La difusión musical en la radio y la percepción de la Audiencia sobre la música alternativa independiente en la ciudad de Ambato

Abstract

The purpose of this research work is to know how radio programming influences its audience and how it affects the perception of it, towards independent alternative music. Based on the Organic Law of Communication that rules the country, where the dissemination of music by national artists is dictated, an analysis has been made of how inclusive this opinion is and how it is being applied by the radio media in the city. Where we find that there is no inclusion or diversity of musical genres, directly affecting the work of independent musicians, who do not have the goal to be number one on the lists of hits of the moment, but to arrive with their message to society . It was concluded that radio, for the most part, simply responds to the music industry, to the commercial. Its programming has been limited to mere entertainment, with a lack of quality content, which does not positively contribute to its listeners. Generating consumer societies, without identity, without self-esteem, that venerate what comes from outside and despise and ignore the local. It is proposed the implementation of a radio space for both local and national music of musicians of alternative genres, with the aim of disseminating their work, providing new musical alternatives to society that would enrich their knowledge as well as their culture as well as generate identity, and finally, diversity would be generated to radio programs.