Migración de los medios tradicionales del cantón Mejía a Facebook: estudio comparativo de Radio La Voz del Valle y JM Radio
Migrating to the digital era is a great challenge, especially for those traditional media that for several years have worked with a programming grid to reach the audience, however, technology advances and more and more media decide to remain current. in the market, but also on the internet, maintain...
| Autores: | , |
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Ecuador |
| Institución: | Universidad Técnica de Cotopaxi |
| Repositorio: | Repositorio Universidad Técnica de Cotopaxi |
| Idioma: | español |
| OAI Identifier: | oai:oai:repositorio.utc.edu.ec:27000:27000/10794 |
| Acceso en línea: | http://repositorio.utc.edu.ec/handle/27000/10794 |
| Access Level: | acceso abierto |
| Palabra clave: | ERA DIGITAL MIGRACIÓN RADIO EN FACEBOOK MEDIOS DIGITALES |
| Sumario: | Migrating to the digital era is a great challenge, especially for those traditional media that for several years have worked with a programming grid to reach the audience, however, technology advances and more and more media decide to remain current. in the market, but also on the internet, maintaining and growing its audience. But this has not been easy, so we ask ourselves, what has the migration process of these traditional radio stations to Facebook been like? To do this, two radio stations in the Mejía canton, “La Voz del Valle” and “JM Radio”, were investigated, media that have migrated to the digital platform Facebook to generate, transmit and distribute their content. The research design is mixed and includes two phases: first, it is a quantitative analysis of the characteristics of traditional radio stations and the use of the digital platform Facebook; Secondly, it consists of a qualitative analysis of the perceptions and experiences of the actors involved in this migration and the instruments of direct observation and in-depth interviews with experts to determine the results in terms of knowing the audience and use of digital tools. . All this in order to build a digital identity and strategy manual model to carry out an adequate migration process from traditional to digital. which implies the adaptation of new strategies, attractive and innovative multimedia content, becoming a valuable resource so that radio stations can be effectively adopted into this new digital era. |
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