This research analyzes the communication strategies on TikTok of the candidates for the presidency of Ecuador, Daniel Noboa and Luisa González, during the second round of elections in 2023. The research question focused on how these strategies influenced audience visibility and engagement. The methodology used was mixed, combining qualitative and quantitative analysis. Data from TikTok posts of both candidates were collected and analyzed, evaluating metrics such as plays, comments, likes, shares and saves. The results revealed that Daniel Noboa obtained immediate visibility, reflected in high numbers of reproductions and "likes", while Luisa González stood out in the number of shared and saved posts, suggesting a content perceived as more valuable or relevant. These findings suggest the importance of adapting campaign strategies to the characteristics of each digital platform. On TikTok, it is crucial to create content that quickly captures attention and motivates meaningful interaction. Successful campaigns must balance initial visibility with lasting engagement to maximize their effectiveness in the digital environment.

This article examines the role of the Product Owner (PO) in digital communication within agile environments, using InitGrammers as a case study. It emphasizes that the PO serves as a crucial intermediary between the development team and the client, facilitating communication and ensuring the achievement of project objectives. The primary goal of the research is to understand how the digital tools and strategies employed by the PO contribute to project success. The research hypothesis centers on how the PO can optimize communication within development teams and overcome challenges in digital environments. To achieve this, a qualitative methodology is utilized, including direct observation, semi-structured interviews, and interview analysis. The findings reveal that the PO relies not only on digital tools such as Jira, Discord, and Slack but also on effective team interaction, enabling coordinated and efficient task management. This fosters teamwork and supports the accomplishment of project goals. In conclusion, the study underscores that the PO’s role extends beyond technical responsibilities by incorporating strategic and communication skills, as well as a remarkable ability to adapt to various challenges in digital environments. It also highlights the effective use of agile tools and methodologies, which help align the team with the client’s objectives, enhancing both productivity and client satisfaction.

El artículo aborda la relación sino-latinoamericana desde la perspectiva del constructivismo, desafiando los enfoques materialistas que han predominado en los estudios sobre este tema. El constructivismo busca explorar aspectos que han sido subestimados por los discursos materialistas y abrir nuevas dimensiones de análisis en las relaciones internacionales entre China y América Latina. Tradicionalmente, la visión de las relaciones exteriores se ha centrado en categorías históricas y teorías como el liberalismo neoliberalismo y la teoría de la dependencia. Sin embargo, el constructivismo busca comprender una nueva cultura internacional que trascienda lo material, incorporando aspectos culturales e ideacionales. En este contexto, se analizan las identidades estatales de China y los países latinoamericanos como punto de partida para estudiar sus relaciones internacionales. Se reconoce que las percepciones compartidas, las normas y las narrativas culturales son fundamentales en la construcción de la identidad de los estados y en la formulación de sus políticas exteriores. Se explora la correspondencia cultural entre el Estado chino y América Latina mediante el análisis de las "estructuras culturales" propuestas por Wendt en el sistema internacional: las culturas hobbesiana, lockeana y kantiana. Esta exploración permite comprender las lógicas culturales actuales entre los actores en el sistema internacional. Es crucial destacar la influencia de los Estados Unidos en el sistema internacional y en su relación con China y los países de América Latina. Este enfoque resalta las complejidades y contrastes en las relaciones sino-estadounidenses y latino-estadounidenses, enmarcándolas dentro de la dinámica de la lógica lockeana que caracteriza la estructura global del sistema internacional. La comprensión de las dimensiones culturales e ideacionales en estas interacciones internacionales ofrece una visión más completa de las relaciones y contribuye a una mayor comprensión de cómo estas dinámicas culturales moldean la identidad de los Estados y sus decisiones en el sistema internacional. El constructivismo emerge como un marco teórico valioso para enriquecer el análisis de las relaciones internacionales y abrir nuevas perspectivas en el estudio de las interacciones entre China y América Latina.

The article analyzes the subliminal messages present in the advertising campaign A Rendez-vous (2024) for Chanel No. 5 perfume, focusing on the communication strategies used to attract diverse audiences. Through a narrative approach, it identifies hidden meanings conveyed through images that reinforce social imaginaries for both men and women. The study concludes that visual storytelling is the most relevant element of the commercial, as it effectively communicates the brand’s core message. To achieve real impact, this visual narrative must be integrated with other elements such as composition, colors, and symbols, creating an attractive and creative visual harmony. Symbols play a key role, as they evoke sensations of freedom, passion, and elegance. Chanel aims not only to promote its product but also to establish an emotional connection with its audience. The findings show that the use of narrative and imagery significantly influences consumer purchasing behavior, highlighting the importance of visual strategies in modern advertising.