Browsing by Author "Rodríguez Acurio, Adrián Alexander"

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    Los medios visuales y la difusión de la música alternativa en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2020) Rodríguez Acurio, Adrián Alexander; Fabara Sánchez, Fernando Rodrigo
    The purpose of this research is to determine the current situation of alternative music and its main exponents in the city of Ambato, a problem that currently affects many new artists who are limited by the immense publicity that the media offers to hegemonic genres. Drastic reduction in the reception by the demographic to which they are directed or little interest that traditional media such as radio or TV show for promoting these national artists, are some of the main causes that make up the painful crisis for which alternative music is crossing and in this way, the abandonment of its exponents towards other areas that allow them a stable economic income. The objective of this project is to contribute to the dissemination of the concept of alternative music, this, carried out through audiovisual media that allow a more dynamic approach to the target audience. For this, an accurate study on this problem has been carried out; as well as all the possible tools related to visual media, which may constitute the basis for an effective search proposal to improve the current situation. The methodology of this research is qualitative, since it deals with a subjective theme, therefore it is necessary to use adequate data collection tools, to understand not only the reasons for this phenomenon, but also to understand what is the best strategy to reverse this situation. Tools such as, interviews with professionals in various areas, even tailored focus groups.