Comunicación Mediática en redes sociales y el conocimiento sobre la producción del café en Ecuador. El caso de Coffe

Abstract

In the new technologies, media communication is presented as an alternative to create a coffee culture in Ecuador, since users have a preference for information through social networks, and in this case Facebook. Coffee Humboldt, an Ecuadorian agribusiness, is a company that aims to create a coffee culture through its official Facebook page, disseminating content about coffee production in the country. For this purpose a direct observation of the person in charge of the management of social networks was carried out, in addition to interviewing the executive president and coffee grower of the company, resulting in this purpose being born from the need to give prominence and value to the coffee grower, from whom the information that is subsequently shared through posts comes from. The research aims to find out if there is knowledge of users about coffee production in Ecuador, through a descriptive, explanatory and evaluative research with a qualitative and quantitative approach through a content analysis of three most relevant publications and the interview of a focus group of eight prominent followers of the official Facebook page of Coffee Humboldt, resulting in favorable responses that show that users do acquire knowledge about coffee through the content disseminated by the brand, and also share it so that more people know about the subject. Giving prominence and appreciation to the coffee grower's work is the objective of the company and through the information disseminated they will be able to promote the coffee culture