Segmentación de audiencias según el tipo de programación de las Radio Amor y Ambato

Abstract

The present study considers that social communication is a process oriented to the exchange of knowledge and experiences in conditions of dialogue, freedom and equality, with this perspective the research was carried out in Radio Amor and Ambato, which are strategic spaces that stimulate the participation of society, being accessible to the population, regardless of the educational level of the listener. The objective was to determine how the audiences are segmented according to the type of programming of the Amor and Ambato radios. In the inquiry process, the problem statement, the purpose, the justification and the background were taken as a starting point. In the methodology The methodology to be used in the research work is of qualitative and quantitative origin, taking into account that the programs vary in reference to the different ages. While the methods were documentary bibliographic and the field study, the type corresponds to the exploratory, descriptive, of association of variables. The design was non-experimental, the sample was made up of a population from 30 to 74 years of age, the sample calculation integrates 382 cases, the survey technique was applied with its instrument, the questionnaire. After the presentation of statistical tables and graphs, the hypothesis is verified, an analysis of the interview is carried out, obtaining that the lack of radio news programs increases the ignorance of new topics that may be useful to society and arouse the interest of the audience. listeners.