expression, information management, creativity and teamwork, it was seen that social networks contributed to improving academic performance and quality. of the jobs delivered. Therefore, it is accepted that social networks are tools with a great impact on student performance, since they promote collaborative learning.

La revolución tecnológica digital ha cambiado las formas de relacionarse y los quehaceres cotidianos. Cada vez más hay actividades a distancia debido a la conectividad y sus efectos sociales. El propósito de este artículo es reflexionar sobre la conectividad, principalmente en México, para analizar el mundo digital y entender el internet de las cosas. En efecto, una metodología cualitativa ha permitido observar el comportamiento de los objetos conectados en México. Los resultados reflejan que existe un crecimiento de la conectividad digital, así como el acceso al internet de las cosas, aunque existe una brecha entre las ciudades y las zonas rurales.    

This research work aims to contribute with valid information on the importance of community communication in citizen observatories of public services. To this end, a non-experimental – cross-sectional methodological design was proposed with an exploratory, descriptive and comparative scope of study, no protocols or formal procedures were used, through a mixed approach the modality of descriptive and field research was established, starting from the following question: The communicative processes of the citizen observatories of public services of the cities of Guayaquil,  Milagro and Santa Elena do not contribute to citizen participation and social control, after analyzing the hypothesis, research techniques such as structured objective interviews and focus groups were selected, as well as the instruments used was a questionnaire of questions created and validated for research, as a result the lack of training was obtained,  the lack of technical training, the lack of content production and the lack of communicative management. In conclusion, the research proved the hypothesis and demonstrated the need to implement community media to facilitate the operations and management of these as citizen entities of social responsibility.

The nature of capital companies is to continuously provide themselves, through their shareholders, partners, new investors and, of course, their profits, the social capital that will allow them to fulfill the purpose for which it was created. However, the law allows a company to become a shareholder of it; for which, it establishes limited assumptions and conditions. This permissiveness may present several risks to society, such as the loss of social capital and its effects that undermine the principle of capital reality, affecting the principle of parity of shareholders and other political and economic rights, incidence in the stock market and loss of control of the company by the shareholders. Due to the above, the present work aims to briefly analyze the fundamentals of the treasury stock, its positive aspects and, in a deeper way, the problems caused by the misuse of the acquisition of own shares by a corporation.

El siguiente artículo científico habla sobre la transformación digital en las empresas y organizaciones, como en los últimos años han innovado con la integración de tecnologías digitales en su funcionamiento y la manera de relacionarse con el entorno. Desde la década de los 90, las empresas han modificado la manera de hacer negocios, se han adaptado a las nuevas circunstancias globales, han mejorado sus procesos, tratando de no quedarse por detrás de esta voragine digital que evoluciona y muta constantemente. Si bien es cierto pospandemia las empresas han dado ese salto a digitalizar sus instalaciones, sus servicios, sus plataformas, sus redes sociales, se estima que el cambio debería ser más disruptivo. Este artículo investiga la necesidad de adentrarse en herramientas como inteligencia artificial, realidad aumentada, metaverso. Las empresas ya no solo tienen que reinventarse, tienen que disrumpir, pensar fuera de la caja para así dar respuesta a los retos de un entorno competitivo y marcado por la economía digital. ¿Qué sucede con las empresas en Ecuador y en el mundo? Será la mayor barrera para esta transformación digital el miedo al cambio, la resistencia que existe dentro de las organizaciones por quedarse en modo operativo y no mutar a una sistematización más vanguardista, convergente y disruptiva.

The main objective of this work is to analyze the impact generated by the implementation and use of digital tools and innovative technologies in the productive sectors of the tourism and transport sector in Ecuador, in order to help reactivate the economy in these productive sectors of the country. An empirical-qualitative study is carried out, where the perspectives of the individuals interviewed regarding the traditional services offered are evidenced. In addition, a linear regression model is developed that allows generating the measurement of the viability and feasibility of the application in these technologies that improve the travel experience through new services and products.

Recensión a la obra de Manuela Durán Bernardino (2022). Estudio multinivel de las políticas de empleo juvenil. Madrid: Editorial Dykinson, 229 pp.