Pregrado Comunicación Social
URI permanente para esta colecciónhttp://hdl.handle.net/11634/123
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Tipo de ítem: Ítem , El impacto de la imagen de la mujer en el diseño de las portadas revista Soho(Universidad Santo Tomás, 2026-09-24) Jiménez Pérez, Angélica María; Cruz Hernández , Nancy; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001682341; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002480728; https://orcid.org/0000-0002-6640-6738This monograph seeks to analyze how the image of women is socially represented on the covers of the anthology edition of SoHo magazine. This edition includes 12 covers, with the presence of 10 women on them. The research seeks to identify if transformations are evident in the visual and textual construction regarding the representation of the image of women and to determine if there is an evolution towards more diverse representations. 6 The study has a qualitative approach with a semiotic analysis methodology or matrix, according to the authors, thus allowing visual, textual, and symbolic elements to be analyzed in detail. In addition, it has the analysis of an interview that was conducted with Daniel Samper Ospina, former director of the magazine, in order to know the visual, textual, and representative intentions of the same. The research seeks to contribute to academic reflection on media narratives and their influence on the construction of gender perceptions regarding the image of women in the media.Tipo de ítem: Ítem , El yagé no es solo un viaje: lo que se esconde detrás de una oferta turística(Universidad Santo Tomás, 2026-09-23) Guasca Zapata, Miguel Ángel; Gómez Morales, Laura Valeria; González Gracia , Jonathan Stiven; Gómez Montañez, Pablo Felipe; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002494056; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002494115; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002494045This research analyzes the phenomenon of shamanic tourism surrounding Yagé in Leticia, Amazonas, and its impact on the Tikuna and Huitoto indigenous communities inhabiting the region. The study seeks to understand how this sacred plant, ancestrally used for spiritual, medicinal, and ceremonial purposes within Amazonian worldviews, has increasingly become a tourist attraction sought by both national and international visitors. Historically, Yagé —also known as ayahuasca— has been understood by indigenous peoples as a means of healing, knowledge, and spiritual connection. However, the growth of spiritual tourism and the commercialization of experiences associated with this practice have transformed the way rituals are performed and perceived, in some cases turning them into recreational experiences or tourism products. The research examines the tensions between tradition and market dynamics, as well as the risks of trivialization, cultural appropriation, and loss of ancestral meaning surrounding Yagé. Through a qualitative methodological approach based on semi-structured interviews, observation, and documentary review, the study gathers the perspectives of traditional healers, local inhabitants, and tourists involved in this phenomenon. As a result, the project aims to highlight the perspectives of indigenous communities regarding the rise of shamanic tourism and to reflect on the cultural, social, and ethical implications derived from the commercialization of Yagé. Additionally, the research is complemented by the production of a journalistic documentary that explores these issues through a narrative and audiovisual approach.Tipo de ítem: Ítem , Proyecto de emprendimiento agencia de comunicación para el sector de la belleza (Glow Agency)(Universidad Santo Tomás, 2026-09-22) Parada Rodríguez, Laura Daniela; Rincón Martínez, Luis Fernando; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001577060; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002157846; https://orcid.org/0000-0003-4939-615XThis project proposes the creation of Glow Agency, a strategic communication and digital marketing agency focused on improving the visibility and positioning of brands in the beauty and wellness sector. The proposal arises from the need for entrepreneurs and companies to strengthen their presence in increasingly competitive digital environments. The project analyzes the market context and proposes communication strategies based on digital tools such as social media, websites, SEO, and SEM. It also develops a business model that includes branding services, social media management, and digital content production. Finally, a website prototype is presented as a pilot test to demonstrate the feasibility of the business.Tipo de ítem: Ítem , Comunidades Piangüeras de Tumaco, Nariño: identidad y saberes ancestrales en la tradición conchera(Universidad Santo Tomás, 2026-09-22) Artunduaga Hurtado, Natalia; Nava Zamora, María Alejandra; Ruiz Sierra, Mayra Alejandra; Albarracín, Freddy Leonardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002493643; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002493653; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002298449; https://orcid.org/0009-0007-6079-1309This graduation project addresses the oral narratives, social practices, and ancestral knowledge of the piangua-harvesting communities of Tumaco (Nariño), specifically the organization Asofortaleza del Manglar. From a narrative journalism perspective, it seeks to present these practices as expressions of identity, memory, and cultural resistance, recognizing piangua harvesting not merely as an economic activity, but as a symbolic system that connects territory, culture, and ecological knowledge. The research highlights how this knowledge, transmitted from generation to generation through oral tradition, has historically been made invisible and undervalued, despite its importance for environmental sustainability and social cohesion. It also analyzes the challenges these communities face, such as violence, displacement, environmental transformations, and the lack of institutional recognition. Methodologically, the project adopts a qualitative approach that combines ethnography, in-depth interviews, participant observation, and photojournalism. As a result, it proposes the creation of journalistic products—chronicles, profiles, and photo essays— that aim to tell these stories from the voices of their protagonists and contribute to the appreciation of the social heritage of the Colombian Pacific. In summary, this work reclaims journalism as a tool of cultural mediation capable of connecting ancestral knowledge with broader audiences, promoting social recognition, collective memory, and the construction of more inclusive narratives.Tipo de ítem: Ítem , Construcción discursiva del consumo cosmético en TikTok: análisis de contenidos y su relación con la cosmeticorexia(Universidad Santo Tomás, 2026-09-21) Cardona Bernal , Laura Sofía; Martínez Zambrano , Sara Lucía; Mendivelso Toncon , Juana Valentina; Correa Samudio, Marcela Catalina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000029825; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002147231; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002480310; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002482125; https://orcid.org/0009-0008-5002-9596; https://orcid.org/0009-0004-0472-0280This research analyzes the relationship between cosmetic product content disseminated on TikTok by content creators and makeup brands, and the development of practices associated with cosmeticorexia. Using a qualitative approach and digital content analysis, the narratives, discursive strategies, and communicative resources present in this content are examined, in conjunction with semi-structured interviews with experts to support the main analysis. The analysis is conducted using a data sheet and a cross-referencing matrix to identify these elements, considering denotative, connotative, and discursive dimensions. The findings demonstrate that TikTok functions as a digital ecosystem where industry discourses, creators, and audiences converge, producing and reproducing narratives about beauty and aesthetic consumption. Furthermore, the analyzed discourses tend to normalize the constant and extensive use of cosmetic products, integrating them into daily life and positioning them as a habit, which is linked to the phenomenon of cosmeticorexia. This normalization is reinforced by discursive and visual strategies of legitimation, authority, and discursive and visual evidence, which influence the perception of body image and consumption practices. This research contributes to the understanding of digital content from the field of social communication, demonstrating how it operates as a space for the production of meaning. In this sense, it concludes that the discursive dynamics present on the platform contribute to the configuration of cosmeticorexia as a sociocultural phenomenon linked to contemporary digital culture.Tipo de ítem: Ítem , Raíces femeninas, voces que resisten: audiogaleria con mujeres de El Tambo, Cauca(Universidad Santo Tomás, 2026-09-16) Ruiz Rubio, Yulixa Yuliana; Reyes Albarracin , Freddy Leonardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000707899; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002156812; https://orcid.org/0000-0001-5297-8404This project documents the voices and experiences of women from El Tambo, recognizing them as key agents in the reconstruction of the social fabric in the post-conflict context. Through fieldwork, testimonies, photographic records, and audio materials were collected, allowing the identification of community initiatives and processes of women’s participation in the territory. As a result, an audiogallery was developed and presented through an interactive virtual museum that integrates photographic and audio narratives, offering an immersive user experience. This format represents an innovation in journalistic storytelling by combining digital tools with social memory. The project highlights the importance of making women’s roles in peacebuilding visible and emphasizes the need to strengthen spaces for representation and participation, contributing to greater awareness of their impact on community processes.Tipo de ítem: Ítem , Desafíos de la emisora comunitaria la voz de mi barrio 7 frente a la visibilización de la violencia basada en género en la localidad de Bosa(Universidad Santo Tomás, 2026-09-18) Montaño Estupiñán, David Esteban; Ortiz Nova , Yaneth; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001405577; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002318715; https://scholar.google.com/citations?user=5_3usesAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-6036-0388This research analyzes how the community radio station La Voz de mi Barrio 7 contributes to the visibility of gender-based violence in the locality of Bosa, Bogotá, within the framework of communication for social change. The study is based on the recognition of community media as key spaces for citizen participation and the construction of alternative narratives in response to social issues. The research was developed using a qualitative approach, through semi-structured interviews with members of the radio station and content analysis of communication pieces published on its digital platforms. From this process, categories related to community participation, communication strategies, sustainability, autonomy, technological transformation, and structural conditions of the media were identified. The findings show that the radio station operates as a space for horizontal communication that promotes the participation of social actors, facilitating the visibility of gender-based violence and encouraging processes of collective reflection. However, limitations were also identified, including economic precariousness, lack of governmental support, and challenges in adapting to digital dynamics. In this context, self-management, volunteer work, and community networks emerge as key strategies for the sustainability of the media, reflecting practices of resistance within an unequal media system. In conclusion, the radio station positions itself as a relevant social actor that not only informs but also contributes to the transformation of social imaginaries, the construction of citizenship, and the democratization of communication in local contexts.Tipo de ítem: Ítem , Emprendimiento: a 2 ruedas(Universidad Santo Tomás, 2026-09-17) Neira Castellanos, Camilo Andrés; Rodríguez Garzón, Mario Alejandro; Suescun Cruz , David Santiago; Reyes Albarracín, Fredy Leonardo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000707899; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002306579; https://scholar.google.com/citations?user=nzphMB0AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-5297-8404The project “A 2 ruedas” examines the transformation of sports journalism within the digital environment, emphasizing the role of social media in the production and consumption of cycling-related content. From a historical and cultural perspective, cycling in Colombia is presented as a social phenomenon that goes beyond competition and connects with audience identity. The study proposes the creation of a digital entrepreneurship initiative focused on narrative and emotionally driven content aimed at informing and inspiring audiences. Through benchmarking and metric analysis on platforms such as TikTok, YouTube, and Instagram, consumption patterns are identified, highlighting a preference for stories related to well known figures, current events, and emotionally engaging narratives. The study concludes that there is a clear opportunity to position innovative proposals within the digital cycling ecosystem, provided that editorial consistency, audiovisual quality, and adaptability are maintained. It also highlights the importance of strategic partnerships for the sustainability of the project.Tipo de ítem: Ítem , Énfasis de comunicación organizacional : S.O.S tenible(Universidad Santo Tomás, 2026-09-16) Peñuela Rincón, Angie Nathalia; Rojas Suárez, Natalia Daniela; Torres Sanmiguel, Alexander; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001403050; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002485610; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002487218; https://scholar.google.com/citations?user=j9S1ub0AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1880-4352This degree work exposes the communication strategies applied to the Semilla Collective, designed to make visible a sustainable fashion option in Bogota that uses the circular economy model, which refurbishes secondhand jackets and gives them a new lease on life with a unique and exclusive style in all of its garments. With this project, we sought to contribute to the strengthening and sustainability of the collective for a greater reach, using communication practices within the framework of conscious fashion consumption in Bogota, evaluating the impact in an environment where fast fashion is present.Tipo de ítem: Ítem , Escenario radio cuna de locutores e historias(Universidad Santo Tomás, 2026-07-27) Moreno Rodriguez, Juanita; Duque Gomez, Fanny Stella; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001217127; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002311767; https://orcid.org/0000-0001-9829-8615This academic document highlights the importance of the Escenario Radio station as an integral part of the Faculty of Social Communication of the Santo Tomás University, highlighting its role in the training of students and in the promotion of a culture of peace during its 17 years. years of experience. A monograph is presented that documents the history of the station, positioning it as a reference in community and university radio in Colombia. Through interviews, research and an analysis of key milestones, actors and factors, we seek to make visible its impact on the academic community and its contribution to social responsibility. Showing how the production of sound content allows students to apply knowledge and face social problems. This not only develops communication skills, but also encourages social cohesion and innovation in teaching. Finally, the degree work proposes to draw a route for the future for Escenario Radio, identifying strengths and areas of improvement in a context of institutional changes, thus ensuring its future relevance in the communicative field and its commitment to peace, recommendations will be given. to be able to implement new strategies or improvements to those that are already established to have a better reach among the audience.Tipo de ítem: Ítem , Comunicación política, hegemonía y opinión pública en Venezuela contemporánea(Universidad Santo Tomás, 2026-07-22) Paz Quitian, Juan Sebastián; Acosta Sánchez, Cecilia Andrea; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001476039; https://scholar.google.com/citations?user=Bz6eNcUAAAAJ&hl=es&oi=aoThis monograph analyzes the role of political communication in the construction of public opinion in Venezuela during Nicolás Maduro's government through a comparative study of presidential speeches delivered in 2013 and 2024. The research is based on the understanding of political communication as a strategic mechanism through which narratives, collective identities, and interpretative frameworks are constructed, shaping citizens' perceptions of political reality. Using a qualitative approach, critical discourse analysis, content analysis, and documentary review were employed to examine discursive strategies, political legitimization processes, representations of crisis, political antagonisms, and symbolic and emotional framing. The findings reveal a continuity in the government's discursive structure, characterized by the construction of a collective “we” associated with the people and an opposing “they” linked to political opponents or external threats. At the same time, important transformations are observed in the legitimization of presidential leadership, shifting from reliance on Hugo Chávez's legacy in 2013 to a discourse centered on social resilience and political management in 2024. The study concludes that political communication functions as a key mechanism of symbolic control and political legitimization, while digital environments emerge as spaces of discursive dispute and resistance that significantly influence the contemporary formation of public opinion.Tipo de ítem: Ítem , Proyecto de innovación y emprendimiento en comunicación ikigai clothes(Universidad Santo Tomás, 2026-07-23) Corredor Cucaita, Joseph Alejandro; Cruz Hernández, Nancy; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001682341; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002280362; https://orcid.org/0000-0002-6640-6738In the context of accelerated digitalization in the fashion industry, emerging brands face significant challenges to maintain relevance and differentiate themselves in a saturated market. This thesis project presents IKIGAI, a streetwear brand focused on customization, integrating digital technologies such as artificial intelligence and augmented reality to influence consumer perception and foster loyalty. A mixed qualitative-quantitative methodological design is employed, supported by financial estimates validated by an accountant, legal analyses, and a detailed timeline aligned with the institutional protocol for innovation and entrepreneurship projects in communication. The business model Canvas and a comparative chart of competition illustrate the project’s viability, with a projection of recovering the initial investment of $7,428,000 in four months. Additionally, mandatory participation in the Virtual Multicampus Entrepreneurship Fair is included to obtain external validation and stakeholder feedback, strengthening the proposal through networking and exposure in an institutional digital environment.Tipo de ítem: Ítem , De la calle a la tribuna(Universidad Santo Tomás, 2027-07-22) Gabriel Henao Peña, Gabriel Henao Peña; Segura Forero, Juan David; León Garzón, Iván René; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000006805; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002490158; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002490121; https://scholar.google.com/citations?user=4mziV_kAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-5051-8113This undergraduate thesis presents a journalistic documentary about Nación Verdolaga, aimed at understanding how young people develop a sense of belonging when joining a football supporters' group. Through a qualitative methodology and audiovisual storytelling, the study explores the experiences, motivations, and social dynamics that shape identity and community within this environment. The project offers a perspective that goes beyond common stereotypes by highlighting the social, cultural, and human dimensions of football supporters' groups.Tipo de ítem: Ítem , La educomunicación y los desafíos en la adaptación de la inteligencia artificial por estudiantes del colegio gimnasio los alerces en procesos pedagógicos.(Universidad Santo Tomás, 2026-05-28) Sanabria Solís, Edward Sebastián; Cárdenas Camelo, Santiago; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002155804; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002155972This research analyzes the main educommunicative challenges faced by students in the adaptation and implementation of artificial intelligence (AI) within pedagogical processes. Despite the rapid technological progress and the ransformative potential of AI in education, its integration in classrooms continues to present significant challenges, such as the lack of ethical guidance, technological dependence, and unequal access to digital resources. This study focuses on understanding how educommunication—conceived as the intersection between education, communication, and technology—can facilitate a critical and responsible appropriation of AI by students, strengthening their role as active participants in digital learning environments. The research acknowledges that young people already interact spontaneously with AI tools, which is transforming the way they learn, communicate, and relate to knowledge. Through a reflective approach, the study seeks to identify the strategies, perceptions, difficulties, and achievements that arise from the use of these technologies, in order to promote a more inclusive, creative, and digitally adapted education. Thus, this project aims to contribute to understanding the impact of AI on school learning, highlighting the value of educommunication as a means to foster conscious, ethical, and formative use of artificial intelligence in contemporary educational processes.Tipo de ítem: Ítem , Raíces del olvido: Migración juvenil, relevo generacional y sostenibilidad agrícola en la vereda Calambata, Vianí, Cundinamarca(Universidad Santo Tomás, 2026-04-27) Rodríguez Gómez , Ana María; Meza Maya, Clara Victoria; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001499046; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002276288; https://scholar.google.com/citations?user=SHVaOeYAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-6033-6492; https://orcid.org/0009-0001-8011-2787This research analyzes how the migration of young people from rural areas to cities affects generational succession, the sustainability of local agriculture, and the care of older adults in the village of Calambata, municipality of Vianí, Cundinamarca. The study is developed from a journalistic perspective, using investigative reporting and a testimonial-documentary narrative, through interviews with elderly farmers, young migrants and residents, as well as local authorities. The final product is the documentary report Raíces del Olvido (Roots of Oblivion), composed of three episodes with a total duration of 30 to 45 minutes. It highlights the solitude of older adults, the reasons behind youth migration, and the current dilemmas of whether to remain in the countryside or seek opportunities in the city. Findings show that the lack of educational, labor, and institutional opportunities drives youth exodus, weakening family farming and increasing the vulnerability of older generations. Furthermore, the study concludes that without strong strategies to foster youth engagement, productive incentives, and effective public policies, generational succession in Colombia’s rural areas is at risk, threatening both food security and rural cultural heritage.Tipo de ítem: Ítem , Entre el arte y la resistencia: Evolución del movimiento Drag Queen en la cultura urbana de Bogotá (2005-2025)(Universidad Santo Tomás, 2026-04-22) Moran Salazar, Juan David; Torres Sanmiguel, Alexander; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001403050; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002274434; https://scholar.google.com/citations?user=j9S1ub0AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1880-4352This study analyzes the evolution of Drag Queen art within Bogotá’s urban culture over the last two decades, emphasizing its transition from nightlife stages to institutional and media spaces. Through documentary review and qualitative analysis, it explores how Drag expressions connect with LGBTIQ+ social movements and the transformation of gender imaginaries in the city. The findings show that Drag represents not only an aesthetic practice but also a form of communication, resistance, and cultural construction in contemporary Bogotá.Tipo de ítem: Ítem , Inserción laboral de graduados de la carrera de comunicación social de la Universidad Santo Tomás: Análisis de preparación y oportunidades(Universidad Santo Tomás, 2026-02-18) Useche Olaya, Nicolas Stiven; Useche Olaya, Nicolas Stiven; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000029825; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002431182; https://scholar.google.com/citations?user=ppbN3hwAAAAJ&hl=es&oi=ao; https://orcid.org/0009-0008-5002-9596This research aims to analyze the labor market integration of graduates from the Social Communication program at Santo Tomás University, in order to evaluate their professional preparation, job opportunities, and the relevance of the academic curriculum to current labor market demands. The study employed a quantitative approach with a descriptive scope and cross-sectional design, supported by a structured survey administered during the university's virtual "Night of Cards" event to graduates from the 2023-II and 2024-I cohorts. The methodology incorporated elements of Design Thinking as an analytical tool, allowing for an empathetic and visual understanding of the results, as well as the identification of gaps and opportunities for improvement from the graduates' perspective. The sample consisted of twelve graduates (eight women and four men), whose responses were grouped into thematic blocks addressing academic training, competencies and institutional identity, labor market integration, and the overall perception of the program. The results show that the academic training at Santo Tomás University is perceived as solid in its humanistic, ethical, and theoretical components, although it needs to strengthen technological updates, interdisciplinarity, and connection with the productive sector. While most graduates find employment within six months of graduation, challenges persist related to job insecurity, lack of prior experience, and limited opportunities for advancement in the sector. In conclusion, the research reaffirms that the Social Communication program at Santo Tomás University produces competent, critical, and ethical professionals, but it must continue adapting to the changes in the current communication ecosystem through curricular innovation, alignment with the labor market, and ongoing support for graduates.Tipo de ítem: Ítem , Ludopatía y prevención ausente: Evaluación crítica de las estrategias estatales frente a una adicción silenciosa(Universidad Santo Tomás, 2026-02-05) Caiza Legarda, David Giovanny; Gárcia Arevalo, Santiago; Lagos Bustos, Jonathan David; Gómez Montañez, Pablo Felipe; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001084046; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002274401; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002155110; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002155992; https://scholar.google.com/citations?user=xLBkstwAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-0655-7574This article analyzes the problem of gambling addiction in Colombia and the lack of preventive campaigns by the Ministry of Health. Although the WHO recognizes it as a mental disorder, it remains invisible in the country compared to other addictions. This leads to debt, family conflicts, deteriorating mental health, and greater social vulnerability, especially among young people due to the expansion of online gambling. The lack of state action is related to the poor training of health professionals, the absence of official data on its prevalence, the prioritization of other diseases, and the conflict of interest with the gambling industry, which represents revenue for the state. The study is based on articles, research, testimonies, and surveys of university students, revealing that approximately 19% of respondents suffer from or are at risk of gambling addiction. The proposal is to create the podcast "Ministerio en Off," whose objective is to raise awareness of the problem, open debate, and demand state accountability. In this context, it is key to note that the legalization of sports betting in Colombia began with Law 643 of 2001, which regulated games of chance. Subsequently, Law 1753 of 2015 and the creation of Coljuegos were instrumental in regulating online gaming and granting licenses to operators. The first license was issued in 2017, making Colombia a pioneer in regulating this market in Latin America. In conclusion, the Ministry of Health has been largely absent in the face of this addiction. It is urgent to implement clear and humane campaigns, train qualified professionals, and regulate gambling advertising; otherwise, gambling addiction will continue to grow silently, affecting young people and vulnerable groups.Tipo de ítem: Ítem , Comunicación aplicada en el bufete AdHoc abogados SAS(Universidad Santo Tomás, 2026-02-11) Peñuela Forero, María Camila; Flórez Herrera, María Paula; León Garzón, Ivan Rene; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000006805; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002158237; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002158257; https://scholar.google.com/citations?user=4mziV_kAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-5051-8113The present undergraduate project aims to design and implement an internal and external communication strategy for the microenterprise AdHoc Abogados S.A.S., an emerging law firm in the city of Bogotá. Through a quantitative and qualitative approach, five phases were developed: diagnosis, survey implementation, results analysis, formulation of recommendations, and strategic design. These phases made it possible to identify areas for improvement and create a proposal based on real data. The findings revealed the need to strengthen the firm’s digital presence through the creation of a website and the coherent use of social media as key channels to promote its legal services. The final proposal seeks to consolidate a professional, approachable, and trustworthy communication style that contributes to the brand’s positioning and growth within the legal market.Tipo de ítem: Ítem , Representación de las mujeres en el periodismo deportivo colombiano. Un análisis del discurso de los programas de televisión equipo F90 de ESPN y saque largo de Win Sports.(Universidad Santo Tomás, 2026-02-11) Aranguren Neira, Sebastian; Arvelaez Henao, Jose Daniel; Ortíz Nova, Yaneth; Universidad Santo TomásIn the current media landscape, sports journalism continues to be a space deeply influenced by social and cultural structures that have historically favored male presence. Although recent decades have seen greater participation by women in this field, discourses and practices that limit their equitable representation and the recognition of their professional capabilities still persist. This research is framed within a critical analysis of the media discourse present in two Colombian sports television programs: Equipo F90 on ESPN and Saque Largo on Win Sports, with the aim of identifying the social and cultural elements that shape the representation of women in sports journalism. Both programs, broadcast on private subscription-based television channels and specifically aimed at audiences interested in football, offer a debate-based structure that enables the exploration of how certain images, roles, and gender stereotypes are constructed and reproduced. The analysis will follow a discourse-based methodology, focusing not only on the frequency and type of female participation in these discussion panels, but also on the tone, themes, and framing of their contributions compared to those of their male colleagues. The relevance of this study lies in the need to question how sports mediaas central actors in shaping the collective imagination continue to reflect or transform structural gender inequalities. Through a comparative analysis between a national outlet (Win Sports) and an international one (ESPN), this research seeks to understand how these different contexts influence the internal dynamics of televised sports journalism, and what place is given to women within these narratives. This work is primarily aimed at university students in Social Communication, with the goal of offering a critical perspective on the relationship between media, gender, and culture in sports, as well as providing conceptual and methodological tools to support future analyses of media representation and its social implications.