IMPORTANCIA DE LA DIFUSIÓN E INFORMACIÓN DE ACTIVIDADES ARTÍSTICAS Y CULTURALES EXISTENTE A TRAVÉS DE LOS MEDIOS DE COMUNICACIÓN Y SU INFLUENCIA EN LA PARTICIPACIÓN DE LA POBLACIÓN A DICHOS EVENTOS EN LA CIUDAD DE GUAYAQUIL DURANTE EL AÑO 2011

Abstract

This research addresses the problems of mass communication in Guayaquil society in the XXI century, given the growth that this city shows from economic and commercial, yet culturally manifest from a number of problems identified in the work such as walking or low coverage and coverage provided by the mass media to cultural, not existence of a unifying cultural billboard art and cultural events, there is not a cultural magazine, lack of management culture by the Ministry of Culture that promotes all activities in the cultural field, there is a promotion of cultural education. From this perspective, the author of this work has been identified as a research problem: How do the poor dissemination and information on existing arts and cultural activities through the media has been influencing the low participation of the population in these events in the city of Guayaquil in 2011? Seeking answers to this situation and how to generate impact communication strategies to mobilize and change habits, customs and assumptions from the educational and active learning in this society, we propose general goal: Analyze how the poor dissemination and information on arts existing cultural and through the media has been influencing the low participation of the population to these events in the city of Guayaquil in 2011. To develop research made use of research methods with a mixed approach, with methods and quantitative and qualitative, non-experimental design and cross, the type of research is descriptive, explanatory and applied. It was concluded that there is a poor diffusion of different media on different cultural and artistic events that took place in the city of Guayaquil, with the main pathways for information were magazines, newspapers, TV and friends and family and are the criterion that the shows do not have a good quality and not all are affordable to the general population. More involved activities where respondents are live performances and film. Relevant recommendations were established.