Browsing by Author "Rojas Lazo María Gabriela"

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    Dignificación de la labor de las mujeres recicladoras de COOPCOAMA de Cuenca mediante estrategias de comunicación visual
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Rojas Lazo María Gabriela
    This study explores the invisibility and social stigma faced by women recyclers from the COOPCOAMA cooperative in the city of Cuenca. It proposes the development of a documentary book and audiovisual capsules as communication strategies aimed at strengthening their professional identity and social recognition. The research was conducted using a mixed-methods approach. Quantitative data reveal that although 100% of the cooperative members express pride in their work, Cuenca’s society still tends to perceive them through invisibility or associate them with indigence. Qualitative findings, based on interviews with specialists in sociology, communication, and photography, identified structural barriers such as the “double workload” and the persistent perception of recycling as an invisible or marginalized occupation. The results also indicate a high level of public receptiveness toward visual materials capable of transforming social imaginaries. The study concludes that visual communication design, by recognizing the technical skill and professional identity of women recyclers, becomes a bridge toward social acknowledgment. The project demonstrates that a sober and well-structured graphic representation can challenge and shift stigmas associated with the profession, fostering a transformation in public perception toward the dignification of COOPCOAMA women recyclers’ work.