Estéticas radiales de la ciudad de Ambato

Abstract

The present research work was based on the content analysis of the programs with the highest tuning of the most tuned radio stations in the city of Ambato according to the tuning rating prepared by Markets and Projects of the city of Quito, which determined that the first four radio stations with the largest audience are: RADIO ALEGRÍA, RADIO CANELA, RADIO CARACOL and RADIO CENTRO. Concomitantly, the analysis of two focus groups was also carried out, the first with professional experts in the area of communication and the second with the listeners of the aforementioned radio stations. The objective of this research work is based on the identification of the format, language and radio content used by the radio programs of the city of Ambato and their potential influence or impact on their audiences; The data obtained and analyzed through a qualitative methodology, will allow to establish the evolution of radio aesthetics in the locality, as well as to outline processes that contribute to the improvement of the same that from the radio stations contribute in a better way in the construction of a society thoughtful, analytical, personable and with less use of offensive language.