Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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    La memoria histórica musical y la reproducción de la música tradicional ecuatoriana por parte de los estudiantes de la Unidad Educativa Ambato
    (Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Costales Bravo, María Katalina; Naranjo Gamboa, Byron Orlando
    Traditional Ecuadorian music is full of cultural richness. This allows us to look back in time and identify events of socio-cultural identity expressions that are reflected in the era where elements of acculturalization in music and transcendental changes are combined by the entrance to the Internet. The objective is to identify if the diffusion of the Ecuadorian traditional music affects the musical historical memory of the young people; which; in addition we resorted to the techniques of Interview in indirect form by means of the platform of zoom / Wassap and Messenger which was handled this way since we were in sanitary emergency by the world-wide pandemic Sars-Covid-19; that's why it was done virtually and the surveys that were done physically to young students coming to the conclusion that Ecuadorian music is one of the most beautiful in the world; since its rhythms are unique played with instruments of nature in many of the rhythms of all our regions: and its lyrics are the experiences of the performers, stories of our mother earth, the pain of a people who suffer poverty, the discrimination of the oppression of those in power, the romanticism of those in love; which have been lost in the musical memory of our youth by the introduction of the reggaeton and other musical rhythms that have been positioned in the psyche of young people; This is due to the fact that both the corresponding governmental entities have not given the necessary importance for the youth to enjoy our musical roots and spread it in a natural way without the obligation of someone or something, but to have the self-esteem for who we are through the traditional music and give it the necessary importance. It is clear that due to the lack of incentive young people are losing that taste for spreading traditional music, even though they are still curious about it and knowing who we are culturally and through music; but there is still no one who is really interested in not losing this musical identity with young people.
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    La difusión musical en la radio y la percepción de la Audiencia sobre la música alternativa independiente en la ciudad de Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-04) German Ramírez, Bianca Azucena; Medina Guerra, Franklin
    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.