Browsing by Author "León León, Andrea Elizabeth"

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    El contenido de la programación de Radio Primicias de la Cultura de la Universidad Técnica de Ambato y la construcción de audiencias
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) León León, Andrea Elizabeth; Herdoíza Mancheno, Franklin Germánico
    University radio is an effective means of communication to transmit information within an institution of higher education; however, in order to achieve the desired success, it is essential to have an adequate segmentation of audiences. This not only allows to retain current listeners, but also to attract new listeners. In order to understand the importance of audiences in radio stations, the theoretical reference of Mario Kaplúm was used, since he clearly expains the steps that a radio station must follow to become an outstanding media. For this purpose, Radio Primicias de la Cultura of the Universidad Técnica de Ambato was analyzed in order to study it and, with help of the students of the Communication career, provide a different perspective that promotes its growth and innovation.