Modelo de Producción multimedia en Facebook e Instagram, caso de UTC Radio Fm.

The knowledge society, globalized and interconnected, where social networks have become the center of new communication processes, in which content is consumed, shared, created and distributed in the digital environment, partially fulfilling the role of the media of traditional communication. Generating a decrease in the number of listeners on antenna radio and, therefore, the need to structure a multimedia production model for UTC Radio Fm. With this objective, an investigation has been carried out that has collected data identifying the radio stations in the central zone of Ecuador (Tungurahua and Cotopaxi), their presence on the social networks Facebook and Instagram, monitoring the results of their content, typology of content and production models applied to the social media accounts of these radio stations. The applied research methodology is of a mixed nature, using quantitative and mainly qualitative techniques, since they provide greater facilities for analysis, applying an exploratory approach, examining different models of multimedia content production, their strengths and weaknesses. The results obtained allow us to determine types, formats and multimedia production strategies of radio stations on Facebook and Instagram; identifying, through these contents, the promotion of participation and interaction with audiences. With these criteria, a Multimedia Production Model was developed for UTC Radio Fm, from the opinion of radio specialists on social networks; pointing out the most appropriate practices on the social networks Facebook and Instagram, determining the ideal content strategies; enhancing the role that traditional media must play in the digital ecosystem, collecting the most appropriate content strategies to enhance their performance.

• Egile nagusia: Altamirano Molina, Marco Vinicio (author)
• Formatua: masterThesis
• Hizkuntza: spa
• Argitaratua: 2023
• Gaiak: RADIO; MEDIOS DE COMUNICACIÓN; FACEBOOK; INSTAGRAM; MEDIOS DIGITALES
• Sarrera elektronikoa: http://repositorio.utc.edu.ec/handle/27000/10792