Santa Clara TV: en busca de la Identidad
Fecha
2016-06-25
Autores
Armendariz Collado, Ariannis
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación se lleva a cabo en el Canal 57 de Santa Clara y tiene como objetivo principal proponer la Identidad Visual del mismo a partir de la conformación de sus constantes universales. El estudio se concibió en dos etapas. La primera de ellas responde al diagnóstico de Identidad en el canal y la segunda etapa al diseño y evaluación de las constantes universales que conforman la Identidad Visual.
La investigación es para la producción, pues ofrece una propuesta de Identidad Visual para dicho canal y se utiliza un paradigma de enfoque mixto con predominancia cuantitativa. Como categoría de análisis se estudia la Identidad Visual, así mismo, el autor asumido para la conceptualización de dicha categoría, propone como indicadores los atributos de identidad corporativa y las constantes universales.
Dentro de los métodos y técnicas utilizadas para la recopilación de información se encuentran: análisis de documentos oficiales, revisión bibliográfica y documental, la observación, la entrevista, el cuestionario y el criterio de expertos para la evaluación de la propuesta final. Finalmente se propone la propuesta de Identidad Visual diseñada por la autora del estudio y se hace la evaluación de la misma por parte de los expertos.
The present investigation was carried out on Channel 57 of Santa Clara and its main objective is to propose the Visual Identity of it from the formation of its universal constants. The study was conceived in two stages: the first one responds to the diagnosis of Identity in the channel and the second stage to the design and evaluation of the universal constants that comprise the Visual Identity. The research is for the production, offering a proposal for a Visual Identity for that channel, and a paradigm of mixed approach with quantitative predominance is used. Visual Identity is studied as a category of analysis, also, the author assumed for the conceptualization of that category, proposed as indicators, corporate identity attributes and the universal constants. Within the methods and techniques used for gathering information are: analysis of official documents, literature and documentary review, observation, interview, questionnaire, and the criteria of experts to evaluate the final proposal. Finally, the proposed visual identity designed by study author is expressed and the evaluation of it by the experts is made.
The present investigation was carried out on Channel 57 of Santa Clara and its main objective is to propose the Visual Identity of it from the formation of its universal constants. The study was conceived in two stages: the first one responds to the diagnosis of Identity in the channel and the second stage to the design and evaluation of the universal constants that comprise the Visual Identity. The research is for the production, offering a proposal for a Visual Identity for that channel, and a paradigm of mixed approach with quantitative predominance is used. Visual Identity is studied as a category of analysis, also, the author assumed for the conceptualization of that category, proposed as indicators, corporate identity attributes and the universal constants. Within the methods and techniques used for gathering information are: analysis of official documents, literature and documentary review, observation, interview, questionnaire, and the criteria of experts to evaluate the final proposal. Finally, the proposed visual identity designed by study author is expressed and the evaluation of it by the experts is made.
Descripción
Palabras clave
Identidad Corporativa, Identidad Visual, Cultura, Diseño, Corporate Identity, Visual Identity, Culture, Image and Design