<?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>2448-8437</journal-id>
<journal-title><![CDATA[Zincografía]]></journal-title>
<abbrev-journal-title><![CDATA[Zincografía]]></abbrev-journal-title>
<issn>2448-8437</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Arte. Arquitectura y Diseño]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-84372024000100102</article-id>
<article-id pub-id-type="doi">10.32870/zcr.v8i15.214</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La tipografía en contiendas presidenciales ecuatorianas. Uso y aplicación en la construcción del discurso propagandístico]]></article-title>
<article-title xml:lang="en"><![CDATA[Typography in Ecuadorian presidential campaigns. Usage and application in the construction of propaganda discourse]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Godoy-Guevara]]></surname>
<given-names><![CDATA[Gandhy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortiz-Dávila]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Larrea-Ayala]]></surname>
<given-names><![CDATA[Ana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica del Norte  ]]></institution>
<addr-line><![CDATA[Ibarra ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Técnica del Norte  ]]></institution>
<addr-line><![CDATA[Ibarra ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Técnica del Norte  ]]></institution>
<addr-line><![CDATA[Ibarra ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>8</volume>
<numero>15</numero>
<fpage>42</fpage>
<lpage>66</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-84372024000100102&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-84372024000100102&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-84372024000100102&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En el diseño, la tipografía adquiere roles multimodales en la construcción del mensaje. Caracterizarla y comprenderla requirió de una investigación de dos fases. En la primera fase, con un enfoque cuantitativo, se analizaron 171 textos presentes en 72 piezas gráficas, aplicando una matriz de variables teóricas referentes al formalismo tipográfico, a la gramática visual y al análisis de contenidos. Los resultados iniciales destacan el uso tipográfico como representación gráfica, compositiva y estética del texto. En la segunda fase, de corte cualitativo e interpretativo hermenéutico, se realizó un experimento controlado referente al grado de significación de la tipografía, aplicado en tres provincias ecuatorianas de mayor concentración de electores. Los resultados cuanti-cualitativos muestran que la tipografía en la propaganda política ecuatoriana adquirió un rol retórico funcional y estético, limitándose a ser la representación gráfica del lenguaje a través del texto, y desconectándose del valor simbólico, histórico, social y cultural en relación con el grupo al que se dirige el mensaje.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In design, typography takes on multimodal roles in constructing the message. Characterizing and understanding it required a two-phase investigation. In the first phase, with a quantitative approach, 171 texts present in 72 graphic pieces were analyzed, applying a matrix of theoretical variables related to typographic formalism, visual grammar, and content analysis. The initial results highlight typographic usage as a graphic, compositional, and aesthetic representation of the text. In the second phase, with a qualitative and hermeneutic interpretative approach, a controlled experiment was conducted regarding the degree of significance of typography. This experiment was applied in three Ecuadorian provinces with a higher concentration of voters. The quanti-qualitative results show that typography in Ecuadorian political propaganda assumed a functional and aesthetic rhetorical role, limited to being the graphic representation of language through text. It became disconnected from symbolic, historical, social, and cultural value in relation to the target group of the message.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Tipografía]]></kwd>
<kwd lng="es"><![CDATA[propaganda]]></kwd>
<kwd lng="es"><![CDATA[elecciones]]></kwd>
<kwd lng="es"><![CDATA[semiótica]]></kwd>
<kwd lng="es"><![CDATA[análisis de contenido]]></kwd>
<kwd lng="en"><![CDATA[Typography]]></kwd>
<kwd lng="en"><![CDATA[propaganda]]></kwd>
<kwd lng="en"><![CDATA[elections]]></kwd>
<kwd lng="en"><![CDATA[semiotics]]></kwd>
<kwd lng="en"><![CDATA[content analysis]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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