El contenido sobre información cultural en los diarios el Comercio y el Heraldo de la ciudad de Ambato

Abstract

This research focuses on the content of cultural information in the newspapers El Comercio and El Heraldo of the city of Ambato. The main objective was to determine how much content on cultural information is published in the newspapers under study. The methodological design had a qualitative approach, since the cultural news of the two newspapers was analyzed and interpreted, extracting characteristics. The modality was bibliographic, since it allowed the theoretical-scientific part of the project to be grounded. The level was descriptive, exploratory, due to the fact that the scope and results obtained in other research on the content of cultural information in the newspapers El Comercio and El Heraldo were investigated. In addition, the reality of cultural journalism was detailed. The technique used was framed in observation because it allowed a general analysis of the type of information disseminated in the newspapers under study, as well as a brief exploration of the number of publications with cultural content published in the year 2021 in August and September. The main results showed that El Comercio publishes more cultural information than El Heraldo newspaper, since, in the first newspaper, 15% is destined to cultural content and in the second, only 9% of the news is for culture-related topics. However, in both cases, the percentage of the area established for cultural content within the newspaper is very small compared to the opinion, classifieds, hobbies and curiosities sections. In addition to this, in both newspapers, cultural content is mostly focused on the Literature subsection, with 50% in El Comercio and 48% in El Heraldo. Likewise, the subsections with the least preference in the analyzed newspapers are: music, history, cinema, museums and civic dates.