Comunicación Social

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

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2017 - 20182

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Subject: search.filters.subject.MÚSICA INDEPENDIENTE

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    Comunicación promocional en la difusión de música independiente de interpretes ambateños
    (2018-04) Correa Santamaría, Jéssica Ximena; Vayas Ruiz, Elisa
    The objective of the present study is to analyze a socio-cultural phenomenon, to evaluate the promotional communication and its relation to the development of independent music by performers from Ambato, by conducting interviews with musicians that have a several years of experience, as well as musicians who have started their careers. Using investigative antecedents and a referential theoretical frame, the theories and knowledge of each one of the variable were strengthened, by classifying the line of study, the obstacles and inconveniences of the musicians from Ambato were manifested, through a qualitative approach, based on this, the use of life stories is the technique through which information was collected from those directly involved in the study subject, whose purpose is to find the key issues that allow us to know why there are limitations on this issue. Concluding that, the national and local music market is limited on its diffusion, because the economic investment required to manage and maintain their artistic development, and lack of financial resources, it prevents the realization of its musical productions, as well as the promotion and diffusion of them. Taking into account the results of this project, it intends to use the viral marketing as a solution strategy, specifically the "BOCA A DIGITAL MOUTH", reaching a snowball effect that allows the increase of followers and expand the target audience, without requiring an economic investment by the independent musicians of Ambato or his followers.
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    La difusión radial y la música independiente en la ciudad de Ambato
    (2017-05) Tixilema Tixilema, Luis Patricio; Viteri Torres, Walter Francisco
    This research arises as a result of the poor dissemination of independent music by radio media in the city of Ambato, listening to any radio station in the city is enought to realize the reality and the problem that is raised in this project. It should be noted that the radio broadcasting helps to the development of the musical artists and this has given opportunities to Ecuadorian musicians, this is because they have to fulfill the law imposed by the Supercon, an example of it is the 1 x1. Despite all of this , independent music, continues being excluded, this kind of music involves a diversity of genres such as ska , rock, rap, reggae, noise among others, where their authors are the ones that have to produce and broadcast their musical works by themselves The present researchwork is important and transcendental because it will look for an alternative to include and recognize independent music in radio broadcasting, giving it time and motivivation to the artist and producers,it doesn’t matter if a law exists or doesn’t. However, this seems just like an illusion. In order to create a solution a lot of research has been done, this can bee seen in the development of this investigation, the one that has been subjected to statistical methods in order to test the hypothesis. Because of the lack of inclusión of independent music it’s suggested to create a virtual radio magazine (HAMBA-TU-RADIO) in order to broadcast content without the usual limitation of media and also it’s important to make this tool a site where the artist and the public can be benefited.