Análisis de la adaptación de las radios del cantón Pasaje al ecosistema mediático en el 2020

Abstract

The new information and communication technologies (NICTs) have transformed and revolutionized the ways in which society's facts are expressed and made known, giving way to the media ecosystem characterized by real-time interaction between senders-receivers, giving a dynamic role to the audience. Radios as traditional means of communication have diminished their presence in the market and social sphere, due to the rise of telematics and the preference of new audiences for digital media; in addition to the legal control that, together with political pressure, limits their ability to express themselves truthfully; Therefore, the problem arises of how to adapt to the new media ecosystem to avoid being displaced by other means and to maintain its impact at the cultural level within society. Based on this, an informal migration process is observed towards the potentialities of ICTs and IT infrastructure as a strategy to strengthen their scope, transform themselves and avoid obsolescence; Where the need arises to investigate the adaptation process of radio media, to obtain a global vision we take a private one with more than 60 years on the air, being this a reference in the canton; a public one that is regulated by the municipality of the canton and a community one identified with its locality; these being the first in the province in this type of media. The objective of the project is to characterize the process of adaptation of the radio stations of the Pasaje canton to the new media ecosystem by means of a field investigation to describe their incidence in relation to the Mcluhan laws. An explanatory type methodology is applied, collecting field information through an interview to understand the results are the difficulties that radios have faced on their way to the current media ecosystem; In addition, the study is based on a literary review in documented and indexed sources to argue the opinions and assessments cited. The results are synthesized through comparative tables, revealing the positive, negative and interesting aspects of the opinions of the interviewees by virtue of the categories used in the research such as adaptability, audience, business model, content grid, new actors and professionalization in the radio stations of the Pasaje canton, in relation to their development in the media ecosystem in order to settle price criteria that clearly reflect the social reality that radio stations go through today. The results analyze the measures implemented by the managers, the evolution of the reporter's role, the audience's criteria, and the impact of the new actors when characterizing the adaptation process; in which it is found that radio stations as traditional media did not migrate to the internet for fear of disappearing but because of excessive political control of radio stations through communication laws; The population listens to it because it is part of its culture and history, in addition to being the most credible medium and among the main adaptations are computers, adding multimedia content, managing social networks and practical inferences that carry the content grid in parallel in various platforms; demonstrating that radios have flexibly adapted to the limitations of lack of resources and knowledge by exploiting the potential of the current media ecosystem in the Pasaje canton.