<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-1682</journal-id>
<journal-title><![CDATA[Sintaxis]]></journal-title>
<abbrev-journal-title><![CDATA[Sintaxis]]></abbrev-journal-title>
<issn>2594-1682</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac México, Centro de Investigación para la Comunicación Aplicada]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-16822025000200058</article-id>
<article-id pub-id-type="doi">10.36105/stx.2025n15.04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Metodología multimodal en el análisis de actitudes, motivaciones, percepciones y comportamientos en torno a la actividad científica universitaria]]></article-title>
<article-title xml:lang="en"><![CDATA[Multimodal methodology in the analysis of attitudes, motivations, perceptions and behaviors surrounding university scientific activity]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nájera Larumbe]]></surname>
<given-names><![CDATA[Nadia Nayeli]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Guerrero  ]]></institution>
<addr-line><![CDATA[Chilpancingo Guerrero]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<numero>15</numero>
<fpage>58</fpage>
<lpage>74</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-16822025000200058&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-16822025000200058&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-16822025000200058&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente trabajo, tiene como propósito explicar las principales aportaciones de la metodología multimodal al desarrollo de investigaciones cualitativas o mixtas, mediante la presentación de un estudio de caso en donde la metodología cualitativa integró un estudio de representaciones sociales y análisis de emociones, con el uso de tecnología para capturar rasgos faciales y posteriormente procesarlos en una aplicación FaceReader, para el análisis de las actitudes, motivaciones, percepciones y comportamientos entorno a la actividad científica universitaria. La integración de metodologías cualitativas tradicionales y metodologías visuales, ha permitido un análisis más profundo al estudiar la aportación textual de los participantes, así como la comunicación no verbal; posibilitando el contraste de ambas lecturas y análisis.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of this paper is to explain the main contributions of multimodal methodology to the development of qualitative or mixed research. It integrated a study of social representations and analysis of emotions, with the use of the technology to capture facial features and later process them in a FaceReader application, for the analysis of attitudes, perceptions and behaviors around university scientific activity. The integration of traditional qualitative methodologies and visual methodologies has allowed a deeper analysis by studying the textual contribution of the participants, as well as non-verbal communication; making it possible to contrast both readings and analysis.]]></p></abstract>
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<kwd lng="es"><![CDATA[investigación]]></kwd>
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<kwd lng="es"><![CDATA[métodos multimodales]]></kwd>
<kwd lng="en"><![CDATA[multimodal methods]]></kwd>
<kwd lng="en"><![CDATA[scientific culture]]></kwd>
<kwd lng="en"><![CDATA[research]]></kwd>
<kwd lng="en"><![CDATA[thesis]]></kwd>
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</article-meta>
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